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.