report on marketing strategies
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FINAL REPORTON
“A study on PROMOTIONAL STRATEGIES TO
FOLLOWED BY BMC RETAIL TO WOO
AND RETAIN THE CUSTOMERS”
Submitted by
JOSE FRANCIS
Reg no: 10AC06101
Under the guidance of
Mr.u!s r!"!#r$s%n!n
Faculty guide
IIS! "#RISSUR
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"hi$ i$ to certify that Mr. Jos& Fr!n'$s the $tudent of %%A &nd S'( of
IIS!"#RISSUR ha)e com*leted their +rand ro,ect (Ro& o) s!&s
*ro"ot$ons $n FMCG+ in the year &010-&01& in *artial fulfillment of (.S Uni)er$ity re/uirement$ for the aard of the degree of %achelor
of %u$ine$$ Admini$tration.
D$r&'tor Gr!nd
Pro,&'t Gu$d&
l
rof.Ulla$ Ramari$hnan
D!t&-
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PREFACE
In thi$ age of globali2ation hy*er com*etition ha$ become a
regular feature. "oday the maret$ are no le$$ then battleground$ and
one ha$ to $tri)e )ery hard for $ur)i)al and groth.
3ue to )ery ra*id indu$triali2ation all o)er the orld the
demand for the managerial *er$onnel and the admini$trati)e *er$onnel
ha$ increa$ed. "he *erfect $tudy of (anagement in)ol)e$ both the
theoretical a$ ell a$ *ractical a$*ect$. "o $ur)i)e in thi$ highly
com*etiti)e maret “ractical 4noledge” i$ a$ rele)ant a$ the
"heoretical.
"he $ignificance of %%A 3egree i$ that the "heoretical a$*ect$!
hich a $tudent learn$ throughout the year in the cla$$ $e$$ion$! can be
*ractically a**lied through different *ro,ect$! hich one undertae$.
4ee*ing in tune ith thi$ doctrine! e ha)e tried to a**ly theoretical
a$*ect$ through out the *ro,ect! hich e learned under the cour$e of
management.
In thi$ *ro,ect more em*ha$i2e gi)en to the )ariou$ tool$ of
$ale$ *romotion and it$ im*act on con$umer$ buying deci$ion$. Actually
in recent trend to $ome e5tent thi$ techni/ue al$o become )ictim of
clutter! e)en though it can be eliminated by generating inno)ati)e and
more attracti)e tool$ to lure the cu$tomer$.
o a day mo$t of the F(C+ com*anie$ con$idering $ale$
*romotion a$ an im*ortant *art of their mareting $trategy. From the
analy$i$ of $ur)ey it become$ clear that con$umer$ do re$*on$e to the
$ale$ *romotion cam*aign! but there are cu$tomer$ ho $trongly *refer
to $tic to brand name.
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IIS "#RISSUR
89S' FRACIS
(.S Uni)er$ity
"#RISSUR
.
ACNOWLEDGEMENT
')ery $tudy re/uire$ a guidance of $omeone ho i$
oring in that field. Fir$tly e ould lie to than our Cam*u$
head DE/ARAJAN for *ro)iding an o**ortunity of *re*aring a
+rand ro,ect Re*ort and alloing u$ to u$e the re$ource$ of the
in$titution during thi$ *ro,ect.
e are e5tremely thanful to our ro,ect +uide!
PROF.ULLAS RAMARISHNAN of IIPS THRISSUR for their
*reciou$ guidance regarding the *re*aration of the ro,ect Re*ort.
"heir guidance ha$ *ro)ed to be u$eful and ithout them! the
*re*aration of thi$ re*ort might not ha)e been *o$$ible.
e are al$o thanful to the other faculty member$ of IIS
for e5tending their )aluable $u**ort for thi$ *ro,ect.
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e al$o e5tend our $incere than$ to the Re$*ondent$! ho
hel*ed u$ during the cour$e of our *ro,ect and for their graciou$
attitude.
e ould lie to tae thi$ o**ortunity to e5tend our arm
thought$ to tho$e ho hel*ed me in maing thi$ *ro,ect a
onderful e5*erience.
<a$t but not the lea$t= e ould al$o lie to than our
family for their $u**ort and encouragement.
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E0&'ut$1& Su""!ry
A$ a *art of our $tudy curriculum it i$ nece$$ary to conduct a
$ummer intern$hi* *ro,ect. It *ro)ide$ u$ an o**ortunity to under$tand
the *articular to*ic in de*th and hich lead$ to through to that to*ic.
(y to*ic for the grand *ro,ect i$ titled a$ “Study of con$umer oriented
$ale$ *romotion in F(C+ $ector” in hich em*ha$i$ gi)en to the effect
of $ale$ *romotion on buying habit$ of con$umer$.
"o $tart ith e ill gi)e brief information regarding F(C+
$ector then mo)ing to the main to*ic e ill e5*lain hat i$ to*ic i$ all
about. romotion i$ one of the *illar$ of mareting mi5 and $ame ay
$ale$ *romotion i$ al$o one of the element$ of *romotion.
ith re$*ect to con$umer oriented $ale$ *romotion there are
certain theorie$ narrated a$ o*erant conditioning and *ro,ecti)e theory.
%a$ed on $econdary $ource certain theoretical a$*ect$ are al$o included
a$ a *art of $tudy.
"hen after concentration i$ gi)en to the *rimary re$earch. It
include$ the analy$i$ and re$ult$ of $ur)ey hich a$ focu$e$ on
con$umer?$ beha)ior toard$ $ale$ *romotion cam*aign. "he $ur)ey
a$ conducted ith the hel* of $tructured /ue$tionnaire.
At la$t conclu$ion of re*ort! finding$ and $ugge$tion$ a$ gi)en
ba$ed on $tudy of $econdary $ource a$ ell a$ *rimary re$earch.
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INDE2
Sr.No.
TOPICS P!3&No.
