2. Sales Promotion
Def- Sales promotion comprises a range of
tactical marketing techniques designed
within a strategic marketing framework
to add value to a product or service in
order to achieve specific sales and
marketing objectives
3. Techniques utilized for sales
promotion
Gifts
Coupons
Contests
Lucky draws
Free sample
4. Types of sales promotion
General nature- e.g. short term value
gain
Very targeted- e.g. gain trial among
women about their fashion concerns
5. Objectives of Sales
Promotion
Increasing sales or business volume
Increasing trial orders
Increasing repeat purchase
Increasing product or brand loyalty
Widening product or brand usage
Creating interest
Creating awareness
Deflecting attention from the price
Gaining intermediary support
Gaining display
6. Increasing sales or business
volume
Short term strategy used during the lean
period or off session
Can also be for clearing old stock
Can be used in new areas or for new
products
This exercise brings in additional
marginal buyers who may or may not go
for repeat purchase
7. Increasing Trial
Can be effective for bringing in extra volume from
new customers
Potential customers have to be influenced to
purchase by the following methods:
Providing free sample or trial coupon
Additional benefits so that your product or service
appears to be superior than competitor's product or
service
Short- term financial benefits such as price discount
or credit facility
Appealing sophisticated & educated buyers with
creative & imaginative exercise like quiz contest or
identification of photograph of players, film stars etc
8. Increasing repeat purchase
Extra benefits can be coupons on the
product giving discount on the next
purchase or specific incentives for
multiple purchases or it can be
collectors promotion for example collect
few specified empty caps for which the
buyer can exchange & get a gift for it.
9. Increasing Loyalty
Loyalty promotions are designed to
achieve a high level of personal
identification with company’s product &
services. There are number of sales
promotion techniques offered fro
retaining loyalty:
Long term collector’s promotion
Clubs where people can join
10. Public Relations
Def: It can be defined as a the process of
communication by providing favorable
information of a product/company to the
public, it includes positive guest
relations, publicity
11. Public Relations
Rank second in importance after personal
selling
They can be used very effectively to reach
the most influential people
The impact of these influential people is
much higher in developed countries
Once press release is given marketer
looses control over it
Best media and editors must be identified
for this kind of promotion
12. Public Relations
Usually are planned out by the marketer
Marketer looses control once the press
release is done
13. Publicity
Def- Publicity is defined as any unpaid
form of presentation of news and reports
in any media used by potential
customers as to obtain gains in its
business & marketing objectives
14. Features of Publicity
Publicity is a part of the public relations
Publicity supports advertising, lending
credibility with unbiased third party
mentions and endorsements.
Publicity can be unplanned, such as when
a celebrity visits your establishment and
talks to media persons about his stay
Planned publicity such as getting the word
about expansions and special programs, is
more likely to promote your firm in positive
ways
15. Developing promotional
materials
Several types of promotional materials are
typically used in conjunction with public
relations and publicity campaigns. Press kit
includes :
A letter of introduction
A summary sheet
A basic news release
Photographs
Biographies and photographs of key
personnel
News clippings
Advertising materials
16. Types of publicity
News release- a news story about a
special event, a celebrity guest, a new
promotional program, or another
interesting topic sent to the news media
Travel writers- another way to
encourage publicity is to invite travel
writers to the “hotel establishment”