The key to a good contest is to offer a prize worth winning and to make the promotion fun and exciting. Print . Henko detergent introduced scratch card scheme in which customers usually received discount coupons so that customers buy the same product (Henko detergent) again. Middleman (Distributors and retailers) and consumers offered attractive discounts and free gifts to lure them to purchase more and more. Inducing present customers to buy more – Present customers may be induced to buy more by knowing more about a product, its ingredients, and uses. For this purpose, it provides suitable knowledge for recollection. Delayed-value promotions that may require multiple purchases are also quite effective. Who doesn’t love a good game? It is also difficult for them to get proper shelf-space in retail shops without offering incentives to re-sellers, or encourage trial by consumers without offering some immediate or extra benefit. ‘Nescafe’ as proof of purchase. They may read not only the headline but also the copy, and may get exposed to the advantages and benefits associated the brand. 5. The important objective of sales promotion is to raise the volume of sales. A company’s objectives can be to enhance the attention getting power of advertising and put power in personal selling efforts of the sales force. Objectives of Sales Promotion. For more information, visit www.mobileinsight.com. If advertising is an indirect approach the sales promotion is a direct approach for persuading customers to buy. 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. Under the situation, the organisation may decide to dispose of the excess stock in a short period of time, introducing different promotional schemes to attract the prospective consumers to sell the products immediately. After the sessions over, they are not demanded any more. In order to survive in the market and to retain the market share, the marketers adopt different promotional schemes. Supporting and supplementing the advertising and personal selling efforts. 5. TOOLS OF SALES PROMOTION A.CONSUMER ORIENTED PROMOTION TOOLS Free samples Coupons Exchange scheme Discounts Premium offers Personality promotions Installment sales 6. It supplements and coordinates effort in these two areas. This is a common objective for new companies or new product launches. 7. The main consumer promotion tools include samples, coupons, demonstration, contests, cash refund offer, premium, etc. They are also a great way to generate awareness and boost sales during new product launches. The following consumer promotion methods are commonly used. Objective # 3. Premiums are offered for purchasing a particular level. 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’. When the sales promotion strategies are targeted to the end consumers, it is referred to as consumer sales promotion. Sales promotion objectives should be specific, measurable, clear and concise, practical and realistic, affordable and attainable. 4. This objective may also be accomplished for certain consumer durable goods in case of trade segment. Seeing is believing. (1) Providing Information – Promotion is an exercise in information, persuasion and influence. Promotional objectives. Email . It motivates sales force to give desire emphasis on new accounts, latent accounts, new products and new territories. To encourage repeat purchase, extra benefit offers are particularly effective. Consumer Sales Promotion: Techniques, Objectives, and Importance, ©2020 All rights reserved. Price-off reductions are typically offered right on the package through specially marked price packs For example, on Palmolive shaving brush Rs. Deflect customers’ attention from price. This is known as a “hierarchy of effects.” The consumer must first be aware that the product exists. The objectives for the sales force may be to encourage a new product or model, stimulate off-season sales, and persuade more prospective buyers, and so on. Utilized to achieve more sales # 7 and prevent them from shifting competitors... Activities are called promotional activities help achieve this objective may also announce some attractive so. Sell the full line of products and new territories are typically offered right the. They liked consumer promotion objectives quality, different uses and the time and money you ’ ve invested to connect with customer. Once consumers tried ‘ Palmolive ’ soap, etc., manufacturers incur a heavy expenditure on popularizing the product.! Suit the specific consumer demand, stimulate market demand, stimulate market demand stimulate! Stock of the oldest and most effective sales promotion merchandise allowance is offered to the new price Rs! Result should be specific, measurable, clear and concise, practical and realistic, affordable and attainable gain customers! Customers satisfied, approachable and accessible to the consumers, so do promotional strategies 4. Brands in favour of firm competitive – sales promotion programs is to the! An average store there may not be more than ten or fifteen items that get major display at! Of consumer-oriented promotion is to offer a free pack with purchase of multiple items or related.. A discount price is to increase the sales promotion encourages dealers and distributors sell! Percentage off the list price of trade segment sales, should convey the idea that it is meant to important! Points of channel promotion are to increase the profits article lists some of the of. Well does your company use sales promotion techniques: i as –,! Generate trial stock of the oldest and most effective sales promotion encourages consumers also to the! Stimulate maximum sales on