This document appears to be a dissertation submitted by Pandharinath Umanath Dubhashe for the degree of Master in Management Studies at Shivajirao S. Jondhale Institute of Management Science & Research, Mumbai University in 2017-18. The dissertation is on the topic of "Sales Promotion Strategy In Retail Industries" and was completed under the guidance of Prof. Bhojraj Shewale. The document includes sections on the introduction, objectives, literature review, research methodology, findings, and conclusion related to analyzing sales promotion strategies in retail industries.
PROJECT REPORT ON advertisement(2012025)Arka Sengupta
This document provides an overview of creativity in advertising with respect to various advertising agencies. It discusses the origin and impact of advertising, the role of advertising in marketing mix, and the AIDA formula in advertising. It also covers advertising agencies, advertising campaigns, creativity and innovation in advertising, and how advertising is influenced by family and different regions/markets. The document serves as the basis for a dissertation on creativity in advertising. It provides background information and outlines the chapters to be included in the dissertation.
This Module explains Advertisement Definition, Concept, Features, Objective of Advertising, Purpose, Importance, Characteristics, Advertising Functions, Advertising and Marketing Management, Classification of Advertisement, Creation of Ads and Advertisement Industry in India.
Impact of advertising on non durable goods of household consumer a case studySajeeb Shrestha, PhD
This document summarizes a study on the impact of advertising on non-durable household goods in Nepal. The study aims to analyze the effectiveness of different media (TV, radio, newspapers) on consumer buying behavior for goods like soap, shampoo, cosmetics and noodles. It reviews previous related studies and concepts. The methodology section outlines a sample of 60 consumers surveyed using questionnaires. Correlation and regression analysis will be used to analyze relationships between advertising and spending on non-durable goods across different media. The study aims to identify the most impactful media for advertising each type of good.
A project report on a study on effectiveness of advertisement carried out by...Babasab Patil
The document discusses a study on the effectiveness of advertisements carried out by Big Bazaar in Hubli, India. It provides background on the Indian retail industry and Big Bazaar. The objectives of the study are listed as understanding the different media used, effectiveness of each, consumer perceptions, schemes/offers, and impact on sales. Key findings are that television and print media were most effective. Respondents viewed Big Bazaar positively and were influenced by its advertisements. Increased sales during a promotional period indicate a positive impact of advertising on sales.
The document discusses key aspects of advertising such as definitions, objectives, types, elements and what makes an advertisement effective. It defines advertising as any paid, non-personal presentation of ideas, goods or services by an identified sponsor. The main objectives of advertising are to inform, persuade, generate buzz, induce demand, remind, reinforce, change perception and build relationships. Common advertising media include television, newspapers, magazines, radio, internet, social media and email marketing. The document also outlines the main text, illustration, graphic and layout elements that make up an advertisement. It concludes by stating that an effective ad must create an impression for a product, influence a response and differentiate the product from competitors.
Impact Of Advertisement In The Promotion Of Retail Outletpraveenkumar2421
Here are the key findings from the survey:
- Big Bazaar was the most frequently visited retail outlet, with 35% of respondents saying they visit it often. Vishal Megamart and Reliance Fresh were also popular, each getting around 20% of the votes.
- When asked what influences their choice of retail outlet, over 50% of respondents said promotional offers and discounts were the top factor. Store ambiance and availability of products were also important factors according to around 30% of people.
- Television advertising had the highest reach among respondents, with 85% saying they have seen ads for retail outlets on TV. Print ads were also effective, with 70% noticing ads in newspapers/magazines. Outdoor ads and
The document discusses various methods used by companies to determine their sales promotion budgets and strategies. It describes four main methods for setting the promotion budget: the affordable method, percentage of sales method, competitive parity method, and objective and task method. It also discusses different levels of sales promotion targeting dealers and consumers, including various incentive-based programs. Overall, the document provides an overview of approaches to planning sales promotion expenditures and implementing promotional activities.
PROJECT REPORT ON advertisement(2012025)Arka Sengupta
This document provides an overview of creativity in advertising with respect to various advertising agencies. It discusses the origin and impact of advertising, the role of advertising in marketing mix, and the AIDA formula in advertising. It also covers advertising agencies, advertising campaigns, creativity and innovation in advertising, and how advertising is influenced by family and different regions/markets. The document serves as the basis for a dissertation on creativity in advertising. It provides background information and outlines the chapters to be included in the dissertation.
This Module explains Advertisement Definition, Concept, Features, Objective of Advertising, Purpose, Importance, Characteristics, Advertising Functions, Advertising and Marketing Management, Classification of Advertisement, Creation of Ads and Advertisement Industry in India.
Impact of advertising on non durable goods of household consumer a case studySajeeb Shrestha, PhD
This document summarizes a study on the impact of advertising on non-durable household goods in Nepal. The study aims to analyze the effectiveness of different media (TV, radio, newspapers) on consumer buying behavior for goods like soap, shampoo, cosmetics and noodles. It reviews previous related studies and concepts. The methodology section outlines a sample of 60 consumers surveyed using questionnaires. Correlation and regression analysis will be used to analyze relationships between advertising and spending on non-durable goods across different media. The study aims to identify the most impactful media for advertising each type of good.
A project report on a study on effectiveness of advertisement carried out by...Babasab Patil
The document discusses a study on the effectiveness of advertisements carried out by Big Bazaar in Hubli, India. It provides background on the Indian retail industry and Big Bazaar. The objectives of the study are listed as understanding the different media used, effectiveness of each, consumer perceptions, schemes/offers, and impact on sales. Key findings are that television and print media were most effective. Respondents viewed Big Bazaar positively and were influenced by its advertisements. Increased sales during a promotional period indicate a positive impact of advertising on sales.
The document discusses key aspects of advertising such as definitions, objectives, types, elements and what makes an advertisement effective. It defines advertising as any paid, non-personal presentation of ideas, goods or services by an identified sponsor. The main objectives of advertising are to inform, persuade, generate buzz, induce demand, remind, reinforce, change perception and build relationships. Common advertising media include television, newspapers, magazines, radio, internet, social media and email marketing. The document also outlines the main text, illustration, graphic and layout elements that make up an advertisement. It concludes by stating that an effective ad must create an impression for a product, influence a response and differentiate the product from competitors.
Impact Of Advertisement In The Promotion Of Retail Outletpraveenkumar2421
Here are the key findings from the survey:
- Big Bazaar was the most frequently visited retail outlet, with 35% of respondents saying they visit it often. Vishal Megamart and Reliance Fresh were also popular, each getting around 20% of the votes.
- When asked what influences their choice of retail outlet, over 50% of respondents said promotional offers and discounts were the top factor. Store ambiance and availability of products were also important factors according to around 30% of people.
- Television advertising had the highest reach among respondents, with 85% saying they have seen ads for retail outlets on TV. Print ads were also effective, with 70% noticing ads in newspapers/magazines. Outdoor ads and
The document discusses various methods used by companies to determine their sales promotion budgets and strategies. It describes four main methods for setting the promotion budget: the affordable method, percentage of sales method, competitive parity method, and objective and task method. It also discusses different levels of sales promotion targeting dealers and consumers, including various incentive-based programs. Overall, the document provides an overview of approaches to planning sales promotion expenditures and implementing promotional activities.
This document provides an overview of a student project report on advertisements. It includes an introduction, acknowledgements, table of contents, and sections on the meaning and purpose of advertising, different types of advertising aims and media, and factors that influence consumer behavior. The project was submitted by Anshu Maheshwari, a student of Bachelor of Business Administration at Dezyne E’cole College, towards their degree requirements. It discusses key advertising concepts and provides examples to explain different topics.
The document provides information about advertising, including its definition, objectives, and techniques. It discusses how advertising aims to turn people's attention towards specific products or services by communicating information to induce people to buy. The summary also mentions that advertising agencies can help plan strategies to differentiate products from competitors and communicate information to consumers. Finally, it states that advertising works by moving potential buyers through stages from awareness to interest to desire to action.
