sales promotion
Content
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 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
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, it‘s a vital element to any organization. Thus, all marketing activities are undertaken to increase sales. It‘s 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
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 not be taken as universal suggestion. • Due to time constraints and busy schedules of the people it was difficult to interact 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.
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.
SOURCE OF DATA Primary data: The researcher collected both by direct survey from the customer‘s 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 interview schedule.
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 questions include in the questionnaire are open-ended questions, multiple choice questions and dichotomous questions.
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
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.
Soap Price (per 75 gram cake) Segment Carbolic* Discount Popular Premium in rupees 5.00 7.00 11.00 17.00 in US$ 10 cents 15 cents 23 cents 36 cents 75 cents
Super Premium 35.00
INDIAN SOAP INDUSTRY
Size of the Industry Geographical distribution Output per annum
The Indian Soap Industry includes about 700 companies with combined annual revenue of about $17 billion. All the major metropolitan cities Indian per capita consumption of soap is at 460 gms per annum 70% of India's population resides in the rural areas and around 50% of the soaps are sold in the rural markets.
Market capitalization
History ring the British rule the Lever Brothers, England introduced modern
ps by importing and marketing them in the country. The first company
ated was North West Soap Company, the soap manufacturing plant in
ia situated in the city of Meerut, in the state of Uttar Pradesh. In 1897,
y started marketing cold process soaps. In 1918, Mr. Jamshedji Tata set
India's first indigenous soap manufacturing unit when he purchased the
conut Oil Mills at Cochin Kerala. OK Mills crushed and marketed
onut oil for cooking and manufactured crude cold process laundry soaps
t were sold locally and It was renamed The Tata Oil Mills Company and
first branded 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 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 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 socioeconomic 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 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 antibacterial 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 month‘s 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
day in the InIIndian economy the popular segments are
ths of the entire soaps market. The penetration level of toilet
ps is 88.6%. Indian per capita consumption of soap is at 460
ms per annum, while in Brazil it is at 1,100 grams per annum.
India, available stores of soaps are five million retail stores, of which, 3.75 million retail stores are in the rural areas.
% of India's population resides in the rural areas and around
% of 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. India‘s 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 valueadditions to woo consumers across India. For instance, Hindustan Lever Ltd (HLL) has recently launched a host of toilet soap brands which include Lifebuoy, Lux, Breeze and Liril—with value additions. Also is in the process of rolling out ‗Ayush‘ ayurvedic soap. The aim is to meet the evolving needs of customers.
One of the
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 toilet soaps industry is expected to bring about a new twist in the "Indian soap opera".
ITC Ltd has started investing in aggressive brand-building and product development projects to promote its brands, Fiama De Wills, Vivel and Superia.
Godrej Consumer Products Ltd and Wipro Consumer Care Lighting are 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 register a healthy growth this fisca. The sector registered a 15% value growth.
GCPL is hiking its advertising budget by 20% to gain high visibility for its brands.
COMPANY OROFILE:
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 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.
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 SEICMM, 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. 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 2005-06 Amongst the fastest growing FMCG companies 2006 - Acquisition of North-West Switches 2007– Acquisition of Unza, One of the leading companies of South East Asia, in personal care business. 2009 – Wipro 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 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:
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.
• 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. • 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 reusable 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 deals Price 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. • Samples Some 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 shows Most industries hold conventions and trade shows each year to show off new 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 stock up on a product.
Dealer loader: An incentive given to induce a retailer to purchase and display 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 and selling 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.
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 offinvoiced 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 incentive only after meeting the conditions set by the manufacturer. Buy back allowance Manufacturers sometimes announce a buy-back allowance to encourage restocking 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 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 Cadbury‘s 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 retailer‘s 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 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 Cadbury‘s 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 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 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 Stuff and Advantage.
Cents-off deal: Offers a brand at a lower price. Price reduction may be a percentage marked on the package.
Price-pack deal: The packaging offers a consumer a certain percentage more of 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 is available.
Checkout dispensers: On checkout the customer is given a coupon based on products purchased.
On-line couponing: Coupons are available online. Consumers print them out and take them to the store.
Mobile couponing: Coupons are available on a mobile phone. Consumers show the offer on a mobile phone to a salesperson for redemption.
