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THE SALES PROMOTION STRATEGY OF CADBURY

CHAPTER. 1.

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CHAPTER .1.

EXECUTIVE SUMMARY:-

Though the Indian ma!et ha" #ot o$ %otentia# to e&%and' it i" (e) had to "u(i(e in thi" !ind

o$ ma!et* The Indian ma!et ha" +ut thoat +om%etition ma) it ,e in FMCG "e+to o

+on"ume dua,#e"* In+ea"ing go-th +an ,e a+hie(ed at the e&%en"e o$ +om%etito"* Thi"

e"u#t" in +om%anie" t)ing to gain +om%etiti(e edge though in+ea"ing di$$eentiation in

thei ,and" em%ha"i.ing ho- the) meet the need" o$ +u"tome*

Toda)/" +on"ume" ae ,e+oming hade %#ea"e* The) ae "mate' man) moe +om%etito"

-ith e0ua# o ,ette o$$e" a%%oa+h moe %i+e +on"+iou"' moe demanding' #e"" $ogi(ing

and them* The +ha##enge i" not on#) to %odu+e good %odu+t" ,ut a#"o to ma!e %eo%#e ,u)

them* No- on "u+h a +om%etiti(e $ie#d it ,e+ome" a He+u#ean ta"! $o a +om%an) to

di$$eentiate it" ,and" and ma!e them "tand out among the di(e"e ange* The +om%an) tie"

to o(e+ome "u+h di$$i+u#tie" ,) intodu+ing (aiou" ma!eting "tategie" and ad(eti"ing

te+hni0ue"' "a#e" %omotion i" no- a da)/" -ide#) u"ed "tategie" ,) (aiou" +om%anie"*1aiou" "a#e" %omotion te+hni0ue" he#%" the +om%an) to in+ea"e it" "a#e" ,) o$$eing

"omething $ee -ith the %odu+t o ,) o$$eing the %odu+t at #o-e +o"t i$ %u+ha"ed at a

#age 0uantit)* Thi" in+ea"e in "a#e" i" genea##) "hot tem* Pomotion he#%" the +om%an) to

+eate a-aene"" and intee"t to-ad" the %odu+t that i" $o##o-ed ,) the de"ie to ,u) the

%odu+t*

Time ha" +hanged gone the da)" -hen +hi#d -ou#d "it ,a+! and o,e) the ode" o$ %aent"*

The) ta!e %at a+ti(e#) in de+i"ion ma!ing $o ,u)ing the "ma##e"t o$ the %odu+t in

hou"eho#d' +on"ideing the in$#uen+e o$ the +hi#den in the da) to da) ,u)ing de+i"ion the

"tateg) to %omote gi$t" to +hi#den i" )ie#ding out"tanding e"u#t"* Ceati(it) and inno(ation

i" the !e) to thi" $om o$ %omotion"* The moe di$$eent and atta+ti(e )ou gi(e a-a) gi$t

a%%ea"' the moe #i!e#) it i" that it -i## ,e a una-a) "u++e""*2 The tend ha" ,e+ome a +a.e

and a## #eading ,and" ae ead) to o$$e "omething di$$eent* S%e+ia#i.ed Gi(ea-a) ma!e"

e&+e##ent %emium"* The gi(ea-a)" "hou#d ,e "omething genuine#) u"e$u#' and it "hou#d ,e

!e%t in a %#a+e -hee the %o"%e+t" -i## e$e to it -hen the) ha(e need $o a %odu+t*

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It/" im%otant )ou %o"ition )ou gi(ea-a) e$$e+ti(e#)* The te"t #i!ing and the de"ie o$ the

+hi#d i" +on"ideed ,e$oe ma!ing ,u)ing de+i"ion* So (aiou" +om%anie" ae tageting the

+hi#den $o "a#e" %omotion* I$ the +hi#d i" ha%%) then the %aent" eadi#) ,u)" the %odu+t*

Thi" e%ot attem%t" to "tud) the "a#e" %omotion "tategie" $o +hi#den that ae ado%ted ,)

the +om%anie" in go-ing it" "a#e" (o#ume*

OBJECTIVE:-

XECUTIVE SUMMER

3* To $ind out the $amou" %odu+t" o$ +ad,u) among the +on"ume"*4* To $ind out the +on"ume ,eha(iou to-ad" +ad,u)*5* To $ind out the ange -hi+h i" mo"t#) %e$eed ,) the +u"tome"*6* To $ind out the $eatue" -hi+h ae gi(en mu+h %e$een+e o -hi+h ae the mo"t

$a(oua,#e one*7* To $ind out the +on"ume" $eed,a+! i*e* im%o(ement e0uied o "ugge"tion

INTRODUCTION TO SALES PROMOTION

DEFINITION OF SALES PROMOTION:-

8Sa#e" %omotion in+#ude" in+enti(e9o$$eing and intee"t9+eating a+ti(itie" -hi+h ae

genea##) "hot9tem ma!eting e(ent" othe than ad(eti"ing' %e"ona# "e##ing' %u,#i+it) and

die+t ma!eting* The %u%o"e o$ "a#e" %omotion i" to "timu#ate' moti(ate and in$#uen+e the

%u+ha"e and othe de"ied ,eha(ioa# e"%on"e" o$ the $im/" +u"tome"*2

CHARACTERISTICS OF SALES PROMOTION:-

:iting a,out "a#e" %omotion too#"' Po$* Phi#i% ;ot#e o,"e(e" < 8the) ha(e 5 di"tin+ti(e

+haa+tei"ti+"*2

=3> Communic!ion:The) gain attention and u"ua##) %o(ide in$omation that ma) #ead the

+u"tome to the %odu+t*

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=4> Inc"n!i#":The) in+o%oate "ome +on+e""ion' indu+ement' o +onti,ution that gi(e"

(a#ue to the +on"ume*=5> In#i!!ion:The) in+#ude a di"tin+t in(itation to engage in the tan"a+tion no- =o$$e

(a#id ti## ?o ti## "to+!" #a"t>

Sa#e" %omotion o$$e" a die+t indu+ement to a+t ,) %o(iding e&ta -oth o(e and a,o(e

-hat i" ,ui#t into the %odu+t at it" noma# %i+e* The"e tem%oa) indu+ement" ae o$$eed

u"ua##) at a time and %#a+e -hee the ,u)ing de+i"ion i" made* Not on#) ae "a#e" %omotion"

(e) +ommon in the +uent +om%etiti(e ma!et +ondition"' the) ae in+ea"ing at a $a"t %a+e*

The"e %omotion" ae die+t indu+ement"* In "%ite o$ the die+tne""' "a#e" %omotion" ae

$ai#) +om%#i+ated and a i+h too# o$ ma!eting -ith innumea,#e +eati(e %o""i,i#itie" #imited

on#) ,) the imagination o$ %omotion %#anne"* Sa#e" %omotion i" o$ten e$eed to ,) thename" o$ @e&ta %u+ha"e (a#ue/ and @,e#o-9the9#ine "e##ing/*

Toda) man) +om%anie" in a#mo"t a## "e+to" o$$eing "ome "ot o$ a %omotion

"+heme* The"e "e+to" ange $om automo,i#e" to ,e(eage"' $om $inan+ia# "e(i+e" to $ood"'

$om hou"eho#d dua,#e" to "e(i+e"' $om hou"eho#d %odu+t" to ,u"ine"" %odu+t"' $om

%e"ona# +ae to te&ti#e" and a%%ae#*

Sa#e" %omotion i" an) initiati(e undeta!en ,) an ogani.ation to %omote an in+ea"e in"a#e"' u"age o tia# o$ a %odu+t o "e(i+e =i*e* initiati(e" that ae not +o(eed ,) the othe

e#ement" o$ the ma!eting +ommuni+ation" o %omotion" mi&>* Sa#e" %omotion" ae (aied*

O$ten the) ae oigina# and +eati(e' and hen+e a +om%ehen"i(e #i"t o$ a## a(ai#a,#e

te+hni0ue" i" (itua##) im%o""i,#e ="in+e oigina# "a#e" %omotion" ae #aun+hed dai#)>* Hee

ae "ome e&am%#e" o$ %o%u#a "a#e" %omotion" a+ti(itie"

$A% Bu&-On"-'"!-On"-F("" $BO'OF%:9 :hi+h i" an e&am%#e o$ a "e#$9#i0uidating

%omotion* Fo e&am%#e i$ a #oa$ o$ ,ead i" %i+ed at 3' and +o"t 3 +ent" to manu$a+tue' i$

)ou "e## t-o $o 3' )ou ae "ti## in %o$it 9 e"%e+ia##) i$ thee i" a +oe"%onding in+ea"e in

"a#e"* Thi" i" !no-n a" a PREMIUM "a#e" %omotion ta+ti+*

$B% Cu)!om"( R"*!ion)+i, Mn"m"n! $CRM%:- In+enti(e" "u+h a" ,onu"

%oint" o mone) o$$ +ou%on"* Thee ae man) e&am%#e" o$ CRM' $om ,an!" to

"u%ema!et"*

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$C% N" m"/i: 9 :e,"ite" and mo,i#e %hone" that "u%%ot a "a#e" %omotion* Fo

e&am%#e' in the United ;ingdom' Ne"t#e %inted indi(idua# +ode" on ;IT9;AT %a+!aging'

-hee,) a +on"ume -ou#d ente the +ode into a d)nami+ -e,"ite to "ee i$ the) had -on a

%i.e* Con"ume" +ou#d a#"o te&t +ode" (ia thei mo,i#e %hone" to the "ame e$$e+t*

$D%M"(c+n/i)in: -Addition" "u+h a" dum% ,in"' %oint9o$9"a#e mateia#" and %odu+t

demon"tation"*

$E% Join! ,(omo!ion): - Bet-een ,and" o-ned ,) a +om%an)' o -ith anothe

+om%an)" ,and"* Fo e&am%#e $a"t $ood e"tauant" o$ten un "a#e" %omotion" -hee to)"'

e#ating to a "%e+i$i+ mo(ie e#ea"e' ae gi(en a-a) -ith %omoted mea#"*

$F%Com,"!i!ion) n/ ,(i0" /() 9In ne-"%a%e"' maga.ine"' on the T1 and adio'

on The Intenet' and on %a+!"*

PROMOTION STRATEGIES

MEANIN':-

Pomotion Stateg) 9 the e#ement o$ a $im" de+i"ion9ma!ing +on+ened -ith +hoo"ing the

mo"t a%%o%iate mi& o$ ad(eti"ing' "a#e" %omotion' %e"ona# "e##ing and %u,#i+it) $o

+ommuni+ation-ith it" ma!et* Thee ae 4 Pomotion Stateg) -hi+h ae a" $o##o-"9

PULL STRATE' FOR SALES PROMOTION:

Sa#e" %omotion de+i"ion" ae "igni$i+ant#) a$$e+ted ,) -hethe the +om%an) de+ide" to do

8%u## o %u"h "tategie"2 to a++om%#i"h it" o,e+ti(e"* Su+h a de+i"ion ma) e0uie a #itt#e o

a #ot o$ +oo%eation $om e"e##e"* The e0uiement" to im%#ement one "tateg) might ,e

#itt#e moe than to u"t "to+! the %odu+t ,) the etai#e"*

The othe "tateg) ma) demand moe %ati+i%ation $om e"e##e" "u+h a" the a,i#it) to

e&%#ain to the +on"ume" a" to ho- a %odu+t -o!"*

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http://en.mimi.hu/marketingweb/firm.htmlhttp://en.mimi.hu/marketingweb/advertising.htmlhttp://en.mimi.hu/marketingweb/sales_promotion.htmlhttp://en.mimi.hu/marketingweb/personal_selling.htmlhttp://en.mimi.hu/marketingweb/publicity.htmlhttp://en.mimi.hu/marketingweb/communication.htmlhttp://en.mimi.hu/marketingweb/advertising.htmlhttp://en.mimi.hu/marketingweb/sales_promotion.htmlhttp://en.mimi.hu/marketingweb/personal_selling.htmlhttp://en.mimi.hu/marketingweb/publicity.htmlhttp://en.mimi.hu/marketingweb/communication.htmlhttp://en.mimi.hu/marketingweb/firm.html


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PULL STRATE'

In +a"e o$ u"ing a %u## "tateg)' ma!eting e$$ot" ae die+ted at the u#timate +on"ume and

+on"ume %omotion" "u+h a" +on"ume +onte"t" and "-ee%"ta!e"' e,ate"' +ou%on"' $ee

"am%#e"' +on"ume %emium"' et+ ae u"ed* I$ thi" "tateg) i" a#"o +ho"en to in+#ude

ad(eti"ing' then' thee ae #age ad(eti"ing e&%enditue"*

The o,e+ti(e o$ "u+h %omotiona# e$$ot" -ou#d ,e to +eate "u$$i+ient +on"ume demand to

%u## the %odu+t though the +hanne#" that i" the +on"ume" ae en+ouaged to demand the

%odu+t $om etai#e" -ho in ton %#a+e ode" -ith -ho#e"a#e o manu$a+tue to meet the+on"ume demand*

Thi" "tateg) ma) e0uie #itt#e %omotiona# e$$ot" $om the e"e##e" e&+e%t to "to+! in%ut the

%odu+t on "he#(e"*

A ,u** )!(!"& i) ,,(o,(i!" +"n:-

The %odu+t demand a" high*

It i" %o""i,#e to di$$eentiate the %odu+t on the ,a"i" o$ ea# o emotiona# $eatue"*

Band +on"ume" "ho- high degee o$ in(o#(ement in the %odu+t %u+ha"e'

Thee i" ea"ona,#) high ,and #o)a#t) and

Con"ume" ma!e ,and +hoi+e de+i"ion ,e$oe the) go to the "toe*

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PULL

PUSH STRATA' FOR SALES PROMOTION:

I$ a $im de+ide" to u"e %u"h "tateg)' it" e$$ot" ae die+ted at e"e##e" and the manu$a+tue

,e+ome" (e) de%endent on thei %e"ona# "e##ing a,i#itie" and e$$ot"*

The %omotiona# e$$ot" ae $o+u"ed at %u"hing the %odu+t though the di"ti,ution +hanne#"

the e"e##e" ma) ,e e0uied to di"%#a)' demon"tate and o$$e di"+ount"' to "e## the %odu+t*

The +ommuni+ation to e"e##e" i" genea##) though tade +i+u#a" o the "a#e" $o+e*

PUSH

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MANUFACTURER

FLO2 OFPROMOTION:SALESPROMOTION ANDADVERTISIN'

2HOLESALER

FLO2 OFDEMAND

RETAILER

CONSUMER

MANUFACTURER


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Pu)+ )!(!"i") "n"(**& ,,(o,(i!" 3o(:-

Podu+t +ategoie" -hee thee i" #o- ,and #o)a#t)

