RETAIL PROMOTION EBOOK 29112021_NURUL

DPR40083
RETAIL PROMOTION

HERE ARE SOME FUN LEARNING E-BOOK ABOUT
RETAIL PROMOTION FOR RETAIL STUDENTS.
LET'S LEARNS TOGETHER.

PREFACE

Retail Promotion is design to help students understanding about promotion in a practice way and usefullness.
Students will find self-learning questions for each chapter starting from Chapter 1 (Overview of Retail Promotion
Mix) until Chapter 6 (Personal Selling). The content is design in line with latest syllabus prescribed in Malaysian
polytechnics. The interactive learning included in this e-book is covered by self-learning for each chapter. Students
will practice and understanding more for every concept and theories by doing exercises. We hope that this book
helps students to understand retail promotion concept well. Suggestions for improving the coverage and the
content of this book are welcome from the end-users.

Nurul Fazlena Binti Mohd Mohradi
Mariam Binti Samsudin

RETAIL PROMOTION PAGE 1




WRITERS
NURUL FAZLENA BINTI MOHD MOHRADI

MARIAM BINTI SAMSUDIN





EDITOR
DR. INTAN IDIANA BINTI HASSAN







ILLUSTRATOR
NURUL FAZLENA BINTI MOHD MOHRADI
MARIAM BINTI SAMSUDIN






Jalan Raja Musa Mahadi,
Politeknik Ungku Omar,

31400 Ipoh, Perak
Tel: 05-545 7656
http://www.puo.edu.my
https://www.facebook.com/politeknikungkuomarofficial

ACKNOWLEDGEMENTS

ASSALAMMUALAIKUM AND SYUKUR ALHAMDULILLAH TO ALLAH S.W.T FOR HIS GUIDANCE TO COMPLETE THE
FIRST EDITION E-BOOK TITLE RETAIL PROMOTION.





FIRST OF ALL, FULL OF LOVES AND THANKS TO OUR PARENTS, FAMILY MEMBERS, WHO GAVE FULL OF
PRAYERS AND SUPPORT FROM THE BEGINNING OF THE EBOOK JOURNEY UNTIL THE FINISHING LINE OF

PUBLISHING THE E BOOK RETAIL PROMOTION.



WE SINCERELY WOULD LIKE TO THANKFUL FOR MORALE SUPPORT FROM OUR MASTER TRAINER , THE HEAD
OF COMMERCE DEPARTMENT,PROGRAMME COORDINATOR OF RETAIL MANAGEMENT AND OUR REVIEWER
PUAN ZAIDAH BINTI ABD AZIZ.

First Published 2021
Published @Politeknik Ungku Omar

Jalan Raja Musa Mahadi
31400 Ipoh,Perak
Tel :05-54507656

http://www.puo.edu.my
https://www.facebook.com/politeknikungkuomarofficial











All rights reserved. No part of this publication may be reproduced,stored in retrieval system, or transmitted in any form or by any means,
electronic,techanical,photocopying,recording or otherwise, without the prior permission of owner. Negotiation is subject to all or honorarium
arrangements.

EISBN 97
8-967-2421-24-5



PAGE 1

TABLE OF CONTENT




PAGE 5 PAGE 13 PAGE 21

PAGE 3 PAGE 49

PAGE 27 PAGE 36 PAGE 42 PAGE 2

E BOOK AUTHOR

NURUL FAZLENA BINTI
MOHD MOHRADI

LECTURER
COMMERCE DEPARTMENT
POLITEKNIK UNGKU OMAR
10 YEARS EXPERIENCE IN EDUCATIONAL FIELD

MARIAM BINTI SAMSUDIN

LECTURER
COMMERCE DEPARTMENT
POLITEKNIK UNGKU OMAR
6 YEARS EXPERIENCE IN EDUCATIONAL FIELD

PAGE 3

COURSE LEARNING OUTCOME (CLO)

Upon completion of this course, students should be able to :

CLO 1: PROPOSE RETAIL PROMOTION MIX TO COMMUNICATE WITH CUSTOMER AT A RETAIL STORE.



