Cosmetics & Promotion a Comparative Study of Push & Pull Promotional
Total Page：16
File Type：pdf, Size：1020Kb
cosmetics & Promotion A comparative study of Push & Pull Promotional Strategy with special reference to selling practices among various cosmetics brands in Indore market. INDEX 1. Introduction 2. Project proposed 3. Objective Of The Project 4. Conceptual Framework 5. Literature Review 6. Proposed Methodology 7. Limitations of study 8. References Introduction Nearly everyone in the modern world is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audience is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol a drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them. Cosmetics industry is one of the largest industry in the world. Cosmetics includes a wide range of products ranging from skin-care creams, lotions, perfumes, facial makeup to coloured contact lensed and lot many more are being added regularly. Like other industries the cosmetic industry also uses various promotional tools to promote their product, increase sales and for getting a strong foothold against its competitors. This project deals with the comparative study of Push & Pull Promotional Strategy employed by various cosmetics brands to promote their products with special reference to selling practices among various cosmetics brands in Indore market. Proposed Project A comparative study of Push & Pull Promotional Strategies with special reference to selling practices among various cosmetics brands in Indore market. Objectives of this project are To study the existing selling practices (push & pull strategies) of various international, national, & local cosmetics brands in Indore. To compare the selling practices for different categories of cosmetics across different brands. To compare selling practices for cosmetics for men & women. Conceptual Framework Promotion is one of the unavoidable P·s or element of marketing mix. It is communication by marketer that informs, persuades and reminds potential buyers of a product in order to influence an opinion or elicit a response. Promotional Strategy helps to plan for the optimal use of elements of promotion such as Advertising, Public Relations, Personal Selling, Sales Promotion etc. Sales promotion It is one of the four aspects of promotional mix. (The other three parts of the promotional mix are advertising, personal selling, and publicity/public relations.) Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Marketing theory distinguishes between two main kinds of Sales promotional strategy - "push" and "pull". Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions (pull promotional strategy . Sales promotions targeted at retailers and wholesale are called trade sales promotions (push promotional strategy). Consumer sales promotions The promotional activities are aimed at pulling the demand for the product or service from the consumers by influencing them through advertising or other medium it's called as a Pull strategy. The ultimate aim is to create a demand for the offering in the marketplace. Some of these activities include: Coupons Price-off deals Premiums Advertising Specialty Contest Sweepstakes Sampling Frequency Programs Trade Sales Promotion Techniques / push promotional strategy Push Policy emphasizes promotions focused on the next intermediary. Trade Sales Promotion Techniques-stimulate wholesalers and retailers to carry products and to market them aggressively. Producers use sales promotion techniques to encourage resellers to carry their products and to promote them more effectively. Some of these activities include: Allowances and Discounts: o Merchandise...reimburse for extra retail support, i.e. advertising, shelf space o Case...discount on cases ordered in specific period. o Finance...Paying for financial costs/losses associated with consumer sales promotions. Cooperative Advertising: o Manufacturer agrees to pay a certain amount of retailers media. Training of Sales Staff Point of purchase display Advertising support programs Trade shows Promotional Products Literature Review C/M/433. L'Oreal Marketing Communication Strategy: Luxury and Professional Segments This report is aimed at critically analyzing the integrated marketing communication strategy adopted by L'Oreal, one of the largest cosmetic companies across the globe. This report has been commissioned to the researcher as a member of marketing department by the marketing manager of L'Oreal and highlights the strengths and weakness of the current marketing communication of the company and is focused on exploring luxury and professional segments. Advertising and promotional strategy of Keya cosmetics Limited Introduction Keya cosmetics promotional activities is a part of it sales strategy. Keya mainly promoted their product by advertising, direct marketing, interactive marketing, sales promotion, publicity and public relations. Conclusion Keya cosmetics limited on of the leading cosmetics company in Bangladesh. Their advertising and promotional activities are more than any other company, past two year Keya is the leading advertising company in Bangladesh. They already expend 77354779 taka in recent two year for their advertising purpose. Keya promotional strategy is different from other company, give Keya shop two cover take on shop free is the firs popular promotional offer by Keya cosmetics ltd. Keya cosmetics also sponsor of the most popular magazine program in Bangladesh. At last we can say that advertising and promotional strategy is the main part of modern marketing. Sales are very much depending on advertising and promotional offer of by company. Keya cosmetics also very much depend on their advertising and promotional activities and our analysis also show this types of data so Keya cosmetics sales very much depend on their advertising and promotional activities. Mac Cosmetics MAC (Makeup Art Cosmetics) is originally a Canadian company that have been operating for more than 20 years and it has already penetrate to many countries all around the world, in the North and South America at most. It sells brand cosmetics of high quality that is intended for professional as well as everyday usage. The brand is sought-after also by many celebrities, fashion models, and photographers because of its delicate texture, huge choice of colors, and durability. The products are usually very well tolerated on every skin type and MAC make-up items are also suitable for women with sensitive eyes (MAC, 2007, p. 1). The prices of the MAC cosmetics are comparable with other high quality world brands, i.e. those which cannot be bought in drugstores, but in the specialized cosmetic stores or international perfumeries that the company has a contract with. That hinders the company from further expansion into other countries, mainly in Central and Eastern Europe, because of the limited ways of sale. In the recent years, MAC has slowed down its spreading out around Europe and does not intend any sale strategy changes or new retail sale contracts. Since there is no online sale through Internet outside the United States, Central and East Europeans have no possibility to buy the MAC cosmetics except traveling for it abroad. Additionally, weak promotion causes awareness decline and lower sales for the last fiscal year. The company uses celebrities (actress, singers) as representatives or models for MAX cosmetics. However, there is lack of advertisements and promotional campaigns that would attract ordinary women to try the brand make-up. Justification for the problem·s causes Recent slow expansion of the company is caused mainly by the limited ways of sale and by the worries about the loss of control in the case of penetrating new markets. The company does not think about any other practices than retail contract sales... Proposed Methodology Data Collection Primary & Secondary data will be collected. Source of gathering Data Wholesalers, Retail Market, & Stockiest. Data Analysis Technique ³ Inferential statistical technique ³ Other suitable data analysis technique Limitations of study Limitation of time and resources. Lack of proper literature review. Large number of wholesale, retail and stockiest, having a wide and varying array of cosmetics products making study hard to handle. Bibliography and References Books on Marketing, Advertising and Research Methodology Magazines, Journals, and News papers Internet Resources .