4. R&s&!r'% M&t%odoo3y o) t%& study @
5. Introdu't$on
6. Introdu't$on to t%& to*$' 11
7. S!&s *ro"ot$on str!t&3$&s &1
8. D!t! An!ys$s o) t%& sur1&y &@
9. F$nd$n3s o) t%& r&*ort ;&
:. R&'o""&nd!t$ons ;;
;. L$"$t!t$ons ;6
<. E"&r3$n3 Tr&nds ;@
4=. Con'us$on ;B
44. B$>$o3r!*%y ;
45. Ann&0ur&- ?u&st$onn!$r& >0
B
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RESEARCH METHODOLOGY
R&s&!r'% O>,&'t$1&s-
1. "o $tudy con$umer *reference$ ith re$*ect to $ale$ *romotion
in F(C+
Produ't '!t&3or$&s und&r study
F(C+ R93UC"S
R&s&!r'% D&s$3n
Re$earch de$ign $elected for thi$ *ro,ect i$ 3e$cri*ti)e.
D!t! 'o&'t$on M&t%od-@! Pr$"!ry D!t! Co&'t$on M&t%od-
Sur)ey method a$ u$ed for *rimary data collection.
/ue$tionnaire a$ an in$trument for $ur)ey method.
@> S&'ond!ry D!t! Co&'t$on "&t%od-
Reference boo$.
Internet.
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S!"*$n3 D&t!$
1. "arget *o*ulation: "he *o*ulation
for thi$ re$earch $tudy con$i$t$ of the
re$ident$ of thri$$ur ton
&. Sam*ling unit: In thi$ $tudy the $am*ling unit i$
indi)idual con$umer.
7. Sam*le $i2e: 7= con$umer$ .
;. Sam*ling method: "he $am*le i$
$elected by u$ing con)enience-
$am*ling method.
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Introdu't$on
FMCG Con'&*t !nd D&)$n$t$on-
"he term F(C+ fa$t mo)ing con$umer good$D! although
*o*ular and fre/uently u$ed doe$ not ha)e a $tandard definition and i$
generally u$ed in India to refer to *roduct$ of e)eryday u$e.
Conce*tually! hoe)er! the term refer$ to relati)ely fa$t mo)ing item$
that are u$ed directly by the con$umer. "hu$! a $ignificant ga* e5i$t$
beteen the general u$e and the conce*tual meaning of the term
F(C+.
Further! difficultie$ cro* u* hen attem*t$ to de)i$e a definition
for F(C+. "he *roblem ari$e$ becau$e the conce*t ha$ a retail
orientation and di$tingui$he$ beteen con$umer *roduct$ on the ba$i$
of ho /uicly they mo)e at the retailer?$ $hel)e$. "he moot /ue$tion
therefore! i$ hat indu$try turnaround thre$hold $hould be for the item
to /ualify a$ an F(C+. Should the turnaround ha**en daily! eely! or
monthlyE
9ne of the factor$ on hich the turnaround de*end$ i$ the
*urcha$e cycle. #oe)er! the *urcha$e cycle for the $ame *roduct tend
to )ary acro$$ *o*ulation $egment$. (any lo-income hou$ehold$ are
forced to buy certain *roduct$ more fre/uently becau$e of lac of
li/uidity and $torage $*ace hile relati)ely high-income hou$ehold$
buy the $ame *roduct$ more infre/uently. Similarly! the *urcha$e cycle
al$o tend$ to )ary becau$e of cultural factor$. (o$t Indian$! ty*ically!
*refer fre$h food article$ and therefore to buy relati)ely $mall /uantitie$
more fre/uently. "hi$ i$ in $har* contra$t ith hat ha**en$ in mo$t
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e$tern countrie$! here the *ractice of buying and $ocing food$ for
relati)ely longer *eriod i$ more *re)alent. "hu$! $hould the in)entory
turnaround thre$hold be uni)er$al! or $hould it allo for income!
cultural and beha)ioral nuance$E
C%!r!'t&r$st$'s o) FMCG Produ'ts-
• Indi)idual item$ are of $mall )alue. %ut all F(C+ *roduct$ *ut
together account for a $ignificant *art of the con$umer$
budget.
• "he con$umer ee*$ limited in)entory of the$e *roduct$ and
*refer$ to *urcha$e them fre/uently! a$ and hen re/uired.
(any of the$e *roduct$ are *eri$hable.
• "he con$umer $*end$ little time on the *urcha$e deci$ion.
Rarely doe$ heG$he loo for technical $*ecification$ in
contra$t to indu$trial good$D. %rand loyaltie$ or
recommendation$ of reliable retailerGdealer dri)e *urcha$e
deci$ion$.
• "rial of a ne *roduct i.e. brand $itching i$ often induced by
hea)y ad)erti$ement! recommendation of the retailer or
neighbor$Gfriend$.
• "he$e *roduct$ cater to nece$$itie$! comfort$ a$ ell a$ lu5urie$.
"hey meet the demand$ of the entire cro$$ $ection of
*o*ulation. rice and income ela$ticity of demand )arie$
acro$$ *roduct$ and con$umer$.
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Introdu't$on to t%& to*$'
Introdu't$on-
"he im*ortance of con$umer $ale$ *romotion in the mareting
mi5 of the fa$t mo)ing con$umer good$ F(C+D category throughout
the orld ha$ increa$ed. Com*anie$ $*end con$iderable time in
*lanning $uch acti)itie$. #oe)er! in order to enhance the effecti)ene$$
of the$e acti)itie$! manufacturer$ $hould under$tand con$umer and
retailer inter*retation$ of their *romotional acti)itie$. "he $tudy here
*ertain$ to con$umer?$ *erce*tion$ regarding $ale$ *romotion. Some
*a$t re$earche$ ha)e $ugge$ted that *romotion it$elf ha$ an effect on the
*ercei)ed )alue of the brand. "hi$ i$ becau$e *romotion$ *ro)ide
utilitarian benefit$ $uch a$ monetary $a)ing$! added )alue! increa$ed
/uality and con)enience a$ ell a$ hedonic benefit$ $uch a$
entertainment! e5*loration and $elf-e5*re$$ion.
