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PREFACE
In this age of globalization hyper competition has become a regular feature. Today the markets
are no less then battlegrounds and one has to strive very hard for survival and growth.
Due to very rapid industrialization all over the world the demand for the managerial personnel
and the administrative personnel has increased. The perfect study of Management involves both
the theoretical as well as practical aspects. To survive in this highly competitive market
Practical Knowledge is as relevant as the Theoretical.
The significance of MBA Degree is that the Theoretical aspects, which a student learns
throughout the year in the class sessions, can be practically applied through different projects,
which one undertakes. Keeping in tune with this doctrine, we have tried to apply theoretical
aspects throughout the project, which we learned under the course of management.
In this project more emphasize given to the various tools of sales promotion and its impact on
consumers buying decisions. Actually in recent trend to some extent this technique also become
victim of clutter, even though it can be eliminated by generating innovative and more attractive
tools to lure the customers.
Now a day most of the FMCG companies considering sales promotion as an important part of
their marketing strategy. From the analysis of survey it becomes clear that consumers do
response to the sales promotion campaign, but there are customers who strongly prefer to stick tobrand name.
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INDEX
Sr.No. TOPICS Page
No.
1. Objectives 6
2. Methodology 8
3. Sales and Promotion 10
4. Advertising 24
5. Types Of Advertising 29
6. Branding 30
7. About Company 61
8. Advantages and Disadvantages Of Sales and Promotion 63
9. Methods Of Sales and Promotion 65
10. Tools Of Promotion 66
11. Steps To Effective Sales Promotion 67
12. Why Sales Promotion 68
13. Scenario Of company before and after Sales and Promotion 69
12. Pros and Cons of these Strategic Implementaions
13. Suggestions
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14. Conclusion
15. Bibliography
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OBJECTIVES
1. To make a study on the most preferably used Marketing Strategy opted by the companies.
(internal/external) whether is it in case of junior, middle or senior level.
2. To study the Whisky related products of the company.
3. To identify the key factors in the marketing process conducted by the companies.
4. To take into consideration the different types of competency based practices conducted by the
companies.
5. To understand the policies and schemes run by the companies.
6. To study the importance of the factors that influences the recruitment policy.
7. To analyze the challenges the countered by the Marketing Team of such companies.
8. To make a study on the important factors that contributes towards sale.
9. To assess the conditions responsible for the Need of Advertising and Sales Promotion.
10. To know the Marketing Process and Strategy followed by the company.
11. To know whether induction is carried on by the company.
12. To assess the importance of both Advertising and Sales Promotion.
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METHODOLOGY
Source of Information:
Primary:
The primary information is collected through Face to Face Interview, Observations and by active
participation in the Sales and Promotion procedure of the company.
Secondary:
The Secondary Information is collected through website, Journals, Books and some other relevant
sources.
Both Primary and Secondary Data sources are used to generate this report.
Primary Data sources are Scheduled survey, informal discussion with professionals and
observations while working.
The secondary Data sources are different published website of revolve and other books which are
referred.
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SALES PROMOTION
Sales promotion is one level or type of marketing aimed either at the consumer or at the distribution
channel (in the form of sales-incentives). It is used to introduce new product, clear out inventories,
attract traffic, and to lift sales temporarily. It is more closely associated with the marketing of
products than of services. The American Marketing Association (AMA), in its Web-based
"Dictionary of Marketing Terms," defines sales promotion as "media and nonmedia marketing
pressure applied for a predetermined, limited period of time in order to stimulate trial, increase
consumer demand, or improve product availability." Business pundits and academic students of
business have developed almost fancifully sophisticated views of sales promotion. In down-to-earth
terms it is a way of lifting sales temporarily by appealing to economic motives and impulse-buying
behavior. The chief tools of sales promotion are discounts ("sales"), distribution of samples andcoupons, the holding of sweepstakes and contests, special store displays, and offering premiums and
rebates. All of these techniques require some kind of communication. Thus sales promotion and
advertising are difficult to distinguish.
The need for promotion arises from the intensity of competition. Sellers must somehow attract
customers' attention. In the open markets of old (and farmers markets of today), sellers did and do
this by shouting, joking with customers, and sometimes by holding up a squealing piglet for
everyone to see. Priya Raghubir and his coauthors, writing in California Management Review,identify "three faces" of consumer promotions: these are information, economic incentive, and
emotional appeal. Information may take the form of advertising the availability of something,
incentives are offered in the form of discounts, and emotional appeals are made by displays and, of
course, by the low price itself.
Precisely because sales promotions must provide incentiveswhether to the distribution channel,
the company's own sales people, or to the consumerthey cost money by definition and must
produce additional volume to pay for the expenditures. A grand sale that clears out the inventory
but, with added advertising costs factored in, reduces margin too isa failure. Sales promotions
therefore must be carefully calibrated to achieve the purpose. Holding promotions too frequently
will habituate customers to buy only when promotions are in effect. Avoiding promotions all
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together will let competitors draw customers away. Alas, business never fails but to challenge the
participant'.
GROWTH OF SALES PROMOTION
Craig Endicott and Kenneth Wylie, writing for Advertising Age in the magazine's 62nd annual
Agency Report, indicate a continued shift of revenues in advertising from traditional to new forms
of media. They label the new forms as "marketing services" and comment as follows: "Marketing
servicesidentified as all forms of interactive, sales promotion and direct marketing in this
reportgrew 11.3% to $7.66 billion in revenue in the U.S. [in 2005]; traditional advertising and its
media component advanced to $12.02 billion, a 5.1% advance that was slightly stronger than last
year." The growth of sales promotion, a significant portion of total marketing services expenditures,
is no doubt in part due to the proliferation of media channels by cable, the availability of the Internet
to channel direct marketing messages, and simply the fact that advertising has become so ubiquitous
it has become less effective: people tune (or mute) it out.
CONSUMER PROMOTIONS
Consumer sales promotions are steered toward the ultimate product userstypically individual
shoppers in the local marketbut the same techniques can be used to promote products sold by one
business to another, such as computer systems, cleaning supplies, and machinery. In contrast, trade
sales promotions target resellerswholesalers and retailerswho carry the marketer's product.
Following are some of the key techniques used in consumer-oriented sales promotions.
Price Deals
A consumer price deal saves the buyer money when a product is purchased. The main types of price
deals include discounts, bonus pack deals, refunds or rebates, and coupons. Price deals are usually
intended to encourage trial use of a new product or line extension, to recruit new buyers for a
mature product, or to convince existing customers to increase their purchases, accelerate their use,
or purchase multiple units. Price deals work most effectively when price is the consumer's foremost
criterion or when brand loyalty is low.
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Buyers may learn about price discounts either at the point of sale or through advertising. At the
point of sale, price reductions may be posted on the package, on signs near the product, or in
storefront windows. Many types of advertisements can be used to notify consumers of upcoming
discounts, including fliers and newspaper and television ads. Price discounts are especially common
in the food industry, where local supermarkets run weekly specials. Price discounts may be initiated
by the manufacturer, the retailer, or the distributor. For instance, a manufacturer may "pre-price" a
product and then convince the retailer to participate in this short-term discount through extra
incentives. For price reduction strategies to be effective, they must have the support of all
distributors in the channel. Existing customers perceive discounts as rewards and often respond by
buying in larger quantities. Price discounts alone, however, usually do not induce first-time buyers.
Another type of price deal is the bonus pack or banded pack. When a bonus pack is offered, an extra
amount of the product is free when a standard size of the product is bought at the regular price. This
technique is routinely used in the marketing of cleaning products, food, and health and beauty aids
to introduce a new or larger size. A bonus packs rewards present users but may have little appeal to
users of competitive brands. A banded pack offer is when two or more units of a product are sold at
a reduction of the regular single-unit price. Sometimes the products are physically banded together,
such as in toothbrush and toothpaste offers.
