Reference no: EM133167821

Sales promotion is one of the 4 promotion mix variables that organizations can use to communicate, and control consumers' behavior. They can be directed at consumers, the trade (retailers, wholesalers, agents, brokers), and a firm's salesforce. The Kohl department store has a very successful promotion in the form of Kohl's cash. For every $50.00 consumers spend, they generate $10.00 in Kohl's cash which normally can be used a week later. A consumer who spends $100.00 before sales taxes will receive $20.00 in Kohl's cash. Initially, Kohl drives the consumer in the store with a high-value coupon worth between 15-30%. Then drives most back into the store a week later to spend the Kohl's cash. Naturally, most consumers spend more money than what they have in Kohl's cash. Please describe a unique sales promotion (consumer, trade or salesforce) that you are aware of. Indicate who it is directed at and its effects. Why do you think that it is successful?