NAMA : HANIS TRIJUNSA PUTRI
NPM : 23210125
KELAS : 3EB23
1.
What is promotion ?
Promotion is one of
the market mix elements,
and a term used frequently in marketing. The
specification of five promitional mix or
promotional plan. These elements are personal selling, advertising, sales
promotion, direct msrketing, and publicity. A promotional mix specifies how much
attention to pay to each of the five subcategories, and how much money to
budget for each. A promotional plan can have a wide range of objectives,
including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image.
Fundamentally, however there are three basic objectives of promotion. These are
1.
To present information to consumers as well as others.
2.
To increase demand.
3.
To differentiate a product.
There are different ways to promote
a product in different areas of media. Promoters use internet advertisement,
special events, endorsements, and newspapers to advertise their product. Many
times with the purchase of a product there is an incentive like discounts, free
items, or a contest. This is to increase the sales of a given product.
The term "promotion" is
usually an "in" expression used internally by the marketing company,
but not normally to the public or the market - phrases like "special offer" are
more common. An example of a fully integrated, long-term, large-scale promotion
are My Coke Reward and Pepsi Stuff. The UK
version of My Coke Rewards is Coke Zone.
2. What is sales promotion ?
Sales
promotion is one of the seven aspects of the promotional mix. (The other six parts of the promotional mix are advertising, personal selling, direct marketing, publicity/public relation, corporate image and exhibitions.)
Media and non-media marketing communication are employed for a pre-determined,
limited time to increase consumer demand, stimulate market demand or improve
product availability. Examples include contests, coupons, freebies, loss leaders, point of purchase displays, premiums, prizes, product samples, and rebates.
Sales
promotions can be directed at either the customer, sales
staff, or distribution channel members (such as retailer).
Sales promotions targeted at the consumer are called consumer
sales promotions. Sales promotions targeted at retailers and wholesale
are called trade sales promotions.
Some sale promotions, particularly ones with unusual methods, are considered gimmicks by
many.
Sales promotion
includes several communications activities that attempt to provide added value
or incentives to consumers, wholesalers, retailers, or other organizational
customers to stimulate immediate sales. These efforts can attempt to stimulate
product interest, trial, or purchase. Examples of devices used in sales
promotion include coupons, samples, premiums, point-of-purchase (POP) displays,
contests, rebates, and sweepstakes.
Consumer sales promotion techniques
·
Price deal: A temporary reduction in the price, such
as 50% off.
- Loyal
Reward Program: Consumers collect points, miles, or credits for purchases
and redeem them for rewards.
- Cents-off
deal: Offers a brand at a lower price. Price reduction may be a percentage
marked on the package.
- Price-pack
deal: The packaging offers a consumer a certain percentage more of the
product for the same price (for example, 25 percent extra).
- Coupons:
coupons have become a standard mechanism for sales promotions.
- Loss leader the
price of a popular product is temporarily reduced in order to stimulate
other profitable sales
- Free-standing
insert (FSI): A coupon booklet is inserted into the local newspaper for
delivery.
- On-shelf
couponing: Coupons are present at the shelf where the product is
available.
- Checkout
dispensers: On checkout the customer is given a coupon based on products
purchased.
- On-line
couponing: Coupons are available online. Consumers print them out and take
them to the store.
- Mobile
couponing: Coupons are available on a mobile phone. Consumers show the
offer on a mobile phone to a salesperson for redemption.
- Online
interactive promotion game: Consumers play an interactive game associated
with the promoted product.
- Rebates : Consumers are offered money back if the receipt
and barcode are
mailed to the producer.
- Contests/sweepstakes/games:
The consumer is automatically entered into the event by purchasing the
product.
- Point-of-sale
displays:-
- Aisle
interrupter: A sign that juts into the aisle from the shelf.
- Dangler:
A sign that sways when a consumer walks by it.
- Dump
bin: A bin full of products dumped inside.
- Glorifier:
A small stage that elevates a product above other products.
- Wobbler:
A sign that jiggles.
- Lipstick
Board: A board on which messages are written in crayon.
- Necker:
A coupon placed on the 'neck' of a bottle.
- YES
unit: "your extra salesperson" is a pull-out fact sheet.
- Electroluminescent:
Solar-powered, animated light in motion.
- Kids
eat free specials: Offers a discount on the total dining bill by offering
1 free kids meal with each regular meal purchased.
- Sampling:
Consumers get one sample for free, after their trial and then could decide
whether to buy or not.
Trade sales promotion techniques
- Trade
allowances: short term incentive offered to induce a retailer to stock up
on a product.
