Sales promotion analysis

McCann - Erickson India

Sales PromotionsSales Promotions


Advertising is a reason to buy while Advertising is a reason to buy while Sales Promotions is an incentive to buySales Promotions is an incentive to buy


What Is Sales PromotionWhat Is Sales Promotion

•Sales Promotion refers to many kinds of selling incentives and techniques intended to produce immediate or short-term sales effects

•Altering long term Brand Value

•It typically include freebies, coupons, samples, value-packs, refunds, rebates, price-off, contests, trade shows, in-pack premiums etc

•The unifying thing among all these methods is that they all must be communicated to the appropriate audience at the appropriate time to be effective


Sales Promotion for Consumer

Sales Promotion for Dealers

Sales Promotion AudienceSales Promotion Audience


Utility of Sales PromotionUtility of Sales Promotion

• Dissonance ReductionSales promotions reduce confusion in the consumer’s mind

• First MoveBe the first to enter the consumer’s mind

• Jump-start EffectSales promotion helps in getting the brand off the ground

• MotivationPromos leverage the key factor of customer satisfaction


Factors of Sale Promotion in Brand BuildingFactors of Sale Promotion in Brand Building

• ConstructPromotions should be constructed keeping in mind brand objectives and consumer behaviour

• Length of the PromotionThe duration should be right, not for too long or too short

• Perfect TimingThe right time is when the consumer has the desire to spend

• Zero Hour GlitchesDepletion should not be a problem


Sales Promotions Sales Promotions Case StudyCase Study


SamsungSamsung

Promotion Title: “Phod Ke Dekho” offer

Time duration: Festive Season (Between Oct15- Nov 20, 2001)

Scheme: On purchase of a Samsung product you get a coconut containing 2

silver coins and the 3rd coin has the name of your gift when u break it open

Prizes offered: Samsung A/C, Frost free refrigerators, Plano TV, Samsung mobile handsets,

etc


SamsungSamsung ““Phod Ke Dekho” offerPhod Ke Dekho” offer

Objectives: To optimize sales of it’s Consumer Electronic and Home Appliance Products in the Festive Season

Strategy: An advertisement budget of Rs 5 crore had been earmarked to promote the offer, which entails gifts aggregating Rs 10 crore in value

Road shows were planned across the country

Samsung brand ambassador Tabu joined the ground level promotion

The main strategy was to make use of the “naariyal phodo which is a part of the ritual in Diwali festival


SamsungSamsung “Phod Ke Dekho” offer“Phod Ke Dekho” offer

Results:Results:

Unique factorsUnique factors::

The company sold 2.5 lakh units of products The company sold 2.5 lakh units of products across all categories during this periodacross all categories during this period

The company did business worth Rs 275 crores The company did business worth Rs 275 crores during this periodduring this period

The response received by this promo was The response received by this promo was immense that the company decided to extend immense that the company decided to extend the offer to next year as “phir se phod ke the offer to next year as “phir se phod ke dekho” offerdekho” offer


Samsung Promotion ExtensionSamsung Promotion Extension

Promotional titlePromotional title

Time:Time:

Scheme: Scheme:

Phir se phod ke dekhoPhir se phod ke dekho

Oct 1 - Nov 15,2002 festivals (Diwali, Oct 1 - Nov 15,2002 festivals (Diwali, Dussera etc) and extended to Cricket Dussera etc) and extended to Cricket World Cup,2003World Cup,2003

Ditto … and more Ditto … and more Cricket bat shaped key chain with the Cricket bat shaped key chain with the

gift engraved on the batgift engraved on the bat


SamsungSamsungPhir se Phod ke DekhoPhir se Phod ke Dekho

Prizes offeredPrizes offered Tickets to South Africa for the World Tickets to South Africa for the World Cup 2003 to all Samsung products such Cup 2003 to all Samsung products such as VCD players, CD yepp players, as VCD players, CD yepp players, vacuum cleaners mobile phones, DVD vacuum cleaners mobile phones, DVD players, key phones, Braun hand blenderplayers, key phones, Braun hand blender

Anil Kumble memorabilia and VCD setAnil Kumble memorabilia and VCD set

Adidas team T shirt & gift voucher from Adidas team T shirt & gift voucher from TanishqTanishq


SamsungSamsung Phir se Phod ke DekhoPhir se Phod ke Dekho

Target audience:Target audience:

Objective:Objective:

FamilyFamily

To sell around 1.2 to 1.4 lakh To sell around 1.2 to 1.4 lakh units, the highest ever number of units, the highest ever number of CTVs, set as a target.CTVs, set as a target.

