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Promotional strategies
Anu JosephP09107
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Sales Promotion Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase.
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Big bazaarHafte Ka Sabse Sasta Din: Wednesday bazaar
Bring anything old and take anything new
Great exchange offer (Feb- Mar)
Maha savings day Aug 11-15
Sabse Sasta Din (R Day) Jan 23-26
Green CardLoyalty Cards (Silver & Gold Credit Card)
Shakti Card (Credit Card for housewife)
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• SALES:-• Aug 15, 2010: 100 cr.(Maha Savings Day)
• Sabse sasta Din: (23-26 Jan)2008 : 118 cr.2009 : 170 cr.2010 : 210 cr.
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• Auto expo: New delhi and Geneva• Online Marketing:• Face book• Orkut• Twitter• Official blog by customers: Nano diaries• Nano Merchandise: T shirts for men and women (Nano chic)• Pen drive, Mouse pad, Phone (Nano Tech)• Caps (Nano caps)• “Book and Drive home a Nano” • 100% finance• Zero down payment• Personalisation:• Nano for her:• Nano for him:• Gold Plus: Not for Sale• For defence personnel : free comprehensive maintainance package for 4yrs
/ 60,000 km (whichever is earlier) Launched @ <JAN 2011>• Free optional safety upgrade (NOV. 2010)• Small wonder – the making of Nano <Book :Sept 2010>• Indian art summit
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Sales• 2009: 54108• 2010: 54622
Monthly Break up:• Aug 2010: 8103• Sept 2010: 5520• Oct 2010: 3065• Nov 2010: 509• Dec 2010: 5784• Jan 2011: 6703
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Future
Nano news in PaperNano breaks in radioOnline nano gamesNano chat roomsNano pop ups on major websitesNano conversation on FB, orkut, and blog spaces.
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v day special: mms @ 50 ps
Special onam offer: unlimited calls 2 aircel nos. (min bal 5rs)
cash prizes worth Rs 10000 which customers can win by recharging coupon of Rs 10, Rs 25 or Rs 50
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• Onam to onam offer: recharge for 200 & get 105% increase in talktime in every recharge till next onam
• Unlimited calls to US, singapore, canada : recharge for Rs.1700 (5133 minutes talktime)- christmas & New year offer
• Festival offer: Recharge with Rs.70 & win nano, bike, tv, fridge, watches (6th sept-15th nov)
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• 1 % Increase in revenue market share (in FY 2010 compared to 2009)
• 2009 mkt share 5% , 2010- 6%
- economic times
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Advertising strategy• Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services.
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Vodafone
Zoozoo charactesNot Animated
O&M: idea conceived by rajiv raoPromoted during IPL season 2
30 Ads: campaign to communicate VAS
Cost: 3 cr. (low cost costumes & real people)
20-30 sec commercial
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Asia Mktg effectiveness awards: 2 Gold, 1 silverBest Integrated Mktg campaign: change is good, hutch is now vodafonePETA glitter box award 2009 for replacing pug
AD EFFECTIncrease in customer base by 3.8% in Q1.
Increase of 23% in Revenue at constant exchange rate
Added 7.68 million subscriber in the quarter
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LuxEarly 1920s: Ednl (as toilet soap)1924: Beauty soap1928-1940: 9 out of 10 stars40s & 50s: Romancing the consumer60s: Romancing the brand70s: Dimensionalising beauty80s: Owning the category space90s: Advanced skin benefits2000s: Beyond movie stars
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2002: 7.3 market share2009: 15%
Asian Marketing effectiveness award 2009
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Naukri.com
Hari sadu adsHumour, storyline and originality
Sept 2006: Campaign of the year award (Advertising club, kolkatta)
Bronze effie: asia pacific effie awards, 2007
Silver effie: mumbai effie awards, 2006
Bronze effie: singapore 2008
Padma awards, 2011
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Mkt share:2003- 492004- 53.52005- 53.52006- 53.52007-53.52008-50 (economic slow down)
2009: 61% traffic share
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Direct selling• Direct selling is marketing and selling products, direct to consumers away from a fixed retail location. Sales are typically made throughparty plan, one to one demonstrations, and other personal contact arrangements.
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Largest direct selling company : $8.2 bn corporationNetwork marketing
Business owners or Distributors: 15 lakh
10 sales p.m: Bonus3 to 25% bonus for business generatedIndependent business owner compensation plan
Group performance bonus and incentives
Adv budget: 2008- 12 cr, 2009-16 crTo build corporate brand awareness
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40% of 3000 cr direct selling market in India
2007-800cr2008-1128 cr2009-1409 cr
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Tupperware
100 countries2.3 million independent sales force
Tupperware sales parties: 60s & 70sTheme parties and girls night out
Rewards for hostFree productsLife time guarantee
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14% growth in 2009 compared to 2008Net sales (in million $)
2008- 2161.82007- 1981.42006- 1743.72005- 1279.32004- 1224.3
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Public relations• PUBLIC RELATIONS is a form of communication primarily directed toward gaining public understanding and acceptance. Public relations usually deals with issues rather than products or services, and is used to build goodwill
with public or employees.
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Coca cola
2003: cse –pesticidesDenied validity of CSECoke & pepsi joint press conferenceDenied & responded with tech info & fliersAug 2003: 6 million $ spent on press release and press conferences
2007: little drops of joy campaign
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• Polar bear campaign:2008 (reduce human impact on global climate change)
• Perfect relations: PR agency
• Combat spread of HIV aids• Focused on higher edn• Community based rain water harvesting projects
• Regular Health camps
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Sponsorships• English football league (beginning from 2004-05 to 2010)
• 2008 Beijing olympics• American Idol
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• 99-00 6230 million bottles• 00-01 6450• 01-02 6600• 02-03 10,000 (10.4%)• Coca-Cola India has witnessed eight quarters of decline
in their sales. According to retailers and shopkeepers, Cola sales are down by 15-20% after the latest report. In 2003-04, both Coke & Pepsi saw 10% drop for 3
straight quarters.Global brand scorecard:• RANK 1: coca cola 70.45$bn (2003 brand value)• (2002: 69.64$bn.)• 2004: 67.34$bn. Rank 1• 2005: 67.52$bn. Rank 1
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Cadbury• Worms- FDA order• Festival season sales decreased • by 30%
• Not denying (improper storage)• FDA clean chit• Project vishwas• Invested 25cr for improved packaging• Big B promotion• Adv: 40 cr
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• 70% market share
• Within 8 weeks sales pre-incident level
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