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Sales Promotions

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    Sales Promotions Sales Promotions Presentation Transcript

    • Sales Promotions I MKT4114
    • What we’re going to talk about
      • A quick recap of Sales Promotions
      • What do they do?
      • What types are there?
      • What types are good for which objectives?
      • How to develop creative promotions...
    • Sales Promotions... What were they?
      • They add value
      • “Pull” and “Push” Promotions...
      • Three categories: - Consumer - Retailer - Trade
    • Retail Promotions:
      • Increase store traffic
      • Even out fluctuating sales
      • Increase purchase frequency/quantity
      • Increase loyalty
      • Increase specific brand sales
      • Special offer
      • Loyalty Card
      • BOGOF
      • Linked purchase
    • Trade Promotions:
      • New product launch
      • Counter competition
      • Increase stock levels
      • Even out fluctuating sales
      • Increase shelf space
      • Allowances & discounts
      • Free merchandise
      • Contests
    • Consumer Promotions
      • Encourage trial
      • Counter competition
      • Trade up/bigger products
      • Expand usage
      • Load up existing users
      • Attract new customers
      • Even out existing sales
      • Disseminate information
    • Main Types:
      • Four main areas:
      • Money-based
      • Product-based
      • Gift-based
      • Store-based
    • Consumer Promotions
      • 4 main types:
      • Money based
      • Product based
      • Gift/Prize based
      • Store based
    • Money based:
      • Reduced Price (on pack/shelf)
      • Rebates/Cash back (mail in)
      • Coupons
    • Product based:
      • Extra Product: xx% extra free BOGOF
      • Samples
    • Gift/Prize based:
      • Self liquidating offer
      • Free mail in
      • Contest/Sweepstake
      • Free with/in/on product
      • Loyalty schemes
    • Store based
      • Special offer for one store (chain of stores)
      • Sampling
      • POP Displays
      • Store discount vouchers (in-store dist.)
      • Ambient ads
      • & Field marketing :-) !
    • “Promotion mechanics” Cummi, 2002s Promotion Type Immediate Delayed Value Free in Pack Reusable Container Instant Win Home sampling Free on-pack Free Mail-in Competition Free draw Self-liquidator Charity promotion Price Pence-off Flash BOGOF Extra-fill packs Instore coupons Finance offer Next purchase coupon Cash refund Cash share-out Buy-back offer
    • Typical Objectives
      • Increase volume
      • Increase trial
      • Increase repeat purchase
      • Increase loyalty
    • ... and more:
      • Widening usage
      • Create interest
      • Deflect attention from price
      • Gaining intermediary support
      • Discriminate amongst users
    • Try it for yourself...
      • Match the objective to the best promotional mechanic:
      • Evaluate on a scale from 9 = Very good ... 5 = OK ... 1 = Not really suitable 0 = Out of the question
    • Get some creativity into your promotions
      • Meet Reggy from Manchester:
      • Hello, my name is Reggie and I’m your feathered friend - you can take me home with you if you wish For £2.50 you can send one of my feathered friends to one of your feathered friends.
    • What’s up with Reggy?
      • What do you want from a hotel?
      • How can you communicate this?
      • Who is the best promoter of a hotel?
      • What do you want that person to do ?
    • The who and what...
      • Stop C1s, A and Bs and get a bit more creative
      • Think about relationships and relationship to your brand: Lager (for example): Existing drinkers of your brand Lager drinkers (different brand) Ale drinkers Wine drinkers People who vary what they drink Home drinkers Pub drinkers
    • Maybe they are also:
      • Amateur pop singers
      • Fashion followers
      • Tennis players
      • Golfers
      • Classical music devotees
      • ...
    • ... And what should they do?
      • Existing drinkers of your brand: recommend your brand
      • Lager drinkers (different brand): switch brand
      • Ale drinkers: switch to lager, your brand
      • Wine drinkers: try lager when it’s hot
      • People who vary what they drink: be consistent, your brand
      • Home drinkers: go to the pub
      • Pub drinkers: take lager home
    • So now we can picture them...
      • We want tennis players who are not consistent in their drink to drink our lager once a week in their tennis club
      • We want wine drinkers who are also classical music devotees to try a nice’n cool lager when it is hot
      • We want amateur pop singers who drink in the pub to take a crate of our brand home
    • Five techniques...
      • Listing
      • Mind maps
      • Brainstorming
      • The Village
      • I am somebody else
    • Practice... Makes perfect After Eight Free Levi’s Jean to be won Yorkie Bar Win a racehorse Jellytots Free Mother’s Day lunch to be won Dairy Box Win a holiday in LA Toffee Crisp Visit to Legoland Drifter Win a mountain bike Lion bar Win a day out in a tank