Sales Promotion Used for Targeted Opportunities

Sales Promotion Used for Targeted Opportunities

Sales promotion was not used during the introductory launch of Zicam, and price discounting to stimulate sales is still not a primary tool. The company really wants to sell this unique product at full price. However, a one-dollar coupon was included in a Sunday freestanding insert for the first time in November 2002. The main objective of the coupon was to build awareness of the brand, not to give a price break. The promotion worked well; it cleaned out the shelves in many stores, resulting in numerous out-of-stock situations. Sales promotions like this are planned for targeted opportunities when they are felt to be appropriate.