SALES PROMOTION

THE ROLE OF SALES PROMOTION IN FMCG

MARKETING
(WITH SPECIAL REFERENCE TO HINDUSTAN
UNILEVER LIMITED)
DISSERTATION SUBMITTED IN PARTIAL
FULFILLMENT OF REQUIREMENT FOR THE DEGREE
OF
MASTER OF BUSINESS MANAGEMENT
PREPARED BY
RAHUL GUPTA
(VU MBA- IVS-389)
UNDER THE GUIDANCE OF
(MR CHITTRESH COOMER)
MEMBER
SUBMITTED TO

VIDYASAGAR UNIVERSITY
DATE

DECLARATION
I DO HEREBY DECLARE THAT THIS DISSERTATION ENTITLED SALES PROMOTION,
THE ROLE OF SALES PROMOTION IN FMCG MARKETING(WITH SPECIAL
REFERENCE TO HINDUSTAN UNILEVER LIMITED) HAS BEEN DONE MY ME AND
ALL THE INFORMATION PROVIDED IS CORRECT AND TRUE TO MY KNOWLEDGE.
THIS DISSERTATION IS SUBMITTED BY ME FOR THE PARTIAL FULFILLMENT OF
THE AWARD OF DEGREE IN MASTER OF BUSINESS ADMINISTRATION.
THE DISSERTATION IS EXCLUSIVELY PREPARED BY ME AND HAS NOT BEEN
SUBMITTED TO ANY OTHER INSTITUTIONS OR PUBLISHED ANYWHERE BEFORE.

DATE:
PLACE:

RAHUL GUPTA
MBA (4TH SEMESTER)

CHAPTER-1
INTRODUCTION

i) COMPANY PROFILE
ii) LITERATURE SURVEY
iii) OBJECTIVE

Introduction:

FMCG industry, alternatively called as CPG (Consumer packaged goods) industry

primarily deals with the production, distribution and marketing of consumer
packaged
goods. The Fast Moving Consumer Goods (FMCG) is those consumables which are
normally consumed by the consumers at a regular interval. Some of the prime
activities of FMCG industry are selling, marketing, financing, purchasing, etc.
Theindustry also engaged in operations, supply chain, production and general
management.

FMCG Industry Economy:

FMCG industry provides a wide range of consumables and accordingly the amount
of money circulated against FMCG products is also very high. The competition
among FMCG manufacturers is also growing and as a result of this, investment in
FMCG industry is also increasing, specifically in India, where FMCG industry is
regarded as the fourth largest sector with total market size of US$20.1 billion. FMCG
Sector in India is estimated to grow 60% by 2011. FMCG industry is regarded as the
largest sector in New Zealand which accounts for 5% of Gross Domestic Product
(GDP).
Common FMCG products:
Some common FMCG product categories include food and dairy products, glassware,
paper products, pharmaceuticals, consumer electronics, packaged food products,
plastic goods, printing and stationery, household products, photography, drinks etc.
and some of the examples of FMCG products are coffee, tea, dry cells, greeting cards,gifts,
detergents, tobacco and cigarettes, watches, soaps etc.
Market potentiality of FMCG industry:
Some of the merits of FMCG industry, which made this industry as a potential one,
are low operational cost, strong distribution networks, presence of renowned FMCG
companies. Population growth is another factor which is responsible behind the
success of this industry.
1.1 Leading FMCG companies & Industry Potential:
Some of the well known FMCG companies are Sara Lee, Nestl, Reckitt Benckiser,

Unilever, Procter & Gamble, Coca-Cola, Carlsberg, Kleenex, General Mills, Pepsi, Mars, Coca
cola, Nirma, Dabur, Himani etc.
The Indian FMCG sector is the fourth largest sector in the economy with a total
market size in excess of US$ 20.1 billion. It has a strong MNC presence and is
characterized by a well-established distribution network, intense competition between
the organized and unorganized segments and low operational cost. Availability of key
raw materials, cheaper labour costs and presence across the entire value chain gives
India a competitive advantage.
The FMCG market was set to treble from US$ 11.6 billion in 2003 to US$ 33.4
billion in 2015. Penetration level as well as per capita consumption in most product
categories like jams, toothpaste, skin care, hair wash etc in India is low indicating the
untapped market potential. Burgeoning Indian population, particularly the middle
class and the rural segments, presents an opportunity to makers of branded products to
convert consumers to branded products.
Growth is also likely to come from consumer 'upgrading' in the matured product
categories. With 200 million people expected to shift to processed and packaged food
by 2012, India needs around US$ 28 billion of investment in the food-processing
industry. Automatic investment approval (including foreign technology agreements within
specified norms), up to 100 per cent foreign equity or 100 per cent for NRI and
Overseas Corporate Bodies (OCBs) investment, is allowed for most of the food
processing sector.
That will translate into an annual growth of 10% over a 5-year period. It has been
estimated that FMCG sector will rise from around Rs 56,500 crores in 2005 to Rs
96,100 crores in 2011. Hair care, household care, male grooming, female hygiene, and
the chocolates and confectionery categories are estimated to be the fastest growing
segments, says an HSBC report
.
With the presence of 12.2% of the world population in the villages of India, the Indian
rural FMCG market is something no one can overlook. Increased focus on farm sector
will boost rural incomes, hence providing better growth prospects to the FMCG
companies. Better infrastructure facilities will improve their supply chain. FMCG
sector is also likely to benefit from growing demand in the market. Because of the low
per capita consumption for almost all the products in the country, FMCG companies
have immense possibilities for growth. And if the companies are able to change the
mindset of the consumers, i.e. if they are able to take the consumers to branded
products and offer new generation products, they would be able to generate higher
growth in the near future. It is observed that the rural income has grown, boosting
purchasing power in the countryside. However, the demand in urban areas would be
the key growth driver over the long term.
Also, increase in the urban population, along with increase in income levels and the
availability of new categories, would help the urban areas maintain their position in

