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Sales promotion
Sales promotion
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Sales promotion

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

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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Transcript

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

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