Sales Promotion

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Sales Promotion

  1. 1. Sales Promotion Personal Selling Public Relations
  2. 2. SALES PROMOTION <ul><li>Definition </li></ul><ul><li>It consists of diverse collection of incentive tools, mostly short term, designed to stimulate quicker and/or greater purchase of particular products/services by consumers or the trade. </li></ul>
  3. 3. PURPOSE <ul><li>SELLERS USE INCENTIVE TYPE PROMOTIONS FOR VARIETY OF CUSTOMERS </li></ul><ul><li>TO PRODUCE HIGH SALES RESPONSE IN SHORT TIME </li></ul><ul><li>TO BREAK DOWN LOYAL CUSTOMERS OF SOME OTHER BRANDS </li></ul>
  4. 4. SIGNIFICANCE <ul><li>YIELDS FASTER AND MORE MEASURABLE RESPONSE IN SALES THAN ADVERTISING </li></ul><ul><li>ATTRACT DEAL PRONE CUSTOMERS WHO SWITCH BRANDS AS DEAL IS AVAILABLE </li></ul><ul><li>LOYAL CUSTOMERS DON’T CHANGE BECAUSE OF COMPETITIVE PROMOTION </li></ul>
  5. 5. MAJOR DECISIONS INVOLVED <ul><li>ESTABLISHINGTHE SALES PROMOTION OBJECTIVES </li></ul><ul><li>SELECTING THE SELES PROMOTION TOOLS </li></ul>
  6. 6. CONSUMER PROMOTIONAL TOOLS <ul><li>Coupons </li></ul><ul><li>Cash refund offers (rebate) </li></ul><ul><li>Price packs </li></ul><ul><li>Premiums </li></ul><ul><li>Prizes (contests, sweepstakes, games) </li></ul><ul><li>Patronage awards </li></ul><ul><li>Free trials </li></ul><ul><li>Product warranty </li></ul><ul><li>Tie in promotion </li></ul><ul><li>Cross promotion </li></ul><ul><li>Point of purchase (POP), Displays or Demonstration </li></ul>
  7. 7. TRADE PROMOTIONAL TOOLS <ul><li>Allowances </li></ul><ul><li>Free goods </li></ul><ul><li>Free trip </li></ul><ul><li>Reduced price if loyalty confirmed </li></ul>
  8. 8. Business promotional tools <ul><li>Trade shows and Conventions </li></ul><ul><li>Sales contest </li></ul><ul><li>Specialty advertising </li></ul>
  9. 9. Public relations <ul><li>A PUBLIC is any group that has an actual or potential interest or impact on a company’s ability to achieve its objective. </li></ul>
  10. 10. Significance (PR) <ul><li>Assist in the launch of New Products (Bajaj Alliance) </li></ul><ul><li>Assist in repositioning a Mature Product (Bailley) </li></ul><ul><li>Build up interest in product category (Amul Doodh peeta hai India) </li></ul><ul><li>Influence specific target group (Taare Zamin Par) </li></ul><ul><li>Defend products that have encountered Public Problems (Coca Cola) </li></ul><ul><li>Build the corporate image which favors its product </li></ul><ul><li>( Tata Memorial hospital) </li></ul>
  11. 11. Major tools in PR <ul><li>Events </li></ul><ul><li>News </li></ul><ul><li>Speeches </li></ul><ul><li>Public –service activities </li></ul><ul><li>Identity media like logos, stationery, uniforms, cards </li></ul>
  12. 12. PERSONAL SELLING <ul><li>A tool used in later stages of buying process, particularly in building up buyers’ preference. </li></ul><ul><li>Developed for (purpose): </li></ul><ul><li>Personal confrontation </li></ul><ul><li>Cultivation </li></ul><ul><li>Response </li></ul>
  13. 13. Steps in PS <ul><li>Prospecting and qualifying </li></ul><ul><li>Preapproach </li></ul><ul><li>Approach </li></ul><ul><li>Presentation and demonstration </li></ul><ul><li>Overcoming objections </li></ul><ul><li>Closing </li></ul><ul><li>Follow up and maintenance </li></ul>

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