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INRODUCTION PROMOTION: "Promotion is all about companies communicating with customers". "Promotion is communicating with the public in an attempt to influence them towards buying your products and services". SALES PROMOTION Whereas advertising gives a reason to buy, Sales Promotion gives an incentive to buy It is part of the Marketing spend of all companies and these days Sales Promotion spends in many companies exceed that of the ad spends Sales Promotion is a push strategy Since it is at the last point where the consumer is often at the point of buying, the additional incentive makes a last ditch effort to convert the customer on to the incentivized brand
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RESEARCH METHODOLOGY:
Research methodology describes how the research study was undertaken. This includes the specifications of source of data, research design, and method of data collection, the sampling method and the tools used.
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SAMPLE DESIGN:
Geographical area: The study is conducted in Nalgonda. Duration of project: The duration of project work is about 45 days Population All the items under consideration in any field of enquiry constitute a universe or population Sample size This refers to the number of items to be selected from the universe to constitute a sample. Sample size The sample size chosen by the researcher for the purpose of this study is 100 Public in Nalgonda District. Sampling procedure / Sampling method: The sampling method used for this study is random sampling, which is selected according to the easy and convenience of the researcher.
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Secondary data: Here the researcher collected secondary data from the company profile, industry profile and official web sites.
RESEARCH INSTRUMENT:
Research instrument used for data collecting is questionnaire and interview schedule.
Questionnaire The questionnaire is prepared in a well-structured and non disguised form so that it is easily understandable and answerable by everyone. The type of questions include in the questionnaire are open-ended questions, multiple choice questions and dichotomous questions.
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The interview method of collecting data involves presentation of oral-verbal stimuli and reply in terms of oral-verbal responses. Then the responses are filled up in the questionnaire, for further analysis.
The researcher carries out analysis through various statistical tools. The statistical analysis is useful for drawing inference from the collected information.
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INDUSTRY PROFILE:
Soap Industry -India is a vast country with a population of 1,030 million people. Household penetration of soaps is 98%. People belonging to different income levels use different brands, which fall under different segments (see table below), but all income levels use soaps, making it the second largest category in India (detergents are number one). Rural consumers in India constitute 70% of the population. Rural demand is growing, with more and more soap brands being launched in the discount segment targeting the lower socio-economic strata of consumers. The toilet soaps market is estimated at 530,000 tpa including small imports. Hindustan Lever is, of course, the market leader.The market is littered over with several, leading national and global brands and a large number of small brands, which have limited markets. The popular and premium brands include Lifebuoy, Lux, Cinthol, Liril, Forever,Rexona,and Nirma. Toilet soaps, despite their divergent brands, are not well differentiated by the consumers. It is, therefore, not clear if it is the brand loyalty or experimentation lured by high volume media campaign, which sustain them.
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Soap Price (per 75 gram cake) Segment Carbolic* Discount Popular Premium in rupees 5.00 7.00 11.00 17.00 in US$ 10 cents 15 cents 23 cents 36 cents 75 cents
The Indian Soap Industry includes about 700 companies with combined annual revenue of about $17 billion. All the major metropolitan cities Indian per capita consumption of soap is at 460 gms per annum
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History ring the British rule the Lever Brothers, England introduced modern
ated was North West Soap Company, the soap manufacturing plant in
y started marketing cold process soaps. In 1918, Mr. Jamshedji Tata set
onut oil for cooking and manufactured crude cold process laundry soaps
t were sold locally and It was renamed The Tata Oil Mills Company and
Soap became a necessity for the moneyed class by around 1937. Today with increase in disposable incomes all around the world along with India, growth in rural demand is expected to increase because consumers are moving up towards premium products. However, in the recent past there has not been much change in the volume of premium soaps in proportion to economy soaps, this was due to the
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India, available stores of soaps are five million retail stores, of which, 3.75 million retail stores are in the rural areas.
