TERM PAPER OF SALES AND PROMOTION

Topic- IMC PLAN FOR MILK

Submitted To- Mr. Anand Tha ur Lect, LSB,LPU., 1A02 egd No. 10803780 Section 1801

Submitted by-AnshumanGoyal Roll No- R180 R

erial No. 02 M .B.A IIIrd (Sem)

I am grateful to than our Campus Head for giving me this great opportunity to d o my project. I also extent my than s to Mr. Anand Tha ur, faculty guide who has given me mora l support to do my project wor . It also extend my than fulness to my beloved parents and friends for their continuous encouragement at every moment

ACKNOWLEDGEMENT

INDEX 1.Ac nowledgement 2.Executive summary 3.Introduction to mar eting Understanding mar eting Definition of mar eting The mar eting mix Product Price Place Promotion Understanding mar eting communication (Promotion) Advertisement of mil company Definition of sales, promotion Advertisement The IMC planning process The mar eting plan The IMC plan Swot analysis Determining the budget Conclusion

This project is about the IMC used by the Mil company. It includes the all the promotional tools used by the company for mar eting communication. In this we a re using different sales and promotion techniques for the sale of our company mi l and building a strong image of our company product in the minds of our custom ers. Special inds of price discounts , samples are given to

The main objective of our company is to provide better quality to our customers as compared to our competitors and building a good image of our product in the m inds of the customers. By providing a better quantity to our customers our company will generate a reve nues, which our company would further invest for increasing our product line. In this we it is discussed that what are the different inds of four Ps of our co mpany . What is the Price of our mil , What are the different inds of promoti onal tools used by our company for the sale of our product . Different inds of strategy are used by our company for increasing revenues from our mil product. At the end estimation of budget is done for nowing the expected expense done by the company for our mil product.

the customers and traders for the strong positioning of our product in the mar et. The name of mil product is the pure mil , and the tagline of our mil product is the real mil of India.

EXECUTIVE SUMMARY

INTRODUCTION TO MARKETING UNDERSTANDING MARKETING- Before we begin discussing mar eting communication, We must ta e a moment to understand its higher order discipline ,viz, mar eting. Ma r eting is a composite of many activities related to customers need fulfillment and satisfaction. Mar eting includes many tas s right from identifying consumers needs and wants to fulfilling them. DEFINITION OF MARKETING- The American Mar eting Association defines mar eting as the process of planning and executing the conception, pricing, promotion and di stribution of ideas, goods and services to create exchange that satisfy individu al and organizational objectives. For mar eting to be effective ,it requires successful coordination of all these activities at different levels in the organization.

THE MARKETING MIX Various ma eting activities can be classified into four genera l categories,viz,Product, Price, Place( distribution ) and promotion, which are populary nown as the 4Ps of mar eting or mar eting mix. PRODUCT- This includes all the activities related to the conception and planning of actual product that fulfills consumers needs and wants, i.e, decisions regar ding product quality , designs, features , sizes, varieties, brand name, warrant y, gurantee and other services. In this project the product is mil . The name of our company is the PURE MILK . Mil is provided in different pac ages of different sizes i.e,1 g and half Kg p ac ets. Pice of is 28 Rs and Half Kg product is Rs14.

PRICE- This area deals with activities related to setting the price for the prod uct. 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 mar eting mix. The 1 g of mil Pac et is of Rs. 28 and Ha lf Kg is of Rs 14. PLACE- Placement or distribution refers to all activities involved in getting t he product to the final consumers. Decisions under this P relates to the distribu tion channels, mar et coverage, locations , inventory, transportation, etc. The main target mar et of our mil product is the PUNJAB STATE. As the people of Punjab are very health conscious and believe in better quality , So, our companies main target mar et is the population of Punjab. Our company would sell our mil product to all the retail outlets, Sweet shops, Dairy shops, in all over the Punjab. PROMOTION- Promotion refers to all the activities concerned with informing consu mers about an organizations offering , persuading them to buy it, and reminding them it from time to time. Activities li e advertising, sales promotion, directi ng, direct mar eting, public relations, personal selling and other conventional media to comprise the P of operations. In promotion of our mil product we will us

e different inds of promotional activities li e advertising, direct mar eting t o the consumers and retail outlets. .

UNDERSTANDING MARKETING COMMUNICATION(PROMOTION) It involves all the activities concerned with effectively communicating Product information to select target audiences. A target audience is a group of consumers to whom mar eting communication messages is directed. The prime purpose of communication is congnitive, affective or behavioural respo nse, whatever that desired response may be. In other words, the communicator mig ht want to imprint something in consumers mind(cognitive response), change in at titude(affective response) or get the consumer to act (behavioral response).

