The Rationale for the POP Sales Promotion Method
There are several reasons behind using the POP sales promotion method as follows:
To make the customer try the product: The firm can make the consumer try the product with free samples. If the consumer is impressed, he/she will come back to buy the product. Making the consumer try the product is essential because the consumer will become aware of the product. Awareness of the product could lead to a purchase of the product or, the consumer might recommend the product to some other consumer.
To influence the purchase decision of the customer: Suppose a person named “E” goes to the supermarket to buy a packet of instant noodles. E goes to the shelves that have instant noodles. E has a preference for ABC instant noodles and picks up its packet to get it billed. In the billing area, E finds packets of XYZ instant noodles which are running on an offer of Buy-One-Get-One-Free. Now, E decides to buy XYZ instant noodles because of the offer.
The benefit of place: The customer sees the promotional efforts at the place where he/she can quickly make a purchase. The benefit of the place is that if the customer is convinced to buy the product, he/she can do it quickly. Making a purchase is the last step of a purchase decision. At the last step, the customer reaches the shop or the billing counter to make a purchase. There, sales promotions try to convince the customer into buying the product or service under the promotion.
Advantages of POP Sales Promotion Method
Following are the advantages of the POP sales promotion method:
Firms wanting to enter a new market can use the POP sales promotion method to make their products and services more visible.
Firms can use the POP sales method to sell off the existing supply of their products or services. It can be done when the firm wants to sell off the remaining quantity before introducing a modified or new version.
It can use the POP sales promotion method to tackle competition as the promotion method gives more visibility to products and services.
POP sales promotion brings in new or more consumers.
The sales promotion method can change the decision of customers related to brand and products at the time of purchase.
The promotion method increases the demand for the products and services under it. More demand leads to increased sales.
Firms wanting to introduce a new product can utilize the POP sales promotion to increase awareness among the consumers.
Growth in the awareness of products and services under POP sales promotion leads to a rise in recognition of their brands.
POP sales promotion efforts maintain the trust of the existing consumers.
Disadvantages of POP Sales Promotion Method
Following are the disadvantages of the POP sales promotion method:
Like any other sales promotion method, the POP sales promotion method is a short-term promotion method. Therefore, it might not give firms benefits in the long term. The long-term advantage to firms comes from an unwavering and large consumer base. For the long-term benefits focus on the quality of the product is important.
Products and services promoted through the POP sales promotion method may give off an image of being of inferior quality.
The consumer became selective towards the products and services, while buying under POP sales and generally buys new products only when they are part of the sales promotional method.
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