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What types of discounts are used the least. Pre-order discount. Discount with personalization

Planned discounts are formed by total amount overhead and are usually so disguised that they are sometimes referred to as "disguised". It is this kind of discounts that can be attributed to the organization by the manufacturer of advertising its products with a list of trading companies that sell these products. Thus, the manufacturer actually saves the money of its dealers for advertising their trade names, which, by its economic nature, is tantamount to providing them with an additional discount.

Other types of discounts can be classified as tactical. They are united by an economic source - profit, as well as common task- creating additional incentives for the buyer to make a purchase. The use of tactical discounts leads to a decrease in the real purchase price of the goods and, accordingly, to an increase in the buyer's premium. This premium is the difference between the economic value of the product for the buyer and the price at which he was able to buy this product.

Consider the main 20 types of discounts:

1. Cash discount- price reduction for buyers who promptly pay bills in cash. A buyer who pays within 10 days receives, for example, a two or three percent reduction from the payment amount. This discount can also be applied partially, for example, only for a percentage of the total amount received within 30 days. With a larger volume of delivery or more expensive equipment, this type of discount can greatly activate the local counterparty, who is interested in selling faster and getting his considerable income.

Such discounts are widely used to improve the liquidity of the supplier / seller, the rhythm of his cash receipts and reduce costs in connection with the collection of receivables.

2. Volume discount- a commensurate price reduction for buyers purchasing large quantities similar product. Typically, the discount is set as a percentage of total cost or a unit price of a set scope of delivery, for example, a 10% discount for orders over 1000 pieces. Discounts may be offered on a non-cumulative basis (per order placed) or on a cumulative basis (on the number of items ordered in a given period).

Quantity discounts should be offered to all buyers, but in this case the supplier/seller must ensure that the amount of the discounts does not exceed his cost savings due to the increase in the volume of goods sold. These savings can be formed by reducing the costs of selling (trade processing), warehousing, maintaining inventory and transporting goods. Discounts of this kind can also serve as an incentive for the consumer to buy from one seller.

3. General (simple) discount (simple discount) is provided at a list or reference price and is usually 20 - 30%, and in some cases up to 40%. Such discounts are widely practiced when concluding transactions on machinery and equipment, in particular, on standard types of equipment. Discounts from the reference price are also used for the supply of industrial raw materials and average 2 - 5%. A simple discount can be attributed to a discount provided when purchasing goods for cash - "cash discount". It is given to sellers when the reference price includes a short-term loan and the buyer agrees to pay in cash. This discount is usually 2 - 3% of the reference price or corresponds to the loan interest in the financial market.
4. Turnover discount, bonus discount (bonus), is provided to regular customers on the basis of a special power of attorney. The contract in this case establishes a scale of discounts (scale of discount), depending on the turnover achieved within a certain period (usually one year), as well as the procedure for paying amounts based on these discounts. For some types of equipment, bonus discounts reach 15-30% of turnover, and for raw materials and agricultural products, they usually amount to several percent.
5. functional discount. Manufacturers offer functional discounts (also known as retailer discounts) to those participants in the distribution process who perform certain functions of selling the product, storing it, and keeping records. Manufacturers can provide different functional discounts to different sales channels as they give them different types services, but manufacturers are required by law to offer the same functional discount to all members of a particular channel.
6. Progressive discount- a discount for the quantity or series is provided to the buyer on the condition that he purchases a predetermined and increasing in quantity product. Serial orders are of interest to manufacturers, since production costs are reduced in the manufacture of the same type of product.
7. Dealer discount (dealer discount) are provided by manufacturers to their permanent representatives or sales intermediaries, including foreign ones. These discounts are common on cars, tractors and some standard equipment. Dealer discounts for cars vary depending on the brand of the car and average 15 - 20% of the retail price.
8. Special Discounts(extra discount) are provided to privileged buyers, in whose orders sellers are especially interested. The category of special discounts also includes discounts on trial lots and orders (discount for a trial lot), aimed at attracting the interest of the buyer, and discounts for the regularity or stability of orders (discount for a regular purchases), with the help of which manufacturers seek to retain a permanent clientele.
9. Export discounts (export rebate) provided by sellers when selling goods to foreign buyers in excess of those discounts that apply to buyers domestic market. Their goal is to increase the competitiveness of a product in the foreign market.
10. Discount for off-season purchase- measure of reduction of the standard selling price, which is guaranteed to the buyer if he purchases goods of seasonal demand outside the period of the year for which they are intended. The purpose of using discounts for out-of-season purchases is to encourage buyers to purchase these products before the start of the next season, at the very beginning, or even out of season. This provides faster asset turnover and allows seasonal manufacturers to reduce seasonal fluctuations in their capacity utilization.

With a well-established system of seasonal discounts, manufacturers get the opportunity to organize and complete the production of goods for the next season long before it starts and start preparing for the production of products for the next season in a timely manner.

The amount of seasonal discounts is usually quite small and is determined by:

1) on the part of the buyer - the amount of costs for storing the goods purchased in advance before the start of the season of its sales (including payment for loans attracted for this);
2) on the part of the manufacturer - the amount of costs and losses that he would have to incur if the manufactured goods were stored before the start of the season in his own warehouses, and production was either stopped due to the deadening of working capital in stocks finished products or was supported by additionally raised loans to replenish working capital.

Therefore, the amount of discounts should provide the buyer with savings greater than the increase in his costs of storing goods before the period of seasonal demand rise.

On the other hand, the manufacturer can provide such discounts - for an amount no greater than the amount of his losses due to a slowdown in capital turnover as a result of storing goods before the start of the season in his own warehouses and not receiving sales proceeds.

The logic of discounts for out-of-season purchases requires their differentiation in time: the earlier the product is purchased before the start of the season, the greater the discount should be.

11. Discount for faster payment. The main task of discounts for accelerating payment is to reduce the maturity of receivables and accelerate the turnover of the firm's working capital. Therefore, this commercial tool can be more attributed to the field of management than the actual pricing. But since such discounts are set in relation to prices, they are traditionally determined by price makers together with financiers and accountants.

Discount for expediting payment - a measure to reduce the standard selling price, which is guaranteed to the buyer if he makes payment for the purchased consignment of goods earlier than the period established by the contract.

The Fast Payment Discount Scheme has three elements:

1) the actual quantitative value of the discount;
2) the period during which the buyer has the opportunity to use such a discount;
3) the period during which the entire amount of the debt for the delivered consignment of goods must be paid, if the buyer does not exercise the right to receive a discount for accelerated payment.

Accordingly, in contracts for the supply of goods, such a discount can be written in the following form: "2/10, net 30" (or in English version-"2/10, n/30").

And this will mean that the buyer is obliged to make full payment for the goods delivered to him within 30 calendar days from the moment of receipt. But if he makes the payment within the first 10 days of this period, he has the right to automatically reduce the payment amount by 2%, i.e., use the discount for expediting payment.