terms of consumption. At present, urban India accounts for 66% of total FMCG
consumption, with rural India accounting for the remaining 34%. However, rural
India accounts for more than 40% consumption in major FMCG categories such as
personal care, fabric care, and hot beverages.
In urban areas, home and personal care category, including skin care, household careand
feminine hygiene, will keep growing at relatively attractive rates.
Indian Competitiveness and Comparison with the World Markets:
The following factors make India a competitive player in FMCG sector:
1. Availability of raw materials:
Because of the diverse agro-climatic conditions in India, there is a large raw
material base suitable for food processing industries. India is the largest producer
of livestock, milk, sugarcane, coconut, spices and cashew and is the second largest
producer of rice, wheat and fruits &vegetables. India also produces caustic soda
and soda ash, which are required for the production of soaps and detergents. The
availability of these raw materials gives India the location advantage.
2. Labour cost comparison:
Low cost labour gives India a competitive advantage. India's labour cost is
amongst the lowest in the world, after China & Indonesia. Low labour costs give
the advantage of low cost of production. Many MNC's have established their
plants in India to outsource for domestic and export markets.
3. Presence across value chain:
Indian companies have their presence across the value chain of FMCG sector,
right from the supply of raw materials to packaged goods in the food-processing
sector. This brings India a more cost competitive advantage. For example, Amul
supplies milk as well as dairy products like cheese, butter, etc.
The future of FMCG:
Fast moving consumer goods will become Rs 400,000-crore industry by 2020. A
Booz & Company study finds out the trends that will shape its future. Considering
this, the anti-ageing skincare category grew five times between 2007 and 2008. Its
today the fastest-growing segment in the skincare market. Olay, Procter & Gambles
premium anti-ageing skincare brand, captured 20 per cent of the market within a year
of its launch in 2007 and today dominates it with 37 per cent share. Who could have
thought of ready acceptance for anti-ageing creams and lotions some ten years ago?
For that matter, who could have thought Indian consumers would take oral hygiene so
seriously? Mouth-rinsing seems to be picking up as a habit mouthwash penetration
is growing at 35 per cent a year. More so, who could have thought rural consumers
would fall for shampoos? Rural penetration of shampoos increased to 46 per cent last
year.
Consumption patterns have evolved rapidly in the last five to ten years. The consumer

is trading up to experience the new or what he hasnt. Hes looking for products with
better functionality, quality, value, and so on. What he needs is fast getting replaced
with what he wants. A new report by Booz & Company for the Confederation of
Indian Industry (CII), called FMCG Roadmap to 2020: The Game Changers, spells
out the key growth drivers for the Indian fast moving consumer goods (FMCG)
industry in the past ten years and identifies the big trends and factors that will impact
its future.
It has been estimated that FMCG sector witnessed robust year-on-year growth of
approximately 11 per cent in the last decade, almost tripling in size from Rs 47,000
crore in 2000-01 to Rs 130,000 crore now (it accounts for 2.2 per cent of the countrys
GDP). Growth was even faster in the past five years almost 17 per cent annually
since 2005. It identifies robust GDP growth, opening up of rural markets, increased
income in rural areas, growing urbanization along with evolving consumer lifestyles
and buying behaviours as the key drivers of this growth.
It has been estimated that the FMCG industry will grow at least 12 per cent annually
to become Rs 400,000 crore in size by 2020. Additionally, if some of the factors play
out favourably, say, GDP grows a little faster, the government removes bottlenecks
such as the goods and services tax (GST), infrastructure investments pick up, there is
more efficient spending on government subsidy and so on, growth can be significantly
higher. It could be as high as 17 per cent, leading to an overall industry size of Rs
620,000 crore by 2020.
Abhishek Malhotra (2010) told that the Indian GDP per capita is low but many Indian
consumer segments which constitute rather large absolute numbers are either close to
or have already reached the tipping point of rapid growth. The sector is poised for
rapid growth over the next 10 years, and by 2020, the industry is expected to be
larger, more responsible and more tuned to its customers.
Based on research on industry evolutions in other markets and discussions with
industry experts and practitioners, Booz & Company has identified some important
trends that will change the face of the industry over the next ten years. Some key ones
related to evolution of consumer segments are as follows:
1. Accelerating premiumisation:
The rising income of Indian consumers has accelerated the trend towards
premiumisation or up-trading. The trend can be observed prominently in the top
two income groups the rich with annual income exceeding Rs 10 lakhs, and the
upper middle class with annual income ranging between Rs 5 lakhs and Rs 10
lakhs. The rich are willing to spend on premium products for their emotional
value and exclusive feel, and their behavior is close to consumers in developed
economies. They are well-informed about various product options, and want to buy
products which suit their style. The upper middle class wants to emulate the rich
and up-trade towards higher-priced products which offer greater functional benefits

