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

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

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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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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 prominent within the communications mix of many companies, not only those complex in fmcg products, but also for commercial goods.

Some of the ways by which associates do Btl (below the line) promotions are by exhibitions, sponsorship activities, social 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 addition pressure on the marketing team to accomplish communication objectives more efficiently in a petite budget, there has been a need to find out more efficient and cost efficient ways to recapitulate 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 ordinarily known as" price discounting". These can be done in two ways:

(1) A discount 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 succeed by spoiling the brand credit or just a temporary sales boost (during the discounts) followed by a lull when the discount would be called off.

2. Coupons

Coupons are another, very versatile, way of offering 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 genuinely using the coupon.

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

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

3. Gift with purchase

The "gift with purchase" is a very base 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 prominent 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 buy to the manufacturer.
Customers often view these schemes with some suspicion - particularly if the formula of obtaining a repayment looks unusual or onerous.

6. Frequent user / loyalty incentives

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

7. Point-of-sale displays

Shopping habits are changing for the people living in metropolitan cities. people prefer big retail 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 retail 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 thoughprovoking examples are:

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

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

Various associates sponsor sport events to promote their brand, but nowadays media associates like Hindustan Times are holding weekly events through out the country in which associates can put up their stalls, display banners and posters and arrange for some fun activities. These events give the associates a platform at very low price to promote their brand and increase visibility among target consumer. These associates also give discount 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 across 14 cities which did wonders for the company by promoting the brand among the right target customer for roughly no cost.

Most of the pharmacy associates 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 sick person a personal advise from a doctor would hold more value as compared to a commercial advertisement.

Another thoughprovoking 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 associates nowadays inspecting their effectiveness because of the "individual customer promotion" at a price, which is much lesser than the general media promotions.

I hope you receive new knowledge about Pepsico Careers. Where you'll be able to put to easy use in your life. And above all, your reaction is passed about Pepsico Careers.

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