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    METAS ADVENTIST COLLEGE Page 1

    INRODUCTION

    PROMOTION:

    "Promotion is all about companies communicating with customers".

    "Promotion is communicating with the public in an attempt to influence them

    towards buying your products and services".

    SALES PROMOTION

    Whereas advertising gives a reason to buy, Sales Promotion gives an incentive to

    buy

    It is part of the Marketing spend of all companies and these days Sales Promotion

    spends in many companies exceed that of the ad spends

    Sales Promotion is a push strategy

    Since it is at the last point where the consumer is often at the point of buying, the

    additional incentive makes a last ditch effort to convert the customer on to the

    incentivized brand

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    Sales Promotion is of two types

    Trade Promotion Consumer Promotion

    Trade Promotion

    Liquidating heavy inventories

    Persuade retailers to carry stock, carry more than usual stock, promote brand

    franchise

    Consumer Promotion

    Stimulate purchase

    Induce trial

    Create new users

    Increase repurchase from occasional customers

    Reward loyal customers

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    NEED OF THE STUDY:

    The business world today is a world of competition. A business cannot

    survive if its products do not sell in the market. People cannot buy what they do

    not know about. Not only is promotion an important tool of marketing, its a vital

    element to any organization. Thus, all marketing activities are undertaken to

    increase sales. Its important to get your name out there, and allow people a sample

    of your work.

    OBJECTIVE OF THE STUDY:

    To know what promotional activities is Wipro following. To know the level of awareness among the consumers regarding sales

    promotional activities of forever bathing soap

    To know the role of sales promotional activities in forever bathing soap. To know the consumer satisfaction level regarding sales promotional

    activities of forever bathing soap

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    SCOPE OF THE STUDY:

    The term Sales Promotional activities are its broader sense includes various aspects

    of advertising and promotion. The present study will aim at studying various

    elements which influence the consumers towards purchasing the product. Although

    the elements of promotional mix are comprehensively discussed, the study is

    dependent on the opinions expressed by the respondents.

    LIMITATIONS OF THE STUDY:

    Since the survey was done only in Nalgonda.So the result obtained may notbe taken as universal suggestion.

    Due to time constraints and busy schedules of the people it was difficult tointeract with them completely

    The sample size was limited.

    RESEARCH METHODOLOGY:

    Research methodology describes how the research study was undertaken.

    This includes the specifications of source of data, research design, and method of

    data collection, the sampling method and the tools used.

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    SAMPLE DESIGN:

    Geographical area:

    The study is conducted in Nalgonda.

    Duration of project:

    The duration of project work is about 45 days

    Population

    All the items under consideration in any field of enquiry constitute a universe or

    population

    Sample size

    This refers to the number of items to be selected from the universe to constitute a

    sample.

    Sample size

    The sample size chosen by the researcher for the purpose of this study is 100

    Public in Nalgonda District.

    Sampling procedure / Sampling method:

    The sampling method used for this study is random sampling, which is

    selected according to the easy and convenience of the researcher.

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    SOURCE OF DATA

    Primary data:

    The researcher collected both by direct survey from the customers

    through questionnaire. The researcher used structured questionnaire.

    Secondary data:

    Here the researcher collected secondary data from the company

    profile, industry profile and official web sites.

    RESEARCH INSTRUMENT:

    Research instrument used for data collecting is questionnaire and interviewschedule.

    Questionnaire

    The questionnaire is prepared in a well-structured and non disguised form so

    that it is easily understandable and answerable by everyone. The type of questionsinclude in the questionnaire are open-ended questions, multiple choice questions

    and dichotomous questions.

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    Interview Schedule

    The interview method of collecting data involves presentation of oral-verbal

    stimuli and reply in terms of oral-verbal responses. Then the responses are filled up

    in the questionnaire, for further analysis.

    FRAME WORK OF ANALYSIS:-

    STASTICAL TOOLS USED FOR ANALYSIS:

    The researcher carries out analysis through various statistical tools. The

    statistical analysis is useful for drawing inference from the collected information.

    Simple percentage analysis Bar diagrams Pie charts

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    INDUSTRY PROFILE:

    Soap Industry -India is a vast country with a population of 1,030 million people.

    Household penetration of soaps is 98%. People belonging to different income

    levels use different brands, which fall under different segments (see table below),

    but all income levels use soaps, making it the second largest category in India

    (detergents are number one). Rural consumers in India constitute 70% of the

    population. Rural demand is growing, with more and more soap brands being

    launched in the discount segment targeting the lower socio-economic strata of

    consumers.

    The toilet soaps market is estimated at 530,000 tpa including small imports.

    Hindustan Lever is, of course, the market leader.The market is littered over with

    several, leading national and global brands and a large number of small brands,

    which have limited markets. The popular and premium brands include Lifebuoy,

    Lux, Cinthol, Liril, Forever,Rexona,and Nirma. Toilet soaps, despite their

    divergent brands, are not well differentiated by the consumers. It is, therefore, not

    clear if it is the brand loyalty or experimentation lured by high volume media

    campaign, which sustain them.

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    Soap Price (per 75 gram cake)

    Segment in rupees in US$

    Carbolic* 5.00 10 cents

    Discount 7.00 15 cents

    Popular 11.00 23 cents

    Premium 17.00 36 cents

    Super Premium 35.00 75 cents

    INDIAN SOAP INDUSTRY

    ize of the IndustryThe Indian Soap Industry includes about 700 companies wit

    combined annual revenue of about $17 billion.

    eographical

    istribution All the major metropolitan cities

    utput per annumIndian per capita consumption of soap is at 460 gms per

    annum

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    Market capitalization70% of India's population resides in the rural areas and

    around 50% of the soaps are sold in the rural markets.

