Promotion Activity

8/10/2019 Promotion Activity

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_____________________________________________________________________M. B. A.Project

INDEX

Sr.

No.

Topic Name

1. Introduction2. Company Profle.3. Theoretical Backround!. "ata pre#entation$ "ata Analy#i# and

interpretation%. &indin'# and (ue#tion'#). Anne*ure

+ue#tionnaire

Bi,lioraphy

B.-..I.M./.".A.$(anli___________________________________________________________1


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INTRODUCTION-

/etailin include# all the acti0itie# in0ol0ed in #ellin ood# or

#er0ice# directly to fnal con#umer#. A retailer i# any ,u#ine##

enterpri#e ho#e #ale# 0olume come# primarily orm retailin.

Defnition o retailing.:

Any ,u#ine## that direct# it# marketin e4ort# to di##ati#yin

the fnal con#umer ,a#ed upon the orani5ation o #ellin

ood# 6 #er0ice# a# a mean# o di#tri,ution.7

Any ,u# #ellin to fnal con#umer#8 hether it i# a

manuacturer hole#aler$ or retailer i# doin retailin. It i# not

important that ho the ood# o #er0ice# are #old 9,y per#on$

mail$ telephone or internet: or here they are #old 9in a #tore$

on the #treet$ or in the con#umer home:.

The concept a##umed ith in thi# defnition that$ the fnal

con#umer ithin the di#tri,ution chain i# a key Concept here a#

retailer# are at the end o the chain and are in0ol0ed in a directinterace ith the cu#tomer#.

/etailer# are oten reerential to a# middlemen7 or

intermediarie#7 thi# #ue#t# the occupy a middle po#ition

recei0in and pa##in on product# rom producer# and hole#

alert# to cu#tomer#.

The increa#in importance o the retail #ector# re;ected

in it# contri,ution to


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hich the yare operatin ha# led retailer# to #earch or ne

ay# in hich to ro their ,u#ine##.

Objectie! o !t"#$:

1. To do #tudy o #el0e# promotion acti0itie# in #hopper#

#top

2. To impro0e in the #ale# promotional acti0itie#$ to

3. To #ee that hich i# acti0itie# ,enefcial to increa#e in

#ale#.

!. *plain 0ariou# #ale# promotion acti0itie#$

%. (pecifc oal# #hould ,e #ell$ perhap# that #ale# ill

increa#e ,y #pecifc department.

). To achie0e the lare#t throuh #ale# promotion

. Increa#e in marketin o the #tore.

. To create purcha#e action n cu#tomer throuh #ale#

promotion acti0itie#.

=. To impro0e loyalty o #hopper# #top.

1?. To chane the perception o the cu#tomer orincrea#in #ale#.

11. To create aarene## in the mind o cu#tomer# a,out

product#6 #er0ice#.

12. To chane cu#tomer# attitude#.

13. The increa#e in #ale# and proft$ or impro0ement i#

an arena#$ ,a#e upon he comparin.

1!. To attract cu#tomer or purcha#e in the #tore..

1%. Build rater cu#tomer loyalty and retention

1). Impro0e the imae and competiti0e po#ition o the

#tore in relation to the computer#.

B.-..I.M./.".A.$(anli___________________________________________________________3


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%et&o#olog$

Methodoloy mean# to collect inormation or

re#earch. thi# inormation collect rom primary and #econdary

data. Thi# i# e*plain detail in ,elo8

Collection o primar$ #ata:

D,#er0ation method

Inter0ie method.

+ue#tionnaire#.

Dther method#$

Collection o !econ#ar$ #ata.

Internal #ource# o #econdary

data

Accountin record#

Mi#cellaneou# report.

*ternal #ource# o #econdarydata

Pu,lication#

(er0ice#

B.-..I.M./.".A.$(anli___________________________________________________________!


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SCO'E O( T)E STUD*

+. /etailin i# not only an interal part o our economic

#tarchier ,ut al#o #hape#$ and i# #haped ,y$ our ay

o lie.

,. /etailin a# #een a# ha0in a #maller and

#inifcantly le# important role than other indu#trie#

#uch a# manuacturin.

.The annual turno0er# achie0ed ,y retailer# are

compara,le ith the lare#t companie# in other

#er0ice indu#trie#.

.The increa#in importance o the retail #ector i#

re;ected in it# contri,ution to


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4I%IT5TIONS:

2: Time i# 0ery lo or #tudy project.

3: "o not a0aila,le fnancial data or create a project repo#t.

!: "o not et a##i#tance rom employee#.

%: "o not et a re#pon#e rom cu#tomer#

B.-..I.M./.".A.$(anli___________________________________________________________)


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INTRODUCTION

(hopper# (top Etd. a# ormed in 1==1 ,y the

/aheja Corp roup at companie# one o the lare#t player# in

the country in the ,u#ine## at real e#tate de0elopment and

ho#pitality. (hopper# (top Etd i# promoted ,y k. /aheja Corp.

9C.E. /aheja roup: ounded in 1=%). The roup ha#

#ucce##ully 0entured into the area o /eal #tate$ Fo#pitality

and /etailin. The /etail ,u#ine## in proe##ionally manaed

ith directional input rom the amily.

Today (hopper# (top ha# acGuired the #tatu# o a pioneer

in orani5e retailin in the country. It ha# a 0ery #tron national

pre#ence and i# al#o ell connected ith the in International

/etail #cene. It i# the only department #tore chain in India to ,e

a mem,er o I


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6ISION

7To 8e a 9lobal Retailer In In#ia an# %aintain It!

No.+ 'o!ition In t&e In#ian %ar;et in T&e Department

!tore categor$.e =ill &ae a =illingne!! to apologi?e an#

orgiee =ill re!pect o"r c"!tomer! rig&t!e =ill create an enironment o tr"!te =ill be aire =ill be !ociall$ re!pon!ibleurta# 6 "upatta#

Mi* n Match

Einerie 6 Lihtear

"e#in it your #el

>itchen Bath Einen Ped Einen

+ (ir!t (loor

Mother care

Eadie# e#tern ear

"enim#

Men'# &a#hion Brand

&ir#t Citi5en Eoune , Secon# (loor

>nit#

Men'# leather 6 Acce##orie#

Men'# &ootear

Men'# ca#ual 6 ormal trou#er#

Men'# &ormal# 6 #emi ormal#

Men'# #uit 6 Kacket#

Men'# ethnic ear

Cu#tomer (er0ice "e#k

Men'# underarment#

B.-..I.M./.".A.$(anli___________________________________________________________1%

Cash AssistantExecutive A/C


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S&opping &o"r!

11.?? am to .3? p.m.

'ro#"ct Categorie!

o 5pparel

- &ormal and (emiormal

- Cau#al and (port# ear 9Men'# 6 Homen'#:

- He#tern 6 ethnic or omen

- (uit# 6 jacket#

- thnic or men

- >id#

o Non 5pparel

- Fome

- Eeather Acce##orie#

- Per#onal Acce##orie#

8R5NDS 8

- MA/ITO

- MA/ID OA(BA

- BI"A

- I(F-A/AF

- KDE CEDTFILA(FI(F

- (ATA PAE

B.-..I.M./.".A.$(anli___________________________________________________________1


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T)EORETIC54 85C9ROUND

Intro#"ction:

(ale# promotion$ alon ith ad0erti#in and promotion$

alon ith ad0erti#in and per#ona #ellin$ i# a ildly8 u#ed

,a#ic tool in the marketin mi*.

(ale# promptin in0ol0e# marketin acti0itie#$ other

than per#onal #ellin$ ad0erti#in. And pu,licity$ that #timulate

con#umer purcha#in and dealer e4ecti0ene##.7

Pae 2!

nder thi# defnition$ the acti0itie# in0ol0ed turn out to ,e

a ide 0ariety o promotional tool# hich #eem8 at fr#t lance8

to ,e related to each other only in a 0ery loo#e a#hion.

(ale# promotion campain# ill add 0alue to the product

,ecau#e the incenti0e# ill enerally not accompany the

product ,ut typically ,e o4ered a a# mail drop# or a# coupon#

to ,e cut orm ne#paper. It i# u#ual or a a# temporary o4er to

the cu#tomer in order to #timulate an immediate re#pon#e ore*ample$ ree #ample# or money8 o4 0oucher# and o ree #ere

reGuently u#ed in #ale# promotion# or ,rand# or companie#

hich need to impro0e demand at captain period#

(ale# promotion i# oten u#ed in com,ination ith other

promotional tool# in order to #upplement the o0erall e4ort.

B.-..I.M./.".A.$(anli___________________________________________________________1


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The mo#t commonly employed #ale# promotion tool# include in

/etail

T$pe! o !ale! promotion De!cription

Point o purcha#eQpoint8o8#ale#.

/etailer di#play# or theindo$ ;oor 6 counter to

enhance impul#e porche#Conte#t# /einorcement o ,rand or

outlet throuh competition# or

pri5e#(eep#take# (imilar to conte#t ,ut inner

cho#en ,y chance.Coupon# (pecial di#count# are

ad0erti#ed ith a coupon#

,ein cut out and redeemed

a# part o #tore purcha#e.&reGuent #hopper# Cu#tomer# are reard ,y

point# or #tamp# or repeat

purcha#e or total amount

#pent.Pri5e# (imilar to reGuent #hopper

prorammer# e*cept retailer


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ta#te#$ #mell# i0en to

cu#tomer#.Premium# Merchandi#e item i0en ree o

chare or increa#e in #tore0i#it# or to encourae #ale.

(pecial e0ent# &a#hion #ho#$ autoraph

#e##ion# ith cele,ritie#$ art

and crat e*hi,ition#$ #chool

holiday acti0itie#. /etail #tore

openin# ore oten linked to a

#pecial e0ent.

Importantly$ all o the#e tool# are almo#t alay# ,lended

in a mi* that relie# mo#t one o the more ,a#ic promotional

element#8 ad0erti#in or per#onal #ellin.

/etail promotion in0ol0e# a comple* #erie# o

communication# to inorm the taret roup# o the retailer#

and it# o4erin# #o a# to increa#e demand and proft#. There

are a num,er o promotional mi* tool# a0aila,le to achie0e thi#

#uch a# ad0erti#in$ #ale# promotion. Per#onal #ellin and

pu,lic relation.

(actor! or !o"rce! o !ale! promoting

&actor# o #ale# promotion help to increa#e in #ale# and

proft the#e actor# are de#cri,ed ,elo

+. 5D6ERTISIN9

B.-..I.M./.".A.$(anli___________________________________________________________2?


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,. 'ERSON54 SE44IN9

. 'U84IC RE45TION

. S54ES 'RO%OTION.

/. TE4E')ONE %T9.

+F 5D6ERTISIN9:

Ad0erti#in are the mo#t idely u#ed orm# o promotion.

The term ad0erti#in include# any paid orm o non8per#onal

communication throuh the media a,out a product the ha#

an identifed #pon#or. The media may include telephone

directorie#$ uide#$ ne#paper#$ maa5ine#$ radio$

tele0i#ion$ direct mail or internet$ e, pae# and ,ill,oard #$

ad0erti#in i# normally a##ociated ith ma## communication

here a ,road taret market i# to ,e contacted

Ad0erti#in i# u#ed to achie0e a hole rane o o,jecti0e#

that may include chanin attitude# or ,uildin# imae a#

ell a# achie0in #ale# throuh ad0erti#in$ the retailer illmake the potential cu#tomer aare o the #tore and it#

rane o o4er#. A# part o the ad0erti#in communication

proce##$ inormation ha# to ,e clearly tran#mitted #o that it

can ,e decoded and comprehended properly

Ad0erti#in ha# the potential to a4ect a lare num,er o

people #imultaneou#ly ith a #inle me##ae.

B.-..I.M./.".A.$(anli___________________________________________________________21


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%: Le#paper.

'er!onal Selling:

Per#onal #ellin i# an attempt to ain ,eneft throuh

ace8to ace contract ,eteen the #eller'# repre#entati0e

and tho#e people ith hom the #eller ant# to

communicateR thi# may ,e ,a#ed upon #ale# coacti0ity8

#tore.

The importance o per#onal #ellin di4er# amon retail

,u#ine##e# on the ,a#i# o the type o merchandi#e o4ered.

a retailer o4erin lo ri#k$ lo price ood#$ hich are

promoted$ need only employ #ale# #ta4 ho can complete

the tran#action and deal ith minor reGuire#.

The intention o per#onal #ellin i# to

1 o,tain# a #ale oten cu#tomer# enter the retail outlet

ater acGuirin inormation and the #ale#per#on need# to

per#uade them to purcha#e

2 #timulate #ale# o impul#e ,uy purcha#e# ,e ,rininattention to e*tra reGuirement.

3.completea #ucce##ul tran#action ith the cu#tomer.

! create ood cu#tomer relation#.

The rationale or per#onal #ellin a# li#ted a,o0e$ mean#

that there #hould ne0er ,e a role con;ict ,eteen hether

a #ale# per#on #hould ,e #traihtenin and oldin #tock a#

oppo#ed to enain any cu#tomer enterin the

department in a con0er#ation.

B.-..I.M./.".A.$(anli___________________________________________________________23


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'"blic Relation!:

Pu,lic relation# are non8per#onal communication$ hich

chane# opinin o achie0e co0erae in a ma## medium$

hich i# not paid or ,y the #oirSe. Pu,lic relation# 9pr: i#

important not only in o,tainin co0erae$ ,ut al#o in

#uppre##in potentially ,ad co0erae$ a company hich ha#

ood line# ith the media i# more likely to ha0e the

opportunely to #top ne# that could ,e damain to a

company.

The main ,eneft o P/ i# that it capriole and enhance a

company'# imae. Thi# i# 0ery important or #er0ice8 ,a#ed

companie# that are reliant on a more tani,le po#iti0e

imae in order to ,e #ucce##ul.

Beneft# o o,tainin ood P/ e4ort are

1: Felp to ,uild imae o ,rand.

2: Felp to de0elop a0ora,le opinion# ,y the drip e4ect

to the inormation pro0ided$3: Can enerate increa#ed #ale#.

B.-..I.M./.".A.$(anli___________________________________________________________2!


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'"blic Relation! 5ctiitie!:

1: Media inormation relea#e#.

2: Production o P/ material# 90ideo$ C"($ e,

inormation etc:

3: P/ e0ent#$ media conerence and ne#orthy

#tunt#7

!: In8hou#e and cu#tomer maa5ine#.

%: (pon#or#hip and donation#$

P/ acti0ity can either ,e planned or unplanned$ planned

acti0ity mean# the retailer attempt# to retain control o0er the

acti0ely and ne# relea#e. Hith unplanned acti0ity the retailer

#imply react# in the mo#t ,enefcial ay to the chane o #ome

pu,licity or to #uppre## a neati0e ne# item.

! !ale! promotion!:

(ale# promotion in0ol0e# any paid non8 per#onal

marketin communication acti0ity$ other than ad0erti#in$hich o4er# on incenti0e to induce a de#ired re#ult rom

potential cu#tomer#$ trade intermediarie#$ or the #ale# ore.

(ale# promotion i# oten u#ed in com,ination ith other

promotional tool# in order to #upplement the o0erall e4ort.

Foe0er$ it ha# to ,e remem,ered that it i# #ometime# dicult

to terminate or chane #pecial promotion# ithout cau#in

ad0er#e e4ect#.

(ale# promotion in0ol0e# marketin acti0itie#$ other than

per#onal #ellin ad0erti#in and pu,licity$ than #timulate

con#umer purcha#in.

B.-..I.M./.".A.$(anli___________________________________________________________2%


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Telep&one mar;eting

Telephone marketin i# conin o ae in the 1=?# ,ecau#e o

the e0er8increa#in co#t o marketin and #ellin product# and

#er0ice# in the more traditional ay#. Telephone marketin

#a0er the time and money. It al#o help# to direct contact ith

cu#tomer.

/etail orani5ation keep# record o e0ery permanent cu#tomer

,y the ,ecame a mem,er o orani5ation. And #hopper# #top

keep a or retail orani5ation keep a # record o non8mem,er

throuh the >BC orm. >BC MAL( 9>LDH D/ BI

Documents

Promotion Activity