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 Cont..
For Sales Force: Encouraging support of new product
Encouraging more prospecting
Stimulating off seasons sales
2. Selecting the sales promotion tools
Consumer promotion tool:
1.Samples
2. Coupons
3. Cash refund offers
4. Price packs
5. Premiums: With pack premium, A free in the mail premium, A self
liquidating premium
6. Prizes
7.Patronage award( points that can be redeemed)
8.Free trials
9.Warranties
10.Tie in promotions (tupper ware)
11.Cross promotions(whirlphool and reebok)
12.POP(sona belt tele shopping)
 Cont«

Trade promotion tools

1. Price off
2. Allowance
3. Free goods
4. Buy back guarantee.
Sales Force promotion tools
1.Trade shows: gives them sales leads
2. Sales contests
3. Specialty advertising: small gifts with name of the company
3. Developing a sales promotion program
1. Size of the incentive
2. Conditions for participation
3. Duration of promotion
4. Distribution vehicle: package, mail, store, advertising media
5. Total sales promotion budget
 Cont«

4. Pre testing the sales promotion program

5. Implementing and controlling the sales promotion program:
lead time: time to prepare the program
Self in time: begins with promotional launch and ends with appro. 95%
of the merchandise in the hands of the consumer.
6. Evaluating the sales promotion results:
Sales scanners
Consumer surveys
experiments
 |

|  

There are three types of sales promotion strategies: „
, „ , or a

 of the two.
A     involves convincing trade intermediary channel
members to "push" the product through the distribution channels to
the ultimate consumer via promotions and personal selling efforts.
Typical tactics employed in push strategy are: allowances, buy-back
guarantees, free trials, contests, specialty advertising items,
discounts, displays, and premiums.


|  : The company focuses its marketing communications
efforts on consumers in the hope that it stimulates interest and
demand for the product at the end-user level. Typical tactics
employed in pull strategy are: samples, coupons, cash refunds and
rebates, premiums, advertising specialties, loyalty
programs/patronage rewards, contests, sweepstakes, games, and
point-of-purchase (POP) displays.
Car dealers often provide a good example of a 

 strategy.
If you pay attention to car dealers' advertising, you will often hear
them speak of cash-back offers and dealer incentives.
 




Major decisions in marketing PR
1. Establishing the marketing objectives:
‡ Build awareness: by placing stories in media
‡ Build credibility: by communicating the message in the editorial
context
‡ Stimulate the sales force and the dealers
‡ Hold down promotional cost
2. Choosing PR message and vehicle
Tools in marketing PR:
o Publications
o Speeches (talks)
o Events
o Public service activities
o Identity media (business cards, dress codes, buildings, signs,
logos)
o News
3. Implementing the PR plan and evaluating