The document discusses the importance of advertising in modern marketing. It defines advertising as paid non-personal promotion of goods, services, or ideas. Advertising is important as it makes consumers aware of products and brands, helps sell products on a mass scale, and encourages retailers to stock popular advertised goods. While it involves costs, advertising is generally less expensive than other marketing methods when trying to reach a large audience.
Project report on advertising effectivenessRajarshiSe
This document provides an overview of advertising effectiveness and outlines various aspects of designing an advertising campaign. It discusses defining objectives, creating messaging, selecting media, and evaluating effectiveness. The key stages in developing an advertising campaign include identifying the target audience, determining objectives, creating the advertising platform or strategy, allocating the budget, developing the message, and organizing the campaign rollout and evaluation.
Non traditional marketing - Prof Iñigo GalloIñigo Gallo
This document discusses the challenges of non-traditional marketing in three key areas: understanding the consumer journey across multiple channels, defining new audience and engagement metrics, and measuring the attribution of marketing activities. It also addresses challenges such as breaking down silos between departments, coordinating an increasing number of marketing agencies, and adapting to a context of total transparency. The new consumer is described as "empowered" with abundant choices and an expectation of convenience.
Outdoor advertising has several key benefits and features. It is a cost-effective way to promote brands with exposure that lasts for weeks, months or years with just one investment. Outdoor ads also have a wide reach since people cannot avoid seeing them when outside. They allow for creativity in message longevity. Additionally, certain outdoor ad placements like airports and malls can specifically target intended audiences. Outdoor advertising provides constant, non-stop exposure to the public. It is also a flexible format that can quickly update messages.
This document discusses the effects of advertising. It begins by defining advertising as a form of marketing communication used to persuade audiences to buy or use a product. The purpose of advertising is then discussed as promoting new products and convincing people to prefer certain brands. Both positive and negative effects of advertising are outlined. Positive effects include advertising providing information to customers, improving product sales, and changing attitudes and habits. However, negative effects are that advertising can make people shopaholic, feel excluded if unable to afford products, and cause wasteful economic behaviors and environmental damage from constant innovation.
This project gives you information on the types and modes of advertising.
Later on it focuses more on the advertising of bags and people's opinion on advertising and media.
1. The document discusses marketing communication and advertising. It defines marketing communication as messages used to communicate with the market, including advertising, direct marketing, branding, packaging, online presence, and more.
2. Advertising is defined as a non-personal form of mass communication used to promote a business's products or services. Key features of advertising discussed include it being a means of communication, providing information, persuading audiences, and identifying the sponsor.
3. Objectives of advertising include introducing new products, supporting personal selling, reaching new audiences, entering new markets, increasing sales, and enhancing goodwill. The importance of advertising is also highlighted, such as in promoting sales, introducing new products, creating a good public
Advertising is a paid form of non-personal promotion used to introduce, build awareness of, and persuade people about ideas, goods, and services. Modern advertising aims to impact consumer behavior through strategic communication objectives. It has four key components: the advertiser, agency, media, and suppliers. Advertising serves marketing, communication, economic, and societal roles. Current developments include greater interactivity, integrated marketing communication, and addressing globalization. An effective ad gets attention, creates a positive brand impression, differentiates the brand, and influences the desired consumer response.
Advertising is a form of communication used to persuade audiences to take action regarding products, services, or ideas. The goal is typically to increase sales or brand awareness. Advertising messages are paid for by sponsors and presented through various media channels. It aims to influence consumer purchasing behaviors and thoughts. Advertising provides information to consumers and promotes brands in an effort to associate certain qualities with products in consumers' minds. Its primary purpose is to sell products, services, or ideas.
Ravi Rajyaguru submitted a paper on African literature to the Department of English at Maharaja Krishnakumarsinhji Bhavnagar University. The document discusses the importance and benefits of advertising, including informing the public about products and services, raising awareness of social issues, and educating customers by making them aware of available products and opportunities. Advertising plays a vital role in modern business by allowing companies to promote their products and services in a competitive marketplace.
Study of consumer oriented sales promotion in FMCG sector tushar choleTushar Cholepatil
This document provides details about a study conducted on consumer-oriented sales promotion in the fast-moving consumer goods (FMCG) sector. It includes an introduction to the concept of sales promotion and consumer-oriented sales promotion tools. It also discusses factors influencing consumer-oriented sales promotion strategies such as target market, product nature, product life cycle stage, and available promotion budget. The study aims to understand consumer perceptions of various sales promotion techniques used by FMCG companies.
This document provides an overview of the advertising unit. It will cover analyzing existing print and video ads, planning and producing your own print ads. Students will look at the content, style, and persuasive techniques used in ads. They will generate ideas, create proposals, and consider regulations. Students will plan their ad production, produce their own print ad, and do post-production work. They will evaluate their work throughout the unit. The overall purpose is to learn how to analyze and create persuasive ads.
Retailer originated sales promotion and public relationNiharika Sharma
This document discusses sales promotion and public relations. It defines sales promotion as measures to motivate customers to buy more and increase sales. Some examples of sales promotion tools are discounts, premium offers, and coupons. Public relations is defined as a planned effort to build mutual understanding between an organization and the public. The functions of public relations include promoting goodwill and the organization's image and products. Marketing, advertising, and public relations are related but have different goals, with public relations focusing on promoting the entire organization.
Study on promotional activities of harsha project reportBabasab Patil
The document provides an executive summary and introduction to a study on the promotional activities of Harsha, a consumer goods company. The objectives of the study are to understand the medias Harsha uses, how consumers learn about Harsha, how Harsha satisfies customers, and why consumers prefer Harsha. Key findings include that most consumers learn about Harsha from family/friends, newspapers, or banners. Consumers prefer Harsha for quality products and discounts. Most are dissatisfied with Harsha's discounts, service, prices, and product range. Recommendations include providing better discounts, service, and expanding the product range. The study helped understand Harsha's promotional activities and customers' expectations.
The document discusses the DAGMAR advertising model proposed by Russel H. Colley in 1961. According to the model, each purchase prospect goes through four stages: unawareness to awareness, comprehension, conviction, and action. These four stages are known as the ACCA advertising formula. The model aims to define advertising goals and measure advertising effectiveness by mapping the states of mind a consumer passes through. It is considered more comprehensive than earlier models like AIDA. The document also discusses advantages like defining objectives and measuring results, and disadvantages such as being difficult to implement and potentially inhibiting creativity.
ROLE OF ADVERTISING IN CONSUMER DECISON MAKINGHimal Rustagi
The document discusses the impact of advertising on consumer behavior. It examines a survey of 100 consumers in Pune, India that found advertising highly influences consumer preferences and brand selection. The major reasons for this preference are attractive advertising policies and perceptions of high product quality portrayed in advertisements. Specifically, the survey found TV advertisements to most influence consumer purchases of products like Nestle by creatively conveying messages, emotions, and value systems about the brand. Therefore, the study concludes that advertisements significantly impact consumer buying behavior, and companies should emphasize effective ad campaigns to retain and grow their markets.
The document discusses consumer behavior and advertising strategies used by companies. It explains that consumer behavior research attempts to understand how and why people make purchasing decisions. Companies use advertising to influence consumer attitudes and persuade people to buy their products. The document provides examples of advertising budgets for companies like Microsoft, Coca-Cola, and Starbucks. It also outlines strategies used by companies like Cadbury and Bournvita to target different consumer groups and understand their motivations. Qualitative and quantitative research methods are discussed for studying consumer behavior.
Effectiveness of promotional mix element in the plastic piping businessmansingh rajput
Mansingh mba 2015-2017 from institute of management & research duhai ghaziabad.
i have done my summer internship in supreme industries ltd. i have survey in retailer shops and to fill the questionnaire from them.
This document discusses promotion and the promotional mix. It defines promotion as communication with customers and middlemen to facilitate sales. The promotional mix includes advertising, personal selling, sales promotion, and publicity. Advertising is paid mass communication from an identified sponsor, while personal selling involves direct contact. Sales promotion uses short-term incentives. Publicity is unpaid communication in mass media. The importance, objectives, and methods of each element are described. An effective promotional strategy balances these tools based on product, customers, budget, and other factors.
