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S LES PROMOTION

Broadly speaking promotion means to push forward or to advance an idea in such

a way to gain its acceptance and approval. Promotion is any communicative

activity whose main object is to move forwards the product, service or idea in a

channel of distribution.

It is an effort by the marketer to inform and persuade buyers to accept, resell,

recommend and use the article, service or idea which is being promoted.

Promotion is a form of communication with an additional element of persuasion.

The promotional activity always attempts to affect knowledge, attitudes

preferences andbehaviours of the recipients i.e. buyers. The element of

persuasion to accept ideas, product, services, etc is the heart of promotion.

In any exchange activity, communication is absolutely necessary. You may have

the best product, package and so on. It may have fair price. But people will

not buy your product, if they have never heard of it, and they are simply unaware

of its existence.


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The marketer must communicate to his prospective buyer and provide adequate

information in a persuasive language. People must know that the right product

is available at the right place and at the right price; this is the job of promotion in

marketing.

What is Promotion?

Promotion is a process of marketing communication involving

information, persuasion and influence. Promotion has three specific purposes.

It communicates marketing information to consumer, users and resellers.

Promotion persuades and convinces the buyer and enters into

consumer behavior. Promotional efforts act as a powerful tool of competition

providing the cutting edge of its entire marketing programme.


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Marketers have adopted a communication view of their firms

promotional activities. Receiver is now regarded as an active participant in the

process of communication. All marketing communications must be planned as

part of the total system, not as independent pieces. The communication or

promotion mixes four ingredients viz:

Advertising

Publicity

Personal selling

All forms of sales promotion


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PLANNING PROMOTIONS TO BENEFIT THE CONSUMER:

Promotions, which deliver value, will go a long way in building

customer franchise; marketers must work out different promotions to attract

various kinds of customers. Make use of lose of more for less to attract the

promise could buyer who switch brands frequently, here the opportunity of

getting a bargain will prove to be a source of value for the customer.

Reward the regular buyers with a lower price during certain

months of the year; here the marketer must make effort to convey that there few

promotion offers are exclusively meant for their regular buyers only. Offer lesser

prices and communicate a feeling of protecting them against inflation, this gesture

will ensure that the consumers will remember the value of getting the same for a

lower price especially when the value of money is corded by rising prices .

When prospective consumers are postponing their purchase

decision especially seen in the core of consumer durables promotions in the form

of discounts, freebies etc. could motivate them to take the decisions more quickly.


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Objectives of Sales Promotion

You have learnt that the main objective of sales promotion is to increase sales.

However, there are also some other objectives of sales promotion. The objectives

are:

i. To introduce new products

ii. To attract new customers and retain the existing ones

iii. To maintain sales of seasonal products

iv. To meet the challenge of competition

Let us learn about these objectives in details.


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(i) To introduce new products:Have you ever heard about distribution of free

samples? Perhaps you know that many companies distribute free samples while

introducing new products. The consumers after using these free samples may

develop a taste for it and buy the products later for consumption.

(ii) To attract new customers and retain the existing ones : Sales

promotion measures help to attract or create new customers for the products.

While moving in the market, customers are generally attracted towards the

product that offers discount, gift, prize, etc on buying. These are some of the tools

used to encourage the customers to buy the goods. Thus, it helps to retain the

existing customers, and at the same time it also attracts some new customers to

buy the product.

(iii) To maintain sales of seasonal products:There are some products like

air conditioner, fan, refrigerator, cooler, winter clothes, room heater, sunscreen

lotion, glycerin soap etc., which are used only in particular seasons.

To maintain the sale of these types of products normally the

manufactures and dealers give off-season discount. For example, you can buy air


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conditioner in winter at a reduced price. Similarly you may get discount on winter

clothes during summer.

(iv) To meet the challenge of competition:Todays business faces competition

all the time.New products frequently come to the market and at the same time

improvement also takes place. So sales promotion measures have become essential

to retain the market share of the seller or producer in the product-market

Tools of Sales Promotion

To increase the sale of any product manufactures or producers adopt different

measures like sample, gift, bonus, and many more. These are known as tools or

techniques or methods of sales promotion. Let us know more about some of the

commonly used tools of sales promotion.

