Sales promotion
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Sales promotion is used as an incentive to encourage customers to purchase a product. It aims to stimulate immediate sales and can include discounts, coupons, gifts, and sweepstakes with a limited time offer. There are internal reasons like meeting sales targets and external reasons like increasing competition that lead companies to spend more on sales promotions. Promotions can be targeted at retailers through trade promotions like discounts or at consumers directly. The effectiveness of promotions may decline over time due to costs and clutter, so novelty is important.
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Trade Promotion Management (TPM) refers to the management of promotional activities like trade shows, special pricing, and sales incentives to effectively plan, execute, and analyze their impact. TPM solutions help consumer packaged goods companies and other businesses that rely heavily on promotions. They provide tools for budgeting, data integration, planning, reporting, and analyzing promotional activities and expenditures to improve sales forecasting and measure return on investment. Closed Loop TPM integrates the TPM solution with a company's other financial and supply chain systems for end-to-end management and tracking of all trade promotion activities.
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The document discusses the benefits of implementing a structured promotional management system over traditional unstructured methods. It notes that trade promotion spending accounts for over half of marketing budgets on average and is the second largest cost after cost of goods sold. However, most companies have poor visibility into what promotions are effective. A structured system allows for strategic planning, execution management, reporting and analytics to better analyze trade spend effectiveness and efficiency. Early adopters have seen financial and operational benefits including better control over spending, faster decision making, improved data quality and reporting.
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This document presents information on sales promotion from a presentation by Dinesh Nikam. It defines sales promotion as a short-term incentive used to encourage consumers to buy products. Various sales promotion tools are discussed, including consumer promotions like samples, coupons, and premiums, as well as trade promotions targeted at retailers. The objectives, strengths, and limitations of sales promotion strategies are also outlined. The document concludes by discussing how to develop, pretest, implement, and evaluate an effective sales promotion program.
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This document discusses sales promotion. It begins with an introduction to sales promotion, noting that it aims to provide added value or incentives to stimulate immediate sales. It then covers the evolution and types of sales promotion, including consumer promotion, trade promotion, and sales force promotion. The document discusses characteristics like time orientation and target user. It contrasts sales promotion with personal selling, noting sales promotion provides benefits to buy while personal selling provides reasons to buy. Finally, it outlines benefits of sales promotion such as differentiation, decision making, and revenue growth. Examples mentioned include Vodafone, Big Bazar, and McDonald's.
How should marketers adjust their strategies and tactics for an economic down...
The document provides 5 ways for marketers to adjust their strategies during an economic downturn or recession. These include: 1) increasing marketing expenditure to boost revenue and profits, 2) getting closer to customers to better understand their needs, 3) reviewing budget allocations to cut underperforming distributors and incentivize top sellers, 4) putting forth compelling value propositions rather than price reductions which are a mistake, and 5) fine-tuning brand and product offerings such as having luxury brands and lower-priced brands.
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This document defines sales promotion as short-term incentives used to encourage immediate purchase or sales of a product. It discusses how sales promotion consists of marketing activities that try to stimulate quick buyer action or immediate sales. The document outlines various objectives of sales promotion including attracting new customers, rewarding loyal customers, and increasing occasional users. It also discusses tools for consumer promotion like coupons, rebates, and samples as well as tools for trade promotion aimed at retailers.
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Sales promotion is defined as media and non-media marketing used for a limited time to stimulate trial purchases, increase demand, or improve product quality. The goals are to increase awareness, induce trials, boost short-term sales, maintain loyalty, and complement other promotions. Advantages include eye-catching appeals, distinctive themes/tools, and value provided to consumers like coupons. However, promotions can be hard to end without negative reactions and focus on frivolous selling points rather than core offerings. Major types are premiums, contests, loyalty programs, coupons, in-store displays, and sampling. Key decisions involve setting objectives, budgets, tools, development, testing, implementation, control and evaluation.