and experience compared to products for mass consumption.

While these two income groups account for only 3 per cent of the population, it is
estimated that by 2020 their numbers will double to 7 per cent of the total
population. The rich will grow to approximately 30 million in 2020, which is more
than the total population of Sweden, Norway and Finland put together. Similarly,
the upper middle segment will be a population of about 70 million in 2020, which
is more than the population of the UK.
Over the next ten years, these groups will constitute large enough numbers to merit
a dedicated strategy by FMCG companies. Abhisek Malhotra (2010) added that
they have seen companies focused on selling primarily to the mid segments. Often,
there is no clear segmentation being offered. Players would do well to clearly
separate their offerings for the upper and mid segments, and the two should be
treated as separate businesses with a dedicated team and strategy for each.
2. Evolving categories:
Categories are evolving at a brisk pace in the market for the middle and lowerincome
segments. With their rising economic status, these consumers are shifting
from need- to want-based products. For instance, consumers have moved from
toothpowders to toothpastes and are now also demanding mouthwash within the
same category
Also, consumers have started demanding customised products, specifically tailored
to their individual tastes and needs. The complexities within the categories are
increasing significantly. Earlier a shampoo used to have two variants normal
and anti-dandruff. Now, you have anti-dandruff shampoos for short hair, oily hair,
curly hair, and so on. Every thing is getting customised.
The trend towards mass-customization of products will intensify with FMCG
players profiling the buyer by age, region, personal attributes, ethnic background
and professional choices. Micro-segmentation will amplify the need for highly
customized market research so as to capture the specific needs of the consumer
segment targeted, before the actual product design phase gets underway.
The beauty products market will grow by 20 per cent per annum as result of the
changing socio-economic status of consumers, especially women. Middle-class
women are now more conscious of their appearance and are willing to spend more
on enhancing it. Products such as colour cosmetics (growing by 46 per cent) and
sun care products (growing at 13 per cent) have latched on to this trend rapidly.
3. Value at the bottom:
It has been defined the bottom-of-the-pyramid or BoP consumers as those who earn
less than Rs 2 lakhs per annum per household. The group constitutes about 900 to
950 million people. While the middle class segment is largely urban, already wellserved
and competitive, the BoP markets are largely rural, poorly-served and
uncompetitive. A lot of the basic needs of BoP consumers are yet unmet: Financial
services, mobile phones & communication, housing, water, electricity and basic

healthcare. And so there is untapped opportunity.

It is added that the rural BoP population is estimated to be about 78 per cent of the
total BoP population. The segment is becoming an important source of
consumption by moving beyond the survival mode. As a result of rising incomes,
the growth of FMCG market in rural areas at 18 per cent a year has exceeded that
of the urban markets at 12 per cent. While the rural market comprises only 34 per
cent of the total FMCG market, given the current growth rates, its contribution is
expected to increase to 45-50 per cent by 2020. It will require tailored products at
highly affordable prices with the potential of large volume supplies.
Products such as fruit juices and sanitary pads which had no demand in the rural
markets earlier have suddenly started establishing their presence. While most
FMCG players have succeeded in establishing sufficient access to their products in
rural areas, the next wave of growth is expected to come from increasing category
penetration, development of customized products and up-trading rural consumers
towards higher-priced and better products.
4. Increasing Globalisation:
While many leading MNCs have operated in the country for years given the
liberal policy environment, the next 10 years will see increased competition from
Tier 2 and 3 global players. In addition, larger Indian companies will continue to
seek opportunities internationally and also have an access to more global brands,
products and operating practices.
5. Decentralization:
Despite the complexity of the Indian market (languages, cultures, distances) the
market has mainly operated in a homogenous set-up. Increased scale and
spending power will result in more fragmented and tailored business models
(products, branding, operating structures).
6. Growing Modern Trade:
Modern trade share will continue to increase and is estimated to account for
nearly 30% by year 2020. This channel will complete existing traditional trade
(~8 million stores which will continue to grow) and offer both a distribution
channel through its cash & carry model as well as more avenues to interact with
the consumer.
7. Focus on Sustainability:
Global climatic changes, increasing scarcity of many natural resources (e.g.
water, oil) and consumer awareness (e.g. waste) are leading to increased concerns
for the environment. The pressure on companies to be environmentally
responsible is gradually increasing due to involvement of various stakeholders
from government (through policy) to consumers (through brand choice) and
NGOs (through awareness).
8. Technology as a Game Changer:

Increased and relevant functionality coupled with lower costs will enable
technology deployment to drive significant benefits and allow companies to
address the complex business environment. This will be seen both in terms of
efficiencies in the back-end processes (e.g. supply chain, sales) as well as the
front-end (e.g. consumer marketing).
9. Favourable Government Policy:
Many government actions in discussions as well as planned will help in
creating a more suitable operating environment. This will be done both on the
demand side by increased income and education as well as on the supply side by
removing bottlenecks and encouraging investments in infrastructure.
The confluence of many of these change drivers consumers, technology,
government policy, and channel partners will have a multiplication impact and
magnify both the amount as well as the pace of change. Winning in this new world
will require enhancing current capabilities and building new ones to bridge gaps. In
this new world FMCG companies will have 6 imperatives from a business strategy
perspective:
1. Disaggregating the operating model
2. Winning the talent wars
3. Bringing sustainability into the strategic agenda
4. Re-inventing marketing for i-consumers.

COMPANY PROFILE

Company Description
Hindustan Unilever Limited (HUL) manufactures Consumer Goods of over 35 brands spanning
20 distinct categories such as soaps, detergents, shampoos, skin care, toothpastes,
deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and water purifiers.The
company's product portfolio includes household brands such as Lux, Lifebuoy, Surf Excel, Rin,
Wheel, Fair & Lovely, Ponds, Vaseline, Lakm, Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup,
Axe, Brooke Bond, Bru, Knorr, Kissan, Kwality Walls and
More
Main Products
Perfumery & Cosmetic Products, Processed (Tri Glycerides)/Hydrogenated Oils/Vanaspati,
Special Chemicals, Branded Staple Food, Desserts, Instant Tea, Canned And Processed Fruits
& Vegetables Products, Personal Products, Processed Foods, Frozen Foods & Agricultural
Products, Glycerine (Refined),
More
Contact Information

Legal Address
Unilever House,, B D Sawant Marg, Chakala
Mumbai; Maharashtra; Map
Postal Code: 400099
Tel: 39832285/ 39832452/
Fax: 28249457
Email: [email protected]
Website: http://www.hul.co.in
Full name: Hindustan Unilever Ltd.
Previous name(s): HINDUSTAN LEVER LIMITED (1933)
Status: Listed
Legal Form: Public Limited Company
Operational Status: Operational
IN-CIN: L15140MH1933PLC002030
ISIN CODE : INE030A01027
Incorporation Date: 1933

OBJECTIVE

Before designing a promotional campaign, you must identify the target groups. This is
done by breaking up of your product markets and identification of small groups of
consumers whose wants and needs are not the same as the mass market as a wholethis
is one of the key to success in sales promotion. For finding the target group you
need to take a qualitative research on the market to determine your groups of
customers, if the target group exists then find out their needs & wants, and what
drives them to buy your product. After learning about the target groups, you must set
the objectives of sales promotion which is all about why you want to achieve in sales.
Types of Sales Promotion
Basically there are three main categories of sales promotion targeted at different
elements of markets such as consumers, traders, industries.
1. Consumer sales promotions
2. Trade sales promotion
3. B2B and industrial sales promotion
1. Consumer Sales Promotion:
Sampling
If your objective is to trial the product then sampling is an effective sales promotion
method. Usually sampling is involved with low value products and products having promotion,
money back offers give a sense of security to all customers.
Premiums and bonus packs
A premium offer means an extra item at a low price or totally. Premiums are one of
the effective sales promotions in targeting the brand switching users and also to
increase sales rate among the existing users.
Loyalty schemes
This is great way to hold the loyalty of customers. It is basically a point based system,
where each customer gets some points on each purchase and later he can use these
points on buying the same products or other products at a reduced price. To many
marketers, loyalty schemes are also known as-frequent purchasing scheme. highly visible
features of benefits. For delivery sample products marketers use either
door-to-door or mailing approach
Couponing
It is one of the oldest sales promotion strategies and sometimes couponing makes the
product problematic by cheapening your brand name. Coupon is mainly used for
attracting new customers as well as to increase instant sales with price reduction of a
product.
Contests and Sweepstakes
These are very popular low-cost methods of sales promotion used and viable in
almost any demographic location on earth. These techniques help people to learn your
product more and help them pay more attention to your product. For instance if you
arrange a completion about providing the accurate information of your product , then
certainly interested customers will learn about your product and this is why it is an
effective way of educating customers.
Money refunds
Instant cash-back, refunds and rebates are very attractive ways to promote sales in cell

