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Sales Management Ppt

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Sales Management Ppt
C

op y Session 11

D

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ot

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

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

D

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ot

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• Advertising
• Sales promotion
• Events and experiences • Public relations and publicity op y Modes of Marketing Communications

op y What is Sales Promotion?

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C

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.

op y 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

4

op y Support Theme & Scheme
SUPPORT

THEME
ATL

PULL
THEME
TACTICAL

PULL
LONG TERM
BRAND BUILDING

CONSUMER PROMOS

ADVERTISING

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PUSH
SCHEME
SHORT TERM
TACTICAL

ot

C

SCHEME
PROMOTIONS
BTL

TRADE

FIELD FORCE

TNS

5

op y Promotions

D

FIELD FORCE

PRIMARY SALES
SECONDARY SALES
OFFTAKE

PRIMARY SALES
SECONDARY SALES

ot

o

OFFTAKE

TRADE

N

CONSUMER

C

PROMOTIONS

TNS

6

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

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

op y Sales Promotion Tactics

Promotions

op y 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

ot

N

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