CLO2 : ORGANIZE THE RETAIL PROMOTION PROGRAMS WITH APPROPRIATE RETAIL PROMOTION MIX IN
RETAIL OPERATION



CLO3 : DEMONSTRATE PERSONAL SELLING BY USING RELEVANT STAGES TO PROMOTE PRODUCT OR SERVICE

PAGE 4

CHAPTER 1 OVERVIEW OF

RETAIL

PROMOTION MIX

PAGE 5

DEFINITION

WHAT IS RETAIL PROMOTION?

Retail promotion discussess the range methods used by the retailers to
promote their product and services. It examines various factors that

determine the effectiveness of retail promotion mix and the choices of
suitable promotional tools to deliver to the consumer.

PAGE 6

TYPES OF RETAIL PROMOTION MIX




SALES
ADVERTISING PROMOTION
Sales promotion encompasses the paid communication

Advertising is defined as any form of paid, activities other than advertising, public relations, and personal
nonpersonal communication through selling that stimulate consumer purchases and dealer

various media by business firms, non profit effectiveness. Consumer incentives could be samples, coupons,
organizations, and individuals who are in free trial and demonstration. Trade incentive could be price
off, free goods and allowances. Sales force incentive could be
some way identified in the advertising
convention, trade shows, competition among sales people
message and with hope to inform or
OBJECTIVES OF SALES PROMOTION:
persuade members of a particular

audience; it includes communication of Increasing short-term sales volume.
products, services, institutions, and ideas. Maintaining customer loyalty.

Emphasizing novelty.

Complementing other promotional

tools.

PAGE 7

TYPES OF RETAIL PROMOTION MIX




PUBLICITY SOCIAL MEDIA PERSONAL
SELLING
Is non paid for communication of Social media is interactive
information about the company digitally-mediated technologies Personal selling involves
that facilitate the creation or oral communication with
or product, generally in some sharing or exchange of one or more prospective
media form. customers for the purpose
information, ideas, career of making a sale. Personal



interests, and other forms of selling is selling that

involves a face- to -face



expression via virtual interaction with the

consumer.

communities and networks.



PAGE 8

RETAIL PROMOTIONAL OBJECTIVES

LONG TERM Institutional advertising is an attempt by the retailer
OBJECTIVES to gain long-term benefits by selling the store itself

rather than the merchandise in the store

Creating A Positive Store Image is to establish or reinforce a positive store image, relative to its
competitors, in its customers’ minds. The retailer seeks to gain a differential advantage by establishing a
favorable impression that is distinct from other retailers. By this image, the retailers hope to develop an
ongoing relationship with the customer.

Public – Service Promotion is directed at getting the customer to perceive the retailer as goo
citizen within the community. For instance, retailers may sponsor public-service

advertisements to honor local athletes and scholars as well as provide cash and merchandise
to local charities.

PAGE 9

RETAIL PROMOTIONAL OBJECTIVES

SHORT TERM Promotional advertising is to attempt to bolster short-
OBJECTIVES term performance by using product availability or prices
selling point. Two most common objectives of this type of

promotion are increasing patronage from existing
customers and attracting new customers.



Increase Patronage From Existing Customers – is one of the common
promotion objectives found in retailing. Simply stated, promotion
expenditures should be directed at current customers to encourage them to
make more of their purchases at the retailer’s store.(customer retention).

Attracting New Customer – is to increase the number of customers that can be
attracted to the store. One approach is to try to attract new customers from

the retailer’s primary trading area

PAGE 10

DISSCUSSION AND
QUESTIONS
CHAPTER 1

PAGE 11

DISCUSSION & QUESTION

1.Define retail p
romotion.



2.Differentiate between long term objectives
and short term objectives.



