A Comparative Study of four Toothpaste Brands to develop Strategy for Consumer Sales Promotion Essays

A Comparative Study of four Toothpaste Brands to develop Strategy for Consumer Sales Promotion Essays A Comparative Study of four Toothpaste Brands to develop Strategy for Consumer Sales Promotion Essay A Comparative Study of four Toothpaste Brands to develop Strategy for Consumer Sales Promotion Essay Essay Topic: Marketing Sales promotion has become a ubiquitous element of marketing, and therefore of the customers purchase environment. They offer direct inducements to act by providing extra worth over and above what is built into the product at its normal price. These temporary inducements are offered usually at a time and place where the buying decision is made. It enhances the benefit perception of the product in the eyes of customers. As a result customers purchase more quantity than their immediate requirements. Despite the inbuilt feature of directness, sales promotions are a very complicated and rich tool of marketing with innumerable creative possibilities limited only by the imagination of promotion planners. Sales promotions are often referred to by names of extra purchase-value (EPV) and below the line selling. to purchase a product immediately, either by lowering the price or by adding value. There are institutions like NCH Promotional Services in United States of America and Institute of Sales Promotion in England, which are directly concerned with studies on different issues related to Sales Promotion specially consumer offers. These countries in the west have been especially focusing on this area because they know that it is a significant marketing tool and a big business one that would continue to grow each year. Today sales promotion has become the most cost-effective marketing tool to attract consumer. It is capable of inducing first trials for new launches and breaking loyal customer of competitors brand. Whatever is the objective of a sales promotion offer, they generally show positive results, that too, quite soon. Realising a growing importance of sales promotion in marketing of FMCG, there is a need to understand them in context of each product category, targeting a specific consumer segment, and in a defined market. To enrich the understanding of various issues related to sales promotion, a well-supported research-work should be undertaken on a continuous basis. A central agency or a body solely dedicated for developing this important marketing tool- the sales promotion becomes imperative. Sales Promotion in Toothpaste amounts to lacs of rupees each year, and yet the strategy behind the design of sales promotion scheme is still a mystery. The purpose of this study was to provide insight on the importance of two features while formulating a sales promotion scheme in toothpaste and like category of products Offer itself Mode of Accessibility of the Gift. The study has been conducted in three phases. The first phase consists of literature survey. It helped in defining the concept of sales promotion, the role it plays in consumer buying behaviour. Sales promotion consists of a diverse collection of incentive tools, mostly short-term, designed to stimulate quicker and/or greater purchases of a particular product by consumers or traders. (Kotler, 1988, p. 45). This and other definitions recognize that sales promotion motivates consumers. Also it was observed that in India nothing substantial has been done as far as this issue is concerned. This was one of the main reasons why this research was undertaken. In the second stage of the study, response of some 350 consumers was taken with the help of a structured questionnaire. The respondents were randomly selected from the exit point of the retail outlets in the city of Lucknow. They were asked to rank the eleven categories of sales promotion schemes on the basis of their attractiveness with respect to FMCG products. These consumers were also asked to comment on at least two most attractive and two least attractive sales promotion offers they had ranked. They were probed to highlight the attributes of those offers and were recorded verbatim. From the analysis of the second stage, two significant findings emerged. First, the two most preferred and attractive sales promotion offers out of a total of eleven categories broadly available in the market with the FMCG product categories. Second, the attributes because of which the offers are considered as more attractive than rest of the offers. Once these findings could be generated from the second stage of the research, these were then used in the third stage of the research. In this stage the researcher on the basis of the experience and findings of the second stage of the research, derived four categories of sales promotion offers that were found to be most attractive by consumers. Here it is important to note that these four categories of offers were formulated by visualizing the features, which were present in the top two offer categories. That is, these four were derivations of the top two offers. Similarly, the attributes, which were most preferred, were selected and these were then translated into the four categories of mode of accessibility of the gift offered in the promotion. It was concluded from stage one that the most important attribute for the consumers in an offer is the method by which the gift attached to the offer is available to the consumer. Therefore, four most probable ways to access the gift along with the offer were derived. A group discussion session was also conducted before arriving at final four modes of accessibility. These four derived offers and the four derived modes, along with the four most commonly used brands used by the consumers and the four different pricing of 150gm pack of toothpaste was used to run conjoint analysis in the second stage. Conjoint analysis was used to obtain individual weights on the willingness to purchase toothpaste with given sales promotion offers and mode of accessibility of the gift attached with the offer and in the available price range. This phase consists of conducting pilot study with consumers, applying conjoint analysis technique (keeping in view the multi-attribute nature of sales promotion schemes), designing orthogonal plan cards, determining the sample size; and lastly collecting the data. The last phase of the study deals with analyzing the data through conjoint analysis subroutine of SPSS package, and then using ANOVA to draw inferences. At last, the Strategic implications of survey findings are discussed. The offer/scheme while formulating any consumer sales promotion is of utmost importance. Next to it in importance is the Mode of accessibility of the gift in the offer, which is almost equal to offer as far as score/weights generated by SPSS is concerned. The price of the toothpaste comes next in importance and the least important is the Brand. Thus, we can conclude that it is not the sales promotion offer, which attracts the consumers; rather it is the WAY / METHOD in which the offer is Communicated and Implemented by the company.