phone service providers and web-hosting companies. For any product sales
promotion, money back offers give a sense of security to all customers.
Premiums and bonus packs
A premium offer means an extra item at a low price or totally. Premiums are one of
the effective sales promotions in targeting the brand switching users and also to
increase sales rate among the existing users.
Loyalty schemes
This is great way to hold the loyalty of customers. It is basically a point based system,
where each customer gets some points on each purchase and later he can use these
points on buying the same products or other products at a reduced price. To many
marketers, loyalty schemes are also known as-frequent purchasing scheme. Incentives
This is a popular trade promotion idea with the manufacturers, retailers normally does
not use this technique to boost their sales. Incentives are given as a form of cash
bonus or prizes per sale.
Buying allowances
Its a kind of price reduction for your product for a specific period of time.
Trade shows
It is a way of getting to learn new customers, introduce those new products, getting
customer reactions. But unlike exhibitions, trade show involves in selling products.
3. Sales Promotions: B2B & Industrial:
This is the last but not certainly the least important portion of the sales promotion
plan. Industrial sales promotion is all about applying the trade & consumer
promotional ideas into industrial marketing environment. Depending on the situation,
you need to decide on which consumer and trade promotion ideas is best suited in
B2B environment. For example, consumer promotional offer like buy one get one
free can be offer in B2B environment as buy one and get one-year service free.
Depending of the type of products you choose to promote decides which promotional
ideas will bring you the best ROI. While devising a promotional plan, keep in mind
that sales promotion has disadvantages too. So, make sure sales promotion campaign
does not harm your brand image at any cost. And finally, always try to avoid price
competition wars as much as possible, rather put you all the attention in improving the
quality of products by adding more values to it.
Sales promotion consists of all promotional activities other than advertising, personal
selling and publicity that help to increase sales through non repetitive and one time
communication. In other words, it includes marketing activities other than personal
selling, advertising, and publicity that stimulate consumer purchasing and dealer
effectiveness, such as point of purchase displays, shows and exhibitions,
demonstrations and various non-recurring selling efforts not in the ordinary routine.
Purpose:
The ultimate aim or purpose of sales promotion is that of increasing the volume of
sales and profits but it differs from advertising and personal selling both in approach

and techniques. Personal selling involves face to face contact with specific
individuals, while advertising is directed at a large number of potential customers.
Sales promotion serves as a link between two by focusing selling efforts on selected
small groups of people. Sales promotion usually involves non-recurring and noroutine
methods, in contrast with the routine and recurring nature of advertising and
personal selling. Under advertising, the media is not owned and controlled by the
advertiser except in direct mail advertisings. But sales promotion methods are
controlled by the advertiser. Sales promotion covers various stimulants directed to the
consumers and dealers that is why it is of two types-consumers sales promotion and
dealers sales promotion. The former stimulates consumers buying at the point of
sale, and latter improves dealers effectiveness at the retails outlets.
How Sales Promotion Objectives are set:
Sales promotion has dual objective: (A) Basic objectives and (B) Other objectives.
(A) Basic objectives of sales promotion are:
(i) Increasing the buying response of ultimate consumers.
(ii) Increasing the selling efforts and intensity by dealers as well as by sales personnel.
The product is one of the factors determining the form of promotion. Toys, toilet
soaps and cosmetics are effectively shown on television. Mass selling consumer
goods can be easily promoted through radio and television. Industrial and specialty
goods should be promoted through technical journals and through sales engineers.
(ii) The buyer:
If the marketers are to provide realistic solutions to the problem of buyers, they must
know their customers, their needs and desires, their attitude, values, aspirations and
expectations. Hence marketers must have up-to-date information about customer
demand and customer behaviour. If the buyers are educated then demonstrations or
instructions can be used as sales promotion technique. Similarly, contests and quizzes
can be used if buyers are of young age and educated.
(iii) Nature and size of market:
The number, geographical location and purchasing power of potential customers
exercise a significant impact on the sales promotion. Sampling, coupon, money refund
orders, premium offer, price-off and trading stamps etc., are suitable for sales
promotion in local markets. On the other hand, fairs, exhibitions and fashion shows
are more appropriate for sales promotion on the national level particularly for
garments, books and electronic items.
(iv) Stages in product life cycle:
This is an important managerial tool in sales promotion. A product life cycle consists
of four stages. (a) Introduction of the product require lot of energy to create
awareness, acceptance and demand for the product. Introducing a new product for
most companies is a costly and difficult exercise that is why they mostly depend on
middlemen, (b) Growth. It includes a fast growth both in sales volume and profit. (c)
Maturity (Saturation).This stage is longer. But the speed in achieving sales volume