3. Explain the THREE (3) types of retail
promotion mix with relevant example.

PAGE 12

ADVERTISING

CHAPTER 2



PAGE 13

PAGE 14

Retail ADvertising Objectives




Informative Persuasive Reminder

Informative advertising involves the delivery Persuasive advertising is a form of advertising Reminder advertising is important for mature
of advertising messages through various that attempts to influence a customer to product. It’s helps to maintain and keeps the
purchase a particular merchandise or service. consumers thinking about the merchandise or
media outlets with the intent of informing a The process of advertising will become more service. In reminder advertising, the retailer and the
target audience about the benefits offered important as competition increase. It is used to products names, previous user testimonials and
and the usefulness of a retailer’s product, increase the demand of existing merchandise public response are repeated with hope of reminding
especially a new product, relaunched and or service. The objective is to build selective existing customers and attracting new ones. This
keeps the brand and its core message in the
updated one. demand forefront of the customers' minds.

PAGE 15

BUDGET ALLOCATION FUNDS

A. Gross margin percentage
B. Advertising

C. Market share dominance
D. Backup resources

PAGE 16

PREPARE ADVERTISING MESSAGE

A. Attract and retain attention
B. Achieve the adv
ertising objectives
C. Free from errors, especially legal one

PAGE 17

IDENTIFY MEDIA ALTERNATIVES

NEWSPAPER RA
DIO TELEVISION

INTERNET MISCELLANEOUS MAGAZINE
MEDIA
PAGE 18

DISSCUSSION AND
QUESTIONS
CHAPTER 2

PAGE 19

DISSCUSSION & QUESTIONS




1. Identify THREE (3) retail objectives with relevant
examples.
2. Explain the THREE (3) media alternatives in retail
activities with relevant examples.

PAGE 20

CHAPTER 3 SALES PROMOTION



PAGE 21

TYPES OF SALES PROMOTION
A. SOLE-SPONSORED B. JOINT – SPONSORED
Just like advertising, sales promotion
expense to the retailer that may or may not Joint- sponsored sales promotions offer retailers the
be shared by others. With sole-sponsored advantage of using other people’s money (OPM). Although
sales promotions, the retailer has complete in some cases, promotions require the retailer to partially
relinquish control. Retailers generally consider the several
control over the promotion but is also
completely responsible for its cost. In short, sales promotions tools to be jointly sponsored.
the retailer is in control of all the cost and The examples of sales promotion tools under joint-sponsored

the promotional activities. category are coupons, in store display (point of purchase),
The examples sales promotion tools demonstration and product sampling, and rebates.
under sole sponsored category are
premiums, contest and sweepstakes,
frequent-buyer program and loyalty

programs

PAGE 22

www

TOOLS OF SALES PROMOTION




Premiums Contest and coupon rebates

sweepstakes




Loyalty programs or In-store displays or Product Sampling Demonstration
loyalty cards Point of Purchase (POP)




PAGE 23

EVALUATING THE SALES PROMOTION

A. TASKS THAT SALES PROMOTION CAN ACCOMPLISH.
1.Get consumers to try a new product.
2. The sales of mature products.
3. Competitive advertising and sales promotion
4. Repeat usage by current users
5. Reinforce advertising

B. TASKS THAT SALES PROMOTION CANNOT ACHIEVE.
1.Change the basic non-acceptance of an undesired product
2.Compensate for a poorly trained sales force
3.Give consumers a compelling reason to continue purchasing a product
over the long run
4.Permanently stop an established products’ declining sales trend.

PAGE 24

DISSCUSSION AND
QUESTIONS
CHAPTER 3

PAGE 25

DISSCUSSION & QUESTIONS




1. Differentiate between sole-sponsored and
joint-sponsored.

2. Explain THREE (3) tools of sales
promotion with relevant examples.

3. Describe FIVE (5) tasks that sales
promotion can accomplish.

PAGE 26

CHAPTER 4 Publicity


PAGE 27

Nowadays is part of PUBLICITY Retail industry needs the
promoting a business publicity in order to sell
to create awareness

among customers via the company
It is comes from establishments and also
media and public giving speeches, to attract customers to
communication without interviews, seminars,
charity donations and their store.
paid any things.
so on.

