Sales Promotion

Decision

Consumer go for purchase product XIs It

ads EFFECT or

Sales Promotion EFFECT??

Ads do…

Sales Promotion do…

5 major decision for sales promotion

#1 Objective

Consumer

Large size user purchase

Trail among nonuser

Attracting Swichers

#1 Objective

Retailor

New items

Off season buying

Stocking

Competitive promotion

Brand loylity

#2 Consumer Promotion Tool

• Samples

• Coupons

• Cash Refund

• Price packs

• Premium

• Frequency Programs

#2 Consumer Promotion Tool

• Prize• Patronage award• Free Trial• Product warranty• Tie in promotion• Cross promotion

#3 Trade Promotion Tool

• Price cut• Allowance• Free Goods

#3 Business Promotion Tool

1. Trade shows & Conventions2. Sales Contest3. Specialty Advertising

#4 Implementing Program

• Lead Time• Sell-in Time

#5 Evaluating the Program

#5 Evaluating the Program