A SUMMER INTERNSHIP PROJECT REPORT ON

A STUDY ON SALES PROMOTION OF 3M WOODWORKING SPRAY ADHESIVE

Submitted in partial fulfillment of the requirements for the degree of

MASTER OF BUSINESS ADMINISTRATION (MBA)

SESSION (2012-14)

PAPER CODE – ()

Under The Guidance of Submitted By

Mahesh Pachare Anuj Kumar Sharma

(MBA 3rd Sem)

University Seat No……………..

A Study Conducted for 3M INDIA LTD.

LOTUS BUSINESS SCHOOL PUNE-411033

(PUNE UNIVERSITY 2012-2014)

DECLARATION

I, undersigned honestly declare that, this project titled “Study The Sales Promotion Of 3M Woodworking 20 Spray Adhesive” for 3M India Limited is a genuine project prepared by me and submitted to the Director, Lotus Business School, Tathawade, Pune 411033 in a partial fulfillment of MBA.

The project work is original and conclusions drawn herein are based on the data collected by myself. To the best of my knowledge, the matter presented in this project has not been submitted for Award of any degree, diploma or membership either to this or any other Institute or University.

Date Anuj Kumar Shar

Plac

ACKNOWLEDGEMENT

It was a great opportunity for me to work with 3M India Limited, prepare in the field of FMCD Industry .I am extremely grateful to all those people who have shared their expertise and knowledge with me and without whom the completion of the project would have been virtually impossible

I am highly thankful to my guides, Mr. Sachin Maral (senior sales officer of 3M India Limited) & Mr. Anil Mane (Sales manager of 3M India Limited) Guidance during the course of completion of this project. His valuable guidance, suggestion and support provide me just the right kind of view desired to accomplish the task of completing this project. A great enthusiasm was filled in by him and always proves a source of inspiration to us.

I am indebted to all staff of 3M India Limited for their valuable support and cooperation during the entire tenure of this project. Not to forget all those who have kept my spirits surging and helped delivering my best.

I would like to express my deepest sense of respect to Mr. Charudatta Bodhankar (Director of Lotus Business School) who offered opportunity for management. And I am indebted to Mr. Mahesh Pachare (college guide as well as faculty) for his valuable suggestions, constant encouragement& support during my study period.

At last I would like to thank all the respondents met in the preparation, who gave their valuable time to provide us required information and their honest support to complete our project in time.

Anuj Kumar Sharma

ABSTRACT

This project entitled A Study on Sales Promotion with reference to 3M India Limited” is intended to determine the sales increase, purchasing behavior of the customer, product competitor and market potential.

Primarily the well defined objectives framed according to the study. Then questionnaire is prepared based on the defined objectives. The prepared questionnaire is used to get the direct response from the customers.

The response given by the customers are analyzed and interpret using different types of Statistical tools such as percentage analysis, weighted average method. From the analysis some general findings are a raised and that are more related with the framed objectives for this study. According to the findings the suggestion and recommendations are given and the conclusions are also based on the findings which will be more helpful for the organization.

CONTENTS

Sr. No. Particular Page No1 CHAPTER 1

Executive Summary2 CHAPTER 2

Company Profile3 CHAPTER 3

Objective Of The Study4 CHAPTER 4

Research Methodology5 CHAPTER 5

Data Analysis 6 CHAPTER 6

Findings And Conclusions7 CHAPTER 7

Suggestions8 BIBLIOGRAPHY

CHAPTER 1

EXECUTIVE SUMMARY

INTRODUCTION TO PROJECT

The project was primarily focused on to the finding and understanding the current customer interest level on the 3M Woodworking 20 Spray Adhesive.

The area under survey covered were those falling under the ICC Trade Tower Senapati Bapath Road Pune. The population under consideration was mainly comprised of architects, builders & contractors. The customer base in this area being tech survey is very much aware about products of 3M India Limited Wood Utility Division. So, the major focus was to find the awareness, understanding and reach about the 3M products

The project study was based upon the sales promotion conducted for the 3M Woodworking 20 Spray Adhesive. This included knowledge about various types of 3M products, features offered etc. the study findings were to be utilized by the company in formulating better promotion policies in near future.

The project is titled as “Study The Sales Promotion Of 3M Woodworking 20 Spray Adhesive”. Customer is the key element if company is taken into consideration, as it is an infrastructure industry and products provided are tangible, so focus on sales promotion of the product helps in the success of the company.

NEED FOR STUDY

This survey is to identify and focus on the sales promotion of 3M Woodworking 20 Spray Adhesive.

To accomplish this, a survey was conducted to gather the impartial information about the sales promotion. The study was conducted for the below needs.

To improve the sales increase in competitive market. To study the purchasing behavior of the customer. To study market potential for 3M India product To improve tools and technique of sales promotion To study the product competitor

SCOPE

This report can be used by company in improvement of policy formulation for enhancing sales promotion programs.

It can be used as a starting script for carrying out in depth research on sales promotions for various products

It can be used in designed better marketing & promotion strategies. It can be used as a reference report for giving training to marketing

managers. It can be used to train prospective researchers for behavior researches.

COMPANY PROFILE - 3M INDIA LTD.

3M is a diversified technology company serving customers and communities with innovative products and services. Each of our businesses are committed to making our customers lives easier and better.

3M India Limited, the Indian subsidiary of 3M Corporation was established in 1988. 3M has been a steadfast partner in India’s progress for over 24 years, committed to solving problems unique to the Indian customer. The Managing Director at 3M India is Mr. Ajay Nanavati.

3M Electro & Communications India Pvt. Ltd. is a privately owned subsidiary of 3M Corporation. Together, these two companies market over 7,000 products in India with leading positions in health care, industrial, retail, construction, transportation, energy, utilities, mining, general office and home. In India, the magic of 3M innovation takes places at our R&D centers, situated at Bengaluru and Gurgaon, NCR (National Capital Region). Our manufacturing facilities in India are at Bengaluru, Pimpri (Pune), Ranjangaon (Pune), Ahmedabad & Pondicherry.

3M Businesses in India Consumer & Office

From simplifying life at home to keeping you organized at work; simplifying life and work.

Display & GraphicsFrom signs on the road to the images on your phone; enhancing visual communication and interactivity.

Electro & CommunicationsFrom connecting the world’s power grid to supporting high-tech electronic devices; enabling tomorrow’s lifestyle today with electrical power, communications and electronics.

