abhishreshthaa
Abhijeet S
In this stage, the dominant objectives are to expand the market for increasing the number of new customers who would try the product for the first time and to encourage the repeat purchase by those who have already tried the product. Another important objective is to expand or at least maintain the distribution. For increasing trial, pull promotions are appropriate however as the trial rate increases free samples become quite an expensive proposition. To encourage repeat purchase by consumers, in pack or on-pack coupons can be used.
Samsung had launched the ‘Phod Ke Dekho’ offer last Diwali between October 15 and November 20, 2001, to optimise sales of its consumer electronics and home appliance products during the festival season, which resulted in tremendous sales. Samsung's sales during Diwali grew by over 28 % over last year's corresponding period and closed the period with sales of Rs 275 crore.
While Samsung's CTV sales grew by 46%, refrigerator sales grew by 25% and microwave ovens by 52%.
Due to the success of this promotional scheme the Samsung "Phir Se Phod ke Dekho" Consumer Offer, valid between October 1~November 15, 2002 had been reintroduced by the company to optimize sales.
This would also help in converting those customers who have already tried the product into regular users of the product. Another tool of sales promotion that can be used is to offer bonus packs containing additional quantity at the same price as an incentive to encourage repeat purchase. To expand the distribution, push promotions such as different types of discounts, free goods that increase the profitability of the trade, can be used
Samsung had launched the ‘Phod Ke Dekho’ offer last Diwali between October 15 and November 20, 2001, to optimise sales of its consumer electronics and home appliance products during the festival season, which resulted in tremendous sales. Samsung's sales during Diwali grew by over 28 % over last year's corresponding period and closed the period with sales of Rs 275 crore.
While Samsung's CTV sales grew by 46%, refrigerator sales grew by 25% and microwave ovens by 52%.
Due to the success of this promotional scheme the Samsung "Phir Se Phod ke Dekho" Consumer Offer, valid between October 1~November 15, 2002 had been reintroduced by the company to optimize sales.
This would also help in converting those customers who have already tried the product into regular users of the product. Another tool of sales promotion that can be used is to offer bonus packs containing additional quantity at the same price as an incentive to encourage repeat purchase. To expand the distribution, push promotions such as different types of discounts, free goods that increase the profitability of the trade, can be used