    History

    h rule the Lever Brothers, England introduced modern

    ng and marketing them in the country. The first company

    th West Soap Company, the soap manufacturing plant in

    the city of Meerut, in the state of Uttar Pradesh. In 1897,

    eting cold process soaps. In 1918, Mr. Jamshedji Tata set

    digenous soap manufacturing unit when he purchased the

    ls at Cochin Kerala. OK Mills crushed and marketed

    ooking and manufactured crude cold process laundry soaps

    cally and It was renamed The Tata Oil Mills Company and

    soaps appeared on the market in the early 1930's.

    Soap became a necessity for the moneyed class by around 1937. Today with

    increase in disposable incomes all around the world along with India, growth in

    rural demand is expected to increase because consumers are moving up towards

    premium products. However, in the recent past there has not been much change in

    the volume of premium soaps in proportion to economy soaps, this was due to the

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    increase in prices which has led some consumers to look for cheaper substitutes.

    The major players in the market for the personal wash (Soap) market are HLL,

    Norma and P&G.

    The toilet soaps market is estimated at 530,000 TPA including small imports where

    the Hindustan Lever is the market leader. The market has several, leading national

    and global brands and a large number of small brands. The popular brands include

    Lifebuoy, Lux, Cinthol, Liril, Rexona, and Nirma. Premium soaps are estimated to

    have a market volume of about 80,000 tonnes. This translates into a share of about

    14 to 15%. However, by value it is as much as 30%.

    Brief Introduction

    Soaps are categorized into men's soaps, ladies' soaps and common soaps. There are

    few specialty soaps like the Glycerine soaps, sandal soaps, specially flavored

    soaps, medicated soaps and baby soaps. Specialty soaps are high valued which

    enjoy only a small share of the market in value terms. The market is growing at 7%

    a year. This means that the incremental demand generation is 5% over and above

    the population growth. With increasing awareness of hygienic standards, the

    market for the Soaps could grow at a rate higher than 8% annually. Interestingly,

    60% of the market is now sourced from the rural sector. This means that the

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    variance between the two segments is not very large. Since upper-end market focus

    is the urban areas, margins come from the urban sector.

    Soap is a product for many people and the lathering up can be a treasured part of a

    morning or nightly routine. Whether it might be scented or unscented, in bars, gels,

    and liquids, soap is a part of our daily lives. In the United States, soap is a $1.390

    million (US$) industry with over 50 mass market brands. But in Indian markets the

    sales potential for soap is only beginning to be realized. At the end of the year

    2000, soap was a $1.032 million (US$) business in India.

    India is a country with a population of 1,030 million people. With the household

    penetration of soaps is 98%. People belonging to different income levels use

    different brands, which fall under different segments, but all income levels use

    soaps, making it the second largest category in India. Rural consumers in India

    constitute 70% of the population. Rural demand is growing, with more and more

    soap brands being launched in the discount segment targeting the lower socio-

    economic strata of consumers. Soap manufacturers originally targeted their

    products to the lowest income strata in urban as well as rural areas, positioning

    their brands as a way to remove dirt and clean the body. For some brands, that

    positioning persists even today with a focus on removal of body odor and keeping

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    the user healthy. However, soap positionings are moving towards skin care as a

    value-added benefit.

    Soap is primarily targeted towards women, as they are the chief decision-makers in

    terms of soap purchase and for Medicated positionings like germ killing and anti-

    bacterial are marketed to families. About 75% of soap can be bought through the

    different types of outlets.This is the most common source for buying soap, which

    usually forms a part of the months grocery list. Pan-Beedi Shops: These are really

    small shops, almost like handcarts, and they are primarily set up to dispense

    cigarettes and chewing tobacco.

    Total annual soap sales by companies marketing their brands at national or state

    levels is estimated at 14,000 tonnes of a total soap market considered to be about

    126,000 tonnes.

    Market Capitalization

    ndian economy the popular segments are

    ire soaps market. The penetration level of toilet

    ndian per capita consumption of soap is at 460

    while in Brazil it is at 1,100 grams per annum.

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    a, available stores of soaps are five million retail stores,

    which, 3.75 million retail stores are in the rural areas.

    India's population resides in the rural areas and around

    the soaps are sold in the rural markets.

    Size of the Industry

    The Indian Soap Industry includes about 700 companies with combined annual

    revenue of about $17 billion. Major companies in this industry include divisions of

    P&G, Unilever, and Dial. The Indian Soap Industry is highly concentrated with the

    top 50 companies holding almost 90% of the market. The market size of global

    soap and detergent market size was estimated to be around 31M tonne in 2004,

    which is estimated to grow to 33M tonne in the coming years. Toilet soaps account

    for more than 10% of the total market of soap and detergents. In Asia, the countries

    like China and India are showing rapid growth in the toilet soap section. Market

    share of body wash was estimated to be around 2% in 2004 and is showing signs of

    healthy growth in these markets. Indias soap market is Rs 41.75 billion.

    Indian Soap Industry volume is Rs 4,800-crore. For the purpose of gaining a

    competitive edge, Indian companies are now relaunching their brands with value-

    additions to woo consumers across India. For instance, Hindustan Lever Ltd (HLL)

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    has recently launched a host of toilet soap brands which include Lifebuoy, Lux,

    Breeze and Lirilwith value additions. Also is in the process of rolling out

    Ayush ayurvedic soap. The aim is to meet the evolving needs of customers.

    Top Leading Companies

    In the Rs 4,800-crore Indian toilet soaps market, the lead players include:

    HLL Godrej Consumer Products Ltd Colgate Palmolive Ltd and Wipro Consumer Care

    Latest developments

    In Indian Soap Industry the entry of new players in the 6,500-crore toiletsoaps industry is expected to bring about a new twist in the "Indian soap

    opera".