%roadly $*eaing mo$t of the com*anie$ u$ing (areting (i5 hich
include$H
rice
lace Channel of 3i$tributionD
roduct
Pro"ot$on
"he$e are the four ba$ic *illar of mareting mi5. (o$t of the
mareting $trategie$ are built on the ba$i$ of the$e criteria.
romotion i$ one of the im*ortant element$ of mareting mi5.
"here are $o many element$ of *romotion $uch a$ H
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Ad)erti$ing
3irect (areting
ublic Relation$
S!&s Pro"ot$on
"raditionally! $ale$ romotion$ ha)e been u$ed by mareter to
increa$e $ale$ in the $hort term. #oe)er! in the la$t fe decade$ thi$
communication tool ha$ e)ol)ed and no i$ con$idered from a $trategic
*oint of )ie. For thi$ rea$on! it i$ nece$$ary to reali2e ne $tudie$ in
thi$ area and $tudy ho con$umer$ e)aluate $ale$ *romotion$.
Sale$ *romotion$ ha)e gron in both im*ortance and fre/uency
o)er the *a$t fe decade$. Although an accurate e$timate for total $ale$
*romotion$ e5*enditure$ doe$ not e5i$t! e can be $ure that the trend i$
u*.
Sale$ *romotion $er)e$ three e$$ential role$: It inform$!
*er$uade$ and remind$ *ro$*ecti)e cu$tomer$ about a com*any and it$ *roduct$. ')en the mo$t u$eful *roduct or brand ill be a failure if no
one no$ that it i$ a)ailable. A$ e no! channel$ of di$tribution tae
more time in creating aarene$$ becau$e a *roduct ha$ to *a$$ through
many hand$ beteen a *roducer and con$umer$.
"herefore! a *roducer ha$ to inform channel member$ a$ ell a$
ultimate con$umer$ about the attribute$ and a)ailability of hi$ *roduct$.
"he $econd *ur*o$e of *romotion i$ *er$ua$ion. "he cut throat
com*etition among different *roduct$ *ut$ tremendou$ *re$$ure on their
manufacturer$ and they are com*elled to undertae $ale$ *romotion
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acti)itie$. "he third *ur*o$e of *romotion i$ reminding con$umer$
about *roduct$ a)ailability and it$ *otential to $ati$fy their need$.
From the$e element$ Sale$ romotion i$ the element hich i$ in
the focu$ of thi$ *ro,ect. Further Sale$ romotion i$ /uite broad term it
include$ H
Consu"&r Or$&nt&d S!&s Pro"ot$on
Tr!d& Or$&nt&d S!&s Pro"ot$on
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Consu"&r Or$&nt&d S!&s Pro"ot$on
Con$umer 9riented Sale$ romotion i$ the main to*ic of thi$
*ro,ect. #ere em*ha$i2e i$ gi)en to moti)ate con$umer to increa$e$ale$. Con$umer 9riented Sale$ romotion include$ Sam*ling!
Cou*oning! remium$! Conte$t! Refund$! Rebate$! %onu$ ac?$! rice-
off! ')ent mareting etc.
D&)$n$t$on-
For the *ur*o$e of thi$ $tudy! folloing definition$ of $ale$ *romotion
ere e*t in mind.
4otler define$ $ale$ *romotion a$: “Sale$ *romotion con$i$t$ of a
di)er$e collection of incenti)e tool$! mo$tly $hort-term de$igned to
$timulate /uicer andGor greater *urcha$e of *articular *roduct$G$er)ice$
by con$umer$ or the trade.”
Roger Strang ha$ gi)en a more $im*li$tic definition i.e. “$ale$
*romotion$ are $hort-term incenti)e$ to encourage *urcha$e or $ale$ of
a *roduct or $er)ice.”
#ence! any form$ of incenti)e$ *rice cut or )alue added natureD offered
for $hort *eriod either to trade or con$umer$ are con$idered a$ $ale$
*romotion acti)itie$.
M!r#&t&rs us&s 'onsu"&r or$&nt&d s!&s *ro"ot$on toos )or t%&
)oo$n3 r&!sons-
• "o increa$e $hort term $ale$
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• "o induce trial
• "o reduce in)entory
• "o e$tabli$h a brand name
• "o mae cro$$ $elling
• "o co*e u* ith com*etition
• "o a)oid ad)erti$ing clutter
Toos o) Consu"&r Or$&nt&d S!&s Pro"ot$on-
"here are $o many tool$ or techni/ue a)ailable to the mareter$ for
achie)ing ob,ecti)e of $ale$ *romotion. "he$e tool$ $hould be u$ed
con$idering all other factor$ affecting $uch a$ co$t! time! com*etitor$!
a)ailability of good$ etc. "he$e tool$ are a$ underH
1. Cou*on$
&. rice-9ff
<et?$ ha)e loo at each toolH
4. Cou*ons-
Cou*on i$ the olde$t and mo$t idely u$ed ay of $ale$
*romotion. Cou*on$ ha)e been u$ed $ince 1B>. It i$ mo$tly u$ed by
*acaged good$. It i$ orthhile to u$e cou*on a$ a *romotion tool
becau$e data $ho$ that maret for *acaged good$ increa$ed from 16
billion in 16B to 710 billion in 1;. "o boo$t u* the $ale$ not only
manufacturer but retailer$ *er$onally can al$o u$ed. A cou*on lead$ to
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*rice reduction$ $o a$ to encourage *rice $en$iti)e cu$tomer$. on u$er$
can try a *roduct hich may lead$ to regular $ale$.
5. Pr$'&o))-
A *rice-off i$ $im*ly a reduction in the *rice of the *roduct to
increa$e $ale$ and i$ )ery often u$ed hen introduction a ne *roduct.
