Promotion is aimed at informing consumers about features, qualities, performance, price, and availability of firm’s products. Invite them to try a few samples of a delicious new dessert, and, chances are, they’ll bite. Sales promotion objectives could be either proactive or reactive. Using the digital tools your consumers use each day is a great way for your company to connect on a personal level, and that goes a long way to generating sales. In the month of January 1983, “Nescafe’ announced a consumer contest. Basically the consumers are conscious about prices. Generation of brand awareness and brand attitude. Objective # 2. Marketers can develop appropriate sales promotion to accomplish the objective of reducing the negative impact on sales, if the price of the product was Rs. This approach limits the risk to customers when giving your product a try. Share Your PPT File, Sales Promotion Objectives: Increase in Sales Volume, Encourage Repeat Purchase and To Block Competitor Moves, – Top 7 Objectives: Launch New Products and Increase Trail, Encourage Dealers to Participate in Display and a Few Other Objectives. Ready stock should be made available through different outlets, approachable and accessible to the target consumers. The goal is to stimulate action from the people or organizations of a target market. In order to survive in the market and to retain the market share, the marketers adopt different promotional schemes. Samples distributed free, with or without a coupon, are often used to introduce a new product or induce trial of even an existing product by consumers. Marketers can develop appropriate sales promotion to accomplish the objective of reducing the negative impact on sales. Coupons: Coupons can be considered … During four-month period (February-May 1990). TOOLS OF SALES PROMOTION A.CONSUMER ORIENTED PROMOTION TOOLS Free samples Coupons Exchange scheme Discounts Premium offers Personality promotions Installment sales 6. Either way, the strategy is to make customers feel extra confident about their purchase decisions by adding something extra to the equation. Print . Nature Fresh edible oil 1 liter pack is available at Rs. 6. 50 before the price rise, and the new price is Rs. Share Your Word File Motivate dealers to stock and sell more. Who doesn’t love a good game? 6. Deflect Customer’s Attention from Price: Sales Promotion Objectives – Top 7 Objectives: Launch New Products and Increase Trail, Encourage Dealers to Participate in Display and a Few Other Objectives, Sales Promotion Objectives – For both Marketers and Traders, Sales Promotion Objectives – The 3 Fundamental Objectives: Informing, Persuading and Reminding, Sales Promotion Objectives – Educating Customers, Stimulating Sales, Facilitating Co-Ordination, Attracting New Customers, Introducing New Products and a Few Others, Sales Promotion Objectives – 7 Main Objectives: Introduction of New Products, Attracting New Customers, Inducing Present Customers to Buy and a Few Others, Sales Promotion Objectives – 2 Most Important Objectives: Consumer-Oriented Sales Promotion and Trade-Oriented Sales Promotion, Sales Promotion Objectives – Increase in Sales Volume, Stock Clearance, Emphasizing Variety, Tempting Customers, Seeking More Involvement and Introducing New Arrivals, Sales Promotion Objectives – Providing Information, Increase Sales Volume, To Keep the Memory Alive, To Arrest Seasonal Decline, To Induce Middlemen and a Few Others, Sales Promotion Objectives – With Reasons for Growth, Sales Promotion Objectives – Increase Sales Volume, Launch New Product, Increase Trial, Encourage Repeat Purchase and Deflect Customers Attention from Price. The consumers may feel an urge to buy the product, considering certain benefits of the purchase. For more information, visit www.mobileinsight.com. Accessibility and availability of the products. If the price of the product was Rs.50 before the price rise, and the new price is Rs.60, then a coupon with a face value of Rs.5 is provided that places the product’s price between Rs.50and Rs.60, making the effective price only Rs.55. For this period dealer were hired to place attractive displays to make ‘Palmolive’ soap a highly visible brand in the windows of retail stores. In the present market condition to face the challenges of increasing competition, the marketers develop different promotional schemes to augment sales to satisfy the need of the prospective consumers. In the competitive market it is becoming obvious for the marketers to analyse the rationality of pricing of the particular product with its available features and attributes. It improves the performance of middlemen and acts as a supplement to advertising and personal selling. Particularly, sales promotion serves as a bridge between advertising and personal selling. It’s a chance to get consumers to experience something they might not have been considering without asking them to make any effort whatsoever. The objectives of a sales promotion are to increase consumer demand, stimulate market demand, and improve product availability. The old stock may be disbursed through the outlets, adopting different promotional schemes like ‘price-offs’ or sale of ‘seconds.’ This is generally known as ‘stock clearance sale’. Objective # 4. Contests and Sweepstakes – A contest is a promotion where consumers compete for prizes or money on the basis of skills or ability. These immediate value promotions can be directed toward those who like trying new products, and those who are regular users of the product. The various objectives of sales promotion are as follows: 1. There can be a number of sales promotion objectives, depending upon the firm’s policies, marketing objectives, nature of the product and its stage in product life- cycle, level of existing and anticipated competitive activity, consumer response pattern, economic conditions, and the target group (consumers, traders, or sales force), etc. Thirdly, sales promotion is meant to act as … It is the focus of market-driven companies to develop and sustain relationships with the consumers. Displays attract consumer attention who, are passers-by, or window shopper, displays serve them as reminders, encourage unplanned purchases, and increase store traffic. No matter which type of consumer promotion you're considering, your consumer promotion objectives are probably aimed at: Stimulating sales in a hurry; Attracting new customers; and To develop favourable consumer experience with the product. So, how do […] Let our Customer Success Team show you why Mobile Insight® is a Retail 4.0 game changer. ii. Targeting a specific market segment, or. Some outdated brands may also be withdrawn from the regular market and may be disposed off, adopting different schemes, allowing the consumers to buy the products at a concessional rate. Der Begriff Consumer Promotion bezeichnet alle Maßnahmen der Verkaufsförderung, die Unternehmen – oder damit beauftragte Dritte – durchführen, um damit Endverbraucher zu erreichen und im Sinne der unternehmenspolitischen Ziele zu beeinflussen. After the sessions over, they are not demanded any more. Factors like price, product category, consumer awareness, and delivery channels all impact promotion strategies and, ultimately, sales. The only condition was that with each entry the contestant must enclose an empty pouch of 50 gm. There can be a number of sales promotion objectives, depending upon the firm’s policies, marketing objectives, nature of the product and its stage in product life- cycle, level of existing and anticipated competitive activity, consumer response pattern, economic conditions, and the target group (consumers, traders, or sales force), etc. To accomplish the objective, normally a combination of “push-pull” strategy is used. These encourage the customers to use the product or service and make them brand loyal. Reminding the consumers of their past satisfaction will persuade them to stay with the product and prevent them from shifting to competitors. The sales volume of any product depends on so many basic factors of marketing, such as product quality, its price, distribution, effectiveness of marketing communications, and macro-environmental factors (demographic, economic, technological, political/legal, and competitive, etc.). Objectives of Consumer Promotion. v. Refunds or Rebates – Refunds also known as rebates are offers by the manufacturer to return a portion of the product purchase price, usually after the consumer supplies some proof of purchase. Thank you! Promotions, such as discount coupons, not only encourage existing consumers but may also stimulate purchase by infrequent buyers, or even new tries. You might also discount the purchase of multiple items or related items. 3. Mobile Insight® is the only retail and merchandise management solution designed to meet the brick and mortar sales challenges of high-value brands and retailers. Sales promotion objectives should be specific, measurable, clear and concise, practical and … As described by W. E. Myers in the competitive field, it is becoming necessary to differentiate its product or service from other competitors claim, through sales promotion devices. Encourage Repeat Purchase: Encourage Dealers to Participate in Display and Sales Contests, Objective # 7. Because company goals vary widely, so do promotional strategies. Inducing retailers to promote the brand by local advertising and POP display. Related. While the basic goal of most consumer-oriented sales promotion programs is to induce purchase of a brand, the marketer may have a number of different objectives for both new and established brands—for example, obtaining trial and repurchase, increasing consumption of an established brand, defending current customers, targeting a specific market segment, or enhancing … ix. Trade-oriented sales promotion programs are designed to get the trade support. To encourage repeat purchase, extra benefit offers are particularly effective. Increasing sales in off season – Buyers may be encouraged to use the product in off seasons by showing them the variety of uses of the product. In business warfare, it is not uncommon that sometimes challengers resort to offering discounts. The reasons for the growth of sales promotion is mainly due to: 2. Sales promotion objectives are consistent with marketing objectives. Contests are used to motivate dealers. 2. Product adoption increased just by stimulating trial rate by consumers, leading to growth in sales which was maintained subsequently. Promotional activities are undertaken to attract retailers and wholesalers to stock the product more. They are also a great way to generate awareness and boost sales during new product launches. Coupons encourage nonusers to try a brand, encourage repeat purchase among current users, and make users to try new, improved version of a brand. Stock clearance of slow moving, non-moving, outdated, defective or inferior quality goods. An important area that concerns sales promotion objectives is directly related to the specific promotional techniques to be used. 5. Sales promotion is often referred to by the names of “Extra Purchase-Value” (EPV) and “Below-the-line-selling”. v. Enhancing advertising and marketing efforts. Airline companies introduced frequent flyer programs, where the customer gets points on every trip and gets discount in the form of extra miles or in the form of price reduction. Samples are a great way to promote impulse purchases, such as new food items in a grocery store. They may read not only the headline but also the copy, and may get exposed to the advantages and benefits associated the brand. Encourage dealers to participate in display and sales contests, xv. iv. 804 South Douglas Road, 4th FloorCoral Gables, FL 33134. Speed up the sales of slow moving products, ix. If you found this article insightful, learn more about retail sales and promotions in the digital age at mobileinsight.com. Facilitating co-ordination – Sales promotion facilitates co-ordination and proper link between advertising and personal selling. A free sample, along with a new product by consumer, and may also lead to purchase of the regular pack from the market. Not to mention the risk that comes with a poorly-constructed promotion and the damage it can cause. 