Professional Documents
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EFFECTIVNESS OF SALES PROMOTION AND FECTIVNESS CONSUMER SATISFACTION TOWARDS P&G P&G
MR. MUKESH MISHRA MARKETING (RCM) MR. MR. BIMAL MOHAN KANUNGO BE, P&G (OM ASSOCIATE) ,
SUBMITTED BY:
Of Regional College Of Management, Bhubaneswar Towards The Partial Fulfillment Of Requirement For The Award Of The Degree Of Master Of Business Administration.
Declaration
I Ajitav Kumar, hereby declare that, the project entitled Effectiveness of Sales promotion on P&G Product is submitted by me to P&G is based completely on my own work, experience in the past one and half months in your organization.
Signature
Acknowledgment
As I am giving finishing touch to the present piece of work and look back to catalogue my felling toward all those who have help me in endeavour, I first begin the acknowledgment with a prayer to God, as we must all God, say almighty be praised for he saw us through every crucial task. ay I am expressing my deep gratitude to P&G for giving an opportunity to do a project on effect of sales promotion and study under them.... I would like to thank Mr. Bimal Mohan Kanungo (BE, P&G) for (BE, assisting & guiding me throughout the training programme. I am also extremely grateful to my project guide Mr. Mukesh Mishra (Faculty Marketing, RCM) for assisting and guiding me throughout the project. I am very grateful to RCM for providing me the opportunity of taking up such a practical project which gave me a firsthand useful experience. Last but not the least; I also like to thanks all the respondents & my ving friends for giving me their precious time, relevant information and experience without which the project would have been a different story. ut
Ajitav Kumar
To the best of my knowledge and belief the term project report: 1. Embodies the work of candidate them self. 2. Has been duly completed. 3. Is up to the standard both in respect to the content and language for being referred to the examiner.
To the best of my knowledge and belief the term project report: 1. Embodies the work of candidate them self. 2. Has been duly completed. 3. Is up to the standard both in respect to the content and language for being referred to the examiner.
ABSTRACT
As the title of the project suggests, this project is all about s tle study of the effectiveness of sales promotion to P&G product in Bhubaneswar Bhubaneswar. The population of the city growing rapidly so as the market size. Due to the technological advancement and changing preferences of the advancement consumers there is cut throat competition in the market. As the per capita income of the city is increasing, it leads to betterment city in the living standard of the people it provide ample opportunity for people, FMCG companies to increase their market penetration. Since every company wants to enjoy the major market share, so it beca the became indispensible for all the existing companies to make strategic and tactical moves frequently. The major competitors for P&G are HUL, l Dabur, Marico, calvincare Godrej, Himani, Colgatecalvincare, -Palmolive, Nestl, Reckitt Benckiser etc. As this project is all about the detail study of FMCG product in Bhubaneswar market, a lot of survey throughout Bhubaneswar is conducted, by which all the primary information about the products were collected. In this process several wholesaler, retailer and the customers were surveyed. All the required secondary informations were required gathered from the company as well as from the internet, books & company journals. In order to find out the Brand & their price preferences and the service level they want from a company, a questionnaire has been prepared. The questionnaire for the existing retailers and customer will help to interpret the satisfaction level of the brand they currently have. lp At last the required data were extracted from the questionnaire and by adopting different suitable charts the conclusion about the effectiveness of sales promotion of P&G and their market P&G potential as comparison to other brands drawn.
Sl.No.
Chapters
DECLARATION ACKNOWLEDGMENT CERTIFICATES ABSTRACT
Page No.
01. 02.
Introduction Executive Summary 2.1 Product 2.2 Company Profile Literature Review Research Objective Research Methodology Data Analysis & Interpretation Findings & Suggestion Conclusion Bibliography Annexure QUESTIONNAIRE
CHAPTERCHAPTER 1
INTRODUCTION. INTRODUCTION
Introduction:
In todays fast running world, FMCG products become the basic need of human beings g world, life. One cant even think to lead a life without the use of them. These product make them. products their live a little better, everyday. India has 113,000-crore FMCG market. This figure in itself shows the potential and size crore of the FMCG market India have. Now question arise What is FMCGs FMCGs? WE regularly talk about things like butter, potato chips, toothpastes, razors, household care products, packaged food and beverages, etc. They are called FMCGs. FMCG is an acronym for Fast Moving Consumer Goods, which refer to things that Fast Goods, we buy from local markets on daily basis, the things that have high turnover and are relatively cheaper.
Sector Outlook
FMCG is the fourth largest sector in the Indian Economy with a total market size of Rs. 60,000 crores. FMCG sector generates 5% of total factory employment in the country and is creating employment for three million people, especially in small towns and rural ent India.
Weaknesses: 1. Lower scope of investing in technology and achieving economies of scale, especially in small sectors 2. Low exports levels 3. "Me-too" products, which illegally mimic the labels of the established brands. These too" products narrow the scope of FMCG products in rural and semi urban market. cope semi-urban Opportunities: 1. Untapped rural market 2. Rising income levels, i.e. increase in purchasing power of consumers 3. Large domestic market - a population of over one billion. 4. Export potential 5. High consumer goods spending Threats: 1. Removal of import restrictions resulting in replacing of domestic brands domestic 2. Slowdown in market demand due to economic recession. 3. Tax and regulatory structure imposed by the govt.
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by 2010, India needs around US$ 28 billion of investment in the food 0, food-processing industry.
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Growth prospects
With the presence of 12.2% of the world population in the villages of India, the Indian rural FMCG market is something no one can overlook. Increased focus on farm sector will boost rural incomes, hence providing better growth prospects to the F FMCG companies. Because of the low per capita consumption for almost all the products in the country, FMCG companies have immense possibilities for growth. And if the companies are able to change the mindset of the consumers, i.e. if they are able to take the consumers to branded products and offer new generation products, they would be he able to generate higher growth in the near future. However, the demand in urban areas would be the key growth driver over the long term. Also, increase in the urban population, along with increase in income levels population, and the availability of new categories, would help the urban areas maintain their position in terms of consumption. At present, urban India accounts for 66% of total FMCG consumption, with rural India accounting for the remaining 34%.
