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Short Term incentives to
encourage to the purchase or sale of a
product or a service.
ADVERTISING SALES PROMOTION
DEEPENS BRAND LOYALTY
SMALL SHARE MARKETERS FIND IT
ADVANTAGEOUS
PROMOTION TARGET
CONSUMERS RETAILERS
SALES FORCE
Short Term Sales
Product Trial
Trade Promotions
Slotting fees
• NEW ACCOUNTS &
• COMMISSIONS
SALES FORCE
SALES AND PROMOTION
KEY DECISIONS
Size and duration of incentive Conditions for Increasing Participation
Promotion of the Promotion Method of Evaluation
INCENTIVE TYPE PROMOTIONS
• Increasing Trial• Increasing Repeat Purchase• Increasing Loyalty• Increasing Volume• Creating Interest
• Creating Awareness• Stockpiling by Consumers• Alter Market shares• Long term relationship with Retailer
CONSUMER PROMOTION TOOLSMANUFACTURER PROMOTIONCONSUMER PROMOTION
DEAL OFFERCOUPON OFFER
FREE TRIAL WARRANTY
Trade Promotion toolsTo persuade the retailer or wholesaler to
carry the brand.ce-Off (off-invoice o
Increase volume at retailer.):
Induce retailers to promote the brand by featuring, display, and price reductions. wane
To stimulate retailers and their sales clerks to push the product.Freeoods:
Business &Sales force promotion ToolsTrade Shows and Conventions
Sales Contests
Specialty Advertising
Prepare implementation and control plans.
Evaluate the program using sales data, consumer surveys, and experiments.
IMPLEMENTING & EVALUATING THE PROGRAM
RECAP
SALES PROMOTIONPROMOTION TARGETOBJECTIVES OF PROMOTIONCONSUMER PROMOTION TOOLSTRADE PROMOTION TOOLSBUSINESS AND SALES FORCE PROMOTION
TOOLSIMPLEMENTATION & EVALUATION OF
PROGRAM
DISCLAIMER
Created By Satyam Singh, IIT BHU VARANASI ,during an internship by Prof. Sameer Mathur , IIM Lucknow .
www.IIMinternship.com