Sales Promotion
Submitted To
Miss Supriya Singh
Presented By
Chandan Kumar

INTRODUCTION
•According to AMA, Sales promotion include those
marketing activities other personal selling or Direct
Selling, that stimulate consumer demand and dealer
effectiveness through Shows and exhibitions,
demonstration, POP display, which are not in the
ordinary routine.
• Sales promotion act as a link between advertising
and public selling on a small group of customer.
•Sales Promotion is the most short term of the
promotion mix tools, whereas advertising or Personal
Selling says “BUY” , Sales Promotion says “BUY
NOW”.

Objective of Sales Promotion
for Consumers
• To Introduce new product
• To attract new customer
• To increase sales in off season
• To stimulate sales
• To Facilitate Co-ordination
• Encouraging Purchase of larger sized units.
• Building trail among nonusers
• Creating Interest
• To increase the sales volume in short term
• Attract more customers/consumers

Objective of Sales Promotion
for Retailers
• Persuading Retailers to carry new items and
higher levels of inventory.
• Encouraging off-seasons Buying.
• Encouraging stocking of related items.
• Offsetting competitive promotions.
• Gaining new entry into new retail outlets.

1. Consumer Promotion
2. Trade Promotion
3. Business and sales force Promotion
Types of Sales Promotion

• Discounts: Company provide discount
offers to their consumers when they buy the
product .

Buy 1 Get 1 free
Company Provide offers to their consumers to buy 1
product and get another 1 free.

Combo Offer
• A combo pack is two related products
banded together.

POP Display
• P-O-P displays and demonstrations take
place at the point of purchase or sale.

Trade Promotion
Objective
• Buy more product
• Building relationship
• Stock during off season
• Display of new product launch
• Competition

Tools of Trade Promotion
• Price off : A straight discount o0ff the list price on
each case purchased during a stated time period.
• Allowance: An amount offered in return for the
retailers agreeing to features the manufacturer’s
product.
• Free Goods: Ex: Nestle Eclairs provides free
goods offer to their retailers for huge sell in the
market

Business and Sales force
Promotion
• Trade shows and Conventions: Industry
associations organize annual trade shows and
conventions
• Contests: A sales contest aim at inducing the sales
force or dealers to increase their sales results over
a stated period, with prizes going to those who
succeed.

Promotion at different stages of the
PLC
• Introduction – wise to use heavy promotion to
induce trials and promote brand franchise
• Growth – promotion should be limited ,if any
• Maturity – Higher promotions required since the
brand is under attack from competitors or product
quality or advertising effectiveness is tapering off
• Decline – Heavy promotions. Used only to retain
a set of loyal customers. Prior to withdrawal of the
product, it could be used as a one time stock
clearance from the trade

THANK YOU