akshuuuuu

7/30/2019 akshuuuuu

http://slidepdf.com/reader/full/akshuuuuu 1/50

Study on Sales Management and Promotional Strategy towards

Consumer products

Submitted in partial fulfillment of the requirements for the award of the degree of

Bachelor of Business Administration (Computer Aided Management)Semester-III

ToGuru Gobind Singh Indraprastha University, Delhi

Guide:Submitted by

Name of Guide: Name of Student:AKSHAY DESHWAL

Roll No.:0490301010

Institute of Innovation in Technology & Management,New Delhi – 110058Batch (2010-2013)

7/30/2019 akshuuuuu


Certificate

I, Mr.akshay deshwal , Roll No. 04990301010 certify that the Minor Project Report (Paper

Code=213) entitled”Study on Sales Management and Promotional Strategy towards Consumerproducts” is completed by me by collecting the material from the referenced sources. The

matter embodied in this has not been submitted earlier for the award of any degree or diploma

to the best of my knowledge and belief.

Signature of the Student:

Date:

Certified that the Minor Project Report entitled Study on Sales Management and Promotional

Strategy towards Consumer products” done by Mr.Amandeep Sabharwal, Roll

No.04390301010, is completed under my guidance.

Signature of the Guide

Name of the Guide:

Designation:

Date:

Countersigned Director/Project Coordinator

7/30/2019 akshuuuuu


ACKNOWLEDGEMENT

I am extremely grateful and remain indebted to our guide for

being a source of inspiration and for his constant support in the Design, Implementation and

Evaluation of the project. I am thankful to his for the constant constructive criticism and

invaluable suggestions, which benefited me a lot while developing the project on study on “sales

management and promotional strategy towards consumer products” . He has been a constant

source of inspiration and motivation for hard work. He has been very co-operative throughout

this project work. Through this column, it would be my utmost pleasure to express my warm

thanks to his for the encouragement, co-operation and consent without which I mightn’t be able

to accomplish this project.

Name: Akshay deshwal

Enroll. No: 04990301010

7/30/2019 akshuuuuu


INDEX

S.NO. LIST OF CONTENTS PAGE NO.1.

2.

3.

4.

5.

6.

7.

8.

INTRODUCTION

OBJECTIVE OF STUDY

REASEARCH METHODOLOGY

ANALYSIS OF STUDY

INTERPRETATION OF RESULT

RECOMMENDATIONS

BIBLIOGRAPHY

QUESTIONNAIRE

7/30/2019 akshuuuuu


INTRODUCTION

Sales management is attainment of an organization's sales goals in an effective & efficient

manner through planning, staffing, training, leading & controlling organizational resources.Revenue, sales, and sources of funds fuel organizations and the management of that process is

the most important function.

• Promotion can be defined as any method that communicates to the target market about the

right product to be sold in the right place at the right price. Promotion is the activities people use

to communicate with others about their product or service and to convince them to use it.

Everythingyou do communicates something about your business. In tourism, this includes awide variety of activities including brochures, billboards, and newspaper ads. Promotion

involves careful planning. When you see or hear effective promotion it is merely the "tip of the

iceberg." A great deal of work went into planning the final product. But before talking about the

planning process, we need to review the tools of promotion.

• Promotion is a form of corporate communication that uses various methods to reach a targeted

audience with a certain message in order to achieve specific organizational objectives. Nearly all

organizations, whether for profit or not-for-profit, in all types of industries, must engage in some

form of promotion. Such efforts may range from multinational firms spending large sums on

securing high-profile celebrities to serve as corporate spokespersons to the owner of a one-

personenterprise passing out business cards at a local businessperson’s meeting.

• Like most marketing decisions, an effective promotional strategy requires the marketer

understandhow promotion fits with other pieces of the marketing puzzle (e.g., product,

distribution, pricing, target markets). Consequently, promotion decisions should be made with an

appreciation for how itaffects other areas of the company. For instance, running a major

advertising campaign for a newproduct without first assuring there will be enough inventory to

meet potential demand generated bythe advertising would certainly not go over well with the

company’s production department (not tomention other key company executives). Thus,

7/30/2019 akshuuuuu


marketers should not work in a vacuum when making promotion decisions. Rather, the overall

success of a promotional strategy requires input from others in impacted functional areas.

• Promotion includes personal selling, advertising, sales promotion, and public relations. There

arealso different forms of each of these types of promotion such as broadcast, print, direct mail

andelectronic advertising that offer different advantages, disadvantages, costs and paybacks. The

samemessage may be interpreted differently, based on the source of the message in terms of

Trustworthiness and credibility.

• In addition to coordinating general promotion decisions with other business areas, individual

promotions must also work together. Under the concept of Integrated Marketing Communication

marketers attempt to develop a unified promotional strategy involving the coordination of many

different types of promotional techniques. The key idea for the marketer who employs several

promotional options to reach objectives for the product is to employ a consistent message across

all options. For instance, salespeople will discuss the same benefits of a product as mentioned in

television advertisements. In this way no matter how customers are exposed to a marketer’s

promotional efforts they all receive the same information.

Another one of the 4P's is 'promotion'. This includes all of the tools available to the marketer for

'marketing communication'. As with Neil H.Borden's marketing mix, marketing communications

has its own 'promotions mix.' Think of it like a cake mix, the basic ingredients are always the

same. However if you vary the amounts of one of the ingredients, the final outcome is different.

It is the same with promotions. You can 'integrate' different aspects of the promotions mix to

deliver a unique campaign.

The tools in the promotional mix include:

1. Advertising - Any paid form of non-personal presentation and promotion of ideas, goods or

services by any identified sponsor.

2. Direct Marketing - The use of mail, telephone or other non-personal contact tools to

communicate

with, or solicit a response from, specific customers and prospects.

7/30/2019 akshuuuuu


3. Trials and Service Promotion – Short term incentives to encourage trial or purchase of a

product

or service, such as discounted rates for services over a limited time period.

4. Public Relations and Publicity - Programmes designed to promote and/or protect a

company’s

image, or those of its products, including product literature, exhibitions and articles in

professional or in-house newsletters.

5. Personal Selling - Face to face interactions with one or more prospective users, to generate

increased activity. In a library context this will include “academic detailing” – one-to-one

meetings with new or existing staff to brief them about a specific project or service.

6. Sponsorship - Financial or external support of an event or person by an unrelated organization

or donor, commonly used in the arts, sports and charities.

The specific mix depends on a number of factors, including:

. The promotion budget available

. Stage of product in its life cycle

. Nature of the competitive situation

. The target audience

. The nature of the product.

