final ppt sales promottion ashish
DESCRIPTION
TRANSCRIPT
Sales Promotion –Parachute Oil
Hair Care Market Categories in India Pre Wash categories - Rs.2400 Cr.
Coconut oil Rs.1500 Cr. ( 50% unbranded)
Hair oil Rs.800 Cr. Others conditioners, gels, hair cream anti
lice, etc. Rs.100 Cr. Post Wash category - Rs.1100 Cr.
(Shampoo )
Hair oil -Unique Market Presence of many sub segments –
Coconut, Amla, Cooling oil, Value added coconut oil, non sticky, problem solutions, mustard etc.
Small share of monthly outlay High loyalty Large size segment Low presence of MNCs
Hair Oil Brands of Marico Parachute Medicar Shanti Amla Hair and Care Malabar Coconut oil Total Turnover Rs. 4 billion
Marico strategy Presence in all segments at various
price points Grow market- conversion of loose oil
customers to the branded product
Parachute Started about 4 decades ago was not seen
as a modern brand and 50 % market was unbranded
Hence in 1996 it was re-launched with sleek pack and youth appeal with many innovative packing .
At present it has a 60% share in coconut oil segment
Parachute is one among India 's Top 100 Most Trusted Brands
It is the world's largest packaged Coconut Oil Brand.
2004 data
Sales Promotion Sales promotion consists of short-term
incentives to encourage the purchase or sales of a product or service and it can take form of following promotions
Consumer, Business, Trade, or Sales force promotions
Consumer Promotion
Parachute Loyalty programmeHar pack per paayiye points …aur points par paaiye aakarshak inaam
Parachute Loyalty programmeHar pack per paayiye points …aur points par paaiye aakarshak inaam
50 points- 1 Hair brush free
150 points- 100 ml Parachute Hair Oil free
250 points- 100 ml Parachute Hair Therapie free
1000 points- 1 free visit to “Kaya Skin Clinic”
Personal Hygiene Awareness Camps in schools Student discounts coupons
Consumer Promotion in rural areas• Parachute is sponsors jatra (open-air folk theatres) to facilitate an increase in Parachute's market presence in rural areas.
• Partnership in each of them would cost the company anywhere between Rs 25,000 and Rs 65,000 depending upon the troupes that are hired.
• Discount coupons can be distributed among the spectators
Consumer Promotions Champi booths at malls Spot buy discounts Surprise gifts
Trade Promotion
Trade PromotionPoint of Purchase Best Product display
award at retailer levelJo dikhta hai woh bikta hai
Trade PromotionTrade Allowances
Gifts or Attractive schemes to make the retailers and distributors to stock more which would increase the sales
Additional margins for the retailers who sell more
Trade PromotionIncentivizing the retailers and consumers to
collect the parachute oil cans, jars, bottles for recycling –A Trade and consumer promotion.
Will act as a CSR initiative in conserving the resources by recycling.
Thereby creating a goodwill for Parachute brand in the society.
Trade PromotionContest’s & Awards:
Retailers Meeting the celebrity contest
Retail Product push winner award
Seller of the quarter
Business Promotions
Business promotion Recognition is the best incentive – Parachute King award for the best
sales employee Parachute Diamond award given to
best distributor at Zonal level * In Marico this can be tracked online by
SAP module MI-NET was officially launched July 1, 2002.
Business promotion Training/informative recreational
tours about hair therapy and coconut oil to potential performing sales and trading partners.
Communication Strategy
Existing Communication strategy Coconut Dream : Mass communication on the platform
of ‘caring’ with mother daughter theme.
Communication aimed at youth for nourishment ( proteins and vitamins)
New Communication Mantra “ Pure coconut oil matlab parachute “
Communication like the "weight-test" (proving that pure Coconut oil is heavier than impure oil).
Synonymous with pure coconut oil the gold standard for purity.
Effectively explain the benefits of various innovative packing ( Flip top, wide mouth, and tamper proof etc.)
Thanks