Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

Group 3 (mba pt-iii year) updated

corporate strategy

  • Soyez le premier à commenter

  • Soyez le premier à aimer ceci

Group 3 (mba pt-iii year) updated

  1. 1. INDEX 0 Need of Sales Promotion Schemes 0 Sales Promotion Schemes at Consumer’s Level 0 Sales Promotion Schemes at Dealer’s Level 0 Sales Promotion Schemes at Sales Person’s Level 0 Timing, Duration and Frequency of Scheme 0 Sales Promotion in an Industry 0 Industry cases
  2. 2. Need of Sales Promotion Schemes Sales Promotion Budget The sales promotional budget derives the need of sales promotion schemes. Various schemes are result of the associated budget. Competitive Pressure With more and more brands flooding the market, the pressure to occupy display space at retail out is more. Such occupancy can be achieved by proper sales schemes. Only Advertising is insufficient The Advertising has reached the target audience when they were away from the store. Special tool at the point of purchase remind the buyer. These tools are sales promotion schemes.
  3. 3. Sales Promotion Schemes at Consumer’s Level 1) Consumer contests with prizes 2) Price-off deals 3) Purchase price refund 4) Coupons / Cross Promotions 5) Samples / Free Trials 6) Premiums or gifts 7) Mix and Match – Percent off / unit price 8) Product Warranties TOOLS
  4. 4. Sales Promotion Schemes at Dealer’s Level 1) Price offs or off invoice or off- list 2) Allowances like advertising allowance or display allowance 3) Free goods on a certain quantity, push money, free specialty advertising items TOOLS
  5. 5. Sales Promotion Schemes at Sales Person’s Level 1) Incentive Programs 2) Sales Contest for representatives 3) Quota allotments TOOLS
  6. 6. Timing, Duration and Frequency of Scheme Timing of Scheme • Sales Promotion scheme should not be announced when retailer shelves are full of competitive brands. • Weather linked products like woolens, lotions used in winter/summer etc. Duration of Scheme • Duration of sales promotion scheme should be such that a large percentage of customer get exposed to the promotion scheme. • Low involvement Products are purchased more frequently, thus scheme duration can be shorter for them. Freq. of Scheme • For High Involvement products, to induce sense of urgency, the duration of offer can be shorter. • To attract second wave of customers, the announcement of extension of deal period works. • If the brand is weak, then the deal period is usually longer.
  7. 7. SALES PROMOTION IN AN INDUSTRY Sales promotion within an industry depends on : 1. Characteristics of the industry e.g. In a high competitive industry , follower will follow the sales promotion scheme of the leader 2. Characteristics of the product/service e.g High Quality Apple products following exchange offer rather than price discount. 3. Positioning of the firm in the industry e.g premium brands usually do not pursue price discount schemes. 4. Characteristics of the consumer in the industry e.g. price sensitive consumer in FMCG
  8. 8. CARBONATED BEVERAGES INDUSTRY Sales Promotion Scheme Coca Cola Pepsi Point of Sales(POS) Displays Yes, Excessive Yes, Excessive Allotting SGA’S ( Refregerators, Table umbrella, chairs etc.) to Retailers Yes Yes Price Discounts No No Decorating Retailers shop Yes Yes Consumer Contest and Prizes Yes Yes Attractive promotional Packaging Yes Yes
  9. 9. CARBONATED BEVERAGES INDUSTRY Usually No Price Discount : • High competition in the industry. • Chances of brand erosion. • Erosion of product quality perception in customers Disadvantages : Firms cannot Leverage the Price Discount Schemes to increase customer base.
  10. 10. SUPER MARKET(APPAREL RETAILS) INDUSTRY Selecting Sales promotion scheme must be in sync with positioning of the firm in retail industry e.g. Megamart is positioned at value for money, frequency of discount schemes in a year is very less. Direct non price promotions like events, gift vouchers are preferred. Effect of Kouton’s Price Discount Sales Scheme through the year : • Brand has eroded and now perceived as low quality product.
  11. 11. SUPER MARKET(APPAREL RETAILS) INDUSTRY Pantaloon Megamart Lifestyle Westside Wills lifestyle MAX Position ing
  12. 12. FMCG products in retail malls
  13. 13. FMCG products in retail malls 0 People buying from retail malls in Tier I city:
  14. 14. FMCG products in retail malls 0 People buying from which retail mall: 0 Big Bazar: 0 More stores 0 Best in offering products at low price
  15. 15. FMCG products in retail malls 0 People are encouraged by which types of SP:
  16. 16. FMCG products in retail malls 0 People are encouraged by which types of SP:
  17. 17. FMCG products in retail malls 0 Which retail mall offer best SP offer? 0 Big bazaar promotes through newspaper and TV.
  18. 18. Sales Promotion: Education Sector 0 Scholarships 0 Group Incentive 0 Combo Offer 0 Seasonal Offer
  19. 19. Sales Promotion: Telecom Sector 1. Tariff Discounts : Idea, Aircel and Docomo provide cheaper call rates to attract customers. Reliance and DOCOMO (CDMA) provide unlimited free calls on their network. MTS provides Free on-net minutes. 2. Network: Airtel and Vodafone having largest network reach in the country and they promote their network rather than tariff. 3. POS displays: a. Indoor : Advertising on retailer outlets through banner, poster, dangler, glow sign board, flex and tape rolls b. Outdoor: Outdoor hoardings, gantries, bus shelter Consumer are price sensitive so the price discount are popular in the industry
  20. 20. Sales Promotion: Telecom Sector
  21. 21. Consumer Promotions: Aviation Sector 0 Indigo: 0 Flight+Hotel Packages 0 Special Festive Seasons offer 0 Seat Plus 0 Base fare-price off 0 Trade discounts
  22. 22. Consumer Promotions: Aviation Sector 0 SpiceJet: 0 Price-off 0 Co-Branded cards 0 Student Discount 0 Passenger Bonanza offer
  23. 23. Consumer Promotions: Aviation Sector 0 GoAir: 0 Book 1 for 4 cities 0 Special Discounts 0 Go-Flexi
  24. 24. Consumer Promotions: Aviation Sector 0 Jet Airways: 0 JetPrevilege Offers 0 eduJetter 0 One fare pass 0 JetPrivilege Photo Contest 0 Free Ticket to Bangkok Contest
  25. 25. Consumer Promotions: Aviation Sector 0 JetKonnect: 0 Concessional fares 0 Jet2Kerala 0 JetPrevilege Offers 0 Lounge Inviation 0 SkyMart: Scratch & Win 0 Tickets on EMI 0 Discounts on 60-90 days advance bookings.
  26. 26. Consumer Promotions: Aviation Sector 0 Air India: 0 Gift coupons 0 Jaldi-Jaldi compaign 0 Companion schemes
  27. 27. Consumer Promotions: Automobile Sector
  28. 28. Consumer Promotions: Automobile Sector

    Soyez le premier à commenter

    Identifiez-vous pour voir les commentaires

corporate strategy

Vues

Nombre de vues

219

Sur Slideshare

0

À partir des intégrations

0

Nombre d'intégrations

4

Actions

Téléchargements

4

Partages

0

Commentaires

0

Mentions J'aime

0

×