Expects to register a growth of Expects to register a growth of 38% in terms of it’s total sales 38% in terms of it’s total sales compared with Oct- Nov 2001compared with Oct- Nov 2001


SamsungSamsung Phir se Phod ke DekhoPhir se Phod ke Dekho

Strategy:Strategy:

Results:Results:

Gifts worth Rs 15 crore were being Gifts worth Rs 15 crore were being given to customers as a part of the given to customers as a part of the promotion promotion

Have taken the support of seven Have taken the support of seven cricketers for promotional activitiescricketers for promotional activities

The success of the campaign resulted to The success of the campaign resulted to the highest ever monthly CTV the highest ever monthly CTV sales(more than 90,000 CTVs) and had a sales(more than 90,000 CTVs) and had a high customer acceptancehigh customer acceptance


Samsung Promotion ExtensionSamsung Promotion Extension

Promotional title:Promotional title:

Time duration:Time duration:

SchemesSchemes::

““Samsung Dabaake Jeeto” offerSamsung Dabaake Jeeto” offer

1st May to 30th June,2002. In West Bengal it 1st May to 30th June,2002. In West Bengal it started from 1st May and all India from 10th Maystarted from 1st May and all India from 10th May

On purchase of any Samsung product ,consumer On purchase of any Samsung product ,consumer got a plastic football containing a sure shot alarm got a plastic football containing a sure shot alarm clock and if they were lucky the clock had the gift clock and if they were lucky the clock had the gift etched on the stickeretched on the sticker


SamsungSamsung “Samsung Dabaake Jeeto” offer“Samsung Dabaake Jeeto” offer

Prizes offeredPrizes offered Every consumer got a sure shot alarm clock Every consumer got a sure shot alarm clock and if they were lucky they received CTV, and if they were lucky they received CTV, frost free refrigerators, micro ovens, washing frost free refrigerators, micro ovens, washing machines, mobile phones, cameras and soccer machines, mobile phones, cameras and soccer 2002 official licensed t-shirts from Adidas2002 official licensed t-shirts from Adidas


SamsungSamsung “Samsung Dabaake Jeeto” offer“Samsung Dabaake Jeeto” offer

Objectives:Objectives:

Strategies:Strategies:

Results:Results:

To stimulate the market and optimizing the sales of the To stimulate the market and optimizing the sales of the Samsung products during the Soccer World Cup Samsung products during the Soccer World Cup

The total cost of the promotion is Rs 15 crores,including The total cost of the promotion is Rs 15 crores,including the gifts.The company had released new print and the gifts.The company had released new print and television commercials around this campaign and will television commercials around this campaign and will carry out “in-shop Hungamas” at selected dealers in carry out “in-shop Hungamas” at selected dealers in Kolkata, Goa, Cochin to create visibility for this campaignKolkata, Goa, Cochin to create visibility for this campaign

The company had a growth level of 19% in the home The company had a growth level of 19% in the home appliances business that year.appliances business that year.


LG ElectronicsLG Electronics

The Trick to Stay Ahead in ThinkingThe Trick to Stay Ahead in Thinking


Used Promotion in a big way during what is termed as off Used Promotion in a big way during what is termed as off seasonseason

May to September,2001May to September,2001 Used events to match this promotion Used events to match this promotion like Birthday Bash in May - whole industrylike Birthday Bash in May - whole industry followed it.followed it.

Reduced TV promotion in peak season and focussed on Reduced TV promotion in peak season and focussed on Print MediaPrint Media

E.g. During Diwali consumers are in a shopping mood. Thus E.g. During Diwali consumers are in a shopping mood. Thus the company advertises more in Print media e.g. Newspapers the company advertises more in Print media e.g. Newspapers etcetc


Title of the promotion:Title of the promotion:

Time duration:Time duration:

Schemes:Schemes:

LG 5000 Crore Achievement BashLG 5000 Crore Achievement Bash

October to December 2001October to December 2001

On purchase of every LG product the On purchase of every LG product the consumer will be given a form to fill for consumer will be given a form to fill for a lucky draw which will happen in three a lucky draw which will happen in three rounds. There will be 845 lucky winnersrounds. There will be 845 lucky winners

LG Sales Promotions


Prizes offeredPrizes offered

ObjectiveObjective

StrategyStrategy

Shall be giving away lucky prizes,gifts Shall be giving away lucky prizes,gifts and an assured gift worth Rs 12 crores.and an assured gift worth Rs 12 crores.

