2. • Short term incentives to encourage the purchase or sale of a
product or service.
3. • To increase sales.
• To introduce a new product.
• To encourage consumers to buy more.
• To encourage consumers to try the product.
• To encourage consumers to buy at off peak times.
• To reward loyal customers by increasing customers time of contact
with the company.
• To increase sales among existing customers.
• To regain former customers.
5. Sales promotion tool used to urge short term customer buying or
to enhance long-term customer relationship.
• Sales promotions aimed final consumers and designed to
stimulate consumer purchasing.
• Can be direct to consumer’s home or in-store.
6. Role:
• To encourage sales.
• To increase usage.
• To increase in frequency of usage.
• To increase off peak sales.
• To encourage sales of slow moving products.
7. • Contests
• Coupons
• Point of sale displays
• Samples
• Trade shows
• Loyalty cards
• Rebates (cash refund)
• Prices off
• Bundling
8.
9.
10.
11.
12.
13.
14. Sales promotion tools used to persuade reseller to carry a brand ,
give it shelf space, promote it in advertising and push it to
consumer.
• Sales promotion designed to gain reseller support and to
improve reseller selling effort.
• Sales promotions aimed at distributors to encourage them to
stock a particular product.
15. Role of trade promotions:
• To obtain shelf space.
• To develop goodwill.
• To encourage retailers to promote the product.
• To increase the distribution network.
• To encourage sales of slow moving products.
• To assist sales force.
