Comparative Study of Sales UK Paper Converter and ITC Notebook - To Make

8/18/2019 Comparative Study of Sales UK Paper Converter and ITC Notebook - To Make

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A

SUMMER TRAINING PROJECT REPORT

ON

Comparative study of Sales UK Paper Coverterad ITC Note!oo"

Su!mitted for t#e partial ful$llmet of t#e re%uiremet for t#ea&ard of

'e(ree of

Bachelor of Commerce Honors(2013-2016)

Uder t#e (uida)e of

Ms* PRI+ANKA ANAN'

ASST* PRO,- ,IMT

Su!mitted .y/0

1111111111111*1111111111

BCOM .Hons V SEMESTER

!"R"E#$ "%ST"T&TE O M!%!'EME%T!%$

TECH%O#O'



Affiliated to Guru Gobind Singh Indraprastha University Kapashera, New Delhi- 11!"



ST&$E%T $EC#!R!T"O%

I hereby de#lare that the pro$e#t entitled %Sales & 'ro(otion IN

UK 'aper )onverters* under the guidan#e of +s 'riyanaAnandsub(itted in the partial fulfill(ent of degree of .a#helor of

)o((er#e /ons 0inan#e Stru#ture2 fro( %airfield Institute of

(anage(ent and 3e#hnology, Ned Delhi 3his is (y original wor

and this pro$e#t has not for(ed the basis for the award of any

Degree to (y best nowledge

2NAME3

RO44 N5*



CERT""C!TE B THE '&"$E

3his is to #ertify that pro$e#t title %INAN)4 S35U)3U54* is the original wor of 3ANU6 +A57A/A of .)8+ 0/ons2 ifth se(ester and has beenduly #o(pleted under (y guidan#e and supervision up to (y satisfa#tory level3his wor has been done in partial fulfill(ent of the re9uire(ent for there9uire(ent for the award of the degree of .)8+ /8NS fro( 0I+3,GGSI'U2 and has not been sub(itted anywhere in any other university forthe award of any degree

Signature of the GuideMs. PriyankaAnand

DATE



!C%O*#E$'EME%T

It is pleasure to a#nowledge (any people who nowingly and unwittingly helped (e, to #o(plete (y pro$e#t irst of all let (e praise god for all the

blessings, whi#h #arried (e through all those years

I a( parti#ularly indebted to Dire#tor Dr 5K GA5G airfield Institute 8f +anage(ent 3e#hnology, whi#h in#ul#ated in (e ut(ost respe#t forhu(an values and groo(ed (e up in the field of software te#hnology totae on the #hallenges of the #o(petitive world

irst & fore(ost, I would lie to e:press (y regards to +s '5I;ANKA

ANAND for her #onstant en#ourage(ent and support I would also lie toe:press (y i((ense gratitude towards all the le#turers of our #ollege forproviding the invaluable nowledge, guidan#e, en#ourage(ent e:tendedduring the #o(pletion of this pro$e#t

I e:tend (y sin#ere gratitude to all (y tea#hers and guide who (adeunforgettable #ontribution Due to their sin#ere efforts I was able to e:#el inthe wor entrusted upon (e

<ast but not the least= I a( grateful to (y parents, (y sister, (y brother,(y friends and all well wishers for their (oral support and en#ourage(entduring the entire period of ti(e

Signature of the student



EXECUTIVE

SUMMER



EXECUTIVE SUMMAR

4very business organi>ation rea#hes to the #usto(ers through their goodsor servi#es 3o sell the produ#ts to the #usto(ers a nu(ber of a#tivities are

being perfor(ed 3his is #alled (areting and it is an i(portant fun#tion+areting is the perfor(an#e of business a#tivities that dire#ts the flow of goods and servi#es fro( produ#er to the #usto(er It is the a#tivity thatdire#ts to satisfy the hu(an needs through e:#hange pro#ess +aretingstarts with the identifi#ation of a spe#ifi# need of #usto(ers and ends withsatisfa#tion of that need 3he #usto(er is found in the beginning and end of (areting pro#ess In (areting a large nu(ber of a#tivities areperfor(ed or easy understanding these a#tivities are divided in ? groupsfor produ#ts and " groups for servi#es 3hese ele(ents are produ#t, pri#epro(otion, pla#e(ent for produ#ts and three additional ele(ents for

servi#es are pro#ess, people and physi#al eviden#e 3hese are #alledele(ents of (areting (i:

'ro(otion is one of the ele(ents of (areting (i: 'ro(otion de#isionsare taen si(ultaneously with other de#isions lie finding target group,deter(ining ob$e#tives, budgeting for pro(otion, laun#hing of new produ#ts, distribution et# 'ro(otion is one of the variables through whi#hinfor(ation regarding produ#ts or servi#es is being #o((uni#ated to#usto(ers to #hange their attitude and behaviour +areters are #on#erned

with effe#tive utili>ation of pro(otion-(i: to in#rease sales and (aretshare +ethods of pro(otion in#lude advertising personal selling, publi#ity,sales pro(otion and pa#aging Sales 'ro(otion is the a#tivity that ai(sdire#tly to influen#e buyers to buy produ#ts and in#rease sales In salespro(otion (ainly three parties are involved ie #onsu(ers, traders andsales for#e Sales pro(otion refers to (any inds of in#entives andte#hni9ues that are dire#ted towards #onsu(ers, traders and sales for#e

with the intention to in#rease sales in short ter(

%Sales pro(otions in#lude in#entive offering and interest #reating a#tivities

whi#h are generally short ter( (areting events other than advertising,personal selling, publi#ity and dire#t (areting 3he purpose of salespro(otion is to sti(ulate, (otivate and influen#e the pur#hase and otherdesired behavioral responses of the fir(@s #usto(ers* Ka>(i and .atra

3he (ain ob$e#tive of sales pro(otion is to in#rease the sales of produ#ts inshort ter( by influen#ing the behavior of buyers Sales pro(otion (ethods



are (any and these are sele#ted as per the target groups * or this purpose,a sales pro(otion strategy is to be prepared to a#hieve the ob$e#tiveseffe#tively Sales pro(otion strategy dire#ts the (anager in sele#tion of parties, (ethods of sales pro(otion, i(ple(entation of (ethods and(easuring effe#tiveness of whole efforts regarding sales pro(otion 7ithsales pro(otion strategy sales #an be in#reased in short ter( Strategy isthe ga(e plan to a#hieve the targets as per planning It e:plains what,

when, where, who and how to do so that ob$e#tives of the planning area#hieved 7ithout the strategy the tas (ay not be #o(pleted effe#tivelySales pro(otion strategy would help to neutrali>e the effe#tive of #o(petition and defend the #o(pany in the (aret in perfor(ing the salesrelated tass 3he i(portan#e of sales pro(otion strategy is in#reasing day

by day and in future higher level of #o(petition it would in#rease further



Ta!"e of Contents

Cha#ter$ %)o(pany profileBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBB

Cha#ter$ &8b$e#tive of study BBBBBBBBBBBBBBBBBBBBBBBBBBBB

Cha#ter$ 'Introdu#tion of 3opi#BBBBBBBBBBBBBBBBBBBBBBBBBBB

Cha#ter$ (5esear#h (ethodologyBBBBBBBBBBBBBBBBBBBBBBBBBBBB

Cha#ter$ )Data analysis and interpretationBBBBBBBBBBBBBBBBBBBBBB

Cha#ter$ *<earningBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBB

Cha#ter$ +indingsBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBB

Cha#ter$ ,<i(itationsBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBB

Cha#ter$ -SuggestionsBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBB

Con"usion////////////////////////////..