To help generate greater sales across all To help generate greater sales across all products nationallyproducts nationally

The ground promo supported by product The ground promo supported by product advertising in mass media focussed mainly advertising in mass media focussed mainly on LG televisions .They have also LG on LG televisions .They have also LG corporate films on aircorporate films on air

LG Sales Promotions


Pepsodent -Insurance for Dental CarePepsodent -Insurance for Dental Care

Title of the promotion:Title of the promotion:

Schemes:Schemes:

Insurance for dental careInsurance for dental care

Launched on 9th October,2002Launched on 9th October,2002

Offers its consumers free dental Offers its consumers free dental insurance worth Rs 1000/- on insurance worth Rs 1000/- on purchase of any pack of purchase of any pack of PepsodentPepsodent


PepsodentPepsodent

Objectives: Objectives:

Results:Results:

To strengthen Pepsodent’s proposition of being To strengthen Pepsodent’s proposition of being a germ protector and also display their a germ protector and also display their commitment towards improving oral hygiene commitment towards improving oral hygiene for the consumerfor the consumer

Pepsodent has steadily gained market share of Pepsodent has steadily gained market share of around 0.9% when compared to last year. That around 0.9% when compared to last year. That year, Pepsodent had an overall market share of year, Pepsodent had an overall market share of 34.9% in the toothpaste market34.9% in the toothpaste market..


Competitive PromotionsCompetitive Promotions

PromisePromise

Colgate Dental Cream Colgate Dental Cream

Close-UpClose-Up

Anchor Anchor

Oral Care Oral Care

A scheme of “100gm free for every 100gm brought” , A scheme of “100gm free for every 100gm brought” , “Saving of Rs 25 on every 200gm pack”,or “A saving “Saving of Rs 25 on every 200gm pack”,or “A saving of Rs 44 on every Combi-Pack of toothpaste and of Rs 44 on every Combi-Pack of toothpaste and brushbrush

““Two 200 gm packs at Rs 94,translates into a discount Two 200 gm packs at Rs 94,translates into a discount of 15% on MRP.of 15% on MRP.

100gm plus 150 gm free ( into a discount of 255on 100gm plus 150 gm free ( into a discount of 255on MRP.)MRP.)

Bargain Basement Price of Rs 25 for 200gm Bargain Basement Price of Rs 25 for 200gm toothpaste with a toothbrush free,translating into a toothpaste with a toothbrush free,translating into a whopping discount of 64% on the brand’s MRP.whopping discount of 64% on the brand’s MRP.

““Buy one-get-one-free” promotion.Buy one-get-one-free” promotion.


Kwality Wall’s

Promotion Title:Promotion Title:

Schemes:Schemes:

‘ ‘ Ek Din Ka Raja ’Ek Din Ka Raja ’

Launched on 14th March,2001Launched on 14th March,2001

The consumers have to do is buy Kwality The consumers have to do is buy Kwality Wall’s range of products- every pack has a Wall’s range of products- every pack has a certain number of points.The consumer has certain number of points.The consumer has to collect wrapper /lids upto 150 points to to collect wrapper /lids upto 150 points to be eligible to participate in the promotion. be eligible to participate in the promotion. Then they have to redeem the packs for a Then they have to redeem the packs for a scratch card and win prizes.scratch card and win prizes.


Kwality Wall’sKwality Wall’s

Prizes:Prizes:


Result: Result:

10 consumers will get an opportunity to shop worth 10 consumers will get an opportunity to shop worth Rs 10 lacs in a day in Mumbai. The other prizes Rs 10 lacs in a day in Mumbai. The other prizes include micro ovens, walkman, video games , fun include micro ovens, walkman, video games , fun books etcbooks etc..

To connect to consumers in a personal way by giving To connect to consumers in a personal way by giving them the offering that they love the most.them the offering that they love the most.

Largest consumer promotion ever by any ice cream Largest consumer promotion ever by any ice cream brand. Captured the essence of the new base line “Ho brand. Captured the essence of the new base line “Ho jaaye Dil ka Connection…” and strengthening the jaaye Dil ka Connection…” and strengthening the Brand perception.Brand perception.


Parle- GParle- G


Schemes:Schemes:

Prizes :Prizes :

““Parle-G my Dream Come True”contestParle-G my Dream Come True”contest

On purchase of a Parle-G product you might be On purchase of a Parle-G product you might be lucky to win a prize.The gift name is inside those lucky to win a prize.The gift name is inside those lucky packets of the Parle-G product. lucky packets of the Parle-G product.

The promotion gives contestants the opportunity to win whatever they dream about. This contest had only first prize and these prizes are defined as per the child's dream.


