This document discusses sales promotion. It introduces sales promotion as a promotional mix technique used to increase demand for a limited time through media and non-media communications. The objectives of sales promotion are to introduce new products, attract and retain customers, increase brand awareness, and help with inventory clearance and new product launches. Some common tools for sales promotion include free samples, premium offers, coupons, money-back offers, and scratch and win offers. Sales promotion can be classified as consumer-directed, trade-directed, or business-to-business directed. Advantages include effects on consumer and trade behavior as well as price discrimination, while disadvantages are increased price sensitivity, potential harm to quality image, short-term orientation, and questionable merch

1. SALES
PROMOTION
BY : SOURABH MODGIL
ROLL NO. – 44

2. INTODUCTION
Sales promotion is one of the seven
aspects of the promotional mix. Media and
non-media marketing communication are
employed for a pre-determined, limited
time to increase consumer demand,
stimulate market demand or improve
product availability. Examples include
contests, coupons, freebies, loss leaders,
point of purchase displays, premiums,
prizes, product samples, and rebates

3. OBJECTIVES
 TO INTRODUCE NEW PRODUCTS
 TO ATTRACT NEW CUSTOMERS AND
RETAIN THE EXISTING ONES
 INCREASED BRAND AWARENESS
 KEEP EXISTING CUSTOMERS
 INVENTORY CLEARANCE
 NEW PRODUCT LAUNCH
 PROVIDING INFORMATION

4. TOOLS FOR SALES
PROMOTION
 FREE SAMPLES
 PREMIUM OR BONUS OFFER
 EXCHANGE SCHEMES
 PRICE OFF-0FFER
 COUPONS
 MONEY BACK –OFFER
 SCRATCH AND WIN OFFER

5. CLASSIFICATION OF SALES
PROMOTION
 CONSUMER MARKET DIRECTED
 TRADE MARKET DIRECTED
 BUSINESS TO BUSINESS MARKET
DIRECTED

6. ADVANTAGES OF SALES
PROMOTION
 EFFECT ON CONSUMER BEHAVIOUR
 EFFECT ON TRADE BEHAVIOUR
 PRICE DISCRIMINATION

7. DISADVANTAGES OF SALES
PROMOTION
 INCREASED PRICE SENSIVITY
 QUALITY IMAGE MAY BECOME
TRNISED
 SHORT TERM ORIENTED
 MERCHANDISING FROM SUPPORT
DEALERS IS DOUBTFULL