    ITC Ltd has started investing in aggressive brand-building and productdevelopment projects to promote its brands, Fiama De Wills, Vivel and

    Superia.

    Godrej Consumer Products Ltd and Wipro Consumer Care Lighting are

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    established players in the Industry which are beefing up their research

    projects and advertising plans to take on new rivals.

    With increasing competition, the Indian Soap Industry is expected to registera healthy growth this fisca. The sector registered a 15% value growth.

    GCPL is hiking its advertising budget by 20% to gain high visibility for itsbrands.

    COMPANY PROFILE:

    Wipro Consumer care and Lighting is in the business of manufacturing and

    marketing Wipro Brand of Luminaires, Lamps and Accessories. Wipro Lighting

    caters to both institutional and retail consumers and offers comprehensive lighting

    solutions across various application areas. Wipro Lighting is part of the Wipro

    Consumer Care & Lighting Division of Wipro Limited. Wipro Limited is a Rs.

    8170 crore diversified corporate having interests in Information Technology,

    Healthcare, Infrastructure Engineering and Consumer Care.

    Wipro was previously known as Western India Vegetable Products Ltd was started

    by Mr.M.H Premji. The company manufactured vegetable oil, vegetable ghee and

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    laundry soap. In 1966, upon the untimely demise of M.H. Premji, his son,Mr.Azim

    Hasham Premji, a 21-year-old student of engineering at Stanford University, was

    called upon to run the company. Under him, Wipro embarked on an ambitious

    phase of expansion. The business diversified into fluid power, soaps, toiletries,

    lighting and babycare products, and distribution was considerably

    expanded.Some of the important consumer products made by Wipro include soaps,

    babycare products, bulbs, tubelights, shampoos, powder etc. The financial

    strength of the consumer care division powered further diversifications,

    particularly in infotech and healthcare.

    About Wipro Limited

    Wipro Limited is the first PCMM Level 5 and SEI CMM Level 5

    certified IT Services Company globally.

    Wipro provides comprehensive IT solutions and services, including

    systems integration, Information Systems outsourcing, package

    implementation, software application development and maintenance, and

    research and development services to corporations globally.

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    Wipro Ltd. is today among the top business conglomerates in the world.

    With a $ 6 Billion turnover, it has diverse interests ranging from

    Information Technology to Infrastructure Engineering and Consumer

    Care. Wipro has a presence across 50 countries and employee strength of

    over 1 lac employees worldwide from over 50 nationalities.

    In the Indian market, Wipro is a leader in providing IT solutions and

    services for the corporate segment in India offering system integration,

    network integration, software solutions and IT services. Wipro also has

    profitable presence in niche market segments of consumer products and

    lighting. In the Asia Pacific and Middle East markets, Wipro provides IT

    solutions and services for global corporations.

    Our businesses include :

    Wipro Technologies - A global services provider delivering

    technology-driven business solutions that meet the strategic objectives of

    our clients.

    Wipro Infotech - Has a market capitalization of USD 24 billion. Wipro

    Infotech was the first global software company to achieve Level 5 SEI-

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    CMM, the world's first IT company to achieve Six Sigma, as well as the

    world's first company to attain Level 5 PCMM.

    Wipro Infrastructure Engineering - Delivers precision-engineered

    hydraulic cylinders, components and solutions & truck hydraulics

    components to OEMs globally in the infrastructure and related

    industries.

    Wipro GE Medical Systems Limited - A joint venture between Wipro

    and General Electric Company. A part of GE Medical Systems South

    Asia, it caters to customer and patient needs with a commitment to

    uncompromisingquality.

    Wipro Consumer Care and Lighting- Wipro Consumer Care and

    Lighting is today among the top 10 FMCG companies and amongst the

    Fastest Growing FMCG companies in India. It has a presence in over 40

    countries with over 6500 employees worldwide. Wipro has 8 production

    plants in India and 5 overseas. The business segments within WCCLG

    include Consumer Care, Trade Lighting, Commercial and Institutional

    Lighting, Furniture, North West Switch Gear and with the acquisition of

    Unza in 2007, company has now acquired a global footprint.

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    Wipro Lighting is part of the Wipro Consumer Care & Lighting Division

    of Wipro Limited. Wipro Lighting is in the business of manufacturing

    and marketing Wipro Brand of Luminaires, Lamps and Accessories.

    Wipro Lighting caters to both institutional and retail consumers and

    offers comprehensive lighting solutions across various application areas.

    Wipro Lighting is part of the Wipro Consumer Care & Lighting Division

    of Wipro Limited.

    Milestones of Wipro Consumer Care and Lighting

    1947 - Establishment of an Oil crushing unit at Amalner in Maharashtra

    1970 - Manufacture of Hydrogenated cooking (Vanaspati) medium at

    Amalner

    1986 - Santoor soap launched 1991 - Wipro Lighting established

    1991 - Wipro Baby Soft Products launched

    1999 - Launch of Wipro Active

    2003 - Launch of Wipro Safewash

    2003 - Glucovita acquired

    2003 - Chandrika Marketing Rights obtained

    2004 - Launch of Santoor Facewash and Cream

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    2005-06 Amongst the fastest growing FMCG companies

    2006 - Acquisition of North-West Switches

    2007Acquisition of Unza, One of the leading companies of South East

    Asia, in personal care business.

