Post on 12-Apr-2017
transcript
marketing Communications
…sales promotion tutorial
5
…introduction to…
…introduction to
we’re going to look at some examples of sales
promotion and consider their strengths and
weaknesses….
…as well as identifying their main characteristics,
reasons for use (think Fill (2009) and Lee(2002)) and
audiences
sales promotion was covered in last weeks lecture…
sales promotion…
reasons for sales promotions…
reach new customers/brand switcherssupport new product launches
reduce distributor riskreward behaviour
retention
preserve cash flow
integration with other comms activities
induce action
add value
Fill, 2016
Lee (2002) puts forward four main reasons…
a form of inertia – this is what we have always
donea way of meeting short-term sales objectives
a reaction to competitor activities
a way of meeting long-term objectives
reasons for sales promotions…
High Low
New Product or Market
Withhold Sales Promotion
Use Sales Promotion to Stimulate Full
Trial
Established Product or Market
Non-Loyals – Use for SwitchingLoyals – Use Carefully
Non-Loyals – Attract for Trial
Loyals – Reward for Increased Usage
Involvement
Fill, 2016
does this framework support the examples?
What sales promotions would be
suitable for students at University?
value adding or value increasing? Why?
next week the topic is personal selling
topics and talkers will be assigned in each
tutorial – so you must attend
short talk...
there is an added level of complexity as you
need to get out there and participate in an
exchange