Trade Promotion

About Trade PromotionActivities executed between manufacturer &

retailer.

Aimed : to increase demand of products.

Helpful in increasing product visibility and brand awareness with consumers.

Act as a leverage in introducing new product.

Types of Trade Promotion

In-store displays Consumer behaviour

• Creates Awareness

• Brings attention to promoted product

• Encourages impulse buying

Temporary price reduction

A short-term price reduction to increase sales of a product for a specific time period.

Consumer behaviour

• Pays a lower price hence impulse buying

Coupons

Consumer behaviour

• Creates Brand awareness

• Prompts customer to visit the brand again

• Makes purchase more desirable

Contest & sweepstakes

Consumer behaviour• Encourages bulk buying

• Creates brand awareness

Rebates

Consumer behaviour

• Gets attracted due to lowered price

Premium

Consumer behaviour• Offer more valuable

• Tangible benefit (No obligations gift)

Sampling

Consumer behaviour

• Reduces consumers’ apprehension about buying a new product

Free wine tasting

Trade Promotion Analytics

Issues In Trade Promotion

Lack of accurate & timely information.

Inability to plan promotions based on analytics

Ineffective organization and partner integration

Ineffective organization and partner integration

Attractive deals and promotions help big retailers grow