A reduction in *rice alay$ increa$e$ $ale$ but the u$e of thi$ techni/ue
$hould be carefully con$idered in the current maret $ituation.
rice-off i$ the mo$t *referred $ale$ *romotion techni/ue
becau$e con$umer$ re$*on$e )ery *o$iti)ely to thi$ $cheme. ot only
that but it al$o cau$e large increa$e in $ale$ )olume. rice-off reduction$
are ty*ically offered tight on the *acage through $*ecially mared
*rice *ac$. '.g. 4rac 8ac offer$ 70 rice-off.
F!'tors In)u&n'$n3 Consu"&r Or$&nt&d s!&s
*ro"ot$on-
(ainly four factor$ $hould be taen into account hile
determining the $ale$ *romotion *rogram.
J "arget maret
J ature of *roduct
J Stage of *roduct life cycle
J %udget a)ailable for *romotion
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4. T!r3&t M!r#&t-
hile doing $ale$ *romotion! mareter mu$t no ho their
target maret i$= otheri$e there i$ no u$e of all effort becau$e it lead$ to
no here. A target maret can be in any of the $tage$ of buying
hierarchy i.e. aarene$$! noledge! liing! *reference$! con)iction and
*urcha$e. 'ach $tage define$ a *o$$ible goal of *romotion.
5. N!tur& o) t%& *rodu't-
"here are )ariou$ *roduct attribute$ hich influence $ale$
*romotional $trategy. hen the unit *rice i$ lo the manufacturer a$
ell a$ the cu$tomer ha$ lo ri$ but he can get the benefit of ma$$
mareting. "herefore! ma$$ mareting re/uire$ ma$$ $ale$ *romotion
$cheme$. Sale$ *romotion $cheme differ for *roduct$ lie it$ durability!
*eri$hable good$ etc.
6. St!3& o) *rodu't L$)& Cy'&-
Sale$ *romotion $trategie$ are influenced by the life cycle of a
*roduct. hen a ne *roduct introduced! *ro$*ecti)e buyer$ mu$t be
informed about it$ e5i$tence and it$ benefit$ and middlemen mu$t be
con)inced to $toc it. <ater! if a *roduct become$ $ucce$$ful!
com*etition inten$ifie$ and more em*ha$i$ i$ *laced on $ale$ *romotion
to increa$e it$ $ale$.
7. Bud3&t A1!$!>& )or Pro"ot$on-
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"he fund$ a)ailable for *romotion are the ultimate determinant
of the *romotional *rogramme. A bu$ine$$ ith am*le fund$ can mae
more effecti)e u$e of $ale$ *romotion *rogramme than a firm ith
limited financial re$ource$. "he budget for $ale$ *romotion can be
*re*ared by the folloing method$H
ercentage of Sale$
Fi5ed fund$ a)ailable for $ale$ *romotion
Folloing the com*etition! and
%udgeting by ob,ecti)e.
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S!&s Pro"ot$on )ro" t%& Consu"&rs *o$nt o) 1$&
A>$$ty to $ndu'& tr$!
Forty *er cent of the re$*ondent$ had $aid that $ale$ *romotion
had the ability to induce trial hich reinforce$ the abo)e inference.
Lon3t&r" $"*!'t
In order to under$tand ability of the *romotion$ to increa$e long-
term $ale$! re$*ondent$ ere a$ed about continuity of *urcha$e of a
brand after the ithdraal of *romotion. 'ighty *er cent of the
re$*ondent$ indicated that they ould not continue. %ut &0 $aid they
ould. "hu$! it could be inferred that *romotion$ in thi$ category lo
in)ol)ement *roduct$D might encourage trial and brand $itching but
not long term loyalty.
Pr&)&r&n'& o) S'%&"&s:
rice off a$ the mo$t *referred ty*e of $cheme. (a5imum
cu$tomer$? raned *rice-off$ a$ number one or to.
P&r'&$1&d ?u!$ty:
(a,ority of re$*ondent$ had a *erce*tion that the /uality of the
*romoted brand$ remained the $ame during *romotion! hile $ome of
them felt that it a$ inferior than before. It can be inferred that
*romotion$ ere not leading to negati)e brand /uality *erce*tion$. It i$
found that $ome cu$tomer $trongly *referred to buy their regular brand
and $aid that $ale$ *romotion ould not eaen their loyalty toard$
the brand.
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P&r'&*t$ons r&3!rd$n3 und&ry$n3 'o"*!ny "ot$1!t$ons
9n ta**ing *erce*tion$? regarding underlying com*any
moti)ation$ for $ale$ *romotion! “to increa$e $ale$” a$ raned highe$t
folloed by “to attract $itcher$” and “to $ell e5ce$$ $toc$”. hile
*ro)iding )alue to cu$tomer$” and
“"o reinforce com*any image” ere raned loe$t. "hi$ indicate$ that
con$umer$ belie)ed that com*anie$ ere undertaing $uch acti)itie$
only for their on benefit and not for the benefit of con$umer$.
Finding$ from retailer and con$umer *erce*tion $tudie$! it i$
e)ident that there a$ a matching of *erce*tion$ regarding nature of
$cheme *rice off$ a$ mo$t *referred ty*e of $cheme mentioned bycon$umer$ and retailer$? *erce*tion$ about con$umer *reference$D.
Since retailer$ ob$er)e con$umer$ in $tore beha)ior ere fre/uently and
directly! their *erce*tion$ regarding *ro)iding con$umer beha)ior are
liely to be accurate. Such in*ut$ from the retailer$ ould be u$eful to
com*anie$.
"he retailer$ had the *erce*tion that tho$e $cheme$ hich ere
announced through ma$$ media had better re$*on$e. "hi$ a$
reinforced by the con$umer $ur)ey hich $hoed that recall in ca$e of
hea)ily *romoted $cheme$ on "K a$ found to be )ery high.
