SALES PROMOTION

EXCESSIVE SURGE IN SALES

PROMOTION IN RECENT YEARS
WHY DO MARKETERS RESORT TO
SALES PROMOTION
Advertising Vs Sales Promotion

• Indirect / Direct Approach

• Impact (Time period)
• Objective
• Building Loyalty
 NATURE SCOPE
AND
OBJECTIVES

SALES
PROMOTION
• Encourage and induce trial and purchase of a
product
• Generate consumer interest which should lead
to trial
• Build traffic for a brand at the retail point
• Increase the rate of purchase
 CONSUMER SALES
PROMOTION
• Coupons

• Premium/Free/Limited period special price

offers.

• Bonus Packs/Multi Packs.

Eg:-Hyundai offers petrol free.

 SALES PROMOTION
• Limited Period price offer.

-Airline offer programs.

-Freebies for use of credit cards.
• Other Limited period offers:-

-Gifts/Free samples.
-Exchange schemes.
 DIFFERENT WAYS FOR SALES
PROMOTION

• Demonstrations:

-Door-to-door demos.

-Demos at retail store.

-School demos.

-Demos to key people.

• Trade fairs and exhibitions.

 DIFFERENT WAYS FOR SALES
PROMOTION

• Contests:

-Sales promotion vehicle.

• Two Types:

-Dealer contests.

-Consumer contests

• Skill competition and sweepstakes.

 SALES PROMOTION Contd…..

• Factors for success of consumer contests:-

-Simple to operate

-Prize value

-Publicity

-Honesty
• Visual Merchandising /Display:

-Creates pull at the counter

 SALES PROMOTION Contd…..

• Display can be of various types.

Eg:-
• Mass Display for better results.

-Store Display

-Cool Zone
• Joint Promotions.

-
SALES PROMOTION ON INTERNET

• New medium for advertising.

-Coca-cola’s my coke reward

-Pepsi Contest.
-Deals on the net
 ORGANIZING SALES PROMOTION
CAMPAIGNS

• Objectives and strategies

• Budget

• Tools/Techniques

STEPS INVOLVED:
• Identifying and articulating the requirements.

• Identifying the right programme.

 ORGANIZING SALES PROMOTION
CAMPAIGNS

• Enlisting the support of the retailers/trade.

• Fully involving the ad agency.

• Maintaining the tempo.

• Timing of the campaign.

• Coordination with other elements of

promotion.
 SALES PROMOTION Contd…..
• Sponsorship of events.

-Publicity
• Managing the event.

-Firms pursue organizing events.

-Firms sponsors events.

• Personality of the event should match the brand and
the image.
• Ambush Marketing
LIMITATIONS OF SALES PROMOTION

• Short term sales achievement.

• Can result in a lose-lose proposition.

• Consumer’s hesitation.
• Breaks brand loyalty.
• Ideas can be imitated.
 GROUP V
Arun Jose
Kaja Hussain
Keerthanaa R
Samruthi G
THANK YOU