The amount of the rate for expediting payment is usually determined by two factors:

1) the level of such rates traditionally prevailing in this market;
2) the level of banking interest rates for loans to replenish working capital.

The connection of the discount for the acceleration of payment with the price of credit resources is quite logical.

If the manufacturer cannot achieve an acceleration in the repayment of receivables, then he has to replenish his working capital mostly through loans. Faster payment for shipped goods reduces the need to raise funds and generates savings through lower interest payments.

At the same time, the level of discounts for expediting payment is usually significantly higher than the price of credit resources. Let's say the above rate under the scheme "2/10, net 30", which is quite typical for world trade practice, is actually equivalent to an effective annual interest rate of 36%. And this is significantly higher than the cost of a loan in most developed countries of the world.

Such an excess of the discount level over the price of loans is justified by the large positive effect that accelerated payment has on financial condition seller firm. This effect arises due to the fact that early payments:

1) speed up the flow Money to the seller's account and improve the structure of his balance sheet, which is essential for obtaining loans by him, and also affects the assessment of the position of the company by investors (including the price of its shares on stock exchanges);
2) reduce credit risks associated with receivables and increase the reliability of financial planning;
3) reduce the company's costs for organizing the collection of receivables.
12. Discounts to encourage new product sales. Such discounts can be seen as an addition to the planned discounts that promote the promotion of a new product to the market. As a rule, such discounts in the form of financing a national advertising campaign with the names of trade companies selling this product are not enough. For example, such advertising does not really give consumers information about where they can actually buy the mentioned product in their city (district).

Therefore, dealers and end sellers have to conduct their own advertising campaigns using local authorities mass media(advertising rates which are usually lower than those in the national press or on national television). This gives them the opportunity to indicate the addresses of their stores in such advertising, which really provides an increase in sales.

Sales promotion discount - a measure to reduce the standard selling price, which is guaranteed to resellers if they take on new products for sale, the promotion of which requires increased costs for advertising and sales agents.

13. Discounts for complex purchases of goods. Many firms that sell complementary product lines use a special type of discount to encourage customers to purchase several products from such a line, i.e., to buy in bulk.

Discount for complex purchase of goods - a measure of reduction in the standard selling price, which is guaranteed to the buyer if he purchases this product together with other complementary products of this company.

The logic of such a discount is that the price of each of the goods in the set is lower than in an isolated purchase, even if in the same company. It is not uncommon for such a set of goods covered by the complexity discount to include goods not produced by the firm.

For example, firms that sell copiers allow customers to purchase copiers along with a large amount of paper, which as a result is cheaper than buying separately. Similarly, computer firms now include a large set of software equipment in the package with customers, as already written on HDD, and located on a CD-ROM (if this computer has a device for reading such discs).

14. Discounts for "loyal" or prestigious buyers. A special type of discount that is found in commercial practice is discounts for "loyal" or prestigious buyers. Such discounts, as their name implies, are provided to buyers who:
1) either regularly make purchases in this firm over a long period of time;
2) either belong to the category of "prestigious", which allows using the fact of their purchase of this product for its advertising

These discounts are granted on a purely individual basis and can be issued, for example, in the form of personalized customer cards. Such cards are now issued by many European food supermarkets.

As for discounts for "prestigious" buyers, they are most often not advertised and remain a secret of bargaining between the seller and such a buyer. The reason for this secrecy is the fact that this type of discount is the most blatant manifestation of price discrimination, which is generally inherent in the discount mechanism.

Meanwhile, the legislation of many countries categorically prohibits price discrimination. This forces firms to mask the discounts they use and to come up with economic reasons why such discounts should not be considered price discrimination.

15. Discounts for quality. Unfortunately, quite often manufacturers do not show sufficient flexibility in meeting the requirements and offers of the market in terms of packaging, packaging, labeling, technical and operational characteristics of individual components, parts, etc. This negatively affects both sales volume and price.

once established low price change is difficult, especially in the minds of end users. A suitable marketing technique is to provide a discount for the final work to adapt the product to the requirements of the market.

In practice, this is a fairly common case of industrial cooperation. It is important to understand that with the provision of such a discount, the supplier achieves only a temporary result (lower export price - net), but fixes the position for its real increase after solving his production problems.

16. Discounts for the return of previously purchased goods from this company(in the amount of 25 - 30% of the list price) are provided to the buyer when he returns the goods of an outdated model previously purchased from this company. Such discounts apply to the sale of vehicles, electrical equipment, rolling stock, standard industrial equipment, etc.
17. Discounts on the sale of used equipment. AT different countries there are opportunities to profitably purchase used machines, mechanisms and other equipment. If, in addition, the service is well organized, then such an acquisition is a reasonable alternative to buying new equipment. On not new equipment, you can work for a long time, while operating costs are low. The prices of used equipment are sometimes up to 50% or more of the original price of the goods.
18. Service discounts. A significant part of industrial production needs maintenance during the period of operation. Unfortunately, many manufacturers underestimate the importance of this factor in the struggle for markets. Creating and maintaining an efficient service network, which requires significant investment and effort, is preferred to provide a service discount.

This approach to solving the problem would be acceptable if it were possible to monitor the implementation of the recipient additional features and a method for evaluating the effectiveness of such a discount. Often, the provision of a service discount reflects, rather, the manufacturer's neglect of its own economic interests.

19. Club discounts. There are many national and international discount clubs around the world that provide their members with "club price discounts" on services and goods. Members of such clubs may be individuals and legal entities, there is associated membership. The latter, in essence, is a sophisticated version of a serious hidden agent sales network based on international discount programs.

National and international clubs issue and sell licenses to service businesses and shops that undertake to provide price discounts to club members, such discounts for transportation, car rental, hotel and restaurant services, and insurance are especially common. For members of the clubs, there are entire chains of stores selling industrial and other consumer goods at discount prices.

Special clubs target wealthy clients, generate an elite society, where they provide significant discounts on luxury items and non-traditional services, such as VIP services. The main incentive for the participation of the enterprise in the discount (club) program is a significant increase in annual turnover due to an increase in sales, but with a slight decrease in the profitability of a single transaction.

Club members pay entrance and annual fees, receive a plastic personalized club card, as well as a regional directory of enterprises and stores that provide discounts on goods and services.

The directories contain the names and addresses of sellers providing such discounts, the amount of these discounts and conditions (for example, the purchase of two or more types of goods and services), the type of payment. Upon presentation of the card, a member of the club receives a discount in the price from 10 to 50 percent or more upon purchase.

20. Discounts subject to intercultural communications. AT practical activities marketing is faced with a very important circumstance, which should be attributed to the so-called cultural differences, which is also the subject of marketing research.