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Labour cost comparison - India's labour cost is amongst the lowest in the world, after China & Indonesia. Low labour costs give the advantage of low cost of production.
market is changing rapidly and is showing unprecedented consumer business unprecedented opportunity. Indian consumer class can be classified according to the following criteria: 1. Income 2. Socio-Economic status. 3. Age demographics 4. Geographical dispersion
Conclusion:
With the liberalization and growth of the Indian economy since the early 1990s, the Indian customer witnessed an increasing exposure to new domestic and foreign products through different media, such as television and the Internet. Apart from this, social changes such as increase in the number of nuclear families and the growing number of working couples resulting in increased spending power also contributed to the increase in the Indian consumers' personal consumption. As a whole, these changes have the positive impact, leading to rapid growth in the retailing industry, and created a huge potential for the FMCG markets.
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CHAPTER- 2 C
EXECUTIVE SUMMARY.
2.1 2.2 COMPANY PROFILE PROFILE. PRODUCT.
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Company profile: ny
P&Gs billion-dollar brands are platforms for innovation. They are global dollar leaders. Consumers want them in their homes. Retailers want them in their stores. They enable us to bring innovation to consumers around the world effectively, efficiently and profitably. They make consumers lives a little better, profitably. every day. A.G. Lafley For nearly 172 years, P&G has been providing trusted brands that make every day a little better for the worlds consumers. P&G has the largest lineup of leading brands in its industry, with 23 brands with over $1 billion in annual sales, and another ry, 20 brands generating about $500 million or more in annual sales. These 43 brands have delivered a 9-year compound average sales growth rate of year approximately 10% double the growth rate of the balance of P&Gs of brand portfolio. Procter & Gamble Co. (P&G, NYSE: PG) is a Fortune 500, rocter American multinational corporation headquartered in Cincinnati, Ohio, that manufactures a wide range of consumer goods. As of 2008, P& P&G is the 8th largest corporation in the world by market capitalization and 14th largest US company by profit. It is 10th in Fortune's Most Admired Co Companies list (as of 2007). P&G is credited with many business innovations including brand management and the soap opera soap opera.
COMPANY HISTORY:
William Procter, a candle maker, and James Gamble, a soap maker maker, immigrants from England an Ireland, respectively, who met as they both married and sisters, Olivia and Elizabeth Norris, formed the company initially. Alexande Norris, their Alexander father-in law, persuaded his new sons law to become business partners. On sons-in-law October 31, 1837, as a result of the suggestion, Procter & Gamble was born. In 1859, sales reached one million dollars. By this point, approximately eighty , employees worked for P&G. During the American Civil War, the company won contracts P&G.
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to supply the Union Army with soap and candles. That not only increased their profit but also make them popular thorough out the country.
The company's leaders began to diversify its products as well and, in 1911, diversify began producing Crisco, a shortening made of vegetable oils rather than animal fats. , As radio became more popular in the 1920s and 1930s, the company sponsored a number of radio programs. As a result, these shows often became commonly known as often "soap operas". The company moved into other countries, both in terms of manufacturing and product sales, becoming an international corporation with its 1930 acquisition of the Newcastle upon Tyne-base Thomas Hedley Co...The company introduced "Tide" based laundry detergent in 1946 and "Prell" shampoo in 1947. In 1955, Procter & Gamble , began selling the first toothpaste to contain fluoride, known as "Crest". Branching out once again in 1957, the company purchased Charmin Paper Mills and began , manufacturing toilet paper and other paper products. Once again focusing on laundry, Procter & Gamble began making "Downy" fabric softener in 1960 and "Bounce" fabric softener sheets in 1972. One of the most revolutionary products to come out on the market was the company's "Pampers first test-marketed in 1961 Prior to these "Pampers", 1961. point disposable diapers were not popular, although Johnson & Johnson had developed a product called "Chux". In January 2005 P&G announced an acquisition of Gillette, form forming the largest consumer goods company and placing Unilever into second place. This added brands such as Gillette razors, Duracell, Braun, and Oral B to their stable. In Oral-B 2008, P&G branched into the record business with its sponsorship of Tag Records, as , an endorsement for TAG Body Spray. dorsement P&G's dominance in many categories of consumer products makes its brand management decisions worthy of study. For example, P&G's corporate strategists mu the likelihood of one of their products canniba cannibalizing the sales of another. On August 24, other. 2009, the Irish-based pharmaceutical company Warner Chilcott announced they had based bought P&G's prescription-drug business for $3.1 billion. drug
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COMPETITIVE ADVANTAGES:
Superiority over competitor in the area of 1. Distribution or ranging. 2. Visibility or presence over the point of sales. 3. Mercandising. 4. Preferred supplier status. 5. Winning strategy in the store.
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OWNERSHIP: We accept personal accountability to meet our business needs, improve our systems, and help others improve their effectiveness. INTEGRITY: We are honest and straightforward with each other. We uphold the values and principles of P&G in every action and decision. PASSION FOR WINNING We are determined to be the best at doing what matters most. We have a compelling desire to improve and to win in the marketplace. TRUST We respect our P&G colleagues, customers, and consumers, and treat them as we want to be treated. We have confidence in each other's capabilities and intentions. e We believe that people work best when there is a foundation of trust. PRINCIPLE: OUR PRINCIPLE: We Show Respect for All Individuals We believe that all individuals can and want to contribute to their fullest potential. We inspire and enable people to achieve high expectations, standards, and challenging goals. The Interests of the Company and the Individual Are Inseparable We believe that doing what is right for the business with integrity will lead to mutual success for both the Company and the individual. Our quest for mutual success ties us together. We Are Strategically Focused in Our Work We operate against clearly articulated and aligned objectives and strategies. articulated We only do work and only ask for work that adds value to the business. We Value Personal Mastery We believe it is the responsibility of all individuals to continually develop themselves and others. We Seek to Be the Best We benchmark our performance rigorously versus the very best internally and externally. We learn from both our successes and our failures. 19
Innovation Is the Cornerstone of Our Success We place great value on big, new consumer innovat innovations. Mutual Interdependency Is a Way of Life We take pride in results from reapplying others' ideas. We Are Externally Focused We develop superior understanding of consumers and their needs. We develop close, mutually productive relationships with our customers and our suppliers. We are good corporate citizens.
Social Responsibility:
P&G, Social Responsibility stems from our Corporate PVP (Purpose, Values, Principles). Social Projects are in keeping with P&Gs credo of Business with a Purpose. P&G has always demonstrated its commitment to the community not just . through the quality of its products and services, but also through socially responsible initiatives for the community. P&G believe in building the community in which we live nitiatives and operate by supporting its ongoing development.