7/30/2019 akshuuuuu


Promotional Strategies

• In the sales profession, two effective ways to get business are to go out after it, or have it com

you. The first you do by prospecting; the second through promotional strategies. Mostsalespeople

agree it's much more pleasant and less time consuming when prospects come to them. The

beauty promotionalstrategies is: they plant a seed in your prospect's mind. In effect, you've made

a "reservation" to be considered for future business. If your prospect has had positive exposure to

in advance, you will more easily establish the relationship, make the appointment and complete

sale. Promotion can give you the name recognition you need.

• Most of us are familiar with market research as suppliers (or information providers) try to

obtain

information from us (or library users) on what we require. Promotion is the reverse side of this.

Organizations use promotion to communicate with customers about products they offer.

Promotion

is thus one half of the communication process with customers. Ideally it will work cooperatively

with market research (in an iterative feedback loop) so that the constantly changing requirement

users are met by promotional activities that target (or even anticipate) these expressed needs.

• Such activities need to be managed. They require the allocation and expenditure of resources,

whether physical (promotional products) or intangible (staff time or use of existing facilities).

such they cannot simply be allowed to grow organically – they require shaping and direction v

promotional strategy.

• A successful promotional strategy multiplies the salesperson's presence and increases his

effectiveness. A properly executed promotional program can accomplish these objectives:

1. Introduce your product or service to new prospects

2. Smooth the way for setting appointments

3. Encourage more purchases by current clients

4. Stimulate off-season purchases

7/30/2019 akshuuuuu


5. Compete with competitor's promotional efforts

6. Keep present, former and future customers informed of your services

7. Enlarge your market by increasing activity in a wider geographic area

• All promotional efforts aim to increase sales. While advertising and sales promotion do this

direct publicity and public relations influence sales indirectly, by encouraging the buyer to think

highly you, your company, and your products. Most people would rather buy from a person or

comp they "like" even if they don't know them personally.

• If your company handles most of its own promotion, you should still think of yourself as a

compwithin a company. On a smaller scale, promotion is as important to the smaller company, as

itthe larger corporation.

Types of Promotional Strategies

Promotional Strategies can be categorized as follows:

1. Personal Selling

2. Sales Promotion

3. Public Relations

4. Direct Mail

5. Trade Fairs and Exhibitions

6. Advertising

7. Sponsorship

1. Personal Selling

• Personal Selling involves direct face-to-face relationships between sellers and potential

customers. Personal Selling is an effective way to manage personal customer relationships. The

sales person acts on behalf of the organization. They tend to be well trained in the approaches

and techniques of personal selling. However sales people are very expensive and should only be

used where there is a genuine return on investment. For example salesmen are often used to sell

cars or home improvements where the margin is high.

7/30/2019 akshuuuuu


• Personal Selling Skills

First Impressions: Whilst you are assessing your client they are doing the same to you, and will

make similar assumptions based on hairstyle, hair color, general neatness, clothing, make-up,

accessories and how closely you follow trends. These factors will contribute to your client's

ultimate decision to purchase based on your advice, or even to return or not. First and lasting

impressions are often made in the first 10 seconds of meeting a new person: quite a daunting

thought.

Relationship Building: In order to establish a successful client/stylist relationship, the client

must feel comfortable and able to trust their stylist. Speaking with warmth and friendliness,

empathizing and showing genuine interest with any arising problems, can develop this sense of

trust. You should appear interested and animated during conversations and this relationship must

be sincere. Aim to radiate professional warmth.

It is important not to be overbearing with timid clients or too vague with dominant clients, hence

correctly identifying client type is a skill that should be learnt as soon as possible. Look out for

body language in order to provide a clue; and use active questions in order to confirm your ideas

and also to ensure you understand your client's needs.

Greetings: Clients will feel more valued if they are made to feel important and welcome. As

they arrive greet them by name, or if unknown introduce yourself. Do not leave a client unsure of

where they should be or what they should be doing.

Encourage conversation by checking that the style, color or form from their last appointment has

been a success; be prepared for a negative response and able to give an honest appraisal.

Similarly, check that your client is happy with using their finish products at home. If not, offer

alternative solutions and be prepared to explain why. These enquiries will help to make your

clients feel special, providing reassurance and building confidence and trust.

7/30/2019 akshuuuuu


Client Satisfaction: The essential ingredient for happy, satisfied customers is great-looking hair

that suits their lifestyle and can be successfully replicated in the home. The benefits of this are

many, including an increased sense of trust between client and stylist. With this firmly

established it is likely that a client will have more confidence in your recommendations. This is

particularly helpful when encouraging them to buy OTC products, as they will assume that your

talent for creating great hairstyles will be mirrored by your knowledge of products, so make sure

it is

Timing: The perfect time to recommend finishing products to your client is during the final

stages of hairstyling when they can see the effect of a product on their hair. Discuss the end-

styling process and describe the products you are applying, what you hope to achieve and any

additional benefits. If more than one product is needed, and the client is reluctant to make an

expensive purchase, priorities the most essential product. Make a note of what they bought and

remind them to add extra products to their collection on future visits. Clients may visit the salon

between appointments to purchase products: use their record card as a reminder of previous

purchases and styling needs.

Demonstration: When selling a product it is essential to show the application benefits. First

demonstrate on their hair and explain, where relevant, different methods of application, how

much product to dispense and how to achieve the best results. The next step is to allow your

client time to experiment, to ensure that they are able to achieve the same effect before they go

home. The feel, look, smell and packaging are all vital in encouraging a client to buy finish

products. Describe these elements and use this time to explain fully all benefits, such as

protection from the environment, added gloss or long-lasting hold.

Problems and Concerns: Show interest in any concerns your client may have regarding the use

and purchase of finish products. Once you are in possession of all the facts you will be better

placed to offer an appropriate solution. Use this opportunity to perform a full consultation and

diagnosis, you will then be able to target specifically and offer advice on problems. Use active

listening and open questions to ensure a successful diagnosis, for example

7/30/2019 akshuuuuu


Body Language: It is essential to be aware of your body language at all times when interacting

with clients. This is never more important than when you are encouraging them to buy products.

The key skills involve making eye contact, using the appropriate gestures and being aware of any

unconscious negative body language. Maintain openness with your client: sit facing them, use

open gestures and look interested.

2. Sales Promotions

• Sales promotion consists of a diverse collection of incentive tools, mostly short term, designed

to stimulate quicker and/or greater purchase of particular products/services by consumers or the

trade.

• Advertising offers a reason to buy. Sales promotion offers an incentive to buy. Sales promotion

tools for consumer promotion include cash refund offers, prices off, prizes, patronage rewards

etc .Sales promotion tools for trade promotion include prices off, advertising and display

allowances and free goods based on sales. Sales promotion tools aimed at salesmen of the

company are contests, incentives for sales in fixed periods, trips to tourist locations etc.

