工商管理科特勒chapter18-salespromotion.pptVIP

BWJ Sales promotion and public relations Kotler chapter 18 – 569 Agenda: What is sales-promotion, and how are sales-promotion decisions made? How can companies use events and public relations in their marketing-mix? 19.10.2009 * Sales promotion Definition: Incentive tools, mostly short term, designed to stimulate the purchase of products by consumers or the retailers Purpose: AIDA model – late stages Adjusts seasonal fluctuations in sales Encourages consumer trial Can, in some cases, increase awareness 19.10.2009 * Sales promotion Pros: Creates awareness Strong in last stages of the AIDA model Immidiate incentive Strong tool when combined with loyalty programs Cons: Limited coverage in the target group Heavy usage of sales promotion can erode brand loyalty 19.10.2009 * Sales-promotion objectives and tools 1. Establish objectives: Build trial, attract brand switchers, off-season buying, loyalty programs etc. 2. Consumer promotion: See table 18.5, page 557 – and next slide 3. Trade promotion: Price-off, allowances etc. See table 18.6, page 558 4. Business and sales force promotion: E.g. Sales contests (See table 18.7 – page 559) 19.10.2009 * Consumer and trade promotions Money off Free samples Prize promotions Loyalty cards Free goods Allowances Bonus packs Premiums Coupons Price discounts Competitions Consumerpromotions Tradepromotions 19.10.2009 * Developing the sales-promotion program Decisions: Size of the incentive Conditions for participation Duration Distribution Timing og total budget 19.10.2009 * Evaluation Pre-test: The program is tested in a certain area and/or among target customers Implementation Evaluation of results: Measure sales before and after Customer panels Interviews Experiments 19.10.2009 * Events and experiences Possible objectives: Identify with targets markets or life styles Increase awareness of company or brand Branding Corporate image Showing commitment Entertain or reward key stakeholders 19.10.2009 * Events – major decisions C