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The document discusses sales promotion as a marketing strategy used by businesses to stimulate short-term demand for products. It defines sales promotion as using short-term customer-oriented initiatives to make products look more attractive and boost sales. The key objectives of sales promotion are to introduce new products, sell existing inventory, attract more customers, and temporarily increase sales. It then outlines various sales promotion strategies, types including consumer and trade promotions, and provides examples of common sales promotion tactics.
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This document defines sales promotion as short-term incentives used to encourage immediate purchase or sales of a product. It discusses how sales promotion consists of marketing activities that try to stimulate quick buyer action or immediate sales. The document outlines various objectives of sales promotion including attracting new customers, rewarding loyal customers, and increasing occasional users. It also discusses tools for consumer promotion like coupons, rebates, and samples as well as tools for trade promotion aimed at retailers.
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What marketing strategies are appropriate at each stage ?
At the introductory stage, marketing strategies focus on creating product awareness through promotional activities and selective distribution. In the growth stage, strategies aim to maximize market share through expanding distribution and building awareness in the mass market. During maturity, the goal is to maintain market share through brand differentiation, competitive pricing, and developing loyalty. Finally, in decline, strategies center around reducing costs by going selective and milking remaining brand value through loyal customers.
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The document outlines the stages involved in developing an effective sales promotion plan, including environmental analysis, internal analysis, consideration of marketing strategy, identifying target audiences, determining objectives, and developing the promotional program. It emphasizes that the sales promotion plan should align with and support the overall marketing plan. Key stages in the planning process include situational analysis, setting objectives, budgeting, developing the promotional activities, implementation, and evaluation.
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This document discusses sales promotion strategies and tools. It outlines objectives like attracting new customers, rewarding loyal ones, and increasing repurchases. It recommends establishing objectives, selecting appropriate tools, developing the promotion program, pretesting it, implementing and controlling it, then evaluating results. Some example tools mentioned are coupons, contests, premiums, trade shows, and samples. The document also discusses factors to consider when selecting tools, like the market type, objectives, and competition.
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Sales promotion is used to incentivize consumers to buy a product. While advertising gives a reason to buy, sales promotion gives an incentive to buy. Sales promotion spending now exceeds advertising spending for many companies. This is due to both internal reasons like management being more open to promotional spending and external reasons like increased competition and consumers being more price conscious. Sales promotion is a push strategy used at the point of purchase to convert customers. It comes in the forms of trade promotion to retailers and consumer promotion to stimulate purchases. Common consumer promotion techniques include free samples, gifts, coupons, and sweepstakes. An effective sales promotion program requires value, being part of an overall marketing plan, clear objectives, and evaluation.
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2. A definition of business growth as improving a business's success by boosting revenue or profitability.
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4. Details on marketing strategies for each stage of the product lifecycle, such as emphasizing awareness in introduction and maximizing market share in growth.
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Sales promotion.
Sales promotion is something very interesting and customer as well as facilitator like to do such practices.
Sales promotion
Sales promotion aims to influence customers and build market share through short-term tactics that reinforce brand image. Common tools include cash-back offers and event sponsorship. Cash-back offers provide incentives for customers to purchase products by partially refunding the price or offering bonus items for a limited time. Event sponsorship allows brands to associate themselves with events and create experiences that connect with customers and portray the brand personality. The choice of promotion tools depends on factors like the purpose, scale of the campaign, and anticipated customer interest.
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This document discusses key considerations for implementing a successful sales promotion campaign, including:
1) Estimating budgets by calculating opportunity to apply (OTA), redemption rates, and costs per pack. Getting the budget wrong can be risky.
2) Developing a structured planning process using SOSTAC (Situation, Objectives, Strategy, Tactics, Action, Control) to set KPIs, potential solutions, and operational plans.
3) Understanding important legal aspects like the UK Advertising Codes, ensuring promotions are legal, decent, honest and don't mislead or take advantage of children. Regulations vary significantly in other countries.
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2. The new product development process involves idea generation and screening, concept development and testing, developing a marketing strategy, business analysis, test marketing, and commercialization.
3. The product life cycle typically involves an introduction stage with low sales and profits, a growth stage with rapidly rising sales and profits, a maturity stage with peak sales and profits, and a decline stage with falling sales and profits. The marketing objectives and strategies differ depending on the life cycle stage.
