Sales promotion
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Sales Promotion. Planning Sales Promotion Programs. WHAT COURSE OBJECTIVES?. Sales Promotion Planning. Core baseline applications: Acquisition Loyalty Retention Winback. Marketing objectives Marketing strategies. Marketing Management. Target Market Value Proposition

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Sales promotion

Sales Promotion

Planning Sales Promotion Programs


Sales promotion

WHAT COURSE OBJECTIVES?


Sales promotion

Sales Promotion Planning

  • Core baseline applications:

  • Acquisition

  • Loyalty

  • Retention

  • Winback

  • Marketing objectives

  • Marketing strategies

Marketing

Management

  • Target Market

  • Value Proposition

  • Positioning

Temporary

Purchase/

Sales

Boost

Consumer

Promotion

Sales

Promotion

Objectives

Understand

Target

purchase

behavior

Sales

Promotion

Target

Sales

Promotion

Desired

Results

Sales

Promotion

Mix

  • Coupons

  • Games

  • Discount

  • Bonus packs

  • Etc.

  • Price sensitivity

  • Brand loyalty

  • Etc.

Trade

Promotion

  • Free goods

  • Advertising allowance

  • Trade coupons

  • Etc.


Sales promotion

Sales Promotion Objectives

  • Increase distribution outlets

  • Increase shelf space

  • Increase in-store presence

  • Expand selling season

  • Increase purchase frequency

  • Increase transaction size

  • Increase usage occasions

  • Generate trial


Sales promotion

Sales Promotion Objectives Alignment

Acquisition

Loyalty

Retention

Winback

Core Marketing Objective:

Marketing Objectives

Core Target:

Prospects

Current customers

Past customers

Sales Promotion Objective(s):

Usage Occasions

Transaction Size

Distribution outlets

Shelf Space

Purchase Frequency

Trial

Selling Season

In-Store Presence


Sales promotion

So what Sales Promotion Objective(s)?

Acquisition

Loyalty

Retention

Winback

Core Marketing Objective:

Marketing Objectives

Core Target:

Prospects

Current customers

Past customers

Sales Promotion Applications/Objective(s):

Usage Occasions

Transaction Size

Distribution outlets

Shelf Space

Purchase Frequency

Trial

Selling Season

In-Store Presence


Sales promotion

So what Sales Promotion Objective(s)?

Acquisition

Loyalty

Retention

Winback

Core Marketing Objective:

Marketing Objectives

Core Target:

Prospects

Current customers

Past customers

Sales Promotion Applications/Objective(s):

Usage Occasions

Transaction Size

Distribution outlets

Shelf Space

Purchase Frequency

Trial

Selling Season

In-Store Presence


Sales promotion

Sales Promotion Planning

  • Core baseline applications:

  • Acquisition

  • Loyalty

  • Retention

  • Winback

  • Marketing objectives

  • Marketing strategies

Marketing

Management

  • Target Market

  • Value Proposition

  • Positioning

Temporary

Purchase/

Sales

Boost

Consumer

Promotion

Sales

Promotion

Apps/

Objectives

Understand

Target

purchase

behavior

Sales

Promotion

Target

Sales

Promotion

Desired

Results

Sales

Promotion

Mix

  • Coupons

  • Games

  • Discount

  • Bonus packs

  • Etc.

  • Price sensitivity

  • Brand loyalty

  • Etc.

Trade

Promotion

  • Free goods

  • Advertising allowance

  • Trade coupons

  • Etc.


Sales promotion

Sales Promotion targeting methodology add-on

Acquisition

Loyalty

Retention

Winback

Core Marketing Objective:

Marketing Objectives

Core Target:

Past customers

Prospects

Current customers

SP objective:

Distribution

Shelf space

In-store presence

Selling season

Purchase

Frequency

Transaction Size

Occasions

Trials

SP Additional Segmentation Targeting:

Nonusers

Loyal users

Competitive

loyals

Switchers

Price buyers


Loyal users

Loyal Users

  • Profile and Characteristics:

    • People who buy a particular brand on a more or less consistent basis

  • Desired Results/Behavior Changes:

    • Reinforce existing behavior

    • Increase usage

      • Extra large

    • Cross selling

  • Value Proposition Alteration-core focus:

    • Benefits or Price?


Loyal users1

Loyal Users

  • Profile and Characteristics:

    • People who buy a particular brand on a more or less consistent basis

  • Desired Results/Behavior Changes:

    • Reinforce existing behavior

    • Increase usage

      • Extra large

    • Cross selling

  • Value Proposition Alteration-core focus:

    • Benefits or Price?


