Documente Academic
Documente Profesional
Documente Cultură
Topic :
By Archana Singh
Roll No. 12
Definition:
any activity or material used as a direct inducement to purchase at the store.
Objective: Bolster/complement other promotional mix elements during a specific time period
Introduction
Sales promotion plays a key strategic role in the channel of distribution Big name brands need to supported with sales promotion and POP in order to get the support of retailers through self space allocation. The top 10 retailers control 43 percent of all packaged goods sales so they are in a position to dictate which brands get how much shelf space.
Brand marketers are spending heavily--$30 billion a yearon sales promotion and POP to gain favored retailer treatment and provide incentives to household consumers and buiseness buyers
Sales Promotion
Using incentives to create a perception of greater brand value Consumer Market Induce household consumers to purchase a firms brand Trade-Market Motivate distributors, wholesalers, and retailers to stock and feature a brand Business Buyer Cultivate buyers in large corporations
Price-off deals
Premiums Contests Sampling Sweepstakes Brand placements Incentives Loyalty Programs Trade Shows Gift Cards Allowances
1. Materials used in the retail setting to attract shoppers attention to a brand, to convey primary product benefits, or highlight pricing information. 2. Objectives for Point-of-Purchase Advertising Draw consumers attention to a brand in the retail setting. Maintain purchase loyalty among brand loyal users. Stimulate increased or varied usage of the brand. Stimulate trial use by users of competitive brands
3. Purchase additional products which consumers have not planned to buy originally
McDonald
FAST food chain McDonald's has posted a rise in sales on the back of a successful store-based promotion.
Wills Lifestyle: ITC has made a presence in the Retail sector through its exclusive specialty store -'Wills Lifestyle'.
Pantaloons
Pantaloons End of Season Sale - Upto 50% Off Price off offer Discounts End of season sale Festive offer Discount coupon Gift voucher
Big Bazaar
Outlets in around 60 locations across India. Sells furniture, electronics, clothes, cookware, cosmetics, household items, food, gifts, jewelry, and books.
Big Bazar
With a slogan of "Is se sasta aur accha kahin nahi!" ("Nowhere cheaper or better than this!"), the Big Bazaar targets itself directly at the average Indian's love of following the crowd and scrambling for a good discount.
Promotions such as"Sabse Saste Teen Din" (Cheapest Three Days) and "Purana Do, Naya Lo" (Give Old, Take New)
Conclusion
Devising right in store promotional campaign by considering the market trends can lead to large commercial success
Promotions should also focus on increasing the loyalty of customers. Display of sales promotion in-store is also very important. It should allure customer to buy product.
In-store sales promotion should be provided in specific period and place to enhance its effectiveness.