PAGE 28

OBJECTIVES OF PUBLICITY

Increase Maintain or Show the Demonstrate Present a Minimize total
awareness of improve the retailer as a innovation favorable promotion
the retailer. company's contributor to awareness. message. cost.
community.



image.


















PAGE 29

News Publicity Special
Release Tools Events


PAGE 30

By Press
Lined Article Conference

News Releases

News releases also called a
s press release; is a written
document or recording directed to members of media

for the purpose of announcing something highly
newsworthy. The contents of a news release can be
related to any positive developments made by the
company. For example, launching of a new product,
adoption of a latest technology, company mergers,
international expansion and future growth plans. The
media practitioners then prepare interesting reports or

articles based on the news release and publish or
broadcast them in the mass media.



PAGE 31

By Lined Article




A special article which deals in depth with a topic or
person. The contents of by lined article are similar to

those in news release, only in by lined articles the
content is presented in greater depth.

PAGE 32

Press Conference




A press conference is a meeting organized by
an organization with the purpose to distribute

information to and answer questions from
members of the media. This tools assist the
retailer get the attention of investors and other

big companies.

PAGE 33

Special Events

Publicity can be obta
ined through organizing a
special event. The event can be opened to the
public, for certain groups of people only, for a
charitable cause or for any public causes. The
organizer can invite media practitioners and
personalities to participate in the event, not to just
cover it. The event itself and the photographs
taken throughout the event can also be part of the
organization’s news releases. If the special event is
for fundraising, the media should be notified of the

results of the fundraising endeavor.

PAGE 34

EXERCISES
&

DISCUSSION QUESTIONS
1.Differentiate between
news releases

and by lined article.
2.Differentiate between special events

and press conference.
3.Identify six objectives of publicity.
4.Explain four objectives of publicity.




PAGE 35

CHAPTER 5 abc


Social Media

PAGE 36

www

TYPES OF SOCIAL MEDIA

1.Internet


2. Forums

3. Weblogs and Social Blogs 4. Sharing of videos

5. Podcasts (is a new media) 6. Social Bookmarking

PAGE 37

The Application of Social Media in Promotional Activities

Internet Forums

Internet retailing is the Online forums enable
fastest growing channel. consumers to review,
communicate about, and
It involves retailers aggregate information
interacting with about products, prices,
consumers via the and promotions. These
forums also allow users
Internet, whether they
use a traditional to interact among
themselves (e.g., form a
computer or a laptop, a
variety of sizes of tablets community).

or a smartphone.

PAGE 38

3. Weblogs and Social Blogs 4. Sharing of videos

An individual blogger or a A group of users
group of users regularly regularly post their
post their opinions and opinions and various
topical information on
various topical
information on a web a web page. The
page. The administrator of administrator of the
the blog can either be a blog can either be a
retailer, an independent
retailer, an
person or a firm. independent person or

a firm.

PAGE 39

5. Podcasts (is a new media) 6. Social Bookmarking

It is an audio version of blogging. It is the process of tagging a
Podcasts are MP3 audio files that website page with a
are available for free online and are
browser-based tool so that
accompanied by written blogs. you can easily visit it again
Podcasting is a way of publishing
later. Instead of saving
sounds files to the internet, social media posts to your
allowing users subscribe to a feed browser bookmarks, you
can use different platforms’
and receive new audio files features to bookmark posts.
automatically.

PAGE 40

EXERCISES
&

DISCUSSION QUESTIONS
1.Differentiate between
forums and

sharing of videos.
2.Identify six (6) types of social media in

retail business.
3.Explain the application of social

media in retail promotion.



PAGE 41

CHAPTER 6 PERSONAL SELLING



PAGE 42

Objectives of Personal Selling




PAGE 43

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PAGE 45

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