Way for the business to achieve sustainability

Sales promotion can be defined as short-term incentives to encourage the purchase or sale of a product or services. Sales promotion included discounts, coupons, specialty advertising and demonstrations. Examples of sales promotions are found everywhere. A freestanding insert in the weekend newspaper contains a coupon offering $1.00 off ONE Olay Facial Moisturizer. Sales promotion includes a wide variety of promotion tools designed to stimulate earlier or stronger market response. This target is toward final buyer (consumer promotion), and TESCO members of the sales force (sales force promotions). Therefore, developing the sales promotion program can be one way for the TESCO Hypermarket business choice to achieve sustainability.

First, marketer must decide on the size of the incentive. A large incentive will produce more sales response. Marketer can set conditions for participation. Incentives might be offered to every customer or only selected TESCO members. Then marketer can decide how to promote and distribute the promotion program itself. At the store, in an advertisement, or by mail a 60-cents-off coupon could be given out in a package. Each distribution method involves a different level of reach and cost. The length of the promotion is also important. If the sales promotion period is too short, many prospects (who may not purchase during the time) will miss it. If the promotion runs for too long, the deal will lose some of its “act now” force. Next, evaluation is also important. Yet many companies fail to evaluate their sales promotion programs. The most common evaluation method is to compare sales before, during, and after a promotion. TESCO Hypermarket suppose to has a 5 percent market share before the promotion, which jumps to 10 percent during the promotion, falls to 4 percent right after, and rises to 6 percent later on. Promotion seems to attracted new triers and stimulated more buying by current customers. Sales fell as consumers used up their inventories after the promotion. The long-run rise to 6 percent, means that Tesco Hypermarket gained some new customer.

 Consumer research also show the kinds of people who responded to the promotion. Surveys can provide information on how many consumers recall the promotion, what they thought of it, how it affected their buying and how many took advantage of it. Sales promotions also can be evaluated through experiments that vary factors such as incentive value, length, and distribution method. Sales promotion objectives vary widely. Sellers may use consumer promotions to increase short-term sales or help build long-term market share. A sales promotion usually occurs for a limited period of time to help create a sense of urgency. Examples of sales promotion can include coupons, free trial periods and discounts. Sales promotions offer a number of advantages to the owner of a small business. It can be a luring new customers with Price. By offering a reduced price on a popular item, marketer can lure customers away from competitors, which may ultimately help turn them into regular shoppers. For example, if TESCO Hypermarket own a small electronics store that's competing with a large retailer, offer a discounted price on a popular cell phone model for a limited time. If marketer serve the customers well during the purchase process, they may be willing to come back. 
Clearly, sales promotion plays an important role in the total promotion mix. To use it well, the marketer must define sales promotion objectives, select the best tools, design the sales promotion program, implement the program, and evaluate the results.