marketing Communications

…sales promotion tutorial

5

…introduction to…

…introduction to

we’re going to look at some examples of sales

promotion and consider their strengths and

weaknesses….

…as well as identifying their main characteristics,

reasons for use (think Fill (2009) and Lee(2002)) and

audiences

sales promotion was covered in last weeks lecture…

sales promotion…

reasons for sales promotions…

reach new customers/brand switcherssupport new product launches

reduce distributor riskreward behaviour

retention

preserve cash flow

integration with other comms activities

induce action

add value

Fill, 2016

Lee (2002) puts forward four main reasons…

a form of inertia – this is what we have always

donea way of meeting short-term sales objectives

a reaction to competitor activities

a way of meeting long-term objectives

reasons for sales promotions…

High Low

New Product or Market

Withhold Sales Promotion

Use Sales Promotion to Stimulate Full

Trial

Established Product or Market

Non-Loyals – Use for SwitchingLoyals – Use Carefully

Non-Loyals – Attract for Trial

Loyals – Reward for Increased Usage

Involvement

Fill, 2016

does this framework support the examples?

sales promotion

What sales promotions would be

suitable for students at University?

value adding or value increasing? Why?

next week the topic is personal selling

topics and talkers will be assigned in each

tutorial – so you must attend

short talk...

there is an added level of complexity as you

need to get out there and participate in an

exchange