Sales promotion Homework help

AC 222 – Sales Promotion Examples #1

General Requirements:

You will be required to select and bring into class 2 examples of sales promotion. It is preferable that the examples that you choose are related to what ever Sales Promotion techniques have been reviewed in class at the time of the assignment (to increase your chance to speak about those properly ). But this is your choice. In all cases, you must be prepared to analyze and discuss it as well as hand in a one to two page, plus cover document.

How to submit:

. Sign in into your Microsoft SkyDrive Account (Create one (if not done already) at

http://explore.live.com/skydrive

) – This will give 25Gig Free of Cloud Storage.

. Upload your submission as a
WORD Document
under My Documents Folder onto your SkyDrive Account

. Once uploaded, select the document and click on Share on the right side of the screen

. Click on “Get A Link” on the left and then “Get A Link” under “View and Edit”, on the right

. Copy this link and past it into the textbox of your DropBox for this assignment into Angel

. You are all set!

. Your grade for this assignment will be communicated on Angel (in the appropriate DropBox on Angel) and the comments of your professor will be directly indicated onto your document in SkyDrive.

IMPORTANT: No paper or Angel DropBox upload or email attachments submissions will be accepted – Submission has to be in MS Word (No PDF, No Google Doc, No Open Source format. No Apple format).

Formatting requirements:

You should cover the following if you wish to receive full credit:

A) For each example:

Background information:

Background information on the company and the industry/market environment.

Briefly describe the company’s product-line or services offered, the specific product for the promotion, its marketing activities, its key competitors, etc. as appropriate (additional research may be required for this)

Marketing strategy:

State and describe what marketing target, what marketing objectives and what marketing strategies (value proposition and positioning) do you think the company has for this product (additional research may be required for this)

Sales promotion:

· Describe the SP offer

· Identify:

· SP objective(s)

· SP target(s)

· SP desired result(s)

· To the best of your ability, what Sales Promotion technique(s) do think is used for this offer.

B) Compare the 2 sales promotions:

· Appropriate alteration of the value proposition for the target and product to acheive the SP objective

· Alignment of Sales Promotion with assumed Marketing objective & Marketing target

· Proper combination/alignment of Sales Promotion objective, SP target & SP desired results for this Sales Promotion

· Proper alignment of the Sales Promotion offer with Sales Promotion objective, SP target & SP desired results for this Sales Promotion

Examples:

Attach the sales promotion examples to your 1 to 2 pages summary, with cover page.

IMPORTANT:

At the instructors’ discretion, students will be selected to lead the class for this assignment.

The assignment will be graded with the “AC 222 Rubric based- SP examples analysis” grading guide lines ####

Sales Promotion

Planning Sales Promotion Programs

WHAT COURSE OBJECTIVES?
Course Objectives
Understanding of the marketing communications discipline of Sales Promotion
Develop models and processes for Sales Promotion as a key component of IMC
Understanding of difference between consumer promotion and trade promotion
Enhance presentation and writing skills with sales promotion plan development
Understand sales promotion tactics

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Second level
Third level
Fourth level
Fifth level

Marketing
Management
Marketing objectives
Marketing strategies
Target Market
Value Proposition
Positioning
Sales
Promotion
Target
Core baseline applications:
Acquisition
Loyalty
Retention
Winback
Understand
Target
purchase
behavior
Sales
Promotion
Desired
Results
Sales
Promotion
Mix
Coupons
Games
Discount
Bonus packs
Etc.
Consumer
Promotion
Trade
Promotion
Temporary
Purchase/
Sales
Boost

Price sensitivity
Brand loyalty
Etc.
Sales Promotion Planning

Free goods
Advertising allowance
Trade coupons
Etc.

Sales
Promotion
Objectives

Increase distribution outlets
Increase shelf space
Increase in-store presence
Expand selling season
Increase purchase frequency
Increase transaction size
Increase usage occasions
Generate trial
Sales Promotion Objectives

Acquisition
Loyalty
Retention
Winback
Sales Promotion Objectives Alignment

Core Target:
Prospects
Current customers
Past customers
Sales Promotion Objective(s):
Distribution outlets
Core Marketing Objective:
Marketing Objectives
Shelf Space
In-Store Presence
Selling Season
Purchase Frequency
Transaction Size
Usage Occasions
Trial

Acquisition
Loyalty
Retention
Winback
So what Sales Promotion Objective(s)?

