• Save
Sales Promotions 3
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
2,390
On Slideshare
2,386
From Embeds
4
Number of Embeds
2

Actions

Shares
Downloads
0
Comments
0
Likes
2

Embeds 4

http://stephan.dahl.at 2
http://www.slideshare.net 2

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

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!