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.

1.  Anuja V Patil
 Ashlesha Ramteke
 Sayali Rao
 Amisha Rathod
 Vartika Rai
Sales Promotion

2. Sales Promotion
Sales promotion, collectively comprises the tools used to promote sales in a given
territory and time.
These are primarily short term in nature and are designed to quickly stimulate sales.
Sales promotion is an incentive to buy.
Sales promotion induces customer to try/buy the product. For example, discount
coupons, price offs, prizes etc.

3. Objectives of Sales Promotion
Generate consumer interest leading to trial
 particularly for new products and products which are mature but doesn’t excite
the consumer.
Sales promotions designed to create excitement in the target market, should
help in generating trial purchases.
 Free samples and coupons are useful in stimulating trial for low involvement b
products, for complex and high involvement products, in store demonstration
gives better result. Other is the dealer or store sales person as an expert for high
involvement product
Enquiry generation:
 Another method of consumer promotion is to generate inquiries from the target
consumers.
 This is done through mail-in coupons, free catalogues and prizes.

4. Objectives of Sales Promotion
Build consumer traffic
Special sales, festival sales, or entertainment
events, like FilmFare awards, are designed to build
consumer traffic at retail outlets or for a brand.
For e.g., shoppers stop organizes several events
and festivals.
Motivate customers to repeat their purchase
 Several companies use promotions tools like
first citizen’s club and cumulative purchase
card, which promise the customer a free
product on redemption of purchase points.
 For e.g., citibank diners club offer its member
redeemable points for every purchase.
 These tools are aimed at creating brand
loyalty.

5. Objectives of Sales Promotion
Increasing rates of purchase
 The firms motivation is to retain
the customer or to generate
primary demand.
 The firm may offer a multipack or
large pack at lower price than
the competition or its own
smaller units.
 The net effect of this strategy is
to make the consumer stock the
company’s product brand above
normal levels.

6. The growing significance of sale promotion can be attributed to the following:
 Growing consumerism in India and upwardly mobile India market
 Heightened inter firm rivalry within the industry and, in fact in all sector of economy.
 Trade’s resistance to invest additional resource in the product mix, of different companies.
 Fragmentation of viewer and readers arising out of multiple television channels, newspaper and
magazines.
 The mass media cost has been on the rise and most companies find sale promotion a more effective
alternative
 With technologies and product getting standardized, differentiation between firms has got blunted and
price wars have now become reality in most in most consumer goods.
Significance of Sale Promotion

7. Sale promotion budgets are therefore, are getting larger all the time and still show
no sign of having peaked. It is not surprising that sale promotion is growing because
of it:
 It helps in securing trial and defending shelf space against competition
 Smoothen out the manufacturing capacity of firm in such a way, that the peaks
and valley are minimized
 Provides opportunities to manufacturers to reach out to market segment with
different price sensitivity
 Adds excitement to the in store merchandising of consumer goods
 Motivates the trade to keep more and push more of those brands that are on
promotion
Significance of Sale Promotion

8. Consumer sales promotion
 Is a marketing technique that is used to entice customers to purchase a
product.
 Coupons
 Print media
 Contest
 Lucky dips
 Refunds
 Rebates
 Incentives
 Sampling

9. Coupons
 A coupon is a ticket or document that can be redeemed for a financial
discounttor rebate when purchasing a product.
coupons
store coupons manufacturer's
coupons
 Store coupons are coupon based discounts offered for a particular item or group
of items.
 The issuing store will accept its own "store coupons"
Coupons issued by the manufacturer of a product may be used at any coupon-
accepting store that carries that product.

10. Print media
 Clipping coupons from newspapers has been the most popular way to obtain
coupons, though Internet and Mobile Phone coupons are gaining wide popularity.
 Coupons issued by medium of Newspaper,magazines,books,compile vouchers.
 These could be store coupon or manufacturs coupon.

11. Internet coupons
 Online retailers often refer to coupons as coupon codes, promotional codes, promotion
codes, discount codes, keycodes, promo codes, surplus codes, portable codes, shopping
codes, voucher codes, reward codes, discount vouchers, referral codes or source codes.
Mobile coupons
 They are often distributed through WAP Push over SMS or MMS.

12. Sampling-Is distributing free samples.
 Example-Medical representative from pharmaceauticals company provide free
sample medicines to doctors.
 McDonalds promoted their own sampling program. They offered free small
coffees. McDonalds offered this free coffee to convince consumers that their
coffee is worth purchasing on a regular basis.
 Coupons,discount sales,free samples,contests are generally been found useful in
stimulating trial for more involvement of products because they create much
faster and favourable attitudes towards product.
Incentives-
 when you buy a certain quantity of product you get one or two product for free.
 Example-bye 3 get 1 free.

13. Contests
 It is a type of quiz contest to promote brand.
 Contests also offer advantages from a research standpoint. When people sign
up or agree to participate, you can collect names, contact information and
get answers to other research questions.
 A primary purpose of a contest is to attract interest to your company or brand
and create a buzz in the marketplace
 Example-Bournvita quiz contest.
Lucky dip
 A game in which prizes are covered up and mixed together in a container, so
that contestants can dip their hand into the container and randomly pull out a
prize.
 Example –normally happen with small organisations eg-Beauty parlor,gift
shops.

14. Refunds
 Provision of money back either by few percent off or by giving an opportunity of free
trial.
Rebates
 Return of a purchase price by seller to a buyer,
 Usually on purchase of a specificd quantity,or value,of goods within a specified
period,rebate is given after the payment of full invoice amount.
 Example-jio money cash back.

