SALES PROMOTION BY ANNESHYA GHOSH DIPANKAR PRAMANIK SOURADIPA GHOSH SUBHAM ROY TIRTHANKAR MANDAL
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SALES PROMOTION
BYANNESHYA GHOSH
DIPANKAR PRAMANIKSOURADIPA GHOSH
SUBHAM ROYTIRTHANKAR MANDAL
CONTENTS
• PROMOTIONAL MIX• SALES PROMOTION• TOOLS & TECHNIQUES• STRATEGIES PUSHPULL
SALES PROMOTION•The set of marketing activities undertaken to boost sales of the product or service
•Process of persuading a potential customer to buy the product.
RAPID GROWTH OF SALES PROMOTION
• Sales promotion tools are used by organizations, including
a. Manufacturersb. Distributorsc. Retailersd. Not-for- profit institutions• Targeted towards final buyers
TOOLS OF SALES PROMOTIONA.CONSUMER ORIENTED
PROMOTION TOOLS
Free samples
Coupons
Exchange scheme
Discounts
Premium offers
Personality promotions
Installment sales
B.Trade-oriented Sales Promotion
Cash bonuses
Stock return
Credit terms
Dealer conferences
Dealer trophies
Push incentives
ADVANTAGE OF SALES PROMOTION
PRICE DISCRIMINATION
EFFECT ON CONSUMER BEHAVIOUR
LURING NEW CUSTOMERS WITH PRICEDISADVANTAGE OF SALES PROMOTION
INCREASE PRICE SENSITIVITY
SHORT TERM ORIENTATION
PUSH STRATEGY
A push promotional strategy involves taking the product directly to the customer via whatever means, ensuring the customer is aware of your brand at the point of purchase.
"Taking the product to the customer”
Examples of push tactics
• 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
Pull Strategy
A pull promotional strategy uses advertising to build up
customer demand for a product or service
• It could be explained by this line
“Let the customers to come to you”
consumers
Resellers(wholesalers
and Retailers)
Manufacture
Procedure of Pull Strategy
Advertising strategies that include
mass media promotion of a product
Word of mouth Referrals
Sales promotion and discount
Customer Relationship
Management
Procedure of Pull Strategy
CONCLUSION
SALES PROMOTION REFFERS TO NON RECURRING AND SHORT TERM SALES ACTIVITY OTHER THAN ADVERTISING.
QUICK RETURNS & ATTITUDINAL CHANGE ARE THE CAUSE OF GROWING POPULARITY OF SALES PROMOTION.
SALES PROMOTION METHODS OR SCHEME ARE USED AT MAINLY THE LEVEL OF DECLARES, CONSUMERS AND SALESMAN .
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