This document provides an overview of a student project report on advertisements. It includes an introduction, acknowledgements, table of contents, and sections on the meaning and purpose of advertising, different types of advertising aims and media, and factors that influence consumer behavior. The project was submitted by Anshu Maheshwari, a student of Bachelor of Business Administration at Dezyne E’cole College, towards their degree requirements. It discusses key advertising concepts and provides examples to explain different topics.
The document provides information about advertising, including its definition, objectives, and techniques. It discusses how advertising aims to turn people's attention towards specific products or services by communicating information to induce people to buy. The summary also mentions that advertising agencies can help plan strategies to differentiate products from competitors and communicate information to consumers. Finally, it states that advertising works by moving potential buyers through stages from awareness to interest to desire to action.
The document discusses the importance of advertising in modern marketing. It defines advertising as paid non-personal promotion of goods, services, or ideas. Advertising is important as it makes consumers aware of products and brands, helps sell products on a mass scale, and encourages retailers to stock popular advertised goods. While it involves costs, advertising is generally less expensive than other marketing methods when trying to reach a large audience.
Project report on advertising effectivenessRajarshiSe
This document provides an overview of advertising effectiveness and outlines various aspects of designing an advertising campaign. It discusses defining objectives, creating messaging, selecting media, and evaluating effectiveness. The key stages in developing an advertising campaign include identifying the target audience, determining objectives, creating the advertising platform or strategy, allocating the budget, developing the message, and organizing the campaign rollout and evaluation.
Non traditional marketing - Prof Iñigo GalloIñigo Gallo
This document discusses the challenges of non-traditional marketing in three key areas: understanding the consumer journey across multiple channels, defining new audience and engagement metrics, and measuring the attribution of marketing activities. It also addresses challenges such as breaking down silos between departments, coordinating an increasing number of marketing agencies, and adapting to a context of total transparency. The new consumer is described as "empowered" with abundant choices and an expectation of convenience.
Outdoor advertising has several key benefits and features. It is a cost-effective way to promote brands with exposure that lasts for weeks, months or years with just one investment. Outdoor ads also have a wide reach since people cannot avoid seeing them when outside. They allow for creativity in message longevity. Additionally, certain outdoor ad placements like airports and malls can specifically target intended audiences. Outdoor advertising provides constant, non-stop exposure to the public. It is also a flexible format that can quickly update messages.
This document discusses the effects of advertising. It begins by defining advertising as a form of marketing communication used to persuade audiences to buy or use a product. The purpose of advertising is then discussed as promoting new products and convincing people to prefer certain brands. Both positive and negative effects of advertising are outlined. Positive effects include advertising providing information to customers, improving product sales, and changing attitudes and habits. However, negative effects are that advertising can make people shopaholic, feel excluded if unable to afford products, and cause wasteful economic behaviors and environmental damage from constant innovation.
This project gives you information on the types and modes of advertising.
Later on it focuses more on the advertising of bags and people's opinion on advertising and media.
1. The document discusses marketing communication and advertising. It defines marketing communication as messages used to communicate with the market, including advertising, direct marketing, branding, packaging, online presence, and more.
2. Advertising is defined as a non-personal form of mass communication used to promote a business's products or services. Key features of advertising discussed include it being a means of communication, providing information, persuading audiences, and identifying the sponsor.
3. Objectives of advertising include introducing new products, supporting personal selling, reaching new audiences, entering new markets, increasing sales, and enhancing goodwill. The importance of advertising is also highlighted, such as in promoting sales, introducing new products, creating a good public
Advertising is a paid form of non-personal promotion used to introduce, build awareness of, and persuade people about ideas, goods, and services. Modern advertising aims to impact consumer behavior through strategic communication objectives. It has four key components: the advertiser, agency, media, and suppliers. Advertising serves marketing, communication, economic, and societal roles. Current developments include greater interactivity, integrated marketing communication, and addressing globalization. An effective ad gets attention, creates a positive brand impression, differentiates the brand, and influences the desired consumer response.
Advertising is a form of communication used to persuade audiences to take action regarding products, services, or ideas. The goal is typically to increase sales or brand awareness. Advertising messages are paid for by sponsors and presented through various media channels. It aims to influence consumer purchasing behaviors and thoughts. Advertising provides information to consumers and promotes brands in an effort to associate certain qualities with products in consumers' minds. Its primary purpose is to sell products, services, or ideas.
Ravi Rajyaguru submitted a paper on African literature to the Department of English at Maharaja Krishnakumarsinhji Bhavnagar University. The document discusses the importance and benefits of advertising, including informing the public about products and services, raising awareness of social issues, and educating customers by making them aware of available products and opportunities. Advertising plays a vital role in modern business by allowing companies to promote their products and services in a competitive marketplace.
Study of consumer oriented sales promotion in FMCG sector tushar choleTushar Cholepatil
This document provides details about a study conducted on consumer-oriented sales promotion in the fast-moving consumer goods (FMCG) sector. It includes an introduction to the concept of sales promotion and consumer-oriented sales promotion tools. It also discusses factors influencing consumer-oriented sales promotion strategies such as target market, product nature, product life cycle stage, and available promotion budget. The study aims to understand consumer perceptions of various sales promotion techniques used by FMCG companies.
This document provides an overview of the advertising unit. It will cover analyzing existing print and video ads, planning and producing your own print ads. Students will look at the content, style, and persuasive techniques used in ads. They will generate ideas, create proposals, and consider regulations. Students will plan their ad production, produce their own print ad, and do post-production work. They will evaluate their work throughout the unit. The overall purpose is to learn how to analyze and create persuasive ads.
Retailer originated sales promotion and public relationNiharika Sharma
This document discusses sales promotion and public relations. It defines sales promotion as measures to motivate customers to buy more and increase sales. Some examples of sales promotion tools are discounts, premium offers, and coupons. Public relations is defined as a planned effort to build mutual understanding between an organization and the public. The functions of public relations include promoting goodwill and the organization's image and products. Marketing, advertising, and public relations are related but have different goals, with public relations focusing on promoting the entire organization.
Study on promotional activities of harsha project reportBabasab Patil
The document provides an executive summary and introduction to a study on the promotional activities of Harsha, a consumer goods company. The objectives of the study are to understand the medias Harsha uses, how consumers learn about Harsha, how Harsha satisfies customers, and why consumers prefer Harsha. Key findings include that most consumers learn about Harsha from family/friends, newspapers, or banners. Consumers prefer Harsha for quality products and discounts. Most are dissatisfied with Harsha's discounts, service, prices, and product range. Recommendations include providing better discounts, service, and expanding the product range. The study helped understand Harsha's promotional activities and customers' expectations.
The document discusses the DAGMAR advertising model proposed by Russel H. Colley in 1961. According to the model, each purchase prospect goes through four stages: unawareness to awareness, comprehension, conviction, and action. These four stages are known as the ACCA advertising formula. The model aims to define advertising goals and measure advertising effectiveness by mapping the states of mind a consumer passes through. It is considered more comprehensive than earlier models like AIDA. The document also discusses advantages like defining objectives and measuring results, and disadvantages such as being difficult to implement and potentially inhibiting creativity.
ROLE OF ADVERTISING IN CONSUMER DECISON MAKINGHimal Rustagi
The document discusses the impact of advertising on consumer behavior. It examines a survey of 100 consumers in Pune, India that found advertising highly influences consumer preferences and brand selection. The major reasons for this preference are attractive advertising policies and perceptions of high product quality portrayed in advertisements. Specifically, the survey found TV advertisements to most influence consumer purchases of products like Nestle by creatively conveying messages, emotions, and value systems about the brand. Therefore, the study concludes that advertisements significantly impact consumer buying behavior, and companies should emphasize effective ad campaigns to retain and grow their markets.
