effective sales promotion campaigns

8/13/2019 Effective Sales Promotion Campaigns

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Sales Promotion Coca Cola Style

Prepared by :Cyril Scaria


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Amazing Facts about Coca Cola

3.1% of all beverages consumed around the world are Coca-Cola products

Coke makes so many different beverages that if you drank

one per day, it would take you over 9 years to try them all

Coca-Cola's $35.1 billion in revenue makes it the 84th largesteconomy in the world, just ahead of Costa Rica

The Coca-Cola brand is worth an estimated $74 billion: more

than Budweiser, Pepsi, Starbucks and Red Bull combined

The red and white Coca-Cola logo is recognized by 94% ofthe world's population
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Amazing Facts about Coca Cola

Contd.

There are 33 non-alcoholic brands that generate over $1billion in revenue. Coca-Cola owns a whopping 15 of them

Around the world, the average person consumes a Coke

product every four days

Coca-Cola spends more money on advertising than Microsoftand Apple combined ($2.9 bn when compared to

Microsofts $1.6 billion and Apples $691 million respectively

Advertising budgets for the year 2010)

It has been documented that Coca Cola is the 2ndmostwidely understood term in the world, after okay.
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So why does Coke need to advertise

and indulge in sales promotion

activities ???

To continuously attract new

customers and also to provide their

existing customers incentives topurchase more of their product.


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General Promotional Strategies

followed by Coca-Cola

Trade Promotion :

Incentives to retailersFree samples/Free bottles

Seasonal Product Pricing

Sales Promotion : Getting shelves

Eye catching positioning at storesPromote impulse

buying

Contests/Prizes

Free Gifts/Goodies

Samples


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Coca Cola and the First Coupon

1886 -Coca Cola was invented by Doctor John Pembertona pharmacist from Atlanta, Georgia

1887-Asa Chandler, a druggist purchased the formula

1894-Free sample Coupon was introduced as a part of

the companys advertising program The coupon entitled its holder to a free glass of Coca-

Cola at his or her local soda fountain

The company provided free syrup to soda fountains

across the nation by the end of the original coupon program, 1894-

1913, over 8.5 million free sodas had been claimedone in nine Americans had sampled the product.


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Buy a Player Campaign UK (Jan

2007)

Objective :

Drive volume sales of Coca-Cola & Coke Zero.

Increase awareness of the companys sponsorship of the

Football League.

Campaign:

Football fans were given a chance to win a share of 10m

transfer fund for their favourite club


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2007) Contd.

An individual prize of 10,000 was also up for grabs

Unique codes printed on approx 45 million Coca-Cola and

Coca- Cola Zero packs

Consumers could either text of enter the codes online to find

out how much they won for their clubanything between

50p and 100,000


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2007) Contd.

100,000 prizes also generated a 10,000 entrant prize for the

consumer

Additional draw for one club to win 250,000 took place live

on Soccer AM on Saturday 19th February 2007 Covered the 10 million of transfer funds for a one-off Fixed

Fee solution including a bonus weekend during the promotion

where prize values were multiplied by 10.


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2007) Contd.

Key success factors :

Highly Exciting Concept

Relevant passion point

Timing of the campaignPrior to the start of 2007 domesticfootball season

Customer involvementEvery fan had a chance of winning

something for his/her club

Massive promotions by the company and more importantly bythe football clubs involved.


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Bottle Bat Campaign Australia

(Dec 2011)

Objective:

To increase purchase frequency amongst their low-medium

households who on an average bought Coke only one to four

times a year.

Campaign :

Targeted Backyard Cricket A very popular pastime

Consumers simply purchased any two 2L bottles of Coke, and

received a free Bat Handle


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(Dec 2011)- Contd.

Results:

More than 400,000 bats were redeemed in six weeks, i.e.

800,000 Coke 2L bottles were sold.

2L volume grew by a massive 24% in Convenience Stores

and Petrol Stations

Independent Outlets saw volume jump 21% and in

Licensed Outlets, volume growth was tripled
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(Dec 2011)- Contd.

Key Success Factors:

Highly Innovative Idea

Invention of a completely new product

Supported by a creative, entertaining and appealingadvertisement.

Timing of CampaignIndias Tour of Australia 2011-12

Relevant Passion PointCricket is unofficially regarded as

the national sport of Australia


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Characteristics of successful sales

promotion campaign


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effective sales promotion campaigns

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