c_Chapter_13_1_IMC_Sales_Promotion_and_Personal_Selling.ppt

Chapter 13 IMC: Sales Promotion and Personal Selling Sales Promotion ? Sales promotion is the act of influencing customer/consumer perception and behaviour to build market share and sales which reinforces brand image. 1. Sales promotion is a term that is closely linked with direct and digital marketing, but has its origins in FMCG. 2. Although the words may be used to mean different things in different organisations, nearly all marketing scientists and practitioners agree on what sales promotion tools do. 3. They cover a range of incentives that are used with products promoted via either mass media advertising or by direct and digital methods. Purpose of Sales Promotion ? Sellers use sales promotions to attract new triers, to reward brand-loyal customers and thereby retain them, to reduce the time between purchases, and even to turn light users into medium or heavy users. The aim might also be to regain past purchasers who have ceased buying. ? New triers of a product category fall into one of three groups: – non-users. – loyal users of another brand. – brand switchers. Setting Sales Promotion Objectives ? Sales promotion objectives are as varied as the methods used. Sellers may use consumer promotions to increase short-term sales or to help build long-term market share. ? The objective may be one of the following: – to entice consumers to try a new product or b