Promotion
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The document discusses various sales promotion tools used by companies to stimulate short-term purchases. It describes consumer promotions like coupons, sampling, and premiums/gifts that target consumers. It also outlines trade development promotions aimed at retailers, including performance-based promotions tied to sales targets and non-performance relationship building. The document stresses that all promotions should have clear objectives and be evaluated before and after through metrics like incremental sales and learnings.
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This document discusses Nestle's business strategies for reaching rural and bottom of the pyramid (BOP) consumers. It outlines Nestle's product portfolio, distribution models, and marketing approaches for tapping into this large consumer segment. Specifically, it describes Nestle's focus on (1) small and affordable product sizes, (2) subsidizing rural distribution costs, and (3) culturally relevant local promotions and engagement activities. Case studies of other FMCG companies' rural strategies are also provided. The challenges of inflation and decreasing consumer purchasing power in Pakistan are raised as important factors for companies to address.
Shopper excellence
This document discusses understanding shopper behavior to drive growth. It identifies three fundamental shopper roles: stock-up shoppers who visit the whole store for large baskets, top-up shoppers who visit most of the store for medium/small baskets, and emergency shoppers who visit parts of the store for small "must have" items. Understanding which shopper missions apply to specific categories and channels is important. Placement tactics can capitalize on high traffic areas and take advantage of different shopper missions.
Strategy
This document discusses different definitions and meanings of strategy. It outlines five different ways strategy can be viewed: as a plan, pattern, position, perspective, or ploy. A plan is intended actions to reach a goal, while a pattern is consistency in behavior over time. Position refers to creating a valuable market position, and perspective is an organization's fundamental way of doing things. Finally, a ploy is a tactic to outwit competitors. The document also notes that an effective strategy mixes pre-planning with adapting to changes, and balances consistency with allowing flexibility and creativity.
P&L / ROI For Distributions
The document contains financial information for ABC Distribution House for the period of January 2012 to March 2012. It includes calculations for average investment, net equity, projected annual profit, and return on invested capital (ROIC) per month. Additionally, it outlines the income statement for January 2013, showing metrics like net sales, cost of goods sold, gross profit, expenses, operating profit, taxation, and profit after taxation. Finally, it provides line items for costs, expenses, incomes and margins to further break down the financial performance.
Intro to category
A category is defined as a group of related products and services that meet a common consumer need. Category growth involves both growing market share and expanding the overall size of the category by motivating more consumers to consume more often. Sources of category growth can be expressed through a category growth equation that considers the population size, penetration rate, purchase frequency, and average spending per purchase. One example is increasing the toothbrush replacement frequency for Australian men from twice a year to the recommended four times a year.
Outlet classification and channel definitions
The document defines various retail channels and their classifications. It outlines 4 main channel groupings - Planned Shopping, Ad Hoc Convenience, Specialty Food & Drinks, and Non-Outlet Business Partners. Planned Shopping includes large groceries and key accounts like supermarkets and hypermarkets. Ad Hoc Convenience covers small stores, petromarts and tobacco kiosks. Specialty Food & Drinks includes bakeries and pharmacies. Non-Outlet Business Partners is defined as wholesale channels. For each channel, sales and trade marketing strategies are described with a focus on penetration, displays, and service levels.
Social media & brand management
This document discusses social media strategy and brand management. It defines social media as internet-based tools for sharing and discussing information among human beings. It outlines the "old way" of marketing by shouting at customers versus the "new way" of listening to facilitate conversations. It discusses monitoring social media to understand customers, competitors, and a brand's online perception. It provides steps for social media strategy including goal setting, engagement, monitoring, and measurement. It emphasizes responding helpfully to audiences and setting goals, standards, and metrics to measure non-financial impacts of social media.
Personal Branding
This document discusses personal branding and presentation skills. It begins by explaining why personal branding is important for differentiation. It then provides tips for using LinkedIn effectively for networking and job hunting. Next, it offers advice for resumes, interviews, and presenting with impact. Specifically, it recommends tailoring resumes visually and preparing for common interview questions. For presentations, it emphasizes keeping things simple, using the right charts, including high quality images, limiting effects, practicing, having passion, and learning from experts. The overall document aims to help readers strengthen their personal brand and presentation abilities.
Brand Equity
This document discusses strategic brand management concepts and measuring brand equity. It defines brand equity as the differential effect that brand knowledge has on consumer responses. It identifies key elements of brand equity as brand loyalty, brand awareness, perceived quality, and brand associations. The document discusses how to build and measure each element, and the benefits they provide such as loyal customers and ability to charge a price premium. It emphasizes that managing brand equity requires understanding what drives brand equity according to consumers and how the brand performs on those drivers. Methods discussed for measuring equity include calculating a Brand Equity Index to evaluate brand strength over time and against competitors.
Lecture 1&2 introduction
The document discusses branding and related concepts in three sections. It begins by defining what a brand is, stating that a brand is a name, term, sign, symbol, design, or combination intended to identify goods/services of one seller and differentiate them from competitors.
