Pradeep kumar.d
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This document discusses various sales promotion techniques used to boost short-term customer buying and involvement or enhance long-term relationships. It outlines both consumer promotion techniques like free samples, gifts, coupons, and in-packs as well as trade promotion techniques such as premium gifts, combination sales gifts, purchase privilege plans, coupons, cash refunds, rebates, additional weight offers, exchange schemes, and contests. The goal of these various sales promotion strategies is to encourage customers to purchase products now through incentives, trials, and discounts.
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Sales promotional tools
1. Sales promotion tools are direct inducements used to create immediate sales and can be targeted at consumers or the trade.
2. Common consumer-oriented tools include samples, coupons, premiums, contests and sweepstakes, rebates, and bonus packs, while trade-oriented tools include trade shows, allowances, and point-of-purchase displays.
3. The goal of trade promotion is to influence retailers to promote and stock products through incentives like contests and discounts.
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This module discusses various types of sales promotions used to incentivize consumers to purchase products. It covers consumer promotions such as coupons, premiums, contests and sweepstakes, refunds and rebates, sampling, bonus packs, and price offs. For each promotion type, it describes what it is, provides examples, and discusses potential issues or problems with that approach. The document concludes by noting the importance of understanding target consumers and tailoring promotions to support a brand's image and positioning.
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This document provides guidelines for revitalizing declining or dead brands. It discusses causes of brand decline such as managerial actions, environmental factors, and competitive actions. The three key elements of brand equity that decline are brand knowledge, the brand's differential effect, and customer responses. Managers must carefully assess if residual brand equity exists to make revival feasible. Successful revivals involve repositioning the brand, investing in it, educating the market, and correcting past mismanagement. Taking a long-term perspective is important, as is focusing on a defined target market.
Retail marketing
This document discusses sales promotion strategies. It begins with defining sales promotion and explaining how it differs from advertising. Some key points made include:
- Sales promotion aims to achieve short-term sales goals through temporary incentives while advertising focuses on long-term brand building.
- Increased competition has led companies to rely more on sales promotions to differentiate their brands and capture market share.
- Consumers have become more price sensitive, expecting promotions and deals, which has further fueled the growth of sales promotion strategies.
- Both advertising and sales promotions are important for marketing success, though they serve different purposes and timeframes. When used together effectively, they can boost sales.
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The document discusses different elements of a product mix used in marketing, including tangible and intangible parts of a product, product extensions, enhancements, lines, and packaging. It also covers brand recognition, development, and protection through trademarks. The product life cycle framework is introduced, including stages of introduction, growth, maturity, and decline, as well as pricing and other strategies used at each stage.
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This document discusses private label products and strategies for brand name manufacturers to address the threat from private labels. It notes that private label strength varies with economic conditions and brand manufacturers can influence private labels. While private labels pose a threat, an overreaction is not the solution. The document recommends that brand manufacturers invest in brand equity, innovate wisely, use fighting brands sparingly, build trade relationships, manage price spreads, exploit sales promotions, manage each category separately, and take private labels seriously to stem further private label gains in market share.
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The document outlines various advertising techniques used to promote products, including:
1) Appealing to consumers' desire to be trendsetters or early adopters by suggesting they need the new product.
2) Using statistics and facts to claim a product's superiority over competitors.
3) Using vague language to suggest benefits without making guarantees.
4) Implying products contain special ingredients that make them exceptionally effective.
It provides examples of each technique applied in advertising campaigns.
Boots: Hair care sales promotion
Boots is a UK-based health, beauty, and pharmaceutical company seeking to increase sales of its hair care products. It is considering three promotional strategies: 3 for 2, gift with purchase (GWP), or on-pack coupons. The document analyzes each alternative based on expected sales, promotional costs, and net profit. Based on the analysis, the 3 for 2 strategy is identified as the best option. It is estimated to increase sales by 300% at the lowest promotional cost per unit and highest net profit. While GWP and coupons could increase sales as well, they would incur higher promotional costs per unit and have lower net profits. Therefore, the analysis concludes the 3 for 2 strategy is the best strategic plan
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Coca-Cola uses direct marketing strategies like partnering with restaurants and theaters to ensure their drinks are the only option offered, forcing customers to buy Coke products. They also sponsor many sporting events globally. For sales promotion, Coke focuses on consumer promotions like optimal shelf positioning and discounts, and trade promotions like discounts to retailers and return allowances to keep retailers purchasing Coke over competitors.
