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