(i) Free samples:You might have received free samples of shampoo,

washing powder, coffee powder, etc. while purchasing various items from

the market. Sometimes these free samples are also distributed by the

shopkeeper even without purhasing any item from his shop. These are

distributed to attract consumers to try out a new product and thereby create

new customers. Some businessmen distribute samples among selected


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persons in order to popularize the product. For example, in the case of medicine

free samples are distributed among physicians, in the case of textbooks,

specimen copies are distributed among teachers.

(ii) Premium or Bonus offer:A milk shaker along with Nescafe, mug with

Bournvita, toothbrush with 500 grams of toothpaste, 30% extra in a pack of one

kg. are the examples of premium or bonus given free with the purchase of a

product. They are effective in inducing consumers to buy a particular product. This

is also useful for encouraging and rewarding existing customers.

(iii) Exchange schemes: It refers to offering exchange of old product for a new

product at a price less than the original price of the product. This is useful for

drawing attention to product improvement. Bring your old mixer-cum-juicer and

exchange it for a new one just by paying Rs.500 or exchange your black and white

television with a colour television are various popular examples of exchange

scheme.


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(iv) Price-off offer: Under this offer, products are sold at a price lower than

the original price.Rs. 2 off on purchase of a lifebouy soap, Rs. 15 off on a pack of

250 grams of Taj Mahal tea, Rs. 1000 off on cooler etc. are some of the common

schemes. This type of scheme is designed to boost up sales in off-season and

sometimes while introducing a new product in the market.

(v) Coupons:Sometimes, coupons are issued by manufacturers either in the

packet of a product or through an advertisement printed in the newspaper or

magazine or through mail. These coupons can be presented to the retailer while

buying the product. The holder of the coupon gets the product at a discount. For

example, you might have come across coupons like, show this and get Rs. 15 off

on purchase of 5 kg. of Annapurna Atta. The reduced price under this scheme

attracts the attention of the prospective customers towards new or improved

products.


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Types of advertising

Advertising happens in many different ways. Many products are advertised on

television, although not all channels permit advertising. The advertisements

usually appear during breaks between a television show. They are usually for

products, other television shows or movies and are not normally much longer than

30 seconds. Some radio stations have audio advertisements that play between

programmes.

An advertisement for a movie is called a trailer. It shows a short collection of clips

from the movie, and shows the date it will be released in cinemas.

Advertising also takes place on websites. These may appear as "banner ads" or

"popups". They are often still images or flash animations. The owner of the

website will get money when a user clicks on the advertisement. Sometimes they

will get a percentage of the money if they buy a product.

Billboards advertise products on city streets. These may simply be freestanding

billboards or may be part of street furniture such as a bus shelter. Buses and taxis

are often covered in adverts, while budget airlines sometimes allow advertising

inside their planes. Adverts also appear in newspapers, magazines and sports

programmes. Many stadiums have adverts set around them. Sports teams,

tournaments, television programmes and public events sometimes have sponsors.

As well as this advertise is to show something off or tell it to people on a national

scale.


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Techniques

Advertisers use many different techniques to get people to notice their adverts,

often using deliberately shocking or provocative images. Images of pretty or sexy

women are also often used by advertisers in this way. Once they have managed to

make people notice their advert, they need to 'sell' the product or brand. Theymay try to make the product look appealing, however often advertisers use

humour to get people to remember the brand without actually promoting the

product. Poor adverts can damage sales or spoil a brands identity.

Regulations

Advertising is often strictly regulated, for instance in the United Kingdom it is

illegal to advertise tobacco, except in the shop where it is sold and this is also

restricted. In France it is illegal to advertise alcohol, meaning that when many

European football teams play in France, they cannot play in their usual shirts as

breweries often advertise on sports shirts. It is also illegal to advertise on some

television channels, the BBC in the United Kingdom and RTE in the Republic of

Ireland are not allowed to permit advertising and instead make their revenue fromselling a compulsory television licence.