A refund or rebate promotion is an offer by a marketer to return a certain amount of money whenthe product is purchased alone or in combination with other products. Refunds aim to increase the
quantity or frequency of purchase, to encourage customers to "load up" on the product. This
strategy dampens competition by temporarily taking consumers out of the market, stimulates the
purchase of postponable goods such as major appliances, and creates on-shelf excitement by
encouraging special displays. Refunds and rebates are generally viewed as a reward for purchase,
and they appear to build brand loyalty rather than diminish it.
Coupons are legal certificates offered by manufacturers and retailers. They grant specified savingson selected products when presented for redemption at the point of purchase. Manufacturers sustain
the cost of advertising and distributing their coupons, redeeming their face values, and paying
retailers a handling fee. Retailers who offer double or triple the amount of the coupon shoulder the
extra cost. Retailers who offer their own coupons incur the total cost, including paying the face
value. In this way, retail coupons are equivalent to a cents-off deal.
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Manufacturers disseminate coupons in many ways. They may be delivered directly by mail,
dropped door to door, or distributed through a central location such as a shopping mall. Coupons
may also be distributed through the mediamagazines, newspapers, Sunday supplements, or free-
standing inserts (FSI) in newspapers. Coupons can be inserted into, attached to, or printed on a
package, or they may be distributed by a retailer who uses them to generate store traffic or to tie in
with a manufacturer's promotional tactic. Retailer-sponsored coupons are typically distributed
through print advertising or at the point of sale. Sometimes, though, specialty retailers or newly
opened retailers will distribute coupons door to door or through direct mail.
Contests/Sweepstakes
The main difference between contests and sweepstakes is that contests require entrants to perform a
task or demonstrate a skill that is judged in order to be deemed a winner, while sweepstakes involve
a random drawing or chance contest that may or may not have an entry requirement. At one time,
contests were more commonly used as sales promotions, mostly due to legal restrictions on
gambling that many marketers feared might apply to sweepstakes. But the use of sweepstakes as a
promotional tactic has grown dramatically in recent decades, partly because of legal changes and
partly because of their lower cost. Administering a contest once cost about $350 per thousand
entries, compared to just $2.75 to $3.75 per thousand entries in a sweepstakes. Furthermore,
participation in contests is very low compared to sweepstakes, since they require some sort of skill
or ability.
Special Events
According to the consulting firm International Events Group (IEG), businesses spend over $2
billion annually to link their products with everything from jazz festivals to golf tournaments to
stock car races. In fact, large companies like RJR Nabisco and Anheuser-Busch have special
divisions that handle only special events. Special events marketing offer a number of advantages.
First, events tend to attract a homogeneous audience that is very appreciative of the sponsors.
Therefore, if a product fits well with the event and its audience, the impact of the sales promotion
will be high. Second, event sponsorship often builds support among employeeswho may receive
acknowledgment for their participationand within the trade. Finally, compared to producing a
series of ads, event management is relatively simple. Many elements of event sponsorship are
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prepackaged and reusable, such as booths, displays, and ads. Special events marketing is available
to small businesses, as well, through sponsorship of events on the community level.
Premium
A premium is tangible compensation that is given as an incentive for performing a particular act
usually buying a product. The premium may be given for free, or may be offered to consumers for a
significantly reduced price. Some examples of premiums include receiving a prize in a cereal box or
a free garden tool for visiting the grand opening of a hardware store. Incentives that are given for
free at the time of purchase are called direct premiums. These offers provide instant gratification,
plus there is no confusion about returning coupons or box tops, or saving bar codes or proofs of
purchase.
Other types of direct premiums include traffic builders, door openers, and referral premiums. The
garden tool is an example of a traffic-builder premiuman incentive to lure a prospective buyer to
a store. A door-opener premium is directed to customers at home or to business people in their
offices. For example, a homeowner may receive a free clock radio for allowing an insurance agent
to enter their home and listening to his sales pitch. Similarly, an electronics manufacturer might
offer free software to an office manager who agrees to an on-site demonstration. The final
categories of direct premiums, referral premiums, reward the purchaser for referring the seller to
other possible customers.
Mail premiums, unlike direct premiums, require the customer to perform some act in order to obtain
a premium through return mail. An example might be a limited edition toy car offered by a marketer
in exchange for one or more proofs-of-purchase and a payment covering the cost of the item plus
handling. The premium is still valuable to the consumer because he or she cannot readily buy the
item for the same amount.
Continuity Programs
Continuity programs retain brand users over a long time period by offering ongoing motivation orincentives. Continuity programs demand that consumers keep buying the product in order to get the
premium in the future. Trading stamps, popularized in the 1950s and 1960s, are prime examples.
Consumers usually received one stamp for every dime spent at a participating store. The stamp
company provided redemption centers where the stamps were traded for merchandise. A catalog
listing the quantity of stamps required for each item was available at the participating stores. Today,
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airlines' frequent-flyer clubs, hotels' frequent-traveler plans, retailers' frequent-shopper programs,
and bonus-paying credit cards are common continuity programs. When competing brands have
reached parity in terms of price and service, continuity programs sometimes prove a deciding factor
among those competitors. By rewarding long-standing customers for their loyalty, continuity
programs also reduce the threat of new competitors entering a market.
Sampling
A sign of a successful marketer is getting the product into the hands of the consumer. Sometimes,
particularly when a product is new or is not a market leader, an effective strategy is giving a sample
product to the consumer, either free or for a small fee. But in order for sampling to change people's
future purchase decisions, the product must have benefits or features that will be obvious during the
trial.
There are several means of disseminating samples to consumers. The most popular has been
through the mail, but increases in postage costs and packaging requirements have made this method
less attractive. An alternative is door-to-door distribution, particularly when the items are bulky and
when reputable distribution organizations exist. This method permits selective sampling of
neighborhoods, dwellings, or even people. Another method is distributing samples in conjunction
with advertising. An ad may include a coupon that the consumer can mail in for the product, or it
may include an address or phone number for ordering. Direct sampling can be achieved throughprime media using scratch-and-sniff cards and slim foil pouches, or through retailers using special
displays or a person hired to hand out samples to passing customers. Though this last technique may
build goodwill for the retailer, some retailers resent the inconvenience and require high payments
for their cooperation.
A final form of sample distribution deals with specialty types of sampling. For instance, some
companies specialize in packing samples together for delivery to homogeneous consumer groups,
such as newlyweds, new parents, students, or tourists. Such packages may be delivered at hospitals,hotels, or dormitories and include a number of different types of products.
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TRADE PROMOTIONS
A trade sales promotion is targeted at resellerswholesalers and retailerswho distribute
manufacturers' products to the ultimate consumers. The objectives of sales promotions aimed at the
trade are different from those directed at consumers. In general, trade sales promotions hope to
accomplish four goals: 1) Develop in-store merchandising support, as strong support at the retail
store level is the key to closing the loop between the customer and the sale. 2) Control inventory by
increasing or depleting inventory levels, thus helping to eliminate seasonal peaks and valleys. 3)
Expand or improve distribution by opening up new sales areas (trade promotions are also
sometimes used to distribute a new size of the product). 4) Generate excitement about the product
among those responsible for selling it. Some of the more common forms of trade promotions
profiled belowinclude point-of-purchase displays, trade shows, sales meetings, sales contests,push money, deal loaders, and promotional allowances.
