Professional Documents
Culture Documents
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)
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
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
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
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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
MAY INCLUDE..
SHORTCOMINGS
14
SALES
PROMOTION
USES INTRODUCE NEW PRODUCT BY
ENCOURAGING TRIAL & REPURCHASE
INTRODUCE
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
16
SAMPLING METHODS
17
1
The oldest & most widely
used in sales promotion
tool
2
COUPONS
Nearly 260 billion distributed
each year in the US
3
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APPEAL TO PRICE-SENSITIVE
A D VA N TA G E S CONSUMER
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
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D I F F I C U LT T O D E T E R M I N E
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
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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
CRIMINALS COLLECT/
COUNTERFEIT & SELL
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COUPON TRENDS
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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
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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
• 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
ADVANTAGES DISADVANTAGES
• Effective at achieving a quick boost to • Sales effect may only be short-term
sales
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OBTAIN DISTRIBUTION FOR NEW
A PRODUCTS
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
B u yi n g A l l o wa n c e s P r o m o t i o n a l A l l o wa n c e s S l o t t i n g A l l o wa n c e s
Deal or discount offered to resellers in Manufacturers often give retailers Fees retailers charge for providing a slot
the form of a price reduction on allowances or discounts for performing or position to accommodate the new
merchandise ordered during a fixed certain promotional or merchandising product.
period activities in support of their brands
PROBLEM
TRADE SHOWS
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
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.
41
sales promotion
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
49
The New Role of Personal
Selling
(Kevin Hoffberg and Kevin Corcoran)
Surveying Guiding
50
Customer Relationship
Marketing
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.
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-
2. A sense of urgency: wanting 3. Ego drive: a combination of
esteem that allows one to bounce
to get it done now. competitiveness and self-esteem.
back from rejection.
7. Abstract reasoning: ability to 8. Skepticism: a slight lack of 9. Creativity: the ability to think
understand concepts and ideas. trust and suspicion of others. differently.
56
Buyers’ likes and dislikes about
salespeople
57
Allowing for two-way
interaction
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
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)
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Personal Selling + Public Relations
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Personal Selling + Direct Marketing
• 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
65
Personal Selling + the Internet
66
Evaluating the Personal Selling Effort
67
Criteria for Evaluating Personal Selling
Follow-up activities
Program implementations
68
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