![]() In this promotional scheme, marketer’s print lucky numbers on the wrappers or inside the soft drink bottle crown and instructions to get gifts are given on the wrapper and advertised in the print media. (f) Lucky Numbers on the Wrapper/inside the Crown: Currently Lux is offering a gold coin inside the soap cake. Some organizations have successfully used this by giving gold chains and coins inside the pack. The limitations are from the packaging front as the gift needs to be packed in such a way that it does not hamper the quality of the product and does not go against the Packaged Commodity Act. This scheme is still popular as customers get some or the other utility gift inside the product. It worked initially for its novelty value but does not give the desired results any more. In this promotion, the customer is given a scratch card along with the product.Īfter scratching the card, it shows the gift the customer is entitled for. Scratch card with the pack is a promotion that has very limited success as most of the time the customers get only the lowest promised gift or no gift, so customer support for it is negligible. This also a very popular promotion idea being used again with tamper-proof labeling available to manufacturers now. 20% more quantity at the same rate in many hair oils. 20-30% more quantity in Colgate and other tooth powder packs. 30% more quantity at the same rate on many shaving creams and shampoo sachets. Horlicks 500 gms at the rate of 450 gms and one kg at the rate of 800 gms promotion (This promotion blocked the launch of plain Milo – a Nestle product successfully). ![]() ![]() Some of the most popular amongst them are as follows: This is a very popular method currently and most of the FMCG companies are using it regularly. (b) Additional Quantity at the Same Price: Another problem is that the retailers ask for very high handling charges for the promotion, increasing the cost of the promotion. The problem now is that the retailers are creating problems as many retailers do not give the gift to the customers and sell the gifts separately for profit, leading to failure of the promotion. Push promotions always give good results when the channel partners consider your product equal to the brand/category leader and convert the customers of other products to your customers temporarily or sometimes forever. Organizations declare targets for the interim sales staff of the channel partners to push the products and give them incentives on achievement of the targeted sales. Organizations declare targets to their sales staff and on achieving these targets they get a title as Star Salesman/officer with a special necktie and incentives. The channel partners push the products to achieve the target and get additional incentives. Organizations give quarterly/half yearly or yearly targets to their channel partners and on achieving these targets they are given big incentives. We can list some of these type of push promotions as follows. This type of PUSH promotion is a longer period promotion than the earlier type. (b) Selling/Pushing Higher Quantity to Consumer than Normal: Some of the push promotions can be listed as follows: ![]() Some customers who are capable of pushing any products to their consumers may take disadvantage of the situation and demand higher incentive for purchasing a higher quantity. Offering push promotions to all and sundry customers lowers the image of the product as the channel partners feel that the product is not getting sold and needs a ‘Push’. Typically, a push promotion is offered only to “A” class customers who are selling a high quantity of your products as well as the competitor’s. The discount on purchase of higher quantity is a part of the price list and is available to all the customers at all the times but push promotions are specifically directed towards a few customers who are capable of buying and pushing to a higher quantity. One must understand the difference between quantity purchase discounts and push promotion directed towards purchase of higher quantity. (a) Purchase of Higher Quantity than Normal:
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