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Consumer Sales promotion

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  • 1. SALES PROMOTION • • • Nabduan Neeranuch Raveepitchaya D. Ng. R. 5520212002 5520212006 5520212007 www.company.com
  • 2. Consumer Sales Promotion Trade Promotion Trade Promotion To persuade and encourage manufacturers, wholesalers and retailers who buying the products for business to business purpose but consumer sales promotions target directly to customers or end user customers. Consumer Sales Promotion Using to persuade and encourage customer to buy products and services in order to increase sales in the short term (limited time) as a tactical strategy Building Products Awareness Create Interest and New Users Providing Information Stimulating Demand www.company.com Reinforcing the Brand
  • 3. Characteristic of Sales Promotion • By Prof. Philip Kotler • There are 3 distinctive characteristics of sales promotion including Communication, Incentives and Invitation. Communication can draw attention from customers and provide information to influence customers to purchase products. Sales Promotion is incentive to incorporated some concession, inducement, or contribution that gives value to the consumer. Sales promotions have a distinct invitation to engage in the transaction now or future customer purchase as soon as possible. www.company.com
  • 4. Characteristic of Good Consumer Sales Promotion • Able to encourage customers to buy one brand over another by introducing samples, coupons, pop promotions etc. • Able to obtain trial purchase from customers • Able to stimulate sales force enthusiasm • Able to join force with advertising to reinforce sales • Able to prevent competition in advance. www.company.com
  • 5. Consumers Sales Promotion Tools Free Sample Coupon Percent-off Bonus Packs Refunds/Rebates Premium Contest/Sweepstake www.company.com
  • 6. Consumer Sales Promotion Tools Free Sample Free Sample • • Effective way for new product launching Most of customer not confident to buy new products because they are not sure about product reliability and quality. Pros  Increase the number of new customers  Entice former customers to return  To find ways to drive new users to your company:  To get permission to turn people into customers unless you have asked permission to give them the sample.  To encourage trial to People who are your target audience www.company.com Cons o Not be as easy to measure as other promotional strategies, but they can be measured o Not effective if the company set the wrong sampling group
  • 7. Consumer Sales Promotion Tools Free Sample www.company.com
  • 8. Consumer Sales Promotion Tools Coupon Coupon • • • One of the most common sales promotion techniques To stimulate sales volume and customer intention of purchasing both of new and existing customers Include special price coupon, discounts coupon, free goods and value added giveaway coupon. Pros ✓Increase the number of new customers. Name on the coupon even when the coupon is not redeemed. ✓Entice former customers to return ✓Reward current customers - Customers are delighted when they receive the gift of savings from the manufacturer of a product that they buy regularly. ✓Create the opportunity for the marketer to up-sell a more profitable product ✓Provide the marketer with a highly measurable marketing program www.company.com Cons O Unable to judge the effectiveness of your coupon campaign without testing and measuring O The coupon may not best fit for target audience. O Many requirement in using coupon O Have no monetary value
  • 9. Consumer Sales Promotion Tools Coupon www.company.com
  • 10. Consumer Sales Promotion Tools Percent-Off Percent-offs • • Lower price offers of the original price. It designs to boost up sales in off-season and first stage of new product launching to the market. Pros ✓Increase the number of new customers ✓Entice former customers to return ✓Maintain current customers ✓Provide product with lower price ✓Allow the company to new segment in price sensitive group of customers www.company.com Cons O May effect the brand image O May reflect the dropping in price quality
  • 11. Consumer Sales Promotion Tools Percent-Off www.company.com
  • 12. Consumer Sales Promotion Tools Bonus Packs Bonus Packs (Banded Packs) • • • To persuade consumer by offer in adding amount of package containing To introduce a new product by the same manufacturer or to make buyers aware of a companion product to one they already use. Producer use a bonus pack as an incentive to purchase by attaching a sample size of a product to a full size of the same product. Pros  Increase the number of new customers  Entice former customers to return  Maintain current customers  Offer customers lower price  Have no redemption or couponing cost  Reduce cost per units  Direct to consumers  Invent competitors to current consumers  Influence in retailers  Increase brand loyalty www.company.com Cons O May affect the brand image O May reflect the dropping in price quality O Increase shelf space O Increase in cost of transportation shipment O No time consuming for customer
  • 13. Consumer Sales Promotion Tools Bonus Packs www.company.com
  • 14. Consumer Sales Promotion Tools Refunds and Rebates Refunds and Rebates • • • Consumer able to refund their money after paid full amount of price. To refund their money back such as having to write consumer’s name or address and send the information by mail back to company’s products. Take long time to classify till proved then company will paid back in return Pros ✓Increase the number of new customers ✓Entice former customers to return ✓Maintain current customers ✓Offer customers lower price ✓Easy to measure the effectiveness of the sale promotion campaign www.company.com Cons O Take a certain amount of time and effort from the consumer O Requires such procedures and assume the out-the-door price when considering the purchase O Come up with many regulation O Customers require more skills to obtain benefits O Most of them are exaggerated promote O Most of them not guarantee for satisfaction
  • 15. Consumer Sales Promotion Tools Refunds and Rebates www.company.com
  • 16. Consumer Sales Promotion Tools Premiums Premiums • • Reward given to the existing customers by offering free or low price in return for product purchase. Help increase the sales of the product among the existing customers itself. Pros ✓Maintain current customers ✓Add value and are brand related; ✓no need for elaborate packaging ✓Impact at point-of-sale due to their visibility; ✓Offer immediate consumer gratification; ✓Have no redemption or couponing cost; ✓Provide added value. www.company.com Cons O Not effective if the company set the wrong target group O Don't expect premium to increase profits. O Not be as easy to measure as other promotional strategies, but they can be measured
  • 17. Consumer Sales Promotion Tools Premiums www.company.com
  • 18. Consumer Sales Promotion Tools Contests and Sweepstakes Contests and Sweepstakes • • • • To persuade consumer buy their product immediately and invite consumer to join with the sale promotion by created the interesting and exciting activity. Contest, consumer have to use their skill or competence to join the contest to win the prize Sweepstakes, consumer can win the prize by random drawing or consumer have to send the cap or pieces of product for winning Develop to be easy method than previous that call instant winners. By the way, for instant winners method, producer should aware the gambling as well. Pros  Increase the number of new customers  Entice former customers to return  Maintain current customers  Create a buzz about the product  Draw traffic to their website or store  Strengthen their relationship with their www.company.com customers Cons O Mostly in order to set up event must rely on sponsorship O May mislead customer to concentrate in reward instead of products
  • 19. Consumer Sales Promotion Tools Contests and Sweepstakes www.company.com
  • 20. Favorable Consumers Sales Promotion FREE SAMPLE www.company.com
  • 21. Unfavorable Consumers Sales Promotion COUPON www.company.com
  • 22. www.company.com