Discuss the role of ‘sales promotion’ as an element of promotion mix.

Sales promotion means the steps that are taken for the purpose of increasing sales. These are the marketing activities that are directed towards the increase in sales. These are the incentives offered to the buyers to encourage them to purchase the product. It includes –

• rebate

• discount

• refund

• coupons

• product combination

• quantity gift

• lucky draw

The role of sales promotion can be summarised as below –

a. It increases sales

b. It stimulate customers to make purchase at the point of purchase

c. It attracts new customers

d. It helps in meeting the competition effectively