Shahbaaz Khan
description
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Sales promotion for children with reference to Nestle ltd.
A PROJECT ON.
Sales promotion for children with reference to Nestle
ltd.
SUBMTTE! B".
SAABRA# MO#! BA$A!A
.
T.Y.B.M.S SEMESTER V
ACADEMIC YEAR 2011 -12.
PROJECT $U!E.
PROF.M.H.LAKHDAWALA
SUBMTTE! TO.
UNIVERSITY OF MUMBAI.
AKBAR PEERBHOY COLLEGE OF COMMERCEAND ECONOMICS.MUMBAI – 400008.
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Sales promotion for children with reference to Nestle ltd.
!EC%ARATON
I SAABRA# MO#! BA$A!A !"#$%! &' A&BAR PEERB#O" CO%%E$E O' COMMERCE AN!
ECONOMCS( MUMBA ) *++++,( T.".B.M.S SEM
-( )$*$ +, #$/*$# !)/! I )/$ &$!$# P*&3$! &%SA%ES PROMOTON 'OR C#%!REN T#
RE'RENCE TO NEST%E %T!. % !)$ //#$ ,$/* 20011-12 .T)$ %'&*/!&% "+!!$# !*"$ /%#
&*5%/ !& !)$ +$! &' , 6%&7$#5$.
Place/ M0m1ai.
!ate/ 2342+43+22
Si5nat0re of the st0dent.
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Sales promotion for children with reference to Nestle ltd.
CERT'CATE
T) !& $*!', !)/! !)$ *&3$! $%!!$# 7!)
*$'$*$%$ !& NEST%E %T!. !)$ +&%/'#$ *$$/*) 7&*6
/**$# &"! +, !"#$%! &' A&BAR PEERB#O"
CO%%E$E O' COMMERCE AN! ECONOMCS
MUMBA ) *++++,( T.".B.M.S SEM -( #"*%5 !)$ ,$/*
2011-12( % /*!/ '"'$%! &' #$5*$$ &' +/)$&* &'
/%/5$$%! !"#$ B.M.S.9 /%# !)/! !)$ #$*!/!&% )/
%&! '&*$# &% !)$ +/ '&* *$&" #$5*$$( #&/ &* /%,
&!)$* /* !!$.
P/$: M0m1ai.
D/!$: 2342+43+22
S5%/!"*$ &' !)$ G"#$
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Sales promotion for children with reference to Nestle ltd.
AC&NO%E!$MENT
I 7&"# 6$ !& !)/%6 Prof.M.#.%A&#!AA%A( !)$
"%$*!, &' M"+/ /%# A6+/* P$$*+)&, C&$5$ &'
&$*$ /%# $&%& /%# !)$ *&3$! 5"#$ /%# ,
'*$%# 7)& &&$*/!$ $ !& /6$ !) *&3$! 7!)&"! !)$*
&&$*/!&% I &"# %&! /6$ !)$ *&3$!.
Pro6ect Co7ordinator/
Prof.M.#.%A&#!AA%A
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Sales promotion for children with reference to Nestle ltd.
TAB%E O' CONTENTS
SERA% NO TOPCS PA$E
NO.
2. E<$"!$ S"/*, ,
3. P*&'$ O' N$!$ L!#. 2+
;. I%!*&#"!&% 23
4. M/% B*/%# I% D''$*$%! M/*6$! 28
=. H!&*, O' N$!$ L!#. 29
:. N$!$ I%#/ L!#. 3*
>. O$*$7 O' N$!$ !#. 38
8. N$!$ B*/%# I% I%#/. 39
?. N$!$ B*/%# A O$* T)$ W&*#. 3;
10. N"!*!&% <<
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Sales promotion for children with reference to Nestle ltd.
11. P*$/*$# F&&#. <:
12. C&*&*/!$ G&$*%/%$ O' N$!$
<,1;. B"%$ P*%$ &' N$!$ <;
14.@N$!$ C&*&*/!$ &/ R$&%+!, T&7/*#
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2.P$&$
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1>. A#/%!/5$ A%# D/#/%!/5$ &' /$P*&&!&% *;
18. I%*$/$ P*$ S$%!!, 83
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Sales promotion for children with reference to Nestle ltd.
