Joint Sales Promotion: Prospects & Issues

Kureshi Sonal and Vyas Preeta

No WP2003-10-02, IIMA Working Papers from Indian Institute of Management Ahmedabad, Research and Publication Department

Abstract: This study is an attempt to understand current consumer joint sales promotion in India and thereby identify related prospects and problems. For a conceptual overview, relevant literature in this area was studied. To gain an insight into current practices, announcements of the offers through secondary sources were compiled. A content analysis revealed that "Target market commonality" relationship was the prime reason for companies offering joint sales promotion. It was found that the usage of joint sales promotion was most prevalent in consumer durable category. There exists a prospect for using joint sales promotion in non-durable category. Identifying a suitable partner , planning and co-ordination are the main issues for a manager wanting to use this tool. A guideline regarding the above issues has been suggested.

Date: 2003-10-02
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