Core Target:
Prospects
Current customers
Past customers
Sales Promotion Applications/Objective(s):
Distribution outlets
Core Marketing Objective:
Marketing Objectives
Shelf Space
In-Store Presence
Selling Season
Purchase Frequency
Transaction Size
Usage Occasions
Trial

Acquisition
Loyalty
Retention
Winback
So what Sales Promotion Objective(s)?

Price sensitivity
Brand loyalty
Etc.
Sales Promotion Planning

Free goods
Advertising allowance
Trade coupons
Etc.

Sales
Promotion
Apps/
Objectives

Acquisition
Loyalty
Retention
Winback
Sales Promotion targeting methodology add-on

Core Target:
Prospects
Current customers
Past customers
SP Additional Segmentation Targeting:
Competitive
loyals
Loyal users
Switchers
Price buyers
Nonusers
Core Marketing Objective:
Marketing Objectives
SP objective:
Distribution
Shelf space
In-store presence
Selling season
Purchase
Frequency
Transaction Size
Occasions
Trials

Loyal Users
Profile and Characteristics:
People who buy a particular brand on a more or less consistent basis
Desired Results/Behavior Changes:
Reinforce existing behavior
Increase usage
Extra large
Cross selling
Value Proposition Alteration-core focus:
Benefits or Price?

Competitive Loyals
Profile and Characteristics:
People who buy the product category and usually buy a competitor’s brand
Intense Loyals
Value Buyers
Habit-bound Buyers
Desired Results/Behavior Changes:
Break loyalty & make them switch to your product
Value Proposition Alteration-core focus:
Benefits or Price?

Switchers
Profile and Characteristics:
People who purchase a variety of brands within a product category
Types of switchers:
Availability Switchers
Value Switchers
Occasions-Based Switchers
Variety-Based Switchers
Desired Results/Behavior Changes:
Persuade them to “Switch” to your product more often AND Stay with your brand
Value Proposition Alteration-core focus:
Benefits or Price?

Price Buyers
Profile and Characteristics:
People who purchase solely on the basis of price
Often heavy users of a category
Desired Results/Behavior Changes:
Match their value requirements to make them stay with your product…profitably
Value Proposition Alteration-core focus:
Benefits or Price?

Nonusers
Profile and Characteristics:
People who do not use any product in a particular category
Desired Results/Behavior Changes:
Make them move to your product category (and by doing so to your brand)
Reasons for non-users:
Price: Too expensive
Value: Not worth
No need
NOT GOOD FOR SALES PROMOTION

Acquisition
Loyalty
Retention
Winback
So what SP target(s)?

In Summary
Augment the Core segmentation and targeting with Sales Promotion Segmentation for usable Sales Promotion target
“Extract” the core behavior at the purchase stage for that target, to appropriately “act” upon it:
Right Sales Promotion Objectives
Right Sales Promotion Desired Results
Right Sales Promotion Techniques/Tools

Sales Promotion

Introduction and Current Trends

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Sales Promotion?

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How do you decide what Sales Promotions to engage?

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One additional question=> What is your Marketing?

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3 keywords:
Consumers
Value
Relationships
7
What is Marketing?