Size of the Industry The Indian Soap Industry includes about 700 companies with combined annual revenue of about $17 billion. Major companies in this industry include divisions of P&G, Unilever, and Dial. The Indian Soap Industry is highly concentrated with the top 50 companies holding almost 90% of the market. The market size of global soap and detergent market size was estimated to be around 31M tonne in 2004, which is estimated to grow to 33M tonne in the coming years. Toilet soaps account for more than 10% of the total market of soap and detergents. In Asia, the countries like China and India are showing rapid growth in the toilet soap section. Market share of body wash was estimated to be around 2% in 2004 and is showing signs of healthy growth in these markets. Indias soap market is Rs 41.75 billion. Indian Soap Industry volume is Rs 4,800-crore. For the purpose of gaining a competitive edge, Indian companies are now relaunching their brands with valueadditions to woo consumers across India. For instance, Hindustan Lever Ltd (HLL)
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One of the
Top Leading Companies In the Rs 4,800-crore Indian toilet soaps market, the lead players include:
HLL Godrej Consumer Products Ltd Colgate Palmolive Ltd and Wipro Consumer Care
Latest developments
In Indian Soap Industry the entry of new players in the 6,500-crore toilet soaps industry is expected to bring about a new twist in the "Indian soap opera".
ITC Ltd has started investing in aggressive brand-building and product development projects to promote its brands, Fiama De Wills, Vivel and Superia.
Godrej Consumer Products Ltd and Wipro Consumer Care Lighting are
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With increasing competition, the Indian Soap Industry is expected to register a healthy growth this fisca. The sector registered a 15% value growth.
GCPL is hiking its advertising budget by 20% to gain high visibility for its brands.
COMPANY PROFILE:
Wipro Consumer care and Lighting is in the business of manufacturing and marketing Wipro Brand of Luminaires, Lamps and Accessories. Wipro Lighting caters to both institutional and retail consumers and offers comprehensive lighting solutions across various application areas. Wipro Lighting is part of the Wipro Consumer Care & Lighting Division of Wipro Limited. Wipro Limited is a Rs. 8170 crore diversified corporate having interests in Information Technology, Healthcare, Infrastructure Engineering and Consumer Care. Wipro was previously known as Western India Vegetable Products Ltd was started by Mr.M.H Premji. The company manufactured vegetable oil, vegetable ghee and
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expanded.Some of the important consumer products made by Wipro include soaps, babycare products, bulbs, tubelights, shampoos, powder etc. The financial strength of the consumer care division powered further diversifications, particularly in infotech and healthcare.
About Wipro Limited Wipro Limited is the first PCMM Level 5 and SEI CMM Level 5 certified IT Services Company globally. Wipro provides comprehensive IT solutions and services, including systems integration, Information Systems outsourcing, package
implementation, software application development and maintenance, and research and development services to corporations globally.
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technology-driven business solutions that meet the strategic objectives of our clients. Wipro Infotech - Has a market capitalization of USD 24 billion. Wipro Infotech was the first global software company to achieve Level 5 SEI-
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Wipro Infrastructure Engineering - Delivers precision-engineered hydraulic cylinders, components and solutions & truck hydraulics components to OEMs globally in the infrastructure and related industries. Wipro GE Medical Systems Limited - A joint venture between Wipro and General Electric Company. A part of GE Medical Systems South Asia, it caters to customer and patient needs with a commitment to uncompromisingquality. Wipro Consumer Care and Lighting- Wipro Consumer Care and Lighting is today among the top 10 FMCG companies and amongst the Fastest Growing FMCG companies in India. It has a presence in over 40 countries with over 6500 employees worldwide. Wipro has 8 production plants in India and 5 overseas. The business segments within WCCLG include Consumer Care, Trade Lighting, Commercial and Institutional Lighting, Furniture, North West Switch Gear and with the acquisition of Unza in 2007, company has now acquired a global footprint.