Rapid Growth of Sales Promotion: In comparison to growth in advertising sales promotion has

grown more rapidly and in many consumer packaged goods company it now accounts for 65% to

75% of the total budget (Kotler, 1997).

Purposes of Sales Promotion: Incentive type promotions are used to attract new buyers or

triers,

to reward loyal customers, and to increase the repurchase rates of occasional users.

Major Decisions in Sales Promotions:

1. Setting the objectives

2. Selecting the tools

3. Developing the sales promotion program

4. Pretesting the program

5. Implementing and controlling the program

6. Evaluating the Results of the program

• Sales promotion tends to be thought of as being all promotions apart from advertising, personal

selling, and public relations. For example the BOGOF promotion, or Buy One Get One Free.

7/30/2019 akshuuuuu


Others include couponing, money-off promotions, competitions, free accessories (such as free

blades with a new razor), introductory offers (such as buy digital TV and get free installation),

and so on. Each sales promotion should be carefully coasted and compared with the next best

alternative.

• Sales Promotion refers to specific activities (such as point-of-purchase displays, brochures,

coupons) which can generate a specific purchase behavior.

• Sales promotions differ from overall promotion in that they are onetime activities. They involve

special sales, demonstrations, and other business stimulators that are temporary. Some common

promotions are: demonstrations, novelties/gifts, special events, coupons, exhibit booths,

incentives, celebrity appearances, discounts, promotional offers, holiday cards, open houses, and

sales. As an individual salesperson, think up new ways to promote sales, especially when your

company does not. Keeping an eye on the calendar and knowing when a product needs to be sold

most heavily will help you plan ahead. Begin your sales promotion early so that awareness has

been established when the season arrives. If your company is involved in sales promotions, take

advantage of them. If your company has a booth at a trade show, volunteer to work it. At the

show, exchange business cards with everyone you meet. Try to set appointments while you're at

the show rather than calling everyone later. If your company gives out calendars, stamp your

name on them.

• Whether you're independent or represent a large company, you can generate many promotional

ideas. They create an immediate sales impact. Many promotional items have a long life and can

remind your clients and prospects about you and your product throughout the year, like wall

calendars.

3. Public Relations

• Public Relations is defined as 'the deliberate, planned and sustained effort to establish and

maintain mutual understanding between an organization and its publics' (Institute of Public

Relations). It is relatively cheap, but certainly not cheap. Successful strategies tend to be long-

term and plan for all eventualities.

7/30/2019 akshuuuuu


• Public Relations or Publicity is any free form of "mass selling." All of these methods try to

inform, persuade and remind the target audience about your product or service. They are

complementary to each other and should be integrated to maximize your results.

• Public Relations means relating to the public in a way that wins its appreciation. It involves

goodwill and community awareness. Its affect on sales is indirect and more difficult to analyze.

Sales do improve, however, because people like to do business with salespeople that take an

interest in the community. In determining your best public relations strategies, you should

consider:

a) Who are your "publics?"

They are groups of people who perceive you as a businessperson. Some publics act on their

perceptions and increase your sales; others just appreciate you. It is important to identify each of

your publics and develop strategies for improving your image with them. For example, if you

sell real estate, your publics could be bankers, mortgage companies, customers, the community

at large, other brokers, property managers, etc.

b) How can you reach these publics?

Many methods exist. Your choices might include: Contributions of time or money to particular

groups and activities, such as sponsoring Little League, bowling teams, sporting events, cultural

activities, charities, community development programs, and others.

Public speeches - You can offer your services to a group who would like to hear you speak on

your area of expertise.

Staged events - Your targeted publics may sponsor picnics, anniversary parties, ball games or

other events. Your presence at these occasions gives your public a chance to get to know you in

a relaxed, non-business setting.

Trade Associations - Belonging to these and special interest groups provides good PR for

individuals and companies. Your membership shows that you care about the industry. You can

also develop many prospects from your participation.

7/30/2019 akshuuuuu


c) What image do you want to convey

Public relations can be more important to an individual salesperson than to a company. Your

image is an "intangible" asset that affects sales as much as your "tangible" assets (products). The

way people see you on a day-to-day basis is very important. Therefore, public relations should be

a way of life as well as a strategy for exposure. Professionalism is the best PR.

4. Direct Mail

• Direct mail is very highly focused upon targeting consumers based upon a database. As with all

marketing, the potential consumer is 'defined' based upon a series of attributes and similarities.

Creative agencies work with marketers to design a highly focused communication in the form of

amailing. The mail is sent out to the potential consumers and responses are carefully monitored.

• For example, if you are marketing medical text books, you would use a database of doctors'

surgeries as the basis of your mail shot.

5. Trade Fairs and Exhibitions

• Such approaches are very good for making new contacts and renewing old ones. Companies

will seldom sell much at such events. The purpose is to increase awareness and to encourage

trial. They offer the opportunity for companies to meet with both the trade and the consumer.

Expo has recently finish in Germany with the next one planned for Japan in 2005, despite a

recent decline in interest in such events.

7/30/2019 akshuuuuu


6. Advertising

• Advertising is a 'paid for' communication. It is used to develop attitudes, create awareness, and

transmit information in order to gain a response from the target market. There are many

advertising 'media' such as newspapers (local, national, free, trade), magazines and journals,television (local, national, terrestrial, satellite) cinema, outdoor advertising (such as posters, bus

sides).

• Advertising means a paid, persuasive presentation promoting you, your company, and/or your

product/service. Advertising is any paid form of "mass selling" or communication with large

numbers of potential customers at the same time. No matter how subtle or obvious your ad, the

desired outcome can be achieved only through:

Education - Making prospects aware of yourself or your product and what you can do for them

Preference Formation - Getting the prospect to like you and prefer your product to the

competition

Generating an Inquiry - Advertising doesn't make a customer, you do. But, you must get

people to tell you of their interest. The size and nature of your business will determine which

advertising means you will use. If you're a sales consultant, it often doesn't pay for you to

advertise on TV or in newspapers. Trade journals can be a more effective medium. In

determining which sources would best fill your needs, ask yourself some questions:

1. What message do I want to convey? Should more emphasis be put on my product/service or

me?

2. What is my target audience? How can advertising expand it? Where will my target prospects

most likely see my message?

3. How much can I afford to spend on advertising this year? Can I afford not to advertise?

4. When is the best time to advertise?

• With answers to these basic questions, you can choose the best resources for advertising. The

following list is not all-inclusive: TV, radio, newspapers, direct mail, novelties, handbills/flyers,

trade magazines, billboards, shopper’s guides, consumer magazines, displays and brochures.

7/30/2019 akshuuuuu


• Patterns have emerged which show that some sources are better for salespeople than others.

