Nabila Putri

1806249421
Nuraini Wiridyadewi
1806161626
Rahmadian Puspitasari
1806249503
2
 SALES 1
PROMOTION
ABUSE
2
SCOPE &
ROLE

GROWTH OF
3
SALES
PROMOTION
CONSUMER- 4
ORIENTED
SALES SALES
PROMOTION TRADE 5
PROMOTION ORIENTED
SALES
PROMOTION

3
SALES PROMOTION
A direct inducement that offers an extra value or incentive for
the product to the sales force, distributors, or the ultimate
consumer with the primary objective of creating an
immediate sale.

4
3 IMPORTANT ASPECTS OF PROMOTION:

1 2 3

E XT R A A C C E L E R AT I O N DIFFERENT
INCENTIVE TO O L PA RT I E S

A N E X T RA I N C E N T I V E A C C E L E R AT I O N TO O L D I F F E R E N T PA RT I E S
TO B U Y
Coupons, rebates, premium A tool to speed up sales & Can be targeted consumer
shorten the purchase cycle or to the trade

5
 CONSUMER ORIENTED
SALES PROMOTION
(push)

TRADE ORIENTED
SALES PROMOTION
(pull)

SALES PROMOTION VEHICLE

6
 PRICE-OFF
EVENT CONTESTS/ DEALS
MARKETING
S W E E P S TA K E S
FREQUENCY
SAMPLES, PROGRAMS
COUPONS,
BONUS
PREMIUMS REFUNDS/
PA C K S R E B AT E S

CONSUMER ORIENTED
PROMOTIONS 7
 Don’t know
2%
Developed separatel y
from overall marketing
strategy
9% Developed after overall
marketing strategy, using
other disciplines
(advertising, direct
SALES 24% marketing) to lead
promotion
PROMOTION
Developed as part of
WITHIN IMC overall marketing strategy

Development of Promotional Strategy

Source: Penton Media Inc, Promo magazine, Penton
65%
Media Inc, New York, Sept 2007

9
 GROWTH OF SALES PROMOTION

INCREASED F R A G M E N TAT I O N
GROW ING POW ER PROMOTIONAL OF CONSUMER INCREASED
O F R E TA I L E R S SENSITIVITY MARKETS A C C O U N TA B I L I T Y CLUTTER

DECLINING BRAND S H O RT- T E R M COMPETITION

B R A N D L O YA LT Y P R O L I F E R AT I O N FOCUS

10
CONSUMER FRANCHISE-BUILDING (CFB)
PROMOTIONS OBJECTIVES

C O M M U N I C ATI V E
BRAND
DISTINCTIVE BRAND
AT T R I B U T E S
AT T R I B U T E S

BUILD LONG-TERM BRAND

B R A N D P R E F E R E N CE PREFERENCE DEVELOP &
BRAND
R E I N F O R CE B R A N D
IDENTITY
IDENTITY

11
CONSUMER FRANCHISE-BUILDING (CFB)
PROMOTIONS TECHNIQUES & PRACTICES

“ F R E Q U E NC Y ”
P R O G R A M S T H AT
L O YA LT Y
E N C O U R A G E R E P E AT
P U R C H A S E & L O YA LT Y

PREMIUM OFFERS
T H AT R E I N F O R C E T H E BRAND CONTESTS &
BRAND IMAGE & HELP IMAGE S W E E P TA K E S T H AT
BUILD EQUITY EQUITY INCREASE
I N V O LV E M E N T & H E L P
BUILD EQUITY

12
 NON-FRANCHISE-BUILDING
(NON-FB) PROMOTIONS

A C C E L E R AT E T H E DON’T IDENTIFY
PURCHASE DECISION UNIQUE BRAND
PROCESS F E AT U R E S

G E N E R AT E DON’T CONTRIBUTE
I M M E D I AT E S A L E S TO BRAND IDENTITY
INCREASE OR IMAGE

OBJECTIVES PROMOTIONS

13
NON-FB PROMOTIONS

PRICE-OFF BONUS REBATES OR

DEALS PACKS REFUNDS

MAY INCLUDE..

