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Sales promotion is another communication tools that marketers use. It is a short tactical marketing tool that gives customers additional reasons or incentives to purchase. Sales promotion can over added values to the customer at the point of purchase, which is referred to as sales pull strategy. Moreover manufacturers can also direct promotions to the trade often referred to as a sales push strategy.
The main objectives of sales promotions are to encourage trial of products, extend the existing customers base, and promote customers to change the brand, generate bulk buying, overcome seasonal dips in sales and to encourage trade to stop the product.
Sales promotion proposal
The products, which are selected for sales promotion, will be condoms.
Condom use is one of the best methods for slowing the growth of sexually transmitted diseases and for reducing unwanted pregnancies. Unfortunately, far too many young people use them inconsistency, because of embarrassment of making the actual purchase combined with the cost of the condom itself. One recent research effort indicate that traditional condom sales promotions are not successful as they could be, traditional approach is a free condom giveaway in conjunction with an event, or at booth set up by family planning or disease preventions agencies. Unfortunately one free use does not lead to a consistent buying pattern.
Methodology of the sales promotions
First, the coupons will be designed to meet the value, which the customers may expect. This will be by informing the drugstores attendants about the sales promotion campaign. Recruiting several assistants who will help in executing the sales promotion shall follow.
The sales promotion will involve placing coupons which will be well printed and with clear information in drug stores and other locations, where the customers will be able to see them immediately they enter the point of purchase. After the customer sees the coupons, will be inspired to purchase. Coupons for condoms located at the purchase site (display) are more readily noticed. This sales promotion shall be conducted in the city of New York during the summer holidays of 2008
Further I will make sure that coupons are of high value, so that customers may be attracted to redeem them. Moreover, males are likely to take time to examine the coupons and make the purchase. I will also make sure the prices are less prohibitive by offering a coupon based discount, so that a great number of condoms shall be purchased on time or at least the customer will make a repeat purchase when the need arises again.
Some drugstores attendants may not like the coupons for condoms to be placed at their stores. For instance this can expected if the owner of the store is a catholic. This is because catholic do not encourage the use of condoms.
There are no other ethical issues expected since the sales promotion will not target any specific individuals or groups.
Reasons for choosing this sales promotion
Rather than giveaways or premiums, simply placing a coupon at the purchase site where a person can examine it without further embarrassment can prove to be significant in promoting condom use among youths. Moreover, such approach may be more of a win- win solution to generating sales and at the same time preventing unwanted pregnancy and sexually transmitted disease.
New York City was also selected because during summer many tourists and other visitors from all over the world come to enjoy their holiday in the city. This will, in effects make the sale promotions a global one. This is due to the fact that customers, and in this respect tourists and visitors may carry the massage to their respective countries and regions.
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