Chapter :V

To Maximize sales of
goods and services

E S
A L
S

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Content

• Introduction
• Types of promotion
• Seasonal trends and how they effect opportunities for
sale
• Techniques for encouraging customer to buy the
products
• Features vs Benefits
• Summary

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Introduction

• The prime objective of every retailer is to maximize the

sales and to earn profit

• Retailers adopt various measures for increasing the sales

of their products and services.

• The Retailer Maximize the sales thorough

– advertisements,
– personal selling,
– discounts, schemes, special offers and
– Seasonal trends etc..

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Types of promotion

• Promotion:
Promotion covers a range of activities to make people aware of
and want to buy, your products.
Or
Promotion refer to the entire set of activities which
communicate the product ,brand or service to the user.
 Advertising
 Point of sale
 Free samples
 Coupons
 Special prices etc..

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Types of promotion

• Advertising:
Advertising is a way of of communication with the users of a
product or service.
• Advertising can done
– Television
– News paper
– Magazines
– Radio
– Direct mail
– SMS
– Hoardings
– Internet etc..

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Types of promotion

Point-of-sale Displays
• The Point of Sale (POS) refers to the area of a store where
customers can pay for their purchases.

• These are special displays to displayed at cash counter and

also displayed around the shop.

• Generally retailers are used

– cardboards display stands
– Posters
– Banners

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Types of promotion

Free samples:
• These technique is particularly useful for new products
• People may be reluctant to try something new when the in
shop, with out having

Coupons:
• sometimes are manufacturers include coupons on their
packaging
• Sometimes Retail stores also provide coupons at store
• These can be used by consumers to get a reduced price on
their next purchase
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Types of promotion

Special prices:
It is a short term promotional technique to reduce prices on actual amount
Prices can be reduced by a percentage amount for a limited duration.

Uses

– Acquire New Customers

– Increase Your Sales
– Gain Repeat Customers

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Features vs Benefits

S. No Product features Product benefits

1 The characteristics of a product
describe its physical appearance,
components and functions.
2 These are Physical or tangible
components, and functions
3 It tells about the components and
functionality of the product
4 It helps in comparing different
products
5 For example: a Digital camera
with 17.28 Megapixel is a product be the product benefit of a digital
feature
Advantages or value a customer
receives by purchasing the product is
called product benefits
These are emotional and intangible
reactions of the customers towards
the product
It tells how the product is useful for
the customer
It helps in selling the product
For example: high picture clarity can
camera with 17.28 Mega pixel

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Seasonal trends and how they effect
opportunities for sale

• Seasonal trends show a sudden increase in customer

demand for a specific product during particular season
• These trends are predictable and repeated over a period of
one year.
• Some commonly targeted seasonal sales
– Festival seasons
– New year
– Winter
– Summer special
– Diwali
– Valentine day

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Summary
• Maximizing the sales is very important in every Retail
store.
• Retailer must use promotion techniques to maximize
the sales

• Generally speaking, the retail sector is highly seasonal.

• Retail managers have to plan their Discounts, offers, and

special prices on there products at Festival time and
maximize their sales

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