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This document discusses brand extension, which is using an established brand name to launch a new product in a different category. It provides examples of successful and unsuccessful brand extensions. Specifically:
- Brand extensions can be line extensions that target new market segments within a category, or category extensions that enter a new product category.
- Successful brand extensions like Fabindia were able to leverage trust in the parent brand while expanding product lines.
- Unsuccessful extensions like Pond's oral care failed because consumers did not associate attributes of the parent brand like fragrance with the new category of toothpaste. Extending too far can damage a brand if the new product is not a good fit.
Product line stretching
The document discusses product line stretching and brand extension. Product line stretching involves introducing new products into an existing product line to produce more products across different ranges. This can increase sales, access new markets, attract new customers, improve competitiveness, and enhance reputation. Brand extension uses an existing brand name on a new product in a different category by leveraging the brand's customer base and loyalty. For brand extension to succeed, there must be a logical association between the original product and new product. Examples provided show how Colgate toothbrushes were a successful brand extension but Colgate kitchen entrees failed because it broke consumer associations with the brand.
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The document discusses branding strategies for Cinthol soap, including line extensions to introduce new variants of Cinthol soap, brand extensions to extend the Cinthol brand to new product categories, multi-branding using separate brand names in the same category, and new unique branding to create separate brand names in new categories. It provides examples for each strategy, such as Cinthol Cool Soap for line extension, Cinthol Talcum Powder for brand extension, No. 1 Soap and Cinthol Soap for multi-branding, and Ezee and Aer brands for unique new branding.
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This document discusses demarketing and its need, benefits, and challenges. Demarketing refers to reducing demand for a product by discouraging customers from purchasing. It is needed to maintain supply and demand balance, maximize long-term profits, and discourage short-term thinking. Benefits include price stability, profitability, and satisfying customers. The case study discusses how Yamaha used demarketing by updating outdated 2-stroke motorcycle models as competition and customer preferences changed. New models were launched addressing these issues. Challenges to demarketing include adapting to shifting external factors and ensuring pricing and segmentation strategies remain effective.
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Positioning
Positioning involves designing a company's offering and image to occupy a distinctive place in the target market's mind. It is important because consumers are overloaded with information and organize products mentally relative to competitors. Marketers can plan strategic positions to give their products an advantage. Effective positioning is meaningful, credible, unique, and durable over time. Repositioning involves changing a product's identity in response to market changes. Reasons for repositioning include changing consumer needs, competition, and falling sales. Repositioning strategies include gradual or radical changes to reconnect with customers. Brand case studies demonstrate different approaches to repositioning over time.
Pricing Strategies
The document discusses different pricing strategies that companies can use to determine the price of their products. It outlines five main strategies: cost-plus pricing, where price is based on average costs plus a markup; penetration pricing, where an initially low price is used to attract customers before raising it; skimming, where a high initial price is charged to maximize profits from early adopters; destroyer pricing, where price is lowered to drive competitors out of business; and value pricing, where price matches the perceived value of the product. Examples are given for each strategy.
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Consumer promotion
Consumer promotions are marketing tactics used to stimulate demand for a product through limited-time offers like discounts, free samples, or bonuses. The goals are to attract new customers, encourage brand switching, clear inventory, or combat competitors. Common types include coupons, discounts, free trials, buy-one-get-one deals, rebates, and contests. Promotions target both consumers directly with tactics like samples, and retailers to gain shelf space through trade deals. An integrated marketing communications approach coordinates different promotional tools with advertising.
Sales promotional tools
1. Sales promotion tools are direct inducements used to create immediate sales and can be targeted at consumers or the trade.
