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How should sales promotion decisions be made?
-Nikunj G Katkoria- NIT Surat
How should sales promotion decisions be made?
Establishing Objectives
Selecting Consumer Promotion Tools
Selecting Trade Promotion Tools
Selecting business and sales force promotion tools
Developing the program
Implementing and evaluating the program
Establishing Objectives
Consumers•Encouraging Purchase of larger-sized units•Building trial among non-users•Attracting Switchers
Retailers•Persuading retailers to carry new items % higher levels of inventory•Encouraging off-season buying•Encouraging stocking of related items•Offsetting competitive promotions•Building Brand Loyalty•Gaining entry into new retail outlets
Selecting Consumer Promotion Tools
Samples Coupons Cash Refund Offers Price Packs
Premiums Prizes Patronage Awards Free Trials
Product Warranties
Tie-in promotions
Cross-Promotion
Point-of-Purchase
Consumer gets a free sample of
the product
Price Packs
Premiums
Prizes
Product Warranties
Tie-in Promotions
Cross-Promotions
Point-of-Purchase
Price-off Allowance Free Goods
Selecting Trade Promotion Tools
A straight discount off the
list price on each case purchased
Get discounts in bulk
Offers of extra cases of
merchandise who buy a certain or
who feature certain flavor or size
Selecting business and sales force promotion tools
Trade shows and
conventionSales Contests Specialty
Advertising
Exhibitions for companies or
ventures to showcase and demonstrate
their new products
Aims at including sales force or dealers to increase their sales
It consists of useful low cost items
bearing the company’s name
Developing the program
•Size•Incentives might be given•Duration of promotion•Distribution vehicle should be chosen appropriately•Timing of the promotion•Total sales promotion budget must be determined
Implementing and Evaluating the program
•Lead Time
•Sell-in Time
Implementing
•Sales Data
•Consumers Survey
•Experiments
Evaluating