Sales Promotion
Diverse collection of incentive toolsmostly short term, designed to stimulate    quicker or greater purchase of   particul...
Consumer PromotionsActivities targeted at consumersto:• Encourage purchase of large  packs• Entice switchers (consumer wit...
Sampling                                           Dry SamplingWet Sampling    Used to increase product trail or increase ...
CouponsPrice reduction offer redeemed in shape of price off, gift, discount                   on subsequent purchase etc
Premium or GiftsTargeted to increase consumer offtake in a certain time period
Contests
Price Offs
Trade Development(Promotions) ExpensesPerformance based                    Performance   Non                              ...
Performance Trade ExpensesExpenses related to activities targeting a quantifiable sales objective          Placement      ...
Non Performance Trade      ExpensesExpenses related to activities that are not performance related      Cost paid to trade...
Salesforce Promotions      Sales Contests                        Incentive                        Schemes
Promotion Evaluation      Promotion Must have Clear Objectives
Promotion Evaluation    Pre & Post Promotional evaluation must be made for                effective promotion spending    ...
Promotion
Promotion
Promotion
Promotion
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Promotion

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Promotion

  1. 1. Sales Promotion
  2. 2. Diverse collection of incentive toolsmostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade
  3. 3. Consumer PromotionsActivities targeted at consumersto:• Encourage purchase of large packs• Entice switchers (consumer with no brand loyalty)• Help non users for trail generation
  4. 4. Sampling Dry SamplingWet Sampling Used to increase product trail or increase sales
  5. 5. CouponsPrice reduction offer redeemed in shape of price off, gift, discount on subsequent purchase etc
  6. 6. Premium or GiftsTargeted to increase consumer offtake in a certain time period
  7. 7. Contests
  8. 8. Price Offs
  9. 9. Trade Development(Promotions) ExpensesPerformance based Performance Non Performance Relationship based
  10. 10. Performance Trade ExpensesExpenses related to activities targeting a quantifiable sales objective Placement • Expenses related to • Installation of displays • Shelf space • POP / in store communications Bulk purchased • Trade incentives aimed to induce trade for bulk purchasing (Pack Free, Price off) for a certain time period Specific Target Incentives • Cost paid to trade to reach a specific target in a specific time period
  11. 11. Non Performance Trade ExpensesExpenses related to activities that are not performance related Cost paid to trade that are not directly performance related and has limited or no perceived value for the group
  12. 12. Salesforce Promotions Sales Contests Incentive Schemes
  13. 13. Promotion Evaluation Promotion Must have Clear Objectives
  14. 14. Promotion Evaluation Pre & Post Promotional evaluation must be made for effective promotion spending Define Incremental Sales Promotional Scope (Channels, Duration) Incremental Returns Key Learnings (Pros & Cons)
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