Salespromotionanalysis 140109054500 Phpapp01

Sales Promotions
McCann - Erickson India
Advertising is a reason to buy while

Sales Promotions is an incentive to buy
What Is Sales Promotion
Sales Promotion refers to many kinds of selling incentives and
techniques intended to produce immediate or short-term sales effects
Altering long term Brand Value

It typically include freebies, coupons, samples, value-packs, refunds,
rebates, price-off, contests, trade shows, in-pack premiums etc
The unifying thing among all these methods is that they all must be
communicated to the appropriate audience at the appropriate time to be

effective
Sales Promotion Audience
Sales Promotion for Consumer
Sales Promotion for Dealers
Utility of Sales Promotion
Dissonance Reduction
Sales promotions reduce confusion in the consumers mind
First Move
Be the first to enter the consumers mind
Jump-start Effect
Sales promotion helps in getting the brand off the ground
Motivation
Promos leverage the key factor of customer satisfaction
Factors of Sale Promotion in Brand Building

Construct
Promotions should be constructed keeping in mind brand
objectives and consumer behaviour
Length of the Promotion

The duration should be right, not for too long or too short
Perfect Timing
The right time is when the consumer has the desire to spend
Zero Hour Glitches

Depletion should not be a problem
Sales Promotions
Case Study
Samsung
Promotion Title:
Phod Ke Dekho offer
Time duration:
Festive Season
(Between Oct15- Nov 20, 2001)
Scheme:
On purchase of a Samsung product

you get a coconut containing 2
silver coins and the 3rd coin has the
name of your gift when u break it open
Prizes offered:
Samsung A/C, Frost free refrigerators,

Plano TV, Samsung mobile handsets,
etc
Samsung
Phod Ke Dekho offer

Objectives: To optimize sales of its Consumer Electronic and Home
Appliance Products in the Festive Season
Strategy:
An advertisement budget of Rs 5 crore had been

earmarked to promote the offer, which entails gifts
aggregating Rs 10 crore in value
Road shows were planned across the country
Samsung brand ambassador Tabu joined the ground level
promotion
The main strategy was to make use of the naariyal

phodo which is a part of the ritual in Diwali festival
Samsung
Phod Ke Dekho offer
Results:
Unique factors:
The company sold 2.5 lakh units of products

across all categories during this period
The company did business worth Rs 275 crores
during this period
The response received by this promo was
immense that the company decided to extend
the offer to next year as phir se phod ke
dekho offer
Samsung Promotion Extension
Promotional title
Phir se phod ke dekho
Time:
Oct 1 - Nov 15,2002 festivals (Diwali,

Dussera etc) and extended to Cricket
World Cup,2003
Ditto and more

Cricket bat shaped key chain with the
gift engraved on the bat
Scheme:
Samsung
Phir se Phod ke Dekho
Prizes offered
Tickets to South Africa for the World Cup

2003 to all Samsung products such as
VCD players, CD yepp players, vacuum
cleaners mobile phones, DVD players,
key phones, Braun hand blender
Anil Kumble memorabilia and VCD set
Adidas team T shirt & gift voucher from

Tanishq
Samsung
Target audience:
Family
Objective:
To sell around 1.2 to 1.4 lakh

units, the highest ever number of
CTVs, set as a target.
Expects to register a growth of

38% in terms of its total sales
compared with Oct- Nov 2001
Samsung
Strategy:
Results:
Gifts worth Rs 15 crore were being

given to customers as a part of the
promotion
Have taken the support of seven
cricketers for promotional activities
The success of the campaign resulted to
the highest ever monthly CTV
sales(more than 90,000 CTVs) and had a
high customer acceptance
Samsung Promotion Extension
Promotional title:
Samsung Dabaake Jeeto offer
Time duration:
1st May to 30th June,2002. In West Bengal it

started from 1st May and all India from 10th May
Schemes:
On purchase of any Samsung product ,consumer

got a plastic football containing a sure shot alarm
clock and if they were lucky the clock had the gift
etched on the sticker
Samsung
Prizes offered
Every consumer got a sure shot alarm clock

and if they were lucky they received CTV,
frost free refrigerators, micro ovens, washing
machines, mobile phones, cameras and soccer
2002 official licensed t-shirts from Adidas
Samsung
Objectives:
To stimulate the market and optimizing the sales of the