- Dealer
loader: An incentive given to induce a retailer to purchase and display a
product.
- Trade
contest: A contest to reward retailers that sell the most product.
- Point-of-purchase
displays: Used to create the urge of "impulse" buying and
selling your product on the spot.
- Training
programs: dealer employees are trained in selling the product.
- Push
money also known as "spiffs". An extra commission paid to retail
employees to push products.
Trade discounts (also called functional discounts): These are payments to
distribution channel members for performing some function .
Retail Mechanics
Retailers have a stock number of retail 'mechanics' that they regularly
roll out or rotate for new marketing initiatives.
- Buy x
get y free a.k.a. BOGOF for Buy One Get One Free
- Three
for two
- Buy a
quantity for a lower price
- Get x%
of discount on weekdays.
- Free
gift with purchase
Political issues
Sales promotions have traditionally been heavily regulated in many advanced
industrial nations, with the notable exception of the United State For
example, the United Kingdom formerly operated under a resale price maintenance regime in which manufacturers could
legally dictate the minimum resale price for virtually all goods; this practice
was abolished in 1964.
Most European countries also have controls on the scheduling and
permissible types of sales promotions, as they are regarded in those countries
as bordering upon unfair business practices. Germany is
notorious for having the most strict regulations. Famous examples include the
car wash that was barred from giving free car washes to regular customers and a
baker who could not give a free cloth bag to customers who bought more than 10
rolls.
3.
Kinds of promotion ?
Types of Promotion
Promotion includes all
activities designed to inform, persuade and influence people hen they are
making the decision to buy. Promotion is made up of:
Advertising
•
non-personal communication transmitted through mass media\
Publicity
• free
promotion through news stories in newsletters, newspapers, magazines and
television
Sales
Promotion
• all forms
of communication not found in advertising and personal selling, including
direct mail, coupons, volume discounts, sampling, rebates, demonstrations,
exhibits, sweepstakes, trade allowances, samples and point-ofpurchase displays
In designing a promotional plan, clearly spell out:
• Which
objectives to use. It is possible to have more than one objective, but it is
recommended that a company target its audience or run the risk of losing focus.
• What to
say
• Who to say
it to
• Criteria
used to measure success
Suggestions
for Inexpensive Promotion
Some
inexpensive, appropriate and effective methods of promotion for the new food
processor include advertising through:
• Personal
selling
• Product
demonstrations
• Direct
mail
• Business
cards
• Yellow
Page listing
• Seminars
• Newsletters
• Contests
• Flyers
• Statement
stuffers
• Window
banners
• Greeting
cards
• Sports
team sponsor
• Home
parties
• Ethnic
services—languages spoken
Of course,
one of the best free methods of promotion is good “word of mouth."
Promotion
Objectives
The promotion
objectives need to be clearly stated and measurable. They must be
compatible with the objectives of the company, as well as the competitive and
marketing strategies. Objectives vary for different products and different
situations. For example, producers must promote differently to brokers than to
wholesalers. When promoting to a broker, the producer must promote what he/she
wishes the broker to present to the wholesaler. When promoting to a wholesaler,
the producer simply wants the wholesaler
to purchase
the product. There are five general promotional objectives to choose from. The
five types of objectives for promotional activities are1:
• to provide
information
• to
increase demand
• to
differentiate the product
• to
accentuate the value of the product
• to
stabilize sales
Promotional
Strategy
Once the
producer has reviewed all the possible promotional tools, he/she must devise a
promotional strategy. A
promotional
strategy should address the following issues:
• What is
the goal of the promotion?
• What types
of promotion should be used?
• What
effect should the promotion have on the customer?
• Which
promotion is working?
• Which
promotion is not working?
• What are
the costs of the promotion compared to the benefits?
4.
Why do we need promotion ?
Very few people hire on
with any company or organization with the intention of remaining indefinitely
at the position for which they were hired. Just because you started as the
grunt who had to fix the copy machines doesn’t mean you don’t someday want to
be CIO. At most companies, this could entail half a lifetime of climbing the
corporate ladder. Each step up that ladder is generally going to involve asking
for and receiving a promotion. The thought of asking for advancement is usually
pretty frightening, but these tips will help you be more prepared.
1.
Show them the numbers
When
you make your pitch about what a great job you’ve been doing and your value to
the company, it will help your case if you can show your employer or supervisor
specific results. Prepare documentation showing how and how much your brilliant
ideas have helped them. This can be especially useful in the common scenario in
which the person you’re dealing with doesn’t have the power to grant you a
promotion. If that person has to fight on your behalf with his or her boss, you
had better provide the best ammunition you
2.
