Sales promotion
Sales promotion serves not only to promote the sale of a product, but also to generate additional sales. If a product is sold at half price with a 50% discount, this is only sales promotion, if the campaign is advertised with "two packs for the price of one" instead, the customer has the same price advantage; he also only pays half the normal price for that Product, but he buys two packs, which promotes sales (and mostly consumption ).
A distinction is made here
- Sales promotion measures that act as a sub-area of sales promotion when selling a product, for example
- Double and multiple packs or bulk packs.
- Reduction of shelf gaps
- Questions in sales talks , in which the customer receives new buying impulses , according to the pattern "Would you also like ... more"
- Stirring fears, e.g. B. to promote vaccinations
- Sales promotion measures that take effect when the product is used, for example:
- Consumption-promoting design of the packaging, e.g. B. through large openings in bottles.
- Use of unnecessarily short best-before dates
- Planned obsolescence to limit the shelf life of production and encourage replenishment.
- Promotion of policy changes by politics or professional associations to force a replacement of long-term durable products
- Limitation of the flexibility in use (e.g. the dosage of too hard cubes (“tabs”) pressed machine dishwashing detergents cannot be adjusted if the dishwasher is not loaded ).