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Sales and promotion marketing ppt (1)


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Sales and promotion marketing ppt (1)

  1. 1. 11/28/11
  2. 2. 11/28/11 <ul><li>Founded : 1906 </li></ul><ul><li>Country : U.S. </li></ul><ul><li>Had manufacturing facilities in 19 countries </li></ul><ul><li>marketed its product in more than 60 countries </li></ul><ul><li>Turover in 1900-00 was $7 billion </li></ul><ul><li>Launched in 1994 in India with initial offfering of wheat flakes and basmati rice flakes </li></ul><ul><li>Had set up its 30th manufacturing facilities in India with total investment of $30 million </li></ul><ul><li>John A. Bryant President and Chief Executive Officer </li></ul>History of
  3. 3. 11/28/11 <ul><li>Who Are the Buyers? </li></ul><ul><li>Parents, Older Adults </li></ul><ul><li>How Often Do They Purchase? </li></ul><ul><li>Kids cereal are purchased roughly 18 times a year </li></ul><ul><li>10th fastest-moving product in the supermarket </li></ul><ul><li>Where Do they Want to Buy? </li></ul><ul><li>Grocery Stores responsible for 99% of cereal sales </li></ul><ul><li>Who Are the Influencers? </li></ul><ul><li>Kids </li></ul><ul><li>Who consumes the goods? </li></ul><ul><li>Kids under 18 </li></ul><ul><li>Who are Kellogg’s Target Market? </li></ul><ul><li>Kids 8-11 years old </li></ul>Kellogg’s Customer Analysis
  4. 4. 11/28/11 2010 Annual Report
  5. 5. 11/28/11 Sr No Kelloggs variety Grm Price Promotion 1 kellogs corn flakes 700 200   2 kellogs corn flakes 475 130 Holiday Hong Kong 3 kellogs corn flakes 275 95   4 kellogs corn flakes 250 75   5 kellogs corn flakes 100 30             6 kelloggs mango 300 95 Holiday Hong Kong 7 kelloggs mango 100 35   8 kelloggs mango 30 10             9 kelloggs strawberry 300 95 Holiday Hong Kong 10 kelloggs strawberry 100 35   11 kelloggs strawberry 30 10             12 kelloggs banana 300 95 Holiday Hong Kong 13 kelloggs banana 100 35   14 kelloggs banana 30 10             15 kelloggs honey 300 95 Holiday Hong Kong 16 kelloggs honey 100 35   17 kelloggs honey 30 10  
  6. 6. 11/28/11 Sr No Kelloggs variety Grm Price Promotion 18 kelloggs almond and honey 300 95 Holiday Hong Kong 19 kelloggs almond and honey 100 35   20 kelloggs almond and honey 30 10             21 kelloggs wheat 425 130             22 kelloggs chocos 700 200 buy 1 get 1 free           23 kelloggs chocos duet 375 130   24 kelloggs chocos duet 125 45             25 kelloggs chocos planat and star 350 130   26 kelloggs chocos planat and star 125 45             27 kelloggs special k 490 130   28 kelloggs special k 475 95  
  7. 7. 11/28/11 Promotion s <ul><li>Will conduct two promotions as follows </li></ul><ul><li>Coupons </li></ul><ul><li>Sampling with discounted price </li></ul><ul><li>Coupons Promotion </li></ul><ul><li>Will keep two Essel World tickets on 750grm of Nasta packet </li></ul><ul><li>Will have a bunch of 50 Nasta packs in which sure short any three packets out of 50 boxes will have 2 Essel World tickets </li></ul><ul><li>Will keep perforation on each packs where customer will tear in front of store person or mall supervisor and can claim for tickets from shop keeper or from mall supervisor immediately </li></ul><ul><li>Will submit this Essel world ticket in advance to shopkeeper or mall supervisor having validity of 6 months </li></ul><ul><li>Will mentioned on each box “ Please don’t buy if use see this part already tear ” </li></ul>
