PROMOTION

Once the product has been manufactured, priced rightly and is distributed, the next task of the marketer is to inform potential customer about the product and persuade them to buy the same. The promotion element of marketing distribution mix is concerned that sales with goals activities are that are There undertaken are to communicate with both customers and participants in the channel of such realized. different promotional activities like-: Advertising, Sales promotion, trade promotion, personal selling etc. but one of the most convenient and effective one that most of the industries uses is the Advertising and Sales Promotion. Advertising Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Many advertisements are designed to generate increased consumption of those products and services through the creation and reinforcement of "brand image" and "brand loyalty". For these purposes, advertisements sometimes embed their persuasive message with factual information. Every major medium is used to deliver these messages, including television, radio, cinema, magazines, newspapers, video games, the Internet and billboards. Advertising is often placed by an advertising agency on behalf of a company or other organization. Dabur has created the huge brand image and a vast product following by associating mega-names like Amitabh Bachchan, Rani Mukhurjee, Vivek Oberoi, Mandira Bedi etc. Dabur invested Rs. 150 crore just on the advertising of Real “Fruit Juice” and “Real Active”. So far the company has

(The other three parts of the promotional mix are advertising. door-to-door calling. setting up competitions with attractive prizes. temporary price reductions. offering free gifts or trading stamps. It may include an advertising campaign. It's aim is to encourage immediate purchase of a product. Sales promotion involves short-term incentives to encourage buyers to purchase a product. In marketing. This will result in loss of profit for the company. telemarketing. It is not designed to be informative – a role which advertising is much better suited to. If used too often however. This is usually known as “selling into the trade” . personal letters on other methods”. increased PR activity. sales promotion is about “action”. Sales promotion “An activity designed to boost the sales of a product or service.) Sales promotions are non-personal promotional efforts that are designed to have an immediate impact on sales. arranging demonstrations or exhibitions. sales promotion is one of the four aspects of promotion. sales promotion can create a situation where consumers will not buy unless there is a bonus offer. personal selling. and publicity/public relations. More than any other element of the promotional mix. It is about stimulating customers to buy a product. Sales promotion can be directed at:• The ultimate consumer (a “pull strategy” encouraging purchase) • The distribution channel (a “push strategy” encouraging the channels to stock the product).been successful in this mission as the people now know the brand and ask for its products by name. a free-sample campaign.

SALES PROMOTIONAL TOOLS OF DABUR FOODS                         Price promotions Coupons Gift with purchase Competitions and prizes Money refunds Point-of-sale displays Free samples Contest /demos Festival Sales Retailer coupons Multi-packs Special price for twos Allowances for additional shelf space Merchandising Sales contest Incentives Awards & prizes Premium gifts Sales Meetings Samples/product sampling Trade Fairs & exhibitions Contests & Sweepstakes Exchange Offers/buyback Refund / Rebate .

 Price / Bonus Packs .

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