The term Sales Promotion broadly refers to all those promotional activities which are undertaken to stimulate interest, trial or purchase of a product by the end user or other intermediaries in between. Besides advertising and personal selling, all other activities undertaken to promote a product can be classified under sales promotion! | |According to the Institute of Sales Promotion, "Sales Promotion comprises that range of techniques used to attain sales or marketing objectives in a cost effective manner by adding value to a product or service either to intermediaries or end users, normally but not exclusively within a defined time period." Almost every Company uses Sales Promotion techniques at some stage of the product life cycle since sales promotion techniques provide a strong incentive to BUY! Generally, there are 3 modes of Sales Promotion -
• Consumer oriented
• Sales force oriented
• Retailer oriented
Advantages of Sales Promotion - Importance to Consumers
|Increased Buying Confidence - Distribution of free samples is probably the fastest and best way through which manufacturers can | |push consumers to try a product. Once satisfied with the quality of the sample product, consumers become more confident about | |buying a new product. | |Reduced Rates - During promotional campaigns, companies offer their products at discounted rates. Consumers like to make use of | |such occasions to buy larger quantities of such products. |
Advantages for Producers and Manufacturers
• Entering New Markets - Sales Promotion campaigns enable manufacturers to capture new markets. • Controlled Expenses & Measurable Results - Producers have direct control over sales promotion campaigns and this enable them to make sure that there are no undue wastages in the process! • Increased Sales - Sales promotion techniques have favourable effect on the sales of products. Companies enjoy increased demands for their products while such campaigns are running.
Advantages for the Sales Force
• Sales promotion campaigns makes the job of the sales team much easier. Thanks to the offers and sales, customers are positively inclined towards buying a particular product.
Some of the commonly used Sales Promotion tools include -
• Free Samples, Coupons, Lucky draws, games and contests, Cash Refund offers, Free Trials, Tie In Promotion, Point of Purchase Displays etc
ADWATCH: Kit Kat stands up for right to take a break
Nestle's bestseller advises public to heed the lesson of the 'absolutely knackered' salmon. Kit Kat, the UK's leading chocolate brand, has adopted a subtler tone of humour in its latest campaign, which enters the Adwatch table this week at number four, with 48% recall. The ad, by J Walter Thompson, features Lock, Stock and Two Smoking Barrels actor Jason Statham sitting in a cafe talking to camera. He tells the story of a salmon's struggle on its journey upstream to spawn. The ad regularly cuts to shots of the salmon in the river. Describing its heroic odyssey, he says: "Finally it reaches its goal and is absolutely knackered. And then it dies." He closes with the useful tip: "Remember, you are not a salmon". The ad features the established endline 'Have a break, have a Kit Kat'. Emma Stewart-Smith, account director on Kit Kat, says the work changes the emphasis of needing a break that featured in earlier creative. "Previously the ads showed everyday frustrating situations that led to someone needing a break. This campaign is about Kit Kat standing up for your right to take a break, and shows its benefits," she explains. With a broad target audience, it was important that Nestle had the right face for the advertising. "We wanted a 'break' philosopher, and Jason Statham was the best choice. He is down...
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