©2005 Pearson Education Canada Inc.8-1 Chapter 8 Sales Promotion.
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Transcript of ©2005 Pearson Education Canada Inc.8-1 Chapter 8 Sales Promotion.
©2005 Pearson Education Canada Inc. 8-1
Chapter 8Sales Promotion
©2005 Pearson Education Canada Inc. 8-2
Sales Promotion
“Activity that provides special incentives to encourage immediate response from customers, distributors, and an organization’s sales force.”
ConsumerPromotionConsumerPromotion
TradePromotion
TradePromotion
Incentives to stimulate purchase or loyalty.
Incentives to encourage purchase and merchandising support by distributors.
©2005 Pearson Education Canada Inc. 8-3
Push and Pull Strategies
MarketerMarketer WholesalerWholesaler RetailerRetailer ConsumerConsumer
Pull
Push
A combination of push and pull works best!
©2005 Pearson Education Canada Inc. 8-4
Sales Promotion Planning
“Developing a plan of action for communicating incentives to designated targets.”
Promotion plans are often devised by external specialists who are briefed on the assignment.
• Market Profile
• Competitive Activity
• Target Market Profile
• Promotion Objectives
• Budget
©2005 Pearson Education Canada Inc. 8-5
Sales Promotion Plans
Marketing PlanMarketing Plan
Sales PromotionPlan
ObjectivesStrategies
Tactics
Sales PromotionPlan
ObjectivesStrategies
Tactics
FulfillmentFulfillment EvaluationEvaluation
AdvertisingStrategy
AdvertisingStrategy
Other IMCPlans
Other IMCPlans
©2005 Pearson Education Canada Inc. 8-6
Sales Promotion Objectives
ConsumerPromotionConsumerPromotion
TradePromotion
TradePromotion
• Trial Purchase
• Repeat Purchases
• Brand Loyalty
• Listings
• Sales Increases
• Merchandising Support
©2005 Pearson Education Canada Inc. 8-7
Sales Promotion Strategy
Promotion strategy involves selecting the right combination of consumer promotions and trade promotions to achieve the marketing objectives.
Strategy = Consumer Promotion + Trade Promotion + Advertising Strategy
Advertising is essential to create awareness and interest in the sales promotion.
©2005 Pearson Education Canada Inc. 8-8
Logistics and Fulfillment
1. Involves decisions about dates, deadlines, and details.
2. A promotion must run seamlessly from the front-end (announcing the promotion) to the back-end (delivering prizes or merchandise to recipients).
3. Fulfillment is often outsourced to a specialist.
©2005 Pearson Education Canada Inc. 8-9
Measurement and Evaluation
Some typical yardsticks include:
• Sales increases in promotion period
• Trial and Loyalty (research may be necessary)
• Number of entries in a contest
• Redemption rates
• Financial Payout
©2005 Pearson Education Canada Inc. 8-10
Consumer Promotion Execution
CouponsCoupons• Media delivery
• Product delivery
• In-store delivery
• Cross-product deliveryA price-saving incentive to trigger new or repeat purchases.
©2005 Pearson Education Canada Inc. 8-11
Consumer Promotion Execution
FreeSamples
FreeSamples
• Regular size
• Trial size
• In-store taste samples
• On-site giveawayFree product to encourage trial purchase.
©2005 Pearson Education Canada Inc. 8-12
Consumer Promotion Execution
ContestsContests•Sweepstakes
•Games Contests
•Instant Wins
Repeat purchase and loyalty-building incentives. They require advertising support to create interest.
©2005 Pearson Education Canada Inc. 8-13
Consumer Promotion Execution
Cash Rebates
Cash Rebates
• Single Purchase Offers
• Multiple Purchase Offers
• Slippage Occurs
$ returned to consumers after purchase has been made.
©2005 Pearson Education Canada Inc. 8-14
Consumer Promotion Execution
PremiumOffer
PremiumOffer
• In-pack
• Mail-in
• With purchase
• Product bundling
• Bonus packsAn item given free or at a discounted price with the purchase of a good.
©2005 Pearson Education Canada Inc. 8-15
Consumer Promotion Execution
LoyaltyPrograms
LoyaltyPrograms
• Points programs
• Loyalty cards
• $ rewards
Incentives that encourage long-term loyalty; database management initiatives.
©2005 Pearson Education Canada Inc. 8-16
Trade Promotion
A distributor’s loyalty to any supplier’s products is influenced by the quality and quantity of trade promotion offers.
Distributors make money by buying and re-selling goods. Inventory turnover is very important.
©2005 Pearson Education Canada Inc. 8-17
Trade Promotion Execution
A variety of financial incentives are commonly offered to distributors.
TradeAllowance
TradeAllowance
PerformanceAllowancePerformanceAllowance
Cooperative AdvertisingCooperative Advertising
Temporary price reduction to stimulate larger purchases.
An additional allowance to encourage merchandising support.
An accumulating fund that supports retail advertising.
©2005 Pearson Education Canada Inc. 8-18
Trade Promotion Execution
Some trade promotion incentives are controversial.
DealerPremium
DealerPremium
An incentive offered a distributor to encourage a “special” purchase. Often called “payola.”
SpiffSpiffRetail representatives are offered incentives to “push”
a sponsors product line.
©2005 Pearson Education Canada Inc. 8-19
Trade Promotion Execution
Some trade promotions support the personal selling effort and in-store merchandising programs.
CollateralMatrialCollateralMatrial
Dealer DisplayMaterial
Dealer DisplayMaterial
Material used by sales reps in presentations (price lists, catalogues, brochures, CD-ROMs, etc.).
Point-of-purchase display material to encourage purchase (shelf pads, posters, displays, etc.).
©2005 Pearson Education Canada Inc. 8-20
Planning the Promotion
Planning is crucial. Sales promotions are complimentary activities that must be integrated with other marketing and marketing communications programs.
1. How frequent should promotions be?
2. What effect will promotions have on brand image?
3. Will promotions enhance brand equity?
Tim Hortons RRRoll Up the Rim meets all of these considerations positively.