Created and compiled for PFUR students

1. к.э.н.,
доц.
Старостин
В.С.

2. Imagine
you
are
a
new
sales
director
How
would
you
achieve
short
term
sales?
2

3. Company
iniIates
steps
to
increase
sales
by
using
varied
forms
of
immediate
value-­‐added
acIviIes
3

4. To
provide
and
structure
sales-­‐related
programs
To
increase
immediate
customers
sales
4

5. Brand-­‐level
sales
promo
3
ways
Sales
force
Push
Pull
Encourage
Retailers
Customers
5

6. Sales
managers
are
under
pressure
to
Assessment
of
sales
promoIons
is
demonstrate
results
quickly
relaIvely
easy
Why
companies
spending
more
money
on
sales
promoIons
Target
consumers,
sales
force
and
RelaIvely
low
investments
retailers
6

7. Our
company
used
to
spend
around
70%
of
promo
budget
on
sales
promoIon.
Nowadays
we
spend
around
70%
Do
you
think
we
overesImate
the
relevance
of
that
tool?
7

8. • Short-­‐Ime
results
• Simplify
brand
image
• Leo
Burneb
was
wondering
if
30%
of
promo
budget
is
enough
for
SP
• Vital
alternaIves:
upgrade
your
product,
improve
your
service,
put
your
prices
down
etc.
8

9. Abract
Abract
new
exisIng
customers
customers
Abract
customers
that
just
try
but
do
not
buy
9

10. Added-­‐value
that
go
beyond
original
proposiIon.
Oien
monetary
form
Goal
–
iniIate
purchase
Time
constraints
Influence
DMU
10

11. SP
helps
to
differenIate
product
proposiIon
11

12. • Measure
results
• RelaIvely
low
costs
• Quick
organizaIon
• Difficult
to
cooperate
with
large
retailers
• AddiIonal
difficulIes
12

13. • Trials,
tesIng
(samples,
refund
etc.)
• Repeat
purchases
(stamp-­‐cards)
• Refreshed
products
and
value-­‐pack
13

14. • Oien
used
Samples
• Some
kinds
of
CPG
Coupons
• Get
new
customers
and
encourage
exisIng
clients
• CooperaIve
promo
campaigns
•
In
case
of
unsaIsfacIon
Money
refund
• Difficult
to
formulate
terms
• Special
posiIoning
• Minimize
clients’
risks
• Clear
and
understandable
Special
sales
• Could
damage
image
14

15. • Цель–
развить
систему
распределения
• Увеличение
пространства
на
полках
• Передача
задач
конечного
сбыта
партнерам-­‐ритейлерам
15

16. Retailers
bonuses
• Focus
on
your
distribuIon
partners
Special
offers
for
large
• Fixed
or
floaIng
%
volumes
• Discounts
for
large
volumes.
POS
promoIons
by
CooperaIve
promo
retailer
Trainingы
for
staff
• Train
retailer’s
staff
or
subsidies
it
partly
силами
16

17. Set
of
interacIve
instruments
Use
a
few
media
channels.
Feedback-­‐oriented
in
terms
of
purchase,
web
visits
or
offline
acIvity
Use
jointly
with
SP
techniques
17

18. • MarkeIng
is
not
mass
anymore
• Onе2One
is
a
corporate
philosophy
• Individual
customer
• IT:
check-­‐out
scanners,
bank
transacIons,
internet
payments,
site
staIsIcs,
special
soi
• Use
IT
to
observe
customers
• Database
development
and
verificaIon
18

19. E-­‐mail
sendings
TV
and
Radio
DM
tools
Catalogs
TelemarkeIng
Internet
technologies
Loyalty
programs
19

20. 20

21. 21

22. 22