ADVERTISEMENT OF MILK COMPANY (PURE MILK) - The word advertising is derived from its Latin root ad verter Which means to turn towards or to attract attention to. DEFINITION OF ADVERTISEMENT- Advertisement is the any paid form of non- personal presentation and promotion of ideas or products by an identified sponser. The main objective of advertisement can be categorized based on whether their go al is toInform Persuade Remind Reinforce In our company of mil product , we can use the Brand Building advertising th at focus on creating product awareness and brand building image.It is strateg ic and hence relatively long term in nature. We use the tagline pure mil , the real mil of India.

Retail advertisement can also be used by the retailers on the local scale.It is aimed at building store traffic, creating a distinctive image for the store and more often than not, at triggers sales in short run. Retail advertisement is mor e informational, giving details about the outlets and its offerings. E.G--- The retail outlets where we sell our mil would put down small notice on their blac boards about our product i.e , it is available there , its prices, i t will help in attracting more and more customers. DIRECT MARKETING- We will sell our mil also through direct mar eting. Direct ma r eting is a interactive system of mar eting which use one or more advertisement media to effect a measurable response or transaction at any location. The advantage of direct mar eting is that in results in quic er sales, better ta rgeting and relationship building and less competition and from this we will com e ,more close to our customers. In this case we will come more close to our cust

omers and will get the perception of the customers towards our product. TELEVISIONS- Our company will ma e a advertisement of our company mil product a nd telecast it on the T.V. Special ind of creative advertisement is made by the company for creating interest of the customers towards our mil product. The ma in aim of our television advertisement to aware people about our mil product. INTERNETAs we now in today scenario, Internet is having a special place in the m inds of the people. Our company Will also ma e Our website from which the intere sted people will get the important information about our product and about the p roduct benefits and quality. The main benefit of Internet communication is that it is directed directly towa rds the target mar et . The customers who are interested will easily go through our website and get nowledge about our product. It is totally personalized and up to date mechanism for attracting customers towards our company. Through it cu stomers will also give their experiences and suggestions for our mil product. DIFFERENT KINDS OF SALES AND PROMOTIONS USED BY THE COMPANY DEFINITION OF SALES AND PROMOTION--- Sales promotion consist of a diverse colle ction of incentives tools, mostly short term , designed to stimulate quic er and greater purchase of a particular product or services by the consumers or the tr ade. Types of sales promotion used by our company- Our company will used different ty pe of sales promotion activities for increasing sales of our product and awaring the customers towards our project.Consumer promotions are those that are direct ed to the consumers. The objective of consumer promotion is to offer the consum ers 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. SAMPLING- This form of promotion ifs found to be especially useful when one is introducing a product for the first time. Our company will also gives sample to the target customers for chec ing out their reactions towards our product The sa mples are either distributed at the retail outlets and residences of the final c ustomers.Our company also request the consumers to fill up a questionnaire after the sample is used and thus are able to get feedbac about our product that whe ther the customers li e it or not. But the sampling is however one of the most e xpensive method of consumer promotion and there is no gurantee that the customer s will actually go and buy the sale pac of our product. PRICE OFF-- This is essentially offers the consumers the product at less than t he mar ed maximum retail price. The purpose of this is to induce the consumer to try our mil product immediately. QUANTITY DEALS- In the quantity deals , our company may provide more quantity i n a same price for attracting the customers towards our product. Li e our compan y would increase the quantity at the underlying price of our product. This will helps us in attracting more and more customers towards our mil product. DISCOUNTS- Our company will give discounts to our customers. Li e if The custom ers buy four five liter mil or more than it or mil in a bul , we will give the m discounts. OUT PRODUCED GIFTS- In this case the gift item is attached to the product from o

CONSUMERS CONTEST- These are run to create an excitement amongst the target segm ent. Contest are normally advertised extensively and test more often than not th e nowledge of the consumer on the product or some other s ills. We will involve the completion of a sentence , which may say that I LIKE A PURE MILK BECAUSE OF -------------------. Prizes for this contest would be very excited for creating interest of the consu mers towards it. Different cash prizes, travel allowances will be given to the w inners.

