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Retail Communication Mix 3 - Coggle Diagram
Retail Communication Mix 3
Sales Promotion Opportunities and Limitations
Opportunities
:
Increases sales with extra incentive.
Balances short-term sales increase and long-term brand image.
Attracts customer traffic.
Enhances impulse purchases and contests.
Limitations
:
Consumers may wait for incentives.
May diminish firm's image.
Reduces profit margins.
Shifts focus from product to secondary factors.
Types of Sales Promotions
Point of purchase.
Contests.
Sweepstakes.
Coupons.
Frequent Shoppers.
Prizes.
Demonstrations.
Referral Gifts.
2 for the price of 1.
Samples.
Premiums.
Special Events.
Advantages of Sales Promotion
eye catching
distinctive
draw customer traffic
maintain loyalty
Impulse purchase
Direct Marketing
Direct communication with customers.
Includes telemarketing, email, online catalogs.
Focuses on Direct Personal Response.
Shift from direct mail to digital platforms.
Targets convenient shopping for busy customers.
Publicity
Non-paid promotional aspect.
Product reviews, forums, events, news.
Influences decisions through unbiased views.
Personal Selling
Direct buyer and seller interaction.
Quick feedback and tailored messages.
Common in B2B models.
Planning Retail Communication
Setting objectives.
Budget determination and allocation.
Budget implementation and evaluation.
Events
Essential for consumer interest.
Fashion shows, author talks, special offers.
Increases traffic and impulse buying.
Managing Instore Promotion and Events
Variety of in-store promotions:
Price off Pack
Premiums
Self-liquidating Premiums
Personality promotions
Competitions
Cooperative Promotions
Samplings
Coupons
Cash backs
Multi Packs
In-store salespersons
Types of In-Store Promotions Details
Price off Pack
: Discount offers.
Premiums
: Gifts with purchase.
Self-liquidating Premiums
: Customer sends for gifts.
Personality Promotions
: Celebrity endorsements.
Competitions
: Challenges with prizes.
Cooperative Promotions
: Joint brand promotions.
Samplings
: Free samples, sometimes with demonstrations.
Coupons
: Discounts on future purchases.
Cash backs
: Rebates for sending pack tops.
Multi Packs
: Bundled items at a discount.
In-store Salespersons
: Demonstrators with discounts.