Premium Essay

Snacko Go to Market

In: Business and Management

Submitted By pangteya
Words 697
Pages 3
Trade sales promotion is the used to build demand in the intermediary level. The intermediary level includes retailers & wholesale buyers etc. and the incentives are often in the form of special pricing, sales incentives, discounts and novelties. Marketers spend twice as much on trade sales promotions viz-a-viz customer promotions. Trade sales promotions are based on the premise that the efficient use of intermediary channels is an effective way to penetrate a market. Trade sales promotions are directly dependent on the nature of the product market. For example within the FMCG product trade sales promotions would be very different for a low margin product like Parle G in comparison to a high value niche segment product like Godiva, a premium chocolate brand. The trade sales promotion tool employed to directly depends upon the nature of the product market. While samples, coupons and cash refunds would work for low margin products like Parle G, Premiums and service packs could be a better alternative for high margin product.

The trade sales promotions work on the premise that the intermediaries have the expertise and the power to push products or services to the customers. The manufacturers look to make full use and incentivize this power of the intermediaries. A growing number of intermediaries are big enough to demand trade sales promotions at the expense of customer promotions and advertising. The main objectives a trade sales promotion scheme objectives are derived from the broader communication objectives & strategy such as but not limited to – Incentive type promotions to penetrate new products Reward loyal customers (retailers) Increase repurchase from occasional customers (retailers) Stimulate the retailers to push the product more Building brand loyalty(retailers) Offset competitive promotions

For implementing a trade sales

Similar Documents

Premium Essay

Manager

...Learning with Cases INTRODUCTION The case study method of teaching used in management education is quite different from most of the methods of teaching used at the school and undergraduate course levels. Unlike traditional lecture-based teaching where student participation in the classroom is minimal, the case method is an active learning method, which requires participation and involvement from the student in the classroom. For students who have been exposed only to the traditional teaching methods, this calls for a major change in their approach to learning. This introduction is intended to provide students with some basic information about the case method, and guidelines about what they must do to gain the maximum benefit from the method. We begin by taking a brief look at what case studies are, and how they are used in the classroom. Then we discuss what the student needs to do to prepare for a class, and what she can expect during the case discussion. We also explain how student performance is evaluated in a case study based course. Finally, we describe the benefits a student of management can expect to gain through the use of the case method. WHAT IS A CASE STUDY? There is no universally accepted definition for a case study, and the case method means different things to different people. Consequently, all case studies are not structured similarly, and variations abound in terms of style, structure and approach. Case material ranges from small caselets (a few paragraphs...

Words: 239776 - Pages: 960