Competitive loyals

Competitive Loyals

  • Profile and Characteristics:

    • People who buy the product category and usually buy a competitor’s brand

      • Intense Loyals

      • Value Buyers

      • Habit-bound Buyers

  • Desired Results/Behavior Changes:

    • Break loyalty & make them switch to your product

  • Value Proposition Alteration-core focus:

    • Benefits or Price?


Competitive loyals1

Competitive Loyals

  • Profile and Characteristics:

    • People who buy the product category and usually buy a competitor’s brand

      • Intense Loyals

      • Value Buyers

      • Habit-bound Buyers

  • Desired Results/Behavior Changes:

    • Break loyalty & make them switch to your product

  • Value Proposition Alteration-core focus:

    • Benefits or Price?


Switchers

Switchers

  • Profile and Characteristics:

    • People who purchase a variety of brands within a product category

      • Types of switchers:

        • Availability Switchers

        • Value Switchers

        • Occasions-Based Switchers

        • Variety-Based Switchers

  • Desired Results/Behavior Changes:

    • Persuade them to “Switch” to your product more often AND Stay with your brand

  • Value Proposition Alteration-core focus:

    • Benefits or Price?


Switchers1

Switchers

  • Profile and Characteristics:

    • People who purchase a variety of brands within a product category

      • Types of switchers:

        • Availability Switchers

        • Value Switchers

        • Occasions-Based Switchers

        • Variety-Based Switchers

  • Desired Results/Behavior Changes:

    • Persuade them to “Switch” to your product more often AND Stay with your brand

  • Value Proposition Alteration-core focus:

    • Benefits or Price?


Price buyers

Price Buyers

  • Profile and Characteristics:

    • People who purchase solely on the basis of price

    • Often heavy users of a category

  • Desired Results/Behavior Changes:

    • Match their value requirements to make them stay with your product…profitably

  • Value Proposition Alteration-core focus:

    • Benefits or Price?


Price buyers1

Price Buyers

  • Profile and Characteristics:

    • People who purchase solely on the basis of price

    • Often heavy users of a category

  • Desired Results/Behavior Changes:

    • Match their value requirements to make them stay with your product…profitably

  • Value Proposition Alteration-core focus:

    • Benefits or Price?


Nonusers

Nonusers

  • Profile and Characteristics:

    • People who do not use any product in a particular category

  • Desired Results/Behavior Changes:

    • Make them move to your product category (and by doing so to your brand)

  • Reasons for non-users:

    • Price: Too expensive

    • Value: Not worth

    • No need

  • NOT GOOD FOR SALES PROMOTION


Sales promotion

So what SP target(s)?

Acquisition

Loyalty

Retention

Winback

Core Marketing Objective:

Marketing Objectives

Core Target:

Past customers

Prospects

Current customers

SP objective:

Distribution

Shelf space

In-store presence

Selling season

Purchase

Frequency

Transaction Size

Occasions

Trials

SP Additional Segmentation Targeting:

Nonusers

Loyal users

Competitive

loyals

Switchers

Price buyers


Sales promotion

So what SP target(s)?

Acquisition

Loyalty

Retention

Winback

Core Marketing Objective:

Marketing Objectives

Core Target:

Past customers

Prospects

Current customers

SP objective:

Distribution

Shelf space

In-store presence

Selling season

Purchase

Frequency

Transaction Size

Occasions

Trials

SP Additional Segmentation Targeting:

Nonusers

Loyal users

Competitive

loyals

Switchers

Price buyers


Sales promotion

So what SP target(s)?

Acquisition

Loyalty

Retention

Winback

Core Marketing Objective:

Marketing Objectives

Core Target:

Past customers

Prospects

Current customers

SP objective:

Distribution

Shelf space

In-store presence

Selling season

Purchase

Frequency

Transaction Size

Occasions

Trials

SP Additional Segmentation Targeting:

Nonusers

Loyal users

Competitive

loyals

Switchers

Price buyers


In summary

In Summary

  • Augment the Core segmentation and targeting with Sales Promotion Segmentation for usable Sales Promotion target

  • “Extract” the core behavior at the purchase stage for that target, to appropriately “act” upon it:

    • Right Sales Promotion Objectives

    • Right Sales Promotion Desired Results

    • Right Sales Promotion Techniques/Tools


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