sales promotions.ppt
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This document discusses sales promotion and publicity. It defines sales promotion as short-term incentives designed to stimulate quicker or greater purchase of products. Sales promotion aims to supplement advertising and personal selling. The document also defines publicity as unpaid communication about an organization through media channels. It notes that publicity has high credibility. Various methods of sales promotion, publicity, and public relations are described, along with their objectives and features. Factors affecting promotional mix strategies are also outlined.
sales promotions.ppt
- 1. Sales Promotion Dr. Gopal Thapa Tribhuvan University
- 2. Sales Promotion Sales promotion consists of diverse collection of incentive tools, mostly short term, designed to stimulate quicker and /or greater purchase of particular products/services by consumers or the trade. (Kotler) Sales promotion refers to demand-stimulating devices designed to supplement advertising and facilitate personal selling. (Stanton) 12/6/2022 Copy right reserved 2
- 3. Sales Promotion Sales promotion is direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or the ultimate consumer with the primary objective of creating an immediate sale ---Belch and Belch 12/6/2022 Copy right reserved 3
- 4. Features of Sales Promotion Short term Incentives Quicker response Target audience: consumer, trade channels or sales personnel 12/6/2022 Copy right reserved 4
- 5. Objectives of Sales Promotion Encourage greater purchase volume Attract new customers Introduce new products Carry and push new brands Increase inventories Attract new channel members Offset competitive promotion Better store display Motivate sales force Support new products 12/6/2022 Copy right reserved 5
- 6. Methods of Sales Promotion Consumer promotion Trade promotion Sales force promotion 12/6/2022 Copy right reserved 6
- 7. Methods of Consumer Promotion Free samples Coupons Rebates/money refund Premium (gifts) Price off Contest and prize Display and demonstration 12/6/2022 Copy right reserved 7
- 8. Methods of Trade Promotion Free goods Allowances Price-off Sales contest Gift items Credit facilities Trade show 12/6/2022 Copy right reserved 8
- 9. Methods of Sales-force Promotion Sales contest Trade show/conventions Gift items Promotional kits Bonus and commission 12/6/2022 Copy right reserved 9
- 10. Reasons for the Increase in Sales Promotion Growing power of retailers Declining Brand Loyalty Increased Promotional Sensitivity Brand Proliferation Fragmentation of the Consumer Market Short-Term Focus Increased Accountability Competition Clutter 12/6/2022 Copy right reserved 10
- 11. Reasons for the Increase in Sales Promotion
- 12. Publicity Publicity is any communication about an organization, its products or policies through the media that is not paid for by the organization. (Stanton) 12/6/2022 Copy right reserved 12
- 13. Features of Publicity Communication with public groups No identified sponsor Done through various media Free of cost High credibility Can be positive or negative 12/6/2022 Copy right reserved 13
- 14. Objectives of Publicity Announce new products Build interest in established products Announce policies and performance Announce technological development Counter negative publicity 12/6/2022 Copy right reserved 14
- 15. Types of Publicity Personal communication Press conference News releases Feature articles Publications 12/6/2022 Copy right reserved 15
- 16. Public Relations Public relations involve a variety of programs designed to promote and or protect a company’s image or its individual products. (Kotler) Public relations is a management tool designed to favorably influence attitudes towards an organization, its products and its policies. (Stanton) 12/6/2022 Copy right reserved 16
- 17. Objectives of Public Relations Announce new products Build interest in established products Announce policies and performance Announce technological development Maintain good relations with community Counter negative publicity 12/6/2022 Copy right reserved 17
- 18. Nature of Public Relations Media relations • Personal communication • News releases • Feature articles • Publications Public service activities Sponsorship of events Lobbying Exhibits and displays Problem solving 12/6/2022 Copy right reserved 18
- 19. Factors Affecting Promotion Mix Promotion objectives Nature of product Nature of target market Stage of PLC Size of promotion budget Competitors promotion mix Government rules and regulations Promotion mix strategy 12/6/2022 Copy right reserved 19
- 20. Promotion strategies Pull and push strategies Personal and mass communication strategies Cooperative promotion strategies Online promotion strategies 12/6/2022 Copy right reserved 20
- 21. Thank you 12/6/2022 Copy right reserved 21