Effective Sales Promotion Campaigns
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Transcript of Effective Sales Promotion Campaigns
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Sales Promotion Coca Cola Style
Prepared by :Cyril Scaria
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Amazing Facts about Coca Cola
3.1% of all beverages consumed around the world are Coca-Cola products
Coke makes so many different beverages that if you drank
one per day, it would take you over 9 years to try them all
Coca-Cola's $35.1 billion in revenue makes it the 84th largesteconomy in the world, just ahead of Costa Rica
The Coca-Cola brand is worth an estimated $74 billion: more
than Budweiser, Pepsi, Starbucks and Red Bull combined
The red and white Coca-Cola logo is recognized by 94% ofthe world's population
http://www.businessinsider.com/facts-about-coca-cola-2011-6?op=1http://www.businessinsider.com/facts-about-coca-cola-2011-6?op=1http://www.businessinsider.com/facts-about-coca-cola-2011-6?op=1http://www.businessinsider.com/facts-about-coca-cola-2011-6?op=1http://www.businessinsider.com/facts-about-coca-cola-2011-6?op=1http://www.businessinsider.com/facts-about-coca-cola-2011-6?op=1http://www.businessinsider.com/facts-about-coca-cola-2011-6?op=1http://www.businessinsider.com/facts-about-coca-cola-2011-6?op=1http://www.businessinsider.com/facts-about-coca-cola-2011-6?op=1http://www.businessinsider.com/facts-about-coca-cola-2011-6?op=1http://www.businessinsider.com/facts-about-coca-cola-2011-6?op=1 -
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Amazing Facts about Coca Cola
Contd.
There are 33 non-alcoholic brands that generate over $1billion in revenue. Coca-Cola owns a whopping 15 of them
Around the world, the average person consumes a Coke
product every four days
Coca-Cola spends more money on advertising than Microsoftand Apple combined ($2.9 bn when compared to
Microsofts $1.6 billion and Apples $691 million respectively
Advertising budgets for the year 2010)
It has been documented that Coca Cola is the 2ndmostwidely understood term in the world, after okay.
http://www.businessinsider.com/facts-about-coca-cola-2011-6?op=1http://www.businessinsider.com/facts-about-coca-cola-2011-6?op=1http://www.businessinsider.com/facts-about-coca-cola-2011-6?op=1http://www.businessinsider.com/facts-about-coca-cola-2011-6?op=1http://www.businessinsider.com/facts-about-coca-cola-2011-6?op=1http://www.businessinsider.com/facts-about-coca-cola-2011-6?op=1http://www.businessinsider.com/facts-about-coca-cola-2011-6?op=1http://www.businessinsider.com/facts-about-coca-cola-2011-6?op=1http://www.businessinsider.com/facts-about-coca-cola-2011-6?op=1http://www.businessinsider.com/facts-about-coca-cola-2011-6?op=1http://www.businessinsider.com/facts-about-coca-cola-2011-6?op=1 -
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So why does Coke need to advertise
and indulge in sales promotion
activities ???
To continuously attract new
customers and also to provide their
existing customers incentives topurchase more of their product.
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General Promotional Strategies
followed by Coca-Cola
Trade Promotion :
Incentives to retailersFree samples/Free bottles
Seasonal Product Pricing
Sales Promotion : Getting shelves
Eye catching positioning at storesPromote impulse
buying
Contests/Prizes
Free Gifts/Goodies
Samples
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Coca Cola and the First Coupon
1886 -Coca Cola was invented by Doctor John Pembertona pharmacist from Atlanta, Georgia
1887-Asa Chandler, a druggist purchased the formula
1894-Free sample Coupon was introduced as a part of
the companys advertising program The coupon entitled its holder to a free glass of Coca-
Cola at his or her local soda fountain
The company provided free syrup to soda fountains
across the nation by the end of the original coupon program, 1894-
1913, over 8.5 million free sodas had been claimedone in nine Americans had sampled the product.
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Buy a Player Campaign UK (Jan
2007)
Objective :
Drive volume sales of Coca-Cola & Coke Zero.
Increase awareness of the companys sponsorship of the
Football League.
Campaign:
Football fans were given a chance to win a share of 10m
transfer fund for their favourite club
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Buy a Player Campaign UK (Jan
2007) Contd.
An individual prize of 10,000 was also up for grabs
Unique codes printed on approx 45 million Coca-Cola and
Coca- Cola Zero packs
Consumers could either text of enter the codes online to find
out how much they won for their clubanything between
50p and 100,000
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Buy a Player Campaign UK (Jan
2007) Contd.
100,000 prizes also generated a 10,000 entrant prize for the
consumer
Additional draw for one club to win 250,000 took place live
on Soccer AM on Saturday 19th February 2007 Covered the 10 million of transfer funds for a one-off Fixed
Fee solution including a bonus weekend during the promotion
where prize values were multiplied by 10.
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Buy a Player Campaign UK (Jan
2007) Contd.
Key success factors :
Highly Exciting Concept
Relevant passion point
Timing of the campaignPrior to the start of 2007 domesticfootball season
Customer involvementEvery fan had a chance of winning
something for his/her club
Massive promotions by the company and more importantly bythe football clubs involved.
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Bottle Bat Campaign Australia
(Dec 2011)
Objective:
To increase purchase frequency amongst their low-medium
households who on an average bought Coke only one to four
times a year.
Campaign :
Targeted Backyard Cricket A very popular pastime
Consumers simply purchased any two 2L bottles of Coke, and
received a free Bat Handle
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Bottle Bat Campaign Australia
(Dec 2011)- Contd.
Results:
More than 400,000 bats were redeemed in six weeks, i.e.
800,000 Coke 2L bottles were sold.
2L volume grew by a massive 24% in Convenience Stores
and Petrol Stations
Independent Outlets saw volume jump 21% and in
Licensed Outlets, volume growth was tripled
http://www.ogilvy.com.au/the-work/coke-bottle-bathttp://www.ogilvy.com.au/the-work/coke-bottle-bathttp://www.ogilvy.com.au/the-work/coke-bottle-bathttp://www.ogilvy.com.au/the-work/coke-bottle-bathttp://www.ogilvy.com.au/the-work/coke-bottle-bathttp://www.ogilvy.com.au/the-work/coke-bottle-bathttp://www.ogilvy.com.au/the-work/coke-bottle-bat -
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Bottle Bat Campaign Australia
(Dec 2011)- Contd.
Key Success Factors:
Highly Innovative Idea
Invention of a completely new product
Supported by a creative, entertaining and appealingadvertisement.
Timing of CampaignIndias Tour of Australia 2011-12
Relevant Passion PointCricket is unofficially regarded as
the national sport of Australia
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Characteristics of successful sales
promotion campaign
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