:hee man) a++e%ta,#e "u,"titute" ae a(ai#a,#e in the ma!et*

Re#ati(e#) ne- %odu+t" ae to ,e #aun+hed

:hen the ,and +hoi+e i" o$ten made in e"%on"e to di"%#a)" in the "toe"'

The %odu+t %u+ha"e i" un%#anned o on im%u#"e and

The +on"ume i" $ami#ia and ha" ea"ona,#) ade0uate !no-#edge a,out the %odu+t*

Manu$a+tue"' -ho +annot a$$od to engage in "u"tained ma"" ad(eti"ing' o$ten u"e %u"h

"tateg) and o$$e e$$e+ti(e in+enti(e" to dea#e"*

Retai#e %omotion Bu) C/4u(&5) %odu+t" -oth R"*59 and get an) 5 +ho+o#ate"

-oth R"*7 ea+h $ee*

Though thi" o$$e the +om%an) i" %u"hing it" %odu+t to the etai#e" and no- that the etai#e

ha" enough in+enti(e the etai#e "to+!" moe and thu" it ,e+ome" e""entia# $o the etai#e to

%u"h the %odu+t to the +on"ume"*

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FLO2 OFPROMOTION:TRADE DEAL

ADVERTISIN'6PERSONALSELLIN'

2HOLESALER

FLO2 OF

DEMANDRETAILER

CONSUMER


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PULL AND PUSH

PRODUCT LIFE CYCLE & PULL OR PUSH STRATEGY

It i" 0uite im%otant $o ,and manage" to ana#)"e" and identi$ie" the "tage o$ the %ati+u#a

,and in it" #i$e +)+#e ,e$oe de+iding a,out u"ing "a#e" %omotion* Duing the "tage o$

%odu+t intodu+tion' a %odu+t e0uie" di$$eent "a#e" %omotion ta+ti+"*

Li!e-i"e' duing the %odu+t go-th "tage' it" matuit) and de+#ine "tage"' the "a#e"

%omotion ta+ti+" e0uied ae #i!e#) to ,e 0uite di$$eent* Pomotiona# "tategie" ae a#"o

#i!e#) to ,e a$$e+ted $o di$$eent non9dua,#e and dua,#e %odu+t"* A#"o im%otant in the

de(e#o%ment o$ %omotiona# "tategie" -ou#d ,e the taget audien+e i" to-ad" -hom the*

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MANUFACTURER

2HOLESALER

FLO2 OF

PROMOTIONMIX

FLO2 OF

DEMAND

RETAILER

CONSUMER


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=3> INTRODUCTION STA'E:-

:hen the %odu+t i" ,eing intodu+ed' the mao o,e+ti(e i" to in+ea"e the tia# ate and

di"ti,ution o$ the %odu+t* Fo in+ea"ing tia# "am%#ing' +ou%on"' demon"tation -hi+h ae

a## %u"h %omotion" +an ,e u"ed* To ma!e the %odu+t a(ai#a,#e in di"ti,ution +hanne#"' it

ma) ,e+ome ne+e""a) to u"e "ome !ind o$ in+enti(e "+heme $o the e"e##e" to en+ouage

them and minimi.e thei i"! a""o+iating "ta#!ing a ne- %odu+t* Manu$a+tue" +an o$$edi"%#a) a##o-an+e to e"e##e to ma!e the %odu+t high#) (i"i,#e* Thee +ou#d ,e #i,ea#

guaantee" to ta!e ,a+! the "to+!"' i$ un"o#d' to ea""ue the tade* The"e ae a## %u"h

%omotion"* Fo mo"t ne- %odu+t' it -ou#d ,e di$$i+u#t to ,e "u++e""$u# -ithout %u##

%omotion"* In $a+t -hen ne- %odu+t" ae intodu+ed' mu+h moe em%ha"i" i" gi(en to %u##

athe than %u"h %omotion"*

$7% 'RO2TH STA'E:-

In thi" "tage' the dominant o,e+ti(e" ae to e&%and the ma!et $o in+ea"ing the num,e o$

ne- +u"tome" -ho -ou#d t) the %odu+t $o the $i"t time and to en+ouage the e%eat

%u+ha"e ,) tho"e -ho ha(e a#ead) tied the %odu+t* Fo in+ea"ing tia#' %u## %omotion ae

a%%o%iate ho-e(e a" the tia# ate in+ea"e $ee "am%#e" ,e+ome 0uite an e&%en"i(e

%o%o"ition* To en+ouage e%eat %u+ha"e ,) +on"ume' in %a+! o on9%a+! +ou%on" +an ,e

u"ed*

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Anothe too# o$ "a#e" %omotion that +an ,e u"ed i" to o$$e ,onu" %a+!" +ontaining additiona#

0uantit) at the "ame %i+e a" an in+enti(e" to en+ouage e%eat %u+ha"e* To e&%and the

di"ti,ution' %u"h %omotion" "u+h a" di$$eent t)%e" o$ di"+ount"' $ee good" that in+ea"e the

%o$ita,i#it) o$ the tade +an ,e u"ed*

$8% MATURIT STA'E:-

:hen the %odu+t i" in matuit) "tage' man) "imi#a ,and" ae a(ai#a,#e to +u"tome"* Due to

%i+e di"+ount" o othe e&ta ,ene$it"' +on"ume" o$ten "-it+hed ,and"* The "a#e"

%omotiona# "tateg) in thi" "tage +an $o+u" on atta+ting ma&imum num,e o$ ,and

"-it+he' e-ad and ein$o+e the #o)a#t) o$ egu#a u"e" and u"e moe o$ %u"h %omotion to

,ui#d in(entoie" -ith e"e##e"* Man) too#" o$ "a#e" %omotion "u+h a" %emium" %i+e

di"+ount" e&ta good"' di"%#a)"' dea#e +onte"t"' $eatue ad(eti"ing ,e+ome im%otant*

Genea##) a +om,ination o$ %u## and %u"h %omotion" %o(e moe e$$e+ti(e duing matuit)

"tage o$ a %odu+t #i$e +)+#e* The ma!et "hae o$ the ,and i" an im%otant $a+to in gaining

the "u%%ot o$ e"e##e"*

$9%DECLINE STA'E:-

Su(i(a# o$ the ,and o$ten ,e+ome" moe im%otant duing de+#ine "tage* Anothe im%otant

o,e+ti(e i" to maintain di"ti,ution* Sa#e" %omotion" that he#% in geneating "a#e" (o#ume

,e+ome 0uite im%otant* Re"e##e"' in genea# ae not a ta## enthu"ia"ti+ a,out de+#ining

,and" and $o thi" ea"on -e do not "ho- an) !ind o$ intee"t in %omoting them* Be+au"e o$

thi" negati(e $a+to' manu$a+tue" u"e %u## %omotion"* In man) +a"e" thi" ,e+ome" a gameo$ enduan+e $o ma!ete"*

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TECHNIUES OF SALES PROMOTION

S*") Fo(c"P(omo!ion)

T(/" S*")P(omo!ion)

Con)um"( S*")P(omo!ion)

Poin!-o3-Pu(c+)"

Di),*&)A/#"(!i)in

Su,,o(! P(o(m) S+o(! T"(m

A**onc")S*") Inc"n!i#") o(

Pu)+ Mon"&P(omo!ion*

P(o/uc!)T(/" S+o)

Cou,on)R"4!")P(omo!ion* P(icinT(/"-InLo&*!& P(o(m)Sm,*in n/ F(""

T(i*)F("" P(o/uc!P("mium)Con!")!) n/

S"",)!;")D"mon)!(!ion)

P"()on* A,,"(nc")

S*")

M""!in) S*")

Mnu*)


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TECHNIQUES OF SALES PROMOTION :-

A++oding to the In)!i!u!" o3 S*") P(omo!ion6 S*") P(omo!ion+om%i"e" that ange o$

te+hni0ue" u"ed to attain "a#e" o ma!eting o,e+ti(e" in a +o"t e$$e+ti(e manne ,) adding

(a#ue to a %odu+t o "e(i+e eithe to intemediaie" o end u"e"' noma##) ,ut not

e&+#u"i(e#) -ithin a de$ined time %eiod*

A#mo"t e(e) Com%an) u"e" Sa#e" Pomotion te+hni0ue" at "ome "tage o$ the %odu+t #i$e

+)+#e "in+e "a#e" %omotion te+hni0ue" %o(ide a "tong in+enti(e to BUY

CONSUMER SALES PROMOTION :-

Con"ume "a#e" %omotion" en+om%a"" a (aiet) o$ "hot9tem %omotiona# te+hni0ue"

de"igned to indu+e +u"tome" to e"%ond in "ome -a)* The mo"t %o%u#a +on"ume "a#e"

%omotion" ae die+t#) a""o+iated -ith %odu+t %u+ha"ing* The"e %omotion" ae intended

to enhan+e the (a#ue o$ a %odu+t %u+ha"e ,) eithe edu+ing the o(ea## +o"t o$ the %odu+t

=i*e*' get "ame %odu+t ,ut $o #e"" mone)> o ,) adding moe ,ene$it to the egu#a %u+ha"e

%i+e =i*e*' get moe $o the mone)>*

:hi#e t)ing a %omotion to an immediate %u+ha"e i" a mao u"e o$ +on"ume "a#e"%omotion' it i" not the on#) one* A" -e noted a,o(e' %omotion te+hni0ue" +an ,e u"ed to

a+hie(e othe o,e+ti(e" "u+h a" ,ui#ding ,and #o)a#t) o +eating %odu+t a-aene""*

Con"e0uent#)' a ma!ete/" %omotiona# too#,o& +ontain" a #age (aiet) o$ +on"ume

%omotion"*

The $o##o-ing 33 t)%e" o$ +on"ume "a#e" %omotion" ae9

A* Cou%on"

B* Re,ate"

C* Pomotiona# Pi+ing

D* Tade9In

E* Lo)a#t) Pogam"

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14/75


F* Sam%#ing and Fee Tia#"

G* Fee Podu+t

H* Pemium"

I* Conte"t" and S-ee%"ta!e"

J* Demon"tation"

;* Pe"ona# A%%eaan+e"

A. Cou,on):

Mo"t +on"ume" ae 0uite $ami#ia -ith thi" $om o$ "a#e" %omotion' -hi+h o$$e" %u+ha"e"

%i+e "a(ing" o othe in+enti(e" -hen the +ou%on i" edeemed at the time o$ %u+ha"e*

Cou%on" ae "hot9tem in natue "in+e mo"t =,ut not a##> +a) an e&%iation date a$te -hi+h

the (a#ue ma) not ,e e+ei(ed* A#"o' +ou%on" e0uie +on"ume in(o#(ement in ode $o

(a#ue to ,e ea#i.ed* In mo"t +a"e" in(o#(ement +on"i"t" o$ the +on"ume ma!ing an e$$ot to

o,tain the +ou%on =e*g*' +#i% $om ne-"%a%e> and then %e"enting it at the time o$ %u+ha"e*

Cou%on" ae u"ed -ide#) ,) ma!ete" a+o"" man) etai# indu"tie" and ea+h +on"ume" in a

num,e o$ di$$eent de#i(e) $omat" in+#uding

F(""-S!n/in In)"(!) $FSI%< Hee +ou%on %#a+ement o++u" #oo"e#) =i*e*' in"eted>

-ithin media' "u+h a" ne-"%a%e" and die+t mai#' and ma) o ma) not e0uie the

+u"tome to +ut a-a) $om othe mateia# in ode to u"e*

C(o))-P(o/uc!< The"e +on"i"t o$ +ou%on" %#a+ed -ithin o on othe %odu+t"* O$tena ma!ete -i## u"e thi" method to %omote one %odu+t ,) %#a+ing the +ou%on in"ide

anothe mao "e##ing %odu+t* Fo e&am%#e' a %hama+euti+a# +om%an) ma) im%int a

+ou%on $o a +ough emed) on the ,o& o$ a %ain medi+ation* A#"o' thi" de#i(e)

a%%oa+h i" u"ed -hen t-o ma!ete" ha(e "tu+! a +o"" %omotion aangement

-hee ea+h agee" to undeta!e +etain ma!eting a+ti(it) $o the othe*

P(in!ou! < A de#i(e) method that i" +ommon in man) $ood "toe" i" to %e"ent

+ou%on" to a +u"tome at the +on+#u"ion o$ the %u+ha"ing %o+e""* The"e +ou%on"'

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15/75


-hi+h ae o$ten %inted on the "%ot' ae intended to ,e u"ed $o a $utue %u+ha"e and

not $o the +uent %u+ha"e -hi+h tiggeed the %inting*

P(o/uc! Di),*&< Some +ou%on" ae nea#) im%o""i,#e $o +u"tome" to mi"" a" the)

ae #o+ated in +#o"e %o&imit) to the %odu+t* In "ome in"tan+e" +ou%on" ma) ,e

+ontained -ithin a +ou%on di"%en"e $a"tened to the "he#$ ho#ding the %odu+t -hi#e in

othe +a"e" +ou%on" ma) ,e atta+hed to a "%e+ia# di"%#a) ="ee POP di"%#a) ,e#o->

-hee +u"tome" +an emo(e them =e*g*' tea o$$>*

In!"(n"!< Se(ea# "%e+ia#i.ed -e,"ite"' "u+h a" HotCou%on"*+om' and e(en "ome

manu$a+tue/" "ite"' a##o- +u"tome" to %int out +ou%on"* The"e +ou%on" ae o$ten

the "ame one" a%%eaing in othe media' "u+h a" ne-"%a%e" o die+t mai#* In othe+a"e"' +ou%on" ma) ,e "ent (ia emai#' though to ,e e$$e+ti(e the +u"tome/" emai#

%ogam mu"t ,e a,#e to e+ei(e HTML emai# =and not te&t on#)> in ode to maintain

e0uied de"ign e#ement" =e*g*' ,a +ode>*

E*"c!(onic to +u"tome" a$te a %u+ha"e i" made and +annot ,e u"ed to o,tain immediate

"a(ing" in the -a) +ou%on" ae u"ed* =So +a##ed 8in"tant e,ate"2' -hee +u"tome" e+ei(e

%i+e edu+tion" at the time o$ %u+ha"e' ha(e e#ement" o$ ,oth +ou%on" and e,ate"' ,ut $o

ou %u%o"e" -e -i## +#a""i$) the"e a" +ou%on" due to the timing o$ the e-ad to the

+u"tome*>

Se+ond' e,ate" o$ten e0ue"t the %u+ha"e to "u,mit %e"ona# data in ode to o,tain the

e,ate* Fo in"tan+e' +u"tome identi$i+ation' in+#uding name' adde"" and +onta+tin$omation' i" genea##) e0uied to o,tain a e,ate* A#"o' the ma!ete ma) a"! tho"e

