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KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB MSC: BLOOMS Synthesis 4. You are the sales promotion manager for Vita-Balls, a new children’s vitamin that is designed to
be chewed like gum. Your company uses a pull strategy, and you are responsible for
recommending sales promotion tools to accomplish this strategy. Describe three specific sales
promotion activities you would recommend for Vita-Balls.
Because Vita-Balls uses a pull strategy, consumer sales promotion tools should be used.
COUPONS for discounts on Vita-Balls could be mailed directly to parents or could be placed in
PREMIUMS could be offered to purchasers of Vita-Balls, with proof of purchase required. The
premium should be related to the product, such as books on common parenting problems, a
subscription to a nutrition magazine, or other children’s healthcare products.
LOYALTY MARKETING PROGRAMS or FREQUENT BUYER PROGRAMS could also be
offered such as offering a free container of Vita-Balls after 12 containers are purchased.
CONTESTS could be offered to parents. Entrants could write an essay about Vita-Balls or send in a photograph of their child, with the winning picture appearing on the new package of Vita-Balls.
A SWEEPSTAKES could allow anyone to enter a random drawing for a free year’s supply of
SAMPLING would allow parents to try the product without risk. Free small sizes could be mailed
POINT-OF-PURCHASE PROMOTIONS could be set up at drugstores or grocery stores to attract
new customers and encourage current customers to try Vita-Balls.
ONLINE SALES PROMOTIONS. The manufacturer of Vita-Balls could set up a Web site where
it provided online coupons for the vitamin, which could be redeemed at retail stores, as well as
hints on how to get children to eat more nutritiously. It could award points for visiting this site
and have the points redeemable for Vita-Balls.
KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB MSC: BLOOMS Synthesis 5. Compare and contrast contests and sweepstakes.
Contests and sweepstakes are both types of sales promotions generally designed to create interest
in a good or service, often to encourage brand switching. Contests are promotions in which
participants use some skill or ability to compete for prizes. A consumer contest usually requires
entrants to answer questions, complete sentences, or write a paragraph about the product and
submit proof of purchase. Winning a sweepstakes, on the other hand, depends on chance or luck
and participation is free. Sweepstakes usually draw about ten times more entries than contests do.
KEY: CB&E Model Promotion OBJ: 18-2 TOP: AACSB MSC: BLOOMS Synthesis 6. Business-to-business marketers use many of the same sales promotion tools used in consumer
promotions. There are several tools, however, that are unique to these marketers. Name and
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This document was uploaded on 09/29/2013.
- Fall '13