salespromotionanalysis-140109054500-phpapp01

7/17/2019 salespromotionanalysis-140109054500-phpapp01

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McCann - Erickson India

Sales PromotionsSales Promotions


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Advertising is a reason to buy whileAdvertising is a reason to buy while

Sales Promotions is an incentive to buySales Promotions is an incentive to buy


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What Is Sales PromotionWhat Is Sales Promotion

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

Altering long term Brand ValueIt typically include freebies coupons samples value-packs refundsrebates price-off contests trade sho!s in-pack premiums etc

"he unifying thing among all these methods is that they all must becommunicated to the appropriate audience at the appropriate time to be

effective


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Sales Promotion for #onsumer

Sales Promotion for $ealers

Sales Promotion AudienceSales Promotion Audience


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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

um!"start #ffectSales promotion helps in getting the brand off the ground

MotivationPromos leverage the key factor of customer satisfaction


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Factors of Sale Promotion in $rand $uildingFactors of Sale Promotion in $rand $uilding

%onstructPromotions should be constructed keeping in mind brandob&ectives and consumer behaviour

&ength of the Promotion

"he duration should be right not for too long or too shortPerfect 'iming

"he right time is !hen the consumer has the desire to spend

(ero )our *litches$epletion should not be a problem


7/67McCann - Erickson India

Sales PromotionsSales Promotions%ase Study%ase Study


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SamsungSamsung

Phod +e De,ho- offerPhod +e De,ho- offer

b&ectives' "o optimi5e sales of it%s #onsumer 7lectronic and 8ome

Appliance Products in the +estive Season

Strategy' An advertisement budget of 9s / crore had been

earmarked to promote the offer !hich entails giftsaggregating 9s .2 crore in value

9oad sho!s !ere planned across the country

Samsung brand ambassador "abu &oined the ground levelpromotion

"he main strategy !as to make use of the .naariyal

phodo !hich is a part of the ritual in $i!ali festival



SamsungSamsung

.Phod +e De,ho- offer.Phod +e De,ho- offer

9esults'9esults'

:nique factors:nique factors::

"he company sold 1;/ lakh units of products"he company sold 1;/ lakh units of products

across all categories during this periodacross all categories during this period

"he company did business !orth 9s 1



Samsung Promotion #/tensionSamsung Promotion #/tension

Promotional titlePromotional title

"ime'"ime'

Scheme'Scheme'

Phir se phod ke dekhoPhir se phod ke dekho

ct . - 0ov ./1221 festivals ,$i!alict . - 0ov ./1221 festivals ,$i!ali$ussera etc3 and e=tended to #ricket$ussera etc3 and e=tended to #ricket

>orld #up1224>orld #up1224

$itto ? and more$itto ? and more

#ricket bat shaped key chain !ith the#ricket bat shaped key chain !ith the

gift engraved on the batgift engraved on the bat


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SamsungSamsung

Phir se Phod ,e De,hoPhir se Phod ,e De,ho

"arget audience'"arget audience'

b&ective'b&ective'

+amily+amily

"o sell around .;1 to .; lakh"o sell around .;1 to .; lakhunits the highest ever number ofunits the highest ever number of

#"Vs set as a target;#"Vs set as a target;

7=pects to register a gro!th of7=pects to register a gro!th of

4C in terms of it%s total sales4C in terms of it%s total salescompared !ith ct- 0ov 122.compared !ith ct- 0ov 122.



SamsungSamsung

Phir se Phod ,e De,hoPhir se Phod ,e De,ho

Strategy'Strategy'

9esults'9esults'

Difts !orth 9s ./ crore !ere beingDifts !orth 9s ./ crore !ere being

given to customers as a part of thegiven to customers as a part of the

promotionpromotion

8ave taken the support of seven8ave taken the support of seven

cricketers for promotional activitiescricketers for promotional activities

"he success of the campaign resulted to"he success of the campaign resulted to

the highest ever monthly #"Vthe highest ever monthly #"V

sales,more than E2222 #"Vs3 and had asales,more than E2222 #"Vs3 and had a

high customer acceptancehigh customer acceptance


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Samsung Promotion #/tensionSamsung Promotion #/tension

romotional title'romotional title'

ime duration'ime duration'

chemeschemes::

