My first example of a consumer-oriented promotion is Noxzema shavers.
This is an example of a bonus pack. I received 6 shavers for the price of 4. For this item, marketers were able to provide an extra value, being the 2 extra shavers, without needing a coupon or rebate offer. Personally, the fact that this had 2 more influenced my purchase decision. Also, because there are more, it will be a little bit longer before I have to go to the store to purchase more, which helps the company because I am not buying the competition's product for the time being. However, for a customer like myself, I would have bought this product anyway, with or without the bonus pack. This is the biggest problem with bonus packs, because they have a great appeal to current consumers, but can have little influence in drawing in new users or the users of a competitor. Also, this item did not have a display, so there were plenty of opportunities for other brands, such as Schick, to steal away potential customers, because they had a display in the store, right before you entered the aisle.
My second example of a customer-oriented promotion is a Kwik Trip Sweepstakes to win lunch with Ryan Braun.
This is a sweepstakes because the winner is determined by chance, not judged by any kind of skill or ability. All that a consumer has to do is pick up an entry form at a Kwik Trip Store, fill in a name, address, phone number, and e-mail, and drop it in the mailbox. I found this to be effective, because all of the information about this is right on the front of the postcard. Also, these entry cards are right at the register, so basically every person who walks into a Kwik Trip will see this. I think that the fact that this is easy to enter is also a huge draw for consumers, because they do not have to take time out of their day just to enter a sweepstakes. I think this is a benefical choice for the company, because the final cost of the prize is already known. Also, the company does not have to judge entries, like in a contest. All they have to do is pick a random winner from all of the entries. The timing for this is also perfect, as people are just getting into the swing of baseball season.
My first example of a trade-oriented promtion is for the latest Harry Potter movie, "Harry Potter and the Deatholy Hallows Part 1".
This display attempts to make the movie stand out in the electronics department of Wal-Mart. This is beneficial for the consumer, because he or she does not have to search for the movie in the new release section. However, compared to displays for other movies, including the Twilight Saga and other Harry Potter releases, this one seems to be lacking. It is relatively small compared to other displays, And only utilizes three sides of the structure, when it really could use all four. I also think this display has been up for too long, as this movie was released on April 15th. Now that there has been a chance for many people to buy this movie, the display has kind of been neglected, and is now a resting place for items that people do not wish to carry or purchase anymore. I think something really spectacular could have been done with this display, as I was expecting with this being one of the last films in the series, but was really let down by this simple display with only a few pictures posted on it.
My second example of a trade-oriented promotion is a display for Swiffer.
I found this display to be very effective. The bright color demands attention, and can be seen from very far away. I was actually looking at another display, but stopped just to see what this was a display for. I think this display also allowed the company to uniquely display its product. Instead of having the Swiffer on a hook down the cleaning aisle, they are neatly displayed in a way that allows you to see all of them at once. This also benefits the retailer, Wal-Mart, because this is easier to fill than trying to balance the Swiffer between to narrow hooks. Having this display available at the current time is also effective, as people are beginning or in the midst of spring cleaning. I think that this bright, interesting display will really play a positive role in the purchasing decision process, which usually happens in the store.