2. Common consumer-oriented tools include samples, coupons, premiums, contests and sweepstakes, rebates, and bonus packs, while trade-oriented tools include trade shows, allowances, and point-of-purchase displays.
3. The goal of trade promotion is to influence retailers to promote and stock products through incentives like contests and discounts.
Tools of sales promotion
Sales promotion tools are used by manufacturers to increase product sales. These include free samples, premium offers, exchange schemes, price discounts, coupons, fairs and exhibitions, bonus points programs, money back guarantees, and scratch and win contests. While sales promotions boost short-term sales, they can also increase price sensitivity and reduce brand loyalty over time if overused.
sales and promotion
Sales promotions are marketing activities used to boost sales through additional incentives for consumers or resellers to purchase. There are two main types: consumer promotions directly target end users, while trade promotions target wholesalers and retailers. Common consumer promotion techniques include free samples, coupons, premiums, contests, and sweepstakes. Trade promotion techniques aim to maintain distribution channels and influence resellers, using deals, point-of-purchase displays, trade shows, and incentives. The overall objective is to defend against competitors and avoid reducing normal prices.
Sales Promotion
Sales promotion consists of a collection of incentive tools designed to stimulate quicker or greater purchase of products and services. It includes consumer promotion, trade promotion, and sales-force promotion. The objectives are to stimulate trial, repeat, and larger purchases. Tools include samples, premiums, contests, point-of-purchase displays, coupons, refunds, bonus packs, free trials, trade fairs, sponsorships, after-sales service, and frequency programs. Sales promotion is a key part of marketing campaigns but overuse can erode brand loyalty if not used judiciously.
Sales Promotion in Retailing
Sales promotion aims to directly induce customers to purchase products through short-term incentives. The objectives of sales promotion include getting customers to enter a store, convincing them to purchase products inside, and persuading them to buy larger quantities or additional products. Promotional tools used in sales promotion include coupons, contests, demonstrations, referral gifts, product promotions, samples, frequent shopper programs, and point-of-purchase displays. Promotions are also directed at trade members through events like trade fairs and exhibitions.
Sales promotion
Sales promotions are short-term incentives used to encourage purchases. There are three main types: consumer promotions, trade promotions, and sales force promotions. Factors driving the growth of sales promotions include pressure on product managers to increase sales, more competition between companies, and deal-oriented consumers. The objectives of sales promotions are to influence consumers, retailers, and the sales force. Common consumer promotion tools are samples, coupons, cash refunds, price packs, premiums, advertising specialties, and point-of-purchase displays. Trade promotion tools include discounts, allowances, and free goods offered to retailers. Business promotions target industrial consumers through trade shows, conventions, and sales contests. An effective sales promotion program considers the incentive size
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This document discusses salesmanship and sales promotion. It defines salesmanship as the skill of convincing people to buy or persuading them to act. The success of salesmanship depends on the personality, product knowledge, and understanding of customer psychology. Sales promotion involves direct inducements like discounts, bonuses or samples to create immediate sales. Some common sales promotion tools discussed are premium offers, price discounts, coupons, and scratch & win offers. Both salesmanship and sales promotion are important for marketing but have different objectives, appeals, and timeframes.
Tools of sales promotion
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Sales promotion
Sales promotion refers to short-term activities aimed at promoting sales. The objectives of sales promotion include introducing new products, attracting new customers, retaining existing customers, maintaining sales of seasonal products, and meeting competitive challenges. Some common tools of sales promotion are free samples, bonus offers, exchange schemes, price-off offers, coupon offers, exhibitions, trading stamps, and refunds. Sales promotion benefits both consumers and manufacturers by providing discounts to consumers, raising awareness of products, and increasing sales and profits for manufacturers.
Advt_marketing
GAFEERS’S REACH provides an overview of consumer behavior trends, marketing strategies, and types of promotions in India. It discusses how consumers are better educated with low brand loyalty and are price conscious. It also outlines different types of consumer promotions like discounts and coupons, as well as trade promotions targeting retailers. The document contrasts advertising, which builds brand image over time, with sales promotions that create immediate actions and contribute more to short-term profitability. Finally, it introduces push and pull promotion strategies.