((Samsung $abaake Feeto* offerSamsung $abaake Feeto* offer

.st Gay to 42th Fune1221; In >est Bengal it.st Gay to 42th Fune1221; In >est Bengal it

started from .st Gay and all India from .2th Gaystarted from .st Gay and all India from .2th Gay

n purchase of any Samsung product consumern purchase of any Samsung product consumer

got a plastic football containing a sure shot alarmgot a plastic football containing a sure shot alarm

clock and if they !ere lucky the clock had the giftclock and if they !ere lucky the clock had the gift

etched on the stickeretched on the sticker


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SamsungSamsung

.Samsung Dabaa,e eeto- offer.Samsung Dabaa,e eeto- offer

Pri5es offeredPri5es offered 7very consumer got a sure shot alarm clock7very consumer got a sure shot alarm clock

and if they !ere lucky they received #"Vand if they !ere lucky they received #"V

frost free refrigerators micro ovens !ashingfrost free refrigerators micro ovens !ashingmachines mobile phones cameras and soccermachines mobile phones cameras and soccer

1221 official licensed t-shirts from Adidas1221 official licensed t-shirts from Adidas


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SamsungSamsung

.Samsung Dabaa,e eeto- offer.Samsung Dabaa,e eeto- offer

b&ectives'b&ectives'

Strategies'Strategies'

9esults'9esults'

"o stimulate the market and optimi5ing the sales of the"o stimulate the market and optimi5ing the sales of theSamsung products during the Soccer >orld #upSamsung products during the Soccer >orld #up

"he total cost of the promotion is 9s ./ croresincluding"he total cost of the promotion is 9s ./ croresincluding

the gifts;"he company had released ne! print andthe gifts;"he company had released ne! print and

television commercials around this campaign and !illtelevision commercials around this campaign and !ill

carry out (in-shop 8ungamas* at selected dealers incarry out (in-shop 8ungamas* at selected dealers in

)olkata Doa #ochin to create visibility for this campaign)olkata Doa #ochin to create visibility for this campaign

"he company had a gro!th level of .EC in the home"he company had a gro!th level of .EC in the homeappliances business that year;appliances business that year;


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&* #lectronics&* #lectronics

"he "rick to Stay Ahead in "hinking"he "rick to Stay Ahead in "hinking


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:sed Promotion in a big !ay during !hat is termed as off:sed Promotion in a big !ay during !hat is termed as offseasonseason

Gay to September122.Gay to September122.

:sed events to match this promotion:sed events to match this promotion

like Birthday Bash in Gay - !hole industrylike Birthday Bash in Gay - !hole industry

follo!ed it;follo!ed it;

9educed "V promotion in peak season and focussed on9educed "V promotion in peak season and focussed onPrint GediaPrint Gedia

7;g; $uring $i!ali consumers are in a shopping mood; "hus7;g; $uring $i!ali consumers are in a shopping mood; "husthe company advertises more in Print media e;g; 0e!spapersthe company advertises more in Print media e;g; 0e!spapersetcetc


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"itle of the promotion'"itle of the promotion'

"ime duration'"ime duration'

Schemes'Schemes'

HD /222 #rore Achievement BashHD /222 #rore Achievement Bash

ctober to $ecember 122.ctober to $ecember 122.

n purchase of every HD product then purchase of every HD product the

consumer !ill be given a form to fill forconsumer !ill be given a form to fill for

a lucky dra! !hich !ill happen in threea lucky dra! !hich !ill happen in three

rounds; "here !ill be / lucky !innersrounds; "here !ill be / lucky !inners

&* Sales Promotions


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Pri5es offeredPri5es offered

b&ectiveb&ective

StrategyStrategy

Shall be giving a!ay lucky pri5esgiftsShall be giving a!ay lucky pri5esgifts

and an assured gift !orth 9s .1 crores;and an assured gift !orth 9s .1 crores;

"o help generate greater sales across all"o help generate greater sales across all

products nationallyproducts nationally

"he ground promo supported by product"he ground promo supported by product

advertising in mass media focussed mainlyadvertising in mass media focussed mainly

on HD televisions ;"hey have also HDon HD televisions ;"hey have also HD

corporate films on aircorporate films on air

&* Sales Promotions


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Pe!sodent "Insurance for Dental %arePe!sodent "Insurance for Dental %are

"itle of the promotion'"itle of the promotion'

Schemes'Schemes'

Insurance for dental careInsurance for dental care

Haunched on Eth ctober1221Haunched on Eth ctober1221

ffers its consumers free dentalffers its consumers free dental

insurance !orth 9s .2226- oninsurance !orth 9s .2226- on

purchase of any pack ofpurchase of any pack of

PepsodentPepsodent


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Pe!sodentPe!sodent


9esults'9esults'

"o strengthen Pepsodent%s proposition of being"o strengthen Pepsodent%s proposition of being

a germ protector and also display theira germ protector and also display their

commitment to!ards improving oral hygienecommitment to!ards improving oral hygiene

for the consumerfor the consumer

Pepsodent has steadily gained market share ofPepsodent has steadily gained market share of

around 2;EC !hen compared to last year; "hataround 2;EC !hen compared to last year; "hatyear Pepsodent had an overall market share ofyear Pepsodent had an overall market share of

4;EC in the toothpaste market4;EC in the toothpaste market..


