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Sales Promotions 3
Sales Promotions 3
Sales Promotions 3
Sales Promotions 3
Sales Promotions 3
Sales Promotions 3
Sales Promotions 3
Sales Promotions 3
Sales Promotions 3
Sales Promotions 3
Sales Promotions 3
Sales Promotions 3
Sales Promotions 3
Sales Promotions 3
Sales Promotions 3
Sales Promotions 3
Sales Promotions 3
Sales Promotions 3
Sales Promotions 3
Sales Promotions 3
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Sales Promotions 3

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Transcript

  • 1. SP Research and Integration Dr Stephan Dahl [email_address]
  • 2. Main Points
    • Research into Sales Promotions
      • Academic
      • Practicioner
    • Integration of Sales Promotions with
      • Overall Communication Strategy
      • Other Marketing Communication Tools
      • Advertising in particular
  • 3. Types of Research
    • Academic
      • Fundamental & exploratory
      • Comparative research
      • Explanatory research
      • Wider Implications research
    • Market Research
      • Market characteristics
      • Predictive
      • Evaluative
  • 4. Academic: Fundamental and exploratory
    • Explains the reasons for SP
    • Looks at how Sales Promotions work at a basic “functional” level
    • Mostly psychology & consumer behaviour based research
      • Consumer-”cleverness” as a factor in SP success
  • 5. Academic: Comparative
    • Evaluates impact of different SP techniques
    • Perceptional differences of SP techniques
    • Can be longitudinal research based on market data
    • Wide variety of explanatory perspectives
      • Price vs. Sample promotions in grocery markets
      • Perception of Money-off promotions in ...
  • 6. Academic: Explanatory
    • Builds on exploratory, though often more applied
    • Frequently uses market-derived, comparative data
    • Mostly explains “market observations”
      • Role of price-promotions in the fruit market
  • 7. Academic: Wider Implications
    • Takes a holistic view of SP activity
    • Frequently goes beyond brand/category or market impact
    • Uses a wide variety of explanatory perspectives
    • Sometimes more argumentative rather than data-derived
      • Impact of Alcohol SP on performance level in teenagers
  • 8. Practitioner
    • Immediate results
    • Profit/Loss/ROI driven
    • Answers specific questions
    • Often no or little explanatory perspectives
    • No theory building, though frequently based on theory or experience
  • 9. Practitioner: Market
    • Market & consumer data for specific products/brands/categories
    • Fact based reporting
    • “ Need for decision”-driven
    • Limited by the framework used - “tunnel vision” - questions asked - data available/subjects accessible
      • ACNielsen, Mintel, own surveys
      • Which promotions will be found to be compelling?
      • Frequency of purchase of product/category...
  • 10. Practitioner: Predictive
    • Based on Market research:
    • Outcome (Objectives) prediction
    • Risk prediction
    • Forecasting
      • Predicted ROI
      • Brand perception impact
  • 11. Practitioner: Evaluative
    • “ What has happened” research
    • Based on comparative market characteristics
    • Explains predictions made and outcomes
    • Charts future potential
      • Campaign evaluation
  • 12.
    • Practitioner: Often short sighted and driven by own needs
    • Academic: Often holistic with an outside-in approach
  • 13. SP and integration SP Ads PR Fuzzy Clear Time
  • 14. SP and integration SP Ads PR Achieving Sales AID A Attention / Interest AI DA Brand Image AI D A
  • 15. SP and integration SP Ads PR Achieving Sales AID A Attention / Interest AI DA Brand Image AI D A
  • 16. SP and integration
    • Advertising is fairly static:
      • Many repeats required
      • Forgotten at POP
      • Little interaction
      • Builds brands (and pos. premium)
      • Bad at getting “action”
  • 17. SP and integration
    • SP is a lot more flexible, but
      • Can be highly damaging
      • Short term only
      • Increases volume but decreases margins/equity
      • MUST be used strategically to minimise chance of damage and increase brand message
  • 18. SP and integration Vision Advertising Objectives SP Objectives Brand Objectives Other Objectives Reality Check!
  • 19. SP and integration You Partner Comp. Comp. Comp. Comp. Consumer
  • 20. SP and integration
    • Main objectives need to be aligne
    • Holistic view
    • Don’t be guided by short-termism
    • Ensure USP is clear!
    • Sing from the same song sheet!

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