Logistics. Sales promotion (most important)

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Logistics. Sales promotion (most important)

Lecture notes, cheat sheets

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73. SALES PROMOTION

Appeal to uninformed buyers forms demand - people tend to buy a product that they have not yet used. A person who has the right to choose should have an image of the attractiveness of the product that optimally satisfies certain needs. By stimulating sales, there is an appeal to people who are already informed about the product, perhaps familiar with its consumer properties from personal experience.

The task of sales promotion:

1) motivation for subsequent purchases of this product;

2) increase in the number of consumers;

3) giving regularity to sales of a seasonal nature;

4) providing counteraction to emerging competitors;

5) the revival of the sale of goods, the sale of which is experiencing stagnation;

6) increase in turnover;

7) minimization of illiquid balances;

8) capitalizing on annual events (Christmas, March 8, February 23, etc.);

9) the use of any particular favorable opportunity (the anniversary of the establishment of the company, the opening of a new store, etc.);

10) advertising campaign support.

Sales promotion activities is especially important when there are many competing products on the market that differ little in their consumer properties (so that the buyer has no special logical reasons for preferring, and sales promotion promises the buyer a tangible benefit). Usually distinguish sales promotion activities, aimed at buyers and sellers (intermediaries, agents, dealers).

Sales promotion towards customers aims to offer a tangible commercial benefit to those who purchase the goods on agreed terms, and involves:

1) discounts - for the volume of the purchased consignment of goods, the regularity of purchases of a certain number of products (bonus discounts);

2) a loan in various forms - installment plan, no down payment, "gift" of a certain amount of money when buying a product;

3) free distribution of samples of goods based on the purchase of a large lot;

4) free transfer of goods for temporary use for testing;

5) accepting a used item as a down payment for a new item;

6) presentation (shows) of new products specifically for representatives of potential buyers (if we are talking about industrial goods);

7) excursions to manufacturing enterprises;

8) press conferences on the occasion of introducing a new product to the market;

9) a sharp price reduction - usually with the transition to the release of a new product model, the beginning of the next season, which is widely announced through the media - print, radio, television;

10) sponsorship - support by any manufacturer of a certain individual (sports team, racing car, sports vessel), which is expressed in the sponsor's taking on the costs associated with the preparation and participation in competitions. In exchange, the wards become a living advertisement for the brand, which is widely presented in the media.

To increase the effectiveness of sales promotion for the buyer, it is necessary to simultaneously stimulate the seller - his ability and ability to sell the goods should not be left unattended by the manufacturer.

These qualities should be encouraged and developed.

Author: Shepeleva A.Yu.

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