PROMOTION

1.1 WHAT IS PROMOTION What is a campaign? Promotion is an attempt to inform or offer products or services with the aim of attracting prospective customers to purchase or consume. With the promotion of the manufacturer or distributor expects sales gains. Campaign Goals include: Disseminating product information to potential target markets To get the increase in sales and profit To get new customers and maintain customer loyalty To maintain stability in the event of sluggish sales market Differentiate and favor products than competitors' products Forming the product image in the eyes of consumers as desired. Some ways to do promotion are: Via e-mail Via sms Through talks Through an ad etc. Examples of promotions include: Advertise on tv about the company's new product X Post 5 sms, free sms to 10 to all operators Buy socks for Rp. 30000.00 get 2 free socks Discount 50% for certain products in Department Store Buy brown evening cup of tea can be free Promotional mix is a combination of several promotion of a product together that promotion can be maximized and the results are satisfactory. Relationship with the sales promotion campaign that can increase sales. In general, after the sales figures are quite high, the body will reduce the production or distributor of promotional activities. Many people assume that the promotion and marketing have the same sense, when that promotion is only one part of the working paper. Although often associated with sales promotion but the truth campaign has a broader meaning than sales due to sales is only related to the exchange of property rights by the salesperson, while the promotion is any activity intended to inform, persuade or influence consumers to keep using the product company. promotion of understanding proposed by philip Kotleradalah as follows: "Promotion encompasses all the tools in the marketing mix Whose mayor is persuasive communication". Promotion includes all the tools in combination slat main role of marketing communication is to conduct a campaign to persuade its communication process of delivering the message or news about your products / goods or services from sellers to potential buyers (consumers). Promotion is concerned with a method of communication that is aimed at a target market of the exact product being sold at the right place at the right price. Promotions include sales by individuals, bulk sales and sales promotion. Based on the above it can be a third opinion concluded that promosiadalah efforts made by companies to influence consumers into buying the product or to menyampaikanberita about the product by way of communicating with the audience (Audience) that are persuasive. In prateknya although the implementation of this promotion is generally done by the sellers / producers, buyers or prospective buyers sometimes sometimes consciously or unconsciously have also done promotions, for example if they want any information / explanation about the price, quality and so on from the sales. For example, in a state of daily life sometimes when people talk offend certain product or also, generally the wish to buy a house or to say that tomorrow night at Juwita very nice movie, so in this case the person was carrying out kegiatankegtatan promotion. As stated above, the basic purpose of the implementation of the promotion is to influence consumers into buying the product seller. A promotion held without whose objective is tantamount to performing work in vain. Promotional purposes is fundamental in making the overall promotional program will be run by the company in order to achieve what he wanted, and then will follow the next steps. Virtually every company that memilikiprogram campaign when seen obviously that the objectives of the promotion of each are often not equal to each other. However, in general, a campaign whose objective are as follows: 1. Appearance: One important goal of the campaign is the promotion must be able to deliver a number of prospective buyers barely pads intended or targeted, so companies should mem1lih yens mane can be achieved to the target buyers. In order to consider this apparition lengkah the following steps: - Determining the prospective buyers in the target or the target. - Determine the number of prospective buyers intended. - Selecting the most appropriate media to reach prospective buyer. 2. Attention: Promotion should be able to attract the attention of consumers ateu prospective buyers to go, but it is often very difficult to attract the attention of prospective buyers terhadappromosi we did caused so much promotion done also by other companies, so that the attention of prospective buyers not only focused on the campaign carried out by the company which includes a number of other edvertensi, sales promotion and other promotional efforts. So the company faced the problem of how to keep the campaign carried out by other companies. How that can be done to attract the attention of prospective buyers such as providing links to a particular event, the use of people who are already popular in the eyes of the reklamenya, highlight what is more a privilege of products that are not found in other products, and so forth. 3. Understanding: Other promotional purposes of promoting an understanding was reached on a prospective buyer interprets the message reached him. Prospective buyers often can not understand the promotion are not well planned or can attract attention, sometimes a change of media used can cause the message is not clear that the changing use of media we should also involve whether the necessary changes to the message. Thus, companies must be sure that the message was clearly conveyed through the media and to attract attention, as many companies promoting various products, many potential buyers are interested, remember and understand some of the many promotional campaigns that exist. 