Professional Documents
Culture Documents
CHAPTER 13
Identify the roles of various consumer and trade promotion activities in the marketing communications process Outline the nature of various consumer and trade promotion activities Assess the strategies for integrating sales promotions into the marketing communications mix
Sales Promotion
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Sales Promotion
Activity that provides special incentives to bring about immediate response from: Consumers,
Distributors, Organizations sales force.
Sales Promotion
Can be subdivided into 2 broad categories: 1. Consumer promotions
Designed to stimulate purchases by consumers (ultimate users) Help pull the product through the distribution channels focus on achieving trail purchase and repeat multiple purchases and building brand loyalty.
2. Trade Promotions
Designed to encourage distributors to purchase more additional volume and provide encouraging merchandise support to stimulate consumer purchase. Help push the product through the distribution channels
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Promotion Strategy
Pull Marketer Wholesaler Retailer Consumer
Marketer
Distributors
Consumers
Marketer
Wholesaler
Retailer
Consumer
Objectives:
Trial purchase Brand loyalty Multiple purchase
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Push
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Coupon Distribution
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Free Samples
Free product distributed to potential users in a trial or regular size, effective for achieving trial purchase.
In-store samples most common, plus: Cross-sampling
Co-operative direct mail Event sampling Sample packs
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Contests
Contests are designed and implemented to create temporary excitement about a product.
Sweepstakes Games / Instant Wins
Successful contests have significant media advertising support.
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Premium Offers
An item offered free or at a bargain price to encourage consumers to buy a specific product. It is usually offered three ways.
1. Mail-in 2. In/On Pack 3. Coupon Offer at P-O-P
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Marketer
Distributors
Consumers
Objectives:
Secure listings Build sales volume Secure merchandising support
Copyright 2009 Pearson Education Canada
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