Use to communicate and control consumers behavior

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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? Make sure that your posting is unique.

Reference no: EM131770081

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