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REVOLUTIONARY CONCEPTS INREVOLUTIONARY CONCEPTS IN
SALES PROMOTION IN INDIA/SALES PROMOTION IN INDIA/
GLOBALLY IN FMCG SEGMENTGLOBALLY IN FMCG SEGMENT
Submitted to Submitted by
Dr. Urvashi Makkar Vikas Chaudhary BM-08221
Vivek Narayan BM-08227
Yashika Sharma BM-08228
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Sales promotion by HenkoSales promotion by Henko
y Scheme available in 500 gm. & 1 kg pack
y Buyer was required to answer 4 questions
y Co. announced over 3000 prizes of 8 lakhy 1st prize was jewellery of 1 lakh
y 2nd prize was Godrej 240 frost free
refrigerator
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y Roadshow with Aman Verma in Mumbai
y Presented surprise gifts to the consumers
of Henkoy Henko achieved 23% market share
nationally and 33% in South (Financial
express)
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y Har Star Lucky Star
y All wrappers of Lux had a star printed inside them
y consumer found written inside the star, any
number from ³1´ to ³5´y she would get an equivalent discount (in rupees)
on her purchase from her shopkeeper
y If the consumer found ³75 years´ written inside
the star, she will get a year¶s supply of Lux free
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Direct SellingDirect SellingYour doorways to successYour doorways to success
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Oriflame has been positioned as a Global cosmetic companyOriflame has been positioned as a Global cosmetic company
offering ¶luxury but affordable products·. Their customeroffering ¶luxury but affordable products·. Their customer
promise is to make it easy for people to look their best.µpromise is to make it easy for people to look their best.µ
y In direct selling the products are sold to
customer face to face which is combined with
demonstration and testimonials at a location
and a time covenant to customer.y IDSA decides that company is eligible for this or
not.
y It has launched 400 products within the
segments, colour cosmetics, skincare, fragrances,
toiletries and healthcare in Indian market.
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The Marketing strategyThe Marketing strategy
y Oriflame-framed friend-to- friend marketing strategyy At present they have over 15 lakh consultants across
the globe and number is increasing day by day.y For advertising the various cosmetics range, mainly
below-the-line activities are used.
y Elvie Fashion Show is being organized across nine citiesin the country.y The first show will be organized in Bangalore on
September 3 followed by Guwahati, Delhi, Ahmedabad,Chennai, Pune, Mumbai, Kolkata and Lucknow. Theseevents are attended by over 10,000 consultants and
their associates. All, these events not only create abrand loyalty among consultants but also help in brandbuilding and brand positioning.
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Cont.«Cont.«
y Further they offer great saving discounts ondifferent occasions like valentine day new year
And double Christmas offer etc.y Innovative way to give the customer the feel of
the perfumes.y Working on model where prime focus is on if u
buy this time you are going to save more and geta world class product as well.
y New loyalty program by punch line LOOKGREAT MAKE MONEY HAVE FUN WITH
FRIENDS and NAME BANKS AND GETSTARTED RIGHT AWAY.
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y Start living your dreams today program
with focus on free products as join
Oriflame and get products worth Rs5078
free on registration of 1800 only.
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ADVERTISMENT ONADVERTISMENT ON
INTER
NETINTER
NET
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REFERENCES
The Financial Express: Marketing & Managementhttp://www.financialexpress.com/old/fe20011219/stra4.html
Business Line, Financial Daily
from THE HINDU group of publications
Monday, August 20, 2001
Ms. Namisha Shukla
Leader ¶s club member
Oriflame
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