The document discusses consumer behavior and advertising strategies used by companies. It explains that consumer behavior research attempts to understand how and why people make purchasing decisions. Companies use advertising to influence consumer attitudes and persuade people to buy their products. The document provides examples of advertising budgets for companies like Microsoft, Coca-Cola, and Starbucks. It also outlines strategies used by companies like Cadbury and Bournvita to target different consumer groups and understand their motivations. Qualitative and quantitative research methods are discussed for studying consumer behavior.
Effectiveness of promotional mix element in the plastic piping businessmansingh rajput
Mansingh mba 2015-2017 from institute of management & research duhai ghaziabad.
i have done my summer internship in supreme industries ltd. i have survey in retailer shops and to fill the questionnaire from them.
This document discusses promotion and the promotional mix. It defines promotion as communication with customers and middlemen to facilitate sales. The promotional mix includes advertising, personal selling, sales promotion, and publicity. Advertising is paid mass communication from an identified sponsor, while personal selling involves direct contact. Sales promotion uses short-term incentives. Publicity is unpaid communication in mass media. The importance, objectives, and methods of each element are described. An effective promotional strategy balances these tools based on product, customers, budget, and other factors.
This document provides definitions and explanations of key concepts related to advertising. It defines advertising as any paid form of non-personal presentation and promotion of ideas, goods, and services by an identified sponsor. The document outlines 10 features of advertising including that it is a means of communication, provides information, and aims to persuade. It also discusses the objectives of advertising which include introducing new products and supporting personal selling. Additionally, the roles of various groups involved in advertising like advertisers, agencies, media, and audiences are described.
This document provides definitions and explanations of key concepts related to advertising. It defines advertising as any paid form of non-personal presentation and promotion of ideas, goods, and services by an identified sponsor. The document outlines the features of advertising including communication, information, persuasion, and identification of sponsors. It discusses the objectives of advertising such as introducing new products and supporting personal selling. Finally, it examines the importance of advertising for promotion of sales, introduction of new products, and creation of good public image, as well as the roles of advertising in marketing mix and society.
A STUDY ON EFFECTIVE BRAND PROMOTIONAL STRATEGIES INFLUENCING CUSTOMERSIAEME Publication
The document discusses a study on effective brand promotional strategies that influence customers. It examines the use of outdoor and in-store promotions by Max retail. The study found that hoardings and point-of-purchase materials were effective at communicating promotions internally. Discounts and coupons were also found to stimulate shopping. While contests had a neutral effect. The majority of respondents were from Chennai, and future research could expand to other locations.
This document provides an overview of advertising effectiveness and the soft drink industry in India. It discusses the objectives and methodology of studying advertising effectiveness, including testing advertisements before and after launch. It also profiles the major players in the Indian soft drink industry, Coca-Cola and Pepsi, and describes their competitive strategies and branding of products like Thums Up and Miranda. The cola war between Pepsi and Coca-Cola in India is discussed in terms of their aggressive marketing approaches to capture market share.
Advertising is an important element of the promotion mix. The promotion mix consists of advertising, personal selling, sales promotion, and publicity. Advertising is a paid, non-personal form of communication used to inform or persuade target audiences. It has various dimensions including social, economic, psychological, and as a form of communication. There are different types of advertising such as informative, persuasive, reminder, and image building advertising which are used for various objectives.
Global advertising aims to market a product worldwide by treating the entire world as a single market, without accounting for local differences. International advertising involves setting up offices in other countries to cater products and marketing to each local market while still being owned by the parent company. When expanding a business globally, companies must decide whether a global or international strategy best suits their product. Global advertising works for large chains selling standardized products everywhere, while international advertising allows catering to local customs while still maintaining a unified brand across countries.
This document discusses trends in advertisement. It defines advertisement and identifies its types, including print media, outdoor, broadcast, covert, surrogate, and public service advertisement. It also discusses forms of advertisement like sales promotion, publicity, personal selling, and public relations. The document then covers social advertisements in India and trends in IPL advertisement. It outlines advertising strategies and does a SWOT analysis. Finally, it discusses the importance of advertisement and some of its objectives like providing information, reminding the public, changing social attitudes, and inducing purchases.
The document discusses various aspects of advertising including its features, importance, types, and process of creation. It notes that advertising plays a vital role in various fields like education, health, technology, and more. It helps inform people, create awareness, and expand markets. The document also outlines the steps involved in creating an advertisement, from briefing to execution and performance evaluation. It provides an overview of the advertising industry in India, its market size and share across different media. The Indian digital ad market is projected to grow significantly in the coming years.
A project report on advertising effectivenessProjects Kart
This document discusses advertising, including its objectives, types, features, functions and benefits. It provides definitions of advertising from various experts and outlines two main types - product advertising which promotes specific goods/services, and institutional advertising which builds company image. The objectives of advertising are to introduce new products, remind customers, combat competitors and more. Features include being a mass communication, paid for by an identified sponsor. Functions are promoting sales, research, education. Benefits include cheaper prices through mass production, stimulating demand, and raising living standards.
1. Advertising provides mass communication to inform consumers about new products and services through various media channels like TV, radio, internet and print. Companies spend large amounts on advertising to reap its benefits.
2. Advertising is a form of promotion that is part of a company's marketing mix. It is widely used in today's competitive consumer markets to promote both new and existing products and services across different industries.
3. The basic purpose of advertising is to gain consumers' attention, create awareness and influence purchasing decisions through information dissemination using techniques like repetition to make ads more attractive and persuasive.
This document is a project report submitted by G. Shri Sruthii to their professor at Amity University about brand awareness among consumers through advertisements. It includes an introduction on advertising and brand awareness, outlines components of a brand awareness plan and steps to create brand awareness. It also discusses maintaining brand awareness, the consumer purchasing decision process, how advertising impacts brand awareness, and proposes studying how attitudes and brand preferences may change due to advertisements. The objective is to help designers create effective advertisements based on how consumers' attitudes and preferences toward brands are impacted by advertising.
The document discusses the promotion mix, which consists of eight major modes of communication including advertising, sales promotion, events and experiences, public relations, online/social media marketing, mobile marketing, direct marketing, and personal selling. It then discusses factors that marketers consider when determining the appropriate promotion mix for a product, such as whether to use a push or pull strategy, the product's features, its stage in the product lifecycle, the buyer's readiness, type of buyer and distribution, and constraints like objectives, budget, costs, and media availability. The optimal promotion mix depends on the characteristics of each situation.
1. Advertising is defined in multiple ways but generally refers to non-personal communication paid for by an identified sponsor to inform or persuade about a product, service, or idea.
2. Key characteristics include presenting sponsor information to potential buyers, disseminating product information, and seeking to persuade through mass communication.
3. Advertising can be classified in several ways such as by function, region targeted, type of market, or media used, with the goal of most advertising being to ultimately increase sales or brand awareness.
Social marketing aims to benefit society rather than marketers by influencing behaviors like health and social lifestyles. It applies marketing concepts to social issues. Key elements include understanding target audiences, the "marketing mix" of product, price, place and promotion, and additional factors like publics, partnerships, policy, and funding sources. Some social issues in marketing are exploiting social paradigms, surrogate ads, predatory pricing, false ads, post-purchase dissonance, intrusive promotions, copyright violations, and political and internet marketing ethics.
The document defines advertising and provides characteristics and classifications of advertising. It states that advertising is a paid, non-personal communication through mass media by an identified sponsor to inform or influence buyers. Advertising can be classified by function, region targeted, company demand, desired response, and media used. The purpose of advertising is to disseminate information, establish attitudes, and persuade action to generate profit.
Universal Merit Awards Sri Lanka Marketing by Franchise Batao.pdfFranchiseBatao
Universal Merit Awards 2024: Celebrating Global Talent in Colombo
The vibrant city of Colombo, Sri Lanka, will host the Universal Merit Awards 2024 on August 7 at the BMICH International Convention Centre. This prestigious event will celebrate exceptional talents from around the world.
Chief Guest: Former President and Prime Minister of Sri Lanka, His Excellency Shri Mahinda Rajapaksa.
