There are different sales promotion tools that are commonly used in Nigeria to target consumers, but I will only mention three as requested and they are contest, special sales and couponing which are for a short period of time.
Contest: This process is used by manufacturers to attract customers to their product by informing them to buy a number of products for a chance to win instant gift which could be redeemed from their redemption centres, retailers or open market. For example, Unilever Nigeria Plc has an ongoing promo titled “Lipton/Blue Band Sip & Spread Promo.” (Unilever, n.d.) They require their customers to purchase 2 packs of Lipton and one tub of Blue Band 450g/250g and then customers present the purchased product at their redemption centre to receive a scratch card which will give them a chance to win one of their fabulous gifts such as N5,000 cash cards, recharge cards, branded pen, et al.
Special sales: This tool is used by manufacturers to create an awareness about a competing offering or a new offering not necessary at a lower ...
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...ss margin. The most significant sales promotion tools have been mentioned above. It is, therefore, important that during the sales promotion activity, that management should strategically promote it in order to counter the doubt that might be in the customers mind by using reliable or credible approach.
1. Jumai. (n.d.). Jumia Nigeria Coupon October 2015 | Sign up at Jumia Nigeria to get N1,000 welcome voucher. Retrieved October 21, 2015, from http://www.promopro.com/merchant-Jumia-Nigeria-coupons-deals-19177.html
2. Unilever Nigeria Plc. (n.d.). Search | Information | Nigeria. Retrieved October 21, 2015, from http://www.unilevernigeria.com/resource/search/index.aspx?Search=promotion#further_info
3. Tanner, J., & Raymond, M. A. (2010). Public Relations and Sales Promotion. In Principles of Marketing. Flat World Knowledge, 13 N. Mill Street Nyack, NY 10960
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