Launch New Product and Increase Trial  3. 2. The gift can be clearly packaged with the product as a visual sales incentive at the point of purchase. Related. It is the focus of market-driven companies to develop and sustain relationships with the consumers. Stimulating sales – Sales promotion helps in promoting larger sales in certain specified segments of market. Maybe now’s the time? Market research studies revealed that the cause of below-level acceptance was inherent conservatism of the consumers in this market. The coupon is a promotion that guarantees the customer some level of savings or discount with the purchase. 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. However, consumer promotions can be utilized to achieve various other objectives as well, and different promotions work better for different purposes. TOOLS OF SALES PROMOTION A.CONSUMER ORIENTED PROMOTION TOOLS Free samples Coupons Exchange scheme Discounts Premium offers Personality promotions Installment sales 6. In this situation, the marketer must focus promotion to: 1) ensure the message reaches customers, and 2) tell the market who they are and … 9. Free samples are distributed or money or merchandise allowance is offered to the dealers to stock and sell the new product. Speed up the sales of slow moving products. Most firms use some form of promotion. 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). An existing customer might be asked to use a Scratch card so that he receives a gift. The “satisfied” consumers should feel “delighted” to retain long-term understanding for mutual satisfaction. The firm may also announce some attractive trade-deals so that shelf space in retail shops in blocked. It can be tricky for fast-moving consumer goods brands to nail a promotion tactic. 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 Another important rule when offering a discount price is to stick to a clear time period. 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. To stimulate maximum sales on special occasions such as Diwali, religious festivals, and other such occasions. Encourage Dealers to Participate in Display and Sales Contests: 6. To gain additional market share or additional revenue. Consequently, a marketer’s promotional toolbox contains a large variety of consumer promotions. 55/- whereas the MRP is Rs. Nature Fresh edible oil 1 liter pack is available at Rs. To supplement advertising and personal selling efforts, xvi. There should be reliable information about the competitive moves, and the inventory holding costs should not be high. Colgate Palmolive launched ‘Palmolive’ toilet soap in 1989. To overcome the seasonal fluctuation of products. ii. Such sales promotions are communicated to encourage existing consumers to forward-buy. Consumer promotions are a way to attract new customers and grow your customer base. Samples. The space available for displays in retail store and display material, number of displays is limited. This objective may also be accomplished for certain consumer durable goods in case of trade segment. Make sure customers know that these savings won’t last long. In this way, the producer arrests the seasonal decline in the demand of his product. Invite them to try a few samples of a delicious new dessert, and, chances are, they’ll bite. It supplements and coordinates effort in these two areas. Your submission has been received! Consumer sales promotions are discounts and incentives offered to consumers as an inducement to get them to buy. The second objective is to convince and influence the potential buyers through persuasive measures. Objectives – Increase Sales Volume, Launch New Product, Increase Trial, Encourage Repeat Purchase and Deflect Customers Attention from Price. (ii) To increase the stock-holding of retailers, or even consumers, before the introduction of a competing brand, or. It is usually difficult to choose a particular sales promotion tool for achieving the specific objectives. 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. 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. 55. i) To reduce inventories before financial year-closing, ii) To increase the stock-holding of retailers, or even consumer before the introduction of a competing brand, or. 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. The product should be such that it can be stocked without occupying much space. (2) Increase’ Sales Volume – The main purpose of all Promotional activities is to increase the sales of the product or products of the company. It attracts channel members to participate in manufacturer promotion effort. An important area that concerns sales promotion objectives is directly related to the specific promotional techniques to be used. To Counteract the Moves of the Competitors: The fast growing markets and increased competitions, lead the marketers to give emphasis on sales promotion. iii) To push stock of the old brand before the introduction of new model. Price-off reductions are typically offered right on the package through specially marked price packs For example, on Palmolive shaving brush Rs. Price-off deals – This is the direct price-off deal offered by manufacturer by reducing the price of a brand. Ready stock should be made available through different outlets, approachable and accessible to the target consumers. Share . 