reduces during this stage. Profit also starts declining much faster than the sales. (d)
Declining. This is the last stage in product life cycle. After a period of stability, the
buyers loose interest on the product, and sales start falling more quickly.At this stage
either high cost sales promotion technique may be used or existing product may be improved.
(v) Management policy:
In the management policy, first of all, sales promotion objectives are set, then
communication tools required to achieve these objectives are designed, and the third
step is to determine the cost required to execute promotional activities and
programmes. In short sales promotion expenditure is directly related to the objectives
to be achieved.
The study of this topic has been undertaken with a number of objectives. Following are the
objectives of this study:
(a) To understand the concept of promotion, methods of promotion in markets, sales
promotion, need, objectives, importance in competitive situation, and relation with various
promotional methods,
(b) To study the tools or techniques of sales promotion, impact on sales, parties involved in
sales promotion, management of sales promotion measures, need for sales promotion
strategy and its importance, and role of sales promotion strategy in progress of number of
customers, sales volume, profits and progress of the business as a whole.
(c) To understand Indian FMCG sector and find out the practices adopted by the leading
companies regarding sales promotion strategy, their effects and difficulties faced in it by the
selected companies.
5
(d) On the basis of study, to summarise the findings and give suggestions for further
improvement in sales promotion strategy practices and its contribution in achieving
objectives of sales promotion.
(e) To meet the requirement of Ph. D research study.

LITERATURE SURVEY

Customer satisfaction is defined as a result of a cognitive and affective evaluation, where some
comparison standard is compared to the actual perceived performance. If the perceived
performance is less than expected, customers will be dissatisfied. On the other hand, if the
perceived performance exceeds expectations, customer will be satisfied. Customer satisfaction is
a critical issue in the success of any business system traditional or online. In a turbulent
commerce environment, in order to sustain the growth and market share, companies need to
understand how to satisfy customers, since customer satisfaction is critical for establishing long
term client relationships (Paterson et al., 1997). To understand satisfaction, we need to have a
clear understanding of what is meant by customer satisfaction.
Kotler (2000) defined satisfaction as a persons feeling of pleasure or
disappointment resulting from comparing a products perceived performance
(or outcome) in relation to his or her expectations. When customers become
satisfied about the value that is offered and sometimes his or her
expectation is met and exceeded, can generate many benefits for a firm.
Positive word of mouth from existing and satisfied customers sometimes can
translate into more new customers to the firm.Also, satisfied current
customers often buy more products more frequently and are less likely to
defect to competitors than are dissatisfied customers. Firms that have high
degree of customer satisfaction, also seem to have the capacity to shield off
competition particularly price competition. According to Drucker (1954), the
principle purpose of a business is to create satisfied customers. Increasing
customer satisfaction has been found to lead to higher future profitability
(Anderson, Fornell, and Lehmann 1994), lower costs related to defective
goods and services (Anderson, Fornell, and Rust 1997), increased buyer
willingness to pay price premiums, provide referrals, and use more of the
product (Reichheld 1996; Anderson and Mittal 2000), and higher levels of
customer retention and loyalty (Fornell 1992; Anderson and Sullivan 1993;
Bolton 1998). Increasing loyalty, in turn, has been found to lead to increases
in future revenue (Fornell 1992; Anderson, Fornell, and Lehmann 1994) and
reductions in the cost of future transactions (Reichheld 1996; Srivastava,
Shervani, and Fahey 1998). All of this empirical evidence suggests that
customer satisfaction is valuable from both a customer goodwill perspective
and an organizations financial perspective. According to Kotler (2000) it is
important to measure customer satisfaction regularly through survey to
determine customers level of satisfaction. He said this is because firms may
think that they are getting a sense of customer satisfaction through
customer complaints. However, in reality, 95 percent of dissatisfied
customers do not make any complaint and they just leave. As a result it is

important for firms to make it easy for the customer to complain. About 54 to
70 percent dissatisfied customers who usually complain, will continue to do
business again with the organization if their complaints are taken care of and
resolved. This research paper is based on the Customer Satisfaction towards
the products and services of Hindustan unilever, because Customer
Satisfaction is the back bone for Hindustan unilever in facing competition
and in future progress. For Business progress and expansion to serve
costumer is not the only objective, but keep them satisfied is the most
important objective. Satisfied customers are the main assets for any
organizations in their long term future progress.
Every organisation works with certain objectives and these are to be achieved. To achieve the
pre-decided objectives a number of activities are to be performed. It is not necessary that one
all organisations would perform one type of activities. The activities may include production,
marketing, human resource, finance, transportation, service, research, logistics, purchasing,
and storage, trading, assembling, distribution and others. These activities are performed and
these are related to each other so that the objectives can be fulfilled effectively. Similar way
the marketing activities are performed in some of the company those are interested in
marketing the products or services for use of customers. Marketing is one of the important
activities of an organisation. It is through marketing the products or services of the company
are reaching to the customers. The company gets the money back when the products are sold
out in the market. So the business cycle keeps on going further. It is required to coordinate
the marketing activities without activities also. It is necessary to work in close coordination
with production. Production alone is not going to serve the purpose. Production without
marketing become useless for the company and marketing without production is not possible.
Similarly, marketing is related to other activities like finance, research and human resource
activities. So the main concerned here is with the marketing activities.
Marketing is the process by which companies create customer interest in goods or services. It
generates the strategy that underlies sales techniques, business communication, and business
developments. It is an integrated process through which companies build strong customer
relationships and create value for their customers and for themselves.
Marketing is used to identify the customer, to satisfy the customer, and to keep the customer.
With the customer as the focus of its activities, it can be concluded that marketing
management is one of the major components of business management. Marketing evolved to
20
meet the stasis in developing new markets caused by mature markets and overcapacities in
the last centuries. The adoption of marketing strategies requires businesses to shift their focus
from production to the perceived needs and wants of their customers as the means of staying
profitable.
The term marketing concept holds that achieving organizational goals depends on knowing
the needs and wants of target markets and delivering the desired satisfactions. It proposes that
in order to satisfy its organizational objectives, an organization should anticipate the needs
and wants of consumers and satisfy these more effectively than competitors.
Marketing is a very important activity for the organisation. In marketing a lot of sub activities
are performed. Marketing includes the activities like identification of demand, research,
market segmentation, product development, launching of products, modification of products,
deletion of products, product design, pricing, different types of pricing, promotion of
products and services, sales promotion, personal selling, publicity, public relations, adverting,