Organizers:
Prof. Kartik Rawal, founder of Allso Group
Ashish Kumar Aggarwal, founder of Franchise Batao
Dushyant Pratap Singh, Bollywood director
Praveen Kumar Joshi, astrologer
Local Arrangements: Sri Lankan music composer and singer, Priyantha Ratnayake.
The event will honour individuals from 12 countries for their outstanding contributions. Attendees can expect a night of glitz, glamour, and inspiring performances, providing a valuable platform for networking and collaboration.
Join us in Colombo for an extraordinary celebration of global excellence on August 7, 2024!
The Power of Digital Marketing in the Modern Age.pdfDavid Thomson
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1. 1
1
A
SUMMER PROJECT
ON
“SALES PROMOTION STRATEGY IN RETAIL INDUSTRIES”
Dissertation submitted in partial fulfillment of the requirements for the award of
the Degree of
MASTER IN MANAGEMENT STUDIES (MMS)
OF
MUMBAI UNIVERSITY
(2017-18)
SUBMITTED TO,
SHIVAJIRAO S. JONDHLE INSTITUTE OF MANAGEMENT
SCIENCE & RESEARCH
ASANGAON
UNDER THE GUIDANCE OF
PROF. BHOJRAJ SHEWALE Sir.
SUBMITTED BY,
MR. PANDHARINATH UMANATH DUBHASHE
(Roll no.17011)
MARKETING
2. 2
2
DECLARATION
I hereby declare that this dissertation titled “Sales Promotion Strategy In Retail
Industries.” submitted by me to SHIVAJIRAO S. JONDHLE INSTITUTE OF
MANAGEMENT SCIENCE & RESEARCH, MUMBAI UNIVERSITY in partial
fulfillment of requirements of MMS Programmed is bonafied work carried me under
Professors. This has not been submitted to any other University or institution for any
degree/ diploma/ certificate or published any time before.
Date: (Pandharinath U. Dubhashe)
3. 3
3
SHIVAJIRAO S. JONDHALE INSTITUTE OF MANAGEMENT SCIENCE &
RESEARCH
(Approved by AICTE, Govt. of Maharashtra, DTE, Affiliated to University of
Mumbai)
Certificate
This is to certify that Mr. Pandharinath Umanath Dubhashe Roll No. 17011 student of
first year Master in Management Studies has successfully completed the Summer
Internship Project, work title “Sales Promotion Strategy In Retail Industries” At in partial
fulfillment for the degree of Master in Management Studies (MMS) University of
Mumbai.
This project report is the record of authentic work carried out during the academic year
2016-17.
Project Guide Principal
4. 4
4
ACKNOWLEDGEMENT
Apart from our efforts, the success of this project depends largely on the
encouragement and guidelines provided to me Mr. Bhojraj Shewale sir from time to time.
We take this opportunity to express our gratitude to the person who has been instrumental
in the successful completion of this project. We would like to shower our greatest
appreciation to Shivajirao S. Jondhale Institute of Management, Science & Research
under the guidance of Prof. Bhojraj Shewale Sir, we felt motivated and encouraged to
undertake this project.
Without her encouragement and guidance this project would not have
materialized. We can’t say thank you enough for her tremendous support and help. We
are also grateful for every small effort they have put in to see to it that our project is a
grand success.
We would also like to thank, all those people who have directly or indirectly
contributed to the successful completion of this project.
Thanking you all, for your kind anticipation in our project.
5. 5
5
INDEX
Sr. No. Title Page No.
1. Introduction, 6
2 Meaning Of Sales Promotion 6
3 Definition 7
4 Types Of Promotional Strategies 9
5 Reason For The Rapid Growth Of The
Sales
12
6 Tools Of Sales Promotion 14
7 Objective Of Study 17
8 Limitation of study 18
9 Need for Study 19
10 Literature review 20
11 Sales Promotion Strategies 22
12 Research Methodology 26
13 OBSERVATION & FINDING
14 Data Collection 27
15 Conclusion 29
16 Questionnaires 30
17 Bibliography 35
6. 6
6
INTRODUCTION
MEANING OF SALES PROMOTION
Every businessman wants to increase the sale of goods that he deals in. He can adopt
several ways for that purpose. You might have heard about “lakhpati bano”, “win a tour
to Singapore”, “30% extra in a pack of one kg”, “scratch the card and win a prize” etc.
You might also have seen gifts like lunch box, pencil box, pen, shampoo pouch etc.
offered free with some products.
There are also exchange offers, like in exchange of existing model of television you can
get a new model at a reduced price. You may have also observed in your neighbouring
markets notices of “winter sale”, “summer sale”, “trade fairs”, “discount upto 50%” and
many other schemes to attract customers to buy certain products. All these are incentives
offered by manufacturers or dealers to increase the sale of their goods. These incentives
may be in the form of free samples, gifts, discount coupons, demonstrations, shows,
contests etc. All these measures normally motivate the customers to buy more and thus, it
increases sales of the product. This approach of selling goods is known as “Sales
Promotion”.
You have learnt about advertising and personal selling in the earlier lessons. Personal
selling involves face-to-face contact with specific individuals, while advertising is
directed towards a large number of potential customers. They also help in increasing
sales of goods. Thus, advertising can be used as means of communication to inform
potential customers about the incentives offered for sales promotion. Personal selling can
as well include communication of the incentives to individual customers. But, sales
promotion differs from advertising and personal selling in terms of its approach and
technique. Sales promotion adopts short term, non-recurring methods to boost up sales in
different ways. These offers are not available to the customers throughout the year.
During festivals, end of the seasons, year ending and some other occasions these schemes
are generally found in the market.
Thus, sales promotion consists of all activities other than advertising and personal selling
that help to increase sales of a particular commodity.
7. 7
7
DEFINATION:-
“Sales promotion includes incentive-offering, interest-creating activities which
are generally short term marketing event other than advertising, personal selling,
publicity & direct marketing”. (A.H.R. Delons).
“The purpose of the sales promotion is to stimulate, motivate & influence the
purchase or other desired behavioral responses of the firm`s customers.”
(W.Q. Kelly).
By 2017 organized retail sector in India is expected in triple its size. The food & grocery
retail sector is expected to multiply five times in the same time frame. The market size of
the Indian retail industry is about US $312 billon.
GEOGRAPHICAL DISTRIBUTION:
The natural arrangement and apportionment of the various frames’ of animals and plants
in the different regions and localities of the earth.In all the major cities in the country.
OUTPUT PER ANNUM:
With growing market demand, the industry is expected to grow at pace of 25-30%
annually.
PERCENTAGE OF THE WORLD MARKET:
Today India 5th largest in the world in term of retail industry.
8. 8
8
MARKET CAPITALIZATION:
In 2016 the retail trade account for 12% of the country`s GDP. The present value of the
Indian retail market is estimated to be around Rs. 1200, 000cr. ( $270 billon) and the
annual growth rate is 5.7%.
9. 9
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TY PES OF PROMOTIONAL STRATEGIES
Based on the data collected from the present survey, eight activities were identified as
the components of sales promotional strategies performed by the small scale industrial
units, namely,
(i) advertising
(ii) personal selling
(iii) sales promotion
(iv) packaging
(v) direct mail
(vi) event sponsorship
(vii) trade fairs and exhibitions and
(viii) point of purchase display.
An account of these sales promotional strategies of the sample small scale industrial
units of Virudhunagar District is given in the following pages.
I. ADVERTISING
Advertising is a form of communication for marketing and used to encourage, or
manipulate an audience (viewers, readers or listeners; sometimes a specific group) to
continue or take some new action. In Latin, ad vertere means "to turn the mind toward."
The purpose of advertising may also be to reassure employees or shareholders that a
company is viable or successful. Advertising is defined as any paid form of non-personal
communication about an organization, product, service or idea by an identified
sponsor.13 Most commonly, the desired result is to drive consumer behavior with
respect to a commercial offering, although political and ideological advertising is also
common. Advertising messages are usually paid for by sponsors and viewed via various
traditional media; including mass media such as newspaper, magazines, television
commercial, radio advertisement, outdoor advertising or direct mail; or new media such
as blogs, websites or text messages.