Ask
for more responsibilities
When asking for a promotion, it’s best to avoid that
“P” word. If instead, you tell your boss you’re ready to take on more
responsibilities, it will show that you’re prepared to tackle a larger or more
complicated workload and aren’t just looking for a bigger office and fatter
paycheck. It also gives your boss the option of gradually giving you the more
important duties rather than just dumping you in a new position. Just make sure
that if, after a few months, your tasks no longer resemble your job
description, you bring that up and (with luck) get the new job title and
paycheck.
3.
Invent
a new position
If you feel that your skills are best suited to a
position that doesn’t exist at your current organization, and you think you can
make a strong argument for a need for that position, by all means, do so. Even
if they won’t (or can’t) make the new position happen, you will have earned
points for creativity while at the same time making it clear you are looking to
advance.
4. Bring up the topic in an informal setting
If you have the opportunity to
meet with your boss outside the workplace, this can be a good way to make use
of the occasion. Whether it’s at the bar for a drink after work, a big
conference, or the company picnic, people will naturally be in a more receptive
mood when they aren’t busy busy busy. But be careful in these settings. If you
press too hard and your approach falls flat, you could be left in an awkward
place for a couple hours with no easy means of escape. Phrase things lightly
and back off if you don’t make any headway.
5.
Schedule a private
meeting
Obviously, the alternative
approach to having the promotion talk is to ask during regular work hours.
Since during this time your boss is generally going to be busy, it’s a bad idea
to just ask for a couple of minutes of his or her time. If you try to talk
about a promotion like that, you could get shot down without your boss even
looking up. Instead, schedule an appointment so that a block of time is set
aside specifically for listening to you. Also, if possible, try to avoid
revealing the specific topic of the meeting beforehand. Don’t go too far with
this; you don’t want to annoy your boss by making the purpose of the meeting
too mysterious. It’s just a bit harder to articulate a reason to say no to you
when you’re in the room.
6.
Don’t be afraid to toot
your own horn
Just make sure to play the right
notes. It’s okay to brag a little — as long as it doesn’t sound like bragging.
There is nothing wrong with reminding your boss of your accomplishments, since
even if they were great, he or she might have forgotten about them. Mentioning
that you’ve done this, this, and this, and that there are 15% fewer incidents
in your department since you have started the job is great. Saying you’re the
best system admin in the company is much less persuasive. Also, don’t forget
that this is about you, so concentrate on all of your positive aspects and not
on anybody else’s negative ones.
7. Don’t make threats or demands
Be careful not to make your
request for promotion sound like a demand. Don’t threaten to leave if you don’t
get what you want (especially if you don’t intend to follow through on it). If
you have been offered a new job somewhere else, you shouldn’t throw it in
anyone’s face or try to use that offer to leverage a better deal where you are
now. Doing so can potentially damage your reputation with both places. Remember
to stay calm. Even if you really are fed up with your current position, try not
to show it.
8.
Make friends in higher
places
Before you actually ask about
advancement, it’s a good idea to find somebody in the position you’re aiming
for who is willing to take you under his or her wing. This offers four
benefits:
·
Prior to making your pitch for promotion, it will
give you the opportunity to see what’s in store and make sure that it’s what
you want.
·
t will show your boss that you’ve taken the
initiative to learn the ropes already.
·
It will give you a buddy on the inside — one who may
have some influence in deciding whether you get the position.
·
After you get the promotion, it will give you a
friendly ear you can go to for advice if things get hard.
9. Learn new skills
It should go without saying that any
time you have the opportunity to learn something new, you should take it. In
particular, when you’re seeking a promotion, you’ll impress your boss if you
can show that you’ve learned new skills that go beyond your current position.
You might consider earning additional industry certifications or maybe go back
to school for a higher degree. Taking on these things while working full time
can be quite taxing, but with the ever-increasing availability of night classes
and self-study materials, it’s definitely possible.
10.
Excel at your current
position
Sometimes, actions speak louder
than words. The best way to show that you deserve advancement is to simply
shine where you are now. Go above and beyond the call of duty. Get to work
early every day and stay a few minutes late. Try to come up with solutions to
problems that haven’t been addressed yet. If your deadline is Friday, try to
have everything done by Thursday.
Finally, remember to be a team
player. Make sure that you aren’t irreplaceable. If you’re at the top among
your peers, take the time to ensure that you aren’t the only one who can keep
things running. This will show your superiors that you can be a proper leader,
and it will help curtail the disastrous response to a request for promotion:
“I’m sorry, but you’re doing such a great job, we just can’t afford to lose you
where you are now.”
Sumber :