Referene/////////////////////////////

A##endi0/////////////////////////////.



Co1#any Profi"e

A (i: of young blood and e:perien#e is what best des#ribes UK 'apers 'vt

<td as a #o(pany 7e are a group of people with e:pertise in the paperindustry, having wored in it for the past C years, and have a great flair for(anufa#turing 8ur #o(pany en$oys a strategi# lo#ation, with the)orporate 8ffi#e in New Delhi our wors lo#ated at Kashipur, in the heartof Uttarahand, of #lose pro:i(ity to (a$or paper (ills



U2 Pa#ers Con3erters P3t "td. was envisioned as a dyna(i# and vibrant #o(pany to produ#e high-end, 9uality paper produ#ts as#o(petitive pri#es Set up in C1!, the #o(pany is #o((itted to(anufa#turing 9uality noteboos to (eet all inds of needs

6asvinder Singh and Arvinder Singh the owners of the #o(pany whostarted with the business of paper #rap After spending enough the 9uitti(e in #rap business they (oved to noteboo industry

UK') is the (anufa#turer 8>one treated environ(ent friendly 4le(ental)hlorine ree 04)2 pulp, paper and paperboard It blends its nowledge of i(age pro#essing, printing and #onversion garnered fro( 'a#aging &'rinting .usiness with its brand building and trade (areting &distribution strengths resident in its +)G business to offer superior value

produ#ts to #onsu(ers

Always ahead and .E have be#o(e a natural e:tension of the #onsu(er+eti#ulous understanding of #onsu(er needs helped #reating a relevantand #o(prehensive portfolio satisfying the needs of different sets of #onsu(ers'aperraft .usiness paper and the papers used in Always ahead and .Enoteboos are superior in 9uality and environ(ent-friendly 8therofferings available in edu#ation and Stationery range are safe and #ertifiednon-to:i#

A"4ay5 Ahead is their line of pre(iu( produ#ts with elegant #overs and bright, 9uaitypapeer (eeting international stadards, designed to deliver writing pleasure and is best suited to (eet a#ade(i# needs

67 Positi3e is their (id-seg(ent line of produ#ts, with #o(petitivepri#ing, designed to provide #usto(er with ae:perin#e than other brandsavailable in the (aret

E8Co#y is a line of noteboos is designed to fi every po#et 4! stands for4legant, 4#o- riendy and 4#ono(i#al and is great for those on a budget



96:ECTIVES 9; T<E STUD

4very business organi>ation rea#hes to the #usto(ers through their goodsor servi#es 3o sell the produ#ts to the #usto(ers a nu(ber of a#tivities are

being perfor(ed 3his is #alled (areting and it is an i(portant fun#tion+areting is the perfor(an#e of business a#tivities that dire#ts the flow of goods and servi#es fro( produ#er to the #usto(er It is the a#tivity thatdire#ts to satisfy the hu(an needs through e:#hange pro#ess +aretingstarts with the identifi#ation of a spe#ifi# need of #usto(ers and ends withsatisfa#tion of that need 3he #usto(er is found in the beginning and end of (areting pro#ess In (areting a large nu(ber of a#tivities areperfor(ed or easy understanding these a#tivities are divided in ? groupsfor produ#ts and " groups for servi#es 3hese ele(ents are produ#t, pri#e

pro(otion, pla#e(ent for produ#ts and three additional ele(ents forservi#es are pro#ess, people and physi#al eviden#e 3hese are #alledele(ents of (areting (i:

'ro(otion is one of the ele(ents of (areting (i: 'ro(otion de#isionsare taen si(ultaneously with other de#isions lie finding target group,deter(ining ob$e#tives, budgeting for pro(otion, laun#hing of new produ#ts, distribution et# 'ro(otion is one of the variables through whi#hinfor(ation regarding produ#ts or servi#es is being #o((uni#ated to#usto(ers to #hange their attitude and behaviour +areters are #on#erned

with effe#tive utili>ation of pro(otion-(i: to in#rease sales and (aretshare +ethods of pro(otion in#lude advertising personal selling, publi#ity,sales pro(otion and pa#aging Sales 'ro(otion is the a#tivity that ai(sdire#tly to influen#e buyers to buy produ#ts and in#rease sales In salespro(otion (ainly three parties are involved ie #onsu(ers, traders andsales for#e Sales pro(otion refers to (any inds of in#entives andte#hni9ues that are dire#ted towards #onsu(ers, traders and sales for#e

with the intention to in#rease sales in short ter(

6Sales pro(otions in#lude in#entive offering and interest #reating a#tivities whi#h are generally short ter( (areting events other than advertising,personal selling, publi#ity and dire#t (areting 3he purpose of salespro(otion is to sti(ulate, (otivate and influen#e the pur#hase and otherdesired behavioural responses of the fir(@s #usto(ers* Ka>(i and .atra

So while the training periods I got to lean further things-



/ow to Keep 4:isting )usto(ers-

A sales pro(otion #an be geared toward eeping e:isting #usto(ers,

espe#ially if a new #o(petitor is opening nearby or e:a(ple, a barbershop owner #an (ail #oupons to all of his e:isting #usto(ers to taeattention away fro( a #o(petitorFs grand opening event A dry #leaner#ould i(ple(ent a referral progra( where he gives e:isting #usto(ers adis#ount when they refer new #usto(ers to (ae a pur#hase, whi#h #anhelp build #usto(er loyalty

Inventory )learan#e-

A spe#ial pro(otion #an help you #lear inventory to (ae roo( forseasonal or new (er#handise If you own a #lothing bouti9ue, for e:a(ple,

you (ay need to advertise a redu#ed pri#e on winter #lothing to (ae roo(for spring and su((er fashions 3he owner of a gift shop #an #ondu#t a#learan#e sale on /alloween (er#handise to (ae roo( for )hrist(asprodu#ts

