Project work sales promotion

18

description

about the sale promotion introduction ,techniques

Transcript of Project work sales promotion

Page 1: Project work  sales promotion
Page 2: Project work  sales promotion

This is one of the constituents of promotion mix, which is concerned with extra efforts for increasing sales.

Though sales promotion is a widely used term, few are clear about its precise meaning. In simple word, we may define it as those activities, other than advertising and personal selling, which aim at sales expansion.

A Precise meaning of sales promotion, however, is “the efforts directed at increasing the sales and carried out in context of salesmen, dealers and customers.”

Page 3: Project work  sales promotion

Sales promotion is one of the four aspects of promotional mix. (The other three parts of the promotional mix are advertising, personal selling, and publicity/public relations.) Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or

improve product availability

Page 4: Project work  sales promotion

According to American Marketing association:

“Those Marketing activities other than personal selling, advertising and publicity, that stimulate customer purchasing, dealer effectiveness, such as display, shows and exposition, demonstrations and various non-recurrent selling efforts not in the ordinary routine.”

Page 5: Project work  sales promotion

Price deal: A temporary reduction in the price, such as happy hour Loyal Reward Program: Consumers collect points, miles, or credits for purchases and redeem them for rewards. Two famous examples are Pepsi Stuff and AAdvantage. Cents-off deal: Offers a brand at a lower price. Price reduction may be a percentage

marked on the package. Price-pack deal: The packaging offers a consumer a certain percentage more of the

product for the same price (for example, 25 percent extra). Coupons: coupons have become a standard mechanism for sales promotions.

Loss leader: the price of a popular product is temporarily reduced in order to stimulate other profitable sales

Free-standing insert (FSI): A coupon booklet is inserted into the local newspaper for delivery.

On-shelf couponing: Coupons are present at the shelf where the product is available. Checkout dispensers: On checkout the customer is given a coupon based on

products purchased. On-line couponing: Coupons are available on line. Consumers print them out and

take them to the store. Mobile couponing: Coupons are available on a mobile phone. Consumers show the

offer on a mobile phone to a salesperson for redemption

Page 6: Project work  sales promotion
Page 7: Project work  sales promotion

In popular usage, the term 'marketing' refers to the promotion of products, especially advertising and branding. However, in professional usage the term has a wider

meaning. It can be divided into four sections, often called the "four Ps," only one of which is promotion.

They are: · Product - The Product management aspect of marketing deals with the

specifications of the actual good or service, and how it relates to the end-user's needs and wants.

· Pricing - This refers to the process of setting a price for a product, including discounts.

· Promotion - This includes advertising, sales promotion,publicity, and personal selling, and refers to the various methods of promoting the product, brand, or

company.· Place or distribution refers to how the product gets to the customer; for example,

point of sale placement or retailing

Page 8: Project work  sales promotion

IN Short Sales Promotion is very important part of marketing . So its necessary for customer and producers.

Page 9: Project work  sales promotion
Page 10: Project work  sales promotion

Communication and promotionCommunication and promotion Marketing communication involves, sharing of Marketing communication involves, sharing of

meaning, information, concepts, about the products meaning, information, concepts, about the products and services by buyers and sellers. Such and services by buyers and sellers. Such communications are conveyed with the help of communications are conveyed with the help of advertisement, salesmanship and sales promotion. A advertisement, salesmanship and sales promotion. A communication will be treated as effective only when communication will be treated as effective only when it is properly responded by the buyer. The it is properly responded by the buyer. The communication must have identical meaning for both communication must have identical meaning for both sender and receiver. If the communication does not sender and receiver. If the communication does not properly reach the receiver or the message received is properly reach the receiver or the message received is not the same as the message sent, then that will be not the same as the message sent, then that will be called Break down at the message stage. In the called Break down at the message stage. In the market communication, feed back means a response, market communication, feed back means a response, a reaction over the message sent back by a customer a reaction over the message sent back by a customer to the sender. In the case of effective communication to the sender. In the case of effective communication feed back will be always present.feed back will be always present.