Health Care From preventing infections to making smiles brighter; promoting health and improving quality care.

Industrial and TransportationFrom underground to outer space, changing how industry works.

Safety, Security & Protection ServicesFrom protecting information to protecting people at work and at play; protecting people and facilities.

3M in India

3M India Sales: Turnover of Rs 1,410.36 crores for 12 months ended March 31st 2012 with profits of Rs 63.7 crores.

Plants in Bengaluru, Ahmedabad, Pondicherry and Pimpri (Pune) & Ranjangaon (Pune).

Head office at Bengaluru

Branch offices at Gurgaon (NCR), Mumbai, Kolkata, Chennai and Pune.

R&D centers at Bengaluru and Gurgaon.

Over 2000+ employees.

Over 8000 products sold in India.

17 patents filed in 2012.

Innovations for India include the consumer range of floor cleaning products, infection prevention products for hospitals, tamper evident labels, traffic & road safety products, automotive fillers and underbody coatings, protective filler coatings for outdoor applications, to name a few.

Regd. OfficeAddress Plot No.48-51, Electronics City,District BangaloreState KarnatakaPin Code 560100Tel. No. 080-28520203Fax No. 080-28520576Email : 3Mindia.investorshelpdesk@mmm.com Internet : http://www.3M.com/in

3M INDIA LEADERSHIP

Name Designation

Ajay V. Nanavati Managing Director

D.S. SachdevaExecutive Director

Consumer & Office Business

Dr. Raja Krishnamurthy

Executive Director

Technical, 3M India & Sri Lanka

Jayaraman Natarajan

Executive Director

Supply Chain & Lean Six Sigma

L.C. DasExecutive Director

Marketing & Sales Excellence and Commercialization

Maclean S. Raphael

Executive Director

Human Resources, 3M India & Sri Lanka

R. Vijay Kumar

Executive Director

Strategy, Business Development & Information Technology

Suhas V. Sathe Executive Director

Manufacturing, Sourcing & Office Services

Zinan WadoodExecutive Director

Finance, 3M India & Sri Lanka

COMPANY PERFORMANCE

The Company registered an overall turnover growth of 12% at Rs. 158,463Lakhs for the financial year ended March 31, 2013 compared to Rs.141, 037 Lakhs in the previous year. The operating margin for the current year was at 7.64% compared to 8.96% for the last year. Net Profit before Tax was at Rs.7, 520 Lakhs compared to Rs. 9,611 Lakhs for the previous year. Net profit after taxation was at Rs.5, 227 Lakhs compared to Rs.6, 477 Lakhs for the previous year. Higher input costs combined with interest, depreciation of the rupee against all currencies and accelerated investments impacted our profit after tax.

Export Sales was at Rs.2, 205 Lakhs for the year ended March 31, 2013 compared to Rs. 2,248 Lakhs in the previous year.

The Industrial and Transportation business grew by 11.66%; Health Care business grew by 21.13%: Display and Graphics business grew by 18.66%; Consumer and Office business grew by 17.71% and Safety, Security and Protection Services business de-grew by 3.05%.

The EPS (Basic and Diluted) of the Company for the year 2012-13 was Rs. 46.40 per share as compared to Rs. 57.50 per share in the previous year 2011-12. Detailed analysis of the performance has been discussed in the Management's Discussion and Analysis Section of the Annual Report.

Particulars Mar '12 Mar '11 Mar '10 Dec '08 Dec '0712 mths 12 mths 15 mths 12 mths 12 mths

Net Sales 1,406.46 1,184.61 1,087.89 742.02 608.41

Total Income 1,463.95 1,220.02 1,123.72 766.53 616.32Total Expenses 1,315.97 1,039.49 940.42 650.61 491.17Earnings Per Share (Rs)

57.5 87.71 82.41 51 60.08

Growth Per Year

COMPETITORS AND THEIR POSITION

Name Market Cap.Sales

TurnoverNet

ProfitTotal

Assets (Rs. cr.) Grasim 21,296.00 5,255.01 1,225.99 11,293.60

3M India 3,730.99 1,574.13 52.27 674.55

Voltas 2,268.21 5,565.43 180.07 1,694.59

Century 1,929.77 5,949.47 -34.49 6,204.40

Nava Bharat Ven 1,482.18 1,124.20 238.31 2,239.33

DCM Shriram Con 971.03 5,399.93 190.54 2,754.74

Bombay Dyeing 940.77 2,329.26 75.7 2,648.68

NESCO 899.07 143.46 81.69 366.04

Sintex Ind 660.66 2,971.79 269.19 5,000.31

Kesoram 579.08 5,710.82 -329.23 4,985.43

Prakash Ind 390.02 2,510.91 164.89 2,831.69

Kokuyo Camlin 291.77 435.92 -13.44 173.33

Orient Paper 107.56 1,269.52 -32.23 1,504.27

Cimmco 34.25 100.33 -10 280.79

CHAPTER 2

OBJECTIVES

PRIMARY OBJECTIVES

To conduct a sales promotion activity for 3M woodworking 20 spray adhesive.

SECONDARY OBJECTIVES

To find out increasing sales in competitive market To find tools and techniques of sales promotion that is used in the

organization To analyze the purchasing behavior of the customer To analyze the product competitor in the market

REVIEW OF LITERATURE

INTRODUCTION

In a time when customers are exposed daily to a nearly infinite amount of promotional messages, many marketers are discovering that advertising alone is not enough to move members of a target market to take action, such as getting them to try a new product. Instead, marketers have learned that to meet their goals they must use additional promotional methods in conjunction with advertising.

Other marketers have found that certain characteristics of their target market (e.g. small but geographically dispersed) of characteristics of their product (e.g. highly complex) make advertising a less attractive option. For these marketers better results may be obtained using other promotional approaches and may lead to directing all their promotional spending to no advertising promotions.

Finally, the high cost of advertising may drive many to seek alternative, lower cost promotional techniques to meet their promotion goals. Sales promotions are used widely in many industries and especially by marketers selling to consumers. We will see that the objectives of sales promotion are quite different than advertising and are specifically designed to encourage customer response.

DEFINITION

An activity designed to boost the sales of a product or service. It may include an advertising campaign, increased PR activity, a free-sample campaign, offering free gifts or trading stamps, arranging demonstrations or exhibitions, setting up competitions with attractive prizes, temporary price reductions, door-to-door calling, telemarketing, and personal letters on other methods.

WHAT IS SALES PROMOTION?

