sale

1. Submitted to :-
Ms. Anjali Sharma

3. Business Definitions
1. Profit Oriented:-
“Business is a human activity
directed towards producing or acquiring wealth
through buying and selling of goods.”
:- HANEY & L.H.
2. Customer Oriented:-
“Business is the organized
activities designed to satisfy people’s wants for
goods and services”.
:- Hopkins & Duff

4. 3. Social Oriented:-
“Business is a system created to
satisfy society’s needs and desired.”
:- Buskirk Green & Rodyers
Promotion Mix
Promotion is an integral part of a marketing strategy
and often forms a very significant linkage between
the firm and the market. Marketing communication
is a continuing dialogue between buyers and sellers
in a market place.

5. Steps In Promotion Mix

6. Steps In Promotion Mix
1. Identify Target Audience :-
The target audience is a major influence
factor in promotion decisions as what to say, how to say it, and
whom to say it.
2. Determine The Promotion Objectives :-
In this stage, communication
objectives are determined which may vary in different situations.
3. Design The Message :-
In this step, the effective message is designed
according to targeted audience.

7. 4. Determine Marketing Promotion Budget :-
It is one of the most
crucial decision in which it is decided how much to spend on
promotional activities.
5.Selecting Communication Channels:-
At this stage efficient
communication channels are selected to transmit the message.
6. Deciding Communication Mix:-
Keeping in view the different
environment decision is taken about appropriate communication
mix.
7. Measuring Communication Results:-
In this stage the results of
communication are measured members of target audience are
asked whether they recognize or recall the message, how many
times they saw it what points they recall and their previous and
current attitude towards the product and the company.

8. The Elements Of Promotion Mix

9. Sales Promotion
Introduction:-
• Sales promotion techniques were firstly used in the
year 1930. When the global recession started from
the United States of America. It was the time of
transformation of “SELLERS’ MARKET” into the
“BUYERS’ MARKET” at the global level.
• It refers to the short term incentives.
• To encourage purchases or sales of a product or
service
• Its aim is to inform, to persuade and to remind.

10. Definitions :-
“Sales promotion consists of a diverse collection of
incentive tools, mostly short-term, designed to
stimulate quicker and/or greater purchase of
particular products /services by consumers or the
trade”.
:-“ Philip Kotler”
“Sales promotion is an organized effort applied to
the selling job to secure the greatest effectiveness
for advertising and for dealers”.
:-“ G.W. Hopkins”

11. Characteristics
Sales promotion is useful for new as well as existing
products.
Sales promotion are marketing events.
Sales promotion are design to have a direct impact on
consumer behavior.
Sales promotion are designed to influence consumers or
marketing intermediaries.
Sales promotion has become the fastest-growing method
of promotion.

13. Techniques of Sales Promotion

14. 1.Consumer Promotion

15. Samples are a trial of a product. This is generally the most powerful
form of promotion for “new products”. It simply means offer of a
free product or service.
1.Samples

16. Coupons are a certificate which offer price reduction to consumers for
specified items. Coupons bear a date of expiry and can't be redeemed
after the cut off date.
2.Coupons

17. 3.Contests
Consumers contests are organized to attract the
participation of a widely scattered consumers base.
The success of a contests is depends on the prizes.

18. 4.Advertising Specializes
Advertising Specializes useful articles imprinted with
the advertisers names ,logo or message that are
given as a gift to consumer. It is also known as
promotional product.

19. 5.Event Sponsorship
Events like TV shows, matches and sitcoms are
sponsored by various products to increase demand.

20. 6.Sweepstakes
It gives customers chance to win like scratch and win
offers. The winners are determined by a drawing
from all entry forms.

21. 7.Premium (gifts)
A premium (gifts) is a reward given to the customers
for purchasing a product. Premiums are offered at
low cost or for free.

22. 8.Cash Refund
It is a scheme in which customers are promised to
get refund of money on submission of cash memo
of the product.

23. Seven Most Popular Consumer
Promotion Techniques
S.NO. NAME OF TECHNIQUES USING PERCENTAGE OF
MARKETERS
1 COUPONS IN RETAIL ADS 90
2 IN-STORE COUPONS 88
3 REFUNDS 85
4 DISPLAYS 83
5 SAMPLES 78
6 PRMIUMS 75
7 SWEEPSTAKES 70
Source:- Marketing Management (Kothari,
Mehta, Sharma) R.B.D. Publications

24. 2..Trade/Middleman Promotions

25. 1.Discount
It is also known as price-off. The discount is provided
on the bases of amount of purchase by the whole
seller or retailer.

26. 2.Allowance
In this method allowances are offered to wholesalers
and retailers for purchasing or promotion specific
products.

27. 3.Trade Shows
In this scheme vendors display their products. These
trade shows are organized by industry trade
associations.

28. 4. Free Goods
It is in the form of extra quantity of purchased
product, "free”. Free goods encourage sellers to
stock more during promotion period.

29. 5. Cash Rebate
It is an incentive that gives retail sales people cash
rewards for every unit of a product they sell. It is a
monetary reward given to the sales force of the
dealers.

30. 6. Dealers Contest
• These are run by the manufacturers to induce
retailers and their salespeople to increase sales
and to promote product.

31. 3.Sales Force Promotions

32. 1. Sales Contests
Sales contests are organized by the manufacturer in
this scheme and rewards are provided to salesmen
who have achieved exceptional targets.

33. 2. Sales Training Manuals
Training materials such as manuals, visual aids, flip
charts, programmed learning books, etc. , are useful
to sales people.

34. 3. Sales Meetings
Sales meetings are generally organized for sales
people from one area, region, or district.

35. 4. Demonstration
Demonstration of technical product clarify many
points to the salesmen which is useful when queries
are made to the salesmen by the prospects.

36. Advantages
8. Demand
Creation
8. Demand
Creation
7. Product
Life Cycle
7. Product
Life Cycle
1.
Competitive
Advantage
1.
Competitive
Advantage
2. Increase
In Sales
2. Increase
In Sales
4. Specific
Objectives
4. Specific
Objectives
6. Goodwill6. Goodwill
5. Reduced
Costs
5. Reduced
Costs
3. Brand
Switching
3. Brand
Switching

38. Conclusion
“The key to affective sales is
through all the promotional
techniques. Both consumer and
trade promotions are profit
builder tools.”

39. A Presentation By :-