Samsung products during the Soccer World Cup
Strategies:
The total cost of the promotion is Rs 15 crores,including

the gifts.The company had released new print and
television commercials around this campaign and will
carry out in-shop Hungamas at selected dealers in
Kolkata, Goa, Cochin to create visibility for this campaign
The company had a growth level of 19% in the home

appliances business that year.
Results:
LG Electronics
The Trick to Stay Ahead in Thinking
Used Promotion in a big way during what is termed as off

season
May to September,2001
Used events to match this promotion
like Birthday Bash in May - whole industry
followed it.
Reduced TV promotion in peak season and focussed on

Print Media
E.g. During Diwali consumers are in a shopping mood. Thus
the company advertises more in Print media e.g. Newspapers
etc
LG Sales Promotions
Title of the promotion:
LG 5000 Crore Achievement Bash
Time duration:
October to December 2001
Schemes:
On purchase of every LG product the

consumer will be given a form to fill for
a lucky draw which will happen in three
rounds. There will be 845 lucky winners
LG Sales Promotions
Prizes offered
Shall be giving away lucky prizes,gifts

and an assured gift worth Rs 12 crores.
Objective
To help generate greater sales across all

products nationally
Strategy
The ground promo supported by product

advertising in mass media focussed mainly
on LG televisions .They have also LG
corporate films on air
Pepsodent -Insurance for Dental Care

Title of the promotion:
Insurance for dental care

Launched on 9th October,2002
Schemes:
Offers its consumers free dental

insurance worth Rs 1000/- on
purchase of any pack of
Pepsodent
Pepsodent
Objectives:
Results:
To strengthen Pepsodents proposition of being

a germ protector and also display their
commitment towards improving oral hygiene
for the consumer
Pepsodent has steadily gained market share of

around 0.9% when compared to last year. That
year, Pepsodent had an overall market share of
34.9% in the toothpaste market.
Competitive Promotions
Promise
Colgate Dental Cream
Close-Up
Anchor
A scheme of 100gm free for every 100gm brought ,

Saving of Rs 25 on every 200gm pack,or A saving
of Rs 44 on every Combi-Pack of toothpaste and brush
Two 200 gm packs at Rs 94,translates into a discount
of 15% on MRP.
100gm plus 150 gm free ( into a discount of 255on
MRP.)
Bargain Basement Price of Rs 25 for 200gm toothpaste
with a toothbrush free,translating into a whopping
discount of 64% on the brands MRP.
Buy one-get-one-free promotion.
Oral Care
Kwality Walls
Promotion Title:
Ek Din Ka Raja
Launched on 14th March,2001
Schemes:
The consumers have to do is buy Kwality

Walls range of products- every pack has a
certain number of points.The consumer has
to collect wrapper /lids upto 150 points to
be eligible to participate in the promotion.
Then they have to redeem the packs for a
scratch card and win prizes.
Kwality Walls
Prizes:
10 consumers will get an opportunity to shop worth Rs

10 lacs in a day in Mumbai. The other prizes include
micro ovens, walkman, video games , fun books etc .
To connect to consumers in a personal way by giving

them the offering that they love the most.
Largest consumer promotion ever by any ice cream

brand. Captured the essence of the new base line Ho
jaaye Dil ka Connection and strengthening the
Brand perception.
Objective:
Result:
Parle- G
Promotion Title:
Parle-G my Dream Come Truecontest
Schemes:
On purchase of a Parle-G product you might be

lucky to win a prize.The gift name is inside those
lucky packets of the Parle-G product.
Prizes :
The promotion gives contestants the opportunity

to win whatever they dream about. This contest
had only first prize and these prizes are defined
as per the child's dream.
Parle-G
Objective:
Want to give children a platform to fulfill their

dreams.
Results:
It became more visible and added value to the

imagery of its flagship brand through its allIndia contest.
Britannia
Promotion Title:
Time Duration:
Britannia Khao World Cup Jao
January to March, 2003
Consumers had to collect 100 runs which

could be obtained from purchase of
Britannia products.Later, they could be
redeemed for a scratch card.
Get a paid trip to view the World Cup
Cricket Final in South Africa and many
more exciting gifts.
Schemes:
Prizes:
Britannia
Objective:
Results:
To be associated with the most popular event

happening at that point of time and brand
building in the minds of its consumers.
The schemes accounted for 62.2 % of the

promotion description. Did a huge brand
building for the company.
Britannia Promotion Extension
With the success of the Britannia Khao World Cup Jaothe

company launched another campaign next year as Britannia
khao, cricketer ban jao
The main objective was not only to increase sales but to

strengthen its association with cricket .
The mega prize offered was a free three day trip to London for
500 lucky consumers of Britannia products to join Rahul
Dravid's coaching camp there . The schemes were similar to the
previous campaign.
Henkel Power Pearl

