1. RETAILER-
ORGINATED
SALES PROMOTION
&
PUBLIC RELATION
MADE BY: NIHARIKA SHARMA

2. SALES PROMOTION ???

3.  All those measures which
normally motivate the customers to
buy more, and thus increase sales of
the product.
Other examples are:
 lakhpati bano
 win a tour to singapore
 30% extra on a pack of one kg etc.

4. OBJECTIVES:
 To introduce new products
e.g.; free samples
 To attract new customers and retain the
existing ones
e.g.; discounts, prize
 To maintain sales of seasonal products
e.g.; off-season discount
 To meet the challenge of competition.

5. TOOLS IN S.P :
 Free samples:
e.g.; shampoos, book on web (pdf)
 Premium or bonus offer:
e.g;toothbrush with toothpaste
 Exchange schemes:
e.g.; old watches with new titan watch
 Price-off offer:
e.g.; Rs. 2 off on purchase of a lifebuoy
soap

6.  Coupons:
e.g.; show this and get Rs. 15off on
purchase of 5 kg. of Annapurna Atta
 Fairs & Exhibitions:
e.g.; International
 Trade Fair
 Scratch & win offer

7. IMPORTANCE OF SALES
PROMOTION
Manufacture point of
view
Customer point of view

8. IMPORTANCE
From manufacturer‟s point of view:
 helps to increase sales in a competitive market and
thus, increases profits
 helps to introduce new products in the market
by drawing the attention of potential customers
 when a new product is introduced or there is a
change of fashion or taste of consumers, existing
stocks can be quickly disposed off
 it stabilizes sales volume by keeping its
customers with them.

9. From customer‟s point of view:
 the consumer gets the product at a cheaper rate
 it gives financial benefit to the customers by way
of providing prizes and sending them to visit
different places
 the consumer gets all information about the quality,
features and uses of different products
 creates confidence in the mind of customers about
the quality of goods, e.g.; money back offer
 it helps to raise the standard of living of people,
e.g.; exchange offer.

10. Retailer-originated SP
 Window displays:
e.g.; jewelers, booksellers, chemists, etc‟
 In-store displays:
 Mass displays: displaying a product already on
the shelf
 Multiple product promotions: e.g; food and wine
from Italy
 Demonstrations (exhibition): e.g; fashion shows

12. Price promotions:
e.g; in clothing sector, annual or half-
yearly sales
Store loyalty cards/Trading stamps
Free gift
In-storedisplay material:
E.g; window posters

14. PUBLIC RELATION
 “Public Relations is the deliberate,
planned and sustained effort to
establish and maintain mutual
understanding between an
organization and its public.”
- Institute of Public Relations, USA

15. ORIGIN OF PUBLIC
RELATION
 Thomas Jefferson (1807) used the phrase “public relation”
in the place of “state of thought “ while writing his seventh
address to the us congress.
 In India, Great Indian Peninsular Railway Company
Limited (GIP Railways) carried on publicity in Public.
 Relations campaign in England for promote tourism to India
through mass media and pamphlets
.
 During the time of First World War a central publicity board
was set up at Mumbai for disseminating war news to the
public and press.
 After Second World War the Public Relations activity gained
importance both privates as well as Government started
Public Relations campaigns.

16. FUNCTION OF PUBLIC
RELATION
 Promote goodwill
 Promote product, service, corporate
image
 Corporate communication
 Lobbying

17. ADVANTGES
 CREDIBILITY
 COST
 AVOIDANCE OF CLUTTER
 IMAGE BUILDING
 ABILITY TO REACH SPECIFIC GROUP

18. DISADVANTAGES
 Difficult to quantify PR benefits
 Lack of control
 „Deft‟ management required

19. MARKETING,
ADVERTISING,
PUBLIC RELATION
ARE THEY SAME ????????

20. The answer is……not really!
 Marketing and advertising traditionally
promote products and services.
 Public relations promotes the entire
organization.

21. PROCESS OF PUBLIC
RELATION

22. EFFECTIVE P.R.
??
Awareness Acceptance Action

23.  Awareness: To create a positive image of
an organization, the message must reach
the public. Information must reach in its
desired form for effective public relation.
 Acceptance: The audience must
understand what the message intends to
communicate. They ought to agree with
the message.
 Action: The audience ought to give
feedback to the organization accordingly.

24. CONCLUSION
 Public relations is nothing but an
effort to present one‟s
organization in the best light.