RETAIL PROMOTION

1. PROMOTION IN RETAIL
By- Debajyoti Panda

2. PROMOTIONS
Promotion is one of the elements of marketing mix. It is used to inform, persuade and
remind people about the firm and its product. Promotion is a strong technique to
influence the feelings, beliefs and behavior of the consumers. Promotion is necessary
for the competition.
AdvertisingPublicity
Promotion
Mix
Personal
selling
Sells
Promotion
s
Public
relations

3. Promotional Objectives
Increase sales
Stimulate impulse
and reminder
buying
Raise customer
traffic
Get leads for sales
personnel
Present and
reinforce the
retailer image
Inform customers
about goods and
services
Popularize new
stores and Web
sites
Capitalize on
manufacturer
support
Enhance customer
relations
Maintain customer
loyalty
Have consumers
pass along positive
information to
friends and others

4. Possible Promotion Objectives in Retailing

5. Types of Sales Promotions

6. FACTORS INFLUENCING
PROMOTION MIX
Types of customers
Nature of the market
Nature of the product
Market position of the firm
Product life cycle
Availability of capital
Availability of sales force

7. Planning a Retail Promotional Strategy

8. Promotional Objectives
Improve Long-Run
Performance
Improve Short-Run
Performance
Store Image and
Positioning
Public
Service
Increase Existing
Customer Patronage
Attract New
Customers
From Existing
Trade Area
Expand
Trade Area

9. Promotion and the Hierarchy of Effects

11. ThankYou