Sales promotion analysis

Sales Promotions

McCann - Erickson India

Advertising is a reason to buy while
Sales Promotions is an incentive to buy


What Is Sales Promotion

•Sales Promotion refers to many kinds of selling incentives and

techniques intended to produce immediate or short-term sales effects

•Altering long term Brand Value
•It typically include freebies, coupons, samples, value-packs, refunds,
rebates, price-off, contests, trade shows, in-pack premiums etc

•The unifying thing among all these methods is that they all must be

communicated to the appropriate audience at the appropriate time to be
effective


Sales Promotion Audience

Sales Promotion for Consumer

Sales Promotion for Dealers


Utility of Sales Promotion

• Dissonance Reduction

Sales promotions reduce confusion in the consumer’s mind

• First Move

Be the first to enter the consumer’s mind

• Jump-start Effect

Sales promotion helps in getting the brand off the ground

• Motivation

Promos leverage the key factor of customer satisfaction


Factors of Sale Promotion in Brand Building
• Construct
Promotions should be constructed keeping in mind brand
objectives and consumer behaviour

• Length of the Promotion
The duration should be right, not for too long or too short

• Perfect Timing
The right time is when the consumer has the desire to spend

• Zero Hour Glitches
Depletion should not be a problem


Sales Promotions
Case Study


Samsung
Promotion Title:

“Phod Ke Dekho” offer

Time duration:

Festive Season
(Between Oct15- Nov 20, 2001)

Scheme:

On purchase of a Samsung product
you get a coconut containing 2
silver coins and the 3rd coin has the
name of your gift when u break it open

Prizes offered:

Samsung A/C, Frost free refrigerators,
Plano TV, Samsung mobile handsets,
etc

Samsung

“ Phod Ke Dekho” offer
Objectives: To optimize sales of it’s Consumer Electronic and Home
Appliance Products in the Festive Season
Strategy:

An advertisement budget of Rs 5 crore had been
earmarked to promote the offer, which entails gifts
aggregating Rs 10 crore in value
Road shows were planned across the country
Samsung brand ambassador Tabu joined the ground level
promotion

The main strategy was to make use of the “naariyal
phodo which is a part of the ritual in Diwali festival

Samsung
“Phod Ke Dekho” offer
Results:

The company sold 2.5 lakh units of products
across all categories during this period
The company did business worth Rs 275 crores
during this period

Unique factors:

The response received by this promo was
immense that the company decided to extend
the offer to next year as “phir se phod ke
dekho” offer


Samsung Promotion Extension

Promotional title

Phir se phod ke dekho

Time:

Oct 1 - Nov 15,2002 festivals (Diwali,
Dussera etc) and extended to Cricket
World Cup,2003

Scheme:

Ditto … and more
Cricket bat shaped key chain with the
gift engraved on the bat

Samsung
Phir se Phod ke Dekho
Prizes offered

Tickets to South Africa for the World
Cup 2003 to all Samsung products such
as VCD players, CD yepp players,
vacuum cleaners mobile phones, DVD
players, key phones, Braun hand blender
Anil Kumble memorabilia and VCD set
Adidas team T shirt & gift voucher from
Tanishq


Samsung
Target audience:

Family

Objective:

To sell around 1.2 to 1.4 lakh
units, the highest ever number of
CTVs, set as a target.
Expects to register a growth of
38% in terms of it’s total sales
compared with Oct- Nov 2001


Samsung
Strategy:

Results:

Gifts worth Rs 15 crore were being
given to customers as a part of the
promotion
Have taken the support of seven
cricketers for promotional activities
The success of the campaign resulted to
the highest ever monthly CTV
sales(more than 90,000 CTVs) and had a
high customer acceptance

Samsung Promotion Extension

Promotional title:

“Samsung Dabaake Jeeto” offer

Time duration:

1st May to 30th June,2002. In West Bengal it
started from 1st May and all India from 10th May

Schemes:

On purchase of any Samsung product ,consumer
got a plastic football containing a sure shot alarm
clock and if they were lucky the clock had the gift
etched on the sticker


Samsung

Prizes offered

Every consumer got a sure shot alarm clock
and if they were lucky they received CTV,
frost free refrigerators, micro ovens, washing
machines, mobile phones, cameras and soccer
2002 official licensed t-shirts from Adidas


Samsung
Objectives:

To stimulate the market and optimizing the sales of
the Samsung products during the Soccer World Cup

Strategies:

The total cost of the promotion is Rs 15
crores,including the gifts.The company had released
new print and television commercials around this
campaign and will carry out “in-shop Hungamas” at
selected dealers in Kolkata, Goa, Cochin to create
visibility for this campaign

Results:

The company had a growth level of 19% in the
home appliances business that year.

