Sales promotion (imc group presentation)

Promotion

IMC Group Presentation Nov. 2011

Present by

C3121022 Jiqiang Zu

Table of Content

Introduction

The Definition of Sales Promotion

The Categories of Sales Promotion

Sales Promotion in Retail Business

Supermarket

Shopping Centre & Boutique

Conclusion

Reference List

IMC Group Presentation – Sales Promotion



Sales Promotion Video Clips

• http://www.youtube.com/watch?v=SF3eJMCeduc (Sales Promotion in Mall)

• http://www.youtube.com/watch?v=NKNRdGbM8rI (Exclusive VIP sales promotion)

• http://www.youtube.com/watch?v=4OKdA-KNG8Q (Supermarket short-term / holiday promotion)


http://www.youtube.com/watch?v=SF3eJMCeduc

http://www.youtube.com/watch?v=NKNRdGbM8rI

http://www.youtube.com/watch?v=4OKdA-KNG8Q

Introduction

The Definition of Sales Promotion

Sales Promotion identified as a series of different campaigns operate by

manufacturers or dealers in their marketing plan.

The purpose is to increase the sales of goods in a specific time period and attract

more customers to approach more products from them.

Advertising and personal selling support sales promotion significantly. However, sales

promotion differs from both of them.


The Categories of Sales Promotion

• Different business sector implements various sales promotion schemes to

arise the sales of products/service, market share and brand image from time

to time consistently.

• There are seventeen frequent methods of sales promotion have been

practicing in different business field, and they can be arranged under retail

sector and B2B sector in the market.



Samples

Coupons

Premium

Sweepstakes

Refunds Rebates

Bonus Packs

Price Off

Loyalty Programs

Event Marketing

B2B Sector


Contest & Dealer

Incentives

Trade Allowance

Point of Purchase

Display

Training Program

Trade Show

Cooperative Advertising

Coupons

Sales Promotion in Retail Business

Retail division is the one, which uses sales promotion incentives frequently in

the marketing segment.

Supermarket – It is the place where conducts all sales promotion schemes.


PremiumPrice Off

Bonus Packs


Video-3


Shopping Centre & Boutique: Giveaway free samples, Sweets takes,

Refund / Rebates and Event marketing are frequently undertake at

shopping malls and boutiques.


Loyalty Programs

Sweepstakes Event

Marketing

Samples


Video – 1, 2

Reference• Belch G & Belch M, (2011). Advertising and Promotion: An Integrated Marketing Communications Perspective. 9th edition,

McGraw Hill.

• Clow K & Baack D, (2004). Integrated Advertising, Promotion, and Marketing Communication. 2nd edtion. Prentice Hall,

Upper Saddle River, New Jersey.

• Devon DelVecchio, David Henard, and Traci Haigood-Freling, (2006). “The Effect of Sales Promotion on Post-Promotion

Brand Preference: A Meta-Analysis,” Journal of Retailing, 82 (September), 203-213.

• DelVecchio, D. (2005). Deal-Prone Consumers' Response to Promotion: The Effects of Relative and Absolute Promotion

Value. Psychology & Marketing, 22, 373-392.


Thank you sincerely and there is no discount

on that!
