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Samenvatting hoofdstuk promoties
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Dit is een deel van het examen van mevrouw van Gaelen. Als je dit kent dan kan je het deel van haar examen aan!
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Hoofdstuk 17: PromotiesPromoties als marketing-communicatie instrument
Klassieke promoties = korte termijn
• Tijdelijk extra impuls
• Omzet-boost
• Prijs-waardeverhouding
• Indirect merkbekendheid
Thematische promoties = lange termijn
• Attitudeverandering/merkbekenheid tav merk
• Klantentrouw
• Hype creëren => meer bekendheid
Communiceren van promoties
• Andere marketingcommunicatie instrumenten & media
• Reclame, DM, winkel, display, verpakking,..
Combo met andere marketing-mix elementen
Vb prijs, verpakking,..
2 soorten effecten
Horizontaal effect Verbreden klantenbestand
Verticaal effect Verdieping van het klantenbestand (vaker) (neveneffect: hamsteren)
Sterke stijging in promotiebudget merkbaar
Oorzaken:
• Aantal producten en merken neemt toe
• Functionele verschillen tussen merken kleiner
• Productmanagers willen KT resultaat
• Omzetresultaat kan nauwkeurig berekend worden
Plaats in het schap => macht detailhandel => promoties voor producenten
, Dilemma: veel of weinig promo voeren?
Promotieplan
Soorten promoties
Consumentenpromo: doelgroep= eindgebruiker, producent OF retailer geeft promo!!!!
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