Objectives of Trade Promotion: (i) The trade is motivated to carry the brand. Types of Consumer Sales Promotion tools 1. Samples help consumers verify the quality of the product. For example a trade promotion for retailers will want retailers to promote a product over its competitor’s offerings thus encouraging them to sell more of their product. The sales promotion for building relationships with the channel partners involves some of the following activities: A trade allowance is when manufactures give retailers an allowance or a refund on their products. When data is scattered across multiple systems or is not up to date, it can be difficult for them to find th e right information at the right time. Promotion is an incentive tool used to drive up short term sales. Trade Promotional Tools: (i) Price-offs or off-invoice or off-list. Consumer promotions are used by retailers to induce customers to buy products or services. A promotion expense is a cost companies incur to market their products or services to consumers. In exchange the retailer agrees to promote the manufacturer’s products within their stores. It is one of the objectives of trade promotions that the excess inventory lying with the company should be liquidated. Main Types of Trade Promotion Trade Allowances. The two types of sales promotion tools consumer are as follows: A. Trade promotions include trade shows, conventions, event marketing, trade allowances, training, and special incentives given to retailers to market particular products and services, such as extra money, in-store displays, and prizes. Management of this excess inventory is a cost to the company in terms of warehousing and capital invested. (ii) The trade is motivated to carry a larger inventory. (iv) The trade is motivated to push the product. Next we examine some of the most often used types of trade promotions and some factors marketers must consider in using them. The focus of advertising to create reason for purchase the focus of promotion is to create an incentive to buy. Trade Promotion Management is a challenge faced by most CPG/FMCG companies around the globe. Samples. Trade Promotion Management (TPM) typically refers to one or more software applications that assist companies in managing their complex trade promotion activity. When it comes to Trade Promotion Management (TPM), there are typically a number of stakeholders involved from finance to marketing and the executive team. Consumer-oriented Promotion Tools B. Trade-oriented Sales Promotion. Consumer goods companies spend substantial amounts of time and money—14 percent of revenue, according to an AMR Research … Promotion can be launched directed at consumer or trade. Free samples are given to consumers to generate their interest in the product. Sales Promotion. Consumer & Trade Promotions As Marketing Strategies. Not only seasonal product, any consumer or industrial level product can be pushed in the market when the company has excess inventory. Trade-promotion tools: A higher proportion pie is devoted to trade-promotion tools than to consumer promotion, with media advertising capturing the rest. Consumer incentives could be samples, coupons, free trial and demonstration. Sales promotion is generally defined as those marketing activities that provide extra values or incentives to the sales force, the distributors, or the ultimate consumer and can stimulate immediate sales. Manufacturers use a variety of trade promotion tools as inducements for wholesalers and retailers. Companies engage in promotion expenses in order to boost sales and revenue. Samples are one of the most important tools of sales promotion. Consumer and trade promotions are short-term marketing strategies. 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