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.

1. Sales Promotions

3. Sales Promotion Goals Sales Promotion Has Three Goals That Relate to Its Target audiences: To Increase Immediate Customer Sales. To Increase Support Among the Marketer’s Sales Force. To Gain the Support of the Trade in Marketing The Product.

5. Reasons for the Growth of Sales Promotion Sales Managers are Under Great Pressure to Produce Results Quickly. Sales Promotion Strategies Target Consumer, Trade, and The Sales Force. Assessment of Sales Promotion is Relatively Easy. Cost for Results In This Industry Are Relatively Low. Why Are Companies Spending More and More Money on Sales Promotion?

7. Types of Consumer Promotions Lucky dip Incentives Sampling Contests Rebates Refunds Coupons

8. Contests and Lucky dip Lucky dip Participants Submit Names To Be Included in Drawing Time Frame Much Longer Contests Compete for a Prize Based On Some Skill or Ability Generates High Degree Of Consumer Involvement Can Help Revive Lagging Sales

9. Refunds, Rebates, and Premiums Refunds and Rebates A Marketer’s Offer to Return a Certain Amount Of Money to the Consumer Who Purchases the Product. i.e cash rebate + low-value coupon Incentives Tangible Reward for Performing a Particular Act. Direct – Received At Time of Purchase Mail – Proof of Purchase & Payment Be Mailed In

10. Sampling Allowing the Customer to Experience the Product or Service. Very Effective Strategy for Introducing A New or Modified Product. Most Common Method of Distributing Samples is Through the Mail. 9 Out of 10 Customers Prefer a Sample To a Rupee-Off Coupon to Introduce Product.

12. Types of Trade Promotions Point-of-Purchase Retailer Kits Contests Lucky Dip Trade Shows Exhibits Trade Incentives Trade Deals

13. Point-of-Purchase Displays Display Distributed to Retailers Used to Call Customer’s Attention to Product Promotions. Some of the Most Popular POP Tools & Techniques Mechanical Product Dispensers Price Cards Signs Banners Special Racks Carton Displays

14. Trade Promotions Trade Shows & Exhibits Allow Product Demonstrations, Provide Information, & Answer Questions. Retailer (Dealer) Kits Materials That Help Reps Make Sales Calls Are Often Designed as Kits. Contain Detailed Product Specs, How-to-Do it Display, etc. Incentives Advertisers Can Develop Contests & incentives to Motivate Resellers. Occasional Use Only is Effective.

15. Trade Incentives and Deals Incentive Programs i.e. Used When Introducing A New Product. Types Include Bonuses & Dealer Loadings Special Trade Promotional Circumstances. Trade Deals Most Important Reseller Sales Promo Technique. Types Include Buying & Advertising Allowances

18. Other Promotions Interactive Promotions Prepaid phonecards, telemarketing 800- and 900- number programs, & call-ins (radio FM). Licensing Company with an established brand “rents” that brand to other companies, allowing them to use its logo on their products. Loyalty Programs/ Continuity Programs Designed to increase customer retention by rewarding customers for their patronage. Co-Marketing Programs Designed to build stronger relationships between manufacturers and retailers i.e co-marketing, co-branding, and tie-ins.

23. Have you been lured into buying …… A pack of 3 Lux soaps for the cost of 2 Amul pizza at a discount of Rs.10 after redeeming the coupon Fa shaving cream, for same cost but with 25% extra pack New Year card from Archies’ with free courier offer Pack of 2 AXE deodorant with a free Swiss Knife Akai CTV in exchange offer for old CTV & Rs. 14,000 off Then you are a DEAL PRONE CUSTOMER

27. Brand PLC Effects on Promos