Parle-GParle-G


Results: Results:

Want to give children a platform to fulfill their Want to give children a platform to fulfill their dreams. dreams.

It became more visible and added value to the imagery of its flagship brand through its all-India contest.


BritanniaBritannia


Time Duration:Time Duration:

Schemes:Schemes:

Prizes: Prizes:

Britannia Khao World Cup JaoBritannia Khao World Cup Jao

January to March, 2003January to March, 2003

Consumers had to collect 100 runs which Consumers had to collect 100 runs which could be obtained from purchase of could be obtained from purchase of Britannia products.Later, they could be Britannia products.Later, they could be redeemed for a scratch card.redeemed for a scratch card.

Get a paid trip to view the World Cup Get a paid trip to view the World Cup Cricket Final in South Africa and many Cricket Final in South Africa and many more exciting gifts. more exciting gifts.


BritanniaBritannia


Results:Results:

To be associated with the most popular event To be associated with the most popular event happening at that point of time and brand happening at that point of time and brand building in the minds of its consumers.building in the minds of its consumers.

The schemes accounted for 62.2 % of the The schemes accounted for 62.2 % of the promotion description. Did a huge brand promotion description. Did a huge brand building for the company.building for the company.


Britannia Promotion ExtensionBritannia Promotion Extension

With the success of the “Britannia Khao World Cup Jao’the With the success of the “Britannia Khao World Cup Jao’the company launched another campaign next year as “Britannia company launched another campaign next year as “Britannia khao, cricketer ban jao”khao, cricketer ban jao”

The main objective was not only to increase sales but to The main objective was not only to increase sales but to strengthen its association with cricket .strengthen its association with cricket .

The mega prize offered was a free three day trip to London The mega prize offered was a free three day trip to London for 500 lucky consumers of Britannia products to join Rahul for 500 lucky consumers of Britannia products to join Rahul Dravid's coaching camp there . The schemes were similar to Dravid's coaching camp there . The schemes were similar to the previous campaign. the previous campaign.


Henkel Power PearlHenkel Power Pearl



Schemes:Schemes:

ObjectiveObjective: :

Ultimate cleanliness inside and outUltimate cleanliness inside and out

In the months of December,2001In the months of December,2001

The door to door campaign, involving Aman The door to door campaign, involving Aman Verma visiting certain localities and societies Verma visiting certain localities and societies in roadshow truck to present a surprise gift to in roadshow truck to present a surprise gift to the consumers of Henko Power Pearlthe consumers of Henko Power Pearl..

To promote Henko Power Pearl with above-To promote Henko Power Pearl with above-the-line communication with a 45 second the-line communication with a 45 second campaigncampaign..


McDonald’sMcDonald’s



Schemes:Schemes:


Happy Meal carnivalHappy Meal carnival

The promotion is carried out from time to The promotion is carried out from time to time.time.

A kid picks up a toy of his choice from A kid picks up a toy of his choice from among 45 toys and if he is lucky, he wins among 45 toys and if he is lucky, he wins amazing prices along with the toy.amazing prices along with the toy.

To enhance the family experience and to To enhance the family experience and to emphasize that McDonald’s is all about emphasize that McDonald’s is all about having a great experience with your dear oneshaving a great experience with your dear ones


McDonald’sMcDonald’s

Extension Extension

Results:Results:

McDonald's India and Polaroid India have McDonald's India and Polaroid India have joined hands for a unique sales joined hands for a unique sales promotion .Polaroid offered gifts, discount promotion .Polaroid offered gifts, discount coupons, instant pictures and others to kids coupons, instant pictures and others to kids buying the Happy Meal.buying the Happy Meal.

McDonald sold about 90,000 happy meals McDonald sold about 90,000 happy meals in Delhi and 15% kids came back to in Delhi and 15% kids came back to complete the sets of toys.Polaroid had 10% complete the sets of toys.Polaroid had 10% kids coming back to repeat purchase.kids coming back to repeat purchase.


KodakKodak Promotion Title:Promotion Title:


Schemes:Schemes:

Prizes:Prizes:

Mini Bonanza from Kodak this SummerMini Bonanza from Kodak this Summer

The campaign started from March,2002 and ended The campaign started from March,2002 and ended on 30th September,2002on 30th September,2002

Consumer had to pick up an entry form after Consumer had to pick up an entry form after buying a Kodak filmroll, fill the form and send it buying a Kodak filmroll, fill the form and send it to the respective address with the proof of its to the respective address with the proof of its purchase.purchase.

The prizes included a car, one night free stay in The prizes included a car, one night free stay in selective hotels in UK and Ireland and many more.selective hotels in UK and Ireland and many more.