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16/75


"ee!ing a e,ate to %o(ide additiona# data "u+h a" indi+ating the ea"on $o ma!ing the

%u+ha"e*

Thid' un#i!e +ou%on" that a#-a)" o$$e (a#ue -hen u"ed in a %u+ha"e =a""uming it i"

a++e%ted ,) the etai#e>' e+ei(ing a e,ate on#) guaantee" (a#ue i$ the +u"tome ta!e"

a+tion"* Ma!ete" !no- that not a## +u"tome" -i## e"%ond to a e,ate* Some -i## mi"%#a+e

o $oget to "u,mit the e,ate -hi#e othe" ma) "u,mit a$te a e0uied dead#ine* Ma!ete"

$a+to in the non9edem%tion ate a" the) attem%t to +a#+u#ate the +o"t o$ the e,ate %omotion*

Fina##)' e,ate" tend to ,e u"ed a" a (a#ue enhan+ement in highe %i+ed %odu+t" +om%aed to

+ou%on"* Fo in"tan+e' e,ate" ae a %o%u#a %omotion $o automo,i#e" and +om%ute

"o$t-ae -hee #age amount" o$ mone) ma) ,e etuned to the +u"tome*

C. Promotional Pricing:

One o$ the mo"t %o-e$u# "a#e" %omotion te+hni0ue" i" the "hot9tem %i+e edu+tion o' a"

!no-n in "ome aea"' on "a#e %i+ing* Lo-eing a %odu+t/" "e##ing %i+e +an ha(e an

immediate im%a+t on demand' though ma!ete" mu"t e&e+i"e +aution "in+e the $e0uent u"e

o$ thi" te+hni0ue +an #ead +u"tome" to anti+i%ate the edu+tion and' +on"e0uent#)' -ithho#d

%u+ha"e unti# the %i+e edu+tion o++u" again*

. !ra"e#$n:

Tade9in %omotion" a##o- +on"ume" to o,tain #o-e %i+e" ,) e&+hanging "omething the

+u"tome %o""e""' "u+h a" an o#de %odu+t that the ne- %u+ha"e -i## e%#a+e* :hi#e the idea

o$ gaining %i+e ,ea!" $o tading in anothe %odu+t i" mo"t $e0uent#) "een -ith automo,i#e

"a#e"' "u+h %omotion" ae u"ed in othe indu"tie"' "u+h a" +om%ute" and go#$ e0ui%ment'

-hee the +u"tome/" e&+hanged %odu+t +an ,e e"o#d ,) the ma!ete in ode to e&ta+t

(a#ue*

%. &o'alt' Programes:

Pomotion" that o$$e +u"tome" a e-ad' "u+h a" %i+e di"+ount" and $ee %odu+t"' $o

$e0uent %u+ha"ing o othe a+ti(it) ae +a##ed #o)a#t) %ogam"* The"e %omotion" ha(e,een aound $o man) )ea" ,ut ge- a%id#) in %o%u#ait) -hen intodu+ed in the ai#ine

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17/75


indu"t) a" %at o$ $e0uent9$i#e %ogame"* Lo)a#t) %ogam" ae a#"o $ound in numeou"

othe indu"tie"' in+#uding go+e)' %i..a %u+ha"ing and on#ine ,oo! %u+ha"e"' -hee the)

ma) a#"o ,e !no-n a" +#u, +ad %ogam" "in+e mem,e" o$ten mu"t u"e a (ei$i+ation +ad

a" e(iden+e o$ eno##ment in the %ogam*

Man) #o)a#t) %ogam" ha(e ,e+ome ingained a" %at o$ the (a#ue o$$eed ,) a ma!ete*

That i"' a etai#e o ma!eting ogani.ation ma) o$$e #o)a#t) %ogam" a" genea# ,u"ine""

%a+ti+e* Unde thi" +ondition #o)a#t) %ogam doe" not 0ua#i$) a" a "a#e" %omotion "in+e it

doe" not $it the e0uiement o$ o$$eing a "hot9tem (a#ue =i*e*' it i" a#-a)" o$$eed>*

Ho-e(e' e(en -ithin a #o)a#t) %ogam that i" %at o$ a genea# ,u"ine"" %a+ti+e' a "a#e"

%omotion +an ,e o$$eed "u+h a" "%e+ia# "hot9tem o$$e that #o-e" the num,e o$ %oint"

needed to a+0uie a $ee %odu+t*

(. )am*les+ (ree Pro",ct an" Premi,ms:

Enti+ing mem,e" o$ a taget ma!et to t) a %odu+t i" o$ten ea") -hen the tia# +ome" at

#itt#e o no +o"t to the +u"tome* The u"e o$ "am%#e" and $ee tia#" ma) ,e the o#de"t o$ a##

"a#e" %omotion te+hni0ue" dating ,a+! to -hen "o+iet) ad(an+ed $om a +u#tue o$ "e#$9

"u,"i"ten+e to a +u#tue o$ tade*

Sam%#ing and $ee tia#" gi(e +u"tome" the o%%otunit) to e&%eien+e %odu+t"' o$ten in "ma##

0uantitie" o $o a "hot duation' -ithout %u+ha"ing the %odu+t* Toda)' the"e method" ae

u"ed in a#mo"t a## indu"tie" and ae e"%e+ia##) u"e$u# $o getting +u"tome" to t) a %odu+t

$o the $i"t time*

SAMPLIN' TECHNIUE:

In-sto! s"#$%n'

oor to oor sam*ling

-es*a*er sam*ling

/n#*acage sam*ling

obile sam*ling

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18/75


!rial oers

Some %omotiona# method" o$$e $ee %odu+t" ,ut -ith the +ondition that a %u+ha"e ,e

made* The $ee %odu+t ma) ,e in the $om o$ additiona# 0uantitie" o$ the "ame %u+ha"ed

%odu+t =e*g*' ,u) one' get one $ee> o "%e+ia#t) %a+!age" =e*g*' (a#ue %a+!> that o$$e moe

0uantit) $o the "ame %i+e a" egu#a %a+!aging*

Anothe $om o$ "a#e" %omotion in(o#(ing $ee me+handi"e i" %emium o gi(e9a-a)

item"* Pemium" di$$e $om "am%#e" and $ee %odu+t in that the"e o$ten do not +on"i"t o$ the

a+tua# %odu+t' though thee i" o$ten "ome +onne+tion* Fo e&am%#e' a +e## %hone

manu$a+tue ma) o$$e a++e"" to $ee do-n#oada,#e ingtone" $o tho"e %u+ha"ing a +e##

%hone*

. Contests an" )ee*staes:

Con"ume" ae o$ten atta+ted to %omotion" -hee the %otentia# (a#ue o,tained i" (e) high*

In the"e %omotion" on#) a $e- #u+!) +on"ume" e+ei(e the (a#ue o$$eed in the %omotion*

T-o t)%e" o$ %omotion" that o$$e high (a#ue ae +onte"t" and "-ee%"ta!e"*

Conte"t" ae "%e+ia# %omotion" a-ading (a#ue to -inne" ,a"ed on "!i##" the) demon"tate

+om%aed to othe"* Fo in"tan+e' a ,a!ing +om%an) ma) o$$e $ee (a+ation" to -inne" o$ a

,a!ing +onte"t* Conte"t a-ad -inne" ae o$ten detemined ,) a %ane# o$ udge"*

S-ee%"ta!e" o da-ing" ae not "!i## ,a"ed ,ut athe ,a"ed on #u+!* :inne" ae detemined

,) andom "e#e+tion* In "ome +a"e" the +han+e" o$ -inning ma) ,e highe $o tho"e -ho

ma!e a %u+ha"e i$ ent) into the "-ee%"ta!e o++u" automati+a##) -hen a %u+ha"e i" made*

But in mo"t +a"e"' an)one i" $ee to ente -ithout the e0uiement to ma!e a %u+ha"e*

A "u,9"et o$ ,oth +onte"t" and "-ee%"ta!e" ae game"' -hi+h +ome in a (aiet) o$ $omat"

"u+h a" "+at+h9o$$ +ad" and +o##e+tion o$ game %ie+e"* Un#i!e +onte"t" and "-ee%"ta!e"'

-hi+h ma) not e0uie %u+ha"e' to %ati+i%ate in a game +u"tome" ma) ,e e0uied to ma!e

a %u+ha"e* In the United State" and othe +ountie"' -hee e#igi,i#it) i" ,a"ed on %u+ha"e'

game" ma) ,e "u,e+ted to igid #ega# +onto#" and ma) a+tua##) $a## unde that +atego) o$

#otteie"' -hi+h ae tight#) +onto##ed*

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19/75


. emonstrations an" Personal **earances:

Man) %odu+t" ,ene$it $om +u"tome" ,eing "ho-n ho- %odu+t" ae u"ed though a

demon"tation* :hethe the demon"tation i" e&%eien+ed in9%e"on o (ia (ideo $om' "u+h

a" o(e the Intenet' thi" %omotiona# te+hni0ue +an %odu+e high#) e$$e+ti(e e"u#t"*

Un$otunate#)' demon"tation" ae (e) e&%en"i(e to %odu+e* Co"t" in(o#(ed in

demon"tation" in+#ude %a)ing $o the e&%en"e o$ the demon"tato' -hi+h +an ,e high i$ the

demon"tato i" -e##9!no-n =e*g*' nationa##) !no-n +he$>' and a#"o %a)ing $o the "%a+e

-hee the demon"tation i" gi(en* An in9%e"on o %e"ona# a%%eaan+e ,) "omeone o$

intee"t to the taget ma!et' "u+h a" an autho' "%ot" $igue o +e#e,it)' i" anothe $om o$

"a#e" %omotion +a%a,#e o$ geneating +u"tome ta$$i+ to a %h)"i+a# #o+ation* Ho-e(e' a"

-ith demon"tation"' %e"ona# a%%eaan+e %omotion +an ,e e&%en"i(e "in+e the ma!etenoma##) mu"t %a) a $ee $o the %e"on to a%%ea*

T(/" S*") P(omo!ion):-

Cetain %omotion" +an he#% %u"h a %odu+t though the +hanne# ,) en+ouaging +hanne#

mem,e" to %u+ha"e and a#"o %omote the %odu+t to thei +u"tome"* Fo in"tan+e' a tade

%omotion aimed at etai#e" ma) en+ouage etai#e" to in"tu+t thei em%#o)ee" to %omote a

ma!ete/" ,and o(e +om%etito"/ o$$eing"* :ith thou"and" o$ %odu+t" +om%eting $o

#imited "he#$ "%a+e' "%ending on tade %omotion i" nea#) e0ua# that "%ent on +on"ume

%omotion"*

Man) "a#e" %omotion" aimed at ,ui#ding e#ation"hi%" -ith +hanne# %atne" $o##o- "imi#a

de"ign" a" tho"e die+ted to +on"ume" in+#uding %omotiona# %i+ing' +onte"t" and $ee

%odu+t* In addition to the"e' "e(ea# othe %omotiona# a%%oa+he" ae "%e+i$i+a##) de"ignedto a%%ea# to tade %atne"* The"e a%%oa+he" in+#ude

A* Point9o$9Pu+ha"e Di"%#a)"

B* Ad(eti"ing Su%%ot Pogam"

C* Shot Tem A##o-an+e"

D* Sa#e" In+enti(e" o Pu"h Mone)

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E* Pomotiona# Podu+t"

F* Tade Sho-"

. Point o P,rcase is*la's:

Point o$ %u+ha"e =POP> di"%#a)" i" "%e+ia##) de"igned mateia#" intended $o %#a+ement in

etai# "toe"* The"e di"%#a)" a##o- %odu+t" to ,e %ominent#) %e"ented' o$ten in high ta$$i+

aea"' and thee,) in+ea"e the %o,a,i#it) the %odu+t -i## "tandout* POP di"%#a)" +ome in

man) "t)#e"' though the mo"t %o%u#a ae one" a##o-ing a %odu+t to "tand a#one' "u+h a" in

the midd#e o$ a "toe ai"#e o "it at the end o$ an ai"#e =i*e*' end9+a%> -hee it -i## ,e e&%o"ed

to hea() +u"tome ta$$i+*

Fo +hanne# %atne"' POP di"%#a)" +an e"u#t in "igni$i+ant "a#e" in+ea"e" +om%aed to "a#e"

#e(e#" in a noma# "he#$ %o"ition* A#"o' man) ma!ete" -i## #o-e the %e9unit +o"t o$

%odu+t" in the POP di"%#a) a" an in+enti(e $o etai#e" to agee to in+#ude the di"%#a) in thei

"toe"*

B. "ertising ),**ort Programs:

In addition to o$$eing %omotiona# "u%%ot in the $om o$ %h)"i+a# di"%#a)"' ma!ete" +an

atta+t +hanne# mem,e"/ intee"t ,) o$$eing $inan+ia# a""i"tan+e in the $om o$ ad(eti"ing

mone)* The"e $und" ae o$ten die+ted to etai#e" -ho then in+#ude the +om%an)/" %odu+t"

in thei ad(eti"ing* In +etain +a"e" the ma!ete -i## o$$e to %a) the entie +o"t o$

ad(eti"ing' ,ut moe o$ten' the ma!ete o$$e" %atia# "u%%ot !no-n a" +o9o% ad(eti"ing

$und"*

C. !ra"e lloances:

Thi" %omotion o$$e" +hanne# %atne" %i+e ,ea!" $o ageeing to "to+! the %odu+t* In mo"t

+a"e" the a##o-an+e i" not on#) gi(en a" en+ouagement to %u+ha"e the %odu+t ,ut a#"o a" an

indu+ement to %omote the %odu+t in othe -a)" "u+h a" ,) o$$eing atta+ti(e "he#$ "%a+e o

"toe #o+ation' high#ighting the %odu+t in +om%an)9%odu+ed ad(eti"ing o -e,"ite di"%#a)'

o ,) ageeing to ha(e the etai#e/" "a#e" %e"onne# 8ta#!9u%2 the %odu+t to +u"tome"*

A##o-an+e" +an ,e in the $om %i+e edu+tion" =a*!*a* o$$9in(oi+e %omotion> and ,u)9,a+!guaantee" i$ the %odu+t doe" not "e## in +etain %eiod o$ time*

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D. S*") Inc"n!i#") o( Pu)+ Mon"&:

Sin+e "a#e" %omotion" ae intended to "timu#ate a+ti(it) that #ead" to meeting %omotiona#

o,e+ti(e"' it ma!e" "en"e that the"e +an a#"o a%%#) to tho"e in a +hanne# mem,e/"

ogani.ation -ho a#"o a$$e+t "a#e"* Thu"' a ma!ete ma) o$$e "a#e" %omotion" to theie"e##e/" "a#e" $o+e and +u"tome "e(i+e "ta$$ -hee the) ae u"ed a" in+enti(e" to he#% "e##

moe o$ the ma!ete/" %odu+t* Sometime" +a##ed %u"h mone)' the"e %omotion" t)%i+a##)

o$$e em%#o)ee" +a"h o %i.e"' "u+h a" ti%"' $o tho"e that meet "a#e" e0uiement"*

%. Promotional Pro",cts:

Among the mo"t -ide#) u"ed method" o$ "a#e" %omotion" i" the %omotiona# %odu+t

%odu+t" #a,e#ed -ith the ,and o +om%an) name that "e(e a" eminde" o$ the a+tua#

%odu+t* Fo in"tan+e' +om%anie" o$ten hand out $ee +a#enda"' +o$$ee +u%" and %en" that

+ontain the %odu+t #ogo*

(. !ra"e )os:

One $ina# t)%e o$ tade %omotion i" the indu"t) tade "ho- =a*!*a* e&hi,ition"' +on(ention">*

Tade "ho-" ae ogani.ed e(ent" that ,ing ,oth indu"t) ,u)e" and "e##e" togethe in one

+enta# #o+ation* S%ending on tade "ho-" i" one o$ the highe"t o$ a## "a#e" %omotion"* In

$a+t' the Pomotion Ma!eting A""o+iation e"timate" that o(e =US> 4 ,i##ion i" "%ent

annua##) ,) ma!ete" to %ati+i%ate in tade "ho-"*

Ma!ete" ae atta+ted to tade "ho-" "in+e the"e o$$e the o%%otunit) to ea+h a #agenum,e o$ %otentia# ,u)e" in one +on(enient "etting* At the"e e(ent" mo"t "e##e" attem%t to

+a%tue the attention o$ ,u)e" ,) "etting u% a di"%#a) aea to %e"ent thei %odu+t o$$eing"

and meet -ith %otentia# +u"tome"* The"e di"%#a)" +an ange $om a "ing#e ta,#e +o(eing a

"ma## aea to ee+ting "%e+ia##) ,ui#t di"%#a) ,ooth" that dominate the tade "ho- $#oo*

S*") 3o(c" ,(omo!ion):-

Sa#e" %omotion die+ted to-ad" the "a#e" %eo%#e i" e$eed to a" "a#e" $o+e %omotion"*The"e "+heme" ae intended to moti(ate "a#e" %eo%#e to %ut in moe e$$ot" to in+ea"e "a#e"'

Page | 21


22/75


in+ea"e di"ti,ution' %omote ne- o "ea"ona# %odu+t"' "e## moe dea#" to e"e##e"' ,oo!

moe ode" de(e#o% %o"%e+t" #i"t" and ,ui#d u% moa#e and enthu"ia"m*

Some o$ the"e a+ti(itie" ae meant to %e%ae the "a#e" %eo%#e to do thei o," -e## and

in+#ude "a#e" meeting" and manua#"' taining %ogamme"' "a#e" %e"entation"' $i#m and "#ide

"ho-" et+* Pi.e di"ti,ution to -inne" i" the moe tangi,#e a"%e+t o$ an) "u+h %ogamme*

O,e+ti(e" o$ "a#e" $o+e %omotion "+heme" ae

In+ea"e "a#e" (o#ume

Intodu+e a ne- %odu+t

Redu+ing "e##ing +o"t"

O$$"et +om%etiti(e %omotion"

Im%o(e -o!ing ha,it"

De(e#o% ne- %o"%e+t #i"t" et+*

Too*) u)"/ in )*") 3o(c" ,(omo!ion):

A. S*") m""!in):

Sa#e" meeting" ae genea##) ogani.ed $o "a#e" %eo%#e $om one aea' egion o di"ti+t moe$e0uent#)' u"ua##) on+e a month' on+e in t-o month"' o 0uate#)* The"e meeting" ,ing

togethe "a#e" %eo%#e $om di$$eent teitoie" o$ the nation and ae +on"ideed a %o%u#a -a)

o$ edu+ating "a#e" %eo%#e* Thee i" a (a)ing mi&tue o$ ,u"ine"" and %#ea"ue*

B. S*") Mnu*):

Taining mateia#" "u+h a" manua#"' (i"ua# aid"' $#i% +hat"' %ogamme"' #eaning ,oo!" ae

mo"t u"e$u# to "a#e" %eo%#e* The "a#e" manua#" u"ua##) +ontain %odu+t detai#"' a%%#i+ation"'

Page | 22


23/75


manu$a+tuing %o+e""e"' %i+e"' "a#e" te+hni0ue" et+* Some +om%anie" a#"o ha(e hou"e

ouna#" that e%ot" a,out the +om%an) %ogamme"' ne- %odu+t"' e"ea+h a+ti(itie"' ne-

%o#i+e"' a-ad"' %omotion"' et+* Othe too#" in+#ude Taining' Sa#e" +onte"t"' In+enti(e"'

A-ad" and %i.e" and a#"o Pemium" =gi$t">*

RULES OF SALES PROMOTION FOR CHILDREN (Y ICC

INTERNATIONAL CODE OF SALES :-

In!(o/uc!ion:

Thi" Code' -hi+h -a" $i"t i""ued in 3K5 and then e(i"ed in 3K' i" an e&%e""ion o$ the

,u"ine"" +ommunit) e+ognition o$ it" "o+ia# e"%on"i,i#itie" in e"%e+t o$ +omme+ia#

a+ti(itie" and +ommuni+ation"*

Thi" edition +om,ine" %a"t e&%eien+e -ith +uent thin!ing ,a"ed on the +on+e%t o$ "a#e"

%omotion a" a u"e$u# mean" o$ +om%etition' ne+e""a) in the ma!et e+onom)* In the (ie- o$

ICC' the Code e"ta,#i"he" a $ai ,a#an+e ,et-een the intee"t" o$ a## %atie" +on+ened 9

%odu+e"' di"ti,uto" and +on"ume"* ICC +on"ide" it to ,e $undamenta# and in the intee"t

o$ "o+iet) a" a -ho#e that ,u"ine""' -hi#e o,"e(ing the %in+i%#e" o$ $ai +om%etition' "hou#d

,e $ee to +hoo"e ,et-een di$$eent ma!eting method"*

D"3ini!ion):

De%ending on the +i+um"tan+e" o$ the %omotion' an) %odu+e' -ho#e"a#e' etai#e o othe%e"on in the ma!eting %o+e"" ma) ,e %omote' intemedia) ando ,ene$i+ia)*

In thi" Code

The tem =,(omo!"(=e$e" to an) %e"on' +om%an) o ogani.ation ,) -hom o on

-ho"e ,eha#$ a %omotion i" initiated

The tem =in!"(m"/i(&=e$e" to an) %e"on' +om%an) o ogani.ation' othe than

the %omote' $utheing the im%#ementation on o$ an) $om o$ "a#e" %omotion

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24/75


The tem =4"n"3ici(&=e$e" to an) %e"on' +om%an) o ogani.ation to -hom an)

"a#e" %omotion i" die+ted' -hethe a" an u#timate +on"ume o a" a %o$e""iona# o

tade +u"tome

The tem =min ,(o/uc!= e$e" to the good o "e(i+e =o +om,ination theeo$>

-hi+h i" ,eing %omoted

The tem =//i!ion* 4"n"3i!=e$e" to an) good' "e(i+e =o +om,ination theeo$>

-hi+h i" o$$eed $o a %omotiona# %u%o"e

The tem =com,"!i!ion=e$e" to an) "!i## +onte"t o %i.e da- u"ed in +onun+tion

-ith a "a#e" %omotion a+ti(it)*

C+i*/("n n/ &oun ,"o,*"

A(!ic*" > Sa#e" %omotion" adde""ed to +hi#den and )oung %eo%#e "hou#d not e&%#oit thei

+edu#it) o ine&%eien+e* No "a#e" %omotion "hou#d ,e undeta!en -hi+h i" #i!e#) to ham

+hi#den o )oung %eo%#e menta##)' moa##) o %h)"i+a##)' o to "tain thei "en"e o$ #o)a#t)(i"99(i" thei %aent" o guadian"*

'ui/"*in") 3o( m(;"!in !o c+i*/("n:

A" +hi#den ae +on"ume" o$ $ood and ,e(eage"' the) ae #egitimate#) a $o+u" o$ Ma!eting

and ha(e the ight to in$omation a,out the %odu+t" that intee"t them*

Ho-e(e' ,e+au"e o$ thei #a+! o$ e&%eien+e a" +on"ume"' )oung +hi#den de"e(eE"%e+ia##) +ae$u# teatment ,) ma!ete" in an) +omme+ia# +ommuni+ation" die+ted to

them* ICC e+ogni.e" that +hi#den +on"titute an audien+e -ith a moe #imited +a%a+it) to

a++e"" in$omation in ad(eti"ing' thi" i" -h) it in+#ude" "%e+i$i+ %o(i"ion" on Comme+ia#

+ommuni+ation" to +hi#den in it" guide#ine" and +ode"*

Communi+ato" mu"t ad(eti"e and "e## thei %odu+t" to +hi#den in a e"%on"i,#e manne*

ICC emain" mind$u#' ho-e(e' that %aent" and othe adu#t" e"%on"i,#e $o a +hi#d/" -e#$ae

%#a)" a %ima) o#e in the ,oad ange o$ de+i"ion" a$$e+ting thei +hi#den' in+#uding +hoi+e"a,out #i$e"t)#e' %h)"i+a# a+ti(it) and diet* Moeo(e' %aent"' edu+ato"' the media'

Page | 24


25/75


entetainment +ontent %o(ide" and othe" ha(e im%otant o#e" in he#%ing +hi#den de(e#o% a

+iti+a# unde"tanding o$ ad(eti"ing and othe media me""age" "o that the) ,e+ome ,ette

in$omed*

The"e i""ue" ha(e ,een di"+u""ed at "ome #ength in the Com%endium o$ ICC Ru#e" onChi#den and Young Peo%#e and Ma!eting' and the"e u#e" a%%#) to $ood and ,e(eage

Ad(eti"ing a" the) do to an) othe t)%e o$ +omme+ia# +ommuni+ation" to +hi#den*

T)! A*+!tsn' St"n*"*s Co,n% o In*" :-

S"*3 - R"u*!ion 'ui/"*in") on A/#"(!i)in o3

Foo/) ? B"#"(") /i("c!"/ ! C+i*/("n *")) !+n 18 &"() o3 "

P("m4*":

Chi#den/" +hoi+e o$ diet =$ood and ,e(eage"> and #e(e# o$ %h)"i+a# a+ti(it)' +an im%a+t theigenea# hea#th and -e## ,eing* It +an ha(e a %o"iti(e in$#uen+e ,) en+ouaging a hea#th)' -e##

,a#an+ed diet' "ound eating ha,it" and a%%o%iate %h)"i+a# a+ti(it)* Caution and +ae

thee$oe "hou#d ,e o,"e(ed in ad(eti"ing o$ Food" Be(eage" e"%e+ia##) one" +ontaining

e#ati(e#) high Fat' Suga and Sa#t*

'ui/"*in"):

3> Ad(eti"ement" "hou#d not mi"#ead +on"ume" to ,e#ie(e that +on"um%tion o$ %odu+t

ad(eti"ed -i## e"u#t die+t#) in %e"ona# +hange" in inte##igen+e' %h)"i+a# a,i#it) o

e&+e%tiona# e+ognition* Su+h +#aim" i$ made in ad(eti"ement" "hou#d ,e "u%%oted -ith

ade0uate "+ienti$i+ "u,"tantiation* A## nutitiona# and hea#th ,ene$it +#aim" in $ood"

,e(eage ad(eti"ement" ae e0uied to ,e "u,"tantiated "+ienti$i+a##)*

Page | 25


26/75


4> Un#e"" a $ood %odu+t ha" ,een nutitiona##) de"igned a" a mea# e%#a+ement' it "hou#d not

,e %ota)ed a" "u+h*

5> Me""age" in ad(eti"ing to +hi#den -i## %ota) a++uate#) the %odu+t"' in a -a) that i" in!ee%ing -ith thei a,i#it) to unde"tand*

6> Ad(eti"ement" "hou#d not "ho- o(e +on"um%tion o$ Food" Be(eage"* It "hou#d e$#e+t

modeation in +on"um%tion and %otion "i.e" a%%o%iate to o++a"ion o "ituation* Ad(eti"ing

o$ %omotiona# o$$e" on Food Be(eage %odu+t" "hou#d a#"o not "ho- e&+e""i(e

+on"um%tion*

7> Ad(eti"ement" "hou#d not undemine the o#e o$ %aenta# +ae and guidan+e in en"uing

%o%e $ood +hoi+e" ae made ,) Chi#den*

> 1i"ua# %e"entation o$ $ood" and ,e(eage" in ad(eti"ement "hou#d not mi"#ead the

+on"ume" o$ the mateia# +haa+tei"ti+" o$ the %odu+t" ad(eti"ed*

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27/75


CHAPTER. 7.

CHAPTER. 7.

CADBUR INDIA LIMITED.

Page | 27


28/75


Cad,u) India i" a $ood %odu+t +om%an) -ith intee"t" in Cho+o#ate Con$e+tione)' Mi#!

Food Din!"' Sna+!"' and Cand)* Cad,u) i" the ma!et #eade in Cho+o#ate Con$e+tione),u"ine"" -ith a ma!et "hae o$ o(e Q* Some o$ the !e) ,and" o$ Cad,u) ae Cad,u)

Dai) Mi#!' 7 Sta' Pe!' +#ai"' Ce#e,ation"' Tem%tation"' and Gem"* In Mi#! Food din!"

