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OHT 16.1
© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition
Sales promotion
OHT 16.2
© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition
Sales promotions defined
Part of a planned integrated marketing communications strategy used mainly in a short term tactical sense but which can contribute to longer term strategic and image building objectives.
Offers something over and above the normal product offering that acts to stimulate the target audience into behaving in a certain way.
OHT 16.3
© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition
Communication links through sales promotions
Figure 16.1
OHT 16.4
© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition
Manufacturers - intermediary salespromotions objectives
Figure 16.2
OHT 16.5
© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition
Retailer – consumer salespromotion objectives
Figure 16.3
OHT 16.6
© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition
Manufacturer – consumer salespromotion objectives
Figure 16.4
OHT 16.7
© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition
Overview of sales promotion objectives
Figure 16.5
OHT 16.8
© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition
Consumer sales promotions - money based
Figure 16.6
OHT 16.9
© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition
Consumer sales promotions - product based
• Extra product.
• BIGIF (Buy 1 get 1 free ) or BOGOFF (Buy 1 get 1 for free).
• Samples - on pack, trial sizes, print ads, door to door, direct mail.
OHT 16.10
© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition
Consumer sales promotion methods - gift, prize or merchandise based sales promotions
Figure 16.8
OHT 16.11
© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition
Customer loyalty schemes
• Frequent flyer schemes.
• Air miles with purchases.
• Accumulating points with sales for discounts off future purchases.
• Trading stamps.
• Contests and sweepstakes.
OHT 16.12
© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition
The 11 Ps of loyalty marketing
Table 16.3Source: Woolf, as quoted by Mitchell (1995).
OHT 16.13
© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition
Contests and sweepstakes issues and decisions
Table 16.4
OHT 16.14
© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition
Consumer sale promotion methods - store based
• Point of sale displays (POS) - posters, dispensers, dump bins, flashing signs, videos, message screens.
• Demonstrations - food product cooking demonstrations, tasters, cosmetic preparations.
OHT 16.15
© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition
Sale promotions methods to the retail trade
• Allowances and discounts - individual case bonuses, volume allowances, discount over-riders, count and recount, and free merchandise.
• Selling and marketing assistance - co-operative advertising, merchandising allowances.
• Sales force support: consumer markets - free training, sales contests, premium money.
OHT 16.16
© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition
Managing sales promotion
Figure 16.10
OHT 16.17
© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition
Guidelines for good sales promotions practice
Table 16.5Source: Reproduced by kind permission of the Institute of Sales Promotion.