Sales Promotion
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Transcript of Sales Promotion
SALES PROMOTION @
RETAIL OUTLETS
DEEPAK
PARTH
VIDYA
HARISH
NEHA
WINSTON
ORDER OF PRESENTATION
VIDYA
HARISH
NEHA
DEEPAK
PARTH
WINSTON
INTRODUCTION Sales Promotion is one of the seven aspects of the promotion mix
Advertising, Personal Selling, Direct Marketing, Publicity, Corporate Image and Exhibitions are the other six aspects.
Sales promotions can be directed at the customer, sales staff or distribution channel members (such as retailers)
Sales Promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers to stimulate immediate sales.
Examples are coupons, samples, point-of-purchase displays, rebates etc.
AMA Definition of Sales promotion is “Sales promotion includes marketing activities, other than personal selling, advertising such as displays, shows and expositions, demonstrations and various non-recurring selling efforts not in the ordinary routine.” VIDYA
OBJECTIVES
Introduction of new products to the market through educating people
Attracting new customers by offering attractive gifts
Increasing sales through slack season
Create goodwill among the present as well as prospective customers
Create good public image of the product and the firm
VIDYA
IMPORTANCE OF SALES PROMOTIONFrom the point of view of manufacturers: It helps to increase sales in a competitive market and thus, increase profits;
It helps to introduce new products in the market by drawing the attention of potential customers and existing stocks can be disposed off quickly.
From the point of view of consumers: The consumer gets the product at a cheaper rate
It gives financial benefit to the customers
The consumer gets all information about the quality, features and uses of different products.
Certain schemes like money back offer creates confidence in the mind of customers about the quality of goods
It helps to raise the standard of living of people. By exchanging their old items they can use latest items available in the market.
TYPES OF SALES PROMOTIONPromotion can be of 3 types:
Consumer-market directed
Trade-market directed
Business-to-business directed
VIDYA
CONSUMER SALES PROMOTIONCoupons: Quite familiar with this form of sales promotion It offers purchasers price savings or other savings when it is redeemed Short term in nature since it carries an expiration date Involves consumer involvement
Rebates:• Offer value to purchasers typically by lowering the customer’s final cost• Rebates are offered to customers after the purchase is made• The purchaser has to submit personal data like name, address etc.• Rebates are a popular promotion for automobiles and computer software
Promotional Pricing:• One of the most powerful sales promotion techniques• Also called “On Sale” pricing• Lowering a product’s selling price can have an immediate impact on demand• Marketer’s must exercise caution since the frequent use of this technique as it
can lead customers to anticipate the reduction. VIDYA
CONSUMER SALES PROMOTIONTrade In: Allows customers to obtain lower prices by exchanging something the customer
possess, such as an older product These types of promotion is used frequently in automobile sales, computers
and golf equipment
Loyalty Programs: Promotions that offer customers a reward, such as price discounts and free
products for frequent purchasing or other activity These have been around for many years but grew when introduced in the
airline industry Also found in various other industries like retail outlets, online book purchases
known as club card programs
VIDYA
CONSUMER SALES PROMOTIONSamples, Free Products and Premiums: Enticing members of a target market to try a product is often easy when the
trial comes at little or no cost to the customer. Gives the opportunity to experience products, often in small quantities or for a
short duration, without purchasing the product.
Contests and Sweepstakes: Often attracted to promotions where the potential value obtained is very high. Only few lucky consumers receive the value offered in the promotion. Contests are award value to winners based on skills Sweepstakes are not skill based but rather based on luck. Winners are determined by random selection.
Demonstrations and Personal Appearances: Consumers are often attracted to promotions where the potential value
obtained is very high. Special promotions awarding value to winners based on skills
HARISH
ADVERTISEMENT VS SALES PROMOTIONADVERTISEMENT SALES PROMOTION
By using a variety of persuasive appeals, it offers reasons to buy a product or service
Besides giving reasons in the form of different appeals, they offer incentives to the consumers to buy the product or service now.
Appeals are emotional or functional in nature. E.g. Brand Ambassador of the product may allow a customer to emotionally attach with that product
Appeals are rational.It justifies whatever it says.
Time-frame is long term Time frame is short termThe primary objective is to create an enduring brand image
To get sales quickly or to induce trial.
Indirect and subtle approach towards persuading customers to buy a product and service.
Direct in approach to induce consumers to buy a product or service.