"egment' Cad,u)" main %odu+t 9 Boun(ita i" the #eading Ma#ted Food Din! in the

+ount)*

Cad,u) i" the -o#d" #age"t +on$e+tione) +om%an) and it" oigin" +an ,e ta+ed ,a+! to

35 -hen Ja+o, S+h-e%%e" %e$e+ted hi" %o+e"" $o manu$a+tuing +a,onated minea#-ate in Gene(a' S-it.e#and* In 346' John Cad,u) o%ened in Bimingham "e##ing +o+oa

and +ho+o#ate* Cad,u) and S+h-e%%e" meged in 3KK to $om Cad,u) S+h-e%%e" %#+*

Mi#! +ho+o#ate $o eating -a" $i"t made ,) Cad,u) in 3K ,) adding mi#! %o-de %a"te to

the da! +ho+o#ate e+i%e o$ +o+oa ma""' +o+oa ,utte and "uga* In 3K7' Cad,u)" to%

"e##ing ,and' Cad,u) Dai) Mi#!' -a" #aun+hed* B) 3K35 Dai) Mi#! had ,e+ome

Cad,u)" ,e"t "e##ing #ine and in the mid t-entie" Cad,u)" Dai) Mi#! gained it" "tatu" a"

the ,and #eade* Cad,u) India ,egan it" o%eation" in 3K6 ,) im%oting +ho+o#ate" and

then e9%a+!ing them ,e$oe di"ti,ution in the Indian ma!et* Toda)' Cad,u) ha" $i(e

+om%an)9o-ned manu$a+tuing $a+i#itie" at Thane' Indui =Pune> and Ma#an%u =G-a#io>'

Banga#oe and Baddi =Hima+ha# Pade"h> and 6 "a#e" o$$i+e" =Ne- De#hi' Mum,ai' ;o#!ota

and Chennai>* It" +o%oate o$$i+e i" in Mum,ai* :o#d-ide' Cad,u) em%#o)" ' %eo%#e

in o(e 4 +ountie"*

Cad,u)" di"ti,ution net-o! u"ed to en+om%a""e" 43 di"ti,uto" and 67' etai#e"*

To a(oid +anni,a#i.ation o$ it" highe %i+ed %odu+t" $om #o-e %i+ed one"' Cad,u) i"

Page | 28


29/75


"etting u% t-o "e%aate di"ti,ution +hanne#" < one $o Coe ,u"ine"" othe $o Ma""

ma!et"' -ith di$$eent "to+!i"t"' -ho#e"a#e" and etai#e"* But toda)' Cad,u)" di"ti,ution

net-o! ea+he" out to "i& #a!h out#et" ea+h $o it" +ho+o#ate +on$e+tione) ,and" =i*e*

tota# ea+hing34 #a!h out#et">*

The tota# +on$e+tione) ma!et i" (a#ued at Ru%ee" 63 ,i##ion -ith a (o#ume tuno(e o$

a,out 4457 tonne" %e annum* The +atego) i" #age#) +on"umed in u,an aea" -ith a 5Q

"!e- to u,an ma!et" and a 4Q to ua# ma!et"* Had ,oi#ed +and) a++ount" $o 3Q'

E+#ai" and To$$ee" a++ount" $o 3Q' Gum" and Mint" and #o.enge" ae at %a and a++ount

$o 35Q* Dige"ti(e Candie" and Lo##i%o%" a++ount $o 4*Q "hae e"%e+ti(e#)* O(ea##

indu"t) go-th i" e"timated at 45Q in the +ho+o#ate" "egment and "uga +on$e+tione)

"egment ha" de+#ined ,) 3KQ* The Mi#! Be(eage" indu"t) i" (a#ued at Ru%ee" 3*3 ,i##ion

-ith an annua# tuno(e o$ a%%o& 5' tonne"* A" %e Nie#"en e"timate" the indu"t) i"

go-ing at 3*3Q*

M@o( Ac+i"#"m"n!) o3 C/4u(&:

:o#d" No 3 Con$e+tione) +om%an)

:o#d" No 4 Gum" +om%an)*

:o#d" No 5 ,e(eage +om%an)*

:o#d" No 5 ,e(eage +om%an)*

Cad,u) Dai) Mi#! Boun(ita ha(e ,een de+#aed a Con"ume Su%e ,and $o

49 ,) Su%e ,and" India*

Cad,u) India ha" ,een an!ed 7th in the FMCG "e+to' in a "u(e) on India" mo"t

e"%e+ted +om%anie" ,) "e+to +ondu+ted ,) Bu"ine"" :o#d maga.ine in 4*

Page | 29


30/75


CADBUR5S BRANDS :-

C/4u(& B(n/) (" /i#i/"/ in 3i#" c!"o(i"):

1. CHOCOLATES:

C/4u(& Di(& Mi*;:

Cad,u) Dai) Mi#! ha" ,een the ma!et #eade in the +ho+o#ate +atego) $o )ea"* And ha"

%ati+i%ated and ,een a %at o$ e(e) Indian" moment" o$ ha%%ine""' o) and +e#e,ation*

Toda)' Cad,u) Dai) Mi#! a#one ho#d" 5Q (a#ue "hae o$ the Indian +ho+o#ate ma!et*

In the ea#) K"' +ho+o#ate" -ee "een a" meant $o !id"' u"ua##) a e-ad o a ,i,e $o

+hi#den*

In the Mid K" the +atego) -a" e9de$ined ,) the (e) %o%u#a Rea# Ta"te o$ Li$e

+am%aign' "hi$ting the $o+u" $om u"t $o !id" to the !id in a## o$ u"* It a%%ea#ed to the

+hi#d in e(e) adu#t* And Cad,u) Dai) Mi#! ,e+ame the %e$e+t e&%e""ion o$ "%ontaneit)

and "haed good $ee#ing"*

Page | 30


31/75


S!(:

A #eading !night in the Cad,u) %ot$o#io and the "e+ond #age"t a$te Cad,u) Dai) Mi#!

-ith a ma!et "hae o$ 36Q' Cad,u) 7 Sta mo(e" $om "tength to "tength e(e) )ea ,)

in+ea"ing it" u"e ,a"e*

Moe e+ent#)' to gi(e +on"ume" anothe ea"on to +ome into the Cad,u) 7 Sta $o#d'

Cad,u) 7 Sta Cun+h) -a" #aun+hed* The "ame de#i+iou" Cad,u) 7 Sta -a" no- a(ai#a,#e-ith a da"h o$ i+e +i"%ie"*

P"(;:

Page | 31


32/75


:ith the i"e o$ moe (a#ue9$o9mone) ,and" in the -a$e +ho+o#ate "egment' Cad,u) Pe!

un(ei#ed t-o ne- o$$eing" 9 Pe! L and L*

In 46' -ith an added do"e o$ Rea# Cad,u) Dai) Mi#! and an im%o(ed -a$e' Pe!

,e+ame e(en moe ie"i"ti,#e* The %odu+t -a" "u%%oted in the ma!et -ith a ne- #oo! and

a ne- +am%aign* The ad(eti"ement "%o!e o$ the ie"i"ti,#e a"%e+t o$ the ,and' -ith Baa!i

"a, Bhoo#a de ,e+oming the ne- manta $o Cad,u) Pe!*

C"*"4(!ion):

Page | 32


33/75


Cad,u) Ce#e,ation" i" a(ai#a,#e in "e(ea# a""otment" o$ +ho+o#ate" #i!e 7 Sta' Pe!'

Gem"' Dai) Mi#! and Nuttie" and i+h d) $uit" eno,ed in Cad,u) dai) mi#! +ho+o#ate in7 (aiant"' A#mond magi+' ai"in magi+' +a"he- magi+' nut ,utte"+ot+h and +aame#"*

Cad,u) Ce#e,ation" ha" ,e+ome a %o%u#a ,and on o++a"ion" "u+h a" Di-a#i' Ra!hi and

Du""ea %ua* It i" a#"o a mao "u++e"" a" a +o%oate gi$ting ,and* The +ommuni+ation i"

,a"ed on the emotiona# oute and the tag #ine "a)" i"hte %a!ne do -hi+h $it" -ith the ,and

%u%o"e o$ "tengthening )ou e#ation"hi%" -ith "omething "-eet*

Bou(n#i**":

Hai#ed a" Cad,u)/" an"-e to the emeging ma!et o$ #u&u) +ho+o#ate"' Cad,u) un(ei#ed

Boun(i##e < the Indian $omu#a $o da! +ho+o#ate in 4K*

The +eati(e oute ta!en -a" 8You dont ,u) a Boun(i##e )ou ean it2 -hi+h a%t#) de"+i,e"

it a" a +ho+o#ate meant $o +on"ume" -ith a matue %a#ate*

Page | 33


34/75


The +am%aign ha" "u++e""$u##) ,ui#t Boun(i##e -ith "%e+ia# +edentia#" ,a"ed on it" di"tin+t

i+h inten"e ta"te' 0ua#it) ingedient" =,e"t Ghanaian Co+oa> and a Biti"h heitage

c*i():

In India' Cad,u) Dai) Mi#! +#ai" ha" ,een the mo"t %e$eed ,and in the +#ai"

+atego) $o )ea" and ha" a#-a)" ,een a $a(ouite -ith +on"ume"*

+#ai" ad(eti"ing o(e the )ea" ha" ta#!ed a,out the me"mei.ing ta"te o$ +#ai" ,e+au"eo$ the Cad,u) Dai) Mi#! +ho+o#ate it +ontain" at it" +ente*

'"m):

The "hee ta"te and the $un a""o+iated -ith eating Cad,u) Gem" and the o) o$ "haing it

-ith $iend" ha" made the ,and a dea +om%anion and a "ou+e o$ no"ta#gia $o +on"ume"*

Page | 34


35/75


Ea#) 4 ga(e +on"ume" one moe ea"on to +e#e,ate -ith Cad,u) Gem" the #aun+h o$

Cad,u) Fuit) Gem"' a $uit $#a(oed (aiant -ith a +i"%) "he## out"ide and -hite +ho+o#ate

in"ide* No- +on"ume" had not one' ,ut t-o ea"on" to ente the Ma"ti -o#d o$ Cad,u)

Gem"*

7. SNACS

O("o:

Laun+hed in India in Ma+h 433 the de#i+iou" +om,ination o$ da! +ho+o#ate ,i"+uit and

(ani##a +eam -a" $i"t intodu+ed to the -o#d in 3K34* That oigina# $omu#a -a" "o %e$e+t

that it ha" had#) ,een modi$ied "in+e* Ea+h )ea moe than *7 ,i##ion Oeo Bi"+uit" ae

eaten' ma!ing it the -o#d/" No* 3 ,i"+uit* Paied -ith a g#a"" o$ mi#!' it i" the %e$e+t "na+!*

Chi#den a+o"" the -o#d tea+h thei %aent" the $un -a) to eat Oeo < t-i"ting the ,i"+uit

o%en' #i+!ing the +eam' and then dun!ing the ,i"+uit in mi#!* It/" no -onde then' that

$ami#ie" the -o#d o(e' +ome togethe o(e thi" ta"t) "na+!*

8. BEVERA'ES

Bou(n#i!:

Page | 35


36/75


The ,and ha" ,een an enduing ")m,o# o$ menta# and %h)"i+a# hea#th e(e "in+e it -a"

#aun+hed in 3K6* It i" had#) "u%i"ing then' that Boun(ita eno)" a mao %e"en+e in theMa#t Food ma!et* Gi(en it" ma!et "hae o$ 3Q' Cad,u) Boun(ita ea+he" a+o""

hunded" o$ +itie"' to-n" and (i##age" though 5'7' out#et" in India*

It i" a uni(e"a# tuth that mothe" atta+h a #ot o$ emotiona# im%otan+e to noui"hment -hi#e

,inging u% thei +hi#den* Ho-e(e' +hi#den a#-a)" #oo! out $o the ta"tie"t o%tion to ma!e

thei dai#) do"e o$ mi#! moe eno)a,#

Cad,u) no- o$$e" t-o o%tion" to +a%tue thi" a%%ea# Cad,u) Boun(ita' -ith it" %o%u#a

+ho+o#ate ta"te' and it" #ate"t o$$eing' Cad,u) Boun(ita 7 Sta Magi+' #e(eaging the i+h

+ho+o#ate and +aame# $#a(o o$ Cad,u) 7 Sta Cad,u) Boun(ita ad(eti"ing ha" mo(ed

-ith the time" to e$#e+t the +hanging need" o$ the +on"ume"*

Tn:

The -o#d/" $a(oite %o-deed ,e(eage


37/75


ta"te and mi+onutient" "u+h a" Ion' 1itamin A B C ma!e" it a $a(oite -ith mom"* At an

a$$oda,#e %i+e' mothe" ae a,#e to ma!e a de#i+iou"#) e$e"hing' nutitiou" and +on(enient

din! $o thei !id"*

One o$ ou %o-e ,and" in India' Tang i" ight on tend a" it de#i(e" a -inning ,und#e $o+on"ume" 9 a$$oda,i#it)' +on(enien+e' nutition and geat $uit ta"te Tang*

So#d in moe than 5 +ountie"' Tang' i" the #ate"t ,and $om the ;a$t Food" %ot$o#io to

ente the 8,i##ion do##a2 ,and" +#u,*

9. CAND

H**)

Ha##" -a" $i"t #aun+hed in India in 3K "oon e"ta,#i"hed it"e#$ a" a @ !+"(,"u!ic5 +and)

+om%eting in the +ough #o.enge ma!et* Ha##" ha" ,een "o#d in India a" %at o$ the P$i.e

:ane Lam,et net-o!" ,e$oe it +ame into the Cad,u) $o#d in 45 a" %at o$ a g#o,a#

mege -ith Adam" Con$e+tione)*

Cad,u) India Limited' India/" #eading Con$e+tione) Com%an) toda) announ+ed the #aun+h

o$ a ne- ma!eting +am%aign $o it" #eading mint" ,and @Ha##"/* The ne- T1C e(o#(e"

aound the theme 8Thandi Saan" ;a B#a"t2 to demon"tate the @Inten"e +oo#ing #eading to a

$ee#ing o$ eu(enation/*

. 'UMS

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Bu44*oo:

Cad,u) India ha" e&%anded it" +on$e+tiona) %ot$o#io in 4 ,) $oa)ing into the Bu,,#e

gum +atego) -ith the #aun+h o$ Bu,,a#oo Bu,,#egum9 a "u++e""$u# ,u,,#egum ,and $om

it" intenationa# %ot$o#io*

Bu,,a#oo i" an inno(ati(e "o$t ,u,,#egum -ith a +ente $i##ed #i0uid* It i" $i##ed -ith a high

#e(e# o$ a geat ta"ting $uit $#a(oed #i0uid that $#ood" )ou mouth in"tant#)*

Bu,a#oo i" +uent#) a(ai#a,#e in t-o )umm) $#a(o"9 Sta-,e) and Mi&ed Fuit*

A/ARDS

Cad,u) India -in" the EM1IES Media C#ient o$ the Yea in Se%tem,e 434*

Cad,u) India -in" the C#ient o$ the Yea tit#e at the EFFIES 434* Ran!ed 6th among"t India" 7 Mo"t Admied +om%anie" ,) Fotune India* Du%ont A-ad on Inno(ati(e %a+!aging* Be"t Su%%#ie" a-ad" =o(ea## %o+e""ed $ood" +atego)> at the S%en+e" Be"t

Su%%#ie A-ad"* 3 Ad(eti"ing A-ad" at Goa$e"t 434* Oeo Togethene"" Me#a -in" Go#d at EEMA A-ad" 434* Boun(ita ui. Conte"t -in" ,e"t !id" %ogam at India Te##) A-ad"* 7 Sta" The Date $i#m -in" P#atinum A-ad at Digiatti 434* 6 Sho%%e In"ight :IN" =India> $o H334 "u,mitted ,) A"ia Pa+i$i+* Cad,u) India Limited -on the C#ient o$ the Yea at the E$$ie" 433*