It then discusses why branding is important, noting branding allows for product differentiation, clarity in the marketplace, and can foster customer loyalty.
The final section outlines some branding challenges and opportunities companies may face, such as savvy consumers with more education/media access, complex brand families, increased media fragmentation, higher competition, and rising costs related to inflation.
Lecture 1 introduction (part1)
The document outlines the sessional criteria for a course worth 25 marks total. It is broken into 4 categories: attendance worth 8 marks, quizzes worth 5 marks, class participation worth 5 marks, and a final report and presentation worth 7 marks. The document also defines what a brand is, explaining it as a name, term, sign, symbol, or design used to identify goods and services from one seller or group of sellers to differentiate them from competitors. It notes brands are important for differentiation, clarity, and building loyalty, and that great brands elicit feelings from customers, creating stronger emotional relationships than logical ones.
Visual resume mirza shakeel - updated 2012
This document is a visual resume for Mirza Shakeel Baig, summarizing his professional experience working for Nestle Pakistan Ltd from 2008 to the present. It highlights his roles and promotions within the company, from Research Executive and Territory Manager to his current position as Regional Sales Manager for the Multan region, where he manages a large team responsible for over Rs. 4 billion in annual sales. It also lists some of his major contributions and achievements in sales growth, distribution strategies, and channel development for Nestle.
Lessons learnt from BOL
The movie follows two main characters: a rigid Hakim who wants a son to inherit his profession but has seven daughters instead, straining his limited resources, and his daughter who tries to change his views. Hakim is ego-centric, killing his son out of ego and making bad deals due to pride, battering his family until his demise. While religious, Hakim has skewed interpretations of Islam, falling to personal desires and false pride instead of the true virtues of peace and comfort in the religion.
Retail measurement mirza shakeel
This document discusses retail measurement and provides an overview of its methodology. Retail measurement is defined as the measurement of consumer product markets and trends. It involves major steps including conducting a census of retail outlets, defining the retail universe, drawing a sample to represent the universe, visiting shops on a monthly basis to gather data on stock, purchases and retail sales prices, and presenting the findings. Key metrics reported include inventory, distribution facts, price facts and calculated sales estimates. Major retail measurement reports are shared in PowerPoint and Excel formats.
Rural marketing in pakistan mirza shakeel
Rural areas make up 68% of Pakistan's population and are an important market for consumer goods companies. Approximately 35% of major companies' sales come from rural Pakistan. Rural marketing faces unique challenges including low disposable incomes, geographical spread, and illiteracy. Effective rural marketing strategies include offering affordable, smaller stock keeping units with distinctive packaging. Using local dialects and customized media for promotion and contributing to local communities through corporate social responsibility activities can also help connect with rural consumers. Subsidizing rural distribution costs makes distribution infrastructure self-sustaining while maintaining attractive retail margins and prices points is important given inflationary pressures on consumer purchasing power.
Visual Resume Mirza Shakeel
Shakeel is a business manager with over 10 years of experience in sales management, business development, and marketing research. He has a proven track record of doubling sales in two years while working as an Area Sales Manager at Nestle Pakistan. Prior to that, he held roles as a Territory Manager at Pakistan State Oil and a Research Executive at The Nielsen Company. Shakeel has strong analytical, communication, and presentation skills along with leadership abilities and a passion for continuous learning.
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Promotion
- 2. Diverse collection of incentive tools mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade
- 3. Consumer Promotions Activities targeted at consumers to: • Encourage purchase of large packs • Entice switchers (consumer with no brand loyalty) • Help non users for trail generation
- 4. Sampling Dry Sampling Wet Sampling Used to increase product trail or increase sales
- 5. Coupons Price reduction offer redeemed in shape of price off, gift, discount on subsequent purchase etc
- 6. Premium or Gifts Targeted to increase consumer offtake in a certain time period
- 7. Contests
- 8. Price Offs
- 9. Trade Development (Promotions) Expenses Performance based Performance Non Performance Relationship based
- 10. Performance Trade Expenses Expenses related to activities targeting a quantifiable sales objective Placement • Expenses related to • Installation of displays • Shelf space • POP / in store communications Bulk purchased • Trade incentives aimed to induce trade for bulk purchasing (Pack Free, Price off) for a certain time period Specific Target Incentives • Cost paid to trade to reach a specific target in a specific time period
- 14. Non Performance Trade Expenses Expenses related to activities that are not performance related Cost paid to trade that are not directly performance related and has limited or no perceived value for the group
- 15. Salesforce Promotions Sales Contests Incentive Schemes
- 16. Promotion Evaluation Promotion Must have Clear Objectives
- 17. Promotion Evaluation Pre & Post Promotional evaluation must be made for effective promotion spending Define Incremental Sales Promotional Scope (Channels, Duration) Incremental Returns Key Learnings (Pros & Cons)