SP Research and Integration Dr Stephan Dahl [email_address]
Main Points <ul><li>Research into Sales Promotions </li></ul><ul><ul><li>Academic </li></ul></ul><ul><ul><li>Practicioner ...
Types of Research <ul><li>Academic </li></ul><ul><ul><li>Fundamental & exploratory </li></ul></ul><ul><ul><li>Comparative ...
Academic: Fundamental and exploratory <ul><li>Explains the reasons for SP </li></ul><ul><li>Looks at how Sales Promotions ...
Academic: Comparative <ul><li>Evaluates impact of different SP techniques </li></ul><ul><li>Perceptional differences of SP...
Academic: Explanatory <ul><li>Builds on exploratory, though often more applied </li></ul><ul><li>Frequently uses market-de...
Academic: Wider Implications  <ul><li>Takes a holistic view of SP activity </li></ul><ul><li>Frequently goes beyond brand/...
Practitioner <ul><li>Immediate results </li></ul><ul><li>Profit/Loss/ROI driven </li></ul><ul><li>Answers specific questio...
Practitioner: Market <ul><li>Market & consumer data for specific products/brands/categories </li></ul><ul><li>Fact based r...
Practitioner: Predictive <ul><li>Based on Market research: </li></ul><ul><li>Outcome (Objectives) prediction </li></ul><ul...
Practitioner: Evaluative <ul><li>“ What has happened” research </li></ul><ul><li>Based on comparative market characteristi...
<ul><li>Practitioner: Often short sighted and driven by own needs </li></ul><ul><li>Academic: Often holistic with an outsi...
SP and integration SP Ads PR Fuzzy Clear Time
SP and integration SP Ads PR Achieving Sales AID A Attention / Interest AI DA Brand Image AI D A
SP and integration SP Ads PR Achieving Sales AID A Attention / Interest AI DA Brand Image AI D A
SP and integration <ul><li>Advertising is fairly static: </li></ul><ul><ul><li>Many repeats required </li></ul></ul><ul><u...
SP and integration <ul><li>SP is a lot more flexible, but </li></ul><ul><ul><li>Can be highly damaging </li></ul></ul><ul>...
SP and integration Vision Advertising Objectives SP Objectives Brand Objectives Other Objectives Reality Check!
SP and integration You Partner Comp. Comp. Comp. Comp. Consumer
SP and integration <ul><li>Main objectives need to be aligne </li></ul><ul><li>Holistic view </li></ul><ul><li>Don’t be gu...
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Sales Promotions 3