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2. The mission sets specific communication goals and targets for the advertising campaign within a given time period, such as being informative, persuasive, or providing reminders.
3. The budget considers factors like the product's life cycle stage, market share, competition level, and frequency of advertising needed. It aims to build brand equity through investment rather than just as an expense.
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2. When mistakes happen, fix them and earn customer trust to build loyalty.
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This document discusses sales promotion budgeting and evaluation. It covers four basic ways sales can be affected by promotions: brand switching, repeat buying, purchasing more/accelerating timing, and increasing category consumption. Key aspects of sales promotion design discussed include objectives, promotion type, product and market selection, timing, and testing promotions before and after implementation. Guidelines are provided for effective planning, including situation analysis, budget allocation, promotion design issues, and factors to consider like promotion choice, product, markets, timing, and protection from competition.
How should marketers adjust their strategies and tactics for an economic down...
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The document provides 5 strategies for marketers to adjust during an economic downturn or recession. Strategy 1 suggests increasing marketing expenditure during a recession as companies that invested saw improved fortunes compared to those that cut back. Strategy 2 is to learn more about customer thoughts and behaviors. Strategy 3 is to eliminate underperforming approaches, distributors, and incentivize effective sellers. Strategy 4 says to avoid price reductions and discounts. Strategy 5 is to ensure selling the right products to the right people at the right time and place, as value-driven companies are likely to benefit most. Luxury brands can also benefit from lower-priced sub-brands.How should sales promotion decisions be made?
Sales promotion is used to stimulate short-term purchases and build long-term relationships. There are three main types: consumer promotion which uses coupons and samples, trade promotion which offers prices off and free goods, and business/sales promotion like trade shows and sales contests. Developing an effective promotion program requires establishing objectives, choosing appropriate tools, determining the size, conditions, duration, distribution, timing, and budget. Implementation and evaluation ensures proper execution and assessment of the program's success.
What marketing strategies are appropriate at each stage ?
At the introductory stage, marketing strategies focus on creating product awareness through promotional activities and selective distribution. In the growth stage, strategies aim to maximize market share through expanding distribution and building awareness in the mass market. During maturity, the goal is to maintain market share through brand differentiation, competitive pricing, and developing loyalty. Finally, in decline, strategies center around reducing costs by going selective and milking remaining brand value through loyal customers.
Sales promotion developing the sales promotion plan
The document outlines the stages involved in developing an effective sales promotion plan, including environmental analysis, internal analysis, consideration of marketing strategy, identifying target audiences, determining objectives, and developing the promotional program. It emphasizes that the sales promotion plan should align with and support the overall marketing plan. Key stages in the planning process include situational analysis, setting objectives, budgeting, developing the promotional activities, implementation, and evaluation.
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This document discusses sales promotion strategies and tools. It outlines objectives like attracting new customers, rewarding loyal ones, and increasing repurchases. It recommends establishing objectives, selecting appropriate tools, developing the promotion program, pretesting it, implementing and controlling it, then evaluating results. Some example tools mentioned are coupons, contests, premiums, trade shows, and samples. The document also discusses factors to consider when selecting tools, like the market type, objectives, and competition.
Sales Promotion
Sales promotion is used to incentivize consumers to buy a product. While advertising gives a reason to buy, sales promotion gives an incentive to buy. Sales promotion spending now exceeds advertising spending for many companies. This is due to both internal reasons like management being more open to promotional spending and external reasons like increased competition and consumers being more price conscious. Sales promotion is a push strategy used at the point of purchase to convert customers. It comes in the forms of trade promotion to retailers and consumer promotion to stimulate purchases. Common consumer promotion techniques include free samples, gifts, coupons, and sweepstakes. An effective sales promotion program requires value, being part of an overall marketing plan, clear objectives, and evaluation.
Ch17 how should sales promotion decisions be made
The document discusses the major decisions involved in sales promotion, including establishing objectives, selecting consumer promotion tools like advertising and sales promotion, selecting trade promotion tools for retailers and distributors, selecting sales force promotion tools to motivate the sales team, and implementing the sales promotion program. It also outlines factors to consider when developing a sales promotion program, such as size, duration, distribution, budget, and timing.
