SALES PROMOTION

SALES PROMOTION

• Short term incentives to encourage the purchase or sale of a

product or service.

OBJECTIVES OF SALES PROMOTIONS

• To increase sales.

• To introduce a new product.

• To encourage consumers to buy more.

• To encourage consumers to try the product.

• To encourage consumers to buy at off peak times.

• To reward loyal customers by increasing customers time of contact

with the company.

• To increase sales among existing customers.

• To regain former customers.

SALES PROMOTION TOOLS

• Consumer promotion

• Trade promotion

• Business promotion

CONSUMER PROMOTION

Sales promotion tool used to urge short term customer buying or

to enhance long-term customer relationship.

• Sales promotions aimed final consumers and designed to

stimulate consumer purchasing.

• Can be direct to consumer’s home or in-store.

Role:

• To encourage sales.

• To increase usage.

• To increase in frequency of usage.

• To increase off peak sales.

• To encourage sales of slow moving products.

TECHNIQUES OF CONSUMER PROMOTION• Contests

• Coupons

• Point of sale displays

• Samples

• Trade shows

• Loyalty cards

• Rebates (cash refund)

• Prices off

• Bundling

CONTESTS

COUPONS

POINT OF SALE DISPLAYS

LOYALTY CARDS

BUNDLING

PRICES OFF

TRADE PROMOTION

Sales promotion tools used to persuade reseller to carry a brand ,

give it shelf space, promote it in advertising and push it to

consumer.

• Sales promotion designed to gain reseller support and to

improve reseller selling effort.

• Sales promotions aimed at distributors to encourage them to

stock a particular product.

Role of trade promotions:

• To obtain shelf space.

• To develop goodwill.

• To encourage retailers to promote the product.

• To increase the distribution network.

• To encourage sales of slow moving products.

• To assist sales force.

TECHNIQUES OF TRADE PROMOTION

• Discount

• Allowance

DISCOUNT

If distributors makes Rs. 80,000 sales within 2 months then he will get 1.5% discount on billing.

ALLOWANCE

If distributors makes Rs. 3,00,000 sales within 3 months then he will get gift worth Rs. 8,000 to Rs. 10,000

BUSINESS PROMOTION

• Sales promotion tools used to generate business leads,

stimulate purchase, rewards, customers and motivate sales

people.

BUSINESS PROMOTION TOOLS

• Displays

• Sales aids

• Competition

• Meetings and conventions

• Trade shows

• Sales contests

DISPLAYS

TRADE SHOWS

THANK YOU…