Many grocery items (generally mass consumption items) are best promoted primarily through mass consumer advertising combined with good display at retail level; while most of the drug products are not placed for mass advertisement in newspapers and popular general journals. For example, advertisement for woolen clothes are useless in deserts. For effective marketing, more than one promotion tools are used in every day practice. Hence product and its nature amend decisions regarding promotion. Such as, for the industrial products Viz. Sales Promotion Strategies. It shows the degree to which a marketer’s brand usually affects the Promotional mix. It shows how frequently the final buyer buys the product. Sales Staff - Skills, knowledge and experience - Motivation - Loyalty - ..... 2. Companies with limited resources will have to go for localized activities like dealer display, wall paintings, and personal selling. Products having not much differentiation, say Modern bread or Britannia bread, personal selling will be the best way of promotion emphasising to get the product stocked in as many retail outlets as possible and to secure maximum and effective shelf space display. When the product reaches maturity stage, reminder advertising would be enough as customers are already aware about it. Products which are used in industry are called industrial products. Therefore a combination of advertising and publicity is required. Stages in the Product Life Cycle 4. But, if some potential customers have never heard of it and are unaware of the product’s presence, will they buy? Kotler (2000) highlighted that sales promotion is the short-term incentives to encourage purchase or sales of product or service. E.g. In the introductory stage, heavy expenditure in sales promotion and advertising have to be incurred to create awareness about the product. Industrial and specialty goods are promoted through technical journals and through salesmen. During the maturity stage, the emphasis will be on switching the customers from competitors and hence more of sales promotion is used. This website includes study notes, research papers, essays, articles and other allied information submitted by visitors like YOU. (vi) Promotional strategy – Promotion mix depends to a great extent on whether a company follows push or pull strategy to create sales. Past Economic Performance 5. People are buying product and advertising ensures continuity in this sale. The product type i.e., industrial or consumer affects the promotion mix. Distribution Strategy 8. Product complexity is another determinant of Promotional mix. Introduction to the market- High level of advertising is generally required in this stage because it decides future of the product. Promotional mix includes an ideal proportion of each element of promotion i.e., advertising, personal selling and direct promotional activities. If the product passes through a longer channel of distribution, the marketer will have to give more importance to advertising and less importance to personal selling. But in consumer buyers’ market, advertisement plays informative as well as persuasive roles. While sales promotion has been part of the marketing process for a long time, its role and importance in a company's integrated marketing communications program have increased dramatically over the past decade. (ii) It can apply some of its existing brand elements. They are mostly advertised in medical journals and personally promoted be medical representatives or salesmen pharmacists. For a retailer it is important to understand how consumers treat the purchase decisions they face. If a product is of complex nature. During the maturity stage, advertising and personal selling are needed to meet competition. There are so many factors that I need hours to right it down, but may give a direction: 1. When the push strategy is adopted the producer directs all promotional efforts mainly on the middlemen that are the wholesalers and retailers. Personal selling also helps reach intermediaries to ensure adequate distribution. Managers who are being held accountable to produce results often use price discounts or coupons, since they produce a quick and easily measured jump in sales. Sales Promotions Generally Create An Immediate Positive Impact On Sales. Companies must consider several factors in developing their communications mix. Different promotional mix will be required in different phases of the product life Cycle. If customers are scattered over different areas then mass advertisement campaign is useful and essential and in that case personal selling becomes ineffective. In general sales promotions can built on brand sales more rapidly than advertising. The window to the world of. There are many factors which influence promotion mix. Thus, purchase frequency has a decisive role in the determination of promotion mix. Due to its importance, understanding factors affecting the growth of this industry is critical for developed and developing countries. Push strategy is pushing promotion through intermediary levels of distribution like wholesalers, retailers. Various aspects are required to study before setting prices which includes profitability, skimming, market share, survival, estimated demand curves etc. The leadership factors focus on the people at the top. The sales and revenues that your business generates will vary from year to year. If target customer is uneducated then, audio visual becomes effective rather than advertisement in newspaper. 9. 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