Sales Promotion

SALES PROMOTION @

RETAIL OUTLETS

DEEPAK

PARTH

VIDYA

HARISH

NEHA

WINSTON

ORDER OF PRESENTATION

VIDYA

HARISH

NEHA

DEEPAK

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WINSTON

INTRODUCTION Sales Promotion is one of the seven aspects of the promotion mix

Advertising, Personal Selling, Direct Marketing, Publicity, Corporate Image and Exhibitions are the other six aspects.

Sales promotions can be directed at the customer, sales staff or distribution channel members (such as retailers)

Sales Promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers to stimulate immediate sales.

Examples are coupons, samples, point-of-purchase displays, rebates etc.

AMA Definition of Sales promotion is “Sales promotion includes marketing activities, other than personal selling, advertising such as displays, shows and expositions, demonstrations and various non-recurring selling efforts not in the ordinary routine.” VIDYA

OBJECTIVES

Introduction of new products to the market through educating people

Attracting new customers by offering attractive gifts

Increasing sales through slack season

Create goodwill among the present as well as prospective customers

Create good public image of the product and the firm

VIDYA

IMPORTANCE OF SALES PROMOTIONFrom the point of view of manufacturers: It helps to increase sales in a competitive market and thus, increase profits;

It helps to introduce new products in the market by drawing the attention of potential customers and existing stocks can be disposed off quickly.

From the point of view of consumers: The consumer gets the product at a cheaper rate

It gives financial benefit to the customers

The consumer gets all information about the quality, features and uses of different products.

Certain schemes like money back offer creates confidence in the mind of customers about the quality of goods

It helps to raise the standard of living of people. By exchanging their old items they can use latest items available in the market.

TYPES OF SALES PROMOTIONPromotion can be of 3 types:

Consumer-market directed

Trade-market directed

Business-to-business directed

VIDYA

CONSUMER SALES PROMOTIONCoupons: Quite familiar with this form of sales promotion It offers purchasers price savings or other savings when it is redeemed Short term in nature since it carries an expiration date Involves consumer involvement

Rebates:• Offer value to purchasers typically by lowering the customer’s final cost• Rebates are offered to customers after the purchase is made• The purchaser has to submit personal data like name, address etc.• Rebates are a popular promotion for automobiles and computer software

Promotional Pricing:• One of the most powerful sales promotion techniques• Also called “On Sale” pricing• Lowering a product’s selling price can have an immediate impact on demand• Marketer’s must exercise caution since the frequent use of this technique as it

can lead customers to anticipate the reduction. VIDYA

CONSUMER SALES PROMOTIONTrade In: Allows customers to obtain lower prices by exchanging something the customer

possess, such as an older product These types of promotion is used frequently in automobile sales, computers

and golf equipment

Loyalty Programs: Promotions that offer customers a reward, such as price discounts and free

products for frequent purchasing or other activity These have been around for many years but grew when introduced in the

airline industry Also found in various other industries like retail outlets, online book purchases

known as club card programs

VIDYA

CONSUMER SALES PROMOTIONSamples, Free Products and Premiums: Enticing members of a target market to try a product is often easy when the

trial comes at little or no cost to the customer. Gives the opportunity to experience products, often in small quantities or for a

short duration, without purchasing the product.

Contests and Sweepstakes: Often attracted to promotions where the potential value obtained is very high. Only few lucky consumers receive the value offered in the promotion. Contests are award value to winners based on skills Sweepstakes are not skill based but rather based on luck. Winners are determined by random selection.

Demonstrations and Personal Appearances: Consumers are often attracted to promotions where the potential value

obtained is very high. Special promotions awarding value to winners based on skills

HARISH

ADVERTISEMENT VS SALES PROMOTIONADVERTISEMENT SALES PROMOTION

By using a variety of persuasive appeals, it offers reasons to buy a product or service

Besides giving reasons in the form of different appeals, they offer incentives to the consumers to buy the product or service now.

Appeals are emotional or functional in nature. E.g. Brand Ambassador of the product may allow a customer to emotionally attach with that product

Appeals are rational.It justifies whatever it says.

