Paramjit sharma 1
Sales Sales Promotion
Paramjit sharma 2
SP Consists of Diverse Collection of Incentive Tools, mostly short term designed to stimulate quicker or greater purchase of particular productor Services by Consumers or the Trade
Paramjit sharma 3
Akai became TV Sets market leaders in India because they offered good tradeoff in value on black and white TV SetsOn purchase of colored TV Sets.
Paramjit sharma 4
Study on 2500 instant coffee buyers
Better sales results through SP than advertisements
Don’t get long term new buyers in mature market
Loyal brand buyers don’t change buying pattern
Advertisement facilitate deepening brand loyalty
Paramjit sharma 5
Sales promotion decisions
EstablishingObjectives
Selecting consumerPromotion tools
Selecting Trade promotion Tools
Selecting Business & Sales ForcePromotion Tools
Paramjit sharma 6
SPOBJECTIVES
CO
NSU
ME
RS
RE
TA
ILE
RS
SAL
ES F
OR
CE
Paramjit sharma 7
SPOBJECTIVES
CO
NSU
ME
RS
Encouraging large volumeBuilding trial among non-usersAttracting competitors customers
Paramjit sharma 8
SPOBJECTIVES
RE
TA
ILE
RS
Persuading to carry new itemsMaintain higher level of inventoryEncouraging off-season buyingOffsetting competitors promotionBuilding brand loyaltyGaining entry into new retailers
Paramjit sharma 9
SPOBJECTIVES
SAL
ES F
OR
CE
Support of new product or modelStimulating off-season salesEncouraging new prospects
Paramjit sharma 10
Why Sales Promotion
Brand Intrusions
Competitors using Sales Promotion
Consumers. Price Orientation
Decrease in Advertising. Efficiency
rising costs media clutter legal restrictions
Paramjit sharma 11
CONSUMERPROMOTIONTOOLS
CASH REFUND
COUPENS
PRICE PACKS
SA
MP
LE
SP
RE
MIU
MS
PRIZ
ES
PATRONAGE
FREE TRIALS
Paramjit sharma 12
TRADE PROMOTIONTOOLS
PRICE OFF ALLOWANCE FREE GOODS
Paramjit sharma 13
Major Business and Sales ForcePromotion Tools
SalesContests
SPECIALITYADVERTISING
Trade shows &conventions
Paramjit sharma 14
Developing Programme Pre tes
ting Programme
Implem
entin
g Programme Evaluation
Paramjit sharma 15
Thanks