7/30/2019 Sales Promotion Campaign

1/17

7/30/2019 Sales Promotion Campaign

2/17

1. Identifying the Need

2. Identifying the Right Promotion Program

3. Enlisting the Involvement of Salesmen4. Enlisting the support of the Dealers

5. Enlisting the Advertisement Agencys

Support

6. Maintaining the Tempo

7. Timing of the Campaign

8. Coordination with other elements of

Promotion

7/30/2019 Sales Promotion Campaign

3/17

Identifying the Need

( Eg:Extra Sales, Offload accumulated stocks,regain loosing consumer interest, counter

competitors offer)

Identifying the right promotion program

( Eg: Free samples, contest, sweepstakes ) Enlisting the involvement of salesmen

( Salesmen to be briefed on the campaign )

Enlist the support of dealers

( POP materials and the product under campaign

will get the required prominence if the dealer so

desires)

7/30/2019 Sales Promotion Campaign

4/17

Enlisting the advertising agencys support

(Since heavy budget is spent for SP campaign,ensure that they benefit from the experience and

expertise of their agency)

Maintaining the tempo

( Ensure that the initial tempo built around theprogram be maintained through the entire period

of the campaign, through Adv and POP)

Timing of the Campaign

( Prime factor Sales need of the company.But the firm also has to consider other factors like

seasonality of purchase of the product, climate

conditions, festival seasons etc)

Coordination with other Elements of PromotionAdvertisin Personal sellin Publicit

7/30/2019 Sales Promotion Campaign

5/17

Kind of Product

(FMCG-TV, Industrial-Sales Engineers)

Buyer

( Educated Demonstrations or Instructions,

contest and quizzes)

Nature and Size of Market

(Purchasing power of potential customers,geographical

location, population)

Stages in PLC

Management Policy Budget Allocation Available

Government Regulations

(The commodity rates must be specified on the package,

incase of medicine drugs contents and date of mfg,date ofexpire and price must be specified)

7/30/2019 Sales Promotion Campaign

6/17

1. Establishing Objectives

2. Selecting the Toolsi) Selecting Consumer Promotion Tools

ii) Selecting Trade Promotion Tools

iii) Selecting Business and Sales Force Promotion Tools

3. Developing the Program

i) Size (Incentive Size)

ii) Condition( Establishing conditions for participation)

iii) Duration

iv) Distribution Vehicle (coupons distributed in packages,in stores, mail)

v) Timing (BMs develop calendar date for annual promotions)vi) Sales Promotion Budget

4. Pre-testing the Program

5. Implementing and Controlling the Program

6. Evaluating Results

7/30/2019 Sales Promotion Campaign

7/17

Sales Force Participation

( Incentives, Contest, Sales meetings, Salesmens conventions

and conferences, Training Programs, Sales Rallies)

Dealer Participationi) Maximum Cooperation

ii) Providing Location and Display

iii) Free Samples

iv) Seed Exchange

v) Coupon offer

vi) Price Reductionvii) Competition

viii) Premium offers

ix) Field Demonstrations and Group discussions

7/30/2019 Sales Promotion Campaign

8/17

Pull Strategy

Push Strategy

Push-Pull Strategy

Sustaining Promotional Strategy

Developmental Promotional Strategy

Promotional Appropriation

PLC StrategyCross Promotion

Surrogate Selling

Bait and Switch Advertising

7/30/2019 Sales Promotion Campaign

9/17

Single Country

Multiple Country

Borderless

7/30/2019 Sales Promotion Campaign

10/17

Communication/Promotion is one of the

element of Marketing Mix. Promotional

Activities include Advertising, Sales

Promotion, Personal selling and publicrelations. Integration of all these

promotional tools along with the other

components of marketing mix to gain edge

over competitor is called Integrated

Promotion.

7/30/2019 Sales Promotion Campaign

11/17

Promotional Program Situation Analysis

Analysis of the Communications Process

Budget Determination

Develop Integrated Marketing Communications Programs

Review of Marketing Plan

AdvertisingSales

Promotion

PR/

Publicity

Personal

Selling

Direct

Marketing

Advertising

Objectives

SalesPromotion

Objectives

PR/Publicity

Objectives

PersonalSelling

Objectives

DirectMarketing

Objectives

Message

Strategy

SalesPromotionStrategy

PR/PublicityStrategy

PersonalSellingStrategy

DirectMarketingStrategy

Integration & Implementation of Marketing Communications Strategies

Monitor, Evaluate & Control Promotional Program

Internet/

Interactive

Internet/Interactive

Objectives

Internet/InteractiveStrategy

7/30/2019 Sales Promotion Campaign

12/17

Coordinating SP & Adv

Coordinating PS with other promotional tools

Coordinating PS & Adv

Coordinating PS & PRCoordinating PS & Direct Marketing

Coordinating PS & SP

Coordinating PS with the Internet

7/30/2019 Sales Promotion Campaign

13/17

Budget Allocation

Coordination of Ad and Promotion Themes

Media support and Timing

7/30/2019 Sales Promotion Campaign

14/17

Website Design

Sales Page Designing

E-mail Marketing Design

Banner Design Social Media

7/30/2019 Sales Promotion Campaign

15/17

Feedback Forms

Bookmarking

Content

Daily Give-away/coupons/contests Surveys

Awards/Testimonials

Online Chat Tours

7/30/2019 Sales Promotion Campaign

16/17

Simple

Automatic

Control

Easy Coupon Delivery Sweepstakes and contests

7/30/2019 Sales Promotion Campaign

17/17

Electronic Delivery

Internet communication

Clutter

TrackingCustomer Expectations