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Retailer$? *rediction of com*anie$? moti)ation for offering $ale$
*romotion ere matching ith the con$umer *erce*tion regarding the
$ame. "hu$ both )ieed that com*anie$ ere u$ing $ale$ *romotion
acti)itie$ mainly to increa$e $hort term $ale$ or encourage $itching or
$elling e5ce$$ $toc and not really to gi)e )alue benefit or
enhanceGreinforce brandGcom*any image.
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W%y do S!&s *ro"ot$on s'%&"&s !))&'t s!&s
"here are three mechani$m$ behind the$e fact$. It i$ urcha$e
/uantity! %rand $itching and Category e5*an$ion.
F$rst con$umer can increa$e the /uantity they buy ,u$t becau$e the
*roduct i$ on $ale.
S&'ond con$umer$ are inducing to *urcha$e another brand different
from the one they ould ha)e *urcha$ed hen there i$ no *romotional
incenti)e.
F$n!y con$umer?$ total con$um*tion of the *roduct category i$
increa$ed by the *romotion. #oe)er! in the long term thi$ *o$iti)e
effect may be diluted becau$e a *romotional cam*aign ha$ no
*ermanent effect in the $ale$ of the firm
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S!&s Pro"ot$on Str!t&3y
Sale$ are the lifeblood of a bu$ine$$! ithout $ale$ there ould
be no bu$ine$$ in the fir$t *lace= therefore it i$ )ery im*ortant that if a
bu$ine$$ ant$ to $ucceed! it $hould ha)e a $ale$ *romotion $trategy in
mind. "he *rimary ob,ecti)e of a $ale$ *romotion i$ to im*ro)e a
com*any?$ $ale$ by *redicting and modifying your target cu$tomer?$
*urcha$ing beha)ior and *attern$.
Sale$ *romotion i$ )ery im*ortant a$ it not only hel*$ to boo$t
$ale$ but it al$o hel*$ a bu$ine$$ to dra ne cu$tomer$ hile at the$ame time retaining older one$. "here are a )ariety of $ale$ *romotional
$trategie$ that a bu$ine$$ can u$e to increa$e their $ale$! hoe)er it i$
im*ortant that e fir$t under$tand hat a $ale$ *romotion $trategy
actually i$ and hy it i$ $o im*ortant.
A $ale$ *romotion $trategy i$ an acti)ity that i$ de$igned to hel*
boo$t the $ale$ of a *roduct or $er)ice. "hi$ can be done through an
ad)erti$ing cam*aign! *ublic relation acti)itie$! a free $am*ling
cam*aign! a free gift cam*aign! a trading $tam*$ cam*aign! through
demon$tration$ and e5hibition$! through *ri2e gi)ing com*etition$!
through tem*orary *rice cut$! and through door-to-door $ale$!
telemareting! *er$onal $ale$ letter$! and email$.
"he im*ortance of a $ale$ *romotion $trategy cannot be
undere$timated. "hi$ i$ becau$e a $ale$ *romotion $trategy i$ im*ortant
to a bu$ine$$ boo$ting it$ $ale$.
hen de)elo*ing a $ale$ *romotion $trategy for your bu$ine$$!
it i$ im*ortant that you ee* the folloing *oint$ in mind.
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• Con$umer attitude$ and buying *attern$
• Lour brand $trategy
• Lour com*etiti)e $trategy
• Lour ad)erti$ing $trategy
• 9ther e5ternal factor$ that can influence *roduct$ a)ailability
and *ricing.
T%&r& !r& t%r&& ty*&s o) s!&s *ro"ot$on str!t&3$&s-
• A *u$h $trategy
• A *ull $trategy or
• A combination of the to
A Pus% Str!t&3y-
A M*u$h? $ale$ *romotion $trategy in)ol)e$ M*u$hing? di$tributor$
and retailer$ to $ell your *roduct$ and $er)ice$ to the con$umer by
offering )ariou$ ind$ of *romotion$ and *er$onal $elling effort$. hatha**en$ here i$ that a com*any *romote$ their *roductG$er)ice$ to a
re$eller ho in turn *romote$ it to another re$eller or to the con$umer.
"he ba$ic ob,ecti)e of thi$ $trategy i$ to *er$uade retailer$! hole$aler$
and di$tributor$ to carry your brand! gi)e it $helf $*ace! *romote it by
ad)erti$ing! and ultimately M*u$h? it forard to the con$umer. "y*ical
*u$h $ale$ *romotion $trategie$ include= buy-bac guarantee$! free
trial$! conte$t$! di$count$! and $*ecialty ad)erti$ing item$.
A Pu Str!t&3y-
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A M*ull? $ale$ *romotion $trategy focu$e$ more on the con$umer
in$tead of the re$eller or di$tributor. "hi$ $trategy in)ol)e$ getting the
con$umer to M*ull? or *urcha$e the *roductG$er)ice$ directly from the
com*any it$elf. "hi$ $trategy target$ it$ mareting effort$ directly on the
con$umer$ ith the ho*e that it ill $timulate intere$t and demand for
the *roduct. "hi$ *ull $trategy i$ often u$ed hen di$tributor$ are
reluctant to carry or di$tribute a *roduct. "y*ical *ull $ale$ *romotion
$trategie$ include= $am*le$! cou*on$! ca$h refund$ or rebate$! loyalty
*rogram$ and reard$! conte$t$! $ee*$tae$! game$! and *oint-of-
*urcha$e di$*lay$.
A Co">$n!t$on o) To Str!t&3$&s-
A Mcombination? $ale$ *romotion $trategy i$ ,u$t that= it i$ a
combination of a *u$h and a *ull $trategy. It focu$e$ both on the
di$tributor a$ ell a$ the con$umer$! targeting both *artie$ directly. It
offer$ con$umer incenti)e$ $ide by $ide ith dealer di$count$.
T%& S%ort t&r" I"*!'t o) Pro"ot$ons-
<et?$ ha)e loo at the im*act of *romotion$ on *urcha$e beha)ior
during the *romotional *eriod i.e. the ee or the month hen the
*romotion a$ being run. "he ma,ority of the em*irical $tudie$ ha)e
focu$ed on the im*act of *romotion$ in the $hort term. "he ey finding$
acro$$ the $tudie$ are di$cu$$ed belo.
