SALES PROMOTION TOOLS IN BRAND BUILDING: A STUDY OF SOFT DRINKS

Abstract

Sales Promotion is defined as marketing activities usually specific to a period, place or customer group, which encourage a direct response from consumer or marketing intermediaries, through the offer of additional benefits. Sale promotion is the process of persuading the potential customers; company’s communication strategy to promote an increase in sales. The sales promotion is short term tactics along with advertising, public relation and personal selling for building long term customer loyalty. The sales promotion is customer focused for boosting the sales number. At the core sales promotion is the marketing activity that adds to the basic value proposition behind a product mostly for limited time in order to stimulate the customer purchase. It may either direct to the customers or the intermediaries; retailers (Nakarmi, 2018).