Chapter16a
This document discusses sales promotion, including its objectives, types of tools, and factors influencing its use. It begins by defining sales promotion as a direct incentive to create an immediate sale. The document then examines consumer-oriented tools like samples, coupons, premiums and contests, and trade-oriented tools like co-op advertising and trade allowances. It explores reasons for the growing importance of sales promotion, how tools can be used to build brands or just sales. The document also addresses best practices, problems, and coordinating sales promotion with other marketing communications.
Sales promotion
This document provides an overview of sales promotion. It defines sales promotion as a direct inducement that offers extra value or incentive to consumers, sales forces or distributors with the primary goal of creating an immediate sale. The document then outlines different vehicles for consumer-oriented promotions like samples, coupons, premiums and contests, as well as trade-oriented promotions like co-op advertising and trade shows. It discusses the objectives and types of both consumer and trade promotions. The document also notes challenges with sales promotion and how promotions can be coordinated with other marketing communication tools.
Sales promotion
This document discusses various types of sales promotion techniques used to encourage consumer purchases. It describes consumer promotions that offer incentives directly to customers, such as coupons, premiums, contests, rebates, sampling, bonus packs, and temporary price reductions. It also discusses trade promotions targeted at retailers. Additionally, it covers the use of point-of-purchase displays and combining multiple promotion types in overlays or tie-ins with other products. The goal of these various sales promotion strategies is to build brand awareness, loyalty, and drive immediate sales.
Sales promotion
The document defines sales promotion as short-term incentives to encourage customer buying. It aims to inform, persuade, and remind customers. The objectives of sales promotion are to increase brand awareness, attract new and retain existing customers, maintain seasonal product sales, and meet competition challenges. Promotional techniques include consumer promotions like samples, coupons, premiums, and point-of-purchase displays, as well as trade promotions targeting retailers. Sales promotion affects a product's life cycle and both consumer and trade promotions are important profit-building tools.
How should sales promotion decisions be made?
This document discusses the process for making sales promotion decisions. It outlines 6 steps: 1) establishing objectives, 2) selecting consumer promotion tools, 3) selecting trade promotion tools, 4) selecting business and sales force promotion tools, 5) developing the promotion program, and 6) implementing and evaluating the program. Some example consumer promotion tools discussed are samples, coupons, rebates, premiums, and point-of-purchase displays. Trade promotion tools include price discounts, advertising allowances, and free goods. The document also discusses tools for promoting to businesses and sales forces such as trade shows, sales contests, and specialty advertising.
Chapter 3.2
1. Sustainable competitive advantages allow businesses to retain customers despite competition through developing a unique selling proposition, lowering costs, serving niche markets, or creating customer loyalty.
2. Competing internationally requires tailoring efforts to foreign markets through appropriate promotion, placement, addressing quality standards, demonstrating product benefits, setting price, and adapting design features to other cultures and languages.
3. Many companies have faced marketing blunders when directly translating phrases without considering cultural norms in other languages, resulting in unintended and sometimes embarrassing meanings.
Sale Promotion.pptx
A sales promotion is a marketing strategy in which a business uses a temporary campaign or offer to increase interest or demand in its product or service.
Sales promotion helps make personal selling and advertising more effective.
sales promotion
The document discusses various sales promotion techniques. It defines sales promotion as short-term incentives to encourage purchase or trial of a product. Some common techniques mentioned include coupons, contests, prizes, refunds, rebates, and sampling. The objectives of sales promotion are to generate trial, encourage repeat purchases, increase purchase rates, and build customer traffic. The document also discusses trade promotion which aims to increase retailer demand through point-of-purchase displays, retailer kits, and trade incentives.