SHORTCOMINGS

TRADE CUSTOMERS MAY

IF THEY DO, THEY
PROMOTIONS “BUY PRICE” RATHER
MAY LEAD ONLY TO
BENEFITS MAY NOT THAN BRAND
PRICE REDUCTIONS
REACH CUSTOMERS EQUITY

14
SALES
PROMOTION
USES INTRODUCE NEW PRODUCT BY
ENCOURAGING TRIAL & REPURCHASE
INTRODUCE

TARGET SPECIFIC MARKET GET EXISTING CUSTOMERS TO

SEGMENT BUY BUY MORE
SPECIFIC
MORE

ENHANCE IMC
EFFORTS &
BUILD BRAND
EQUITY
MAINTAIN SALES IN OFF SEASON ATTRACT NEW CUSTOMERS
MAINTAIN ATTRACT

DEFEND
DEFEND CURRENT CUSTOMERS

15
SAMPLING – Works Best When
Th e p r oduct s a r e o f r e l ative ly l ow uni t
va l ue , s o s a m ples d o n ’t c o s t m u c h

Th e p r oduct s a r e di vi s i bl e & c a n b e
b r o ken i n t o s m a ll s i z es t h a t c a n r e f lect
t h e p r o ducts f e a tures a n d b e nefit s

Th e pur c hase c yc l e i s r e l ative ly s hor t

s o t h e c o nsumer c a n p u rchase i n
r e l ative ly s h ort t i m e p e r iod

16
SAMPLING METHODS

DOOR-TO-DOOR DIRECT MAIL IN-STORE SAMPLING INTERNET SITES

O N - PA C K A G E EVENT SAMPLING W / N E W S PA P E R / OTHER TYPES

SAMPLING MAGAZINE

17
 1
The oldest & most widely
used in sales promotion
tool
2
COUPONS
Nearly 260 billion distributed
each year in the US
3

80 percent of consumers use

coupons & use them regularly

18
 APPEAL TO PRICE-SENSITIVE

A D VA N TA G E S CONSUMER

OF COUPONS PRICE BREAK WITHOUT

R E TA I L E R C O O P E R AT I O N

E F F E C T I V E W AY T O I N D U C E
TRIAL

C A N B E W AY T O D E F E N D
MARKET SHARE & ENCOURAGE
REPURCHASE

19
 D I F F I C U LT T O D E T E R M I N E

L I M I TAT I O N S COUPON USED BY CONSUMER

OF COUPONS COUPONS ARE OFTEN USED BY

L O YA L C U S T O M E R S W H O M AY
P U R C H A S E A N Y W AY

D E C L I N I N G R E D E M P T I O N R AT E S
& HIGH COSTS OF COUPONING

MISREDEMPTION & FRAUD

20
COUPON FRAUD

CONSUMERS REDEEM
WITHOUT PURCHASE

C L E R K S & S TA F F E X C H A N G E
FOR CASH

MANAGERS/ OWNERS REDEEM

03
WITHOUT SALE

CRIMINALS COLLECT/
COUNTERFEIT & SELL

21
COUPON TRENDS

MAJOR COMPANIES CUTTING BACK

ON USE OF COUPONS

SEARCHING FOR MORE EFFECTIVE

COUPON TECHNIQUES

MORE USE OF INTERNET FOR

DISTRIBUTION

22
 PREMIUMS
an offer of an item of merchandise or service
either free/ at low cost that is an extra incentive
for customers
FREE PREMIUMS
Only require purchase of the product

SELF-LIQUIDATING PREMIUMS
Require consumer to pay some or all the cost of
the premium

23
 SWEEPTAKES/ GAMES
A PROMOTION WHERE WINNERS ARE
D E T E R M I N E D P U R E LY B Y C H A N C E &
CANT REQUIRE A PROOF OF PURCHASE
A S A C O N D I T I O N F O R E N T R Y. W I N N E R S
ARE CHOSEN BY RANDOM SELECTION
FROM A POOL OF ENTRIES OR
G E N E R AT I O N O F A N U M B E R T O M AT C H
THOSE HELD BY GAME ENTRANTS
CONTEST
A PROMOTION WHERE CONSUMERS
COMPETE FOR PRIZES OR MONEY ON
T H E B A S I S O F S K I L L S O R A B I L I T Y.
WINNERS ARE DETERMINED BY JUDGING
E N T R I E S O R A S C E RTA I N I N G W H I C H
ENTRY COMES CLOSES TO SOME
PREDETERMINED CRITERIA
 BONUS
PACKS FREQUENCY/
LOYALTY
PROGRAMS