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SALES PROMOTION
DEFINITION OF SALES PROMOTION
An activity designed to boost the sales of a product or service. It may include an advertising campaign, increased PR activity, a free-sample campaign, offering free gifts or trading stamps, arranging demonstrations or exhibitions, setting up competitions with attractive prizes, temporary price reductions, door-to-door calling, telemarketing, and personal letters on other methods. Example: Suppose you go to the market to buy soap. The shopkeeper suggests that if you buy two soap cakes, an extra soap cake will be given to you free of cost under buy 2 get 3 scheme. You feel attracted to buy as by doing so you are saving money on one soap. Moreover, soap is an item which is required on a regular basis, and so you can keep the extra two cakes to be used later. This is an approach of increasing
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Trade allowances Dealer loader: Trade contest: Point-of-purchase displays: Training programs Push money:
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Contests and Sweepstakes: Many companies use contests and sweepstakes to increase the sales of the products. As a reward for participating, consumers might win cash, free products or vacations. With a contest, participants are required to demonstrate a skill; for example, entrants might be asked to suggest a name for a new product, design a company logo, or even suggest a company name change. Contest entries are then reviewed by a panel of judges, the originator of the winning entry receives a prize, usually in the form of cash or vacation.. In contrast to the skill required with the contests, sweepstakes winner is determined by chance. For example consumers may be given a scratch card in fast-food restaurants, if three-of-a-kind or another predator minded criterion is achieved, the consumer would be given a free hamburger or some other selected price. Coupons: Coupons are certificates that give consumers a price saving when they purchase a specified product. Coupons are frequently mailed, placed in news papers, or dispensed at that point of purchase. In addition, some companies have coupons generated when an item is scanned at the register. Companies can promote both new and mature items through the use of coupons.
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Trade allowances: short term incentive offered to induce a retailer to stock up on a product.
Dealer loader: An incentive given to induce a retailer to purchase and display a product.
Trade contest: A contest to reward retailers that sell the most product. Point-of-purchase displays: Used to create the urge of "impulse" buying and selling your product on the spot.
Training programs: dealer employees are trained in selling the product. Push money: also known as "spliffs". An extra commission paid to retail employees to push products.
Trade discounts (also called functional discounts): These are payments to distribution channel members for performing some function.
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Buying allowance ( Trade Promotion Technique) It is similar to the off-invoice allowance. It is a discount for the purchase of the promoted product during the specified period on the purchase of certain minimum quantity of the product. This trade incentive is often used to gain more distribution or to maintain the existing one. Display and advertising allowance The retailer is required to arrange the product display in a prominent show-window or offer discount to consumers and advertise this offer in the local newspaper or arrange a point-of-purchase display on the shelf corner. The retailer earns the
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Price deal: A temporary reduction in the price, such as happy hour Loyal Reward Program: Consumers collect points, miles, or credits for purchases and redeem them for rewards. Two famous examples are Pepsi Stuff and Advantage.
Cents-off deal: Offers a brand at a lower price. Price reduction may be a percentage marked on the package.
Price-pack deal: The packaging offers a consumer a certain percentage more of the product for the same price (for example, 25 percent extra).
Coupons: coupons have become a standard mechanism for sales promotions. Loss leader: the price of a popular product is temporarily reduced in order to stimulate other profitable sales
Free-standing insert (FSI): A coupon booklet is inserted into the local newspaper for delivery.
On-shelf couponing: Coupons are present at the shelf where the product is available.
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Checkout dispensers: On checkout the customer is given a coupon based on products purchased.
On-line couponing: Coupons are available online. Consumers print them out and take them to the store.
Mobile couponing: Coupons are available on a mobile phone. Consumers show the offer on a mobile phone to a salesperson for redemption.
Online interactive promotion game: Consumers play an interactive game associated with the promoted product. See an example of the Interactive Internet Ad for tomato ketchup.
Rebates: Consumers are offered money back if the receipt and barcode are mailed to the producer.
Contests/sweepstakes/games: The consumer is automatically entered into the event by purchasing the product.
Point-of-sale displays:o o o o o
Aisle interrupter: A sign that juts into the aisle from the shelf. Dangler: A sign that sways when a consumer walks by it. Dump bin: A bin full of products dumped inside. Glorifier: A small stage that elevates a product above other products. Wobbler: A sign that jiggles.
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Lipstick Board: A board on which messages are written in crayon. Necker: A coupon placed on the 'neck' of a bottle. YES unit: "your extra salesperson" is a pull-out fact sheet. Electroluminescent: Solar-powered, animated light in motion.[2]
Kids eat free specials: Offers a discount on the total dining bill by offering 1 free kids meal with each regular meal purchased.
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60%
Forever Lux Rexona
Cinthol
INTERPRETAION: The above table shows that the number of respondents is given preference to forever is 60, next preference given to Lux is 20, and next preference to Rexona is 15 remaining are followed by Cinthol is15.