The most proven promotional methods in sales are, in this order:

1. Person to person contact

2. Telephone contact

3. Personal letter

4. Form letter

5. General promotional mailing

6. Display advertising

• One good strategy combines a personal letter of introduction prior topersonal contact. The

benefits of personal contact are obvious each contact has a high impact. Both methods can be

utilized appropriately and successfully.

7. Sponsorship

• Sponsorship is where an organization pays to be associated with a par ticular event, cause or

image. Companies will sponsor sports events such as the Olympics or Formula One. The

attributes of the event are then associated with the sponsoring organization. These elements of

the promotional mix are then integrated to form a unique, but coherent campaign.

8. Publicity

• Publicity means getting exposure through the news media, utilizing announcements prepared

by companies or the media of newsworthy stories or events. Publicity also can mean feature

articles in magazines. This coverage or "free advertising" can have spectacular results. Publicity

often succeeds where advertising fails:

Credibility - When people read an article in the paper or hear a story on the news, they

automatically assume it is authentic and originated by the media.

Subtlety - Your message reaches many prospects who would otherwise resist contact. Prospects

"ingest" your message as news rather than as "advertising."

7/30/2019 akshuuuuu


Dramatization - Publicity can convey, "we are your neighbors, struggling with you and doing

our part to improve life around us." Publicity, especially on a local level, helps create a feeling

of community.

• Publicity takes many forms. Your company or a public relations firm prepares press releases.

These brief, newsworthy stories highlight you or the company in a way that interests the public.

The difficulty is getting the media to use the story. To have your press releases published

regularly, you must have expertise in publicity as well as good connections with the news media.

• Feature Articles make excellent publicity. Written by staff or freelance writers for trade

magazines, professional journals, and consumer magazines, they cover you or your business in

more depth than a press release. If you're unique in some way, you may provide an interesting

subject for a feature article that can be linked to your profession. In time your business will

increase due to the publicity.

• Photographs are good publicity vehicles. Newspapers often print unusual, humorous and

interesting photographs. If you have a photograph that shows you or your company in an

interesting light and is appealing from a journalistic viewpoint, send it to your local newspaper or

trade journal.

• It is rare to find a product or service that "speaks for itself" and doesn't need promotion. As

professional salespeople, we must recognize that, and actively promote products as well as our

service or ourselves. Promotional strategies will not only get you in the door, they'll bring the

business to your door.

7/30/2019 akshuuuuu


Developing a Promotional Strategy

Developing an effective promotional strategy demands more than just being aware of the tools of

promotion. Promotion is an ongoing process that requires much planning. A strategy is simply a

careful plan. The effectiveness of your strategy depends on more than how much money you put

into it. Effectiveness results from the thoroughness of your planning and the consistency with

which you carry it out. The following nine steps outline an easy to follow procedure for

developing an effective promotional strategy.

Step 1-Figuring out who you are

* Establishing your Identity. When people talk about developing a promotional image, they

often forget about first developing their identity. Identity and image are not synonymous.

Identity is what you really are. Image is how others see you.

*This is an important distinction because how you see yourself may not be how you are seen by

the public. To manage how others see you, first clarify your identity. You can then project it in

such a strong way that identity and image are the same.

*To accomplish this step, make a list of all your characteristics including such things as

facilities, location, price, and attractions.

Step 2 - Deciding on your product

Developing a Them. The list of characteristics that make up your identity will be a long one.

You cannot and should not promote all of these characteristics. You need to decide on what

part of your identity you want to promote. This will be the theme for your promotional

strategy.

A theme is the one main idea, or message you want to communicate with your promotionalefforts. The theme must be intimately tied to your identity.

To determine a theme, ask yourself the following questions. "What is there about my facility

that would be appealing to visitors?" 'What can I tell them that would make them want to come

and visit us?" "What makes my facility unique?"

7/30/2019 akshuuuuu


Step 3-Deciding who you want to attract

Identifying Your Target Audience. Deciding on your identity and theme is the foundation for

your strategy. Build on this foundation by deciding on who you want to reach. You must

decide on and contact your target audience, those people you want to reach with your

information. Do you want to attract local or non-local visitors? Repeat or first-time visitors?

Families or singles?Young or old? Deciding on who you want to attract is important.

To reach your target audience, you must identify their needs and how they obtain information

about recreation and tourism opportunities. Different groups have different needs. Senior

citizens have different needs than do young adults. Handicappers have different needs than do

non-handicappers. When you are developing your message you should address some of these

needs.

Different groups also get information from different sources. Some groups get information

through informal sources, such as past visitors or local people. Others go through formal

sources such as travel agencies. Some choose personal sources, such as friends or neighbors,

while others will go through non-personal sources, such as reading every brochure they see.

Identifying these sources of information is important so that you can find your target audience

and distribute your information directly to them.

Step 4 - What do you want to accomplish with your strategyEstablishing Your Objectives. Before going any further, decide what you want to accomplish

with your promotional strategy. This means establishing objectives that are very specific based

on what you want the outcome of your strategy to be. Objectives should have the following

characteristics:

*They should identify who you are trying to reach.

* They should state how much change you want to accomplish through your promotion.

* They should state how much time it will take to accomplish your objectives.

* They should state what you want people to do because of your promotion.

7/30/2019 akshuuuuu


Step 5 - Actually getting your message across

Developing Your Message Content. An important part of your content is your theme. Do not try

to get across two or more ideas in the same message. This does not work, and will hinder your

message. All information in your message must center on your theme. Your theme has to bind

your message together. Keeping the content centered on your theme will also help limit the

amount of information you present. This will help keep your message short and to the point.

There are two types of information that you can use: informative and persuasive. Informative

messages tell people something without regard to their response. Persuasive information tries to

convince people to do something. There are also two types of persuasive information. The first

type, rational persuasive information, uses logical arguments based on supportive evidence.

The second type, motivational persuasive information, appeals to people's needs and desires.

Step 6 - Deciding how to say it

*Developing Your Message Structure. Putting your message together is called message

structure. How it is put together depends on what type of information you are using. For

persuasive messages, it will depend on whether you are using rational or motivational

information.

* A rational message has three parts. The first part is the claim of the message. This is what you

want people to believe is true of you. The second part is the evidence, or facts, that you use to

support your claim. The third part is the warrant. The warrant is a general hypothetical

statement That ties the evidence and the claim together. It is the "glue" that holds the message

together and helps it make sense. With rational messages, you need to decide if you want to use

a one-sided argument or a two-sided argument.

* A one-sided argument only presents the pro side of the argument, while a two-sided argument

presents both sides. Which one you use will depend on which one meets your needs and the

type of audience. Generally, one-sided arguments are better with audiences already favorable

to your message. Two-sided arguments are best with audiences who are opposed to your

argument, are better educated or have already been exposed to counter arguments.

