Control consumers behavior

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Reference no: EM132102474

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.

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? Try to find a promotion that is unique...

EXAMPLE:

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.

Reference no: EM132102474

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