ASSIGNMENT 3

OF

SALES AND PROMOTION

SUBMITED TO SUBMITED BY
MR NITIN DHIR MUKESH PANDEY
RS1902B39
10900964

PROMOTION MIX
 OF
KINLERY
Kinley is conserning more on advertisement via print media and
electronic media they are spending more on advertisement so thay they
can attract more people toward there self so that they can increase there
sales .advertisement is an element of the promotion mix, but it often
considered prominent in the overall marketing mix design. Its high
visibility and pervasiveness made it as an important .Promotion may be
defined as “the co-ordination of all seller initiated efforts to set up
channels of information and persuasion to facilitate the scale of a good
or service.
The promotion mix consists of basic elements which are adopted by
kinley and They are:-

1. Personal Selling
2. Sales Promotion
3. Public Relations (PR)
4. Publicity
5. Advertising

The Promotions Mix

1. Personal Selling
In the case of kinley the percentage of Personal Selling in the promotion
mix are low. Person selling is an effective way to manage personal
customer relationships. The sales person acts on behalf of the
organization. However sales people are very expensive and should only
be used where there is a genuine return on investment.

2. Public Relations (PR)

Public Relations are defined as 'the deliberate, planned and sustained

effort to establish and maintain mutual understanding between an
organization and its publics'. It is relatively cheap, but certainly not
cheap. Successful strategies tend to be long-term and plan for all
eventualities.

3. Trade Fairs and Exhibitions

the ratio of this is low in the promotion mix of kinleybut Such

approaches are very good for making new contacts and renewing old
ones. Companies will seldom sell much at such events. The purpose is to
increase awareness and to encourage trial. They offer the opportunity for
companies to meet with both the trade and the consumer.

4. Advertising
Advertising is a 'paid for' communication. It is used to develop attitudes,
create awareness, and transmit information in order to gain a response
from the target market. There are many advertising 'media' such as
newspapers (local, national, free, trade), magazines and journals,
television (local, national, terrestrial, satellite) cinema, outdoor
advertising (such as posters, bus sides) which are designing adv. For
kinley .

5. Sponsorship

Sponsorship is where an organization pays to be associated with a

particular event, cause or image. Companies will sponsor sports events
such as the Olympics or Formula One. The attributes of the event are
then associated with the sponsoring organization.
6. Sales Promotion

kinley is spending more on sales promotion they are giving rebate to

dealer as well as customer just like with a container of kinley they are
giving some extra bottle of kinley to the distributer .and some time Buy
two Get One Free. Others include coupons, money-off promotions,
competitions and so on. Each sales promotion should be carefully
compared with the next best alternative.

kinley are providing several type of selfs and visi cooler to the retailars

Getting shelves
They gets or purchase shelves in big departmental stores and display
their products in that shelves in that style which show their product more
clear and more attractive for the consumers.

Eye Catching Position

Salesman of the kinley positions their freezers and their products in eye-
catching positions. Normally they keep their freezers near the entrance
of the stores.

Sale Promotion
Company also do sponsorships with different college, school’s cafes ,
offices and sponsors their sports events and other extra curriculum
activities for getting market share.
Scheme
Kinley comes out with the schemes on their different products many
times in a year. Most of these schemes are made to benefit the retailers.
Some of the schemes are as follows:
1 bottle of 2lt. free with one 2lt bottle pack.
1 bottle of 1lt. free with one 1lt bottle pack.
2 bottles of 500ml free with one 500ml bottle pack.
6 bottles of Kinley free with one pack of Kinley(condition apply )

These schemes keep on changing depending upon the stock.

Promotion through restaurants and cinema hall holdings.
Kinley is tying up with different chains of restaurants and fast food
centers to promote there brand these restaurants are authorized to keep
and use the merchandising assets of kinley. Usually these kinds of
restaurants and fast food chains are in contract with the Company, so
that they cannot promote any other brand.

Merchandising assets.
kinley also try to promote their brands by providing their retailers and
dealers some display items. Some of such items are as follows:

kinley stands
Display bottles
Posters
kinley provide the above things to the retailers to use them in promoting
companies brands and products, and provide refrigerators to the retailers
in the hope that these retailers only use these assets in promoting there
products and they will chill there products so that its products will
always be available to the end consumers. But it is not true in most of
the cases. Retailers usually use the merchandising asset of one company
in such a way that it benefits another company. Sometime they do it
unknowingly, sometimes they do it knowingly and sometimes because
of the deficiencies of the company