Online interactive promotion game: Consumers play an interactive game associated 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 are mailed to the producer.
Contests/sweepstakes/games: The consumer is automatically entered into the event by purchasing the product.
Point-of-sale displays:o o
Aisle interrupter: A sign that juts into the aisle from the shelf. Dangler: A sign that sways when a consumer walks by it.
o o o o o o o
Dump bin: A bin full of products dumped inside. Glorifier: A small stage that elevates a product above other products. Wobbler: A sign that jiggles. Lipstick Board: A board on which messages are written in crayon. Necker: A coupon placed on the 'neck' of a bottle. YES unit: "your extra salesperson" is a pull-out fact sheet. Electroluminescent: Solar-powered, animated light in motion.[2]
Kids eat free specials: Offers a discount on the total dining bill by offering 1 free kids meal with each regular meal purchased.
Simplified Channel and Promotion Structure
1. Which bathing soap are you using among these? a) Forever TABLE: S.No 1. 2. 3. 4. Criteria Forever Lux Rexona Cinthol Total No. of respondents % of respondents 60 20 15 15 100 60% 20% 15% 15% 100 b) Lux c) Rexona d) Cinthol
70% 60% 50% 40% 30% 20% 10% 0%
60%
Forever Lux Rexona
20% 15% 15%
Cinthol
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.
2. Which factors influenced you to choose this Bathing soap? a) Color of the soap c) Brand value TABLE: S.No 1. 2. 3. 4. 5. Criteria Color of the soap fragrance of the soap Brand value Advertisement Promotional schemes Total
40 35 30 25 20 15 10 5 0
b) fragrance of the soap
d) Advertisement e) Promotional schemes
No. of respondents % of respondents 10 15 40 20 15 100
Color of the soap fragrance of the soap Brand value Advertise ment Promotio nal schemes
10% 15% 40% 20% 15% 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 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 Criteria 1. 2. 3. 4. 5. Advertisement Sales promotion Personal selling Internet Total No. of respondents % of respondents 25 45 10 5 100 25% 45% 15% 10% 5% 100
public relation & publicity 15
45 40 35 30 25 20 15 10 5 0
Advertise ment Sales promotion public relation & publicity Personal selling Internet
INTERPRETAION: The above table shows that the numbers of respondents are given preference to Sales promotion is 45, next preference given to Advertisement is 25, next preference to public relation & Publicity is 15 remaining are followed by Personal selling and Internet is 10, 5.respectively.
4. Are you aware of the offers/schemes conducted by forever soap? a. Yes TABLE: S.No Criteria 1. 2. 3. Yes No No. of respondents % of respondents 55 30 55% 30% 15% 100 b. No c. Not Right Now
Not Right Now 15 Total 100
Response
Not Right Now 15%
Yes No 30% Yes 55% No Not Right Now
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 TABLE: S.No Criteria No. of respondents % of respondents 1. 2. Yes No Total 62 38 100 62% 38% 100 b. no
GRAPH:
Response
NO 38% YES YES 62% NO
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 d) scratch card TABLE: S.No 1. 2. 3. 4. 5. 6. Criteria Price off Discount coupons Contents scratch card Cash refund Prizes Total No. of respondents % of respondents 20 30 10 10 20 10 100 20% 30% 10% 10% 20% 10% 100 b) Discount coupons e) Cash refund c) Contents f) Prizes
Preference
35 30 25 20 15 10 5 0 Price off Discount Contents coupons scratch Cash card refund Prizes Preference
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 TABLE: S.No Criteria 1. 2. 3. Yes No No. of respondents % of respondents 50 30 50% 30% 20% 100 b. no c. can‘t say
Not Right Now 20 Total 100
50 45 40 35 30 25 20 15 10 5 0
Not Right Now No Yes
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 TABLE: S.No Criteria 1. 2. 3. Yes No No. of respondents % of respondents 65 25 65% 25% 10% 100 b. no c. can‘t say
Not Right Now 10 Total 100
70 60 50 40 30 20 10
Not Right Now No Yes
0
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 TABLE: S.No 1. 2. 3. Criteria Yes No Not Right Now Total No. of respondents % of respondents 70 20 10 100 70% 20% 10% 100 b. no c. can‘t say
70 60 50 40 30 20 10
Not Right Now No Yes
0
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%.