15. Trade Promotion
 Trade Promotion is a marketing
technique aimed at increasing demand
for products in retail stores based on
special pricing, display fixtures,
demonstrations, value-added bonuses,
no-obligation gifts, and more.
 It is a type of marketing campaign
which is aimed at retailers and
wholesalers. This in turn helps the
company to increase the final sales to
the customers.

16. Types
 Point of purchase
 Retailer kit
 Contests
 Lucky dip
 Trade shows
 Exhibits
 Trade incentives

17.  Point of purchase: Point of
purchase (POP) displays are
specially designed materials
intended for placement in retail
stores. These displays allow
products to be prominently
presented, often in high traffic
areas, and thereby increase the
probability the product will
standout.
 Retailer kit: Retailer kits are a
great way to jump start your new
product by presenting it to
potential clients in a beautifully
designed package. Helping you get
the attention of your customers
and close the sale.
 Contests: Contests normally
require the participant to perform
some type of activity.

18.  Lucky dip: A game in which prizes
are covered up and mixed together
in a container, so that contestants
can dip their hand into the
container and randomly pull out a
prize.
 Trade shows: Trade shows are
organized events that bring both
industry buyers and sellers
together in one central location.
Spending on trade shows is one of
the highest of all trade
promotions.

19.  Exhibit: Trade promotion
techniques can be used by
arranging exhibitions where the
dealers get to meet their top
customers and answer the queries
by these top customers.
 Trade incentives: Another
excellent type of trade promotion
is to give incentive to sales staff.
Ultimately, the sales staff is the
one which is going to be in touch
with the customer.

20. Public relations
is an organization’s communications that seek to
build good relationships with an organization’s
publics
including consumers, stockholders, and
legislators. It includes obtaining favorable
publicity, building up a good “corporate image,”
and handling or heading off unfavorable rumors,
stories, and events.
Public Relations

21. Public Relations
The basic rule of public relations is to do something good and then talk about it. Public relations is crucial to an
organization’s ability to establish and maintain a favorable image.
Public
Relation
Non
marketing
Marketing

22. Nonmarketing public relations: Refers to a company’s messages about general
management issues. When a company makes a decision that affects any of its publics,
input from public relations specialists can help to smooth its dealings with those publics.
Marketing public relations: Refers to narrowly focused public relations activities that
directly support marketing goals. Marketing public relations involves an organization’s
relationships with consumers or other groups about marketing concerns and can be either
proactive or reactive.

23. Public Affairs – Building and maintaining national or local community relations.
Lobbying – Building and maintaining relations with legislators and government officials to influence
legislation and regulation.
Investor Relations – Maintaining relationships with shareholders and others in the financial community.
Development – Public relations with donors or members of nonprofit organizations to gain financial or
volunteer support.
Location PR – Enhancing the image of a city, region, or country.
Press Relations – Creating and placing newsworthy information in the news media to attract attention to a
person or product.
Product Publicity – Publicizing specific products to consumers as well as other organizations.
Public Relations Objectives

24. News
Speeches
Special Events,
Mobile Marketing,
Written Materials,
Audiovisual Materials,
Corporate Identity Materials,
Public Service Activities
Public Relations Tools

25. 1. News: PR professionals find or create favorable news about the organization and its
products or people.
2. Speeches: Create product and company publicity. Increasingly, company executives must
field questions from the media or give talks at trade associations or sales meetings.
3. Special events: Ranging from news conferences, press tours, grand openings, and
fireworks displays to laser shows, hot air balloon releases, multimedia presentations and
star-studded spectaculars, and educational programs designed to reach and interest target
publics.
4. Mobile marketing: Traveling promotional tours that bring the brand to consumers has
emerged as an effective way to build one-to-one relationships with targeted consumers.
Continue…..

26. 5. Written materials :To reach and influence their target markets. These materials include
annual reports, brochures, articles, and company newsletters and magazines.
6. Audiovisual materials: Such as films, slide-and-sound programs, and video- and
audiocassettes, are being used increasingly as communication tools.
7. Corporate identity materials :Can also help create a corporate identity that the public
immediately recognizes. Logos, stationery, brochures, signs, business forms, business
cards, buildings, uniforms, and company cars and trucks all become marketing tools
when they are attractive, distinctive, and memorable.
8. Public service activities: Finally, companies can improve public goodwill by
contributing money and time to public service activities.

27. Planning a Public Relations Campaign
Developing Objectives Executing Evaluating

28. Developing Objectives
The organization must first develop clear objectives for the PR
program that define the message it wants people to hear. The PR
specialists must develop a campaign strategy that includes:
•a statement of objectives;
•a situation analysis;
•specification of target publics, messages to be communicated, and
specific program elements to be used;
•a timetable and budget; and
•a discussion of how the program will be evaluated.

29. Execution
Execution of the campaign means deciding precisely how the message should be communicated to the
targeted publics and implementing the decisions. An organization can use a variety of public relations
tools: news conferences, special events, written materials, etc.
Evaluating
One of the barriers to greater reliance on public relations campaigns is the difficulty encountered when
trying to gauge their effectiveness. It is possible to tell if a PR campaign is getting media exposure, though
it’s more difficult to gauge bottom-line impact. In-house assessments, awareness and preference research
studies, and the measurement of print and broadcast coverage generated by PR activities as well as
impression counts can be used in the PR campaign evaluation.

30. SPONSORSHIP
Sponsorship is the
financial or in-kind
support of an
activity, used
primarily to reach
specified business
goals. Sponsorship
allows you to reach
targeted niche
markets without any
waste.
It is a powerful
complement to
other marketing
programs, in
addition to having a
dramatic influence
on customer
relations.

31. LOYALTY CARDS
 Offered to people who frequently
make purchases or avail services.
 They increase the frequency of
customer visits.
 Help track items which popular,
what days and times are the
busiest which in turn helps in sales
and promotion.