Sales Promotion in Retailing

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    Sales Promotion in Retailing - Presentation Transcript

    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.  

    + Arjun RajanArjun Rajan, 8 months ago

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