Product promotion

The presentation was made by

Alexandra Bychkova,

group T-405,2009.

We understand product promotion as application of various methods, which help the seller to convince the buyer to buy the given production.

Means of product promotion are:

- informing the consumers on the goods;

- convincing about advantages of the goods and motivating to purchase the given goods;

- Reminding on the goods it’s necessary for stimulation of additional demand.

Meeting of the client

It is necessary:

- to greet the buyer;

- to smile to the buyer

- to establish visual contact with him

- to observe the buyer in the case he needs advice or help

What it is important to remember at conversation with the buyer?

- Less speak, listen more;

• speak with the buyer’s speed of speech;
• keep up the message of words and gestures, and posture;

- smile and keep up the expression of your face;

- address to the buyer on "You" in independence of age;

- answer questions precisely.

It is necessary:

- to smile to the buyer;

- to wish him something good;

- to hand the promotional material;

- to invite him to visit the shop once again

• The placement of the goods is their arrangement on the area of a trade hall;
• the laying out of the goods are technological processes connected with arrangement, stacking and displaying of the goods on the trade - technological equipment.

The basic principles of the placement of goods

- The location of the position of departments is, first of all, balanced sequence of their location in a trade hall taking into account psychology of the buyers;

- the sequence is saved constantly, as the buyers get used to the location of the goods, they should not spend time for searching necessary goods

What is it necessary to take into account at the laying out of the goods?

Sweet, cigarettes, chewing gums, lighters and other goods are considered to be the goods of impulsive demand.

The correct arrangement of such production in a trade hall and show-windows can increase the sale in some times. The most correct location is considered at the cashier’s desk.

The profitability of shops in many respects depends on rational placement of the goods. Therefore the following requirements are carried out :

-granting the buyers an opportunity to be guided in placement of complexes and fulfillment of purchase in minimally short time;

-creation of comfort conditions for the buyers while being in the shop;

-granting to the buyers all necessary information and wide a range of services; - -optimum use of the trade areas of the shop.

- Observance of the rules of goods’ neighborhoods;

• large-size goods are placed at the entrance;

- the goods of long acquaintance are placed in depth of a hall;

- the goods with high turnover are placed closer to the sources of replenishment.

Presentation - the goods should be revolved to the buyer, and the goods of one firm should be placed together. It increases the goods turnover by 20 %.

Duplication of the goods – the ancients spoke, that twice repeated is pleasant. It increases the goods turnover by 10 %.

Availability – opportunity to touch up to the goods and to take them in the hands. It increases the goods turnover by 35 %.

- it is necessary to take into account the buyers psychology;

- the laying out of the goods should be informative;

- t he goods should be settled down rather freely, otherwise they are lost to view;

- all goods are spread on the equipment with labels and illustrations facing the buyers;

- price tags should be designed accurately;

- the laying out of the goods should provide demonstration of the best qualities of the goods.