As the marketing head of a consumer durable goods company planning to launch a new brand of mobile phones with international operations, it’s crucial to utilize effective sales promotion tools to drive consumer and business promotion.
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Here are some appropriate sales promotion tools for both consumer and business promotion:
- Consumer Promotion: a. Discounts and Rebates: Offer discounts or cash rebates to consumers purchasing the new brand of mobile phones. This can incentivize immediate purchases and attract price-sensitive consumers. b. Contests and Sweepstakes: Organize contests or sweepstakes where consumers can participate to win prizes such as free mobile phones, accessories, or exclusive experiences. This can generate excitement and engagement among consumers. c. Bundle Offers: Create bundle offers where consumers can purchase the new mobile phones along with complementary products or services at a discounted price. For example, bundle mobile phones with cases, screen protectors, or subscription plans. d. Limited-Time Offers: Introduce limited-time offers such as flash sales, early bird discounts, or special promotions during festive seasons. This creates a sense of urgency and encourages consumers to make immediate purchase decisions. e. Trade-In Programs: Implement trade-in programs where consumers can exchange their old mobile phones for a discount on the purchase of the new brand. This helps stimulate demand and encourages upgrades.
- Business Promotion: a. Trade Discounts: Offer trade discounts to retailers, distributors, and wholesalers purchasing the new brand of mobile phones in bulk quantities. This incentivizes channel partners to promote and stock the product. b. Cooperative Advertising: Provide co-op advertising support to channel partners, where the company shares the cost of advertising campaigns or promotional activities promoting the new mobile phones. This helps increase brand visibility and drive sales at the retail level. c. Channel-Specific Promotions: Develop channel-specific promotions tailored to the needs and preferences of different distribution channels (e.g., online retailers, brick-and-mortar stores, telecom operators). This enhances cooperation and collaboration with channel partners. d. Training and Support Programs: Offer training programs, product demonstrations, and technical support to channel partners to equip them with the knowledge and skills required to effectively sell and support the new brand of mobile phones. e. Incentive Programs: Implement incentive programs such as sales contests, performance-based rewards, or volume-based incentives for channel partners achieving sales targets or driving significant sales volumes of the new mobile phones.
By leveraging these sales promotion tools for both consumer and business promotion, the consumer durable goods company can effectively generate awareness, stimulate demand, and drive sales of the new brand of mobile phones in international markets, while also strengthening relationships with channel partners and maximizing distribution reach.