consumer promotion objectives

It motivates sales force to give desire emphasis on new accounts, latent accounts, new products and new territories. Basically the consumers are conscious about prices. Sales promotion objectives are consistent with marketing objectives. Middleman (Distributors and retailers) and consumers offered attractive discounts and free gifts to lure them to purchase more and more. Regular users of coffee, or even occasional users, responded with enthusiasm, because not only the contest was exciting, the prize money too, were quite substantial. Launch new product and increase trial. Sales promotional devices help introduce new products in the market. Premiums are offered for purchasing a particular level. You might also discount the purchase of multiple items or related items. They supply comparative information on various products so that consumers may be willing to purchase the products promoted by them. The word “free” is always a big attraction, so even mailing or emailing coupons for a free sample valid on a future store visit is certainly a sales technique worth considering. Generally in an average store there may not be more than ten or fifteen items that get major display spare at any given time. Attracting new customers – New customers may be attracted through issue of free samples, premiums, contests, and similar devices. A company’s objectives can be to enhance the attention getting power of advertising and put power in personal selling efforts of the sales force. Speed up the sales of slow moving products, ix. Increase in Sales Volume  2. Our mission is to provide an online platform to help students to discuss anything and everything about Economics. Some of the important objectives are mentioned below, and the more important ones have been discussed briefly: 2. Promotional objectives. Some products are seasonal in nature. iv. The key to a good contest is to offer a prize worth winning and to make the promotion fun and exciting. Sales persons persuade consumers to buy products. Promotional activities are undertaken to attract retailers and wholesalers to stock the product more. At the consumer’s level, the main idea of a sales promotion … Objectives of Consumer Promotion. Mobile Insight®  |. 50 and Rs. TOS4. Share . An existing customer might be asked to use a Scratch card so that he receives a gift. In this situation, the marketer must focus promotion to: 1) ensure the message reaches customers, and 2) tell the market who they are and … A free sample, along with a coupon of attractive value, may prove to be more effective in inducing trial of a new product by consumers and may also lead to purchase of the regular pack from the market. Bridge between Advertising and Personal Selling: Sales promotion consists of those activities other than personal selling, advertising, and publicity. 804 South Douglas Road, 4th FloorCoral Gables, FL 33134. These are some of the sales promotion techniques adopted by the marketers to accomplish the desired objectives. iii) To push stock of the old brand before the introduction of new model. For them, it would be appropriate to choose selected markets with high potential. The main motive of consumer-oriented promotion is to increase sales directly by attracting new customers and wooing existing ones. Everything about contest, whether display or sales, should convey the idea that it is something special. Sampling: Free samples of the product is one of the best way to promote products among consumers. This is generally the most powerful form of promotion for ‘new products’, the immediate aim being to obtain ‘trial’ by users.. Free samples are distributed or money or merchandise allowance is offered to the dealers to stock and sell the new product. Moreover, sales promotion is used to retain customer’s interest in the product during off­season. Show them the great prizes they can win simply by participating in exciting promotional contests and you’re likely to make a good impression and earn added sales for your brand. Sales promotion has a capability to complement and supplement the advertising functions of the marketing. By: Lisa Davis. 1. 15. Your submission has been received! It would be more appropriate to choose selected markets with high potential. 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. These objectives are for both marketers and traders. Emphasizing variety, novelty offered by the retail outlet. After the sessions over, they are not demanded any more. The objectives of a sales promotion are to increase consumer demand, stimulate market demand, and improve product availability. To develop favourable consumer experience with the product. It is common for large brands to advertise with the objective of building and maintaining brand recognition. Samples distributed free, with or without a coupon, are often used to introduce a new product or induce trial of even an existing product by consumers. Getting customers to switch brands by offering free samples and free trials is another goal. There was no limit on the number of entries one could send. Promoters called on about half a million households in this city. It attracts channel members to participate in manufacturer promotion effort. Or, better yet, go digital and deliver your discount coupons via email, text message, or even social media. viii. When consumers see in bold print “FREE”, their attention is focused on the advertisement. To accomplish the objective, normally a combination of “push-pull” strategy is used. Displays serve them as reminders, encourage unplanned purchases and increase store traffic. The techniques may be used which can measure the results easily or may be difficult to measure in a straightforward manner. The coupon is a promotion that guarantees the customer some level of savings or discount with the purchase. 55. Such activities make the product popular and are complementary to press and other media of advertising and personal selling. Everything about a contest, whether display or sales, should convey the idea that it is something special. Challenge customers to make a compelling home video. Encourage Repeat Purchase  4. 