GAFEERS’S REACH provides an overview of consumer behavior trends, marketing strategies, and types of promotions in India. It discusses how consumers are better educated with low brand loyalty and are price conscious. It also outlines different types of consumer promotions like discounts and coupons, as well as trade promotions targeting retailers. The document contrasts advertising, which builds brand image over time, with sales promotions that create immediate actions and contribute more to short-term profitability. Finally, it introduces push and pull promotion strategies.

1. GAFEERS’S REACH

3. Cont… Market Share: Brand switching, the name of the game. Parity Products: Differentiation strategy in a world of ‘me too’ product. Power Retailer : The place where it all happens. Consumers directly in touch with them.

4. TYPES OF PROMOTION CONSUMER PROMOTION TRADE PROMOTION

5. CONSUMER PROMOTION Price Deals: E.g. “More for Less”, 50% Off, Buy One Get One Free offer. Coupons: E.g. VLCC coupons for discount Contests: E.g. Answer a simple question and win a Color TV Sweepstakes: E.g. Name is selected for query Form for lucky draw Premiums: E.g. Buy Pepsodent & collect G.I Joes; Sampling: E.g. Consumer sample new product for free

6. TRADE PROMOTION Point of Purchase(POP): E.g. Banners, Danglers & Posters at the retails outlet. Dealer/Retailer Kit: All the information about the product that the retailer should know. Contests & sweepstakes: Specials offers to the retailer so that he pushes that brand Trade shows & Exhibits: E.g. Auto Expo at Chennai trade center Trade Incentive: The more ‘cut’ is given to the retailer, the more he pushes your product.

8. Improve marketing performance of resellers

10. DIFFERENCE BETWEEN ADVERTISING Creates an image over time Relies on Emotional appeals Adds Intangible value to the product/Service Contributes Moderately to short term profitability SALES PROMOTION Creates immediate action Relies on Rational appeal Adds Tangible value to the product/service Contributes Greatly to short term profitability

11. PUSH OR PULL STRATEGY

12. PROMOTION EFFORTSPUSH STRATEGY MANUFACTURER RESELLER CONSUMER

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