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SALES PROMOTION PROGRAMMES


SALES PROMOTION PROGRAMMES

           Sales promotion programmes are required to be implemented in effective way to achieve sales targets. Sales department is the revenue generating department of the organisation which provides funds for the expenses of other department. Following prints must be given due consideration while deciding about sales promotion programmes:

(1) Identify the Basic Requirement: The first requirement for sales promotion programmes is to decide about the emergent needs of the firm.

(2) Identify Suitable Promotion Programmes:  Different sales promotion programmes may be suitable in different situations. Keeping in views the overall promotion strategy is should be decided, whether the dealer focused sales promotion programmes shall be suitable.

(3) Participation of Dealers and Salesman: Participative approach is essential for the success of sales promotion programme. Without the involvement of dealers and sales force the programme can’t be implemented effectively.

(4) Implementing the Programme: Implementation includes proper launching and timing of the programme. Degree of competition and essential demands are to be considered.

(5) Evaluation and Feed-back: After the expiry of time-span of sales promotion programme, it should be evaluated that up to what extent is has achieved in objectives. Deficiencies should be identified and this feed-back provides enormous help in the designing of next programmes.

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