10. Does Sales Promotion Activities of Forever are better than others? a. yes TABLE: S.No Criteria No. of respondents % of respondents 1. 2. YES NO Total 64 36 100 64% 36% 100 b. no
GRAPH:
Response
NO 36% YES 64%
YES NO
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%.
11. If yes, among which activity is it better? a. Offers b. Discounts
c. Road Shows/Contests d.Scratch cards TABLE: S.No 1. 2. 3. 4. Criteria Offers Discounts Road Shows/Contests Scratch cards Total No. of respondents % of respondents 30 35 20 15 100 30% 35% 20% 15% 100
35
Offers
30 25
Discounts
20 15 10 5
Scratch cards Road Shows/Contests
0
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 c) Through e-media TABLE: S.No 1. 2. 3. 4. Criteria Through sales representative Through print media Through e-media Through company stall Total No. of respondents 20 20 45 15 100 % of respondents 20% 20% 45% 15% 100 b) Through print media d) Through company stall
45 40 35 30 25 20 15 10 5 0
Through company stall Through e-media Through print media Through sales representative
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 c) Gifts not received TABLE: S.No 1. 2. 3. 4. Criteria Stock out Improper information Gifts not received coupons not encased Total No. of respondents % of respondents 45 15 20 20 100 45% 15% 20% 20% 100 b) Improper information d) coupons not encased
45 40 35 30 25 20 15 10 5 0
coupons not encased Gifts not received Improper information Stock out
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 c) Adults TABLE: S.No 1. 2. 3. 4. Criteria Housewife Youngsters Adults Older people Total No. of respondents % of respondents 45 25 20 10 100 45% 25% 20% 10% 100 b) Youngsters d) Older people
45 40 35 30 25 20 15 10 5 0
Older people Adults Youngsters Housewife
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.
15. How do you rate forever on following parameters? Satisfied, a) Price----b) Distribution Network----c) Quality------d) Advertising-----e) Promotional schemes------TABLE: S.N o 1. 2. 3. 4. 5 Criteria Satisfie d 70 65 80 75 70 % of respondent s 70% 65% 80% 75% 70% Dissatisfie d 30 35 20 25 30 % of Tota respondent l s 30% 35% 20% 25% 30% 100 100 100 100 100 Dissatisfied
Price Distributio n Network Quality Advertising Promotiona l schemes
90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Price Distribution Network Quality Advertising Promotional schemes Satisfied DisSatisfied
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.
FINDINGS:
60% of respondents is given preference to forever is Best
40% of respondents are given preference to Brand value is best influenced factors.
45% of respondents are given preference to Sales promotion in effective medium. 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 choose Discount coupons.
64% customers say best Sales Promotion Activities conducting Forever better than others.
According to customers electronic media are consider to be more effective to promote forever soap.
SUGGETIONS
It is advised to stability the Brand name and increase the Mileage of the
bike to attract the middle and lower middle class people. It is advised to give advertisement in local channel, which may boost the business 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.
CONCLUSIONS:
Sales Promotion is an important function of any Organization in today‘s 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.
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 c) Brand value b) fragrance of the soap
d) Advertisement f) Promotional schemes
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 d) scratch card b) Discount coupons e) Cash refend c) Contents 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. can‘t say
8. .Do you think that Sales Promotional Activities has power to influence Sales happening? a. yes b. no c. can‘t say
9. Do you think that Sales Promotional Activities of Forever Helps in retaining The Customers? a. yes b. no c. can‘t 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 c. Road Shows/Contests b. Discounts 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 c) Gifts not received b) Improper information d) coupons not encased
14. In your family which age group gets most affected due to sales promotion schemes offered? a) Housewife c) Adults b) Youngsters d) Older people
15. How do you rate forever on following parameters? Satisfied, a) Price----b) Distribution Network----c) Quality------d) Advertising-----e) Promotional schemes------Dissatisfied
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
ADVERTISING COMMUNICATIONS AND PROMOTION MANAGEMENT :Mc. Graw Hill
• 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
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, it‘s a vital element to any organization. Thus, all marketing activities are undertaken to increase sales. It‘s 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
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 not be taken as universal suggestion. • Due to time constraints and busy schedules of the people it was difficult to interact 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.