4. Attitude Change: After the promotion can be understood by potential buyers, the company expects a response from prospective buyers of the campaign. Each company 'must adjust to their product promotion to be able to change the attitude of potential buyers of its target, such as a change order to divert the buyer purchases from another company's products to the products produced by the company. Many companies use advertisements to change the attitude of prospective buyers projecting, advertisements may not necessarily lead to the majority of buyers for immediate purchase. 5. Action: In accordance with the ultimate goal of the campaign is to improve the company's results through increased sales results, the most important purpose of the promotion is to be able to induce action from prospective buyers of its target, because it indicates the success or failure of a campaign. 1.2 WHAT IS SALES PROMOTION Sales Promotion (Sales Promotion) Sales promotion is a short-term stimulus to induce the purchase or sale of a product or services. Sofyan Assauri (1999:255) Promotion Sale is: "The activities outside sales individuals, advertising, and publicity that stimulate purchase by the consumer and dealer effectiveness, such as exhibitions, performances, demonstrations and other activities sales outstanding were not working routine. According to Basu S. (1999) term sales often used synonymously with the term promotion though is promotion. Sales only includes the transfer of goods / services or the use of the seller only, and there is no advertising activities or other activities intended to stimulate demand. Thus, sales only a part of the promotional activities. Meanwhile, according to G. Indriyo (1994) promotion selling is an activity for the company peddle products marketed in such a way so that consumers will be easy to see and even by way of placement and certain settings then the product will attract the attention of consumers. Prepared by Ridwan Iskandar Sudayat, SE. According to Lamb, Hair and McDaniel (2001) promotion sales is marketing communication activities, in addition to than advertising, personal selling, and relationship society, in which short-term incentives to motivate consumer and distribution channel members to buy goods or services immediately, either by price lower or raise the value-added. Target sales promotion is usually more influencing behavior than attitudes. Purchase immediately is the purpose of sales promotion, regardless of any kind is taken. For this reason, seems more plausible when planning a sales promotion campaigns to target customers with respect to general behavior. For example, if the loyal customers for your product or terahadap your competitors' products? Whether consumers would switch brand in search of a better deal? Whether consumers will only purchase the product at least expensive course, no matter what? Are consumers purchase any product at all product categories? (Lam, Hair and McDaniel, 2001). Prepared by Ridwan Iskandar Sudayat, SE. Sales promotion consists of a collection of tips incentives different, mostly short-term, designed to encourage the purchase of more rapid and / or greater than a product / service given by consumer or customer (Kotler, 2000). According to Teguh Budianto and Fandy C. (1997) promotion sales promotional tools an incentive for consumer to make a purchase immediately, generally short term. Sales promotion can be individuals and non-individuals. Based on the goal, sales promotion can be classified into: 1. Consumer promotions, such as product samples, kopun prizes, free gifts, rebates, warranties, warranty, after-sales service, demonstration, and so on. 2. Promotion of trade, such as credit purchases, gift purchasing, joint advertising, joint display, contest sellers, and so on. 3. Business promotion, misahiya sponsor performances, demonstrations and displays in trade shows, sales contests, prizes and sales in guesses games and so on. Prepared by Ridwan Iskandar Sudayat, SE. Sales promotion is in many ways can help manufacturers, including in the case: 1. Introducing new products. 2. Adding the use or supply dealers and dealers or wholesalers (distributors). 3. Attract new customers. 4. Tackling the activities of competitors. 5. Penjuaian ease the decline, because influence of season. 6. Helping to mermgankan tasks such talk "Sales talk" of the company salesman. The purpose Widely Sales Promotion The intended use is widely Sales Promotion: 1. Improve pcmbelian actions undertaken by the end consumer. 2. Increase the intensity of operations and the sale of the resellers and vendors. Prepared by Ridwan Iskandar Sudayat, SE. Destination Sales Promotion: 1. Tujaun internal sales promotion. One of the purposes of sales promotion is to encourage employees to be more interested in the product and promotion. The purpose of internal is to improve or maintain employee morale, employee training, collaboration, and a passion for business promotion. Sales promotion also add to and complement the activities of public relations by providing some of the equipment and materials needed to carry out internal public relations program. For example: slide, filim, brochures, and flyers. 