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Sales Promotion

Sales Promotion. Planning Sales Promotion Programs. WHAT COURSE OBJECTIVES?. Sales Promotion Planning. Core baseline applications: Acquisition Loyalty Retention Winback. Marketing objectives Marketing strategies. Marketing Management. Target Market Value Proposition

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Sales Promotion

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  1. Sales Promotion Planning Sales Promotion Programs

  2. WHAT COURSE OBJECTIVES?

  3. Sales Promotion Planning • Core baseline applications: • Acquisition • Loyalty • Retention • Winback • Marketing objectives • Marketing strategies Marketing Management • Target Market • Value Proposition • Positioning Temporary Purchase/ Sales Boost Consumer Promotion Sales Promotion Objectives Understand Target purchase behavior Sales Promotion Target Sales Promotion Desired Results Sales Promotion Mix • Coupons • Games • Discount • Bonus packs • Etc. • Price sensitivity • Brand loyalty • Etc. Trade Promotion • Free goods • Advertising allowance • Trade coupons • Etc.

  4. Sales Promotion Objectives • Increase distribution outlets • Increase shelf space • Increase in-store presence • Expand selling season • Increase purchase frequency • Increase transaction size • Increase usage occasions • Generate trial

  5. Sales Promotion Objectives Alignment Acquisition Loyalty Retention Winback Core Marketing Objective: Marketing Objectives Core Target: Prospects Current customers Past customers Sales Promotion Objective(s): Usage Occasions Transaction Size Distribution outlets Shelf Space Purchase Frequency Trial Selling Season In-Store Presence

  6. So what Sales Promotion Objective(s)? Acquisition Loyalty Retention Winback Core Marketing Objective: Marketing Objectives Core Target: Prospects Current customers Past customers Sales Promotion Applications/Objective(s): Usage Occasions Transaction Size Distribution outlets Shelf Space Purchase Frequency Trial Selling Season In-Store Presence

  7. So what Sales Promotion Objective(s)? Acquisition Loyalty Retention Winback Core Marketing Objective: Marketing Objectives Core Target: Prospects Current customers Past customers Sales Promotion Applications/Objective(s): Usage Occasions Transaction Size Distribution outlets Shelf Space Purchase Frequency Trial Selling Season In-Store Presence

  8. Sales Promotion Planning • Core baseline applications: • Acquisition • Loyalty • Retention • Winback • Marketing objectives • Marketing strategies Marketing Management • Target Market • Value Proposition • Positioning Temporary Purchase/ Sales Boost Consumer Promotion Sales Promotion Apps/ Objectives Understand Target purchase behavior Sales Promotion Target Sales Promotion Desired Results Sales Promotion Mix • Coupons • Games • Discount • Bonus packs • Etc. • Price sensitivity • Brand loyalty • Etc. Trade Promotion • Free goods • Advertising allowance • Trade coupons • Etc.

  9. Sales Promotion targeting methodology add-on Acquisition Loyalty Retention Winback Core Marketing Objective: Marketing Objectives Core Target: Past customers Prospects Current customers SP objective: Distribution Shelf space In-store presence Selling season Purchase Frequency Transaction Size Occasions Trials SP Additional Segmentation Targeting: Nonusers Loyal users Competitive loyals Switchers Price buyers

  10. Loyal Users • Profile and Characteristics: • People who buy a particular brand on a more or less consistent basis • Desired Results/Behavior Changes: • Reinforce existing behavior • Increase usage • Extra large • Cross selling • Value Proposition Alteration-core focus: • Benefits or Price?

  11. Loyal Users • Profile and Characteristics: • People who buy a particular brand on a more or less consistent basis • Desired Results/Behavior Changes: • Reinforce existing behavior • Increase usage • Extra large • Cross selling • Value Proposition Alteration-core focus: • Benefits or Price?

  12. Competitive Loyals • Profile and Characteristics: • People who buy the product category and usually buy a competitor’s brand • Intense Loyals • Value Buyers • Habit-bound Buyers • Desired Results/Behavior Changes: • Break loyalty & make them switch to your product • Value Proposition Alteration-core focus: • Benefits or Price?

  13. Competitive Loyals • Profile and Characteristics: • People who buy the product category and usually buy a competitor’s brand • Intense Loyals • Value Buyers • Habit-bound Buyers • Desired Results/Behavior Changes: • Break loyalty & make them switch to your product • Value Proposition Alteration-core focus: • Benefits or Price?

  14. Switchers • Profile and Characteristics: • People who purchase a variety of brands within a product category • Types of switchers: • Availability Switchers • Value Switchers • Occasions-Based Switchers • Variety-Based Switchers • Desired Results/Behavior Changes: • Persuade them to “Switch” to your product more often AND Stay with your brand • Value Proposition Alteration-core focus: • Benefits or Price?

  15. Switchers • Profile and Characteristics: • People who purchase a variety of brands within a product category • Types of switchers: • Availability Switchers • Value Switchers • Occasions-Based Switchers • Variety-Based Switchers • Desired Results/Behavior Changes: • Persuade them to “Switch” to your product more often AND Stay with your brand • Value Proposition Alteration-core focus: • Benefits or Price?

  16. Price Buyers • Profile and Characteristics: • People who purchase solely on the basis of price • Often heavy users of a category • Desired Results/Behavior Changes: • Match their value requirements to make them stay with your product…profitably • Value Proposition Alteration-core focus: • Benefits or Price?

  17. Price Buyers • Profile and Characteristics: • People who purchase solely on the basis of price • Often heavy users of a category • Desired Results/Behavior Changes: • Match their value requirements to make them stay with your product…profitably • Value Proposition Alteration-core focus: • Benefits or Price?

  18. Nonusers • Profile and Characteristics: • People who do not use any product in a particular category • Desired Results/Behavior Changes: • Make them move to your product category (and by doing so to your brand) • Reasons for non-users: • Price: Too expensive • Value: Not worth • No need • NOT GOOD FOR SALES PROMOTION

  19. So what SP target(s)? Acquisition Loyalty Retention Winback Core Marketing Objective: Marketing Objectives Core Target: Past customers Prospects Current customers SP objective: Distribution Shelf space In-store presence Selling season Purchase Frequency Transaction Size Occasions Trials SP Additional Segmentation Targeting: Nonusers Loyal users Competitive loyals Switchers Price buyers

  20. So what SP target(s)? Acquisition Loyalty Retention Winback Core Marketing Objective: Marketing Objectives Core Target: Past customers Prospects Current customers SP objective: Distribution Shelf space In-store presence Selling season Purchase Frequency Transaction Size Occasions Trials SP Additional Segmentation Targeting: Nonusers Loyal users Competitive loyals Switchers Price buyers

  21. So what SP target(s)? Acquisition Loyalty Retention Winback Core Marketing Objective: Marketing Objectives Core Target: Past customers Prospects Current customers SP objective: Distribution Shelf space In-store presence Selling season Purchase Frequency Transaction Size Occasions Trials SP Additional Segmentation Targeting: Nonusers Loyal users Competitive loyals Switchers Price buyers

  22. In Summary • Augment the Core segmentation and targeting with Sales Promotion Segmentation for usable Sales Promotion target • “Extract” the core behavior at the purchase stage for that target, to appropriately “act” upon it: • Right Sales Promotion Objectives • Right Sales Promotion Desired Results • Right Sales Promotion Techniques/Tools

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