Project Shiksha II: Educating Underprivileged Children : Project Shiksha: Secure Your Childs Future (2003) Rebuilding Lives In Earthquake Hit Bhuj (2001/2002) Project Poshan: Fighting Malnutrition in India (2000) Project Open Minds: Educating Indias Working Youth (1999) Project Drishti: The First ever Sight Restoration Programme in India (1999) First-ever Project Future Focus: The First-Ever Round Write-In Career Guidance Service In (1998) Project Peace: Environment Education Programme (1996)
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Aggressive sales force: P&G manages a strong and well trained sales force. A nages key to its success is the close ties its sales force forms with retailer, es especially MR channel like Big Bazaar, Vishal Mega mart etc. Manufacturing efficiency and cost cutting: P&Gs reputation as great marketers is matched by its excellence as a manufacturing company. P&G spend a large sums developing and improving production and operation to keep and its costs among the lowest. Brand management system: P&G originated the brand management system, in which one executive is responsible for each brand. Recently P&G , modifies its general management system so that each brand category is now run by category managers with its volume and profits responsibility. Conclusion: its easy to see that P&Gs success is not on doing one thing well, but on successfully orchestrating the myriad factors that contributes to the market leadership.
Having sales operation in more than 180 countries. Devoting $1.8 billion to R&D & employs more science PhDs than Harvard, Berkeley, and MIT combined and applies for roughly 3,000 patents each year. USA largest advertiser, spending over $5 billion a year on the advertising.
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GBU
Reportable segment
% of Net Sales*
Beauty
Beauty
23%
22%
Head & Cosmetics, Shoulders, Deodorants, Hair Care Olay, Pantene Blades and Razors, Face and Shave Products Oral Care, Personal Health Care Gillette, Mach3 Oral-B, Vicks
Grooming
9%
13%
Health Care
17%
21%
Household Care
29%
26%
Household Care
16%
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0.35 0.3 0.25 %Sales & %Earning 0.2 Reportable segment 0.15 0.1 0.05 0 1 2 3 4 5 6 7 8 % of Net Sales* % of Net Earnings*
Reportable segment
Global Operations is comprised of our Market Development Organization (MDO), which is responsible for developing go market plans at the local level. The go-to-market
MDO includes dedicated retail customer, trade channel and country-specific teams. It is countryorganized along five geographic units: North America, Western Europe, Central & Eastern Europe/Middle East/Africa (CEEMEA), Latin America and Asia, which is comprised of Japan, Greater China and ASEAN/Australia/India/Korea (AAIK). ASEAN/Australia/India/Korea
GBS provides technology, processes and standard data tools to enable the GBUs and
the MDO to better understand the business and better serve consumers and customers. The GBS organization is responsible for providing world-class solutions at a low cost and with minimal capital investment.
CF provides the Company-level strategy and portfolio analysis, corporate accounting, -level
treasury, external relations, governance, human resources and legal, as well as other centralized functional support.
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Strategic Focus
P&G is focused on strategies that we believe are right for the long long-term health of the Company and will increase returns for our shareholders. The Companys long-term financial targets are: term
3% to 4% of market growth, plus 1% to 2% of share growth 0% to 1% of mix enhancement and whitespace expansion, plus 1% of growth acceleration behind revenue synergies associated with the Gillette acquisition.
Operating margin expansion of 50 to 75 basis points. Diluted net earnings per share (EPS) growth of 10%. Free cash flow productivity of 90% or greater (defined as the ratio of operating cash flow less capital expenditures to net earnings).
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Grow our leading, global brands and core categories. Our portfolio includes 23 brands that generate over $1 billion in annual sales and 20 brands that generate approximately $500 million or more in annual sales. Combined, these 43 brands account for 85% or more of our sales and profits.
Build business with underserved and unserved consumers We are consumers. increasing our presence in developing markets, where 86% of the worlds population lives.
Continue to grow and develop faster growing, structurally attractive faster-growing, businesses with global leadership potential.
Also leverage core strengths that create competitive advantages and greatest value are critical to winning in the consumer products industry: consumer knowledge, innovation, brand brand-building, go-to-market capabilities and market scale.
Finally, strengthening the depth, breadth and quality of leadership a all at levels of the Company to make P&G a more demand driven, real demand-driven, real-time, futurefocused organization. 25
Product:
Procter & Gamble Co. (P&G) is an American company based in Cincinnati, Ohio that manufactures a wide range of consumer good In India Proctor & Gamble have two goods. subsidiaries: P&G Hygiene and Health Care Ltd. and P&G Home Products Ltd. P&G Hygiene and Health Care Limited is one of India's fastest growing Fast Moving Consumer Goods Companies with a turnover of more than Rs. 500 crores. It has in it its portfolio famous brands like Vicks & Whisper. P&G Home Products Limited deals in Fabric Care segment and Hair Care segment. It has in its kitty global brands such as Ariel and Tide in the Fabric Care segment, and Head & Shoulders, Pantene, and Rejoice in the Hair Care segment. Procter & Gamble's relationship with India started in 1951 when Vicks Product Inc. India, a branch of Vicks Product Inc. USA entered Indian market. In 1964, a Inc. public limited company, Richardson Hindustan Limited (RHL) was formed whi which obtained an Industrial License to undertake manufacture of Menthol and de mentholised peppermint oil and VICKS range of products such as Vicks VapoRub, Vicks Cough Drops and Vicks Inhaler. In May 1967, RHL introduced Clearsil then Clearsil, America's number one pimple cream in Indian market. In 1979, RHL launches Vicks Action 500 and in 1984 it set up an Ayurvedic Research Laboratory to address the common ailments of the people such as cough and cold. In October 1985, RHL became an affiliate of The Procter & Gamble Company, USA and Gamble its name was changed to Procter & Gamble India. In 1989, Procter & Gamble India launched Whisper - the breakthrough technology sanitary napkin. In 1991, P&G India launched Ariel detergent. In 1992, The Procter & Gamble Company, US incr increased its stake in Procter & Gamble India to 51% and then to 65%. In 1993, Procter & Gamble India divested the Detergents business to Procter & Gamble Home Products and started marketing Old Spice Brand of products. In 1999 Procter & Gamble India Limited changed the name of the Company to Procter & Gamble Hygiene and Health Care hanged Hygiene Limited. P&G Home Products Limited was incorporated as 100% subsidiary of The Procter & Gamble Company, USA in 1993 and it launched launches Ariel Super Soaker. In the same year Procter & Gamble India divested the Detergents business to Procter & Gamble Home Products. In 1995, Procter & Gamble Home Products entered the Hair care Category with the launch of Pantene Pro V shampoo. In 1997 Procter & Gamble Pro-V Home Products launches Head & Shoulders shampoo. In 2000, Procter & Gamble Home Products introduced Tide Detergent Powder - the largest selling detergent in the world. In 2003, Procter & Gamble Home Products Limited launched Pampers - world's number one selling diaper brand.