    2009Wipro buys Yardley the 229 yearold premium personal care

    SALES PROMOTION

    DEFINITION OF SALES PROMOTION

    An activity designed to boost the sales of a product or service. It may include an

    advertising campaign, increased PR activity, a free-sample campaign, offering free

    gifts or trading stamps, arranging demonstrations or exhibitions, setting up

    competitions with attractive prizes, temporary price reductions, door-to-door

    calling, telemarketing, and personal letters on other methods.Example:

    Suppose you go to the market to buy soap. The shopkeeper suggests that if you buy

    two soap cakes, an extra soap cake will be given to you free of cost under buy 2

    get 3 scheme. You feel attracted to buy as by doing so you are saving money on

    one soap. Moreover, soap is an item which is required on a regular basis, and so

    you can keep the extra two cakes to be used later. This is an approach of increasing

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    sale of a product and it is quite different from what you have learnt in the earlier

    two lessons. Let us learn more about it in this lesson.

    Objectives

    After studying this lesson, you will be able to explain the meaning of sales promotion state the objectives of sales promotion describe the various tools used in sales promotion recognize the role of each tool in promoting sales Describe the importance of sales promotion in business.

    SALES PROMOTION TECHNIQUIES

    Trade allowances Dealer loader: Trade contest: Point-of-purchase displays: Training programs Push money:

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    Forms of consumer promotion

    Free samples Free gifts Coupons In-packs Price packs Price-offs Sweepstakes Bundling offers Cash refund offers/Rebates:

    A cash refund or rebate is similar to a coupon except that the price reduction

    comes after the product is already purchased. In order to receive the cash refund/

    rebate, the consumer must send in a "proof of purchase" with the company offer in

    order to obtain the refund. Rebates are often an excellent form of sales promotion

    for a company to use because a high percentage of consumers will not send in the

    forms for refund.

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    Contests and Sweepstakes:Many companies use contests and sweepstakes to increase the sales of the

    products. As a reward for participating, consumers might win cash, free products

    or vacations. With a contest, participants are required to demonstrate a skill; for

    example, entrants might be asked to suggest a name for a new product, design a

    company logo, or even suggest a company name change. Contest entries are then

    reviewed by a panel of judges, the originator of the winning entry receives a prize,

    usually in the form of cash or vacation.. In contrast to the skill required with the

    contests, sweepstakes winner is determined by chance. For example consumers

    may be given a scratch card in fast-food restaurants, if three-of-a-kind or another

    predator minded criterion is achieved, the consumer would be given a free

    hamburger or some other selected price.

    Coupons:Coupons are certificates that give consumers a price saving when they

    purchase a specified product. Coupons are frequently mailed, placed in news

    papers, or dispensed at that point of purchase. In addition, some companies have

    coupons generated when an item is scanned at the register. Companies can promote

    both new and mature items through the use of coupons.

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    Patronage rewards:Awards provided by the companies to promote and encourage the

    purchasing of their products are called patronage rewards. Airlines use this strategy

    by awarding frequent-flier miles to consumers who use their services often. When

    a consumer has earned enough frequent-flier miles, he or she can redeem a free air

    ticket. credit card companies also use patronage rewards by providing a list of free

    products a person can order base on the number of dollars charged in a specified

    time period.

    Point-of-purchase displays:Point-of-purchase promotions can include displays and promotions that take

    place at the point of purchase. The card board cutouts of popular movie stars that

    are put next to merchandise are excellent examples of this method. One drawback

    to point-of-purchase displays is that stores do not have time to set up all the ones

    that are offered, so only a handful of them are used. Companies frequently offer

    assistance in assembling and removing promotional displays to encourage store

    owners to use their point-of-purchase displays.

    Premiums:A premium is a good offered free or at a low cost to encourage consumers to

    buy a particular product. Companies can also offer premiums in the form of re-

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    usable containers bearing names and logos in order to help promote other products.

    In addition, a company may also decide to use a self-liquidating premium. The

    costs associated with self-liquidating premiums are passed along to consumers

    through the cost of the product.

    Price packs/Cents-off dealsPrice packs provide consumers with a reduced price that is marked directly

    on the package by the manufacturer. Companies can offer price packs in the

    format of two for the price of one or offer products such as a tube of tooth paste

    and a tooth brush in one package for a lower price than that of the two items

    purchased separately. Consumers usually react favorably to price packs because

    they are perceived as real bargain.

    SamplesSome companies offer free samples of their products. the rationale for

    offering a free product sample is to achieve immediate consumer introduction to

    the product. Companies have several ways to introduce potential consumers to

    product samples. Commonly used delivery methods include mailing the product,

    passing the product out in stores or door-to-door delivery of the product.

    Trade showsMost industries hold conventions and trade shows each year to show off new

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    technology, assess consumer trends, and review other issues important to industry.

    Trade shows provide firms that sell to a particular industry an excellent

    opportunity to promote new products, make new contacts, renew existing business

    relationships, maintain or build a reputation, and distribute promotional materials.

    Trade sales promotion techniques

    Trade allowances: short term incentive offered to induce a retailer to stockup on a product.

    Dealer loader: An incentive given to induce a retailer to purchase anddisplay a product.

    Trade contest: A contest to reward retailers that sell the most product.

    Point-of-purchase displays: Used to create the urge of "impulse" buying andselling your product on the spot.

    Training programs: dealer employees are trained in selling the product. Push money: also known as "spliffs". An extra commission paid to retail

    employees to push products.

    Trade discounts (also called functional discounts): These are payments to

    distribution channel members for performing some function.

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    Off-Invoice Allowances

    Here marketers allow wholesalers and retailers to deduct a set amount from the

    invoice they receive for merchandise.

    The incentive for the trade with this programme is that the price reduction

    increases the margin (and profits) a wholesaler or retailer realizes on the off-

    invoiced brand.

    This scheme is in general available for many products, where if the bill amount is

    above a certain amount you get a certain percentage discount. The % varies from

    around 2% to 10%, from company to company and also from time to time.

