sales promotion
TRANSCRIPT
PROMOTION
PROMOTION
Key ingredientDesigned to stimulate
Quicker purchase
CouponsContestsPremiumsTradeshowFree SamplesVacation GiveawayLoyalty Marketing Program
PROMOTION
OBJECTIVES
PROMOTION
To attract new triersTo reward loyal customersTo increase the repurchasing rate
PROMOTION
OBJECTIVES
How ShouldSALES PROMOTION DECISION
Be Made
PROMOTION
In Using Sales PromotionCompany Must…..
Establish its objectivesSelect the toolDevelop the program
PROMOTION
In Using Sales PromotionCompany Must…..
Pretest the programImplement & control programEvaluate the results
PROMOTION
ESTABLISH ITS OBJECTIVES
PROMOTION
For consumer,Encouraging large unit purchaseBuilding trial among nonusersAttracting switchers
ESTABLISH ITS OBJECTIVES
PROMOTION
For sales forceEncouraging support of a new productEncouraging more prospecting & simulating off-season sale
CONSUMER PROMOTIONTOOLS
Selecting
Take into account,Type of marketSales promotion objectivesCompetitive conditionsTool’s cost-effectiveness
PROMOTION
PROMOTION
CONSUMER PROMOTIONTOOLS
Selecting
PROMOTION
Trade Promotion Tools:Price off ( off-invoice or off-list)AllowanceFree goods
BUSINESS & SALES FORCEPROMOTION TOOLS
Selecting
PROMOTION
To Gather: LeadsImpress & reward customersMotivate the sales force
DEVELOPING THE PROGRAM
PROMOTION
1. Determine program’s size2. Establish conditions for participants3. Decide duration of promotion4. Choose distribution vehicle ( coupons etc. )5. Budgeting of program
IMPLEMENTING & EVALUATINGTHE PROGRAM
PROMOTION