Ppt_12_r - 12 Consumer Promotions Chapter Overview Types of consumer promotions Planning for consumer promotions International consumer promotions

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RETL369 10-1 Chapter Overview Types of consumer promotions Planning for consumer promotions International consumer promotions 12 Consumer Promotions
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RETL369 10-2 Consumer Promotions Consumer promotions (sales promotions) are the incentives aimed at a firm’s customers. The product is not resold to another business. Indirect way to increase brand recognition or enhance image Increase traffic Increase sales Attract new customers Trade promotions are the expenditures or incentives used by manufacturers and other members of the marketing channel (e.g., wholesalers) to help push products through to retailers, who are going to resell the products to consumers.
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RETL369 10-3 Coupons Premiums Contests and sweepstakes Refunds and rebates Sampling Bonus packs Price-offs F I G U R E 1 0 . 1 Types of Consumer Promotions
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RETL369 10-4 Coupons A coupon is a price reduction offer to a consumer. - % or $ off Average value was $1.41 A total of 88% of all coupons are distributed through free standing inserts (FSI ) , which are sheets of coupons distributed in Sunday papers Redemption rate - 0.85% Coupon usage 80% of households use 2/3 willing to switch brands
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RETL369 10-5 Manufacturers issue about 80% Freestanding inserts – 88% Freestanding and print most popular Consumer makes conscious effort to clip Create brand awareness and brand recall Encourage purchase next trip to store Digital/online coupons growing in popularity Cell phone coupons Coupon Distribution
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Print media FSI (88%) Direct mail On- or in-package In-store Scanner-delivered Digital Employee delivered F I G U R E 1 2 . 3 Methods of Distributing Coupons RETL369 10-6
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Percentage of Sales with a Coupon Disposable diapers 17.1% Detergents 15.0% Meal starters 14.2% Dough products (refrigerated) 13.6% Cereal 13.4% Wrapping materials, bags 12.8% Oral hygiene products 11.7% Household cleaners 11.7% Product category % of sales using manufacturer’s coupon Source: AC Nielson Scantrack, Santella & Associates, August 2009 RETL369 10-7
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RETL369 10-8 Types of Coupons An instant redemption coupon is distributed in retail stores placed on packages for immediate use. Trial or additional purchases Free sampling with coupon Coupons in dispensers near the products A bounce-back coupon is placed inside packages so that customers cannot redeem them at the point of purchase -- encouraging repeat purchases. Scanner-delivered coupons are issued at a cash register. They are triggered by an item being scanned usually for store cardholders
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RETL369 10-9 Types of Coupons Cross-ruffing is the placement of a coupon for one product on another product. Products that fit together Another product from the same company Response offer coupons are issued following requests by consumers.
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This note was uploaded on 12/13/2011 for the course RETL 369 taught by Professor Dr.kim during the Fall '10 term at South Carolina.

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Ppt_12_r - 12 Consumer Promotions Chapter Overview Types of consumer promotions Planning for consumer promotions International consumer promotions

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