BB & McDon;lds

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Sales Promotion


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Points of DiscussionPoints of Discussion

What is Sales Promotion ?What is Sales Promotion ?

Two types of Sales PromotionTwo types of Sales Promotion

Consumer Oriented PromotionConsumer Oriented Promotion

Trade Oriented PromotionTrade Oriented Promotion

Case StudiesCase Studies

Big BazaarBig Bazaar

McDonaldsMcDonalds

Inside Outside Mega showsInside Outside Mega shows


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SALES PROMOTIONSALES PROMOTION

Sales promotion collectively comprises all the toolsSales promotion collectively comprises all the tools

used to promote sales in a given territory and time.used to promote sales in a given territory and time.

They are shortThey are short--term in nature and are designed toterm in nature and are designed to

stimulate quick sales.stimulate quick sales.

There are two typesThere are two types customer sales promotion andcustomer sales promotion and

trade sales promotion.trade sales promotion.


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ObjectivesObjectives

Generate consumer interest, which should lead toGenerate consumer interest, which should lead to

trialtrial Generate inquiries from the target customer groupGenerate inquiries from the target customer group

Build traffic for a brand at the retail outlet therebyBuild traffic for a brand at the retail outlet thereby

generatinggenerating additional sales of the product.additional sales of the product.

Motivate customers to repeat theirMotivate customers to repeat their choices.choices.

Increase the rate of purchase.Increase the rate of purchase.

Consumer Oriented Sales

Promotion


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Trade Oriented PromotionTrade Oriented Promotion

ObjectivesObjectives

Specially aimed at retailers, wholesalers &Specially aimed at retailers, wholesalers &

final consumers.final consumers.

Promotional support.Promotional support.

Build Relationships with channel Partners.Build Relationships with channel Partners.


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Sales promotions

of


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About Big BazaarAbout Big Bazaar

Parent co. : Pantaloon Retail (India) Ltd.Parent co. : Pantaloon Retail (India) Ltd.

Indias first hypermarket chain launched inIndias first hypermarket chain launched in

20012001

Currently has 89 outletsCurrently has 89 outlets

1,70,000 products at 61,70,000 products at 6-- 60 % discount60 % discount

Different festive offers, back to school,Different festive offers, back to school,

etc.etc.


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1212thth 1515thth AugustAugust

Extension to the 26th January offerExtension to the 26th January offer

Means of advertisingMeans of advertising radio, TV,radio, TV,

newspapers, pamphlets, etc.newspapers, pamphlets, etc.

Total advertising cost Rs.2 Cr.Total advertising cost Rs.2 Cr.

Sales estimatedSales estimated-- 50 Cr.50 Cr.

FREEDOM DHAMAKA4 days mega deal


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PRINTAD


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OFFER LISTOFFER LIST

1) Apparel1) Apparel -- Buy 2 get 1, Buy 5 get 3Buy 2 get 1, Buy 5 get 3

2) Electronics2) Electronics -- 5.1 channel DVD player at5.1 channel DVD player at

35903590

3) Home3) Home\\HardwareHardware 30% off30% off

4) Motorola C 1684) Motorola C 168 Rs.2690Rs.2690 5) Luggage5) Luggage -- 40% off40% off


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SALES BEFORE THESALES BEFORE THE

OFFEROFFER

Average sales :Average sales :On a weekdayOn a weekday 95 lakhs95 lakhs

On a SaturdayOn a Saturday 1.5 crores1.5 crores

On a SundayOn a Sunday -- 2 crores2 crores


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SALESSALES DURING THE OFFERDURING THE OFFER

0

2

4

6

8

10

12

14

A B C D E

A Apparel

B Communication

C Food

D GME - Home

Figures in croresFigures in crores (figures from the company itself)(figures from the company itself)

Total sales 49 crores

Total walk-ins Approx.15 lacks


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Sales promotionsSales promotionsofof


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McDonalds IndiaMcDonalds India

McDonald's opened its doors in India in October 1996.McDonald's opened its doors in India in October 1996.