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Sales Promotions 3

  1. 1. SP Research and Integration Dr Stephan Dahl [email_address]
  2. 2. Main Points <ul><li>Research into Sales Promotions </li></ul><ul><ul><li>Academic </li></ul></ul><ul><ul><li>Practicioner </li></ul></ul><ul><li>Integration of Sales Promotions with </li></ul><ul><ul><li>Overall Communication Strategy </li></ul></ul><ul><ul><li>Other Marketing Communication Tools </li></ul></ul><ul><ul><li>Advertising in particular </li></ul></ul>
  3. 3. Types of Research <ul><li>Academic </li></ul><ul><ul><li>Fundamental & exploratory </li></ul></ul><ul><ul><li>Comparative research </li></ul></ul><ul><ul><li>Explanatory research </li></ul></ul><ul><ul><li>Wider Implications research </li></ul></ul><ul><li>Market Research </li></ul><ul><ul><li>Market characteristics </li></ul></ul><ul><ul><li>Predictive </li></ul></ul><ul><ul><li>Evaluative </li></ul></ul>
  4. 4. Academic: Fundamental and exploratory <ul><li>Explains the reasons for SP </li></ul><ul><li>Looks at how Sales Promotions work at a basic “functional” level </li></ul><ul><li>Mostly psychology & consumer behaviour based research </li></ul><ul><ul><li>Consumer-”cleverness” as a factor in SP success </li></ul></ul>
  5. 5. Academic: Comparative <ul><li>Evaluates impact of different SP techniques </li></ul><ul><li>Perceptional differences of SP techniques </li></ul><ul><li>Can be longitudinal research based on market data </li></ul><ul><li>Wide variety of explanatory perspectives </li></ul><ul><ul><li>Price vs. Sample promotions in grocery markets </li></ul></ul><ul><ul><li>Perception of Money-off promotions in ... </li></ul></ul>
  6. 6. Academic: Explanatory <ul><li>Builds on exploratory, though often more applied </li></ul><ul><li>Frequently uses market-derived, comparative data </li></ul><ul><li>Mostly explains “market observations” </li></ul><ul><ul><li>Role of price-promotions in the fruit market </li></ul></ul>
  7. 7. Academic: Wider Implications <ul><li>Takes a holistic view of SP activity </li></ul><ul><li>Frequently goes beyond brand/category or market impact </li></ul><ul><li>Uses a wide variety of explanatory perspectives </li></ul><ul><li>Sometimes more argumentative rather than data-derived </li></ul><ul><ul><li>Impact of Alcohol SP on performance level in teenagers </li></ul></ul>
  8. 8. Practitioner <ul><li>Immediate results </li></ul><ul><li>Profit/Loss/ROI driven </li></ul><ul><li>Answers specific questions </li></ul><ul><li>Often no or little explanatory perspectives </li></ul><ul><li>No theory building, though frequently based on theory or experience </li></ul>
  9. 9. Practitioner: Market <ul><li>Market & consumer data for specific products/brands/categories </li></ul><ul><li>Fact based reporting </li></ul><ul><li>“ Need for decision”-driven </li></ul><ul><li>Limited by the framework used - “tunnel vision” - questions asked - data available/subjects accessible </li></ul><ul><ul><li>ACNielsen, Mintel, own surveys </li></ul></ul><ul><ul><li>Which promotions will be found to be compelling? </li></ul></ul><ul><ul><li>Frequency of purchase of product/category... </li></ul></ul>
  10. 10. Practitioner: Predictive <ul><li>Based on Market research: </li></ul><ul><li>Outcome (Objectives) prediction </li></ul><ul><li>Risk prediction </li></ul><ul><li>Forecasting </li></ul><ul><ul><li>Predicted ROI </li></ul></ul><ul><ul><li>Brand perception impact </li></ul></ul>
  11. 11. Practitioner: Evaluative <ul><li>“ What has happened” research </li></ul><ul><li>Based on comparative market characteristics </li></ul><ul><li>Explains predictions made and outcomes </li></ul><ul><li>Charts future potential </li></ul><ul><ul><li>Campaign evaluation </li></ul></ul>
  12. 12. <ul><li>Practitioner: Often short sighted and driven by own needs </li></ul><ul><li>Academic: Often holistic with an outside-in approach </li></ul>
  13. 13. SP and integration SP Ads PR Fuzzy Clear Time
  14. 14. SP and integration SP Ads PR Achieving Sales AID A Attention / Interest AI DA Brand Image AI D A
  15. 15. SP and integration SP Ads PR Achieving Sales AID A Attention / Interest AI DA Brand Image AI D A
  16. 16. SP and integration <ul><li>Advertising is fairly static: </li></ul><ul><ul><li>Many repeats required </li></ul></ul><ul><ul><li>Forgotten at POP </li></ul></ul><ul><ul><li>Little interaction </li></ul></ul><ul><ul><li>Builds brands (and pos. premium) </li></ul></ul><ul><ul><li>Bad at getting “action” </li></ul></ul>
  17. 17. SP and integration <ul><li>SP is a lot more flexible, but </li></ul><ul><ul><li>Can be highly damaging </li></ul></ul><ul><ul><li>Short term only </li></ul></ul><ul><ul><li>Increases volume but decreases margins/equity </li></ul></ul><ul><ul><li>MUST be used strategically to minimise chance of damage and increase brand message </li></ul></ul>
  18. 18. SP and integration Vision Advertising Objectives SP Objectives Brand Objectives Other Objectives Reality Check!
  19. 19. SP and integration You Partner Comp. Comp. Comp. Comp. Consumer
  20. 20. SP and integration <ul><li>Main objectives need to be aligne </li></ul><ul><li>Holistic view </li></ul><ul><li>Don’t be guided by short-termism </li></ul><ul><li>Ensure USP is clear! </li></ul><ul><li>Sing from the same song sheet! </li></ul>

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