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GAFEERS’S REACH

DRIVERS OF SP. IN MARKETPLACE

• Consumer Behavior:Consumer better educated, low brand loyalty & Selective

• Pricing: Festivals, major events in sports still draw a

huge crowd. Indians are still price conscious

Cont…• Market Share: Brand switching, the name of the game.• Parity Products:

Differentiation strategy in a world of ‘me too’ product.

• Power Retailer :The place where it all happens. Consumers

directly in touch with them.

TYPES OF PROMOTION

• CONSUMER PROMOTION• TRADE PROMOTION

CONSUMER PROMOTION• Price Deals: E.g. “More for Less”, 50% Off, Buy

One Get One Free offer.• Coupons: E.g. VLCC coupons for discount• Contests: E.g. Answer a simple question and

win a Color TV• Sweepstakes: E.g. Name is selected for query

Form for lucky draw• Premiums: E.g. Buy Pepsodent & collect G.I

Joes; • Sampling: E.g. Consumer sample new product

for free

TRADE PROMOTION• Point of Purchase(POP): E.g. Banners,

Danglers & Posters at the retails outlet.• Dealer/Retailer Kit: All the information about

the product that the retailer should know.• Contests & sweepstakes: Specials offers to the

retailer so that he pushes that brand• Trade shows & Exhibits: E.g. Auto Expo at

Chennai trade center • Trade Incentive: The more ‘cut’ is given to the

retailer, the more he pushes your product.

PROMOTION STRATEGIES

• 3 Broad objectives:

Stimulate demand by consumersImprove marketing performance of resellersTo supplement and coordinate advertising,

personal selling & public relations activities.

PROMOTION STRATEGIES

• Help in creating & sustaining brand value.• Managing brand image• Cut into brand loyalty of other brands.• Promotion to be more brand focused.• Co-branding, a key tool

DIFFERENCE BETWEEN ADVERTISING

• Creates an image over time• Relies on Emotional appeals • Adds Intangible value to the

product/Service• Contributes Moderately to

short term profitability

SALES PROMOTION

• Creates immediate action• Relies on Rational appeal• Adds Tangible value to the

product/service• Contributes Greatly to short

term profitability

PUSH OR PULL STRATEGY

PROMOTION EFFORTSPUSH STRATEGY

MANUFACTURER

RESELLER

CONSUMER

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