G short term promotions increase store traffic online

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Unformatted text preview: ase own-brand sales • Even out busy periods Retailer-Consumer Sales Promotion Objectives Retailer Objectives Consumer e.g. Short-term promotions increase store traffic (online or off) e.g. Tesco introduced the Clubcard Manufacturer Promotions • Encourage trial • Expand usage • Disseminate information information • Attract new consumers • Trade up • Load up • Even out fluctuating sales sales • Counter the competition Manufacturer-Consumer Objectives Manufacturer Objectives Consumer e.g. Hellmann’s offered free recipe book to buyers Sales Promotion Objectives: An Overview Communication Incentive Objective Invitation Money-Based Sales Promotion Methods Reduced price Rebates Money-based methods Coupons Delivery Methods: Money-Based Sales Promotions • Reduced price – Shelf – On pack • Rebates – Mail-in cash back • Coupons – – – – – On/in pack Print ads Door to door Point of sale Direct mail Coupon Distribution and Redemption Distribution (billions) 5.1 Redemption (millions) 531.0 Total value redeemed (£m) 244.3 Average face value (pence) 72.0 Source: UK Coupon Market 2000, reproduced by kind permission from NCH Marketing Services Ltd. Product-Based Sales Promotion Methods Extra product Product-based methods Samples Samples • • • • • On-pack Trial sizes Print media Direct mail Door to door Merchandise-Based Sales Promotion Methods Selfliquidating Loyalty schemes Free in/on pack Merchandisebased methods Free with product Free mail-in Contests/ sweepstakes Customer Loyalty Schemes • Forms of alternative c...
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This document was uploaded on 03/02/2014.

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