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Author Name: Karishma Roy
Contact Email Address: netlinkindia007@
WebSite: http://www.giftsnac
Category: Business, , , ,
Description: From the local panwala to the person residing in the lap of luxury, everyone seems to be touched by the charm of promotion each single day and at every moment. What is worth considering is that despite the awareness of the final result –Sales, we tend to actually get involved and end up becoming an victim of yet another successfully crafted sales pitch. Welcome to the magical world of Promotions & Give away.
Keywords: Promotions, Gifts, Luxury, India, Chocolates, Confectionery, Gold, Coins, Rings, TV, Audio Systems
Word Count: 1235
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Article Content:
Promotions or below the line marketing is spreading like craze. In fact, what was initially a effective tool to catch up with people in the rural India who had limited access to the other mediums like Press, TV and Radio has become an indispensable part of every marketing tool even for the urban India. However, there is a considerable change in the presentation and approach. Companies are throwing just about anything to boost their branding and sales. From Tangible to the intangible, everything is being effectively exploited. From Air tickets to the most happening sporting events in India and abroad, Entry passes to the hep discos & pubs etc. to holiday packages to the most exotic locales, the consumer is being wooed with just about everything. It is not just intangible offers that are being used to tempt the buyers. The next most effective and result oriented strategy being Give-away.
Considering the influence of the homemaker in the day to buying decisions this strategy is yielding outstanding results. Besides, considering the rising influence of children in the buying decision, this strategy was sure to yield results. "Creativity and innovation is the key to this form of promotions. The more different and attractive your give away gift appears, the more likely it is that it will be a run away success" says a shop owner who stocks nearly all the leading brands available. The trend has become a craze and all leading brands are vying to offer something different. Specialized Giveaways make excellent premiums. The giveaways should be something genuinely useful, and it should be kept in a place where the prospect will refer to it when they have need for a product. A good example is the Domino's Pizza refrigerator magnet. You come home, nothing in the fridge, call Domino's delivery. It is important you position your give away effectively. Yet, another company that has been very active in this section is Mac Donalds. The company is regularly coming out with a host of Kiddies Goodies complemented with equally attractive toys. "We wish to extend the experience of Mac Donalds to the homes of the families" explains a Senior Marketing Executive.
The company has being using everything from plastic toys resembling cartoon characters to soft toys to promote itself. The effort can be said to be grand success considering the queue of children outside its various outlets. It is not always that a company takes support of such gimmicks to invert their sales downtrend. The best example is Pepsi. However, the company's product enjoys a very good brand recollection and sales, it is one of the companies that have a huge budget for such exercise. Living up with its happening and young image; caps, sports gears, t-shirts, trendy watches have been their popular gifts. Besides, this company has used autographed gifts of sporting personalities to retain their brand recollection. Yet, another excellent example of sport personality craze and innovation came from Britannia. The company recently offered a white marble free with every pack of Britannia Treat. The marble has a caricature of an Indian Cricketer printed on it, an innovative conversion of craze for cricket & cricketing stars exploited with a fresh perspective. Though marbles are played at every nook and corner of India, they were never seen as an exciting and happening game. The inclusion of the cricket factor has added an adrenaline push to this game. The inclusion of cricket factor is sure to boost the popularity of this game. Besides, the inclusion of cricketing personalities has also made them a collector's item among young children. An excellent example of what a fresh perspective could do to a small product like marble never seen as something very special among children.
The other company, which is very effectively using this medium, is Cadburys. However, the company does not give direct Give away gifts with its products, it has effectively mixed it with it is packaging to boost its image and sales. The company recently introduced A 900g Heroes Tub, packed full of delicious, extremely popular, and very moreish Cadbury Heroes. The pack could be effectively used to store other goodies once the chocolates were consumed. The other buying influence was 1Kg Biscuits & Teddy. The company offered an irresistible cuddly teddy bear with their 1 kg biscuits tin. A classic example of using children's rising influence in the buying decision. Commenting on another give away Cadbury Van Set a parent comments "Specially commissioned by Cadbury these vans celebrate not only the heritage of Cadbury but also are a real collector’s item." This packaging innovation is one of the few strategies introduced by Cadburys to push the sales of chocolates & confectionery that contribute to 75% of Cadbury's turnover. The other product most popularly used to promote chocolates and confectionery is a Tattoo. These products have become a great craze in small and young children alike. Fluorescent tattoos have been welcomed with overwhelming craze, especially in the bubble gum and toffee section. Toys are not the only give-away used to promote brands.
The companies are also offering a wide range of utility products specially catering to the homemakers. Ariel had introduced an innovative scrubber free with its product. Tata tea offered ceramic mug free with its tea. Many detergent soap giants including HLL have effectively used women's weakness for gold to sell their detergents. The trend of offering Gold Coins hidden inside the products is rising considerably. Many players large and small are vying for better sales by using gold. The latest entrant being Hero Honda, a popular motorbike giant. The company is offering a gold ring with every purchase of its bike. A subtle indication of the rising Influence of women in the purchase decision including automobiles. Besides giving utility products, the next fast growing trend in promotions is competitions. In fact, companies have gone ahead to offer not just holiday packages, but also cars and various other enticing products like TV, Audio systems, cycles, walkman, CD players etc. In fact, a Kodak, a reputed name in the photography industry has even gone ahead to promise winners a role in a Bollywood flick. Its not just big companies that are resorting to such lavish promotional gifts & give away. Today this trend is also growing popular among jewelry stores, small manufacturers etc. Many jewelers organize lucky draws during festivals etc to draw better crowd to their stores.
In fact, a few astute general stores vendors too have successfully utilized this tool to sell their slow moving products. "It forms an excellent strategy boost the sales of our slow moving products while at the same time use non-moving stock in an effective manner by using them as give-away along with their regular products," informs a general store vendor. Though this route has many takers, few feel that a mere gift cannot force a buyer to go for a certain brand just because he is getting something free. However, they unanimously agree that innovation is the key to its success. If you can create a demand in the minds of the consumers, you can lead him to go for your product. Finally, it all depends on how well you can interpret the requirements of your target audience and how well you can convert the benefit of your gifts to meet his needs is what creates all the difference.
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Author Biography:
The Author compiles and puts together information for interesting reading.
Karishma Roy
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