Techniques Of Sales Promotion
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Techniques Of Sales Promotion

Techniques of sales promotion At present a wide variety of devices are available for sales promotion. Some of the important Techniques of sales promotion used for marketing are described below. 1. Distribution of Free Samples : Many a time free samples of low-priced and repeat sales items are distributed to selected people to gain consumer acceptance and to popularize the product. The sample may be distributed in the shop or door-to-door.

Techniques of sales promotion

At present a wide variety of devices are available for sales promotion. Some of the important Techniques of sales promotion used for marketing are described below.

1. Distribution of Free Samples : Many a time free samples of low-priced and repeat sales items are distributed to selected people to gain consumer acceptance and to popularize the product. The sample may be distributed in the shop or door-to-door. Pharmaceutical firms distribute free samples of medicines among doctors and publishers distribute samples of books among professors so that they may recommend the products to ultimate users. This is an effective technique of sales promotion as consumers can test the product before buying it. It is particularly useful in the introduction of new products and frequently purchased convenience goods such as tea, coffee, detergent, ketchup, etc. Explanatory literature stating the features and uses of the product can be added to the sample. However, this is the most expensive techniques of sales promotion and can be used only by big firms. It is not suitable for products which are very expensive or do not give repeated sales.

2. Coupons : Some firms issue coupons to prospective buyers through newspapers, direct mail, dealers, package and door-to-door salesmen. A coupon is a certificate that entitles its holder to a specified saving or discount or gift on the purchase of a particular product. The holders of coupons present their coupons to retailers and get the product at a reduced price. The manufacturer reimburses the retailers for the value of coupon redeemed by them in addition to some commission to cover handling costs. Coupons are used to introduce new products and to increase sales of established products. Coupons are often used for consumer products of daily use to increase sales during the slack period. For example, Reliance Industries and Raymond’s issue discount coupons. Issues of coupons are the most commonly used Techniques of sales promotion.

3. Trading Stamps : Trading or bonus stamps are issued by retailers to customers who buy goods from them. For instance, in India Ramon Bonus Stamps are issued at the rate of 2/4 per cent of the purchase amount. These stamps are given free of charge and the customer can convert them to acquire products out of the specified list. This techniques of sales promotion induces customers to buy their requirements from the retailers who offer such stamps. Of the many Techniques of sales promotion, Trading Stamps have become obsolete and are not in practice these days.

4. Clearance sale- sales at reduced price may be organized at important festivals or other occasions. Such sale attracts large number of customers and help to clear accumulated stocks. This is one of the most important techniques of sales promotion used by garment retailers to clear old stock.

 

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