PROMOTION
Promotion refers to any type of marketing
communication used to inform or persuade
target audiences of the relative merits of a
product, service, brand or issue.
Promotion is done with coupons, price
reduction on goods and discount scheme
on purchase.
It creates a brand image in the mind of the
consumers.
• Promotion offers superior value in the
short term period.
• Like buy 2 get 1 free.
SALES PROMOTION MIX MODEL
SALES
PROMOTION MIX
Increases Push Pull
SALES
CONSUM
AND TRADERS
ERS
PROFITS
FEATURES OF SALES PROMOTION
1. It leads to gaining additional market share or
additional revenue.
2. It facilitates expanding the target market.
3. It provide the extra value to the product.
4. It develop favourable attitude of consumer towards
the product.
MERITS OF SALES PROMOTION
Sales promotion stimulates force for a new, improved or mature product.
It facilitates the introduction of new product to the trade.
It is a tool for shorter period , which persuades the customer to buy.
It increases product usage by motivating consumer.
It stimules positive attitudes towards the product.
Sales promotion are very effective when a new brand is introduced and
have done major improvement in our product.
It has flexibilty and it can be used at any stage of a new product
intoduction.
DEMERITS OF SALES PROMOTION
It decreases the brand loyalty . it encourages brand switching.
It doesn’t play role when a company is suffering from poor
sales performance and inadequate growth due the lack of
advertising.
It increases the sales of product for shorter period of time.
Excessive promotion at the expense of advertising hurts
profits.
Promotion is its very high cost . it indirectly increases the cost
of the product.
SCOPE OF SALE PROMOTION
• Attention towards new products and product
improvements.
• Increased market share / goodwill.
• Inform the buyers of new brand and new package.
• Increased usage rate by present customers.
• To increase the sales volume in short term.
DIMENSIONS OF SALES
PROMOTION
TRADE CONSUMER RETAIL
PROMOTIONS PROMOTIONS PROMOTIONS
• Manufactur
• Temporary
e coupons • Price
reduction in
the price of discounts
• Gifts
a product.
• Free
• Free games coupons
• Displays of
product.
• Bonus • Display
plans in stores.
POPULAR SALES PROMOTION SCHEMES
• BUY ONE GET ONE FREE
• FREE GIFTS
• FREE SAMPLES
• LUCKY DRAWS
• CUSTOMER RELATIONSHIP MANAGEMENT
• DISCOUNTED PRICES
PRESENTATION
• The nature of products, supplies, and
department within the store.
• The quantity of product the store wants to
carry and display.
• The location and proportion of the space
allotted to different types of product.
ELEMENTS OF RETAIL STORE ATMOSPHERE
1. STORE EXTERIOR = It includes store name,
window lighting, parking facilites.
2. GENERAL INTERIOR = Store flooring can be
cement, wood , tiles, carpets and Bright colours on the
wall.
COLOURS AND MOODS FOR EVENTS
DIWALI = Red, yellow and green.
ID = Green
CHRISTMAS = Red and green
VALENTINE’S DAY = Red and white
FACTORS AFFECTING A RETAIL STORE
INTERIOR
To make interior of the store more attractive scents and right
sounds music influence the customer mood.
Customer mood is deeply affected by the store temperature .
Insufficient heat in winter and poor air conditioning can shorten the
shopping trips.
Wide uncrowded partitions and shelves create better atmosphere
than narrow overcrowding.
Dressing facilities should be good and sufficient.
In multilevel there should both elevator/ stairs.
• Wash rooms, rest rooms, and dressing rooms
should be of good quality.
• Polite, well groomed knowledgeable personnel
generate a positive atmosphere.
• How prices are displayed play a vital part of
atmosphere. It changes customers perception.
CUSTOMER SERVICE AND SATISFACTION
• Customer care or [Service Dimension] as it popularly
called has become the focus of a new approach for
the marketing organization.
• Take care of customer and he will take care of your
products and organisational profitability
• Research indicates that only 9% of the customer
actually complain, the rest just walk away or go to
the competitors products and service.
• Feedback regarding purchasing, delivery, product
quality, customer support and service.
FACTORS AFFECTING CUSTOMER
SATISFACTION
• CORE PRODUCT
• VALUE ADDITION
• PRICE
• CONTEXTUAL FACTORS
• PERSONAL FACTORS
B2B [ BUSINESS TO BUSINESS]
In which businesses sell good and
services to another businesses.
Apple, lenovo ,HP,
Dell.
B2C [BUSINESS TO CONSUMER]
In which businesses sell goods and services
directly to consumers . Normally retailer
come in this category.
CONSUMERS
C2C [CONSUMER TO CONSUMER]
In which consumers sell goods to another
consumers.
consumers consumers
Work as [third party]
