Promotion "Above the Line" and "Below the Line"

Promotion "Above the Line" and "Below the Line"

Pepsico Careers - Promotion "Above the Line" and "Below the Line"

Good morning. Now, I learned about Pepsico Careers - Promotion "Above the Line" and "Below the Line". Which may be very helpful in my opinion and you.

Promotion can be loosely classified as "above the line" and "below the line" promotion. The promotional activities carried out through mass media like television, radio, newspaper etc. Is above the line promotion.

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Pepsico Careers

The terms 'below-the-line' promotion or communications, refers to forms of non-media communication, even non-media advertising. Below-the-line promotions are becoming increasingly foremost within the communications mix of many companies, not only those involved in fmcg products, but also for commercial goods.

Some of the ways by which fellowships do Btl (below the line) promotions are by exhibitions, sponsorship activities, collective relations and sales promotions like giving freebies with goods, trade discounts given to dealers and customers, reduced price offers on products, giving coupons which can be redeemed later etc.

Below The Line Sales Promotion

Below the line sales promotions are short-term incentives, largely aimed at consumers. With the increasing pressure on the marketing team to achieve communication objectives more efficiently in a limited budget, there has been a need to find out more effective and cost effective ways to quote with the target markets. This has led to a shift from the quarterly media based advertising.

A definition of below-the-line sales promotion given by Hugh Davidson:

'An immediate or delayed incentive to purchase, expressed in cash or in kind, and having only a short term or temporary duration'.

Methods of below the line sales promotion

1. Price promotions

Price promotions are also generally known as" price discounting". These can be done in two ways:

(1) A reduction to the general selling price of a product, or

(2) More of the goods at the general price.

Price promotions however can also have a negative follow by spoiling the brand credit or just a temporary sales boost (during the discounts) followed by a lull when the reduction would be called off.

2. Coupons

Coupons are another, very versatile, way of gift a discount. Think the following examples of the use of coupons:

- On a pack to encourage repeat purchase

- In coupon books sent out in newspapers allowing customers to redeem the coupon at a retailer

- A cut-out coupon as part of an advert

- On the back of till receipts

The key objective with a coupon promotion is to maximize the redemption rate - this is the proportion of customers admittedly using the coupon.

It must be ensured when a firm uses coupons that the retailers must hold adequate stock to avoid customer disappointment.

Use of coupon promotions is often best for new products or maybe to encourage sales of existing products that are slowing down.

3. Gift with purchase

The "gift with purchase" is a very tasteless promotional technique. In this scheme, the customer gets something extra along with the general good purchased. It works best for

- Subscription-based products (e.g. Magazines)
- buyer luxuries (e.g. Perfumes)

4. Competitions and prizes

This is an foremost tool to increase brand awareness among the target consumer. It can be used to boost up sales for temporary period and ensure usage among first time users.

5. Money refunds

Here, a customer receives a money repayment after submitting a proof of purchase to the manufacturer.
Customers often view these schemes with some suspicion - particularly if the recipe of obtaining a repayment looks unusual or onerous.

6. Frequent user / loyalty incentives

Repeat purchases may be stimulated by frequent user incentives. maybe the best examples of this are the many frequent flyer or user schemes used by airlines, train companies, car hire fellowships etc.

7. Point-of-sale displays

Shopping habits are changing for the habitancy living in metropolitan cities. habitancy prefer big sell outlets like Big Bazaar to local kirana stores. Most of the decisions of buying are taken by the virtue of point-of-sale displays in these sell outlets.

Some Intersting Examples Of Btl Promotion

Most of the big brands are following the suit of Btl promotion because of rising prices of media based promotion, advertising clutter and increased impulse purchasing.

Some of the tantalizing examples are:

Most of the educational institutes like vocation launcher, Time and Pt are retention informative workshops and free tests for students which give a direct interaction of these institutes with the target customer and hence a convenient platform to sell themselves.

Ring tones and music videos on cell phones are helping the entertainment commerce to promote for a music video or a movie for dirt-cheap rate as compared to media promotion.

Various fellowships sponsor sport events to promote their brand, but nowadays media fellowships like Hindustan Times are retention weekly events through out the country in which fellowships can put up their stalls, display banners and posters and dispose for some fun activities. These events give the fellowships a platform at very low price to promote their brand and increase visibility among target consumer. These fellowships also give reduction coupons to winners in the games, which in turn boost the sales of the products and ensure that first time users try these products as well.

Pepsi organized an inter school cricket event for 425 schools over 14 cities which did wonders for the firm by promoting the brand among the right target customer for approximately no cost.

Most of the pharmacy fellowships do Btl promotion by getting shelf space through doctors to display their products or by giving away free calcium tablets again through doctors, knowing that for a patient a personal suggest from a physician would hold more value as compared to a commercial advertisement.

Another tantalizing Btl promotion was by Nike, an athlete dressed up in Nike sportswear could be seen jogging on an elevated treadmill for the whole day on National Highway 8, Delhi.

Btl promotions are gaining popularity among all big fellowships nowadays considering their effectiveness because of the "individual customer promotion" at a price, which is much lesser than the general media promotions.

I hope you obtain new knowledge about Pepsico Careers. Where you possibly can put to use in your life. And most importantly, your reaction is passed. Read more.. Promotion "Above the Line" and "Below the Line".

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