TRADE PROMOTIONS- Trade promotions are those that are run to elict a better and quic er response from the trade. These can be done when introducing a new produ ct to ensure enhanced stoc preceeding a good season , or bloc a competitor. T rade promotions are normally part of of push strategy , the assumptions here are being that if the trader has a excess stoc s bought trade scheme he will be mot ivated to push the product in order to recover his investment as soon as possib le . There are several tools for trade promotions DEALERS GIFTS- For the sa e of building a strong image in the minds of the dea lers our company will also provide different inds of dealers gifts and rewards so that they feel motivated and do more hard wor for increasing sale of our mil product . If we provide gifts and rewards to our dealers they feel that our co mpany is ta ing care of them and they are having a great position in our company . Different inds of travel allowances , gifts, rewards are provided by our compan y. Special inds of refrigerator are to be provided by the company for preservat ion of mil .On the special events li e on new year, Diwali, gifts are given to the traders for getting them loyal to our product. DEALER CONTEST- Dealer contest are organized by our company for changing our tra ders as a loyal traders of the company and motivating them. Special inds of rew ards , gifts are given by the company for the winners. POINT OF SALE MATERIALS- Our company should also provide point of sale material to our dealers and traders. Special inds of refrigerators, boxes are provided by our company for the better preservation of our mil product in the retail sto res, dairy shops and sweet shops. SHOP BOARD PAINTINGS- Special inds of hoardings, sign boards are fixed on out side and inside the shops, retail stores, dairy shops, sweet shops for attractin g more and more customers and providing information to the customers that the pr oduct is provided by this particular shop.

DEALERS DISCOUNTS For ma ing our traders more loyal to our company special disco unts are arranged by our company. The traders who will purchase our mil product in the bul or in a continous manner , special discounts are provided by the co mpany to them by the company.

utside. This will attract customers towards our product. Li e we will give ONE PLASTIC GLASS free with every 1litre mil cting customers or increasing our sales.

pac et for attra

DEALERS MEET- Special meetings are arranged by the company for doing meeting wit h the dealers, traders as they are more closed to the customers and they are hav ing more information about the need, wants of the customers. The meetings are or ganized after every one and two months for meeting more information about our pr oduct and customer perception about our product.

INTRODUCING NEW TASTE OF MILK PUREMILK(THE REAL MILK OFINDIA) MADE IN INDIA Manufactured BY- Pure Dairy Mil Company MUMBAI Phone No-12345678

THE IMC PLANNING PROCESS Mar eting communication is one of the four tools of mar eting mix. Hence, it is based on the strategic laid down in the mar eting plan, which in turn is derive d from overall business plan. Strategic planning is the process of devising a pl an of action for meeting an organization goals with its limited resources and in the wa e of varying mar et conditions. Strategy is allowed an organization to f ocus on limited sources on the best available opportunities, thereby achieving s ales, profits and competitive advantage growth and a sustainable competitive adv antage. There are three primary components of a strategic planOBJECTIVES- What a company wants to achieve. Objective dictate the course of a ction to be ta en. E.G The main objective of our company is to provide better se rvices to the customers. Our main target mar et is the retails shops, sweetshops , and dairy shops are there in the Punjab. STRATEGYA long term plan of action designed to achieve the objectives. The strate gy of our company is to expand the mar et in rural villages and also increase th e customers. TACTICSImmediate actions with resources at hand, short-term isolated event s to ta e advantage of opportunities at hand. E.G Company will reduce its prices as compared to others competitors. Li e the selling price of 1 Kg Mil Product i s Rs 24 and Half Kg mil product is Rs. 12. The current price of mil of our co mpetitors are 1 Kg is of Rs 28 and half Kg pac et is Rs 14. Our company will als o provide discounts to the retailers ,wholesalers if they purchase our product c ontinuously or in the bul .

THE MARKETING PLAN The IMC Planning process begins with the review of mar eting plan. A mar eting plan is a written document that details the mar eting objectives, st rategies and tactics foe an organization, product or brand, and guides the mar e ting efforts. It is based on an in depth understanding of the firms internal and external environment- the industry, the competition, the product current positi oning , its customers, etc. THE IMC PLAN- Following are the steps involved in the IMC planning process. SUITATIONAL ANAYSIS- Li e the mar eting plan , the promotional plan also begins with an analysis of factors that are relevant to Promotional suitation.

1. PAST PROMOTIONAL SITUATION- Review of campaign including their objectiv es , audiences, strategies, tools, media, and budgets. 2. PRODUCT SITUATION- Our company will analyse that what are products whic h are present in our product category. Assessment of product benefits, quality, pac aging, price, image, availability, features and unique selling points. Li e our product is the mil our company is providing better quality mil to o ur customers as compared to our competitors.