In Arabic, some Balkan countries and individual Transcaucasian republics, in the course of trade negotiations it is considered a matter of honor to achieve a large discount from the offer price. And although this circumstance is connected with a complex of Eastern mentality, many importers will not sign an agreement that does not contain a clause on discounts exceeding 20 - 30% in general from the offered price. Since this fact is known in the marketing and sales environment, some companies consider it necessary to artificially inflate prices by the expected percentage, and then present it with a discount specified in the contract.

This price negotiation practice and the peculiar Eastern approach to the discount do not correspond to the philosophy and concepts of the market activity of American companies.

IN THE USA long time there are FTC regulations that restrict the seller from arbitrary price increases unless they result in real additional benefits to consumers.

However, this does not prevent American companies from considering different approaches and the pricing policy of the firms with which they trade, the specifics of the markets they target.

The main criteria for focusing on one or another way of modifying the price should be the following: achieving benefits in the long term; obtaining the planned (targeted) profit from a specific transaction; meeting the needs of consumers, which, ultimately, decide which of the suppliers has a place in this consumer market.

Tests. Offsets are understood as other types of discounts from the list price. For example, an exchange offset is a reduction in the price of a new product subject to the delivery of an old one. The barter offset is most commonly used in the sale of automobiles and some durable goods. Sales promotion credits refer to payments or price discounts to reward dealers for participating in advertising and sales promotion programs.

Couponage. This technique, first of all, is directed to independent retailers and traditional trade and allows to restore to some extent the lost equality between large shopping malls and small businessmen. There are two forms of coupon:

A check that entitles you to a discount. A retailer who buys a certain amount of goods in a small wholesale store finds a check enclosed in the package, giving him the right to a discount on his next purchase. When buying new products, a wholesaler is given an advertising booklet with their description. The booklet contains a coupon giving the right to a discount if he purchases a certain amount of goods.

Loyalty card. Each package contains a label to be placed on the Loyalty Card issued to retailers.

A completed card allows him to receive a cash refund of the cost of one package of this product or some predetermined amount.

The coupon occupies an intermediate position between a direct price cut and a price cut with a delay in obtaining a discount, the coupon is more complex shape price cuts. The operation consists in the fact that the consumer is offered a coupon that gives the right to receive a discount on the price of the goods. Coupons are either placed on product packaging, delivered to your home, or distributed through the press. A consumer who has a coupon is given a discount, which may be a certain amount of money, a percentage of the price of a product, or a reduction in the price of some other product, provided that the product specified in the coupon is purchased.

Couponage is most effective in cases where:

- at the time of the release of a new product on the market, when it is necessary to encourage the consumer to try it out;
- at the time of the re-release of the product on the market, when its sales are stagnant;

Ways to distribute coupons:

- Postage. There should be a card file of potential customers, through which coupons and advertisements are sent;
- Posting. Usually more efficient. Coupons drop in mailbox or slipped under the door);
-Through the press (it is possible through specialized magazines);
- Through the packaging of the goods. Placed either on the packaging to attract new customers, or invested in the packaging to win regular ones. A big plus is the minimal cost of distributing coupons;
-Distribution of coupons directly in the store at the entrance.

Postponed reimbursement. The price reduction does not occur at the time of purchase, but after some time, if the housewife sends her coupon, which entitles her to a discount, to the address indicated on it. In this case, the discount is assumed only in the form of a certain amount of money returned by a bank check.

Cash refund. This is the most widely used form of deferred price reduction, where a refund of a certain amount of money is paid on the condition that several proofs of purchase are presented. It is mainly used to create a circle of regular consumers of goods of any brand. Coupons are located on the packaging and must be cut out.

Advantages of this method:

- ease of distribution and low cost of coupons;
- ease of checking the results of the operation;
- effective in the fight against competitors, as it requires more repeat purchases;

Flaws:

- takes a lot of time, as it requires a large number repeat purchases;
-requires strict control over the presence of goods before the end of the event and its withdrawal from circulation after the end;

Combined reimbursement with deferred. Combines several products from different manufacturers in one coupon.

a) Coupon chains. Multiple items in one coupon. The choice is offered to the consumer.
b) Quality test. You need to try, for example, all 10 products, then you can get a big discount.
c) Gift - quality. The consumer can purchase various items to use them as a gift and receive a significant discount.

Account coupons. Reimbursement with a deferment of a certain amount of money in the event that two very different goods are purchased that are not sold in the same outlet.

Stimulation in kind. An in-kind incentive can be defined as offering a consumer an extra quantity of a product without being directly linked to a price.

Incentives in kind serve two purposes:

- to give the consumer an additional amount of goods, which is fundamentally different from lowering prices, the purpose of which is to save money;
- to give a more versatile and substantive character to contacts between the producer and the consumer.

There are two types of incentives in kind: bonuses and exemplars.

Active offer- these are all types of incentives that require the active and selective participation of the consumer. There are two general consumer promotion operations based on this principle:

Contests that require the consumer to be observant, quick-witted or smart, but which in no way rely on chance; Lotteries and games that can be entered without making a purchase and that are wholly or partly based on the game of chance.

Companies, as a rule, do not set any one price, but create a whole pricing system that reflects differences in demand and costs by geography, the requirements of specific segments

look at essays similar to "Types of discounts"

I. Introduction ……………………………………………………………. With. 2
II. Discount system as a sales promotion tool…. With. 2

1. Discount for cash payment …….………………………… p. 3

2. Discount for the volume of purchased goods ……………………… p. 3

3. General (simple) discount ……………………………………… p. 3

4. Discount per turnover ………………………………………………. With. four

5. Functional discount ……………………………………… p. four

6. Progressive discount ………………………………………… p. four

7. Dealer discount ……………………………………………… p. four

8. Special discounts ………………………………………….. p. 5

9. Export discounts ……………………………………………. With. 5

10. Discount for out-of-season purchase …………………………….. p. 5

11. Discount for expediting payment ………………………………… p. 6

12. Discounts to encourage the sale of a new product …………… p. 7

13. Discounts for complex purchases of goods ……………….. p. eight

14. Discounts for "loyal" or prestigious buyers ...... p. 9

15. Discounts for quality …………………………………………… p. ten

16. Discounts for the return of previously purchased goods ……………… p. ten

17. Discounts on the sale of equipment, the former

in use ………………………………………………… p. ten

18. Service discounts ……………………………………………. With. ten

19. Club discounts ………………………………………………. With. eleven

20. Discounts taking into account intercultural communications ……….. p. eleven

21. Offsets ………………………………………………………….. p. 12
III. Conclusion ………………………………………………………… p. 12
IV. References ……………………………………………….. p. 13

Introduction

Companies, as a rule, do not set any single price, but create a whole pricing system that reflects differences in demand and costs by geography, the requirements of specific market segments, the distribution of purchases over time, order volumes, delivery schedules, guarantees, contracts for service. The use of discounts and advertising support for the product leads to a difference in the rate of return of products.