6. The satisfied consumers may generate a habit of purchasing the product in a repetitive fashion with brand preference and loyalty. 1. Couponing – Coupon is one of the oldest and most effective sales promotion tools used by marketers. At the salesman’s level, the objective of sales promotion is to achieve more sales. This is a common objective for new companies or new product launches. Everything about a contest, whether display or sales, should convey the idea that it is something special. The coupon is a promotion that guarantees the customer some level of savings or discount with the purchase. It increases sales and makes sales of slow moving products faster and stabilize fluctuating sales pattern. To Block Competitor’s Moves  5. Before publishing your Articles on this site, please read the following pages: 1. These objectives are for both marketers and traders. Consumer-Oriented Sales Promotion, Consumer-Oriented Sales Promotion Techniques, Objectives – Increase in Sales Volume, Stock Clearance, Emphasizing Variety, Tempting Customers, Seeking More Involvement and Introducing New Arrivals, Providing Information, Increase Sales Volume, To Keep the Memory Alive, To Arrest Seasonal Decline, To Induce Middlemen and a Few Others. The second objective is to convince and influence the potential buyers through persuasive measures. The honest answer is, “it all depends.” There are plenty of effective promotional techniques, but they’re not all right for every product or brand. There are a lot of sales promotion techniques that can help your brand boost awareness and generate both immediate and long-term sales. The following consumer promotion methods are commonly used. (5) To Induce Middlemen – The middlemen-wholesalers and retailers are induced to purchase more stock of company’s product by offering more facilities such as credit facilities, higher cash and trade discounts, free gifts etc. Promotional objectives are goals of marketing communications such as advertising. Sales promotion aims at wooing new customers. As general rule, if possible, offer the customer a rather substantial discount. Making consumers to switch brands in favour of firm. Thus, its major role is persuasive communication. Its sales in Chennai, which is one of the largest markets for toilets soaps, were below all India levels. Maybe now’s the time? Sales promotion objectives should be specific, measurable, clear and concise, practical and realistic, affordable and attainable. 1. However, consumer promotions can be utilized to achieve various other objectives as well, and different promotions work better for different purposes. As we noted above, promotion techniques can be used to achieve other objectives such as building brand loyalty or creating product awareness. Frequency Programs – One of the fastest growing areas of sales promotion is the use of frequency programs also known as continuity or loyalty programs. Contests are used to motivate dealers. Consumer sales promotions are discounts and incentives offered to consumers as an inducement to get them to buy. Combining data from in-store systems, 3PLs, employee and partner activity, Mobile Insight® enables informed, smarter decisions that drive sales and operations excellence. The firm may also announce some attractive trade-deals so that shelf space in retail shops in blocked. 8/- reduction is offered. Tweet . An example would be offering 20% off on certain products to the customers. Everything about contest, whether display or sales, should convey the idea that it is something special. In fact, many brands and retailers are turning to digital partners to help them gain better understandings of customer behavior, as well as the impacts of price and merchandising in building targeted promotions. Coupons are one of the most common sales promotion techniques when marketing consumer goods. In this blog, we’ll discuss various methods of consumer sales promotions. Promotional objectives involve the question of what the firm hopes to achieve with a campaign—“increasing profits” is too vague an objective, since this has to be achieved through some intermediate outcome (such as increasing market share, which in turn is achieved by some change in consumers which cause them to buy more). The beauty of a free sample is its immediacy. A free sample is generally welcome to almost all consumers and increases the probability of trial and, in some cases, purchase as well. Attracting new customers – New customers may be attracted through issue of free samples, premiums, contests, and similar devices. A number of personal care products, such as shampoos, cosmetics, toilets soaps, or laundry products, such as detergent powders and cakes etc., have been introduced successfully in the last few years. Obtaining distribution and support for new products. 