1?. S)&*! T$* O*$%!/!&% 8*
20. D''$*$%$ B$!7$$% A#$*!%5 A%# S/$
P*&&!&% 88
21. R$"! F&* R/# G*&7!) OF S/$ P*&&!&% 8:
22. P" A%# P") S!*/!$5$ O' /$ P*&&!&% :3
2;. P*&#"! L'$ C,$ A%# " P") S!*/!$5$
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2. T$)%"$ &' C&%"$* S/$ A#&!$# +, N$!$. 98
2>. C&*$ F%#%5 ,<
28. S"55$!&% ,*
2?. C&%"&% ,8
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Sales promotion for children with reference to Nestle ltd.
E=ECUT-E SUMMAR"
T)&"5) !)$ I%#/% /*6$! )/ &! &' &!$%!/ !& $</%# ! $*, )/*# !& "*$ !)
6%# &' /*6$!. T)$ I%#/% /*6$! )/ "! !)*&/! &$!!&% /, ! +$ % FMCG $!&*
&* C&%"$* #"*/+$. I%*$/%5 5*&7!) /% +$ /)$$# /! !)$ $<$%$ &' &$!!&*.
T) *$"! % &/%$ !*,%5 !& 5/% &$!!$ $#5$ !)*&"5) %*$/%5
#''$*$%!/!&% % !)$* +*/%#( $)/%5 )&7 !)$, $$! !)$ %$$# &' "!&$*.
T&#/, &%"$* /*$ +$&%5 )/*#$* $/$. T)$, /*$ /*!$*( /%, &*$
&$!!&* 7!) $"/ &* +$!!$* &''$* /*&/) &*$ *$ &%&"( &*$ #$/%#%5(
$ '&*5%5( /%# !)$. T)$ )/$%5$ %&! &%, !& *&#"$ 5&&# *&#"! +"! /& !&
/6$ $&$ +", !)$. N&7 &% ") / &$!!$ '$# ! +$&$ / H$*"$/% !/6 '&*
/ &/%, !& #''$*$%!/!$ ! +*/%# /%# /6$ !)$ !/%# &"! /&%5 !)$ #$*$ */%5$.
T)$ &/%, !*$ !& &$*&$ ") #''"!$ +, %!*&#"%5 /*&" /*6$!%5
!*/!$5$ /%# /#$*!%5 !$)%"$( S/$ *&&!&% %&7 / #/, 7#$, "$# !*/!$5,
+, /*&" &/%$. V/*&" /$ *&&!&% !$)%"$ )$ !)$ &/%, !& %*$/$
! /$ +, &''$*%5 &$!)%5 '*$$ 7!) !)$ *&#"! &* +, &''$*%5 !)$ *&#"! /! &7$* &! ' "*)/$# /! / /*5$ "/%!!,. T) %*$/$ % /$ 5$%$*/, )&*! !$*.
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'&&7$# +, !)$ #$*$ !& +", !)$ *&#"!.
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/*$%!. A $*, 7$ &%!$# &"! +, !)$ MD&%/# !)/! !)$ 6# /*$ %& &%5$* !)$
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*"% /7/, "$ . T)$ !*$%# )/ +$&$ / */$ /%# / $/#%5 +*/%# /*$ *$/#, !&
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Sales promotion for children with reference to Nestle ltd.
&''$* &$!)%5 #''$*$%!. S$/$# G$/7/, /6$ $<$$%! *$". T)$
5$/7/, )&"# +$ &$!)%5 5$%"%$, "$'"( /%# ! )&"# +$ 6$! % / /$ 7)$*$
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+, !)$ %$!$ &/%, % 5*&7%5 ! /$ &"$.
Profile Of Nestle %imited
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Sales promotion for children with reference to Nestle ltd.
All A1o0t Nestl>
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/ %$5)+&"* )#( !)$ N$! C&/%, )/ /$# !& +"# / +"%$ +/$# &% &"%#
)"/% /"$ /%# *%$.
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)/%5%5 7&*#( &"* +/ '&"%#/!&% "%)/%5$# '*& !)$ !$ &' !)$ &*5% &' &"*
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$&$.
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Sales promotion for children with reference to Nestle ltd.
