Effective brand communication is about building brand integrity and a trustworthy reputation. Given that Yeo’s initiative had drawn criticisms from netizens, propose how Yeo’s could have instead used any four (4) sales promotion tool to commemorate the centenary year of Mr Lee Kuan Yew’s birth. You need to articulate how the proposed sales promotion tools are related to your promotion objective

1. Discounts or Price Deals: Yeo's could have offered a special discount on their products for the centenary year of Mr. Lee Kuan Yew's birth. This would not only increase sales but also create a positive association with the brand. The promotion objective here is to increase sales and customer engagement with the brand.

2. Limited Edition Products: Yeo's could have launched a limited edition product or packaging to commemorate the event. This would create a sense of exclusivity and urgency to purchase. The promotion objective here is to create brand excitement and increase sales.

3. Contests or Sweepstakes: Yeo's could have organized a contest or sweepstakes with a theme related to Mr. Lee Kuan Yew's life or values. This would engage customers and create a positive brand image. The promotion objective here is to increase customer engagement and brand awareness.

4. Loyalty Programs: Yeo's could have introduced a loyalty program where customers could earn points or rewards for purchasing their products. This would encourage repeat purchases and build customer loyalty. The promotion objective here is to retain customers and increase customer loyalty.

Each of these sales promotion tools not only helps in increasing sales but also in building a positive brand image and reputation. They allow the brand to engage with customers in a positive way and create a lasting impression.