BUSINESS STUDIES AND MANAGEMENT

A Project Report On

Sales Promotional Techniques Followed

By Any Manufacturing Concern
A Comparative Study

Name: Kunesh Pradhan

Class: +2 2nd year, commerce
CHSE Roll no: 245CA194
Regd. No: CA45C17220

RAVENSHAW HIGHER SECONDARY SCHOOL

A.H.S. Examination 2019

Signature of student
 ABSTRACT OF THE PROJECT

Sales promotion is an important component of a company's marketing communication strategy

along with advertising, public relations, and personal selling. At its core, sales promotion is a

marketing activity that adds to the basic value proposition behind a product (i.e., getting

more for less) for a limited time in order to stimulate consumer purchasing, selling effectiveness,

or the effort of the sales force. As this definition indicates, sales promotion may be

directed either at end consumers or at selling intermediaries such as retailers or sales crews. Sales

promotion stems from the premise that any brand or service has an established perceived price or

value, the "regular" price or some other reference value. Sales promotion is believed to change

this accepted price-value relationship by increasing the value and/or lowering the price. Familiar

examples of consumer sales promotion tools include contests and sweepstakes, branded give-

away merchandise, bonus-size packaging, limited-time discounts, rebates, coupons, free

trials, demonstrations, and point-accumulation systems.

 Acknowledgement

I would like to express my gratitude to my teacher Mr. Pradeep Kumar Prusty who

gave me the amazing opportunity to do this wonderful B.S.M. Project on the topic –

Sales promotional techniques followed by any manufacturing concern (A Case study). I

would also like to thank my parents and friends who helped me a lot in finalizing

the project within the limited time frame.

Signature of Internal Examiner

Name- Kunesh Pradhan

CHSE Roll no: 245CA194

 CERTIFICATE

This is to certify that, Kunesh Pradhan of +2 2nd year commerce has successfully

completed in Business Studies And Management project as per guidelines of class

twelfth of higher secondary examination conducted by C.H.S.E Odisha. It is fu rt he r

certifying that, this project is the individual and bonafied work of the candidate.
 CONTENTS

S.I. NO PARTICULARS PAGE NO.

1. Introduction 6

2. Concepts 7
3. Techniques of sales promotion 8
4. Reasons for such sales promotion being 11
offered
5. About coke India 12
6. Techniques followed by coke India 14
7. Conclusion 15
8. Bibliography 16
 INTRODUCTION

Sales promotion, a key ingredient in marketing campaigns, consists of adverse collection of

incentive tools, mostly short term, and designer Stimulate quicker or greater. Purchase of

particular products or services by consumers or the trade.

Whereas advertising offers a reason to buy, sales promotion offers an incentive to buy. Sales

promotion includes tools for consumer promotion(samples, coupons, cash refund offers, process

off, premiums, prizes, patronage rewards, free trials, warranties, promotions, cross promotions,

point purchase displays, and demonstrations); trade promotion (prices off, advertising and

display allowances, and free goods);and sales force promotions (trade shows and conventions

contest for sales and specialty advertising). These tools are used by most organizations,

including non profit organizations. Churches, for example, often sponsor bingo games, theatre

parties, testimonial dinners and raffles.

CONCEPTS

Sales promotion refers to short term used in incentives or other promotion activities

that sick to stimulate interest, trial or purchase. The main feature of sale promotion is

that it draws strong and quicker response from the target audience.

A sense of immediacy or urgency is creates for response. The offer mad may be

Attractive and for short period, the customer will try to make use of them in a

given time frame.

Sales promotions may bring good results due to the following:

 Sales promotion induces customers to make purchases immediately.

 Customers try to take the benefit of more goods for less money.

 These have short and immediate effect on sale.

 Helps in clearing the stock.

 Helps in winning of over competitors.

TECHNIQUES OF SALES PROMOTION

Following methods are used for promotions for customers:-

Rebate:

It refers to selling product at special price which is lower than the original price in order to

clear the stocks. The rebate is allowed for a limited period or for the disposal of a particular

stock.

Discount:

Discount is a reduction of certain percentage of price from the list price which is allowed to a

costumer for a limited period. Sometimes, higher discount are offered for higher volume of

sale. For example, garment dealers generally indulge in discount sales in order to dispose of

previous stocks.

Free Sample:

Sale persons may distribute free sample of products to contain categories of customers in order

to get fever for increasing sales. For example, pharmaceutical companies give free sample of

medicines to doctors for their favourable recommendations simply publishers give free

specimens of books to teachers for their favourable recommendations.

Quantity Gifts:

It refers to giving a free gift on the purchase of a particular product. A car dealer may

offer stereo system free of cost on the purchase of a car. A garment dealer may offer a shirt

free on the purchase of two shirts.

Refund:

In this method, a part of product price is returned on showing is proof of purchase of goods. For

example, customer may be refunded Rs.5 on returning empty wrapped uncle chips.

Product Combination:

It refers to giving one product as a gift along with the purchase of product. For example, Colour

plus offering one shirt free on purchase of two shirts.

