2. Sales Promotion
Sales Promotion identified as a series of different campaigns
operate by manufacturers or dealers in their marketing plan.
The purpose is to increase the sales of goods in a specific time
period and attract more customers to approach more products
from them.
Advertising and personal selling support sales promotion
significantly. However, sales promotion differs from both of them.
3. Tools Of Sales Promotion
Samples
Premium
Sweepst
akes
Bonus
Packs
Price
Off
Loyalty
Program
Event
MarketingRefunds
Rebates
Coupons
4. Sales Promotion Mix
Consumer Sales Promotions - Target the end user
or the customer such as coupons or point of purchase
displays.
Trade Sales Promotions - Target organizational
customers such as dealers, distribution channels or sales
teams that stimulate immediate sales such as sales
incentive contests or dealer wholesale discounts
Retail Sales Promotions – Are devised and initiated
by in-store management such as “buy one get one free”
programs or “kids eat free” nights.
5. Push Strategy
A push promotional strategy involves taking the
product directly to the customer via whatever means,
ensuring the customer is aware of your brand at the
point of purchase.
"Taking the product to the customer“
Example
◦ Trade show promotions to encourage retailer demand
◦ Direct selling to customers in showrooms or face to face
◦ Negotiation with retailers to stock your product
◦ Efficient supply chain allowing retailers an efficient supply
◦ Packaging design to encourage purchase
◦ Point of sale displays
6. Pull Strategy
A pull strategy involves motivating customers
to seek out your brand in an active process.
"Getting the customer to come to you“
Example
◦ Advertising and mass media promotion
◦ Word of mouth referrals
◦ Customer relationship management
◦ Sales promotions and discounts
