Sales Promotion

Types - Consumer and Trade

Promotions - Sales Promotion
Strategies and Practices,
Cross Promotions
 CONTENTS

• PROMOTIONAL MIX
• SALES PROMOTION
• TOOLS & TECHNIQUES
• STRATEGIES
 PUSH
 PULL
 SALES PROMOTION

•The set of marketing activities undertaken to boost sales

of the product or service

•Process of persuading a potential customer to buy

the product.
EXAMPLE OF SALES PROMOTION

Some of the most common examples of sales

promotions are:
 flash sales
 buy one, get...
 coupons or discounts
 giveaways or free samples
RAPID GROWTH OF SALES
PROMOTION
• Sales promotion tools are used by organizations,
including
a. Manufacturers
b. Distributors
c. Retailers
d. Not-for- profit institutions
• Targeted towards final buyers
 TOOLS OF SALES PROMOTION
A. CONSUMER ORIENTED PROMOTION TOOLS

 Free samples
 Coupons
 Exchange scheme
 Discounts
 Premium offers
 Personality
promotions
 Installment sales
B.Trade-oriented Sales Promotion

Cash bonuses
Stock return
Credit terms
Dealer
conferences
Dealer trophies
Push incentives
ADVANTAGE OF SALES PROMOTION

 PRICE DISCRIMINATION
 EFFECT ON CONSUMER BEHAVIOUR
 LURING NEW CUSTOMERS WITH PRICE

DISADVANTAGE OF SALES PROMOTION

 INCREASE PRICE SENSITIVITY

 SHORT TERM ORIENTATION
 PUSH STRATEGY
A push promotional strategy
involves taking the product directly
to the customer via whatever means,
ensuring the customer is aware of
your brand at the point of purchase.

"Taking the product to the customer”

 Examples of push tactics

• Trade show promotions to encourage retailer demand

• Direct selling to customers in showrooms or face to face
• Negotiation with retailers to stock your product
• Efficient supply chain allowing retailers an efficient
supply
• Packaging design to encourage purchase
• Point of sale displays
 A pull promotional strategy uses advertising to
build up customer demand for a product or
service

• It could be explained by this line

“Let the customers to come to

 consumer
s

Reseller
s
(wholesaler
Manufactur
e s and
Retailers)
Advertising strategies that
include mass media promotion of
a product

 Word of mouth Referrals

 Sales promotion and discount

Customer
 CONCLUSION

 SALES PROMOTION REFFERS TO NON RECURRING AND SHORT TERM SALES ACTIVITY
OTHER THAN ADVERTISING.

 QUICK RETURNS & ATTITUDINAL CHANGE ARETHE CAUSE OF GROWING POPULARITY OF

SALES PROMOTION.

 SALES PROMOTION METHODS OR SCHEME ARE USED AT MAINLY THE LEVEL OF

DECLARES, CONSUMERS AND SALESMAN .