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SALES
PROMOTION
Prof. Sameer Mathur,
Ph.D.
Agenda
What is Sales Promotion
Who is Targeted by Promotions
Types of Promotions
Twelve Objectives of Promotions
Sameer Mathur
Marketing Professor 2009 – 2013
Ph.D. and M.S. (Marketing) 2003 – 2009
Marketing Professor 2013 –
Indian Institute of Management,
Lucknow
Sales Promotion
Consumers
Retailers
Sales Force
Promotions Target:
Consumers
Short-term
sales
Product trial
Retailers
Trade
Promotions
(Slotting fees)
Sales Force
New Accounts
Commissions
Size, Duration of the Incentive
Conditions for Participation
Promotion of the Promotion
Evaluation Method
KEY DECISIONS
Sales Promotion
Coupon
Deal
Sweepstakes
Samples
Loyalty Programs
Mail-in Rebate
Mail-in Rebate
Product Placements
1. Increasing volume;
2. Increasing trial;
3. Increasing repeat purchase;
4. Increasing loyalty;
5. Widening usage;
6. Creating interest;
12 Objectives of Promotion
7. Creating awareness;
8. Deflecting attention from price;
9. Gaining intermediary support;
10. Discriminating among users;
11. Restoring brand perceptions and deflecting
attention from complaints;
12. Retaining brand perception on service
failure.
12 Objectives of Promotion
Sales Promotion
Summary
What is Sales Promotion
Who is Targeted by Promotions
Types of Promotions
Twelve Objectives of Promotions

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Sales Promotion