In order for the customers to purchase the Nokia 6600 from the retailer,

Justinas Ivaskevicius

Sales and customer service

Task 1

Introduction

A sales promotion may be defined as on attempt to create interest in and stimulate sales of a product or service by a non-standard activity in a limited period of time, or with a controlled amount of product (while stocks last)

In many ways, a sales promotion is a link between advertising and direct selling. It gives the advertiser an extra benefit to draw to the consumers attention, persuading them to go to the shops, and it allows the manufacturer’s sales person to revitalize the interest of the retailer by having something new to discuss or offer.

There are two types of promotion:

Trade promotions- manufacturers promoting to retailers and wholesalers.
Consumer promotions- manufacturers or retailers promoting to the final consumer.

I will promote mobile phone Nokia 6600. It is important to understand that sales promotion includes more than just money off voucher on the pocket of a fast moving consumer goods (FMCG) In order for the customers to purchase the Nokia 6600 from the retailer, the latter has had to be persuaded to stock the product in the first place. For this to be achieved, I will have to educate its sales- force on the distinctive selling features of the product, which is Nokia 6600 in order to help it persuade the retailer to stock it.

This is picture of Nokia 6600

Components of a sales promotion

Firms often refer to promotion above the line and below the line. Above the line promotion is through independent media, such as television or newspapers. These allow firms to reach a wide audience easily. Most advertising is carried out above the line. Some advertising, however, is carried out by methods over which a firm ...

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This is picture of Nokia 6600

Components of a sales promotion

Below the line promotion allows a firm to aim its marketing at consumers it knows are interested in the product. Above the line advertising in newspaper means that the promotion is seen by most of the readers, even though some will not be interested. With below the line promotions, firms are usually aiming their message at consumers who are either known to them or who have been chosen in advance. For example, direct mail advertisers will pick exactly which consumers they wish to send their mail to, rather than going for blanket coverage.

Nokia 6600 sales promotion objectives are:

Increase awareness and interest
Achieve a switch in buying behavior from competitor brands
Incentive consumers of make a purchase of my brand Nokia 6600

By achieving these three points, I will get more customers and more interest of consumers to buy.

Consumer promotion. The objective of a consumer promotion is for the seller to raise the long-term level of sales by offering some added value to the purchase Nokia 6600 in the sort term.

These components will help me to promote Nokia 6600

Money off this or the next purchase
Coupons or information delivered through the door
Competitions, with attention- gaining prizes
Free gifts

These are most popular methods to promote goods like Nokia 6600 or services.

Why these methods become popular?

Customer feels rewarded for their custom. They may, as a result, develop a loyalty to a particular product like Nokia 6600. A customer is therefore more likely to purchase product. Sales promotions can be used as a method to break into a new market or introduce a new product into an existing market.

To successfully promote Nokia 6600 I need to look to these different features.

Display material. A good display should attract attention, enhance certain aspects of a Nokia 6600 and encourage the right frame of mind to make purchase.
Stocks I must make sure that stock levels are maintained and shelves are quickly restocked.
Appropriate lighting. Generally lighting is kept soft where browsing is encouraged and bright where there is a need to suggest clean lines.

To promote my product Nokia 6600 I need to look at packing. Product packing is important in its overall marketing. This is because consumers often link the quality and design of product packing with the quality of the product itself. Unsuitable packing may affect sales.

The key stages and features of a selected sales promotion

Sales promotion planning, sales planning is generally accepted as a four-stage activity, they are research, preparation, presentation and closing. The time period of operation for achieving a sales promotion can be a few weeks or a few years.

Research

There is a vast amount of information required before a professional sales promotion can approach the customer. The following list assumes that I am selling to consumers:

The trade I am in: its seasonality, conventions, rules and regulations, laws.
The competition that exists and my product strengths and weaknesses
The customer organisation- whom and when to contact, their needs.

2. Preparation

The potential and existing customers have been identified. The visits must now be planned and appointments made. Assemble a sales package. This might include Nokia 6600 samples, facts sheets, leaflets, order forms and even a portable video.

Presentation

The salesperson must appear in a manner appropriate to the situation. This usually means wearing smart clothes. I need to establish a suitable opening line. To a new customer this will be an attention-gaining remark.

3. Closing

This is the hardest stage of all, but if I am don’t achieve this, there is no point to all the rest of the marketing activity. Buying signal, i.e. when the buyer seems happy with the sales promotion and willing to by product like Nokia 6600.

“Are you sure it could be here within seven days”

“Is that price reduction agreed?”

“That sounds an improvement on the earlier model”

All these comments indicate a positive thought.

Legislation

A number of laws exist which protect consumers from bad trading practices, but not many of them address directly the question of product quality. To promote my product successfully I need to be aware the legislation in another words it is law. For example The Consumer Protection Act 1987 deals with product safety and outlines certain safety regulations. Consumer that suffers injury if these regulations are broken can sue me as a person responsible for product promotion. Consumer Credit Act, 1974 this aims to protect the rights of consumer when they purchase goods on credit, such as hire purchase on credit sale agreements. For example if some one buy my product Nokia 6600 I must give consumer copy of any credit agreements into which they enter.