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* * * * * * * * Promotions 2012/2013 Author: Dr P.Harborne * 2012/2013 Author: Dr P.Harborne * Attracting Consumers With Price Breaks Attention-Getting Consumer Promotions Coupons Price Deals Refunds Rebates Special Packs Contests Sweepstakes Premiums Sampling Point-of-Purchase Promotion Consumer Promotions 2012/2013 Author: Dr P.Harborne * Sales Promotion Good weapon for small companies (variable cost) Reduce risk, encourage trial Appeal to price/deal conscious consumers Can target specific segments, offer de facto price cut Add excitement to mundane purchases Help to match demand supply (short-term quick response) Issue is redemption rates - can vary by country Sales coupons - can be by hard copy, internet or mobile phone But : Remember the Hoover air flights promotion? 2012/2013 Author: Dr P.Harborne * Target Audience Sales promotions can be aimed at: Consumers demand pull, incentive to purchase e.g. money off coupons, gifts, competitions Channels, intermediaries supply push, incentive to promote the particular product e.g. increase bonuses, commissions, competitions and gifts, co-operative advertising, point-of-sale materials 2012/2013 Author: Dr P.Harborne * Role of Sales Promotion Break down brand loyalty e.g. Encourage product trial, brand switching Acts as: Communication gains attention, gives information Incentive inducement to purchase Invitation engage in transaction now Potential Disadvantages Frequent offers may ‘cheapen’ the brand image Encourages consumer promiscuity Subsidises those who would have purchased anyway Public relations 2012/2013 Author: Dr P.Harborne * 2012/2013 Author: Dr P.Harborne * Public Relations Build good relations with company’s ‘publics’ by: Obtaining favourable publicity Building a good corporate image Heading off unfavourable rumours etc Press interviews / releases Special events / stunts Visits to the firm e.g. Sellafield Sponsorship Community projects Video films Shareholder reports Corporate identity mater