MARKETING MIX STRATEGY: PROMOTION OF DIFFERENT PRODUCTS DURING DIFFERENT FESTIVALS

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THE GREAT INDIAN CARVINAL
What is culture?
Culture can be defined as the ideas, customs, and social behaviour of a
particular people or society.Culture can be defined by everything from
language, religion, cuisine, social habits, music and arts.The word
"culture" is derived from a French term, which in turn derives from the
Latin "colure," which means to tend to the earth and grow, or cultivation
and nurture. "It shares its etymology with a number of other words
related to actively fostering growth."-Cristina De Rossi, an
anthropologist at Barnet and Southgate College in London, told Live
Science.Many countries are largely populated by immigrants, and the
culture is influenced by the many groups of people that now make up the
country. This is also a part of growth. As the countries grow, so does its
cultural diversity.

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INDIAN CULTURE:-
The mystic land of India is rich in cultural heritage. The culture of India
is one of the oldest and unique. In India, there is amazing cultural
diversity throughout the country. The South, North, and Northeast have
their own distinct cultures and almost every state has carved out its own
cultural niche. There is hardly any culture in the world that is as varied
and unique as India. India is a vast country, having variety of
geographical features and climatic conditions. India is home to some of
the most ancient civilizations, including four major world religions,
Hinduism, Buddhism, Jainism and Sikhism.
RELIGION:-
In India, tradition has always been to welcome different streams of
thought. This is why, Indian culture has witnessed so many religions
intermingling and prospering over the ages without bias.Religious
activities are deeply engrossed in Indian culture. These activities are
lavish household affairs with everyone contributing their mite. These
traditional activities result in persons learning about their heritage,
religion and other spiritualities in the company of seniors.
CUSTOMS AND CELEBRATIONS:-
The different Indian festivals reflect India’s rich cultural and traditional
heritage. The country celebrates Republic Day (Jan. 26), Independence
Day (Aug. 15) and Mahatma Gandhi's Birthday (Oct. 2). Diwali is the
largest and most important holiday to India, according to National
Geographic. It is a five-day festival known as the festival of lights
because of the lights lit during the celebration to symbolize the inner
light that protects them from spiritual darkness. Holi, the festival of
colours, also called the festival of love, is popular in the spring. Apart
from these national level celebrations which are celebrated on a pan-
India basis, each region of India celebrates different regional festivals
ORIGIN OF THE WORD-‘CULTURE’

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according to their own regional customs, traditions and beliefs. Some of
them are Durga Puja, Ganesh Chaturthi, Onam, Pongal, Bihu etc.
MARKETING MIX STRATEGY:-
PROMOTION OF DIFFERENT PRODUCTS DURING
DIFFERENT FESTIVALS:
DIWALI & DURGA PUJA

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This ad basically focuses on the product quality. In this ad from
Happydent, it is showing three people celebrating the festival of
Diwali and the tagline goes as “Light up this Diwali”. They want
to portray Happydent White as a product which brightens our
teeth so much like it is all bright and well lit during Diwali.

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This ads are from LUX & DOLLAR, which focuses on the inner wears.
They target the direct consumer of the product. These advertisements are
very strategically placed on road ,with the greetings.

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This ad from Panasonic very clearly focuses on THE MARKETING
MIX ADOPTED BY THE COMPANY. THROUGH THIS AD, THEY
HAVE DICUSSED THE 4P’S:
 PRICE- (35% off in Air conditioner, 10% in Refrigerator, 45%
off in Washing Machines)
 PLACE- They have talked about the showrooms.
 PRODUCT – Different products shown in this ad – Refrigerator,
Washing Machine, Air conditioner.
 PROMOTION – Assured gifts on every purchase, Free
Installation.

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This ad from Talwalkers is targeting women as they are giving
additional discount for women. They are focusing on the price
of their service. Also, they are providing a discount of 30%.
They are also showing their concern for the environment. They
are urging people to be healthy and not pollute the environment
by bursting crackers.
 PRICE – 30% off on annual membership fees.
 PLACE – Names and address of showrooms.
 PROMOTION –This Diwali Burn Fat, not Crackers.
 PRODUCT – Services offered for a fit and healthy
lifestyle.

