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Retail Marketing

Retail Marketing



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Published by Vinaykumar Singh

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Published by: Vinaykumar Singh on Jul 26, 2010
Copyright:Attribution Non-commercial


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1 Introduction to sales promotionaAdvantages and disadvantages bDifference between advertising and sales promotion2 Reasons for rapid growth of sales promotion3 Pull and push strategies of sales promotionaProduct life cycle and pull and push strategy4 Technique of sales promotionaConsumer promotionbObjectives of consumer promotioncTechnique of consumer promotion5 Rules of sales promotion for children by ICC internationalcode of sales promotion6 Sales promotion strategies adopted by McDonald7 Sales promotion strategies adopted by Cadburyand Nestle8 Sales promotion strategies adopted by Britannia9 Sales promotion strategies adopted by Camlin10 Sales promotion strategies adopted by Frito lays11 Suggestion12 Conclusion13 Annexure14 Bibliography and webliograhphy
Executive summary
Though the Indian market has lots of potential to expand it is very hard tosurvive is this kind of market. The Indian market has cut throat competitionmay it be in FMCG sector or Consumer durables. Increasing growth can beachieved at the expense of competitors. This results in companies trying togain competitive edge through increasing differentiation in their brands,emphasizing how they meet the needs of customer.Today’s consumers are becoming harder please. They are smarter, manymore competitors with equal or better offers approach more price conscious,more demanding, less forgiving, and them. The challenge is not only to produce good products but also to make people buy them. Now on such acompetitive field it becomes a Herculean task for a company to differentiateits brands and make them stand out among the diverse range. The companytries to overcome such difficulties by introducing various marketingstrategies and advertising technique, Sales promotion is now a day widelyused strategy by various companies. Various sales promotion techniqueshelp the company to increase its sales by offering something free with the product or by offering the product at lower cost if purchased at a largequantity. This increase in sales is generally short term. Promotions help thecompany to create awareness and interest towards the product that isfollowed by the desire to buy the product.Time has changed, gone the days when child would sit back and obey theorders of parents. As very well pointed out by the McDonalds that the kidsare no longer the passive members of the family. They take part actively indecision making for buying the smallest of the product in household
considering the influence of the children in the day to day buying decisionsthe strategy to promote gifts to children is yielding outstanding results.“Creativity and innovation is the key to this form of promotions. The moredifferent and attractive your give away gift appears, the more likely it is thatit will be a run away success ”. The trend has become a craze and all leading brands are ready to offer something different. Specialized Giveaways makeexcellent premiums. The giveaways should be something genuinely useful,and it should be kept in a place where the prospect will refer to it when theyhave need for a product.. It’s important you position your give-awayeffectively
The taste liking and the desire of the child is considered beforemaking buying decision. So various companies are targeting children for sales promotion. If the child is happy then the parents readily buys the product.
This report attempts to study the sales promotion strategies for children thatare adopted by the various companies in growing its sales volume
 Sales promotion refers to many kinds of incentives and techniques directedtowards consumers and traders with the intention to produce immediate or short-term sales effects.Definition:“Sales promotion includes incentive-offering and interest-creating activitieswhich are generally short-term marketing events other than advertising, personal selling, publicity and direct marketing.The purpose of sales promotion is to stimulate, motivate and influence the purchase and other desired behavioral responses of the firm’s customers.”More on it...Sales promotion offers a direct inducement to act by providing extra worthover and above what is built into the product at its normal price. Thesetemporary inducements are offered usually at a time and place where the buying decision is made. Not only are sales promotions very common in thecurrent competitive market conditions, they are increasing at a fast apace.These promotions are direct inducements. In spite of the directness, sales promotions are fairly complicated and a rich tool of marketing withinnumerable creative possibilities limited only by the imagination of  promotion planners. Sales promotion is often referred to by the names of ‘extra purchase value’ and ‘below-the-line selling’.

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