promotion

PROMOTION

1.    What is promotion

Promotion is one of the market mix elements, and a term used frequently in marketing. The specification of five promotional mix or promotional plan. These elements are personal selling, advertising, sales promotion, direct marketing, and publicity. A promotional mix specifies how much attention to pay to each of the five subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image. Fundamentally, however there are three basic objectives of promotion. These are:

1. To present information to consumers as well as others.
2. To increase demand.
3. To differentiate a product.

There are different ways to promote a product in different areas of media. Promoters use internet advertisement, special events, endorsements, and newspapers to advertise their product. Many times with the purchase of a product there is an incentive like discounts, free items, or a contest. This is to increase the sales of a given product.

The term "promotion" is usually an "in" expression used internally by the marketing company, but not normally to the public or the market - phrases like "special offer" are more common. An example of a fully integrated, long-term, large-scale promotion are My Coke Rewards and Pepsi Stuff. The UK version of My Coke Rewards is Coke Zone.

2.    What is sales promotion

Sales promotion is one of the seven aspects of the promotional mix. (The other six parts of the promotional mix are advertising, personal selling, direct marketing, publicity/public relations, corporate image and exhibitions.) Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include contests, coupons, freebies, loss leaders, point of purchase displays, premiums, prizes, product samples, and rebates

Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions. Some sale promotions, particularly ones with unusual methods, are considered gimmicks by many.

Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes.

There are many methods of sales promotion, including:

·         Money off coupons – customers receive coupons, or cut coupons out of newspapers or a products packaging that enables them to buy the product next time at a reduced price

·         Competitions – buying the product will allow the customer to take part in a chance to win a prize

·         Discount vouchers – a voucher (like a money off coupon)

·         Free gifts – a free product when buy another product

·         Point of sale materials – e.g. posters, display stands – ways of presenting the product in its best way or show the customer that the product is there.

·         Loyalty cards – e.g. Nectar and Air Miles; where customers earn points for buying certain goods or shopping at certain retailers – that can later be exchanged for money, goods or other offers

3.     Kinds of promotion

You can create promotions of any of the following types:

a)    Product promotions :

·         Percentage off per item

·         Fixed amount off per item

·         Fixed amount off for all

·         Buy X, get one or more items at a discount

·         Free gift with purchase

b)    Order promotions :

·         Percentage off

·         Fixed amount off

·         Free gift with purchase

c)    Shipping promotions :

·         Free shipping

·         Discounted shipping for an order using a selected ship mode

·         Discounted shipping for all items using a selected ship mode

·         Discounted shipping per item using a selected ship mode

4.    Why do we need promotion

Promotion is benefit for customer, activities have a variety of aims:

• To inform current and potential customers about the existence of products
• To explain the potential benefits of using the product
• To persuade customers to buy the product
• To help differentiate a product from the competition
• To develop and sustain a brand
• To reassure customers that they have made the right choice

Present tense :

1.    Some sale promotions, particularly ones with unusual methods, are considered gimmicks by many.

2.    Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales

3.    These elements are personal selling, advertising, sales promotion, direct marketing, and publicity

4.    To persuade customers to buy the product

5.    To inform current and potential customers about the existence of products

6.    A promotional mix specifies how much attention to pay to each of the five subcategories, and how much money to budget for each

7.    Promotion is one of the market mix elements, and a term used frequently in marketing

8.    Fundamentally, however there are three basic objectives of promotion

9.    There are different ways to promote a product in different areas of media

10. Sales promotion is one of the seven aspects of the promotional mix

Past tense :

1.    Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers)

2.    Sales promotions targeted at the consumer are called consumer sales promotions

3.    The term "promotion" is usually an "in" expression used internally by the marketing company, but not normally to the public or the market - phrases like "special offer" are more common

4.    An example of a fully integrated, long-term, large-scale promotion are My Coke Rewards and Pepsi Stuff

5.    Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability

6.    Some sale promotions, particularly ones with unusual methods, are considered gimmicks by many

7.    Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes.

REFERENSI :

ü   http://en.wikipedia.org/wiki/Promotion_%28marketing%29

ü  http://retno-ginanjar.blogspot.com/2013/03/promotion.html

ü  http://en.wikipedia.org/wiki/Sales_promotion

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