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%om!etitive Promotions%om!etitive Promotions

PromisePromise

#olgate $ental #ream#olgate $ental #ream

#lose-:p#lose-:p

AnchorAnchor

ral #areral #are

A scheme of (.22gm free for every .22gm brought* A scheme of (.22gm free for every .22gm brought*

(Saving of 9s 1/ on every 122gm pack*or (A saving(Saving of 9s 1/ on every 122gm pack*or (A saving

of 9s on every #ombi-Pack of toothpaste and brushof 9s on every #ombi-Pack of toothpaste and brush

(("!o 122 gm packs at 9s Etranslates into a discount"!o 122 gm packs at 9s Etranslates into a discount

of ./C on G9P;of ./C on G9P;

.22gm plus ./2 gm free , into a discount of 1//on.22gm plus ./2 gm free , into a discount of 1//on

G9P;3G9P;3 Bargain Basement Price of 9s 1/ for 122gm toothpasteBargain Basement Price of 9s 1/ for 122gm toothpaste

!ith a toothbrush freetranslating into a !hopping!ith a toothbrush freetranslating into a !hopping

discount of C on the brand%s G9P;discount of C on the brand%s G9P;

((Buy one-get-one-free* promotion;Buy one-get-one-free* promotion;


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+wality Wall0s

Promotion "itle'Promotion "itle'

Schemes'Schemes'

JJ 7k $in )a 9a&a %7k $in )a 9a&a %

Haunched on .th Garch122.Haunched on .th Garch122.

"he consumers have to do is buy )!ality"he consumers have to do is buy )!ality

>all%s range of products- every pack has a>all%s range of products- every pack has a

certain number of points;"he consumer hascertain number of points;"he consumer has

to collect !rapper 6lids upto ./2 points toto collect !rapper 6lids upto ./2 points to

be eligible to participate in the promotion;be eligible to participate in the promotion;"hen they have to redeem the packs for a"hen they have to redeem the packs for a

scratch card and !in pri5es;scratch card and !in pri5es;


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+wality Wall0s+wality Wall0s

Pri5es'Pri5es'

b&ective'b&ective'

9esult'9esult'

.2 consumers !ill get an opportunity to shop !orth 9s.2 consumers !ill get an opportunity to shop !orth 9s

.2 lacs in a day in Gumbai; "he other pri5es include.2 lacs in a day in Gumbai; "he other pri5es include

micro ovens !alkman video games fun books etcmicro ovens !alkman video games fun books etc ..

"o connect to consumers in a personal !ay by giving"o connect to consumers in a personal !ay by giving

them the offering that they love the most;them the offering that they love the most;

Hargest consumer promotion ever by any ice creamHargest consumer promotion ever by any ice cream

brand; #aptured the essence of the ne! base line (8obrand; #aptured the essence of the ne! base line (8o

&aaye $il ka #onnection?* and strengthening the&aaye $il ka #onnection?* and strengthening the

Brand perception;Brand perception;


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Parle" *Parle" *


Schemes'Schemes'

Pri5es 'Pri5es '

((Parle-D my $ream #ome "rue*contestParle-D my $ream #ome "rue*contest

n purchase of a Parle-D product you might ben purchase of a Parle-D product you might be

lucky to !in a pri5e;"he gift name is inside thoselucky to !in a pri5e;"he gift name is inside those

lucky packets of the Parle-D product;lucky packets of the Parle-D product;

"he promotion gives contestants the opportunity

to !in !hatever they dream about; "his contest

had only first pri5e and these pri5es are definedas per the childKs dream;


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Parle"*Parle"*

b&ective'b&ective'

9esults'9esults'

>ant to give children a platform to fulfill their>ant 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;


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$ritannia$ritannia


"ime $uration'"ime $uration'

Schemes'Schemes'

Pri5es'Pri5es'

Britannia )hao >orld #up FaoBritannia )hao >orld #up Fao

Fanuary to Garch 1224Fanuary to Garch 1224

#onsumers had to collect .22 runs !hich#onsumers had to collect .22 runs !hich

could be obtained from purchase ofcould be obtained from purchase of

Britannia products;Hater they could beBritannia products;Hater they could be

redeemed for a scratch card;redeemed for a scratch card;

Det a paid trip to vie! the >orld #upDet a paid trip to vie! the >orld #up#ricket +inal in South Africa and many#ricket +inal in South Africa and many

more e=citing gifts;more e=citing gifts;


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$ritannia$ritannia

b&ective'b&ective'