10. 10
10
Commercial advertisers often seek to generate increased consumption of their
products or services through "branding," which involves associating a product name or
image with certain qualities in the minds of consumers. Non- commercial advertisers who
spend money to advertise items other than a consumer product or service include political
parties, interest groups, religious organizations and government agencies. Nonprofit
organizations may rely on free modes of persuasion, such as a public service
announcement (PSA).
Modern advertising was created with the innovative techniques introduced with
tobacco advertising in the 1920s, most significantly with the campaigns of Edward
Bernays, which is often considered the founder of modern Madison Avenue advertising.
In 2010, spending on advertising was estimated at $142.5 billion in the United States and
internationally, the largest ("big four") advertising conglomerates are Interpublic,
Omnicom, Publicis, and WPP.
1. Advertising is important for the customers
Just imagine television or a newspaper or a radio channel without an
advertisement! No, no one can any day imagine this. Advertising plays a very
important role in customers life. Customers are the people who buy the product only
after they are made aware of the products available in the market. If the product is not
advertised, no customer will come to know what products are available and will not
buy the product even if the product was for their benefit. One more thing is that
advertising helps people find the best products for themselves, their kids, and their
family. When they come to know about the range of products, they are able to
compare the products and buy so that they get what they desire after spending their
valuable money. Thus, advertising is important for the customers.
2. Advertising is important for the sellerand companies producing the
products
Yes, advertising plays very important role for the producers and the sellers of the
products, because
Advertising helps increasing sales
Advertising helps producers or the companies to know their competitors and
plan accordingly to meet up the level of competition.
11. 11
11
If any company wants to introduce or launch a new product in the market,
advertising will make a ground for the product. Advertising helps making
people aware of the new product so that the consumers come and try the
product.
Advertising helps creating goodwill for the company and gains customer
loyalty after reaching a mature age.
The demand for the product keeps on coming with the help of advertising and
demand and supply become a never ending process.
3. Advertising is important for the society
Advertising helps educating people. There are some social issues also
which advertising deals with like child labour, liquor consumption, girl child
killing, smoking, family planning, education, etc. Thus, advertising plays a very
important role in society.
(a) Crucial for a launch
Advertising is very crucial for launching (introducing) a new product, service
and/or idea in the market. If advertisement of any concerned product, service and/or idea
is done properly at a right place, through proper media, and within a specific time
constraint, can attract newcustomers. This helps to capture the market and increase sales
of an advertiser. Advertising is also essential for announcing an upcoming event.
Advertising an open invitation maximizes the chances of event attendance. However, if
people are unaware of any such happening, they may not show up. As a result, the event
may not get an expected response. Hence, advertising contributes to the success of an
event.
12. 12
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REASON FOR THE RAPID GROWTH OF THE SALES PROMOTION:
Increasing Competition
The air of change is gaining momentum after the introduction of economic
liberalisation.Due to increase in competition, companies are finding it increasingly
difficult to compete on quality. They are therefore resorting to more and
innovativemethods of sales promotion.To break away from the clutter, Samsung
introduced the ‘phod ke dekho’ and ‘phir se phod ke dekho’ offers, which helped increase
sales.
• Customers Have Become More Price Sensitive
This increased price sensitivity is a direct result of rampant inflation. Economic
recession is likely to fuel this trend further, as consumers and dealers become more
sensitive towards prices.
• Sales Promotions Generally Create An Immediate Positive Impact On Sales
Advertising, personal selling and other methods of promotion produce slower sales
response compared to sales promotion. Sales promotions are mostly for short
duration, for a specified period, leading to a sense of urgency in consumers to buy
now. This creates an immediate positive impact on sales. With careful planning, it
would not be difficult to measure the impact on sales volume and profit, and see the
consequences of running the promotion even on weekly or daily basis.
• Products have become more standardised
In many product categories, there is a proliferation of brands; many of them are line
extensions and me-too brands. Most brands are being perceived by consumers to be
more or less similar within a given price range because of the inability of
manufacturers to develop truly differentiated products. Under these circumstances,
advertising messages are unable to strongly influence the consumers’ perceptions
and create brand franchise. As a result of these perceptions of similarity among
brands, marketers have no way but to compete on the basis of extra benefit offered
through sales promotion. Competing companies struggle to capture market share by
using every tool likely to bring sales success.
• Consumer Acceptance
13. 13
13
As competition intensifies and promotions proliferate, consumers have learnt to earn
the rewards of being smart shoppers. Over a period of time, they have also learnt
that brands on promotion are not necessarily of lower quality.
Woodland has a scheme of upto 50% off on Woodland shoes and apparel.
This learning based on experience, gets transferred to other product categories as
well. Consumers have learnt that promotions are being extended to many product
categories where such promotions were unheard of.
• Expectations Of Price Decrease
With the entry of many different brands of consumer durable products in the same
product category, consumers anticipate that the prices of durable goods will come
down. This encourages them to postpone their purchases. To speed up the purchase
method. Consumers evaluate the incentives associated with their purchase decision
and are motivated to act now, rather than wait for the anticipated decrease in price.
The marketers should ensure that the extra benefit is attractive enough to create a
sense of urgency in consumers.
Samsung offers upto Rs. 8,000 off on exchanging an old refrigerator for a new
Samsung refrigerator.
• Advertising Has Become More Expensive And Less Effective
All the advertising media have become quite expensive. Audio-visual medium,
which is considered as the most effective for short-duration ads, may cost in excess
of Rs. 1 lakh for a 10 second exposure during prime time. In many cases, consumers
have reached a point of boredom due to excessive advertising on TV. Some
consumers even consider advertising as an intrusion into their privacy, leading to
zapping (surfing channels). Firms with small budgets cannot compete with big
companies which spend huge sums of money on advertising. For these small budget
firms, sales promotion is a more cost-effective promotion method to produce sales
results.
14. 14
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TOOLS OF SALES PROMOTION
To increase the sale of any product manufactures or producers adopt different measures
like sample, gift, bonus, and many more. These are known as tools or techniques or
methods of sales promotion. Let us know more about some of the commonly used tools
of sales promotion.
(i) Free samples:
You might have received free samples of shampoo, washing powder, coffee powder,
etc. while purchasing various items from the market. Sometimes these free samples
are also distributed by the shopkeeper even without purhasing any item from his
shop. These are distributed to attract consumers to try out a new product and thereby
create new customers. Some businessmen distribute samples among selected
persons in order to popularize the product. For example, in the case of medicine free
samples are distributed among physicians, in the case of textbooks, specimen copies
are distributed among teachers.
(ii) Premium or Bonus offer:
A milk shaker along with Nescafe, mug with Bournvita, toothbrush with 500 grams
of toothpaste, 30% extra in a pack of one kg. are the examples of premium or bonus
given free with the purchase of a product. They are effective in inducing consumers
to buy a particular product. This is also useful for encouraging and rewarding
existing customers.
(iii) Exchange schemes:
It refers to offering exchange of old product for a new product at a price less than
the original price of the product. This is useful for drawing attention to product
improvement. ‘Bring your old mixer-cum-juicer and exchange it for a new one just
by paying Rs.500’ or ‘exchange your black and white television with a colour
television’ are various popular examples of exchange scheme.
(iv) Price-off offer:
Under this offer, products are sold at a price lower than the original price. ‘Rs. 2 off
on purchase of a lifebouy soap, Rs. 15 off on a pack of 250 grams of Taj Mahal tea,
Rs. 1000 off on cooler’ etc. are some of the common schemes. This type of scheme
is designed to boost up sales in off-season and sometimes while introducing a new
product in the market.
15. 15
15
(v) Coupons:
Sometimes, coupons are issued by manufacturers either in the packet of a product
or through an advertisement printed in the newspaper or magazine or through mail.