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This document provides information about managing business growth and the product lifecycle. It includes:
1. An overview of Abdul Rashed Barakzai's education and contact information.
2. A definition of business growth as improving a business's success by boosting revenue or profitability.
3. An introduction to the concept of product lifecycles, which describe the typical stages of introduction, growth, maturity, and decline that products experience over time.
4. Details on marketing strategies for each stage of the product lifecycle, such as emphasizing awareness in introduction and maximizing market share in growth.
New Product Development And Product Life-Cycle Strategies
The document discusses the new product development process and product life cycle strategies. It outlines the 7 steps in the new product development process: 1) idea generation, 2) idea screening, 3) concept development and testing, 4) marketing strategy development, 5) business analysis, 6) product development, and 7) test marketing. It also describes the 4 stages of the product life cycle: introduction, growth, maturity, and decline. For each stage, it provides the marketing objectives regarding sales, costs, profits, product, price, distribution, and advertising.
Sales promotion.
Sales promotion is something very interesting and customer as well as facilitator like to do such practices.
Sales promotion
Sales promotion aims to influence customers and build market share through short-term tactics that reinforce brand image. Common tools include cash-back offers and event sponsorship. Cash-back offers provide incentives for customers to purchase products by partially refunding the price or offering bonus items for a limited time. Event sponsorship allows brands to associate themselves with events and create experiences that connect with customers and portray the brand personality. The choice of promotion tools depends on factors like the purpose, scale of the campaign, and anticipated customer interest.
Sales Promotions 2
This document discusses key considerations for implementing a successful sales promotion campaign, including:
1) Estimating budgets by calculating opportunity to apply (OTA), redemption rates, and costs per pack. Getting the budget wrong can be risky.
2) Developing a structured planning process using SOSTAC (Situation, Objectives, Strategy, Tactics, Action, Control) to set KPIs, potential solutions, and operational plans.
3) Understanding important legal aspects like the UK Advertising Codes, ensuring promotions are legal, decent, honest and don't mislead or take advantage of children. Regulations vary significantly in other countries.
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1. The document discusses the new product development process and product life cycle strategies. It outlines the typical causes of new product failures and the steps companies should take to develop successful new products.
2. The new product development process involves idea generation and screening, concept development and testing, developing a marketing strategy, business analysis, test marketing, and commercialization.
3. The product life cycle typically involves an introduction stage with low sales and profits, a growth stage with rapidly rising sales and profits, a maturity stage with peak sales and profits, and a decline stage with falling sales and profits. The marketing objectives and strategies differ depending on the life cycle stage.
What steps are required in developing an advertising program?
1. Developing an effective advertising program requires 5 steps: defining the mission or advertising objective, determining the advertising budget, generating the advertising message, selecting appropriate media, and measuring the communication and sales effects of the advertising.
2. The mission sets specific communication goals and targets for the advertising campaign within a given time period, such as being informative, persuasive, or providing reminders.
3. The budget considers factors like the product's life cycle stage, market share, competition level, and frequency of advertising needed. It aims to build brand equity through investment rather than just as an expense.
What decisions do companies face in designing and managing a sales force
The document discusses how to design an effective sales force, including defining its objectives, strategy, structure, size, and compensation. It outlines a sales force hierarchy from solution vendors down to order takers and deliverers. When designing the sales force, companies should consider their product lines, customer locations, and how to recruit, train, motivate, and evaluate sales representatives. The days of solely focusing on sales are over - today's representatives must diagnose customer problems and propose solutions.
Target Glimmer Presentation
This is the actual Powerpoint we used to present to the Target executives when my project team and I were chosen as finalists in the student marketing competition to revitalize the Target cosmetics department. I edited the whole presentation and also did the entire financial/budget analysis section. The various strategies also have a lot of my influence. I also did the concept mockup.
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Chapter 19 sales promotions budget and evaluation sales and distribution mana...
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What marketing strategies are appropriate at each stage ?
