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Handwritten Notes, Paper 1, , Paper 2, (Management), , Soft Copy, , ₹ 100, , ₹ 300, , Hard Copy, , ₹ 150, , ₹ 450, , Call or Whatsapp for Notes : 7627096162, Note : Paper 1 includes 7 units except Comprehensions, Numerical Reasoning, and Data Interpretation because these units are practice based and theoretical, part of these units is covered in notes., For hard copies postal/courier charges are separate.

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Sales Promotion, Sales promotion, a key ingredient in marketing campaigns, consists of a collection of incentive, tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or, services by consumers or the trade. Whereas advertising offers a reason to buy, sales promotion, offers an incentive. Sales promotion includes tools for consumer promotion (samples, coupons,, cash refund offers, prices off, premiums, prizes, patronage rewards, free trials, warranties, tie-in, promotions, cross-promotions, point-of purchase displays, and demonstrations), trade promotion, (prices off, advertising and display allowances, and free goods), and business and sales force, promotion (trade shows and conventions, contests for sales reps, and specialty advertising)., Sales promotion tools vary in their specific objectives. A free sample stimulates consumer trial,, whereas a free management-advisory service aims at cementing a long-term relationship with a, retailer. Sellers use incentive-type promotions to attract new triers, to reward loyal customers, and to, increase the repurchase rates of occasional users. Sales promotions often attract brand switchers,, who are primarily looking for low price, good value, or premiums.

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Major Decisions in Sales Promotion, In using sales promotion, a company must establish its objectives, select the tools, develop the, program, pretest the program, implement and control it, and evaluate the results.,  Establishing Objectives : For consumers, objectives include encouraging purchase of larger-, , sized units, building trial among nonusers, and attracting switchers away from competitors’, brands. Ideally, promotions with consumers would have short-run sales impact as well as longrun brand equity effects. For retailers, objectives include persuading retailers to carry new items, and higher levels of inventory, encouraging off-season buying, encouraging stocking of related, items, offsetting competitive promotions, building brand loyalty, and gaining entry into new, retail outlets. For the sales force, objectives include encouraging support of a new product or, model, encouraging more prospecting, and stimulating off-season sales.

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Major Decisions in Sales Promotion,  Selecting Consumer Promotion Tools : The promotion planner should take into account the, , type of market, sales promotion objectives, competitive conditions, and each tool’s costeffectiveness. For instance in the auto industry, rebates, gifts to motivate test-drives and, purchases, and high-value trade-in credit. Retailer promotions include price cuts, feature, advertising, retailer coupons, and retailer contests or premiums.,  Selecting Trade Promotion Tools : Manufacturers use a number of trade promotion tools., , Manufacturers award money to the trade (1) to persuade the retailer or wholesaler to carry the, brand; (2) to persuade the retailer or wholesaler to carry more units than the normal amount; (3), to induce retailers to promote the brand by featuring, display, and price reductions; and (4) to, stimulate retailers and their sales clerks to push the product.

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Major Decisions in Sales Promotion,  Selecting Business And Sales Force Promotion Tools : Companies spend billions of dollars on, , business and sales force promotion tools to gather leads, impress and reward customers, and, motivate the sales force. They typically develop budgets for tools that remain fairly constant, from year to year. For many new businesses that want to make a splash to a targeted audience,, especially in the B2B world, trade shows are an important tool, but the cost per contact is the, highest of all communication options.,  Developing The Program : In planning sales promotion programs, marketers are increasingly, , blending several media into a total campaign concept, such as the following award winning, promotion.,  Implementing And Evaluating The Program : Marketing managers must prepare, , implementation and control plans that cover lead time and sell-in time for each individual, promotion. Lead time is the time necessary to prepare the program prior to launching it. Sell-in, time begins with the promotional launch and ends when approximately 95 percent of the deal, merchandise is in the hands of consumers.

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Major Consumer Promotional Tools,  Samples: Offer of a free amount of a product or service delivered door-to-door, sent in the mail,, picked up in a store, attached to another product, or featured in an advertising offer.,  Coupons: Certificates entitling the bearer to a stated saving on the purchase of a specific, product: mailed, enclosed in other products or attached to them, or inserted in magazine and, newspaper ads.,  Cash Refund Offers (rebates): Provide a price reduction after purchase rather than at the retail, shop: Consumer sends a specified “proof of purchase” to the manufacturer who “refunds” part of, the purchase price by mail.,  Price Packs (cents-off deals): Offers to consumers of savings off the regular price of a product,, flagged on the label or package. A reduced-price pack is a single package sold at a reduced price, (such as two for the price of one). A banded pack is two related products banded together (such, as a toothbrush and toothpaste).

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Major Consumer Promotional Tools,  Premiums (gifts): Merchandise offered at a relatively low cost or free as an incentive to, purchase a particular product. A with-pack premium accompanies the product inside or on the, package. A free in-the-mail premium is mailed to consumers who send in a proof of purchase,, such as a box top or UPC code. A self-liquidating premium is sold below its normal retail price, to consumers who request it.,  Frequency Programs: Programs providing rewards related to the consumer’s frequency and, intensity in purchasing the company’s products or services.,  Prizes (contests, sweepstakes, games): Prizes are offers of the chance to win cash, trips, or, merchandise as a result of purchasing something. A contest calls for consumers to submit an, entry to be examined by a panel of judges who will select the best entries.,  Patronage Awards: Values in cash or in other forms that are proportional to patronage of a, certain vendor or group of vendors

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Major Consumer Promotional Tools,  Free Trials: Inviting prospective purchasers to try the product without cost in the hope that they, will buy.,  Product Warranties: Explicit or implicit promises by sellers that the product will perform as, specified or that the seller will fix it or refund the customer’s money during a specified period.,  Tie-in Promotions: Two or more brands or companies team up on coupons, refunds, and, contests to increase pulling power. Cross-Promotions: Using one brand to advertise another, noncompeting brand.,  Point-of-Purchase (P-O-P) Displays and Demonstrations: P-O-P displays and demonstrations, take place at the point of purchase or sale.

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Major Trade Promotional Tools,  Price-Off (off-invoice or off-list): A straight discount off the list price on each case purchased, during a stated time period.,  Allowance: An amount offered in return for the retailer’s agreeing to feature the manufacturer’s, products in some way. An advertising allowance compensates retailers for advertising the, manufacturer’s product. A display allowance compensates them for carrying a special product, display.,  Free Goods: Offers of extra cases of merchandise to intermediaries who buy a certain quantity, or who feature a certain flavor or size.

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Major Business and Sales Force, Promotional Tools,  Trade Shows and Conventions: Industry associations organize annual trade shows and, conventions. Participating vendors expect several benefits, including generating new sales leads,, maintaining customer contacts, introducing new products, meeting new customers, selling more, to present customers, and educating customers with publications, videos, and other audiovisual, materials.,  Sales Contests: A sales contest aims at inducing the sales force or dealers to increase their sales, results over a stated period, with prizes (money, trips, gifts, or points) going to those who, succeed.,  Specialty Advertising: Specialty advertising consists of useful, low-cost items bearing the, company’s name and address, and sometimes an advertising message that salespeople give to, prospects and customers. Common items are ballpoint pens, calendars, key chains, flashlights,, tote bags, and memo pad.

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