Retail Promotion 2024

• Advertising


  Paid, non-personal communication of products or services in various media
• Advertising


  Paid, non-personal communication of products or services in various media
• Public Relations


  Strategic communication process that builds positive relations between an organisation with various groups
• Public Relations


  Strategic communication process that builds positive relations between an organisation with various groups
• Personal Selling


  • Interpersonal influence and information exchange process
  • Involves person-to-person communication with a prospect
• Personal Selling


  • Interpersonal influence and information exchange process
  • Involves person-to-person communication with a prospect
• Sales Promotion


  Short-term incentives used to encourage consumers to purchase a product or service
• Sales Promotion


  Short-term incentives used to encourage consumers to purchase a product or service
• Marketing Mix (4Ps)


  • Product
  • Price
  • Place
  • Promotion
• Marketing Mix (4Ps)


  • Product
  • Price
  • Place
  • Promotion
• Product


  • Includes both products and services
  • Products - tangible and physical items
  • Services - intangible and non-physical items
• Product


  • Includes both products and services
  • Products - tangible and physical items
  • Services - intangible and non-physical items
• Aspects of a Product

  • Variety
  • Quality
  • Design
  • Features
  • Brand name
  • Packaging
  • Services
• Price


  Amount a customer is willing to pay for the product
• Aspects of a Product

  • Variety
  • Quality
  • Design
  • Features
  • Brand name
  • Packaging
  • Services
• Aspects of a Price


  • List price
  • Discounts
  • Allowances
  • Payment period
  • Credit terms
• Place


  Location where a product is distributed and finally purchased
• Price


  Amount a customer is willing to pay for the product
• Aspects of a Price


  • List price
  • Discounts
  • Allowances
  • Payment period
  • Credit terms
• Aspects of a Place

  • Channels
  • Coverage
  • Assortments
  • Locations
  • Inventory
  • Transportation
  • Logistics
• Place


  Location where a product is distributed and finally purchased
• Promotion


  Activities that communicate the merits of the product, persuading target customers to buy
• Aspects of a Place

  • Channels
  • Coverage
  • Assortments
  • Locations
  • Inventory
  • Transportation
  • Logistics
• Aspects of Promotion


  • Advertising
  • Personal selling
  • Sales promotion
  • Public relations
  • Design
• Promotion


  Activities that communicate the merits of the product, persuading target customers to buy
• 4 Aspects of Promotion Mix


  • Advertising
  • Public Relations
  • Personal Selling
  • Sales Promotion
• Advantages of Advertising


  • Advertised products are viewed as more legitimate
  • Build up a long-term image for a brand/product
  • Gets the retailer's message out to its target market
  • Dramatizes a company's products, impressing potential customers
  • Reaches masses of geographically dispersed buyers at a low cost per exposure
• Aspects of Promotion


  • Advertising
  • Personal selling
  • Sales promotion
  • Public relations
  • Design
• 4 Aspects of Promotion Mix


  • Advertising
  • Public Relations
  • Personal Selling
  • Sales Promotion
• Advantages of Public Relations

  • Develop positive attitude for a brand / company
  • Enhance credibility of a product
  • Build good relationship with public
  • Can shape information to meet customer's needs
  • Product demonstration is possible to reinforce selling point
  • Immediate rectification of customer's doubts
  • Able to observe customer's body language
  • Cross-selling and up-selling are also possible
• Advantages of Advertising


  • Advertised products are viewed as more legitimate
  • Build up a long-term image for a brand/product
  • Gets the retailer's message out to its target market
  • Dramatizes a company's products, impressing potential customers
  • Reaches masses of geographically dispersed buyers at a low cost per exposure
• Advantages of Personal Selling

  • Can produce a more immediate consumer response
  • Attract more attention and create product awareness
  • Increase sales during promotional period
  • Create price orientation from competitors
  • Enable the company to implement appropriate sales strategies and monitoring of sales target
• Advantages of Public Relations

  • Develop positive attitude for a brand / company
  • Enhance credibility of a product
  • Build good relationship with public
  • Can shape information to meet customer's needs
  • Product demonstration is possible to reinforce selling point
  • Immediate rectification of customer's doubts
  • Able to observe customer's body language
  • Cross-selling and up-selling are also possible
• Advantages of Personal Selling

  • Can produce a more immediate consumer response
  • Attract more attention and create product awareness
  • Increase sales during promotional period
  • Create price orientation from competitors
  • Enable the company to implement appropriate sales strategies and monitoring of sales target
• Disadvantages of Advertising


  • Impersonal and not as directly persuasive as personal selling
  • One-way communication with the audience
  • Can be very costly, requiring large budgets
  • Not a one-time effort
  • Takes a long time to build brand image
  • No immediate sales
  • Difficult to measure
• Disadvantages of Advertising


  • Impersonal and not as directly persuasive as personal selling
  • One-way communication with the audience
  • Can be very costly, requiring large budgets
  • Not a one-time effort
  • Takes a long time to build brand image
  • No immediate sales
  • Difficult to measure
• Disadvantages of Public Relations

  • Expensive to execute
  • Depends very much on networking and relationship building
  • High cost per contact
  • Dependent on salesperson's capability to present information
  • Time-consuming as some sessions may be long without response
  • Potential customers are often subjected to pressure selling
• Disadvantages of Public Relations

  • Expensive to execute
  • Depends very much on networking and relationship building
  • High cost per contact
  • Dependent on salesperson's capability to present information
  • Time-consuming as some sessions may be long without response
  • Potential customers are often subjected to pressure selling
• Disadvantages of Sales Promotion

  • Short-term benefits may not be sustainable
  • 'Borrowing' from future sales
  • Higher operating cost (e.g. - rental of POS, fixtures & more staffing)
  • Some brands will never go on sales promotion because it 'cheapens' its image
• Disadvantages of Sales Promotion

  • Short-term benefits may not be sustainable
  • 'Borrowing' from future sales
  • Higher operating cost (e.g. - rental of POS, fixtures & more staffing)
  • Some brands will never go on sales promotion because it 'cheapens' its image