What marketing strategies are appropriate at each stage ?
Sales promotion developing the sales promotion plan
Sales promotion developing the sales promotion plan
New Product Development And Product Life-Cycle Strategies
New Product Development And Product Life-Cycle Strategies
What steps are required in developing an advertising program?
What steps are required in developing an advertising program?
What decisions do companies face in designing and managing a sales force
What decisions do companies face in designing and managing a sales force
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3. Build an online community or "tribe" through mobile apps to foster connections between customers.
4. Implement a mobile loyalty program to track customer behavior, communicate offers, and increase engagement through a more convenient digital platform compared to paper loyalty cards.
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This document provides information on store layout, design, and visual merchandising principles. It discusses using store design to tell a story from the entrance to checkout. The five major objectives of store design are consistency with brand image, positive influence on purchases, cost effectiveness, sales productivity, and flexibility. Common layouts include grid, racetrack, and free-form. Fixtures and visual displays are also described as important elements to draw customers and influence purchases. Examples of different store designs and layouts are provided.
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The document discusses store layout and design strategies to maximize sales and customer engagement. It recommends allocating space to high-traffic areas like entrances and checkouts. Grid and racetrack layouts are described as well as considering merchandise placement based on impulse vs. destination categories. Visual merchandising techniques like vertical presentation and complementary product placement are emphasized to guide shopper movement and purchases.
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This document discusses store design objectives and elements. The five main objectives of store design are to implement the retailer's strategy, build customer loyalty through rewarding shopping experiences, increase sales per visit, control costs, and meet legal requirements. The three main elements of store design discussed are layout, signage, and feature areas. Common store layouts include grid, racetrack, and free-form. Signage helps customers navigate and learn about products. Feature areas like windows, displays, and aisles are used to guide customers and influence purchases.
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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Visual merchandising is the practice of coordinating physical elements in a store to project the right image to customers. This includes elements like storefront, interior design, lighting, signage, and merchandise displays. The goal is to attract customers, engage them in the store environment, and motivate them to make purchases. Effective visual merchandising techniques include using mannequins, fixtures, and props to creatively display merchandise in a way that tells a story and highlights product features. Regularly changing interior displays is also important to keep the store looking fresh and interesting to customers.
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The document discusses sales promotion, which is defined as a direct inducement that offers extra value or incentive for a product to encourage immediate sales. It discusses various sales promotion tools targeted at consumers and trade partners. Consumer-oriented tools include coupons, samples, premiums and contests to encourage trial, repeat purchases and brand loyalty. Trade-oriented tools include contests, displays and cooperative advertising to motivate retailers to stock and sell brands. The goals of sales promotion are to increase sales volume in both the short and long-term.
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Sales promotion is a short-term marketing technique used to encourage purchases. It includes incentives like coupons, samples, contests and rebates. The goal is to boost short-term sales or help build long-term market share. Common consumer sales promotion tools include coupons, cash refunds, price packs and premiums. Sales promotion is growing in importance in India as promotional spending increases, especially for consumer goods companies.
Aqa bus2-marketingpromotion
Promotion involves communication techniques aimed at informing, influencing, and persuading customers to buy or use a particular product or service. The promotional mix consists of different promotional methods like advertising, sales promotion, personal selling, public relations, and direct marketing. The optimal promotional mix depends on factors like the product's life cycle stage, nature, competition, and marketing budget. Promotion is effective when it achieves its objectives cost efficiently, and ineffective when objectives are not achieved or achieved at high cost.
Promotion
Promotion involves communication techniques aimed at informing, influencing, and persuading customers to buy or use a particular product or service. The promotional mix consists of different promotional methods like advertising, sales promotion, personal selling, public relations, and direct marketing. The optimal promotional mix depends on factors like the product's life cycle stage, nature, competition, and marketing budget. Promotion is effective when it achieves its objectives cost efficiently, and ineffective when objectives are not achieved or achieved at high cost.
4.5 IB Business The four P's
The document discusses key concepts relating to the marketing mix '4Ps':
1. It outlines the typical stages of a product life cycle from development to decline and strategies to extend the maturity stage such as new markets or repackaging.