Sales promotion is one level or type of marketing aimed either at the consumer or at the distribution channel (in the form of sales-incentives). It is used to introduce new product, clear out inventories, attract traffic, and to lift sales temporarily.

Sales promotion is one level or type of marketing aimed either at the consumer or at the distribution channel (in the form of sales-incentives). It is used to introduce new product, clear out inventories, attract traffic, and to lift sales temporarily. It is more closely associated with the marketing of products than of services. The American Marketing Association (AMA), in its Web-based "Dictionary of Marketing Terms," defines sales promotion as "media and nonmedia marketing pressure applied for a predetermined, limited period of time in order to stimulate trial, increase consumer demand, or improve product availability." Business pundits and academic students of business have developed almost fancifully sophisticated views of sales promotion. In down-to-earth terms it is a way of lifting sales temporarily by appealing to economic motives and impulse-buying behavior. The chief tools of sales promotion are discounts ("sales"), distribution of samples and coupons, the holding of sweepstakes and contests, special store displays, and offering premiums and rebates. All of these techniques require some kind of communication. Thus sales promotion and advertising are difficult to distinguish.

The need for promotion arises from the intensity of competition. Sellers must somehow attract customers' attention. In the open markets of old (and farmers markets of today), sellers did and do this by shouting, joking with customers, and sometimes by holding up a squealing piglet for everyone to see. Priya Raghubir and his coauthors, writing in California Management Review, identify "three faces" of consumer promotions: these are information, economic incentive, and emotional appeal. Information may take the form of advertising the availability of something, incentives are offered in the form of discounts, and emotional appeals are made by displays and, of course, by the low price itself.

Precisely because sales promotions must provide incentives—whether to the distribution channel, the company's own sales people, or to the consumer—they cost money by definition and must produce additional volume to pay for the expenditures. A grand sale that clears out the inventory but, with added advertising costs factored in, reduces margin too is—a failure. Sales promotions therefore must be carefully calibrated to achieve the purpose. Holding promotions too frequently will habituate customers to buy only when promotions are in effect. Avoiding promotions altogether will let competitors draw customers away. Alas, business never fails but to challenge the participant.

GROWTH OF SALES PROMOTION

Craig Endicott and Kenneth Wylie, writing for Advertising Age in the magazine's 62nd annual Agency Report, indicate a continued shift of revenues in advertising from traditional to new forms of media. They label the new forms as "marketing services" and comment as follows: "Marketing services—identified as all forms of interactive, sales promotion and direct marketing in this report—grew 11.3% to $7.66 billion in revenue in the U.S. [in 2005]; traditional advertising and its media component advanced to $12.02 billion, a 5.1% advance that was slightly stronger than last year." The growth of sales promotion, a significant portion of total marketing services expenditures, is no doubt in part due to the proliferation of media channels by cable, the availability of the Internet to channel direct marketing messages, and simply the fact that advertising has become so ubiquitous it has become less effective: people tune (or mute) it out.

CONSUMER PROMOTIONS

Consumer sales promotions are steered toward the ultimate product users—typically individual shoppers in the local market—but the same techniques can be used to promote products sold by one business to another, such as computer systems, cleaning supplies, and machinery. In contrast, trade sales promotions target resellers—wholesalers and retailers—who carry the marketer's product. Following are some of the key techniques used in consumer-oriented sales promotions.

PRICE DEALSA consumer price deal saves the buyer money when a product is purchased.

The main types of price deals include discounts, bonus pack deals, refunds or rebates, and coupons. Price deals are usually intended to encourage trial use of a new product or line extension, to recruit new buyers for a mature product, or to convince existing customers to increase their purchases, accelerate their use, or purchase multiple units. Price deals work most effectively when price is the consumer's foremost criterion or when brand loyalty is low.

Buyers may learn about price discounts either at the point of sale or through advertising. At the point of sale, price reductions may be posted on the package, on

signs near the product, or in storefront windows. Many types of advertisements can be used to notify consumers of upcoming discounts, including fliers and newspaper and television ads. Price discounts are especially common in the food industry, where local supermarkets run weekly specials. Price discounts may be initiated by the manufacturer, the retailer, or the distributor. For instance, a manufacturer may "pre-price" a product and then convince the retailer to participate in this short-term discount through extra incentives. For price reduction strategies to be effective, they must have the support of all distributors in the channel. Existing customers perceive discounts as rewards and often respond by buying in larger quantities. Price discounts alone, however, usually do not induce first-time buyers.

Another type of price deal is the bonus pack or banded pack. When a bonus pack is offered, an extra amount of the product is free when a standard size of the product is bought at the regular price. This technique is routinely used in the marketing of cleaning products, food, and health and beauty aids to introduce a new or larger size. A bonus pack rewards present users but may have little appeal to users of competitive brands. A banded pack offer is when two or more units of a product are sold at a reduction of the regular single-unit price. Sometimes the products are physically banded together, such as in toothbrush and toothpaste offers.

A refund or rebate promotion is an offer by a marketer to return a certain amount of money when the product is purchased alone or in combination with other products. Refunds aim to increase the quantity or frequency of purchase, to encourage customers to "load up" on the product. This strategy dampens competition by temporarily taking consumers out of the market, stimulates the purchase of postponable goods such as major appliances, and creates on-shelf excitement by encouraging special displays. Refunds and rebates are generally viewed as a reward for purchase, and they appear to build brand loyalty rather than diminish it.

Coupons are legal certificates offered by manufacturers and retailers. They grant specified savings on selected products when presented for redemption at the point of purchase. Manufacturers sustain the cost of advertising and distributing their coupons, redeeming their face values, and paying retailers a handling fee. Retailers who offer double or triple the amount of the coupon shoulder the extra

cost. Retailers who offer their own coupons incur the total cost, including paying the face value. In this way, retail coupons are equivalent to a cents-off deal.

Manufacturers disseminate coupons in many ways. They may be delivered directly by mail, dropped door to door, or distributed through a central location such as a shopping mall. Coupons may also be distributed through the media—magazines, newspapers, Sunday supplements, or free-standing inserts (FSI) in newspapers. Coupons can be inserted into, attached to, or printed on a package, or they may be distributed by a retailer who uses them to generate store traffic or to tie in with a manufacturer's promotional tactic. Retailer-sponsored coupons are typically distributed through print advertising or at the point of sale. Sometimes, though, specialty retailers or newly opened retailers will distribute coupons door to door or through direct mail.

