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1. Identifying the Need
2. Identifying the Right Promotion Program
3. Enlisting the Involvement of Salesmen4. Enlisting the support of the Dealers
5. Enlisting the Advertisement Agencys
Support
6. Maintaining the Tempo
7. Timing of the Campaign
8. Coordination with other elements of
Promotion
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Identifying the Need
( Eg:Extra Sales, Offload accumulated stocks,regain loosing consumer interest, counter
competitors offer)
Identifying the right promotion program
( Eg: Free samples, contest, sweepstakes ) Enlisting the involvement of salesmen
( Salesmen to be briefed on the campaign )
Enlist the support of dealers
( POP materials and the product under campaign
will get the required prominence if the dealer so
desires)
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Enlisting the advertising agencys support
(Since heavy budget is spent for SP campaign,ensure that they benefit from the experience and
expertise of their agency)
Maintaining the tempo
( Ensure that the initial tempo built around theprogram be maintained through the entire period
of the campaign, through Adv and POP)
Timing of the Campaign
( Prime factor Sales need of the company.But the firm also has to consider other factors like
seasonality of purchase of the product, climate
conditions, festival seasons etc)
Coordination with other Elements of PromotionAdvertisin Personal sellin Publicit
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Kind of Product
(FMCG-TV, Industrial-Sales Engineers)
Buyer
( Educated Demonstrations or Instructions,
contest and quizzes)
Nature and Size of Market
(Purchasing power of potential customers,geographical
location, population)
Stages in PLC
Management Policy Budget Allocation Available
Government Regulations
(The commodity rates must be specified on the package,
incase of medicine drugs contents and date of mfg,date ofexpire and price must be specified)
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1. Establishing Objectives
2. Selecting the Toolsi) Selecting Consumer Promotion Tools
ii) Selecting Trade Promotion Tools
iii) Selecting Business and Sales Force Promotion Tools
3. Developing the Program
i) Size (Incentive Size)
ii) Condition( Establishing conditions for participation)
iii) Duration
iv) Distribution Vehicle (coupons distributed in packages,in stores, mail)
v) Timing (BMs develop calendar date for annual promotions)vi) Sales Promotion Budget
4. Pre-testing the Program
5. Implementing and Controlling the Program
6. Evaluating Results
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Sales Force Participation
( Incentives, Contest, Sales meetings, Salesmens conventions
and conferences, Training Programs, Sales Rallies)
Dealer Participationi) Maximum Cooperation
ii) Providing Location and Display
iii) Free Samples
iv) Seed Exchange
v) Coupon offer
vi) Price Reductionvii) Competition
viii) Premium offers
ix) Field Demonstrations and Group discussions
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Pull Strategy
Push Strategy
Push-Pull Strategy
Sustaining Promotional Strategy
Developmental Promotional Strategy
Promotional Appropriation
PLC StrategyCross Promotion
Surrogate Selling
Bait and Switch Advertising
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Single Country
Multiple Country
Borderless
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Communication/Promotion is one of the
element of Marketing Mix. Promotional
Activities include Advertising, Sales
Promotion, Personal selling and publicrelations. Integration of all these
promotional tools along with the other
components of marketing mix to gain edge
over competitor is called Integrated
Promotion.
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Promotional Program Situation Analysis
Analysis of the Communications Process
Budget Determination
Develop Integrated Marketing Communications Programs
Review of Marketing Plan
AdvertisingSales
Promotion
PR/
Publicity
Personal
Selling
Direct
Marketing
Advertising
Objectives
SalesPromotion
Objectives
PR/Publicity
Objectives
PersonalSelling
Objectives
DirectMarketing
Objectives
Message
Strategy
SalesPromotionStrategy
PR/PublicityStrategy
PersonalSellingStrategy
DirectMarketingStrategy
Integration & Implementation of Marketing Communications Strategies
Monitor, Evaluate & Control Promotional Program
Internet/
Interactive
Internet/Interactive
Objectives
Internet/InteractiveStrategy
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Coordinating SP & Adv
Coordinating PS with other promotional tools
Coordinating PS & Adv
Coordinating PS & PRCoordinating PS & Direct Marketing
Coordinating PS & SP
Coordinating PS with the Internet
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Budget Allocation
Coordination of Ad and Promotion Themes
Media support and Timing
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Website Design
Sales Page Designing
E-mail Marketing Design
Banner Design Social Media
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Feedback Forms
Bookmarking
Content
Daily Give-away/coupons/contests Surveys
Awards/Testimonials
Online Chat Tours
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Simple
Automatic
Control
Easy Coupon Delivery Sweepstakes and contests
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Electronic Delivery
Internet communication
Clutter
TrackingCustomer Expectations