Sales Promation
CH INSTITUTE OF MANAGEMENT AND COMMERCE
Project Report
On
Sales Promotion tools used by
Pantaloon Retail (India) Limited
PGDM -2
Term-4
Submitted To: Submitted By:
Prof. Rakshita Puranik Arpit Jain Konark Jain Vaibhav Zelawat
CONTENT
Sales Promotion | Reasons for Sales Promotions | Popularity of Sales Promotions | Company Profile | Sales Promotion techniques at Pantaloon Retail (I) Ltd. | Conclusion |
Sales Promotion
Sales promotions are short-term incentives to encourage the purchase or sale of a product or service.
Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes
Sales Promotion Strategies
There are three types of sales promotion strategies: Push, Pull, or a combination of the two.
A push strategy involves convincing trade intermediary channel members to "push" the product through the distribution channels to the ultimate consumer via promotions and personal selling efforts. The company promotes the product through a reseller who in turn promotes it to yet another reseller or the final consumer. Trade-promotion objectives are to persuade retailers or wholesalers to carry a brand, give a brand shelf space, promote a brand in advertising, and/or push a brand to final consumers. Typical tactics employed in push strategy are: allowances, buy-back guarantees, free trials, contests, specialty advertising items, discounts, displays, and premiums. A pull strategy attempts to get consumers to "pull" the product from the manufacturer through the marketing channel. The company focuses its
Project Report
On
Sales Promotion tools used by
Pantaloon Retail (India) Limited
PGDM -2
Term-4
Submitted To: Submitted By:
Prof. Rakshita Puranik Arpit Jain Konark Jain Vaibhav Zelawat
CONTENT
Sales Promotion | Reasons for Sales Promotions | Popularity of Sales Promotions | Company Profile | Sales Promotion techniques at Pantaloon Retail (I) Ltd. | Conclusion |
Sales Promotion
Sales promotions are short-term incentives to encourage the purchase or sale of a product or service.
Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes
Sales Promotion Strategies
There are three types of sales promotion strategies: Push, Pull, or a combination of the two.
A push strategy involves convincing trade intermediary channel members to "push" the product through the distribution channels to the ultimate consumer via promotions and personal selling efforts. The company promotes the product through a reseller who in turn promotes it to yet another reseller or the final consumer. Trade-promotion objectives are to persuade retailers or wholesalers to carry a brand, give a brand shelf space, promote a brand in advertising, and/or push a brand to final consumers. Typical tactics employed in push strategy are: allowances, buy-back guarantees, free trials, contests, specialty advertising items, discounts, displays, and premiums. A pull strategy attempts to get consumers to "pull" the product from the manufacturer through the marketing channel. The company focuses its