CHAPTER ONE

• INTRODUCTION

Sales promotion is that something extra that arose interest, create a buying desire, sprat off an immediate reaction from customers middlemen or company’s sales forces. It is the name that a is applied to special kinds of sales accelerating activities not necessary class as advertising, personal selling or publicity. It is considered as special selling efforts.

It consist of short-term incentives designed to stimulate buying action.

Sales promotional activities are directed to consumers middlemen or the firms own sales force.

The sales promotion tools could be grouped into

1. consumer promotion e.g coupons premiums samples, money refund etc.
2. trade or dealer promotion e.g free goods allowances etc.
3. sales forces promotion e.g sales contents special bouns, sales meeting etc.

therefore sales promotion is seen as a short term nature. It normally comes and go that means it is not permanent in nature and is associated with one peculiar incentive or the other.

It is usually made available at the  time of purchase.

1.1 BACKGROUND OF THE STUDY

In this dispensation of creating a viable awareness that will acquaint the customer with the firm and it’s offering we can say that sales promotion as a communication mix offers a consumer a product in addition to extra value is a form of short –term incentive designed to generate immediate purchase, and the addition of extra value offered that influcces the immediate buying action of the customer, sales promotion is indeed a tool for achieving customer brand loyalty.

It is expedient to acknowledge that any promotional activity that does not fall within the premise of advertising, personal selling, public relation publicity is said to be sales promotion.

Sales promotion differs from advertising and personal selling in terms of its approach and technique.

Therefore it adopts short term, non-recuring methods to boost up sales to different ways. These offers are not available to the customer throughout the year.

During festivals end of the seasons year ending and some other occasions these schemes are generating found in the market. Thus sales promotion consist of a all activities other than advertising and personal selling that help to increase sales of a particular commodity. It is a tool for short- term inducement of sales.

The qualities of sales promotion (such as attention getting, product or image damaging) makers it a distinctive marketing communication mix which in turn brings about customer brand loyalty.

Sales is any initiative undertaken by an organization to promote an increase in sales usage or trial of a product or service (i.e initiative that are not covered by the other elements of the marketing communications or promotions mix) sales promotion are varied.

It is that something extra that can arouse interest, create a buying desire, spark off an immediate reaction from customers, middlemen or company’s sales force. It is considered as special selling efforts. It consists of short-term incentives designed to stimulate buying action. Sales promotional activities are directed to consumers, middlemen or the firms own form. The sales promotion tools could be grouped into:

1. Consumer promotion which consists of coupons, premiums, samples, money refunds, price-off, contests, demonstration.
2. Trade or Dealer promotion which consists of free goods, merchandize allowances co-operative advertising, buying allowances dealer sales, contest.
3. Sales force promotion which consists of sales contents, special bonus, and sales meetings.

Sales force promotion incentives are usually of a particular product or brand above the existing level. Sales would increases if more customers are attracted to the shop if non-brand users are attracted and if brand users are encouraged to buy more consumer promotion essentially attract the more price conscious or premium conscious buyers.

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