Chapter 6 :- Promotion part 2

Chapter 6
 Promotion part 2

Management concept
that is designed to make all aspects of the marketing communication
such as advertising, Sales promotion, public relations & Direct
Marketing work together as a unified force rather than permitting each
to work in isolation

Reasons for the growth of IMC

1. Changes in marketplace

2. Changes in the organisational structure

3. Changes in consumers

Nowadays customers are asking more technical queries and questions
while purchasing cameras and mobiles

In food industry customer want to know ingredients, calories, recipe
how it is processed, how old it is etc

Customers asking for the demonstration also

4. Changes in communication

Today within a click in few seconds emails can be sent to distant places


Sales promotion

Sales promotions are non personal promotional efforts that are
designed to have an immediate impact on sales


It is known person not in personal
It is a process in which salesman directly not involved in the promotion
These are non personal efforts

Non personal selling is mean to increase
Customers
Sales volume
Sales revenue
Customer acceptance
Brand acceptance
Product usage


To persuade a person to take an action is the most difficult thing in this world


Coupons
Coupons is a giving incentive to customers on purchasing certain products


Like
If you make a purchase of 500 rupees then

You will get discount on next purchase
You will have a lucky draw to win premium exciting prizes
Travel and tourism trips

Many times it happens people make a purchase of 400 rupees but due to
coupons they make a purchase of additional hundred rupees to win lucky
draw

Simple contest to answer few questions will also give you or promote
You to make purchase

Point of purchase

At a certain particular counter or section or product or product lines
there will be a discount offered which is called point of purchase

Many times at particular counter or location cold drinks may be offered

giving cold drink is not a big thing but customer feel that it is
being honour to them


Free samples
Mostly used in consumer products
Specially  in food products


Happy timing
On specific date or on specific time discount is offered specially on
non peak hours

Free travels or free flights

Sales promotion is continuous feature

Sales promotion is basically a psychological sense conveyed to the consumer

Sales promotion is to Give honour recognition and incentive to the consumers