    Buying allowance ( Trade Promotion Technique)

    It is similar to the off-invoice allowance. It is a discount for the purchase of the

    promoted product during the specified period on the purchase of certain minimum

    quantity of the product. This trade incentive is often used to gain more distribution

    or to maintain the existing one.

    Display and advertising allowance

    The retailer is required to arrange the product display in a prominent show-window

    or offer discount to consumers and advertise this offer in the local newspaper or

    arrange a point-of-purchase display on the shelf corner. The retailer earns the

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    incentive only after meeting the conditions set by the manufacturer.

    Buy back allowance

    Manufacturers sometimes announce a buy-back allowance to encourage re-

    stocking by retailers. This promotion immediately follows another type of deal

    offered to resellers and offered some incentive for new purchases. When the

    manufacturer realizes that after the initial deal the inventory levels at the retail

    level are quite low or depleted, such an offer helps in building the inventory level

    with retailers to normal. Eg. Bread, thepalas, perishable gds.

    Bill back allowance

    The manufacturer offers a discount for every item purchased during the promotion

    period. At the end after the promotion is over, the dealer counts the discount per

    unit for all the items bought during the promotion period, adds any additional

    promotional allowances as stipulated by the manufacturer and submits the

    statement. He also needs to submit the bill for all such items.

    Slotting allowance

    These are the fees that a retailer charges the manufacturers to make available the

    space on the shelf for their new products. Retail store owners say that the number

    of brands in each category is multiplying, there is increasing competition and

    margins are decreasing, hence they have no option but to ask for a fee to keep the

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    product on their shelf and use the money to improve their shelf design and

    promotion, etc.

    Merchandise allowance

    In the form of free products packed with regular shipments, are payments to the

    trade for setting up and maintaining displays. The payments are typically far less

    than manufacturers would have to spend to maintain the displays themselves.

    Some of the Trade Schemes:

    Buy Cadburys products worth Rs.3000/- and get 30 any chocolates worth Rs.5

    free.

    Buy a box of Munch and get 1 Munch free.

    Point-of-purchase displays i.e. product displays and information sheets are useful

    in reaching the consumer at the point of purchase and often encourage retailers to

    support ones brand.

    POP promotions can help win precious shelf space and exposure in a retail setting.

    From a retailers perspective, a POP display should be designed to draw attention

    to a brand, increase turnover, and possibly distribute coupons and sweepstake entry

    forms.

    Companies do P-O-P displays as and when they have sales promotion schemes

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    going on. Some companies that do a lot of P-O-P displays on a regular basis are

    Gillette, Vicks, Duracell, Pepsi, Coke.

    Cash rebate

    This is a form of delayed value promotion for the retailer. Only after the proof of

    performance is furnished, the retailer is given a cheque for the amount of

    discount.Once a retailer has met the laid down conditions, the rebate is given to the

    retailer. The advantage of this method is that the rebate is given only after the

    retailer has performed to qualify for the rebate.

    Free goods

    A free goods promotion is a deviation from straight price cut. The promotion offer

    to trade is in the form of extra quantity of purchased product free.Free goods

    deal often encourages resellers to stock more during the promotion period. For the

    manufacturer, it is an excellent promotion because it costs less than it otherwise

    appears.

    Buy 24 Close Up toothpaste and get 1 free.Buy Cadburys products worth

    Rs.3000/- and get 30 any chocolates worth Rs.5 free

    Trade coupons

    It is a manufacturer-initiated sales promotion, however, the coupon distribution is

    undertaken by retailers, either through local print medium or in some other

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    manner. The important thing about such coupons is that they can be redeemed only

    at the distributing store. There is an agreement between the retailer and the

    manufacturer that some agreed allowance will be paid to the retailer. Generally this

    is in the form of re-imbursement of some amount of money to the retailer for each

    coupon redeemed. The distributing retailer gets the double benefit due to the

    increase in store traffic and the incentive of reimbursement from the manufacturer.

    This is a string incentive to the retailer to arrange displays and promote the coupon

    offer.

    SPIFFS (also called push money)

    It is a monetary reward given to the salesforce of the dealers to sell a

    manufacturers product. For example, a manufacturer of washing machines may

    offer Rs.500 to each sales person who sells the manufacturers brand of washing

    machine. The SPIFF money varies as does the willingness of the dealers to allow

    the salesforce to accept the offer. Dealers who carry product brands of different

    manufacturers generally hesitate to allow such offers

    Incentives

    Incentives to the members of the trade include a variety of tactics like awards in

    the form of travel, gifts, or cash bonuses for reaching targeted sales levels that

    induce retailers and wholesalers to give a firms brand added attention. The

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    incentive does not have to be large or expensive to be effective. Another form of

    trade incentive is referred to as push money i.e. SPIFFS.

    Consumer sales promotion techniques

    Price deal: A temporary reduction in the price, such as happy hour Loyal Reward Program: Consumers collect points, miles, or credits for

    purchases and redeem them for rewards. Two famous examples are Pepsi

    Stuffand Advantage.

    Cents-off deal: Offers a brand at a lower price. Price reduction may be apercentage marked on the package.

    Price-pack deal: The packaging offers a consumer a certain percentage moreof the product for the same price (for example, 25 percent extra).

    Coupons: coupons have become a standard mechanism for sales promotions. Loss leader: the price of a popular product is temporarily reduced in order to

    stimulate other profitable sales

    Free-standing insert (FSI): A coupon booklet is inserted into the local

    newspaper for delivery.