distribution of products and services, consumer behaviour, internal and international market
coverage, branding, packaging, labelling and many other activities. It is very difficult to have
clear idea regarding marketing activities. For easy understanding and proper planning of
activities, the marketing activities are divided into four areas for products. These are product,
pricing, promotion and placement. For services the groups include product, price, promotion,
placement, people, process and physical evidence. In the research study the topic is related to
promotion of products. The focus is there on promotional activities of the products in FMCG
sector in India and mainly sales promotion strategies of the companies dealing in FMCG
products in the markets. Every company is interested to market its products or services to
earn its profit. For this promotion the awareness is to be created among the customers.
Without creating awareness the customers would not come to know about the company
existence in the markets, products and services they produced and features of their products
and services. The messages regarding the products, company, features of their products and
services are to be communicated by using different promotion methods. One of the methods
is sales promotion and it covers the scope of the study.

METHODOLOGY

i)DATA DESCRIPTION
ii)DATA ANALYSIS AND INTERPRETATION

DATA DESCRIPTION

Products Foods,

beverages, cleaning
agents and personal care
products

CONCLUSION

i)FINDINGS
ii)RECOMMENDATION
iii)CONCLUSION

FINDINGS
Cash discount is one of the widely used Sales promotions Scheme on various FMCG
Products. Testing the hypothesis, it is found that male and female attitude towards the
cash discount as one of the sales promotion schemes do not differ significantly. In
other words, both gender categories have same attitude towards cash discount. Also, it
does not differ according to various Employment statuses, family size, (Number of
family members), family type (joint or individual family) and marital status (Married
or Unmarried) of the respondents.
Educational Qualifications as one of the Categorical Independent variable does not
have any significant difference in terms of attitude towards the cash discount. While,
it is found that there is a significant difference among various family income
categories towards cash discount offered on various FMCG products. So, Family
income is one of the variables which should be considered while designing sales
promotion schemes more specifically cash discount.
There is significant difference between consumer preference of cash discount and free
gift as sales promotion schemes. It is also very clear that consumers prefer cash
discount as a sales promotion schemes compare to free gift as a sales promotion
scheme.
It is also concluded from the hypothesis testing there is no significance difference
between consumer deal proneness and Gender, Employment status, Educational
Qualification, Family income, Family size and Family type. But it is found that deal
proneness differs according to marital status. Furthermore, it is also proved that
married are more deal prone compare to Unmarried. It may be because of unmarried
may enjoy the freedom of spending without additional responsibilities of the family
while married are deal prone may be because so many alternative of spending and
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additional responsibilities of family. So they would like to take the advantage of sales
promotion schemes and ready to postpone the purchase to avail the benefits of the
sales promotion schemes.
It is also concluded that there is no significant difference between brand equity
perception and Gender, Educational Qualification, Employment Status, Family size
and Family Type.
It is clear from Welch statistics significance value (0.036 < 0.05) and supported by
Brown- Forsythe (0.023 < 0.05) that there is a significance difference among various