/ow to 5ea#h New +aret-

A pro(otion #an be a way to rea#h a new seg(ent of the (aret ore:a(ple, if you operate a health #lub and youFve developed a fitness plangeared toward senior #iti>ens, you #an use a (ailing list with addresses of those who are age and older ;ou #an then (ail a #oupon or spe#ial offerto this (aret seg(ent

)reating s#ope of New 'rodu#t <aun#h-

A sales pro(otion #an help you introdu#e a new produ#t to the(aretpla#e or e:a(ple, if you operate a baery and youFre unveiling anew line of pastries, you #an generate a pro(otion to get people to #o(e to

your baery and try the( ;our pro(otion #an offer a dis#ounted pri#e orthe addition of a free ite(, su#h as a #up of #offee



In#reased .rand Awareness-

A sales pro(otion #an help in#rease awareness of your brand, whi#h #anulti(ately lead to additional sales or e:a(ple, by sponsoring a #harity,event su#h as a #hi#en barbe#ue or raffle, you #an (ae people in the#o((unity aware of your #o(pany in a positive way, whi#h #an lead tothe( patroni>ing your business

And along with these very i(portant things, I also got to now A step wise

step (ethod to (anage a sales pro(otions

<o4 to 1anage a sa"es #ro1otions

A sales pro(otion is a very spe#ifi# effort to pro(ote a produ#t or servi#e tothe (asses, in#luding your previous and potential #usto(ers 3hepro(otion in#ludes an offer to your #usto(ers to en#ourage the( to

pur#hase and try the produ#t or servi#e 3o assure the su##ess of a salespro(otion, itFs i(portant to (anage and (onitor its progress #losely



Ste# %In#lude a #ode on your sales pro(otion to eep tra# of how (any sales#o(e into your business due to your offer or e:a(ple, if you offer a#oupon for the produ#t sold in retail store, (ae sure you in#lude a bar#ode to tra# the nu(ber of ti(es #usto(ers use the #oupon 0See

5esour#es2 As your #usto(er to (ention a saying or where he learnedabout the pro(otion as a #ondition of re#eiving the dis#ount

Ste# &Keep a running spreadsheet #ontaining data about your sales pro(otion

7henever so(eone pur#hases an ite( due to the pro(otion, re#ord thatinfor(ation in your spreadsheet ;ou #an then use this spreadsheet toanaly>e your sales in #o(parison to the period before you ena#ted thepro(otion

Ste# '3ry the pro(otion in a s(all test (aret if possible before you release it tothe general publi# or instan#e, you #ould publi#i>e the pro(otion toresidents of your #ity, see how that wors out, then pro(ote it to otherresidents outside of your i((ediate area 3his allows you to better (anagethe pro(otion be#ause you #an analy>e the results of your test and (aetweas if ne#essary before releasing it on a larger s#ale



Ste# ('la#e a tight ti(eline on the sales pro(otion to en#ourage #usto(ers to buy as soon as possible Setting an end-date after a short period of ti(e alsoallows you to tae ti(e to loo at the results of the sales pro(otion toassure that itFs a benefi#ial idea for your s(all business ;ou #an thensub(it the pro(otion again for a longer period of ti(e if you want

Ste# )/ire (ore people or (ae additional invest(ents in resour#es to supportthe business if you see that youFre overwhel(ed by the response to thepro(otion )onsider the ongoing #osts of the pro(otion in relation to its

benefit to your business when de#iding if itFs a s(art idea to #ontinue inthat dire#tion

Ste# *

As 9uestions of #usto(ers who visit or #all your s(all business be#ause ofthe pro(otion .esides learning how they heard about your #o(pany orprodu#t, as what has prevented the #usto(er fro( trying the produ#t inthe past 3his infor(ation will help you de#ide if itFs worthwhile to e:tendthe pro(otion or revive it every year

Ste# +

Gather #onta#t infor(ation fro( ea#h #usto(er who taes advantage of the

sales pro(otion if possible, su#h as an e(ail address or phone nu(ber, sothat you #an #onta#t the buyer later to as what the person thought of theprodu#t or servi#e ind out how willing the #usto(er is to pur#hase theite( again in the future

I=TR9DUCTI9= 9; T9PIC



Sa"es Pro1otion

Suppose you go to the (aret to buy soap 3he shopeeper suggests that if you buy two soap #aes, an e:tra soap #ae will be given to you free of #ost

under %buy C get !* s#he(e ;ou feel attra#ted to buy as by doing so you aresaving (oney on one soap +oreover, soap is an ite( whi#h is re9uired on

a regular basis, and so you #an eep the e:tra two #aes to be used later3his is an approa#h of in#reasing sale of a produ#t and it is 9uite differentfro( what you have learnt in the earlier two lessons <et us learn (oreabout it in this lesson

Meaning of Sa"es Pro1otion4very business(an wants to in#rease the sale of goods that he deals in /e#an adopt several ways for that purpose ;ou (ight have heard about%lahpatibano*, %win a tour to Singapore*, %!H e:tra in a pa# of one g*,

%s#rat#h the #ard and win a pri>e* et# ;ou (ight also have seen gifts lielun#h bo:, pen#il bo:, pen, sha(poo pou#h et# offered free with so(e

produ#ts

3here are also e:#hange offers, lie in e:#hange of e:isting (odel of

television you #an get a new (odel at a redu#ed pri#e ;ou (ay have alsoobserved in your neighbouring (arets noti#es of %winter sale*, %su((ersale*, %trade fairs*, %dis#ount upto H* and (any other s#he(es to attra#t#usto(ers to buy #ertain produ#ts All these are in#entives offered by

(anufa#turers or dealers to in#rease the sale of their goods 3hesein#entives (ay be in the for( of free sa(ples, gifts, dis#ount #oupons,

de(onstrations, shows, #ontests et# All these (easures nor(ally (otivatethe #usto(ers to buy (ore and thus, it in#reases sales of the produ#t 3his



approa#h of selling goods isnown as %Sales 'ro(otion* ;ou have learnt about advertising andpersonal selling in the earlier lessons 'ersonal selling involves fa#e-to-fa#e

#onta#t with spe#ifi# individuals, while advertising is dire#ted towards alarge nu(ber of potential #usto(ers 3hey also help in in#reasing sales of

goods 3hus, advertising #an be used as (eans of #o((uni#ation to infor(

potential #usto(ers about the in#entives offered for sales pro(otion'ersonal selling #an as well in#lude #o((uni#ation of the in#entives toindividual #usto(ers .ut, sales pro(otion differs fro( advertising andpersonal selling in ter(s of its approa#h and te#hni9ue Sales pro(otionadopts short ter(, non-re#urring (ethods to boost up sales in different

ways 3hese offers are not available to the #usto(ers throughout the yearDuring festivals, end of the seasons, year ending and so(e other o##asions

these s#he(es are generally found in the (aret 3hus, sales pro(otion#onsists of all a#tivities other than advertising and personal selling that

help to in#rease sales of a parti#ular #o((odity

9!>eti3es of Sa"es Pro1otion



;ou have learnt that the (ain ob$e#tive of sales pro(otion is to in#reasesales /owever, there are also so(e other ob$e#tives of sales pro(otion

