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Effective Sales Promotion Techniques

Effective Sales Promotion Techniques. What is Sales Promotion.

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Effective Sales Promotion Techniques

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  1. Effective Sales Promotion Techniques

  2. What is Sales Promotion Media and the Non-Media Marketing pressure applied for a pre-determined, limited period of time at the level of the consumer, the retailer or the wholesaler in order to stimulate trial, increase consumer demand or improve product availability. - American Marketing Association

  3. Sales Promotion Types Consumer • Price Differential • Coupons • Refunds/Rebates • Price – pack deals • Price deals • Value Promotion • Freebies/Free gifts • Samples • Contests/ Sweepstakes Trade • Buying Allowances • Free merchandise • Allowances • Cooperative ads • Push money • Dealers sales contests Sales Force • Target Incentives • Bonus • Contests • Sales Rallies

  4. Contests HLL’s Vijeyta Point System • Points associated with every HLL product sold • Annual regional comparison of the total points collected by a retailer. • Gift for the winner TVS Scooty was provided last year

  5. Industry: FMCG

  6. Retail Showroom Wholesaler Depot Factory Shop Counter Retail Showroom Customer Sales Chain

  7. FMCG: Consumer Promotion

  8. Consumer Promotion: FMCG

  9. Samples Amul Celebration • Samples of overstock/undersold products distributed across the state on a particular day of a week. • (Region wise) • Consumer educated on the use of the products

  10. Freebies Amar Toothpaste • Dental Insurance Policy free with every toothpaste (Sep’02) • Partnered with Tata AIG, Cover of Rs. 25,000 • Very successful offer, a large market share cornered • Forced HLL (Pepsodent) to offer the same incentive Source : www.magindia.com

  11. Sweepstakes “Britannia khao, world cup jao” Launched on: 1st Feb 1999 Britannia cricket booklet Wrappers Runs TRIP TO WORLD CUP Source: buiness today

  12. Impact • 6.4 crores empty packets exchange • Sales - 20% increase during Feb-Apr • Total Sales Rs. 260 crores • Highest promotion recall during the world cup (53% according to NFO MBL survey)

  13. Bru A contest running on a scratch off calender just like an instant lottery ticket Contest with display Cost effective method of sales promotion

  14. HLL: Organics Failure of “Buy One Get One” offer: After launch, they promoted n were not able to compete with Pantene Success in “Contest” Promotion : • Conducted in new outlets “Bookstores” and given Organics gift hamper • Educated Consumers • High Brand Recall

  15. Trade Promotion: FMCG

  16. Display Jo Dikhta Hai Wo Biktaa Hai… • GSK Pays Rs. 500/ Month to retailers for hiring a window for Horlicks and Boost etc. • ITC pays Rs. 500/ Month to retailers for hiring a window for Ashirwaad Atta

  17. Dealer loader ITC at Panwalla shops: Minto candies worth Rs.500/- month were provided for a cigarette board display

  18. HLL for Rural Markets Wheel • In Haat, provides incentive to sellers • Sales boost up 5 times

  19. Dealer Spiffs Toothpaste (Rs5) • Provides Insurance policy to employees of Retailers for 2 yrs. • Premium and 6 installments paid by HLL

  20. Perfetti’s Sales Strategy • Perfetti has divided its SKU’s into three different Sales Forces P1, P2 & P3 • All 3 divisions cater to the same markets • For e.g. the 3 variants of Mentos are divided in these 3 Divisions

  21. Perfetti’s Cross Selling • Chatar Patar, a lesser demanded product, is cross sold with Creamfills, a higher selling Product offering a discount on the combined package • Result: increase in the sales of Chatar Patar

  22. Retail Industry

  23. Pantaloon: Food Bazaar • Flooded with Consumer Promotions • Sales Force Incentives also very good • Trade Incentives - Retail Stores receive from the Companies to boost their sales

  24. Jo Dikhta Hai Wo Biktaa Hai… • The Major force driving sales in the retail Industry is VISUAL MERCHANDISING • To Gain Maximum Visibility in The Retail Store, High Incentives are to be paid to the Retail Store • ITC : Britannia :: 16% : 10% Retail Margins. So the Retailer is always interested in giving Higher visibility to ITC Products

  25. Sales Force Incentives • Weekly Sales Targets set for every section • The Incentives become 250% on achieving 120% Sales Target • The Sales Force is encouraged to pour in ideas to increase sales • Minor alterations like giving the higher selling product more visibility

  26. Effect Of Visual Merchandising • Shift From Brand Blocking to Category Blocking • In Categories, the Display Pattern Follows the Colour Blocking Scheme

  27. Color Blocking done Horizontally i.e. same colored bottles in the same shelf Before After

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