Page | 38


39/75


Cad,u) -in" the Go#d Standad at the 433 APPIES A-ad"* Cad,u) -in" a "i#(e to%h) at the Uni(e"it) o$ A"ia and Pa+i$i+ =UAP> Tam,u#i

A-ad"* Cad,u) -in" Go#d at the A"ian Ma!eting E$$e+ti(ene"" A-ad" 433*

Cad,u) -in" Ceati(e A,,) A-ad" at the Goa Fe"t 433* Ma!e9A9:i"h Co%oate Patne A-ad 433* Cad,u) an!ed among India" Mo"t Re"%e+ted Com%anie" 433* Cad,u) an!ed among the Be"t Com%anie" to :o! Fo 433* Cad,u) etain" AAA ating a-aded ,) CRISIL 43* Cad,u) -in" E$$ie" A-ad 43*

SALES PROMOTION STRATEGIES

Ta#!ing a,out +onte"t Cad,u) had (aiou" +onte"t $o +hi#den' in one o$ it" +onte"t in -hi+hthe +hi#den had to +o##e+t the -a%%e" o$ +ho+o#ate o$ R"* 3 o moe and -ith e(e) 3

-a%%e" etuned the) ga(e (aiou" gi$t"' the moe num,e o$ -a%%e the moe the ,ig -a"

the gi$t the) had gi(en gi$t" #i!e anima# ma"!' "ung#a""e" -at+he" and +amea" too* The othe

+onte"t -a" that the +hi#den had to +om%#ete the #ine -h) the) #i!e the Cad,u)

+ho+o#ate"???*

The ,e"t an"-e had ,een gi$ted -ith Cad,u) gi$t ham%e"* Cad,u) a#"o gi$ted %en"' %o+!et

+a#enda"' +a%"' t9"hit et+* a" +on"o#ation %i.e"*

Intenet %omotion i" one o$ the ne- inno(ati(e %omotion" ,) Cad,u) )ou +an %#a)

di$$eent game on @---*+ad,u)india*+om/ -ith di$$eent +ho+o#ate" o$ Cad,u)*

In the "ma## (a#ue +ho+o#ate" #i!e +#ai" and Gem" Cad,u) ha" a time to time %omotion the

adoo +ad o$$e ,) Cad,u) -a" o+!ing among the +hi#den* In thi" o$$e Cad,u) ga(e a

$ee adoo +ad -ith t-o +#ai"' the +ad had a %i+tue o$ anima# -hi+h +ou#d not ,e "een in$i"t #oo! and that the) -h) it -a" +a##ed adoo +ad* The othe %odu+t mo"t %o%u#a#) u"ed

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40/75


to %omote +ho+o#ate" and +on$e+tione) i" a Tatoo* The"e %odu+t" ha(e ,e+ome a geat

+a.e in "ma## and )oung +hi#den a#i!e* F#uoe"+ent tatoo" ha(e ,een -e#+omed -ith

o(e-he#ming +a.e' e"%e+ia##) in the ,u,,#e gum and to$$ee "e+tion*

Gem" the $a(oite +ho+o#ate %i## ,et-een +hi#den ha(e "omething to o$$e $o +hi#den ,e$oe

-hen it -a" %a+!ed in e+tangu#a +ad ,o& it had a %u..#e game %inted on it* It a#"o o$$eed

$ee Jame" Bond and ,ug" and ,unn) "ti+!e" -ith it* No- gem" ae %a+!ed in +)#indi+a#

%#a"ti+ tin

-ith a +i+!et game on it" #id* Cad,u) a#-a)" ha" a %omotion going on -ith one o the

othe ,and o$ +ho+o#ate*

T+" T(/" Sc+"m"):

Bu) Cad,u)/" %odu+t" -oth R"*59 and get 5 an) +ho+o#ate" -oth R"*7 $ee*

Point9o$9%u+ha"e di"%#a)" i*e* %odu+t di"%#a)" and in$omation "heet" ae u"e$u# in ea+hing

the +on"ume at the %oint o$ %u+ha"e and o$ten en+ouage etai#e" to "u%%ot one",and*

F("" oo/):

A $ee good" %omotion i" a de(iation $om "taight %i+e +ut* The %omotion o$$e to tade i"

in the $om o$ e&ta 0uantit) o$ %u+ha"ed %odu+t 8$ee2* Fee good" dea# o$ten en+ouage"

e"e##e" to "to+! moe duing the %omotion %eiod* Fo the manu$a+tue' it i" an e&+e##ent

%omotion ,e+au"e it +o"t" #e"" than it othe-i"e a%%ea"* E*g*

Bu) Cad,u)/" %odu+t" -oth R"*59 and get 5 an) +ho+o#ate" -oth R"*7 $ee*

C/4u(&) i3! ,c;) 3o( !+" 3")!i#" mon!+):

Cad,u) India ha" +ome out -ith "ome %ett) %a+!ing and u"e$u#' a%%o%iate gi$t" $o the

$e"ti(e "ea"on* A""oted Cad,u) +on$e+tione) i" %a+!ed into di$$eent +ontaine" and gi$t

,o&e"* E*g*' a gi$t %a+!" $o R" 79 -a" a(ai#a,#e in a %ett) %#a"ti+ ta) that +an ,e u"ed in

the hou"e* A#"o a(ai#a,#e ae g#a"" ,o-#"' "tee# "a#(e"' +a""eo#e' et+* Anothe atta+ti(e

+ontaine i" a ,eauti$u# hand9%ainted e-e##e) ,o&* Some %a+!" +ome -ith a $ee gi$t* Fo

in"tan+e' $#oating +and#e"' +)"ta# time%ie+e' e#e+ti+a##) o%eated "amai' et+*

Page | 40


41/75


ADVERTISIN' STRATE':

Te#e(i"ion' the %int media and %o"te" ha(e ,een the main media o$ +ommuni+ation $o

Cad,u)/" ad(eti"ement"* Ho-e(e' -ith thei unde"tanding o$ the %e+u#iaitie" o$ the

Indian ma!et' Cad,u) ha" a#"o e&%#oed man) ne- -a)" o$ getting thei me""age a+o"" to

the +on"ume"

S+""! M"!* Di),"n)"()Thi" %u%#e "a#e"%e"on $o Cad,u)/" i" $ound in

a#mo"t e(e) "ho% "to+!ing thei +ho+o#ate"* Sin+e it i" %#a+ed on the +a"h +ounte' it"

de"ign o$$e" (i"i,i#it)' ea"e o$ (ending' and %ote+tion $om the e#ement"* It i" a#"o

%#a+ed in the mo"t a%%o%iate %o"ition to +ate to the im%u#"e ,u)e"* Thi" @$i"t/ $om

Cad,u) ha" ,e+ome "o %o%u#a that i" no- the "tandad de"ign $o a## +ho+o#ate

manu$a+tue"*

Vi)icoo*"() ? R"3(i"(!o()1i"i,i#it) $o +ho+o#ate" do%" in the "umme' a"

the) di"a%%ea into the e$igeato* In high though%ut out#et"' the (i"i+oo#e "e(e"

the need $o +oo#ing -hi#e "ti## maintaining the (i"i,i#it) o$ the %odu+t*

J():The"e ae %o(ided to "ma## out#et"' -hee the) ae %ominent#) di"%#a)ed*

Out#et" #i!e the neigh,ouhood Paan "ho% ha(e u"t enough %#a+e" $o "im%#e

di"%en"e" #i!e a"* Atta+ti(e a" me+handi"ing unit" in "u+h "ho%" en"ue %#a+e"

o$ %ide $o Cad,u)*

V"n/in mc+in"):The"e high (i"i,i#it) ma+hine" ae %o(ided at ,u") #o+ation"*

Fi"t intodu+ed in the +ount) ,) Cad,u)' the"e im%e""i(e +oin o%eated ma+hine"+an ,e "een di"%en"ing +ho+o#ate" in high ta$$i+ aea" $om the :o#d Tade Cente at

Mum,ai to Ne- De#hi ai#-a) "tation* 1ending ma+hine" ha(e $omed a %at o$

"e##ing %odu+t" "a(ing on "a#e" %e"on and o%ening "ho%"*

P(")"nc" in Amu)"m"n! P(;):Cad,u)/" a#"o maintain" a %e"en+e in man)

amu"ement %a!" a+o"" the +ount)' "tengthening the a""o+iation o$ it" +ho+o#ate"

-ith @$un/ o++a"ion"*

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P(omo!ion S!(!"&:

The ,a"i+ %u%o"e o$ %omotion and ad(eti"ing ,) Cad,u) i" to ma!e Cad,u) ")non)mou"

-ith +ho+o#ate and 9

Edu+ate the ma!et Bui#d ,and a-aene"" In+ea"e +on"um%tion En+ouage "ea"ona# %u+ha"e"

A. CADBUR DAIR MIL:

Cad,u)/" mu#ti9a-ad -inning +am%aign 9 @The Rea# Ta"te o$ Li$e/ 9 #aun+hed in the

K/" attem%t" to +a%tue the +hi#d #i!e "%ontaneit) in e(e) adu#t* Fom the o#d man

o$$eing hi" -i$e a Dai) Mi#! +ho+o#ate to the dan+ing gi# in a +o-ded "tadium' a##

e$#e+t the im%u#"i(ene"" and the "%ontaneit) o$ the +hi#d in the adu#t*

Thi" +am%aign -ent on to ,e a-aded The Cam%aign o$ the Centu)' in India at the

A,,) =Ad C#u,' Mum,ai> a-ad"*

In the #ate K"' to $uthe e&%and the +atego)' the $o+u" "hi$ted to-ad" -idening

+ho+o#ate +on"um%tion among"t the ma""e"' though the ;hane-a#on ;O ;hane ;a

Bahana Chahi)e +am%aign* Thi" +am%aign ,ui#t "o+ia# a++e%tan+e $o +ho+o#ate

+on"um%tion among"t adu#t"' ,) "ho-+a"ing +o##e+ti(e and "haed moment"*

Moe e+ent#)' the ;u+h Meetha Ho Jaa)e +am%aign a""o+iated Cad,u) Dai) Mi#!

-ith +e#e,ato) o++a"ion" and the %ha"e Pa%%uThe intea+ti(e +am%aign $o Pa%%u

Pa"" Ho Ga)a ,agged a Bon.e Lion at the %e"tigiou" Canne" Ad(eti"ing Fe"ti(a#

4 $o Be"t u"e o$ intenet and ne- media*

9The Pa%%u Pa"" Ho Ga)a +am%aign a#"o -ent on to -in Si#(e $o The Be"t

Integated Ma!eting Cam%aign and Go#d in the Con"ume Podu+t" +atego) at the

EFFIES 4 =g#o,a# ,en+hma! $o e$$e+ti(e ad(eti"ing +am%aign"> a-ad"*

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9The idea in(o#(ed a tie9u% -ith Re#ian+e India Mo,i#e "e(i+e and a##o-ed "tudent" to

+he+! thei e&am e"u#t" u"ing thei mo,i#e "e(i+e and en+ouaged tho"e -ho %a""ed

thei e&amination" to +e#e,ate -ith Cad,u) Dai) Mi#!*

8Pa%%u Pa"" Ho Ga)a ,e+ame %at o$ "teet #anguage* It ha" ,een ado%ted ,)

+on"ume" and toda) i" u"ed e&ten"i(e#) to e&%e"" o) in a moment o$ a+hie(ement

"u++e""*

B. CADBUR PER:

3> 59degee +am%aign -ith mi& o$ te#e(i"ion' +on"ume +onta+t a+ti(itie"' et+*

4> Tie u% -ith #eading +o$$ee +hain Ca$V Co$$ee Da) $o die+t "am%#ing*

5> Podu+t "am%#ing $o $i"t t-o month" a+o"" 47 to-n"*

C. CADBUR STAR:

Cad,u) India u"e" the outdoo medium a" an intega# %at o$ it" ad(eti"ing +am%aign"* The

59degee ma!eting +am%aign $o the e9in(ented 79Sta' a%at $om the T1C and ,and

mi+o "ite' a#"o $eatue" a theme9,a"ed outdoo and $un "am%#ing and ta"ting "e""ion" a,out

the @ight -a) to ta"te a 79Sta/*

D. CADBUR CELEBRATION:

Radio +on"titute" 3 %e +ent o$ the o(ea## "%end" $o the R;+i+am%aign $o Cad,u)

Ce#e,ation"* Be"ide" adio' outdoo +on"titute" 3794 %e +ent o$ the "%end"' -hi#e T1

+ontinue" to dominate the media %#an at %e +ent* Fo a +am%aign e#)ing "o hea(i#) on

te#e(i"ion' thee i" no ne- T1 +omme+ia#* The +om%an) i" aiing #a"t )ea" T1C thi" )ea a"

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-e##' the ationa#e ,eing that the ad < an emotiona# one a,out a ,othe in a ho"te# ,eing

"u%i"ed ,) hi" "i"te < "ti## geneate" high e+a##*

Ho-e(e $o the outdoo +am%aign' the ,and taget" ,othe" unde the age o$ 3 )ea"' i"

"%ead a+o"" ,i##,oad" and ,u" "he#te" -ith +eati(e "u+h a"' You "i"te thin!" )ou ae a

"i&9%a+! "u%e"ta' You "i"te thin!" )ou ae Mum,ai" +oo#e"t dude' o You "i"te

thin!" )ou

ae the ea# heo $o##o-ed ,) Thi" R;+i' e&%e"" )ou #o(e -ith %)aa !a "hagun and

S%e+ia# Ri+h D) $uit +o##e+tion $o )ou "i"te*

The in"ight $o the outdoo +am%aign -a" that "i"te" heo9-o"hi% thei ,othe"* The

+am%aign u"e" thi" in"ight a" a hoo! to initiate gi$ting ,) the ,othe"*

@C/4u(&5) C"*"4(!ion)/ aim" to %o%agate thi" (e) thought though it" #ate"t Di-a#i

Cam%aign 9 8I)) Di*i A, i)" +u)+ ("n"& uc+ Mi!+) +o @&"2* The idea

,ehind the +am%aign i" to "eed the thought o$ "haing "%eading ha%%ine"" to ,ing a "%a!

into %eo%#e/" #i(e" thi" $e"ti(e "ea"on*

Cad,u)/" ha" e&tended it" ma!eting "tateg) to the intenet "%a+e and ha" #aun+hed an

inno(ati(e intea+ti(e -e,"ite .m""!+mom"n!).com -heein one +an e&%eien+e the

meetha thought (ia "ending o$ %e"ona#i.ed e9geeting" to thei $iend" $ami#)*

Cad,u) ha" +eated a +om%#ete 5 degee +am%aign to in(o#(e engage the TG ,)

%omoting the ,ig thought o$ 8I"" Di-a#i aa% !i"e !hu"h !aenge)W2 Thi" integated

+ommuni+ation "tateg) -i## ,e o##ed out to inten"i$) the engagement -ith the +on"ume"*

The medium" o$ +ommuni+ation -i## in+#ude te#e(i"ion' %int' adio' on#ine' and outdoo

a+ti(itie"*2

E. CADBUR DAIR MIL ECLAIRS:

Cad,u) Dai) Mi#! +#ai" < the de#i+iou"#) +eam) +aame# $i##ed -ith a i+h Cad,u)

Dai) Mi#! +ho+o#ate +ente e+ent#) #aun+hed a ne- T1C -ith the theme Cho+o#ate !a

Meetha Bom,* The T1C aim" to "ho-+a"e the ne- and im%o(ed Cad,u) Dai) Mi#!