9esults'9esults'

"o be associated !ith the most popular event"o be associated !ith the most popular event

happening at that point of time and brandhappening at that point of time and brand

building in the minds of its consumers;building in the minds of its consumers;

"he schemes accounted for 1;1 C of the"he schemes accounted for 1;1 C of the

promotion description; $id a huge brandpromotion description; $id a huge brand

building for the company;building for the company;


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$ritannia Promotion #/tension$ritannia Promotion #/tension

>ith the success of the (Britannia )hao >orld #up Fao%the>ith the success of the (Britannia )hao >orld #up Fao%the

company launched another campaign ne=t year as (Britanniacompany launched another campaign ne=t year as (Britannia

khao cricketer ban &ao*khao cricketer ban &ao*

"he main ob&ective !as not only to increase sales but to"he main ob&ective !as not only to increase sales but tostrengthen its association !ith cricket ;strengthen its association !ith cricket ;

"he mega pri5e offered !as a free three day trip to Hondon for"he mega pri5e offered !as a free three day trip to Hondon for

/22 lucky consumers of Britannia products to &oin 9ahul/22 lucky consumers of Britannia products to &oin 9ahul$ravidKs coaching camp there ; "he schemes !ere similar to the$ravidKs coaching camp there ; "he schemes !ere similar to the

previous campaign;previous campaign;


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)en,el Power Pearl)en,el Power Pearl



Schemes'Schemes'

b&ectiveb&ective::

:ltimate cleanliness inside and out:ltimate cleanliness inside and out

In the months of $ecember122.In the months of $ecember122.

"he door to door campaign involving Aman"he door to door campaign involving Aman

Verma visiting certain localities and societies inVerma visiting certain localities and societies in

roadsho! truck to present a surprise gift to theroadsho! truck to present a surprise gift to the

consumers of 8enko Po!er Pearlconsumers of 8enko Po!er Pearl..

"o promote 8enko Po!er Pearl !ith above-the-"o promote 8enko Po!er Pearl !ith above-the-line communication !ith a / secondline communication !ith a / second

campaigncampaign..


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McDonald0sMcDonald0s



Schemes'Schemes'


8appy Geal carnival8appy Geal carnival

"he promotion is carried out from time to"he promotion is carried out from time to

time;time;

A kid picks up a toy of his choice from amongA kid picks up a toy of his choice from among

/ toys and if he is lucky he !ins ama5ing/ toys and if he is lucky he !ins ama5ingprices along !ith the toy;prices along !ith the toy;

"o enhance the family e=perience and to"o enhance the family e=perience and to

emphasi5e that Gc$onald%s is all aboutemphasi5e that Gc$onald%s is all about

having a great e=perience !ith your dear oneshaving a great e=perience !ith your dear ones


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McDonald0sMcDonald0s

7=tension7=tension

9esults'9esults'

Gc$onaldKs India and Polaroid India haveGc$onaldKs India and Polaroid India have

&oined hands for a unique sales promotion&oined hands for a unique sales promotion

;Polaroid offered gifts discount coupons;Polaroid offered gifts discount coupons

instant pictures and others to kids buying theinstant pictures and others to kids buying the

8appy Geal;8appy Geal;

Gc$onald sold about E2222 happy mealsGc$onald sold about E2222 happy meals

in $elhi and ./C kids came back toin $elhi and ./C kids came back to

complete the sets of toys;Polaroid had .2Ccomplete the sets of toys;Polaroid had .2C

kids coming back to repeat purchase;kids coming back to repeat purchase;


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+oda,+oda,Promotion "itle'Promotion "itle'


Schemes'Schemes'

Pri5es'Pri5es'

Gini Bonan5a from )odak this SummerGini Bonan5a from )odak this Summer

"he campaign started from Garch1221 and ended"he campaign started from Garch1221 and ended

on 42th September1221on 42th September1221

#onsumer had to pick up an entry form after buying#onsumer had to pick up an entry form after buyinga )odak filmroll fill the form and send it to thea )odak filmroll fill the form and send it to the

respective address !ith the proof of its purchase;respective address !ith the proof of its purchase;

"he pri5es included a car one night free stay in"he pri5es included a car one night free stay in

selective hotels in :) and Ireland and many more;selective hotels in :) and Ireland and many more;


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#s!irit#s!irit



Schemes'Schemes'

(( >ho $ares to >in *>ho $ares to >in *

Started in the month of Fuly1221Started in the month of Fuly1221

Loung dudes of Gumbai !ere supposeLoung dudes of Gumbai !ere suppose

to describe their attitude !ithin 122to describe their attitude !ithin 122

!ords and !in the 7spirit Gega Godel!ords and !in the 7spirit Gega Godel

8unt ; Passer- bys also got an8unt ; Passer- bys also got anopportunity to recogni5e a film tuneopportunity to recogni5e a film tune

and !in hampers from 7spirit;and !in hampers from 7spirit;