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2. Which factors influenced you to choose this Bathing soap? a) Color of the soap c) Brand value TABLE: S.No 1. 2. 3. 4. 5. Criteria Color of the soap fragrance of the soap Brand value Advertisement Promotional schemes Total
40 35 30 25 20 15 10 5 0
INTERPRETAION: The above table shows that the number of respondents are given preference to Brand value is 40, next preference given to Advertisement is 20, next preference to
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3. Which is the most effective medium for promoting the product? a) Advertisement b) Sales promotion c) public relation & publicity d) Personal selling e) Internet. TABLE: S.No Criteria 1. 2. 3. 4. 5. Advertisement Sales promotion Personal selling Internet Total No. of respondents % of respondents 25 45 10 5 100 25% 45% 15% 10% 5% 100
45 40 35 30 25 20 15 10 5 0
Advertise ment Sales promotion public relation & publicity Personal selling Internet
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4. Are you aware of the offers/schemes conducted by forever soap? a. Yes TABLE: S.No Criteria 1. 2. 3. Yes No No. of respondents % of respondents 55 30 55% 30% 15% 100 b. No c. Not Right Now
Response
Not Right Now 15%
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INTERPRETAION: The above table shows that the numbers of respondents are aware of offers/schemes conducted by forever soap yes is 55%, no is 30% and not right now is 15%.
5. Did forever conduct any Road shows? a. yes TABLE: S.No Criteria No. of respondents % of respondents 1. 2. Yes No Total 62 38 100 62% 38% 100 b. no
GRAPH:
Response
NO 38% YES 62% YES NO
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6. How would you choose your preference on the following promotional schemes? a) Price off d) scratch card TABLE: S.No 1. 2. 3. 4. 5. 6. Criteria Price off Discount coupons Contents scratch card Cash refund Prizes Total No. of respondents % of respondents 20 30 10 10 20 10 100 20% 30% 10% 10% 20% 10% 100 b) Discount coupons e) Cash refund c) Contents f) Prizes
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Preference
35 30 25 20 15 10 5 0 Price off Discount Contents coupons scratch Cash card refund Prizes Preference
INTERPRETAION: The above table shows that the number of respondents are given preference to Discount coupons is 30, next preference given to Price off, Cash refund is
7. Do you think that Sales Promotional Activities that are adopted by forever soap are according To the Consumer Perceptions? a. yes TABLE: S.No Criteria 1. 2. Yes No No. of respondents % of respondents 50 30 50% 30%
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b. no
c. cant say
50 45 40 35 30 25 20 15 10 5 0
Not Right Now No Yes
INTERPRETAION: The above table shows that the numbers of respondents are think that Sales Promotional Activities that are adopted by forever soap are according To the Consumer Perceptions is 50%, no is 30% and not right now is 20%. 8. .Do you think that Sales Promotional Activities has power to influence Sales happening? a. yes TABLE: S.No Criteria 1. Yes No. of respondents % of respondents 65 65% b. no c. cant say
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70 60 50 40 30 20 10
Not Right Now No Yes
INTERPRETAION: The above table shows that the numbers of respondents are think that Sales Promotional Activities has power to influence Sales happening is 65%, no is 25% and not right now is 10%.
9. Do you think that Sales Promotional Activities of Forever Helps in retaining The Customers? a. yes b. no c. cant say
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70 60 50 40 30 20 10
Not Right Now No Yes
INTERPRETAION: The above table shows that the numbers of respondents are think that Sales Promotional Activities of Forever Helps in retaining The Customers is 70%, no is 20% and not right now is 10%.
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GRAPH:
Response
NO 36% YES 64%
YES NO
INTERPRETATION: The above table shows that the numbers of respondents are think that Sales Promotional Activities of Forever are better than others yes is 64%, no is 36%.
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c. Road Shows/Contests d.Scratch cards TABLE: S.No 1. 2. 3. 4. Criteria Offers Discounts Road Shows/Contests Scratch cards Total No. of respondents % of respondents 30 35 20 15 100 30% 35% 20% 15% 100
35
Offers
30 25
Discounts
20 15 10 5
Scratch cards Road Shows/Contests
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12. How is the sales promotion scheme communicated to you? a) Through sales representative c) Through e-media TABLE: S.No 1. 2. 3. 4. Criteria Through sales representative Through print media Through e-media Through company stall Total No. of respondents 20 20 45 15 100 % of respondents 20% 20% 45% 15% 100 b) Through print media d) Through company stall
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45 40 35 30 25 20 15 10 5 0
Through company stall Through e-media Through print media Through sales representative
INTERPRETATION: The above table shows that the numbers of respondents are think that the sales promotion scheme communicated by through sales representative is 20 %, through print media is 20%, Through e-media is 45%, Through company stall is 15%.
