This document discusses sales promotion and public relations. It defines sales promotion as measures to motivate customers to buy more and increase sales. Some examples of sales promotion tools are discounts, premium offers, and coupons. Public relations is defined as a planned effort to build mutual understanding between an organization and the public. The functions of public relations include promoting goodwill and the organization's image and products. Marketing, advertising, and public relations are related but have different goals, with public relations focusing on promoting the entire organization.

1. RETAILER-
ORGINATED
SALES PROMOTION
&
PUBLIC RELATION
MADE BY: NIHARIKA SHARMA

2. SALES PROMOTION ???

3.  All those measures which
normally motivate the customers to
buy more, and thus increase sales of
the product.
Other examples are:
 lakhpati bano
 win a tour to singapore
 30% extra on a pack of one kg etc.

4. OBJECTIVES:
 To introduce new products
e.g.; free samples
 To attract new customers and retain the
existing ones
e.g.; discounts, prize
 To maintain sales of seasonal products
e.g.; off-season discount
 To meet the challenge of competition.

5. TOOLS IN S.P :
 Free samples:
e.g.; shampoos, book on web (pdf)
 Premium or bonus offer:
e.g;toothbrush with toothpaste
 Exchange schemes:
e.g.; old watches with new titan watch
 Price-off offer:
e.g.; Rs. 2 off on purchase of a lifebuoy
soap

6.  Coupons:
e.g.; show this and get Rs. 15off on
purchase of 5 kg. of Annapurna Atta
 Fairs & Exhibitions:
e.g.; International
 Trade Fair
 Scratch & win offer

7. IMPORTANCE OF SALES
PROMOTION
Manufacture point of
view
Customer point of view

8. IMPORTANCE
From manufacturer‟s point of view:
 helps to increase sales in a competitive market and
thus, increases profits
 helps to introduce new products in the market
by drawing the attention of potential customers
 when a new product is introduced or there is a
change of fashion or taste of consumers, existing
stocks can be quickly disposed off
 it stabilizes sales volume by keeping its
customers with them.

9. From customer‟s point of view:
 the consumer gets the product at a cheaper rate
 it gives financial benefit to the customers by way
of providing prizes and sending them to visit
different places
 the consumer gets all information about the quality,
features and uses of different products
 creates confidence in the mind of customers about
the quality of goods, e.g.; money back offer
 it helps to raise the standard of living of people,
e.g.; exchange offer.

10. Retailer-originated SP
 Window displays:
e.g.; jewelers, booksellers, chemists, etc‟
 In-store displays:
 Mass displays: displaying a product already on
the shelf
 Multiple product promotions: e.g; food and wine
from Italy
 Demonstrations (exhibition): e.g; fashion shows

12. Price promotions:
e.g; in clothing sector, annual or half-
yearly sales
Store loyalty cards/Trading stamps
Free gift
In-storedisplay material:
E.g; window posters

14. PUBLIC RELATION
 “Public Relations is the deliberate,
planned and sustained effort to
establish and maintain mutual
understanding between an
organization and its public.”
- Institute of Public Relations, USA

15. ORIGIN OF PUBLIC
RELATION
 Thomas Jefferson (1807) used the phrase “public relation”
in the place of “state of thought “ while writing his seventh
address to the us congress.
 In India, Great Indian Peninsular Railway Company
Limited (GIP Railways) carried on publicity in Public.
 Relations campaign in England for promote tourism to India
through mass media and pamphlets
.
 During the time of First World War a central publicity board
was set up at Mumbai for disseminating war news to the
public and press.
 After Second World War the Public Relations activity gained
importance both privates as well as Government started
Public Relations campaigns.

16. FUNCTION OF PUBLIC
RELATION
 Promote goodwill
 Promote product, service, corporate
image
 Corporate communication
 Lobbying

17. ADVANTGES
 CREDIBILITY
 COST
 AVOIDANCE OF CLUTTER
 IMAGE BUILDING
 ABILITY TO REACH SPECIFIC GROUP

18. DISADVANTAGES
 Difficult to quantify PR benefits
 Lack of control
 „Deft‟ management required

19. MARKETING,
ADVERTISING,
PUBLIC RELATION
ARE THEY SAME ????????

20. The answer is……not really!
 Marketing and advertising traditionally
promote products and services.
 Public relations promotes the entire
organization.

21. PROCESS OF PUBLIC
RELATION

22. EFFECTIVE P.R.
??
Awareness Acceptance Action

23.  Awareness: To create a positive image of
an organization, the message must reach
the public. Information must reach in its
desired form for effective public relation.
 Acceptance: The audience must
understand what the message intends to
communicate. They ought to agree with
the message.
 Action: The audience ought to give
feedback to the organization accordingly.

24. CONCLUSION
 Public relations is nothing but an
effort to present one‟s
organization in the best light.