-Planning

Implementation & Control

in current scenario
(Unit-5)

Presented By:-
Shein Abraham
09BA267

In current scenario sales promotion plays an
important role it consists of diverse collection
of incentive tools, mostly short-term designed
to stimulate quicker and / or greater purchase
of a particular product by consumers or the
trade.
Sales promotion efforts are directed at final
consumers and designed to motivate,
persuade and remind them of the goods and
receives that are offered.


Sales Promotion refers to all those promotional
activities which are undertaken to stimulate
interest, trial or purchase of a product by the
end user or other intermediaries in between.
Objectives of Sales Promotion
To introduce new products
To attract new customers
To induce present customers to buy more
To help firm remain competitive
To increase sales in off season


Free samples
Premium or Bonus offer
Exchange schemes
Price-off offer
Coupons
Fairs and Exhibitions
Scratch and win offer
Money Back offer
Loyalty cards

1 Current Planning - SALES
-sales volume
-market share
-strengths/ weaknesses
-key success factors

2 Current Planning - MARKET ANALYSIS
-market definition
-market size
-market segmentation
-industry structure and strategic groupings
-competition and market share
-competitors strengths/ weaknesses
-market trends




3 Current Planning CONSUMER ANALYSIS
-Nature of the buying decision
-participants
-demographics
-psychographics
-buyer motivation and expectation

4 OBJECTIVES OF THE SALES PROMOTION PROGRAM
corporate SALES objectives
financial objective
marketing objectives
long term objectives


5 CURRENT ANALYSIS -COMPETITION
product/ market share
product / market positioning
sales promotions strategy
promotional goal
promotional mix

6 CONTRIBUTION ANALYSIS
Breakeven analysis.



Implementation and control plans for individual promotion
should be established. Implementation planning must cover
lead time and sell off time. Lead time is the time necessary
to prepare prior to launching it.

Evaluating the sales promotion Result
Publicity
Major Decision in Publicity
Establishing the publicity objectives
Choosing the publicity messages and vehicles
Implementing the publicity plan






Strategies for effective sales
promotion
1.Understand your brand's current brand image, value and reputation.
2. Understand your brand's long-term strategies and adhere to them.
3. Know your current consumers and target audience.
4. Recognize the capabilities of your sales force.
5. Understand the relationship your brand has with your wholesalers and
retailers.
6. Research the results of past sales promotions.
7. Have a clearly defined objective for the promotion.
8. Make sure there is a benefit to the consumer.
9. Stay within your budget.
10. Be creative.



Thank You