An extremely useful and flexible tool of the company's marketing policy is the system of price discounts. Born from the custom of lowering the asking price for a buyer who takes more goods, traditional for any bazaar, now the practice of setting discounts has become extremely sophisticated, and the set of top discounts is very diverse.

As a reward to consumers for certain actions, such as paying bills early, buying in bulk, or buying out of season, many companies are willing to change their reference prices. Published prices are primarily for reference and quite often deviate significantly from the prices actually paid by the buyer due to the widespread use of the system of special discounts (discount). There are also Russian-language versions of the term - deduction from the price and discount.

The amount of discounts depends on the nature of the transaction, the terms of delivery and payment, relationships with buyers and the market conditions at the time of the transaction. Currently, about 20 different types of discounts are used in the practice of international trade.

Discount system as a sales promotion tool

By its commercial nature, the discount can be of one of two types:

1) planned discount;

2) tactical discount.

Planned discounts are formed from the total amount of overheads and are usually so disguised that they are sometimes referred to as such -
"camouflaged". It is this kind of discounts that can be attributed to the organization by the manufacturer of advertising its products with a list of trading companies that sell these products. Thus, the manufacturer actually saves the money of its dealers for advertising their trade names, which, by its economic nature, is tantamount to providing them with an additional discount.

Other types of discounts can be classified as tactical. They are united by an economic source - profit, as well as a common task - creating additional incentives for the buyer to make a purchase.
The use of tactical discounts leads to a decrease in the real purchase price of the goods and, accordingly, to an increase in the buyer's premium. This premium is the difference between the economic value of the product for the buyer and the price for which he was able to buy this product. Consider the main types of discounts.

Cash discount – a price reduction for customers who pay their bills promptly in cash. A buyer who pays within 10 days receives, for example, a two or three percent reduction from the payment amount. This discount can also be applied partially, for example, only for a percentage of the total amount received within 30 days.
With a larger volume of delivery or more expensive equipment, this type of discount can greatly activate the local counterparty, who is interested in selling faster and getting his considerable income.

Such discounts are widely used to improve the liquidity of the supplier / seller, the rhythm of his cash receipts and reduce costs in connection with the collection of receivables.

Volume Discount - A proportionate price reduction for buyers who purchase large quantities of a similar product. Usually the discount is set as a percentage of the total cost or unit price of the set scope of delivery, for example, 10% discount for orders over 1000 pieces. Discounts may be offered on a non-cumulative basis (per order placed) or on a cumulative basis (on the number of items ordered in a given period).

The general (simple) discount (simple discount) is provided from the list price or from the reference price and is usually 20 - 30%, and in some cases - up to 40%. Such discounts are widely practiced when concluding transactions on machinery and equipment, in particular, on standard types of equipment. Discounts from the reference price are also used for the supply of industrial raw materials and average 2 - 5%. A simple discount can be attributed to a discount provided when buying goods for cash -
"cash discount" (cash discount). It is given to sellers when the reference price includes a short-term loan and the buyer agrees to pay in cash. This discount is usually 2 - 3% of the reference price or corresponds to the loan interest in the financial market.

A turnover discount, a bonus discount (bonus), is provided to regular customers on the basis of a special power of attorney. The contract in this case establishes a scale of discounts (scale of discount), depending on the turnover achieved within a certain period (usually one year), as well as the procedure for paying amounts based on these discounts. For some types of equipment, bonus discounts reach 15-30% of turnover, and for raw materials and agricultural products, they usually amount to several percent.

functional discount. Manufacturers offer functional discounts
(also known as discounts to retailers) to those participants in the distribution process who perform certain functions in the sale of goods, their storage and record keeping. Manufacturers may provide different functional discounts to different sales channels because they provide them with different types of services, but manufacturers are required by law to offer the same functional discount to all members of a particular channel.

Progressive discount - a discount for quantity or series is given to the buyer on the condition that he purchases a predetermined and increasing in quantity product. Serial orders are of interest to manufacturers, since production costs are reduced in the manufacture of the same type of product.

Dealer discount (dealer discount) is provided by manufacturers to their permanent representatives or sales intermediaries, including foreign ones. These discounts are common on cars, tractors and some standard equipment. Dealer discounts for cars fluctuate depending on the brand of car and average
15 - 20% of the retail price.

Special discounts (extra discount) are provided to privileged buyers, in whose orders sellers are especially interested. The category of special discounts also includes discounts on trial lots and orders.
(discount for a trial lot), with the aim of attracting the buyer, and discounts for the regularity or stability of orders (discount for a regular purchases), with which manufacturers seek to retain a regular clientele.

Export discounts (export rebate) are provided by sellers when selling goods to foreign buyers in excess of those discounts that apply to domestic buyers. Their goal is to increase the competitiveness of a product in the foreign market.

Out-of-season discount is a measure of reduction in the standard selling price, which is guaranteed to the buyer if he purchases seasonal goods outside the period of the year for which they are intended. The purpose of using discounts for out-of-season purchases is to encourage buyers to purchase these products before the start of the next season, at the very beginning, or even out of season. This provides faster asset turnover and allows seasonal manufacturers to reduce seasonal fluctuations in their capacity utilization.

The amount of seasonal discounts is usually quite small and is determined by:

1) on the part of the buyer - the amount of costs for storing the goods purchased in advance before the start of the season of its sales
(including payment for loans attracted for this purpose);

2) on the part of the manufacturer - the amount of costs and losses that he would have to incur if the manufactured goods were stored before the start of the season in his own warehouses, and production was either stopped due to the deadening of working capital in stocks of finished products, or was maintained at the expense of additionally raised loans for replenishment of working capital.

The logic of discounts for out-of-season purchases requires their differentiation in time: the earlier the product is purchased before the start of the season, the greater the discount should be.

Discount for faster payment. The main task of discounts for the acceleration of payment
– reducing the maturity of receivables and accelerating the turnover of the company's working capital. Therefore, this commercial tool can be more attributed to the field of management than the actual pricing. But since such discounts are set in relation to prices, they are traditionally determined by price makers together with financiers and accountants.

The Fast Payment Discount Scheme has three elements:

1) the actual quantitative value of the discount;

2) the period during which the buyer has the opportunity to use such a discount;

3) the period during which the entire amount of the debt for the delivered consignment of goods must be paid, if the buyer does not exercise the right to receive a discount for accelerated payment.

Accordingly, in contracts for the supply of goods, such a discount can be written in the following form: "2/10, net 30" (or in the English version -
"2/10, n/30"). And this will mean that the buyer is obliged to make full payment for the goods delivered to him within 30 calendar days from the date of receipt. But if he makes the payment within the first 10 days of this period, he has the right to automatically reduce the payment amount by 2%, i.e., use the discount for expediting payment.

