PROMOTION IN RETAILBy- Debajyoti Panda

PROMOTIONSPromotion is one of the elements of marketing mix. It is used to inform, persuade and remind people about the firm and its product. Promotion is a strong technique to influence the feelings, beliefs and behavior of the consumers. Promotion is necessary for the competition.

Advertising

Publicity

Promotion Mix

Personal

selling

Sells Promotio

ns

Public relatio

ns

Promotional ObjectivesIncrease sales

Stimulate impulse and

reminder buying

Raise customer

traffic

Get leads for sales

personnel

Present and reinforce the retailer image

Inform customers

about goods and services

Popularize new stores

and Web sites

Capitalize on manufacturer

support

Enhance customer relations

Maintain customer

loyalty

Have consumers pass along

positive information to

friends and others

Possible Promotion Objectives in Retailing

Types of Sales Promotions

FACTORS INFLUENCING PROMOTION MIX

Types of customers

Nature of the market

Nature of the product

Market position of the firm

Product life cycle

Availability of capital

Availability of sales force

Planning a Retail Promotional Strategy

Promotional Objectives

Improve Long-Run Performance

Improve Short-Run Performance

Store Image and Positioning

PublicService

Increase Existing Customer Patronage

Attract New Customers

From Existing Trade Area

ExpandTrade Area

Promotion and the Hierarchy of Effects

Thank You