Lesson Notes By Weeks and Term - Senior Secondary School 1

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  4. Promotion I

Term: 3rd Term

Week: 6

Class: Senior Secondary School 1

Age: 15 years

Duration: 40 minutes of 2 periods each

Date:       

Subject:      Marketing

Topic:-       Promotion I

SPECIFIC OBJECTIVES: At the end of the lesson, pupils should be able to

  1. Explain the meaning of promotion
  2. List and explain the forms of promotion(coupon, loyalty scheme, salesman competition, pricing-off)
  3. Give reasons for loyalty schemes

INSTRUCTIONAL TECHNIQUES: Identification, explanation, questions and answers, demonstration, videos from source

INSTRUCTIONAL MATERIALS: Videos, loud speaker, textbook, pictures,

INSTRUCTIONAL PROCEDURES

PERIOD 1-2

PRESENTATION

TEACHER’S ACTIVITY

STUDENT’S ACTIVITY

STEP 1

INTRODUCTION

The teacher reviews the previous lesson on advertising

Students pay attention

STEP 2

EXPLANATION

She explains the meaning of promotion

Students pay attention and participates

STEP 3

DEMONSTRATION

She discusses some forms of promotion

She gives reasons for loyalty schemes

Students pay attention and participate

STEP 4

NOTE TAKING

The teacher writes a summarized note on the board

The students copy the note in their books

 

NOTE

PROMOTION

Promotion is an effort to convince potential customers that the “right” product is available at the “right” price often through publicity, advertisement, sales promotion and other promotion techniques.

FORMS OF PROMOTION

  1. Pricing – off

This is a strategy that involves temporary price reductions to retailers with the intent that savings will be passed along to consumers. Another consumer-oriented promotion technique is the direct price-off deal, which reduces the price of the brand.

         ii. Coupon

In marketing, a coupon is a ticket or document that can be redeemed for a financial discount or rebate when purchasing a product.

Customarily, coupons are issued by manufacturers of consumer packaged goods or by retailers, to be used in retail stores as a part of sales promotions. They are often widely distributed through the mail, coupon envelopes, magazines, newspapers, the Internet (social media, email newsletter), directly from the retailer, and mobile devices such as cell phones.

         iii. Salesman competition

This is a contest that brings in reward for salesmen and the company they represent. It is said to occur when companies equipped their sales representatives and aspiring for a large customer base.

          iv. Loyalty scheme

A loyalty program is a marketing strategy designed to encourage customers to continue to shop at or use the services of a business associated with the program. The loyalty scheme is just a way to show appreciation by rewarding loyal customers, but how to do it is very important. It goes a long way in determining the relationship with customers moving forward.

REASONS FOR THE LOYALTY SCHEME

  1. Data Generation

The business stands the chance of generating good data that will help in repositioning it in the long run. Generating data pertaining to customers will give room for strategy and planning. It could be used to improve the business bottom line but all depends on how it effectively use those data.

While the best customers may be bringing in the lion’s share of business profit, worst customers are the bargain-hunters that spend little and only buy discounted goods. However, the loyalty schemes there could be used to win back those lapsed customers.

 

  1. Allows the business to focus on Good Customers

Knowing good and bad customers worth it, hence business need a customer loyalty programme. Customer loyalty scheme serves as an avenue for business to focus on best customers and allows it to focus on improving satisfaction.

The thing is that loyal customers buy more and are often willing to pay more, which boosts business cash flow. Remember, by increasing loyalty, a business can increase profitability and extend the time they place their business with it.

       

       v. Bonuses

This relates to financial and non- financial rewards given to customers in appreciation and recognition for purchasing one brand rather than another. i.e. sweepstakes, coupons, premium, display allowance etc.

        vi. Trade allowances

This relates to financial and non- financial rewards given to consumers for performing one activity or the other in support of the manufacturer’s brand.

 

 

EVALUATION:    1. Explain the meaning of promotion

  1. List and explain some forms of promotion
  2. Give reasons for customer loyalty schemes

CLASSWORK: As in evaluation

CONCLUSION: The teacher commends the students positively