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Today, Proctor & Gamble is the second largest FMCG Company in India after Hindustan Lever Limited.
Improvisation:
Much improved Resale Process (BCP). Distribution infrastructure. n Improved support to resale process. Enhanced organisation capabilities. P&G replenishment capabilities. Bring speed to the market. Strengthen sales force (distributer sales executive + Merchandising agent)
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Paper Products: Bounty Charmin Puffs Pet Nutrition: Eukanuba Iams Prescription Drugs: Actonel Asacol Didronel Enablex Macrobid Macrodantin Prestige Fragrances: : BALDESSARINI BOSS BOSS SKIN Bruno banani ESCADA Ghost
Prestige Fragrances Fragrances: Giorgio Beverly Hills HUGO LACOSTE NAOMI CAMPBELL PUMA Shaving: Braun Gillette Fusion Gillette M3Power Gillette Satin Care Gillette Venus Skin Care: Braun Gillette Complete Skincare Olay Small Appliances Appliances: Braun Snacks: Pringles
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Always is a brand of feminine hygiene products, including maxi pads, panty liners, and feminine wipes. , Ariel is a brand of laundry detergent/liquid available in numerous forms and scents. Actonel is a brand of the osteoporosis drug risedronate co marketed by Sanofico-marketed Aventis. Bounty is a brand of paper towel sold in the United States, Canada, and the United Kingdom. Braun is a small-appliances manufacturer specializing in electric razors, appliances manufacturer coffeemakers, toasters, and blenders. Crest is a brand of to toothpaste. Dawn is a brand of dishwashing detergent. Downy/Lenor is a bran of fabric softener. brand Duracell is a brand of batteries and flashlights. Fusion is a brand of men's wet shave razors and is the quickest P&G brand to have reached $1 billion in annual sales. Gain is a brand of laundry detergent and fabric softeners. Gillette is a safety razor manufacturer. Head & Shoulders is a brand of shampoo body wash, and deodorant. Old Spice is a brand of aftershave and shaving cream. Ivory is soap. Nice 'n Easy is a hair colouring product. Olay is a brand of women's skin care products. Oral-B is a brand of toothbrush. Pampers is a brand of disposable diaper. Pantene is a brand of hair care products (conditioners/styling aids). Prilosec OTC is a brand of heartburn medicine co marketed by AstraZeneca. co-marketed Pringles is a brand of potato chips. Puffs is a brand of facial tissue tissue. Secret is a brand of antiperspirant and deodorant. TAG is a deodorant and body spray. Tide is a brand of laundry detergent. Vicks is a brand name of over over-the-counter medicines (Formula 44, Sinex, counter NyQuil/DayQuil) Wella is a brand name of hair care products (shampoo, conditioner, styling, and hair color). Whisper is a brand of panty liners sold primarily in Asian market
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CHAPTERCHAPTER 3
LITERATURE REVIEW.
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MARKETING COMMUNICATION:
Modern marketing is the management of the four Ps product, price, promotion, and place or distribution channel. In a sense the entire marketing process has a large content of communication. For instance, the product communicates a distinctive image such as youthfulness, glamour or prestige. The brand name communicates physical lamour and psychological attributes of the product. The package communicates to the a manufacturer thinks of his convenience and the sense of beauty. The price communicates the quality of the product. There are communication between buyer and There seller i.e. the distribution channel. Thus each element of the marketing mix either helps or hinders communication and ultimately the sales effort effort. The marketing communication or Promotion mix consists of five major tools: 1. Advertising. 2. Sales Promotion. 3. Publicity. 4. Personal Selling. 5. Public Relation.
Advertising
Brand Equity
Brand Image
Brand Response
Personal selling
Direct Marketing
Brand Relationship
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Sales Promotion:
Sales Promotion make the consumer take the favourable purchase decision by providing one or the other kind of the direct inducement, e.g., discount, price off, gift, coupon etc. Sales promotion is a short term approach, a direct approach and expects an immediate response in term of sales. Displays and contest are effective methods of sales promotion.
Consumer attitudes and buying patterns Your brand strategy Your competitive strategy rategy Your advertising strategy And other external factors that can influence your products availability and pricing.
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Limitations:
Consumers may just wait for the incentives nsumers May diminish image of the firm, represent decline in the product quality. Reduces profit margins, customers may stock up during the promotion. Shift focus away from the product itself to secondary factors, theref therefore no product differential advantage.
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Allowances and Discounts: Merchandise...reimburse for extra retail support, i.e. advertising, shelf space Case...discount on cases ordered in specific period. Finance...Paying for financial costs/losses associated with consumer sales promotions. Cooperative Advertising: Manufacturer agrees to pay a certain amount of retailers media. Training of Sales Staff
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4) certain schemes like money back offer creates confidence in the mind of customers about the quality of goods; and 5) It helps to raise the standard of living of people. By exchanging their old items t they can use latest items available in the market. Use of such goods improves their image in society.
Importance:
The concept of the consumer behaviour is dynamic. Therefore, it is necessary to continuously study, analyze and understand this concept, so that he can make the attempts to comprehend the buying process and the factor influencing it, in order to he make the effective decision. Especially the Indian marketing condition, the role of Govt. and continuously changing marketing condition and emerging consumer movement forces marketers to understand and analyse the need, aspiration, expectations and the problem of the consumer. It will be extremely useful in exploiting the marketing opportunities and meeting the challenges that Indian market offers.
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Culture:
Growing up in a society, a child learns basic principle, values, perception, wants and behaviour from the family and other important institution. So marketers are always trying to spot the cultural shifts in order to imagine the new product that might be wanted.