    On-shelf couponing: Coupons are present at the shelf where the product isavailable.

    http://en.wikipedia.org/wiki/Happy_hourhttp://en.wikipedia.org/wiki/Pepsi_Stuffhttp://en.wikipedia.org/wiki/Pepsi_Stuffhttp://en.wikipedia.org/wiki/AAdvantagehttp://en.wikipedia.org/wiki/Loss_leaderhttp://en.wikipedia.org/wiki/Loss_leaderhttp://en.wikipedia.org/wiki/AAdvantagehttp://en.wikipedia.org/wiki/Pepsi_Stuffhttp://en.wikipedia.org/wiki/Pepsi_Stuffhttp://en.wikipedia.org/wiki/Happy_hour
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    Checkout dispensers: On checkout the customer is given a coupon based onproducts purchased.

    On-line couponing: Coupons are available online. Consumers print them outand take them to the store.

    Mobile couponing: Coupons are available on a mobile phone. Consumersshow the offer on a mobile phone to a salesperson for redemption.

    Online interactive promotion game: Consumers play an interactive gameassociated with the promoted product. See an example of the Interactive

    Internet Ad for tomato ketchup.

    Rebates: Consumers are offered money back if the receipt and barcode aremailed to the producer.

    Contests/sweepstakes/games: The consumer is automatically entered into theevent by purchasing the product.

    Point-of-sale displays:-o Aisle interrupter: A sign that juts into the aisle from the shelf.o Dangler: A sign that sways when a consumer walks by it.o Dump bin: A bin full of products dumped inside.o Glorifier: A small stage that elevates a product above other products.o Wobbler: A sign that jiggles.

    http://www.business-idea.com/ShowPosting.asp?ID=2123http://www.business-idea.com/ShowPosting.asp?ID=2123http://en.wikipedia.org/wiki/Rebate_%28marketing%29http://en.wikipedia.org/wiki/Barcodehttp://en.wikipedia.org/wiki/Barcodehttp://en.wikipedia.org/wiki/Rebate_%28marketing%29http://www.business-idea.com/ShowPosting.asp?ID=2123http://www.business-idea.com/ShowPosting.asp?ID=2123
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    o Lipstick Board: A board on which messages are written in crayon.o Necker: A coupon placed on the 'neck' of a bottle.o YES unit: "your extra salesperson" is a pull-out fact sheet.o Electroluminescent: Solar-powered, animated light in motion.[2]

    Kids eat free specials: Offers a discount on the total dining bill by offering 1free kids meal with each regular meal purchased.

    SIMPLIFIED CHANNEL AND PROMOTION STRUCTURE

    http://en.wikipedia.org/wiki/Fact_sheethttp://en.wikipedia.org/wiki/Sales_promotion#cite_note-1http://en.wikipedia.org/wiki/Sales_promotion#cite_note-1http://en.wikipedia.org/wiki/Sales_promotion#cite_note-1http://en.wikipedia.org/wiki/Sales_promotion#cite_note-1http://en.wikipedia.org/wiki/Fact_sheet
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    1. Which bathing soap are you using among these?

    a) Forever b) Lux c) Rexona d) Cinthol

    TABLE:

    S.No Criteria No. of respondents % of respondents

    1. Forever 60 60%

    2. Lux 20 20%

    3. Rexona 15 15%

    4. Cinthol 15 15%

    Total 100 100

    INTERPRETAION:

    The above table shows that the number of respondents is given preference to

    forever is 60, next preference given to Lux is 20, and next preference to Rexona is

    15 remaining are followed by Cinthol is15.

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%60%

    20%15% 15%

    Forever

    Lux

    Rexona

    Cinthol

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    2. Which factors influenced you to choose this Bathing soap?

    a) Color of the soap b) fragrance of the soap

    c) Brand value d) Advertisement e) Promotional schemes

    TABLE:

    S.No Cr ter a No. o respon ents % o respon ents

    1. Co or o t e soap 10 10%2. ragrance o t e soap 15 15%

    3. Bran va ue 40 40%

    4. A vert sement 20 20%

    5. Promot ona sc emes 15 15%

    Tota 100 100

    INTERPRETAION:

    The above table shows that the number of respondents are given preference to

    Brand value is 40, next preference given to Advertisement is 20, next preference to

    0

    5

    10

    15

    20

    25

    30

    3540

    Color ofthe soap

    fragranceof thesoap

    Brandvalue

    Advertisement

    Promotionalschemes

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    fragrance of the soap and Promotional schemes are 15,15 remaining are followed

    by Color of the soap is10.

    3. Which is the most effective medium for promoting the product?

    a) Advertisement b) Sales promotion c) public relation & publicity

    d) Personal selling e) Internet.

    TABLE:

    S.No Cr ter a No. o respon ents % o respon ents

    1. A vert sement 25 25%

    2. Sa es promot on 45 45%

    3. pu c re at on & pu c ty 15 15%

    4. Persona se ng 10 10%

    5. Internet 5 5%Tota 100 100

    0

    5

    10

    1520

    25

    30

    35

    40

    45

    Advertisement

    Salespromotion

    publicrelation &publicity

    Personalselling

    Internet

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    INTERPRETAION:

    The above table shows that the numbers of respondents are given preference toSales promotion is 45, next preference given to Advertisement is 25, next

    preference to public relation & Publicity is 15 remaining are followed by Personalselling and Internet is 10, 5.respectively.

    4. Are you aware of the offers/schemes conducted by forever soap?

    a. Yes b. No c. Not Right Now

    TABLE:

    S.No Criteria No. of respondents % of respondents

    1. Yes 55 55%

    2. No 30 30%

    3. Not Right Now 15 15%

    Total 100 100

    Yes

    55%

    No

    30%

    Not Right Now

    15%

    Response

    Yes

    No

    Not Right Now

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    INTERPRETAION:

    The above table shows that the numbers of respondents are aware of

    offers/schemes conducted by forever soap yes is 55%, no is 30% and not right now

    is 15%.