2. It then examines how the marketing mix (product, price, place, promotion) should be adapted to each stage of the life cycle. For example, extensive advertising is used in the growth stage while selective distribution occurs in decline.
3. Other topics covered include analyzing product portfolios using the BCG matrix, the importance of branding, packaging and setting an appropriate price. It also distinguishes between above-the-line and below-the-line promotional techniques.
Promotion and other tools
The document discusses various sales promotion tools including consumer promotions using samples, coupons, and premiums; trade promotions like price discounts and free goods; and business promotions such as trade shows, sales contests, and specialty advertising. It also covers objectives of sales promotion like stimulating trials, increasing repurchase rates, and adjusting to supply and demand variations. Public relations tools mentioned include press releases, product publicity, corporate communications, and sponsorships to promote products, services, and corporate image.
Sales promotion
The document discusses sales promotions and trade promotions. It lists internal and external reasons why companies increase spending on promotions. Some common promotion types for consumers and trade include sampling, price discounts, and gifts. The document also discusses challenges in promotion planning and evaluation, as well as objectives and best practices for effective promotions.
Sales promotion
This document provides an overview of sales promotion strategies. It discusses the different types of sales promotions including consumer promotions and trade promotions. The goals of sales promotions are to get consumers to buy more and buy now. Effective promotions are temporary and provide great value. Trends show most marketing budgets are allocated to sales promotion. The growth of promotions is due to their ability to produce instant and measurable results. However, overreliance on promotions can erode brands and orient managers to short-term goals. Proper planning includes defining target consumers and desired behavioral changes. The right promotion is chosen based on the specific situation and target audience.
Sales Promotions
Sales promotions aim to increase immediate sales, gain trade support, and support the sales force. They are widely used due to pressure to quickly boost sales and because they can easily target consumers, trade partners, and salespeople. Common consumer promotions include coupons, rebates, samples, and contests which are flexible and can be combined to meet objectives. Trade promotions target wholesalers and retailers through point-of-purchase displays, trade shows, retailer kits, and incentives to gain merchandising support and distribution. Loyalty programs aim to increase retention through rewards while sponsorship and events associate brands with lifestyles.
Newproductdev 091101082820-phpapp01
The document discusses the new product development process and product life cycle strategies. It outlines the 7 steps in the new product development process: 1) idea generation, 2) idea screening, 3) concept development and testing, 4) marketing strategy development, 5) business analysis, 6) product development, and 7) test marketing. It also describes the 4 stages in a product's life cycle: introduction, growth, maturity, and decline. For each stage, it provides the typical marketing objectives regarding sales, costs, profits, product, price, distribution, and advertising.
Markting stretagy of P&G
This document provides a summary of Procter & Gamble's marketing strategy. It discusses the objectives of sales promotions which include stimulating quicker or greater purchase. It also analyzes P&G's use of various promotion tools for consumers, trade partners, and salesforce. The key promotional tools discussed are advertising, personal selling, public relations, direct marketing and sales promotions. The document evaluates factors in selecting and implementing different promotion programs and methods for evaluating their effectiveness.
Product Life Cycle
The document discusses the product life cycle, which comprises four stages: introduction, growth, maturity, and decline. It provides details about each stage, including characteristics of the product, sales trends, costs, competition levels, and implications for the marketing mix of product, price, placement, and promotion. The life cycle concept is useful for managers to forecast sales and plan marketing strategies as a product progresses through different stages over time.
Sales Force and Promotion
This document discusses sales promotion and marketing management. It outlines internal and external factors that contribute to rapid growth in sales promotion, such as increased competition and price-oriented consumers. The purposes of sales promotion are to attract new customers, reward loyal customers, and increase repurchase rates. Major decisions in developing a sales promotion program include selecting tools, setting objectives, implementing and controlling the program, developing the program, and pre-testing and evaluating it. Consumer and trade promotion tools are described, such as coupons, premiums, and price discounts. The goals of trade promotion tools are to increase brand carrying and sales.
