Sales

Promotion

Paramjit sharma

1

SP Consists of Diverse Collection of Incentive Tools, mostly short term designed to stimulate quicker or greater purchase of particular product or Services by Consumers or the Trade

Paramjit sharma

2

Akai became TV Sets market leaders
in India because they offered good trade off in value on black and white TV Sets On purchase of colored TV Sets.

Paramjit sharma

3

Study on 2500 instant coffee buyers

•Better sales results through SP than advertisements •Don’t get long term new buyers in mature market •Loyal brand buyers don’t change buying pattern •Advertisement facilitate deepening brand loyalty
Paramjit sharma 4

Sales promotion decisions
Establishing Objectives Selecting consumer Promotion tools

Selecting Trade promotion Tools
Paramjit sharma

Selecting Business & Sales Force Promotion Tools
5

E ORC ES F SAL

OBJECTIVES

SP

RETAILERS

C

ONS UMER S

Paramjit sharma

6

SP
OBJECTIVES
CON S UM E RS

Encouraging large volume Building trial among non-users Attracting competitors customers

Paramjit sharma

7

SP
OBJECTIVES

Persuading to carry new items Maintain higher level of inventory Encouraging off-season buying Offsetting competitors promotion Building brand loyalty Gaining entry into new retailers

RETAILERS

Paramjit sharma

8

SP
OBJECTIVES

SAL

Support of new product or model Stimulating off-season sales Encouraging new prospects

ORC ES F E

Paramjit sharma

9

Why Sales Promotion

Brand Intrusions Competitors using Sales Promotion Consumers. Price Orientation Decrease in Advertising. Efficiency rising costs media clutter legal restrictions

Paramjit sharma

10

SAMPLES

FR E

ET

RI A

LS

OU C

N PE

S

PATRONAGE

CONSUMER PROMOTION TOOLS

CASH REFUND

P

R

IZ

S E

PR I

PREMIUMS

CE

PA C

KS
11

Paramjit sharma

TRADE PROMOTION TOOLS

PRICE OFF

ALLOWANCE

FREE GOODS
12

Paramjit sharma

Major Business and Sales Force Promotion Tools

Trade shows & conventions Sales
Contests

Paramjit sharma

SPECIALITY ADVERTISING

13

De

ve lop

ing

Pr

og

ra m

me

re P

sti te

n

Pr g

gr o

a

me m

mp I

me le

tin n

gP

g ro

ra

me m

Ev

alu

ati

on

Paramjit sharma

14

Thanks

Paramjit sharma

15

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