Advertising management

Advertising management is a career path in the advertising industry.

Advertising and promotions managers may work for an agency, a public relations

firm, a media outlet, or may be hired directly by a company to develop branding

for the company's product or service. This position can include supervising

employees, acting as a liaison between multiple agencies working on a project, or

creating and implementing promotional campaigns.

While advertising is the promotional campaign itself, advertising management can


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address the whole process - the function of marketing starting from market

research continuing through advertising, leading to actual sales or achievement of

objective, potentially including evaluation of the entire cost-benefits to the

company involved.

Ad management incorporates various specialized sub-functions like mediastrategy, message strategy, media planning, media buying etc.

While advertising management is an inseparable part of the marketing

department, the marketing department of an organization is often concerned

more with market research and evaluation of results, and some parts of the

advertising management can be outsourced to specialized advertising agencies.

For example the media buying may be done in bulk by these ad agencies on which

they receive discount/commission, that goes into their earning.

It involves designing which strategies to be adopted in order to influence the

public, i.e. media selection and deciding on the aspect to be advertised based on

the image of the company and the present marketing objective


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VARIOUS ADVERTISING TOOLS USED BY SAPNA BOOK

HOUSE

1)

INTERNAL ADVERTISEMENT / IN STORE ADVERISEMENT :

In-store advertising is any advertisement placed in a retail store. Itincludes placement of a product in visible locations in a store, such as at

eye level, at the ends of aisles and near checkout counters (aka POP

point of purchase display), eye-catching displays promoting a specific

product, and advertisements in such places as shopping carts and in-store

video displays.Sales promotion at aretailer'slocation,withbundled

offers,expert advice,productdemonstrations,product samples,special

discounts,etc. Alsocalledin-store promotion.In-store promotion is a

marketing strategythat is meant to bring people into the store and to

purchase specific items that are part of the in-store promotion. These

strategies most often come directly from manufacturers, or they may be

offered by the store itself. The idea is to generate additional revenue due to

the extra sales of the products involved, or even to induce a brand switch

when offered by the manufacturer. Stores most often use such strategies to

drive traffic into the store, to eliminate too much stock, or to create

additional revenues when sales are slumping. Often, however, the mainemphasis comes from brand manufacturers attempting to createbrand

awareness,while buildingbrand equityin-store.

Driving the effort of in-store promotion, many tactics are utilized to entice

people to buy the product itself or to buy into the brand. Signs, banners,

coupons, TV screens and other in-store brand mediums are often displayed

in an attempt to draw attention to the brand message and induce preference

for the brand. Shoppers are often inundated with the messages throughout

the shopping experience. Product displays are another common form of in-

store promotion, which are usually placed prominently in the middle or

end of an aisle, showcasing the product while minimizing distraction.

Oftentimes, such displays are found as the front of the store near cash

registers as well, in an attempt to leave a lasting impression as customers

prepare to exit the store.
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Demonstration of products is another popular form of in-store promotion

that enables shoppers to see a product in action or experience the product

first-hand. Product demonstrators will usually introduce shoppers to the

product first so that the focus is on the product itself. Depending on the

reaction of the customer, the product demonstrator will introduce the

promotion offered on the product or may simply thank the customer fortrying the product. Using such tactics gives the brand owner more control

over brand perceptions, while focusing brand switching efforts directly on

consumers most open to switching. Training product demonstrators to

tailor the brand message to the customer concerns and specifications is

often an important emphasis of this approach.

Furthermore, in-store promotion is designed to take advantage of peoples

tendency to purchase products impulsively. Most often, consumerspurchase the majority of their products unplanned, and effective in-store

promotion is often cited as the reason for this phenomenon. Not everybody

is swayed, however, as evidence mounts that with the prevalence and

over-saturation of in-store promotions, brand messages may actually be

diluted, rending them potentially ineffective. Still, when stores and

manufactures work together to manage the message, results often

demonstrate an increase in sales, even if the message does not alwaysinduce changes inbrand loyalty.
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2)In-store displays