* For motivational messages, there are two parts: the claim and the appeal. Again, the claim is

what you want people to believe is true of you. The appeal is a statement aimed at your

audience's particular needs or desires to motivate them to do what you want.

7/30/2019 akshuuuuu


* When using rational or motivational messages, make sure the promotional tool you are using is

credible with your audience. This is especially true if you are using a spokesperson. Your

spokesperson must be competent and trustworthy in the eyes of your audience. He/she should

be likeable and appear to fit in with your message.

* Informational messages are different from persuasive messages. For them, organization is the

key. Since this is an informative message, all your information needs to be presented in a

logical and orderly manner.

* Finally, whether using informative or persuasive messages, there is one problem that always

ariseswhere to place your punch line, the key to your message. This will depend on the type of

audience you have. If you have a captive audience and a lot of time, place it at the end of your

message as a climax. If your audience is non-captive, place the punch line at the beginning of

your message to get and keep their attention.

Step 7-Deciding how to present it

*Developing Your Message Format. Formatting your message is the next step. Format refers to

how your message will appear to people when you distribute it. The media or the method used

to convey your message will determine your format.

*The number of types and combinations of media available to use is almost endless. You are

only limited by your imagination. Examples include television, radio, employees, communitycalendars, and newspaper feature or human interest stories. A good way to decide what you

want to use is to look at what others are already using.

* Take any ideas that you like and adapt them to your format, but do not directly copy them and

make sure that you are adapting the ideas to your needs.

* Second, learn the good and bad points of various media, including their limitations. Find out

what best suits your needs and what will allow you to meet your audience's needs. Finally

check to see what will be most cost-effective. Once you select the media you want to use, the

actual message must be put together. Pay close attention to the nonverbal aspects of the

message. Things such as graphics, color selection, type style and size will have a big effect on

how people perceive your message. It is important that these things relate to your theme,

message, and audience for the maximum effect. Finally, your message must be united. Each

part of your message must relate directly to your theme.

7/30/2019 akshuuuuu


Step 8-Taking your message to your audience

* Choosing your Delivery System. Most businesspeople in the tourism industry would agree than

coming up with a good promotional message is only half the battle. The other half is getting

your message to your target audience. Thus, the delivery system you choose is very important

A delivery system is how you distribute your message and your media. There are two types of

delivery systems. The first type is the formal delivery system, one that you plan to use or in

which you have control over the content of the message, such as television, radio, newspapers

newsletters, and catalogs.

* The second type is the informal delivery system. An informal delivery system is one that you

do not have control over, such as word-of-mouth, friends, family members, and repeat visitors

Whether formal or informal, each system is composed of a message and the media that is used

to present it. Many times your choice of media goes with your delivery system (promotional

ads in newspapers, for instance). With some forms of media, such as brochures and exhibits

this is not always the case.

* Many times people overlook how they intend to distribute their brochure or display their

exhibit. Know in advance how you will use these items. Overlooking how you intend to

distribute any kind of media can cause it to become ineffective. Finally, different audiencesobtain information from different media. A thorough understanding of what media your target

audience uses is essential to distribute your message effectively.

Step 9-How is it going?

Evaluation. Creating and implementing a promotional strategy can drain your resources if you do

not regularly evaluate the strategy to see how effectively it is working. This is where your

objectives come in handy. To evaluate your strategy you need only to determine whether youhave made progress in meeting your established objectives. Generally, it is good to wait one year

after implementing your strategy to see if it works because promotional effects can be

cumulative.

Always be ready to make changes. First, remember that promotion is a process. The nine steps

outlined here are guides to develop an effective promotional strategy.

7/30/2019 akshuuuuu


TARGET AUDIENCE

• Targets of Promotional Strategies

The audience for an organization’s marketing communication efforts is not limited to just the

marketer’s target market. While the bulk of a marketer’s promotional budget may be directed at

the target market, there are many other groups that could also serve as useful target of a

marketing message. Targets of a marketing message generally fall into one of the following

categories: Members of the Organization’s Target Market – This category would include current

customers, previous customers and potential customers, and as noted, may receive the most

promotional attention. Influencers of the Organization’s Target Market – There exists a large

group of people and organizations that can affect how a company’s target market is exposed to

and perceives a company’s products. These influencing groups have their own communication

mechanisms that reach the target market and the marketer may be able utilize these influencers to

its benefit. Influencers include the news media (e.g., offer company stories), special interest

groups, opinion leaders (e.g., doctors directing patients), and industry trade associations.

Participants in the Distribution Process – The distribution channel provides services to help

gain access to final customers and are also target markets since they must recognize a product’s

benefits and agree to handle the product in the same way as final customers who must agree to

purchase products. Aiming promotions at distribution partners (e.g., retailers, wholesalers,

distributors) and other channel members is extremely important and, in some industries,

represents a higher portion of a marketer’s promotional budget than promotional spending

directed at the final customer.

Other Companies – The most likely scenario in which a company will communicate withanother company occurs when the marketer is probing to see if the company would have an

interest in a joint venture, such as a co-marketing arrangement where two firms share marketing

costs. Reaching out to other companies, including companies who may be competitors for other

products, could help create interest in discussing such a relationship.

Other Organizational Stakeholders – Marketers may also be involved with communication

7/30/2019 akshuuuuu


activities directed at other stakeholders. This group consists of those who provide services,

support or, in other ways, impact the company. For example, an industry group that sets industry

standards can affect company products through the issuance of recommended compliance

standards for product development or other marketing activities. Communicating with this group

is important to insure the marketer’s views of any changes in standards are known.

AFFECTING BUYER BEHAVIOUR

7/30/2019 akshuuuuu


Promotional tools are designed to communicate effectively, by providing information to

potential customers. In addition, they attempt to affect buyer behavior by, Creating and raising

awareness creating, enhancing and/or changing the product’s image. In both cases, the focus is

on perception. The promotional strategy aims to shape customers’ perceptions of a business and

its products. In other words, promotional tools are being used to influence the purchasing

decisions of consumers by creating a favorable view of a business and its products. Making

purchasing decisions is a complex process.

• Figure above illustrates the three main influences on buyer behavior. It indicates that the

decision to purchase a product can be a very complex one, especially if the product is expensive

(such as a house) or of significant interest to a consumer (such as buying clothes to wear at a

party). Promotional tools, such as advertising and sales promotion, need to focus on some of the

influences listed in Figure above if buyer behavior is to be altered. The choice of influence

depends on the product being promoted and the audience being targeted. Sometimes

promotional tools will be used in emotive ways, by acting on our feelings and targeting emotions

such as fear and happiness. At other times, promotional tools will be used to inform rather than

persuade, to provide rational facts and figures rather than appeal to our emotional identity. A

fashion clothing business+-, launching a new range of clothes would possibly focus on these

aspects of buyer behavior:

Social – focus on the attitudes of friends and use advertising showing groups of people with

apparently similar age and background characteristics

Psychological – communicate the values represented by the range of clothing and to which

the buyer might aspire, such as “independent”, “edgy” or “casual”

Personal – promote key aspects or benefits of the product likely to appeal to the target age

group, such as price ranges or the style of the clothing. When promoting a new range of

fashion clothing, it’s likely that the social and psychological factors will be most important;

with psychological factors are likely to be most dominant, because fashion is often based an

abstract ideas – “style” or “cool” – rather than a functional product.

