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Sales Promotion in Retailing
Sales Promotion in Retailing
Sales Promotion in Retailing
Sales Promotion in Retailing
Sales Promotion in Retailing
Sales Promotion in Retailing
Sales Promotion in Retailing
Sales Promotion in Retailing
Sales Promotion in Retailing
Sales Promotion in Retailing
Sales Promotion in Retailing
Sales Promotion in Retailing
Sales Promotion in Retailing
Sales Promotion in Retailing
Sales Promotion in Retailing
Sales Promotion in Retailing
Sales Promotion in Retailing
Sales Promotion in Retailing
Sales Promotion in Retailing
Sales Promotion in Retailing
Sales Promotion in Retailing
Sales Promotion in Retailing
Sales Promotion in Retailing
Sales Promotion in Retailing
Sales Promotion in Retailing
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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.  

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