T&"*or!ry *r$'& r&du't$ons @*r$'& o)) su>st!nt$!y $n'r&!s& s!&s-
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"here i$ am*le e)idence to $ho that *romotion$ lead to dramatic
increa$e$ in $ale$ of *romoted brand in the $hort term. Studie$ ha)e
con$i$tently re*orted high $ale$ effect$ and high *rice ela$ticity of
brand$ hich are on *romotion. "he economic rationale for the
*romotional re$*on$e i$ clear N tem*orary *rice cut$ increa$e the )alue
of the *roduct to the con$umer and it lead$ to immediate action. Sale$
boo$t can be /uantified on the ba$i$ of brand $itching! *rimary
demand e5*an$ion and con$umer $toc*iling during a *romotion.
S!&s Pro"ot$on &!ds to >r!nd su>st$tut$on $t% t%& *rodu't
'!t&3ory-
"he $ale$ Mbum*? during the *romotional *eriod into $ale$ due to brand
$itching! *urcha$e time acceleration and $toc*iling. Studie$ on brand
$itching ha)e $hon that brand $itching effect$ ithin a category are
a$ymmetric $uch that *romotion$ on higher /uality brand$ im*act$
eaer brand$ di$*ro*ortionately. 3uring a *romotion! higher /uality
brand$ induce a large number of con$umer$ to $itch to them a$
com*ared to loer /uality brand$. 9ne e5*lanation ad)anced for thi$finding by re$earcher$ i$ that large $hare brand$ ha)e higher brand
e/uity and attract $itcher$ more than lo $hare brand$.
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S!&s Pro"ot$on &!ds to *ur'%!s& !''&&r!t$onsto'#*$$n3 &))&'ts-
In re$*on$e to a *romotion! con$umer$ may buy more /uantity
of the *roduct category or buy at an earlier time than u$ual *urcha$e
acceleration effectD. If con$umer$ buy e5tra /uantity during a *romotion
or earlier than normal! then they are not in the maret to buy *roduct$
once the *romotion i$ o)er. "hu$ *urcha$e acceleration i$ demon$trated
through
A lengthening of inter *urcha$e time$ after a *romotion. urcha$e
acceleration a$ more liely to be e5hibited in increa$ed *urcha$e
/uantity than in $hortened inter *urcha$e time$. Re$ult$ $hoed that
con$umer$ mo$tly made u* for the large /uantity *urcha$ed by aiting
longer until *urcha$ing again. Re$ult$ indicated that hea)y u$er$ tended
to accelerate *urcha$e$ more than light u$er$. "here a$ negligible
difference in the acceleration *ro*en$itie$ of high )er$u$ lo income
grou*$.
S!&s Pro"ot$on &!ds to *r$"!ry d&"!nd &0*!ns$on )or !
'!t&3ory-
hile it a$ traditionally a$$umed that con$um*tion rate$
remain fi5ed during and after a *romotion! but from thi$ *ro,ect I cameto no that *romotion$ al$o ha)e a *rimary demand e5*an$ion effect.
hen a *rimary demand e5*an$ion occur$! *romotion induced increa$e
in *urcha$e /uantitie$ doe$ not $ignificantly e5tend the time till the ne5t
*urcha$e in the category occur$! thu$ indicating that there ha$ been an
increa$e in con$um*tion *romotion$ induced con$umer$ to buy more
and con$ume fa$ter. It i$ found that *romotion induced in)entory
tem*orarily increa$ed con$um*tion rate$ ithin the category e.g. in
categorie$ $uch a$ bacon! $alted $nac$! $oft drin$ and yogurt e5hibited
*rimary demand e5*an$ion$ a$ a re$ult of *romotion hile bathroom
ti$$ue! coffee! detergent and *a*er toel$ e5hibited $toc*iling only.
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S!&s Pro"ot$ons !))&'t s!&s $n 'o"*&"&nt!ry !nd 'o"*&t$t$1&
'!t&3or$&s-
From thi$ *ro,ect it i$ found that *romotion not only increa$e$
$ale$ of main *roduct but it al$o lead to increa$e in $ale$ of
com*lementary categorie$. Found $trong cro$$ relation$hi*$ beteen
*roduct$ of the *romoted *roduct category indicating brand $ub$titution
beha)ior. "hey $tated that retail *rice *romotion$ or a$ a form of
im*licit *rice bundling hereby the con$umer $ur*lu$ i$ tran$ferred
from the *romoted item to non *romoted item$. Al$o found that retail
*rice *romotion$ create $ignificant com*lementary and $ub$titution
effect$ ithin the $tore.
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T%& Lon3 t&r" I"*!'t o) Pro"ot$ons-
Strategie$ are build$ to rea* the benefit$ for longer *eriod of time= $ame
i$ true in $ale$ *romotion $trategie$. <et u$ $ee im*act of *romotion$effort and $tudy the im*act o)er a longer time *eriod e.g. ;-6 month$ or
e)en a fe year$ after a $ale$ *romotion cam*aign.
"he re$ult $hoed that con$umer *romotion$ for leading brand$ of
e$tabli$hed *acaged *roduct$ had no after-effect$ on the brand?$ $ale$
or re*eat buying loyalty. "he e5tra $ale$ of a brand hile *romoted
came )irtually all from the brand?$ e5i$ting long-term cu$tomer ba$e for
hich the e5*erience of buying the *romoted brand a$ nothing ne.
