AN INVESTIGATIVE CASE STUDY ON SALES PROMOTION OF DEBENHAMS

AN INVESTIGATIVE CASE STUDY ON SALES PROMOTION OF DEBENHAMS

PUBLISHED BY

Dr. MAHASWETHA D. MA, M.Phil, PhD

Year-2011 London, U.K.

TABLE OF CONTENTS

1. INTRODUCTIONS OF THE STUDY 1.1 Case study 1.2 Company profile 1.3 Research questions 1.4 Aims 1.5 Research objectives

2. LITERATURE REVIEW 2.1 Sales promotion as an instrument of marketing communication mix 2.2 Strategies of sales promotion 2.3 Sales promotion and repurchase 2.4 Sales promotion and its device tools

3. RESEARCH METHODOLOGY 3.1 Research design 3.2 Research strategy 3.3 Case study 3.4 Sample size

4. THEORETICAL BACKGROUND OF THE STUDY 4.1 sales promotion 4.2 Corporate profile 4.3 Treasury management and Financial risk 4.4 Environmental activities of Debenhams 4.5 Ethical trading 4.6 Financial statement of Debenhams 4.7 Marketing mix

5. FINDINGS

6. COMPARISON OF PRIMARY WITH SECONDARY

RESEARCH

7. RECOMMENDATIONS AND CONCLUSION

8. APPENDICES 8.1 Questionnaire

9. REFERENCES 9.1 Books 9.2 Articles 9.3 Research Papers 9.4 Websites

OVERVIEW OF THE STUDY

The term promotion means “moving from one end to another”. Promotion is a strategy that includes “all those tactics a marketer uses to take his product from the factory to the customers. It involves the advertising sales promotion, personal selling, public relations, publicity and merchandising”. Making the people purchase the manufactured goods should be the ultimate goal of a company. In any business this is possible all the way is through sales. Michael A. Belch& George E. Belch (2001), defines promotion as the “co-ordination of all seller initiated efforts to get up channel of information and persuasion to sell goods and services or promote an idea”. The most important aim of any trade is to earn highest income. These profit gains are possible only through utmost sales of the products, using a range of promotional types. Sales promotion includes “those marketing activities, other than personal selling, advertising and publicity that stimulate consumers purchasing and dealer’s effectiveness such as window display, shows and expositions, demonstrations etc”. Kotler (2006) A.H. R. Delens states “Sales promotion means any step that are taken for the purpose of obtaining an increases sales”. It is an important tool used in marketing for interact and encourage customers for their patronage to sell a product. It is a incentive to encourage sales of goods and services in a short- term. In other words it is an planned way of communicating the functions of marketing to customers. At the background of the above information the present study has been attempted to examine the subject of sales promotion and its influence on a retail sector to increase its market share growth. This study extends an area into the retail marketing context using sales promotions to increase their sales. This project also therefore tries to address some of the key issues pertaining to sales promotion and its influence on consumers in retail context. Keywords:Sales Promotion, Marketing Strategies &Tools, Marketing Communication Mix, Sales Growth.

Leave a Reply

Your email address will not be published. Required fields are marked *