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					Promotion mix
           Sales promotion
It is a key ingredient in marketing campaigns ,
  consists of a collection of incentive tools, mostly
  short term , designed to stimulate quicker or
  greater purchase of particular product or services
  by consumer trade. It includes -:
 Consumer promotion
 Trade promotion
 Sales-force promotion
                Objectives
   To stimulate trial purchase
   To stimulate repeat purchase
   To stimulate larger purchase
   To introduce a new brand
   To compete with the market competitors &
    marketing strategy
   To increase the sale of goods
   To target specific market segment
   To attract new customers
   To increase impulse buying
   To clear excessive inventories
                          Tools
   Samples                        Trade fares & exhibitions
   Premiums                       Sponsoring games & teams
   Contest                        After sales service
   Point of purchase display      Warranty & guarantee
   Coupons                        Frequency programs
   Refund                         Event sponsorship
   Bonus packs                    Advertising specialty
   Free trial                     Honoring brilliant people
   Free training                  Promoting through
                                    celebrities
           1. Samples
It refers to free amt. of product or service
  which can be delivered in the following
  way-:
 In store sampling
 Door to door sampling
 Newspaper sampling
 On package sampling
        In store sampling
Free samples are
  distributed within
  the organization.
  For eg-: pepsi
Door to door sampling
Some agents are
  assigned for
  distributing the
  samples for free.
For eg-: agarbatti
Newspaper sampling
Newspaper are
 distributed as free
 samples. For eg-:
 Raj express in
 Indore
On package sampling
In this the product is
  attached with
  another product.
  For eg-: pepsodant
  tooth paste with
  tooth brush
           2. Premiums
They are offered with goods either free or at a low
  cost as an incentive to buy a product. Types of
  premiums are-:
 In or on package premium
 Purchase privilege plan
 Re usable container
 Additional weight or product
 Exchange offer
In or on package premium
It accompanies the
  product inside or
  on the product. For
  eg-: Tattoos
Purchase privilege plan

When we buy a
 product there are
 no. of alternatives
 available. For eg-:
 soft drinks
Re-usable container
A container is given
  with the product as
  a gift. For eg-:
  Bournvita
Additional weight or product

In this it offers
  increase in quantity
  of product or adds
  a new product to it.
  For eg-: bear paws
        Exchange offer
It says bring old and
  get new. For eg-:
  mehindpurwala in
  Indore –bring old
  arm chair n get new
  at half cost
           3. Contest
A contest calls for customer to submit an
  entry to be examined by a panel of judges
  who will select the best entries. It can be
  in the following forms-:
 Inviting slogans on a product
 Suggesting a new name for a product
 Suggesting a new usage for the product
 Participating in a game for a product
Inviting slogans on a product

Amul –
The taste of India
                     Amul ice cream
Suggesting a new name for the product


Uti bank is now known
 as axis bank
Suggesting new usage for product

• Vaseline was
 earlier used as oil
 in organizations but
 is now used as a
 cosmetic item
Participating in a game for the
product
4. Point of purchase display

It offers an extra
  amt. of a product
  at a regular price
  by proving larger
  containers or extra
  unit. for eg-: big
  bazar
           5.Coupons
They are the
 certificates that
 gives buyer a saving
 when they purchase
 specified products.
 for eg.
            6.Refund
They are the offers
 by the
 manufactures to
 return a portion of
 price after the
 consumer supplies
 some proof of
 purchase. for eg-:
          7.Bonus packs
It offers an extra
  amt. of a product
  at the regular price
  by providing larger
  container or extra
  units. For eg. Shoes
  1+1
          8. Free trial
It refers to inviting
  prospective
  purchasers to try
  the product
  without cost in the
  hope that the
  customer will buy.
  For eg-: cars
        9. Free training
It refers to the
  training which is
  given to the
  customers
  regarding the
  product usage
  before they use it.
  For eg-: scooty pep
10.Trade fares & exhibitions

Industrial associations
  organize them which
  includes free
  demonstration of the
  product & various
  schemes to attract
  customers. For eg-:
11.Sponsoring games & teams

Organizations
 sponsor certain
 activities in order
 gain customers
 attraction. For eg-:
 reliance 20-
 20world cup
12. After sales service

After selling the
 product the
 organization
 provides benefit of
 various free
 services on the
 product. For eg-:
 cars
13.Warranty & guarantee
Explicit or implicit
  promises by the seller
  that the product will
  perform as specified
  or that the seller will
  fix it or refund the
  customers money
  during a specified
  period. For eg-:
  computer
14. Frequency programs
Programs providing
  rewards relating to
  consumer
  frequency &
  intensity in
  purchasing the co’s
  product. For eg-:
  airlines
15.Event sponsorship
It includes-:
 Cultural
 Social
 Educational event
For eg-: polio
  vaccination
16.Advertising specialty
The co. gives some or
 the other item on
 which co’s name is
 given. For eg-:
17.Honoring brilliant people

People who have won
  some special
  awards are being
  honored by the co.
  for eg-:
18.Promoting through
celebrities




  http://www.youtube.com/watch?v=jjt99iAUmjc
             Advantages
 It offers low price to the customer.
 It increases the standard living of the
  customer.
 It increases the saving
 It helps in personal selling
 It increases the goodwill of the co.
 It increases the demand of new product.
 It is a motivating factor for retailers & salesman
           Disadvantages
 Continuous sales promotion leads to loss of
    perceived value of the brand.
   The brand image & loyalty may erode if the sales
    promotion are continuously used.
   It is useful mostly in mature markets.
   There is no visible increase in the market share
    since is just a borrowing from the future sales.
   It also increases the overall cost of the
    organization.
   It has a negative effect on brand.