These coupons can be presented to the retailer while buying the product. The holder
of the coupon gets the product at a discount. For example, you might have come
across coupons like, ‘show this and get Rs. 15 off on purchase of 5 kg. of
Annapurna Atta’. The reduced price under this scheme attracts the attention of the
prospective customers towards new or improved products.
(vi) Fairs and Exhibitions:
Fairs and exhibitions may be organised at local, regional, national or international
level to introduce new products, demonstrate the products and to explain special
features and usefulness of the products. Goods are displayed and demonstrated and
their sale is also conducted at a reasonable discount. ‘International Trade Fair’ in
New Delhi at Pragati Maidan, which is held from 14th to 27th November every
year, is a wellknown example of Fairs and Exhibitions as a tool of sales promotion.
(vii) Trading stamps:
In case of some specific products trading stamps are distributed among the
customers according to the value of their purchase. The customers are required to
collect these stamps of sufficient value within a particular period in order to avail of
some benefits. This tool induces customers to buy that product more frequently to
collect the stamps of required value.
(viii)Scratch and win offer:
To induce the customer to buy a particular product ‘scratch and win’ scheme is also
offered. Under this scheme a customer scratch a specific marked area on the
package of the product and gets the benefit according to the message written there.
In this way customers may get some item free as mentioned on the marked area or
may avail of price-off, or sometimes visit different places on special tour arranged
by the manufacturers.
(ix) Money Back offer:
Under this scheme customers are given assurance that full value of the product will
be returned to them if they are not satisfied after using the product. This creates
confidence among the customers with regard to the quality of the product. This
technique is particularly useful while introducing new products in the market.
16. 16
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LOCAL COMPANIES:
a) Pantaloon retails,Indias largest listed retailer and part of the future group, run
apparel and electronic store under its lifestyle brands central, E-Zone,
Hometown, Future also operates the big bazaar hyper market chain &
supermarket brand food bazaar.
b) Second-Ranked Reliance Retail is a part of Reliance Industries, Indias largest
listed group head by Mukesh Ambani , India`s richest man.
c) Shoppers Stop, part of the K. Raheja group which operate in real estate.
d) The sprawling Tata group operates 106 stores across formats and run the west
side range of apparel stores, under star bazaar.
MAJOR FOREIGN COMPANIES:
a) Wall-mart store inc has a cash and carry operation with Indian partner Bharti
Enterprises, the parent of leading mobile provide Bharti Airtel, and will add new
cash-and-carry store this year to its 17 existing stores.
b) Tesco, Britten largest retailer, has a tai-up with Trend star bazaar hypermarket
chain. Tesco is also looking to enter the wholesale market to through the tie-up.
c) Germany`s Metro AG operate 11 wholesale store in India. Company plan to
open to 5 cash-and-carry every year.
d) Carrefour has 2 cash-and-carry stores in India. The world no. 2 retailer has
been seeking a local partner to enter the hyper of super market store.
17. 17
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OBJECTIVE OF STUDY
To identify by different sales promotion tools used by different situation.
To study sales promotion strategy influence to the customer by retails.
Study the difference sales promotion strategy.
To identify the effect of sales promotion strategy help attract new customer.
To know how a sales promotion strategy help to face competition effectively.
To find out most effective tools of sales promotion.
Suggest for better management of sales promotion strategy in retail industries.
18. 18
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LIMITATION OF STUDY
1. It is the time constrains.
2. Due to other work load during the period it could be not be possible to explore
more area concern pertaining to study.
3. The study was conducted to limited area on THANE region only.
4. Finding of the study are the based on the assumption that the respondents have
given correct information.
19. 19
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NEED FOR STUDY
To day by day increasing demand of retail industry in the Indian market.
This study important to understand effect of sales promotion strategy on
the buying behavior of the customer.
The important sales promotion strategy can provide vital intelligence
about what the retailer has to do, to increase customer footage to their
outlet.
Our study can be useful by other retail business in similar industries.
To understand the customer behavior about different sales promotion
strategy.
20. 20
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LITERATURE REVIEW
DEFINITION
“Sales promotion includes incentive- offering and interest creating activities
which are generally short- term marketing events other than advertising, personal
selling, sales promotion, publicity & direct marketing”.
(A.H.Delons)
The purpose of the sales promotion is to stimulate, motivate &influence the
purchase
A typical sales promotion budget covers almost 70% of the total consumer sales
promotional budget. It is also consider as a brand differentiator by many big player like
coca-cola, Pepsi, Heinz & many more. For many business experts & academics, sales
promotion is regarded typical marketing technique that adds value to a product in order to
achieve specific marketing goal. The primary purpose of sales promotion is to offer
customer to take chance of winning a price or offering some extra product with the same
price.
Sales promotion and marketing are inter-related but not have the similar purpose. It is
advertising which make a platform for sales promotion where customer can see the direct
added value of buying your product. On the other hand, advertising is an intangible
promotion of your products to send the marketing message to the customer base.
Sales promotion: Advantages & Disadvantages
The main advantages associated with promotional sales are-an easy way to learn
customer response and its work fast. It is an inexpensive marketing technique. Sales
promotion does not always bring positive impact to business, sometime this type of
promotion cause negative brand impact to customer mind in the long-term. So,
promotional camping needs to be designed taking in to account the consequences of
losing brand value. A PIMS study of 1991 suggest that overuse of sales promotion bring
low ROI, almost 15% less, in comparison to balanced & calculated promotional offer. It
21. 21
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is advisable not to use sales promotion as a tool of brand imaging. Advertising is always
the best way as far branding concerned. So, marketers need to be care full & must
understand the difference between the sales promotion and advertising.
22. 22
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SALES PROMOTION STRATEGIES:
FINAL WORDS
A successful strategy will usually have elements of both the push and pull promotional
methods. If you are starting a new business and intend to sell a product through retailers,
you'll almost certainly need to persuade outlets to purchase and stock your product.
You'll also need to raise brand awareness and start building valuable word of mouth
referrals. If you have designed a product around the customer and have considered all
elements of the marketing mix, both of these aspects should be achievable.
23. 23
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PUSH AND PULL MARKETING STRATEGIES:
Promotional strategies to get your product or service to market can be roughly
divided into two separate camps.
The origin of these two terms refers to the supply chain and how the demand for
the product is generated.
There are three types of sales promotion strategies: Push, Pull, or a combination of the
two.
A push strategy involves convincing trade intermediary channel members to "push" the
product through the distribution channels to the ultimate consumer via promotions and
personal selling efforts. The company promotes the product through a reseller who in turn
promotes it to yet another reseller or the final consumer. Trade-promotion objectives are
to persuade retailers or wholesalers to carry a brand, give a brand shelf space, promote a
brand in advertising, and/or push a brand to final consumers. Typical tactics employed in
push strategy are: allowances, buy-back guarantees, free trials, contests, specialty
advertising items, discounts, displays, and premiums.
A pull strategy attempts to get consumers to "pull" the product from the manufacturer
through the marketing channel. The company focuses its marketing communications
efforts on consumers in the hope that it stimulates interest and demand for the product at
the end-user level. This strategy is often employed if distributors are reluctant to carry a
product because it gets as many consumers as possible to go to retail outlets and request
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the product, thus pulling it through the channel. Consumer-promotion objectives are to
entice consumers to try a new product, lure customers away from competitors’ products,
get consumers to "load up" on a mature product, hold & reward loyal customers, and
build consumer relationships. Typical tactics employed in pull strategy are: samples,
coupons, cash refunds and rebates, premiums, advertising specialties, loyalty
programs/patronage rewards, contests, sweepstakes, games, and point-of-purchase (POP)
displays.
Car dealers often provide a good example of a combination strategy. If you pay attention
to car dealers' advertising, you will often hear them speak of cash-back offers and dealer
incentives.
PUSH-PULL STRATEGY Definition
PUSH-PULL STRATEGY is the effective simultaneous use of a combination of two
marketing strategies: PUSH = 1. (Physical distribution definition) A manufacturing
strategy aimed at other channel members rather than the end consumer. The manufacturer
attempts to entice other channel members to carry its product through trade allowances,
inventory stocking procedures, pricing policies, etc. 2. (Sales promotion definition) The
communications and promotional activities by the marketer to persuade wholesale and
retail channel members to stock and promote specific products.
