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    Chapter - 17 Sales Promotion

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    Aditya Minhas

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    Chapter - 17 Sales Promotion

    Uploaded by

    Aditya Minhas
    3 views10 pages

    Original Title

    _Chapter_17 Sales Promotion (2)

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    © © All Rights Reserved

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    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    3 views10 pages

    Chapter - 17 Sales Promotion

    Uploaded by

    Aditya Minhas

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 10

    Learning Objectives:

    1.Describe the importance of sales promotion


    2.Explain the objectives of sales promotion
    3.Demonstrate the sales promotion and the brand life cycle
    4.Demonstrate sales promotion and brand image
    5.Predict the significance of public relations in image building
    6.Describe the tools of public relations
    7.Outline the public relations management process
    Significance of Sales Promotion

    a.Growing consumerism in India and an upwardly mobile Indian market


    b.Heightened inter firm rivalry within the industry and, in fact, in all sectors of the economy
    c.Trade’s resistance to invest additional resources in the product mix
    d.Fragmentation of viewers and readers arising out of multiple media options
    e.The mass media cost has been on the rise and most companies find sales promotion a more
    cost effective alternative
    f.With technologies and products getting standardized, differentiation between firms has got
    blunted and price wars have now become a reality in most consumer goods.

    Sales promotion budgets getting larger all the time and still show no signs of having peaked.
    Objectives of Sales Promotions

    a.Generate consumer interest, which should lead to trial


    b.Generate inquiries from the target customer group
    c.Build traffic for a brand at the retail outlet, thereby
    generating additional sales of the product
    d.Motivate customers to repeat their choice
    e.Increase the rate of purchase
    Trade Promotion

    Prime objective of trade promotion is to push the product


    through marketing intermediaries and also to get them to
    market the product aggressively
    Sales Promotion and the Brand Life Cycle

    •In the introductory stage, advertising helps awareness


    creation and brand positioning, while sales promotion
    induces trail. In the growth stage, advertising helps
    competitive differentiation and market expansion, while
    sales promotions helps to create and reward loyalty

    •In the maturity stage, advertising helps reminding


    customer about product availability, while promotion helps
    maintain customer loyalty and attract new customers
    The Sales Promotion Spiral
    Significance of Public Relations in Image
    Building
    Public Relations Process
    PR tools
    https://coschedule.com/blog/public-relations-examples
    https://open.lib.umn.edu/principlesmarketing/chapter/
    12-1-public-relations-activities-and-tools/
    Some of the most commonly used PR tools include
    press releases, news conferences, and publicity.
    Sponsorships, product placements, and social media
    also generate a lot of positive PR.
    Sales-promotion
    https://www.yourarticlelibrary.com/sales/sales-
    promotion-tools-consumer-oriented-and-trade-
    oriented-sales-promotion/32305
    The two types of sales promotion tools consumer
    are as follows: A. Consumer-oriented Promotion
    Tools B. Trade-oriented Sales Promotion.

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