Page 11: Project work  sales promotion

Effects of PromotionEffects of Promotion 1. The present day market is very competitive due to 1. The present day market is very competitive due to

the large number of rivals and substitutes. With the the large number of rivals and substitutes. With the help of promotion producer must create product help of promotion producer must create product differentiation in the minds of consumers.differentiation in the minds of consumers.2. Promotion is very essential to communicate the use 2. Promotion is very essential to communicate the use of the product and the nature of the product to of the product and the nature of the product to consumers and middlemenconsumers and middlemen3. Nowadays most of the consumers market their 3. Nowadays most of the consumers market their products in wider area and the consumers are also products in wider area and the consumers are also very large in number. In such cases personal selling very large in number. In such cases personal selling alone cannot be used and so all the steps for alone cannot be used and so all the steps for promotion are to be followed.promotion are to be followed.4. During the periods of depression it is essential to 4. During the periods of depression it is essential to maintain at least some minimum market. Therefore it maintain at least some minimum market. Therefore it is very essential to use promotionis very essential to use promotion

Page 12: Project work  sales promotion
Page 13: Project work  sales promotion

Customer promotionCustomer promotion There the target beneficiaries are the customers. Here the There the target beneficiaries are the customers. Here the

offers are offeredoffers are offeredto the unlimited customers. Such an offer is always for a short to the unlimited customers. Such an offer is always for a short period. If theperiod. If theperiod increases, the validity of the promotional measures period increases, the validity of the promotional measures decreases.decreases.

Trade promotionTrade promotion: :  There the target is the middleman. They are being offered the There the target is the middleman. They are being offered the

incentives withincentives withthe hope that they will stock more and push the product to the the hope that they will stock more and push the product to the customers. Thiscustomers. Thistype of sales promotion is very important effort to seek the type of sales promotion is very important effort to seek the cooperation ofcooperation ofthe middleman.the middleman.

Sales trade promotionSales trade promotion:: This type of sales promotion emphasis to increase and boost This type of sales promotion emphasis to increase and boost

up the morale ofup the morale ofthe sales people. They are being offered commissions, bonus the sales people. They are being offered commissions, bonus and other incentivesand other incentivesfor the increase of sales so that they work directly.for the increase of sales so that they work directly.

Page 14: Project work  sales promotion

Sales promotion devices used areSales promotion devices used are:: ØMoney refund offerØMoney refund offer

ØContests of sweepstakesØContests of sweepstakes

ØPrice off or temporary price ØPrice off or temporary price reductionreduction

ØCouponsØCoupons

ØPremium or bonus offerØPremium or bonus offer

ØTrading stampsØTrading stamps

ØFair and exhibitionØFair and exhibition

ØFree samplesØFree samples

Objectives of sales promotionObjectives of sales promotion:: To influence the customer for purchasing the To influence the customer for purchasing the

product or service instantly because the sales product or service instantly because the sales promotion time is very limited and if the promotion time is very limited and if the customer does not respond to it quickly, they may customer does not respond to it quickly, they may lose the offer. It increases the sales directly by lose the offer. It increases the sales directly by publicity through media that are complementary publicity through media that are complementary to the press and poster advertising.to the press and poster advertising.

ØTo introduce new productØTo introduce new product

ØTo attract new customersØTo attract new customers

ØTo face the competition effectivelyØTo face the competition effectively

ØTo maintain old customersØTo maintain old customers

ØTo improve public image of the firmØTo improve public image of the firm

ØTo popularize the brand name of the productØTo popularize the brand name of the product

ØTo induce customer to purchase more itemsØTo induce customer to purchase more items

Page 15: Project work  sales promotion

A salesman in A salesman in costume of a clown costume of a clown promotes in the street promotes in the street of London, Dec. 27, of London, Dec. 27, 2005. Unsatisfied with 2005. Unsatisfied with the sales result of the the sales result of the pre-Christmas pre-Christmas shopping season, shopping season, retailers in London retailers in London turned to hunt post-turned to hunt post-holiday sales, offering holiday sales, offering customers slashed customers slashed prices. prices.

Page 16: Project work  sales promotion

Photo taken on Dec. 26, 2005 shows a sales Photo taken on Dec. 26, 2005 shows a sales promotion advertisement of a store in London. promotion advertisement of a store in London. Unsatisfied with the sales result of the pre-Unsatisfied with the sales result of the pre-Christmas shopping season, retailers in Christmas shopping season, retailers in London turned to hunt post-holiday sales, London turned to hunt post-holiday sales, offering customers slashed price offering customers slashed price

Page 17: Project work  sales promotion

Photo taken on Dec. 26, 2005 shows a sales Photo taken on Dec. 26, 2005 shows a sales promotion advertisement of a store in London. promotion advertisement of a store in London. Unsatisfied with the sales result of the pre-Unsatisfied with the sales result of the pre-Christmas shopping season, retailers in Christmas shopping season, retailers in London turned to hunt post-holiday sales, London turned to hunt post-holiday sales, offering customers slashed prices.offering customers slashed prices.

Page 18: Project work  sales promotion

THE ENDTHE END