Subculture:
It is based on value system of common life experience and situation, which includes nationalities, religions, racial group and geographic region.
Social classes:
Social classes consist of the member who shares similar values, interests and behaviours. Social classes are based on the no. of the factor such as occupation, income, wealth, education, etc. Marketer is interested in the social classes because people within the given social classes tend to exhibit similar buying behaviour.
Personal factor:
It includes personal characteristics such as age, life cycle stage, occupation, economic ct situation, life style, and personality and self concept.
Customer Psychology:
Applying the social science concept, this determinant may be categorized as: Knowledge - defined as individual own state of awareness. Due to lack of knowledge, limited experience, submissive acceptance, and critical power being not too highly developed. Attitudes and emotions describes a persons relative feeling and tendencies ot toward an object or idea. Attitudes are difficult to change, so company usually try to fit its product into the existing attitudes. Images and symbolism product image and symbol also plays a vital role. The more specific image, narrower the segment of the population to which the product appeals. Intention - refers to anticipated future action of the consumers. E.g. plan of the family to buy the car
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Motives is an effectual desire that prompts one to definite action. Hattwick classified motives as: Primary motives are those fundamental drives with which people born. Secondary Motive are those principally learned.
Buying motives:
It refers to the feeling, thought, emotions and instincts which are used in the customer desire to purchase the goods. Factors influences are: Fear Fashion Pride of possession Sex and Romance Comfort and Convenience Desire Wealth or Physical W ell being
Distribution Channel:
As sales promotion is designed on the basis of distribution channel and their customer, so it is necessary to know about the distribution channel. Introduction of intermediaries between the consumer and the manufacturer when manufacturer, each element is passing the product down th chain to the next level, before it finally reaches the , the consumer or end-user. This process is known as the 'distribution chain' or the user. 'channel.' Each of the elements in these chains will have their own specific needs, which th the producer must take into account, along with those of the all important end all-important end-user.
Channel membership:
1. Intensive distribution - Where the majority of resellers stock the 'product' 2. Selective distribution - This is the normal pattern where 'suitable' reselle stock the resellers product. 3. Exclusive distribution - Only authorized dealers are allowed to sell the 'product'.
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Channel motivation
The most usual is `incentive': the supplier offers a better margin, to tempt the owners in the `incentive': channel to push the product rather than its competitors; or a competition is offered to the distributors' sales personnel, so that they are tempted to push the product to product.
Factory
R E T A I L T R A D E
D.C.
Wholesaler
Modern Retailer
Bases of channel division: India ONE MR per week sales turn over above 0000. India ONE per week sales turn over above 8000. Wholesaler per week sales turn over above 5000. India 2A 15 days sales turn over above 4000. India 2B 15 days sales turn over above 2000. India 2C 15 days sales turn over above 1000.
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Swot Analysis: is
P&G is a global manufacturer and marketer of consumer products. It operates in five distinct business segments: fabric and home care, beauty care, baby and family care, health care nts: and snacks and beverages. It has some of the most well known and established brands in its well-known portfolio but faces intense competition from other global consumer gia giants as well as local companies.
Strengths :
Large scale of operations Leading market position. Diversified & innovative product portfolio. Strong finances in past year. It is the global leader in all its four core categories - fabric and home care, beauty care, baby and family care, health care. The companys huge buying power (from commodities to media) is being progressively leveraged through global procurement and services. services. A large scale gives P&G significant competitive advantage against the smaller, unorganized players in local markets. ized Strong branding.
Weakness:
Quality control problem. Decreased revenue in its north eastern Asian market.
Opportunity:
Developing market. Demographic trend across the world especially in developing country. Presence of vast untapped rural market in country like India. As society is modernizing day by day living standard and economic status of people no increasing
Threat:
Presence of large no. of competitors. Rising cost of energy price. Economic slowdown across the world. New Regulation. Every day market is segmented, new product arrived in the market. Brand loyalty decreases and people become more price sensitive.
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CHAPTERCHAPTER 4
RESEARCH OBJECTIVE.
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Research objective
The main objective is to study the effectiveness of the sales promotion toward the achievement of the customer satisfaction and to boost the short term sales of the company. Basically these sales promotions help the company to increase . their product sales and get better market share against their competitors. To analyse the effectiveness of the sales promotion of P&G. To show, how the sales promotion in creating demand of the product. To visualize the level of increase or decrease customer and retailer satisfaction due to sales promotion. To know the Brand awareness among the people of the Bhubaneswar city. To know the acceptance of the P&G product by the different categories of people of the different age group and the classes of the people in the rent society. To know the factor influencing decision making while going for the purchasing. To find the effect of the sales promotion in the term of the value addition to the consumer and retailer. To recommend the suggestion to improve the effectiveness of the sales end promotion.
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CHAPTERCHAPTER 6
RESEARCH METHODLOGY
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RESEARCH METHODOLOGY:
This research study involves knowing the different sales promotion strategy adopted by the P&G. What uniqueness and special features it has got in its product which differentiated it from its competitors and also how its sales promotion effort enhances and stimulates its short term sales.
Type of study:
Our study is an Empirical Research Empirical Research is practical or data based Research. research. Whatever we have done relies on the experience and observations. Lastly the conclusions with which we have come up are capable of being verified. verified.
Data Sources:
We have collected the data from the eight different areas in the Bhubaneswar city. Data was collected through both the primary and secondary sources Primary data was sources. collected from the market by circulating questionnaires to the respondent and the secondary data was collected from web sites and published material as listed in the bibliography.
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Inferences:
During process we have found out that personals interactions reveals in depth information as customers and retailers give the detail information about the market and his perception, though it may be unintentional. Carefully listing to those gives important information like their needs, their perception for the brand etc. Scheduling method is a Structured and the directive method of the survey. It can be done at the large scale as compared to the face to face method. The disadvantage with this method is that it does not reveal in depth information may not be even reliable. After dividing the city into zones, the target audience was probed using Interviews and Questionnaires. Questionnaires was later analysed to draw the conclus the conclusive results.
