Date post: | 27-Nov-2014 |
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SALES PROMOTION MARKETING STRATEGIES
a
Selling v/s Marketing
Sales is a process or activity of transferring a need satisfier to an individual or an organization against equal value carrying currency.
Selling is an art of persuading people. Selling is to identify market for a product. Selling is a fair exchange for satisfaction of
mutual needs in which a customer expects product or service and a salesperson needs business and profit.
Selling ….
Starting Point
Focus Means End
Selling Concept
FactoryExisting products
Selling and Promotion
Profit through sales volume
Marketing Concept
Market Consumer needs & Satisfaction
Integrated Marketing
Profit through customer satisfaction
Selling vs marketing..
Short term incentive plans (including both Media and non-media marketing communication )taken by organizations to increase sales ,usage or trial of a product or services.
Sales Promotion
Buy one get one free Contests and prize drawn Free gifts Discounted prices Joint ventures Vouchers and coupons Cause related Finance deals Merchandizing New media
Visual merchandizing
Some Sales Promotion techniques…..
Push promotion strategy.
Pull promotion strategy.
Strategies of Sales Promotion
Push Versus Pull Strategy
Producer
Producer
Interme-diaries
Marketingactivities
End users
Marketingactivities
Demand Interme-diaries
Demand
Push Strategy
Pull Strategy
End users
Marketing activities
Demand
Push marketing is where you develop advertising and promotional strategies geared toward your marketing and distribution channels to entice them in promoting your product.
As consumers, you rarely see this type of marketing when it is directed to the distributors.
"Taking the product to the customer“
Producer Wholesaler Retailer customer
PUSH PROMOTION
Trade show promotions to encourage retailer demand
Direct selling to customers in showrooms or face to face.
Negotiation with retailers to stock your product.
Efficient supply chain allowing retailers an efficient supply.
Packaging design to encourage purchase.
Point of sale displays.
Examples of push tactics
Example of Push Strategy
Pull marketing is where you develop advertising and promotional strategies that are meant to entice the prospect to buy your product or service.
Targeted directly at the customers. They demand the product from retailer, they search for product themselves as they already have the demand.
"Getting the customer to come to you“
Producer Wholesaler Retailer customer
Pull Promotion Strategy
Communication
Supply flow
DemandDemand Demand
Advertising and mass media promotion Word of mouth referrals Customer relationship management Sales promotions and discounts
Examples of pull tactics
Observe
Push strategy is appropriate with low brand awareness in a category and brand choice is made in store. Can be an impulse purchase and product benefits are understood.
Pull strategy works best with high brand awareness and loyalty, or high involvement in category and customers look for product differences.
Summary……
Questions Are distributing drug samples to doctors a push
or a pull strategy?
Name few companies which uses both push and pull strategies?
Assignment- An assignment on Sales Promotion strategies used by companies X and Y.