Business
Management
Business objectives
Business strategies
Marketing
Marketing
objectives
Linkage to purchasing
behavior:
Needs recognition
Information search
Alternatives comparison
Purchase decision
Post purchase behavior
Understand
Market
Consumers
Competition
Etc.
Core
marketing
strategies
Target Market
Value
Proposition
Positioning
Marketing
Mix
4 P’s
For each:
Objectives
Strategies
Tactics
Product
Price
Promotion
Placement
(distribution)

Needs
Wants
Demand
How to get there?
Fundamental Marketing Process Overview

Business
Management
Business objectives
Business strategies
Marketing
Marketing
objectives
Core baseline applications:
Acquisition
Loyalty
Retention
Winback
Understand
Market
Consumers
Competition
Etc.
Core
marketing
strategies
Target Market
Value
Proposition
Positioning
Product
Price
Promotion
Placement
(distribution)

Consumers Needs or Problems
Competition
Market offerings
How to get there?
Fundamental Marketing Process Overview

Value Proposition: Benefits For Price
“Your unique competitive advantages set for your Top Target against your top competition”
Benefits
Price
More Same Less
More
Same
Less

Needs
Segments
Competitions
Offerings
How to get there?
Fundamental Marketing Process Overview

Marketing Planning Framework: Focus on Promotion
Business
Management
Business objectives
Business strategies
Marketing
Marketing
objectives
Marketing Objectives:
Acquisition
Loyalty
Retention
Winback
Understand
Market
Consumers
Competition
Etc.
Core
marketing
strategies
Target Market
Value
Proposition
Positioning
Marketing
Mix
4 P’s
For each:
Objectives
Strategies
Tactics

Advertising
Public Relations
Personal Selling
Direct Marketing
WOM Marketing
Sales Promotion
Needs
Wants
Demand
Promotion
(IMC)
Sales Promotion is a direct component of the Promotional Mix
Online
Mobile
Social Media

Promotional elements vary with the stages of the consumer purchase decision process
18-13

So What is Sales Promotion?

KEY FOCUS: Temporary boost of sales
KEY ROLE: A short-term incentive to purchase a product
KEY TIMING & MECHANISM:
Towards the end stages of the Consumer Buying Process (alternative comparison, purchase decision)
Alters directly Benefits/Price relationship (Value Proposition)
WHAT IS SALES PROMOTION?

How could you alter the Benefits/Price relationship (Value Proposition) with Sales Promotion?

How could you alter the Benefits/Price relationship (Value Proposition) with Sales Promotion?
B
P
=
V

Value Proposition Alterations
with Sales Promotion – Illustration!
Benefits
Price
More Same Less
More X
Same
Less

Benefits
Price
More Same Less
More
Same
Less

For the same price
Value Proposition Alterations
with Sales Promotion – Illustration!

Benefits
Price
More Same Less
More X
Same
Less

For the same price
Value Proposition Alterations
with Sales Promotion – Illustration!
X

Acquire new customers
Obtain new product trial and adoption
Boost sales of mature brands
Increase Store traffic generation
Neutralize competitive promotional efforts
Etc.
SALES PROMOTION JUSTIFICATIONS?

2 Key Sales Promotion Strategies

Consumer Promotion
Trade Promotion

Price sensitivity
Brand loyalty
Etc.
Sales Promotion Planning

Free goods
Advertising allowance
Trade coupons
Etc.

Sales
Promotion
Objectives

Just to have an initial idea:
Available Consumer Sales Promotion Techniques!
Type
Coupon
Bonus pack
In-Pack/ On-Pack/Near-Pack
Specialty Container
Continuity program
Refund
Sweepstake
Contest
Through the mail Premium
Sampling
Price-Off
Trade Deal
Cause-Related Promotions

How big is Sales Promotion in the US?

How big is Sales Promotion in the US?
$288 Billion in spending in 2004 (*)
46% (*)
19% (*)
33% to 70% of CPG’s (P&G, L’Oreal, etc.) marketing budget on trade promotion(**)
(*) 2004 Promotion Marketing Association and PROMO Magazine
(**) 2011 Comscore

46% of 2003 Marketing budget on Consumer promotion vs 24% on Consumer advertising (*)
19% of 2003 Marketing budget on Trade promotion (*)
42

Direct (Promotional) Channels continue to gain spending share

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And all Direct Channels, subject to Sales Promotion integration, continue to grow!

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Why such a growth?
Results focused
Quick
Measurable
“Easy & inexpensive”

Limitations?
Brand building support?
Deterioration of positive brand perceptions
Low volume or thin profitability
Short term bias

Sales Promotion is evolving!
Generating immediate sales
But also
Altering positively long-term brand value

Sales Promotion is evolving!