+#ai" -hi+h ,oa"t" a geate gu"h and a i+he +ho+o#at) +ente* In ode to +ommuni+atethi"' the ,uning -i+! and +ho+o#ate head e&%#o"ion" ha" ,een ,ought to %#a)*

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The 5 ma!eting +am%aign' a%at $om the T1C -i## a#"o $eatue outdoo"' "am%#ing and

$ee goodie"* Cad,u) Dai) Mi#! +#ai" Cun+h i" ,eing "u%%oted hea(i#) though a ne-

T1 +am%aign' +ou%#ed -ith adio in "e#e+t +itie"*

CADBUR5S PRODUCT DEVELOPMENT

C/4u(& *unc+") P"(; i!+ '*uco)" En"(&5 in 7GG:

A $i"t $o India' Cad,u) Pe! -ith G#u+o"e Eneg) i" a ne- inno(ation that i" aimed to

a%%ea# to +on"ume"/ ta"te ,ud"* Tageted at 3693 )ea o#d"' it i" a $un teat -hi+h +om,ine"

eneg) gi(ing g#u+o"e -ith geat ta"te*

Thi" ne- o$$e -i## ,e ,a+!ed ,) "igni$i+ant ad(eti"ing +eated ,) Ogi#() Mathe

Ad(eti"ing +enteed aound the theme o$ 8Na)a Pe! -ith G#u+o"e Eneg)*2 An integated

ma!eting +am%aign -i## ,e #aun+hed to +eate a-aene"" aound the %odu+t* The 59

degee ma!eting +ommuni+ation -i## en+om%a"" T1' Outdoo' tie9u%" and "am%#ing

a+ti(itie"* Pe! -ith G#u+o"e Eneg) -i## o$$e t-o %ie+e" in ea+h %a+! a$$oda,#) %i+ed at

R"*79 $o 43 gm"* And a" "ing#e" at R"*49 $o *7 gm"* It -i## ,e a(ai#a,#e at a## etai# out#et"

a+o"" +itie" in the +ount)*

C/4u(& *unc+") n" TVC 3o( Bou(n#i! in 7GG:

T-o "e%aate T1C" ha(e ,een +eated to +a%tue the audien+e"/ intee"t' the $i"t aimed at the

!id" and the othe at thei mothe"*

The +ommuni+ation o,e+ti(e o$ +am%aign $o mothe" i" to te## them that Boun(ita XXo$$e" the ,ene$it" o$ natue and "+ien+e -hi+h he#%" )ou +hi#d to !ee% going -ith a## the

%h)"i+a##) and menta##) demanding a+ti(itie" o$ the da)' "o that )ou !id i" +on$ident in

-hate(e he doe"*

Thee i" a "e%aate T1C $o !id" -hi+h hinge" on the "ame idea9 non"to% a+tion $om natue/"

goodne"" and the %o-e o$ "+ien+e* The T1C $o !id" ha" a +om%#ete (ideo game #oo! $ee#

to it and i" the $i"t o$ it" !ind in thi" +atego)* Thi" uni0ue teatment ha" ,een +ho"en -ith

the intent o$ in+ea"ing the ,and a%%ea# among"t the !id"*

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On the digita# %#at$om' a mi+o "ite' ---*ead)to%#a)*in' ha" ,een #aun+hed -hee !id" +an

%#a) a game*

C/4u(& *unc+") Bou(n#i! Li5* C+m,)6

i!5) n" Cu, o3 Con3i/"nc"5 3o( *i!!*" c+m,ion):

Tenni" A+e Sania Mi.a +ondu+t" a ma"te +#a"" $o mothe/" on the

at o$ ma!ing +ham%ion" at the #aun+h e(entMumbai, February 27, 2009:Cad,u) India

Ltd* toda) #aun+hed Cad,u) Boun(ita Li/# Cham%" it" #ate"t o$$eing $o )oung +hi#den at

an uni0ue e(ent -ith tenni" a+e Sania Mi.a and an e&+ited gou% o$ +hi#den and thei

mothe/" at thei +o%oate o$$i+e*

Boun(ita Li/# Cham%" i" a "%e+ia##) +eated nutition "u%%#ement $o 4 to 7 )ea o#d" -ith

the goodne"" o$ natua# ingedient" and the %o-e o$ 4 "+ienti$i+ nutient"* It +ontain" DHA'

-hi+h i" (ita# $o ,ain and (i"ion de(e#o%ment in the $omati(e )ea" o$ a +hi#d* In addition'

it i" a#"o "u%%#emented -ith :he) %otein +on+entate that not on#) in+ea"e" the o(e9a##

%otein +ontent' ,ut a#"o enhan+e" mu"+#e de(e#o%ment and immunit) ne+e""a) $o +hi#den*

The +oe %o%o"ition o$ Boun(ita Li/# Cham%" i" to %o(ide menta# a#etne"" and %h)"i+a#

$itne"" $o +hi#den in the age gou% o$ 497 )ea"* Thi" o$$eing ha" mi#de +o+oa +ontent and

-ith the geat Cad,u) Boun(ita ta"te -i## he#% +hi#den ea#i.e thei innate %otentia#*2

The +om%an) ha" o%ed in tenni" a+e Sania Mi.a $o the ,and +ommuni+ation that "ho-"

he tan"$omation $om a )oung todd#e to a tenni" +ham%* The ne- T1 +omme+ia# -i## ,e

aied in the $i"t -ee! o$ Ma+h and othe medium" #i!e outdoo' Intenet and adio -i## ,e

#e(eaged e&ten"i(e#) $o ,and %omotion*

Cad,u) Boun(ita Li/# Cham%" -i## ,e a(ai#a,#e in t-o %a+! "i.e" < 4 gm" %i+ed at

R"*K9 and 7 gm" at R"*379 at a## moden etai# out#et" a+o"" mao +itie"*

QUI0 & CONTESTS ORGANISED (Y CAD(URY:-

Page | 46
http://www.readytoplay.in/http://www.readytoplay.in/


47/75


1. In/i) 3i()! T"c+"() #K) )!u/"n!) ui0 )+o *unc+"/:

Fo the $i"t time in India' Cad,u) Boun(ita ,ing" the guu "hi"h)a Jodi/" to 0ui. it out

on India" $a(ouite 0ui..ing "ho- Boun(ita ui. Conte"t*

The +onte"t intend" to e&%#oe the intee"ting a"%e+t" o$ Con$iden+e in the )oung +on"ume"

#i$e9"%a+e* Ea+h e%i"ode ,ing" togethe 4 team" 9 one tea+he/" team and one "tudent/" team

to +om%ete on an e&%eien+e (" eagene"" %#at$om 9 tea+he" e&%eien+e and "tudent"

eagene""* The tea+he" ae a"!ed 0ue"tion" #i!e :hat" Shahu!h" ne- hai"t)#eW the

"tudent" :hi+h +it) in India ha" the highe"t +ime ateW

Medium" +hanged' +hanne#" +hanged' ,ut the Boun(ita ui. Conte"t emain" to thi" da)' the

#onge"t unning 0ui. "ho- o$ India* The Boun(ita ui. Conte"t =BC> ha" "u++eeded in

ma!ing 0ui..ing one o$ the nation" mo"t %o%u#a e(ent" a$te one9da) +i+!et* But' moe

im%otant#)' BC had o++u%ied a (e) "%e+ia# %#a+e in the hi"to) o$ Indian edu+ation*

The +onte"t o%ened ,) in(iting "+hoo#" $om a+o"" India and Gu#$ to "end in nomination" $o

"tudent" $om +#a""e" 1II and 1III* Initiation" -ee "ent to tea+he" $om e%uted "+hoo#"

a+o"" the +ount) and -ee then "e#e+ted though ound" o$ %e"ona# inte(ie-" +ondu+ted,) Dee! O Bien*

7. C/4u(& P"(; ,(")"n!) ,; 'm",*" P("mi"(" L"u" In/i5) 1)!

N!ion* 'min L"u"):

Page | 47


48/75


Mum4i6 No#"m4"( 86 7GG>: a%a! Digita# Entetainment Ltd' India/" #age"t on#ine

gaming %ota#' a Re#ian+e ADA Gou% 1entue toda) #aun+he" India/" ,igge"t gaming

tounament < Cad,u) Pe! a%a! Game%#e& Pemiee League* Thi" mega tounament -i##,e a+ti(ated in 57 a%a! Game%#e&e" in +itie" #i!e Chennai' Banga#oe' Jam"hed%u' Bho%a#'

Bhu,ane"-a' Co+hin' Coim,atoe' DehaDun' H)dea,ad' Indoe' Lu+!no-' Ludhiana'

De#hi' Ran+hi' Mum,ai' Se+undea,ad' Si#igui' Baoda' Ti(andum' Chandigah' Jai%u'

Ahmeda,ad' Pune and ;o#!ata*

The tounament -i## "ho-+a"e -o#d/" mo"t %o%u#a game" #i!e 9 Counte Sti!e' FIFA

and Ca.) ;at9 :o#d" Ca.ie"t On#ine Ra+ing Game* Thi" tounament -i## ,e a #eague,a"ed $omat -hee game" a+o"" the +ount) -i## %#a) ea+h othe in the mo"t +om%etiti(e

$omat e(e*

a%a! Game%#e& -i## an! $e#i+itate India/" to% 3 game" in Counte Sti!e' FIFA and

Ca.) ;at' a#ong -ith +a"h %i.e" o$ u%to R"* 7 #a!h" to ,e -on*

Thi" e(ent i" ,eing %omoted ,) AN' BIG Fm' and Li(ing Digita# a#ong -ith on#ine media

and a%a!*+om them"e#(e"* The #eague -i## a#"o ,e %omoted e&ten"i(e#) a+o"" a## )outh hot

"%ot" ,) -a) o$ Banne and Po"te a+ti(ation* Lea$#et" announ+ing tounament a#"o to ,e

di"ti,uted a+o"" the"e hot "%ot"*

. C"*2,3 4 St": No5 %ost n C6!t F!+!:-

Brings you the World's Largest Online Cricket Leaguewith Zapak.com Mum4i6 M&

76 7GG:Dont u"t -at+h the Ci+!et League' ,e a %at o$ it Cad,u) 7 Sta a#ong -ith

Page | 48


49/75


,;.comha" announ+ed the #aun+h o$ @ S!( In/in On*in" L"u"/*

A%at $om thi" -inne" -i## a#"o get ;o#!ata ;night Ride" me+handi"e* Thee ae othe

%i.e" #i!e $ee do-n#oada,#e game"' Ci+!et !it"' Game%#e& +ou%on"' Game Cd" et+* Thi" i"

a +han+e $o +hi#den -ho #o(e +i+!et to ,e a %at o$ an a+tua##) +i+!et #eague and e%e"ent

thei +it)*

9. Bou(n#i! Con3i/"nc" Ac/"m&5 7GG>:

Mum4i6 Auu)! 76 7GG> A$te the "u++e""$u# #aun+h o$ 8Bou(n#i! Con3i/"nc"

Ac/"m&2 #a"t )ea' the inno(ati(e ea#it) %#at$om i" ,a+! -ith an a## ne- e&+iting 4

"eie" %emieing on Pogo T1*

Page | 49

The #eague i" ead) to %o(ide o%%otunitie" to )oung+hi#den to +om%ete again"t the ,e"t in the +ount)* The

%#at$om e&tend" the +han+e to gi(e an e&%eien+e o$ -hatit ta!e" to ,e the ,e"t a#ong -ith %i.e" -oth R"*3+oe*

The -inne" o$ the 7 Sta Indian On#ine League -i## -in a"eat on the Boad o$ a%a! Ci+!et in India =BCI>* Thi"Boad +onto#" game ating"' -ite" Game Re(ie-" $oe(e) game' Se#e+t" Game o$ the :ee!' Se#e+t" Dai#)Po##' Pi+! Hot Ci+!eting To%i+ o$ the :ee!' E&%et B#og"=-ite -ith ;i"h Si!anth>' Te"t ne- Ci+!et game"et+*
http://www.zapak.com/http://www.zapak.com/


50/75


@Boun(ita Con$iden+e A+adem)/ i" a nation-ide hunt to uneath ta#ent in )oung %odigie"

aged 3493* The nation-ide "ea+h' atta+ted a%%#i+ation" $om o(e one9#a+! "+hoo# "tudent"

out o$ -hi+h on#) "i& )oung %odigie" ha(e ,een "e#e+ted to +om%ete -ith ea+h othe in 4

Boun(ita Con$iden+e A+adem)*

Cad,u) Boun(ita i" among the mo"t #o(ed and tu"ted ,and" in the +ount)* :ith the e&ta

%h)"i+a# and menta# eneg) that Boun(ita %o(ide"' )oung"te" ha(e the +on$iden+e to ta!e

on the -o#d and a+tua#i.e thei innate %otentia#* Cad,u)/" a""o+iation -ith the 8Con$iden+e

A+adem)2 aim" to e+ogni.e and e-ad +ham%ion" -ho though thei a+hie(ement" em,od)

the Boun(ita ,and (a#ue"*

. Bou(n#i! Con3i/"nc" 3o( A** In/i Junio( B/min!on C+m,ion):

Cad,u) Boun(ita ,ing" togethe Young Cham%" $om a## o(e the +ount) $o an e&+iting

A## India Junio Badminton Tounament ,eing he#d in Chennai $om Ma) 4th 953"t* 4*

The tounament i" ogani.ed ,) the E&%e"" Shutt#e C#u, and e+ogni.ed ,) the Badminton

A""o+iation o$ India* It -i## $eatue %#a)e" $om (aiou" "tate" in India -ho -i## (ie $o the

to% "#ot in thei e"%e+ti(e +ategoie"*

34 %#a)e" $om India e%e"ent thei "tate in thi" tounament*

The (aiou" +ategoie" U93o Sing#e"' U935 Sing#e"' U935 Dou,#e"'

U93 Sing#e"' U93 Dou,#e"' U93K Sing#e"' U93K Dou,#e"

U93K Mi&ed Dou,#e"

:inne" -i## -in %i.e" amounting to 4''9

Cad,u) Boun(ita ha" ,een an enduing ")m,o# o$ menta# and %h)"i+a# hea#th e(e "in+e it