LG Electronics

The Trick to Stay Ahead in Thinking


Used Promotion in a big way during what is termed as off
season
May to September,2001
Used events to match this promotion
like Birthday Bash in May - whole industry
followed it.

Reduced TV promotion in peak season and focussed on
Print Media
E.g. During Diwali consumers are in a shopping mood. Thus
the company advertises more in Print media e.g. Newspapers
etc

LG Sales Promotions
Title of the promotion:

LG 5000 Crore Achievement Bash

Time duration:

October to December 2001

Schemes:

On purchase of every LG product the
consumer will be given a form to fill for
a lucky draw which will happen in three
rounds. There will be 845 lucky winners

LG Sales Promotions
Prizes offered

Shall be giving away lucky prizes,gifts
and an assured gift worth Rs 12 crores.

Objective

To help generate greater sales across all
products nationally

Strategy

The ground promo supported by product
advertising in mass media focussed mainly
on LG televisions .They have also LG
corporate films on air

Pepsodent -Insurance for Dental Care
Title of the promotion:

Insurance for dental care
Launched on 9th October,2002

Schemes:

Offers its consumers free dental
insurance worth Rs 1000/- on
purchase of any pack of
Pepsodent


Pepsodent
Objectives:

Results:

To strengthen Pepsodent’s proposition of being
a germ protector and also display their
commitment towards improving oral hygiene
for the consumer

Pepsodent has steadily gained market share of
around 0.9% when compared to last year. That
year, Pepsodent had an overall market share of
34.9% in the toothpaste market.


Competitive Promotions
Promise

Colgate Dental Cream
Close-Up
Anchor

Oral Care

A scheme of “100gm free for every 100gm
brought” , “Saving of Rs 25 on every 200gm
pack”,or “A saving of Rs 44 on every CombiPack of toothpaste and brush
“Two 200 gm packs at Rs 94,translates into a
discount of 15% on MRP.
100gm plus 150 gm free ( into a discount of
255on MRP.)
Bargain Basement Price of Rs 25 for 200gm
toothpaste with a toothbrush free,translating
into a whopping discount of 64% on the
brand’s MRP.
“Buy one-get-one-free” promotion.

Kwality Wall’s
Promotion Title:

‘ Ek Din Ka Raja ’
Launched on 14th March,2001

Schemes:

The consumers have to do is buy Kwality
Wall’s range of products- every pack has a
certain number of points.The consumer has
to collect wrapper /lids upto 150 points to
be eligible to participate in the promotion.
Then they have to redeem the packs for a
scratch card and win prizes.

Kwality Wall’s
Prizes:

10 consumers will get an opportunity to shop
worth Rs 10 lacs in a day in Mumbai. The
other prizes include micro ovens, walkman,
video games , fun books etc.

Objective:

To connect to consumers in a personal way
by giving them the offering that they love the
most.

Result:

Largest consumer promotion ever by any ice
cream brand. Captured the essence of the new
base line “Ho jaaye Dil ka Connection…”
and strengthening the Brand perception.

Parle- G
Promotion Title:

“Parle-G my Dream Come True”contest

Schemes:

On purchase of a Parle-G product you might be
lucky to win a prize.The gift name is inside those
lucky packets of the Parle-G product.

Prizes :

The promotion gives contestants the opportunity
to win whatever they dream about. This contest
had only first prize and these prizes are defined
as per the child's dream.


Parle-G
Objective:

Want to give children a platform to fulfill their
dreams.

Results:

It became more visible and added value to the
imagery of its flagship brand through its allIndia contest.


Britannia
Promotion Title:

Britannia Khao World Cup Jao

Time Duration:

January to March, 2003

Schemes:

Consumers had to collect 100 runs
which could be obtained from
purchase of Britannia products.Later,
they could be redeemed for a scratch
card.
Get a paid trip to view the World Cup
Cricket Final in South Africa and many
more exciting gifts.

