Professional Documents
Culture Documents
Objective
Primary purpose of sales promotions is to induce the consumers to make a quick buying-decision in order to create increase in sales To get a clearer picture of the impact that consumer sales activities carried out by different companies have on brand evaluation of children
Motivation
Increasingly targeting children in order to acquire them at an early age in order to achieve sustained loyalties for long The effectiveness of such promotional activities is difficult to accurately measure
Methodology
Literature Review Secondary Research on different sales promotions Qualitative Research Quantitative research
Front of store display, Advertising at point-of-sale End of aisle display, In store banners, in store flyers; Shelf-talker (graphic attention seeker), packages get attention
Taste samples provided in a retail store Free samples attached to another product
Direct spenders
Influencers Future market-Loyality
Stages of evolution of a child consumer Accompanying Parents and Observing (atop a shopping cart) Accompanying Parents and Requesting Accompanying Parents and Selecting with Permission. Accompanying Parents and Making Independent Purchases Going to the Store Alone and Making Independent Purchases According to Direct Marketing magazine, by 8 years children make most of their own buying decisions Modern urban children can often recognize brands and status items by the age of 3 or 4, before they can even read
The Tree structure shows the effects of sales promotion on the product
Authenticity, points of differentiation, freshness and multi-channel brand messaging illicit a strong and favourable response. The demographic has to be engaged with fun, fantasy and a bit of humour to keep the brand fresh and alive. (Study sponsored by Millward Brown, 2003)
physiological
Sophisiticated consumers
Self actualisation
Uncle Chipps
Amazzo in 1998 Discount offers: 33% extra
Motivation for Selection Kids are the decision makers in chips category. Brands in this category communicate to kids exactly what they are looking for. Pricing is between Rs. 5 to 20 and therefore fits the pocket of kids
Horlicks
Horlicks Wiz kids contest 2012 South Asias largest inter school fiesta, over 10,000 schools Exam Campaign' which gives away a useful and attractive exam board with every 400g pack of Horlicks. Other freebies offered were sketch pens, boxing gloves etc.
Motivation for Selection Kids are the key influencers to parents who are decision makers in this category. Brands in this category target kids by giving premiums and organizing events. The price range varies from Rs. 85 to 350.
Qualitative Research
Flow of Questionnaire
Do you use the product category? No STOP
Yes
Who makes the purchase decision?
Which brand do you prefer buying? (among the two) Either of the two brands Which of the following would you buy? Preferred brand without promotion Indifferent
What would you think of a friend who bought? Brand 1 with price/volume discount
Record the answers provided by the children to these questions (qualitative answers ) and record them as Favorable (5) Unfavorable (1)
Ask reasons for choosing and if they thought a brand with such scheme was better
Sample Questionnaire
Sample Survey Do you use malt beverages? - Yes Do you decide which brand to purchase or your parents?
I ask my parents and they buy
Which is your favorite brand? - Complan Which would you prefer buying among Bournvita and Horlicks? -Either of the two What would you think of a friend who bought Bournvita with a price discount?
He spends his parents money wisely
Is that a good thing to do? - Good? I dont know. Smart thing yes! Do you think Bournvita is a better brand because it gives discount?
I think they use cheap quality material, thats why.
What would you think of a friend who bought Horlicks with a freebie?
Depends on what the freebie is
Lets say its a cool toy a transformer!- Sounds interesting So what would you think of the friend?
He has a good choice of products, I would say
Yes