Final Asdm

8/8/2019 Final Asdm

http://slidepdf.com/reader/full/final-asdm 1/13

REVOLUTIONARY CONCEPTS INREVOLUTIONARY CONCEPTS IN

SALES PROMOTION IN INDIA/SALES PROMOTION IN INDIA/

GLOBALLY IN FMCG SEGMENTGLOBALLY IN FMCG SEGMENT

Submitted to Submitted by

Dr. Urvashi Makkar Vikas Chaudhary BM-08221

Vivek Narayan BM-08227

Yashika Sharma BM-08228

8/8/2019 Final Asdm


Sales promotion by HenkoSales promotion by Henko

y Scheme available in 500 gm. & 1 kg pack

y Buyer was required to answer 4 questions

y Co. announced over 3000 prizes of 8 lakhy 1st prize was jewellery of 1 lakh

y 2nd prize was Godrej 240 frost free

refrigerator

8/8/2019 Final Asdm


y Roadshow with Aman Verma in Mumbai

y Presented surprise gifts to the consumers

of Henkoy Henko achieved 23% market share

nationally and 33% in South (Financial

express)

8/8/2019 Final Asdm


8/8/2019 Final Asdm


y Har Star Lucky Star

y All wrappers of Lux had a star printed inside them

y consumer found written inside the star, any

number from ³1´ to ³5´y she would get an equivalent discount (in rupees)

on her purchase from her shopkeeper

y If the consumer found ³75 years´ written inside

the star, she will get a year¶s supply of Lux free

8/8/2019 Final Asdm


Direct SellingDirect SellingYour doorways to successYour doorways to success

8/8/2019 Final Asdm


Oriflame has been positioned as a Global cosmetic companyOriflame has been positioned as a Global cosmetic company

offering ¶luxury but affordable products·. Their customeroffering ¶luxury but affordable products·. Their customer

promise is to make it easy for people to look their best.µpromise is to make it easy for people to look their best.µ

y In direct selling the products are sold to

customer face to face which is combined with

demonstration and testimonials at a location

and a time covenant to customer.y IDSA decides that company is eligible for this or

not.

y It has launched 400 products within the

segments, colour cosmetics, skincare, fragrances,

toiletries and healthcare in Indian market.

8/8/2019 Final Asdm


The Marketing strategyThe Marketing strategy

y Oriflame-framed friend-to- friend marketing strategyy At present they have over 15 lakh consultants across

the globe and number is increasing day by day.y For advertising the various cosmetics range, mainly

below-the-line activities are used.

y Elvie Fashion Show is being organized across nine citiesin the country.y The first show will be organized in Bangalore on

September 3 followed by Guwahati, Delhi, Ahmedabad,Chennai, Pune, Mumbai, Kolkata and Lucknow. Theseevents are attended by over 10,000 consultants and

their associates. All, these events not only create abrand loyalty among consultants but also help in brandbuilding and brand positioning.

8/8/2019 Final Asdm


Cont.«Cont.«

y Further they offer great saving discounts ondifferent occasions like valentine day new year

And double Christmas offer etc.y Innovative way to give the customer the feel of

the perfumes.y Working on model where prime focus is on if u

buy this time you are going to save more and geta world class product as well.

y New loyalty program by punch line LOOKGREAT MAKE MONEY HAVE FUN WITH

FRIENDS and NAME BANKS AND GETSTARTED RIGHT AWAY.

8/8/2019 Final Asdm


y Start living your dreams today program

with focus on free products as join

Oriflame and get products worth Rs5078

free on registration of 1800 only.

8/8/2019 Final Asdm


ADVERTISMENT ONADVERTISMENT ON

INTER

NETINTER

NET

8/8/2019 Final Asdm


REFERENCES

The Financial Express: Marketing & Managementhttp://www.financialexpress.com/old/fe20011219/stra4.html

Business Line, Financial Daily

from THE HINDU group of publications

Monday, August 20, 2001

Ms. Namisha Shukla

Leader ¶s club member

Oriflame

8/8/2019 Final Asdm


Documents

Final Asdm