Sales promotion Homework help
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sales_promotion_lesson_2_fall_12-2.pptxSales Promotion
Planning Sales Promotion Programs
WHAT COURSE OBJECTIVES?
| Course Objectives |
| Understanding of the marketing communications discipline of Sales Promotion |
| Develop models and processes for Sales Promotion as a key component of IMC |
| Understanding of difference between consumer promotion and trade promotion |
| Enhance presentation and writing skills with sales promotion plan development |
| Understand sales promotion tactics |
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Second level
Third level
Fourth level
Fifth level
2
Marketing
Management
Marketing objectives
Marketing strategies
Target Market
Value Proposition
Positioning
Sales
Promotion
Target
Core baseline applications:
Acquisition
Loyalty
Retention
Winback
Understand
Target
purchase
behavior
Sales
Promotion
Desired
Results
Sales
Promotion
Mix
Coupons
Games
Discount
Bonus packs
Etc.
Consumer
Promotion
Trade
Promotion
Temporary
Purchase/
Sales
Boost
Price sensitivity
Brand loyalty
Etc.
Sales Promotion Planning
Free goods
Advertising allowance
Trade coupons
Etc.
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
Sales Promotion Objectives
Acquisition
Loyalty
Retention
Winback
Sales Promotion Objectives Alignment
Core Target:
Prospects
Current customers
Past customers
Sales Promotion Objective(s):
Distribution outlets
Core Marketing Objective:
Marketing Objectives
Shelf Space
In-Store Presence
Selling Season
Purchase Frequency
Transaction Size
Usage Occasions
Trial
Acquisition
Loyalty
Retention
Winback
So what Sales Promotion Objective(s)?
Core Target:
Prospects
Current customers
Past customers
Sales Promotion Applications/Objective(s):
Distribution outlets
Core Marketing Objective:
Marketing Objectives
Shelf Space
In-Store Presence
Selling Season
Purchase Frequency
Transaction Size
Usage Occasions
Trial
Acquisition
Loyalty
Retention
Winback
So what Sales Promotion Objective(s)?
Core Target:
Prospects
Current customers
Past customers
Sales Promotion Applications/Objective(s):
Distribution outlets
Core Marketing Objective:
Marketing Objectives
Shelf Space
In-Store Presence
Selling Season
Purchase Frequency
Transaction Size
Usage Occasions
Trial
Marketing
Management
Marketing objectives
Marketing strategies
Target Market
Value Proposition
Positioning
Sales
Promotion
Target
Core baseline applications:
Acquisition
Loyalty
Retention
Winback
Understand
Target
purchase
behavior
Sales
Promotion
Desired
Results
Sales
Promotion
Mix
Coupons
Games
Discount
Bonus packs
Etc.
Consumer
Promotion
Trade
Promotion
Temporary
Purchase/
Sales
Boost
Price sensitivity
Brand loyalty
Etc.
Sales Promotion Planning
Free goods
Advertising allowance
Trade coupons
Etc.
Sales
Promotion
Apps/
Objectives
Acquisition
Loyalty
Retention
Winback
Sales Promotion targeting methodology add-on
Core Target:
Prospects
Current customers
Past customers
SP Additional Segmentation Targeting:
Competitive
loyals
Loyal users
Switchers
Price buyers
Nonusers
Core Marketing Objective:
Marketing Objectives
SP objective:
Distribution
Shelf space
In-store presence
Selling season
Purchase
Frequency
Transaction Size
Occasions
Trials
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?
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?
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?
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?
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?
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?
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?
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?
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
Acquisition
Loyalty
Retention
Winback
So what SP target(s)?
Core Target:
Prospects
Current customers
Past customers
SP Additional Segmentation Targeting:
Competitive
loyals
Loyal users
Switchers
Price buyers
Nonusers
Core Marketing Objective:
Marketing Objectives
SP objective:
Distribution
Shelf space
In-store presence
Selling season
Purchase
Frequency
Transaction Size
Occasions
Trials
Acquisition
Loyalty
Retention
Winback
So what SP target(s)?
Core Target:
Prospects
Current customers
Past customers
SP Additional Segmentation Targeting:
Competitive
loyals
Loyal users
Switchers
Price buyers
Nonusers
Core Marketing Objective:
Marketing Objectives
SP objective:
Distribution
Shelf space
In-store presence
Selling season
Purchase
Frequency
Transaction Size
Occasions
Trials
Acquisition
Loyalty
Retention
Winback
So what SP target(s)?
Core Target:
Prospects
Current customers
Past customers
SP Additional Segmentation Targeting:
Competitive
loyals
Loyal users
Switchers
Price buyers
Nonusers
Core Marketing Objective:
Marketing Objectives
SP objective:
Distribution
Shelf space
In-store presence
Selling season
Purchase
Frequency
Transaction Size
Occasions
Trials
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