CONTESTS/SWEEPSTAKESThe main difference between contests and sweepstakes is that contests

require entrants to perform a task or demonstrate a skill that is judged in order to be deemed a winner, while sweepstakes involve a random drawing or chance contest that may or may not have an entry requirement. At one time, contests were more commonly used as sales promotions, mostly due to legal restrictions on gambling that many marketers feared might apply to sweepstakes. But the use of sweepstakes as a promotional tactic has grown dramatically in recent decades, partly because of legal changes and partly because of their lower cost. Administering a contest once cost about $350 per thousand entries, compared to just $2.75 to $3.75 per thousand entries in a sweepstakes. Furthermore, participation in contests is very low compared to sweepstakes, since they require some sort of skill or ability.

SPECIAL EVENTSAccording to the consulting firm International Events Group (IEG), businesses

spend over $2 billion annually to link their products with everything from jazz festivals to golf tournaments to stock car races. In fact, large companies like RJR Nabisco and Anheuser-Busch have special divisions that handle only special events. Special events marketing offers a number of advantages. First, events tend to attract a homogeneous audience that is very appreciative of the sponsors. Therefore, if a product fits well with the event and its audience, the impact of the

sales promotion will be high. Second, event sponsorship often builds support among employees—who may receive acknowledgment for their participation—and within the trade. Finally, compared to producing a series of ads, event management is relatively simple. Many elements of event sponsorship are prepackaged and reusable, such as booths, displays, and ads. Special events marketing is available to small businesses, as well, through sponsorship of events on the community level.

PREMIUMSA premium is tangible compensation that is given as an incentive for

performing a particular act—usually buying a product. The premium may be given for free, or may be offered to consumers for a significantly reduced price. Some examples of premiums include receiving a prize in a cereal box or a free garden tool for visiting the grand opening of a hardware store. Incentives that are given for free at the time of purchase are called direct premiums. These offers provide instant gratification, plus there is no confusion about returning coupons or box tops, or saving bar codes or proofs of purchase.

Other types of direct premiums include traffic builders, door openers, and referral premiums. The garden tool is an example of a traffic-builder premium—an incentive to lure a prospective buyer to a store. A door-opener premium is directed to customers at home or to business people in their offices. For example, a homeowner may receive a free clock radio for allowing an insurance agent to enter their home and listening to his sales pitch. Similarly, an electronics manufacturer might offer free software to an office manager who agrees to an on-site demonstration. The final category of direct premiums, referral premiums, reward the purchaser for referring the seller to other possible customers.

Mail premiums, unlike direct premiums, require the customer to perform some act in order to obtain a premium through return mail. An example might be a limited edition toy car offered by a marketer in exchange for one or more proofs-of-purchase and a payment covering the cost of the item plus handling. The premium is still valuable to the consumer because he or she cannot readily buy the item for the same amount.

CONTINUITY PROGRAMSContinuity programs retain brand users over a long time period by offering

ongoing motivation or incentives. Continuity programs demand that consumers keep buying the product in order to get the premium in the future. Trading stamps, popularized in the 1950s and 1960s, are prime examples. Consumers usually received one stamp for every dime spent at a participating store. The stamp company provided redemption centers where the stamps were traded for merchandise. A catalog listing the quantity of stamps required for each item was available at the participating stores. Today, airlines' frequent-flyer clubs, hotels' frequent-traveler plans, retailers' frequent-shopper programs, and bonus-paying credit cards are common continuity programs. When competing brands have reached parity in terms of price and service, continuity programs sometimes prove a deciding factor among those competitors. By rewarding long-standing customers for their loyalty, continuity programs also reduce the threat of new competitors entering a market.

SAMPLINGA sign of a successful marketer is getting the product into the hands of the

consumer. Sometimes, particularly when a product is new or is not a market leader, an effective strategy is giving a sample product to the consumer, either free or for a small fee. But in order for sampling to change people's future purchase decisions, the product must have benefits or features that will be obvious during the trial.

There are several means of disseminating samples to consumers. The most popular has been through the mail, but increases in postage costs and packaging requirements have made this method less attractive. An alternative is door-to-door distribution, particularly when the items are bulky and when reputable distribution organizations exist. This method permits selective sampling of neighborhoods, dwellings, or even people. Another method is distributing samples in conjunction with advertising. An ad may include a coupon that the consumer can mail in for the product, or it may include an address or phone number for ordering. Direct sampling can be achieved through prime media using scratch-and-sniff cards and slim foil pouches, or through retailers using special displays or a person hired to hand out samples to passing customers. Though this last technique may build

goodwill for the retailer, some retailers resent the inconvenience and require high payments for their cooperation.

A final form of sample distribution deals with specialty types of sampling. For instance, some companies specialize in packing samples together for delivery to homogeneous consumer groups, such as newlyweds, new parents, students, or tourists. Such packages may be delivered at hospitals, hotels, or dormitories and include a number of different types of products.

TRADE PROMOTIONS

A trade sales promotion is targeted at resellers—wholesalers and retailers—who distribute manufacturers' products to the ultimate consumers. The objectives of sales promotions aimed at the trade are different from those directed at consumers. In general, trade sales promotions hope to accomplish four goals: 1) Develop in-store merchandising support, as strong support at the retail store level is the key to closing the loop between the customer and the sale. 2) Control inventory by increasing or depleting inventory levels, thus helping to eliminate seasonal peaks and valleys. 3) Expand or improve distribution by opening up new sales areas (trade promotions are also sometimes used to distribute a new size of the product). 4) Generate excitement about the product among those responsible for selling it. Some of the more common forms of trade promotions—profiled below—include point-of-purchase displays, trade shows, sales meetings, sales contests, push money, deal loaders, and promotional allowances.

POINT-OF-PURCHASE (POP) DISPLAYSManufacturers provide point-of-purchase (POP) display units free to retailers

in order to promote a particular brand or group of products. The forms of POP displays include special racks, display cartons, banners, signs, price cards, and mechanical product dispensers. Probably the most effective way to ensure that a reseller will use a POP display is to design it so that it will generate sales for the retailer. High product visibility is the basic goal of POP displays. In industries such as the grocery field where a shopper spends about three-tenths of a second viewing a product, anything increasing product visibility is valuable. POP displays also provide or remind consumers about important decision information, such as the product's

name, appearance, and sizes. The theme of the POP display should coordinate with the theme used in ads and by salespeople.