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STPD FOLLOWED BY DOMINOS:
SEGMENTATION:
 They Segment their products in metro cities and small towns.
 Family Income – Middle class and upper middle class families.
 It segments its offerings based on demographic and geographic
factors, for e.g.- it has localised its menu when it entered in India.
Domino’s understands that cow is sacred here so Dominos
replaced pepperoni, beef based toppings with spicy chicken
sausage topping.
TARGETING:
 Dominos Pizzas target the families who like to go out for dinner
once in a while.
 They also target young college Students and individuals who stay
away from home.
POSITIONING:
 When Consumers hear the name Domino’s they are able to
associate it with “30 minutes’ delivery guarantee”.
DIFFERENTIATION:
 Super-fast delivery
 Large number of outlets
 Reasonable price.

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Check out this ad at:
https://www.youtube.com/watch?v=Lhq9jRnH_8E

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CHANGE IN MARKETING –MIX STRATEGIES
UNDERTAKEN BY ONE COMPANY FOR DIFFERENT
FESTIVALS:
CADBURY:
We have seen how different companies or brands target consumers by
playing with pricing, emotional appeal etc. to promote their products
during the festivals. Now we will demonstrate how a specific company
pitches its different services during different festivals in and outside
India. The company to focus on is Cadbury. It offers a free Diwali card
during Diwali, a Rakhi wish to be turned into a song for Raksha
Bandhan and a love confession known as “say it with silk” for
Valentine’s Day.
Thus, here again Cadbury plays with differentiated promotion
techniques
and additional
benefits.

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SEGMENTATION:
Premium Product : Dairy Milk Silk , Dairy Milk Fruit n Nut
Basic Product : Dairy Milk , Dairy Milk Shots
Majorly used during occasions such as celebration , after dinner as a
dessert .
TARGETING:
Target people across all age groups

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POSITIONING :
Young adults use Cadbury as a sign of friendship and love (Badhti Dosti
k naam)
The tagline “ Khane ke baad kuch meetha ho jaye ” positioning dairy
milk as a dessert.
Check out this ad at:
https://www.youtube.com/watch?v=_zMBmKnfkwk

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DIFFERENTIATION :
Nestle with its brands : Munch, Kitkat, Barone , and Milkybar has about
25% .
Whereas Cadbury has about 14% .
PRODUCT :
 Dairy Milk
 Dairy Milk Shots
 Dairy Milk Fruit & Nuts
 Dairy Milk Silk
PRICE :
PRICING IS DONE ACCORDING TO THEIR SIZES AND VARIATIONS
SUCH AS RS. 2 FOR DAIRY MILK SHOTS AND RS 70 FOR 50 GM
PACKET OF DAIRY MILK SILK

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T Y P E Q u a n t i t y ( g m s )
D a i r y M i l k 5 0
D a i r y M i l k S i l k 5 0
D a i r y M i l k G l o w 5 0
D a ir y M ilk S h o t s 5 0
PROMOTION:
The advertisements are used to create an emotional bonding with the
consumers. Cadbury Dairy Milk, in order to create something different
and innovative, came up with new advertisement campaigns to attract
the interest of more people and took up the challenge of replacing the
traditional Indian sweets and desserts with their chocolates. For this,
Cadbury ran various campaigns under 'Kuch meetha ho jaye' (Let's have
something sweet), including two campaigns of similar nature - 'Shubh
Aarambh' (Auspicious beginning) and 'Meethe mein kuch meetha ho
jaye' (Let's have something sweet for dessert). The common thing for all
the advertisements was that they focused on the Indian customs and
traditions and yet they gave it a modern and contemporary twist to
connect with the masses and also the younger audience.
In this following ad, Cadbury has tried to break the Indian social
stereotypes by showing an old man encouraging his wife to wear jeans
for the first time and go out in public. This beautiful ad is then followed
by the message “Shubh arambh, kuch meetha ho jay.’’

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Check out the ad here:
https://www.youtube.com/watch?v=odmcmnWjK10
Through the Friendship ads, Cadbury is trying to attract the young
audience by focusing on the typical teenage problems like love and
break-up. The add is followed by the tagline- “ Every Friend Adds A
Special Flavor. This Friendship Day, Add A Flavor, Add A Friend.”

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Ad link:
https://www.youtube.com/watch?v=sNyDXTqqkCU

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Conclusion
The brands which we have taken have segmented the markets depending on
different age groups, ethnic groups and socio cultural groups. The companies are
not myopic as they have met the demand of the target customer with the help of
segmentation, targeting, positioning & differentiation in different festive seasons.
The companies segmentation strategy during festive seasons in India have been
very much effective in order to increase their sales & revenue.

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