台大推廣策略12.ppt

无忧资源：/ 中国最大最全的资源下载网 教育新天地：/中国最大的学习培训咨询平台 无忧资源：/ 中国最大最全的资源下载网 教育新天地：/中国最大的学习培训咨询平台 Sales Promotion Sales Promotion An extra incentive to buy An inducement to intermediaries Targeted to different parties “A direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or the ultimate consumer with the primary objective of creating an immediate sale.” Intents of Sales Promotion To Obtain Short-term increase in sales by: Motivating trial use Encouraging larger purchases Repeat purchases to brand loyal customers Basic Forms of Sales Promotion Consumer-Market Sales Promotion Trade Market Sales Promotion Business-Market Sales Promotion Long-Term Allocations to Advertising, Trade Promotions and Consumer Promotions 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 86 87 88 89 90 91 92 93 94 95 96 97 Consumer Promotions Media Advertising Trade Promotions Percent of total promotional dollars, 3-year moving average. Reasons for Increase inSales Promotion Demand for Greater Accountability Short-Term Orientation Consumer Response to Promotions Proliferation of Brands Increased Power of Retailers Media Clutter Sales Promotion Vehicles Consumer-Oriented Samples Coupons Premiums Contests/sweepstakes Refunds/rebates Bonus packs Price-offs Event sponsorship Trade-Oriented Contests, dealer incentives Trade allowances Point-of-purchase displays Trading programs Trade shows Cooperative advertising Objectives for Consumer-oriented Sales Promotion Stimulate trial purchase Stimulate repeat purchases Stimulate larger purchases Introduce a new brand Combat or disrupt competitors’ strategies Contribute to integrated marketing communications Sampling: Provide Consumers with Trial Opportunity In-store sampling Door-to-door sampling Mail sampling Newspaper sampling On-package sampling Mobile sampling Trial offers When Should Sampling Be Used? The brand is demonstrably superior Product concept is difficult to communicate by advertising alon