By- Saroj

Barun

Naresh

Prasad

Sandhaya

It is part of the Marketing spend of all companies and these days SP spends in many companies exceed that of the adspends

Internal reasons External reasons

Top management is more conducive to spending on promotions

Line managers under greater pressure to achieve targets

Justification of expenditure is easy

Increase in number of brands Consumer is more price savvy Greater pressure from trade to liquidate stocks Add effectiveness declining owing to rising costs,

media clutter and legal constraints

Consumer Promotions Trade Promotions Sales Force Promotions

Sampling Price-off Quantity deals Branded offers In –product gift Out-product gift Coupons Trading Stamps Consumer Contests

On-consignment sales Dealer contests Dealer gifts Display contests Dealer discount Trade fair participation Dealer meets Cooperative advertising

Tools: Incentive schemes Star awards Sales meets Local ad budgets Promotional aids

Trade Promotion is a marketing technique aimed at increasing demand for products in retail stores based on special pricing, display fixtures, demonstrations, value-added bonuses, no-obligation gifts, and more

In Store Display Temporary Price Reduction Coupons Contest and Sweepstakes Rebates Sampling Premiums

Lack of accurate and timely information. Inability to plan promotions based on analytics Ineffective organization and partner integration Lack of appropriate Key Performance Indicators

(KPI)

Building Brands Creating Interest Providing Information Stimulating Demand Reinforcing the Brand Test different marketing strategy Capture market share

Percentage of sales method Unit of sales method Competitive parity method All you can afford method Objective end task method

Target the Audience Research the Audience Design the Plan Initiate the Plan

size of the incentive conditions for participation duration of the promotion marketer must choose a distribution vehicle the timing of promotion total sales promotion budget