Sample size:
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Sl.no
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
Area Covered
GAJAPATI NAGAR MAITREE VIHAR RAIL VIHAR ADIMATA COLONY CHANDRASEKHARPUR NALCO CHHACK BDA COLONY SAILASHREE VIHAR NEELADREE VIHAR KIIT ROAD KANAN VIHAR INFOCITY ROAD UNIT-9 MADHUSUDAN NAGAR ACHARYA VIHAR BHOI NAGAR SAHEED NAGAR RASULGARH GGP PALASUNI
Sample Size 5 4 5 2 4 1 1 15 10 1 4 1 12 4 2 2 6 4 11 6
India one 20
India 2A 41
India 2B 32
India 2C 08
** these are different Channel That P&G are Using for distribution. Apart from these MR and WHOLESEALER channel are also there.
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Contains a study of the major internal and external factors affecting sales promotion and ultimately affecting company sales Support sales activities by understanding customers businesses better Qualify prospective suppliers suppliers. Keep fully up to date on your competitors business structure, strategy and prospects
Local language communication communicationConversing in the local language of the community was an important limitation.
Social taboos; difficulty in interacting with women respondent respondentInterview timingAs the many retailers are always flooded with customer so it is very difficult to ask question from them and get the answer. The study was restricted to the Bhubaneswar city only. The result of the study may not be applicable for the longer period of time as many new competitors are present and many are in the queue and also the customer needs and preferences were continuously changing with time. Many respondents were very unfamiliar with the survey so that they were either hesitating or not co-operating with the researcher. Due to lack of time, researcher could not able to touch all important aspect and area. It is difficult to prepare the questionnaire which includes all the aspect of the P&G sales promotion effort as the company have a huge product line for the different segment of the customer. Due to lack of resources and time as compared to population sample size was taken urces is very less.
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CHAPTER- 6 CH
1 2 3
All (Consisting all product portfolio) FC,OC,HC&BC Others ( product portfolio according to
need)
66 11 24
24%
11% 65%
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Channelwise analysis
2C 2B 2A Wholesaler INDIA ONE
8% 31%
3. The medium through which customer came to know about sales promotion offer of P&G. MEDIUM RESPODANTS PERCENTAGE
Television Radio Promoters News paper Friends Banners 52 10 3 16 8 12 5 18.519 5.556 29.630 14.815 22.222 9.259
Chart Title
Banners 9% Friends 22% Television 18% Radio 6%
Promoters 30%
Chart Title
11%
Yes No 89%
Interpretation: Out of total 151 surveyed people i.e. 101 retailers and 50
customers, 89% people said that they have easy access to the P&G products whereas remaining 11% people said that they are facing problem in accessing the P&G product. 53
Respondent Percentage
14 18 10 12 25.93 33.33 18.52 22.22
Chart Title
22% 26% Lack of knowledge abt prod. Varients Availablity of the particular product 33% Response of the retailer NO problem
19%
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Series2
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3. Product wise analysis of consumer satisfaction level. Ariel No of Head & Shoulders
Degree of satisfaction Highly satisfied Satisfied Neutral Dissatisfied Fully dissatisfied Data not given No of Consumers 9 11 15 5 0 10 Degree of satisfaction %age 18 22 30 10 0 20 Highly satisfied Satisfied Neutral Dissatisfied Fully dissatisfied Data not given Consumers 7 9 13 10 2 9 %age 14 18 26 20 4 18
0% 10%
20%
18%
4% 22%
18%
14% 18%
20% 26%
30%
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Vicks inhaler
No of Degree of satisfaction Consumers Highly satisfied Satisfied Neutral Dissatisfied Fully dissatisfied Data not given 4 3 17 13 2 11
Pampers
%age 8 Highly satisfied 6 Satisfied 34 26 4 22 Neutral Dissatisfied Fully dissatisfied Data not given 4 6 2 0 37 8 12 4 0 74 1 2 Degree of satisfaction No of Consumers %age
4%
22%
8%
26%
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Oral B
Degree of satisfaction Highly satisfied Satisfied Neutral Dissatisfied Fully dissatisfied Data not given No of Consumers 15 5 16 5 0 9 %age 30 10 32 10 0 18
Whisper
Degree of satisfaction Highly satisfied Satisfied Neutral Dissatisfied Fully dissatisfied Data not given No of Consumers 7 3 6 2 0 32 %age 14 6 12 4 0 64
Analysis of Oral B
Highly satisfied Neutral Fully dissatisfied Satisfied than earlier Dissatisfied some what Data not given
0% 10%
18%
30%
14%
6% 12%
10% 32%
64%
4% 0%
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Tide
Degree of satisfaction Highly satisfied Satisfied Neutral Dissatisfied Fully dissatisfied Data not given No of Consumers %age 15 7 14 4 1 9 30 14 28 8 2 18
Mach 3 catridge
Degree of satisfaction Highly satisfied Satisfied Neutral Dissatisfied Fully dissatisfied Data not given No of Consumers %age 2 7 6 6 3 26 4 14 12 12 6 52
2% 8%
18%
4% 30% 52%
28%
14%
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6% 16% 14%
Gift coupons 2% 4% Free kids tooth brush 10% Free tooth paste Price off
18% 20%
For Mach 3 that 20% have suggested price off as best consumer offer, whereas 14% go for free Gel or free Foam and 8% have suggested 2+1 offer as best offer. For Head & Shoulder, 20% suggested for price off as best offer, whereas 18% are satisfied with the current offer, 14% have suggested for 1+1 offer.
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Tide Whisper
Best Suggested Offer Offer on Small Packs Free gifts More discounts Offer on all variants data not given Number of consumers 6 4 2 6 32
Best Suggested Offer 450+50 offer Contest Free bar Free blue Free bucket Free gifts Lucky Coupons Price off Data not given Number of consumers 7 1 15 5 0 2 7 4 9
450+50 offer 18% 14% 2% Contest Free bar 14% 10% 4% 30% Free blue Free bucket Free gifts 0% Lucky Coupons Price off Data not given
For Whisper that 12% have suggested for offer on small pack, whereas 8% go for free Gift and 12% have suggested 12 offer on all variant as best offer. ff For Tide, 30% suggested for free bar, whereas 14% are satisfied with the current offer, 14% have suggested for Lucky coupons offer.