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%1&A $A''%1&A $A''


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"itle of the promotion"itle of the promotion

"ime duration"ime duration

PlacePlace

SchemeScheme

b&ective'b&ective'

Det your men in Blue Dear*Det your men in Blue Dear*

+ebruary-ctober 1224+ebruary-ctober 1224

Across the countryAcross the country

#onsumers can e=change three Pepsi#onsumers can e=change three Pepsi

cro!n or any P7" label and a certaincro!n or any P7" label and a certain

amount of cash for like gear caps-amount of cash for like gear caps-

shirtssling bags and sunglassesshirtssling bags and sunglasses

#heer the Indian #ricket "eam for "he#heer the Indian #ricket "eam for "he

>orld #up; "o bring in unity among>orld #up; "o bring in unity among

Indians;Indians;

P#PSI $&U# .Des ,e rang mein rang 2a-

Mountain DewMountain Dew


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Mountain DewMountain Dew

.%heetah $hi +yon Peeta )ai-.%heetah $hi +yon Peeta )ai-

%ontest%ontest


Schemes'Schemes'

Pri5es'Pri5es'

.st Fune to 42th Fune1224.st Fune to 42th Fune1224

Surfers are asked a simple questionSurfers are asked a simple question(#heetah Bhi )yon Peeta 8aiM*(#heetah Bhi )yon Peeta 8aiM*

Gobile users can also participate byGobile users can also participate bySGS-ing play G$ follo!ed by theSGS-ing play G$ follo!ed by theans!er ans!er

+irst pri5e is a #ar and .222 other+irst pri5e is a #ar and .222 otherentries are eligible to !in aentries are eligible to !in amountain de! gift hampers;mountain de! gift hampers;


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Dround promosDround promos

Specially design Gountain $e!Specially design Gountain $e!cars that !ill hit the roads incars that !ill hit the roads in

key citieskey cities

+un games like J$e!+un games like J$e!

Velcro%$e! "!in peak%andVelcro%$e! "!in peak%andJBungee 9unning%!ill beJBungee 9unning%!ill be

installed at popular youthinstalled at popular youth

hangouts in cities and to!ns tohangouts in cities and to!ns to

build up the e=citementbuild up the e=citement


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8ave a $osa and take a Pepsi free8ave a $osa and take a Pepsi free

ther restaurants offer #oke free !ith a $ossather restaurants offer #oke free !ith a $ossa

Pepsi focused at selected outlets for a short term basis andPepsi focused at selected outlets for a short term basis and

#oke looking for a long-term association !ith the selective#oke looking for a long-term association !ith the selective

outlets;outlets;

Apparently beginning of a regional promotional !arApparently beginning of a regional promotional !ar

Aimed at promoting soft drink as a supplementary to IndianAimed at promoting soft drink as a supplementary to Indian

foodfood

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

restaurants;restaurants;

3e/t battle at #thnic #atery +itchen


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PepsiPepsi

Whats there contestWhats there contest

"itle of the #ontest'"itle of the #ontest'

Schemes'Schemes'

>hat%s there>hat%s there

nline #ontestnline #ontest

Surfers are asked t!o simpleSurfers are asked t!o simple

question and also to !ritequestion and also to !ritecreative about the ne=t Pepsi%screative about the ne=t Pepsi%sne! neighbor campaignne! neighbor campaign


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Pri5es'Pri5es' .2 !inners meet and spend an.2 !inners meet and spend anevening !ith one of the starsevening !ith one of the stars

455 ' shirts455 ' shirtsautographed byautographed by

one of the starsone of the stars

65 !eo!le65 !eo!leget their summerget their summer

supply of Pepsisupply of Pepsi


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PlacePlace


b&ectiveb&ective

SchemeScheme

Haunched at $elhiHaunched at $elhi

Gay to Fune .EEEGay to Fune .EEE

Promote . ltr and .;/ ltr across its productPromote . ltr and .;/ ltr across its product

line and to encourage home consumptionline and to encourage home consumption

Pepsi vacation man makes surprise visitsPepsi vacation man makes surprise visits

to homes -if he finds a one ltr Pepsi bottleto homes -if he finds a one ltr Pepsi bottle

in the refrigerator the consumer !ins ain the refrigerator the consumer !ins a

three6four -night free vacation to one of thethree6four -night free vacation to one of the

three destinationsthree destinations

Pe!si to ca!itali7e on world cu! fever with VacationPe!si


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StrategyStrategy Pepsi has adopted a ne! cost effective and targetPepsi has adopted a ne! cost effective and target

oriented approach to hype the vacation man;oriented approach to hype the vacation man;