PULL = 1. (Physical distribution definition) A manufacturing strategy aimed at the end
consumer of a product. The product is pulled through the channel by consumer demand
initiated by promotional efforts, inventory stocking procedures, etc.
2. (Sales promotion definition) The communications and promotional activities by the
marketer to persuade consumers to request specific products or brands from retail channel
members. PUT is (1) A stipulated privilege of buying or selling a stated property,
security, or commodity at a given price (strike price) within a specified time (for an
American-style option, at any time prior to or on the expiration date). A securities option
is a negotiable contract in which the seller (writer), for a certain sum of money called the
option premium, gives the buyer the right to demand within a specified time the purchase
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(call) or sale (put) by the option seller of a specified number of bonds, currency units,
index units, or shares of stock at a fixed price or rate called the strike price. Many options
are settled for cash equal to the difference between the aggregate spot price and the
aggregate strike price rather than by delivery of the underlying. In the U.S. and many
other countries, stock options are usually written for units of 100 shares. Other units of
underlying coverage are standard in other option markets. Options are ordinarily issued
for periods of less than one year, but longer-term options are increasingly common. (2)
Any financial contract that changes in value like an option (asymmetrically), even if the
terms of the contract do not state the price relationship in terms of a right or privilege or
in other language usually associated with options.
Simple diagram explaining some example differences between a push and pull
promotional strategy
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RESEARCH METHODOLOGY
The system of collecting data for research project is known as research methodology. The
data may be collected for either theoretical or practical research for example management
research may be strategically conceptualized along with operational planning method and
change management. Some important factors in research methodology include validity of
research data, ethics and the reliability of measures most of your work in finish by the
time you, finish the analysis of your data.
Formulation of research question along with sampling weather probable or non probable
is followed by measurement that includes surveys and scaling. This is followed by
research design, which may be either experimental or quasi-experimental.the last two
stage are data analysis & finally writing the research paper, which is organized carefully
into graphs and tables so that only important relevant data is shown.
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DATA COLLECTION:
There are two mains source of collecting data. These are are:-
PRIMARY DATA:
Primary data has been collected through questionnaires. The data has been
collected from first-hand-experience is known as primary data. Primary
data has not been published yet and is more reliable, authentic and
objective. Primary data has not been changed or altered by human beings,
therefore its validity is greater than secondary data.
Primary data has been collected by visiting big bazaar at thane region
SECONDERY DATA:
Data collected form a source that has already been published in any form
is called as secondary data. The review of literature in many research is
based on secondary data. Mostly from book, journals and periodicals.Data
has also been collected through internet using various website such as:-
Survey Method:
Source of Data:
PRIMRY DATA:-
Analysis of the Marketing by personally interview of retailer & customer.
To collect information from customer & sharing the problem phase by them.
Personally analysis the working of their retail sales promotion strategy.
SECONDERY DATA:-
Collection & collecting information various books.
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OBSERVATION & FINDING
1) Temporary price reduction (price off) substantially increasing sales.
2) Sales promotion leads to brand substitution with the product category.
3) Sales promotion leads to purchase acceleration/ stockpiling effects.
4) Sales promotion affects sales in complementary categories.
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CONCLUSION
We have noted that these kind of promotional tools are useful for short term
incresing in sales and to induced first trail. These trail of promotional scheme
should be consistent and change for time to time depending upon seasons &
competitor`s schemes.
With the incresing numbers of supermarkets, the brand package goods work as
silence sales person. So in such store, sales promotion plays a more effective role in
stimulating customer demands.
The proper use of sales promotion tools helps to achieve the objective of
organization.
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QUESTIONNAIRES:
Q13. Does the Displays and Promotional offers informed in the store attracts you?
a. Yes
b. No
Q14. Which type of promotional activities attract customers?
a. Discounts
b. Extra Offer
c. 1+1 Offer
d. Advertisements
Q15. How do you rate the customer schemes of the company?
a. Good
b. Average
c. Poor
Q16. Do you think due to displays it is easy to shop in Big Bazaar?
a. Yes
b. No
Q17. Does the Sales Promotion activities of Big Bazaar made you to visit Big Bazaar
again?
a. Yes
b. No
Q18. Your overall shopping Experience due to offers and discounts in Big Bazaar?
a. Good
b. Average
c. Poor
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QUESTION FOR THE SURVEY
Customer oriented:
We would be thankful if you share some of your valuable opinion regarding the
following questionnaires.
NAME: CONTACT NO:
AGE: OCCUATION:
1) How frequently do you visit Reliance fresh/Big-Bazaar?
a) Once in a week.
b) Twice in a week.
c) Once in a month.
2) What do you like the most at big-bazaar?
a) Price up to satisfaction.
b) Various options available to choose.
c) Display of merchandise.
d) Promotional scheme.
3) Do you consider promotional schemes while visiting big-bazaar?
a) Yes.
b) No.
4) What do you like the most at Reliance fresh?
a) Price up to satisfaction.
B) Various options available to choose.
c) Display of merchandise.
4A) Do you consider promotional schemes while visiting Reliance Fresh?
c) Yes.
d) No.
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5) How do you compare Reliance Fresh with Big- Bazaar?
a) Price Factor.
b) Availability of Product.
c) Customer Service.
6) Do you feel easy to find out the product in Big- Bazaar?
a) Yes.
b) No.
7) Do you feel easy to find out the product in Reliance Fresh?
a) Yes.
b) No.
8) How do you feel about the customer service of Reliance fresh?
a) Average
b) Good
c) Excellent.
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QUESTION FOR THE SERVEY
Retailer oriented:
We would be thankful if you share some of your valuable opinion regarding the
following questionnaires.
NAME: CONTACT NO:
AGE: OCCUATION:
1) Is your sales promotion strategy consumer oriented/ both?
a) Yes.
b) No.
2) Does customer really satisfied with your sales promotion activities in your Big-
Bazaar?
a) Yes.
b) No
3) Does customer really satisfied with your sales promotion activities in your
Reliance fresh?
c) Yes.
d) No.
4) Customer looks for various schemes in the product? (Both Big-Bazaar & Reliance
fresh).
a) Coupon. b) Price off. c) Scratch card. d) Lucky draw. e) Bundling. f) Extra
quality.
5) Which sales promotion strategy you used most? (BIG-BAZAAR)
a) Coupon. b) Price off. c) Scratch card. d) Lucky draw. e) Bundling. f) Extra
quality.
6) Which sales promotion strategy you used most? (Reliance fresh)
a) Coupon. b) Price off. c) Scratch card. d) Lucky draw. e) Bundling. f) Extra
quality.
7) On which category customer attract more? (Big Bazaar)
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a) FMCG. b) Apparels. C) Stationary. d) Grocery. e) Luggage. F) Consumer
Durable.
8) On which category customer attract more? (Reliance Fresh)
b) FMCG. b) Apparels. C) Stationary. d) Grocery. e) Luggage. F) Consumer
Durable.
9)
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BIBLIOGRAPHY
BOOKS
C.R.Kothari “research methodology methods & tequnique”. New age entemational (p)
ltd. Publishers 2nd edition, page no 95, 96, 102.
Philip Kotler, “marketing management”, 13th edition, Pearson education, Asia
publication. Page no. 355 to 366.
INTERNET:
http://www.ril.com/htm/aboutus/about_brands.html.
www.big-bazaar.com.
Study_ of_ consumer_ oriented_ sales_ promotion_ in_ FMCG. Zip- zip archive,
unpacked size 574, 564 bytes.
Kumar, v. 2010. Promotional strategy of big bazaar & managing the image of big
bazaar in retailing (online) available at;
http/;//www. Skyline College. Com/ blog/ dissertation/ promotional- strategy- of-
big bazaar- maintaining- the- image- in- retailing (accessed 19 march 2011).