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Vicks Inhaler
Best Suggested Offer 2+1 offer 1+1 offer Free gifts (Tablates & VCD) Price off Data not given Number of consumers 5 7 16 11 11 Contest Free Bucket Cross promotion Free liquid blue Lucky coupons Scratch card Price off Data not given
Ariel
Best Suggested Offer Number of consumers 4 8 1 3 4 1 16 9
1+1 offer 10% 20% 22% 14% Free gifts (Tablates & VCD) Price off 2% Scratch card Price off Data not given 9% 17% 2% Free liquide blue 35% 9% Lucky coupons Cross promotion
22%
32%
6%
For Vicks Inhaler that 32% have suggested for free gift, whereas 14% go for 1+1 offer and 22% have suggested price off as best offer. For Ariel, 20% suggested for free bucket as best offer, whereas 35% suggested for the price off, 9% have suggested for Lucky coupons.
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Oral B Pampers
Best Suggested Offer Free kids tooth brush Free gifts More discounts Offer small pack Data not given Number of consumers 2 1 4 6 37 Best Suggested Offer 2+1Offer 1+1 Offer Gift coupons Free kids tooth brush Free tooth paste Price off Satisfied with the current offer Free User guide Data not given Number of consumers 3 7 1 2 5 10 9 5 8
16%
6%
14%
Free kids tooth 2% brush Free tooth paste 10% Price off Satisfied with the current offer Free User guide Data not given
74%
20%
For Pampers that 12% have suggested for offer on small pack as best consumer offer, whereas 8% go for more discount and 4% have suggested for free kid toothbrush. For Head & Shoulder, 20% suggested for price off as best offer, whereas 18% are satisfied with the current offer, 14% have suggested for 1+1 offer.
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24
Series1 employee 28
42%
student
14
10
20
30
No. of consumer 7 14 8 12 9
percentage 14 28 16 24 18
Interpretation: Out of total 155 surveyed people i.e. 101 retailers and 50
customers, 42% of the customer are of age group of 25 45, maximum of them are either employee or housewife.
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Interpretation:
Out of 101 surveyed stores of the different region, when they are asked about their satisfaction level on retailer sales promotion available on 6 om different products, 35% have given their neutral verdict, whereas 18% of the people are comes under satisfied category. Apart from this 26% retailers are fully dissatisfied or to some extent.
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2. Product wise analysis of Retailers degree of satisfaction toward different trade sales promotion offer on P&G product.
Pantene hair potion
Degree of satisfaction Highly satisfied Satisfied Neutral Dissatisfied Fully dissatisfied Data not given No of Consumers % age 11 11 0 0 52 52 21 21 4 4 12 12
Tide
Degree of satisfaction Highly satisfied Satisfied Neutral Dissatisfied Fully dissatisfied Data not given No of Consumers 19 26 27 9 0 20 %age 18.8 25.74 26.73 8.91 0.00 19.80
Analaysis of Tide
Highly satisfied Satisfied than earlier Neutral 26% 26% Dissatisfied some what Fully dissatisfied Data not given
4% 21%
0% 12% 11%
0% 9%
20%
19%
52%
Interpretation:
Out of 101 surveyed stores of the different region, For Pantene potion, 52% retailers have Neutral response about this question, whereas 21% are dissatisfied. But data suggest that more than 11% people are satisfied. For Tide, 26% retailers have Neutral response about this question, whereas 45% are satisfied and 9% people are dissatisfied.
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44% 25%
5%
20%
31%
0% 0%
18%
Interpretation:
Out of 101 surveyed stores of the different region, For Gillette presto, 31% retailers have Neutral response about this question, whereas 44% are dissatisfied. But data suggest that more than 25% people are satisfied. For Vicks cough drop, 25% retailers have Neutral response about this question, whereas 48% are satisfied and 27% people are dissatisfied. 67
Duracell Oral B
Degree of satisfaction Highly satisfied Satisfied Neutral Dissatisfied Fully dissatisfied Data not given No of Consumers 0 4 46 27 0 24 %age 0 3.96 45.54 26.73 0 23.76 Degree of satisfaction Highly satisfied Satisfied Neutral Dissatisfied Fully dissatisfied Data not given No of Consumers 0 2 28 38 11 22 %age 0 1.98 27.72 37.62 10.89 21.78
analysis of Oral B
Highly satisfied Satisfied than earlier Neutral 27% 24% 24% 45% 0% 4% 0% Dissatisfied some what Fully dissatisfied Data not given
2% 0% 22% 11%
Analysis of Duracell
28% Highly satisfied Satisfied than earlier Neutral Dissatisfied some what 37% Fully dissatisfied Data not given
Interpretation:
Out of 101 surveyed stores of the different region, For Oral B, 45% retailers have Neutral response about this question, whereas 27% are dissatisfied. But data suggest that more than 24% people are satisfied. For Duracell, 28% retailers have Neutral response about this question, whereas only 4% are satisfied and 48% people are dissatisfied.
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Interpretation:
Out of 101 surveyed stores of the different region, we have concluded that nearly 37% retailers have Neutral response about this question, whereas 20% are not agreed. But data suggest that more than 20% people are agreed that these sales promotion increases their sales.
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Product wise analysis of Retailers response about effectiveness of SP toward increasing their sales.
Pantene hair potion
Generating more sale or not Strongly agree Agree Neutral Disagree Strongly disagree Data not given No of Consumers 0 11 54 19 4 13 %age 0 10.89 53.47 18.81 3.96 12.87
Tide
Generating more sale or not Strongly agree Agree Neutral Disagree Strongly disagree Data not given No of Consumers 8 45 28 0 0 20 %age 7.92 44.55 27.72 0.00 0.00 19.80
Analysis of Tide
Strongly agree Disagree Agree Strongly disagree Neutral Data not given
0% 0%
20%
8%
Interpretation:
For Pantene hair potion suggest that 53% have neutral view, 19% are disagreed and 11% are satisfied. W hereas in Tide 44% are agreed.
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Gillette Presto
Generating more No of sale or not Consumers %age Strongly agree Agree Neutral Disagree Strongly disagree Data not given 0 0 39 40 2 20 0 0 38.61 39.60 1.98 19.80
29% 43% 5%
27%
39% 22% 0% 0%
20%
39%
Interpretation:
For Vicks cough drop, 48% agreed, 23% neutral and 29% not disagreed from the sales promotion. For Gillette Presto, 39% agreed, 39% neutral and gr 22% not disagreed from the sales promotion
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Oral B
Generating more sale or not Strongly agree Agree Neutral Disagree Strongly disagree Data not given No of Consumers 0 4 48 25 0 24 %age 0 3.96 47.52 24.75 0 23.76
Duracell
Generating more sale or not Strongly agree Agree Neutral Disagree Strongly disagree Data not given No of Consumers %age 0 2 30 41 6 22 0 1.98 29.70 40.59 5.94 21.78
Oral B
Strongly agree Neutral Strongly disagree Agree Disagree Data not given Strongly agree Disagree
Duracell
Agree Strongly disagree 0% 2% Neutral Data not given
Interpretation:
B, 4% agreed, 47% neutral and 25% not disagreed from the sales promotion. For Duracell, 8% agreed, 30% neutral and 40% not disagreed from the sales promotion
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them.
