Consumer Sales Promotion

2.1 Different forms of sales promotion can erode or build brand loyalty. Promotional strategies need to be in sync with the company's brand image in order to be effective and not detract from brand loyalty. For example, if Godiva chocolates, which has built its brand on an image of quality and imported elegance, used promotional strategies that featured discount coupons or videos of punk rockers, the sales promotion would erode its brand loyalty. To enhance customer loyalty to its products, a company's promotion needs to reflect the established brand identity, capitalize on the product's advantages without compromising truth and integrity, and appeal to the consumer desires that have established the brand in the first place i.e., for Godiva, elegance, quality, and exclusivity.

2.2 Consumer sales promotions that might induce impulse purchases include limited-time-only sales, limited edition products, and products that the consumer is already looking to purchase as collectibles. For example, people interested in Coca-Cola collectibles buy virtually anything with the Coca-Cola logo displayed on it, from salt and pepper shakers to tee shirts. Collectibles are irresistible to those who have established an ongoing collection. The forms of sales promotion that are more effective at persuading consumers to switch brands are those that compare their product with that of a competing brand and point out its features that the other brand does not have. S

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Category: Business - C