Pardavimo skatinimas imitacinėje bendrovėje "Miglė"

LTStraipsnyje analizuojami pardavimo skatinimo teoriniai aspektai, atliekamas pardavimo skatinimo tyrimas imitacinėje bendrovėje „Miglė“. Pardavimo skatinimas yra rinkodaros strategija, kai produktas reklamuojamas naudojant trumpalaikes patrauklias iniciatyvas, siekiant skatinti jo paklausą ir padidinti pardavimus. Pardavimo skatinimo strategija naudojama pristatyti naujus produktus, išparduoti turimas atsargas, pritraukti daugiau klientų. Pardavimo skatinimas yra vienas pagrindinių rinkodaros komplekso elementų. Norint užmegzti ilgalaikius ryšius su vartotojais, reikia žinoti pardavimo skatinimo tipus, kurie veikia tikslinę auditoriją. Tyrimo rezultatai parodė, kad veiksmingiausios pardavimų skatinimo priemonės yra nuolaidos, akcijos ir išpardavimai, antroje vietoje – noras dalyvauti konkursuose, žaidimuose, loterijose. Mugės ir verslo parodos lieka paklausios dėl galimybės pademonstruoti produktą gyvai, padalinti nemokamų pavyzdžių, dovanų ar nuolaidų kuponų. Lojalius klientus suvilioja patraukli lojalumo programa. Raktiniai žodžiai: pardavimo skatinimas, pardavimo skatinimo priemonės, imitacinė bendrovė „Miglė“, vartotojas, pardavimo skatinimo privalumai ir trūkumai.

ENThe article analyzes the theoretical aspects of sales promotion and research on sales promotion in the simulation company Miglė. Sales promotion is a marketing strategy where a product is promoted through short-term attractive initiatives to drive demand and drive sales. This strategy is also used to introduce new products, sell out existing inventory, attract more customers. Sales promotion is one of the key elements of the marketing mix. In order to establish long-term relationships with consumers, you need to know the types of sales promotions that affect your target audience. Analysis of the scientific literature has shown that sales promotion is an effective marketing tool. Sales promotion often attracts those buyers who are not loyal to a particular brand, who first seek a low price. Thus, especially in markets where there is a high degree of similarity between brands, sales promotion can lead to a short-term increase in sales, but only to a small permanent market share. Sales promotion can permanently change market shares in markets where brands are very different. A survey of consumers' perception of sales promotion measures carried out in the simulation company “Miglė” revealed that the majority of the respondent's image was a young age person: only a student or a working student.The survey found that more than a third of the consumers surveyed had bought goods or services from this company and remained very satisfied. Three-fifths of consumers would like to receive new entertainment services. Despite the fact that the main factors influencing sales are: the quality and price of goods or services, the second two are: service and good advertising, respondents say. One third of those surveyed find advertising on the internet, which is why the company is offered to continue expanding its activities in social networks. The results of survey showed that discounts, promotions and sell-outs are among the most influential sales promotion tools, followed by the desire to participate in contests, games and lotteries. Fairs and business shows remain in demand because of the opportunity to demonstrate the product live, sharing free samples, gifts or discount coupons. Loyal customers are attracted by an attractive loyalty program. Keywords: sales promotion, sales promotion tools, simulation company “Migle”, customer, sales promotion advantages and disadvantages.