TRADE SHOWS Thousands of manufacturers display their wares and take orders at trade

shows. In fact, companies spend over $9 billion yearly on these shows. Trade shows provide a major opportunity to write orders for products. They also provide a chance to demonstrate products, disseminate information, answer questions, and be compared directly to competitors. Related to trade shows, but on a smaller scale, are sales meetings sponsored by manufacturers or wholesalers. Whereas trade shows are open to all potential customers, sales meetings are targeted toward the company's sales force and/or independent sales agents. These meetings are usually conducted regionally and directed by sales managers. The meetings may be used to motivate sales agents, to explain the product or the promotional campaign, or simply to answer questions. For resellers and salespeople, sales contests can also be an effective motivation. Typically, a prize is awarded to the organization or person who exceeds a quota by the largest percentage.

PUSH MONEYSimilarly, push money (PM)—also known as spiffs—is an extra payment

given to salespeople for meeting a specified sales goal. For example, a manufacturer of refrigerators might pay a $30 bonus for each unit of model A, and a $20 bonus for each unit of model B, sold between March 1 and September 1. At the end of that period, the salesperson would send evidence of these sales to the manufacturer and receive a check in return. Although some people see push money as akin to bribery, many manufacturers offer it.

DEAL LOADERSA deal loader is a premium given by a manufacturer to a retailer for ordering

a certain quantity of product. Two types of deal loaders are most typical. The first is a buying loader, which is a gift given for making a specified order size. The second is a display loader, which means the display is given to the retailer after the campaign. For instance, General Electric may have a display containing appliances

as part of a special program. When the program is over, the retailer receives all the appliances on the display if a specified order size was achieved.

TRADE DEALSTrade deals are special price concessions superseding, for a limited time, the

normal purchasing discounts given to the trade. Trade deals include a group of tactics having a common theme—to encourage sellers to specially promote a product. The marketer might receive special displays, larger-than-usual orders, superior in-store locations, or greater advertising effort. In exchange, the retailer might receive special allowances, discounts, goods, or money. In many industries, trade deals are the primary expectation for retail support, and the marketing funds spent in this area are considerable. There are two main types of trade deals: buying allowances and advertising/display allowances.

BUYING ALLOWANCESA buying allowance is a bonus paid by a manufacturer to a reseller when a

certain amount of product is purchased during a specific time period. For example, a reseller who purchases at least 15 cases of product might receive a buying allowance of $6.00 off per case, while a purchase of at least 20 cases would result in $7.00 off per case, and so forth. The payment may take the form of a check or a reduction in the face value of an invoice. In order to take advantage of a buying allowance, some retailers engage in "forward buying." In essence, they order more merchandise than is needed during the deal period, then store the extra merchandise to sell later at regular prices. This assumes that the savings gained through the buying allowance is greater than the cost of warehousing and transporting the extra merchandise. Some marketers try to discourage forward buying, since it reduces profit margins and tends to create cyclical peaks and troughs in demand for the product.

The slotting allowance is a controversial form of buying allowance. Slotting allowances are fees retailers charge manufacturers for each space or slot on the shelf or in the warehouse that new products will occupy. The controversy stems from the fact that in many instances this allowance amounts to little more than paying a bribe to the retailer to convince him or her to carry your company's products. But many marketers are willing to pay extra to bring their products to the attention of consumers who are pressed for time in the store. Slotting allowances

sometimes buy marketers prime spaces on retail shelves, at eye level or near the end of aisles.

The final type of buying allowance is a free goods allowance. In this case, the manufacturer offers a certain amount of product to wholesalers or retailers at no cost if they purchase a stated amount of the same or a different product. The allowance takes the form of free merchandise rather than money.

ADVERTISING ALLOWANCESAn advertising allowance is a dividend paid by a marketer to a reseller for advertising its product. The money can only be used to purchase advertising—for example, to print flyers or run ads in a local newspaper. But some resellers take advantage of the system, so many manufacturers require verification. A display allowance is the final form of trade promotional allowance. Some manufacturers pay retailers extra to highlight their display from the many available every week. The payment can take the form of cash or goods. Retailers must furnish written certification of compliance with the terms of the contract before they are paid. Retailers are most likely to select displays that yield high volume and are easy to assemble.

IMPORTANT TECHNIQUES OF SALES PROMOTION

REBATE:Under it in order to clear the excess stock, products are offered at some

reduced price. For example, giving a rebate by a car manufacturer to the tune of 12,000/- for a limited period of time.

DISCOUNT:Under this method, the customers are offered products on less than the

listed price. For example, giving a discount of 30% on the sale of Liberty Shoes. Similarly giving a discount of 50% + 40% by the KOUTONS.

REFUNDS:Under this method, some part of the price of an article is refunded to the

customer on showing proof of purchase. For example, refunding an amount of 5/- on showing the empty packet of the product priced 100/-.

PRODUCT COMBINATION:Under this method, along with the main product some other product is

offered to the customer as a gift. The following are some of the examples:

QUANTITY GIFT:Under this method, some extra quantity of the main product is passed on

as a gift to the customers. For example, 25% extra toothpaste in a packet of 200 gm tooth paste. Similarly, a free gift of one RICH LOOK shirt on the purchase of two shirts.

INSTANT DRAW AND ASSIGNED GIFT:Under this method, a customer is asked to scratch a card on the purchase

of a product and the name of the product is inscribed thereupon which is immediately offered to the customer as a gift. For example, on buying a car when the card is scratched such gifts are offered – TV, Refrigerator, Computer, Mixer, Dinner Set, Wristwatch, T-shirt, Iron Press, etc.

LUCKY DRAW:Under this method, the customers of a particular product are offered gifts

on a fixed date and the winners are decided by the draw of lots. While purchasing the product, the customers are given a coupon with a specific number printed on it.

On the basis of this number alone the buyer claims to have won the gift. For example, ‘Buy a bathing soap and get a gold coin’ offer can be used under this method.

USABLE BENEFITS:

Under this method, coupons are distributed among the consumers on behalf of the producer. Coupon is a kind of certificate telling that the product mentioned therein can be obtained at special discount.

It means that if a customer has a coupon of some product he will get the discount mentioned therein whenever he buys it. Possession of a coupon motivates the consumer to buy the product, even when he has no need of it.

Such coupons are published in newspapers and magazines. Some companies distribute coupons among its shareholders. Sellers collect the coupons from the customers and get the payment from the company that issues the same.

