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TACTICAL NATURE OF
SALES PROMOTIONS
MOHIT S. KELKAR
PGDM-Exec
2014-15
K. J. Somaiya Institute Of Management Studies &
Research
CONTENTS
Introduction
Previous Research on Sales Promotions
Sales Promotions Complexity
Strategic versus Tactical Goals
To What Extent can SP be Strategic?
Descriptive Study
Conclusion
INTRODUCTION
Fundamental features of SP
Incentive or inducement (For immediate
sales boost)
Effects are short term
Secondary compared (Compared to
SALES PROMOTIONS
COMPLEXITY
SALES PROMOTIONS
COMPLEXITY
SP effectiveness dependent on
mix of consumers
deal-proneness
consumer expertize etc.
Psychological meaning to customers & brand
positioning
Quality-price tier
Type of product
Type of brand
Consumer markets growth stage
Product life cycle stage
Choice context
Strategic goals
Long term
Marketing should be thought, planned &
managed strategically
Integrated Market Communication (IMC)
Revenue, profitability & sustainability matter
Depends on Organisations activities and
resources.
Tactical goals
Short term
To accomplish limited goals & quick fix action
Planning
Managers Perspective
Descriptive Study
Research Objectives
Methodology
Analysis is done based on the data obtained from Survey (Factor &
Cluster analysis)
Results
Discussion
Conclusion
THANK
YOU
MOHIT S. KELKAR
PGDM-Exec 2014-15
mohit.kelkar@somaiyya.ed
u