Usable Benefits:

It refers to a method in which coupons or discount voucher are given to consumer on purchase

of a product to avail any special benefit. For example, on purchase of a car during

GANESH PUJA , a free holiday package to a hill station.

Full Finance @ 0%:

In this method the product is sold on instalment system and no interest is charged for the

unpaid the price of the product. For example, a car dealer selling cars on instalments on zero

percent interest.
Contests:

Some companies organized contest for particular section and offer gifts of its product to the

winners. The contest may help in popularizing the products among large section of people.

After Sale Service:

Sometimes marketers guarantee customers after sale service of the product for a particular. This

type of services assures the customer of better utility of the product after purchase.

Packaged Premium:

In this method, the company packs some gifts inside the product package. The gifts lure for

the customers to purchase that product. The gift inside is also mentioned on the package to

ensure the customer of the gift.

Container Premium:

Sometimes products are put in such type of containers which may be later used by the customer

for other purposes. For example, detergent company may keep detergent packs in a bucket in

order to attract the customer. The containers are not charged any extra price.
REASONS F O R S U CH S A L E S P R O M O T I O N
B E I N OFFERED :

The various reasons for which the sales promotion being offered are as

follows:

 It helps to increase sales in a competitive market and thus, increases profits.

 It helps to introduce new products in the market by drawing the attention of

potential.

 Customers.

 Existing stocks can be quickly disposed off.

 It stabilizes sales volume by keeping its customers with them. In the age of

competition it is quite much possible that a customer may change his/her mind and

try other brands. Various incentives under sales promotion schemes help to retain the

costumer.

 Consumer gets the product at a cheaper rate.

 Theconsumer gets all information about the quality, features and uses of different

products.

 Certain schemes create confidence in the mind of customers about the quality of

goods.

 It helps to raise the standard of living of people. By exchanging their old items they can

use latest items available in the market. Use of such goods improves their image in

society.
ABOUT COKE INDIA

Coca-Cola, the corporation nourishing the global community with the world’ selling soft

drink concentrates since 1886, returned to India in 1993after a 16 year hiatus, giving a new

thumbs up to the Indian soft drink market. In the sale year, the Company-took over ownership

of the nation’s top soft drink brand and bottling network. It's no wonder our brands have

assumed an iconic status in the minds of the world’s consumers.

A healthy growth to the Indian economy:

Ever since, Coca-Cola India has made significant investments to build and continually

consolidate its business in the country, including new production facilities, waste water

treatment plants, distribution systems, and marketing channels.

Coca-Cola India is among the country’s top international investors, having invested more than

₨ 6,700cr in Indian in the first decade, and further pledges another 670cr in 2003.

A pure commitment to the Indian economy:

The Company has shaken up the Indian carbonated drinks market greatly, giving consumers the

pleasure of world-class drinks to fill up their hydration, r e f r e s h m e n t , a n d nutrition need. It

has also been instrumental in giving an exponential growth to the country’s job listings.
Creating Enormous Job Opportunities:

With virtually all the goods and services required to produce and market Coca-Cola being

made in India, the business system of the company directly employs approximately 6,000

people, and indirectly creates employment for more than 125,000 in related industries through

its vast procurement, supply and distribution system.

The Indian operation companies of 50 bottling operations, 25 on by the company are another 25

being owned by franchisees. That apart, a network of 21 contract packers manufacturers a

range of product for the company on the distribution front, 10 tonne trucks open by three

wheelers that can negative the narrow always of Indian cities constantly keep our brand

available in every nook and corner of the countries remotest areas.

TECHNIQUES FOLLOWED BY COKE INDIA

 The technique followed by coke India. Buy- one-get-one-free, (BOGOF) because

during previous day Coke followed the strategy that bye 2 litter bottle of Coke and get 1

litter bottle free.

 Apart from this Coke followed the strategy of new media in which a special code is

at the back of the cap and which you have to message to specific number and then

there will be a lucky draw out of it .

 Then followed the system of providing vouchers and coupons in which the

person has to collect certain number of coupons and present it to shopkeeper in order to

get the bottle of the Coke free.

 Cock is also following the joint promotion. Cock is having a promotion which

dominos where you buy the DOMINOS PIZZA then the consumer get the Coke

500ml bottle free.

 Mobile marketing through this company usually provided offer to the consumer and

sending sms through the collected data bye.

 CONCLUSION

From above discussion we may easily concluded that sales promotion play a key role in

increasing the sale of the product. Day by day the popularity of the Sales promotion is going on

increasing and the companies are using it tremendously for increasing their sales. Its popularity is

increasing because of its ability to produce immediate sales, increased consumer preference for

deals and declining real products differentiation. While significance of sales promotion is

increasing, its excessive use is deter mental to the growth of a brand. Too much sales

promotion can erode brand equity and make people deal prone. Thus, the companies most used

the various techniques of sales promotion effectively in order to increasing.

.
 BIBLIOGRAPHY

1. R.K. SHARMA AND S.K.GUPTA AND RAHUL SHARMA- REPRENTED

2018- BUSINESS STUDIES AND MANAGEMENT

PAGE NO.172 to 174

2. INTERNET- GOOGLE WIKIPEDIA