Quantity Gifts 10. The instrumentality of telephones and televisions are found effective in the process of promoting the business. Attaching a small sample in the leading newspapers – especially on weekends or holidays, many companies stick their free samples such as a shampoo pouch as a sales promotion gimmick. Telemarketing and a Few Others. The local leaders, social reformists, popular leaders are found dominating the social behaviour and therefore whatever we receive from them influence our impulse sizeably vis-a-vis govern the buying decisions considerably. Few common tools and real examples for trade promotion are as follows: 1. Without consumers’ promotion trade promotion cannot run. For a marketer resorting to sales promotion, a variety of tools and techniques are available. 8. It gives buyers a saving when they purchase the product. The gifts create a lure to buy the product. This type of non-personal selling is so varied that many find it difficult to comprehend or define it clearly. 3. Coupons (same as money) are accepted as cash by retailers. The word-of-mouth recommendations by the hidden salesforce make the process of communication effective. Some manufacturers offer free holiday family tours to the dealers who place more orders. The idea behind this is that they recommend these products for use to patients or students. They either go to consumers who are not interested in it or to people who have already used the product. We can’t negate the fact that the high magnitude of effectiveness of this tool is due to the high level of trust. Premiums are low-cost items given to consumers at a discount or for free. 2. Under this method, new products and new selling techniques are described and discussed with salesmen. While they are not mutually exclu­sive, the union sales promotions are generally employed on a selective basis. Trade shows provide unique opportunities. Completing the CAPTCHA proves you are a human and gives you temporary access to the web property. Share Your PDF File The in-store promotion of consumer goods is a common example. Word – of – Mouth Promotion 16. that purchase. Second, they are a chance to demonstrate products, provide information, answer questions, and be compared directly with competitors. Trade Fairs and Exhibitions – Trade shows, fashion shows or parades, fairs and exhibitions are important techniques of sales promotion. This is the reason we see some products displayed by the store some better products may not be seen. Loss leader policy – the price of a popular product is temporarily reduced below cost in order to stimulate other profitable sales. Your IP: ii. If you are on a personal connection, like at home, you can run an anti-virus scan on your device to make sure it is not infected with malware. The interested person(s), organisation(s) come to the centre and get further information or they can do everything even on their phones or they can also send their representatives. Since we have a perception of everything automated, it is possible with the frequent use of developed or sophisticated communication technologies, we find telemarketing gaining popularity and the process would continue even in future. Product Combination/Bonus Offer – The retailer may offer another product as a gift on the purchase of a specified product, such as a free bucket on the purchase of 4 kgs of Surf detergent. It is an effective device when the product is purchased often, i.e. Seller contests like sales incentives. Product Combination/Bonus Offer 11. The second is trade promotion method which increases the business. In this regard the example of Life Insurance Corporation is worth citing. Gift, contests, discount and commission, entertainment, travel and tours, additional allowances, fairs and shows are some of the important tools of sales promotion offered to both, the providers as well as the users. A hotel company distributed a small gift pack to its customers. This enables them to purchase a bulk quantity. Point-of-purchase advertising means advertising at the point of purchase. Exchange offers common in case of consumer durables where buyer can exchange an old product for a new one. Lucky Draw – The customer is given a card containing a lucky draw number (or sometimes the Cash Memo Number is also used) and if it is the drawn number the customer gets the prize. The representatives of mass media, social workers, leaders of an organisation or even others having a say in the society can act as opinion leaders. Aftersales service and warranty increase the sale of the enterprise. One problem of sampling is the cost. Methods used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes. Combined Promotion Method 4. 6. Course Hero is not sponsored or endorsed by any college or university. According to American Marketing Research Association, “Sales promotion includes those marketing activities other than personal selling, advertising and publicity that stimulate consumer purchasing and dealer effectiveness, such as displays, shows and exhibitions, demonstrations and various non-current selling efforts other than the ordinary routine.”. The work of sales promotion can be performed if there is balance between the planning of these two promotions. They are readily redeemable with re­tailers, who receive a handling fee. 8. Performance & security by Cloudflare, Please complete the security check to access. When products are complex and of a technical nature, demonstration is necessary, e.g., computers, field machinery, electrical pumping set, etc. For a marketer resorting to sales promotion, a variety of tools and techniques are available. Coupons are supplied along with products. In the Indian perspective, we find only the beginning but in the coming days, it is to gain momentum. Free-standing insert (FSI) – A coupon booklet is inserted into the local newspaper for delivery, though it may not give the real benefit as mostly customers do not carefully see the pamphlets or stickers in the newspaper. The process is to cost nothing but to throw a positive effect on the impulse of the prospects/users. According to John F. Luick and W.L. Point-of- purchase is also known as dealer hopes, dealer aids, dealer displays, merchandising and point-of-sale material. They have proved to be effective in getting consu­mers to try a new product or a different brand. It is not wisdom that you just copy the measures adopted by the competitors. Sales materials and samples for customers, v. Offering products at free-of-costs or at concessional rate, vi. But its main purpose is to induce the old customers of that product. Trade promotion methods are also known as dealers’ promotion methods. Premium method is also used to attract the consumers towards the product. First, trade shows provide a major opportunity to write orders for products. For example, if the amount of insurance policy increases more than set quantity then the rate of commission offered is 15% besides additional bonus which is also given. Sampling is especially useful in promoting new products. Demonstration is done in front of consumers for mixer, wet grinder in retail shops, etc. Cartoon characters used in TV advertising, for instance, may become realistic in-store displays. Dealers’ promotion methods include the following methods: This method is aimed at stimulating and motivating distributors, dealers, sale-staff, etc. This also is an eye catcher and attracts attention. They if informed and sensed in a right fashion and persuaded in a right way go to the telephone numbers, make necessary queries or enquiries, if they need so or, even send their representatives to collect detailed information and/or, call the numbers and let them know their decisions.


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