SALES PROMOTION

INTRODUCTIONSales promotion refers to informing, communicating, convincing, motivating the customer to buy the product with the help of:

Customer promotion method.Dealer promotion method.Sales force promotion method.

In simple words sales promotion means any simple steps that are taken for the purpose of obtaining or increasing sales.

OBJECTIVES• To introduce new product.• To attract new customers.• To provide new incentives to the actual

users.• To increase sales and profit.• To counter attack the competitors.• To simplify the task of selling.• To motivate middlemen.

IMPORTANTANCE OF SALES PROMOTION

• To the manufacturers.• To the middlemen.• To the consumer.

TO THE MANUFACTURERS• Helps in creating new market.• Retaining the existing customer.• Minimise the cost of production.• Motivate middlemen.• Helps in facing competition.

TO THE MIDDLEMEN

• Inducement in selling.• Increase in sales.• Increase in profit.

TO THE CONSUMER

• Information about new product.• Promotional benefits.• Opportunity to participate in

contests.• Improve standard of living.• Helps consumers to get product at

low price.

LIMITATIONS• It is a short-term device.• It is not an independent tool.• It fails in easing out the marketing

errors.• It affects adversely the brand image.• Under-estimating by advertising

agencies.

FUNCTIONS • Stimulating the impulse buying.• Assisting the middlemen.• Assisting the advertising

department.• Assisting the salesmen.

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