Espirit Espirit



Schemes:Schemes:

“ “ Who Dares to Win ”Who Dares to Win ”

Started in the month of July,2002Started in the month of July,2002

Young dudes of Mumbai were Young dudes of Mumbai were suppose to describe their attitude suppose to describe their attitude within 200 words and win the Espirit within 200 words and win the Espirit Mega Model Hunt . Passer- bys also Mega Model Hunt . Passer- bys also got an opportunity to recognize a film got an opportunity to recognize a film tune and win hampers from Espirit.tune and win hampers from Espirit.


COLA BATTLECOLA BATTLE


Title of the promotionTitle of the promotion

Time durationTime duration

Place Place

SchemeScheme


““Get your men in Blue Gear”Get your men in Blue Gear” February-October 2003 February-October 2003 Across the countryAcross the country

Consumers can exchange three Pepsi Consumers can exchange three Pepsi crown or any PET label and a certain crown or any PET label and a certain amount of cash for like gear caps,-amount of cash for like gear caps,-shirts,sling bags and sunglassesshirts,sling bags and sunglasses

Cheer the Indian Cricket Team for The Cheer the Indian Cricket Team for The World Cup. To bring in unity among World Cup. To bring in unity among Indians.Indians.

PEPSI BLUE “Des ke rang mein rang ja”


Mountain DewMountain Dew “Cheetah Bhi Kyon Peeta Hai” “Cheetah Bhi Kyon Peeta Hai”

ContestContestTime Duration:Time Duration:

Schemes:Schemes:

Prizes:Prizes:

1st June to 30th June,20031st June to 30th June,2003

Surfers are asked a simple question Surfers are asked a simple question “Cheetah Bhi Kyon Peeta Hai?”“Cheetah Bhi Kyon Peeta Hai?”

Mobile users can also participate by Mobile users can also participate by SMS-ing play MD followed by the SMS-ing play MD followed by the answer 8888 answer 8888

First prize is a Car and 1000 other First prize is a Car and 1000 other entries are eligible to win a entries are eligible to win a mountain dew gift hampers.mountain dew gift hampers.


Ground promosGround promos Specially design Mountain Dew Specially design Mountain Dew cars that will hit the roads in cars that will hit the roads in key citieskey cities

Fun games like ‘Dew Fun games like ‘Dew Velcro,’Dew Twin peak’and Velcro,’Dew Twin peak’and ‘Bungee Running’will be ‘Bungee Running’will be installed at popular youth installed at popular youth hangouts in cities and towns to hangouts in cities and towns to build up the excitementbuild up the excitement


Have a Dosa and take a Pepsi freeHave a Dosa and take a Pepsi free Other restaurants offer Coke free with a DossaOther restaurants offer Coke free with a Dossa Pepsi focused at selected outlets for a short term basis and Pepsi focused at selected outlets for a short term basis and

Coke looking for a long-term association with the selective Coke looking for a long-term association with the selective outlets.outlets.

Apparently beginning of a regional promotional warApparently beginning of a regional promotional war Aimed at promoting soft drink as a supplementary to Indian Aimed at promoting soft drink as a supplementary to Indian

foodfood Pepsi at the same time had kebab festivals running at Pepsi at the same time had kebab festivals running at

restaurants.restaurants.

Next battle at Ethnic Eatery Kitchen


Pepsi Pepsi What’s there contestWhat’s there contest

Title of the Contest:Title of the Contest:

Schemes:Schemes:

What’s thereWhat’s there

Online ContestOnline Contest Surfers are asked two simple Surfers are asked two simple

question and also to write question and also to write creative about the next Pepsi’s creative about the next Pepsi’s new neighbor campaignnew neighbor campaign


Prizes:Prizes: 10 winners meet and spend an 10 winners meet and spend an evening with one of the starsevening with one of the stars

100 T shirts100 T shirts autographed by autographed by one of the starsone of the stars

50 people50 people get their summer get their summer supply of Pepsisupply of Pepsi


PlacePlace


ObjectiveObjective

SchemeScheme

Launched at Delhi Launched at Delhi

May to June 1999 May to June 1999

Promote 1 ltr and 1.5 ltr across its product Promote 1 ltr and 1.5 ltr across its product line and to encourage home consumptionline and to encourage home consumption

Pepsi vacation man, makes surprise visits Pepsi vacation man, makes surprise visits to homes -if he finds a one ltr Pepsi bottle to homes -if he finds a one ltr Pepsi bottle in the refrigerator ,the consumer wins a in the refrigerator ,the consumer wins a three/four -night free vacation to one of the three/four -night free vacation to one of the three destinationsthree destinations

Pepsi to capitalize on world cup fever with Vacation-Pepsi


StrategyStrategy Pepsi has adopted a new cost effective and target Pepsi has adopted a new cost effective and target

oriented approach to hype the vacation man.oriented approach to hype the vacation man.

