T M Sales and Promotion
T M Sales and Promotion
T M Sales and Promotion
OF
SALES AND PROMOTION
I also extent my thanks to Mr. Navjit Singh, faculty guide who has
given me moral support to do my project work. It also extend my
thankfulness to my beloved parents and friends for their
continuous encouragement at every moment
INDEX
1.Acknowledgement
2.Executive summary
3.Introduction to marketing
Understanding marketing
Definition of marketing
The marketing mix
Product
Price
Place
Promotion
Understanding marketing communication (Promotion)
Advertisement of milk company
Definition of sales, promotion
Advertisement
The IMC planning process
The marketing plan
The IMC plan
Swot analysis
Determining the budget
Conclusion
EXECUTIVE SUMMARY
This project is about the IMC used by the Milk company. It includes the all
the promotional tools used by the company for marketing communication. In
this we are using different sales and promotion techniques for the sale of our
company milk and building a strong image of our company product in the
minds of our customers. Special kinds of price discounts , samples are given
to
the customers and traders for the strong positioning of our product in the
market.
The name of milk product is
the pure milk,
and the tagline of our milk product is ‘the real milk of India.”
PRODUCT- This includes all the activities related to the conception and
planning of actual product that fulfills consumers needs and wants, i.e,
decisions regarding product quality , designs, features , sizes, varieties,
brand name, warranty, gurantee and other services.
In this project the product is milk. The name of our company is the PURE
MILK .Milk is provided in different packages of different sizes i.e,1 kg and
half Kg packets. Pice of is 28 Rs and Half Kg product is Rs14.
PRICE- This area deals with activities related to setting the price for the
product. Decisions regarding retail and wholesale prices, margins of channel
members, discounts and allowances, credit terms, payment period , etc. are
the part of pricing function of marketing mix. The 1 kg of milk Packet is of
Rs. 28 and Half Kg is of Rs 14.
As the people of Punjab are very health conscious and believe in better
quality , So, our companies main target market is the population of Punjab.
Our company would sell our milk product to all the retail outlets, Sweet
shops, Dairy shops, in all over the Punjab.
E.G--- The retail outlets where we sell our milk would put down small
notice on their blackboards about our product i.e , it is available there , its
prices, it will help in attracting more and more customers.
Types of sales promotion used by our company- Our company will used
different type of sales promotion activities for increasing sales of our
product and awaring the customers towards our project.Consumer
promotions are those that are directed to the consumers. The objective of
consumer promotion is to offer the consumers some added benefit to entice
him to buy the product.Ths is normally done in addition to the
advertisement. Whereas advertising has a long run effect on the purhase
behaviour , connumers promotion have more of a short term effect.
OUT PRODUCED GIFTS- In this case the gift item is attached to the
product from outside. This will attract customers towards our product.
Like we will give ONE PLASTIC GLASS free with every 1litre milk packet
for attracting customers or increasing our sales.
DEALERS GIFTS- For the sake of building a strong image in the minds of
the dealers our company will also provide different kinds of dealers gifts and
rewards so that they feel motivated and do more hard work for increasing
sale of our milk product . If we provide gifts and rewards to our dealers they
feel that our company is taking care of them and they are having a great
position in our company.
DEALERS MEET- Special meetings are arranged by the company for doing
meeting with the dealers, traders as they are more closed to the customers
and they are having more information about the need, wants of the
customers. The meetings are organized after every one and two months for
meeting more information about our product and customer perception about
our product.
INTRODUCING NEW TASTE OF MILK
MADE IN INDIA
Manufactured BY- Pure Dairy
Milk Company
MUMBAI
Phone No-12345678
THE IMC PLANNING PROCESS
Marketing communication is one of the four tools of marketing mix. Hence,
it is based on the strategic laid down in the marketing plan, which in turn is
derived from overall business plan. Strategic planning is the process of
devising a plan of action for meeting an organization goals with its limited
resources and in the wake of varying market conditions. Strategy is allowed
an organization to focus on limited sources on the best available
opportunities, thereby achieving sales, profits and competitive advantage
growth and a sustainable competitive advantage.