Avalibility- Our mil product is available at all the sweet shops, dairy shops a nd all the retail stores, which are having conditions for protection of mil . 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 mil product is PURE MILK AND THE TAGLINE OF OUR PRODUCT IS THE REAL MILK OF INDIA AUDIENCE SITUATION- An analysis of audience of promotion buyers, influncers, dec isions ma ers their demographic profile and psycographic profiles, behavioural p atterns and life styles, factors influencing their products purchase decisions , buying patterns. COMPETITIVE SITUATION- Promotional strategies adopted by direct and indirect com petitiors. In our product our main competitors are the other mil companies li e Ver a, Amul. Through tjis we would analyse that what is the position of our com petitors in the mar et, what are their strengths, wea ness, their product, price etc. Regulatory situation- Regulatory authorities governing the product category and media , and rules and regulations of the government which our company has to fol low. Li e our company has to see that what are the factors which we have to follow fo r sale of our mil product in the mar et. Whether we have the get license from t he government and have to registered our company to them.

Price of product is that 1litre mil 4.

pac et is of Rs 28 and Half Kg is of Rs 1

Following are the some common area of analysis. A well- nown practice for analyzing and summarizing the suitation is called SWOT analysis. STRENGTH Demand profile Absolutely optimistic demand Margins- Quite reasonable, even or pac ed liquid mil . Flexibilty of Product mix- Tremendous with balancing equipments. Availability of raw material- Abundant more than 80% of the mil products are fl owing from the unorganized sector.which requires proper channelisation. Technical margins- Professionally trained technical human resource manpower is bu ilt in our company.

WEAKNESS PERISHABILITYThe main wea ness of our mil product is its persihability. Sp ecial Conditions are required so that our mil cannot get spoiled. Pasteurizati on has overcome this wea ness partially. Surely many new process will follow to improve mil quality and for extending its shelf life. LACK OF CONTROL OVER YIELD- Theortically, there is a little control over the mil yield. However , increased awareness of developments li e embryo transplant, a rtifical insemination and properly managed animal husbandry practices coupled wi th the higher income to rural mil producers should automatically lead to improv e in mil yield. LOGISTICS OF PROCUREMENTS- Because of bad roads and inadequate transportation fa cility ma e mil procurement problematic. But overall economic improvement in In dia, will lead to the improvement in these logistic problems. PROBLEMATIC DISTRIBUTIONS- All is not well with the distribution. There is a need of emergence of a cold chain lin ing the producer to refrigerat or at the consumers home. COMPETITION- Now a days competition is very hard in every field. Our mil compa ny may also face competition because of new entrants in the mar et.Because of huge competition the mar et is large is enough for us to carve out their niche mar et.We will overcome our competitors if we provide better se rvices to our customer than our competitors. OPPTURNITIES FOR OUR COMPANY Failures is never ending final and success never ending VALUE ADDITION- We will add value to our mil products so that customers would buy product and will attract towards our product. Our company will add value add ed products li e shi hand,ice-cream, paneer, hoa, flavoured mil , dairy sweets, etc, this will lead to a greater presence and flexibility in the mar et place al

ong with oppturnities in the field of brand building. Addition of cultural products li e yoghurt and cheese tends to furthet strength both in term of utisation of resouces and presence in the mar et place. A lateral view opens up oppturnities in mil proteins through casein, caseinates and other dietary products, further opening up . Export OppturnitiesIf our product would get position in the mar et we will expand our mar et in the foreign countries also. Export oppturnities would be seen for increasing our customers.Our company would generate export potentials li e vari ous companies i.s- Amul is expoting their products in foreign countries li e Ban gladesh, Sri Lan a. Yet another aspect can be addition of infants foods,geriatric fods and nutrition al

THREATS Mil VENDORS- Today the mil vendors in the unorganized sector are occupying th e pride , the place in the industry . Organised discrimination of information ab out the harm that they are doing to producers and consumers should see steady de cline in their importance. Delicensing in the Indian Dairy Industry has been attracting a large number of e ntrepreneurs . But the success of them depends on the factor such as efficient e conomic facilities and innovation in the mar et place.

