GROUP 6GROUP MEMBERS:NUR ILYANI BT BASHIRWAN INTAN SAADAH WAN ROSDIWAN NURHAMIZAH WAN ZAKARIA
LEARNING OBJECTIVEAt the end of the lesson, students should be able to : Define Sales Promotion Briefly explain the objectives of Consumer Promotion Describe each of the Consumer Promotion Tools. Back to school
Promotion Mix The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives.
Sales Promotion Mass communication technique that offers short- term incentives to encourage purchase or sales of a product or service.
Consumer-Promotion Consumer-Promotion Objectives Tools Entice Consumers to Try a New Product Samples Coupons Lure Customers AwayFrom Competitors’ Products Patronage Price Packs Rewards Hold & Reward Loyal Customers Advertising Specialties Consumer Relationship Building
Consumer - Promotion Tools1. Samples Are offers of a trial amount of a product. Sampling is the most effective but most expensive.
2. Coupons Are certificates that give buyers a saving when they purchase specified products. Ex: RM 5 off the regular price that will apply to a new product (Discount on full price will encourage product trial)
3. Price packs Offer consumers savings off the regular price of a product. Price packs can be single packages sold at reduced price (such as two for the price of one) OR two related products banded together Ex: Toothbrush and toothpaste
4. Patronage Rewards Cash or other rewards offered for the regular use of a certain company’s products or services. Ex: Membership card collecting points to redeem with items.
5. Advertising Specialties Are useful articles imprinted with an advertiser’s name given as a gifts to consumers Ex: Items included pen, key chain, goody bags, t-shirts, caps and coffee mugs.
Exercise : DESCRIPTION CONSUMER PROMOTION TOOLArticles imprinted with an advertiser’s name given Advertising Specialtiesas a gifts to consumersSingle packages sold at reduced price (such as two Price Packsfor the price of one) OR two related productsbanded togetherTrial amount of a product. SampleCertificates that give buyers a saving when they Couponspurchase specified products.Cash or other rewards offered for the regular use Patronage Rewardsof a certain company’s products or services
ASSIGNMENTMarketing Project: To fulfill the requirement of this subject, each group are required to prepare ONE product to be marketed to your selected target market. Each group must apply any type of Consumer Promotion Tool to market their product Details of the assessment will be disclosed on our next class.
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