IJSR - International Journal of Scientific Research

Lakshmanan. D; Sumithra. P

Volume : VI, Issue : V, May - 2017

A STUDY ON SALES PROMOTION STRATEGY IN DENSO KIRLOSKAR IN BANGALORE WITH SPECIAL FOCUS ON STAKEHOLDERS

Lakshmanan. D, Sumithra. P

Abstract :

Sales promotion schemes may win a “share of mind “but do not guarantee a place in the “share of heart” for the firm. Introducing schemes is not the only sufficient mechanism for firms. The establishment of and management systems with quarterly evaluations and an increased focus on accountability favored the application of communication methods like sales promotion, as their behavioral effects are more quick and visible than “softer perpetual” effects of advertising. The younger age group between 20–30 years is more sensitive towards promotional schemes. To accomplish their objectives marketers use a variety of sales promotion techniques such as instant price discounts, premiums, coupons, rebates and so on.