3he ob$e#tives are

i 3o introdu#e new produ#ts

ii 3o attra#t new #usto(ers and retain the e:isting ones

iii 3o (aintain sales of seasonal produ#ts

iv 3o (eet the #hallenge of #o(petition

To introdue ne4 #roduts$

/ave you ever heard about distribution of free sa(plesJ 'erhaps you now

that (any #o(panies distribute free sa(ples while introdu#ing new produ#ts 3he #onsu(ers after using these free sa(ples (ay develop a taste

for it and buy the produ#ts later for #onsu(ption

To attrat ne4 usto1ers and retain the e0isting ones$

Sales pro(otion (easures help to attra#t or #reate new #usto(ers for theprodu#ts 7hile (oving in the (aret, #usto(ers are generally attra#ted

towards the produ#t that offers dis#ount, gift, pri>e, et# on buying 3heseare so(e of the tools used to en#ourage the #usto(ers to buy the goods3hus, it helps to retain the e:isting #usto(ers, and at the sa(e ti(e it alsoattra#ts so(e new #usto(ers to buy the produ#t

To 1aintain sa"es of seasona" #roduts$

3here are so(e produ#ts lie air #onditioner, fan, refrigerator, #ooler,

winter #lothes, roo( heater, suns#reen lotion, gly#erin soap et#, whi#h areused only in parti#ular seasons 3o (aintain the sale of these types of

produ#ts nor(ally the (anufa#tures and dealers give off-season dis#ountor e:a(ple, you #an buy air #onditioner in winter at a redu#ed pri#e

Si(ilarly you (ay get dis#ount on winter #lothes during su((er



To 1eet the ha""enge of o1#etition$

3oday@s business fa#es #o(petition all the ti(e New produ#ts fre9uently

#o(e to the (aret and at the sa(e ti(e i(prove(ent also taes pla#e Sosales pro(otion (easures have be#o(e essential to retain the (aret share

of the seller or produ#er in the produ#t-(aret

Too"s of Sa"es Pro1otion

3o in#rease the sale of any produ#t (anufa#tures or produ#ers adopt

different (easures lie sa(ple, gift, bonus, and (any (ore 3hese arenown as tools or te#hni9ues or (ethods of sales pro(otion <et us now

(ore about so(e of the #o((only used tools of sales pro(otion

;ree sa1#"es$ ;ou (ight have re#eived free sa(ples of sha(poo, washingpowder, #offee powder, et# while pur#hasing various ite(s fro( the

(aret So(eti(es these free sa(ples are also distributed by theshopeeper even without pur#hasing any ite( fro( his shop 3hese are

distributed to attra#t #onsu(ers to try out a new produ#t and thereby #reate new #usto(ers So(e business(en distribute sa(ples a(ong

sele#ted persons in order to populari>e the produ#t or e:a(ple, in the

#ase of (edi#ine free sa(ples are distributed a(ong physi#ians, in the #aseof te:tboos, spe#i(en #opies are distributed a(ong tea#hers

Pre1iu1 or 6onus offer$ A (il shaer along with Nes#afe, (ug with.ournvita, toothbrush with gra(s of toothpaste, !H e:tra in a pa# of

one g are the e:a(ples of pre(iu( or bonus given free with the pur#haseof a produ#t 3hey are effe#tive in indu#ing #onsu(ers to buy a parti#ular

produ#t 3his is also useful for en#ouraging and rewarding e:isting

#usto(ers

E0hange she1es$ It refers to offering e:#hange of old produ#t for a

new produ#t at a pri#e less than the original pri#e of the produ#t 3his isuseful for drawing attention to produ#t i(prove(ent .ring your old



(i:er-#u(-$ui#er and e:#hange it for a new one $ust by paying 5s@ ore:#hange your bla# and white television with a #olour television@ are

various popular e:a(ples of e:#hange s#he(e

Prie8off offer$ Under this offer, produ#ts are sold at a pri#e lower thanthe original pri#e 5s C off on pur#hase of a lifebouy soap, 5s 1 off on apa# of C gra(s of 3a$+ahal tea, 5s 1 off on #ooler@ et# are so(e of the #o((on s#he(es 3his type of s#he(e is designed to boost up sales in

off-season and so(eti(es while introdu#ing a new produ#t in the (aret

Cou#ons$ So(eti(es, #oupons are issued by (anufa#turers either in the

pa#et of a produ#t or through an advertise(ent printed in the newspaperor (aga>ine or through (ail 3hese #oupons #an be presented to theretailer while buying the produ#t 3he holder of the #oupon gets the produ#tat a dis#ount or e:a(ple, you (ight have #o(e a#ross #oupons lie, show this and get 5s 1 off on pur#hase of g of Annapurna Atta@ 3he redu#ed

pri#e under this s#he(e attra#ts the attention of the prospe#tive #usto(erstowards new or i(proved produ#ts

;airs and E0hi!itions$ airs and e:hibitions (ay be organised at lo#al,regional, national or international level to introdu#e new produ#ts,de(onstrate the produ#ts and to e:plain spe#ial features and usefulness of the produ#ts Goods are displayed and de(onstrated and their sale is also#ondu#ted at a reasonable dis#ount International 3rade air@ in NewDelhi

at 'ragati+aidan, whi#h is held fro( 1?th to C"th Nove(ber every year, isa wellnown e:a(ple of airs and 4:hibitions as a tool of sales pro(otion

Trading sta1#s$ In #ase of so(e spe#ifi# produ#ts trading sta(ps aredistributed a(ong the #usto(ers a##ording to the value of their pur#hase3he #usto(ers are re9uired to #olle#t these sta(ps of suffi#ient value

within a parti#ular period in order to avail of so(e benefits 3his toolindu#es #usto(ers to buy that produ#t (ore fre9uently to #olle#t the

sta(ps of re9uired value



Srath and 4in offer$ 3o indu#e the #usto(er to buy a parti#ular

produ#t s#rat#h and win@ s#he(e is also offered Under this s#he(e a#usto(er s#rat#h a spe#ifi# (ared area on the pa#age of the produ#t and

gets the benefit a##ording to the (essage written there In this way #usto(ers (ay get so(e ite( free as (entioned on the (ared area or (ay avail of pri#e-off, or so(eti(es visit different pla#es on spe#ial tourarranged by the (anufa#turers

Money 6ak offer$ Under this s#he(e #usto(ers are given assuran#e

that full value of the produ#t will be returned to the( if they are notsatisfied after using the produ#t 3his #reates #onfiden#e a(ong the

#usto(ers with regard to the 9uality of the produ#t 3his te#hni9ue isparti#ularly useful while introdu#ing new produ#ts in the (aret

I1#ortane of Sa"es Pro1otion

Sales pro(otion is i(portant for (anufa#turers be#ause

i. it helps to in#rease sales in a #o(petitive (aret and thus, in#reasesprofits= ii it helps to introdu#e new produ#ts in the (aret by drawing theattention of potential #usto(ers= iii when a new produ#t is introdu#ed orthere is a #hange of fashion or taste of #onsu(ers, e:isting sto#s #an be

9ui#ly disposed off= i 3 it stabili>es sales volu(e by eeping its #usto(ers with the( In the age of #o(petition it is 9uite (u#h possible that a

#usto(er (ay #hange hisLher (ind and try other brands Mariousin#entives under sales pro(otion s#he(es help to retain the #usto(ers

ro( the point of view of #onsu(ers



Sales pro(otion is i(portant for #onsu(ers be#ause i. the #onsu(er getsthe produ#t at a #heaper rate= ii it gives finan#ial benefit to the #usto(ers

by way of providing pri>es and sending the( to visit different pla#es= iii.the#onsu(er gets all infor(ation about the 9uality, features and uses of

different produ#ts= i3 #ertain s#he(es lie (oney ba# offer #reates#onfiden#e in the (ind of #usto(ers about the 9uality of goods= and 3 ithelps to raise the standard of living of people .y e:#hanging their old ite(sthey #an use latest ite(s available in the (aret Use of su#h goods

i(proves their i(age in so#iety

RESEARC< MET<9D9?9G 9; T<ESTUD

5esear#h (ethodology pro#ess in#ludes a nu(ber of a#tivities to be

perfor(ed 3hese are arranged in proper se9uen#e of ti(ing for #ondu#tingresear#h 8ne a#tivity after another is perfor(ed to #o(plete the resear#h

wor 5esear#h (ethodology in#ludes the following steps

1 3ype of 5esear#h



3he topi# for the resear#h study is sales pro(otion strategy and the natureof the topi# is theoreti#al and des#riptive So the #ondu#t the resear#h study the type of resear#h suitable is des#riptive resear#h only 3he data are#olle#ted fro( sales re#ords, dealers, #usto(ers and sales(en of the#o(panies perfor(ing in +)G se#tor 3he des#riptive resear#h has (etthe re9uire(ent of resear#h study

C Sour#es of Data

or the study purpose both pri(ary and se#ondary data are used 3hepri(ary data #olle#ted fro( sales (en of the #o(panies, #usto(ers anddealers dealing in the produ#ts of the #o(pany 3he se#ondary data#olle#ted fro( re#ords of the #o(pany, retailers and dealers 3he data of past sales also have been #olle#ted 3he pri(ary and se#ondary data have

been #olle#ted to #over every aspe#t of the study 3he pri(ary data arerelated to behaviour and response of e(ployees, dealers and #usto(ers3he se#ondary data shows the sales of the #o(pany produ#t wise 3hesedata used in #o(bination as per need of the study 3hese data havingdifferent (erits and de(erits and have serves our purpose of the resear#hstudy 3hese are e:plained below

0a2'ri(ary Data

'ri(ary data are infor(ation #olle#ted by a resear#her spe#ifi#ally for aresear#h assign(ent In other words, pri(ary data are infor(ation that a#o(pany (ust gather be#ause no one has #o(piled and published theinfor(ation in a foru( a##essible to the publi# )o(panies generally taethe ti(e and allo#ate the resour#es re9uired to gather pri(ary data only

when a 9uestion, issue or proble( presents itself that is suffi#iently i(portant or uni9ue that it warrants the e:penditure ne#essary to gatherthe pri(ary data 'ri(ary data are original in nature and dire#tly related tothe issue or proble( and #urrent data 'ri(ary data are the data whi#h theresear#her #olle#ts through various (ethods lie interviews, surveys,

9uestionnaires et# 3he pri(ary data have own advantages anddisadvantages/

0i2 Advantages of pri(ary data are as follows

O 3he pri(ary data are original and relevant to the topi# of the resear#hstudy so the degree of a##ura#y is very high



O 'ri(ary data is that it #an be #olle#ted fro( a nu(ber of ways lieinterviews, telephone surveys, fo#us groups et# It #an be also #olle#teda#ross the national borders through e(ails and posts It #an in#lude a largepopulation and wide geographi#al #overage

O +oreover, pri(ary data is #urrent and it #an better give a realisti# view tothe resear#her about the topi# under #onsideration

O 5eliability of pri(ary data is very high be#ause these are #olle#ted by the#on#erned and reliable party

0ii2 Disadvantages of pri(ary data

ollowing are the disadvantages of pri(ary data

O or #olle#tion of pri(ary data where interview is to be #ondu#ted the#overage is li(ited and for wider #overage a (ore nu(ber of resear#hersare re9uired

O A lot of ti(e and efforts are re9uired for data #olle#tion .y the ti(e thedata #olle#ted, analysed and report is ready the proble( of the resear#h

be#o(es very serious or out dated So the purpose of the resear#h (ay bedefeated

O It has design proble(s lie how to design the surveys 3he 9uestions (ust be si(ple to understand and respondO So(e respondents do not give ti(ely responses So(eti(es, therespondents (ay give fae, so#ially a##eptable and sweet answers and try to#over up the realities

O 7ith (ore people, ti(e and efforts involve(ent the #ost of the data#olle#tion goes high 3he i(portan#e of the resear#h (ay go down

O In so(e pri(ary data #olle#tion (ethods there is no #ontrol over the data#olle#tion In#o(plete 9uestionnaire always give a negative i(pa#t onresear#h

O 3rained persons are re9uired for data #olle#tion In e:perien#ed person indata #olle#tion (ay give inade9uate data of the resear#h



0b2 Se#ondary Data

Se#ondary data are the data #olle#ted by a party not related to the resear#hstudy but #olle#ted these data for so(e other purpose and at different ti(ein the past If the resear#her uses these data then these be#o(e se#ondary data for the #urrent users 3hese (ay be available in written, typed or inele#troni# for(s A variety of se#ondary infor(ation sour#es is available tothe resear#her gathering data on an industry, potential produ#t appli#ationsand the (aret pla#e Se#ondary data is also used to gain initial insight intothe resear#h proble( Se#ondary data is #lassified in ter(s of its sour#e either internal or e:ternal Internal, or in-house data, is se#ondary infor(ation a#9uired within the organi>ation where resear#h is being#arried out 4:ternal se#ondary data is obtained fro( outside sour#es