To create consumer pull,the vacation man mailer To create consumer pull,the vacation man mailer includes a coupon which offers a Rs 3 discount on includes a coupon which offers a Rs 3 discount on 1 ltr bottle.1 ltr bottle.

The local groceries and shops which house wives The local groceries and shops which house wives visit regularly were loaded with signage and POP visit regularly were loaded with signage and POP material to advertise the scheme.material to advertise the scheme.


PlacePlace


TargetTarget

PrizesPrizes

SchemeScheme

40 cities across the country40 cities across the country

13 March to 20 April,200013 March to 20 April,2000

Teens and pre-teensTeens and pre-teens

Over 150 video Gameboys, ‘mini Game boy’ Over 150 video Gameboys, ‘mini Game boy’ and complementary 300 ml bottle of Mirindaand complementary 300 ml bottle of Mirinda

If consumers have the prize printed under the If consumers have the prize printed under the

crown of 300 ml bottle and 1.5 ltr pack in crown of 300 ml bottle and 1.5 ltr pack in lemon and orange flavour.lemon and orange flavour.

Mirinda New Gaming Promotion Revealing new Visual Identity


StrategyStrategy Ran several spots in multi-channels and Ran several spots in multi-channels and intensified with ground effortintensified with ground effort

Created gamming zones in association with Created gamming zones in association with lifestyle and sporting establishment and youth lifestyle and sporting establishment and youth hangouts like bowling alley,pools,video hangouts like bowling alley,pools,video parlour, Movie Hall.This zones did operate at parlour, Movie Hall.This zones did operate at weekendsweekends

Minibuses painted with Mirinda’s orange and Minibuses painted with Mirinda’s orange and lemon color and highlighting the splash logo lemon color and highlighting the splash logo will wind through areas with higher will wind through areas with higher concentrationconcentration


Brand real activ will focus on selected major market Brand real activ will focus on selected major market like Delhilike Delhi

Company will identify areas where it can leverage Company will identify areas where it can leverage the brand on health platform the brand on health platform

Company is organizing a health race in Delhi Company is organizing a health race in Delhi

which coincides with the world health day which coincides with the world health day

will see around 5000 participants across all age will see around 5000 participants across all age

groups groups

Dabur’s natural fruit drink brand“Real”


Digen VermaDigen VermaHidden hero of mega advertising campaign to Hidden hero of mega advertising campaign to

relaunch Frootirelaunch Frooti

Promotional Campaign:Promotional Campaign:

Promotional PlanPromotional Plan::


Digen Verma Kaun Hai?Digen Verma Kaun Hai?

To create a hype about Digen Verma. To create a hype about Digen Verma. Who is Digen Verma ?Was flashed Who is Digen Verma ?Was flashed everywhere and he was portrayed as a everywhere and he was portrayed as a cool bright student of Mumbai and is cool bright student of Mumbai and is good in sports.good in sports.

The main aim was to create the hype The main aim was to create the hype around the Frooti.around the Frooti.


But Why Digen?But Why Digen?

““You can’t predict the fate of the film stars and after all You can’t predict the fate of the film stars and after all the sad thing that had happened in the world of the sad thing that had happened in the world of cricket,we wanted to pit a common man to built cricket,we wanted to pit a common man to built empathy and identification of our product with our empathy and identification of our product with our consumer”consumer”


Digen…..onlineDigen…..online

The famous teaser campaign was online tooThe famous teaser campaign was online too

Popular youth sides suchPopular youth sides such as Rediff chat,Hungama and as Rediff chat,Hungama and

Masti were usedMasti were used

In the In the creativecreative,Digen Verma’s feet moved from one end of,Digen Verma’s feet moved from one end of

the web page to the other inviting the surfer to follow and the web page to the other inviting the surfer to follow and

click on them resulting in a question in the form of pop - up click on them resulting in a question in the form of pop - up

where the surfer was required to answer a simple question where the surfer was required to answer a simple question

along with his brief contact detailalong with his brief contact detail

The agency claimed to have achieved 35,000 click in the The agency claimed to have achieved 35,000 click in the

first hour of the break of the campaign first hour of the break of the campaign


Rural Sales PromotionsRural Sales Promotions


Rural PromotionsRural Promotions

Company:Company:

Title:Title:

Scheme:Scheme:

General MotorsGeneral Motors

Pilot ProjectPilot Project

Car models( mainly Opel Car models( mainly Opel Corsa and Swing) were Corsa and Swing) were taken to the interiors of taken to the interiors of the state in periodic the state in periodic phases and showcased.phases and showcased.


