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Sales Promotion And Public Relations
Sales Promotion And Public Relations
Sales Promotion And Public Relations
Sales Promotion And Public Relations
Sales Promotion And Public Relations
Sales Promotion And Public Relations
Sales Promotion And Public Relations
Sales Promotion And Public Relations
Sales Promotion And Public Relations
Sales Promotion And Public Relations
Sales Promotion And Public Relations
Sales Promotion And Public Relations
Sales Promotion And Public Relations
Sales Promotion And Public Relations
Sales Promotion And Public Relations
Sales Promotion And Public Relations
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Sales Promotion And Public Relations

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  1. Sales Promotion and Public Relations Dr. Anil Mishra [email_address] 9937635059 Asian School of Business Management
  2. Sales Promotion <ul><li>Sales promotion can be defined as an activity taken up to boost the sales of a product. </li></ul><ul><li>it can include distribution of free samples, offering free gifts, conducting trade fairs, exhibitions and competitions, offering temporary price discount, etc. </li></ul>
  3. Purpose of Sales promotion <ul><li>Encouraging the customers to try a new product like free samples distributed by different companies. </li></ul><ul><li>Attract new customers </li></ul><ul><li>Encourage customers to use the product or service and make them brand loyal. </li></ul><ul><li>Counter a competitor’s promotional activities. </li></ul>
  4. Importance of sales promotion <ul><li>When sellers introduce new products or new brands in the market. </li></ul><ul><li>When an economy is going through a recessionary phase, customer become more price sensitive. </li></ul><ul><li>When sellers aims at triggering the impulsive buying behavior of the customers. </li></ul><ul><li>A company seeks to obtain greater cooperation from its retailers. </li></ul>
  5. Decisions in sales promotion <ul><li>Consumer sales promotion: This type of sales promotion is targeted at the end consumers. Customer sales promotion is a “Pull Strategy” and encourages the customers to make a purchase. </li></ul><ul><li>Trade sales promotion: This type of sales promotion is targeted at the distribution channel. It is a “Push Strategy” and encourages the channel members to stock the product. </li></ul>
  6. Consumer sales promotion methods <ul><li>Price promotions: (price discounting) </li></ul><ul><li>Coupons : </li></ul><ul><li>Free gifts/ samples: This is also known as “premium promotion” as a consumer gets something in addition to the main purchase. </li></ul><ul><li>Money refunds </li></ul><ul><li>Frequent user incentives </li></ul><ul><li>Point of purchase displays: attractive , informative and well positioned point of purchase displays therefore form an important part of sales promotion </li></ul><ul><li>Installment offers </li></ul><ul><li>Consumers contest </li></ul><ul><li>Consumer sweepstakes: consumer are required to submit their names to be included in a draw for prizes. </li></ul><ul><li>Trade shows </li></ul>
  7. Trade sales promotion methods <ul><li>Buying allowances </li></ul><ul><li>Buyback allowance: incentive for each additional unit purchased after the initial deal </li></ul><ul><li>Merchandise allowance: manufacturer agrees to pay the reseller certain amount of money for promoting the company’s product </li></ul><ul><li>Free merchandise: an additional amount of the product is offered without any additional cost. </li></ul><ul><li>Dealer loader: reward or gift along with display kit </li></ul><ul><li>Dealer listing: company in its advertising using name of dealers. </li></ul>
  8. Public relations <ul><li>The planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its public. </li></ul><ul><li>Public includes its employees, stakeholders, trade unions, general public,customers, media, government and politicians etc. </li></ul>
  9. Marketing and PR <ul><li>Functions of a marketing manager </li></ul><ul><li>Functions of PR manager </li></ul>
  10. Major decisions in PR <ul><li>Setting objectives </li></ul><ul><li>Built awareness: take part in social activities. </li></ul><ul><li>Built credibility: news comes from editorial section. </li></ul><ul><li>Motivate sales force: </li></ul><ul><li>Cut down promotional cost. </li></ul>
  11. Selecting message and media <ul><li>Message should be timely, interesting, accurate and in the public interest. </li></ul><ul><li>Media include: newspapers, newsletters, the TV, internet etc. </li></ul>
  12. Implement the plan
  13. Majors tools of PR <ul><li>News release: usually a single page copy containing not more than 300 words. </li></ul><ul><li>Feature article: a featured article is prepared for a specific publication and can contain upto 3000 words </li></ul><ul><li>Captioned photograph: it contains a photograph with a brief description of the picture’s contents. They are commonly used for launching new product. </li></ul><ul><li>Press conference: where company announces new events. </li></ul><ul><li>Sponsor a social events </li></ul>
  14. Techniques for PR <ul><li>Consumer communication: like customer press releases, promotional videos, product launch events. </li></ul><ul><li>Business communication: through company videos, direct mailing, trade press release , trade exhibition etc. </li></ul><ul><li>Employee communication: in house news letter, notice board, company get together. </li></ul>
  15. Evaluating PR <ul><li>Monitoring the amount of media coverage obtain </li></ul><ul><li>Measuring attendance at meeting, conference </li></ul><ul><li>Measuring the number of inquiries received in response to specific public relations efforts. </li></ul>
  16. Thank U

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