MKT301 :

Weekly note
October 25, 2019

SALE PROMOTION
Coupon and voucher :

- Coupon is the code or fly that directly deduct into the price of product.
- Voucher: the performance of promotion by printed

Premium
2 term : free premium and sale liquidating premium
- Sale liquidating premium : for example get 50% off your 2nd item. Which mean you only pay for the
cost of product for 2nd item.

Contest and sweepstake

- Contest : một cuộc thi đc tổ chức của công ty, có thể có nhiều round. Talent and ability required to
win
- Sweepstakes: xổ số trúng thưởng. Luck only

Sale promotion tools :

- bonus pack : ex:, free up size,etc..
- price-of deals: ex, 50 or 30% off on product
- refund and rebates: refund which means you receive cash immediately, rebates which means you
would receive a voucher that similar to cash but cant be convert to cash.
- event marketing: event that you might buy the product with lower price or gift.
- frequency/loyalty programs

Trade-oriented sales promotion objective

Distribution or sale force promotion would be placed in trade-oriented sales
promotion

Incentives similar to Compensation

Slotting allowances is really popular lately. Ex: boots in a mall.
Trade show is only for sales or retail

Type of cooperative advertising

- Horizontal cooperative advertising : Đồng thương hiệu, same level for ex Vietnam
airline and vietcombank have one type of credit card.
- Vertical cooperative advertising : different level among brands in the same
business. For example, Dien may xanh have the authority to buy many different
brand, and the cost for marketing would be supported from the host brand want to
cooperate with dien may xanh.
- ingredient - sponsored coop advertising: for a product,materials would be joint by
different brands therefore, the marketing cost would be shared. Such as Laptop and
Intel.

Conclusion:
Sale promotion would have advantage and disadvantage
Disadvantage : only for short-term incentive perceived by consumer for a campaign,
could lose the real value of product. Consumer could figure out that they could
receive incentive now or other moment.
Solution : use different distribution or new product package or label.