Retailer originated sales promotion and public relation
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RETAILER-ORGINATED SALES PROMOTION & PUBLIC RELATION
MADE BY: NIHARIKA SHARMA
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SALES PROMOTION ???
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All those measures which normally motivate the customers to buy more, and thus increase sales of the product.
Other examples are:lakhpati bano win a tour to singapore30% extra on a pack of one kg
etc.
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OBJECTIVES:
To introduce new products e.g.; free samplesTo attract new customers and
retain the existing ones e.g.; discounts, prizeTo maintain sales of seasonal
products e.g.; off-season discountTo meet the challenge of
competition.
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TOOLS IN S.P :
Free samples: e.g.; shampoos, book on web (pdf)
Premium or bonus offer: e.g;toothbrush with toothpaste
Exchange schemes: e.g.; old watches with new titan watch
Price-off offer: e.g.; Rs. 2 off on purchase of a lifebuoy
soap
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Coupons: e.g.; show this and get Rs. 15off
on purchase of 5 kg. of Annapurna Atta
Fairs & Exhibitions: e.g.; International
Trade Fair
Scratch & win offer
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IMPORTANCE OF SALES PROMOTION
Manufacture point of view
Customer point of view
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IMPORTANCE
From manufacturer’s point of view:
helps to increase sales in a competitive market and thus, increases profits
helps to introduce new products in the market by drawing the attention of potential customers
when a new product is introduced or there is a change of fashion or taste of consumers, existing stocks can be quickly disposed off
it stabilizes sales volume by keeping its customers with them.
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From customer’s point of view:
the consumer gets the product at a cheaper rate
it gives financial benefit to the customers by way of providing prizes and sending them to visit different places
the consumer gets all information about the quality, features and uses of different products
creates confidence in the mind of customers about the quality of goods, e.g.; money back offer
it helps to raise the standard of living of people, e.g.; exchange offer.
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Retailer-originated SP
Window displays: e.g.; jewelers, booksellers, chemists, etc’
In-store displays:Mass displays: displaying a product
already on the shelf Multiple product promotions: e.g; food and
wine from Italy Demonstrations (exhibition): e.g; fashion
shows
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Price promotions: e.g; in clothing sector, annual or
half-yearly sales
Store loyalty cards/Trading stamps
Free gift
In-store display material: E.g; window posters
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PUBLIC RELATION
“Public Relations is the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its public.”
- Institute of Public Relations, USA
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ORIGIN OF PUBLIC RELATION Thomas Jefferson (1807) used the phrase “public relation” in
the place of “state of thought “ while writing his seventh address to the us congress.
In India, Great Indian Peninsular Railway Company Limited (GIP Railways) carried on publicity in Public.
Relations campaign in England for promote tourism to India through mass media and pamphlets
. During the time of First World War a central publicity board
was set up at Mumbai for disseminating war news to the public and press.
After Second World War the Public Relations activity gained importance both privates as well as Government started Public Relations campaigns.
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FUNCTION OF PUBLIC RELATION
Promote goodwill
Promote product, service, corporate image
Corporate communication
Lobbying
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ADVANTGES
CREDIBILITY
COST
AVOIDANCE OF CLUTTER
IMAGE BUILDING
ABILITY TO REACH SPECIFIC GROUP
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DISADVANTAGES
Difficult to quantify PR benefits
Lack of control
‘Deft’ management required
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MARKETING,
ADVERTISING,
PUBLIC RELATION ARE THEY SAME ????????
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The answer is……not really!
Marketing and advertising traditionally promote products and services.
Public relations promotes the entire organization.
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PROCESS OF PUBLIC RELATION
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EFFECTIVE P.R. ??
Awareness Acceptance Action
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Awareness: To create a positive image of an organization, the message must reach the public. Information must reach in its desired form for effective public relation.
Acceptance: The audience must understand what the message intends to communicate. They ought to agree with the message.
Action: The audience ought to give feedback to the organization accordingly.
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CONCLUSION
Public relations is nothing but an effort to present one’s organization in the best light.
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