2. The purpose of sales promotion intermediaries. a. Sales promotion efforts by intermediaries (Wholesalers, retailers, credit institutions, and agency services) can be used to facilitate or address changes seasonal in order to push the number of larger purchases, to get broad support in the business channel promotion, or to obtain a place and space motion better. Prepared by Ridwan Iskandar Sudayat, SE. b. To cope with the seasonal fluctuations in order, for example, offered to intermediate two free units when he bought 10 units, memberika seasonal pieces or 25%. Engineering Such campaigns can push the number pembeh'an greater. 3. The purpose of consumer sales promotion. Consumer sales promotion can be done to get people who are willing to try the product new, to increase the per sales volume (Eg, a discount of 20% when buying one products), to encourage the use of new existing products, to rival campaign performed by the competitors and to maintain sales. Thus, sales promotion company aimed at consumers can be divided into the two groups, namely: a. Activities are intended to educate or inform consumers, b. Activities aimed at encouraging the consumers. 1.3 WHY DE WEHEED PROMOTION is there anyone who thinks that the promotion was not important? Surely there is, maybe they feel that riski is set by God the Almighty, so that after they set up a business because they immediately surrender the existing behavior or set up. Such thinking may be true but it would be better if we constantly strive to make the efforts we have established rame buyer. God will provide a lot of parts for those who seek a lot. So after setting up a business trying to flee in order to attract consumers / buyers as possible. One way that can be applied to attract more consumers / buyers it is a promotion. PROMOTION IS WHY IS IT IMPORTANT? 1.4 KIND OF PROMOTION There are four types of promotional activities, among others: 1. Advertising (Advertising) Non-personal form of promotion by using a variety of media aimed to stimulate purchases. Advertising offers a product to consumers by way of the reasons that buying 2. Face to Face Sales (Personal Selling) Personal form of promotion with an oral presentation in a conversation with a prospective buyer who intended to stimulate the purchase of a product or promoting activities by approaching to where the consumer is, by a salesperson / salesperson. With the direct contact between the salesperson and the customer, then there was two-way communication. The task of a salesperson is as follows: Provide product information to consumers Explaining the benefits of the product to the consumer Answering questions / arguments from consumer Directing consumers to the transaction Provide after-sales service The properties of face-to-face sales is as follows: Personal or direct contact with consumers The immediate response to the question / consumer reaction Strengthen relationships with customers, an attitude satisfactory High operational costs 3. Publicity (Publisity) Regarding non-personal form of promotion, service or specific business entity with the way this information / news about it (mostly scientific) or an attempt to stimulate demand for a product in a non-personal non-commercial use. About these products in print and electronic media, as well as an interview featured in the media. This method is excellent for introducing your company or products, because publicity can reach potential buyers that can not be achieved by advertisement and personal selling. 4. Sales Promotion (Sales promotion) Form of promotion beyond the above three forms intended to stimulate purchases. Sales promotion offers a product in a way that gives incentive to buy. Incentives can be in the form of money, goods or other additional services that are usually not included with the product. Generally sales promotion can be used to perform five basic tasks. a. Launching a new product Sales promotion techniques with short-term incentives can be used to help launch a new product or a new formulation of an existing product. To provide long-term effect, the product must deliver the promised benefits to consumers. If not repeat purchases will not happen. b. Build consumer spending patterns By way of persuading the novice (first buyer) to buy again. His successful depending on the product. When products deliver the promised benefits, sales promotion can help the repeat purchase, and it will build consumer spending patterns for the product. c. Increase product sales bridesmaid Sales promotion not only to increase sales of a product, but can also affect the increase in product sales retinue. For example, increases penjualn bread could lead also increased sales of jam Increase the use of a product. By introducing the use of new or additional to existing products through sales promotion, consumption can often be improved. e. Neutralize competitor promotional activity Sales promotion is often used to offset competitors' activities, especially those that use an effective media campaign. The aim is to maintain existing customers. Companies with an interest in protecting the market leader marek sharenya against external attack to use your frequent sales promotion in this way. 10 setences PRESENT TENSE : 1. Promotional mix is a combination. 2. In the marketing mix whose mayor is persuasive communication. 3. People talk offend certain product. 4. Promotional program will be run by the company. 5. The problem of how to keep the campaign. 6. Distribution channel members to buy goods or services immediately. 7. Adding the use or supply dealers. 8. Engineering such campaigns can push the number. 9. A product in a way that give incentive to buy. 10. That consumers will be easy to see. 4 setences PAST TENSE : 1. Media used can cause the message. 2. Promoting an understanding was reached on a prospective. 3. Sales promotion is often used to offset competitors activities. 4. Products through sales promotion.