1 / 22

Sales Promotion

Sales Promotion. Planning Sales Promotion Programs. WHAT COURSE OBJECTIVES?. Sales Promotion Planning. Core baseline applications: Acquisition Loyalty Retention Winback. Marketing objectives Marketing strategies. Marketing Management. Target Market Value Proposition

leroy
Télécharger la présentation

Sales Promotion

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Sales Promotion Planning Sales Promotion Programs

  2. WHAT COURSE OBJECTIVES?

  3. Sales Promotion Planning • Core baseline applications: • Acquisition • Loyalty • Retention • Winback • Marketing objectives • Marketing strategies Marketing Management • Target Market • Value Proposition • Positioning Temporary Purchase/ Sales Boost Consumer Promotion Sales Promotion Objectives Understand Target purchase behavior Sales Promotion Target Sales Promotion Desired Results Sales Promotion Mix • Coupons • Games • Discount • Bonus packs • Etc. • Price sensitivity • Brand loyalty • Etc. Trade Promotion • Free goods • Advertising allowance • Trade coupons • Etc.

  4. Sales Promotion Objectives • Increase distribution outlets • Increase shelf space • Increase in-store presence • Expand selling season • Increase purchase frequency • Increase transaction size • Increase usage occasions • Generate trial

  5. Sales Promotion Objectives Alignment Acquisition Loyalty Retention Winback Core Marketing Objective: Marketing Objectives Core Target: Prospects Current customers Past customers Sales Promotion Objective(s): Usage Occasions Transaction Size Distribution outlets Shelf Space Purchase Frequency Trial Selling Season In-Store Presence

  6. So what Sales Promotion Objective(s)? Acquisition Loyalty Retention Winback Core Marketing Objective: Marketing Objectives Core Target: Prospects Current customers Past customers Sales Promotion Applications/Objective(s): Usage Occasions Transaction Size Distribution outlets Shelf Space Purchase Frequency Trial Selling Season In-Store Presence

  7. So what Sales Promotion Objective(s)? Acquisition Loyalty Retention Winback Core Marketing Objective: Marketing Objectives Core Target: Prospects Current customers Past customers Sales Promotion Applications/Objective(s): Usage Occasions Transaction Size Distribution outlets Shelf Space Purchase Frequency Trial Selling Season In-Store Presence

  8. Sales Promotion Planning • Core baseline applications: • Acquisition • Loyalty • Retention • Winback • Marketing objectives • Marketing strategies Marketing Management • Target Market • Value Proposition • Positioning Temporary Purchase/ Sales Boost Consumer Promotion Sales Promotion Apps/ Objectives Understand Target purchase behavior Sales Promotion Target Sales Promotion Desired Results Sales Promotion Mix • Coupons • Games • Discount • Bonus packs • Etc. • Price sensitivity • Brand loyalty • Etc. Trade Promotion • Free goods • Advertising allowance • Trade coupons • Etc.

  9. Sales Promotion targeting methodology add-on Acquisition Loyalty Retention Winback Core Marketing Objective: Marketing Objectives Core Target: Past customers Prospects Current customers SP objective: Distribution Shelf space In-store presence Selling season Purchase Frequency Transaction Size Occasions Trials SP Additional Segmentation Targeting: Nonusers Loyal users Competitive loyals Switchers Price buyers

  10. Loyal Users • Profile and Characteristics: • People who buy a particular brand on a more or less consistent basis • Desired Results/Behavior Changes: • Reinforce existing behavior • Increase usage • Extra large • Cross selling • Value Proposition Alteration-core focus: • Benefits or Price?

  11. Loyal Users • Profile and Characteristics: • People who buy a particular brand on a more or less consistent basis • Desired Results/Behavior Changes: • Reinforce existing behavior • Increase usage • Extra large • Cross selling • Value Proposition Alteration-core focus: • Benefits or Price?

  12. Competitive Loyals • Profile and Characteristics: • People who buy the product category and usually buy a competitor’s brand • Intense Loyals • Value Buyers • Habit-bound Buyers • Desired Results/Behavior Changes: • Break loyalty & make them switch to your product • Value Proposition Alteration-core focus: • Benefits or Price?

  13. Competitive Loyals • Profile and Characteristics: • People who buy the product category and usually buy a competitor’s brand • Intense Loyals • Value Buyers • Habit-bound Buyers • Desired Results/Behavior Changes: • Break loyalty & make them switch to your product • Value Proposition Alteration-core focus: • Benefits or Price?

  14. Switchers • Profile and Characteristics: • People who purchase a variety of brands within a product category • Types of switchers: • Availability Switchers • Value Switchers • Occasions-Based Switchers • Variety-Based Switchers • Desired Results/Behavior Changes: • Persuade them to “Switch” to your product more often AND Stay with your brand • Value Proposition Alteration-core focus: • Benefits or Price?

  15. Switchers • Profile and Characteristics: • People who purchase a variety of brands within a product category • Types of switchers: • Availability Switchers • Value Switchers • Occasions-Based Switchers • Variety-Based Switchers • Desired Results/Behavior Changes: • Persuade them to “Switch” to your product more often AND Stay with your brand • Value Proposition Alteration-core focus: • Benefits or Price?

  16. Price Buyers • Profile and Characteristics: • People who purchase solely on the basis of price • Often heavy users of a category • Desired Results/Behavior Changes: • Match their value requirements to make them stay with your product…profitably • Value Proposition Alteration-core focus: • Benefits or Price?

  17. Price Buyers • Profile and Characteristics: • People who purchase solely on the basis of price • Often heavy users of a category • Desired Results/Behavior Changes: • Match their value requirements to make them stay with your product…profitably • Value Proposition Alteration-core focus: • Benefits or Price?

  18. Nonusers • Profile and Characteristics: • People who do not use any product in a particular category • Desired Results/Behavior Changes: • Make them move to your product category (and by doing so to your brand) • Reasons for non-users: • Price: Too expensive • Value: Not worth • No need • NOT GOOD FOR SALES PROMOTION

  19. So what SP target(s)? Acquisition Loyalty Retention Winback Core Marketing Objective: Marketing Objectives Core Target: Past customers Prospects Current customers SP objective: Distribution Shelf space In-store presence Selling season Purchase Frequency Transaction Size Occasions Trials SP Additional Segmentation Targeting: Nonusers Loyal users Competitive loyals Switchers Price buyers

  20. So what SP target(s)? Acquisition Loyalty Retention Winback Core Marketing Objective: Marketing Objectives Core Target: Past customers Prospects Current customers SP objective: Distribution Shelf space In-store presence Selling season Purchase Frequency Transaction Size Occasions Trials SP Additional Segmentation Targeting: Nonusers Loyal users Competitive loyals Switchers Price buyers

  21. So what SP target(s)? Acquisition Loyalty Retention Winback Core Marketing Objective: Marketing Objectives Core Target: Past customers Prospects Current customers SP objective: Distribution Shelf space In-store presence Selling season Purchase Frequency Transaction Size Occasions Trials SP Additional Segmentation Targeting: Nonusers Loyal users Competitive loyals Switchers Price buyers

  22. In Summary • Augment the Core segmentation and targeting with Sales Promotion Segmentation for usable Sales Promotion target • “Extract” the core behavior at the purchase stage for that target, to appropriately “act” upon it: • Right Sales Promotion Objectives • Right Sales Promotion Desired Results • Right Sales Promotion Techniques/Tools

More Related