Sales promotion and personal selling
The document provides information about sales promotion and personal selling. It defines sales promotion as activities other than advertising and personal selling that help increase sales of a particular product. These can include incentives like discounts, coupons, gifts, contests, and demonstrations. The purpose is to motivate customers to buy more of a product. Common tools used in sales promotion are discussed, such as free samples, bonus offers, exchange schemes, price discounts, coupons, fairs and exhibitions. Sales promotion is important for both manufacturers and consumers as it can boost sales, introduce new products, and provide customers with cheaper products and price benefits.
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Pradeep kumar.d
- 1. SALES PROMOTION Presented by :Pradeep kumar
- 2. SALES PROMOTION Sales promotion is the most short-term of the promotion mix tools, Whereas advertising or personal selling Says buy sales promotion says by now
- 3. CONSUMER PROMOTION THESE TECHNIQUES ARE DIRECTLY AIMED AT FINAL CUSTOMER. Free samples: They are offers of a trial of a product free of cost to motivate trial among non-users .The customer is given an opportunity to compare the sampled product .
- 4. CONSUMER PROMOTION Sales promotion tools used to boost short-term customer buying and involvement or to enhance long-term customer relationships.
- 5. CONSUMER PROMOTION Free samples Free gifts Coupons In-packs Price packs Price-offs Specialty Advertising Point of purchase Special Event Advertising
- 6. PREMIUM GIFTS Direct give away gifts: like diaries, carry bags, key chains, calendars, etc.
- 8. COMBINATION SALES GIFTS Like two items of same producer at a price cheaper than the market price of the individual products. E.g. Reckitt Benckiser(India) Ltd. Offering a combination sales of Dettol brand shaving cream and Cherry brand boot polish at a cheaper combination price.
- 10. PURCHASE PRIVILEGE PLAN Buyer is offered a chance to select the items offered under a premium plan at a reduced price or sometimes even free. E.g. DVDs with DVD player.
- 11. COUPONS Coupon are kept in pack or are given separately with each purchase and offer discount on subsequent purchase by the customer on presenting the coupon
- 12. Coupons
- 13. CASH REFUND OR REBATES Premium is refunded after sale
- 14. REUSABLE Free of cost which may be used for other purposes as well.
- 15. PATRONAGE AWARDS For regular customers. May be in cash or kinds
- 16. ADDITIONAL WEIGHT Extra weight of the product at the same price. E.g. Colgate toothpaste offerings 20% extra weight , Old Spice shaving cream offering extra weight at same price.
- 19. EXCHANGE SCHEME Marketer sometimes offers the scheme of exchange of old product with appropriate exchange discounts. E.g. exchange of old two- wheeler with a new Bajaj Scooter, or a new Hero Honda motorcycle etc.
- 21. SELF LIQUIDATING METHOD Marketer encourage the customer to collect the wrappers of the product and promise to exchange a specified number of them for gifts.
- 22. CENT –OFF DEALS Reduced price pack . Generally shown by crossing the old higher price and displaying the new reduced price alongside.
- 23. CONTESTS: LIKE Slogans on products – I Nestle because………. Naming a product contest Suggesting new or more uses – like cookery contests organized by LG Electronics for its microwave customers, Kurkure recipe contest, Monaco toppings contest etc.
- 24. USAGE CHALLENGE Like VIM challenge, Harpic challenge
- 25. RECIPE CONTESTS Like the kurkure recipe contests or Dalda refined oil recipe contests etc.
- 26. SPECIAL DISCOUNTS SALES E.g. Clearance sale opening introductory sale Gandhi Jayanti sale of Khadi etc
- 28. POP DISPLAYS AND DEMONSTRATION Point of Purchase usage and demonstration of the functions of the product E.g. washing machine , food processors , health equipments ,
- 30. FREE TRIALS Prospects is given an opportunity to have hands on trial experience of using the product himself
- 32. FREE TRAINING Technical product sellers arrange these training to make the customer comfortable in using the product
- 33. TRADE SHOWS AND EXHIBITIONS Trade shows is the held sales some company exhibition of her product in front of people.
- 34. Exhibitions
- 35. Free gifts
- 36. Price packs
- 37. Price-offs