"o create consumer pullthe vacation man mailer"o create consumer pullthe vacation man mailer

includes a coupon !hich offers a 9s 4 discount onincludes a coupon !hich offers a 9s 4 discount on

. ltr bottle;. ltr bottle;

"he local groceries and shops !hich house !ives"he local groceries and shops !hich house !ives

visit regularly !ere loaded !ith signage and PPvisit regularly !ere loaded !ith signage and PP

material to advertise the scheme;material to advertise the scheme;


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PlacePlace


"arget"arget

Pri5esPri5es

SchemeScheme

2 cities across the country2 cities across the country

.4 Garch to 12 April1222.4 Garch to 12 April1222

"eens and pre-teens"eens and pre-teens

ver ./2 video Dameboys Jmini Dame boy%ver ./2 video Dameboys Jmini Dame boy%

and complementary 422 ml bottle of Girindaand complementary 422 ml bottle of Girinda

If consumers have the pri5e printed under theIf consumers have the pri5e printed under the

cro!n of 422 ml bottle and .;/ ltr pack incro!n of 422 ml bottle and .;/ ltr pack in

lemon and orange flavour;lemon and orange flavour;

Mirinda 3ew *aming Promotion Revealing new 8isual

Identity


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StrategyStrategy 9an several spots in multi-channels and9an several spots in multi-channels and

intensified !ith ground effortintensified !ith ground effort

#reated gamming 5ones in association !ith#reated gamming 5ones in association !ith

lifestyle and sporting establishment and youthlifestyle and sporting establishment and youth

hangouts like bo!ling alleypoolsvideohangouts like bo!ling alleypoolsvideo

parlour Govie 8all;"his 5ones did operate atparlour Govie 8all;"his 5ones did operate at!eekends!eekends

Ginibuses painted !ith Girinda%s orange andGinibuses painted !ith Girinda%s orange and

lemon color and highlighting the splash logolemon color and highlighting the splash logo!ill !ind through areas !ith higher!ill !ind through areas !ith higher

concentrationconcentration


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Brand real activ !ill focus on selected ma&or marketBrand real activ !ill focus on selected ma&or marketlike $elhilike $elhi

#ompany !ill identify areas !here it can leverage the#ompany !ill identify areas !here it can leverage the

brand on health platformbrand on health platform

#ompany is organi5ing a health race in $elhi#ompany is organi5ing a health race in $elhi

!hich coincides !ith the !orld health day!hich coincides !ith the !orld health day

!ill see around /222 participants across all age!ill see around /222 participants across all age

groupsgroups

Dabur0s natural fruit drin, brand.Real-

Di 8Di 8


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Digen 8ermaDigen 8erma

)idden hero of mega advertising cam!aign to)idden hero of mega advertising cam!aign to

relaunch Frootirelaunch Frooti

Promotional #ampaign'Promotional #ampaign'

Promotional PlanPromotional Plan::

b&ective'b&ective'

$igen Verma )aun 8aiM$igen Verma )aun 8aiM

"o create a hype about $igen Verma;"o create a hype about $igen Verma;

>ho is $igen Verma M>as flashed>ho is $igen Verma M>as flashed

every!here and he !as portrayed as aevery!here and he !as portrayed as a

cool bright student of Gumbai and iscool bright student of Gumbai and is

good in sports;good in sports;

"he main aim !as to create the hype"he main aim !as to create the hype

around the +rooti;around the +rooti;


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$ut Why Digen9$ut Why Digen9

((Lou can%t predict the fate of the film stars and after allLou can%t predict the fate of the film stars and after all

the sad thing that had happened in the !orld ofthe sad thing that had happened in the !orld of

cricket!e !anted to pit a common man to builtcricket!e !anted to pit a common man to builtempathy and identification of our product !ith ourempathy and identification of our product !ith our

consumer*consumer*


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Digen:;;onlineDigen:;;online

"he famous teaser campaign !as online too"he famous teaser campaign !as online too

Popular youth sides suchPopular youth sides suchas 9ediff chat8ungama andas 9ediff chat8ungama andGasti !ere usedGasti !ere used

In theIn the creativecreative$igen Verma%s feet moved from one end of$igen Verma%s feet moved from one end of the !eb page to the other inviting the surfer to follo! andthe !eb page to the other inviting the surfer to follo! and

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

!here the surfer !as required to ans!er a simple question!here the surfer !as required to ans!er a simple question

along !ith his brief contact detailalong !ith his brief contact detail

"he agency claimed to have achieved 4/222 click in the"he agency claimed to have achieved 4/222 click in the

