Amity School of Business

Sales Promotion

Amity School of Business

OBJECTIVE
MODULE-5

Need, scope, objectives and importance of Sales promotion

Management of sales promotion at the consumer, trade and sales force levels

Coordinating sales promotion and advertising

Strengths and weaknesses of sales promotion.

Sales Promotion

Amity School of Business

Sales promotion has been defined as a direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or the ultimate consumer with the primary objective of creating an immediate sale.

Sales Promotion

Amity School of Business

W.J. Stanton defines sales promotion as All those activities other than advertising, personal selling, public relations and publicity that are intended to stimulate customer demand and improve the marketing performance of sellers.

Reasons for the growth of Sales Business Amity School of Promotion

Consumers may love certain brands but often want an extra incentive to buy them Promotion industry has matured over the past several decades The Growing Power of Retailers Declining Brand Loyalty

Reasons for the growth of Sales Business Amity School of Promotion contd
Increased Promotional Sensitivity Brand Proliferation Fragmentation of the Consumer Market Short-Term Focus Increased Accountability Competition

Uses of Sales Promotion

Increase trial inventory clearance

Amity School of Business

Immediate Purchases

Encourage repurchase Increase ad effectiveness

Encourage brand switching

Encourage brand loyalty

Sales Promotion Targets

Amity School of Business

Consumer Sales Promotion

Trade Sales Promotion

Consumer Promotion Tools

Amity School of Business

The main consumer promotion tools include samples, coupons, cash refund offers, price packs, premiums, prizes, patronage rewards, free trials, product warranties, tie-ins, and point of purchase displays and demonstrations.

Consumer Promotion Tools

Samples

Amity School of Business

Consumer Promotion Tools

Coupons

Amity School of Business

Consumer Promotion Tools

Cash Refund Offers or Rebates

Amity School of Business

Consumer Promotion Tools

Price Packs

Amity School of Business

Consumer Promotion Tools

Premiums or Gifts

Amity School of Business

Consumer Promotion Tools

Prizes

Amity School of Business

Consumer Promotion Tools

Patronage Awards

Amity School of Business

Consumer Promotion Tools

Frequency Programs

Amity School of Business

Consumer Promotion Tools

Amity School of Business

Free Trials

Consumer Promotion Tools

Product Warranties

Amity School of Business

Consumer Promotion Tools

Tie-in Promotions

Amity School of Business

Consumer Promotion Tools

Point-of-Purchase Displays

Amity School of Business

Consumer Promotion Tools

Product Demonstrations
.

Amity School of Business

Consumer Promotion Tools

Event Marketing

Amity School of Business

Amity School of Business

Trade-Oriented Sales Promotion

Amity School of Business

Objectives of Trade-Oriented Sales Promotion

Obtain Distribution for New Products

Maintain Trade Support for Established Brands

Encourage Retailers to Display Established Brands Build Retail Inventories

Amity School of Business

Types of Trade-Oriented Sales Promotions

Amity School of Business

Types of Trade-Oriented Promotions

Contests and Incentives

Amity School of Business

Types of Trade-Oriented Promotions

Trade Allowances

Amity School of Business

Types of Trade-Oriented Promotions

Displays and Point-of-Purchase Materials

Amity School of Business

Types of Trade-Oriented Promotions

Sales Training Programs

Amity School of Business

Types of Trade-Oriented Promotions

Trade Shows

Coordinating Sales Promotionof Business Amity School and Advertising

Amity School of Business