    5. Did forever conduct any Road shows?

    a. yes b. no

    TABLE:

    S.No Criteria No. of respondents % of respondents

    1. Yes 62 62%

    2. No 38 38%

    Total 100 100

    GRAPH:

    YES

    62%

    NO

    38%

    Response

    YES

    NO

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    INTERPRETAION:

    The above table shows that the numbers of respondents are said that 62% is yes

    and 38% is no.

    6. How would you choose your preference on the following promotional

    schemes?

    a) Price off b) Discount coupons c) Contents

    d) scratch card e) Cash refund f) Prizes

    TABLE:

    S.No Cr ter a No. o respon ents % o respon ents

    1. Pr ce o 20 20%

    2. D scount coupons 30 30%

    3. Contents 10 10%

    4. scratc car 10 10%

    5. Cas re un 20 20%

    6. Pr zes 10 10%

    Tota 100 100

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    INTERPRETAION:

    The above table shows that the number of respondents are given preference to

    Discount coupons is 30, next preference given to Price off, Cash refund is

    20, next preference to Contents, scratch card, Prizes are10 respectively.

    7. Do you think that Sales Promotional Activities that are adopted by forever soap

    are according To the Consumer Perceptions?

    a. yes b. no c. cant say

    TABLE:

    S.No Criteria No. of respondents % of respondents

    1. Yes 50 50%

    2. No 30 30%

    0

    5

    10

    15

    20

    2530

    35

    Price off Discount

    coupons

    Contents scratch

    card

    Cash

    refund

    Prizes

    Preference

    Preference

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    3. Not Right Now 20 20%

    Total 100 100

    INTERPRETAION:

    The above table shows that the numbers of respondents are think that Sales

    Promotional Activities that are adopted by forever soap are according To the

    Consumer Perceptions is 50%, no is 30% and not right now is 20%.

    8. .Do you think that Sales Promotional Activities has power to influence

    Sales happening?

    a. yes b. no c. cant say

    TABLE:

    S.No Criteria No. of respondents % of respondents

    1. Yes 65 65%

    0

    5

    10

    15

    20

    25

    30

    35

    40

    45

    50

    Yes

    No

    Not Right Now

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    2. No 25 25%

    3. Not Right Now 10 10%

    Total 100 100

    INTERPRETAION:

    The above table shows that the numbers of respondents are think that Sales

    Promotional Activities has power to influence Sales happening is 65%, no is 25%

    and not right now is 10%.

    9. Do you think that Sales Promotional Activities of Forever Helps in retaining The

    Customers?

    a. yes b. no c. cant say

    0

    10

    20

    30

    40

    50

    60

    70

    Yes

    No

    Not Right Now

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    TABLE:

    S.No Criteria No. of respondents % of respondents

    1. Yes 70 70%

    2. No 20 20%

    3. Not Right Now 10 10%

    Total 100 100

    INTERPRETAION:

    The above table shows that the numbers of respondents are think that Sales

    Promotional Activities of Forever Helps in retaining The Customers is 70%, no is

    20% and not right now is 10%.

    0

    10

    20

    30

    40

    50

    60

    70

    Yes

    No

    Not Right Now

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    10. Does Sales Promotion Activities of Forever are better than others?

    a. yes b. no

    TABLE:

    S.No Criteria No. of respondents % of respondents

    1. YES 64 64%

    2. NO 36 36%

    Total 100 100

    GRAPH:

    INTERPRETATION:

    The above table shows that the numbers of respondents are think that Sales

    Promotional Activities of Forever are better than others yes is 64%, no is 36%.

    YES

    64%

    NO

    36%

    Response

    YES

    NO

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    11. If yes, among which activity is it better?

    a. Offers b. Discounts

    c. Road Shows/Contests d.Scratch cards

    TABLE:

    S.No Criteria No. of respondents % of respondents

    1. Offers 30 30%

    2. Discounts 35 35%

    3. Road Shows/Contests 20 20%

    4. Scratch cards 15 15%

    Total 100 100

    0

    5

    10

    15

    20

    25

    30

    35Offers

    Discounts

    Road

    Shows/Contests

    Scratch cards

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    INTERPRETATION:

    The above table shows that the numbers of respondents are think that among

    all Activities discount and offers are better.

    12. How is the sales promotion scheme communicated to you?

    a) Through sales representative b) Through print media

    c) Through e-media d) Through company stall

    TABLE:

    S.No Criteria No. ofrespondents

    % ofrespondents

    1. Through salesrepresentative

    20 20%

    2. Through print media 20 20%

    3. Through e-media 45 45%

    4. Through company stall 15 15%

    Total 100 100

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    INTERPRETATION:

    The above table shows that the numbers of respondents are think that the sales

    promotion scheme communicated by through sales representative is 20 %, through

    print media is 20%, Through e-media is 45%, Through company stall is 15%.

    13. What are the problems during and after sales promotional schemes?

    a) Stock out b) Improper information

    c) Gifts not received d) coupons not encased

    TABLE:

    S.No Criteria No. of respondents % of respondents

    1. Stock out 45 45%

    2. Improper information 15 15%

    3. Gifts not received 20 20%

    4. coupons not encased 20 20%

    0

    5

    10

    15

    20

    25

    30

    35

    40

    45Through salesrepresentative

    Through printmedia

    Through e-media

    Through companystall

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    Total 100 100

    INTERPRETATION:

    The above table shows that the numbers of respondents are think that the problems

    during and after sales promotional schemes are Stock out is 45%, Improper

    information is 15%, Gifts not received is 20%, coupons not encased is 20%.