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Sales promotion for children with reference to Nestle ltd.
ntrod0ction
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T&#/, N$! *$$%! % #''$*$%! /*6$! 7!) !)$ '&&7%5 /% +*/%#:
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'roen foods prepared dishes( pias( small mealsD/ S!&"''$*( L$/% C"%$(
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snac@sD/ N$!( B"!&%( H$*!/( T& H&"$( S/+*/
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#istor? of nestle
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Sales promotion for children with reference to Nestle ltd.
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Sales promotion for children with reference to Nestle ltd.
Beera5es
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Sales promotion for children with reference to Nestle ltd.
Chocolate G Confectioner?
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Sales promotion for children with reference to Nestle ltd.
Prepared 'oods
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Sales promotion for children with reference to Nestle ltd.
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Sales promotion for children with reference to Nestle ltd.
B0siness Principles of nestle
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Sales promotion for children with reference to Nestle ltd.
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Sales promotion for children with reference to Nestle ltd.
NestleK corporate social responsi1ilit? towards/
'armers and A5ric0lt0re
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Sales promotion for children with reference to Nestle ltd.
People
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Sales promotion for children with reference to Nestle ltd.
Enironment
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Sales promotion for children with reference to Nestle ltd.
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Sales promotion for children with reference to Nestle ltd.
Certification of all Nestl> factories/
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Sales promotion for children with reference to Nestle ltd.
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Sales promotion for children with reference to Nestle ltd.
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Sales promotion for children with reference to Nestle ltd.
Adanta5es of sales promotion
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Sales promotion for children with reference to Nestle ltd.
Effect on cons0mer 1ehaior
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Re5ional !ifferences
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/%# &&6 " !& ' !/*( 7)$ !)$ K$*/!$ &*$ %!$*%/!&%/ % ) &"!&&6. T)$
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&"!%5. T)$ &%"$* /, R 20 /&%5 7!) / /+$ &' / =00 &' PET +&!!$ !& 5$! /
/*# !)/! $%!!$ ) !& 5'! /%# #&"%! /! 2? &"!$!( %"#%5 !)&$ &' 5&+/ )/%") / TGI F*#/, /%# B/6% /%# R&++% !)( % !)$$ !$. A+&"! '&"* ,$/* /5&(
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7)$ !)$ C&/-C&/ *&&!&% S&"!) +/$# +"# *$!/ $$ /!!, /!!$* &*$
!)/% ! #&$ % !)$ N&*!). T)$ */*, / !& )$ !)$ *$!/ */$ &"$.
!isadanta5es of sales promotions
W)$ /$ *&&!&% / &7$*'" /%# $''$!$ $!)&# !& *&#"$ $#/!$ )&*!
!$* &!$ *$"!( ! %&! / "*$ '&* / +/# *&#"! &* +/# /#$*!%5. I% '/!( /
*&&!&% $$# " !)$ 6%5 &' / +/# *&#"!.
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ncreased price sensitiit?
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/6$ &%"$* /%# !*/#$* &*$ *$ $%!$ %&! &%, '&* !)$ *&&!$# +*/%# +"!
'&* &!)$* +*/%# / 7$ % !)$ /$ *&#"! /!$5&*,.
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"*)/$ !& &%#$ 7!) *&&!&%/ &''$* &% !)$* *$'$**$# +*/%#.
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/5$. C&%"$* /, !/*! "$!%5 !)/! $*)/ !)$ *&#"! )/ %&! +$$% $%5
7$( !)$ "/!, &' !)$ *&#"! !*"$ &/*$# !& !)$ *$ &* !)$ *&#"! 6$, !& +$
#&%!%"$# +$/"$ ! )/ +$&$ &"!#/!$#.
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&/%, / #$/$* /%# !)&$ /*$/ 7&"# %&! +$ +",%5 $$% !)$ %&*/ *$"*$$%!
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Short7term orientation
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S/$ *&&!&% /*$ 5$%$*/, '&* / )&*! #"*/!&%. T) 5$ / +&&! !& /$
'&* / )&*! $*&#. T) )&*!-!$* &*$%!/!&% /, &$!$ )/$ %$5/!$ $''$! &%
&%5-!$* '"!"*$ &' !)$ &*5/%/!&%. P*&&!&% &!, +"# )&*!-!$* /$ &"$
!)/! %&! /%!/%$#. H$/, "$ &' /$ *&&!&%( % $*!/% *&#"! /!$5&*$( /,
+$ *$&%+$ '&* /"%5 +*/%# "/!, /5$ #"!&%.