How far would you agree that plural societies in South East essays

How far would you agree that plural societies in South East essays A plural society is one based on the principle that people of different races, religion and political beliefs live together within the same community. Western colonialism refers to the period in which the European countries mainly Britain, France and Holland, controlled a region or a country of their interests both economically and politically. South East Asian states had been under the control of the colonizing European countries since 1870s except the non-colonial Siam. Ethnic diversity had existed in pre-colonial South East Asia. There were differences in language or rather dialect, lifestyles and occupation although the people were of the same ethnic group. However, despite the pre-existing conditions in South East Asia, western colonization was seen as the key factor in the formation of plural societies. Unlike the earlier South East Asias conquerors, the Western colonial power didnt want to be at the same level as the indigenous people. According to Butcher and Taylor, the Europeans began placing greater distances between themselves and Asians. When more Europeans came to the colonies, all relations with other races came to an end because they were following the concepts of superiority and inferiority by which they considered themselves as the civilized group of people who came to South East Asia to teach the Asians their values and lifestyles. As indigenous people started to behave like Europeans and got English education, the Europeans couldnt see their uniqueness and superiority anymore and thus, they began to segregate Asians from their enclaves. The colour bar was used by the Europeans as a means of maintaining their supremacy. There is a variety of conditions that caused the development of plural societies in South East Asian states during the western colonial era. Since the Europeans regarded themselves as the ruling class in their colonies, they therefore had the right t...

How convincing do you find Stuart Hall's approach to 'race' Essay

How convincing do you find Stuart Hall's approach to 'race' - Essay Example Therefore, Stuart Hall’s approach to race is totally convincing to me, and it is practical in a number of situations; it provides vast knowledge on race dynamics. Stuart Hall argued about the human culture and the tendency to categorise human beings into subgroups, as well as fragment human society diversity into discrete types with regard to characteristics and qualities, which are deemed essential and are always extremely high. The qualities and characteristics according to which human beings are categorised may include intellectual, body and physical characteristics among others (Smaje, 2000, p.55). This categorisation is a reflective cultural impulse; it gives human beings a chance to understand various meanings in classification. Stuart Hall argued that classification is an extremely fundamental aspect of the culture of human beings (Rex and Mason, 1989, p. 35). Further, the significant aspect of classification to people is when the classification becomes the power dispos ition object. This point is relevant to the extent that marking of the similarities and differences across populations of human beings becomes the reference point for treating one group of people with privileges, which may not be enjoyed by another group of people (Malik, 1996, p. 43). In essence, classification facilitates one group to be treated favorably, and the other group gets subjected to a wide range of discriminations and suffering. This juncture marks the union of classification of human societies and cultures and power and authority. Classification assumes the status of a power system, and this power system is evidenced in a wide range of characteristics, especially in human beings (Smaje, 2000, p.57). For instance, this system of power is evidenced in gender, which ascribes feminine and masculine identities to people in a cultural setting. From these ascriptions, a vast range of opportunities, aspirations and behavior can be predicted from the classifications (Omi and Wi nant, 1994, p. 33). Therefore, classification is an extremely generative term, and the moment an individual is classified into any group or race, many things and aspects assume their position in the life of the individual, as a result of the classification. However, classification has another significant aspect in the life of people; it awakens the minds of people and maintains order and stratification of a system. This order is retained at all times, and anything which disturbs this order is viewed negatively, and people who strive to retain the status quo fight to return the order to its original position (Rex and Mason, 1989, p. 46). Apparently, it becomes clear that classification is not only a division into whites and blacks, but also that one of these groups has more value (positive) than the other group. This is the path always taken by power, and any person who attempts to ascribe white characteristics to blacks generates immense worry in society. In such instances, people e xperience misplaced priority and misappropriated ascription, which is described as â€Å"matter out of place† (Malik, 1996, p. 43). This phrase denotes that all societies and cultures have classification orders, which can be said to be inbuilt and out of the culture (Augstein, 1996, p. 36). This order informs people about their position in a society, their rank, as well as