Sales promotion directed at the end users are called consumer sales promotion .These promotions are based on pull strategy. These consumer promotion methods may be used for both durable as well as non-durable goods . Following ar the main methods of consumer promotion :
(i) Free Distribution of Sample : Under this method , the producer distributes free samples of the product to attract consumers . It is the most powerful method of promotion of new products ,the immediate aim being to obtain trial by users When the product is new or is not a market leader in its category , sampling of these proves to be a very successful strategy to induce trial . This method is very much applied by Hindustan Lever and Godrej and other companies . By offering free samples to a selection of a new market , a company tries to gain entry into the market . It is genrally used for hair oil , tooth powder , shampoo and soaps etc.
(ii) Sale on Reducing Price : Under this method , the producers or dealers annonce heavy reduction in the prices of their products , generally on some specific occasion or festival like ñ Deepawali , Establishment day of the organization , New Year , Holi , Christmas etc. They advertise such reductions very widely and invite the consumers to purchase these products at reduced prices . E.g. 20 % to 30 % Discount on all products of Gandhi Ashram .
(iii) Coupons : Under this method , discount coupons are distributed to the consumers . A coupon is a certificate that entitles the consumer to a specified saving on the purchase of a specified product . These coupons are usually issued by the manufacturers through the retailers or in most of the cases they are kept inside the package . The consumer may get a discount of the value stated on the coupon at the time of purchase . The retailers are reimbursed the value of coupons by the manufacturers .
(iv) Premiums : By premium , we mean providing an extra item or items by the manufacturers on purchase of vertain products by a customer . E.g. giving on tooth brush with a pack of tooth paste , giving rubber with a pack of pencil , providing a bowl with a pack of chips etc.
(v) After Sales Service : After sales service is an important method of sales promotion . Under this method producers give a warranty to the consumer that they will maintain the product in proper condition during a certain period and if during this product period , consumers feels any problem , they can get a repair / replacement of the product free of cost .
(vi) Packaging : Packaging is also an important method of Sales Promotion , in which some goods / products are packed or covered by something . So that it can be kept safe and it can be moved easily from one place to another . Goods can be packed in small or large tin , containers , bottle , packets , cartoons , plastic bags , wooden boxes , glass bottles and thermocol etc.
