Sales PromotionProf Prashant Kumar GuptaJain College Of MBA & MCA

Sales Promotion

Sales Promotion identified as a series of different campaigns operate

by manufacturers or dealers in their marketing plan.

The purpose is to increase the sales of goods in a specific time period

and attract more customers to approach more products from them.

Advertising and personal selling support sales promotion significantly.

However, sales promotion differs from both of them.

Tools Of Sales Promotion

IMC Group Presentation – Sales Promotion

Samples

Premium

Sweepstakes

Bonus Packs

Price Off

Loyalty Program

Event MarketingRefunds

Rebates

Coupons

Sales Promotion Mix

Consumer Sales Promotions - Target the end user or the customer such as coupons or point of purchase displays.

Trade Sales Promotions - Target organizational customers such as dealers, distribution channels or sales teams that stimulate immediate sales such as sales incentive contests or dealer wholesale discounts

Retail Sales Promotions – Are devised and initiated by in-store management such as “buy one get one free” programs or “kids eat free” nights.

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“

Example◦ 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

Pull Strategy

A pull strategy involves motivating customers to seek out your brand in an active process.

"Getting the customer to come to you“

Example◦Advertising and mass media promotion◦Word of mouth referrals◦Customer relationship management◦Sales promotions and discounts