In-store displays are promotional fixtures in retail stores. Variations

of in-store displays includePoint-of-Sale Displays,which are located

nearcash registersto encourageimpulse buying;Floor Stickers, or

advertisementsfor products on the aisle of a store; Feature Displays,which can be located at the end of an aisle to draw attention to a

product; and Special Racks, or manipulation of a store shelf to make

more space available for a product or bring attention to the promoted

product. In-store Displays can be perceived as more visually

appealing to consumers than product alone on a retail shelf.
http://en.wikipedia.org/wiki/Point_of_sale_displayhttp://en.wikipedia.org/wiki/Point_of_sale_displayhttp://en.wikipedia.org/wiki/Point_of_sale_displayhttp://en.wikipedia.org/wiki/Cash_registerhttp://en.wikipedia.org/wiki/Cash_registerhttp://en.wikipedia.org/wiki/Cash_registerhttp://en.wikipedia.org/wiki/Impulse_buyinghttp://en.wikipedia.org/wiki/Impulse_buyinghttp://en.wikipedia.org/wiki/Impulse_buyinghttp://en.wikipedia.org/wiki/Advertisementhttp://en.wikipedia.org/wiki/Advertisementhttp://en.wikipedia.org/wiki/Advertisementhttp://en.wikipedia.org/wiki/Impulse_buyinghttp://en.wikipedia.org/wiki/Cash_registerhttp://en.wikipedia.org/wiki/Point_of_sale_display


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3)Temporary Price Reductions TPR)

(TPR) are either directly or indirectly lower the cost per unit of a product.

Examples include cents off promotions, where manufactures or retailers

temporarily reduce the price of a product, and Bonus Pack promotions

which offer extra product for free. Consumers benefit from either paying alower price on a product or getting more of a product for less money.


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4)External Advertising

External advertising is the medium by which businesses make their

target audiences aware of their products and services. In some cases it

is used to promote a companys brand and its values rather than

singling out a specific item. External advertising usually forms part ofa concerted advertising campaign, with a number of ads appearing

simultaneously across a variety of media.

Most print publications allow companies to buy advertising space,

most commonly either a quarter page, half-page or full-page. Costs

also vary depending on where in the publication the ad appears. Forexample, an ad nestled amongst the text of a magazines main feature

will cost more than one in its classified section. Ads are also cheaper

if they are bought in bulk and placed across a number of issues. Ads

that need to feature in a particular month, say those for Christmas

gifts, need to be organized well in advance to ensure guaranteed

placement. Some publications allow advertisers to write articles that

help advertise their product, a tool known as an advertorial.Billboardsare large structures located in public places which display

advertisements to passing pedestrians and motorists. Most often, they

are located on main roads with a large amount of passing motor and

pedestrian traffic; however, they can be placed in any location with

large amounts of viewers, such as on mass transit vehicles and in

stations, in shopping malls or office buildings, and in stadiums.
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OTHER PRMOTIONAL ACTIVITIES

1) SAPNA BOOK HOUSE GIFT CARD:

SapnaOnline Gift Cards are the perfect way to motivate, reward,

or appreciate your friends, family, customers and employees.

You can buy them in different denominations for differentpeoples. And no matter which card you give, recipients can

redeem it for whatever they want to buy on SapnaOnline.


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2) ONLINE DISCOUNT COUPONS:

Started in the year 2001, sapnaonline is the online store that is

owned by Sapna Book House Pvt.Ltd. It offers a wide range of

books that includes novels, children, academic, coffee table

books, regional books and a lot more. Not only books, they alsooffer Music DVD, CDs, Blue Ray, MP3, multimedia and games

products. All the products are available in a wide variety and at

affordable prices. If you wish to shop online for books, music

cds and a lot more, you can enjoy great discounts by using

Sapnaonline coupons.

Sapna - Indias largest showroom for books is anchored in theheart of Bangalore - Indias Silicon Valley. Spread across

1,25,000 sq.ft the showroom caters to information, education

and entertainment products.It has found a place in the Limca

book of Records, as a largest book showroom, continuously

since last seven years. Use sapnaonline coupons, discounts,

promo codes, latest offer to save money while shopping.


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