HARISH
RETAIL OUTLETS
HARISH
COMPANY PROFILE
HARISH
INTRODUCTION Pantaloon Retail is India’s leading retail company
Has multiple lines of businesses
Headquarters in Mumbai
331 stores across 40 cities in India
Employees 17,000 people
Operates multiple formats including Pantaloons, Big bazaar, Food Bazaar, Central, E-Zone, fashion station, Depot etc.
2001 it launched Big Bazaar
Big Bazaar is a chain of shopping malls in India with 29 outlets, owned by Pantaloon Group.
HARISH
SALES PROMOTION @ BIG BAZAARAdvertisements for Sales promotion @ Big Bazaar
Gift Coupons @ Big Bazaar
HARISH
SALES PROMOTION @ BIG BAZAARWEDNESDAY BAZAAR
The ANNUAL SALE @ BIG BAZAAR
HARISH
SALES PROMOTION @ BIG BAZAARSUMMER SALES PROMOTION:
ANNUAL MERCHANDISE SALE:
NEHA
SALES PROMOTION @ BIG BAZAAR
NEHA
SALES PROMOTION @ BIG BAZAARExchange value of different products:Old newspaper- Rs. 30/kgOld clothes- Rs. 250/kgOld plastics- Rs. 80/kgOld Utensils- Rs.150/kgOld luggage- Rs.100/bagOld tyres-Rs.50/pieceOld shoes-Rs.50/kgOld leather goods-Rs.80/kgOld (Any other)-Rs.50/kgOld electronics-up to Rs. 10,000Old furniture- up to Rs.12,500
NEHA
SPAR HYPERMARKET
SPAR Hypermarkets and Supermarkets in India is the result of a license agreement between the Dubai based Landmark Group’s Max Hypermarkets India Pvt. Ltd. and SPAR International.
SPAR currently has 12 stores in India, 3 stores in Bangalore, one in Mangalore, two in Hyderabad, one in Coimbatore, one in Delhi, two stores in Pune, one store in Gurgaon and One store in Vijayawada
Wide variety of quality products in every category ranging from grocery, fruits and vegetables, bakery, dairy and take away foods, meat, poultry and fish, wine, beer and spirits, home textiles, personal care, crockery utensils and kitchen appliances, electronics and IT accessories and much more
NEHA
COMPANY PROFILE
SALES PROMOTION @ SPAR
NEHA
UGADI SALE
RICE GRAIN CHALLENGE
SALES PROMOTION @ SPAR
NEHA
CHRISTMAS SALE MAHA SALE
SALES PROMOTION @ SPAR
DEEPAK
SPAR FRESH CHALLENGE
SERVICE CHALLENGE
SALES PROMOTION @ SPAR
DEEPAK
BUDGET WEEK @ SPAR GIFT VOUCHERS
STAR BAZAAR
DEEPAK
COMPANY PROFILE
Started in the year 2004 in Ahmedabad
It has stores in a number of cities like Ahmedabad, Bangalore, Mumbai, Chennai Star Bazaar has 20-25 stores all over India It is under the brand of Tata Sons. People who used to visit the local shops and vegetable markets frequently are now
buying at hypermarkets such as Star Bazaar that offer customers a variety of products at affordable prices
Operates in the hypermarket space. It stocks a whole range of products from food and grocery, to apparel, home and personal grooming products.
INTRODUCTION
DEEPAK
SALES PROMOTION @ STAR BAZAAR
DEEPAK
WINTER SALE DAILY OFFERS
SALES PROMOTION @ SPAR
PARTH
DIWALI SALE IPL SALE
SALES PROMOTION @ SPAR
PARTH
GROCERY SALE LAUNDRY SPECIAL
SALES PROMOTION @ SPAR
PARTH
DUSSERA SALE BACK TO SCHOOL SALE
SALES PROMOTION @ SPAR
PARTH
REPUBLIC DAY SALE SPICE CARNIVAL SALE
CRAZY IDEAS OF SALES PROMOTIONS
PARTH
IDEA 1:
TYING UP WITH RADIO STATIONS
GIVING SPECIAL DISCOUNTS TO LOYAL CUSTOMERS
CRAZY IDEAS OF SALES PROMOTIONS
PARTH
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CRAZY IDEAS OF SALES PROMOTIONS
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CRAZY IDEAS OF SALES PROMOTIONS
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CRAZY IDEAS OF SALES PROMOTIONS
WINSTON
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CRAZY IDEAS OF SALES PROMOTIONS
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WINSTON
IDEA 6: