IMPACT OF SALES PROMOTION

ON TOOTHPASTE
 INTRODUCTION

 Sales promotion activities are essentially aimed at demand

creation. These are undertaken in addition to the basic methods of
demand creation through advertising and personal selling. The
order of evolution appears to be personal selling, advertising and
sales promotion.

 Some common types of sales promotion includes samples,

coupons, sweepstakes, contests, in-store displays, trade shows,
price-off deals, premiums, and rebates.
DEFINITION OF SALES PROMOTION

 Sales promotion is a very important tool of the marketing

communication strategy. Which accounts for more promotional
expenditures than advertising in some or other countries.

Ellen Foxen.R

 Sales promotion is the best achievement of the short-term

marketing objectives by schematic means.
Christian Peterson
CLASSIFICATION OF SALES PROMOTION

 They give customers attention at the point of purchase by

providing additional information.

 They provide incentives, sales promotion offers, some form of

direct inducement, either immediate or delayed, which changes
the perceptual base of the purchasing decision.
 NEED FOR SALES PROMOTION

 To ensure attention towards new products and

improvement.
 To improve the market share of a company.
 To avoid duplication of goods.
 To create awareness among consumers about new brands.
 To face competition in the market.
TOOLS OF SALES PROMOTION

sampling:
 This allows the consumer to experience the product or service
either free or at a reduces price.

premium and specialties:

 An offer of merchandise either free or at a reduced price, for

responding in some way is called a premium.
Price Reduction:
 The most common type of consumer sales promotion is the price
reduction a sale.

Coupons:
 A certificate offered by either manufactures or retailers that grant on
specified brands. When presented for redemption at the point of
purchase.
DEVELOPING THE SALES PROMOTIONAL
SCHEMES
Size of incentives:
 The marketer has to determine how much incentive should be
offered. A certain minimum incentive is necessary if the
promotion is to succeed.

Distribution of the promotion:

 The marketer must also decide the mode and medium of the
incentives.
Duration pattern:
 If the sales promotion period is too short, many prospects
will not be able to take advantage, since they may not be
repurchasing with in that time.

Pre-testing:
 Sales promotion scheme should be pre-tested, if possible. The
purpose is to determine whether the schemes are appropriate
or not.
 OBJECTIVE OF STUDY
 To increase sales directly by publicity through media which are
complementary to press and poster advertising.

 To disseminate information through sales man dealers.

 To attract new consumer.

 To face the competition effectively.

 SCOPE OF STUDY
 Exploitation of existing events organized by trial parties.

 Creation and implementation of new promotional events.

 Sales oriented character of any promotion.

 Focus on the target group.

 Effective management of promotional material and free product handling.

 LIMITATIONS OF STUDY

 The Study focus only in saidapet region.

 The sample size is only 50 and it is a primary data, there were

no chances that the given data may vary from the actual, which
can lead to the wrong results.

 People were hesistant to disclose the true information.

 It is a Micro-level project.
 BRANDS
VALID CUMULATIVE
BRANDS FREQUENCY PERCENTAGE PERCENTAGE PERCENTAGE

Colgate 13 26 26 26
Pepsodent 11 22 22 48
Close-up 11 22 22 70
Himalaya 8 16 16 86
Dabur 4 8 8 94
Others 3 6 6 100
Total 50 100 100
GRAPHICAL REPRESENTATION OF BRANDS

Percentage
30

26
25
22 22

20

16
15

10
8
6
5

0
Colgate Pepsodent Close-up Himalaya Dabur Others
 ATTRACT THE PRODUCT
VALID CUMULATIVE
ATTRACT FREQUENCY PERCENTAGE PERCENTAGE PERCENTAGE

Packing 5 10 10 10

Flavour 16 32 32 42

Quality 24 48 48 90

Price 5 10 10 100

Total 50 100 100

GRAPHICAL REPRESENTATION OF ATTRACT
THE PRODUCT
ATTRACT

50%

45%

40%

35%
Packing
30%
Flavour
25% 48% Quality

20% Price
32%
15%

10%
10% 10%
5%

0%
Packing Flavour Quality Price
 FINDINGS

 Colgate brand is chosen by most of respondent.

 Customers are satisfied with the outdoor advertisement.

 Professionals’ advice is satisfied for promotional activities.

 Loyalty point is making the respondents to choose the toothpaste.

 Sales promotion offers influence the respondents to buy these product

again and again.

 Quality attracts the respondents to buy this toothpaste.

 SUGGESTIONS

 Sales Promotion plays a major role to influence the buying

decision of the Consumer. So the marketer can concentrates more
on Sales Promotion.
 The level of awareness about sales promotion tools is very low
except premium schemes and offers.
 It is suggested that sales promotion schemes should be effective.
 Consumers prefer to get additional offer, discounts, and free gifts
than coupon.
 CONCLUSION:

 The customers are more influenced by the advertisement

and they are more excited with the sales promotion so
that company focused more on sales promotion techniques
to achieve its objectives.
THANK YOU