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$*$ 7)) /*$ +$!!$* !)/% &$!!&* /%# &%"$* )&"# +$ &%%$# !)*&"5)
/*&*/!$ /%# '&"$# /#$*!%5 /+&"! !)$ "$*&*!, &' !)$ *&#"! /%# ! /5$.
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T) 7 *$"! % /!%5 +*/%# #$%!!$ *$'$!%5 +*/%# /5$ 7 6$$ "!&$*
&,/ !& !)$ +*/%#.
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/)$$ "$. B&!) /*$ &$$%!/*, !& $/) &!)$*.
Saabirah Mohd Bagadia Page =>
A#$*!%5S/$ P*&&!&%
B, "%5 / /*$!, &' $*"/$ /$/(
! &''$* *$/&% !& +", / *&#"! &*
$*$.
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!)$ &%"$* !& +", !)$ *&#"! &*
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$*$.
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Reasons 'or Rapid $rowth Of Sales Promotion
T)$*$ /*$ / %"+$* &' *$/&% !)/! /*$ '/&*/+$ !& !)$ 5*&7!) &' /$ *&&!&%:
ncreasin5 Competition
T)$ /* &' )/%5$ 5/%%5 &$%!" /'!$* !)$ %!*&#"!&% &' $&%& +$*//!&%.
D"$ !& %*$/$ % &$!!&%( &/%$ /*$ '%#%5 ! %*$/%5, #''"! !& &$!$
&% "/!,. T)$, /*$ !)$*$'&*$ *$&*!%5 !& &*$ /%# %%&/!$ $!)&# &' /$
*&&!&%.
C0stomers #ae Become More Price Sensitie
T) %*$/$# *$ $%!!, / #*$! *$"! &' *//%! %'/!&%. E&%&
*$$&% 6$, !& '"$ !) !*$%# '"*!)$*( / &%"$* /%# #$/$* +$&$ &*$
$%!$ !&7/*# *$.
Sales Promotions $enerall? Create An mmediate Positie mpact On Sales
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*$&%$ &/*$# !& /$ *&&!&%. S/$ *&&!&% /*$ &!, '&* )&*! #"*/!&%('&* / $'$# $*&#( $/#%5 !& / $%$ &' "*5$%, % &%"$* !& +", %&7. T)
*$/!$ /% $#/!$ &!$ /! &% /$. W!) /*$'" /%%%5( ! 7&"# %&! +$
#''"! !& $/"*$ !)$ /! &% /$ &"$ /%# *&'!( /%# $$ !)$ &%$"$%$ &'
*"%%%5 !)$ *&&!&% $$% &% 7$$6, &* #/, +/.
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Prod0cts hae 1ecome more standardied
I% /%, *&#"! /!$5&*$( !)$*$ / *&'$*/!&% &' +*/%# /%, &' !)$ /*$ %$
$<!$%&% /%# $-!&& +*/%#. M&! +*/%# /*$ +$%5 $*$$# +, &%"$* !& +$ &*$
&* $ /* 7!)% / 5$% *$ */%5$ +$/"$ &' !)$ %/+!, &' /%"'/!"*$* !&
#$$& !*", #''$*$%!/!$# *&#"!. U%#$* !)$$ *"!/%$( /#$*!%5 $/5$
/*$ "%/+$ !& !*&%5, %'"$%$ !)$ &%"$* $*$!&% /%# *$/!$ +*/%# '*/%)$.
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&/%$ !*"55$ !& /!"*$ /*6$! )/*$ +, "%5 $$*, !&& 6$, !& +*%5 /$
"$.
Cons0mer Acceptance
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*$7/*# &' +$%5 /*! )&$*. O$* / $*&# &' !$( !)$, )/$ /& $/*%! !)/! +*/%#
&% *&&!&% /*$ %&! %$$/*, &' &7$* "/!,.
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7)$*$ ") *&&!&% 7$*$ "%)$/*# &'.
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EIpectations of Price !ecrease
W!) !)$ $%!*, &' /%, #''$*$%! +*/%# &' &%"$* #"*/+$ *&#"! % !)$ /$
*&#"! /!$5&*,( &%"$* /%!/!$ !)/! !)$ *$ &' #"*/+$ 5&&# 7 &$ #&7%.
