文档介绍：Sales Promotion
2017/11/11
1
Sales Promotion
An extra incentive to buy
An inducement to intermediaries
Targeted to different parties
“A 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.”
2017/11/11
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Intents of Sales Promotion
To Obtain Short-term increase in sales by:
Motivating trial use
Encouraging larger purchases
Repeat purchases to brand loyal customers
2017/11/11
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Basic Forms of Sales Promotion
Consumer-Market Sales Promotion
Trade Market Sales Promotion
Business-Market Sales Promotion
2017/11/11
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Long-Term Allocations to Advertising, Trade Promotions and Consumer Promotions
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
'86
'87
'88
'89
'90
'91
'92
'93
'94
'95
'96
'97
Consumer Promotions
Media Advertising
Trade Promotions
Percent of total promotional dollars, 3-year moving average.
2017/11/11
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Reasons for Increase in Sales Promotion
Demand for Greater Accountability
Short-Term Orientation
Consumer Response to Promotions
Proliferation of Brands
Increased Power of Retailers
Media Clutter
2017/11/11
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Sales Promotion Vehicles
Consumer-Oriented
Samples
Coupons
Premiums
Contests/sweepstakes
Refunds/rebates
Bonus packs
Price-offs
Event sponsorship
Trade-Oriented
Contests, dealer incentives
Trade allowances
Point-of-purchase displays
Trading programs
Trade shows
Cooperative advertising
2017/11/11
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Objectives for Consumer-oriented Sales Promotion
Stimulate trial purchase
Stimulate repeat purchases
Stimulate larger purchases
Introduce a new brand
Combat or petitors’ strategies
Contribute to integrated munications
2017/11/11
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Sampling: Provide Consumers with Trial Opportunity
In-store sampling
Door-to-door sampling
Mail sampling
Newspaper sampling
On-package sampling
Mobile sampling
Trial offers
2017/11/11
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When Should Sampling Be Used?
The b