Is the use of short-term incentives to purchase, such as free offers, sampling and selling , competitions and self-liquidators . The strategy behind the use of sales promotions may be aggressive or defensive. An example of the latter would be to defend the brand against a competitive attack by a new or existing product. An aggressive promotion would be attempting to gain sales and market share , and would therefore be targeted at purchasers of rival brands.
The main purposes of sales promotion are:
• To create the initial surge of demand to persuade shops to stock a newly launched product
• To attract new buyers who the firm hopes will become regular customers
• To lock customers in to buying your product when under threat from a new competitor.