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(Kotler, Chap. 17-2) How Should Sales Promotion Decisions Be Made?
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(Kotler, Chap. 17-2) How Should Sales Promotion Decisions Be Made?

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(Kotler, Chap. 17-2) How Should Sales Promotion Decisions Be Made?

(Kotler, Chap. 17-2) How Should Sales Promotion Decisions Be Made?

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(Kotler, Chap. 17-2) How Should Sales Promotion Decisions Be Made? (Kotler, Chap. 17-2) How Should Sales Promotion Decisions Be Made? Presentation Transcript

  • Prof. Sameer Mathur, Ph.D. Prof. Prem P. Dewani, Ph.D. How Should Sales Promotion Decisions Be Made? Kotler, Chapter 17
  • Sameer Mathur BuddingMarkets.com Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 IIM, Lucknow, Marketing Professor 2013 – 2 IIM, Lucknow, Marketing Professor 2013 – Ph.D. (Marketing) 2007 – 2013 Prem Prakash Dewani BTech, Indian Institute of Technology, Roorkee 1995 – 1999
  • Agenda 3 • What is difference between advertising and sales promotion? • How should sales promotion decision be made? Marketing Management | Kotler and Keller
  • Advertising And Sales Promotion 4 Advertising offers reason to buy the product, whereas Sales promotions offer an incentive to buy the product. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • How Should Sales Promotion Decisions Be Made? 5 • Establishing objectives • Selecting Consumer promotion tools • Selecting trade promotion tools • Selecting business and sales force promotion tools • Developing the program • Implementing and evaluating the program Marketing Management | Kotler and Keller
  • Establishing Objectives 6 Customers • Building trial among non-users. • Attracting switchers. Retailers • Encouraging stocking. • Building brand loyalty. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • Selecting Consumer Promotion Tools 7 Marketing Management | Kotler and Keller
  • Samples 8 e.g. Consumer gets a free sample of product, when he takes this news paper ad to the store. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • Coupons 9 e.g Flipkart coupons. Marketing Management | Kotler and Keller
  • Rebates 10 Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • Price Packs 11 e.g Toothpaste and toothbrush sold together Marketing Management | Kotler and Keller
  • Premiums (Gifts) 12 e.g Giving free sunglasses as an incentive to buy pizza. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • Frequency Programs 13 Marketing Management | Kotler and Keller
  • Prizes 14 Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • Patronage Awards 15 Value proportional to patronage e.g Petro card issued by Bharat Petroleum. Marketing Management | Kotler and Keller
  • Free Trials 16 Inviting prospective purchasers to try the product for free in hope that they would buy. e.g Axe deodorants Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • Product Warranties 17 Insurance against failure Marketing Management | Kotler and Keller
  • Tie-in Promotions 18 Source: Wikipidea (http://en.wikipedia.org/wiki/Tie-in) Two or more brands team-up. e.g. This Pannier bag is a tie-in product from the TV series South park.
  • Cross Promotions 19 Using one brand to advertise another noncompeting brand. e.g Duracell brand advertising a glue stick Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • Point-Of-Purchase 20 P-O-P displays and demonstrations take place at the point of purchase or sale. e.g Beds Marketing Management | Kotler and Keller
  • Selecting Trade Promotion Tools 21 Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • Price-Off 22 A straight discount off the list price during a stated time period. e.g Pizza Marketing Management | Kotler and Keller
  • Allowance 23 Source: https://www.boundless.com/marketing/personal-selling-sales-promotion/trade-sales-promotion-methods/trade-allowances/ e.g. Hairdressers can go to manufactures to get discounts for buying in bulk.
  • Free Goods 24 Offers on buying a certain quantity or flavor or size. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • Selecting Business And Sales Force Promotion Tool 25 Marketing Management | Kotler and Keller
  • Trade Shows And Conventions 26 An exhibition for companies in a specific industry to showcase and demonstrate their new products and services. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • Sales Contests 27 Including the salesforce or dealers to increase their sales. Marketing Management | Kotler and Keller
  • Specialty Advertising 28 It consists of useful, low cost items bearing the company’s name. e.g key chains, ballpoint pens etc. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • Developing The Program 29 Size Duration Incentives Distribution vehicle Timing Total Sales promotion budget Marketing Management | Kotler and Keller
  • Implementing And Evaluating The Program 30 Implementation • Lead time • Sell-in time Evaluating • Sales data • Consumers survey • Experiments Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • Image Credits 31 • http://img6a.flixcart.com/image/book/1/6/0/marketing-management-a-south-asian-perspective-400x400-imadddgp8s668frj.jpeg • http://freekaamaal.com/wp-content/uploads/giftbig-free-flipkart-voucher.jpg • http://mhmarketing99.blogspot.in/2011/10/ch-18-sales-promotion-and-personal.html • http://www.intelliprice.co.uk/write/Images/promo_pic.jpg • https://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&docid=0si9C0Pzp5yKrM&tbnid=6QgwGsLfAIIaTM:& ved=0CAIQjBw&url=http%3A%2F%2Fimg.docstoccdn.com%2Fthumb%2Forig%2F26643357.png&ei=Cp5zU_aPLMS0kAWvk4C wAQ&bvm=bv.66699033,d.dGI&psig=AFQjCNHQ91JxlWW6ymY9YnkmmESCVRFyYA&ust=1400172336203662 • http://katrinamoyer.files.wordpress.com/2010/10/capture2.png • http://blogs.msdn.com/blogfiles/willy- peter_schaub/windowslivewriter/tea.2takesadeepbreathtrueinteroperabilit_724d/clipart_of_15313_smjpg_2.jpg • https://morinda.com/en-us/news/1274395 • http://www.trade-show-advisor.com/ • http://www.mommysavers.com/wp-content/uploads/2011/08/suave.jpg • http://en.wikipedia.org/wiki/Tie-in • https://www.boundless.com/marketing/personal-selling-sales-promotion/trade-sales-promotion-methods/trade-allowances/ Marketing Management | Kotler and Keller
  • Image Credits 32 • http://www.preloadedstores.com/partner_data/2/image_url/38393.jpg • http://www.emeraldinsight.com/content_images/fig/0070470807003.png • http://damnplanet.files.wordpress.com/2011/02/22919_pepsi-31.jpg • http://www.hindu.com/thehindu/mp/2004/02/16/images/2004021601350101.jpg • http://4.bp.blogspot.com/-4D1x6vkBxe0/UiAvd4YIGDI/AAAAAAAAFog/0-A3ebvyjzE/s1600/Spray+deodorant.jpg • http://bmpr.com/chip_martin/blogs/images/chip_martin/Durecellpackage.jpg • http://www.strobel.com/images/wide-product-800pw.jpg • http://www.madeinsingaporelah.com/wp-content/uploads/2013/01/Enjoy-half-price-Off-Domino-Pizza-Classic- Pepperoni-Pizza-10-14-Jan-2013.jpg • https://www.boundless.com/marketing/personal-selling-sales-promotion/trade-sales-promotion-methods/trade- allowances/ • http://www.grubgrade.com/wp-content/uploads/2014/03/BOGO-Free-Master-Blast-Sonic.jpg Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • Sameer Mathur BuddingMarkets.com Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 IIM, Lucknow, Marketing Professor 2013 – 33 IIM, Lucknow, Marketing Professor 2013 – Ph.D. (Marketing) 2007 – 2013 Prem Prakash Dewani BTech, Indian Institute of Technology, Roorkee 1995 – 1999