tài liệu truyền thông - chap16 - lấy mẫu và coupon

Know the role of sampling, the forms of sampling, and the trends in sampling practice.. Be aware of the role of couponing, the types of coupons, and the developments in couponing pract

Sampling and Couponing

CHAPTER 16

1 Appreciate the objectives of consumer-oriented sales

promotions.

2 Recognize that many forms of promotions perform different

objectives for marketers.

3 Know the role of sampling, the forms of sampling, and the

trends in sampling practice.

4 Be aware of the role of couponing, the types of coupons,

and the developments in couponing practice.

5 Understand the coupon redemption process and

Why Use Consumer Promotions?

• Promotions

competitor

frequently

Brand Management Objectives

• Brand Management

than initiating trade or sales-force action

Consumer Rewards

• Utilitarian (Functional) Benefits of Rewards

coupons)

of a promotional offer, consumers do not have to think about other alternatives)

a price reduction that allows consumers to buy

superior brands they might not otherwise purchase

Consumer Rewards (cont’d)

• Hedonic Benefits of Rewards

taking advantage of sales promotions

trying a brand that might not purchased if it were not for an attractive promotion

consumer competes in a promotional contest or

participates in a sweepstakes

Consumer Rewards (cont’d)

• Other Rewards

function by influencing consumer beliefs about a

brand

• Timing of Rewards

some other form of benefit as soon as the consumer performs a marketer-specified behavior

behavior by a period of days, weeks, or even longer

Major Consumer-Oriented Promotions

Table 16.1

Notes on Table 16.1

• The classification of promotional tools is

necessarily simplified

• Promotions are capable of accomplishing more

than a single objective

• Manufacturers use consumer-oriented sales also

to leverage trade support

• Coupons and premiums achieve different

objectives depending on the specific form of

delivery vehicle

• Sampling

product to consumers

• Why Sampling Is Effective

new brand personally

passive encounter, as is the case with the receipt of promotional techniques such as coupons

products that can afford this form of promotion

Sampling Methods and Media

Direct Mail • Mailed directly to households targeted by

demographic characteristics or geodemographics

Newspapers

and Magazines

• Samples included in magazines and newspapers represent cost-efficient forms of sampling for reaching a mass audience

Door-to-Door

Distribution

• Allows considerable targeting and has

advantages of lower cost and short lead times between a sampling request and when the samples are delivered to targeted households

On- or In-pack

Sampling

• Uses the package of another product to serve

as the sample carrier

Sampling Methods and Media

High-Traffic

Locations

• Shopping centers, movie theaters, airports, and

special events offer valuable forums for sample distribution

• Choosing unique locations for sampling

products appropriate for people at a certain stage of life, referred to as change-point sampling

Internet

Sampling

• Distributing samples online through the services

of companies that specialize in online sample delivery

Sampling Charmin

via a Fleet of

Tractor Trailers

Figure 16.1

Major Sampling Practices

Targeting rather than

mass distributing

samples

Using innovative distribution methods where appropriate

Undertaking efforts to measure sampling’s return on investment

Prudent Sampling

Practices

Calculating the ROI for a Sampling Investment

Table 16.2

costs of distribution—mailing, door-to-door distribution, and so on Assume, for example, that the cost of distributing a trial-sized unit is $0.60 and that 15,000,000 units are distributed;

hence, the total cost is $9 million.

product and multiplying this by the per-unit profit Assume, for example, that on average six units of the sampled product are purchased per year and that the profit per unit is $1 Thus, each user promises the company a profit potential of $6 when they become users of the

sampled brand.

(Converters are individuals who after sampling a brand become users.) Given the cost of the sampling program ($9 million) and the profit potential per user ($6), the number of

conversions needed in this case to break even is 1,500,000 (i.e., $9 million divided by $6) This number represents a 10 percent conversion rate just to break even (i.e., 1,500,000

divided by 15,000,000).

conversion rate must exceed the break-even rate with gains in the 10 to 16 percent range In this case, this would mean a minimum of 1,650,000 people must become users after trying the sampled brand (i.e., 1,500,000 times 1.1) to justify the sampling cost and yield a reasonable

When Should Sampling Be Used?

1 When the new or improved brand is

demonstrably superior or has distinct relative advantages

2 When an innovative product concept is difficult

to communicate by advertising alone

3 When promotional budgets can afford to

generate consumer trial quickly

Sampling Challenges and Problems

• Expensive to implement

• Mishandling of mailing by distributors

• Distribution to the wrong market

• In- or on-package samples fail to capture

current non-consumers

• Distribution does not reach sufficient

numbers of consumers to justify its expense

• Misuse of samples by customers

• Subject to mail pilferage

• Coupon

purchasing the coupon-offering brand by providing

cents-off savings

• Couponing Background

the United States

Illustration of Cents-Off Coupon Offers

Figure 16.2

Coupon Distribution Methods

• Freestanding Inserts (FSIs)

Full Coupon Cost

Table 16.3

4 Consumer fraud (misredemption) cost 0.07

5 Internal preparation and processing cost 0.02

Couponing (cont’d)

• Is Couponing Profitable?

the most likely to buy the brand in the first place

consumers to other brands that do offer coupons

Point-of-Purchase Couponing

Instantly Redeemable

Coupons

Shelf-Delivered Coupons

Scanner-Delivered Coupons

Point-of-Purchase

Coupons

Mail- and Media-Delivered Coupons

Mail-Delivered

Coupons

coupons (3.5%)

high market share

FSIs and Other

In- and On-Pack Coupons

purchase

brand (crossruffing)

Online Couponing

• Are distributed by many Internet sites

• Allows consumers print their own coupons, at no

additional cost to the advertiser

• Has potential for fraud in that criminals can alter

their printed coupons

• Can be distributed through consumer’s

telephone (wireless connection)

Coupon Redemption and Misredemption Process

Figure 16.3

• Consequences of Misredemption

millions of dollars in losses by manufacturers

The Role of Promotion Agencies

• Specialized Promotion Agencies

strategies and implement tactical programs

• The Rise of the Online Promotion Agency

online promotions—coupons, sweepstakes offers,

online promotional games, free sample offerings, and online continuity programs