This presentation discusses both forms of sales promotion strategies-customer oriented and trade oriented. The difference between advertising and sales promotion is descibed in details. Different types of consumer oriented strategies like sampling,coupon, contests, refunds,premiums,sweepstakes,loyalty programs,event management are discussed. Various trade oriented sales promotion startegies like contests and Dealer Incentives, trade allowances, Point of Purchase Displays,Training Programs, Trade Shows, Cooperative Advertising are discussed.
Boost the utilization of your HCL environment by reevaluating use cases and f...
Sales promotion
1. Sales Promotion Sponsorships and Promotion Deals with Major Sports First Sponsorship Deal with IllieNastase in 1972 First Track and Field Endorser Steve Prefontaine
4. Air Jordan Simply called Jordans First released in 1985 New Designs Annually Many styles, colour schemes
5. Air Jordan I Air Jordan I…Released 1985 Considered breakthrough in basketball shoe design and colourways Banned by NBA, MJ fined $ 5,000 1994: Retroed in 2 different colorways 2011: Most reproduced…90 colorways
7. Air Jordan X 10 th Anniversary of Air Jordan 1993: First retirement from NBA Accompishments inscribed on sole “Comeback sneaker” Different colour in different cities Retro’d in 2005 Air Jordan 10(X) to be released in 2012
8. Air Jordan XXII Released in 2007 Inspired by the R 22 Raptor Fighter Jet
10. Air Jordan XXII Special Editions First Special Ed: Feb 17 –MJ’s Birthday….Authentic Jordan brand basketball leather Second Special Ed: Omega Model : commemorates 6 th NBA Championship
11. Air Jordan 2011 Endorsed by Dwyane Wade Interchangeable Insoles Red for Power Blue for Quickness
27. Premiums Toys, Collectibles,Souvenirs, Household Products Linked to a Product Often requires Proof of Purchase Sometimes, shipping charges borne by customer
28. The First Premium 1910: Prize for customer purchasing 2 packages of cereals 2.5 Million Books in 23 years
29. The Difference in Appeal Advertising To the Mind and Emotions Give consumers a reason to buy Sales Promotion More to the wallet Incentive to purchase a brand
36. Difference in Strategy Consumer Oriented Promotions Promotional Pull Strategy Encourage Consumers to purchase a brand Create Demand Stores patronage Trade-Oriented Promotions Motivate Intermediaries to carry a product Extra Effort
44. Criteria for an Effective Sampling Program Products of low unit value Divisible Purchase Cycle Relatively Short
45. Benefits and Limitations of Sampling Risk Free way to try Direct Experience with the brand Must have unique benefit Sometimes benefits difficult to gauge immediately
46. Sampling Methods….Door to Door Expensive Can be cost effective Along with Newspapers Newspaper Polybags
47. Sampling Methods…Through Mail Small lightweight nonperishable products Control of Distribution Specific Market Areas Postal restrictions, increasing rates
81. Difference between contests and sweepstakes Contests Compete for prize or money Basis of Skills or Ability Judging, Criteria Purchase Incentive: POP or Store Visit Sweepstakes Purely on Chance No POP
83. Rules of the Game Register Once Unique Contest User ID and P/w Need WindowsLive/MS Passport ID New User: Bonus Credits Credit Points: Everytime you play
84. Building Up the Excitement Monthly Leaderboards
85. Sweepstakes Easier to enter Easier and Less Expensive to Adminster Costs are predictable Insurable Advantage of Fixed Costs
86. Very popular Annual sweepstakes Special Bonus Entry: Free and by invitation Every entry equal chance Winner Randomly selected Independently Audited Rs. 1 Cr of prize money
100. Marriott Rewards Program Shopping 10 points Per $ purchased SkyMall: Home & Living, health and wellness, apparel, electronics ShopMyWayMall FTD.com: Flowers and Gifts
105. Agency EA Obj: Unveil the 747-8 Key Stakeholders Highlight Innovative Features Positioning
106. Agency EA…The Solution Powerful and inspiring reveal All aspects: Event concept and logistics video production Graphics on site staffing vendor management Entertainment
107. The Reveal More than 10,000 Employees,Industry VIPs, and the Press watched in awe International Buzz….MSNBC, The Today Show, USA Today, WSJ,Chicago Tribune