PRICE-OFF
DEALS EVENT
REFUNDS &
REBATES MARKETING

OTHER PROMOTIONAL TOOLS

25
C O N S U M E R S - O R I E N T E D S A L E S P R O M O T I O N
T O O L S F O R V A R I O U S M A R K E T I N G O B J E C T I V E S

CONSUMER SUPPORT IMC

CUSTOMER
R E WAR D INDUCE TRIAL PROGRAM/ BUILD
RETENTION/LOADING
INCENTIVE: BRAND EQUITY

• Price-off Deals,
• Sampling,
• Bonus Packs, • Events,
• Instant Coupons,
IMMEDIATE • In & On Package • In & On Package
• In-store Coupons,
Free Premiums, Free Premiums
• In-store Rebates
• Loyalty Programs

• Media – And Mail-

• Self-liquidating
Delivered Coupons,
• In & On Package Premiums,
• Mail-in Refunds &
Coupons, • Free Mail-in
Rebates,
DELAYED • Mail In Refunds & Premiums,
• Free Mail-in
Rebates, • Contest &
Premiums,
• Loyalty Programs Sweepstakes,
• Scanner- & Internet-
• Loyalty Programs
delivered Coupons
Source: Belch & Blech (2018) 26
SALES PROMOTION +/-

ADVANTAGES DISADVANTAGES
• Effective at achieving a quick boost to • Sales effect may only be short-term
sales

• Customers may come to expect or

• Encourage customers to trial a anticipate further promotions
product or switch brands

• May damage brand image

27
 OBTAIN DISTRIBUTION FOR NEW
A PRODUCTS

MAINTAIN TRADE SUPPORT

B FOR ESTABLISHED BRANDS

ENCOURAGE RETAILERS TO
C DISPLAY ESTABLISHED
BRANDS
Trade-Oriented
Sales Promotion
sales promotion programs targeted to the trade should
be based on well-defined objectives and measurable
D BUILD RETAIL INVENTORIES
goals and a consideration of what the marketer wants
to accomplish
Types of Trade-Oriented Promotions

CONTESTS AND INCENTIVES

Manufacturers may develop contests or

special incentive programs to stimulate
greater selling effort and support from
reseller management or sales
personnel.
 3 forms
of promotion
targeted to
reseller
salespeople
Types of Trade-Oriented Promotions
TRADE ALLOWANCES
1 2 3

BUYING PROMOTIONAL SLOTTING

B u yi n g A l l o wa n c e s
Deal or discount offered to resellers in
the form of a price reduction on
merchandise ordered during a fixed
period
P r o m o t i o n a l A l l o wa n c e s
Manufacturers often give retailers
allowances or discounts for performing
certain promotional or merchandising
activities in support of their brands
S l o t t i n g A l l o wa n c e s
Fees retailers charge for providing a slot
or position to accommodate the new
product.
 PROBLEM
Forward Buying
where they stock up on a product at the
lower deal or off-invoice price and resell it to
consumers after the marketer’s promotional
period ends.
Diverting
where a retailer or wholesaler takes
advantage of the promotional deal and then
sells some of the product purchased at the
low price to a store outside its area or to a
middleperson who resells it to other stores.
Types of Trade-Oriented Promotions

DISPLAYS AND POINT-OF-

PURCHASE MATERIALS
Point-of-purchase (POP) displays are an
important promotional tool because they
can help a manufacturer obtain more
effective in-store merchandising of
products
Types of Trade-Oriented Promotions

SALES TRAINING PROGRAMS

Many products sold at the retail level

require knowledgeable salespeople who
can provide consumers with information
about the features, benefits, and
advantages of various brands and
models.
Types of Trade-Oriented Promotions

TRADE SHOWS

Targeted to resellers is the trade show, a

forum where manufacturers can display
their products to current as well as
prospective buyers
Types of Trade-Oriented Promotions
COOPERATIVE ADVERTISING
where the cost of advertising is
shared by more
than one party.
Horizontal Cooperative Advertising
advertising sponsored in common by a group of retailers or
other organizations providing products or services to the
market.
I n g r e d i e n t - s p o n s o r e d C o o p e r a t i ve
A d ve r t i s i n g
supported by raw materials manufacturers;
Vertical Cooperativ e Advertising
manufacturer pays for a portion of the advertising a retailer runs to promote
the manufacturer’s product and its availability in the retailer’s place of
business
 Coordinating Sales Promotion
and Advertising