THE IMC PLAN- Following are the steps involved in the IMC
planning process.
Like our product is the milk our company is providing better quality
milk to our customers as compared to our competitors.
Avalibility- Our milk product is available at all the sweet shops, dairy shops
and all the retail stores, which are having conditions for protection of milk.
IMAGE- Our company have to made a unique image in the minds of our
customers. So for this we have to chose features of our product so that our
customers would easily remember our product.
The mane of our milk product is – “PURE MILK”
AND THE TAGLINE OF OUR PRODUCT IS “THE REAL MILK OF
INDIA’’
STRENGTH
WEAKNESS
PERISHABILITY- The main weakness of our milk product is its
persihability. Special Conditions are required so that our milk cannot get
spoiled. Pasteurization has overcome this weakness partially. Surely many
new process will follow to improve milk quality and for extending its shelf
life.
Milk VENDORS- Today the milk vendors in the unorganized sector are
occupying the pride , the place in the industry . Organised discrimination of
information about the harm that they are doing to producers and consumers
should see steady decline in their importance.
Delicensing in the Indian Dairy Industry has been attracting a large number
of entrepreneurs . But the success of them depends on the factor such as
efficient economic facilities and innovation in the market place.
Our company can make the budget by analyzing the sales expense or
estimating sales in the one territory.
The Steps involved in the estimating the budget is as follows.
Our main target market is the sweet shops, dairy milk shops, retailers of the
punjab and population of the Punjab. We have to sell our milk product there
so that it would reach to all our customers. Special trade discounts, special
offering are provided by our company to our traders, retailers so that feel
motivated and helps us in creating awarness our product towards our
product.
Like special kinds of refigerators and other rewards are given by our
company to the retailers, dairy milk shops and sweet shops for preserving
our milk .
For selling our product in the Dasuya city we recruit five sales persons.
We are sending our five people in different regions of Dasuya City.Like one
in North Zone, One in south zone , One in East Zone, one in west zone. And
one in central zone.
The main benefit of sales target is –
1. Inreasing market coverage because sales persons are more close to
their customers.They know where they have to go , who are their
customers, how they have to communicate with their customers.
2. It also controls selling expense and time because sales persons
have to know where they have to go and at what time. Wstage of
time and mone should be eliminated by this sales territory medium.
3. It will helps in enabling better evaluation of sales force
performance.
4. It will customer relationships. Because customers feels that they are
more close t company and company is providing better services to
them.
5. It helps in increasing sales and increasing profits and revenues of
the company.
MANAGEMENT OF TERRITORIAL
COVERAGE
In the travel plan of our company customers we will do sheduling of
our sales persons in a straight line manner, because through it all the
sales persons start their daily schedule from the headoffice from their
they get the information about their daily schedule and went to their
assigned places.
MONITOR/EVALUTION OF PERFORMANCE-
After implementing, the whole IMC plan, we will evaluate our
company performance to measure the expected results with the
actual result and find whether our company IMC plan was able to
build a strong image of our product. Different kinds of surveys, are
conducted by our expertise to check the process of our IMC and
monitoring the impact of IMC on the market and consumers mind.
CONCLUSION
From all the above information it is cleared that IMC is a very important
aspect in introducing our product in the market and getting a strong position
for our product. The tools of IMC like advertisements, direct marketing are
helpful for our company for establishing a strong position in the minds of
the customers and IMC provide assistance for the company for achieving
their goals and objectives. These are the ways for fulfilling our objectives
and provides us a path for fulfilling our objectives. By choosing different
types of tools we convince our customers and attract our consumers towards
our product a, and as a result of which we generate lots of revenues.
BIBLOGRAPHY-
1 http:/marketing about.com/ad/marketing glossary