Pantene hair potion
Best Suggested Offer 20% margin 6+1 Offer Consumer offer Display allowances Free gifts Free samples Free sachets More margin Price off Data not given No of Consumers 5 3 6 19 3 10 4 24 14 13
Tide
Best Suggested Offer Display allowa allowances Free gifts Frequent offer Gift coupons More margin Scheme on 135g pack Scheme on steamer Offer on small volume purchase ase more discount Price off offer on all variants Data not given No of Consumers 8 5 14 2 18 4 3 10 10 2 5 20
Display allowences
Consumer offer
Free samples
More margin
Interpretation:
For Pantene Potion, 24% asked for more margin, 19% display allowances and 14% price off. For Tide, 18% asked for more margin, 14% frequent offer and 10% asked for price off.
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Display Free gifts Frequent offer Gift coupons More margin Scheme on 135g Scheme on Offer on small more discount Price off offer on all Data not given Series1
20% margin
6+1 Offer
Free gifts
Free sachets
Price off
Gillete Presto
Best Suggested Offer 10+2 offer 2+1 offer display allowances Free gift on bulk purchase Lucky coupons More margin Price off Data not given No of Consumers 4 36 12 5 4 15 5 20
11% 26% 3% 3% 2%
5% 4%
12%
Interpretation:
For Vicks cough drop, 26% asked for more monopack, 18% free gift and 27% free inhaler. For Tide, 53% asked for 2+1 offer, 15% more margin and 12% asked for display allow.
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Duracell
Best Suggested Offer 4+2 offer consumer offer Discount Display allowances Free gifts Offer on Small vol purchase gift coupons More margin Data not given No of Consumers 2 21 24 6 8 7 2 8 22
24
4+2 offer
Interpretation:
For Oral B, 24% asked for 10+2 offer, 9% free gift and
13% price off. For Duracell, 24% asked for discount, 21% consumer offer and 8% asked for free gift.
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During the study, we find that due to little more price than competitors demand for the Duracell Batteries are less as comparison to other like Nippo or Eveready. Product like Ariel has good brand perception among the consumer but it has to take iel innovative methods compete with HUL surf Excel. Although P&G is the global player, but it is not present in all segment in Indian market so there is lot of scope for the company to enter i into other segment as Indian market er is growing rapidly.
Suggestions:
1. Retailers are not satisfied with sales promotion offered Pantene Potion, Gillette
presto and Duracell so company need to bring more retailers friendly sales promotion like more margin, more display allowances.
2. Consumer who mainly purchase P&G product from retail counter they are mostly
above the 25 year and are either housewife or employee so sales promotion should be designed in according to them.
3. Consumers are not satisfied with sales promotion offered Vicks Inhaler and
Mach 3 cartridges so company need to bring more consumer friendly sales consumers promotion like price off, free gifts gifts.
4. Sales promoters should be trained and equipped well so that they can present
the right & effective informatio to the customers. information
5. The distribution channel across the country especially in rural India need to be
extended comprehensive so that there will be better reach to the target comprehensively customers.
6. Company should bring innovative product and price for their premium b brand
like Gillette, Olay considering the middle & lower income group people in rural and , semi-urban market. urban
8. Using value-based pricing strategy Indian people always have a tendency to based strategy.
buy things which give more satisfaction in comparison to price. So we must design the product which giv more value for money. ich gives 78
10.
capabilities of the product and perceived necessities to all target customers then only the people would be able to associate themselves with the ad. Sales promotion strategy sho should be designed in that manner.
11.
Company should emphasize and target those retail outlet for the push outlets
strategy to work who are providing more credit to customers because in the fortune store availing the credit to customers influence the buying behaviour of the customers.
Media for the advertising of the sales promotion should be selected car carefully
according to local market. The frequency of the both consumer sales promotion and retailer sales
promotion should be properly monitored. There should be some mechanism to get and process the customers and
retailers compliant and suggestion. Special attention should be given to the areas which are dominated by hich
competitors like HUL, ITC, Dabur dominated by sells volume as the requirements will be more for such sectors.
16.
Right on time concept is very important in the FMCG Industry because in the
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CHAPTERCHAPTER 8
CONCLUSION.
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CONCLUSION: CONCLUSION
After the survey and analysis of result, I hereby conclude that although P&G is having a good market share in Bhubaneswar, even though it cannot neglect presence of large number of competitors and they are all set to do anything to attract the customers and make existing customers satisfied. The main competitors of the P&G are HUL, ITC, Dabur, Marico etc as they are also providing the superior quality product having almost all the features at the best or competitive price. But P&G is maintaining its market position by providing high premium quality product, innovative technology having that will manufactured according to local market needs. When promotion comes into picture Ive perceived that that The most of the people are lacking brand awareness. Their buying behaviour or purchasing decision is influenced by the peer group. Consumers get to know about different products offers through the Advertisements shown on T.V., wall paintings, point of purchase displays, & ements radio ads. From our study we concluded that consumer shows more satisfaction or preference from the price off or providing extra quantity at same price or reduced price than offering some extra gift or coupons. Customers & Outlets have complained about the less number of schemes available to them & the frequent price variation from outlet to outlet in the same distribution. P&G has established itself as market and the brand leader in almost all categories in which they are operating in India. The company built the diverse product portfolio to meet the need of the different consumer segments, ranging from product for economic class to luxury class people, rural market to metropolitan cities. Also P&G is working to shorten their metropolitan distribution channel and increase their direct penetration to the uncovered market to increase their geographical coverage and lower the cost of the product to the products customers.
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CHAPTER- 9 C
Bibliography
1. Websites:
a. www.pg.com b. www.wikipedia.com c. www.annualreport.pg.com d. www.Chillibiz.com e. www.dabur.com f. www.google.com g. www.scribd.com h. www.marketingreserch.com i. www.economictimes.com
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