It helps marketers to realize a variety of objectives. (5) To Induce Middlemen – The middlemen-wholesalers and retailers are induced to purchase more stock of company’s product by offering more facilities such as credit facilities, higher cash and trade discounts, free gifts etc. They should, therefore, be informed of the new product and told that the new products works better than all similar existing products. ix. Objective # 3. Share Your PDF File Some of the important objectives are mentioned below, and the more important ones have been discussed briefly and can accomplish many sales promotion objectives: ii. A sweepstake is a promotion where winners are determined purely by chance; it cannot require a proof of purchase as a condition for entry. iii) To push stock of the old brand before the introduction of new model. 2. Frequently, a ‘stretched’ version of the pack obviates the extra shelf space required. As described by W. E. Myers in the competitive field, it is becoming necessary to differentiate its product or service from other competitors claim, through sales promotion devices. Launch New Product and Increase Trial  3. Its purpose is to trigger a memory. Consumers often use samples that are distributed free, with or without a coupon, to introduce a new product or induce trial of even an existing product. (b) Increasing the size of the average sale: (i) Promotions can be introduced on high-margin goods, so the overall profitability improves. They develop or reinforce a favourable set for attitudes and influence their buying behaviour. The objective of marketing is to increase awareness and sales for your product. To Develop Preferences and Convictions of Buyers. (something more for the same price) Sales promotion is an important instrument in marketing to accelerate the marketing effort. discounts are offered, com munications of sales promoti ons and objectives of the promotion. 7. Sales promotion programme should be developed to generate the confidence of the consumers regarding the claims focused. Consumers develop a new reference price for the product and the increase does not appear to be as high as it was perceived earlier. Maintaining support for established brands, iii. There are some products whose demand falls badly in a particular season. Sales promotion consists of short-term incentives to encourage purchases or sales of a product or service. State the main goals of a sales promotion. Usually, it is mentioned on the pack that a certain amount is off. In the broad sense of the term marketing communication mix includes all the four marketing P’s – Product, Promotion, Packaging and Price. iii. Objective # 2. It increases sales and makes sales of slow moving products faster and stabilize fluctuating sales pattern. To develop favourable consumer experience with the product. Inducing retailers to promote the brand by local advertising and POP display. (xii) Point-of-Purchase (PoP) Display Material: Most suppliers produce sales-aid materials which are placed near the products to attract customers and induce them to purchase. Sales force promotion: It involves efforts targeted towards the sales force to boost the morale of salesmen. It is sometimes hard to establish demand for a new product in a market of similar products. Hasbro, a toy company, teamed with the retailer Toys R Us to create direct mail booklets offering discounts on Hasbro toys only at Toys R Us stores. Promotion Objectives. As a result it can pay high dividends. The objectives of the sales promotion are: Customers passing the store, who have no intention of going in, would be encouraged to enter by a sales promotion in-store, e.g. Accessibility and availability of the products. Sales promotion is a tool used to achieve most of the five major promotional objectives discussed in the Promotion Decisions Tutorial:. Repeat purchase by customers, leads to increased sales volume. Objectives Of Sales Promotion. In its absence, the old customers are not attracted towards the latest goods of the seller. After the sessions over, they are not demanded any more. You might catch something, but the results are iffy at best. Regular customers are offered cards whereby after a certain amount of purchases they are entitled to a gift for example, a trip to Mauritius. The objectives for the sales force may be to encourage a new product or model, stimulate off-season sales, and persuade more prospective buyers, and so on. Promotional activities increase or help increase the sale by making effective upward change in the elasticity of demand of the product or service through various techniques i.e., by distributing samples, free gifts, purchase premium, discounts etc. For example, shaving foam and after shave lotion. The manufacturer or marketer has a good product, reasonable price, attractive package, a good sales force. Objective # 5. Increasing the inventories of business buyers – Retailers may be induced to keep in stock more units of a product so that more sales can be affected. ADVERTISEMENTS: a. Sales promotion is also used to generate new customers. In a nutshell, informative promotion helps in increasing awareness of a new brand, product class, building, product image. Introducing new products – To induce buyers to purchase a new product, free samples maybe distributed or money and merchandise allowance maybe offered to business to stock and sell the product. It is the focus of market-driven companies to develop and sustain relationships with the consumers. The consumers may feel an urge to buy the product, considering certain benefits of the purchase. If the price of the product was Rs.50 before the price rise, and the new price is Rs.60, then a coupon with a face value of Rs.5 is provided that places the product’s price between Rs.50and Rs.60, making the effective price only Rs.55. To Attract New Customers. They must have some knowledge about the product offered by the producer. Different lucrative offers are launched to generate a favourable attitude of the consumers. Increasing usage rate by present customers. In general, long-term goals are considered communication objectives, while short-term goals are considered sales growth objectives. iv. Sales promotion is often used to motivate consumers to try a new product. So, if the bottle normally sells at Rs 50, the customer now has to pay only Rs 40 for the same. To Increase Sales Volume 2. Reminding the consumers of their past satisfaction will persuade them to stay with the product and prevent them from shifting to competitors. 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