Welcome

Presentation on • Sales promotion • Product promotion • Product positioning

Sales promotion • According to American Marketing Association“Those marketing activities other than personal

selling, advertising and publicity that stimulate consumer purchasing and dealer effectiveness such as display, shows and exhibitions, demonstrations and various non-recurrent selling effort in the ordinary routine”

Features of sales promotion

• It provides inducement to buy,• Offered for a limited period only,• Provided at the time and place at which

purchasing decision is made,• These are designed to generate immediate

and specific actions,• Economic, entertaining informative incentives.

Examples of sales promotion strategy

• IPL strategies:• Aircel: CSK sponsors,1. two Aircel customers will get the chance to

present the man of the match award a CSK match.

2. The Aircel Master Blaster is launched to engage customers on Facebook.

• IDEA cellular: Mumbai Indians1. Launched range of services for Idea users,

including updates on Mumbai Indians on-and –off field performance.

2. Prizes in form of free tickets to Mumbai Indian games and facilitate meeting with players.

Product positioning

• It is an attempt to project different or refined or revised product image in the market than one that has been prevailing.

• According to Phillip Kotler, “ positioning is the act of designing

the company’s image and value offer so that the segment’s customers understand and appreciate what the company stands for in relation to its competitors”.

TATA Salt • Earlier tag line was “ India’s first iodised salt”.• Next they changed it to “ Sabse shuddh

namak” and next is “Desh ka namak”. • Td for the brand Ghul Mil ad talks about the

unity in diversity of India as a nation and how its people blend with each other just the way Tata salt completely dissolves in water, showing that it is a pure salt.

Promotion • Generally, promotion is communicating with

the public in an attempt to influence them toward buying your products and/or services.

• The word promotion is also used specifically to refer to a particular activity that is intended to promote the business, product or service.

Product promotion• Product promotion is the act of advertising a

good or service with the short/long term goal of increasing sales.

• An action taken by a company's marketing staff with the intention of encouraging the sale of a good or service to their target market.

• Promotion is the broader, all inclusive term. Advertising is just one specific action you could take to promote your product or service. Promotion, as a general term, includes all the ways available to make a product and/or service known to and purchased by customers and clients.