Point-of-Purchase (POP) Displays
Manufacturers provide point-of-purchase (POP) display units free to retailers in order to promote a
particular brand or group of products. The forms of POP displays include special racks, display
cartons, banners, signs, price cards, and mechanical product dispensers. Probably the most effective
way to ensure that a reseller will use a POP display is to design it so that it will generate sales for
the retailer. High product visibility is the basic goal of POP displays. In industries such as the
grocery field where a shopper spends about three-tenths of a second viewing a product, anything
increasing product visibility is valuable. POP displays also provide or remind consumers about
important decision information, such as the product's name, appearance, and sizes. The theme of the
POP display should coordinate with the theme used in ads and by salespeople.
Trade Shows
Thousands of manufacturers display their wares and take orders at trade shows. In fact, companies
spend over $9 billion yearly on these shows. Trade shows provide a major opportunity to write
orders for products. They also provide a chance to demonstrate products, disseminate information,
answer questions, and be compared directly to competitors. Related to trade shows, but on a smaller
scale, are sales meetings sponsored by manufacturers or wholesalers. Whereas trade shows are open
to all potential customers, sales meetings are targeted toward the company's sales force and/or
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independent sales agents. These meetings are usually conducted regionally and directed by sales
managers. The meetings may be used to motivate sales agents, to explain the product or the
promotional campaign, or simply to answer questions. For resellers and salespeople, sales contests
can also be an effective motivation. Typically, a prize is awarded to the organization or person who
exceeds a quota by the largest percentage.
Push Money
Similarly, push money (PM)also known as spiffsis an extra payment given to salespeople for
meeting a specified sales goal. For example, a manufacturer of refrigerators might pay a $30 bonus
for each unit of model A, and a $20 bonus for each unit of model B, sold between March 1 and
September 1. At the end of that period, the salesperson would send evidence of these sales to the
manufacturer and receive a check in return. Although some people see push money as akin to
bribery, many manufacturers offer it.
Deal Loaders
A deal loader is a premium given by a manufacturer to a retailer for ordering a certain quantity of
product. Two types of deal loaders are most typical. The first is a buying loader, which is a gift
given for making a specified order size. The second is a display loader, which means the display is
given to the retailer after the campaign. For instance, General Electric may have a display
containing appliances as part of a special program. When the program is over, the retailer receivesall the appliances on the display if a specified order size was achieved.
Trade Deals
Trade deals are special price concessions superseding, for a limited time, the normal purchasing
discounts given to the trade. Trade deals include a group of tactics having a common themeto
encourage sellers to specially promote a product. The marketer might receive special displays,
larger-than-usual orders, superior in-store locations, or greater advertising effort. In exchange, the
retailer might receive special allowances, discounts, goods, or money. In many industries, tradedeals are the primary expectation for retail support, and the marketing funds spent in this area are
considerable. There are two main types of trade deals: buying allowances and advertising/display
allowances.
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Buying Allowances
A buying allowance is a bonus paid by a manufacturer to a reseller when a certain amount of
product is purchased during a specific time period. For example, a reseller who purchases at least 15
cases of product might receive a buying allowance of $6.00 off per case, while a purchase of at least
20 cases would result in $7.00 off per case, and so forth. The payment may take the form of a check
or a reduction in the face value of an invoice. In order to take advantage of a buying allowance,
some retailers engage in "forward buying." In essence, they order more merchandise than is needed
during the deal period, then store the extra merchandise to sell later at regular prices. This assumes
that the savings gained through the buying allowance is greater than the cost of warehousing and
transporting the extra merchandise. Some marketers try to discourage forward buying, since it
reduces profit margins and tends to create cyclical peaks and troughs in demand for the product.
The slotting allowance is a controversial form of buying allowance. Slotting allowances are fees
retailers charge manufacturers for each space or slot on the shelf or in the warehouse that new
products will occupy. The controversy stems from the fact that in many instances this allowance
amounts to little more than paying a bribe to the retailer to convince him or her to carry your
company's products. But many marketers are willing to pay extra to bring their products to the
attention of consumers who are pressed for time in the store. Slotting allowances sometimes buy
marketers prime spaces on retail shelves, at eye level or near the end of aisles.
The final type of buying allowance is a free goods allowance. In this case, the manufacturer offers a
certain amount of product to wholesalers or retailers at no cost if they purchase a stated amount of
the same or a different product. The allowance takes the form of free merchandise rather than
money.
Advertising Allowances
An advertising allowance is a dividend paid by a marketer to a reseller for advertising its product.
The money can only be used to purchase advertisingfor example, to print flyers or run ads in alocal newspaper. But some resellers take advantage of the system, so many manufacturers require
verification. A display allowance is the final form of trade promotional allowance. Some
manufacturers pay retailers extra to highlight their display from the many available every week. The
payment can take the form of cash or goods. Retailers must furnish written certification of
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compliance with the terms of the contract before they are paid. Retailers are most likely to select
displays that yield high volume and are easy to assemble.
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ADVERTISING
Advertising or advertising is a form ofcommunication formarketing and used to
encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a
specific group) to continue or take some new action. Most commonly, the desired result is to
drive consumer behaviour with respect to a commercial offering, although political and
ideological advertising is also common. This type of work belongs to a category called affective
labour.
In Latin, ad vertere means "to turn toward." . The purpose of advertising may also be to reassure
employees or shareholders that a company is viable or successful. Advertising messages are
usually paid for by sponsors and viewed via various traditional media; including media such
as newspaper, magazines, television,commercial, radio,advertisement, outdooradvertising or
direct mail; ornew media such as blogs, web sites ortext messages.
Commercial advertisers often seek to generate increased consumption of
theirproducts orservices through "branding," which involves associating a product name or
image with certain qualities in the minds ofconsumers. Non-commercial advertisers who spend
money to advertise items other than a consumer product or service include political parties,
interest groups, religious organizations and governmental agencies. Non-profit organizations may
rely on free modes ofpersuasion, such as a public service announcement (PSA).
http://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Persuadehttp://en.wikipedia.org/wiki/Affective_laborhttp://en.wikipedia.org/wiki/Affective_laborhttp://en.wikipedia.org/wiki/Sponsor_(commercial)http://en.wikipedia.org/wiki/Traditional_mediahttp://en.wikipedia.org/wiki/Newspaperhttp://en.wikipedia.org/wiki/Magazineshttp://en.wikipedia.org/wiki/Radio_advertisementhttp://en.wikipedia.org/wiki/Outdoor_advertisinghttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/New_mediahttp://en.wikipedia.org/wiki/Bloghttp://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/wiki/Text_messaginghttp://en.wikipedia.org/wiki/Consumption_(economics)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Non-commercialhttp://en.wikipedia.org/wiki/Nonprofit_organizationshttp://en.wikipedia.org/wiki/Persuasionhttp://en.wikipedia.org/wiki/Public_service_announcementhttp://en.wikipedia.org/wiki/Public_service_announcementhttp://en.wikipedia.org/wiki/Persuasionhttp://en.wikipedia.org/wiki/Nonprofit_organizationshttp://en.wikipedia.org/wiki/Non-commercialhttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Service_(economics)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Consumption_(economics)http://en.wikipedia.org/wiki/Text_messaginghttp://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/wiki/Bloghttp://en.wikipedia.org/wiki/New_mediahttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Outdoor_advertisinghttp://en.wikipedia.org/wiki/Radio_advertisementhttp://en.wikipedia.org/wiki/Magazineshttp://en.wikipedia.org/wiki/Newspaperhttp://en.wikipedia.org/wiki/Traditional_mediahttp://en.wikipedia.org/wiki/Sponsor_(commercial)http://en.wikipedia.org/wiki/Affective_laborhttp://en.wikipedia.org/wiki/Affective_laborhttp://en.wikipedia.org/wiki/Persuadehttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Communication7/29/2019 Nitish Project
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TYPES OF ADVERTISING
Radio advertising
Radio advertising is a form of advertising via the medium ofradio. Radio advertisements are
broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving
device. Airtime is purchased from a station ornetworkin exchange for airing the commercials.
While radio has the limitation of being restricted to sound, proponents of radio advertising often
cite this as an advantage. Radio is an expanding medium that can be found not only on air, but
also online. According to Arbitron, radio has approximately 241.6 million weekly listeners, or
more than 93 percent of the U.S. population.
Online advertising
Online advertising is a form ofpromotion that uses the Internet and World Wide Web for theexpressed purpose of delivering marketing messages to attract customers. Online ads are
delivered by an ad server. Examples of online advertising include contextual ads that appear
on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network
advertising, online classified advertising, advertising networks and e-mail marketing, including e-
mail spam.
New media
Technological development and economic globalization favors the emergence of new and new
communication channels and new techniques of commercial messaging.
Product placements
Covert advertising is when a product or brand is embedded in entertainment and media. For
example, in a film, the main character can use an item or other of a definite brand, as in the
movie Minority Report, where Tom Cruise's character John Anderson owns a phone with
the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo.
Another example of advertising in film is in I, Robot, where main character played by Will
Smith mentions his Converse shoes several times, calling them "classics," because the film is set
far in the future. I, Robot and Space balls also showcase futuristic cars with
the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillac chose
to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which
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Cadillac cars were used. Similarly, product placement forOmega
Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond films,
most notably Casino Royale. In "Fantastic Four: Rise of the Silver Surfer", the main transport
vehicle shows a large Dodge logo on the front. Blade Runnerincludes some of the most obvious
product placement; the whole film stops to show a Coca-Colabillboard.
Press advertising
Press advertising describes advertising in a printed medium such as a newspaper, magazine, or
trade journal. This encompasses everything from media with a very broad readership base, such
as a major national newspaper or magazine, to more narrowly targeted media such as local
newspapers and trade journals on very specialized topics. A form of press advertising is classified
advertising, which allows private individuals or companies to purchase a small, narrowly targeted
ad for a low fee advertising a product or service. Another form of press advertising is the Display
Ad, which is a larger ad (can include art) that typically run in an article section of a newspaper.
Billboard advertising
Billboards are large structures located in public places which display advertisements to passing
pedestrians and motorists. Most often, they are located on main roads with a large amount of
passing motor and pedestrian traffic; however, they can be placed in any location with large
amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office
buildings, and in stadiums.
Mobile billboard advertising
Mobile billboards are generally vehicle mounted billboards or digital screens. These can be on
dedicated vehicles built solely for carrying advertisements along routes preselected by clients,
they can also be specially equipped cargo trucks or, in some cases, large banners strewn from
planes. The billboards are often lighted; some being backlit, and others employing spotlights.
Some billboard displays are static, while others change; for example, continuously or periodically
rotating among a set of advertisements. Mobile displays are used for various situations in
metropolitan areas throughout the world, including: Target advertising, One-day, and long-term
campaigns, Conventions, Sporting events, Store openings and similar promotional events, and Big
advertisements from smaller companies.
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In-store advertising
In-store advertising is any advertisement placed in a retail store. It includes placement of a
product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout
counters (aka POP Point of Purchase display), eye-catching displays promoting a specific
product, and advertisements in such places as shopping carts and in-store video displays.
Coffee cup advertising
Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed out of an
office, caf, or drive-through coffee shop. This form of advertising was first popularized in
Australia, and has begun growing in popularity in the United States, India, and parts of the Middle
East.[citation needed]
Street advertising
This type of advertising first came to prominence in the UK by Street Advertising Services to
create outdoor advertising on street furniture and pavements. Working with products such
as Reverse Graffiti, air dancers and 3D pavement advertising, the media became an affordable and
effective tool for getting brand messages out into public spaces.[citation needed]
Sheltered Outdoor Advertising
This type of advertising opens the possibility of combining outdoor with indoor advertisement by
placing large mobile, structures (tents) in public places on temporary bases. The large outer
advertising space exerts a strong pull on the observer, the product is promoted indoor, where the
creative decor can intensify the impression.
Celebrity branding
This type of advertising focuses upon using celebrity power, fame, money, popularity to gain
recognition for their products and promote specific stores or products. Advertisers often advertise
their products, for example, when celebrities share their favorite products or wear clothes by
specific brands or designers. Celebrities are often involved in advertising campaigns such as
television or print adverts to advertise specific or general products. The use of celebrities toendorse a brand can have its downsides, however. One mistake by a celebrity can be detrimental
to the public relations of a brand. For example, following his performance of eight gold medals at
the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps' contract with Kellogg's
was terminated, as Kellogg's did not want to associate with him after he was photographed
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smoking marijuana. Celebrities such as Britney Spears have advertised for multiple products
including Pepsi, Candies from Kohl's, Twister, NASCAR, Toyota and many more.
Consumer-generated advertising
This involves getting consumers to generate advertising through blogs, websites, wikis and
forums, for some kind of payment.
Aerial advertising
Using aircraft, balloons orairships to create or display advertising media. Skywriting is a notable
example.
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BRANDING
The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or
design, or a combination of them intended to identify the goods and services of one seller or
group of sellers and to differentiate them from those of other sellers.
Therefore it makes sense to understand that branding is not about getting your target market to
choose you over the competition, but it is about getting your prospects to see you as the only one
that provides a solution to their problem.
The objectives that a good brand will achieve include:
Delivers the message clearly Confirms your credibility Connects your target prospects emotionally Motivates the buyer Concretes User Loyalty
To succeed in branding you must understand the needs and wants of your customers and
prospects. You do this by integrating your brand strategies through your company at every point
of public contact.
Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum
total of their experiences and perceptions, some of which you can influence, and some that you
cannot.
A strong brand is invaluable as the battle for customers intensifies day by day. It's important to
spend time investing in researching, defining, and building your brand. After all your brand is the
source of a promise to your consumer. It's a foundational piece in your marketing communication
and one you do not want to be without.
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ABOUT COMPANY
BUSINESS OVERVIEW
THE LOGO
The Pegasus, which is the symbol of the United Breweries, first found its place as the Group logo
in 1940. Then, the Helladic horseassociated with beer and nectar in Greek mythology- carried a
beer cask between the wings, ostensibly because beer formed the core operations of the Group.
Later, the beer cask was removed to represent the Groups multifaceted operations . Now, it is just
the Pegasus.
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BUSINESS INTERESTS OF UB GROUP
Beverage Alcohol:The UB Group is 3rd largest spirits marketer in the world, with overall sales of 60 million cases.
The company offers 140 brands at varying price points. Some of the famous brands of the UBGroup are: Bagpiper Whisky, McDowell's No.1 Whisky, Director's Special Whisky, McDowell's
No.1 Brandy and McDowell's Celebration Rum.
Pharmaceuticals:
The group's company Aventis Pharma Limited is the second largest pharmaceutical multinational
in India. It develops and markets branded prescription drugs and vaccines.
Media:
The UB Group also has a shareholding in Asian Age Holdings Ltd, the company that owns and
manages daily newspaper, The Asian Age.
International Trading:
The Group's company UB Global Limited is a recognized export house engaged in the export of
Beer, Spirits, Leather Footwear and Processed Foods. The Company also exports Pharmaceutical
Products and customized perfumeries.
Research & Development:
Vittal Mallya Scientific Research Foundation (VMSRF) was established in 1987 with the
objective of developing newer and novel technologies that will have substantial application in
industry and health care. The foundation is it is recognized by the Departments of Scientific &
Industrial Research (DSIR), Dept. of Biotechnology (DBT), Council for Scientific and Industrial
Research (CSIR) and the Ministry of Finance, Govt. of India.
Aviation:
UB Group entered aviation sector in 2005 with the launch of Kingfisher Airlines Limited.
Kingfisher Airlines has captured an impressive market share and has established a niche identity
for itself. The airlines recently acquired 25% stake in Deccan Airlines.
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Fertilizer:
Mangalore Chemicals & Fertilizers Limited is under UB Group's management. It has a
manufacturing capacity of 217800 MT of Ammonia and 380000 MT of Urea.
COMPANIES UNDER THE UB GROUP
1. United Breweries Holdings Limited2. United Spirits Limited- Spirits and Wines Branch
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3. United Breweries Limited- Beer Branch4. Kingfisher Airlines5. Mangalore Chemicals and Fertilizers Limited6. UB Engineering
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1. PRODUCTS MANUFACTURED :-Ever since its inception during the 19th Century, United Spirits Limited (USL) - earlier known as
the McDowell & Co. Ltd. and the flagship company of the UB Group - has been the metaphor
for the finest spirits produced across the world. With more than 140 brands across different
flavours such as Scotch, Whisky, Vodka, Rum, Brandy and imported Wines, USL has the most
sought-after brand portfolio in the industry. The fact that 21 out of the 140 brands are
"Millionaire Brands" (those that sell more than a million cases per annum) is a definite indication
to the reach and popularity of USL's brands.
Not only that, United Spirit's brands have won the most prestigious of national and international
awards across flavors, ranging from the Mondial to International Wine and Spirit Competition
(IWSC) to International Taste and Quality Institute (ITQI); a total of 99 awards and certificates
(as of December 2007) - which again is a true reflection of the company's commitment towards
maintaining quality and finesse across all its offerings.
USL has constantly revamped itself and its brands to keep pace with the changing business
dynamics and global competition. The company's ultimate objective of becoming the second
largest spirits company in the world received a major shot in the arm during 2007 with the
acquisition of internationally renowned brands (companies) such as Whyte & Mackay, Bouvet
Ladubay and Pinky Vodka.
And yes. with such a head start, the excitement continues as USL is geared for an action-packed
year, which will drive it further closer to becoming the No. 1 spirits company in the world.
Dalmore
With over 160 years of existence in the art of whisky-making, Dalmores Highland malt
whisky is recognized as one of the finest distilleries in the world. To enrich the rich taste of
almore, the malts used for brewing the fine liquor are fermented in oak wooden casks for as
long as 21 long years. With subtle transformation, the malt tends to emit an orange, healthier
roma with subtle hints of smoke. To find more you simply have to follow your nose and taste
it with the help of Richard Patersons tasting notes. The pure water of River Alness is used to
roduce the Dalmore and its because of the wholesomeness of the river many other Highland
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malt whiskies of Scotland have set up their production lines along the banks.
From Norse to Gaelic, Dalmore means the big meadowland referring the fertile Black Isle
ocated on the opposite side of the distillery. The Dalmore offers 26 unusually distinct aromas
with a choice of flavor from chocolate and spice. Each of these exceptional malts has its own
unique character and has bagged numerous prestigious awards.
Jura
Established in 1810, the name of JURAs single malts is inspired from the Island of JURA
described as one of the most un-getable places by English writer George Orwell because of
its distant location in London. The serenity of the location contributes to the unique blending
rocess where whisky not only absorbs the flavors of the wood, but also the islands sea breeze
assing over the porous walls of barrels. Often the smallest of factors can affect the balance of
flavors in whisky. Jura, as they say is an island rich in history, myths and superstitions and
thelegacy dates back to 8000 years ago where the pre-historic graveyard at Kilearnadil was
said to be the resting place of a saint.
For true whisky enthusiasts a visit to the distillery is the major attraction. The island of Jura
may be hard to get to, but those who have been there will find it even harder to leave. The
fastest route from London involves changing a couple of flights and then a ferry. After
winning numerous awards in its category JURAs single malt is distinguished for its subtle
flavors world over.
Whyte & Mackay
stablished on the docks of Glasgow in 1844, the brand was named after two founders, James
Whyte and Charles Mackay. The finest whiskey Whyte and Mackay is proud of its Glasgow
roots to produce the rich flavor by combining the best of 35 selected malts in Scotland. The
brand has always believed in the philosophy of good things comes to those who wait, and
ats how Whyte and Mackay had been known for using the unique double marriage process
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blending their whisky which not only guarantees a smooth, mellow and distinctive character
ut ensures every drop of Whyte & Mackay tasting as good as the first. There is an old saying
which goes something like this You Cant Hurry Love. The simple meaning of the saying
signifies the double marriage process.
At 12 years old, when other producers bottle their aged blends, Whyte & MacKays Master
lender brings together the finest malt whiskies, then returns them to sherry casks to marry for
nother year of loving union. At 13 years old, the second marriage takes place, when the finest
grain whiskies are introduced to this blend of malts to create the masterpiece that is THE
THIRTEEN.
There are 3 different variants of scotch whiskey based on the period of maturation, viz.
Whyte and Mackay The Thirteen (13 year old blended scotch whiskey)
Whyte and Mackay 19 Years Old Blend (19 year old blended premium scotch whiskey)
Whyte and Mackay 22 Years Old (Rare edition blended scotch whiskey)
Black Dog
he birth of the great whisky took place almost 125 years ago when James McKinley from the
econd generations of the Leith Scotch-whisky blending family launched the masterful whisky
y the name of Millard Black Dog. It is said that in the year 1883 Walter Millard, a Scot from
British East India company came searching for the perfect Scotch and eventually discovered
e great taste of whisky in these misty shores of Scotland. Today Black Dog is considered as a
100% genuine Scotch-whisky distilled, matured and blended in the lowland regions of
Scotland. After more than 125 years every time-honored process is followed the same way to
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produce the impeccable blend of robust, yet smooth Scotch-whisky which is relished as an
intricate fusion of delicate tones and soft aromas. Available in 2 enchanting blends - 12 Year
Old Deluxe Scotch-whisky and 8 Year Old Centenary Scotch-whisky.
or 12 Year Old Deluxe Scotch-whisky, the Master blender guarantees a lavish finishing with
a touch of cream. On the other hand the 8 Year Old Centenary Scotch-whisky comes with a
promise of giving a balanced, long and intense finishing.
Antiquity
t was during the era of sizzling 80s, Antiquity captured the fascination of whisky and scotch
drinkers with its exceptional creation. It is a unique blend of exclusive Scotch, fine Indian
malts and alcohol with zero artificial flavors. Needless to say the blend composition was
derived after numerous experiments and till date the composition is a closely guarded secret,
known only to the Master Blender. Quality of the product is maintained using strict quality
control norms including finger-printing using the sophisticated Gas Chromatographic
technique. A timeless packaging that's earned global recognition, bagging prominent awards
ike World-star, Asia-star and India-star. Available in two distinct blends - Antiquity Blue and
Antiquity Rare, the brand is known for its indomitable spirit and superior taste.
oth variants come in colors of Antique Gold with fantastically long and smooth finishing. As
far as the aroma goes Antiquity Blue gives a whiff of peat as the delicate spice is married
eautifully with honey, vanilla and tropical fruits double the excitement. On the other hand its
sibling Antiquity Rare couples the delicate balance of malt and wood with a rare touch of
heather.