FULL FINANCE @ 0%:Under this method, the product is sold and money received in installment

at 0% rate of interest. The seller determines the number of installments in which the price of the product will be recovered from the customer. No interest is charged on these installments.

SAMPLES OR SAMPLING:Under this method, the producer distributes free samples of his product

among the consumers. Sales representatives distribute these samples from door-to-door.

This method is used mostly in case of products of daily-use, e.g., Washing Powder, Tea, Toothpaste, etc. Thus, the consumers willy-nilly make use of free sample. If it satisfies them, they buy it and in this way sales are increased.

CONTESTS:Some producers organize contests with a view to popularizing their

products. Consumers taking part in the contest are asked to answer some very simple questions on a form and forward the same to the company. The blank form is made available to that consumer who buys the product first.

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

The process used to collect information and data for the purpose of making business decisions. The methodology may include publication research, interviews, surveys and other research techniques, and could include both present and historical information.

Research is a structured enquiry that utilizes acceptable scientific methodology toSolve problems and create new knowledge that is generally applicable.

Scientific methods consist of systematic observation, classification and interpretation of data.

CHARACTERISTICS OF RESEARCH:

Research is a process of collecting, analyzing and interpreting information to answerQuestions.

But to qualify as research, the process must have certain characteristics: it must, as far as possible, be controlled, rigorous, systematic, valid and verifiable, empirical and critical.

TYPES OF RESEARCH

Research can be classified from three perspectives:1. Application of research study2. Objectives in undertaking the research3. Inquiry mode employed

APPLICATION:From the point of view of application, there are two broad categories of

research:

- pure research and- applied research.

Pure research involves developing and testing theories and hypotheses that are Intellectually challenging to the researcher but may or may not have practical application at the present time or in the future. The knowledge produced through pure research is sought in order to add to the existing body of research methods.

Applied research is done to solve specific, practical questions; for policy formulation, administration and understanding of a phenomenon. It can be exploratory, but is usually descriptive. It is almost always done on the basis of basic research. Applied research can be carried out by academic or industrial institutions. Often, an academic institution such as a university will have a specific applied research program funded by an industrial partner interested in that program.

OBJECTIVES:

From the viewpoint of objectives, a research can be classified as-descriptive-correlation-explanatory-exploratory

Descriptive research attempts to describe systematically a situation, problem, phenomenon, service or programmed, or provides information about , say, living condition of a community, or describes attitudes towards an issue.

Correlation research attempts to discover or establish the existence of a relationship/ interdependence between two or more aspects of a situation.

Explanatory research attempts to clarify why and how there is a relationship between two or more aspects of a situation or phenomenon.

Exploratory research is undertaken to explore an area where little is known or to investigate the possibilities of undertaking a particular research study

(feasibility study / pilot study). In practice most studies are a combination of the first three categories.

INQUIRY MODE:

From the process adopted to find answer to research questions – the two approaches are:- Structured approach- Unstructured approach

Structured approach:The structured approach to inquiry is usually classified as quantitative

research.Here everything that forms the research process- objectives, design, sample, and thequestions that you plan to ask of respondents- is predetermined. It is more appropriate to determine the extent of a problem, issue or phenomenon by quantifying the variation. e.g. how many people have a particular problem? How many people hold a particularattitude?

Unstructured approach:The unstructured approach to inquiry is usually classified as qualitative

research.This approach allows flexibility in all aspects of the research process. It is more appropriate to explore the nature of a problem, issue or phenomenon without quantifying it. Main objective is to describe the variation in a phenomenon, situation or attitude. e,g, description of an observed situation, the historical enumeration of events, an account of different opinions different people have about an issue, description of working condition in a particular industry. Both approaches have their place in research. Both have their strengths and weaknesses.

In many studies you have to combine both qualitative and quantitative approaches.

For example, suppose you have to find the types of cuisine / accommodationAvailable in a city and the extent of their popularity. Types of cuisine is the qualitative aspect of the study as finding out about them entails description of the culture and cuisineThe extent of their popularity is the quantitative aspect as it involves estimating the number of people who visit restaurant serving such cuisine and calculating the other indicators that reflect the extent of popularity.

THE RESEARCH PROCESS

Steps in Research Process:

1. Formulating the Research Problem

2. Extensive Literature Review

3. Developing the objectives

4. Preparing the Research Design including Sample Design

5. Collecting the Data

6. Analysis of Data

7. Generalization and Interpretation

8. Preparation of the Report or Presentation of Results-Formal write ups of conclusions reached.

ABOUT MY PRODUCT

HEAVY DUTY 20 SPRAY ADHESIVE

TECHNICAL DATA MARCH 2012PRODUCT DESCRIPTION A high strength, fast grabbing, industrial grade,

lace spray aerosol adhesive.KEY FEATURES Can be used to bond many different

substrates, including wood, plastics, soft foams, fabrics and metal.

High strength, fast grabbing adhesive forms a powerful, permanent bond.

Ideal in woodworking and many other applications where high strength is required.

STORAGE Store product at 60⁰-80⁰F (16o-27⁰C) for maximum storage life. Higher temperatures reduce normal storage life. Lower temperatures may cause increased viscosity of a temporary nature. Rotate stock on a “first in-first out” basis.

SHELF LIFE When stored at the recommended conditions in original, unopened container, this product has a shelf life if 15 months from date of shipment.

PRECAUTIONARY INFORMATION

Refer to product label and Material Safety Data Sheet for health and safety information before using this product. For additional health and safety information, call 1-800-364-3577 or (651) 737-6501.

TECHNICAL The technical information, recommendations and other statements contained in this

INFORMATION document are based upon testes or experience that 3M believes are reliable, but the accuracy or completeness of such information is not guaranteed.

PRODUCT USE Many factors beyond 3M’s control and uniquely within user’s knowledge and control can affect the use and performance of a 3M product in a particular application. Given the variety of factors that can affect the use and performance of a 3M product, user is solely responsible for evaluating the 3M product and determining whether it is fit for a particular purpose and suitable for user’s method of application.

WARRANTY, LIMITED REMEDY, AND DISCLAIMER

Unless an additional warranty is specifically stated on the applicable 3M product packaging or product literature, 3M warrants that each 3M product meets the applicable 3M product specification at the time 3M ships the product. 3M makes no other warranties or conditions, express or implied, including, but not limited to, any implied warranty or condition of merchantability or fitness for a particular purpose or any implied warranty or condition arising out of a course of dealing, customer or usage of trade. If the 3M product does not conform to this warranty, then the sole and exclusive remedy is, at 3M’s option, replacement of the 3M product or refund of the purchase price.

