Sales promotion is a marketing technique which aims at increasing the demand of products or services through various marketing techniques. It is a strategic move for spontaneous demand elevation and is a short term venture for the organization. Sales promotion involves marketing strategies that promote the products awareness and boost product availability. The general objectives of sales promotion include raising product awareness in the market, persuade and influence consumption of the product or service and finally to create a competitive edge for the organization. Under these umbrella objectives, sales promotion can derive the following specific objectives for a business with regard to their marketing function and business strategy. Sales promotion can be used to unveil novel products in the market. This is because they influence potential customers to try out the novel products through promotions and awareness. Sales promotions can be used to persuade new consumers to use the product. This objective is aligned with the competitive advantage strategy. The marketing technique can also be a means of influencing existing customers to purchase more of the product through strategies such as price reduction. Sales promotion is also a measure of ensuring business perpetuity through competition in the market which ensures its survival. Sales promotions are also used to boost sales in off peak seasons and as a means of stock clearing in order to increase stock turnover.
The difference between push and pull strategies is defined by the tactics used in both strategies to ensure consumption of business products and in turn boost sales and increase returns. Push strategy involves direct marketing of products at points of sales so as to raise awareness of the product to potential customers. The push strategy is conducted mainly by manufacturers or introduction of new products into the market. Promoters of products sue various avenues in order to ensure that the customers are made aware of the product. In essence, the push strategy takes the product to the consumer e.g. direct selling to customers, face-to-face selling and ensuring large stocks at points of sale so as to grab the attention of the consumer. Pull strategy on the other hand involves indirect promotion of products that ensure that the customer is drawn toward the product. There are several pull strategy avenues that can be used to ensure customer awareness and influence/persuasion to look for the product. This includes advertising using the media to promote the product and/or sales promotions. Such tactics ensure that customers are drawn to the product and seek it out in the point of sale. Pull strategy is effective for introducing new products and also reinforcing sales of products within the market (Shah & D’Souza, 2009).
To attract fellow students to my favorite fast food restaurant, I would undertake the following sales promotion. Create a purchase reward system of buy two get one free for the soft drinks. Another sales promotion strategy would be a reduced price offer for meals and coupons for redemption for future use on meals. Also, conduct a food eating contest where the winner is given free meals coupon for a week. The freebies, coupons and competition strategy will induce them to try out the fast food restaurant.
Shah, K., & D’Souza, A. (2009). Advertising and promotions: An IMC perspective. New Delhi: Tata McGraw-Hill.