Rural Promos…GMRural Promos…GM

Schemes:Schemes:


Book a car for only Rs 500(plus 3 Book a car for only Rs 500(plus 3 silver coins given free per silver coins given free per booking)booking)

To create awareness about the car To create awareness about the car modelsmodels

To increase volumes of salesTo increase volumes of sales


Rural Promos…GMRural Promos…GM

Strategy:Strategy:

Results:Results:

Approached the co-operatives to collect Approached the co-operatives to collect a database of farmersa database of farmers

Personalized visits to farmersPersonalized visits to farmers Regular at rural melas e.g. Kisan mela Regular at rural melas e.g. Kisan mela

(at Ludhiana) etc.(at Ludhiana) etc.

In the short run, the project has helped In the short run, the project has helped them to gain volumesthem to gain volumes

10-15% increase in sales10-15% increase in sales


Rural Promos...Rural Promos...

Company:Company:

Product:Product:


Hindustan Lever limited (HLL)Hindustan Lever limited (HLL)

Lux ShampooLux Shampoo

Penetrate into Rural marketPenetrate into Rural market To grow the market for haircare products To grow the market for haircare products

by 25 %by 25 % To gain brand visibility To gain brand visibility Target rural consumers by providing Target rural consumers by providing

accessible price pointsaccessible price points


Rural Promos…HLLRural Promos…HLL

Strategy:Strategy:

Results:Results:

Re -launch with a new improved formulation and new packagingRe -launch with a new improved formulation and new packaging Education programs in schoolsEducation programs in schools Extensive targeting of rural Extensive targeting of rural haats haats (weekly marketplace)(weekly marketplace) Demonstrations on product usageDemonstrations on product usage Radio jingles, events and fests in the villagesRadio jingles, events and fests in the villages Lux shampoo will be supported by new ad CampaignLux shampoo will be supported by new ad Campaign 2% of the turnover is spent on below the line activities2% of the turnover is spent on below the line activities

Market share in terms of volumes increased. The contact point Market share in terms of volumes increased. The contact point increasedincreased

The company focussed more on markets of Uttar Pradesh and the The company focussed more on markets of Uttar Pradesh and the northern regionnorthern region


Rural PromotionsRural Promotions

Company Name:Company Name:

Promotion Campaign:Promotion Campaign:


Hindustan levers limited(HLL)Hindustan levers limited(HLL)

Lifebuoy Swasthya Chetna,the first largest Lifebuoy Swasthya Chetna,the first largest rural and hygiene educational program.rural and hygiene educational program.

Aims to educate children and the Aims to educate children and the community of Indian villages across, community of Indian villages across, about the treat of unseen germs and basic about the treat of unseen germs and basic hygiene practices.hygiene practices.

The campaign teaches people about The campaign teaches people about maintaining good health through practice maintaining good health through practice of basic hygiene habits including the of basic hygiene habits including the handwash habit.handwash habit.


Project Bharat- HLLProject Bharat- HLL

Project Title:Project Title:


Schemes:Schemes:

Project BharatProject Bharat

The exercise was started by the personal product The exercise was started by the personal product division of HLL and covered 13 million division of HLL and covered 13 million household by the end of 1999household by the end of 1999

An opportunity for the rural people to buy An opportunity for the rural people to buy sample packs containing a low unit of shampoo, sample packs containing a low unit of shampoo, talcum powder,toothpaste and skin cream for talcum powder,toothpaste and skin cream for Rs15 only.Rs15 only.


Project BharatProject Bharat


Results:Results:

To generate awareness of its product To generate awareness of its product categories and the availability of affordable categories and the availability of affordable price.The distribution was supported by price.The distribution was supported by explanation of product usage and a video explanation of product usage and a video show, which was interspersed with product show, which was interspersed with product communication.communication.

The project saw a100% increase in The project saw a100% increase in penetration, usership and top-of-mind penetration, usership and top-of-mind awareness in the the districts targeted.awareness in the the districts targeted.


Britannia and LagaanBritannia and Lagaan

The Tie Up:The Tie Up:

Schemes:Schemes:

Britannia and Aamir khan Productions.Britannia and Aamir khan Productions.

The promotional offer gives the consumer a special Britannia Lagaan Booklet in return for a purchase of a 75 to 100 gram pack of ‘Tiger’ biscuits. There are six booklets to be collected, and a coupon in each booklet is to be sent back with correctly completed entries.


