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Promotion--sales promotion (objectives (manufacturer-consumer…
Promotion--sales promotion
Method
retail trader
discount
bulk discount to increase volume
selling and marketing assistance
provide merchandise allowance (sampling)
offer retailer's sales representative training
cooperative advertising feature own product then list re-sellers where can buy
B2C
product based
response competitor price attack
eg. buy 1 get 1 free
to encourage bulk purchasing
gift, prize merchandise-based
stimulate buying behaviour
customer loyalty scheme (frequent flyer scheme), but small number of them
contest (multiple choice) win big prize like car
sweepstake (lucky draw)
money based
immediate price reduction to gain competitive
eg. coupon, manufacture pull strategy to know demand
used by manufacturers or intermediaries
risk: easy to copy, cheapen image of product
store-based
in-store demonstration (poster, display)
objectives
retail-consumer (retailer promotion)
increae store loyalty
increase own-brand sales
increase store traffic
frequency/quantity of sales
even out busy period
manufacturer-consumer (manufacturer promotion)
load up existing user
expand usage
encourage trial
trade up to better products
counter competition
disseminate传播 information
attract new customers
even out fluctuating sales
manufacturer-intermediary (trade promotion)
counter competition
increase shelf space
new product launch
even out fluctuating sales
increase stock level