Explain the term point of sale displays?

Point of sale display is a innovative form of sales promotion, which has a direct approach to the customer at the point of sale. Point of Sale Display is the key to successfully used by a brand to target customers where they buy, i.e. retail store, showrooms, malls. It is used successfully by a company to launch new brands, launch new Product Developments. POS display is used across numerous industries such as consumer electrical, pharmacy, FMCG and alcohol. Effective point of sale display promotion will draw customers attention to new products and special offers in retail shops, reception areas, airports and many other applications. A perfect point of display should catch people's eye and push them for more details of product. A-boards, swing signs and pavemesnt signs are all great ways to advertise to passers-by and let them know about new products and the benefits company wish to offer such as low prices, great customer service or extended warranty. Do you think it was a good idea not to use above the promotion in the first few months after the launch of this product? Explain your answer. Olympus, a world famous camera maker, has debuted into youth market with a Kids camera called, the i-snap. It is unlikely other Olympus camera, is a colorful to entice youth segment. Company did not use above the line (ATL) promotion initially to approach the targeted market. Above the line promotion is promoting a product through mass media source, i.e. Television, Radio, Newspaper, Outdoor advertising. If company has opted for above the line promotion activity, then following could be consequences:Television- This medium has a deepest approach in each and every life. It has been a medium of advertising since 1941. Today every company approaches their consumers through this medium. Radio- Radio advertising reaches a very large audience with significantly cheaper than television. It has been one of the most successfully used channel of communicating to target customer. Outdoor Advertising- It refers to use of commercial billboard, banners and posters all around in the city. People will come to know about the feature of product. Conclusion- Above the line promotion prepares the stage for successfully launch of a new product. As in this case, Olympus debuted into a new segment, so they should have used this method of promotion, so that they make a mark with this new product. The biggest feature of ATL promotion is to let your customer understand your

product. So, according to me, Olympus should have used the Above the line promotion method. Assume that this camera is launched in your own country. Prepare a fully justified recommendation to Olympus for the promotional mix they should use. Promotion mix is a combination of all promotional methods used by a company. If Olympus was launched in my country, then I would have recommended the following methods of promotional mix. Advertising - Any paid form of non-personal communication through mass media about a service or product or an idea by a sponsor is called advertising. It is done through non personal channels or media.

2. Personal Selling - This is a process by which a person persuade the buyer to accept a product or a point of view or convince the buyer to take specific course of action through face to face contact or meeting. It is an act of helping and persuading through the use of oral presentation of products or services. Target audience may very from product to product and situation to situation. In other words personal selling is a person to person process by which the seller learns about the prospective buyer's wants and seeks to satisfy them by making a sale. 3. Publicity: Non-personal stimulation of demand for a product, service or business unit by generating commercially significant news about it in published media or obtaining favourable presentation of it on radio, television or stage. Unlike advertising, this form of promotion is not paid for by the sponsor. Thus, publicity is news carried in the mass media about an organization, its products, policies, actions, personnel etc. 4. Sales promotion It is an activity that offers an incentive for a limited period to obtain a desired response from the target audience or intermediaries which includes wholesalers and retailers.

5 Corporate image - It is important to create a good image in the sight of general public as the Image of an organization is a crucial point in marketing. If the reputation of a company is bad, consumers are less willing to buy a product from this company as they would have been, if the company had a good image.

6 Direct Marketing is reaching the customer without using the traditional channels of advertising such as radio, newspaper, television etc. This type of marketing reach the

targeted consumers with techniques such as promotional letters, street advertising, catalogue distribution, fliers etc. Conclusion:- Above mentioned points will be recommended by myself, if Olympus would have launched in my county. As per above mentioned channels of promotion mix, company will be in position to tap the market as per its desire.