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.
SOURCE OF DATA Primary data: The researcher collected both by direct survey from the customer‘s 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 interview schedule.
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 questions include in the questionnaire are open-ended questions, multiple choice questions and dichotomous questions.
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
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.
Soap Price (per 75 gram cake) Segment Carbolic* Discount Popular Premium in rupees 5.00 7.00 11.00 17.00 in US$ 10 cents 15 cents 23 cents 36 cents 75 cents
Super Premium 35.00
INDIAN SOAP INDUSTRY
Size of the Industry Geographical distribution Output per annum
The Indian Soap Industry includes about 700 companies with combined annual revenue of about $17 billion. All the major metropolitan cities Indian per capita consumption of soap is at 460 gms per annum 70% of India's population resides in the rural areas and around 50% of the soaps are sold in the rural markets.
Market capitalization
History ring the British rule the Lever Brothers, England introduced modern
ps by importing and marketing them in the country. The first company
ated was North West Soap Company, the soap manufacturing plant in
ia situated in the city of Meerut, in the state of Uttar Pradesh. In 1897,
y started marketing cold process soaps. In 1918, Mr. Jamshedji Tata set
India's first indigenous soap manufacturing unit when he purchased the
conut Oil Mills at Cochin Kerala. OK Mills crushed and marketed
onut oil for cooking and manufactured crude cold process laundry soaps
t were sold locally and It was renamed The Tata Oil Mills Company and
first branded 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 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 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 socioeconomic 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 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 antibacterial 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 month‘s 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
day in the InIIndian economy the popular segments are
ths of the entire soaps market. The penetration level of toilet
ps is 88.6%. Indian per capita consumption of soap is at 460
ms per annum, while in Brazil it is at 1,100 grams per annum.
India, available stores of soaps are five million retail stores, of which, 3.75 million retail stores are in the rural areas.
% of India's population resides in the rural areas and around
% of 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. India‘s 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 valueadditions to woo consumers across India. For instance, Hindustan Lever Ltd (HLL) has recently launched a host of toilet soap brands which include Lifebuoy, Lux, Breeze and Liril—with value additions. Also is in the process of rolling out ‗Ayush‘ ayurvedic soap. The aim is to meet the evolving needs of customers.
One of the
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 toilet soaps industry is expected to bring about a new twist in the "Indian soap opera".
ITC Ltd has started investing in aggressive brand-building and product development projects to promote its brands, Fiama De Wills, Vivel and Superia.
Godrej Consumer Products Ltd and Wipro Consumer Care Lighting are 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 register a healthy growth this fisca. The sector registered a 15% value growth.
GCPL is hiking its advertising budget by 20% to gain high visibility for its brands.
COMPANY OROFILE:
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 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.
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 SEICMM, 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. 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 2005-06 Amongst the fastest growing FMCG companies 2006 - Acquisition of North-West Switches 2007– Acquisition of Unza, One of the leading companies of South East Asia, in personal care business. 2009 – Wipro 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 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:
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.
• 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. • 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 reusable 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 deals Price 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. • Samples Some 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 shows Most industries hold conventions and trade shows each year to show off new 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 stock up on a product.
Dealer loader: An incentive given to induce a retailer to purchase and display 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 and selling 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.
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 offinvoiced 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 incentive only after meeting the conditions set by the manufacturer. Buy back allowance Manufacturers sometimes announce a buy-back allowance to encourage restocking 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 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 Cadbury‘s 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 retailer‘s 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 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 Cadbury‘s 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 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 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 Stuff and Advantage.
Cents-off deal: Offers a brand at a lower price. Price reduction may be a percentage marked on the package.
Price-pack deal: The packaging offers a consumer a certain percentage more of 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 is available.
Checkout dispensers: On checkout the customer is given a coupon based on products purchased.
On-line couponing: Coupons are available online. Consumers print them out and take them to the store.
Mobile couponing: Coupons are available on a mobile phone. Consumers show the offer on a mobile phone to a salesperson for redemption.