    14. In your family which age group gets most affected due to sales promotion

    schemes offered?

    a) Housewife b) Youngsters

    c) Adults d) Older people

    0

    5

    10

    15

    20

    25

    30

    35

    40

    45Stock out

    Improperinformation

    Gifts not received

    coupons notencased

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    TABLE:

    S.No Criteria No. of respondents % of respondents

    1. Housewife 45 45%

    2. Youngsters 25 25%

    3. Adults 20 20%

    4. Older people 10 10%

    Total 100 100

    INTERPRETATION:

    The above table shows that the most of the 45%Housewifes, 25%Younsters,

    20%Adults, 10%older people are most affected sales promotion activities to be

    offered.

    0

    5

    10

    15

    20

    25

    30

    35

    40

    45

    Housewife

    Youngsters

    Adults

    Older people

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    15. How do you rate forever on following parameters?

    Satisfied, Dissatisfied

    a) Price-----

    b) Distribution Network-----

    c) Quality-------

    d) Advertising------

    e) Promotional schemes-------

    TABLE:

    S.No

    Criteria Satisfied

    % ofrespondent

    s

    Dissatisfied

    % ofrespondent

    s

    Total

    1. Price 70 70% 30 30% 100

    2. Distribution Network

    65 65% 35 35% 100

    3. Quality 80 80% 20 20% 100

    4. Advertising 75 75% 25 25% 100

    5 Promotional schemes

    70 70% 30 30% 100

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    INTERPRETATION:

    The above table shows that the most number of respondents are satisfied

    with factors like Price, Distribution Network, Quality , Advertising ,

    Promotional schemes,. Some respondents are Dissatisfied with

    factors.

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    90%

    Price Distribution

    Network

    Quality Advertising Promotional

    schemes

    Satisfied

    DisSatisfied

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    FINDINGS:

    60% of respondents is given preference to forever is Best

    40% of respondents are given preference to Brand value is best influencedfactors.

    45% of respondents are given preference to Sales promotion in effectivemedium.

    62% of customers say forever conducting road shows.

    55% customers to aware of the offers/schemes.

    The major promotional factor which influenced the customers to chooseDiscount coupons.

    64% customers say best Sales Promotion Activities conducting Foreverbetter than others.

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    According to customers electronic media are consider to be more effective topromote forever soap.

    SUGGETIONS

    It is advised to stability the Brand name and increase the Mileage of thebike to attract the middle and lower middle class people.

    It is advised to give advertisement in local channel, which may boost thebusiness in local areas.

    Change in the perception of the Customers towards forever soap. It is advised to reduce the price of the Soap to target the lower class income

    people.

    Efforts to be made to capture uncovered areas. It is advised to increase promotional schemes to attract more number of

    people free contests of the Soap should be carried out effectively.

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    CONCLUSIONS:

    Sales Promotion is an important function of any Organization in todays Market.

    Sales Promotion deals with various promotion techniques for improving the Sales

    and Brand awareness of forever Brand soaps.

    Knowing the importance of the Sales Promotions in to-days Market, I want to

    conclude by saying that the forever Brand soaps should carry out the various

    program's for increasing the Sales of forever Brand soaps in the Market.

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    QUESTIONNAIRS:

    Name:

    Age:

    Gender:

    Qualification:

    Occupation:

    1. Which bathing soap are you using among these?

    a) Forever b) Lux c) Rexona d) cinthol

    2. Which factors influenced you to choose this Bathing soap?

    a) Color of the soap b) fragrance of the soap

    c) Brand value d) Advertisement f) Promotional schemes

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    3. Which is the most effective medium for promoting the product?

    a) Advertisement b) Sales promotion c) public relation & publicity

    d) Personal selling e) Internet.

    4. Are you aware of the offers/schemes conducted by forever soap?

    a. yes b. no c. not right now

    5. Did forever conduct any Road shows?

    a. yes b. no

    6. How would you choose your preference on the following promotional schemes?

    a) Price off b) Discount coupons c) Contents

    d) scratch card e) Cash refund f) Prizes

    7. Do you think that Sales Promotional Activities that are adopted by forever soap

    are according To the Consumer Perceptions?

    a. yes b. no c. cant say

    8. .Do you think that Sales Promotional Activities has power to influence Sales

    happening?

    a. yes b. no c. cant say

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    9. Do you think that Sales Promotional Activities of Forever Helps in retaining The

    Customers?

    a. yes b. no c. cant say

    10. Does Sales Promotion Activities of Forever are better than others?

    a. yes b. no

    11. If yes, among which activity is it better?

    a. Offers b. Discounts

    c. Road Shows/Contests d.Scratch cards

    12. How is the sales promotion scheme communicated to you?

    a) Through sales representative

    b) Through print media

    c) Through e-media

    d) Through company stall

    13. What are the problems during and after sales promotional schemes?

    a) Stock out b) Improper information

    c) Gifts not received d) coupons not encased

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    14. In your family which age group gets most affected due to sales promotion

    schemes offered?

    a) Housewife b) Youngsters

    c) Adults d) Older people

    15. How do you rate forever on following parameters?

    Satisfied, Dissatisfied

    a) Price-----

    b) Distribution Network-----

    c) Quality-------

    d) Advertising------

    e) Promotional schemes-------

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    BIBLIOGRAPHY:

    SEARCH ENGINES:

    www.google.co.in

    www.learnmarketing.net

    www.altavista.com

    WEBSITES:

    www.wipro.com

    BOOKS:

    PRINCIPLES OF MARKETING : - Philip Kotler

    RESEARCH METHODOLOGY : - Donald S Tull & Hawkins

    http://www.google.co.in/http://www.google.co.in/http://www.learnmarketing.net/http://www.learnmarketing.net/http://www.altavista.com/http://www.altavista.com/http://www.wipro.com/http://www.wipro.com/http://www.wipro.com/http://www.altavista.com/http://www.learnmarketing.net/http://www.google.co.in/