Sales promotion - a collection of some of the measures aimed at achieving increased sales and conversion potential buyer in the real.Such measures should be aimed on intermediate and the final consumer.
Sales promotion must pursue specific tasks that are directly dependent on their direction.For example, if the impact of their aims to the final consumer, that these activities are carried out in order to increase:
- number of customers;
- the number of items purchased by one buyer.
Promote sellers is no less important.In this case the main purpose is to:
- an increase in the range and quantity of goods that arrive at one particular point of sale;
- Seller growing interest in promoting a particular product;
- introduction of a new product line on the market through the trading network.
Methods of sales promotion from the position of producer of interest are divided into "soft" and "hard".By "soft" include lotteries, contests and games.These types of incentives are carried out as the manufacturer and the dealer.
By "hard" include:
- positive incentives (distribution of samples of goods as well as the addition of goods when making a purchase basic);
- price incentives (sales, discounts and discount coupons).
In addition can be used advertising media (advertising signs and other markers that will help identify a group of goods and give information on discounts and promotions).
promote sales, according to surveys, it is then effective when the immediate result is obtained (eg, instant lottery, gifts, discounts and extra goods to the acquisition).Such techniques may be applied to direct buyers and sellers of products.
winning sales promotion refers to a rather effective measures due to the susceptibility of the majority of customers to discounts and other promotions.For products for which prices for some time is reduced, quickly sell out.However, when using this method, you must bear in mind the temporary reduction of prices.Commonly used tags are different from the other in color and contain a strikeout real price and the one that acts on a specific day.At the same time, this method should not be too long or take place very often, since buyers may arise distrust of this product.
confrontation is considered the method of stimulating the constant work undertaken by the manufacturer to incorporate consumer demand for each specific product.This should be paid attention to the variety and quality.This method gives some delayed results, but allows you to form a sphere of loyal customers who are ready to buy a particular brand of product, without looking at promotions and discounts.Price as sales promotion, while ensuring quick results can not create a circle of regular customers.
There are some types of price promotions:
- lower prices with a delay of discounts - when making a purchase the customer receives a coupon for a discount, the conditions for obtaining that provides for the purchase;
- distribution of coupons, which give the right to purchase goods at a discount;
- the direct drop in prices - is an initiative of dealers.This is determined by a clear list of goods subject to discounts, negotiated the size and timing of the action.
Among the methods of direct price reductions can be identified to provide discounts to small consignment of goods, combined in one package.Unit Price of this party is much lower prices analogues purchased one.