Promotion Title:
Ultimate cleanliness inside and out
Time Duration:
In the months of December,2001
Schemes:
The door to door campaign, involving Aman

Verma visiting certain localities and societies in
roadshow truck to present a surprise gift to the
consumers of Henko Power Pearl.
To promote Henko Power Pearl with above-theline communication with a 45 second
campaign.
Objective:
McDonalds
Promotion Title:
Happy Meal carnival
Time Duration:
The promotion is carried out from time to

time.
A kid picks up a toy of his choice from among

45 toys and if he is lucky, he wins amazing
prices along with the toy.
To enhance the family experience and to

emphasize that McDonalds is all about
having a great experience with your dear ones
Schemes:
Objectives:
McDonalds
Extension
Results:
McDonald's India and Polaroid India have

joined hands for a unique sales promotion
.Polaroid offered gifts, discount coupons,
instant pictures and others to kids buying the
Happy Meal.
McDonald sold about 90,000 happy meals

in Delhi and 15% kids came back to
complete the sets of toys.Polaroid had 10%
kids coming back to repeat purchase.
Kodak
Promotion Title:
Mini Bonanza from Kodak this Summer
Time Duration:
The campaign started from March,2002 and ended

on 30th September,2002
Consumer had to pick up an entry form after buying

a Kodak filmroll, fill the form and send it to the
respective address with the proof of its purchase.
The prizes included a car, one night free stay in

selective hotels in UK and Ireland and many more.
Schemes:
Prizes:
Espirit
Promotion Title:
Time Duration:
Schemes:
Who Dares to Win
Started in the month of July,2002
Young dudes of Mumbai were suppose

to describe their attitude within 200
words and win the Espirit Mega Model
Hunt . Passer- bys also got an
opportunity to recognize a film tune
and win hampers from Espirit.
COLA BATTLE
PEPSI BLUE Des ke rang mein rang ja

Get your men in Blue Gear
February-October 2003
Across the country
Title of the promotion

Time duration
Place
Scheme
Consumers can exchange three Pepsi

crown or any PET label and a certain
amount of cash for like gear caps,shirts,sling bags and sunglasses
Objective:
Cheer the Indian Cricket Team for The

World Cup. To bring in unity among
Indians.
Mountain Dew
Cheetah Bhi Kyon Peeta Hai
Contest
Time Duration:
1st June to 30th June,2003
Schemes:
Surfers are asked a simple question

Cheetah Bhi Kyon Peeta Hai?
Mobile users can also participate by
SMS-ing play MD followed by the
answer 8888
Prizes:
First prize is a Car and 1000 other

entries are eligible to win a
mountain dew gift hampers.
Ground promos
Specially design Mountain Dew

cars that will hit the roads in
key cities
Fun games like Dew
Velcro,Dew Twin peakand
Bungee Runningwill be
installed at popular youth
hangouts in cities and towns to
build up the excitement
Next battle at Ethnic Eatery Kitchen
Have a Dosa and take a Pepsi free

Other restaurants offer Coke free with a Dossa
Pepsi focused at selected outlets for a short term basis and
Coke looking for a long-term association with the selective
outlets.
Apparently beginning of a regional promotional war
Aimed at promoting soft drink as a supplementary to Indian
food
Pepsi at the same time had kebab festivals running at
restaurants.
Pepsi
Whats there contest
Title of the Contest:
Schemes:
Whats there
Online Contest
Surfers are asked two simple
question and also to write
creative about the next Pepsis
new neighbor campaign
Prizes:
10 winners meet and spend an

evening with one of the stars
100 T shirts autographed by
one of the stars
50 people get their summer
supply of Pepsi
Pepsi to capitalize on world cup fever with VacationPepsi

Place
Time duration
Objective
Scheme
Launched at Delhi
May to June 1999
Promote 1 ltr and 1.5 ltr across its product

line and to encourage home consumption
Pepsi vacation man, makes surprise visits

to homes -if he finds a one ltr Pepsi bottle
in the refrigerator ,the consumer wins a
three/four -night free vacation to one of the
three destinations
Strategy
Pepsi has adopted a new cost effective and target

oriented approach to hype the vacation man.
To create consumer pull,the vacation man mailer

includes a coupon which offers a Rs 3 discount on
1 ltr bottle.
The local groceries and shops which house wives

visit regularly were loaded with signage and POP
material to advertise the scheme.
Mirinda New Gaming Promotion Revealing new Visual