3here are various advantages and disadvantages of using se#ondary data

Advantages of Se#ondary Data

Advantages of se#ondary data are following



O 3he pri(ary advantage of se#ondary data is that it is #heaper and fasterto a##ess

O Se#ondly, it provides a way to a##ess the wor of the best s#holars all overthe world

O 3hirdly, se#ondary data gives a fra(e of (ind to the resear#her that in whi#h dire#tion heLshe should go for the spe#ifi# resear#h

O ourthly se#ondary data save ti(e, efforts and (oney and add to the value of the resear#h study

Disadvantages of Se#ondary data

ollowing are the disadvantage of se#ondary data

O 3he data #olle#ted by the third party (ay not be a reliable party so thereliability and a##ura#y of data go down

O Data #olle#ted in one lo#ation (ay not be suitable for the other one due variable environ(ental fa#tor O 7ith the passage of ti(e the data be#o(esobsolete and very old

O Se#ondary data #olle#ted #an distort the results of the resear#h or using

se#ondary data a spe#ial #are is re9uired to a(end or (odify for use

O Se#ondary data #an also raise issues of authenti#ity and #opyrightKeeping in view the advantages and disadvantages of sour#es of datare9uire(ent of the resear#h study and ti(e fa#tor, both sour#es of data iepri(ary and se#ondary data have been sele#ted 3hese are used in#o(bination to give proper #overage to the topi#

! Instru(ents for Data )olle#tion

or #olle#tion of data the following instru(ents have been used

0a2 Puestionnaire



Puestionnaire is a set of 9uestions has been prepared to as a nu(ber of 9uestions and #olle#t answers fro( respondents relating to the resear#htopi# A nu(ber of 9uestions usually in printed or ele#troni# for( are to beanswered by the individuals 3he for(s often have blan spa#es in whi#hthe answers #an be written Sets of su#h for(s are distributed to groups andthe answers are #olle#ted relating to resear#h topi# A 9uestionnaire is aseries of 9uestions ased to individuals to obtain statisti#ally usefulinfor(ation about a given topi# 7hen properly #onstru#ted andresponsibly ad(inistered, 9uestionnaires be#o(e a vital instru(ent by

whi#h state(ents #an be (ade about spe#ifi# groups or people or entirepopulations Inappropriate 9uestions, in#orre#t ordering of 9uestions,in#orre#t s#aling, or bad 9uestionnaire for(at #an (ae the survey

valueless, as it (ay not a##urately refle#t the 11 views and opinions of theparti#ipants A useful (ethod for #he#ing a 9uestionnaire and (aing sure

it is a##urately #apturing the intended infor(ation is to pretest a(ong as(aller subset of target respondents In a resear#h or survey 9uestionsased to respondents, and designed to e:tra#t spe#ifi# infor(ation Itserves four basi# purposes to 012 #olle#t the appropriate data, 0C2 (ae data #o(parable and a(enable to analysis, 0!2 (ini(i>e bias in for(ulating and asing 9uestion, and0?2 to (ae 9uestions engaging and varied

or our study purpose a set of 9uestions has been prepared to #olle#t

infor(ation relating to the topi# of the study In this study a stru#tured9uestionnaire has been used with different types of 9uestions su#h as #losedended and open ended Spe#ial #ase has been taen to sele#t the s#ales forthe 9uestions for #olle#tion of responses very effe#tively

0b2 3elephone,

+obile 'hone and a#si(ile 3elephone and other devi#es #an be used for#olle#ting data verbally and written on fa: fro( respondents lo#ated away

fro( the resear#her and having these fa#ilities plus the resear#her havingtheir #onta#t nu(bers Use of interviewers en#ourages sa(ple persons torespond, leading to higher response rates Interviewers #an in#rease#o(prehension of 9uestions by answering respondentsF 9uestions It isfairly #ost effi#ient, depending on lo#al #all #harge stru#ture It is good forlarge national or international respondents and gives wider #overage It#annot be used for non-audio infor(ation 0graphi#s, de(onstrations,



tasteLs(ell sa(ples2 this instru(ent is not suitable for the respondents where the telephone fa#ility is not available

0#2 +ail

or #olle#tion of data fro( the respondents who are lo#ated at a longdistan#e and do not have any #o((uni#ation fa#ility 3hey #an be#onta#ted through (ailed 9uestionnaire 8nly thing is re9uired that theresear#her should have the postal addresses of the respondents 3he9uestionnaire (ay be handed to the respondents or (ailed to the(, but inall #ases they are returned to the resear#her via (ail 3he #ost involved is

very less but no #larifi#ation #an be given to the respondents if re9uired5espondents #an answer at their own #onvenien#e 3he respondents #annot

be biased by the resear#hers and the detail infor(ation #an be #olle#ted 1C

for the resear#h purpose 8nly one disadvantage this instru(ent gives isthat the response rate is very less due to la# of interest in the topi# of respondents and low litera#y rate

0d2 Interview

In this (ethod the interviewer personally (eets the infor(ants and assne#essary 9uestions to the( regarding the sub$e#t of en9uiry Usually a set

of 9uestions or a 9uestionnaire is #arried by hi( and 9uestions are alsoased a##ording to that 3he interviewer effi#iently #olle#ts the data fro(the infor(ants by #ross e:a(ining the( 3he interviewer (ust be very effi#ient and ta#tful to get the a##urate and relevant data fro( theinfor(ants Interviews lie personal interviewLdepth interview ortelephone interview #an be #ondu#ted as per the need of the study

? 5esear#h +ethods

or #olle#tion of pri(ary data for this resear#h wor survey and

observation (ethods have been used 4:peri(ental (ethod is not foundsuitable for this study be#ause the topi# is a theoreti#al topi# and there is noneed to have e:peri(ents 3hese two (ethods are e:plained below

0a2 Survey +ethod Survey is used to #olle#t 9uantitative infor(ation aboutite(s in a population Surveys are used in different areas for #olle#ting thedata even in publi# and private se#tors A survey (ay be #ondu#ted in the



field by the resear#her 3he respondents are #onta#ted by the resear#hperson personally, telephoni#ally or through (ail 3his (ethod taes a lotof ti(e, efforts and (oney but the data #olle#ted are of high a##ura#y,#urrent and relevant to the topi# 7hen the 9uestions are ad(inistered by aresear#her, the survey is #alled a stru#tured interview or a resear#her-ad(inistered survey 7hen the 9uestions are ad(inistered by therespondent, the survey is referred to as a 9uestionnaire or a self-ad(inistered survey It is an effi#ient way of #olle#ting infor(ation fro( alarge nu(ber of respondents Mery large sa(ples are possible Statisti#alte#hni9ues #an be used to deter(ine validity, reliability, and statisti#alsignifi#an#e Surveys are fle:ible in the sense that a wide range of infor(ation #an be #olle#ted 3hey #an be used to study attitudes, values,

beliefs, and past behaviors .e#ause they are standardi>ed, they arerelatively free fro( several types of errors 3here is an e#ono(y in data