Prizes:


Britannia
Objective:

Results:

To be associated with the most popular event
happening at that point of time and brand
building in the minds of its consumers.

The schemes accounted for 62.2 % of the
promotion description. Did a huge brand
building for the company.


Britannia Promotion Extension
With the success of the “Britannia Khao World Cup
Jao’the company launched another campaign next year as
“Britannia khao, cricketer ban jao”
The main objective was not only to increase sales but to
strengthen its association with cricket .
The mega prize offered was a free three day trip to
London for 500 lucky consumers of Britannia products to
join Rahul Dravid's coaching camp there . The schemes
were similar to the previous campaign.

Henkel Power Pearl
Promotion Title:

Ultimate cleanliness inside and out

Time Duration:

In the months of December,2001

Schemes:

The door to door campaign, involving
Aman Verma visiting certain localities and
societies in roadshow truck to present a
surprise gift to the consumers of Henko
Power Pearl.
To promote Henko Power Pearl with
above-the-line communication with a 45
second campaign.

Objective:


McDonald’s
Promotion Title:

Happy Meal carnival

Time Duration:

The promotion is carried out from
time to time.

Schemes:

A kid picks up a toy of his choice
from among 45 toys and if he is
lucky, he wins amazing prices along
with the toy.

Objectives:

To enhance the family experience
and to emphasize that McDonald’s is
all about having a great experience
with your dear ones


McDonald’s
Extension

McDonald's India and Polaroid India
have joined hands for a unique sales
promotion .Polaroid offered gifts,
discount coupons, instant pictures and
others to kids buying the Happy Meal.

Results:

McDonald sold about 90,000 happy
meals in Delhi and 15% kids came back
to complete the sets of toys.Polaroid had
10% kids coming back to repeat
purchase.

Kodak
Promotion Title:

Mini Bonanza from Kodak this Summer

Time Duration:

The campaign started from March,2002
and ended on 30th September,2002

Schemes:

Consumer had to pick up an entry form
after buying a Kodak filmroll, fill the
form and send it to the respective address
with the proof of its purchase.

Prizes:

The prizes included a car, one night free
stay in selective hotels in UK and Ireland
and many more.


Espirit
Promotion Title:

“ Who Dares to Win ”

Time Duration:

Started in the month of July,2002

Schemes:

Young dudes of Mumbai were
suppose to describe their attitude
within 200 words and win the
Espirit Mega Model Hunt . Passerbys also got an opportunity to
recognize a film tune and win
hampers from Espirit.

COLA BATTLE


PEPSI BLUE “Des ke rang mein rang ja”
Title of the promotion
Time duration
Place

“Get your men in Blue Gear”
February-October 2003
Across the country

Scheme

Consumers can exchange three Pepsi
crown or any PET label and a certain
amount of cash for like gear caps,shirts,sling bags and sunglasses

Objective:

Cheer the Indian Cricket Team for The
World Cup. To bring in unity among
Indians.


Mountain Dew
“Cheetah Bhi Kyon Peeta Hai”
Contest
Time Duration:

1st June to 30th June,2003

Schemes:

Surfers are asked a simple question
“Cheetah Bhi Kyon Peeta Hai?”
Mobile users can also participate by
SMS-ing play MD followed by the
answer 8888

Prizes:

First prize is a Car and 1000 other
entries are eligible to win a
mountain dew gift hampers.


Ground promos

Specially design Mountain Dew
cars that will hit the roads in
key cities
Fun games like ‘Dew
Velcro,’Dew Twin peak’and
‘Bungee Running’will be
installed at popular youth
hangouts in cities and towns to
build up the excitement


Next battle at Ethnic Eatery Kitchen
Have a Dosa and take a Pepsi free
Other restaurants offer Coke free with a Dossa
Pepsi focused at selected outlets for a short term basis and
Coke looking for a long-term association with the selective
outlets.
Apparently beginning of a regional promotional war
Aimed at promoting soft drink as a supplementary to Indian
food
Pepsi at the same time had kebab festivals running at
restaurants.