Online interactive promotion game: Consumers play an interactive game associated 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 are mailed to the producer.
Contests/sweepstakes/games: The consumer is automatically entered into the event by purchasing the product.
Point-of-sale displays:o o
Aisle interrupter: A sign that juts into the aisle from the shelf. Dangler: A sign that sways when a consumer walks by it.
o o o o o o o
Dump bin: A bin full of products dumped inside. Glorifier: A small stage that elevates a product above other products. Wobbler: A sign that jiggles. Lipstick Board: A board on which messages are written in crayon. Necker: A coupon placed on the 'neck' of a bottle. YES unit: "your extra salesperson" is a pull-out fact sheet. Electroluminescent: Solar-powered, animated light in motion.[2]
Kids eat free specials: Offers a discount on the total dining bill by offering 1 free kids meal with each regular meal purchased.
Simplified Channel and Promotion Structure
1. Which bathing soap are you using among these? a) Forever TABLE: S.No 1. 2. 3. 4. Criteria Forever Lux Rexona Cinthol Total No. of respondents % of respondents 60 20 15 15 100 60% 20% 15% 15% 100 b) Lux c) Rexona d) Cinthol
70% 60% 50% 40% 30% 20% 10% 0%
60%
Forever Lux Rexona
20% 15% 15%
Cinthol
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.
2. Which factors influenced you to choose this Bathing soap? a) Color of the soap c) Brand value TABLE: S.No 1. 2. 3. 4. 5. Criteria Color of the soap fragrance of the soap Brand value Advertisement Promotional schemes Total
40 35 30 25 20 15 10 5 0
b) fragrance of the soap
d) Advertisement e) Promotional schemes
No. of respondents % of respondents 10 15 40 20 15 100
Color of the soap fragrance of the soap Brand value Advertise ment Promotio nal schemes
10% 15% 40% 20% 15% 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 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 Criteria 1. 2. 3. 4. 5. Advertisement Sales promotion Personal selling Internet Total No. of respondents % of respondents 25 45 10 5 100 25% 45% 15% 10% 5% 100
public relation & publicity 15
45 40 35 30 25 20 15 10 5 0
Advertise ment Sales promotion public relation & publicity Personal selling Internet
INTERPRETAION: The above table shows that the numbers of respondents are given preference to Sales promotion is 45, next preference given to Advertisement is 25, next preference to public relation & Publicity is 15 remaining are followed by Personal selling and Internet is 10, 5.respectively.
4. Are you aware of the offers/schemes conducted by forever soap? a. Yes TABLE: S.No Criteria 1. 2. 3. Yes No No. of respondents % of respondents 55 30 55% 30% 15% 100 b. No c. Not Right Now
Not Right Now 15 Total 100
Response
Not Right Now 15%
Yes No 30% Yes 55% No Not Right Now
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 TABLE: S.No Criteria No. of respondents % of respondents 1. 2. Yes No Total 62 38 100 62% 38% 100 b. no
GRAPH:
Response
NO 38% YES YES 62% NO
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 d) scratch card TABLE: S.No 1. 2. 3. 4. 5. 6. Criteria Price off Discount coupons Contents scratch card Cash refund Prizes Total No. of respondents % of respondents 20 30 10 10 20 10 100 20% 30% 10% 10% 20% 10% 100 b) Discount coupons e) Cash refund c) Contents f) Prizes
Preference
35 30 25 20 15 10 5 0 Price off Discount Contents coupons scratch Cash card refund Prizes Preference
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 TABLE: S.No Criteria 1. 2. 3. Yes No No. of respondents % of respondents 50 30 50% 30% 20% 100 b. no c. can‘t say
Not Right Now 20 Total 100
50 45 40 35 30 25 20 15 10 5 0
Not Right Now No Yes
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 TABLE: S.No Criteria 1. 2. 3. Yes No No. of respondents % of respondents 65 25 65% 25% 10% 100 b. no c. can‘t say
Not Right Now 10 Total 100
70 60 50 40 30 20 10
Not Right Now No Yes
0
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 TABLE: S.No 1. 2. 3. Criteria Yes No Not Right Now Total No. of respondents % of respondents 70 20 10 100 70% 20% 10% 100 b. no c. can‘t say
70 60 50 40 30 20 10
Not Right Now No Yes
0
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%.
