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Questions
Discuss the role of ‘sales promotion’ as an element of promotion mix.
Explain 'Sales Promotion' as elements of promotion mix.
Solution
Sales promotion refers to the incentives that are offered to the buyers so as to encourage them to purchase the product. It included activities such as offering discounts, gifts, free samples, etc. Such activities supplement other promotional activities undertaken by the company such as advertising and direct selling. They increasingly attract customers and induce them to immediately purchase the product. Such activities are especially useful at the time of the launch of a new product. They bring an initial boost to sales. For example, discounts are given in the form of offering the product at a lower price than the listed price. Free gifts are offered in the form of quantity gifts (such as 20% extra or buy 2, get 1 free). Free samples are provided in the form of small packets when launching a new brand. Such incentives are opted by the companies to attract more customers and boost their sales.
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Read the case given below and answer the questions that follow:
| Pooja has started a small company that manufactures steel and aluminium rods used by construction firms. She has made a large capital investment in this venture and also hired an excellent sales team. Their marketing approach is to contact the buyers directly and explain the features of their product. They have a complete control over the distribution of their products. |
- Identify the type of product manufactured by Pooja's company.
- Briefly explain any two features of the product identified in subpart (i).
- State the channel of distribution used by the company in the above case.
- Identify and briefly discuss any three objectives of the element of Promotion Mix used by the Sales team in the above case.
Identify the element of Promotion Mix used in the image shown below.
