10. TRADE PROMOTIONS
p.10
In order to reintroduce the new Brut into the cologne market,
as well as get support from suppliers and distributors, we
will be engaging in three trade promotions: sample
allowance, trial size allowance and buyout allowance.
SAMPLE ALLOWANCE
TRIAL SIZE ALLOWANCE
BUY-OUT ALLOWANCE
For a sample allowance, we would have our suppliers offer an allowance on the condition that our
retailers give sample products to consumers. Since the cologne market is currently saturated with
competitors from Old Spice to Calvin Klein, we figured by working with suppliers and retailers to offer
consumers a sample of Brut would give them a chance to try out the product without the pressure of
switching to a new brand cold turkey, give them an inside look at the new, updated and manly Brut
and if they’re not buying Brut, show them why they should be.
With our trial size allowance trade promotion, small or trialsized packages are usually arrayed in a
shipper display and are prepriced to give the retailer a very good margin. By using this specific
trade promotion, we keep the relationship between our supplier and retailer strong and we also are
reinforcing our sample allowance trade promotion by following it up with instore shipper displays.
Once we have successfully implemented and carried out our first
two trade promotions, we will introduce our last trade promotion
which is a buyout allowance. After these two first trade
promotions, we will have a relatively good idea on how both
consumers, suppliers and retailers are reacting to our product. If
we see that the reaction is positive, a buyout allowance, which is
an agreement to pay for the removal of goods to clear shelf space
for your product, would be a logical next step.
17. BUDGET BREAKDOWN
p.18
CONSUMER PROMOTIONS
SALES FORCE PROMOTIONS
ALTERNATIVE PROMOTIONS
TRADE PROMOTIONS
Sales Force “Comfy Chair” Competition: offers a brand new, luxurious chair to the BRUT sales representative
with the best sales records in a given month (Total: $170)
Bonuses will be offered to sales representatives that demonstrate outstanding commitment to their clients and
great service (Total: $9,900)
In the second sales force competition, a getaway vacation with all expenses paid (lodging, travel, spending
money) will be provided to the salesman who generates the most sales in the calendar year (Total: $14,000)
24,070
Buyouts: Purchasing products from drug stores and retailers to clear shelf space (Total: $40,000)
InStore Samples: samples of BRUT’s product line to be given out by retailers (Total: $30,000)
Trial Size Allowances: providing trial sized sample packages that retailers can give to consumers
(Total: $20,000)
90,000
Super Bowl Sweepstakes Travel for 2, Lodging for 2, Box Seats VIP Tickets to Super bowl 50
(Total: $80,000)
Point of Purchase Displays: BRUT promotional displays set up at the front of drug stores and retailers
(Total: $30,000)
Barbershop and Other Out of Store Samples: samples of BRUT’s product line to be given out at locations
where the target audience will be receptive to learning about the brand (Total: $50,000)
Remaining total budget of $145,930 will be designated to coupons for Super Bowl Sweepstakes and product
discounts
305,930
Branded Content: Designed to increase the reach of BRUT’s brand recognition by partnering with blogs to
which the target audience is loyal (Total: $10,000)
Social Media Promotion: Dedicated to promoting the BRUT brand and informing the target audience about
the company’s product line through social media sites such as Twitter, Facebook, and Snapchat
(Total: $55,000)
BRUT Trunk Show: This extravagant publicity event will showcase the BRUT brand to media personnel
(including press), potential retailers, and BRUT brand loyalists. It will also inform event guests about
Unilever’s other brands and news about the company (Total: $120,000)
Nick Offerman “All American Man” Campaign: A digital campaign with branded content, video spots, and
banner ads designed to help convey the message of the BRUT “Unleash Your Inner Man” campaign
(Total: $120,000)
305,000