7/30/2019 akshuuuuu


OBJECTIVES OF STUDY

• Objectives of Promotional strategies:

Any promotion strategy has one or more objectives. Typical objectives include:

* Improving customer awareness and knowledge of a product

* Improving the image of a business

* Generating or increasing sales

* Improving customer loyalty to a product or a business

* Altering customer perceptions of a product.

• To achieve any of these objectives, customer attitudes towards a business and/or its productshave to be altered. It is unlikely that any single promotional activity will achieve a campaign

objective – a promotional mix is required. When outlining a promotional mix, it is sensible to

consider a variety of promotional activities that might be available to the business within the

budget. The final selection and sequencing of promotional activities will depend on the budget

and customer attitudes. However, initially, it is sensible to think in general terms and outline a

number of different promotional mixes. These mixes will differ because they use different

promotional activities, and/or they present the promotional activities in a different sequence. For

example, a campaign, whose objective is to raise awareness about a new product, might use an

exhibition and a PR event. However, which should come first? Should the activities take place

simultaneously?

Should the PR event act as an initial message, to gain interest in the product, with the exhibition

providing detailed product information to interested potential customers?

• The most obvious objective marketers have for promotional activities is to convince customers

to make a decision that benefits the marketer (of course the marketer believes the decision will

also benefit the customer). For most for-profit marketers this means getting customers to buy an

organization’s product and, in most cases, to remain a loyal long-term customer. For other

marketers, such as not-for-profits, it means getting customers to increase donations, utilize more

services, change attitudes, or change behavior (e.g., stop smoking campaigns).

7/30/2019 akshuuuuu


• However, marketers must understand that getting customers to commit to a decision, such as a

purchase decision, is only achievable when a customer is ready to make the decision. Customers

often move through several stages before a purchase decision is made. Additionally before

turning into a repeat customer, purchasers analyze their initial purchase to see whether they

received a good value, and then often repeat the purchase process again before deciding to make

the same choice.

• Promotion involves making sure that customers are aware of the products that the organization

makes available to them. More specifically, your promotional strategy will include one or more

of the following objectives:

*To provide information

* To increase demand

* To differentiate the product

*To accentuate the value of the product

* To stabilize existing activity levels

• Such objectives must be accompanied by an appropriate promotional mix (Rowley, 1998). The

promotional mix combines different channels or routes to communicate a promotional message.

From a range of possible tools in your “toolkit” you will select an appropriate promotional mix.

• The type of customer the marketer is attempting to attract and which stage of the purchase

process a customer is in will affect the objectives of a particular marketing communication

effort. And since a marketer often has multiple simultaneous promotional campaigns, the

objective of each could be different.

• Types of Promotion Objectives

The possible types of objectives for promotional strategies may include the following :

Build Awareness – New products and new companies are often unknown to a market, which

means initial promotional efforts must focus on establishing an identity. In this situation the

marketer must focus promotion to: 1) effectively reach customers, and 2) tell the market who

they are and what they have to offer.

7/30/2019 akshuuuuu


Create Interest – Moving a customer from awareness of a product to making a purchase can

present a significant challenge. As we saw with our discussion of consumer and business

buying behavior, customers must first recognize they have a need before they actively start to

consider a purchase. The focus on creating messages that convince customers that a need exists

has been the hallmark of marketing for a long time with promotional appeals targeted at basic

human characteristics such as emotions, fears, sex, and humor.

Provide Information – Some promotion is designed to assist customers in the search stage of

the purchasing process. In some cases, such as when a product is so novel it creates a new

category of product and has few competitors, the information is simply intended to explain

what the product is and may not mention any competitors. In other situations, where the

product competes in an existing market, informational promotion may be used to help with a

product positioning strategy.

Stimulate Demand – The right promotion can drive customers to make a purchase. In the case

of products that a customer has not previously purchased or has not purchased in a long time,

the promotional efforts may be directed at getting the customer to try the product. This is often

seen on the Internet where software companies allow for free demonstrations or even free

downloadable trials of their products. For products with an established customer-base,

promotion can encourage customers to increase their purchasing by providing a reason to

purchase products sooner or purchase in greater quantities than they normally do. For example,

a pre-holiday newspaper advertisement may remind customers to stock up for the holiday by

purchasing more than they typically purchase during non-holiday periods.

Reinforce the Brand – Once a purchase is made, a marketer can use promotion to help build a

strong relationship that can lead to the purchaser becoming a loyal customer. For instance,

many retail stores now ask for a customer’s email address so that follow-up emails containing

additional product information or even an incentive to purchase other products from the

retailer can be sent in order to strengthen the customer-marketer relationship.

7/30/2019 akshuuuuu


Research Methodology

• In developing a promotion campaign, market research should be carr ied out to provideinformation on customer attitudes towards promotional activities and media. This could involve

both primary and secondary market research. Secondary market research should be considered

first as, given reliable sources, this information will be immediately available, and key trends

will have been identified by researchers and analysts. However, secondary sources have potential

drawbacks: A business might have a unique target audience which secondary sources fail to

profile the only secondary information available may be out of date and the business feels that it

needs up-to-date information the price of the secondary information is high inrelation to the

business’s financial resources.

• If any of these circumstances apply, then primar y research should be considered. Some

businesses will, in any case, be forced down the primary research route because the information

required is very specific and will not be available from secondary sources. Primary research

should be considered if a business wishes to verify the validity of secondary research in relation

to its target customers’ attitudes. It is also a good option if the business has a source of internal

customer data, such as customer sales records, which could be analysed to provide useful

information. If primary research is required, the business should consider how the data will be

collected. In the context of promotional activities, these methods are particularly important:

Customer Questionnaires – using, for example, closed questions to rank the relevance of

particular sales promotion techniques

Consumer Panels – for example, organizing several panels, each with particular socioeconomic

and age groupings, to discuss the impact of a planned advertisement

Personal Interviews – using, for example, openended questions to reveal attitudes towards the

use of particular imagery and cultural references within a moving image advertisement.

7/30/2019 akshuuuuu


• Once the primary data has been collected, it should be analysed to identify key trends and

patterns the grouping of data by customer characteristics is particularly important. Without this

level of analysis, primary research into customers’ attitudes will be of little value, as a business

would not be able to relate any findings to specific customer groups that may be the target

audience for individual campaigns

.

