A Study on Promotional Strategic Transformation of Fast Moving Consumer Goods in Chennai city

Abstract

newline quotThe importance of consumer sales promotion in the marketing mix of the fast moving consumer goods (FMCG) category throughout the world has increased. Companies spend considerable time in planning such activities. However, in order to enhance the effectiveness of these activities, manufacturers should understand consumer and retailer interpretations of their promotional activities. The study here pertains to consumer s perceptions regarding sales promotion. Some past researches have suggested that promotion itself has an effect on the perceived value of the brand. This is because promotions provide utilitarian benefits such as monetary savings, added value, increased quality and convenience as well as hedonic benefits such as entertainment, exploration and self-expression. newline While sales promotion has been around for a long time, its role and importance in marketing communications programme has increased in recent years. A number of factors like growing power of the retailers, declining brand loyalty, fragmentation of consumer market, short term focus, competition and advertising clutter have led to the increase in sales promotion. Sales promotion can be directed at, either the customer, sales staff or distribution channel members, such as retailers. Sales promotions targeted at retailers and wholesalers are called trade sales promotions. newlinequot newline