Employment categories towards Brand equity perception. Also it is analyzed that

there is significance difference between Brand Equity perceptions and marital status
as of the demographic variables.
While designing the sales promotion schemes considering long term objective of
building the brand equity Employment categories (Self Employed, Government
Employee, Non Government Employee and Not employed) and Marital status of the
customers should be considered. Furthermore, it will be helpful to customize the sales
promotion scheme according to the profile of the customers and/or potential
customers.
From the calculated median values and test statistics, it is summarized that newspaper
and point of purchase material preference to know sales promotion schemes differs
according to Gender. Also, it can be referred that male prefers the newspaper and
point of purchase material as a source to know sales promotion schemes over female.
From the calculated median values and test statistics, it can be summarized that
television preference differs according to employment status to know the sales
promotion schemes information. Also it is concluded that from the median ranking
the customers who are not employed prefer television to be aware about the sales
promotion schemes.
It is also summarized that Wall paintings and internet preference differs according to
educational qualifications to know the sales promotion schemes information. The
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relationship is also confirmed by the cross tabulation as shown in the analysis and
interpretation. While using wall painting and/or Internet as a medium of spreading the
awareness of sales promotion schemes educational qualification of the customers
cant be avoided. Besides, it is concluded that Graduate, Post graduate and above
prefer internet and do not prefer wall painting as a medium of knowing the sales
promotion schemes.
It is concluded from the calculated median values and test statistics that banners, Wall
paintings, News paper, Point of purchase material, Hoarding and Internet preference
differs according to family income to know the sales promotion schemes information.
So, Family Income of the customers is also one of the important variables to consider
while deciding the media for sales promotion schemes.
From the calculated Mann Whitney and Two sample Kolmogorov - Smironov
statistics, it is also summarized that there is no significance difference among media
considering family type.
Apart from it, from the calculated Mann Whitney and Two sample Kolmogorov Smirnov statistics, it can be summarized that there is significance difference among
media preference, particularly point of purchase material and internet considering
marital status. Also it is clear from the rank statistics unmarried prefer point of
purchase over married and married prefer internet over unmarried.
It is found out that Male prefer Sales promotion scheme on National Brand,
Awareness through Word of mouth, value added and immediate benefits type
schemes over female. While Female prefers International brand, Awareness through
word of mouth, Price off and Immediate benefits type of Scheme over male. Also
there is a significance difference of the International brand, Awareness through Mass
media price off and delayed benefits type of schemes considering gender. Female
prefers this type of scheme over male.

From the test statistics, it can be summarized that SPS3 (Scheme on International
Brand, Awareness through Word of mouth, Price off and Immediate Benefits type of
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Scheme) preference differs according to Employment status (0.027 < 0.05). Also
from Mean rank it is clear that Non Government Employees preference of SPS3
(Scheme on International Brand, Awareness through Word of mouth, Price off and
Immediate Benefits type of Scheme) significantly higher than other employment
categories.
It can be concluded that SPS3 (Scheme on International Brand, Awareness through
Word of mouth, Price off and Immediate Benefits type of Scheme) and SPS5 (Scheme
on Local Brand, Awareness through Word of mouth, Price off and Delayed Benefits
type of Scheme) preference differs according to Employment status. Also from Mean
rank it is clear those respondents up to Higher education as the education levels
preference of SPS3 significantly higher than other employment categories.
Furthermore graduates prefer SPS5 compare to other respondents.
It can be summarized that none of the scheme preference differs according to Family
Income and Family size. . Also, it is clear from mean rank data individual family
prefers SPS4 (Scheme on Local Brand, Awareness through Mass Media, value added
type and Immediate benefits types scheme) over joint family.
Also from Mean rank it is clear Married prefer SPS3 (Scheme on International Brand,
Awareness through word of mouth, price off and immediate type benefits types) and
unmarried prefer SPS4 (Scheme on Local Brand, Awareness through Mass Media,
value added type and Immediate benefits types scheme) and SPS5 (Scheme on Local
Brand, Awareness through Word of mouth, Price off and Delayed Benefits type of
Scheme).
From the conjoint analysis, Utility score for international brand is highest among the
other brand types. It means Sales promotion on international brand is preferred. Word
of mouth publicity as a source of sales promotion schemes information is preferred
over other media types. Value added is preferred over price off while immediate
benefits has score more on utility compared to delayed benefits.
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Overall, Sales promotion scheme on international brand, awareness spread out by

word of mouth, Scheme is value added type with immediate benefit is preferred by
the customers. So while designing sales promotion schemes and its benefits from the
perspectives of the customers above mentioned attributes of the sales promotion
schemes should be considered to achieve the objectives of the sales promotion
schemes.

RECOMMENDATION

Analyzing the information of sales promotion schemes on various FMCG products, it

can be inferred that cash discount and Free gift as one type of value added sales
promotion schemes widely used by marketers. It can be suggested from this research
that cash discount should be used compare to free gift as a sales promotion scheme.
Extending further, it can be suggested from conjoint analysis considering various
attributes and their levels of sales promotion schemes value added schemes should be
given preference over other types of sales promotion schemes.
Sales promotion schemes on international brand are preferred therefore managing the
perception towards brand is also very important in FMCG sector. So, it is suggested to
manage the perception towards the brands. Word of mouth as a medium of spreading
sales promotion schemes awareness is preferred over others. Considering this fact
found in this research, promotion mix of the company should be decided to take the
benefits of the sales promotion schemes.
While deciding sales promotion schemes of FMCG products, immediate benefits
should be provided to consumers as this research highlights the preference of
immediate benefits compare to delayed benefits.
From Present research it can be suggested that consumers are deal prone which
signals the importance of timing of launching sales promotion schemes. Brand type is
the most important attribute among the selected attributes of the sales promotion
scheme followed by medium to spread awareness about sales promotion schemes.
These both should be given weighted and due consideration while designing the sales
promotion schemes