Absatzförderungsmaßnahmen

Absatzförderung (sales promotion) refers to short-term incentives aimed at boosting the sale of a product or service and supporting distribution channels. It can target consumers or trade partners and is often used within an integrated marketing communications plan.

It includes consumer promotions such as discounts, coupons, samples, premiums, rebates, contests, sweepstakes, loyalty programs, and in-store displays. Trade promotions include price reductions to retailers, trade allowances, promotional cash and cooperative advertising, sales contests for sales staff, and point-of-sale materials for retailers. Programs may be time-limited and aligned to product launches, seasonal demand, or stock clearance.

Objectives include increasing short-term sales, encouraging product trial, shifting inventory, attracting new customers, and strengthening retailer cooperation. Effectiveness is influenced by price elasticity, promotion type, perceived value, and competitive activity. Measurement commonly uses sales lift, return on investment, incremental volume, and promotion-to-sales ratios.

Differences from advertising and other marketing: promotions are incentives that create immediate purchase pressure, while advertising and branding aim at long-term equity. Limitations include potential erosion of profit margins, distortion of demand, risk of customers delaying purchases until promotions, and increased administrative costs. Careful planning and evaluation are essential.

In practice, Absatzförderung is used worldwide and adapted to regulatory environments and market conditions. It complements product, price, and distribution strategies and is most effective when integrated with overall branding and customer relationship efforts.