Contents

• Executive Summary
• Definitions and introduction of sales promotion
• Literature Review
• Couponing Program
• Definition
• Distribution system
• POP Coupons (point of purchase couponing program)
• Coupons which are Instantly Redeemable
• Coupons delivered on Shelf
• Scanned coupons
• Coupons through Direct Mailing
• Free-Standing Inserts
• Online Couponing
• Advantage of Couponing System
• Low Price or Price Reduction & Repeat Purchase
• Sampling Method & Product Establishment
• Instrument for Immediate Sale
• Limitations of a Couponing Program
• Dilution of Customer base and Lack of proper Sales Estimation System
• Conceptual model of Consumer Behaviour while shopping in a store and influence of advertising or brand promotion activity like Coupon system in this system
• Benefit of Couponing Program in Sales Promotion
• Use of coupons in presentation
• Conclusion

Description

Marketing as a subject is a fundamental mix of 4 Ps i.e. Product, Price, Place and Promotion and Sales Promotion, to be more specific forms an integral part of this marketing mix for a marketer. Promotional activity for pushing the product sale upwards is essentially termed as Sales Promotion and hence, structuring a Sales Promotion is directly linked of the Net Sales of the said product in the market. We would try and define Sales Promotion, talk about how it is generally structured and to be specific we would discuss the system of use of Coupons in a Sales Promotion activity. The basic objective of using Coupons by a manufacturer or marketer is to boost sale and hence, there are various types of coupons with multiple objective to propagate. There have been many write ups, thesis, journals and cases on this Coupon concept and we would try and touch upon a few of them in this report.