• Getting the right mix The promotion campaign surrounding Finding Nemo is a good illustration

of the way in which a business can use a variety of promotional activities to communicate with

its target customers. By using several promotional activities, it was possible to target different

segments of the market for the film. The specific combination of promotional activities within a

single campaign is known as the campaign’s promotional mix. Sophisticated marketing

campaigns will use many different

promotional activities within the mix. However, any campaign’s promotional mix can draw from

a range of promotional activities, including:

*Sales promotion

* Merchandising

* Personal selling

* Exhibitions

* Advertising

* Public relations.

• The challenge is to get the mix of promotional activities right. This is a crucial element of a

successful promotion campaign. The exact make-up of a campaign’s promotional mix requires

careful consideration: rely too much on one type of promotional activity and the message might

only reach a relatively limited range of customers; use too many promotional activities and the

message might be confusing and difficult to decode. Several factors help to determine the nature

of any campaign’s promotional mix. These include:

The objectives of the campaign

The campaign’s budget

The target customers’ attitudes towards different promotional activities.

7/30/2019 akshuuuuu


• An effective promotional mix will balance the demands of these factors. The objectives of the

campaign are paramount, but the choice of promotional activities will be heavily influenced by

the size of the campaign budget. The attitudes of particular customer segments will also

influence the choice of promotional activities and the media used to deliver them.

• The choice of the most appropriate promotional mix should be made after considering these

competing factors. Careful analysis and evaluation, based on valid research of promotional

activities and customer behavior, is required if the promotional mix is to support the campaign’s

objectives. In this topic, we consider the importance of the campaign’s objectives and its budget.

In Topic 8, we investigate the significance of the target customers’ attitudes towards different

promotional activities.

7/30/2019 akshuuuuu


ANALYSIS OF STUDY

Q1. Which brand of Soap / Detergent do you use?

Interpretation:

The above question has been formed to know the soaps and detergents at the top of the mind of the

customers. It shows those consumers’ purchase and use of that particular brand . It will help to the

company to know the market scenario and the major brands in the market.

Form the above result it is clear that out of 100 customers more than 40 are consumers are having the

same brand as the image in their mind, whereas others category is also showing the higher graph than

these 3 major players(Hamam, Lifebuoy, Nima).

Bathing –soaps Respondents

Lux 41

Hamm 3

Lifebuoy 14

Nima 8

Others 34

Bathing soaps

0

10

20

30

40

50

Respondents 41 3 14 8 34

Lux Hamam Lifebuoy Nima Others

7/30/2019 akshuuuuu


Q2. Do you always buy the same brand of Soap / Detergent?

Particulars Respondents

Yes 56

No 44

Interpretation:

The objective behind the formation of this question is to know the level of brand loyalty

of the consumers towards the brands of soaps available in the market. The above figure shows

that on 56% of the respondents are loyal to their brands of detergent/soap. CONSUMER

GOODS are such a market where the level of loyalty remains low and this is because of many

reasons.

Brand loyal

0

10

20

30

40

50

60

Respondents 56 44

Yes No

7/30/2019 akshuuuuu


Q3. Which factors do you normally consider while purchasing a particular

brand of Soap / Detergents?

Factors

Bathing

soap Det.powder

Fragrance 19 18

Quality 33 36

Company image 16 13

Price 23 19

Packaging 6 11

Others 3 3

Interpretation:

The objective behind this question is to know the effect of influencing factors in the purchase

decision of the soaps and detergent powders. It mainly contains the factors like, quality which

players an important role in the purchase decision of the soaps and detergents both.If we look at

the graph of the soaps and detergent it shows quality as the most influencing factors in the

purchase decision while price is also an important for purchase decision.

Factors affecting purchase behavior

0

10

20

30

40

Bathing soap 19 33 16 3 6 3

Det.powder 18 36 13 19 11 3

Fragrance QualityCompany

image Price Packaging Others

7/30/2019 akshuuuuu


Q4. Do you consider promotional schemes while purchasing a particular

brand of Soap / Detergent?


Yes 78

No 22

H0: Promotional schemes have a significant effect on the purchase of brand.

H1: Promotional schemes do not have an effect on the purchase of brand.

Interpretation:

Answer of this question will give idea about the effect of promotional schemes in the purchase

decisions. Such types of schemes always attract more and more consumers towards particularbrand. Simultaneously it gives idea about the factors which consumers look most in the product

before they make final decision.Here H0 is accepted as the graph shows that 78 out of 100

consumers are looking for such schemes before they make purchase.

Effect of schemes purchase behavior

0

20

40

60

80

100

Respondents 78 22

Yes No

7/30/2019 akshuuuuu


Q5. Which of the following promotional schemes you have come across so far?

Promotional schemes Respondents

Coupons 16

price off 84

Freebies 24

scratch cards 12

lucky draw 9

Bundling 31

extra qty. 44

Interpretation:

The above stated question clearly states the awareness of promotional schemes offered in themarket by the marketers to attract more and more consumers. The results show that price off and

extra quantity is the two main offers/schemes which consumers have came across at the time of

purchase. It will helpthe manufacturers and marketers too how to launch their new products in

the market with which schemes.

Familiarity of promotional Schemes

0

20

40

60

80

100

Respondents 16 84 24 12 9 31 44

Coupons price off Freebies scratch cards

lucky draw Bundling extra qty.

7/30/2019 akshuuuuu


Q6. Which medium do you feel is suitable to promote the various promotional

schemes?

Source Respondents

Radio 11

TV 69

Newspaper 43

Hoarding 15

Others 12

Interpretation:

This question gives stress on the media habit of the people and through which the product should

be launch or they think it would be better than other Medias.

The above result shows TV as the best media to market the product which will cover majority of

the viewer ship. On the second place it shows news papers as the media to promote the product

in the market.

Mediums to promote the promotional schemes

0

20

40

60

80

Respondents 11 69 43 15 12

Radio TV News.ppr Hoarding Others

7/30/2019 akshuuuuu


Q7. Is there any existing scheme on the Soap / Detergent you are currently

using?


Yes 58

No 42

Interpretation:

The answer of the respondents give idea about the awareness of the promotional schemes offered

in the market on their existing soaps and detergents. In this situation more than 40% of the

people are not aware or having vague idea about the promotional schemes running into the

market.

It shows that people are not much aware of the schemes which continue in the market it may be

because of the present stock of the product at their place.

Existing scheme on the Soap / Detergent

0

10

20

30

40

50

60

70

Respondents 58 42

Yes No

7/30/2019 akshuuuuu


Q8. If yes, please specify?


