2. Short Term
incentives to
encourage to the
purchase or sale of
a product or a
service.

3. ADVERTISING SALES
PROMOTION
DEEPENS BRAND
LOYALTY
SMALL SHARE
MARKETERS FIND IT
ADVANTAGEOUS

4. PROMOTION TARGET

5. ShortTerm Sales
ProductTrial

6.  Trade
Promotions
 Slotting fees

7. • NEW ACCOUNTS
&
• COMMISSIONS

8. SALES AND PROMOTION
KEY DECISIONS
Size and duration of incentive
Conditions for Increasing Participation
Promotion of the Promotion
Method of Evaluation

9. INCENTIVE TYPE PROMOTIONS
• Increasing Trial
• Increasing Repeat Purchase
• Increasing Loyalty
• Increasing Volume
• Creating Interest

10. • Creating Awareness
• Stockpiling by Consumers
• Alter Market shares
• Long term relationship with Retailer

11. CONSUMER PROMOTION TOOLS
MANUFACTURER
PROMOTIONCONSUMER PROMOTION
DEAL OFFERCOUPON OFFER

13. FREE TRIAL
WARRANTY

14. Trade Promotion tools
 To persuade the retailer or wholesaler to
carry the brand.ce-Off (off-invoice o
 Increase volume at retailer.):
 Induce retailers to promote the brand by
featuring, display, and price reductions.
wane
 To stimulate retailers and their sales
clerks to push the product.Freeoods:

16. Business &Sales force promotion
Tools
 Trade Shows and Conventions
 Sales Contests
 Specialty Advertising

17.  Prepare implementation and control plans.
 Evaluate the program using sales data, consumer
surveys, and experiments.
IMPLEMENTING & EVALUATING THE
PROGRAM

18. RECAP
 SALES PROMOTION
 PROMOTION TARGET
 OBJECTIVES OF PROMOTION
 CONSUMER PROMOTION TOOLS
 TRADE PROMOTION TOOLS
 BUSINESS AND SALES FORCE PROMOTION
TOOLS
 IMPLEMENTATION & EVALUATION OF
PROGRAM

19. DISCLAIMER
Created By Satyam Singh, IIT BHU VARANASI
,during an internship by Prof. Sameer Mathur , IIM
Lucknow .
www.IIMinternship.com