Consumer Promotion Techniques for Conditioner: Detailed Analysis

This report delves into various consumer promotion techniques employed to market conditioners, providing a comprehensive analysis of their effectiveness. The report begins by defining consumer promotion and uses the example of conditioner to illustrate different strategies. It explores techniques such as offering free samples to provide customers with a tangible experience, cents-off promotions to incentivize purchases, and premiums to attract customer attention. Tie-in promotions, sweepstakes, and point-of-purchase (POP) tactics are also discussed, along with cross-promotions to leverage brand partnerships. The report highlights the importance of choosing the most effective method, with a focus on the impact of free samples in building customer trust and driving sales. The report concludes with a detailed list of references to support the analysis of these marketing strategies.

Consumer promotion techniques for Conditioner
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Consumer promotion techniques for Conditioner
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Consumer promotion techniques for Conditioner
Consumer promotion techniques for Conditioner
Types of consumer promotions
Companies nowadays market their products with the help of several consumer promotion
techniques. Here to understand the concept of consumer promotion, let’s take an example of
conditioner. Conditioner is being used to wash your after applying shampoo. It helps in
smoothening hairs with removing tangles (N.A, 2017).
Free samples: Free sample sachets of conditioner can be given to the customers. Whenever
customer visits any supermarket or medical store, free sample of conditioner can be given to
them. Even we can give the sample to several saloons in the city to promote product to their
customers. 20ml shampoo will be enough to use it once for an individual. And if an
individual likes it, they tend to go for purchasing the actual product in the market. Hence
giving free sample would give a real experience to our target audience and if they are
satisfied with the product, there are 70% chances that they will go for repeat purchase
(Joseph, 2019).
Cents off- Cents off means giving discount on the twin product in the similar category. Here,
the promotional offer will be given on purchase of shampoo, 30% off will be given to
conditioner if the customer has purchased the shampoo. This will increase the sales volumes.
People who are purchasing shampoo will tend to purchase the conditioner on seeing the
coupon attached with it. This promotional offer will help us to gain more customer base and
trust. The target audience will quickly be converted in actual customer of conditioner
(Kukreja, 2019).
Premiums: The customers will be offered a gift on purchase of a product. It is recommended
to give premium gifts to consumers on purchase of conditioner. For instance, a round shaped
hair style comb would be given to a customer who buys a big pack of conditioner. This will
prove to be good promotional element for the product. The premium is one of the tactics to
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Consumer promotion techniques for Conditioner
gain more customer attention. It has been studied that people tend to buy the product if given
free gifts with it.
Tie-in promotion: Tie in promotion technique is very famous in Fast Moving consumer
Goods industry. It is similar as cents off. Leveraging the tie in promotion, conditioner can be
given along with shampoo of that particular company. This enables company to increase
overall revenue of the company.
Sweepstakes, games or contests: Sweeptakes, games and contests are one of the famous
consumer promotion techniques. For instance, companies giving advertisement about having
gold coin in the products. It is recommended to organize a contest on purchase of
conditioner; selected participants will be given a scholarship for their family for further
education. It enables us to contribute to the society and taking steps towards environment
sustainability along with promotions. Nowadays profitable companies divert their profit to
such initiatives to gain more popularity in the industry and to avoid heavy tax duty on their
revenue.
POP: Point of purchase tactic is usually used for chocolates and toffees in the market but we
are thinking to use it for our conditioner. It is recommended to the marketing team to come
up with pocket size conditioner bottles or packaging that can be kept near the billing counter.
It has been analyzed that people tend to purchase products while standing in a waiting line
for billing. This pocket size package of conditioner will be gaining customer attention more;
customer will buy it either for trial purpose or travelling purpose. They can keep this in their
travel kit.
Cross promotions: Cross promotion techniques can be adapted by advertising one brand with
the help of another. Here the conditioner manufacturing company and hair specialist clinics
would jointly promote their respective products and services as both are interrelated.
Although there are seven promotional techniques being used to promote conditioner in the
market, the most effective method would be disseminating the free samples amongst the
target audience. It is one of the most effective consumer promotion tactics which has been
used by many companies in the market. Customers tend to experience the product if given for
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Consumer promotion techniques for Conditioner
free; customers won’t take new product by paying premium prices, because they don’t trust
the quality of the products (Cuellar, 2013).
References
Cuellar, S. (2013). MARKETING MODULES SERIES. NY: Cornell University.
Joseph, C. (2019, March 8). Consumer Sales Promotion Techniques. Retrieved April 24, 2019,
from https://smallbusiness.chron.com: https://smallbusiness.chron.com/consumer-sales-
promotion-techniques-1035.html
Kukreja, S. (2019). Major Sales Promotion Techniques. Retrieved April 24, 2019, from
https://www.managementstudyhq.com: https://www.managementstudyhq.com/sales-
promotion-techniques.html
N.A. (2017). ADVERTISING AND SALES PROMOTION. Retrieved April 24, 2019, from
http://www.pondiuni.edu.in:
http://www.pondiuni.edu.in/storage/dde/downloads/markiv_asp.pdf
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