Sales Promotion:

Sales Promotion:

In marketing, sales promotion is one of the five aspects of promotion. The other four parts of the promotional mix are advertising, personal selling, publicity/public relations, and direct &interactive marketing. Sales promotions are non-personal promotional efforts that are designed to have an immediate impact on sales. Sales promotion is media and non-media marketing communications employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability.

Examples include:

• coupons
• discounts and sales
• contests
• point of purchase displays
• rebates

Whereas advertising gives a reason to buy, Sales promotion offers an incentive to buy.

Sales promotion can be directed at either the customer, own sales staff, or distribution channel members.

Sales promotions targeted at the consumer are called consumer sales promotions. For e.g.: Samples, coupons, cash refunds, price offs, prizes etc.

Sales promotions targeted at retailers and wholesalers are called trade sales promotions. For e.g.: Prices offs, advertising allowances, and free goods etc.

Sales promotions targeted at company’s own sales force are called as sales-force promotion. For e.g.: Trade shows, conventions, contests for sales representatives and specialty advertisements.

Purpose of Sales Promotion:

Sales-promotion tools vary in their specific objectives. Though some common

Objectives are:

• Stimulate consumer trial
• To reward loyal customers
• To increase the repurchase rate of occasional buyers
• To attract brand switchers
• Enables manufacturers to adjust to short term variation in supply and demand
• Promote greater consumer price awareness.

Trade Sales Promotion Techniques include:

·         Trade Allowances: short term incentive offered to customers

·         Dealer Loader: An incentive given to induce a dealer to purchase and display a

             Product.

                      

·         Trade Contest: A contest to reward dealer that sell the most product.

·         Point-of-purchase displays: Extra sales tools given to dealers to boost sales.

·         Training Programs: dealer employees are trained in selling the product.

·         Push Money: also known as spiffs. An extra commission paid to dealer

             employees to push products.

Objectives:

The objectives of the project are divided into two:

1. Primary Objective

2. Secondary Objective

 Primary Objective

·         Sales and Marketing strategies for launching a new job portal for HR services.

·         To assess the present position of the company.

·         To make comparative analysis of the changes in recruitment process with reference to new job portal.

·         To identify the sales and marketing strategies and policies.

Secondary Objective

·         To analyze & evaluate Satisfaction of Corporate Customers as well as individual customers, towards company.

·         Competitors Analysis.

·         Market awareness about job portal service.

·         Response from customers about this  www.naukribazaaronline.com job portal facility.

·         Problems related to this service.

Data Collection

Questionnaire Preparation:

I used questionnaire as research instrument to collect the requisite information for the research. Questionnaire method was chosen because of its versatile.

Almost every market problems involves people. Therefore ideas relative to people and its solution can be obtained by asking them about their problems.

This type has the advantage that the respondents do not know exactly what is being measured and hence are not biased their answer to some extent. My research design made it necessary for me to collect accurate data to achieve useful result. For this reason I have decided to use primary source of data as well as secondary data.

Designing of Questionnaire:

Questionnaires are designed according to project requirement and company need. So while designing the questionnaire we have to include both awareness about the company’s product and the competitors. But my main objective was to create the awareness of the company’s product and to generate the leads for the company, so that questionnaire was designed according to gather data and find out the prospective corporate.