The amount of the rate for expediting payment is usually determined by two factors:

1) the level of such rates traditionally prevailing in this market;

2) the level of bank interest rates for loans for replenishment of working capital.

The connection of the discount for the acceleration of payment with the price of credit resources is quite logical. If the manufacturer cannot accelerate the repayment of receivables, then he has to replenish his working capital mainly at the expense of the loan. Faster payment for shipped goods reduces the need to raise funds and generates savings through lower interest payments.

At the same time, the level of discounts for expediting payment is usually significantly higher than the price of credit resources. Let's say the above scheme bet
“2/10, net 30”, which is fairly typical of global trading practice, is in fact equivalent to an effective annual interest rate of 36%. And this is significantly higher than the cost of a loan in most developed countries of the world, where the annual inflation rate does not exceed
10% (say, in 1996, interest rates on loans in European countries were about 7–8%).

Such an excess of the discount level over the price of loans is justified by the large positive effect that accelerated payment has on the financial condition of the selling company. This effect arises due to the fact that early payments:

1) accelerate the flow of funds to the seller's account and improve the structure of his balance sheet, which is essential for obtaining loans by him, and also affects the assessment of the position of the company by investors (including the price of its shares on stock exchanges);

2) reduce credit risks associated with receivables and increase the reliability of financial planning;

3) reduce the company's costs for organizing the collection. accounts receivable.

Discounts to encourage new product sales. Such discounts can be seen as an addition to the planned discounts that promote the promotion of a new product to the market. As a rule, such discounts in the form of financing a national advertising campaign with the names of trade companies selling this product are not enough. For example, such advertising does not really give consumers information about where they can actually buy the mentioned product in their city (district).

Therefore, dealers and end-sellers have to run their own advertising campaigns using local media outlets (which usually charge less than those in the national press or on national television). This gives them the opportunity to indicate the addresses of their stores in such advertising, which really provides an increase in sales.

Sales promotion discount is a measure of reduction in the standard selling price that is guaranteed to resellers if they take on new products for sale, the promotion of which in the market requires increased costs for advertising and sales agents.

Discounts for complex purchases of goods. Many firms that sell complementary product lines use a special type of discount to encourage customers to purchase several products from such a line, i.e., to buy in bulk.

The logic of such a discount is that the price of each of the goods in the set is lower than in an isolated purchase, even if in the same company.

An example of the use of discounts to encourage complex purchases of goods is the organization of sales of the famous Encyclopedia Britannica.
The set of products offered by the publisher of this encyclopedia includes the following items (prices in Dutch guilders as of October 12, 1995):
| Commodity | Prices for isolated | Share in the total cost | |
| | purchase | the entire range of |
| | | isolated purchase | |
|Insulated purchase |
| Encyclopedia | 8080 | 72.3 |
| "Britannica" | | | |
| Yearbook "Book of the Year" | 250 | 2.2 |
| CD-ROM "Encyclopedia | 2850 | 25.2 |
| "Britannica" | | | |
| AND T O G O | 11180 | 100.0 |
| Comprehensive purchase | |
| Encyclopedia | 4050 | 72.3 |
| "Britannica" | | | |
| Yearbook "Book of the Year" | 123 | 2.2 |
| CD-ROM "Encyclopedia | 1427 | 25.5 |
| "Britannica" | | | |
| AND T O G O | 5595 | 100.0 |

Thus, a buyer who would like to purchase the whole set would receive a discount of 5585 guilders (11 180-5595), i.e. more than 3 thousand dollars, or 50% (5595/11180) of the total cost of the kit elements when they are purchased separately. Accordingly, with a complex purchase, the prices of each of the individual elements of the kit would also be lower (based on the same share of each of the elements of the kit in its total cost as with an isolated purchase).

It is not uncommon for such a set of goods covered by the complexity discount to include goods not produced by the firm.
For example, firms that sell copiers allow customers to purchase copiers along with a large amount of paper, which as a result is cheaper than buying separately. Similarly, computer companies now include a large set of software with their customers, both on hard disk and on CD-ROM (if the computer has a CD-ROM reader).

Discounts for "loyal" or prestigious buyers. A special type of discount that is found in commercial practice is discounts for "loyal" or prestigious buyers. Such discounts, as their name implies, are provided to buyers who:
1) either regularly make purchases in this firm over a long period of time;
2) either belong to the category of "prestigious", which allows using the fact of their purchase of this product for its advertising

These discounts are granted on a purely individual basis and can be issued, for example, in the form of personalized customer cards. Such cards are now issued by many European food supermarkets.

As for discounts for "prestigious" buyers, they are most often not advertised and remain a secret of bargaining between the seller and such a buyer.
The reason for this secrecy is the fact that this kind of discount is the most blatant manifestation of price discrimination, which is generally inherent in the discount mechanism.

Discounts for quality. Unfortunately, quite often manufacturers do not show sufficient flexibility in meeting the requirements and offers of the market in terms of packaging, packaging, labeling, technical and operational characteristics of individual components, parts, etc. This negatively affects both sales volume and price.

Once established, a low price is difficult to change, especially in the minds of end consumers. A suitable marketing technique is to provide a discount for the final work to adapt the product to the requirements of the market. In practice, this is a fairly common case of industrial cooperation. It is important to understand that with the provision of such a discount, the supplier achieves only a temporary result (lower export price - net), but fixes the position for its real increase after solving his production problems.

Discounts for the return of previously purchased goods from this company (in the amount of 25
- 30% of the list price) are provided to the buyer when he returns the goods of an outdated model previously purchased from this company. Such discounts apply to the sale of vehicles, electrical equipment, rolling stock, standard industrial equipment, etc.

Discounts on the sale of used equipment. In different countries there are opportunities to profitably acquire used machines, mechanisms and other equipment. If, in addition, the service is well organized, then such an acquisition is a reasonable alternative to buying new equipment. On not new equipment, you can work for a long time, while operating costs are low. The prices of used equipment are sometimes up to 50% or more of the original price of the goods.

Service discounts. A significant part of industrial products needs maintenance during the period of operation. Unfortunately, many manufacturers underestimate the importance of this factor in the struggle for markets.
Creating and maintaining an efficient service network, which requires significant investment and effort, is preferred to provide a service discount. This approach to solving the problem would be acceptable if it were possible to monitor the implementation of additional functions by the recipient and a way to evaluate the effectiveness of such a discount. Often, the provision of a service discount reflects, rather, the manufacturer's neglect of its own economic interests.

Club discounts. There are many national and international discount clubs around the world that provide their members with "club price discounts" on services and goods. Individuals and legal entities can be members of such clubs, there is an associated membership.
The latter, in essence, is a sophisticated version of a serious hidden agent sales network based on international discount programs.