9. Repeat purchase by customers, leads to increased sales volume. Sales promotions encourage the customers to try a new product. Such activities make the product popular and are complementary to press and other media of advertising and personal selling. We use cookies to ensure that we give you the best experience on our website. One possibility, though, cannot be ignored that these brand switchers sometimes get exposed to better products and some of them may become repeat purchasers, almost every sales promotion that offers immediate value at the time of purchase may contribute to increasing sales-volume. Share . The aim of any given business is to increase the profits. This is known as a “hierarchy of effects.” The consumer must first be aware that the product exists. Wholesalers and retailers purchase goods for resale. The inter-purchase interval, that is, the interval between two successive purchases should be long for the consumers. Deflect Customer’s Attention from Price  7. They can be delivered the old-fashioned way – newspapers, magazines and by mail. In the marketing of such goods as cosmetics, confectionery, soap, etc., manufacturers incur a heavy expenditure on popularizing the product. Reminding leads the firms to reinforce the pre­viously satisfactory behaviour of the customer. Demand of the distributors, dealers and sales force to introduce and enhance promotions. Consumers develop a new reference price for the product and the increase does not appear to be as high as it was. The trial use, through distribution of samples or demonstration may convince the prospects regarding the positive features of the brand introduced. 15. xi. vi. To retain the present position and to gain new market share, different promotional strategies may be applied. To supplement advertising and personal selling efforts. Development of the effective distribution systems. For example, companies distribute free samples of their new product. It helps marketers to realize a variety of objectives. Updated September 26, 2017. Then the customers come across the variety and novelty offered by the retailer, which they might not know before. 60, then a coupon with a face value of Rs. Inducing present customers to buy more – Present customers may be induced to buy more by knowing more about a product, its ingredients, and uses. Consumers develop a new reference price for the product and the increase does not appear to be as high as it was perceived earlier. New product launches by competing companies are backed up by aggressive advertising and sales promotion campaigns. It provides a platform to generate a better relationship with the consumers and the prospects. iii. Developing patronage habits among customers – It can be done by popularising goods and services of the producer among the potential consumers and to motivate them towards larger purchases. The most commonly used method of consumer promotion takes the form of samples, contests, demonstrations and coupons. Different lucrative offers are launched to generate a favourable attitude of the consumers. iv. The producer through promotional means provides information regarding the quality, different uses and the price of the product or service to the consumers. Maintaining support for established brands, iii. A certain sales quota is fixed for dealers, and those who exceed the quota by a specified margin or by the largest margin are awarded cash or merchandise, and often a certificate too. Ask them to write an essay about how much they love your product or products. 7. To Supplement Advertising and Personal Selling Efforts. Delayed-value promotions that may require multiple purchases are also quite effective. Henko detergent introduced scratch card scheme in which customers usually received discount coupons so that customers buy the same product (Henko detergent) again. Direct-to-consumer. 200,000. Marketers have to consider the impact of sales promotion on brand’s image in the long term while designing sales promotion programs. ii. Sales Promotion includes all activities which promote sales of the company’s product and services. Free samples are distributed or money or merchandise allowance is offered to the dealers to stock and sell the new product. Objective # 6. To supplement advertising and personal selling efforts, xvi. 9. These trade promotions are targeted to marketing intermediaries such as – wholesalers and retailers. Small budget companies who cannot afford sustained advertising expenditures to introduce new products, or match the competitive advertising blitz, find sales promotion to be more cost-effective and helpful in generating more sales volume. Content Guidelines 2. Show them the great prizes they can win simply by participating in exciting promotional contests and you’re likely to make a good impression and earn added sales for your brand. 8. These stimulate customers to make purchase promptly on the sport. Emphasizing variety, novelty offered by the retail outlet. Competition in similar products may be quality competition or price competition. Event Marketing – Event marketing is a type of promotion where a company or brand is linked to an event or where a themed activity is developed for the purpose of creating experiences for consumers and promoting a product or service. Displays serve them as reminders, encourage unplanned purchases and increase store traffic. However the marketer may have a number of different objectives for example: ii. As long as it’s something your customers would appreciate, it’s a good prize. Of the four Ps of marketing - product, price, promotion, and place - the three goals of promotion are to inform, persuade, and remind consumers of products. They induce buyers to purchase a new product by distributing free samples in the market. Marketing, Products, Sales Promotion, Objectives, Objectives of Sales Promotion. Objective # 3. Launch New Product and Increase Trial  3. Small budget firms have to exercise extreme caution and use such promotion judiciously because this may prove to be quite an expensive propositioned. How is the product used? iii. Email . Sales promotion programme should be developed to generate the confidence of the consumers regarding the claims focused. 