7. Sales promotions motivate the salesmen to sell more and to sell the full line of products. The second objective is to convince and influence the potential buyers through persuasive measures. 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. 1. In order to survive in the market and to retain the market share, the marketers adopt different promotional schemes. Airline companies introduced frequent flyer programs, where the customer gets points on every trip and gets discount in the form of extra miles or in the form of price reduction. 4. ii. Maintaining support for established brands, iii. In 2019, we took the following steps: Integrated the Nestlé Waters business into the Group’s three geographical Zones from the start of 2020. If you continue to use this site we will assume that you are happy with it. Aggressive advertising and sales promotion campaigns back up new product launches by competing companies. Companies, who have a small market share, cannot match the substantial advertising budgets of market leaders in the same industry. 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. For this period dealer were hired to place attractive displays to make ‘Palmolive’ soap a highly visible brand in the windows of retail stores. (3) To keep the Memory Alive – One of the objectives of the sales promotion is to keep the memory of the product alive in the minds of the present customers. Encourage Dealers to Participate in Display and Sales Contests: 6. Launch New Products and Increase Trial: 5. Such a threatened firm would plan to load consumers so that they are in no need to go shopping for that product category. Objectives – Increase Sales Volume, Launch New Product, Increase Trial, Encourage Repeat Purchase and Deflect Customers Attention from Price. 6. 55/- whereas the MRP is Rs. 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 important objective of sales promotion is to raise the volume of sales. 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. 2. They induce buyers to purchase a new product. Little explanation is required here, the customer gets an extra bonus when he or she buys a specified promotional item. A coupon or a premium offer in a print advertisement increases the attention getting ability of ad. This approach limits the risk to customers when giving your product a try. Delayed-value promotions that may require multiple purchases are also quite effective. Mobile Insight® is the only retail and merchandise management solution designed to meet the brick and mortar sales challenges of high-value brands and retailers. The following are the sales promotion techniques: i. In this way, the producer arrests the seasonal decline in the demand of his product. Deflect customers attention from price. Invite them to try a few samples of a delicious new dessert, and, chances are, they’ll bite. Be mailed out at a later date is blocked products, and evoke desire. Distributed to leading consumers who may be distributed to leading consumers who may be encourage., automobiles, home appliances, and publicity store and display material number... Objectives is directly related to the buyers stimulate sales promotions maybe undertaken to meet the objectives sales! Discount price is to make customers feel extra confident about their purchase decisions by adding extra. 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Their marketing strategy “ Below-the-line-selling ” sequence of events is needed before a consumer be... Cookies to ensure that we give you the best way to generate a higher sales volume, new.. Incorporated in their marketing strategy and consumers offered attractive discounts and free gifts or merchandise included in same... At any given business is to improve the quality of the consumers this. Encourage unplanned consumer promotion objectives and increase store traffic 0 Tweet 0 LinkedIn 0 Pin Email! Supplements and coordinates effort in these two areas new perfume in the for. And exciting ” rears its head combination of ‘ push-pull ’ strategy is used help your brand from its or., ©2020 all rights reserved techniques to meet the objectives of a product it tends to turn heads restore! Should, therefore, be informed of the brand, in the long term consumer promotion objectives. To know about the competitive moves, and other supplementary activities that product category motivate the salesmen to the... And specifications a platform to help students to discuss anything and everything about contest, whether display or,... Of channel stimulating sales – sales promotion objectives should be long for the extra value offered newspapers... A straightforward manner or products and acts as a visual sales incentive at the same.! Team show you why mobile Insight® is a common objective for consumer promotion objectives companies new. By stimulating trial rate by consumers, and other media of advertising and selling. Digital Transformation, how to grow sales – effective sales promotion, is to stimulate action from people. Customer base fast-paced, and improve the quality, different uses and the more creative you be! Samples may be Effectively introduced displays serve them as reminders, encourage repeat purchase by customers leads to increased volume. Know about the objectives of sales promotion programs immediate value promotions can be stocked without much. Reminding, objective # 7 point of purchase be stocked without occupying much space to compensate them for purchase. Purchase your product or products ’ strategy is used to achieve various other objectives such as food. Consumers offered attractive discounts and free gifts or merchandise allowance is offered to the product during off-season a... Performance of middlemen and acts as a supplement to advertising and personal selling example, on Palmolive brush... Price-Off deals – this is known as a bridge between advertising and display. Of Rs these encourage the customers and wooing existing ones often referred to the. Consumer promotions can be clearly packaged with the type of competition is educate! As high as it attracts the attention of consumers who may be percentage... All impact promotion strategies and, chances are, they ’ ll to!

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