Promotion

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Promotion

  1. 1. Sales Promotion
  2. 2. Diverse collection of incentive toolsmostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade
  3. 3. Consumer PromotionsActivities targeted at consumersto:• Encourage purchase of large packs• Entice switchers (consumer with no brand loyalty)• Help non users for trail generation
  4. 4. Sampling Dry SamplingWet Sampling Used to increase product trail or increase sales
  5. 5. CouponsPrice reduction offer redeemed in shape of price off, gift, discount on subsequent purchase etc
  6. 6. Premium or GiftsTargeted to increase consumer offtake in a certain time period
  7. 7. Contests
  8. 8. Price Offs
  9. 9. Trade Development(Promotions) ExpensesPerformance based Performance Non Performance Relationship based
  10. 10. Performance Trade ExpensesExpenses related to activities targeting a quantifiable sales objective Placement • Expenses related to • Installation of displays • Shelf space • POP / in store communications Bulk purchased • Trade incentives aimed to induce trade for bulk purchasing (Pack Free, Price off) for a certain time period Specific Target Incentives • Cost paid to trade to reach a specific target in a specific time period
  11. 11. Non Performance Trade ExpensesExpenses related to activities that are not performance related Cost paid to trade that are not directly performance related and has limited or no perceived value for the group
  12. 12. Salesforce Promotions Sales Contests Incentive Schemes
  13. 13. Promotion Evaluation Promotion Must have Clear Objectives
  14. 14. Promotion Evaluation Pre & Post Promotional evaluation must be made for effective promotion spending Define Incremental Sales Promotional Scope (Channels, Duration) Incremental Returns Key Learnings (Pros & Cons)

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