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Enhancing Sales Through Strategic Promotions

Learn about sales promotion activities, objectives, and tactics to stimulate demand, increase brand awareness, and maintain consumer loyalty. Explore examples and categories of promotions to boost sales effectively.

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Enhancing Sales Through Strategic Promotions

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  1. The Sales Promotion

  2. Definition: Promotion • Marketing activities used to communicate to consumers about the organization, its products, its activities, and to directly or indirectly expedite exchanges. • Communication by marketer that informs, persuade and remind the buyers of the product /services in order to influence their opinion or elicit a response

  3. Categories of promotion • 1.Consumer franchise-building promotion- -Awareness, Loyalty -To build brand image - reduced reliance on discount to entice saless • 2.Consumer sales-building promotion -immediate sales

  4. The Promotional Mix Reach the masses Maintain Image & Educate consumers Advertising PublicRelations PersonalSelling SalesPromotion Build Relationship Stimulate the purchase

  5. Example of Sales Promotion Activities • Coupons & Rebate • Premium • Loyalty Marketing Program • Contests and sweepstakes • Point-of-purchase display • materials Aimed at final consumers or users SALES PROMOTION ACTIVITIES Aimed at middlemen Aimed at sales force • Trade allowances • Push money • Training • Free Merchandise • Store Demonstration • Bonus to sales force • Sales force contest • Salesman meeting • &conference

  6. Sales Promotion An activity or material that offers a direct inducement to purchase

  7. Sales Promotions • effective for changing behavior in the short run • very flexible cons • can lead to promotion wars

  8. Objectives of Sales Promotion • Create Awareness • Stimulate Demand • Encourage Product Trial • Increase Consumption Frequency • Facilitate Reseller Support • Combat Competitive Promotional Efforts • Reduce Sales Fluctuations

  9. Example of Sales Promotion Activities • Coupons & Rebate • Premium • Loyalty Marketing Program • Contests and sweepstakes • Point-of-purchase display • materials Aimed at final consumers or users SALES PROMOTION ACTIVITIES Aimed at middlemen Aimed at sales force • Trade allowances • Push money • Training • Free Merchandise • Store Demonstration • Bonus to sales force • Sales force contest • Salesman meeting • &conference

  10. Coupons and rebate A coupon is a certificate that entitles the consumer an immediate price reduction when they buy the product Types of Coupons • Instant redemption coupon • Bounce-back coupon • Scanner-delivered coupon • Cross-ruffing • Response offer coupon

  11. Tactics that improve coupon effectiveness • Higher Face value of coupon • Distribution method-FSIs • Attractiveness factor- for preferred brand or any brand in the evoked set .

  12. Premium A premium is an extra item offered to consumer, usually in exchange of some proof that the promoted market has been purchased Types of premium • Free-in-mail premium • In-or-on package premium • Store and manufacturer premium • Self liquidating premium

  13. Loyalty Marketing Program Loyalty Marketing Program is designed to build long term, mutually beneficial relationship between a company and its key customers for e.g. 1.Frequent shopper cards 2.Co-branded credit cards Shopper receive discounts, alerts on new products and other enticing offers.

  14. Contest and sweepstakes Contest and sweepstakes designed to create interest in goods/services and to encourage the brand switching.

  15. Sampling • Delivering the sample door-to-door • Packaging the sample with other product • Demonstrating the sample in the retail store for product trial

  16. Point of purchase display • Ads on grocery carts and bags • Television monitors at supermarket counters • In store audio message and visual display • Shelf talkers and shelf extenders

  17. Trade promotion • Trade allowances 1.Off-Invoice allowances- 2.Drop Ship allowances 3.Slotting fees 4.Exit Fees

  18. Money • Training • Free merchandise • Store demonstration • Business meetings ,conventions, trade shows

  19. Trade promotion • Helps to gain new distributors • Obtain wholesaler and retailers support • Improve trade relation • To obtain prime retail shelf space • Increase the order size • To counter the competitive actions

  20. Sales force Promotion • Bonus to sales force • Sales force contest • Salesmen meeting and conference

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