National and international clubs issue and sell licenses to service businesses and shops that undertake to provide price discounts to club members, such discounts for transportation, car rental, hotel and restaurant services, and insurance are especially common.
For members of the clubs, there are entire chains of stores selling industrial and other consumer goods at discount prices.

Special clubs target wealthy clients, generate an elite society, where they provide significant discounts on luxury items and non-traditional services, such as VIP services.
The main incentive for the company's participation in the discount (club) program is a significant increase in annual turnover due to the growth in sales, but with a slight decrease in the profitability of a single transaction.

Club members pay entrance and annual fees, receive a plastic personalized club card, as well as a regional directory of enterprises and stores that provide discounts on goods and services.
The directories contain the names and addresses of sellers providing such discounts, the amount of these discounts and conditions (for example, the purchase of two or more types of goods and services), the type of payment. Upon presentation of the card, a member of the club receives a discount in the price from 10 to 50 percent or more upon purchase.

Discounts taking into account intercultural communications. In practice, marketing is faced with a very important circumstance, which should be attributed to the so-called cultural differences, which is also the subject of marketing research.

In the Arab, some Balkan countries and some Transcaucasian republics, during trade negotiations it is considered a matter of honor to achieve a large discount from the offer price. And although this circumstance is associated with a complex of Eastern mentality, many importers will not sign an agreement that does not contain a clause on discounts exceeding 20-30% of the offered price in general. Since this fact is known in the marketing and sales environment, some companies consider it necessary to artificially inflate prices by the expected percentage, and then present it with a discount specified in the contract.

This price negotiation practice and the peculiar Eastern approach to the discount do not correspond to the philosophy and concepts of the market activity of American companies. In the US, FTC regulations have long been in place to restrict the seller from arbitrary price increases unless they result in real additional benefits to consumers. However, this does not prevent American companies from taking into account the different approaches and pricing policies of the firms with which they trade, the specifics of the markets they target.

Tests. Offsets are understood as other types of discounts from the list price. For example, an exchange offset is a reduction in the price of a new product subject to the delivery of an old one. The barter offset is most commonly used in the sale of automobiles and some durable goods. Sales promotion credits refer to payments or price discounts to reward dealers for participating in advertising and sales promotion programs.

Conclusion

Summarizing the practice of applied discounts, we can conclude that they contribute to the fulfillment of the price of its stimulating function, help marketing research. Namely: they help to reduce the costs of production, storage, sales due to increased sales, facilitates the conquest regular customers and advanced planning activities of the company, stimulate orders large volumes, provide advertising assistance to sales in the market.

Bibliography:
1. F. Kotler "Marketing, Management", "Peter", St. Petersburg, 1999
2. "Prices and pricing", a textbook for universities. Ed. V. E. Esipova,

"Piter", St. Petersburg, 1999
3. I. V. Lipsits "Commercial pricing", BEC, Moscow, 1999
4. P. N. Shulyak "Pricing", "Dashkov and Co", Moscow, 1999

Here is another question on which I observe porridge both in the minds and in the price lists of companies.
How does this porridge look? Let me give you a non-fictional dialogue. I think it's very recognizable, isn't it?

Dialogue of the village and the beginning. sales department:

Sereg, TransTech is asking for a discount... more.
- And what? How much does he have?
- minus 7%
- wow! and how does he take, and how does he pay?
- normally takes, here for 200 thousand vzal.
- on credit?
- Well, yes, he does. Let's give, he says, he will take more discount.
- and pays, pays how?
- Well, yesterday I paid 100
- owe how much?
- 400, but he says he will pay in a week.
- well... well, give him another 2%... no, give him 1%

In a rush to show professionalism, and realizing the senselessness of the dialogue, many of us will immediately rush to comment: it is not clear what 1% is, for what, what does it mean to "take more"? And of course we will be right with you. Let's figure out what you need to "give" for and how much to "give".

Discount classification

The discount can be one of three types:

marketing discount;
marketing discounts;
logistics discounts.

Direct discounts are referred to as marketing discounts. unrelated with current and well-established sales logistics: goods - in exchange for money. These discounts affect development prospects, stimulate partner relationships (CRM), and structure the sales channel.

Sales discounts include discounts directly related to current transactions, to ensure a given profitability of sales and the current planned inventory turnover for concluded (concluded) transactions.

Logistic discounts include discounts for optimizing cash and commodity flows that affect the current financial performance of the company.

Marketing Discounts

Hidden promotional discount

Such discounts include the organization by the manufacturer of advertising their products with a list of trading companies that sell these products. Thus, the manufacturer actually saves the money of its dealers on advertising their trade names, which, by its economic nature, is tantamount to providing them with an additional discount.

Functional discount (discount for distribution)

The manufacturer provides various functional discounts to the players of the trading channel, providing it with different types of services (logistics, services for the development of a sales network, building a dealer network). Functional Discount in the Marketer's Dictionary

Dealer discount

Provided by the manufacturer to its permanent representatives or distributors (for example: affiliate program customer service in a chain of stores: promotions, use of halls for promotions, merchandising, etc. stimulated by a dealer discount).

Discounts based on intercultural communications

In practice, marketing is faced with a very important circumstance, which should be attributed to the so-called cultural differences, which is also the subject of marketing research.
In the Central Asian, Arab, some Balkan countries and some Transcaucasian republics, in the course of trade negotiations it is considered a matter of honor to achieve a large discount from the offer price. And although this circumstance is associated with a complex of Eastern mentality, many importers will not sign an agreement that does not contain a clause on discounts exceeding 20-30% of the offered price in general. Since this fact is known in the marketing and sales environment, some companies consider it necessary to artificially inflate prices by the expected percentage, and then present it with a discount specified in the contract.

Service discounts

A significant part of industrial products needs maintenance during the period of operation. Creating and maintaining an efficient service network, which requires significant investment and effort, is preferred to provide a service discount. This approach to solving the problem would be acceptable if it were possible to monitor the implementation of additional functions by the recipient and a way to evaluate the effectiveness of such a discount.

on the part of the buyer - the amount of costs for storing the goods purchased in advance before the start of the season of its sales (including payment for loans attracted for this);
on the part of the manufacturer - the amount of costs and losses that he would have to incur if the manufactured goods were stored before the start of the season in his own warehouses, and production was either stopped due to the deadening of working capital in stocks of finished products, or supported by additionally raised loans for replenishment of working capital.

Therefore, the amount of discounts should provide the buyer with savings greater than the increase in his costs of storing goods before the period of seasonal demand rise. On the other hand, the manufacturer can provide such discounts - for an amount no greater than the amount of his losses due to a slowdown in capital turnover as a result of storing goods before the start of the season in his own warehouses and not receiving sales proceeds.
The logic of discounts for out-of-season purchases requires their differentiation in time: the earlier the product is purchased before the start of the season, the greater the discount should be.