Identity
Place
40 cities across the country
13 March to 20 April,2000
Teens and pre-teens
Over 150 video Gameboys, mini Game boy

and complementary 300 ml bottle of Mirinda
If consumers have the prize printed under the

crown of 300 ml bottle and 1.5 ltr pack in
lemon and orange flavour.
Time duration
Target
Prizes
Scheme
Strategy
Ran several spots in multi-channels and

intensified with ground effort
Created gamming zones in association with

lifestyle and sporting establishment and youth
hangouts like bowling alley,pools,video
parlour, Movie Hall.This zones did operate at
weekends
Minibuses painted with Mirindas orange and

lemon color and highlighting the splash logo
will wind through areas with higher
concentration
Daburs natural fruit drink brandReal
Brand real activ will focus on selected major market

like Delhi
Company will identify areas where it can leverage the
brand on health platform
Company is organizing a health race in Delhi
which coincides with the world health day
will see around 5000 participants across all age
groups
Digen Verma
Hidden hero of mega advertising campaign to
relaunch Frooti
Promotional Campaign:
Digen Verma Kaun Hai?
Promotional Plan:
To create a hype about Digen Verma.

Who is Digen Verma ?Was flashed
everywhere and he was portrayed as a
cool bright student of Mumbai and is
good in sports.
Objective:
The main aim was to create the hype

around the Frooti.
But Why Digen?

You cant predict the fate of the film stars and after all
the sad thing that had happened in the world of
cricket,we wanted to pit a common man to built
empathy and identification of our product with our
consumer
Digen..online
The famous teaser campaign was online too

Popular youth sides such as Rediff chat,Hungama and
Masti were used
In the creative,Digen Vermas feet moved from one end of
the web page to the other inviting the surfer to follow and
click on them resulting in a question in the form of pop - up
where the surfer was required to answer a simple question
along with his brief contact detail
The agency claimed to have achieved 35,000 click in the
first hour of the break of the campaign
Rural Sales Promotions
Rural Promotions
Company:
General Motors
Title:
Pilot Project
Scheme:
Car models( mainly Opel

Corsa and Swing) were
taken to the interiors of the
state in periodic phases
and showcased.
Rural PromosGM
Schemes:
Book a car for only Rs 500(plus 3

silver coins given free per
booking)
Objective:
To create awareness about the car

models
To increase volumes of sales
Rural PromosGM
Strategy:
Results:
Approached the co-operatives to collect

a database of farmers
Personalized visits to farmers
Regular at rural melas e.g. Kisan mela
(at Ludhiana) etc.
In the short run, the project has helped
them to gain volumes
10-15% increase in sales
Rural Promos...
Company:
Hindustan Lever limited (HLL)
Product:
Lux Shampoo
Objective:
Penetrate into Rural market

To grow the market for haircare products by
25 %
To gain brand visibility
Target rural consumers by providing
accessible price points
Rural PromosHLL
Strategy:
Results:
Re -launch with a new improved formulation and new packaging

Education programs in schools
Extensive targeting of rural haats (weekly marketplace)
Demonstrations on product usage
Radio jingles, events and fests in the villages
Lux shampoo will be supported by new ad Campaign
2% of the turnover is spent on below the line activities
Market share in terms of volumes increased. The contact point increased
The company focussed more on markets of Uttar Pradesh and the
northern region
Rural Promotions
Company Name:
Hindustan levers limited(HLL)
Promotion Campaign:
Lifebuoy Swasthya Chetna,the first largest

rural and hygiene educational program.
Objectives:
Aims to educate children and the

community of Indian villages across,
about the treat of unseen germs and basic
hygiene practices.
The campaign teaches people about
maintaining good health through practice
of basic hygiene habits including the
handwash habit.
Project Bharat- HLL

Project Title:
Time Duration:
Schemes:
Project Bharat
The exercise was started by the personal product

division of HLL and covered 13 million household
by the end of 1999
An opportunity for the rural people to buy sample

packs containing a low unit of shampoo, talcum
powder,toothpaste and skin cream for Rs15 only.
Project Bharat
Objectives:
To generate awareness of its product

categories and the availability of affordable
price.The distribution was supported by
explanation of product usage and a video
show, which was interspersed with product
communication.
Results:
The project saw a100% increase in

penetration, usership and top-of-mind
awareness in the the districts targeted.
Britannia and Lagaan