Budget Allocation Coordination of Ad & M e d i a S u p p o r t & Ti m i n g

The allocation of the promotional Promotion Themes Media support for a sales promotion
budget may vary according to a brand’s program is critical and should be
To integrate the advertising and sales
stage in the product life cycle. coordinated with the media program for
promotion programs successfully, the
the ad campaign.
theme of consumer promotions should
be tied in with the advertising and
positioning theme wherever possible
THE SHIFTING ROLE OF THE SALES PROMOTION
AGENCY
TRADITIONAL NEW&IMPROVED
1 Primarily used to develop
1 U s e d t o d e ve l o p l o n g &
short term promotional
short-term tactics or concept
strategies as well as tactics

2 Hired/ compensated on a 2 Contracted on annual

p r o j e c t - b y- p r o j e c t b a s i s r e t a i n e r, f o l l o wi n g f o r m a l
a g e n c y r e vi e ws

3 Many promotion agencies used 3 One or two exclusive

a mix– each one hired for best promotion agencies for each
task and/or specialty division or brand group

39
THE SHIFTING ROLE OF THE SALES PROMOTION
AGENCY
TRADITIONAL NEW&IMPROVED
4 O n e o r t wo c o n t a c t p e o p l e
4 Full team or core group on
from agency the account

5 Promotion agency never equal 5 Promotion agency works on

to ad agency - doesn’t work up- equal basis with ads agency –
front in annual planning process sits at planning table up-front

6 Not directly accountable 6 Ve r y m u c h a c c o u n t a b l e –

goes through a rigorous
for results
e va l u a t i o n p r o c e s s

40
Sales Promotion Abuse
The increasing use of sales promotion in marketing programs is a
fundamental change in strategic decisions about how companies market
their products and services.

Consumer and trade promotions can be a very effective tool for

generating short-term increases in sales

As the director of sales promotion services at one large ad agency noted:

“There’s a great temptation for quick sales fixes through promotions. It’s
a lot easier to offer the consumer an immediate price savings than to
differentiate your product from a competitor’s.”

Overuse of sales promotion can be detrimental to a brand in several ways.

A brand that is constantly promoted may lose perceived value.

41
sales promotion

Alan Sawyer &

Peter Dickson
consumer have used the
attitude concept of
formation attribution theory
 Sales
Promotion
Tr a p
PERSONAL SELLING
The Scope of Personal Selling
Personal Selling:
Melibatkan penjualan melalui proses komunikasi orang-ke-orang
dan pesan mengalir dari pengirim ke penerima secara langsung
(biasanya tatap muka) dan secara real time

Proses komunikasi tersebut disebut dyadic communication

Dalam personal selling bervariasi tergantung pada berbagai

faktor, termasuk sifat produk atau layanan yang dipasarkan,
ukuran organisasi, dan jenis industri

Examples of Personal Selling:

Retail selling; Field selling; Telemarketing; Inside selling
45
Determining the role of personal
selling

Untuk menentukan perannya, manajemen harus

dipandu oleh empat pertanyaan:

1. Informasi spesifik apa yang harus dipertukarkan

antara perusahaan dan pelanggan potensial?
2. Apa cara alternatif untuk melaksanakan tujuan
komunikasi ini?
3. Seberapa efektifkah setiap alternatif dalam
melakukan pertukaran yang dibutuhkan?
4. Seberapa efektif biaya setiap alternatif?
46
When the sales force is a major part
of the IMC mix

47
 Kegiatan penjualan pada pengambilan pesanan dan pengiriman
1
Provider
stage Berusaha membujuk pelanggan untuk membeli
2
Persuader Mencari pembeli yang dianggap
stage memiliki kebutuhan
3
Prospector Pembeli
mengidentifikasi
stage
masalah yang harus
Problem- 4 dipenuhi oleh barang
solver
The Nature of stage
5
Personal Selling Procreator
(Thomas Wotruba) stage

Penjual menentukan kebutuhan

pembeli dan memenuhinya
48
Figure 18-2
The stages in the evolution of selling

49
The New Role of Personal
Selling
(Kevin Hoffberg and Kevin Corcoran)
Surveying Guiding

Mapmaking Fire starting

50
Customer Relationship
Marketing

Upaya organisasi untuk

mengembangkan jaringan
dengan masing-masing
pelanggan:
– Jangka panjang
– Hemat biaya
– Saling menguntungkan
51
Keeping a customer

52
The Costs of Personal Selling
Di beberapa industri, merupakan bagian
substansial dari upaya komunikasi dan dapat
menjelaskan sebagian besar anggaran promosi.
• banyak perhatian ditujukan untuk fungsi ini karena
kelebihannya dibandingkan metode komunikasi
lainnya
• bentuk komunikasi yang mahal.

