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Retail Promotion Mix

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Retail Promotion Mix Sales Promotion Advertising Personal Selling Publicity The Retail Promotion Mix Advertising: Is paid, nonpersonal communication through various ... – PowerPoint PPT presentation

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Title: Retail Promotion Mix


1
Retail Promotion Mix
Sales Promotion
Advertising
Personal Selling
Publicity
2
The Retail Promotion Mix
  • Advertising
  • Is paid, nonpersonal communication through
    various media to inform or persuade members of a
    particular audience includes communication of
    products, services, institutions, and ideas.

3
The Retail Promotion Mix
  • Sales promotion
  • Involves the use of media and nonmedia marketing
    pressure applied for a predetermined, limited
    period of time at the level of consumer,
    retailer, or wholesaler in order to stimulate
    trial, increase consumer demand, or improve
    product availability.

4
The Retail Promotion Mix
  • Publicity
  • Is non-paid-for communications of information
    about the company or product, generally in some
    media form.

5
The Retail Promotion Mix
  • Personal selling
  • Involves a face-to-face interaction with the
    consumer with the goal of selling consumer
    merchandise or services.

6
Sales Promotion Examples
  • Coupons
  • Price-off deals
  • Premiums
  • Contests/sweeps
  • Samples and trials
  • Phone gift cards
  • Rebates
  • Frequency programs
  • Event sponsorship

7
Objectives for Consumer-Market Sales Promotion
  • 1. Stimulate trial purchase
  • 2. Stimulate repeat purchases
  • 3. Stimulate larger purchases
  • 4. Introduce a new brand
  • 5. Combat or disrupt competitors

8
Sales Promotion!
What is sales promotion anyway? Why do it? Who
does it? How do you do it?
9
WHAT? Sales Promotion is a form of Communication
  • The sale of a product, fashion or otherwise,
    occurs only when it meets or satisfies the
    customers
  • NEEDS
  • WANTS
  • DESIRES

10
WHY?
  • build customer loyalty
  • disseminate information
  • Establish or reinforce a companys image

11
WHY?
  • The Objective of Sales Promotion is
  • To sell an idea, product or service
  • arouses the buying impulse by addressing the
    customers basic needs
  • giving reasons to buy
  • perking interest
  • Encouraging action

12
WHO?
  • Retailers use sales promotion to bring traffic
    into their stores, and it includes advertising,
    sales promotion, publicity, and personal selling.

13
WHO?
  • Manufacturers use incentives to induce the trade
    and/or consumers to buy a brand and encourage
    sales force to aggressively sell it by creating a
    perception of greater brand value.

14
HOW?
  • Targeting and research are essential FIRST!
  • Who are you selling to?
  • What do they want?
  • What do they care about it?
  • Who do they want to be?

15
Sales Promotion vs. Advertising
  • Short term demand vs. long term demand
  • Encourage brand switching vs. brand loyalty
  • Induce trial use vs. encourage repeat purchase
  • Promote price vs. promote image
  • Immediate results vs. long term effects
  • Measurable results vs. difficult to measure

16
  • Advertising spending as a percentage of total
    marketing communications expenditures has
    declined in recent years.
  • Promotional spending, however, has steadily
    increased.

17
What does A.I.D.A stand for?
  • Attention get them to notice you
  • Interest make them want to know more
  • Desire now they want your product
  • Action they actually purchase it!
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