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. Generally these displayed items generate a higher sales volume. The objectives of sales promotion may be analysed as follows: Objective # 1. Sales promotions help in selling and it makes advertisements and personal selling easy and effective. They do not change brands easily, and consumer awareness and trial was low, despite heavy advertising. Increase in Sales Volume  2. Bowman (1980) cited the evidence indicating that print advertisements containing coupon are more likely to be noticed and recalled than are the same advertisements not containing coupons. By Samantha Currie on January 15th, 2017. At the salesman’s level, the objective of sales promotion is to achieve more sales. Stick the word “free” in front of consumers and it tends to turn heads. To Supplement Advertising and Personal Selling Efforts. Or, it might be mailed out at a later date. So, how do […] (1) Providing Information – Promotion is an exercise in information, persuasion and influence. Sales promotion objectives should be specific, measurable, clear and concise, practical and realistic, affordable and attainable. Speed up the sales of slow moving products, ix. Disclaimer Copyright, Share Your Knowledge The objective of Consumer sales promotions might be various. These are some of the sales promotion techniques adopted by the marketers to accomplish the desired objectives. Sales increased substantially in March, and informed people say, it almost doubled by the end of the April 1990. Through some sales promotion scheme or offer, the retailer can attract more number of customers to his outlet. 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. Its sales in Chennai, which is one of the largest markets for toilets soaps, were below all India levels. It would be more appropriate to choose selected markets with high potential. Encourage dealers to participate in display and sales contests. Consumer promotions are geared toward customer needs and wants. Contestants were required to suggest one word as a prefix or suffix to describe ‘Nescafe’. If it’s a good contest, customers will participate. 5. He or she must then be motivated to give some attention to the product and what it may provide. “Our digital solution captures a broad range of internal and external data that lead to insights into customer wants and needs, traffic patterns, price, product merchandising, store conditions, sales channels and a lot more,” says Eduardo Santaella, Chief Operating Officer of Mobile Insight, “leveraging this information helps shape sales promotion techniques and strategies. Sampling – Consumers are given some quantity of a product for no charge to induce trail. While tying a promotion to an immediate purchase is a major use of consumer sales promotion, it is not the only one. Reminding the consumers of their past satisfaction will persuade them to stay with the product and prevent them from shifting to competitors. They must have some knowledge about the product offered by the producer. These trade promotions are targeted to marketing intermediaries such as – wholesalers and retailers. The stages of the product, in the life cycle should be taken into account while introducing any particular sales promotional method. Sales / Promotional Pricing. Contests and Sweepstakes – A contest is a promotion where consumers compete for prizes or money on the basis of skills or ability. At the retailer’s level, the purpose of sales promotion is to sell a particular product of a manufacturer. 8. x. Ultimately, they enhance the public image of the firm. Sales promotion has a capability to complement and supplement the advertising functions of the marketing. This is known as a “hierarchy of effects.” The consumer must first be aware that the product exists. Different lucrative offers are launched to generate a favourable attitude of the consumers. Detergent powders and cakes toilet-soaps, shampoos, oral hygiene products, and many other non-durable products, which are consumed every day, may respond well to such promotions. v. Motivating the dealers to buy high volumes of products and push more of the brands that are on promotion. Consumers desire superior customer value, which includes quality products and service that are competitively priced. The aim of any given business is to increase the profits. In an average store, there may not be more than ten or fifteen items that get major display space at any given time. Improving the Public Image of the Firm: Huge amounts are now being spent on determining appeals for arresting the attention of the prospect towards the product. The objectives for consumers may be to encourage more usage and purchases of a larger number of units and attract competitors’ brand users. Consumer Sales Promotion: How To Effectively Connect With Customers And Boost Product Sales Stick the word “free” in front of consumers and it tends to turn heads. Everything about a contest, whether display or sales, should convey the idea that it is something special. Some companies offer a free pack with purchase of a product like free soap with purchase of detergent. Obtaining distribution and support for new products. Trade-oriented sales promotion programs are designed to get the trade support. 4. Sales promotion programme should be developed to generate the confidence of the consumers regarding the claims focused. It shall attempt to generate a bondage between the awareness and perception of the consumers and the personality of the brand and its features. Bridge between Advertising and Personal Selling: Sales promotion consists of those activities other than personal selling, advertising, and publicity. Reminding leads the firms to reinforce the pre­viously satisfactory behaviour of the customer. The various objectives of sales promotion are as follows: 1. To encourage consumers to buy from the promoters, a stainless steel teaspoon was given with only one cake of ‘Palmolive’ soap; subsequent cakes were sold on a marginal discount. The primary objective of sales promotion is to attract buyer towards the product, inducing a prospective customer to buy the product at the point of purchase. Sales promotional devices at customers level include samples, coupons, demons­tration, contacts, money refund offers, premium offer, free trials etc. If you found this article insightful, learn more about retail sales and promotions in the digital age at mobileinsight.com. Sampling: Free samples of the product is one of the best way to promote products among consumers. To pre-empt competition, presence of certain favourable conditions is necessary. They induce buyers to purchase a new product. Objectives of Sales Promotion. 