The Tie Up:
Britannia and Aamir khan Productions.
Schemes:
The promotional offer gives the consumer a

special Britannia Lagaan Booklet in return for
a purchase of a 75 to 100 gram pack of Tiger
biscuits. There are six booklets to be collected,
and a coupon in each booklet is to be sent
back with correctly completed entries.
Cont.....
Prizes:
Objectives:
This entitles the consumers, on a first come first serve

basis, to win one of the 10,000 early bird prizes.
Further, there is also a possibility of being selected in
the team that will then play with the Lagaan XI team.
The Rs 1,354.5-crore Britannia Industries has tied-up
with Aamir Khan Productions for a consumer
promotion to spur the volume growth of its Tiger
brand biscuits
The reason to choose Tiger brand for the copromotion exercise being, this is one brand that cuts
across the rural and urban sector.
Proposal for Coke Sales Promotion
Fill the Coke Bin with your wish:

Write your dream and put it in an empty 500ml Coke bottle
and drop it in the Coke Bin. Lucky winners get an
opportunity to see their wish come true.
Slot Machine:
Collect 3 Coke crown and get a shot at the slot machine and
win lucky prize
Dial Your Dream:
Dial the no. written below your Coke crown and see the
computer showing you the prize.
Proposal for Coke Sales Promotion
Banao Dil ka Connection

Collect crowns and arrange your Star Name and win a date
with the Star.
Aamir kyon Coke peeta hai?
A slogan competition or SMS it and win a lucky prizes.
Coke Dhamaka Couple Offer
Buy two 2L pet bottle of Coke and get one Coke jar free.
Coke Club:
Become a Coke Club member by paying Rs 100 + 25 Coke
crowns and avail the Club facilities. Monthly subscription
would be Rs 25 + 10 crowns of Coke.
Proposals
Coke kiosks
Opening up kiosk around the country especially railway stations.
Coke Apna Hai !!
Have booths around the cities and people walk in these booths to
answer Why you like Coke? and the few ones will be telecasted
on television.
Coke organize Roadshows
(Rocknite) in different cities and give out some lucky prizes.Entry
Pass is 10 crowns of Coke
As u like it, Whenever u feel it!!!!
If a Coke man see u having Coke, hell ask u three question and if
the answers are right you win exciting prizes.
Proposals
Coke Discount Cards
Get your self a Coke Card and get discounts on Coke bottle
purchase, Mc Donald foods,entry to Disc and on your
Bacardi drinks, etc.
Coke Literacy Program
To teach people about hygiene and health. Emphasis on safe
drinking habits
Coke Jam session
Organize Jam sessions for the Youths in selective cities.
Proposals
Win a Free honey moon trip

Serve Coke on your wedding party and win a free honey moon
trip
7.30am Coke time
Get caught red handed with Coke at this hour win cool T-Shirts
from Levi's
Wannabe RJs get ready Coke is coming in your town

A nation wide RJ hunt organized by Coke in collaboration with
one of the FM channel

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Sales Promotions

McCann - Erickson India

Advertising is a reason to buy while

McCann - Erickson India

What Is Sales Promotion

Sales Promotion refers to many kinds of selling incentives and

techniques intended to produce immediate or short-term sales effects

Altering long term Brand Value

communicated to the appropriate audience at the appropriate time to be

McCann - Erickson India

Sales Promotion Audience

Sales Promotion for Consumer

Sales Promotion for Dealers

McCann - Erickson India

Utility of Sales Promotion

Sales promotions reduce confusion in the consumers mind

Be the first to enter the consumers mind

Sales promotion helps in getting the brand off the ground

Promos leverage the key factor of customer satisfaction

McCann - Erickson India

Factors of Sale Promotion in Brand Building

Length of the Promotion

Zero Hour Glitches

McCann - Erickson India

McCann - Erickson India

Phod Ke Dekho offer

On purchase of a Samsung product

Samsung A/C, Frost free refrigerators,

Phod Ke Dekho offer

An advertisement budget of Rs 5 crore had been

The main strategy was to make use of the naariyal

The company sold 2.5 lakh units of products

McCann - Erickson India

Samsung Promotion Extension

Phir se phod ke dekho

Oct 1 - Nov 15,2002 festivals (Diwali,

Ditto and more

McCann - Erickson India

Tickets to South Africa for the World Cup

Anil Kumble memorabilia and VCD set

Adidas team T shirt & gift voucher from

McCann - Erickson India

To sell around 1.2 to 1.4 lakh

Expects to register a growth of

McCann - Erickson India

Gifts worth Rs 15 crore were being

McCann - Erickson India

Samsung Promotion Extension

Samsung Dabaake Jeeto offer

1st May to 30th June,2002. In West Bengal it

On purchase of any Samsung product ,consumer

McCann - Erickson India

Every consumer got a sure shot alarm clock

McCann - Erickson India

To stimulate the market and optimizing the sales of the

The total cost of the promotion is Rs 15 crores,including

The company had a growth level of 19% in the home