1. PROMOTION

2. PROMOTION
Key ingredient
Designed to stimulate
Quicker purchase

3. Coupons
Contests
Premiums
Tradeshow
Free Samples
Vacation Giveaway
Loyalty Marketing Program
PROMOTION

4. OBJECTIVES
PROMOTION

5. To attract new triers
To reward loyal customers
To increase the repurchasing rate
PROMOTION
OBJECTIVES

6. How Should
SALES PROMOTION DECISION
Be Made
PROMOTION

7. In Using Sales Promotion
Company Must…..
Establish its objectives
Select the tool
Develop the program
PROMOTION

8. In Using Sales Promotion
Company Must…..
Pretest the program
Implement & control program
Evaluate the results
PROMOTION

9. ESTABLISH ITS OBJECTIVES
PROMOTION
For consumer,
Encouraging large unit purchase
Building trial among nonusers
Attracting switchers

10. ESTABLISH ITS OBJECTIVES
PROMOTION
For sales force
Encouraging support of a new product
Encouraging more prospecting & simulating
off-season sale

11. CONSUMER PROMOTION
TOOLS
Selecting
Take into account,
Type of market
Sales promotion objectives
Competitive conditions
Tool’s cost-effectivenessPROMOTION

12. PROMOTION

13. CONSUMER PROMOTION
TOOLS
Selecting
PROMOTION
Trade Promotion Tools:
Price off ( off-invoice or off-list)
Allowance
Free goods

14. BUSINESS & SALES FORCE
PROMOTION TOOLS
Selecting
PROMOTION
To Gather:
Leads
Impress & reward customers
Motivate the sales force

15. DEVELOPING THE PROGRAM
PROMOTION
1. Determine program’s size
2. Establish conditions for participants
3. Decide duration of promotion
4. Choose distribution vehicle ( coupons etc. )
5. Budgeting of program

16. IMPLEMENTING & EVALUATING
THE PROGRAM
PROMOTION