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Topic : Sales Promotion
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Is sales promotion the mantra to avert CRISIS? by Murtaza Husaini, Marketing Manager, Hafele GmbH

Is sales promotion the mantra to avert CRISIS?

By : Murtaza Husaini, Marketing Manager, Hafele GmbH
Keywords :

mumbai and ncr few real estate companies are offering cars or another apartment with a luxury villa or apartment.

it or tourism industry. for example

as these days “advertising gurus” are trying to save their jobs

it seems to be very true in this scenario

in dubai

because companies are out of budget for big advertising campaigns. sale promotions looks to be the saviour for all retail giants and can be customized for other industries too. it would be nice if someone can suggest few sales promotion campaigns for banking

as they say “advertising is the reason to buy” and “sales promotion is the incentive to buy”.

Activity:  5 comments  898 views  last activity : 06 08 2013 10:47:05 +0000
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It was just another freezing day in Dubai on the first day of 2009, when I passed through a Pierre Cardin showroom somewhere near Jumeirah area, showing “Up to 70% Off” stickers on its big windowpanes. Starting the very first day of a new year with sales promotion is a brilliant idea, as people are in a festive mood and you are just giving them some extra incentive to buy your product. But, unfortunately this wasn’t a New Year sales promotion because you can see the same stickers throughout the year begging your attention.

In India there is a growing retail brand by the name of “Koutons”, which follows 365 days sales promotion strategy. Although there is no comparison between Pierre Cardin and Koutons, but they are following a similar kind of strategy in different parts of the world which is somehow appealing to the customers.
Retail hyper marts are also following the same sales promotion strategy, as Mr. Kishore Biyani’s Big Bazaar gives a 26% flat discount on 26th January every year on most of the available items in its outlets in India is one of the regular promotion offered there, Carrefour highlights QR 5 and QR 10 items in its stores in Qatar regularly throughout the year.
The pioneer of regular sales promotion incentives in retail is said to be Mr. Sam Walton, founder of Wal-Mart and one-time richest man in the world, left an estimated $100 billion fortune to his wife and four children when he died.
As these days “Advertising Gurus” are trying to save their jobs, because companies are out of budget for big advertising campaigns. Sale Promotions looks to be the saviour for all retail giants and can be customized for other industries too. It would be nice if someone can suggest few sales promotion campaigns for banking, IT or Tourism industry. For example, in Dubai, Mumbai and NCR few real estate companies are offering cars or another apartment with a luxury villa or apartment.
It seems to be very true in this scenario, as they say “Advertising is the reason to buy” and “Sales Promotion is the incentive to buy”.

 Top Comment : Lata Vijaybaskar   | 03 02 2009 12:49:10 +0000
Sales promotion by the definition is short term.... but today it has become a marketing strategy. Worse its a positioning tactic.
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5 comments on "Is sales promotion the mantra to avert CRISIS?"
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  Commented by  Business Management Consultant, : I can provide you with Management Consulting & Counseling Services    | 06 08 2013 10:47:05 +0000 
Some could offer a free breakfast, lunch, coupons, direct mail, trips etc, etc.....
  Commented by  NATTERAJA R. ARIKRISHNAN, AREA SALES MANGER, UNIFLEX CABLES LTD    | 01 10 2011 19:05:09 +0000
Rating : +1  
No doubt, sales promotion technique is short-term scheme to induce the buyers or dealers to buy the products. Normally this type of technique is being followed by organizations who insist sales targets for the sales forces and dealers.Their main motive is to achieve the sales target planned during the financial years. There will be a sales review meetings based on monthly, quarterly, and the sales figures will be monitored and compared with the previous months or quarter. Necessary actions will be taken to boost the sales in case any decline in sales through some incentives or schemes to the dealers. During the process all the sales forces and the dept head will be under heavy sales pressure. What is the worst part will be that some good sales guys will leave for better prospects since the pressure that could not be tolerated and they will loose their peace of mind due to exorbitant sales pressure applied on them. Another peculiar part of it will be of sacking the sales guys by the head of dept in order to save himself from the management due sales pressure. A good organization normally applies pressure reasonably or to a optimum level in order to boost the morale of the sales team.
  Commented by  Pragya Kothari, Construction-Heavy, DLF    | 03 27 2009 11:43:53 +0000
Rating : +1  
Impressed by your knowledge of the sales promotion strategy that different companies are following, and i would also agree that in today's times 'sales promotion is definitely an incentive to buy' but we have to keep in mind that consumers are becoming smarter day by day, they know the essence of all the sales promotion strategies, so one needs to be very clever while deciding to introduce any new sales strategy in the market.
  Commented by  Mehernath Ashwinikumar Basangar, Sales/BD Manager, Belroc Costruction chemicals India(P) Ltd.    | 03 15 2009 06:07:41 +0000
Rating : +1  
sales promotion is part of the sales planning, the cocept is sold only on USP's irrespective of product or commoditity what we sell. There is a term known as creating demand / need. If we hit some thing constantly it gets noticed and automatically sales go up. So one way it is a mantra to avert crisis, don't forget some one is making money out of it.
  Commented by  Lata Vijaybaskar, Retail Consultant    | 03 02 2009 12:49:10 +0000
Rating : +1  
Sales promotion by the definition is short term.... but today it has become a marketing strategy. Worse its a positioning tactic.
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