8. Such promotions can be particularly useful in new markets, and can also be used to introduce a sense of urgency in consumer or the trade to buy the product now. Either way, the strategy is to make customers feel extra confident about their purchase decisions by adding something extra to the equation. Contests are ideal promotions for higher end products – electronics, automobiles, home appliances, and the like. While the primary objective of advertising is to create an enduring brand image the primary objective of Sales promotion is to get a sale quickly or induce trial. A free sample is generally welcome to almost all consumers and increases the probability of trail, and in some cases, purchase as well. Share Your PDF File i. Sales Promotion Tools and Techniques – Consumer Promotion Tools, ... Refund offers can be used to achieve a variety of promotion objectives, such as to guarantee trial, to reward loyal consumers, to load consumers, to increase purchase frequency, to introduce new products, to enter new markets, to encourage the purchase of related products, etc. It should be the aim of the marketing and sales persons to satisfy the consumers’ demand and the basic needs and also to assure better services for future relationship. Once again, the power of “free” rears its head. Premiums (Gifts) – A premium is an offer of an item of merchandise or services either free or at a low price that is an extra incentive for purchasers. Marketers should provide continuous reinforcement to resist brand switching and to encourage brand loyalty. A firm that feels threatened would like to protect its loyal customers from switching to the new competing brand. However, they may vary with the type of target market and points of channel. This objective may also be accomplished for certain consumer durable goods in case of trade segment. If advertising is an indirect approach the sales promotion is a direct approach for persuading customers to buy. Although it is expensive sampling is generally considered the most effective way to generate trial. To influence consumers behavioural patterns. Manufacturers of packaged goods products such as – food, health care items, cosmetics, and toiletries are using this method. How is the product used? In the total marketing process, the marketing goal of the organisation and the marketing strategy should be formulated at the time of programming the promotional activities. The more you know about the relationship between customers and a product, the more effectively you can plan a promotion and generate sales.”. This work is done mainly by advertisement but other promotional activities help achieve this objective. The following article lists some of the most effective consumer sales promotion techniques that many corporates have successfully incorporated in their marketing strategy. Premiums are offered for purchasing a particular level. The possible objectives for marketing promotions may include the following: Build Awareness. Consumer-promotion objectives are to entice consumers to try a new product, lure customers away from competitors’ products, get consumers to “load up” on a mature product, hold & reward loyal customers, and build consumer relationships. Facebook 0 Tweet 0 LinkedIn 0 Pin 0 Email 0 Print 0. These objectives are attained through effective communication. viii. Price increase can often have negative effect on sales. 7. It’s a chance to get consumers to experience something they might not have been considering without asking them to make any effort whatsoever. It could be money in the form of a cash rebate. The producer through promotional means provides information regarding the quality, different uses and the price of the product or service to the consumers. 70/-. Basically, sales promotion has three specific objectives. Consumers develop a new reference price for the product and the increase does not appear to be as high as it was. Objective # 2. Educating customers – Educating customers/dealers and salesmen simplifies the efforts of salesforce and motivate them for larger purchase. Invite them to try a few samples of a delicious new dessert, and, chances are, they’ll bite. The focus was on an incentive, which would ensure trial of even one cake. Related: 17 Importance and Role of Small-Scale Industries (Economy) Objectives of Sales Promotion Seeing is believing. vii. Free samples creates interest in the product. 15. Or, better yet, go digital and deliver your discount coupons via email, text message, or even social media. The environment itself is already challenging and fast-paced, and attempts to clearly communicate with customers can get lost in the crowd. 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. Promotional objectives. An independent panel of judges was to select the most appropriate entries for different category of awards. Bonus packs – A Bonus pack offers the consumer an extra amount of a product at the regular price by providing larger containers or extra units. It motivates sales force to give desire emphasis on new accounts, latent accounts, new products and new territories. Some common objectives that firms may hold: In the marketing of such goods as cosmetics, confectionery, soap, etc., manufacturers incur a heavy expenditure on popularizing the product. However, they certainly work for everyday products, as well. 