It i$ found that although the $hort term effect$ of *romotion$ are $trong=
the$e *romotion$ rarely e5hibit long term effect$. It i$ ob$er)ed that
each $ale$ com*onent generally laced a *ermanent effect and the effect
of *romotion a$ $hort li)ed and increa$e in *romotion$ affected
con$umer$? $toc*iling deci$ion$ in the long run. "hey found that the
combined $hort and long-term ela$ticity of *romotion$ a$ 2ero. "he
$toc*iling induced by a *romotion a$ e$$entially off$et by reduced
demand in the long term. "hu$ increa$ed $ale$ ere more a re$ult of
$ale$ borroed from the future than increa$ed con$um*tion
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Consu"&rs
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Is t%&r& !ny &0$st$n3 s'%&"& t%!t you !r& 'urr&nty
us$n3
P!rt$'u!rs R&s*ond&nts
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"he an$er of the re$*ondent$ gi)e idea about the aarene$$ of
the *romotional $cheme$ offered in the maret.
In thi$ $ituation more then ;0 of the *eo*le are not aare or
ha)ing )ague idea about the *romotional $cheme$ running into the
maret.
It $ho$ that *eo*le are not much aare of the $cheme$ hich
continue in the maret it may be becau$e of the *re$ent $toc of the
*roduct at their *lace.
?;. I) y&s *&!s& s*&'$)y
R&s*ond&nts
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?<. I) you 3&t !n !ttr!'t$1& *ro"ot$on! o))&r $n t%&
*rodu't ot%&r t%&n o) your '%o$'& $ you s$t'% o1&r
P!rt$'u!rs R&s*ond&nts
Le$ ;0
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S9,/(: ;&/<)
Int&r*r&t!t$on-
It $ho$ the le)el of brand loyalty among the con$umer$. "he
re$ult clearly $ho$ that out of 100! @7 *eo*le are ready to $itch o)er
to another brand if they find better *romotional $cheme$ hich $uit$
their budget mean$ more /yt O le$$ co$t O /uality.
Combination of all the$e $cheme$ ill run better in the maret.
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G$1& r&!son )or t%& s!"&
P!rt$'u!rs R&s*ond&nts
Co$t 10
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%rand loyal @
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Int&r*r&t!t$on-
Abo)e /ue$tion it gi)e$ $*ecific rea$on$ for $itching too other
*roduct$. It $ho$ that e5tra /uantity ith le$$ or $ame *rice! more
$ati$faction! /uality and other factor$ influence con$umer$ to $itch
o)er too other brand$.
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Su33&st$ons.
*acaging $hould be further im*ro)ed and u$ed a$ *romotional
tool! to encourage $ale$ during certain *eriod$ the com*any $hould
*ro)ide *riceoff or e5tra /uantity becau$e that influence$ directly to the
con$umer.
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F$nd$n3s o) t%& r&*ort-
Sale$ romotion! a $hort-term inducement! offered to a
con$umer ha$ gained momentum a$ a *romotional tool orld o)er. Itre*re$ent$ nearly three fourth of the mareting budget at mo$t con$umer
*roduct com*anie$. Sale$ *romotion$ can enhance con$umer$? $elf-
*erce*tion of being “$mart” or a “good” $ho**er
• F(C+ are $uch a maret here the le)el of loyalty remain$ lo
and thi$ i$ becau$e of many rea$on$.
• Quality a$ the mo$t influencing factor$ in the *urcha$e deci$ion
hile *rice i$ al$o an im*ortant for *urcha$e deci$ion.
• Scheme$ alay$ attract more and more con$umer$ toard$
*articular brand. Simultaneou$ly it gi)e$ idea about the factor$hich con$umer$ loo mo$t in the *roduct before they mae
final deci$ion
• rice off and e5tra /uantity i$ the to main offer$G$cheme$
hich con$umer$ ha)e came acro$$ at the time of *urcha$e
• "K a$ the be$t media to maret the *roduct hich ill co)er
ma,ority of the )ieer $hi*. 9n the $econd *lace it $ho$ ne$ *a*er$ a$ the media to *romote the *roduct in the maret
• eo*le are not much aare of the $cheme$ hich continue in the
maret it may be becau$e of the *re$ent $toc of the *roduct attheir *lace.
• 1O1 or &O1 or other free $cheme$ are more demanded and more
aare $cheme$ in the maret.
•
eo*le are ready to $itch o)er to another brand if they find better *romotional $cheme$ hich $uit$ their budget mean$more /yt O le$$ co$t O /uality.
• '5tra /uantity ith le$$ or $ame *rice! more $ati$faction! /uality
and other factor$ influence con$umer$ to $itch o)er too other brand$.
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• eo*le are more /uality and *rice oriented.
• Con$umer remember that name of the *roduct by the com*any
name and al$o from the *a$t *erformance of that com*any
• Cu$tomer$ are looing for any ty*e of the *romotion$ on the
*roduct before them going to *urcha$e.
• rice off! *roduct bundling and e5tra /uantity are more
demanded by the con$umer$ o)er other$ $cheme$.
>0
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R&'o""&nd!t$on-
"he finding$ of the em*irical $tudy indicate that unle$$ the
brand to be *romoted i$ in the con$ideration $et of the con$umer! $ale$ *romotion by it$elf i$ unliely to ha)e any ma,or im*act. Clearly thi$
$ho$ that manager$ need to in)e$t into brand building e5erci$e $o that
hi$Gher brand a**ear$ in the con$ideration $et of the target con$umer$.
9nly after thi$ $hould he $*end time! money and energy on $ale$
*romotion acti)itie$.
Sale$ *romotion $hould not be u$ed in i$olation but need to be
integrated ith other tool$ and in line ith the o)erall *o$itioning of the
brand. Al$o the im*ortance of the role of ma$$ media came out clearly
in the $tudy.
Com*anie$ need to create $ufficient aarene$$ about $ale$
*romotion $cheme$ through ma$$ media in order to create aarene$$.
F(C+ *roduct$ are lo in)ol)ement *roduct$ characteri2ed by
$itching beha)ior
ith re$*ect to nature of $cheme! the finding $ugge$ted that *remium
free giftD a$ *o*ular ith com*anie$. hile cu$tomer$ *referred *rice
off$. So it i$ nece$$ary that the *ercei)ed )alue of a free gift ha$ to be
a**ealing and high for the target con$umer$.
