RETAIL SALES TECHNIQUES AND PROMOTIONS
SYLLABUS
UNIT I
Advertising Communications and Promotions-Effective Advertising: Understanding When, How, and Why Advertising Works-Marketing Objectives and PositioningTarget Audience Selection and Action Objectives-Communication Objectives-The
Creative Strategy and Tactics-Media Strategy: The Reach Pattern and Effective Frequency-Campaign Tracking and Evaluation- Setting the Campaign Budget- Sales Promotions
UNIT II
Promotion Impact-On the Marketing Mix-On the Customer-Promotions and Integrated Marketing-Creating Customer Relations-Characteristics of an Integrated Programme-Strategic Considerations-Promotions role-Overcoming barriers in
Integrated Marketing.
UNIT III
Tactical Analysis-Strategic analysis to Promotion tactics-Objective SettingPerspective on Strategy-Promotional tactical tool set-When and how to apply the right tactics-Built-traffic-Reach new customers-Trade users up-Introduce new
products-Gain Product Display, Placement & Distribution- Stimulate repeat salesGenerate Brand loyalty.
UNIT IV
Sales promotion techniques-Off the Shelf Offers-Joint Promotions-Price PromotionsPremium Promotions-Prize Promotions- How Promotion Affects Sales-Switching, Acceleration, and Deceleration-Repeat Purchasing, Consumption-Trade DealingPrice Promotions
UNIT V
Retailer Promotions-Consumer Promotions (Coupons, Rebates, and Loyalty Programs)-Consumer Promotions (Loyalty Programs, Online, and Special Event Promotions)-Calculating Promotion Profitability-Trade Deals, Retailer Promotions,
Coupons, Rebates-Measuring Promotion Effectiveness-Sales Promotion StrategyProcter and Gamble's Value Pricing Strategy-Sales Promotion Strategy.