3. Price discounts or price-off
deals
Price deals are probably the most commonly used
promotional techniques.
A price deal for a customer means a reduction in the price of the
promoted product and the consumer saves money on purchase.
Price discounts are communicated through POP advertising,
window displays, sales people, advertising in newspapers,
magazines and TV ads
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4. CONT..
The main advantage of this tool is that it has a very Strong
consumer response
Such discounts offer immediate value and strong consumer
response
The Flexibility and convenience of implementation is another
advantage.
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6. Price pack deals
Price pack deals are also called value packs.
They can take any of the two forms:
one is bonus pack and banded pack.
In case of a bonus pack, an additional quantity of the same
pr oduct is offered free when the standard pack size of the
product is purchased at the regular price.
Nestle offers 10% extra free. 200gms+20gms
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7. Cont…
Banded pack´ when 2 or more units of the products are sold at a
reduced price compared to the regular price.
Another variation of this technique is buy 1 get 1 free´ or
some similar offer, it could be same for less´ or more for the
same.
The main advantage of this tool is that extra product may
encourage increased usage and help sustain the habit.
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8. Sampling
Getting consumers to simply try a brand can have a powerful
effect on future decision-making. Sampling is a sales promotion
technique designed to provide a consumer with an opportunity to
use a brand on a trial basis with little or no risk.
Sampling is particularly useful for new products, but should not be
reserved for new products alone.
It can be used successfully for established brands with weak
market share in specific geographic areas.
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9. Techniques used in sampling:
In-store sampling
Door-to-Door sampling
Newspaper sampling
On-package sampling
Mobile sampling
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10. Trial offers
Trial offers have the same goal as sampling to induce consumer
trial use of a brand- but they are used for more expensive items.
Ex: exercise equipment, appliances, consumer electronics, etc.
the expense to the firm of course can be formidable.
Segments chosen for this sales promotion technique must have
high sales potential.
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11. Advertising specialties
Popular advertising specialties are caps, t-shirts, toys, mugs, mouse
pads, pens, calendars, etc.
Advertising specialties have 3 key elements:
A message placed on a useful icon, and given to consumers with no
obligation.
- Buy any Nestle chocolate and get tattoo free.
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14. Event sponsorship
When a firm sponsor s or co-sponsor s an event such as a rock
concert, a cricket match, etc. the brand featured in an event
immediately gains credibility with the event audience.
The audience attending an event already has a positive attitude
and affinity for the contest ± they choose to attend.
When this audience encounter s a brand in this very favorable
reception environment, the brand benefits from the already
favorable audience attitude.
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15. Internet promotions
They are the most recent form of sales promotions. They are
promotions that are done via the Internet. It is becoming
increasingly popular because of the large use of Internet.
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16. Sales promoton fo nestle
One of the most widely known tunes is the Nescafe tune. It was one of the
best advertising campaigns and was launched at least 2 decades back.
However, that campaign brought Nescafe strongly in the market.
On the other hand, Nestlé's brand was pushed by the excellent product
quality of Maggi and the witty and innovative campaigns of Maggi. Where
Nescafe focuses on value and the good things in life, Maggi focuses on
moments you had with your Maggi. The recent campaign was completely
focused on your Maggi story, where people had to come out with various
innovative ways that they had their Maggi.
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17. Promotions for other products too is done smartly. Kitkat focuses on “Take a
break” and has done some good marketing for the same. Kitkats website too is
very innoative and shows nothing but asks the visitor to take a break and have a
Kitkat. The major push expected of a FMCG company is in sales promotions at the
ground level. This is where Nestle really rocks. Nestle focuses on its strength
which is Maggi, Nescafe and Kitkat which are the most promoted brands in the
market on ground level.
Besides this, Nestle regularly uses TVC’s and ATL marketing. It is also present
online through some smart creative. Overall, Nestle is a brand which has strong
products as well as strong marketing, and hence the brand has a very high brand
recall value.
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18. Sales Promotion of nescafe
They promote the product heavily by implementing different
schemes. Nescafe ’ is promoted by giving trade-discounts to
distributors, profit-margins to whole sellers and retailers by
sampling and promotion actives at schools, colleges etc. Nestlé
sponsored “1st P.T.V. world awards show” at national level. and an
"Arts Exhibition” in a local institute “The Institute of Fine-Arts,
Peshawar” last week. They arranged stalls in all the women
colleges of Peshawar.
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19. BRITANNIA SALES PROMOTION
Promotion is the one of the major aspects in marketing strategies.
Britannia uses promotional activities such as advertising, sales promotions
and public relations etc.
It also helps in increasing the brand awareness.
Biscuits are available to consumers, even in the most remote places and in
the smallest of villages with a population of just 1500.
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20. BRITANNIA SALES PROMOTION
• Sales promotion-Small pack of 50-50 with Good day, free gift pack
festive season, rural marketing fair.
• Been a sponsor for many cricketers on Bats.
• “Events-Britannia Khao World Cup Jao” in 1999 promotion further
fortified the affinity consumers had with ‘Brand Britannia’.
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21. BRITANNIA SALES PROMOTION
• The Lagaan Match was voted India’s most
successful promotional activity of the year 2001
while the delicious Britannia 50-50 Maska-Chaska
became India’s most successful product launch
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22. BRITANNIA SALES PROMOTION
• Britannia Industries Limited (Britannia) spent 16 per cent more towards
Advertisement and Sales Promotion (ASP) in Q12016
• Britannia has been known to be skewed towards urban markets.
• Its competitor Parle (with Parle G and Monaco) is more associated with rural
markets.
• To change this, Berry decided to strengthen the rural presence.
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23. BRITANNIA SALES PROMOTION
• In November 2012, BIL hired Salman Khan to endorse its Tiger range of
products.
• The popular Bollywood actor promotes the core values of the Tiger brand
range because of his own dashing style and personality.
• Britannia has high advertising spends for products like Good day and Bourbon
which are almost stars for the Britannia brand.
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24. BRITANNIA SALES PROMOTION
• Relies more on pull than push
• Has amazing brand equity due to presence in the market for last
many decades
• Concentrates on promoting biscuits more than any other product
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25. BRITANNIA DISTRIBUTION
• “BIL set up a hub-and-spoke rural distribution model and within a year increased our
rural reach by over 8,000 outlets. Today, rural is growing faster than urban.“
• Britannia's rural share, especially in the Hindi belt (where Parle has a distinct edge), is
one-fifth of Parle's.
• Britannia's stronghold, has seen the launch of a lot of innovative products such as
Goodday Chunkies, Nutrichoice Heavens, Chocolush and Rum & Raisin Cakes, for
Premium segment.
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26. BRITANNIA DISTRIBUTION
• Britannia follows the FMCG channel of distribution wherein it appoints distributors
at select locations
• These distributors are then responsible for handling dealers and retail showrooms
• Modern trade channels like Big bazaar and D mart as well as others are handled
directly by the company.
• The distribution in urban areas is fantastic with Britannia being present almost
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