Pepsi
What’s there contest
Title of the Contest:
Schemes:

What’s there
Online Contest
Surfers are asked two simple
question and also to write
creative about the next Pepsi’s
new neighbor campaign


Prizes:

10 winners meet and spend an
evening with one of the stars
100 T shirts autographed by
one of the stars
50 people get their summer
supply of Pepsi


Pepsi to capitalize on world cup fever with Vacation
Pepsi
Place
Time duration
Objective

Scheme

Launched at Delhi
May to June 1999
Promote 1 ltr and 1.5 ltr across its product
line and to encourage home consumption
Pepsi vacation man, makes surprise visits
to homes -if he finds a one ltr Pepsi bottle
in the refrigerator ,the consumer wins a
three/four -night free vacation to one of the
three destinations

Strategy

Pepsi has adopted a new cost effective and
target oriented approach to hype the vacation
man.
To create consumer pull,the vacation man
mailer includes a coupon which offers a Rs 3
discount on 1 ltr bottle.
The local groceries and shops which house
wives visit regularly were loaded with signage
and POP material to advertise the scheme.


Mirinda New Gaming Promotion Revealing new Visual
Identity
Place
Time duration
Target
Prizes

Scheme

40 cities across the country
13 March to 20 April,2000
Teens and pre-teens
Over 150 video Gameboys, ‘mini Game
boy’ and complementary 300 ml bottle of
Mirinda
If consumers have the prize printed under
the crown of 300 ml bottle and 1.5 ltr pack
in lemon and orange flavour.


Strategy

Ran several spots in multi-channels and
intensified with ground effort
Created gamming zones in association with
lifestyle and sporting establishment and youth
hangouts like bowling alley,pools,video
parlour, Movie Hall.This zones did operate at
weekends
Minibuses painted with Mirinda’s orange and
lemon color and highlighting the splash logo
will wind through areas with higher
concentration

Dabur’s natural fruit drink brand“Real”
Brand real activ will focus on selected major market
like Delhi
Company will identify areas where it can leverage
the brand on health platform
Company is organizing a health race in Delhi
which coincides with the world health day
will see around 5000 participants across all age
groups


Digen Verma
Hidden hero of mega advertising campaign to
relaunch Frooti
Promotional Campaign:

Digen Verma Kaun Hai?

Promotional Plan:

To create a hype about Digen Verma.
Who is Digen Verma ?Was flashed
everywhere and he was portrayed as a
cool bright student of Mumbai and is
good in sports.

Objective:

The main aim was to create the hype
around the Frooti.

But Why Digen?
“You can’t predict the fate of the film stars and after all
the sad thing that had happened in the world of
cricket,we wanted to pit a common man to built
empathy and identification of our product with our
consumer”


Digen…..online
The famous teaser campaign was online too
Popular youth sides such as Rediff chat,Hungama and
Masti were used
In the creative,Digen Verma’s feet moved from one end of
the web page to the other inviting the surfer to follow and
click on them resulting in a question in the form of pop - up
where the surfer was required to answer a simple question
along with his brief contact detail
The agency claimed to have achieved 35,000 click in the
first hour of the break of the campaign


Rural Sales Promotions


Rural Promotions
Company:

General Motors

Title:

Pilot Project

Scheme:

Car models( mainly Opel
Corsa and Swing) were
taken to the interiors of
the state in periodic
phases and showcased.


Rural Promos…GM
Schemes:

Book a car for only Rs 500(plus 3
silver coins given free per
booking)

Objective:

To create awareness about the car
models
To increase volumes of sales


Rural Promos…GM
Strategy:

Approached the co-operatives to collect
a database of farmers
Personalized visits to farmers
Regular at rural melas e.g. Kisan mela
(at Ludhiana) etc.

Results:

In the short run, the project has helped
them to gain volumes
10-15% increase in sales


Rural Promos...
Company:

Hindustan Lever limited (HLL)

Product:

Lux Shampoo

Objective:

Penetrate into Rural market
To grow the market for haircare products
by 25 %
To gain brand visibility
Target rural consumers by providing
accessible price points


Rural Promos…HLL
Strategy:

Re -launch with a new improved formulation and new
packaging
Education programs in schools
Extensive targeting of rural haats (weekly marketplace)
Demonstrations on product usage
Radio jingles, events and fests in the villages
Lux shampoo will be supported by new ad Campaign
2% of the turnover is spent on below the line activities

Results:

Market share in terms of volumes increased. The contact
point increased
The company focussed more on markets of Uttar Pradesh
and the northern region

Rural Promotions
Company Name:

Hindustan levers limited(HLL)

Promotion Campaign:

Lifebuoy Swasthya Chetna,the first largest
rural and hygiene educational program.

