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