IMC Presentation

IMC Presentation - Sales Promotion MKW2460 Aina Sabrina...

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Sales Promotion MKW2460 Aina Sabrina Suhaimi 28297229 Nur Syazleen Noorul Hassan 28405773
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Question Why do companies invest in consumer sales promotion? A toy company wants to encourage sales from existing and new customers who are children and teenagers. Recommend the most appropriate sales promotion techniques. Justify your recommendation.
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What is Sales Promotion? - An action-focused marketing event whose purpose is to have an impact on the behaviour of the firm’s customers - Blattberg and Neslin (1990) - Consist of all of the incentives offered to customers and channel members to encourage product purchases.
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Consumer promotions Trade promotions - Offers directly to customers and potential customers - Aimed at those who use the product or end- users - Individuals or households & business - Both consumer markets and B2B markets. - Goals - enticing a consumer to take the final step and make purchase - Pull strategies - Incentives designed by members of the market channel to entice another member to purchase goods for eventual resale.
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