1. Consumer Sales Promotions
Week 2
Lecture 1 Chapters 17, 18 & 19

2. Sales Promotion – Key Term Alert
Speaking the language…Talking the talk….
Above the Line
Below the Line…

3. There are Only Two Ways to Increase Sales!
Existing Customers buy more
Sell to new customers

4. The 4 P’s of Sales Promotion
Push
Pull
Profile
Persuasion of Salesmen

5. Broad Promotional Objectives
Push
Trade Focus
Pull
Consumer Focus
Profile
Brand Focus
Encourage
Sales Force/Channel Focus

6. Trade Promotion Techniques
Brand Management Objective
Generating Trial /Purchase
Encouraging Stocking
Reinforcing Brand Image
Immediate
POP Sampling
Bulk Discounts
Merchandising
POP Displays
In Store Merchandising
Dealer loaders
Delayed
Over-riding discounts
Competitions
Hospitality

7. Personal Selling Oral persuasive presentation to gain sale.
Involves face to face dialogue
Gives flexibility of message
Immediate feedback gained
Very useful in business to business markets
Very useful when products and services are complex

8. Varied Roles of a Salesperson
Prospecting
Communicating
Selling
Servicing
Information gathering
Allocating
Shaping

9. Varied Subroles in Selling
Order collector
Order taker
Pre-order caller
Order supporter
Order getter

10. Sales Promotion
Range of tactical marketing techniques designed to add value to a product or service in order to achieve a specific objective
Offers buyers additional inducement to buy
Reach new customers
Achieve a switch from competitors
Increase display space
Smooth seasonality
Generate a database

11. Sales Promotion Repeat….
Only two ways to sell more product
Get new buyers // customers
Get new/lapsed customers to buy.

14. Consumer Promotion Techniques
Brand Management Objective
Consumer Reward
Generating Trial /Purchase
Encouraging Repeat Purchases
Reinforcing Brand Image
Immediate
Samples
Instant Coupons
In store multibuy -bogof
Money-off next
Bonus packs
With pack premiums
Special Packs - containers
Delayed
Checkout generated coupons
Delivered coupons
Mail-in Premiums
Free – with – purchase premiums
Mail-in money back
On- pack coupons
Rebates/Refunds
Loyalty Programmes
Collection schemes
Self Liquidating Premiums
Competitions

15. Sales Promotion (SP) What do the following SP techniques achieve?
Money off now
Money off next
Free samples
Extra product
Competitions
Points
Linked promotions
Cash back
Give examples

16. Sales Promotion Competitions Often low participation
Depends upon prize structure...complexity of mechanic
Can offer excitement and PR opportunities / Build brand
Entrants can provide insight to the customer