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$5$%! &' &%"$*( /$ *&&!&% /*$ /% $''$!$ /%# /!!*/!$ $!)&#.
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&!/!$# !& /! %&7( */!)$* !)/% 7/! '&* !)$ /%!/!$# #$*$/$ % *$. T)$ /*6$!$*
)&"# $%"*$ !)/! !)$ $<!*/ +$%$'! /!!*/!$ $%&"5) !& *$/!$ / $%$ &' "*5$%, %
&%"$*.
Adertisin5 #as Become More EIpensie And %ess Effectie
A !)$ /#$*!%5 $#/ )/$ +$&$ "!$ $<$%$. A"#&-"/ $#"( 7))
&%#$*$# / !)$ &! $''$!$ '&* )&*!-#"*/!&% /#( /, &! % $<$ &' R. 1 /6)
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&%! &' +&*$#& #"$ !& $<$$ /#$*!%5 &% TV. S&$ &%"$* $$% &%#$* /#$*!%5 / /% %!*"&% %!& !)$* */,( $/#%5 !& /%5 "*'%5 )/%%$9. F*
7!) / +"#5$! /%%&! &$!$ 7!) +5 &/%$ 7)) $%# )"5$ " &'
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$''$!$ *&&!&% $!)&# !& *&#"$ /$ *$"!.
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Sales promotion for children with reference to Nestle ltd.
Trade #as Become More Powerf0l
R$!/$* /%# 7)&$/$* )/$ +$&$ &7$*'" /%# '%# !)$$$ % / &!&% !&
#$/%# $<!*/ '/!$ '*& !)$ &/%$. T)$, C)/%%$ $+$* #$/%# &*$
%$%!$ !& 5$! !)$ #$*$# *$"!. M/%"'/!"*$* #& %&! $$ !& )/$ /%, /!$*%/!$
+"! !& &%$#$ !& !)$* #$/%#( 6$$%5 % $7 !)$ &$!!$ /*6$! &%#!&%.
P$ &''$* $* &% !& !)$* #$/$* !&6%5 P$ /$ #"*%5 D7/ $/&%. A%#
!)$ *&&!&% &''$* #''$* /*& #$/$*.
Emphasis On Sales -ol0mes
T&7/*# /)$%5 !)$ &%5-!$* *&'! 5&/( /%"'/!"*$* !*, !& /!!/% )5) /$&"$. B*/%# /%/5$* /%# *&#"! /%/5$* '%# !)$$$ "%#$* *$"*$ !&
/)$$ )&*!-!$* /$ *$"! '&* !)$ /6$ &' !)$* /*$$*. C&/*$# !& /%, &!)$*
*&&!&%/ $!)&#( /$ *&&!&% / &*$ $''$!$ $!)&# !& 5$%$*/!$ )&*!-!$*
/$ &"$.
Sales Promotions MaIimie Profits
A %"+$* &' $&%& !)$&*$ &%"#$ !)/! / &/%, /% /<$ *&'! +, "%5
/$ *&&!&%. S") *&&!&% /% $*! *$ #*%/!&% +, /&7%5 !)$ +*/%#
!& &$!$ % 2 &* &*$ #''$*$%! /*6$! $5$%!. S/$ *&&!&% /, /&7 /
*$" +*/%# !& &$!$ 7!) / &7$* !$* +*/%# /&%5 *$ $%!$ &%"$*. F&*
$</$( / *$" +/%# &' !&$! &/ /, +$ &% *&&!&% % &$ *$ $%!$
/*6$!( 7)$ % !)$ *$/%%5 /*6$! ! &# /! ! %&*/ *$.
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Sales promotion for children with reference to Nestle ltd.
ntrod0cin5 An Element Of nterest
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!)$ &*$ &"/* %!$*$! *&&!&% !$)%"$ /*$ /$( &%!$!( /%# 7$$!/6$(
'*$$ *$" /%# /-% *$". T)$$ *&&!&% *$/!$ /% $$$%! &' %!$*$! /%#
$<!$$%!( /%# &%"$* $%3&, !)$$ /%# *$&%$ $%!)"/!/, !& ") &%!$! /%#
7$$!/6$( $!.
mp0lse B0?in5 s ncreasin5
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!& "$ +",%5 +, &%"$*( &*$ & ' !)$ !$ &% #/, /*$ %&! $<$%$. T)$*$
/ &"/* /,%5 % H%#( @3& #6)!/ )/( &) +6!/ )/.