The costs of personal selling are often high,

but the returns may be just as high.
53
Types of sales jobs

1 2 3

creative missionary
order taking
s e l l i ng sales

• Menilai situasi, • P e r a n ya n g l e b i h • P a d a d a s a r n ya
menentukan kasual; peran pendukung
kebutuhan,
• Kemampuan saat ini • Sering Melibatkan • Mungkin tidak
untuk memenuhi pembelian kembali benar-benar
kebutuhan, menerima pesanan
• Dapatkan pesanan

54
Job Classifications and
R e s p o n s i b i l i t i3.e s
2. Recommending 4.
Determining a way to satisfy Demonstrating 6. Following
1. Locating customers the customers the capabilities up and
prospective needs and needs and of the firm and 5. Closing the servicing the
customers wants. wants. its products sale. account.

55
10 traits to effective salespeople
1. Ego strength: a healthy self-
esteem that allows one to bounce
back from rejection.
4. Assertiveness: the ability to
be firm, lead the sales process,
and get one’s point
across confidently.
7. Abstract reasoning: ability to
understand concepts and ideas.
2. A sense of urgency: wanting
to get it done now.
5. Willingness to take risk:
willing to innovate and take a
chance.
8. Skepticism: a slight lack of
trust and suspicion of others.
10. Empathy: the ability to place
oneself in someone else’s shoes.
3. Ego drive: a combination of
competitiveness and self-esteem.
6. Sociable: outgoing, friendly,
talkative, and interested in
others.
9. Creativity: the ability to think
differently.
56
Buyers’ likes and dislikes about
salespeople

Traits Buyers Consider Most Traits Buyers Consider Most

Helpful In Salespeople* Objectionable In Salespeople*
1. Knowledgeable. 1. Unprepared
2. Empathy. 2. Uninformed.
3. Well organized. 3. Aggressive.
4. Promptness. 4. Undependability.
5. Follow-through. 5. Poor follow-through.
6. Solutions. 6. Presumptuousness.
7. Punctuality. 7. “Walk-ins.”
8. Hard work. 8. Gabbers.”
9. Energetic. 9. Problem avoiders.
10.Honesty. 10.Lack of personal respect.

57
 Allowing for two-way
interaction

Tailoring of the message

Advantages
Lack of distraction
of Personal
Selling Involvement in the
decision process

Source of research
information

58
 Inconsistent Message

Sales force/management
conflict

Disadvantages
High Cost
of Personal
Selling
Poor Reach

Potential Ethical Problem

59
Combining Personal Selling

Public
Advertising
relations

Direct Sales
marketing promotion

The
internet

60
Personal selling + Advertising

Tujuannya adalah
- meningkatkan jejaring,
- mengurangi biaya,
- meningkatkan penjualan (dengan asumsi iklan
itu efektif)

Sangat membantu salespeople, karena

perusahaan yang sudah memiliki brand
awareness memiliki kekuatan untuk penjualan

61
Personal Selling + Public Relations

• Sales People seringkali merupakan sumber

PR terbaik
• Sales People adalah perwakilan organisasi
• Sales People terlibat dalam komunitas
• Sales People menciptakan goodwill untuk
perusahaan

62
Personal Selling + Direct Marketing

Companies have found that integrating direct marketing, specifically

telemarketing

• Untuk pengarahan
• untuk layanan pelanggan dan follw up
• untuk mendukung staf penjualan
• untuk dimensi PR dalam menciptakan
goodwill
• dalam kombinasi dengan metode Direct
Marketing lainnya.

63
64
Personal Selling + Sales Promotion

• Promosi penjualan yang

ditargetkan untuk pengecer
disajikan oleh Sales Force

• Personal Selling untuk

memperkenalkan promosi untuk
diperdagangkan

65
Personal Selling + the Internet

• memberikan informasi produk

• menghasilkan arahan
• prospek layar
• membangun pasar dari basis data
• memenuhi pesanan

66
Evaluating the Personal Selling Effort

Sales may be analyzed by total sales volume,

territories, product line, customer type, or
sales rep

67
Criteria for Evaluating Personal Selling

Provision of marketing intelligence

Follow-up activities

Program implementations

Attainment of communications objectives

68
69