#olle#tion due to the fo#us provided by standardi>ed 9uestions 8nly 9uestions of interest to the resear#her are ased, re#orded, #odified, andanaly>ed

0b2 8bservation +ethod 8bservation is a #o(ple: resear#h (ethod be#auseit often re9uires the resear#her to play a nu(ber of roles and to use anu(ber of te#hni9ues= in#luding herLhis five senses, to #olle#t data 3heobserver puts hi(self in the a#tual situation and wat#h #arefully 8n the

basis of 1? his nowledge, sills and e:perien#e he #olle#ts the data without#onta#ting the respondents 3he results of observation entirely depend on

the talents of the resear#her 3his (ethod #an be used only by e:pertpersons in the resear#h 8bservation (ethods have been developed withthe ob$e#tive of Fobserving people in their natural setting - as they go abouttheir everyday lives 8bservation (ethods #an over#o(e so(e of the#riti#is(s of 9uantitative resear#h (ethods 0Malidity, bias et#2 and #an beuseful when its sub$e#t #anFt provide infor(ation, or #an only provideina##urate infor(ation 8ut of available (ethods for #olle#ting pri(ary data, survey and observation (ethods have been found suitable for thetopi# study 3hese have fulfilled the re9uire(ents for data #olle#tion

properly



?EAR=I=G

As I was asso#iated with the sales and pro(otion tea( at UK paper#onverters where I got to learn the sales and pro(otion (ethods fro( the

s#rat#h It was a very good and enthusiasti# e:perien#e of learning where Igot to learn

• /ow to in#rease sales dire#tly by publi#ity through (edia whi#h are

#o(ple(entary to press and poster advertising



• /ow to disse(inate infor(ation through sales (an dealers et# So as

to insure the produ#t getting in to satisfa#tory use by the ulti(ate

#onsu(er

•/ow to attra#t new #onsu(er

• /ow to fa#e the #o(petition effe#tively

• /ow to help sales(an in selling (ore to the retailers and #onsu(ers

Data ana"ysis and Inter#retation

Sales pro(otions are short-ter( strategies that QpullQ shoppers into retailstores with in#entives to Qbuy nowQ 3hey a##ount for to " per#ent of the #o(bined advertising-pro(otion budgets of (any (a$or #onsu(erprodu#ts #o(panies, a##ording to Northwestern University (aretingprofessor, 'hilip Kotler S(all-business owners, however, often donFt now if pro(otion sales bu(ps $ustify the #osts /en#e, (areting pra#titioners



re#o((end analy>ing your sales pro(otions to deter(ine if youFre getting your (oneyFs worthIn#re(ental vs .orrowed Sales

Despite the near-universal e(bra#e of sales pro(otions as drivers of short-

ter( sales, (areters are #hallenged to establish if short-ter( sales liftsrepresent Qin#re(entalQ sales or QborrowedQ sales fro( the futureDepending on the #ategory, sales bu(ps generally fall into three #ategoriesnew or returning users, #urrent users (oving their pur#hases forward and#urrent users sto#ing their pantries 3rue in#re(ental sales #o(e fro(new and returning users .orrowed sales #o(e fro( #urrent users whospeed up pur#hases or sto# their pantries 3he (ain issue in analy>ingsales pro(otions is deter(ining the sales in#rease drivers

Use ;our 8wn Data

3he (ost #o((on and e#ono(i#al way to analy>e pro(otions is to use your own internal data to #o(pare sales before, during and after thepro(otion Assu(e that you averaged (onthly sales of R1 (illion on apro(oted ite( before the pro(otion Sales then $u(ped to R1! (illionduring the pro(otion, de#lined to ,5s i((ediately after thepro(otion and finally tapered off at the starting level of 1 (illion5s per(onth ;ou (ight #on#lude fro( this s#enario that the pro(otion

borrowed fro( future sales, whi#h #ould #all into 9uestion whether you got your (oneyFs worth /owever, if sales finally tapered off at 1C (illion5sper (onth, you #ould #on#lude that the sale attra#ted new users, whi#h



a##ounted for the long-ter( in#re(ental gain of C,5s per (onth, orRC? (illion a year

8ther Analysis 3e#hni9ues

If your budget per(its, you (ight #onsider pur#hasing s#anner sales datafro( vendors su#h as 3he Nielsen )o(pany or Infor(ation 5esour#es In#+a$or #onsu(er produ#ts #o(panies #o((only #ontra#t with one or bothservi#es S#anner data offers the advantage of allowing you to analy>e thetypes of people who bought on the pro(otion and their buying behavior

before and after the pro(otion

)onsu(er surveys are another option to #onsider if you want to drilldeeper into buyer (otivations in ter(s of whether the pro(otion will affe#tfuture buying de#isions ;ou also #an analy>e pro(otions throughe:peri(ents, whi#h allow you to test different in#entive values, duration of pro(otion periods and (edia alternatives to distribute the offer

;inding

;or Custo1ers

1 Advertise(ent and sales pro(otions (ethods attra#t (ore #usto(ersand personal selling is the least (ethod that attra#ts #usto(ers

C 8ne third of #usto(ers said pri#e off, and nearly one fourth of respondents said dis#ount and pre(iu( are the (ethods used forpro(otion



! 'ri#e off or dis#ount (ethod is the (ost effe#tive (ethod, pre(iu(and e:tra 9uantity (ethods are se#ond and third respe#tively to(otivate #usto(ers to buy produ#ts

? 8ne third of respondents said so(eti(es, nearly one fourth said oftenand always respe#tively gets infor(ation regarding sales pro(otions(ethods

+ore than one third respondents opined so(eti(es, one fourth saidoften and nearly one fifth said always, the shoppers provideinfor(ation regarding sales pro(otions benefits

5espondents (ore than one third opted so(eti(es willingly, nearly one fourth only on re9uest and one fifth opted always willingly, theshoppers give benefits of the s#he(e

" 3he respondents opined that the ti(ing for bringing sales pro(otionss#he(e are off season, during falls in sales volu(e and during pea

season +ore than one third of the respondents said the ob$e#tive of sales

pro(otions s#he(es are to in#rease sales, push up sales in off season,in#rease sales of produ#ts out of de(and and neutrali>e #o(pletioneffe#t

