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Consumer Promotions incentives aimed at a firms customers. They can be end users of the good or service, or they may be other businesses.
Trade Promotions
They are incentives members of the trade channel use to persuade another
agents.
A manufacturer can use trade promotions (TP) to convince another member of the
Main objectives of TP
Stimulate in-store merchandising
Trade allowances
2.
3. 4.
Trade contests
Trade incentives Training programs
5.
6. 7. 8.
Trade Allowances
The purpose of trade allowances is to offer
financial incentives to other channel members in order to motivate them to make purchases.
Trade Allowances
Off-invoice allowances financial discounts given for
each item, case or pallet ordered. Drop-ship allowances money paid to retailer who is willing to bypass wholesalers, brokers, agents or distributors when making preplanned orders. Slotting fees funds charged by retailers to stock new products. 82% retailers charge slotting fees. Exit fees money paid to retailers for them to remove an item from their inventory.
retail customers
The end-customers do not benefit from the
product while it is on-deal. Then sells it for full-price after the TP period
Diversion
Retailer purchases a product on-deal in
Trade Contests
These funds are also known as spiff
money
Prizes offered in such a contest may
include items such as a luggage, a stereo, a television, or a trip to an exotic island. Agents vs. Agents Wholesalers vs. wholesalers Retails store vs. other retail chain
Trade Incentives
The difference is that trade incentives involve the retailer performing a function in order to receive the allowance.
Trade Incentives
1. Cooperative Merchandising Agreement (CMA) 2.
3.
4.
5.
manufacturer pays retailer for advertisements, special displays or price features for its brands. Corporate sales program (CSP) a promotion across a manufacturers total brand portfolio with products usually shipped directly from the factory in ready-to-display pallets. Producing plant allowances (PPA) an incentive to retailer for buying full or half truckloads directly from factory Back haul allowance money paid to retailer for using their own transportation for picking up merchandise Premium or bonus pack free cases of merchandise for placing an order within a specified time period, or for ordering in bulk.
Training Programs
Manufacturers are willing to train
the salespersons at the retailers, because then they will learn more about the brands. This improves the chances that the retail or wholesale salesperson will push the manufacturers brand instead of a competitors products. Having more knowledge about one brand than about others biases salespeople towards that brand.
percentage of the advertising costs associated with advertising the manufacturers products in the retailers ad.
Trade Shows
Manufacturers pay quite a large
amount for a display at major shows. Opportunity to discover potential customers and sell new products. Relationships with current customers can be strengthened at such shows. Manufacturers salesperson can meet face-to-face with decision makers of businesses.
want solution
4. Buying teams a team of buyers seeking
Specialty Advertising
Also known as giveaways, it can
be an interesting addition to an IMC. Specialty gifts like pens, coffee mugs, calendars, key chains etc. Firms name imprinted on them. Constant reminder of the company no other IMC tool remains with the customer for such a potentially long period of time.
Point-of-Purchase Advertising
It is any form of special display that
advertises merchandise. P-o-P displays are often located near cash registers in retail stores, at the end of an aisle, in a stores entryway, or other places where they will be noticed. P-o-P advertising includes displays, signs, structures, and devices used to identify, advertise or merchandise an outlet, service or product.
promotions
Make the display dramatic to get attention Keep the color of the display down so the product
retailers
Make the display reusable and easy to assemble
Make the display easy to stock Customize the display to fit the retailers store