abhishreshthaa
Abhijeet S
Objectives of consumer market sales promotions
The following basic objectives can be pursued with sales promotions in the consumer market.
• Stimulate trial purchase
When a firm wants to attract new users sales promotions tools can reduce the consumer’s risk of trying something new. A reduced price or offer of a rebate may stimulate trail purchase.
Pantene when it was launched did a lot of sampling, to stimulate trail purchase. Their efforts have surely shown results, with Pantene being one of the top selling brands in India today.
• Stimulate repeat purchases
In-package coupons good for the next purchase, or the accumulation of points with repeat purchases, can keep consumers loyal to a particular brand.
The most prominent frequency programs are found in the airline industry where competitors try to retain their most lucrative costumers by enrolling them for various perks such as frequent flyers can earn free travel, hotel stays, gifts etc.
• Stimulate larger purchases
Price reductions or two-for-one sales can motivate consumers to stock up on a brand, thus allowing firms to reduce inventory or increase cash flow.
Many soaps brands are doing sales promotions to stimulate larger purchases. When people generally come to buy soaps, and see the offers like,
Fairglow, buy 3 get 1 free,
Lux buy 3 get 1 free,
• Introduce a new brand
Because sales promotions can attract attention and motivate trial purchase, it is commonly used for new brand introductions.
Fairglow has effectively used sales promotions to introduce its brand, by doing a lot of sales promotions like the buy 3 get 1 free, also Fairglow free with Good Knight, with other HLL products.
The following basic objectives can be pursued with sales promotions in the consumer market.
• Stimulate trial purchase
When a firm wants to attract new users sales promotions tools can reduce the consumer’s risk of trying something new. A reduced price or offer of a rebate may stimulate trail purchase.
Pantene when it was launched did a lot of sampling, to stimulate trail purchase. Their efforts have surely shown results, with Pantene being one of the top selling brands in India today.
• Stimulate repeat purchases
In-package coupons good for the next purchase, or the accumulation of points with repeat purchases, can keep consumers loyal to a particular brand.
The most prominent frequency programs are found in the airline industry where competitors try to retain their most lucrative costumers by enrolling them for various perks such as frequent flyers can earn free travel, hotel stays, gifts etc.
• Stimulate larger purchases
Price reductions or two-for-one sales can motivate consumers to stock up on a brand, thus allowing firms to reduce inventory or increase cash flow.
Many soaps brands are doing sales promotions to stimulate larger purchases. When people generally come to buy soaps, and see the offers like,
Fairglow, buy 3 get 1 free,
Lux buy 3 get 1 free,
• Introduce a new brand
Because sales promotions can attract attention and motivate trial purchase, it is commonly used for new brand introductions.
Fairglow has effectively used sales promotions to introduce its brand, by doing a lot of sales promotions like the buy 3 get 1 free, also Fairglow free with Good Knight, with other HLL products.