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


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Rural Sales PromotionsRural Sales Promotions


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Rural PromotionsRural Promotions

#ompany'#ompany'

"itle'"itle'

Scheme'Scheme'

Deneral GotorsDeneral Gotors

Pilot Pro&ectPilot Pro&ect

#ar models, mainly pel#ar models, mainly pel

#orsa and S!ing3 !ere#orsa and S!ing3 !ere

taken to the interiors of thetaken to the interiors of the

state in periodic phasesstate in periodic phases

and sho!cased;and sho!cased;


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Rural Promos:*MRural Promos:*M

Schemes'Schemes'

b&ective'b&ective'

Book a car for only 9s /22,plus 4Book a car for only 9s /22,plus 4

silver coins given free persilver coins given free per

booking3booking3

"o create a!areness about the car"o create a!areness about the car

modelsmodels

"o increase volumes of sales"o increase volumes of sales


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Rural Promos:*MRural Promos:*M

Strategy'Strategy'

9esults'9esults'

Approached the co-operatives to collectApproached the co-operatives to collect

a database of farmersa database of farmers

Personali5ed visits to farmersPersonali5ed visits to farmers

9egular at rural melas e;g; )isan mela9egular at rural melas e;g; )isan mela,at Hudhiana3 etc;,at Hudhiana3 etc;

In the short run the pro&ect has helpedIn the short run the pro&ect has helped

them to gain volumesthem to gain volumes .2-./C increase in sales.2-./C increase in sales


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Rural Promos;;;Rural Promos;;;

#ompany'#ompany'

Product'Product'

b&ective'b&ective'

8industan Hever limited ,8HH38industan Hever limited ,8HH3

Hu= ShampooHu= Shampoo

Penetrate into 9ural marketPenetrate into 9ural market "o gro! the market for haircare products by"o gro! the market for haircare products by

1/ C1/ C

"o gain brand visibility"o gain brand visibility

"arget rural consumers by providing"arget rural consumers by providingaccessible price pointsaccessible price points

Rural Promos )&&Rural Promos )&&


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Rural Promos:)&&Rural Promos:)&&

Strategy'Strategy'

9esults'9esults'

9e -launch !ith a ne! improved formulation and ne! packaging9e -launch !ith a ne! improved formulation and ne! packaging

7ducation programs in schools7ducation programs in schools 7=tensive targeting of rural7=tensive targeting of rural haatshaats ,!eekly marketplace3,!eekly marketplace3

$emonstrations on product usage$emonstrations on product usage

9adio &ingles events and fests in the villages9adio &ingles events and fests in the villages

Hu= shampoo !ill be supported by ne! ad #ampaignHu= shampoo !ill be supported by ne! ad #ampaign

1C of the turnover is spent on belo! the line activities1C of the turnover is spent on belo! the line activities

Garket share in terms of volumes increased; "he contact point increasedGarket share in terms of volumes increased; "he contact point increased

"he company focussed more on markets of :ttar Pradesh and the"he company focussed more on markets of :ttar Pradesh and the

northern regionnorthern region


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Rural PromotionsRural Promotions

#ompany 0ame'#ompany 0ame'

Promotion #ampaign'Promotion #ampaign'


8industan levers limited,8HH38industan levers limited,8HH3

Hifebuoy S!asthya #hetnathe first largestHifebuoy S!asthya #hetnathe first largest

rural and hygiene educational program;rural and hygiene educational program;

Aims to educate children and theAims to educate children and the

community of Indian villages acrosscommunity of Indian villages across

about the treat of unseen germs and basicabout the treat of unseen germs and basic

hygiene practices;hygiene practices; "he campaign teaches people about"he campaign teaches people about

maintaining good health through practicemaintaining good health through practice

of basic hygiene habits including theof basic hygiene habits including the

hand!ash habit;hand!ash habit;


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Pro2ect $harat" )&&Pro2ect $harat" )&&

Pro&ect "itle'Pro&ect "itle'


Schemes'Schemes'

Pro&ect BharatPro&ect Bharat

"he e=ercise !as started by the personal product"he e=ercise !as started by the personal product

division of 8HH and covered .4 million householddivision of 8HH and covered .4 million household

by the end of .EEEby the end of .EEE

An opportunity for the rural people to buy sampleAn opportunity for the rural people to buy sample

packs containing a lo! unit of shampoo talcumpacks containing a lo! unit of shampoo talcum

po!dertoothpaste and skin cream for 9s./ only;po!dertoothpaste and skin cream for 9s./ only;


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Pro2ect $haratPro2ect $harat


9esults'9esults'

