Add-On Selling         Akash C.MathapatiAkash C.Mathapati
Add on Selling   It is a practice used by sales people to add more    money to a sale that is already at the point of bei...
Contemporary Practices   In today’s business practices, add-on selling has    been used to sell everything from fast food...
   Newsstand sales avg 5.5 m copies, more than the    avg newsstand sales of Time, vogue, self and    Martha Stewart Livi...
Example of Oprah and Add-on Selling   The value of the product or service:       For viewers who enjoy The Oprah Show, e...
Customer Affinity   The affinity the customer has with the firm       Each week an estimated 22 million viewers tune int...
   Concept of customer affinity flows from the premise    that a firm can apply its customer relationships and    custome...
   Specific Marketing Communication aimed at the    customer       O is not marketed 1 to 1       Winfrey makes persona...
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Add on selling

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Add on selling

  1. 1. Add-On Selling Akash C.MathapatiAkash C.Mathapati
  2. 2. Add on Selling It is a practice used by sales people to add more money to a sale that is already at the point of being purchased Ask retail sales reps if they typically add on to the original sale ? Add on selling helps in putting money to your pocket Add on selling saves customer time and aggravation Akash C.Mathapati
  3. 3. Contemporary Practices In today’s business practices, add-on selling has been used to sell everything from fast food to insurance sectors where add-on selling is being introduced is in social media, where customers or advertisers can pay to reach the core demographics they wish to target Akash C.Mathapati
  4. 4.  Newsstand sales avg 5.5 m copies, more than the avg newsstand sales of Time, vogue, self and Martha Stewart Living 75% of all O copies placed on newsstands around US are sold, compared with an avg of 50% for other successful magazines 210,000 subscriptions had come in through oprah.com making the web site probably the most successful example of date of a closely watched source of magazine subscriptions Akash C.Mathapati
  5. 5. Example of Oprah and Add-on Selling The value of the product or service:  For viewers who enjoy The Oprah Show, each additional product winfrey sells provides further sources of enjoyment e.g., celebs How the product fits in with the firms other products  Winfrey’s portfolio of products – O, Oprah’s Book Club, Oxygen Media and Harper Productions  Reflects the core messages of her shows  Inviting guests on show & for columns  E.g., Dr.Phil McGraw – Tell it Like It is, Dear – Abby  Financial freedom  What I know for sure Akash C.Mathapati
  6. 6. Customer Affinity The affinity the customer has with the firm  Each week an estimated 22 million viewers tune into the show  National debut in September 1986  32 Emmy Awards  Managed affinity by her viewers/customers  Sharing the most of the aspects of her life Combination of the relationship a customer has with a firm and the expertise that the customer believes the firm possesses Akash C.Mathapati
  7. 7.  Concept of customer affinity flows from the premise that a firm can apply its customer relationships and customer perceptions of its expertise to related products Branding can contribute to the affinity Akash C.Mathapati
  8. 8.  Specific Marketing Communication aimed at the customer  O is not marketed 1 to 1  Winfrey makes personal appeals to her customers on her show and her websites  Encourages viewers/customers to connect with one another and discuss themes in the magazine or special Akash C.Mathapati

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