Sales Promotion: Marketing Strategies

Sales Promotion Sales promotion is a marketing strategy that companies undertake to boost their product and service sales, as well as to promote a company’s image and brand. The marketing era has replaced the mass production concept, which consisted in producing more of a product to satisfy consumer’s demand. Indeed, in the twenty-first century business world, companies are more focused on developing marketing strategies to sell and differentiate their products from their competitor’s. Sales promotion is the marketing strategy that has proven to be efficient and generate high sales response. Sale promotion is a marketing strategy used to impact consumer’s behavior. Understanding this concept may help businesses, especially new one, to compete

McDonalds, Burger King as well as cosmetics companies tend to offer free products along with the purchase of their products. Marketers adjust their offers with consumer’s preferences and tastes. For instance, in McDonald’s kids meal, children can find gifts such as toys and figurines of their favorite movie heroes. This technique rewards customers for their purchase and encourage them to make more purchases. Furthermore, offers such as “buy-one-get-one-free” are deals where customers can purchase two product for the price of one. Customers will therefore be easily encouraged to buy a product for which they can get another one without any additional cost. In “Impact of Sale Promotion Techniques on Consumers’ Impulse Buying Behavior towards Apparels at Bangalore”, Priti Salvi agrees that “the discount and price off scheme induced the customers to visit store and influenced their purchase decision. And also buy one get one free has been found effective in their purchase decision.” (qtd. in. C. Nagadeepa1, J. Tamil Selvi, Pushpa A. 118). Clearly, discounts and deals such as “buy-one-get-one-free” influence directly consumers purchasing

In fact, when customers redeem their coupons they can have discounts prices when they purchase a product. Companies issue these promotions sales to offer customers the possibility to purchase their products at a lower price. Nowadays, customers are actively looking for coupons online, in newspapers and brochures. Coupons have shaped consumers behavior, for they tend to purchase more of a product when they can use their coupons to have a discount on that product’s price. Such offers persuade a consumer to try new products and to enjoy they favorite products at low prices. In “The Impact of Promotional Tools on Consumer Buying Behavior: A Study from Pakistannotes” Aurangzeb Mughalthat,Asif Mehmood, AmmarMohi-ud-deen and Bilal Ahmad note that “coupons have increased brand switching and influence purchases, indicating that consumers are influenced by the discount declared in the coupon.” (405). That is, the discount associated with the coupons influence consumers purchasing behaviors. People would purchase a product for which they have a coupons that will lower its