LIMITATION OF LIABILITY

Except where prohibited by law, 3M will not be liable for any loss or damage arising from the 3M product, whether direct, indirect, special, incidental or consequential, regardless of the legal theory asserted, including warranty, contract, negligence or strict liability.

TYPICAL PROPERTIES NOTE:

The following technical information and data should be considered representative or typical

only and should not be used for specification purposes.

PRODUCT3M™ HEAVY

DUTY 20 SPRAY ADHESIVE

Base: Synthetic ElastomerSolids Content - (by wt.): 17.30%Density (lbs/gal): 6.3Viscosity (cps): N/AColor(s): TranslucentVolatile Organic Compounds (VOC): 51.80%Hazardous Air Pollutants (HAPS) % wt (calculated): 16.80%CARB Compliant: YesGREENGUARD Air Quality Certified®: NoLEED® Eligible: YesCoverage @ 2.5 grams /ft2 per Can (sqft): 26.4Spray Pattern: Variable LaceDry Time: 1 minuteBonding Range: 1 - 30 minutesShear Adhesion Failure Test - SAFT(1): 210FFlammable Solvent: YesFlammable Propellant: Yes

(1)SAFT Shear Adhesion Failure Test with birch plywood, 1 inch overlap, 100 grams used, temperature start at 90⁰F and ramped 10⁰F every 10 mn. until complete failure.

AVAILABLE SIZES

CONTAINER SIZE 3M STOCK NUMBER UPC NUMBER20 Fl. Oz. (Net Wt. 13.8 oz) 62-4915-4920-0 00-051111-07861-7

DATA ANALYSIS AND INTERPRETATION

TABLE NO.1

GENDER OF THE RESPONDENT

Gender No. Of Respondents PercentageMale 85 85

Female 15 15

Total 100 100

85%

15%

Male Female

Interpretation

From this following chart it is understood that most of the customer are male that is 85%,and number of female customer is 15%

TABLE NO. 2

AGE OF THE RESPONDENT

AGE No. of Respondents Percentage

Below 25 26 26

25-35 51 51

35-45 14 14

Above 45 9 9

Total 100 100

26%

51%

14%

9%

Below 25 25-35 35-45 Above 45

Interpretation

From the above table shows that 51% Respondents are belongs to25-35, 26% respondents are belongs to below 25, 14% respondents are belongs to 35-45 and 9% respondents are belongs to above-45

TABLE NO. 3

QUALIFICATION OF THE RESPONDENT

Qualification No. of Respondents PercentageBelow 12th 38 38

IT 17 17

UG 40 40

PG 5 5

Total 100 100

38%

17%

40%

5%

Below 12th IT UG PG

Interpretation

From the above table shows that 40% of respondents are belongs to under graduate, 38% of respondents are belongs to below 12th, 17% of respondents are belongs to IT, 5% of respondents are belongs to PG

TABLE NO. 4

OCCUPATION OF THE RESPONDENT

Occupation No. of respondents PercentageContractor 37 37

Architect 27 27

Interior Decorator 20 20

Builder 11 11

Government 5 5

Total 100 100

]

37%

27%

20%

11%

5% Contractor Architect Interior Decorator Builder

Goverment

Interpretation

From the above table shows that 37% of respondents are belongs to contractors, 27% of respondents are belongs to architect, 20% of respondents are belongs to interior decorator, 11% of respondents are belongs to builder, 5% of respondents are belongs to government.

TABLE NO. 5

PURCHASE FROM 3M PRODUCT ALREADY

Opinion No. of respondents PercentageYes 70 70

No 30 30

Total 100 100

70%

30%

Yes No

Interpretation

From the above table shows that 70% of the respondents are purchased the product already, 30% of respondents are not purchased the product already.

TABLE NO. 6

HOW DO YOU KNOW ABOUT THE 3M WOODWORKING 20 SPRAYS ADHESIVE?

Opinion No. Of Respondents PercentageFriends 75 75

Internet 13 13

Advertisement 9 9

Magazine 3 3

Total 100 100

75%

13%

9%

3%

Friends Internet Advertisement Magazine

Interpretation

From the above table shows that 75% of the respondents are known the 3M woodworking 20 Spray adhesive through Friends, 13% of the respondents are known the 3M woodworking Spray adhesive through Internet, 9% of the

respondents are known the 3M Woodworking Spray adhesive through Advertisement, 3% of the respondents are known the 3M woodworking Spray adhesive through Magazine.

TABLE NO.7

WHY DID YOU CHOOSE THE 3M SPRAY ADHESIVE?

Opinion No. Of Respondents PercentageAttractiveness 20 20

Perfection 15 15

Immediate Response 60 60

Discount 5 5

Total 100 100

20%

15%

60%

5%

Attractiveness Perfection Immediate response Discount

Interpretation

From the above table shows that 60% of the respondents are choose immediate response, 20% of the respondents choose attractiveness, 15% of the respondents are choose perfection and 5% of respondents are choose Discount.

TABLE NO.8

EXPECTING FROM 3M SPRAY ADHESIVE FOR YOUR NEXT PURCHASE

Opinion No. Of Respondents PercentageLow Price 6 6

Seasonal Offer 4 4

Good Quality 86 86

Money Refund Offer 4 4

Total 100 100

4%

6%

86%

4%

Low price Seasonal offer Good quality Money refund offer

Interpretation

From the above table shows that 86% of respondents are purchasing next year for good quality of product, 6% of respondents are purchasing next year for low price of product, 4% of respondents are purchasing next year for money refund offer.

TABLE NO. 9

DIFFER FROM COMPETITIONS FOR SALES PROMOTION

Opinion No. Of Respondents PercentageEffective Demos 25 25

Quality Product 55 55

Seasonal Offers 5 5

Discount 7 7

Product Guarantee 8 8

Total 100 100

25%

55%

5%

7%8%

Effective demos Quality product Seasonal offers

Discount Product Guarantee

Interpretation

From the above table shows that 55% of the respondents are said only Quality product for differing from competitions, 25% of the respondents are said only effective demos & 8% of the respondents are said only product Guarantee for differing from competition

TABLE NO. 10

MESSAGE IS BEING RECEIVED FROM OUR ADVERTISING

Opinion No. Of Respondents PercentageGood Quality 55 55Good Product 20 20

Discount 10 10Product Guarantee 7 7

Seasonal Offers 8 8Total 100 100

55%

20%

10%

7%8%

Good Quality Good Product Discount

Product Guarantee Seasonal offers

Interpretation

From the above table shows that 55% of the respondents are said good Quality, 20% of the respondents are said good product, 10% of the respondents are said discount, and 8% of the respondents are said seasonal offers& 7% of the respondents are said product guarantee.

