384 CHAPTER 12 BRAND ACTIVATIONSource : Alamy Images: Alex SegreProduct promotions
In product promotions the consumer is off ered products free, either as an incentive to buy a
product, or as a reward for having purchased it.
Sampling is a promotion technique that consists of distributing small samples of a product,
sometimes in a specially designed package free of charge or at a very low cost. Th is technique
can be used in a very general way for a broad target group as well as in a very targeted way
(see Photo 12.1 ). Sampling is the ideal promotion tool for generating trial, especially in those
cases in which the product characteristics cannot be communicated very convincingly by
means of advertising, and/or in those cases in which it is possible for a potential customer to
get an idea of the product’s benefi ts on the basis of trying it in small quantities. A possible
disadvantage is that manufacturing and distributing small samples in large quantities, or
demonstrations at supermarkets, may be quite expensive, and may lead to logistical problems
for both the manufacturer and the retailer.
In extra volume or BOGOF (buy one get one free) promotions an extra quantity of the
product is temporarily off ered at the same price ( Photo 12.2 ). Promotions of this type are
mainly used to induce ‘basket-fi lling’ by regular users. Consumers are not tempted to try a
product for the fi rst time if it is off ered in larger volumes – quite the contrary. On the other
hand, regular users may be attracted by the extra free volume, and therefore buy more of the
product. Especially larger families are very much in favour of this type of promotion.^16
Promotions of this type are very attractive for consumers since the advantage is immediate
and unconditional. It does not result in extra workload or costs for the retailer, except the
pro blem of fi tting larger pack sizes onto the shelves. In terms of organisation, the extra volume
promotion is a very simple tool for the manufacturer. Th e promotion can easily be commu-
nicated on-pack or via an advertising campaign. Th e disadvantage is that extra volume pro-
motions tend to be quite expensive. Special packages have to be designed, logistical problems
may arise and the extra volume sold does not always compensate for the implicit price cut.
Retailers may experience logistical problems too, and may fi nd it diffi cult to sell old stock
without product plus promotion. Furthermore, as a result of the basket-fi lling, retailers may
see a fall in sales aft er the promotion, since consumers have all the product they need for a
while. If this promotional tool is used too oft en or for too long, consumers’ expectations as
to the normal price/quantity rate may be conditioned in the wrong direction.M12_PELS3221_05_SE_C12.indd 384M12_PELS3221_05_SE_C12.indd 384 5/6/13 2:58 PM5/6/13 2:58 PM