Communicate and control consumers behavior

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Question

Sales promotion is one of the 4 promotion mix variables that organizations can use to communicate, and control consumers' behavior. They can be directed at consumers, the trade (retailers, wholesalers, agents, brokers), and a firm's salesforce. The Kohl department store has a very successful promotion in the form of Kohl's cash. For every $50.00 consumers spend, they generate $10.00 in Kohl's cash which normally can be used a week later. A consumer who spends $100.00 before sales taxes will receive $20.00 in Kohl's cash. Initially, Kohl drives the consumer in the store with a high value coupon worth between 15-30%. Then drives most back into the store a week later to spend the Kohl's cash. Naturally, most consumers spend more money than what they have in Kohl's cash.

Describe a unique sales promotion (consumer, trade or salesforce). You canNOT use Kohl's. Identify the retailer, describe the intended target market, and how it impacts buying behavior. Why do you think that it is successful?

Reference no: EM133960372

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