Discounts to encourage new product sales.

Such discounts can be seen as an addition to the planned discounts that promote the promotion of a new product to the market. As a rule, such discounts in the form of financing a national advertising campaign with the names of trade companies selling this product are not enough. For example, such advertising does not really give consumers information about where they can actually buy the mentioned product in their city (district).

Discount to encourage sales - a measure of reduction in the standard selling price that is guaranteed to resellers if they take on new products for sale, the promotion of which on the market requires increased costs for advertising and sales agents.

Sales discounts

Discount for turnover, bonus discount (bonus)

The discount is provided to regular customers on the basis of a special power of attorney. The contract in this case establishes a scale of discounts (scale of discount), depending on the turnover achieved within a certain period (usually one year), as well as the procedure for paying amounts based on these discounts.

Such a system of discounts is drawn up in the form of columns price list. This is the price list. I call (well, I like it this way) the price columns - price protocols: 1st protocol, 2nd protocol. Why so? Coordination and recording of prices - legal basis transactions, fixed in the Civil Code of the Russian Federation. If somewhere in other articles you stumble upon "price protocols" - this is from this.

Logistic discounts

Other types of discounts can be categorized tactical logistics.
They are united by an economic source - profit(!), as well as a common task - to create additional incentives for the buyer to make a purchase. The use of logistics discounts leads to a decrease in the real purchase price of the goods and, accordingly, to an increase in the buyer's premium. This premium is the difference between the economic value of the product for the buyer and the price at which he was able to buy this product.
The main types of discounts include:

Volume discount

Proportionate price reduction for buyers purchasing large quantities one kind goods. Usually the discount is set as a percentage of the total cost or unit price of the set scope of delivery, for example, 10% discount for orders over 1000 pieces. Discounts may be offered on a non-cumulative basis (per order placed) or on a cumulative basis (on the number of items ordered in a given period).
Quantity discounts should be offered to all buyers, but in this case, the supplier/seller should ensure that the amount of the discounts does not exceed its cost savings due to the increase in the volume of goods sold. These savings can be formed by reducing the costs of selling (trade processing), warehousing, maintaining inventory and transporting goods. Discounts of this kind can also serve as an incentive for the consumer to make purchases from one seller (constant purchases).

Discount for cash payment

If it is necessary for you, reduction of the price for buyers who promptly pay bills in cash. A buyer who pays within 10 days receives, for example, a two or three percent reduction from the payment amount. This discount can also be applied partially, for example, only for a percentage of the total amount received within 30 days. With a larger volume of delivery or more expensive equipment, this type of discount can greatly activate the local counterparty, who is interested in selling faster and getting his considerable income.
Such discounts are widely used to improve the liquidity of the supplier / seller, the rhythm of his cash receipts and reduce costs in connection with the collection of receivables.

Discount for waiving receivables (for reducing the terms of receivables)

The discount can also stimulate the reduction of the terms of the commodity credit provided by the supplier to the client.

Progressive discount

A discount for quantity or series is provided to the buyer on the condition that he purchases a predetermined and increasing in quantity product. Serial orders are of interest to manufacturers, since production costs are reduced in the manufacture of the same type of product. The discount is given after the fact, or in advance, under an agreement fixing such a progression. Sells often gives such a discount without a contract, by verbal agreement. These are the agreements that need to be recorded in any case, at least within the company in the CRM system.

Export discounts (export rebate)

Provided by sellers when selling goods to foreign buyers in excess of those discounts that apply to domestic buyers. Their goal is to increase the competitiveness of goods in the foreign market.

Discount for faster payment.

The main task of discounts for accelerating payment is to reduce the maturity of receivables and accelerate the turnover of the firm's working capital. Therefore, this commercial tool can be more attributed to the field of management than the actual pricing. But since such discounts are set in relation to prices, they are traditionally determined by price makers together with financiers and accountants.

Discount for expedited payment - a measure to reduce the standard selling price, which is guaranteed to the buyer if he makes payment for the purchased consignment of goods earlier than the period established by the contract.
The Fast Payment Discount Scheme has three elements:

the actual quantitative value of the discount;
the period during which the buyer has the opportunity to use such a discount;
the period during which payment of the entire amount of the debt for the delivered consignment of goods must be made, if the buyer does not exercise the right to receive a discount for accelerated payment.

The amount of the rate for expediting payment is usually determined by two factors:

the level of such rates traditionally prevailing in the given market;
the level of bank interest rates for loans for replenishment of working capital.

At the same time, the level of discounts for expediting payment is usually significantly higher than the price of credit resources.

This excess of the discount level over the price of loans is justified by the large positive effect that accelerated payment has on the financial condition of the selling company. This effect arises due to the fact that early payments:

accelerate the flow of funds to the seller's account and improve the structure of his balance sheet, which is essential for obtaining loans by him, and also affects the assessment of the company's position by investors (including the price of its shares on stock exchanges);
reduce credit risks associated with receivables and increase the reliability of financial planning;
reduce the company's costs of organizing the collection. accounts receivable.

Discount for off-season purchase

This is a measure to reduce the standard selling price, which is guaranteed to the buyer if he purchases seasonal goods outside the period of the year for which they are intended. The purpose of using discounts for out-of-season purchases is to encourage buyers to purchase these products before the start of the next season, at the very beginning, or even out of season. This provides faster asset turnover and allows seasonal manufacturers to reduce seasonal fluctuations in their capacity utilization.

Discounts for complex purchases of goods.

Many firms that sell complementary product lines use a special type of discount to encourage customers to purchase several products from such a line, i.e., to buy in bulk.
Discount for complex purchase of goods - a measure of reduction in the standard selling price that is guaranteed to the buyer if he purchases this product together with other complementary products of this company.
The logic of such a discount is that the price of each of the goods in the set is lower than in an isolated purchase, even if in the same company.

Discounts for the return of previously purchased goods from this company (trade-in)

Discounts are provided to the buyer when he returns the goods of an outdated model previously purchased from this company. Such discounts apply to the sale of vehicles, electrical equipment, rolling stock, standard industrial equipment, etc.

Discounts on the sale of used (defective) equipment.

In different countries there are opportunities to profitably acquire used machines, mechanisms and other equipment. If, in addition, the service is well organized, such an acquisition is a reasonable alternative to buying new equipment. On not new equipment, you can work for a long time, while operating costs are low.

Tests

Offsets are understood as other types of discounts from the list price. For example, an exchange offset is a reduction in the price of a new product subject to the delivery of an old one. The barter offset is most commonly used in the sale of automobiles and some durable goods. Sales promotion credits refer to payments or price discounts to reward dealers for participating in advertising and sales promotion programs.