13. What are the problems during and after sales promotional schemes? a) Stock out c) Gifts not received TABLE: S.No 1. 2. 3. 4. Criteria Stock out Improper information Gifts not received coupons not encased No. of respondents % of respondents 45 15 20 20 45% 15% 20% 20%
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45 40 35 30 25 20 15 10 5 0
coupons not encased Gifts not received Improper information Stock out
INTERPRETATION: The above table shows that the numbers of respondents are think that the problems during and after sales promotional schemes are Stock out is 45%, Improper information is 15%, Gifts not received is 20%, coupons not encased is 20%.
14. In your family which age group gets most affected due to sales promotion schemes offered? a) Housewife c) Adults b) Youngsters d) Older people
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45 40 35 30 25 20 15 10 5 0
Older people Adults Youngsters Housewife
INTERPRETATION: The above table shows that the most of the 45%Housewifes, 25%Younsters, 20%Adults, 10%older people are most affected sales promotion activities to be offered.
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INTERPRETATION: The above table shows that the most number of respondents are satisfied with factors like Price, Distribution Network, Quality , Advertising , Promotional schemes,. Some respondents are Dissatisfied with factors.
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FINDINGS:
40% of respondents are given preference to Brand value is best influenced factors.
45% of respondents are given preference to Sales promotion in effective medium. 62% of customers say forever conducting road shows.
The major promotional factor which influenced the customers to choose Discount coupons.
64% customers say best Sales Promotion Activities conducting Forever better than others.
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SUGGETIONS
It is advised to stability the Brand name and increase the Mileage of the
bike to attract the middle and lower middle class people. It is advised to give advertisement in local channel, which may boost the business in local areas. Change in the perception of the Customers towards forever soap. It is advised to reduce the price of the Soap to target the lower class income people. Efforts to be made to capture uncovered areas. It is advised to increase promotional schemes to attract more number of people free contests of the Soap should be carried out effectively.
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CONCLUSIONS:
Sales Promotion is an important function of any Organization in to days Market. Sales Promotion deals with various promotion techniques for improving the Sales and Brand awareness of forever Brand soaps. Knowing the importance of the Sales Promotions in to-days Market, I want to conclude by saying that the forever Brand soaps should carry out the various program's for increasing the Sales of forever Brand soaps in the Market.
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QUESTIONNAIRS:
Name: Age: Gender: Qualification: Occupation: 1. Which bathing soap are you using among these? a) Forever b) Lux c) Rexona d) cinthol
2. Which factors influenced you to choose this Bathing soap? a) Color of the soap c) Brand value b) fragrance of the soap
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6. How would you choose your preference on the following promotional schemes? a) Price off d) scratch card b) Discount coupons e) Cash refund c) Contents f) Prizes
7. Do you think that Sales Promotional Activities that are adopted by forever soap are according To the Consumer Perceptions? a. yes b. no c. cant say
8. .Do you think that Sales Promotional Activities has power to influence Sales happening? a. yes
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b. no
c. cant say
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10. Does Sales Promotion Activities of Forever are better than others? a. yes b. no
11. If yes, among which activity is it better? a. Offers c. Road Shows/Contests b. Discounts d.Scratch cards
12. How is the sales promotion scheme communicated to you? a) Through sales representative b) Through print media c) Through e-media d) Through company stall 13. What are the problems during and after sales promotional schemes? a) Stock out c) Gifts not received
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15. How do you rate forever on following parameters? Satisfied, a) Price----b) Distribution Network----c) Quality------d) Advertising-----e) Promotional schemes------Dissatisfied
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BIBLIOGRAPHY:
SEARCH ENGINES:
WEBSITES: www.wipro.com
BOOKS:
PRINCIPLES OF MARKETING
:-
Philip Kotler
RESEARCH METHODOLOGY
ADVERTISING MANAGEMENT
PROMOTION
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