Sales promotion ppt 01 apr2014
This document discusses sales promotion strategies. It defines sales promotion as providing incentives to buy, as opposed to advertising which gives reasons to buy. Sales promotion budgets often exceed advertising budgets. Reasons for this include management being more open to promotional spending and pressure on managers to achieve targets. Promotions are used to spur short-term buying by offering incentives for a limited time. Promotions come in two forms: trade promotions that incentivize retailers and consumer promotions that directly incentivize customers. Effective promotions provide significant customer value and are part of an overall marketing plan with clear objectives and strategies.
Sales promotion
The document discusses various sales promotion techniques used to encourage consumers and trade partners to buy more or buy now. It covers common types of consumer promotions like coupons, bonus packs, and sampling as well as trade promotions that encourage retailers to stock more inventory. The document emphasizes that the goal of any sales promotion should be to drive temporary increases in sales and reinforce brand loyalty over the long run. It also cautions that overreliance on promotions can erode brand value if not implemented properly.
Product Life Cycle
The document discusses the product life cycle (PLC), which describes the stages a product goes through from introduction to growth, maturity, and decline. It outlines the characteristics of each stage and how marketing strategies should be adapted, including adjustments to product, price, placement, and promotion. In the introduction stage, sales are low and marketing focuses on branding and selective distribution. In growth, sales rapidly increase through increased advertising and distribution. Maturity is the most profitable stage, though competition increases and modifications are made to differentiate the product. Finally, in decline, sales decrease and options include maintaining, reducing costs, or discontinuing the product.
role of sales promotion in marketing a brand
This document discusses marketer-initiated techniques used to influence attitudes and behavior through targeted communications channels. It outlines the marketing communications mix and various tools and media that can be used for informing, persuading, and reminding audiences. The goals of marketing communications are then described, such as increasing market penetration, trial, consumption rates, and more. Sales promotion is defined as using incentive techniques to generate measurable actions or responses for products/services. Various sales promotion strategies targeting consumers, trade partners, and sales forces are presented, including their goals and limitations.
Sales promotion ppt2 by Shumet Demeke. (AAUSC)
This document provides an overview of sales promotion. It defines sales promotion as activities undertaken to boost short-term sales, such as incentives and rewards that encourage customers to purchase now. The purpose is to generate faster, more measurable sales results and attract new or occasional customers. Sales promotion is differentiated from other promotional tools by its short timeline, rational appeal, tangible value, and focus on immediate sales. The main objectives are to introduce new products, attract customers, and increase sales during off-seasons. Advantages for manufacturers include increased profits and sales, while consumers benefit from lower prices and incentives. Major tools include consumer promotions like contests and premiums, and trade promotions such as point-of-purchase displays and trade shows. Key decisions involve
Bus169 Kotler Chapter 13
Sales promotion aims to encourage early product purchase and build market share through short-term incentives. Common tools include samples, coupons, cash-back offers, and contests. Sales promotions target potential customers including non-users, loyal users of other brands, and brand switchers. Personal selling involves two-way communication between salespeople and customers to provide demonstrations and modify marketing messages for each situation. It is most effective for high-value, technical products with fewer prospects. Salesforce management includes recruiting, training, compensating, supervising, and evaluating salespeople to achieve sales targets.
The-7-Ps-of-Marketing-Mix in Entrepreneur.pptx
The 7 Ps of Marketing Mix outlines the key elements of a marketing strategy: product, price, place, promotion, people, packaging, and positioning. Together these make up the marketing mix, which plays a vital role in achieving marketing objectives. The document then provides further details on each of the 7 Ps, explaining their importance and factors to consider for each element of the marketing mix.
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Sales promotion
- 2. Whereas advertising gives a reason to buy, SP gives an incentive to buy It is part of the Marketing spend of all companies and these days SP spends in many companies exceed that of the adspends
- 12. SP spurs action because they are supposed to run for a limited time While the advertising budgets are controlled by the brand managers, SP budgets usually are controlled by the sales managers
- 13. The more the product’s quality and its advertising persuasiveness fail to meet competition, the greater is the need for promotion to improve the price – value relationship