Page 109 - EBOOK DPM 10013 POM-FINAL 25.10.2021

Sale Promotion Tools

Sales promotion is defined as marketing actions that provide additional benefits or
incentives to salespeople, distributors, or the final consumer in order to increase

immediate sales. Consumer-oriented and trade-oriented activities are the two major

kinds of sales promotion.

A. Consumer-oriented Promotion Tools:

Consumer-oriented promotion tools are designed to increase sales to existing
customers while also attracting new customers to businesses. It's also known as

the "pull" method. Consumers can take use of promotional tools from either the

manufacturer or the dealer, or both.
B. Trade-oriented Sales Promotion:

Trade-oriented sales promotion programmes are aimed at a company's dealer

network to encourage them to sell more of the company's brand than rival brands.
It's also known as a push strategy, and it's aimed at the dealer network,

encouraging them to push the brand to consumers by prioritising it over other

brands.

Figure 8.5: NINE (9) sale promotion tools

97