TABLE NO. 11

MEDIA IS MOST EFFECTIVE FOR DELEIVERING OUR MESSAGE

Opinion No. Of Respondents PercentageTelevision 3 3

News Paper 2 2

Online 20 20

Word Of Mouth 75 75

Total 100 100

3% 2%

20%

75%

Television News paper Online Word of mouth

Interpretation

From the above table shows that 75% of respondents are belongs to word of mouth, 20% of the respondents are belongs to online, 3% of the respondents are belongs to television, 2% of the respondents are belongs to newspaper.

TABLE NO.12

WHICH TOOL IS PREFER TO PURCHASE OUR PRODUCT

Opinion No. Of Respondents PercentageOffer 22 22

Money Refund Offer 3 3

Product Guarantee 5 5

Discount 70 70

Total 100 100

22%

3%

5%

70%

Offer Money refund offer Product guarantee Discount

Interpretation

From the above table shows that 70% of the respondents are said discount is best tool, 22% of the respondents are said offer is best tool,5% of the respondents are said product guarantee is best tool &3% of respondents are said money refund offer is best tool.

TABLE NO. 13

BOTTLES BUY IN ONE YEAR

Opinion No. Of Respondents PercentageBelow 10 55 55

10-20 30 30

20-30 10 10

30-55 5 5

Total 100 100

55%30%

10%5%

Below 10 10-20 20-30 30-55

Interpretation

From the above table shows that 55% of the respondents are buy below -10,30% of the respondents are buy 10-20, 10% of the respondents are buy 20-30, 5% of the respondents are buy 30-55.

TABLE NO. 14

RATE THE PERFORMANCE OF PRODUCT

Opinion No. Of Respondents PercentageHighly Satisfied 20 20

Satisfied 60 60

Dissatisfied 5 5

Highly Dissatisfied 3 3

None 12 12

Total 100 100

20%

60%

5%3% 12%

Highly Satisfied Satisfied Dissatisfied Highly Dissatisfied None

Interpretation

From the above table shows that 60% of the respondents are satisfied, 20% of the respondents are highly satisfied, 5% of the respondents are dissatisfied, 3% of the respondents are highly dissatisfied, 12% of the respondents are none the company product.

TABLE NO. 15

RATE THE PERFORMANCE OF PRICE

Opinion No. Of Respondents PercentageHighly Satisfied 15 15

Satisfied 65 65

Dissatisfied 8 8

None 12 12

Total 100 100

15%

65%

8%

12%

Highly Satisfied Satisfied Dissatisfied None

Interpretation

From the above table shows that 65% of the respondents are satisfied, 15% are highly satisfied, 8% of the respondents are dissatisfied, 12% of the respondents are none the company price.

CHAPTER 6

Findings And Conclusions

FINDINGES OF THE STUDY

The customer that comes is carpenters coming into the retail shop or wholesaler are i.e.54%, contractors 30%, engineer 4% and architects 12%.

The customers have liked the quality of the product that is the main reason that they would like to buy the product and comparied to other product the work can be done faster. But the

Price of the product is high that why most of the customers don’t prefer to buy the product. The consumer would not like to increase their expense thought they like the

product all want it at a lower rate. Most of the customer has not seen the brand at advertisement only 20% have

knowledge about the company and the product. The consumers will buy the product because of it Quality the way the product can

be used in various application and the bonding can be done fast .but since the price is high only a few who can afford the product will buy it .

The customers who know how is the product and what all can be done by the product will by but some of the consumer will not buy the product because of it high price and their own principals.

The customer save the cost so only those who fine the product is affordable they will buy it.Majority of the consumers are impressed with the product.

SUGGESTIONS AND RECOMMENDATIONS

Based upon the finds the following suggestions is made The company should provide sample to the consumer so that they can test

the product and know how good it is.

They should provide all the stores with stock

They should give advertisement for the product

The should provide with relevant information to the consumer .

Most of the customers are like more quality with low price. So the company can increase the quality and reduce the price of the product.

CHAPTER 7

Suggestions

CONCLUSIONS

3M is a vary successfull and well reputed company in the industrial area. The customers of 3M are mostely satisfied with the product provided by 3M. Though there is some dissatisfaction of the customers about product because the price of the product is high. 3M is a pioneer in its field and keeps it employees motivated and satisfied, I see a bright and successful future for this company.

ANNEXURE-1

A STUDY ON SALES PROMOTION

1. What is your employment status?a. Contractor

b. Architect

c. Interior decorator

d. Builder

e. Other

2. What would be your main reason for buying the product?

a. Quality

b. Quantity

c. Brand

d. Price

e. Work done faster

3. Did you purchase 3M product already?

a. Yesb. No

4. How did you know about 3M product ?

a. Magazineb. Newspaperc. Friendd. Advertisement

5. Have you ever seen the brand name in advertisement?

a. Yes

b. No

6. Does Advertisement made any effect on your purchasing decision of brand?

a. Yes

b. No

7. Based on the description, what price would you expect to pay for the product?

a. 610

b. 500

c. 450

d. 430

8. How is the performance of 3M product in the market ?

a. Highly satisfiedb. Satisfiedc. Dissatisfiedd. None

9.Which tool do you prefer to purchase our product ?

a. Money refund offerb. Product guaranteec. Free giftd. Discount

BIBLIOGRAPHY

Boone, Louis E. Contemporary Marketing 2006. Thomson South-Western, 2006.

Cummins, Julian, and Roddy Mullin. Sales Promotion: How to Create, Implement and Integrate Campaigns That Really Work. Kogan Page, 2002.

Endicott, Craig R., and Kenneth Wylie. Agency Report. Advertising Age. 1 May 2006.

Raghubir, Priya, J. Jeffrey Inman, and Hans Grande. "The Three Faces of Consumer Promotions." California Management Review. Summer 2004.

Taylor, Derek. Hospitality Sales and Promotion. Butterworth-Heinemann, 2001.

van Heerde, Harold J., Peter S.H. Leeflang, and Dick R. Wittink. "Decomposing the Sales Promotion Bump with Store Data." Marketing Science. Summer 2004.