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Sales Promotion in Retailing

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A presentation on retail sales promotion - arjun k rajan

A presentation on retail sales promotion - arjun k rajan

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  • 1. Sales Promotion > Arjun K Rajan
  • 2. What Is Sales Promotion??
    • Communication strategies designed to act as a direct inducement, an added value, or incentive for the product to customers.
    • Advertising & publicity may create the desire but its conversion into sales can be achieved only by sales promotion through its short-term incentives.
    • Helps to shape the buying patterns, attract new customers, or increase sales.
  • 3. Objectives – Aimed @ Buyers
    • Stop & Shop - Customers who are just passing by, with no intention of purchasing would be encouraged to enter the store.
    • Shop & Buy – Once the customers have been persuaded to enter the shop, they have to be convinced to purchase by presenting it in such a manner that the customer feels a desire to buy.
  • 4. Contd..
    • Buy Bigger – The promotional activity aims to persuade the customer to buy in a greater quantity or buy other products in addition.
    • Repeat Purchase – The activities may be aimed at persuading the customer for repeated buying.
    • Introduce a New Brand – A sales promotion may be engaged to introduce a new brand to customers
  • 5. Contd..
    • Counter Competitor’s Strategy – A sales promotion may also be used to counter the promotional activities of a competitor brand or retailer.
  • 6. Tools Used for Sales Promotion
  • 7. Coupons
    • Allows the buyer a reduction in price on specific merchandise or products.
    • Delivered by various channels.
    • Eg: Dominos, Bru Coffee,
  • 8.  
  • 9. Contests
    • Insists consumer to compete and prizes are on the basis of skill.
    • Winner is decided on the basis of skill rather than luck.
    • Eg: Bids, Josco Jewellers,
  • 10.  
  • 11. Demonstrations
    • Used to show the customers, the performance capabilities of the product.
    • Videos also used for the purpose.
    • eg: High definition videos played on LCD screens at a home appliance shop.
  • 12.  
  • 13. Referral Gifts
    • Uses word-of-mouth advantage.
    • Highly effective.
    • Cash incentives can also be given
    • Eg: Hero Honda Passport
  • 14.  
  • 15. Product Promotions & Schemes
    • Straightforward scheme in which the customer either gets a monetary discount or gets two products of the same type for the price of one.
    • BOGOF
    • Widely used during lot clearance.
    • Also used to increase footfall.
    • Eg: 2 Onida TV’s for the price of 1
  • 16.  
  • 17. Product Promotions & Schemes
    • Straightforward scheme in which the customer either gets a monetary discount or gets two products of the same type for the price of one.
    • BOGOF
    • Widely used during lot clearance.
    • Also used to increase footfall.
    • Eg: 2 Onida TV’s for the price of 1
  • 18. Samples
    • Provides the customer with an opportunity to try the product at o cost.
    • In-store, door to door, mailer, magazines & newspapers.
    • Usually initiated along with introduction of a new product.
    • Sample packs also offered at very low price.
  • 19. Frequent Shopper Programmes
    • Customer gets benefited in repeated purchases.
    • Special offers for regular shoppers.
    • Invitation to sponsored programmes.
    • EMI schemes, Discount Cards.
  • 20. Point of Purchase (POP) Displays
    • Promotional signs and interior displays, often located at the point of sale or alongside displays of merchandise.
    • Improves in-store branding, sales floor communication and provide information to the customers.
    • Helps retailer to create a buying environment inside the store.
    • Accelerate impulse buying decisions.
  • 21.  
  • 22. Promotions Directed @ Trade or Channel Members
    • To interact directly with the members of trade.
    • Done by participating at trade fares, exhibitions and conferences.
    • A platform for manufacturers to exhibit products ad services offered & to interact with buyers.
    • Eg; Garment Fairs, Textile Machinery Exposition
  • 23. Public Relations & Publicity
    • Marketing communications function aimed at fostering goodwill.
    • The retailer strives to create ad sustain a favorable image with consumers, shareholders, suppliers and public at large.
    • Usually undertaken by an outsider firm.
    • Press releases, feature stories, company newsletters, interviews & press conference.
  • 24. Events Resulting in Publicity
    • Store Openings
    • Store Renovations
    • Celebrity Visits & Affiliations
    • Designer Associations
    • New Product Ranges & Launches
    • Awards Received by Retailer
    • Fashion Shows & Sponsored Events
  • 25.