Smart-Sign Tech by MS & Intel
Coupons Apps
Twitter & sweepstakes
Online Coupons Finders

Sales Promotion is evolving!

Sales Promotion has its own planning
Sales Promotion is big
Quick & measurable BUT risky
Sales Promotion is evolving…Digital Marketing
50
So in conclusion!

AC 222 – Article or Research assignment #2

General Requirements:

You will be required to select and bring into class a article. You must be prepared to discuss it and hand in a two page, plus cover document. Articles must relate and be relevant to the materials handed out in this course. The articles can come from on-line, magazine or newspaper sources, and they should contain enough information to address the points stated below.

Specific Requirements
For Article #2:

The article must relate to Sales Promotion and the emergence/explosion of online & mobile capabilities for this marketing communication method…so far!

Recommended sources:

www.prnewswire.com

www.ddimagazine.com

www.instoremarketer.org

www.promotionlink.com

www.reveries.com

http://www.bizjournals.com/

http://www.theipm.org.uk/Home.aspx

http://promomagazine.com/

http://www.couponinfonow.com/coupons/

How to submit:

. Sign in into your Microsoft SkyDrive Account (Create one (if not done already) at

http://explore.live.com/skydrive

) – This will give 25Gig Free of Cloud Storage.

. Upload your submission as a
WORD Document
under My Documents Folder onto your SkyDrive Account

. Once uploaded, select the document and click on Share on the right side of the screen

. Click on “Get A Link” on the left and then “Get A Link” under “View and Edit”, on the right

. Copy this link and past it into the textbox of your DropBox for this assignment into Angel

. You are all set!

. Your grade for this assignment will be communicated on Angel (in the appropriate DropBox on Angel) and the comments of your professor will be directly indicated onto your document in SkyDrive.

IMPORTANT: No paper or Angel DropBox upload or email attachments submissions will be accepted – Submission has to be in MS Word (No PDF, No Google Doc, No Open Source format. No Apple format).

Press Releases are not acceptable.

Formatting requirements:

Each article or research analysis should follow this format and include the following items if you wish to receive full credit:

A) Article summary (1 page)

Main purpose of this article:

What is the author intent in writing this article? What is the author trying to accomplish?

The key question that the author is addressing:

The most important information in this article:

What the key information that the author uses, presupposed, in the article to support his/her main arguments. You need to look for facts, experiences, and/or data the author is using to support his/her conclusions

The main conclusions in this article:

You want to identify the most important conclusions the author comes to and presents in the article

The key concepts we need to understand in this article:

You need to identify these marketing, marketing communications and sales promotion ideas or concepts or principles that help to understand the line of reasoning of the author.

The main assumptions(s) underlying the author’s thinking:

What is the author taking for granted? The assumptions are generalizations that the author does not think he/she has to defend. They might be unstated.

The main point of view presented in this article is (are):

What is the author looking at, and how is he/she seeing it?

B) Your own assessment/opinion (1 page):

Formalized/additional background information:

Background information on the company and the industry environment.

Briefly describe the company’s product-line or services offered, its marketing activities, its key competitors, etc. as appropriate (additional research may be required for this)

Marketing strategy:

State and describe what marketing target(s), what marketing objective(s), what value proposition do you think the company has (additional research may be required for this)

Sales promotion:

Describe the SP offer in question. State and describe the sales promotion objective(s), sales promotion target(s), sales promotion desired result(s), sales promotion technique(s) and online or internet capability/ies that was/were used.

Your assessment:

Do you think that the use of those new online or mobile capabilities augmented or reduced the effectiveness of this campaign? In the end, how would you rate the effectiveness of this Sales Promotion? Why?

Propose any adjustments to the SP component of the campaign to make it even more effective, if appropriate

ARTICLE:

Attach the magazine, newspaper or web site article to your 2 pages

summary, with cover page.

IMPORTANT:

At the instructors’ discretion, students will be selected to lead the class with

their current event article.