Re*etiti)e u$e of the $ame *remium for a *rolonged *eriod mayha)e negati)e effect on the loyal cu$tomer$. hen the com*any i$
gi)ing it$ on *roduct free a$ *remium! it need$ to en$ure the /uality of
the *roduct from it a$ it i$ liely to ,eo*ardi2e the image of both it$
*roduct$.
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"he finding$ e5hibited that cu$tomer$ *ercei)ed that $ale$
*romotion acti)itie$ carried out by the com*anie$ for increa$ing $ale$ in
$hort term and clearing e5ce$$ $toc$. hat it im*lie$ i$ that com*anie$
need to u$e $ale$ *romotion $ynergi$tically and communicate $o that
they *ro)ide )alue to the target audience and enhance brand
/ualityGimage *erce*tion$.
Com*anie$ need to $y$temati2e information flo regarding $ale$
*romotion acti)itie$ *articularly at dealer and retailer le)el. 'n$uring
*ro*er information flo and de)i$ing chec$ and mea$ure$ to reduce
mi$a**ro*riation$ and im*lementation flo$ $hould be con$idered
critical a$*ect$ for the $ucce$$ of $ale$ *romotion acti)itie$ by the
com*anie$. A$ retailing i$ fragmented! direct reach by com*anie$ i$
ne5t to im*o$$ible. "hrough dealer$ and *ro*er feedbac mechani$m!
com*anie$ ee* in touch ith the maret.
3e)elo*ing a $y$tem to ta* $uch re$*on$e$ from time to time both atretailer and con$umer le)el ould be hel*ful for *lanning future $ale$
*romotion acti)itie$. In order to build tru$t and commitment com*anie$
$hould ta* *reference$! *erce*tion$ of retailer$ a$ ell a$ con$umer$.
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L$"$t!t$ons o) t%& study
• e con$idered thri$$ur region only becau$e of limited time
duration.
• 3ue to thi$! our $am*le $i2e i$ only ;0! hich i$ not )ery large.
• Finding$ of the $tudy are ba$ed on the a$$um*tion that the
re$*ondent$ ha)e gi)en correct information.
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E"&r3$n3 Tr&nds
So far a$ F(C+ maret i$ concern there i$ ne trend i$ emerging
non a$ Jo$nt s!&s *ro"ot$on. Actually it i$ old conce*t but it a$
more *re)ailing in durable *roduct$ no it i$ coming intro non durable
good$ al$o. hen any $ale$ *romotion $cheme either for trade or
con$umer i$ announced by more than one com*any and Gor more than
one brand of the $ame com*any! it i$ referred a$ ,oint $ale$ *romotion or
hori2ontal co-o*erati)e $ale$ *romotion or cro$$ *romotion or umbrella
$ale$ *romotion.
C!ss$)$'!t$on o) ,o$nt s!&s *ro"ot$on-
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• U$e com*lementarily due to natural u$e
• e u$e catering com*lementary relation$hi*$
• Commonality of need due to u$e time
• "ie-u* of a ne G$lo mo)ing brand ith an e$tabli$hed brand
• "arget maret commonality
• Sea$onal demand
• 3i$tribution commonality
• "argeting ne $egment
• 3eri)ed demand
• Countering com*etiti)e ,oint $ale$ *romotion$
Con'us$on o) t%& Sur1&y
"he $tudy reflect$ that the u$e of $ale$ *romotion undeniably ha$
increa$ed o)er the year$ in India. Future hold$ lot of *romi$e for $uch
$cheme$ acro$$ ider range of *roduct-maret$.
Sale$ romotion ha$ cea$ed to be ma,or differentiator at lea$t in the
metro$! ith almo$t all com*anie$ offering $imilar freebie$ and gift$. A$
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a re$ult no mareter$ ha)e to find out $ome inno)ati)e ay$ of $ale$
*romotion to differentiate from com*etitor$. Currently rice off and
%ye one get one free offer$ are )ery effecti)e to attract the con$umer$
toard$ the *roduct$.
e ha)e noted that the$e ind of *romotional tool$ are u$eful for $hort
term increa$e in $ale$ and to induce fir$t trial. "he$e ty*e$ of
*romotional $cheme$ $hould be con$i$tent and changed from time to
time de*ending u*on $ea$on and com*etitor?$ $cheme$.
ith the Increa$ing number of $u*ermaret! the branded *acaged
good$ or a$ $ilent $ale$ *er$on. So in $uch $tore$! $ale$ *romotion
*lay$ a more effecti)e role in $timulating con$umer$? demand$.
9ne of the )ery im*ortant fact$ e came to no from thi$ *ro,ect i$
that $ale of good$ hich contain large /uantity and ha)ing big
*acaging e.g. detergent are $tagnating becau$e con$umer *refer to buy
$mall *ac good$! the rea$on$ are: $mall *ac good$ reduce ri$ of bad
/uality! It had lo co$t or $ay *rice! and la$t but im*ortant factor i.e.mentality to *urcha$e ,u$t to try fir$t. Sale$ of $mall *ac good$ are
/uite high! but from the com*any?$ *oint of )ie $mall *ac good$ i$
le$$ *rofitable com*are to large *ac good$.
So here mareter trie$ to increa$e $ale$ of large *ac good$ by u$ing
$ale$ *romotion tactic$ lie *rice off and *ercentage e5tra.
B$>$o3r!*%y
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BOOS
hili* 4otler! “(areting (anagement”! 11th edition! ear$on
education A$ia ublication.
C.R.4othari! “Re$earch (ethodology method$
techni/ue$”!e Age International*Dltd.*ubli$her$!&nd edition.
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Ann&0ur&
?u&st$onn!$r&• I am $tuding for %%A at IIS "#RISSUR and carrying out a $ur)ey for
our *ro,ect to“Role of $ale$ *romotion$ in F(C+”. So *lea$e fill thi$
/ue$tionnaire. Lour identity ould not be re)ealed and information ill
only be u$ed for academic *ur*o$e.
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