Ppt Term Paper -09BA267

Sales Promotion-Planning

Implementation & Control in current

scenario(Unit-5)

Presented By:-Shein Abraham

09BA267

IntroductionIn current scenario sales promotion plays an

important role it consists of diverse collection of incentive tools, mostly short-term designed to stimulate quicker and / or greater purchase of a particular product by consumers or the trade.

• Sales promotion efforts are directed at final consumers and designed to motivate, persuade and remind them of the goods and receives that are offered.

Sales PromotionSales Promotion refers to all those promotional

activities which are undertaken to stimulate interest, trial or purchase of a product by the end user or other intermediaries in between.

Objectives of Sales Promotion• To introduce new products• To attract new customers• To induce present customers to buy more• To help firm remain competitive• To increase sales in off season

Tools of Sales Promotion Free samplesPremium or Bonus offerExchange schemesPrice-off offerCouponsFairs and ExhibitionsScratch and win offerMoney Back offer Loyalty cards

Sales Promotion –Planning By Companies In Current Scenario1 Current Planning - SALES

-sales volume-market share-strengths/ weaknesses-key success factors

2 Current Planning - MARKET ANALYSIS -market definition -market size -market segmentation-industry structure and strategic groupings-competition and market share -competitors ‘strengths/ weaknesses -market trends

•

3 Current Planning – CONSUMER ANALYSIS -Nature of the buying decision

-participants -demographics -psychographics -buyer motivation and expectation

4 OBJECTIVES OF THE SALES PROMOTION PROGRAMcorporate SALES objectives financial objective marketing objectives long term objectives

5 CURRENT ANALYSIS -COMPETITIONproduct/ market shareproduct / market positioningsales promotions strategy promotional goalpromotional mix

6 CONTRIBUTION ANALYSISBreakeven analysis.

Implementing and Controlling the Sales PromotionImplementation and control plans for individual promotion

should be established. Implementation planning must cover lead time and sell – off time. Lead time is the time necessary to prepare prior to launching it.

• Evaluating the sales promotion Result • Publicity • Major Decision in Publicity• Establishing the publicity objectives• Choosing the publicity messages and vehicles• Implementing the publicity plan

Strategies for effective sales promotion

1.Understand your brand's current brand image, value and reputation.2. Understand your brand's long-term strategies and adhere to them.3. Know your current consumers and target audience.4. Recognize the capabilities of your sales force.5. Understand the relationship your brand has with your wholesalers and

retailers.6. Research the results of past sales promotions.7. Have a clearly defined objective for the promotion.8. Make sure there is a benefit to the consumer.9. Stay within your budget.10. Be creative.

Thank You