"o generate a!areness of its product"o generate a!areness of its productcategories and the availability of affordablecategories and the availability of affordable

price;"he distribution !as supported byprice;"he distribution !as supported by

e=planation of product usage and a videoe=planation of product usage and a video

sho! !hich !as interspersed !ith productsho! !hich !as interspersed !ith productcommunication;communication;

"he pro&ect sa! a.22C increase in"he pro&ect sa! a.22C increase in

penetration usership and top-of-mindpenetration usership and top-of-minda!areness in the the districts targeted;a!areness in the the districts targeted;

$ it i d &$ it i d &


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$ritannia and &agaan$ritannia and &agaan

"he "ie :p'"he "ie :p'

Schemes'Schemes'

Britannia and Aamir khan Productions;Britannia and Aamir khan Productions;

"he promotional offer gives the consumer a

specialBritannia Lagaan Bookletin return for

a purchase of a


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%ont;;;;;%ont;;;;;

Pri5es'Pri5es'


"his entitles the consumers on a first come first servebasis to !in one of the .2222 early bird pri5es;

+urther there is also a possibility of being selected inthe team that !ill then play !ith theLagaan XIteam;

"he 9s .4/;/-crore Britannia Industries has tied-up

!ith Aamir )han Productions for a consumerpromotion to spur the volume gro!th of its "igerbrand biscuits

"he reason to choose "iger brand for the co-promotion e=ercise being this is one brand that cutsacross the rural and urban sector;


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Pro!osal for %o,e Sales PromotionPro!osal for %o,e Sales Promotion

Fill the %o,e $in with your wishrite your dream and put it in an empty /22ml #oke bottle>rite your dream and put it in an empty /22ml #oke bottle

and drop it in the #oke Bin; Hucky !inners get anand drop it in the #oke Bin; Hucky !inners get an

opportunity to see their !ish come true;opportunity to see their !ish come true;

Slot Machine


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Pro!osal for %o,e Sales PromotionPro!osal for %o,e Sales Promotion

$anao Dil ,a %onnection$anao Dil ,a %onnection

#ollect cro!ns and arrange your Star 0ame and !in a date#ollect cro!ns and arrange your Star 0ame and !in a date

!ith the Star;!ith the Star;

Aamir ,yon %o,e !eeta hai9Aamir ,yon %o,e !eeta hai9

A slogan competition or SGS it and !in a lucky pri5es;A slogan competition or SGS it and !in a lucky pri5es; %o,e Dhama,a %ou!le 1ffer%o,e Dhama,a %ou!le 1ffer

Buy t!o 1H pet bottle of #oke and get one #oke &ar free;

%o,e %lub>%o,e A!na )ai >>

8ave booths around the cities and people !alk in these booths to8ave booths around the cities and people !alk in these booths to

ans!er (>hy you like #okeM* and the fe! ones !ill be telecastedans!er (>hy you like #okeM* and the fe! ones !ill be telecasted

on televisionon television..

%o,e organi7e Roadshows%o,e organi7e Roadshows

,9ocknite3 in different cities and give out some lucky pri5es;7ntry,9ocknite3 in different cities and give out some lucky pri5es;7ntry

Pass is .2 cro!ns of #okePass is .2 cro!ns of #oke As u li,e it? Whenever u feel it>>>>As u li,e it? Whenever u feel it>>>>

If a #oke man see u having #oke he%ll ask u three question and ifIf a #oke man see u having #oke he%ll ask u three question and if

the ans!ers are right you !in e=citing pri5es;the ans!ers are right you !in e=citing pri5es;


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Pro!osalsPro!osals

%o,e Discount %ards%o,e Discount %ards

Det your self a #oke #ard and get discounts on #oke bottleDet your self a #oke #ard and get discounts on #oke bottle

purchase Gc $onald foodsentry to $isc and on yourpurchase Gc $onald foodsentry to $isc and on your

Bacardi drink%s etc;Bacardi drink%s etc;

%o,e &iteracy Program%o,e &iteracy Program

"o teach people about hygiene and health; 7mphasis on safe"o teach people about hygiene and health; 7mphasis on safe

drinking habitsdrinking habits

%o,e am session%o,e am session

rgani5e Fam sessions for the Louths in selective cities;rgani5e Fam sessions for the Louths in selective cities;


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Pro!osalsPro!osals

>in a +ree honey moon trip>in a +ree honey moon trip

Serve #oke on your !edding party and !in a free honey moonServe #oke on your !edding party and !in a free honey moontriptrip

annabe 9F%s get ready #oke is coming in your to!n

A nation !ide 9F hunt organi5ed by #oke in collaboration !ithA nation !ide 9F hunt organi5ed by #oke in collaboration !ith

one of the +G channelone of the +G channel

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