Signature
In the late 80s and early 90s, finding a Scotch or expensive whisky was a tough task. Every
connoisseur stocked his bar largely from the bootlegger or trips abroad. With bootlegger, the
risk of getting original stock always remained a question mark and secondly bulk purchase
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requirements of corporate partners could not be met. That saw the birth of Signature Whisky.
Thats how in 1991, McDowell & Company launched this prized blend of imported Scotch
having impeccable Indian malts and called it McDowell's Signature which soon started
expanding its consumer franchisee to become the Best Indian Whisky of all time.
The full-bodied Signature blend with a well-rounded bouquet of peated malts and a generous
fusion of Scotch, adds to its superior value delivery. The physical identity of brand Signature
played an instrumental role in creating a premium, aspirational and exclusive imagery for it.
As it stepped into the new millennium, the focus shifted towards premium whisky drinkers
who were younger, well-heeled, well-exposed and on-the-way-to-the-top. Thus was born the
New Signature, known commonly for its rich "Scotch like Taste," McDowell's Signature is
clearly young, modern, and stylish for the discerning.
Royal Challenge
Royal Challenge is the largest selling premium whisky in India with a rich heritage of
innovation and unsurpassable quality. Blended for 24 years, Royal Challenge has won the
hearts of whisky drinkers across the nation since its inception in the 80s. It is said that the
Master Blender spent a lot of time in studying the properties of various oak wood casks to
elect the right procedure for maturation. The kind of imagery it lends to its customers goes in
o prove its leadership in the market. As the UB Group acquired Shaw Wallace in 2005, Royal
hallenge commonly referred as RC amongst whisky drinkers became a part of USL's proud
legacy.
An amazingly smooth whisky, the secret of its velvet-like texture lies in the use of leisurely
atured malt spirit. With its rare texture of antique gold, the finishing gets long, smooth, deep
and yet so delicate.
McDowell's No.1
McDowells No.1 has undoubtedly been the top-of-the-line whiskey both literally and
laterally. Over the years the brand has reinvented itself in all possible ways and has looked at
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reater accomplishments in product, packaging, marketing and promotions. In the beginning, it
ad the tag 'Mera No.1' attached to it. However, over the years, it has evolved and transformed
from an "icon" to a brand character. The brand has reinvented itself in all possible ways and
has looked at greater accomplishments over the years. With the simple proposition of
celebrations in life begin with McDowell, the trademark cheer finger has quite evidently
made an impression. The proof of its quality and appeal is that it has not only survived the
Scotch invasion, but is on its way to becoming one of the biggest
hisky brands in the world even beating pure Scotch! Apart from the popular McDowell's No.
1 Reserve Whisky, McDowell has another variant under its label - DietMate Whisky, world's
first diet whisky, created especially for the fitness conscious drinkers. The brand's ability to
change itself constantly and remain connected to the ever - changing customer aspirations is
the key to its success.
ts aroma has a subtle vanilla-like sweetness and no wonder which gives it a light, smooth and
warm finishing.
cDowell's No.1 Platinum
he No.1 spirit of leadership.
true leader is he who thinks, and acts unconventionally. Bearing testimony to this belief is
cDowells No.1 Platinum - A brand that celebrates real leaders. As drinking whiskey is
erceived as a sign of achievement among todays youth, McDowells No.1 Platinum serves as
n inspiration to the young leaders of tomorrow to dream big and work towards achieving it.
ased on the insight, in todays world successful leader is he who makes unconventionality a
ay of his life, the brand reaches out across different media to awaken the leader in each of us.
leader in his own right.
is said, the task of a leader is to get his people from where they are, to where they have not
een. Case in point is MS Dhoni having led the Indian team to victory in the World Cup 2011.
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ifted with leadership qualities that have inspired millions, it is no surprise that MS Dhoni fits
e bill to be the brand ambassador for Mc Dowells No. 1 Platinum. Undoubtedly one of the
est captains of all time, MS Dhoni embodies the brands ethos - Think and lead differently.
nd this platinum partnership certainly is a great unison of two iconic brands that synergize
ach other in an immaculate manner.
efining leadership.
its endeavor to emphasize the true essence of unconventional leadership, McDowells
latinum No.1 recently shot a television commercial (TVC) starring MS Dhoni. The authentic
lot of the TVC revolves around the thought Successful leaders think differently. And takes
s to the last over of the final T20 match in September 2007, where Dhoni, being the epitome
f unconventional leadership, led India to a glorious win. This inspiring TVC, features a
tirring narration by the captain himself. Further, its also a visual treat that offers a grand mix
f stunning visuals and mind-blowing graphics. Currently on air in all leading TV channels
nd out-of-home media, it aims at reinforcing in the consumers minds the brands philosophy
The No.1 Spirit of Leadership.
Bagpiper
agpiper is one of the flagship brands of United Spirits Limited and the worlds largest selling
whisky. The brand sold more than 16 million million cases in 2009-10. The 33 year old
flagship brand of USL is the market leader with 27% market share.
agpiper Whisky was launched in 1976 by Herbertsons which was acquired by the UB Group
in 1973. With a distinct style and blend, Bagpiper is been promoted as the whisky of the
cinestars, endorsed by the reigning macho heartthrob. Bagpiper has many firsts to its credit
including the guala caps and tetra packs. Bagpiper is exported to 22 countries. The brands
promise of Khoob Jamega Rang jab mil baithenge teen yaar... Aap, Mein Aur Bagpiper is
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synonymous with the Bollywood glamor.
Bagpiper Whisky is known for its strong blend and light malt-like aroma with a hint of
woody/earthy character at the background. The malt spirits used in the blend are chosen from
malts matured in pre-identified American oak casks. These malt spirits, when blended in
certain proportions, give a smooth woody aroma to the whisky.
Celebration Rum
c Dowells Celebration Rum is the 2nd largest rum in the world and a market leader in India.
vailable in 2 variants - No.1 Celebration Rum and No.1 Celebration Rum Dry & White, both
f which are matured, distilled and blended with exceptional finesse. It captures the traditional
roots of rum making and full credit to the Master Blender who did a rigorous study before
reating this superior blend. Its chocolate brown texture makes it full-bodied rum with richness
of toffee and caramel in its aroma. Take a sneak peek at the residential bar of any defense
personnelyou can be doubly sure to find atleast one bottle of Celebration Rum.
Bouvet Ladubay
With the acquisition of BOUVET-LADUBAY in July 2006, the UB Group has made a
strategic entry into the wines category. BOUVET-LADUBAY based in Saumur in the Loire
Valley region in France, has a heritage of over 160 years. BOUVET-LADUBAY has won
many International Awards and Recognition for the longstanding quality of its fine Sparkling
ines. (360 Medals, 100 Gold Medals until today). BOUVET-LADUBAY considers Wine as
Lifestyle Art the French "Art de Vivre" & has always been partnering with Arts :
Contemporary Art through its Art Center, Theatre through its 19th Century Theatre, Cinema
rough numerous events during each year Cannes Film Festival for instance for over 15 years.
The Company currently produces 5.5 Million bottles per annum and has a 8 Million bottles
roduction capacity through its new Winery BOUVET-LADUBAY Full Metal inaugurated in
December 2008 by Dr Vijay Mallya, Mr Ravi Nedungadi and his Excellency Ranjan Mathai,
Indian Ambassador to France.
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Pinky
ts pink with an exotic combination of flowers and fruit. Packaged in its chic perfumed styled
bottle, Pinky offers a shot of sheer feminity. Created in Sweden by champion wine tasters,
Pinky owes its elegance and distinctive pink taste to a bouquet of violets, rose petals, wild
strawberries and other botanical herbs hand blended into the vodka after distillation for
aximum flavor. To accentuate its sensuous appeal the brand name is printed in metallic silver
on a black layered mono carton. The brands unusual typeface adorned with rose thorns
suggests its beauty while alluding to its ingredients.