Objectives:

Aims to educate children and the
community of Indian villages across,
about the treat of unseen germs and basic
hygiene practices.
The campaign teaches people about
maintaining good health through practice
of basic hygiene habits including the
handwash habit.


Project Bharat- HLL
Project Title:

Project Bharat

Time Duration:

The exercise was started by the personal
product division of HLL and covered 13
million household by the end of 1999

Schemes:

An opportunity for the rural people to buy
sample packs containing a low unit of
shampoo, talcum powder,toothpaste and skin
cream for Rs15 only.

Project Bharat
Objectives:

To generate awareness of its product
categories and the availability of affordable
price.The distribution was supported by
explanation of product usage and a video
show, which was interspersed with product
communication.

Results:

The project saw a100% increase in
penetration, usership and top-of-mind
awareness in the the districts targeted.


Britannia and Lagaan
The Tie Up:

Britannia and Aamir khan Productions.

Schemes:

The promotional offer gives the consumer a
special Britannia Lagaan Booklet in return for
a purchase of a 75 to 100 gram pack of ‘Tiger’
biscuits. There are six booklets to be
collected, and a coupon in each booklet is to
be sent back with correctly completed entries.


Cont.....
Prizes:

Objectives:

This entitles the consumers, on a first come first
serve basis, to win one of the 10,000 early bird
prizes.
Further, there is also a possibility of being
selected in the team that will then play with the
Lagaan XI team.
The Rs 1,354.5-crore Britannia Industries has
tied-up with Aamir Khan Productions for a
consumer promotion to spur the volume growth
of its Tiger brand biscuits
The reason to choose Tiger brand for the copromotion exercise being, this is one brand that
cuts across the rural and urban sector.

Proposal for Coke Sales Promotion
Fill the Coke Bin with your wish:
Write your dream and put it in an empty 500ml Coke bottle
and drop it in the Coke Bin. Lucky winners get an
opportunity to see their wish come true.
Slot Machine:
Collect 3 Coke crown and get a shot at the slot machine and
win lucky prize
Dial Your Dream:
Dial the no. written below your Coke crown and see the
computer showing you the prize.


Proposal for Coke Sales Promotion
Banao Dil ka Connection
Collect crowns and arrange your Star Name and win a date
with the Star.
Aamir kyon Coke peeta hai?
A slogan competition or SMS it and win a lucky prizes.
Coke Dhamaka Couple Offer
Buy two 2L pet bottle of Coke and get one Coke jar free.
Coke Club:
Become a Coke Club member by paying Rs 100 + 25 Coke
crowns and avail the Club facilities. Monthly subscription
would be Rs 25 + 10 crowns of Coke.

Proposals
Coke kiosk’s
Opening up kiosk around the country especially railway stations.
Coke Apna Hai !!
Have booths around the cities and people walk in these booths to
answer “Why you like Coke?” and the few ones will be telecasted
on television.
Coke organize Roadshows
(Rocknite) in different cities and give out some lucky prizes.Entry
Pass is 10 crowns of Coke
As u like it, Whenever u feel it!!!!
If a Coke man see u having Coke, he’ll ask u three question and if
the answers are right you win exciting prizes.

Proposals
Coke Discount Cards
Get your self a Coke Card and get discounts on Coke bottle
purchase, Mc Donald foods,entry to Disc and on your
Bacardi drink’s, etc.
Coke Literacy Program
To teach people about hygiene and health. Emphasis on safe
drinking habits
Coke Jam session
Organize Jam sessions for the Youths in selective cities.


Proposals
Win a Free honey moon trip
Serve Coke on your wedding party and win a free honey moon
trip

7.30am Coke time
Get caught red handed with Coke at this hour win cool T-Shirts
from Levi's

Wannabe RJ’s get ready Coke is coming in your town
A nation wide RJ hunt organized by Coke in collaboration with
one of the FM channel


Sales promotion analysis

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (20)

Similar to Sales promotion analysis

Similar to Sales promotion analysis (20)

More from School of Management Sciences Lucknow

More from School of Management Sciences Lucknow (20)

Recently uploaded

Recently uploaded (20)

Sales promotion analysis