Time-frame is long term Time frame is short termThe primary objective is to create an enduring brand image

To get sales quickly or to induce trial.

Indirect and subtle approach towards persuading customers to buy a product and service.

Direct in approach to induce consumers to buy a product or service.

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RETAIL OUTLETS

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COMPANY PROFILE

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INTRODUCTION Pantaloon Retail is India’s leading retail company

Has multiple lines of businesses

Headquarters in Mumbai

331 stores across 40 cities in India

Employees 17,000 people

Operates multiple formats including Pantaloons, Big bazaar, Food Bazaar, Central, E-Zone, fashion station, Depot etc.

2001 it launched Big Bazaar

Big Bazaar is a chain of shopping malls in India with 29 outlets, owned by Pantaloon Group.

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SALES PROMOTION @ BIG BAZAARAdvertisements for Sales promotion @ Big Bazaar

Gift Coupons @ Big Bazaar

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SALES PROMOTION @ BIG BAZAARWEDNESDAY BAZAAR

The ANNUAL SALE @ BIG BAZAAR

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SALES PROMOTION @ BIG BAZAARSUMMER SALES PROMOTION:

ANNUAL MERCHANDISE SALE:

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SALES PROMOTION @ BIG BAZAAR

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SALES PROMOTION @ BIG BAZAARExchange value of different products:Old newspaper- Rs. 30/kgOld clothes- Rs. 250/kgOld plastics- Rs. 80/kgOld Utensils- Rs.150/kgOld luggage- Rs.100/bagOld tyres-Rs.50/pieceOld shoes-Rs.50/kgOld leather goods-Rs.80/kgOld (Any other)-Rs.50/kgOld electronics-up to Rs. 10,000Old furniture- up to Rs.12,500

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SPAR HYPERMARKET

SPAR Hypermarkets and Supermarkets in India is the result of a license agreement between the Dubai based Landmark Group’s Max Hypermarkets India Pvt. Ltd. and SPAR International.

SPAR currently has 12 stores in India, 3 stores in Bangalore, one in Mangalore, two in Hyderabad, one in Coimbatore, one in Delhi, two stores in Pune, one store in Gurgaon and One store in Vijayawada

Wide variety of quality products in every category ranging from grocery, fruits and vegetables, bakery, dairy and take away foods, meat, poultry and fish, wine, beer and spirits, home textiles, personal care, crockery utensils and kitchen appliances, electronics and IT accessories and much more

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COMPANY PROFILE

SALES PROMOTION @ SPAR

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UGADI SALE

RICE GRAIN CHALLENGE


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CHRISTMAS SALE MAHA SALE


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SPAR FRESH CHALLENGE

SERVICE CHALLENGE


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BUDGET WEEK @ SPAR GIFT VOUCHERS

STAR BAZAAR

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COMPANY PROFILE

Started in the year 2004 in Ahmedabad

It has stores in a number of cities like Ahmedabad, Bangalore, Mumbai, Chennai Star Bazaar has 20-25 stores all over India It is under the brand of Tata Sons. People who used to visit the local shops and vegetable markets frequently are now

buying at hypermarkets such as Star Bazaar that offer customers a variety of products at affordable prices

Operates in the hypermarket space. It stocks a whole range of products from food and grocery, to apparel, home and personal grooming products.

INTRODUCTION

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SALES PROMOTION @ STAR BAZAAR

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WINTER SALE DAILY OFFERS


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DIWALI SALE IPL SALE


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GROCERY SALE LAUNDRY SPECIAL


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DUSSERA SALE BACK TO SCHOOL SALE


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REPUBLIC DAY SALE SPICE CARNIVAL SALE

CRAZY IDEAS OF SALES PROMOTIONS

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IDEA 1:

TYING UP WITH RADIO STATIONS

GIVING SPECIAL DISCOUNTS TO LOYAL CUSTOMERS


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IDEA 2:


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IDEA 3:


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IDEA 4:


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IDEA 6:

Sales Promotion

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