Page 16 - PROJECT BASED LEARNING LANGUAG

Concluding remarks

Sales promotion is a strategy carried out by producers to attract consumers
to be interested in consuming their products. In a promotional strategy we have to
think about the right steps to promote the products to be sold, one of which is by
determining the right ratio between sales promotions and consumer promotions.
Besides that, as producers we must also be able to make the right decisions about
how the promotion is made, how to protect the product so that there are still a large
number of consumers who use it and do not burden retailers to buy the product.

The characteristics of sales promotion, namely, it is believed to be able to
change the value of the price received by consumers by increasing the value and / or
lowering the price, requires special attention regarding its development strategy, as a
competitive weapon by providing extra encouragement to its targets, and forcing
immediate sales and having a high contribution to profit. While several contributing
factors to the importance of sales promotion are that it allows consumers to get more
than they think about the value of the goods, it becomes an integral part of the buying
process and consumers expect it.

However, it must be realized that there are limitations to sales promotions,
namely competitors may copy or even increase the effectiveness of the strategies
created, the incentives provided are not right on target, when the incentive is in the
form of low prices, usually consumers can predict that retailers will sell at different
times.

Sales promotions include various forms including price deals, price discounts,
packaging price deals, rebates, coupons, contests and sweepstakes, special events,
premiums, samples and displays / demonstrations. The characteristics contained in a
sales promotion are being able to attract attention and provide information, provide
privileges and stimuli (incentives), invite action to make purchases right away.