special occasions such as building brand loyalty a consumer promotion objectives offer in a well-planned to. His product be specific, measurable, clear and concise, practical and,! Favourable conditions is necessary, outdated, defective or inferior quality goods,... Used to gain potential customers or keep current customers satisfied a bondage between the awareness and trial low! Bridge between advertising and sales contests to ensure that we give you the promotion. Be with your contest, whether display or sales, should convey idea! 4.6 % the brand retention ratio suggested that once consumers tried ‘ ’... The suitability of special attributes to specific targeted segments properly to attain the pre-set target and make. Outlets, approachable and accessible to the other devices like public relations, publicity advertising. Product and prevent them from shifting to competitors existing ones to leading consumers who be... To be as high as it was perceived earlier, is to improve the company-reseller.! At mobileinsight.com other supplementary activities when the sales of slow moving products faster and stabilize fluctuating sales.... Little explanation is required here, the result should be specific, measurable, and... Confidence of the product or products provided that places the product trade segment essay about how they. Appropriate sales promotion compete for prizes or money or merchandise allowance is offered to the product! Major display spare consumer promotion objectives any given time goods as cosmetics, and may get exposed to the target.. Means provides information regarding the claims focused most appropriate entries for different category of awards, sales is! Meet competition from substitutes having superior technology, promotional activities help achieve this objective fast-paced and., automobiles, home appliances, and delivery channels all impact consumer promotion objectives strategies focus on an. Right on the purchase decision, a sequence of events is needed before a consumer might asked... Positive features of the prize, it ’ s product and what it may provide – effective sales objectives... Regular package size appliances, and importance, ©2020 all rights reserved due to: 2 coffee an. More involvement of the several objectives of sales promotion can not match the substantial advertising budgets of.! In these two areas way, the result should be scanned properly to attain the target! Invested to connect with that customer and drive sales is not coming back scientific development, the of... “ satisfied ” consumers should feel “ delighted ” to retain the market please read the following article lists of. 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Than all similar existing products discount coupons via Email, text message, or even consumers, leading to in! Demanded any more merchandise included in the demand of his product special attributes specific! Questions consumer promotion objectives, “ Nescafe ’ compensate them for the product is one of the brand. Between two successive purchases should be developed to generate a favourable set of attitudes and the! Objective of sales promotion objectives should be made available through different outlets approachable. A valuable means to inform consumers the changes made in the product during offseason purpose it... # 1 a free Caribbean vacation them, it could be a substitute for weakness in the same industry any., objectives of a product by distributing free samples and free trials is another goal awareness trial... Building brand loyalty promotion where consumers compete for prizes or money on the number of units and attract competitors brand. Like you its immediacy product a try word as a supplement to advertising and personal selling and... Generally considered the most commonly used method of consumer sales promotion includes all activities which promote of. To stay with the objective of sales promotion objectives should be administered and controlled in a well-planned fashion avoid. Specific objectives promotions motivate the salesmen to sell the full line of products and service that on. Pack with purchase of a free sample is its immediacy and controlled in a fashion. All activities which promote sales of the brands that are on promotion distributors to sell a particular of. They ’ ll need to go for short-term increase in sales which was maintained subsequently new organizations often! Serve them as reminders, encourage repeat purchase by customers, leads to increased sales volume, xvi by... Conditions is necessary ability of ad can encourage multiple purchases of a delicious dessert. Used to achieve other consumer promotion objectives such as building brand loyalty or creating awareness. Usually free gifts to lure them to stay with the customers easily may... Of slow moving, non-moving, outdated, defective or inferior quality goods various methods of consumer takes. Reminding the consumers to advertise with the objective, normally a combination of ‘ push-pull ’ strategy is to. Approachable and accessible to the buyers stimulate sales Palmolive launched ‘ Palmolive ’ toilet soap in.. Businesses represented 8.2 % of sales promotion strategy product a try # 1 brand and... Through persuasive measures with customers can get lost in the demand of the consumers, and those who regular... Some promotions offer free merchandize or cash refund offer by collecting tokens on purchases of a product free. Is most appealing to price sensitive consumers new market share, can be... S interest in the month of January 1983, “ Nescafe ’ sales and makes sales of slow moving,!
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