Romanov
Romanov gets its name from the last czar of Russia and true to its calling remains committed
to the finest vodka making, the way Russians traditionally made their vodkas. A premium
offering for the fastest growing vodka consumers in the country, Romanov is at the forefront
of all innovations. The finest grains from different harvest seasons are fermented with utmost
are to retain all the natural characters. With multi-distillation and multi-filtration techniques, a
never before blend of Romanov Red is finally blended to perfection with a rigorous 7 step
manufacturing process. Keeping in step with the changing times Romanov offers 2 peppy
flavors namely Green Apple and Tropical Thrill, orange,lemon. A World class triple-distilled
lend with a tinge of de-mineralized water, Romanov induces a sense of refreshing energy, and
its piquancy leaves you craving for more.
White Mischief
White Mischief is triple-distilled vodka filtered to the highest levels of purity to ensure the
flamboyant spirit of youth - its core essence being flirtatious mischief. The clean and dry
Extra Neutral Alcohol is blended in close supervision and strict quality control parameters to
ensure a high quality vodka blend. The frosty and smooth look of the bottle with shades of
royal blue and white on the vial stand for the stylish youth of today. White Mischief is the
market leader today with 46% market share.
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Four Seasons
Four Seasons range of premium wines is a delight for every season. Be it sprightliness of a fresh
spring morning, the joyous warmth of a glorious summer afternoon the tingling nip of a crisp
autumn twilight or the biting chill of an icy winter night, it offers wines in 6 distinct flavors -
Sauvignon Blanc, Chenin Blanc, Blush, Cabernet Sauvignon, Shiraz and Zinfandel. Four Seasons
uses fine French varieties of wine grapes cultivated in the Western Ghats of Maharashtra to
produce wines at the state-of-the-art winery in Baramati. The lush rolling Western Ghats which
occupies almost 1000 acres of Nasik and Sahyadri ranges offer not just a breathtaking landscape
of beauty but are endowed with the perfect natural conditions to nurture the grapes. All thanks to
Mr. Abhay Kewadkar the Cheif Winemaker and Business Head for the UB Group who seamlessly
used his expertise in setting up its wine business.
BOARD OF DIRECTORS
Dr. Vijay Mallya
Chairman
Dr. Vijay Mallya is the face of the $2 billion UB Group. 52 year-old Dr. Mallya took over the
reins of the United Breweries Group in 1983 at the tender age of 28 and has, since then, steered
the UB Group to a multinational conglomerate.
Instrumental in shaping the Kingfisher brand as one of the most popular beers across the globe,
Dr. Mallya has received several awards both in India and overseas. He was conferred a Doctorate
in Philosophy in Business Administration (honoris causa) by the University of Southern
California and nominated as a Global Leader for Tomorrow by the Geneva-based World
Economic Forum (WEF).
In recognition of Dr. Vijay Mallya's contribution to the development of Trade and Industry in
Karnataka, the Federation of Karnataka Chambers of Commerce and Industry conferred upon him
"Sir M. Visvesvaraya Memorial Award" for the year 2001.
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Dr. Mallya is a Member of Parliament and on the board of several public companies in India and
abroad.
Mr. S. R. Gupte
Vice Chairman
Mr. Subhash Raghunath Gupte (Mr. Gupte), aged 68 years, is a Chartered Accountant. Mr. Gupte
has worked with Caltex India Limited for 5 years in various capacities. Mr. Gupte has also
worked with Air India for 24 years and took over as Acting Chairman and Managing Director
from July 17, 1990. He was also Chairman of Hotel Corporation of India till November, 1991.
Mr. Gupte has been with the UB Group for the last 15 years.
Mr. Gupte has varied experience in financial, administration and personnel fields as he was
heading these fields in Air India.
Mr. Ashok Capoor
President and Managing Director
Mr. Ashok Capoor is the President and Managing Director of United Spirits Limited, the worlds
largest alco bev company by volume and the USD 2 billion spirits arm of the UB Group.
Mr. Capoor has over 35 years of experience across companies and various functions with major
specialization and experience in sales & marketing. He has led several brands to their global
iconic status despite operating in highly regulated business environments.
Mr. Capoor started his career with the National Tobacco Company in 1976. He then took up an
assignment with Godfrey Phillips India Ltd. as Branch Manager in 1978. He rose to the position
of Regional Manager Sales, Northern Region in April 1982 and then to the position of
Marketing Manager in 1988. He later joined the erstwhile Herbertsons Limited as Divisional Vice
President in 1992, looking after PAN India Sales and Marketing operations. He later took over as
Chief Operating Officer (West) in United Spirits Ltd. (USL) in June 2001. During his tenure,
USL took giant strides in the Western region and gained significant market share across brands,
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setting a performance benchmark for other regional profit centers within the USL fold.
Mr. Capoor donned the mantle of the Deputy President of United Spirits in 2007, directly
overseeing the sales and marketing function across the country. During his tenure, USLs growth
outpaced the industry, consistently achieving over 12 13% volume growth and a 16% value
growth year on year. Under his visionary leadership, USL reached the global No 1 mark with 21
brands in its portfolio selling over a million cases every year.
Mr. Capoor is known for his market driven management style backed with teams that remain
continuously motivated to beat their own benchmarks and deliver shareholder value. His charter
is to lead United Spirits to the 200 million cases mark in the next five to six years.
Mr. Ashok Capoor was born on the 5th of July, 1953. He completed his schooling from Mayo
College, Ajmer. He is an alumnus of Sri Ram College of Commerce, Delhi where he secured a
degree in B.A. Economics (Hons). He has also secured a masters degree in Business
Administration (Marketing) from Faculty of Management Studies, Delhi. He successfully
completed an Advanced Management Programme from Harvard University, Boston.
Mr. M. R. D. Iyengar
Mr. M. R. Doraiswamy Iyengar. aged 66 Years is a Graduate in Commerce and a Chartered
Accountant. He is also a post Graduate in Law, holding a B.L. degree. Mr Iyengar has served as
Chief Accountant and Secretary of a few Companies for 6 years and joined M/s. K. V.
Narasimhan & Co., a firm of Chartered Accountants as partner in 1970. Mr. Iyengar was a senior
Partner in the firm till 28-3-2000 and has since retired from the said firm presently, Mr. Iyengar is
a Consultant and advisor to the said firm.
Mr. Doraiswamy Iyengar has over 30 years experience in auditing and accounts of both Public
and Private Sector Companies and large sized firms, specialized in taxation of all categories of
assesses both under Direct Tax laws & also State Sales Tax law and has carried investigations for
Companies. Presently Mr. Iyengar is appearing before all Appellate authorities in Tax cases.
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Mr. Doraiswamy Iyengar was appointed as an additional Director on April 19, 2001.
Mr. Sreedhara Menon
Mr. Sreedhara Menon, aged 70 years, is currently Chairman of the Board and Strategic Advisor of
VITEOS Capital Market Services Limited, a Business Process Outsourcing Company in India
with a branch located at Somerset, New Jersey, USA. Mr. Menon has previously held senior
positions as Deputy President and Member of the Board of Directors of American Express Bank
Limited, Chairman of the Board of Directors of American Express Bank International, Managing
Director, Emerging Markets Group at Lehman Brothers Inc., New York and General Partner and
Vice Chairman of RRE Ventures, LLC. Mr. Menon has served as a Member of the Board of
Directors of U.S.-India Business Council, Asean-U.S. Business Council, President of India-
America Chamber of Commerce in New York, etc. Mr. Menon holds Masters Degree in
Economics from Maharaja's College of the University of Kerala, India. He resides in Short Hills,
New Jersey, U.S.A.
