In the container premium the purchasers get a

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liquidating premium, the purchasers get the goods at the reduced prices. In the container premium, the purchasers get a container of domestic use. Key chains, artificial flowers, ball pens, combs, blades, toilet soaps, etc., were given as inpack premiums. Attractive reusable jars costing separately Rs.8.00 or so may be given at an extra charge of Rs.4.00 or Rs.5.00 only. Recently Brooke Bond Tea gave sugar in a separate pack weighing 50 grams for each pack of 250 Gms. of tea. Sweepstakes are some sort of lottery. In this device, a consumer who buys the product is given a coupon containing a serial number. All the coupons received from the consumers are kept in a place, lots are drawn and names of winners are declared. Consumer contests are competitions wherein individuals are invited to compete on the basis of creative skills. Consumer contests are indirect manner of introducing a new product or attracting new users. The contests remain open for a period of five weeks or more and among others aim at generating greater degree of awareness and enthusiasm in the sponsor and/or his brand. Being capable of meeting diverse objectives the popular types of contests include; reason why sentence completion, brand name/slogan/essay writing contests, special skills, sewing, knitting, cookery contest, etc., each capable of delivering the purpose with which a contest is organized. The contest should be easy and fun in order to attract greater participation. Annamalai University
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137 4.3.2. Trade of Dealer promotion Trade promotions are incentives which are offered to wholesalers, distributors, retailers, etc, and aim at motivating them to back up the sponsored brand by giving more than their usual push. The dealer promotions thus are introduced to induce the dealer to keep a larger stock of the manufacturer’s product. The middlemen are interested in profits. Hence, the forms of promotion which attract them may include (1) offer of cash discount on various bases i.e. percentage, quantity bought/ordered, (2) advertising or display allowances, (3) prizes and gifts. Quantity discounts and higher rate of cash discounts/trade discount induce the dealers to stock larger quantities. These are also known as buyer allowance. This device is used for the new products intended to be penetrated in the market. But the manufacturers can also use it for the existing goods. Retail demonstrators are supplied by manufacturers for preparing and distributing the product as a retail sample. For example, Nescafe Instant Coffee and Rasna use this device by trying the sample with visitors to the retail outlets on the spot. Even Surf at times shows on the spot demonstration regarding the method of using the product. Dealer and distributor training for salesmen which may be provided to give them a better knowledge of a product and how to use it.
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