The assignment will be graded with the “AC 222 Rubric based- Article analysis” grading guide lines

####

AC 222 – Article or Research assignment #1

General Requirements:

You will be required to select and bring into class an article. You must be prepared to discuss it and hand in a two page, plus cover document. Articles must relate and be relevant to the materials handed out in this course. The articles can come from on-line, magazine or newspaper sources, and they should contain enough information to address the points stated below.

Specific Requirements

The article must relate to how sales promotion is used/applied by marketers as part of an overall Marketing Communications campaign/IMC

For example: The selected article should be discussing plans a company is making in regards to sales promotion and how it will be/is integrating SP in the promotion or marketing communication mix. : ”Isolated” examples of sales promotion are not appropriate.

Based on the article that you have selected, you should be try to find out more about the various marketing communications elements that they use for the campaign or the communication plan related into the article. That way, you will be able to establish a good foundation for your own analysis of the article.

How to submit:

. Sign in into your Microsoft SkyDrive Account (Create one (if not done already) at

http://explore.live.com/skydrive

) – This will give 25Gig Free of Cloud Storage.

. Upload your submission as a
WORD Document
under My Documents Folder onto your SkyDrive Account

. Once uploaded, select the document and click on Share on the right side of the screen

. Click on “Get A Link” on the left and then “Get A Link” under “View and Edit”, on the right

. Copy this link and past it into the textbox of your DropBox for this assignment into Angel

. You are all set!

. Your grade for this assignment will be communicated on Angel (in the appropriate DropBox on Angel) and the comments of your professor will be directly indicated onto your document in SkyDrive.

IMPORTANT: No paper or Angel DropBox upload or email attachments submissions will be accepted – Submission has to be in MS Word (No PDF, No Google Doc, No Open Source format. No Apple format).

Press releases are not acceptable

Recommended sources:

www.prnewswire.com

www.ddimagazine.com

www.instoremarketer.org

www.promotionlink.com

www.reveries.com

http://www.bizjournals.com/

http://www.theipm.org.uk/Home.aspx

http://promomagazine.com/

http://www.couponinfonow.com/coupons/

Formatting requirements:

Each article or research analysis should follow this format and include the following items if you wish to receive full credit:

A) Article summary (1 page)

Main purpose of this article:

What is the author intent in writing this article? What is the author trying to accomplish?

The key question that the author is addressing:

The most important information in this article:

The main conclusions in this article:

You want to identify the most important conclusions the author comes to and presents in the article

The key concepts we need to understand in this article:

You need to identify these marketing, marketing communications and sales promotion ideas or concepts or principles that help to understand the line of reasoning of the author.

The main assumptions(s) underlying the author’s thinking:

What is the author taking for granted? The assumptions are generalizations that the author does not think he/she has to defend. They might be unstated.

The main point of view presented in this article is (are):

What is the author looking at, and how is he/she seeing it?

B) Your own assessment/opinion (1 page):

Formalized/additional background information:

Background information on the company and the industry environment.

Briefly describe the company’s product-line or services offered, its marketing activities, its key competitors, etc. as appropriate (additional research may be required for this)

Marketing strategy:

State and describe what marketing target(s), what marketing objective(s), what value proposition do you think the company has (additional research may be required for this)

Sales promotion:

Describe the SP offer in question. State and describe what role the Sales Promotion plays in the IMC campaign, what sales promotion objective(s), what sales promotion target(s), what sales promotion desired result(s) and what sales promotion technique(s)

Your assessment:

Assess if this Sales Promotion was properly conceived and integrated into the IMC campaign that you looked at? In the end, how would you rate the effectiveness of this Sales Promotion? Why?

Propose any adjustments to the SP component of the campaign to make it even more effective, if appropriate

ARTICLE:

Attach the magazine, newspaper or web site article to your 2 pages

summary, with cover page.

IMPORTANT:

At the instructors’ discretion, students will be selected to lead the class with

their current event article.

The assignment will be graded with the “AC 222 Rubric based- Article analysis” grading guide lines

####

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