Unit 4 · Sales Promotion · Module 29 of 40

Consumer Promotion Tools

Learning objective

Design coupons, samples, price packs, premiums, contests and refunds fit for purpose.

Concept summary

Each mechanic has a distinct cost and redemption profile: samples buy trial expensively, coupons target price-sensitive segments, price packs move volume with margin risk, premiums add perceived value, contests buy engagement and data.

Application task

Choose two consumer mechanics for a launch and estimate cost per incremental buyer.