A SEGMENT WISE ANALYSIS

OF BTL PROMOTIONS AT
RELIANCE TRENDS,
PALAKKAD
COMPANY PROFILE
Founded in the year 2007.
It is the subsidiary of Reliance Retail.
A retail chain with over 777 retail stores across India.
A diversified portfolio of own brands, national and international brands.
ANALYSIS
Various types of BTL promotions that have been identified are
Price discounts
Coupons
Gifts
Contests
Cashback vouchers
Loyal Reward points
Point of sale display
Buy one get one
Danglers
Shop display and aesthetics
Community Shopping
Impact of BTL promotions
Sales data of July and August were compared to know the impact.
Frequencies were done to know the preferences of customers.
Frequencies were done to know the interest of customers.
MARKETING OBJECTIVES
To increase the footfall to the store.
To achieve the monthly targets of the store.
To increase the Onam sales and achieve the target of 81 Lakhs.
To achieve daily IPCM, ACM, Conversion targets.
FINDINGS
Identified there 11 types of below the line promotional a techniques.
There is a significant impact of the BTL promotion at the store.
Sales data of July and August
July
The footfall was only 1994 and the target was 2810.
The sales was only Rs. 2401022 and the target was Rs. 2810000.
August
The footfall was 5876 and the target was 2984.
The sales was only Rs. 9723378 and the target was Rs. 4474089.
The new onam offer increased the sales and footfall of August.
Growth over last year of month August is 46%.
10 days onam sales:
Year 2020 Year 2019
Rs. 5562765 Rs. 4623039
RECOMMENDATIONS
Media promotions to be increased for a wider area.    
Flash sales
weekly promotions    
Extended coupon dates.
More contests.      
Buy one get one offers to be extended to more products.
OTHER LEARNINGS FROM THE
COMPANY
Learned about different departments in the store.
The functions of different department.
Learned about Billing, Customer Service and Online services.