Week 1 ICA - Sales Promotion

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Algonquin College *

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2213

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Marketing

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Feb 20, 2024

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Liam, Yannick, Matt, Brendan, Josh Week 1 - MKT 2292 IMC Content Review Workshop: Sales Promotion Yannick, Matt Dore, Joshua Frenken Liam Dobrin Page # Reference from textbook What is the difference between consumer and trade promotions? Consumer Promotions: Aimed at the final buyer of products, these promotions could include things like discounts coupons, and free samples. These can immediately increase sales and brand loyalty. Trade Promotions: Targeted at channel members like retailers and wholesalers, these promotions include bulk discounts, free merchandise, and incentives for promoting a product. These are designed to enhance product distribution and increase shelf space. Identify and describe common consumer promotion objectives: - One common consumer promotion objective is to increase brand awareness and brand image, this can be done by increasing the amount of marketing your company and aligning all marketing activities with a consistent brand message. The idea of this is to create brand loyalty. - Another consumer promotion objective is to increase sales in the short term, this can be done by offering special discounts or other promotions to entice the consumer to purchase the product. Identify consumer promotion tactics that would be effective for each of the Provide an example of each from your textbook

Liam, Yannick, Matt, Brendan, Josh Week 1 - MKT 2292 above objectives: - Some consumer promotion tactics that would be effective for the above objectives are bundle discounts (buy-one-get-one) and discounts for repeat purchases to retain brand loyalty. Identify and describe common trade promotion objectives: Trade promotion sales are important for helping brands and manufacturers to push products through marketing and distribution channels. Some common trade promotion objectives are: Achieving widespread distribution, increasing display levels, to push more than competitors, and overall support other forms of promotion. Identify trade promotion tactics that would be effective for each of the above objectives: Provide an example of each from your textbook

Liam, Yannick, Matt, Brendan, Josh Week 1 - MKT 2292 Trade Allowance, Performance Allowance, Cooperative Advertising Allowance, Retail In-Ad Coupons, Dealer Premiums, Dealer-Display Material (Point of Purchase), Trade Shows, Branded Promotion Merchandise Page 401

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