A SYNOPSIS REPORT

ON
“A STUDY ON ROLE OF SALES PROMOTION TOOLS ON
FMCG”
Submitted by:
MD FAYAZ
Hall Ticket No: 1402-20-672-150

AMJAD ALI KHAN COLLEGE OF BUSINESS

ADMINISTRATION
AFFILIATED TO OSMANIA UNIVERSITY,
HYDERABAD 500007.
2020-2022
 Table of contents

Chapter Contents Page no

no

Ⅰ Introduction

Ⅱ Industry Profile

Ⅲ Research Methodology

a Objectives
b Sources of data
c Need of the study
d Scope of the study
e limitations
 INTRODUCTION
The importance of consumer sales promotion in the marketing mix of the fast-moving consumer
goods (FMCG) category throughout the world has increased. Companies spend considerable
time in planning such activities. However, in order to enhance the effectiveness of these
activities, manufacturers should understand consumer and retailer interpretations of their
promotional activities. The study here pertains to consumer’s perceptions regarding sales
promotion. Some past researches have suggested that promotion itself has an effect on the
perceived value of the brand. This is because promotions provide utilitarian benefits such as
monetary savings, added value, increased quality and convenience as well as hedonic benefits
such as entertainment, exploration and self-expression. Broadly speaking most of the companies
using Marketing Mix which includes.

 Price
 Place (Channel of Distribution)
 Product
 Promotion
These are the four basic pillar of marketing mix. Most of the marketing strategies are built on the
basis of these criteria. Promotion is one of the important elements of marketing mix. There are so
many elements of promotion such as.

 Advertising
 Direct Marketing
 Public Relations
 Sales Promotion
Traditionally, sales Promotions have been used by marketer to increase sales in the short term.
However, in the last few decades this communication tool has evolved and now is considered
from a strategic point of view. For this reason, it is necessary to realize new studies in this area
and study how consumers evaluate sales promotions.
Sales promotions have grown in both importance and frequency over the past few decades.
Although an accurate estimate for total sales promotions expenditures does not exist, we can be
sure that the trend is up.
Sales promotion serves three essential roles: It informs, persuades and reminds prospective
customers about a company and its products. Even the most useful product or brand will be a
failure if no one knows that it is available. As we know, channels of distribution take more time
in creating awareness because a product has to pass through many hands between a producer and
consumers.
Therefore, a producer has to inform channel members as well as ultimate consumers about the
attributes and availability of his products. The second purpose of promotion is persuasion. The
cut throat competition among different products puts tremendous pressure on their manufacturers
and they are compelled to undertake sales promotion activities. The third purpose of promotion
is reminding consumers about products availability and its potential to satisfy their needs. From
these elements Sales Promotion is the element which is in the focus of this project. Further Sales
Promotion is quite broad term it includes-

1.Consumer Oriented Sales Promotion

2.Trade Oriented Sales Promotion

INDUSTRY PROFILE

The Indian economy is changing in profound ways by the onward march of its “consumers”.
Consumer growth has, of course, always been a central engine of economic growth, but what is
significant about the past decade is the acceleration in the pace of change, which in one way
reflects greatly on the growth, character and role of FMCG companies.
Having stated this, even the most prestigious FMCG firms are always under pressure when it
comes to retaining position and growing in the ever-competitive scenario. This is a big challenge,
and it is rapidly becoming a strategic imperative.
In order to recognize the contribution of the FMCG sector to the socio-economic growth of
India, to analyze opportunities and challenges over the coming years, and to develop
recommendations to its stake holders (including FMCG companies, retailers and the
Government), FICCI’s FMCG Committee and Techno Park joined hands to produce this first of
its kind research report on the FMCG sector.
This research report dwells into the current state and future outlook of FMCG industry, along
with deliberating on issues, challenges and opportunities facing the FMCG industry. The report
suggests practical strategies and recommendations for policy makers towards achieving
competitive advantage in an increasing competitive scenario.
 RESEARCH METHODOLOGY

A) OBJECTIVES OF THE STUDY:

 To study consumer preferences with respect to sales promotion in FMCG sector.
 To examine tradeoffs, relative importance of different attributes while responding to a
sales promotion offer.
 To study the effect of sales promotions in FMCG sector.
B) SOURCES OF DATA:

Secondary data
These are the data which are collected from some secondary source i.e., the source of reservation
storage where the data is collected by one person and used by other agency. These are collected
as primary data and used by other as secondary data.
The secondary data on location, demography and other details about the study area are collected
from records company portals, web sources, journals and magazines.

C) NEED OF THE STUDY:

 The study improves employee ability and skills and improves employee’s
performance both in quality and quantity.
 The study used provides guidance and encouragement employees need to fulfill their
potential.
 The study used to reduce employee dissatisfaction and turnover.
 The study needs for both individuals and organization to grow at rapid pace.

D) SCOPE OF STUDY:
The service industry forms a backbone of social and economic development of a region. It has
emerged as the largest and fastest-growing sectors in the world economy, making higher
contributions to the global output and employment. Its growth rate has been higher than that of
agriculture and manufacturing sectors. It is a large and most dynamic part of the Indian
economy both in terms of employment potential and contribution to national income. It covers a
wide range of activities, such as trading, transportation and communication, financial, real estate
and business services, as well as community, social and personal services.

E) LIMITATIONS:
 It creates price sensitivity within your targeted demographics.
 Customers might question the quality of what is offered.
 Can Lower Perception of the Brand.
 Short-term orientation.
 CHAPTERIZATION

CHAPTER -1 - INTRODUCTION
In this first chapter will provide introduction of the topic and need, scope,
objectives of the study, limitations and methodology of the study.

CHAPTER - 2 REVIEW OF LITERATURE

This chapter includes different authors written articles and brief explanation of
the topic.

CHAPTER - 3 - INDUSTRY PROFILE & COMPANY PROFILE

Chapter 3 covers about how industry growing in India what are the strategies and
explain about company like history of the company, board of directors, awards,
milestones and products etc.

CHAPTER - 4 - DATA ANALYSIS AND INTERPRETATION

CHAPTER - 5 - FINDINGS, SUGGESTIONS, CONCLUSION,

BIBLIOGRAPHY
 BIBLIOGRAPHY
https://en.m.wikipedia.org/wiki/Fast-moving_consumer_goods
https://www.investopedia.com/terms/f/fastmoving-consumer-goods-fmcg.asp
https://m.indiamart.com/impcat/fmcg-products.html
https://m.indiamart.com/impcat/fmcg-products.html
https://www.google.com/amp/s/m.economictimes.com/markets/stocks/news/fmcg-offers-an-
opportunity-to-play-rural-consumption-theme/amp_articleshow/64133282.cms
https://business.mapsofindia.com/fmcg/scope-of-fmcg-industry-in-india.html
https://www.businessdailymedia.com/sme-business-news/4568-5-fmcg-research-methods-
you-can-use-in-your-business
https://businesspartnermagazine.com/essential-role-market-research-fmcg-product-launch/