Hardcastle Restaurants Pvt. Ltd. owns and operatesHardcastle Restaurants Pvt. Ltd. owns and operatesMcDonald's restaurants in Western India.McDonald's restaurants in Western India.

Connaught Plaza Restaurants Pvt. Ltd owns andConnaught Plaza Restaurants Pvt. Ltd owns andoperates the Northern operations.operates the Northern operations.

Serves more than half a million customers every day inServes more than half a million customers every day inIndiaIndia


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Different Promotional OffersDifferent Promotional Offers

The happy mealThe happy meal

The value mealThe value meal

The Rs.20 menuThe Rs.20 menu

CombosCombos


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Means Of PromotionMeans Of Promotion

Pamphlets about the Happy Meal, Rs.20 menu,Pamphlets about the Happy Meal, Rs.20 menu,etc.etc.

Fliers about McDeliveryFliers about McDelivery

Television advertisementsTelevision advertisements

Radio advertisementsRadio advertisements

Word of mouthWord of mouth

Goodwill [international status]Goodwill [international status]


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TieTie--ups and sponsorshipups and sponsorship Movie Tie UpsMovie Tie Ups

Coke productsCoke products

Sponsored FIFASponsored FIFA --0606


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The Rs. 20 MenuThe Rs. 20 Menu

Sales as of March 2004Sales as of March 2004 2,75,000 customers2,75,000 customersapprox per dayapprox per day

TargetTarget to get the middle class toto get the middle class toMcDonalds.McDonalds.

Dropped prices and vigorous advertisementsDropped prices and vigorous advertisements

Total outlets in India as of March 06Total outlets in India as of March 06 6565

Sales as of March 06Sales as of March 06 5,00,000 customers5,00,000 customersapprox. per day.approx. per day.

More profit owing to mass middle classMore profit owing to mass middle classcustomer base.customer base.


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Case studyCase study


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About Inside Outside Mega showAbout Inside Outside Mega show

Flagship Production of Business India Exhibitions.Flagship Production of Business India Exhibitions.

The only Indian trade show that has expanded itsThe only Indian trade show that has expanded its

exhibition. centers since its inception in 1988.exhibition. centers since its inception in 1988.

Grown from 25 booths units in 1988 to 800 booths atGrown from 25 booths units in 1988 to 800 booths atpresent.present.

Due to its high profile, it makes it the favorite withDue to its high profile, it makes it the favorite withexhibitors, who use it extensively as a launch pad forexhibitors, who use it extensively as a launch pad fornew products.new products.

International Exposure.International Exposure.


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Different Promotional activitiesDifferent Promotional activities

20 years of experience in event management.20 years of experience in event management.

Regular advertising in leading dailies.Regular advertising in leading dailies. Banners and Hoardings.Banners and Hoardings.

Press coverage and press releases.Press coverage and press releases.

Direct Mailers.Direct Mailers.

Invitation to a vast professional database.Invitation to a vast professional database. Help in steering traffic to all exhibit booths.Help in steering traffic to all exhibit booths.


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Unit BoothsUnit Booths


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AdvertisingAdvertising Banners / HoardingsBanners / Hoardings


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REFERENCESREFERENCES

PANTALOONS:PANTALOONS:--Mr. Anil BiyaniMr. Anil Biyani Executive DirectorExecutive Director

Mr. Rajeev KharbandaMr. Rajeev Kharbanda Head of Apparel DivisionHead of Apparel Division Big BazaarBig Bazaar

Mr. Pavan SadaMr. Pavan Sada Marketing HeadMarketing Head --

McDonalds India:McDonalds India:--

Mr. Gerald DSouzaMr. Gerald DSouza Western Sales HeadWestern Sales Head

Miss Ritika VermaMiss Ritika Verma HR ManagerHR Manager


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Thank YouThank You

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