SALES

PROMOTION

INTRODUCTION

Sales promotion refers to informing, communicating, convincing, motivating the customer to buy the product with the help of:

Customer promotion method.

Dealer promotion method.

Sales force promotion method.

In simple words sales promotion means any simple steps that are taken for the purpose of obtaining or increasing sales.

• To introduce new product.• To attract new customers.• To provide new incentives to the actual

users.• To increase sales and profit.• To counter attack the competitors.• To simplify the task of selling.• To motivate middlemen.

IMPORTANTANCE OF

SALES PROMOTION

• To the manufacturers.

• To the middlemen.

• To the consumer.

TO THE

MANUFACTURERS

• Helps in creating new market.

• Retaining the existing customer.

• Minimise the cost of production.

• Motivate middlemen.

• Helps in facing competition.

TO THE

MIDDLEMEN

• Inducement in selling.

• Increase in sales.

• Increase in profit.

TO THE CONSUMER

• Information about new product.

• Promotional benefits.

• Opportunity to participate in contests.

• Improve standard of living.

• Helps consumers to get product at low price.

LIMITATIONS

• It is a short-term device.

• It is not an independent tool.

• It fails in easing out the marketing errors.

• It affects adversely the brand image.

• Under-estimating by advertising agencies.

FUNCTIONS

• Stimulating the impulse buying.

• Assisting the middlemen.

• Assisting the advertising

• Assisting the salesmen.

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