GROUP 6

GROUP MEMBERS:NUR ILYANI BT BASHIRWAN INTAN SAADAH WAN ROSDIWAN NURHAMIZAH WAN ZAKARIA

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At the end of the lesson, students should be able to :

Define Sales Promotion

Briefly explain the objectives of Consumer

Promotion

Describe each of the Consumer Promotion Tools.

LEARNING OBJECTIVE

MARKETING

(MIX PROMOTION)

The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives.

Promotion Mix

Mass communication technique that offers short-term incentives to encourage purchase or sales of a product or service.

Sales Promotion

Consumer-Promotion Tools

Consumer-Promotion Objectives

Entice Consumers to Try a New Product

Entice Consumers to Try a New Product

Lure Customers AwayFrom Competitors’ Products

Lure Customers AwayFrom Competitors’ Products

Hold & Reward Loyal Customers

Hold & Reward Loyal Customers

Consumer Relationship Building

Consumer Relationship Building

CouponsCouponsSamplesSamples

Price PacksPrice Packs

AdvertisingSpecialties

AdvertisingSpecialties

Patronage Rewards

Patronage Rewards

Consumer - Promotion Tools1. Samples

Are offers of a trial amount of a product.

Sampling is the most effective but most expensive.

2. Coupons Are certificates that give

buyers a saving when they purchase specified products.

Ex: RM 5 off the regular price that will apply to a new product (Discount on full price will encourage product trial)

3. Price packs Offer consumers savings off

the regular price of a product.

Price packs can be single packages sold at reduced price (such as two for the price of one) OR two related products banded together

Ex: Toothbrush and toothpaste

4. Patronage RewardsCash or other rewards offered

for the regular use of a certain company’s products or services.

Ex: Membership card collecting points to redeem with items.

5. Advertising SpecialtiesAre useful articles imprinted with an

advertiser’s name given as a gifts to consumers

Ex: Items included pen, key chain, goody bags, t-shirts, caps and coffee mugs.

Exercise :DESCRIPTION CONSUMER PROMOTION TOOL

Articles imprinted with an advertiser’s name given as a gifts to consumers

Single packages sold at reduced price (such as two for the price of one) OR two related products banded together

Trial amount of a product.

Certificates that give buyers a saving when they purchase specified products.

Cash or other rewards offered for the regular use of a certain company’s products or services

Advertising Specialties

Price Packs

Sample

Coupons

Patronage Rewards

Marketing Project:

To fulfill the requirement of this subject, each group are required to prepare ONE product to be marketed to your selected target market.

Each group must apply any type of Consumer Promotion Tool to market their product

Details of the assessment will be disclosed on our next class.

ASSIGNMENT