-. 3wo fifth of the respondents said so(eti(es, one fourth said oftenand one fifth said always they get benefits of sales pro(otions#he(es

;or Sa"es1en

1 Nearly one third of respondents in ea#h #ase agreed that the role of sales for#e is i(portant, very i(portant and (ost i(portant in salespro(otions

C or (otivation of sales(en (anage(ent taes step, (ore than onethird said so(eti(es, nearly one fourth said often and alwaysrespe#tively

! Nearly two third (a$ority for sales(en agreed that the (ethods usedfor pro(otions of sales(en are in#entives, travelling allowan#e,

#o((ission on sales, re#ognition and rewards? 3wo fifth agree for so(eti(es, (ore than one fourth agreed for oftenand one fifth of respondents agreed for always that the (otivational(ethods are i(ple(ented properly

Nearly, two third (a$ority of sales(en agreed that unfair pra#ti#esare not used by (angers in i(ple(entation of s#he(es



+a$ority of sales(en are having e:perien#e in present $ob less thanthree year Mery less nu(ber of sales(en is having e:perien#e (orethan ! years

" Nearly, two third (a$ority of sales(en agreed that unfair pra#ti#esare not used by (angers in i(ple(entation of s#he(es

+a$ority of sales(en are having e:perien#e in present $ob less thanthree year Mery less nu(ber of sales(en is having e:perien#e (orethan ! years

Suggestions

1 4valuate the type of sales boost you need to do

C Invest in #usto(er (anage(ent syste(s

! .rainstor( #reative pro(otion ideas



? Do a finan#ial analysis of ea#h type of pro(otion

Spe#ify start and end dates for your pro(otion

)larify your (areting goals

" Develop a strategi# (areting #a(paign

Spe#ify your (essage for your pro(otion (areting

Get your entire tea( involved, if possible

1 Gather data on #usto(ers, new e(ail subs#ribers, phone #alls,

online traffi# and the in#rease in sales

11 5epeat su##essful sales pro(otions in the future

?IMITATI9=S 9; T<E STUD

So(e of the li(itations I found while the study are

Inreased #rie sensiti3ity 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 oers on their preferred brands.

@ua"ity i1age 1ay !eo1e tarnishedIf the pro(otions in a produ#t #ategory have been rare, or the produ#t

happens to be of high involve(ent #ategory, the pro(otions #ould have a

negative effe#t about its 9uality i(age )onsu(ers (ay start suspe#ting

that perhaps the produ#t has not been selling well, the 9uality of the

produ#t is true #o(pared to the pri#e or the produ#t is liely to be

dis#ontinued be#ause it has be#o(e outdated

Dea"ers for4ard !uy and di3ert stoks

In #ase of deals for the trade, (any dealers forward buy, in e:#ess of theirinventory re9uire(ents 3his is parti#ularly happens if a produ#t is low

bul, (u#h in de(and and the inventory holding #osts are favourably low

3his is true both for wholesalers as well as retailers orward buying of

e:#essive sto#s on deals or 9uantity dis#ounts #an lead to diversion of

so(e of the sto#s in non-deal areas orward buying of e:#essive sto#s on

deals or 9uantity dis#ounts #an lead to diversion of so(e of the sto#s in

non- deal areas

Merhandising su##ort fro1 dea"ers is dou!tfu"

8ne of the trade pro(otions tool is to offer pro(otional allowan#es to trade

people to (otivate the( to provide (er#handising support and to pass on

so(e benefit to #onsu(ers 3his generally is the #ondition atta#hed with

su#h pro(otional allowan#es In (any #ases, the dealers do not #ooperate

in providing the (er#handising support nor do they pass on any benefit to

#onsu(ers 3he retailer (ight not be willing to give support be#ause he

does not have the pla#e, or the produ#t does not sell (u#h in his shop, or

(ay be he thins the effort re9uired is (ore than the #o((issionLbenefit

derived

Short8ter1 orientation



ales pro(otions are generally for a short duration 3his gives a boost tosales for a short period 3his short-ter( orientation (ay so(eti(es havenegative effe#ts on long-ter( future of the organi>ation 'ro(otions(ostly build short-ter( sales volu(e that is not (aintained

/eavy use of sales pro(otion, in #ertain produ#t #ategories, (ay beresponsible for #ausing brand 9uality i(age dilution

3he argu(ent given in favour is that #o(panies should develop superiorprodu#ts or servi#es whi#h are better than #o(petitors and #onsu(ershould be #onvin#ed through appropriate and fo#used advertising about thesuperiority of the produ#t and its i(age

3his will result in lasting brand identities refle#ting #onsu(er values 3henthere will be no need to offer any e:tra benefits= only the lasting brandi(age will eep #usto(ers loyal to the brand

Con"usion



3he pro$e#t %Sales and 'ro(otion in UK paper #onverter* has helped (e in

understanding the various stages and pro#esses of sales and pro(otion It

was really help helpful to tae part in the pro#esses of on-going sales and

pro(otions a#tivity whi#h lead to (e the deep and till the root of the

pro(otion a#tivities of UK paper #onverters 3he strategies to sale out ande:pand the rea#hability of the noteboo helped (e in a broad way to

apprehend the business

In short I would lie to say that the way UK paper #onverters

translate their strategy in the for( of pro(otion to the #usto(er to opt

their produ#ts is a uni9ue and wonderful whi#h helped to bring

i(prove(ents in (e in a proper way

Referenes



wwwup#in

wwwwiipediaorg

wwwe#ono(i#sti(es#o(

www(aretingtea#her#o(

A##endi0

http://www.ukpc.in/

http://www.wikipedia.org/

http://www.economicstimes.com/

http://www.marketingteacher.com/

http://www.wikipedia.org/

http://www.economicstimes.com/

http://www.marketingteacher.com/

http://www.ukpc.in/



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)lass BBBBBBBBBBBBBBBBBBBBBBBBBBBB

Pue Do you use produ#ts of UK')J

;4S No

Pue 7hi#h seg(ent of NotebooJ

Always Ahead .E

Pue Are you satisfied with the 9uality of Always Ahead seg(entJ

;es No

Pue Are you satisfied with the .Eseg(entJ

;es No

Na(e of sales(an BBBBBBBB

<o#ation BBBBBBBBBBBBBB

Pue Are you satisfied with the pro(otion of UK paper #onvertersJ

;es No

Pue Do you thin there are possibilities to i(prove the pro(otion and

sales strategiesJ

;es No



Are you satisfied with the offers you get fro( UK')J

;es No

Pue Are you satisfied with the servi#e of UK')J

;es No

Comparative Study of Sales UK Paper Converter and ITC Notebook - To Make

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