Sales promotion ppt

SALES PROMOTION

BYANNESHYA GHOSH

DIPANKAR PRAMANIKSOURADIPA GHOSH

SUBHAM ROYTIRTHANKAR MANDAL

CONTENTS

• PROMOTIONAL MIX• SALES PROMOTION• TOOLS & TECHNIQUES• STRATEGIES PUSHPULL

SALES PROMOTION•The set of marketing activities undertaken to boost sales of the product or service

•Process of persuading a potential customer to buy the product.

RAPID GROWTH OF SALES PROMOTION

• Sales promotion tools are used by organizations, including

a. Manufacturersb. Distributorsc. Retailersd. Not-for- profit institutions• Targeted towards final buyers

TOOLS OF SALES PROMOTIONA.CONSUMER ORIENTED

PROMOTION TOOLS

Free samples

Coupons

Exchange scheme

Discounts

Premium offers

Personality promotions

Installment sales

B.Trade-oriented Sales Promotion

Cash bonuses

Stock return

Credit terms

Dealer conferences

Dealer trophies

Push incentives

ADVANTAGE OF SALES PROMOTION

PRICE DISCRIMINATION

EFFECT ON CONSUMER BEHAVIOUR

LURING NEW CUSTOMERS WITH PRICEDISADVANTAGE OF SALES PROMOTION

INCREASE PRICE SENSITIVITY

SHORT TERM ORIENTATION

PUSH STRATEGY

A push promotional strategy involves taking the product directly to the customer via whatever means, ensuring the customer is aware of your brand at the point of purchase.

"Taking the product to the customer”

Examples of push tactics

• Trade show promotions to encourage retailer demand• Direct selling to customers in

showrooms or face to face• Negotiation with retailers to stock

your product• Efficient supply chain allowing

retailers an efficient supply• Packaging design to encourage

purchase• Point of sale displays

Pull Strategy

A pull promotional strategy uses advertising to build up

customer demand for a product or service

• It could be explained by this line

“Let the customers to come to you”

consumers

Resellers(wholesalers

and Retailers)

Manufacture

Procedure of Pull Strategy

Advertising strategies that include

mass media promotion of a product

Word of mouth Referrals

Sales promotion and discount

Customer Relationship

Management

Procedure of Pull Strategy

CONCLUSION

SALES PROMOTION REFFERS TO NON RECURRING AND SHORT TERM SALES ACTIVITY OTHER THAN ADVERTISING.

QUICK RETURNS & ATTITUDINAL CHANGE ARE THE CAUSE OF GROWING POPULARITY OF SALES PROMOTION.

SALES PROMOTION METHODS OR SCHEME ARE USED AT MAINLY THE LEVEL OF DECLARES, CONSUMERS AND SALESMAN .