Describe the sales promotion tools that are used by event organisers t

Question

Describe the sales promotion tools that are used by event organisers to achieve marketing objectives.

23 Sep 2020

Answer :

Word Count : 1013

Consumer promotions are directed towards the consumer and are strongly prevalent in the FMCG category. It requires a substantial media budget over and above the freebies. One has to communicate with the consumer through advertisements and POPs at the retail level.

Consumer level sales promotional tools are:

(i) Consumer contests with prizes

(ii) Price-off deals

(iii) Purchase price refunds

(iv) Coupons

(v) Samples

(vi) Premiums or gifts –

(a) With-pack premium

(b) Reusable container

(d) Self-liquidating premium (item sold below its normal retail price)

(vii) Rewards plan on purchases

(viii) Free trials

(ix) Product warranties

(x) Cross Promotions

(xi) Point-of-purchase (POP) display and demonstrations.

Consumer promotion can be offered either by a manufacturer or a retailer. Those tools which carry a selling message from one category, e.g., free samples, coupons, gifts related to the product, form one category. The rest forms another category, e.g., price-off packs, trade allowances, etc., gifts not related to product.

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