Who is responsible for discounts

More precisely, this section should be called: "Who gives discounts?". However, to an inquisitive salesman, everything is clear:

per marketing discounts answer the marketing department, guided by the marketing policy;
sales discounts are the responsibility of the sales department, guided by the norms of profitability of sales and inventory turnover.
for logistics - paritento commodity logistics department, purchasing department, financial department, acting in accordance with financial policy firms.

Discounts represent a reduction in the standard price of a product depending on certain positive or negative purchase conditions for the seller. The discount functions are shown in fig.

Rice. Discount functions

In world practice, there are about one and a half dozen varieties of discounts. The most common of them are shown in Fig.

Rice. The main types of discounts

progressive discount provided to the buyer for the amount of purchase (in value or in kind), the number or series of purchases. There are different mechanisms for the formation of discounts for the volume of purchases of goods (Fig.).

Rice. Mechanisms for the formation of a progressive discount

seasonal discount provided for the purchase of goods outside the season of its active sale.

Discount for faster payment provided when paying for goods earlier than the term established by the contract.

Discount on trial lots of goods is given by the manufacturer to the buyer in order to interest him in a new product.

Special Discounts provided on special occasions (holidays, anniversaries, etc.).

Functional discounts provided by manufacturers to the trade sector for the performance of certain works (layout, pre-sale preparation, storage, etc.).

Trade credit- a discount for the return of an old product purchased from this company earlier, going towards the purchase of a new product.

Complex discounts are a combination of two or more types of discounts.

Hidden discounts given to the buyer in the form of free services, providing free samples, etc.

markups represent an increase in the standard price of a good due to the fulfillment of additional requirements the buyer in relation to the goods (services).

Rates can be set:

for improved quality (in stock trading);

for the urgency of the service;

for the delivery of goods directly to the place of use, etc.

The table below shows the most common types of discounts from the established price, recommended for use in spa practice.

Topic 16. SALES POLICY OF THE COMPANY. SALES PROMOTION. FORMS OF SALES PROMOTION. DISTRIBUTION CHANNELS OF GOODS AND SERVICES.

Sales(distribution, product distribution, bringing the product to the consumer) - an element of the marketing mix that characterizes the activity of a commodity producer aimed at ensuring the physical availability of its products to target consumers. Sales includes the following types activities:

Formation of a sales network (selection of distribution channels and resellers);

Warehousing of goods;

Transportation of goods;

commercial operations.

The main tasks of the company's marketing policy are shown in Fig.

Rice. The objectives of the company's marketing policy

When formulating a marketing policy, a firm must answer the following basic questions:

Where and when is it more convenient for the consumer to purchase goods?

What level of service does the consumer expect?

How to interest intermediaries in cooperation?

What will be the marketing costs?

The most likely expectations of consumers regarding the sale of goods:

Finding a product for sale in the right place in right time in the required quantity;

Timeliness of delivery;

Safety of goods in the process of distribution;

Willingness of sellers to quickly replace defective goods;

The readiness of suppliers to meet the individual needs of buyers.

Sales promotion(sales) - incentive measures, usually, short-term nature, facilitating the sale of goods (services). Sales promotion is based on the call: “Buy our product immediately." In fact, sales promotion is a complex marketing microprograms created to solve tactical problems (Fig.).

Rice. The main objectives of sales promotion

There are two forms of sales promotion - price and non-price(rice.).

Rice. Forms of sales promotion

Coupons- certificates issued to customers, giving the right to receive a certain discount when purchasing a particular product. There are the following types of coupons:

Included in the packaging of goods;

Distributed by sales agents;

sent by mail;

printed in newspapers;

Distributed through magazines and supplements to them.

The advantages and disadvantages of the main non-price methods of sales promotion are shown in the table.

Discount systems, discount, bonus, cumulative and other discounts are an important tool for generating and stimulating the demand and loyalty of your customers. What are discounts for? To attract your customers and increase sales, to form a positive assessment of your company among your customers or consumers of your services, to stimulate the further desire of the client to use your products or services (customer loyalty). The struggle for regular customers is one of important aspects marketing strategy in the realities of modern business. With the help of a properly organized discount system, you can stimulate sales of poorly selling products, new products, or regulate the flow of buyers or customers during the working day.

Which ones are used and how to organize them correctly - this will be discussed below.

Types of discounts:

1. By the amount of the discount

1) For the entire purchase amount (check)

Example: discounts on a store discount card, etc.

2) For individual items by check

Examples: a discount on a product participating in a promotion, a discount on promotional products of a certain manufacturer, a discount for a branded discount card holder, etc.

2. By condition

1) Unconditional discount

— Sale due to the liquidation of the store

2) Discount "If, then"

a) by time

- discount on all alcoholic drinks in the menu until 15-00 (increases sales of goods that are in low demand)

- discount by time of day or day of the week (allows you to correctly distribute the flow of customers, for example, ensure the outflow of customers during high shopping activity, transfer some customers to another time. This allows you to redistribute the load on the store staff and reduce queues in the store, which will undoubtedly attract additional clients.

b) by purchase amount

- when buying from 5000 rubles - 10% discount on everything (incentivizes to buy more goods)

c) by quantity

— buy 2 packs, the second one is free

d) according to a certain characteristic of the purchase

- when buying a set discount ...

3. By term

1) Urgent

- Discounts burn out ... (encourages the buyer to make a purchase in certain time or make an unplanned purchase)

2) Perpetual

4. By the face

1) Personal, i.e. owned by a certain person

2) Impersonal - a discount for any circle of persons.

Very characteristic when used. Discount card holders may be granted fixed discounts on goods and services. In a particular case, the so-called "cumulative discount" is used. The amount of purchases using a discount card (or a group of cards) is summarized and stored in the database of the trade automation system. The discount can increase if the client has made purchases for a certain amount over a certain period.

5. By form of payment

For example:

— Discount when paying through Yandex Money.

Discount sizes

Discounts can be expressed in percentage from the purchase amount, and can also be provided in the form of bonuses or coupons. Bonuses, as a rule, are charged as a percentage of the purchase and can be taken into account when making future purchases. Sometimes, upon reaching a certain number of bonuses or coupons, the buyer is given the opportunity to choose a gift.

Discounts may be presented in the amount determined in each particular case. For example, sometimes it is necessary to make a discount for goods in broken packaging or with small defects in order to decide conflict situation with the buyer.

Discount Automation

Most discounts in a modern store are carried out automatically, through software systems for trade automation. To do this, it is enough for the cashier-operator to identify the owner's discount card (scanning, magnetic detector). The discount is deducted automatically. But sometimes it is required to carry out "manual discounts" that are not programmed into the sales system. Very often, to implement such a discount, the intervention of a responsible person (manager, controller, senior cashier) is required, who has a certain tool for accessing these functions of the automated workplace of the cashier

Currently great amount enterprises use trade automation systems, which include discount automation systems. These tasks can be solved using software systems, for example, based on software products families "1C: Trade Management" and "Frontol".

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