Mr. Menon is Director in Viteos Capital Markets Services Limited.
Mr. B.M. Labroo
Mr. B. M. Labroo, aged 75 years, is an Industrialist and has wide experience in marketing,
finance and corporate governance. Mr. Labroo is an M.A. in Political Science from Punjab
University and is the promoter and Chairman of Asahi India Glass Ltd.
Mr. B M Labroo is a member of the Audit Committee, Shareholders/Investors Grievance
Committee, and Chairman of Compensation Committee.
Mr. S.K. Khanna
Mr. Sudhindar Krishan Khanna (Mr. Khanna), aged 54, is a qualified Chartered Accountant. He
ranked 3rd in the UK in the Intermediate Examination of the Institute of Chartered Accountants in
England & Wales and 1st in the Finals with the prize of the best paper in Law. Mr. Khanna joined
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Accenture, London as a Senior Consultant in the year 1977 and promoted to Partner in 1986.
Mr. Khanna possesses a very large range of experience in advising clients in strategy,
reengineering and technology across a range of industries at the Chairman/CEO level in
approximately 20 countries. Mr. Khanna was responsible for setting up all of Accenture business
in India which today is approximately 40,000 people, and is the largest geography for Accenture.
He recently retired from Accenture after 30 years - his last position being Global Managing
Partner Outsourcing, based in London.
Mr. Khanna also speaks at a variety of global conferences and interacts with the media globally.
Mr. Khanna is a Charter Member of TIE which is a Global Technology Networking/ Mentoring
Organization. He is also on the Board of IBPN (Indo British Partnership) and on the Board of the
India Advisory Group, which advise the UK and Indian Government on strengthening India -
British economic ties.
Mr. Khanna was appointed as additional Director of the Company on June 01, 2007 and will hold
office as Director up to this Annual General Meeting.
Mr. Khanna does not hold any share in the Company.
MARKET SHARE
The Indian spirits industry today is pegged at 236 million cases and USL has a 59% market share
in India in the segments it operates in.
Indias Largest Beverage Alcohol Group and The Largest in the World.
Total worth of its spirits division brands is over $ 5 billion US Dollars.
Market Leader with over 59% market share of India Spirits Business.
114 million cases in the year 2010-11.
Portfolio comprises of a wide range of Brands including 21 Millionaire Brands.
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USL has dominant market share & the fastest growing brands in most key segments
category USL Market Share (%) Brand Ranking
BII Scotch
Premium
Scotch
44% Black Dog 12 Yr (Rank # 1, Fastest
Growing Premium Scotch)
Regular
Scotch
6% Black Dog 8 Yr (Fastest Growing
Regular Scotch)
Whiskey
Premium 60% Royal Challenge (# 2), Signature (#
3),
Antiquity (# 4, Fastest Growing
Premium Whisky)
Prestige 61% Mc Dowell's No 1 (#1), DSP Black
(#3, Fastest Growing Prestige
Whisky)
Regular 55% Bagpiper (#1), OTW (# 3, Fastest
Growing Regular Whisky)
Vodka
Premium -- -
Prestige 7% Red Romanov (#2)
Regular 83% White Mischief (#1), Romanov (#2)
Regular Rum 56% McDowells Celebration (#1), Old
Cask (#3, Fastest Growing Rum)
Regular
Brandy
67% Mc Dowells No 1 (#1), Honey Bee
(#2, Fastest Growing Regular
Brandy), John Exshaw(#3)
Regular Gin 79% Blue Riband
ADVANTGES AND DISADVANTAGES OF SALES PROMOTION
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DISADVANTAGES OF SALES PROMOTIONS
While sales promotion is a powerful and effective method to produce immediate short term
positive results, it is not a cure for a bad product or bad advertising. In fact, a promotion is speed
up the killing of a bad product.
Increased price sensitivity
Frequently promoted brands in the product category, especially on the basis of price, make
consumers and traders more price sensitive not only for the promoted brands but for other brands
as well in the same product category.
Consumers wait for the promotion deals to be announced and then purchase the product. This is
true even for brands where brand loyalty exists. Customers wait and time their purchases to
coincide with promotional offers on their preferred brands.
Quality image may become tarnished
If the promotions in a product category have been rare, or the product happens to be of high
involvement category, the promotions could have a negative effect about its quality image.
Consumers may start suspecting that perhaps the product has not been selling well, the quality of
the product is true compared to the price or the product is likely to be discontinued because it has
become outdated.
Dealers forward buy and divert stocks
In case of deals for the trade, many dealers forward buy, in excess of their inventory
requirements. This is particularly happens if a product is low bulk, much in demand and the
inventory holding costs are favourably low. This is true both for wholesalers as well as retailers.
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Forward buying of excessive stocks on deals or quantity discounts can lead to diversion of some
of the stocks in non-deal areas. Forward buying of excessive stocks on deals or quantity discounts
can lead to diversion of some of the stocks in non- deal areas.
Wholesalers and retailers do not hesitate in selling these excess stocks in non- deal areas on prices
that are less than the list price, but keeping some reasonable margin for themselves. This is likely
to have a negative effect on price discrimination efforts of the company as dealers and those areas
would not be buying even the normal requirements from the company.
Merchandising support from dealers is doubtful
One of the trade promotions tool is to offer promotional allowances to trade people to motivate
them to provide merchandising support and to pass on some benefit to consumers. This generally
is the condition attached with such promotional allowances. In many cases, the dealers do not
cooperate in providing the merchandising support nor do they pass on any benefit to consumers.
The retailer might not be willing to give support because he does not have the place, or the
product does not sell much in his shop, or may be he thinks the effort required is more than the
commission/benefit derived.
Short-term orientation
Sales promotions are generally for a short duration. This gives a boost to sales for a short period.
This short-term orientation may sometimes have negative effects on long-term future of the
organization. Promotions mostly build short-term sales volume that is not maintained. Heavy use
of sales promotion, in certain product categories, may be responsible for causing brand quality
image dilution.
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The argument given in favour is that companies should develop superior products or services
which are better than competitors and consumer should be convinced through appropriate and
focused advertising about the superiority of the product and its image.
This will result in lasting brand identities reflecting consumer values. Then there will be no need
to offer any extra benefits; only the lasting brand image will keep customers loyal to the brand.
Advantages Of Sales Promotion
The main advantage of this tool is that it has a very Strong consumer response
Such discounts offer immediate value and strong consumer response.
The Flexibility and convenience of implementation is another advantage. Price offers are
extremely flexible in the sense that the producer has total control on the number of units being
promoted and the market area in which the offer will be given.
If different packs of the same brand are available, the marketer can choose the one size that is not
selling well.
A discount offer may rapidly lose its advantage if competitors announce a similar offer. In fact,
competitors are very likely to retaliate leading to the danger of triggering a promotion wall in
which no one benefits except the consumer.
Such discounts are short term and are unlikely to produce any long-term gains because the
incentive is to purchase now by creating sense of urgency. When the discount is withdrawn the
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sales may fall below the level of pre-promotion period.
And in the long run the sales would return to pre-promotion period level.
METHODS OF SALES PROMOTION
Step 1
Identify the potential customers. To create a sales promotion, you must first come to understand
whom you are trying to sell the product or service, so you can then choose a methodology that
appeals to the customer. Create a scenario that describes who the customer is, how they think and
feel, what they like to do, what their household income is and how the product or service benefits