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C/M/2316. Ecover sales promotion plan

WORDS:

3550

DATE:

2011

PRICE:

39.99 GBP

This paper focuses on Ecover, and creates a sales promotion plan, and begins detailing their current situation. Their marketing objectives are outlined, along with a discussion regarding their target market. The sales promotion campaign is then discussed, and the paper discusses the purpose, objectives, and methodologies for the campaign. The paper then examines a variety of theories, namely the push, pull, and combination theory. Joint and integrated promotion strategies are discussed, as well as consumer orientated and trade orientated promotions. The paper provides examples of sales promotion techniques, some of which including the price pack deal, on shelf couponing, Loyalty Reward Programme, and Dealer Loader. The sales promotion plan is outlined and the paper discuses the plan for the first four quarters, and also details the expected outcomes for each quarter. Sales promotion budget and controls are discussed, and the alignment of sales promotion activities and organisational resources are evaluated.

KEYWORDS: Ecover, sales promotion plan, marketing, target market, sales promotion campaign, push theory, pull theory, combination theory, joint promotion strategy, integrated promotion strategy, consumer orientated promotion, trade orientated promotion, price pack deal, on shelf couponing, Loyalty Reward Programme, Dealer Loader.,