Cont.....Cont.....

Prizes:Prizes:


This entitles the consumers, on a first come first serve basis, to win one of the 10,000 early bird prizes.

Further, there is also a possibility of being selected in the team that will then play with the Lagaan XI team.

The Rs 1,354.5-crore Britannia Industries has tied-up with Aamir Khan Productions for a consumer promotion to spur the volume growth of its Tiger brand biscuits

The reason to choose Tiger brand for the co-promotion exercise being, this is one brand that cuts across the rural and urban sector.


Proposal for Coke Sales PromotionProposal for Coke Sales Promotion

Fill the Coke Bin with your wish:Fill the Coke Bin with your wish:

Write your dream and put it in an empty 500ml Coke bottle Write your dream and put it in an empty 500ml Coke bottle and drop it in the Coke Bin. Lucky winners get an and drop it in the Coke Bin. Lucky winners get an opportunity to see their wish come true.opportunity to see their wish come true.

Slot Machine:Slot Machine:

Collect 3 Coke crown and get a shot at the slot machine and Collect 3 Coke crown and get a shot at the slot machine and win lucky prizewin lucky prize

Dial Your Dream:Dial Your Dream:

Dial the no. written below your Coke crown and see the Dial the no. written below your Coke crown and see the computer showing you the prize.computer showing you the prize.


Proposal for Coke Sales PromotionProposal for Coke Sales Promotion

Banao Dil ka ConnectionBanao Dil ka Connection

Collect crowns and arrange your Star Name and win a date Collect crowns and arrange your Star Name and win a date with the Star. with the Star.

Aamir kyon Coke peeta hai?Aamir kyon Coke peeta hai?

A slogan competition or SMS it and win a lucky prizes.A slogan competition or SMS it and win a lucky prizes. Coke Dhamaka Couple OfferCoke Dhamaka Couple Offer

Buy two 2L pet bottle of Coke and get one Coke jar free. Coke Club:

Become a Coke Club member by paying Rs 100 + 25 Coke crowns and avail the Club facilities. Monthly subscription would be Rs 25 + 10 crowns of Coke.


ProposalsProposals Coke kiosk’s Coke kiosk’s

Opening up kiosk around the country especially railway stations. Opening up kiosk around the country especially railway stations. Coke Apna Hai !!Coke Apna Hai !!

Have booths around the cities and people walk in these booths to Have booths around the cities and people walk in these booths to answer “Why you like Coke?” and the few ones will be telecasted answer “Why you like Coke?” and the few ones will be telecasted

on televisionon television.. Coke organize RoadshowsCoke organize Roadshows

(Rocknite) in different cities and give out some lucky prizes.Entry (Rocknite) in different cities and give out some lucky prizes.Entry Pass is 10 crowns of CokePass is 10 crowns of Coke

As u like it, Whenever u feel it!!!!As u like it, Whenever u feel it!!!!

If a Coke man see u having Coke, he’ll ask u three question and if If a Coke man see u having Coke, he’ll ask u three question and if the answers are right you win exciting prizes.the answers are right you win exciting prizes.


ProposalsProposals

Coke Discount CardsCoke Discount Cards

Get your self a Coke Card and get discounts on Coke bottle Get your self a Coke Card and get discounts on Coke bottle purchase, Mc Donald foods,entry to Disc and on your purchase, Mc Donald foods,entry to Disc and on your Bacardi drink’s, etc.Bacardi drink’s, etc.

Coke Literacy ProgramCoke Literacy Program

To teach people about hygiene and health. Emphasis on safe To teach people about hygiene and health. Emphasis on safe drinking habitsdrinking habits

Coke Jam sessionCoke Jam session

Organize Jam sessions for the Youths in selective cities.Organize Jam sessions for the Youths in selective cities.


ProposalsProposals Win a Free honey moon tripWin a Free honey moon trip

Serve Coke on your wedding party and win a free honey moon Serve Coke on your wedding party and win a free honey moon triptrip

7.30am Coke time7.30am Coke time Get caught red handed with Coke at this hour win cool T-Shirts Get caught red handed with Coke at this hour win cool T-Shirts

from Levi'sfrom Levi's

Wannabe RJ’s get ready Coke is coming in your townWannabe RJ’s get ready Coke is coming in your town A nation wide RJ hunt organized by Coke in collaboration with A nation wide RJ hunt organized by Coke in collaboration with

one of the FM channelone of the FM channel

Sales promotion analysis

Business

Transcript of Sales promotion analysis