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International Journal of Research (IJR) Vol-1, Issue-7, August 2014 ISSN 2348-6848 SalesPromotion–AChangingTrendfrom ExpensivenesstoEffectiveness Prof. Kavleen Bharej S.D.College, Ambala, K.U. India. the current promotional practices being Abstract: carried out in this competitive era, Though the concept of sales promotion has especially in Indian corporate scenario. been evolving for decades, as one of the most vital tool of marketing, still its Keywords: Promotion mix, sales efficiency is doubtful. This paper seeks to promotion, advertisement, stakeholders. explore the interrelationship between sales and promotion in Indian context. Introduction: The paper argues about the implication of “A type of trade sales promotion in which these concepts in Indian businesses. The the retailer is allowed to buy a certain first part of the paper states the increased focus of marketers on amount of product from the manufacturer promotional and then pay for that product over a activities, and its linkage with business prolonged period of time”.- American practices. The second part states the Marketing Association. recent transformation in the strategies followed by corporate houses, highlighting In today’s dynamic world sales promotion the essential of effectiveness. The third is the emerging area of interest for part of the paper discusses the prospects marketers, entrepreneurs, practitioners and and challenges faced by the organization academics. A key ingredient in marketing following sales promotion as its tool. campaigns is sales promotion i.e. the need to promote a product, service or an idea. The methodology used for the research is (Obi, 2002) described sales promotion as secondary and the main objective is to an activity that becomes necessary as a outline the shift from the expensive supplement to personal selling. Sales promotional tools towards effectiveness. promotion is the part of promotion mix, This paper can provide an insight about 310 International Journal of Research (IJR) Vol-1, Issue-7, August 2014 ISSN 2348-6848 which is used to influence and persuade scientific papers the customers to buy the goods. It consists knowledge management and IT), states of free samples, free gifts, exhibitions, that the consumers are essential and are trade fair, demonstrations, rebates, cents effected by the economic environment. off etc. It is the function of marketing There are many literatures written on the which promotional is concerned with persuasion of the( journal activities. of Consumer component of communication towards the promotions are promotions offered by target audience with intent to exchange manufacturer between the marketer and the customer. (Blattberg and Neslin 1990). Some studies directly to consumers also showed that it is one of the integral Sales promotion is the part of promotional mix which consists of parts of marketing mix for the consumer advertising, products. (Huff and Alden 1998, Chandon personal selling, publicity and direct et al. 2000). marketing. It has been observed now that sales promotion includes those activities Objectives: which not only develop the interest of the To understand the theoretical and consumers but also enhance and support practical perspective of promotion. mass selling and personal selling. Which To understand the essentials of in turn help and compete and make the moving beyond expensiveness. process of promotional activities more To determine the convergence effective? It helps in offering something between effective and expensive. extra to the customers, which built the To worth of the product over and above its highlight the changing developments in promotion and its normal cost. implication in Indian context. To determine the prospects and Literature Review: exposed In this competitive era, it becomes essential for the businesses challenges marketers to faced following by sales promotion. communicate to the consumers what they have to offer. (Jobber & Lancaster, 2006) Methodology: .Dwyer & Tanner (2006) states that A Business consumers are huge in number as comprehensive review of the professional and academic literature on compared to individual consumers; In the promotional mix and sales promotion was 311 International Journal of Research (IJR) Vol-1, Issue-7, August 2014 ISSN 2348-6848 carried out. An analytical approach was It is highly essential for the Indian followed to review the trends and identify businesses to compete not only with the the domestic players but also to stand in their current formulating perspective and and drivers implementing own country and against the international the promotional practices in India. Reliable players. Advertisement and personal secondary sources were used to understand selling are considered to be expensive the integration of customers and products. form of activities which are helpful only at the time of introductory phase of products. Finding and Analysis: With the advent of new technologies and As, we have seen that the theoretical and rapid development, companies are trying practical implications of the concept of to converge the expensive methods with sales promotion have achieved a very high the status in the marketing concept. The is once has shifted its stature towards difficult to fool them. The promotion techniques such as free gifts, that is a paid form of promotional which cents off, rebates, coupons etc. A rational has a wider coverage towards a mix blend consumer tries to compare the products on of other form of promotional mix. The the basis of what extra value is it adding to changing trend has taken place because of availability have product life cycle also includes the sales time are moving beyond advertisement the Consumers advertisements at the latter stages of effectiveness. The companies in today’s and ones. become really intelligent in buying and it concept which was considered expensive globalisation effective their purchases. of product width and line. 312 International Journal of Research (IJR) Vol-1, Issue-7, August 2014 ISSN 2348-6848 As in this diagram it is evident how the more effectiveness that is efficient mix of all the promotional activities is utilisation of the limited resources than to carried out. At the introductory phase follow the expensive ways as ultimately informative advertisement are clubbed the consumers have to bear the expenses with free sample or buy one get the new and they refuse as they have alternatives one free offer, so that the consumers can available at reasonable prices. use and know about the same. Similarly at Bibliography: the growth stage persuasive advertisement is carried out with increased brand loyalty. Alpert, Frank (1993), "Consumer Market And at the maturity and decline phase the Beliefs and Their Managerial Implications: percentage off schemes are given to the An Empirical Examination", Journal of consumers. Consumer Marketing, 10(2) pp.26-70. As the tastes and preferences of the Blattberg, Robert C. and Scott A. Neslin customer changes so is the problem which is faced by the marketer. (1990), The Sales Promotion, Concepts, Methods and Strategies, Englewood Cliffs, advertisement world has become quite New Jersey: Prentice Hall expensive and its duration is also short, for all the small budget companies it becomes Brassington, F. and Pettitt, S. (2000), Sales a challenge to compete with the same Promotion. In: Principles of Marketing, impact as the big business houses. 2nd ed., FT Prentice Hall, Harlow, pp. 642-685 Conclusion: Hellman Karel (2005), Strategy-driven At the end it might be said that there is a B2B Promotion, Journal of Business changing trend that can be seen between &Industrial Marketing ,Volume : 20, 4-11 the companies which are shifting towards 313