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    Sales Promotion in Integrated Marketing Communication

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    m_dattaias
    Sales promotion consists of short-term incentives to stimulate quicker or greater purchase of products or services. It includes consumer promotion tools like samples and coupons, trade promotion tools like price discounts for retailers, and business and salesforce promotion tools like contests for sales representatives. The objectives of sales promotion vary from stimulating trial of new products to rewarding loyal customers and cementing long-term relationships with retailers. Sales promotion benefits both manufacturers and consumers by coping with fluctuations in demand and supply and inducing customers to try new products.

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    Sales Promotion in Integrated Marketing Communication

    Uploaded by

    m_dattaias
    40 views16 pages
    Sales promotion consists of short-term incentives to stimulate quicker or greater purchase of products or services. It includes consumer promotion tools like samples and coupons, trade promotion tools like price discounts for retailers, and business and salesforce promotion tools like contests for sales representatives. The objectives of sales promotion vary from stimulating trial of new products to rewarding loyal customers and cementing long-term relationships with retailers. Sales promotion benefits both manufacturers and consumers by coping with fluctuations in demand and supply and inducing customers to try new products.

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    Sales Promotion in integrated marketing communication

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    Sales promotion consists of short-term incentives to stimulate quicker or greater purchase of products or services. It includes consumer promotion tools like samples and coupons, trade promotion tools like price discounts for retailers, and business and salesforce promotion tools like contests for sales representatives. The objectives of sales promotion vary from stimulating trial of new products to rewarding loyal customers and cementing long-term relationships with retailers. Sales promotion benefits both manufacturers and consumers by coping with fluctuations in demand and supply and inducing customers to try new products.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    40 views16 pages

    Sales Promotion in Integrated Marketing Communication

    Uploaded by

    m_dattaias
    Sales promotion consists of short-term incentives to stimulate quicker or greater purchase of products or services. It includes consumer promotion tools like samples and coupons, trade promotion tools like price discounts for retailers, and business and salesforce promotion tools like contests for sales representatives. The objectives of sales promotion vary from stimulating trial of new products to rewarding loyal customers and cementing long-term relationships with retailers. Sales promotion benefits both manufacturers and consumers by coping with fluctuations in demand and supply and inducing customers to try new products.

    Copyright:

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    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 16

    Sales Promotion

    Sales Promotion
    Sales Promotion, a key ingredient in
    marketing campaigns, consists of a
    collection of incentive tools, mostly
    short term, designed to stimulate
    quicker or greater purchase of
    particular products or services by
    consumers or the trade. Where as
    advertising offers a reason to buy,
    sales promotion offers an incentive to
    buy.
    Sales Promotion Includes Tools for

    Consumer promotion

    Trade promotion

    Business and Sales-force promotion.


    Consumer promotion tools
    Samples, Coupons,
    Cash refund offers
    Prices off, Premiums,
    Prizes
    Patronage rewards, Free trials,
    Warranties
    Tie-in promotions, Cross-promotions
    Point-of-purchase displays,
    Demonstrations
    Trade Promotion Tools

    Prices off
    Advertising and display allowances
    Free goods
    Business and sale-force promotion tools

    Trade shows and conventions

    Contests for
    sales reps

    Specialty
    advertising
    Sales promotion objectives
    Sales promotion tools vary in their specific
    objectives. A free sample stimulates
    consumer trial, where as a free
    management-advisory service aims at
    cementing a long-term relationship with a
    retailer. Sellers use incentive-type
    promotions to attract new tries, to reward
    loyal customers, and to increase the
    repurchase rates of occasional users.
    Sales promotion often attract brand
    switchers, who are primarily looking for low
    price, good value, or premiums.
    A number of sales promotion benefits flow to
    manufactures and consumers. Sales
    promotions enable manufacturers to cope
    with the vagaries of demand and supply.
    They get an opportunity to test high prices for
    their products (with discounts always
    available for use). They induce customers to
    try new products. Service marketers too
    employ sale promotion tools to achieve
    marketing objectives. Some service firms use
    promotions to attract new customers and
    establish loyalty.
    Events and Experiences
    Marketers report a number of reasons why
    they sponsor events:
    1. To identify with a particular target market or life
    style. Customers can be targeted geographically,
    demographically, psychographically, or behaviorally
    according to events. Events can be chosen based
    on attendees’ attitudes toward and usage of certain
    products or brands.
    2. To increase awareness of company or product
    name. Sponsorship often offers sustained
    exposure to a brand, a necessary condition to build
    brand recognition.
    3. To increase or reinforce consumer
    perceptions of key brand image
    associations. Events themselves have
    associations that help to create or
    reinforce brand associations.
    4. To enhance corporate image
    dimensions. Firms events and
    sponsorships to create perceptions that
    the company is likable, prestigious, and
    so on.
    5. To create experiences and evoke
    feelings. The feelings engendered by an
    exciting or rewarding event may also
    indirectly link to the brand.
    6. To express commitment to the
    community or on social issues.
    Marketers tie up with corporations and
    non-profit organizations to support a
    cause or charity program for the good of
    the society.
    7. To entertain key clients or reward key
    employees. Events held to shower
    hospitality or recognize contributions of
    the clients and employees generate good
    perceptions the stakeholders of the
    company.
    8. To permit merchandising or
    promotional opportunities. Many
    marketers tie in contests or sweepstakes,
    in-store merchandising, direct response,
    or other marketing activities with an
    event.

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