2. DETERMINE THE PROBLEM OR OPPTURNITIES- The suitation analysis done in step 1 helps us to identify problems or oppturnities concerning communications. IMC pl ans can solve problems li e awareness or nowledge, negative attitude, misconcep tion about our product .I n this case we have to sell our mil product to the cu stomers or have to aware the customers towards our product. 3. DETERMINE COMMUNICATION OBJECTIVES- Communication objectives flow mar e ting objectives. Our company will use different communication media for increasi ng the awareness of our customers towards our product. Li e we can use T.V, radi o, print media, hoardings, bill board to aware customers towards our product. The main objective of our different ind of communication media is sameTo create awareness of our mil product To increase sale of ur mil product To build a good image of our product in minds of the customers. To provide better qualities to our customers. DETERMINE THE BUDGET - After setting the communication objectives, our company has to estimate how much we are willing to spend on the promotional activities.

The company has to consider various issues li e how much the programme will it c ost, how much it can afford how much competitors are spending. Our company can ma e the budget by analyzing the sales expense or estimating sal es in the one territory. The Steps involved in the estimating the budget is as follows. PRODUCT TARGET-The first step in the analysing the budget is to analsye the targ et mar et that where we have to sell our product and at which region. Li e our company is targeting the State Punjab . Our main target mar et is the sweet shops, dairy mil shops, retailers of the pu njab and population of the Punjab. We have to sell our mil product there so tha t 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 an d helps us in creating awarness our product towards our product. Li e special inds of refigerators and other rewards are given by our company to the retailers, dairy mil shops and sweet shops for preserving our mil . SALES BUDGET OF OUR PRODUCT For getting information about our sale expenese, we estimate the expense occur by our company for selling it in the one small town , Dasuya. For selling our product in the Dasuya city we recruit five sales persons. There name are as follows1. Mr. Sohan singh 2. 2Mr. Mandeep Singh 3. Mr. A ash Kumar 4. Mr. Ram Kapoor 5. Mr . Yashdeed We are sending our five people in different regions of Dasuya City.Li e one in N orth Zone, One in south zone , One in East Zone, one in west zone. And one in ce ntral zone. The main benefit of sales target is 1. Inreasing mar et coverage because sales persons are more close to their customers.They now where they have to go , who are their customers, how they h ave to communicate with their customers. 2. It also controls selling expense and time because sales persons have to now 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 mo re 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 star t their daily schedule from the headoffice from their they get the information a bout their daily schedule and went to their assigned places.

TIME MANAGEMENT TOOLS- The timing of our sales persons starts from the morning at 9:00 A. M. In the morning they have to come to the office for betting their daily schedule . At 10: 00 A.M they have to start their daily schedule and had t o go their assigned places. In the evening at 5:00 P.M they have to get bac in the office and had to report the headoffice about their daily schedule , how wa s their day and how was their experience of the whole day. At 2:00 cloc , they a re having their lunch for one hour.

ESTIMATION OF THE BUDGET ON THE BASIS OF EXPENSE DONE ON ONE TERRITORY Salary of one sales persons in 1 monthSalary of 5 sales persons- 150000 into Telephones charges- 1000into 5= Vehicles Charges 1000 into5 Daily meals charges----1000 into5= Advertisement expense on T.V = Expense on print media and other Medias li e radio, internet= Raw materials Expenses = Other Miscellaneous expenses= Total expense Rs.15000 5= Rs 75000 Rs 5000 Rs 5000 Rs 5000 Rs 90,000 Rs. 3,00,000 Rs. 5,00,00 Rs .15,00,000 = Rs.

24,95,000

IMPEMENTATION OF THE PLAN- After ma ing all this IMC plan we will Implement our planning for getting results and introducing our product in the mar et. Differe nt inds of communication tools are used by our company , for getting revenues a nd building a strong image of our product in the mar et.

MONITOR/EVALUTION OF PERFORMANCEAfter implementing, the whole IMC plan, we will evaluate our company performance to measure the expected results with the actual result and find whether our com pany IMC plan was able to build a strong image of our product. Different inds o f surveys, are conducted by our expertise to chec the process of our IMC and mo nitoring the impact of IMC on the mar et 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 mar et and getting a strong position for our product. The tools of IMC li e advertisements, direct mar eting 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 f ulfilling our objectives. By choosing different types of tools we convince our c

ustomers and attract our consumers towards our product a, and as a result of whi ch we generate lots of revenues.

BIBLOGRAPHY1 http:/mar eting about.com/ad/mar eting glossary 2 www the free dictionary.com/mil . 3 www scrub com/doc/17660303/nestle-imc -plan. 4 http freedictionary.com/mil /4540. 5. www.imcplanning.comp.india.com 6.www//mar eting.about.comp//mar etingglosary//imc.htm 7 www.exampleessay.com.html 8.drypen.in//salespromotion//sale tech.com BOOEK REFERREDSales And Promotion By= Kurti Shah and Dousiza