T) !*/!$5, '&&7$# +, &'! #*%6 /3&* 6$ P$ /%# C&6$ &% / /*5$ /$. T)$,
/, )"5$ " &' &%$, !& 6$$ !)$* *&#"! % '*&%! & !)/! !)$, /*$ +$.
T)$$ /*$ /& 6%&7% / #/, *&&!&%
Sales Promotion Specialists Are Aaila1le
A / *$"! &' $&%& +$*//!&%( !)$ %"+$* &' /%/5$$%! %!!"!&% )/
%*$/$#. T) )/ $/# !& !)$ ///+!, &' $/!( 7)& /*$ %&! &%, 7$ /# +"!
/% )/%#$ !) $/$# 7&*6 &*$ $''$%!, % !)$ "**$%! /*6$! &%#!&%( 7)$*$
/$ *&&!&% )/ +$&$ &*$ &*!/%!.
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Sales promotion for children with reference to Nestle ltd.
EIcess Stoc@s
B$/"$ &' %*$/%5 %"+$* &' +*/%#( ! #''"! '&* /%"'/!"*$* /%# #$/$* !&
/%!/!$ '"!"*$ /$. T)( /! !$( $/# !& $<$$ %$%!&*$( /%# !)$ "6$! 7/,
!& $/* !)/!( !& 5& '&* /$ *&&!&%.
F&&!7$/* &/%$ 6$ B/!/( W&&#/%#( $! *$5"/*, &''$* /*&"%# =0 #&"%! &%
!)$* *&#"!.
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Sales promotion for children with reference to Nestle ltd.
P0ll and P0sh Strate5ies of sales promotion
S/$ *&&!&% #$&% /*$ 5%'/%!, /''$!$# +, 7)$!)$* !)$ &/%, #$#$ !&
#& !& " &* ") !*/!$5$ !& /&) ! &+3$!$. S") / #$&% /, *$"*$ /
!!$ &* / &! &' &&$*/!&% '*& *$$$*. T)$ *$"*$$%! !& $$%! &%$ !*/!$5,
5)! +$ !!$ &*$ !)/% !& 3"! !&6 !)$ *&#"! +, !)$ *$!/$*. T)$ &!)$* !*/!$5, /,
#$/%# &*$ /*!/!&% '*& *$$$* ") / !)$ /+!, !& $</% !& !)$ &%"$*
/ !& )&7 / *&#"! 7&*6.
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/%# &%"$* *&&!&% ") / &%"$* &%!$! /%# 7$$!/6$( *$+/!$( &"&%(
'*$$ /$( &%"$* *$"( $! /*$ "$#. I' !) !*/!$5, /& )&$% !& %"#$/#$*!%5( !)$*$ /*$ /*5$ /#$*!%5 $<$%#!"*$. T)$ &+3$!$ &' ") *&&!&%/
$''&*! 7&"# +$ !& *$/!$ "''$%! &%"$* #$/%# !& " !)$ *&#"! !)*&"5) !)$
)/%%$( !)/! !)$ &%"$* /*$ $%&"*/5$# !& #$/%# !)$ *&#"! '*& *$!/$* 7)&
% !&*% /$ &*#$* 7!) 7)&$/$* &* /%"'/!"*$* !& $$! !)$ &%"$* #$/%#.
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Sales promotion for children with reference to Nestle ltd.
PU%%
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%"! !)$ *&#"! &% )$$.
A p0ll strate5? is appropriate when
T)$ *&#"! #$/%# / )5).
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Ref0nds And Re1ates
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Sales promotion for children with reference to Nestle ltd.
Contests and Sweepsta@es
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Sales promotion for children with reference to Nestle ltd.
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Premi0ms and adertisin5 specialties
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Eent sponsorship
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Sales promotion for children with reference to Nestle ltd.
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Sales promotion for children with reference to Nestle ltd.
S055estions
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CONC%USON
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AnneI0re
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