-a" #aun+hed in 3K6* It i" had#) "u%i"ing then' that Boun(ita ha" eno)ed a #ong

a""o+iation -ith "%ot"* In the 3K Mo"+o- O#)m%i+"' Cad,u) Boun(ita -a" the o$$i+ia#

hea#th din! $o the Indian team* In the ne- mi##ennium' !ee%ing %a+e -ith the e(o#(ing

mind"et" o$ the ne- age +on"ume"' Cad,u) Boun(ita i" a,out aming +on"ume" -ith

Con$iden+e to ta!e on %h)"i+a# and menta# +ha##enge" that no,od) e#"e +an' e"u#ting in one

o$ the mo"t "u++e""$u# ad(eti"ing +am%aign" -hi+h i" ,a"ed on Rea# A+hie(e" -ho ha(e

go-n u% on Boun(i*

Page | 50


51/75


S/OT ANALYSIS:-

S!("n!+):

3* Stong ,and name" #i!e Cad,u) Dai) Mi#!' Fi(e "ta and E+#ai"*

4* Ri+h %odu+t mi&*

5* Su%%ot $om the %aent Cad,u) S+h-e%%e"*

6* Cad,u) S+h-e%%e" %#+ -a" one o$ the Fotune To% 3 Com%anie" to :o! Fo in47* The +om%an) i" a e"%e+ted em%#o)e that (a#ue" it" -o!$o+e*

7* The ogani.ation ha" "tong ethi+a# (a#ue" and an ethi+a# mi""ion "tatement*

2";n"))"):

3* La+! o$ #aun+h o$ ne- ,and" in Cho+o#ate" "egment*

4* Cad,u) ha" a e%utation $o ne- %odu+t de(e#o%ment and +eati(it)* Ho-e(e' the)emain (u#nea,#e to the %o""i,i#it) that thei inno(ation ma) $a#te o(e time*

The ogani.ation i" de%endent on a main +om%etiti(e ad(antage' the etai# o$ +o$$ee*Thi" +ou#d ma!e them "#o- to di(e"i$) into othe "e+to" "hou#d the need ai"e*

5* The +om%an) ha" no a%%ehen"ion" o$ +anni,a#i.ation o$ it" +ho+o#ate ,and"*

O,,o(!uni!i"):

3* The Indian ma!et and moe "%e+i$i+a##) the u,an aea" -hee the %enetation o$Cho+o#ate" i" #o- +an ,e de(e#o%ed a" a $utue ma!et though a$$oda,i#it) anda(ai#a,i#it)*

4* U"ing in$omation and te+hno#og) to ,ing e$$i+ien+) in #ogi"ti+" and di"ti,ution**

Page | 51


52/75


5* Cad,u) India i" attem%ting to in+ea"e the de+#ining ma!et $o +ho+o#ate -ithinno(ation' one o$ -hi+h i" it" "-eet "na+!' B)te

6* Band am,a""ado Amita,h Ba+h+han $o ad(eti"ing thee ne- %odu+t"*

T+("!):

3* Sti$$ +om%etition in Con$e+tione) "egment*

4* The +om%an) ha" #age e&%o"ue to $oeign +uen+) e&+hange ate i"!' main#) ona++ount o$ im%oted +o+oa ,ean" and +o+oa ,utte in US Do##a and Pound St*

5* Hea#th ogani.ation ha(e "o man) ,aie" $o ne- de(e#o%ment*

6 * Ent) into "a#ted "na+!" -a" u#ed out "o it i" im%otant to do ne- inno(ation andma!eting e"ea+h*

CHAPTER. 8.Page | 52


53/75


C)"$t!. .

RESEARCH METHODOLOGY

In!(o/uc!ion:

8Ma!eting e"ea+h mean" the ")"temati+ gatheing' e+oding' ana#).ing o$ data

a,out %o,#em" e#ating to the ma!eting o$ good" and "e(i+e"2

Ma!eting e"ea+h ha" %o(ed an e""entia# too# to ma!e a## the need o$ ma!eting

management* Ma!eting e"ea+h thee$oe i" the "+ienti$i+ %o+e"" o$ gatheing andana#).ing o$ ma!eting in$omation to meet the need" o$ ma!eting management* But

gatheing o$ o,"e(ation i" mu"t ,e ")"temati+* The ")"temati+ +ondu+t o$ e"ea+h e0uie"

Ode#ine""' in -hi+h the mea"uement" ae a++uate*

Im%atia#it) in ana#)"i" and inte%etation*

A## o$ e"ea+h +an ,e +ategoi.ed into ,a"i+ and a%%#ied*

Page | 53


54/75


3* BASIC RESEARCH :- Ba"i+ Re"ea+h i" that intended to e&%and the ,od) o$

!no-#edge $o the u"e o$ othe"*

4* APPLIED RESEARCH:-A%%#ied Re"ea+h i" one' -hi+h i" +aied out to $ind the

"o#ution $o a %ati+u#a %o,#em o $o guiding a "%e+i$i+ de+i"ion* It i" u"ua##) %i(ate in

natue*

RESEARCH DESI'N:

Re"ea+h de"ign indi+ate" the method" and %o+edue o$ +ondu+ting e"ea+h "tud)* Re"ea+h

de"ign +an ,e done in $o##o-ing thee t)%e"9

1. E,*o(!o(& R")"(c+:-

E&%#oato) e"ea+h $o+u"e" on the di"+o(e) o$ ne- idea" and i" genea##) ,a"ed on

"e+onda) data*

7. D")c(i,!i#" R")"(c+:-

De"+i%ti(e e"ea+h i" undeta!en -hen the e"ea+he -ant to !no- the +haa+tei"ti+" o$

+etain gou%"*

8. Cu)* o( E,"(im"n!* R")"(c+"):-

An e&%eimenta# e"ea+h i" undeta!en to identi$) +au"e" and e$$e+t e#ation"hi% ,et-een

t-o (aia,#e"*

The Re"ea+h De"ign i" D")c(i,!i#" R")"(c+ D")in.

D! co**"c!ion: In thi" "tud) intena# and e&tena# "ou+e $o data +o##e+tion had ,een

u"ed* In thi" %o+e"" the $o##o-ing t-o t)%e" o$ data +ome" into %i+tue*

Pima) data*

Page | 54


55/75


Se+onda) data*

P(im(& /!: A## the %ima) data $o the %u%o"e o$ the "tud) -ee o,tained ,)

inte(ie-ing the e"%ondent -ith the he#% o$ a 0ue"tionnaie* ue"tionnaie -a" $amed on

the ,a"i" o$ it" ad(eti"ement im%a+t* The 0ue"tion" -ee de"igned in "u+h a -a) a" to da-

out the ma&imum in$omation and data*

S"con/(& /!: Se+onda) data ha" ,een +o##e+ted ,) though ,oo!"' -e,"ite" and the

ne-"%a%e ati+#e"*

R"),on/"n!): The e"%ondent" ae +on"ume" o$ 37957 age gou%"*

Sm,*" Si0": The "am%#e "i.e -a" ta!en a" 3 e"%ondent"*

Sm,*in A(":

The e"ea+he/" aea $o "u(e) -a"

SIES 9 Co##ege o$ At"' S+ien+e Comme+e' Sion*

Mu#und < nea Mu#und +he+! na!a and Mu#und "tation*

Sm,*in Uni!:

Hee the e"ea+he ha" andom#) "e#e+ted the e"%ondent" o$ the Mum4i +it)*

D! An*&)i): Fo ea+h o$ the 0ue"tion" unde the %aamete" -ee an!ed a" %e thea#tenati(e" gi(en and then ga(e -eight" to the an! a+hie(ed' then the +umu#ati(e "+oe

a+hie(ed to $ind out the %e+entage o$ ea+h o$ the 0ue"tion in the 0ue"tionnaie*

Page | 55


56/75


RESEARCH REPORT ON CAD(URY7S PRODUCT

T4*" No. 1: DO OU EAT CHOCOLATES

A("n")) No. o3 R"),on/"n! P"(c"n!"

") 1GG 1GG

No G G

To!* 1GG 1GG

Page | 56


57/75


Int!$!t"ton:-

3Q +on"ume +on"ume" +ho+o#ate"*

It mean" the entie +on"ume +on"ume" the +ho+o#ate*

T4*" No. 7: A("n")) 4ou! C/4u(& P(o/uc!

A("n")) No. o3 R"),on/"n! P"(c"n!"

") 1GG 1GG

No G G

To!* 1GG 1GG

Page | 57


58/75


Int!$!t"ton:-

3Q ae a-ae a,out the Cad,u)*

It mean" the entie +on"ume" ae a-ae a,out the Cad,u) %odu+t*

T4*" No. 8: Con)um,!ion o3 c+oco*!"

Con)um,!ion No o3 ("),on/"n! P"(c"n!"

N")!*" 1 1

C/4u(& Q9 Q9

O!+"( 17 17

Fo("in B(n/

To!* 1GG 1GG

Page | 58


59/75


Int!$!t"ton:-

6 Q +on"ume" Cad,u) +ho+o#ate* 3Q +on"ume" Ne"t#e* 34Q +on"ume" othe ,and"* Q +on"ume" $oeign ,and"*

It mean" +on"um%tion o$ Cad,u) i" moe' and then +ome" Ne"t#e' then othe ,and" andFoeign ,and"*

T4*" No.9: Di)co#"(& o3 C/4u(&

Di)co#"( No o3 ("),on/"n! P"(c"n!"

A/#"(!i)"m"n! Q Q

Mou!+ ,u4*ici!& Q Q

S in !+" )+o, 1 1

O!+"( 1G 1G

Page | 59


60/75


To!* 1GG 1GG

Int!$!t"ton:-

Q +on"ume get to !no- ,) Ad(eti"ement* 3Q +on"ume get to !no- ,) "eeing them in "ho%*

It mean" mo"t o$ the +on"ume" +ome to !no- a,out Cad,u) $om Ad(eti"ement' then ,)

-indo- di"%#a) in "ho%"' then ,) the othe "ou+e"*

T4*" No. : P(o/uc! Lin" P("3"(

P("3"( No o3 ("),on/"n! P"(c"n!"

C+oco*!" QG QG

B"#"(" 1> 1>

Cn/& 1 1

Snc;)

To!* 1GG 1GG

Page | 60


61/75


6018

17

5

PRODUCT LINE PREFER

CHOCOLATE (EVERAGE CANDY SNAC8S

Int!$!t"ton:-

Q %e$e +ho+o#ate" o$ Cad,u)*

3Q %e$e ,e(eage" o$ Cad,u)* 3Q %e$e +and) o$ Cad,u)* 7Q %e$e "na+!" o$ Cad,u)*

It mean" in Cad,u) %odu+t" Cho+o#ate" had it" ma&imum "a#e"' then the Be(eage and then

Cand) and the #a"t i" Sna+!"*

T4*" No. Q: Pu(c+)in o3 C/4u(& ,(o/uc!

Pu(c+)in No o3 ("),on/"n! P"(c"n!"

Onc" ""; 7> 7>

Tic" ""; 9 9

T+(ic" ""; 19 19

Page | 61


62/75


R"u*(*& 11 11

To!* 1GG 1GG

Int!$!t"ton:-

4Q +on"ume Cad,u) on+e a -ee!* 6Q +on"ume Cad,u) t-i+e a -ee!* 36Q +on"ume Cad,u) thi+e a -ee!*

It mean" the eating ha,it o$ Cad,u) +on"ume ae t-i+e a -ee! and egu#a i" #e""*

T4*" No. : P(ic" Rn"

Economic* No o3 ("),on/"n! P"(c"n!"

") > >

No 1 1

To!* 1GG 1GG

Page | 62


63/75


Int!$!t"ton:-

7Q "aid that the %i+e ange i" e+onomi+a#* 37Q "aid that the %i+e ange i" not e+onomi+a#*

It mean" mo"t o$ the +on"ume $ee#" that the %i+e ange on Cad,u) i" e+onomi+a#*

T4*" No. >: F"!u(" 3o( Pu(c+)in C/4u(&

F"!u(" No o3 ("),on/"n! P"(c"n!"

T)!" 8 8

B"!!"( Pc;in 8 8

P(ic" 7G 7G

Page | 63


64/75


O!+"( 9 9

To!* 1GG 1GG

Int!$!t"ton:-

5KQ %u+ha"e Cad,u) $o ,ette ta"te* 5Q %u+ha"e Cad,u) $o ,ette %a+!ing* 4Q %u+ha"e at it" %i+e ate* 6Q %u+ha"e $o othe ea"on"*

It mean" ma&imum +on"ume $ee#" that ta"te o$ the Cad,u) %odu+t i" ,e"t' then +ome" it"

Pa+!ing and then the othe $a+to"*

T4*" No. : A#i*4i*i!& o3 C/4u(&

A#i*4i*i!& No o3 ("),on/"n! P"(c"n!"

V"(& Muc+ A#i*4*" Q1 Q1

ui!" A#i*4*" 88 88

Page | 64


65/75


H(/*& A#i*4*" Q Q

To!* 1GG 1GG

Int!$!t"ton:-

3Q "aid that Cad,u) i" (e) mu+h a(ai#a,#e* 55Q "aid that Cad,u) i" 0uite a(ai#a,#e* Q "aid that Cad,u) i" had#) a(ai#a,#e*

It mean" Cad,u) %odu+t" ae a(ai#a,#e mo"t#) in a## the "ho%"' ma##"' et+* ,ut "ome a#"o "a)

that it i" 0uite a(ai#a,#e* The ea"on ma) ,e the "ho%!ee%e +an/t "ho- the %odu+t ,e+au"e o$

"%a+e %o,#em*

T4*" No. 1G: P("3"("nc" o3 c+oco*!")) 'i3! on Occ)ion

C+oco*!") No o3 ("),on/"n! P"(c"n!"

C/4u(&) c"*"4(!ion) 9> 9>

Page | 65


66/75


A))o(!"/ N")!*" ,c; 7Q 7Q

Fo("in c+oco*!") 1Q 1Q

O!+"() 1G 1G

To!* 1GG 1GG

Page | 66


67/75


Int!$!t"ton:-

6Q gi$t" Cad,u) +e#e,ation on o++a"ion* 4Q gi$t" Ne"t#e on o++a"ion 3Q gi$t" Foeign +ho+o#ate" on o++a"ion* 3Q gi$t" othe +ho+o#ate" on o++a"ion*

It mean" duing o++a"ion +on"ume %e$e Cad,u) +e#e,ation moe' the Ne"t#e +ho+o#ate

and then Foeign ,and"*

T4*" No. 11: S!i)3c!ion i!+ !+" P(o/uc!

S!i)3c!ion No o3 ("),on/"n! P"(c"n!"

") 9 9

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