SALES PROMOTION

Meaning:
Sales promotion comprises a range of tactical sales and marketing techniques designed within a strategic marketing and sales framework that provide extra value or incentive to the sales force, distributors, or the ultimate consumer and can stimulate immediate sales

Objectives of Sales promotion:

Building Product Awareness Creating Interest

Providing Information
Stimulating Demand Reinforcing the Brand

TYPES OF SALES PROMOTION

Consumer oriented sales promotion

Sales promotions, which are directed to ultimate consumers are known as consumer oriented sales promotion.

VOUCHERS/COUPONS

REFUNDS/REBATES

PREMIUMS

DISCOUNTS

SAMPLES

CONTESTS/SWEEPSTAKES

LOYALTY PROGRAMS

FREE PRODUCTS

TRADE ORIENTED SALES PROMOTION

sales promotions targeted at retailers and wholesalers are called trade oriented sales promotion

TYPES OF TRADE ORIENTED SALES PROMOTION

Point-of Purchase Displays Advertising Support Programs Trade allowances Sales Incentives Promotional Products Trade Shows

Sales Promotion Strategies

Push Strategy - It involves convincing trade intermediary channel members to "push" the product through the distribution channels to the ultimate consumer via promotions and personal selling efforts.
Pull Strategy- It attempts to get consumers to "pull" the product from the manufacturer through the marketing channel. 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.

Promotion at different stages of the PLC

Introduction Growth Maturity Decline

Coordinating Sales Promotion With Other IMC Elements

Sales promotion need to be coordinated with various IMC elements to leave an imprint on the minds of the potential customers. For this following should be considered: BUDGET ALLOCATION. MEDIA SUPPORT AND TIMING. COORDINATION OF AD AND PROMOTION THEMES. MEASURING EFFECTIVENESS.