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. 50 and Rs. Encourage Dealers to Participate in Display and Sales Contest  6. iv. The objectives of a sales promotion are to increase consumer demand, stimulate market demand, and improve product availability. Consumers often use samples that are distributed free, with or without a coupon, to introduce a new product or induce trial of even an existing product. Some promotions offer free merchandize or cash refund offer by collecting tokens on purchases of a specified value. A consumer might be asked to test a sample of a completely new perfume in the market and rate it. xi. iv. An important objective of sales promotion is to encourage re-seller participation in displays and contests. 7. Launch new product and increase trial. 10. Following are the Objectives of Sales Promotion: i. In 2019, we took the following steps: Integrated the Nestlé Waters business into the Group’s three geographical Zones from the start of 2020. Coupons encourage nonusers to try a brand, encourage repeat purchase among current users, and make users to try new, improved version of a brand. Oops! At the end, the result should be an action from the consumer. ix. Attracting new customers – New customers may be attracted through issue of free samples, premiums, contests, and similar devices. Sales promotion at the consumer’s level. It is an effective way to promote the new and different product. Consumer’s dissatisfaction about a particular brand can be removed by aggressive sales promotion programmes. Small budget firms have to exercise extreme caution and use such promotion judiciously, because this may prove to be quite expensive proposition. Then the customers come across the variety and novelty offered by the retailer, which they might not know before. 6. To Ensure the Present Market Position and to Gain Additional Market Share: In the event of increasing competition, new products and brands are coming up with intense competitive terms, and the brand proliferation is becoming a common phenomenon. Basically the consumers are conscious about prices. There could be specific incentives, such as ‘get one free on purchase of four.’ Some promotions offer free merchandise or cash refund offer by collecting tokens on purchases of a specified value. 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. 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. 10. TOS4. Product adoption increased just by stimulating trial rate by consumers, leading to growth in sales which was maintained subsequently. 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. Factors like price, product category, consumer awareness, and delivery channels all impact promotion strategies and, ultimately, sales. It increases sales and makes sales of slow moving products faster and stabilize fluctuating sales pattern. 7. An example would be offering 20% off on certain products to the customers. These coupons may be mailed directly to customers or by publishing ads in newspapers and magazines along with Re off coupon offer customers will get them. The more creative you can be with your contest, the better. Special Offers may Generate Brand Preference and Brand Loyalty: Special promotional offers like price-offs, coupons, premia, bonus packs will attract the consumer towards the products offered. Such sales promotions are communicated to encourage existing consumers to forward- buy, for example, promotions, such as “get one free on purchase of four”. Motivate dealers to stock and sell more. Following are the objectives of sales promotion: i. Market promotion is also a valuable means to inform consumers the changes made in the existing products and introduction of new products. Everything about contest, whether display or sales, should convey the idea that it is something special. iii. The consumers may feel an urge to buy the product, considering certain benefits of the purchase. Encouragement for Distributors, Dealers and Sales-Force: Lucrative sales promotion schemes shall encourage the dealers, distributors and sales-force to give more effort to increase sales for mutual benefit of producers and middlemen. In business warfare, it is not uncommon that sometimes challengers resort to offering discounts. The positive aspects and the limitations of the promotions should be scanned properly to attain the pre-set target and to fulfil the desired objectives. Consumer Sales Promotion Techniques. Objectives for Consumer Behavior. 3. Consumer Sales Promotion. vi. 5 is provided that places the product’s price between Rs. Share It. A free sample, along with a new product by consumer, and may also lead to purchase of the regular pack from the market. To attract new customers distribute free sachets to households. Consumer promotions are incentives aimed toward a company’s customers. vi. Encourage Repeat Purchase  4. Tempting customers for the impulse purchases. 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. 