  8. 8. 11/28/11 Coupons Promotion Benefit <ul><li>Winning on spot and getting reward immediately will increase mouth publicity in market </li></ul><ul><li>This publicity will create confidence amongst consumer towards company </li></ul><ul><li>This will help to boost the sales in market </li></ul><ul><li>Also no pain for customer to claim the reward from company since customer will be benefited with his reward immediately on spot </li></ul>Price Estimation <ul><li>Cost of each 750grm of Nasta will cost Rs 250 </li></ul><ul><li>Each Essel world ticket will cost to company Rs 350 since due to bulk purchase actual cost is Rs450 per head </li></ul><ul><li>On sale of each 50 Nasta boxes total cost of Essel world will be will be Rs 2100 on sale of Rs 12500 </li></ul><ul><li>This kind of promotion will do mouth publicity of our product which is best than any publicity </li></ul>
  9. 9. 11/28/11 Sampling with discounted price <ul><li>Will have a sampling promotion for our weekly Nasta Packet </li></ul><ul><li>Weekly Nasat will have 7 different flavors Mango,Apple,Bananna,Strawberry,Pineapple, Watermelon and Chocolate </li></ul><ul><li>Will do taste sampling plus will sell weekly Nasta Packet at 50% discounted price </li></ul><ul><li>Will ask customer to taste the sample and purchase the pack for trial at discounted price </li></ul><ul><li>Will have a horizontal box having separate space for each box having cartoon character of each day </li></ul><ul><li>Sampling will be done majorly in food malls and in front of selective Medical shops </li></ul>
  10. 10. 11/28/11 <ul><li>Sampling with discounted price will help us to interact customer </li></ul><ul><li>Due to discounting customer will afford to buy weekly Nasta pack </li></ul><ul><li>Due to this promotion will actual make customer to taste our product </li></ul><ul><li>Packing will be attractive so children can easily get attracted </li></ul>Sampling Promotion Benefit Price Estimation <ul><li>Actual cost of weekly Nasta packet is 70Rs each pack will be of 30gms </li></ul><ul><li>Costing of each pack will be 10Rs </li></ul><ul><li>Due to promotion will sell it for 35Rs </li></ul><ul><li>Promotion will go for 3 months latter will increase the price </li></ul>
  11. 11. 11/28/11 Promotion Promotion refers to the short-term incentives to encourage purchases or sales of a product or service <ul><ul><li>There are Three types of Promotion </li></ul></ul><ul><ul><li>Consumer promotions </li></ul></ul><ul><ul><li>Trade promotions </li></ul></ul><ul><ul><li>Sales force promotions </li></ul></ul><ul><ul><li>Consumer promotions Tools </li></ul></ul>Samples offer a trial amount of a product Coupons are certificates that give buyers a saving when they purchase specified products Cash refunds are similar to coupons except that the price reduction occurs after the purchase Price packs offer consumers savings off the regular price of a product
  12. 12. 11/28/11 Premiums are goods offered either for free or at low price Advertising specialties are useful articles imprinted with the advertiser’s name, logo, or message that are given as gifts to consumers Point-of-purchase promotions include displays and demonstrations that take place at the point of sales <ul><li>Contests, sweepstakes, and games give consumers the chance to win something—such as cash, trips, or goods—by luck or through extra effort </li></ul><ul><li>Contests require an entry by a consumer </li></ul><ul><li>Sweepstakes require consumers to submit their names for a drawing </li></ul><ul><li>Games present consumers with something that may or may not help them win a prize </li></ul><ul><li>Event marketing </li></ul><ul><ul><li>Consumer promotions Tools </li></ul></ul>
  13. 13. 11/28/11 <ul><ul><li>Trade Promotion Tools </li></ul></ul>
  14. 14. 11/28/11 Business Promotion Tools Conventions and trade shows are effective to reach many customers not reached with the regular sales force Sales contests are effective in motivating salespeople or dealers to increase performance over a given period Developing the Sales Promotion Program <ul><li>Size of the incentive </li></ul><ul><li>Conditions for participation </li></ul><ul><li>Promote and distribute the program </li></ul><ul><li>Length of the program </li></ul><ul><li>Evaluation of the program </li></ul>