BA230-Marketing Communication
Sales
Promotion
Sales Promotion
Sales promotions are marketing communications activities that stimulate short term behavioral responses from consumers, the trade (reseller support), or the company’s own sales force in order to encourage the trade and/or end customer to purchase or to take other relevant action by affecting the perceived value of the product being promoted.
Sales promotions are short-term incentives designed to stimulate purchase among consumers or trade.
Advertising
Reasons to buy...
Sales Promotion
Sales Promotion
Incentives to buy...
Objectives of Sales Promotion
• Increasing volume
• Encouraging trial
• Increase repeat purchase
• Increasing frequency and amount of use
• Increasing loyalty
• Reward loyal customers
• Extending usage
• Creating awareness and interest
• Gaining intermediary support
• Deflecting attention from price
• Emphasising price
• Supporting database enhancement
Push versus Pull strategies
• Push strategy: Heavy promotion to channel
members, pushes product through the
system.
• Pull strategy: Heavy promotion to end users
pulls product through the system.
Characteristics of successful
sales promotions
• Attractiveness
• Fit to product category
• Reception delay
• Value
Sales Promotion
• Provides extra incentive to
purchase product
• Way to appeal to price
sensitive consumer
• Can generate extra interest
in ads
• Easier to measure efforts
• Often only has short term
impact
• Often abused
• Can lead to promotional
wars
• Often does not contribute
to brand image
Advantages Disadvantages
Reasons for Rapid Growth of Sales
Promotion
• Growing power of retailers
• Declining more brand loyalty
• Increasing promotional sensitivity
• Brand proliferation/similarity
• Price sensitivity,
• Fragmentation of consumer market
• The short term focus of many marketing plans and reward systems
• Use of sales promotion to gain or maintain a competitive advantage
• Media: less effective
• The increasing problem of advertising clutter and the need to use consumer promotions as a way of attracting attention and interest to advertising
Mechanics
• Does the mechanic involve a task that is too
much trouble?
• Will the mechanics be embarrassing or
personally intrusive?
• Will the customer understand all the rules?
• Should the mechanics be immediate or delayed?
• Is the mechanics restricted by law?
• Does the offer look too good to be true?
Steps in Sales Promotion
Program Development
• Establish objectives • Select consumer-promotion tools • Select trade-promotion tools
• Select business- and sales force promotion tools
• Develop the program – Decide on the Size of the Incentive – Set Conditions for Participation
– Determine How to Promote and Distribute the Promotion Program
– Determine the Length of the Program
• Pretest the program • Implement and evaluate the program
Concepts mixed with sales prom.
• Merchandising: Range
of sales promotions
activities intended to
ensure that products are
easily available;
prominently and
attractively displayed at
point of sale.
• Point of Purchase (Sale)-P.O.P:
Marcom activities that take place where
products are bought and sold.
Sales Promotion Activities
1. Consumer sales promotions
2. Trade sales promotions
3. Employee/Salesforce sales promotions.
Consumer focused sales
promotions activities
• Samples
• Coupons
• Premiums
• Money-off
• Bonus Packs
• Banded Packs
• Prize promotions
• Tie-in promotions
• Cause-related sales promotions
• Merchandising/P.O.P displays/demonstrations
• Information leaflets/packs and catalogues
• “Loyalty” schemes
• Free trials
Consumer focused sales
promotions activities
Sampling: Offer of a free trial amount (size) of a product or service.
– Door-to-door sampling
– Sampling through the mail
– In-store sampling
– On-package
– Inserts in magazines and newspapers
Consumer focused sales
promotions activities
Free trials: Inviting prospects to try the
product free in the hope that they will buy
the product.
Consumer focused sales
promotions activities
Free trials
Consumer focused sales
promotions activities
Sampling
Consumer focused sales
promotions activities
Couponing: Certificates offering a stated
saving on the purchase of a specific
product.
– Media delivery in newspapers and
magazines and as frestanding inserts
– through direct mail
– In-stores and at points of purchase
– In or on packages
Couponing:
Consumer focused sales
promotions activities
Premiums: Include free goods and services such as extra item of the product being purchased, a free item of some other product or service such as entry into a leisure park.
– Two for one
– “buy one get one free” etc.
Consumer focused sales
promotions activities
Merchandising/P.O.P
displays/demonstrations:
Displays and
demonstrations that take
place at the point of
purchase or sale
Consumer focused sales
promotions activities
• Information
leaflets/packs and
catalogues
Consumer focused sales
promotions activities
Prize promotions: Prizes offer consumer to
chance, to win cash, trips or mechandise as a
result of purchasing something.
A contest calls for consumer to submit an entry
to be examined by judges who will select the
best entries.
A sweepstakes asks consumer to submit their
names for a drawing.
A game presents consumer with sth. Everytime
they buy- bingo numbers, missing letters- that
might help them win a prize.
Consumer focused sales
promotions activities
Consumer focused sales
promotions activities
Consumer focused sales
promotions activities
• Prize promotions:
Money-off:
• On pack, immediate price reduction
• Money-off voucher, immediate price reduction
• Money-off voucher for next purchase
• Money-off voucher for other products
• Computer-generated immediate price reduction
• Computer-generated vouchers
Consumer focused sales
promotions activities
Consumer focused sales
promotions activities
Bonus Packs: Include an extra quantity
of the product in the pack for no extra
price increase.
Banded Packs: Multi-packs of the same
product, or more than one product
“banded” together for an inclusive
price.
Banded Packs
Consumer focused sales
promotions activities
McDonald’s and Disney
McDonald’s and Toys’R’us
Tie-in promotions: Two or more
brands or companies team up
Consumer focused sales
promotions activities
“Loyalty” schemes: It aims to encourage
customers to purchase more item from, or
make more use of, the organization of which
they are “members”.
Trade promotions are the expenditures or incentives used by manufecturers and other members of marketing channel to help push products through to retailers.
They are aimed at retailers, disributors, wholesalers, brokers, and agents.
Trade focused sales promotions
Trade focused sales
promotions activities
• Trade allowances: – Discount/price reductions
– Additional free products
– Special terms
– Target pay-backs
• Trade contests and incentives:
• Cooperative advertising (and vendor support programs)
• P.O.P materials and merchandising
• Gifts and free merchandise
• Information leaflets/packs and catalogues
• Training programs, trade shows
Trade focused sales
promotions activities
• P.O.P materials and merchandising:
• P.O.P
materials
Trade focused sales
promotions activities
Business and Sales force Sales
Promotion activities
• Trade Shows and Conventions
• Sales contests
• Specialty advertising (calender, desk-office accessories etc.)
Objectives of Trade Promotions
• Obtain initial distribution
• Obtain prime retail shelf space or location
• Support established brands
• Counter competitive actions
• Increase order size
• Build retail inventories
• Reduce excess manufacturer inventories
• Enhance channel relationships
• Enhance the IMC program
Objectives of Sales force
(Employee) Promotion
• Stimulate sales force motivation for new, improved or existing products
• Provide extra “assistance” for sales staff e.g. Create extra sales promotion materials for their use
• Encourage meeting of sales targets
• Help in the management of customer debt, e.g. Reduction of overdue debts
• Encourage sales staff to generate leads
• Improve the quality of leads/qualified leads
• Encourage non-sales staff to generate leads
• Encourage all staff to improve customer contact and relations
• Complement other marketing communications “push” activities.