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



"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&-

&



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.

7



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.

;



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.

>



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.

6



@



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



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.



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.

10



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

11



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$umer$.

1&



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

17



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

1;



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

1>



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 $ale$

16



• "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

1@



*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

1B



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-

1



"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.

&0



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.

&1



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.

&&



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.

&7



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

&;



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.

&>



• 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-

&6



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-

&@



"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 $hare brand$.

&B



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.

&



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.

70



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

71



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Consu"&rs

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Respondents

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Int&r*r&t!t$on-

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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

7O1G9ther

Free 1>3i$count 17

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Switching eh!"io#

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.

;>



G$1& r&!son )or t%& s!"&


Co$t 10

Quality B

Sati$faction

%rand loyal @

addition/l$ benefit &

Sea$on change &

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S&')(

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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$.

;@



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.

;B



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 $itch o)er too other brand$.

;



• 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



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$.

>1



"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$umer$.

>&



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.

>7



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-

>;



• 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$. A$

>>



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

>6



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.

>@



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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