Sales promotion

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It's a very good ppt when I was in Prof. A.K.Mishra told me....

BHU is mast hai...Soumitra Bera
MEMP 2008-10

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Sales promotion

  1. 1. Sales promotion<br />Soumitra<br />
  2. 2. “Whereas advertising gives a reason to buy, SP gives an incentive to buy” ……Soumitra<br />
  3. 3. Why SP?<br />
  4. 4.
  5. 5.
  6. 6. Consumer Sales promotion techniques<br />
  7. 7. 1. Coupons <br />
  8. 8. 2. Demonstrations<br />
  9. 9. 3. Frequent-User Incentives<br />
  10. 10. 4. Point-of-Purchase Displays<br />
  11. 11. 5, Free samples <br />
  12. 12. 6. Money refunds and rebates<br />
  13. 13. 7. Premiums <br />
  14. 14. 8. Consumer Contests and Sweepstakes<br />
  15. 15. Objectives of Consumer-oriented sales promotion <br />
  16. 16. 1. Generate consumer interest<br />
  17. 17. 2) Generate inquires from the target customer group<br />
  18. 18. 3) Build consumer traffic<br />
  19. 19. 4) Motivate customers to repeat their purchase<br />
  20. 20. 5) Increasing rates of purchase<br />
  21. 21. Trade Sales Promotion Techniques<br />
  22. 22. Double-Marginalization problem<br />Retail prices too high<br />Insufficient market coverage<br />Offer lower wholesale price to retailers to increase market coverage<br />Why offer trade promotions?<br />
  23. 23. 1. Buy-Back Allowances<br />
  24. 24. 2. Buying Allowances<br />
  25. 25. 3. Scan-Back Allowances<br />
  26. 26. 4.Trade Contest<br />
  27. 27. 5. Free Merchandise<br />
  28. 28. 6. Cooperative Advertising <br />
  29. 29. Objectives of Trade Promotions<br />
  30. 30. a) Encouraging trade to build inventory<br />
  31. 31. b) Getting trade’s cooperation in promotions<br />
  32. 32. Problems with Trade Promotions<br />
  33. 33. Retail Opportunism<br />Forward Buying<br />Inventory problems and Demand Spikes<br />Problems with Trade Promotions<br />
  34. 34. Don’t promote if the product is not good<br />Promotions rarely stop a declining sales curve<br />It is very easy to lose the promotional gains made if your promotion has not been effective in retaining new customers. So the product has to speak for itself.<br />The objective of the promotion is to wean away users from competition and create new users.<br />Excessive promotions lead to diminishing returns and may devalue the brand<br />Final considerations<br />
  35. 35. Thank You for <br />attaintion<br />

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