【优质】SamplingandCouponing.ppt

Sampling and Couponing Why Use Consumer Promotions? Promotions Accomplish goals that advertising by itself cannot Induce consumers to buy now rather than later Encourage the buying of one brand rather than a competitor Encourage consumers to buy more and more frequently Brand Management Objectives Brand Management Is directed at influencing consumer behavior rather than initiating trade or sales-force action Objectives are: Generating purchase trial and retrial Encouraging repeat purchases Reinforcing brand images Consumer Rewards Utilitarian (Functional) Benefits of Rewards Obtaining monetary savings (e.g., when using coupons) Reducing search and decision costs (e.g., by availing of a promotional offer, consumers do not have to think about other alternatives) Obtaining improved product quality made possible by a price reduction that allows consumers to buy superior brands they might not otherwise purchase. Consumer Rewards (cont’d) Hedonic Benefits of Rewards Accomplishing a sense of being a wise shopper when taking advantage of sales promotions Achieving a need for stimulation and variety when trying a brand that might not purchased if it were not for an attractive promotion Obtaining entertainment value when, for example, the consumer competes in a promotional contest or participates in a sweepstakes Consumer Rewards (cont’d) Other Rewards Consumer promotions perform an informational function by influencing consumer beliefs about a brand Timing of Rewards An immediate reward delivers monetary savings or some other form of benefit as soon as the consumer performs a marketer-specified behavior Delayed rewards are those that follow the desired behavior by a period of days, weeks, or even longer Notes on Table 16.1 The classification of promotional tools is necessarily simplified Promotions are capable of accomplishing more than a single objective Manufacturers use consumer-oriented sales also to leverage trade support Coupons and premiums achieve different objective