Sales Management Ppt

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Session 11

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Promotion, Sales
Management, Direct
Marketing& P.R
July 24, 2012

•  Direct marketing
•  Interactive
marketing
•  Word-of-mouth
marketing
•  Personal selling

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•  Advertising
•  Sales promotion
•  Events and
experiences
•  Public relations and
publicity

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Modes of Marketing Communications

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What is Sales Promotion?

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Sales promotions consist of a collection
of incentive tools, mostly short term,
designed to stimulate quicker or greater
purchase of particular products or
services by consumers or the trade.

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Promotions - Basic

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WHEN YOU HAVE A LARGE NUMBER OF
POTENTIAL CUSTOMERS UNDECIDED
AND / OR ARE AVAILABLE IN THE
UNIVERSE YOU NEED A TRIGGER TO
STIMULATE IN THEM AN ASPIRATION TO
BUY

TNS

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Support Theme & Scheme
SUPPORT

THEME
ATL

PULL
THEME
TACTICAL

PULL
LONG TERM
BRAND BUILDING

CONSUMER PROMOS

ADVERTISING

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N

PUSH
SCHEME
SHORT TERM
TACTICAL

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C

SCHEME
PROMOTIONS
BTL

TRADE

FIELD FORCE

TNS

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Promotions

D

FIELD FORCE

PRIMARY SALES
SECONDARY SALES
OFFTAKE

PRIMARY SALES
SECONDARY SALES

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OFFTAKE

TRADE

N

CONSUMER

C

PROMOTIONS

TNS

6

Trade-directed
•  Price offs
•  Allowances
•  Free goods
•  Sales contests
•  Spiffs
•  Trade shows
•  Specialty
advertising

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Consumer-directed
•  Samples
•  Coupons
•  Cash refund offers
•  Price offs
•  Premiums
•  Prizes
•  Patronage rewards
•  Free trials
•  Tie-in promotions

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Sales Promotion Tactics

Promotions

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PROMOTIONS
TRADE

FIELD FORCE

Price offs
Coupons
Redemptions

Trade Load
Sell In Sell Out Bonus

CASH INCENTIVES

Promoted Packs
(Price-Pack Deal)

Discounts
Display Drives

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Give Aways
Cross Ruffs
Scratch Cards

C

CONSUMER

o

Contests
Sweep Stakes

D

Consumer Contact
Programmes
Sampling / Demos

In Shop

Home to Home

NON CASH INCENTIVES

Dealer Meets
Lucky Draws

MERIT BONUS
PERFORMANCE BONUS
AWARDS

Contests
Incentives

CONTESTS

Training
Launch Briefs

Job Elevation

Mystery
Consumer

TNS

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Using Sales Promotions
Establish objectives

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Select tools

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Develop program

N

Pretest

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Implement and control
Evaluate results

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Sales Promotion

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•  A direct inducement that offers an
extra value or incentive for a product,
to the trade or consumer, with the
objective of creating an immediate
sale
•  Thus, there can be two types,
consumer-oriented or trade-oriented

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•  Let us look at both

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Consumer-Oriented Sales
Promotion
•  Coupon
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