3+1/Other

Free 36

Discount 22

No idea 6

No answer 36

Interpretation:

This question supports the above question. It enlists the answers of those customers who are aware of

the present schemes offered in the market and also those schemes which are more demanded in the

market. The result shows that 1+1 or 2+1 or other free schemes are more demanded and more aware

schemes in the market.

So manufacturers may go for the same at the time of launching their product.

0

5

10

15

20

25

30

35

40

Series1 36 22 6 36

3+1/Other Free Discount No idea No answer

7/30/2019 akshuuuuu


Q9. If you get an attractive promotional offer in the product other than of

your choice will you switch over?


Yes 73

No 27

Interpretation:

It shows the level of brand loyalty among the consumers. The result clearly shows that out of 100,73

people are ready to switch over to another brand if they find better promotional schemes which suits

their budget means more qyt+less cost +quality.

Combination of all these schemes will run better in the market.

Switching behavior

0

10

20

30

40

50

60

70

80

Respondents 73 27

Yes No

7/30/2019 akshuuuuu


Q10. Give reason for the same?


Cost+qty 16

Quality 17

Satisfaction 2

Brand loyal 5

More benefit/budget 22

Season change 2

No answer 36

Interpretation:

Above question it gives specific reasons for switching too other products. It shows that extra quantity

with less or same price, more satisfaction, quality and other factors influence consumers to switch over

too other brands.

Reason

0

10

20

30

40

Respondents 16 17 2 5 22 2 36

Cost+qty Quality Satisfaction Brand loyal More

Benefit/bud Season

change No answer

7/30/2019 akshuuuuu


INTERPRETATION OF RESULTS

The study reflects that the use of sales promotion undeniably has increased over the years in

India. Future holds lot of promise for such schemes across wider range of product-markets.

Sales Promotion has ceased to be major differentiator at least in the metros, with almost all

companies offering similar freebies and gifts. As a result now marketers have to find out some

innovative ways of sales promotion to differentiate from competitors. Currently Price off and

Bye one get one free offers are very effective to attract the consumers towards the products.

We have noted that these kind of promotional tools are useful for short term increase in sales and

to induce first trial. These types of promotional schemes should be consistent and changed from

time to time depending upon season and competitor’s schemes.With the Increasing number of

supermarket, the branded packaged goods work as silent sales person. So in such stores, sales

promotion plays a more effective role in stimulating consumers’ demands.

One of the very important facts we came to know from this project is that sale of goods which

contain large quantity and having big packaging e.g. detergent are stagnating because consumer

prefer to buy small pack goods, the reasons are: small pack goods reduce risk of bad quality, It

had low cost or say price, and last but important factor i.e. mentality to purchase just to try first.

Sales of small pack goods are quite high, but from the company’s point of view small pack goods

is less profitable compare to large pack goods.

So here marketer tries to increase sales of large pack goods by using sales promotion tactics like

price off and percentage extra.Sales management is also effectively increasing.

7/30/2019 akshuuuuu


RECOMMENDATIONS

The findings of the empirical study indicate that unless the brand to be promoted is in theconsideration set of the consumer, sales promotion by itself is unlikely to have any major impact.

Clearly this shows that managers need to invest into brand building exercise so that his/her brand

appears in the consideration set of the target consumers. Only after this should he spend time,

money and energy on sales promotion activities.

Sales promotion should not be used in isolation but need to be integrated with other tools and in

line with the overall positioning of the brand. Also the importance of the role of mass media

came out clearly in the study.

Companies need to create sufficient awareness about sales promotion schemes through mass

media in order to create awareness. Consumer products are low involvement products

characterized by switching behavior. Also the person going to the shop for the purchase of soap

is the final decision maker of the brand. Hence it is essential that companies need to design

attractive, striking, visible POPs for scheme announcements.

With respect to nature of scheme, the finding suggested that premium (free gift) was popular

with companies. While both retailers and consumers preferred price offs. So it is necessary that

the perceived value of a free gift has to be appealing and high for the target consumers.

Repetitive use of the same premium for a prolonged period may have negative effect on the loyal

customers. When the company is giving its own product free as premium, it needs to ensure the

quality of the product from it as it is likely to jeopardize the image of both its products.

The findings exhibited that both the retailers and consumers perceived that sales promotion activities

carried out by the companies for increasing sales in short term and clearing excess stocks. What it

implies is that companies need to use sales promotion

7/30/2019 akshuuuuu


BIBLIOGRAPHY

BOOKS

C.R.Kothari, “Research Methodology methods & techniques”,New AgeInternational(p)ltd.publishers,2

ndedition.

Philip Kotler, “Marketing Management”, 11th

edition, Pearson education Asia

Publication.

WEBSITES

http://www.nirma.co.in_files

http://www.hul.co.in_files

http://www.pg-india_files

http://www.godrej_files

http://www.nirma.co.in_files/


http://www.hul.co.in_files/


http://www.pg-india_files/


http://www.godrej_files/






7/30/2019 akshuuuuu


QUESTIONNAIRE

I am student of BBA(CAM)studying in INSTITUTE OF INNOVATION IN TECHNOLOGY AND

MANAGEMENT and carrying out a survey for our academic project to“Study on Sales Management and

Promotional Strategy towards Consumer products”. So please fill this questionnaire. Your identity would notbe revealed and information will only be used for academic purpose.

Q1. Which brand of Soap / Detergent do you use?

Q2. Do you always buy the same brand of Soap / Detergent?

Particulars Respondent

Yes

No

Detergent powder Respondent

Nirma supper

Wheel

Surf

Ariel

Others

Bathing – soaps Respondent

Lux

Hamam

Lifebuoy

Nirma

Others

7/30/2019 akshuuuuu


Q3. Which factors do you normally consider while purchasing a particular brand of Soap /

Detergents?

Factors

Bathing

soap Det.powder

Fragrance

Quality

Company image

Price

Packaging

Others

Q4. Do you consider promotional schemes while purchasing a particular brand of Soap /

Detergent?


Yes

No

Q5. Which of the following promotional schemes you have come across so far?

Promotional

schemes Respondent

Coupons

price off

Freebies

scratch cards

lucky draw

Bundling

extra qty.

7/30/2019 akshuuuuu


Q6. Which medium do you feel is suitable to promote the various promotional schemes?

Source Respondent

Radio

TV

Newspaper

Hoarding

Others

Q7. Is there any existing scheme on the Soap / Detergent you are currently using?


Yes

No


3+1/Other

Free

Discount

No idea

7/30/2019 akshuuuuu


Q8. If yes, please specify?

Q9. If you get an attractive promotional offer in the product other than of your choice will you

switch over?


Yes

No

Q10. Give reason for the same?


Cost+qty

Quality

Satisfaction

Brand loyal

More

benefit/budget

Season change

No answer

No answer

7/30/2019 akshuuuuu


Documents

akshuuuuu