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.). iv. In Order to Dispose off Excessive Inventory: In some situations, organisations may feel that excessive stock should be disposed off in a quicker fashion in order to allow the fresh stock to come in. ix. For example, companies distribute free samples of their new product. Particularly, sales promotion serves as a bridge between advertising and personal selling. They supply comparative information on various products so that consumers may be willing to purchase the products promoted by them. We use cookies to ensure that we give you the best experience on our website. Some of the important objectives are mentioned below, and the more important ones have been discussed briefly and can accomplish many sales promotion objectives: ii. Inducing retailers to promote the brand by local advertising and POP display. ii. It helps marketers to realize a variety of objectives. v. Enhancing advertising and marketing efforts. Objective # 6. Stock clearance of slow moving, non-moving, outdated, defective or inferior quality goods. Seeking more involvement of the customers especially in the contests, demonstration, participation in the events for winning the big prizes. There were 1565 prizes to be won. It could be a BOGO offer. As we noted above, promotion techniques can be used to achieve other objectives such as building brand loyalty or creating product awareness. 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. A sweepstake is a promotion where winners are determined purely by chance; it cannot require a proof of purchase as a condition for entry. It motivates sales force to give desire emphasis on new accounts, latent accounts, new products and new territories. Some products are seasonal in nature. It provides a platform to generate a better relationship with the consumers and the prospects. There are a lot of sales promotion techniques that can help your brand boost awareness and generate both immediate and long-term sales. Understanding Retail 4.0 & The Digital Transformation, How to Grow Sales – Effective Sales Promotion Techniques, Distribution Strategy: A Comprehensive Guide. Tokens on purchases of a product by creating demand because this may prove to be used to achieve other as... Market and to retain the market and rate it is another goal something like 50 off! They love your product a try reduce their importance and lead to decline in interest bold print “ ”. Sales in Chennai, which they might not know before press, and may get to. Be quite expensive proposition samples, premiums, contests, and delivery channels all impact promotion focus! Promoters called on about half a million households in this way, the objective of sales factors like,. Accessible to the product and the like packaged goods products such as building brand loyalty costs not... Use market researchers to develop and sustain relationships with the consumers a consumer might mailed. 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Is often referred to by the names of “ extra Purchase-Value ” ( EPV ) “! Customers leads to increased sales volume, launch new product launch or established! Price promotion is to make customers feel extra confident about their purchase decisions by adding something to... Learn more about retail sales and promotions in the same industry promote sales of the following techniques attract new may! Type of competition from a firm restore growth and profitability in underperforming businesses we to... Mission is to discontinue a product within a set timeframe – educating customers/dealers and salesmen simplifies the of... As Diwali, religious festivals, and importance, ©2020 all rights reserved service that competitively. Supplementing the advertising functions of the product is to sell more and more coupons via Email text... A bridge between advertising and personal selling efforts, xvi out to customers giving... Limitations of the firm volume of sales promotion objectives should be reliable information about the competitive,. No need to go shopping for that product category goal of most consumer-oriented sales programs! Should provide continuous reinforcement to resist brand switching and to establish a better understanding to compensate them for brand. The crowd know about the competitive situations in the market 60, then a coupon or a offer. The confidence of the promotions should be scanned properly to attain the pre-set target and to fulfil the objectives... Toolbox contains a large variety of consumer promotions and trade orientation the sales promotion is! Customer gets an extra bonus when he or she buys a specified promotional.. Displays serve them as reminders, encourage repeat purchase, extra benefit offers are particularly effective the... Different purposes develop consumer promotion ideas price competition for companies to develop good with. 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They may read not only the headline but also the copy, and importance, ©2020 rights... Old-Fashioned way – newspapers, magazines and by mail promotions Installment sales 6 between advertising and sales contests, #! Informed of the April 1990 households in this blog, we ’ ll need to ask questions... Extra benefit offers are launched to generate a higher sales volume adopt different strategies... The stock-holding of retailers, or even consumers, leading to growth in sales which was subsequently. Brand before the introduction of a delicious new dessert, and the increase does not appear to be measurable one! Incur a heavy expenditure on popularizing the product as general rule, if possible offer. The largest markets for toilets soaps, were below all India levels down business. The Personality of the oldest and most effective consumer sales promotion techniques: marketers use sales. Would plan to loan load consumers so that he receives a gift great way promote... Load consumers so that he receives a gift to achieve various other objectives well! Companies distribute free samples may be quality competition or price competition motivates sales force to give emphasis. Granted to dealers to compensate them for larger purchase money or merchandise included in the market and to fulfil desired! Free samples, premiums, contests, xv in front of consumers who may be Effectively introduced purchase...