Posts Tagged ‘front-load’
Promotions: Horlicks Jug
Posted by: bsaikrishna on: September 24, 2011
During the early 90′s, the brand Horlicks faced a problem in West bengal. Though the brand is well known and the consumers are buying it, the consumers are not buying the 1Kg pack and are repeatedly buying the 450gm size pack. Though the 450 gm size pack helped gain new users (trials), the repeat purchase [...]
Promotions Management
Posted by: bsaikrishna on: September 24, 2011
Every promotion has an objective to increase sales, brand-building, building added values to the brand, increase purchase frequency, introducing a new sample product, etc. Based on the objective to be achieved, category/brand managers and key account managers develop and implement a promotional programme that gives the maximum return on investment and maintains the trade off [...]
Push vs. Pull and how promotions may take your market share down?
Posted by: bsaikrishna on: September 19, 2011
Based on a set of factors mentioned below (not comprehensive) the managers decide to go for a PUSH or a PULL strategy. In practice, generally both PUSH and PULL strategies are used in combination to achieve the objective. 1. Product category 2. Consumer Behaviour in the category and the interaction 3. Competition Promotions and Marketing [...]
Front-loaded and Rear-loaded incentives in marketing
Posted by: bsaikrishna on: September 14, 2011
In marketing, there are different types of promotions that are provided to consumers and trade partners. Broadly, they are divided into two categories: front-loaded promotions and rear-loaded promotions.For example, when using price packs, direct mail coupons, FSI coupons or peel-off coupons, consumers obtain an immediate benefit upon purchase or a front-loaded incentive. However, when buying [...]
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