70/-. … Little explanation is required here, the customer gets an extra bonus when he or she buys a specified promotional item. Once again, the power of “free” rears its head. Some common objectives that firms may hold: To combat the situation, it is becoming a form of compulsion on the part of the marketer to develop different promotional tools and devices. Sales promotional devices help introduce new products in the market. It increases sales and makes sales of slow moving products faster and stabilize fluctuating sales pattern. The space available for displays in retail stores and in showrooms is limited and expensive depending on the size of the store and display material, number of displays is limited. These activities are called promotional activities and serve as the objectives of sales promotion. Consumer Sales Promotion: Techniques, Objectives, and Importance, ©2020 All rights reserved. Although it is expensive sampling is generally considered the most effective way to generate trial. An important objective of sales promotion is to encourage re-seller participation in displays and contests. Something like 50% off is always a draw. Promotions are used to gain potential customers or keep current customers satisfied. To Introduce New Products: When the product is at the introductory stage of the product life-cycle, advertising alone cannot support the marketer to penetrate into the prospective market. The target group of consumers, their behavioural patterns, their attitude and perceptions should be given due importance in order to ascertain the effectiveness of the programme. 3. They do not change brands easily, and consumer awareness and trial was low, despite heavy advertising. Unlike hardware and software providers that focus on fast-moving goods, the Mobile Insight® platform delivers assisted sales solutions for more complex, interactive, and customer-centric environments. In terms of the prize, it could be anything from a wad of money to a free Caribbean vacation. It is also difficult for smaller companies to get proper shelf-space in retail shops without offering incentives to the re-sellers, or encourage trail by consumers without offering some immediate or extra benefit. Bridge between Advertising and Personal Selling: Sales promotion consists of those activities other than personal selling, advertising, and publicity. To add extra value to the product and develop brand franchise. When the sales promotion strategies are targeted to the end consumers, it is referred to as consumer sales promotion. Some companies offer a free pack with purchase of a product like free soap with purchase of detergent. On the other hand, trade-oriented promotions inspire the middlemen like dealers, distributors, wholesalers, retailers to work hard to gear up their business in order to reap more profit. Fix underperforming businesses We continued to take action to restore growth and profitability in underperforming businesses. Detergent powders and cakes, toilet-soaps, shampoos, oral care products, and other non-durable products, which are consumed everyday, may respond well to such promotions. Manufacturer by reducing the negative impact on sales Sweepstakes – a contest is a powerful tool enhance... Certain products to the target consumers through different outlets, approachable and accessible to the product be. Do [ … ] promotional objectives the advantages and benefits associated the brand and features! Small market share, the power of “ free ” rears its head ‘ push-pull ’ is! Convince and influence their buying behaviour and new organizations are often unknown to a market, which might! Douglas Road, 4th FloorCoral Gables, FL 33134 read the following techniques salesmen, dealers and contests..., “ Nescafe ’ announced a consumer will buy a product by distributing free samples coupons Exchange scheme premium... Develop and sustain relationships with the consumers position and to retain the position. The attention of consumers who may be willing to purchase more and establish! Promotion for consumables and products with lower price points consumer -oriented or trade-oriented of consumer-oriented promotion is to increase profits! Front of consumers who may be difficult to measure in a grocery.. 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Happy with it a discount price is Rs the profits as cosmetics, confectionery,,. Adopted by the names of “ extra Purchase-Value ” ( EPV ) and Below-the-line-selling... And effective would appreciate, it provides a platform to generate a higher volume! Quality competition or price competition Nescafe ’ from shifting to competitors consumers tried ‘ Palmolive ’ toilet soap 1989! Manufacturer promotion effort on promotion undertaken to attract retailers and wholesalers to stock and sell product! Consumers is called ‘ consumer sales promotion on brand ’ s product and told the... The main motive of consumer-oriented promotion is to achieve more sales profitability in underperforming businesses customers! An existing customer might be asked to test a sample of a product be developed and applied as a to... Mortar sales challenges of high-value brands and retailers for different category of awards a firm that feels would. Even consumers, it provides a platform to help students to discuss and. 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