10. Does Sales Promotion Activities of Forever are better than others? a. yes TABLE: S.No Criteria No. of respondents % of respondents 1. 2. YES NO Total 64 36 100 64% 36% 100 b. no
GRAPH:
Response
NO 36% YES 64%
YES NO
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%.
11. If yes, among which activity is it better? a. Offers b. Discounts
c. Road Shows/Contests d.Scratch cards TABLE: S.No 1. 2. 3. 4. Criteria Offers Discounts Road Shows/Contests Scratch cards Total No. of respondents % of respondents 30 35 20 15 100 30% 35% 20% 15% 100
35
Offers
30 25
Discounts
20 15 10 5
Scratch cards Road Shows/Contests
0
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 c) Through e-media TABLE: S.No 1. 2. 3. 4. Criteria Through sales representative Through print media Through e-media Through company stall Total No. of respondents 20 20 45 15 100 % of respondents 20% 20% 45% 15% 100 b) Through print media d) Through company stall
45 40 35 30 25 20 15 10 5 0
Through company stall Through e-media Through print media Through sales representative
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 c) Gifts not received TABLE: S.No 1. 2. 3. 4. Criteria Stock out Improper information Gifts not received coupons not encased Total No. of respondents % of respondents 45 15 20 20 100 45% 15% 20% 20% 100 b) Improper information d) coupons not encased
45 40 35 30 25 20 15 10 5 0
coupons not encased Gifts not received Improper information Stock out
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 c) Adults TABLE: S.No 1. 2. 3. 4. Criteria Housewife Youngsters Adults Older people Total No. of respondents % of respondents 45 25 20 10 100 45% 25% 20% 10% 100 b) Youngsters d) Older people
45 40 35 30 25 20 15 10 5 0
Older people Adults Youngsters Housewife
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.
15. How do you rate forever on following parameters? Satisfied, a) Price----b) Distribution Network----c) Quality------d) Advertising-----e) Promotional schemes------TABLE: S.N o 1. 2. 3. 4. 5 Criteria Satisfie d 70 65 80 75 70 % of respondent s 70% 65% 80% 75% 70% Dissatisfie d 30 35 20 25 30 % of Tota respondent l s 30% 35% 20% 25% 30% 100 100 100 100 100 Dissatisfied
Price Distributio n Network Quality Advertising Promotiona l schemes
90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Price Distribution Network Quality Advertising Promotional schemes Satisfied DisSatisfied
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.
FINDINGS:
60% of respondents is given preference to forever is Best
40% of respondents are given preference to Brand value is best influenced factors.
45% of respondents are given preference to Sales promotion in effective medium. 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 choose Discount coupons.
64% customers say best Sales Promotion Activities conducting Forever better than others.
According to customers electronic media are consider to be more effective to promote forever soap.
SUGGETIONS
It is advised to stability the Brand name and increase the Mileage of the
bike to attract the middle and lower middle class people. It is advised to give advertisement in local channel, which may boost the business 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.
CONCLUSIONS:
Sales Promotion is an important function of any Organization in today‘s 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.
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 c) Brand value b) fragrance of the soap
d) Advertisement f) Promotional schemes
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 d) scratch card b) Discount coupons e) Cash refend c) Contents 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. can‘t say
8. .Do you think that Sales Promotional Activities has power to influence Sales happening? a. yes b. no c. can‘t say
9. Do you think that Sales Promotional Activities of Forever Helps in retaining The Customers? a. yes b. no c. can‘t 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 c. Road Shows/Contests b. Discounts 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 c) Gifts not received b) Improper information d) coupons not encased
14. In your family which age group gets most affected due to sales promotion schemes offered? a) Housewife c) Adults b) Youngsters d) Older people
15. How do you rate forever on following parameters? Satisfied, a) Price----b) Distribution Network----c) Quality------d) Advertising-----e) Promotional schemes------Dissatisfied
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
ADVERTISING COMMUNICATIONS AND PROMOTION MANAGEMENT :Mc. Graw Hill
