Course Material of ESDP on Food Processing in Hindi + English

g) Exhibition-cum-Sale with discounts.Dealer Sales Promotion :The following promotions devices are used to encourage the dealers :a) Free display material to retailers,b) Free window services,c) Free demonstration and trial at retail shops,d) Trade deals <strong>of</strong>fering special trade discounts,e) Free deals e.g. one package free on purchase <strong>of</strong> ten packages,f) A special gift for an order given to the dealer,g) Training to retailers’ sales force,h) Sales contests for salesmen,i) Advertising display allowances,Besides the above two, there is another kind <strong>of</strong> sales promotion known as In-Store-Promotions.The principal types <strong>of</strong> Sales Promotion devices that reach the customers at buyingcenters such as retail stores include :1) Temporary price reduction,2) Gift premium,3) Demonstrations <strong>of</strong> products,4) Display <strong>of</strong> new products,The primary advantage <strong>of</strong> in-store-promotion is that they reach the customer atthe point when he/she is in the process <strong>of</strong> making a purchasing decision,Evaluations : Once the Sales Promotion Policy requiring evaluation has been established, apractical programme for making it work must be instituted. This should consists <strong>of</strong>:a) Evaluation <strong>of</strong> original plan.b) Evaluation related to promotion objectives,c) Staff visits to the fieldd) Sales force and Trade Surveye) Consumer Research,f) Sales meeting and Distributor/Wholesalers,g) Communication between home, <strong>of</strong>fice and the field,h) Examination <strong>of</strong> competitive activity.It may be noted that sales promotional programmes are needed both for theconsumer goods as well as industrial goods.News papers, magazines, cinema slides, exhibition, trade fairs,wayside hoarding and posters, and posters, banners, neon sign, show,windows, catalogues and informative diaries, direct mailing, Radio, TV,propaganda and demonstrations may also be used singly or in combinationwith one or more media.58