1. Use of Integrated Promotional
Strategies to Achieve Sales
Targets

2. Integrated Marketing Communication-
Defined
• Synergistic approach to achieving the objectives of
a marketing campaign, through a well coordinated use of
different promotional methods.
- American Association of Advertising Agencies
• Designed to make all aspects of marketing communication
work together as a unified force.

3. Tools of Integrated Marketing
Communication
• Public Relations
• Advertising
• Personnel Selling
• Direct Marketing
• Sales Promotion

4. Sales Promotion
Direct inducement to buy
Offers extra value to the customer
Acceleration tool. Speeds up the selling process

5. Why Promote??
• Trial & Purchase :(Sampling, Coupons, Price off
techniques)
• Consume More: (Bonus packs, Premium offers, Continuity
programs, Redemption premiums)
• Introduce a new brand, Defend against competition,
Contribute to IMC- Build brand equity: (Contests &
Sweepstakes, Frequency & loyalty programs, Event
marketing)
The more the product’s quality and its advertising persuasiveness
fail to meet competition, the greater is the need for promotion to
improve the price – value relationship

6. Why Promote??
ObjectivesObjectives
Intended to
Change Consumer
Behavior
Building BrandsBuilding Brands
Can be Used to Build
Brand Images, But
May be Long-Term
IntroducingIntroducing
New ProductsNew Products
Advertising and Promotion
Work Well Together
Here Using
Push & Pull
Strategies

7. Consumer Promotions- Types
Product Placement
Coupons
Price- off deals
Premiums
Contests/ Sweepstakes
Samples & Trial Offers
Refunds/ rebates
Frequency programs

8. Goals of Trade Promotion
Stimulate in-store merchandising or other trade support.
Manipulate levels of inventory .
Expand product distribution to new areas of the country
or new classes of trade.
Create a high level of excitement about the product
among those responsible for its sale.

9. Sweepstakes
Point-of-
Purchase Retailer
Kits
Contests
Trade Shows
Trade Promotions- Types
Exhibits
Trade
Incentives
Trade
Deals

10. Retail Promotion- Types
• Retailer Kits
• Retail discounts
• Displays
• Features
• Coupons
• Other reward programs

11. Promotion at different stages of the
PLC
• Introduction – Heavy promotion to induce trials and promote brand
franchise
• Growth – Promotion should be limited ,if any
• Maturity – Higher promotions required – Competitors, Product

12. Considerations while designing a Sales
Promotion Program
• Don’t promote if the product is not good.
• Promotions rarely stop a declining sales curve.
• The objective of the promotion is to wean away users
from competition and create new users.
• Excessive promotions lead to diminishing returns and may
devalue the brand.
• Promotions may be used in conjunction with advertising
and other marketing communication tools.

13. Considerations while designing a Sales
Promotion Program
• It should be novel and attractive.
• Ensure supply lines are good and adequate stock is
available right through the promotion.
• Cater for contingencies.
• Trade has to be handled tactfully.
• Reimburse incentives/ rewards/ gifts promptly.
• Must be within the legal boundaries.

14. Case Study

15. PUSH & PULL STRATEGIES
USED AT HUL

16. Push- Trade Promotions
• Visibility - Extra Payouts for Additional
Shelf Space.
• Slab wise Offers
• Incentives for retailers

17. Trade Slabs
In Value
Product Zone Sku Percentage From To
Sunscreen
Lotion
(All SKU's)
ALL
INDIA
60 ml 4% 9000 18000
120ml 5% 18001 29999
200ml 6% 30000 9999999
Extra
Margin
• Over and above the terms of trade
• On achieving the sales target of Lakme Sunscreen Lotion Sun Matte
retailer to get incentives Rs 1500

18. Pull – Consumer Promotions
Activities
• Lakme Fashion Week
• Makeovers
• Sun Confidence
Activation
Offers
• Free Gifts
• M coupons

19. Lakme Makeover
Beauty Advisor Channel

20. Effect on total business
Lakme Sale Treand Offtake MRP (Fig in Lac)
0
50
100
150
200
250
300
350
1
07
2
07
3
07
4
07
5
07
6
07
7
07
8
07
9
07
10
07
11
07
12
07
1
08
2
08
3
08
4
08
5
08
6
08
7
08
8
08
9
08
10
08
GT MT Total
211 Lacs
458 days sale in 148 days !!!!!!
287% Growth

21. 458 days sale in 148 days !!!!!!
Area
No of
store
Sum of SQ
RR (in
lacs)
Sum of
SQ per
day Sale
Days
Makeov
er done
Total Sale
in
Makeover
Makeov
er
Sale/day Growth
No of
days
Sales
coverd
GSA 18 12.6 41,929 61 469,696 142,636 340% 208
MPSA 2 0.8 2,500 6 31,000 10,000 400% 24
Metro 4 16.0 53,444 20 618,930 119,022 223% 45
MSA 11 7.8 25,878 51 351,600 75,077 290% 148
VSA 5 4.9 16,367 10 111,000 55,500 339% 34
Total 40 42.0 140,118 148 1,582,226 402,235 287% 458

22. Makeover Activity - Cost analysis
Area
No of
store
Days
Makeover
done
Total Sale
in
Makeover
Total
Cost
Cost %
of Sales
GSA 18 61 469,696 65685 14%
MPSA 2 6 31,000 0 0%
Metro 4 20 618,930 23000 4%
MSA 11 51 351,600 16500 5%
VSA 5 10 111,000 17750 16%
Total 40 148 1,582,226 122935 8%

23. Makeover Plan MOC 4
• Make makeover calendar
• Prepare customer list – to call and remind Makeover
activity dates
• Distribution of leaflet will start before 10/15 days of the
activity
• At least 3 Banners and 2 Standee to be placed.
• One makeup artist should be supported by a promoter
• Note Customer Feedback - build customer data

24. • While Sunscreen still remains Lakmé skin’s citadel, it has been losing its glory
over the last few years
• Penetration levels have not increased (last 3 yrs penetration as follows)
Penetration 2005 2006 2007
All India 1.4 2.1 2
• However Lakmé has been losing shares year on year to Lotus & other brands
Summer 2009 - Background
Lakme Sunscreen

25. The Vicious Circle
Low Awareness
of SPF levels
Higher SPF
leading to
oilier and
greasier
products
Dissatisfaction
and
drop out
from category
Higher
perceived
better
In a consumer research, the following reasons were concluded for lapsers
from the category & brand:
Sensorials – especially light & non stickiness was one of the key benefits sought
from a sunscreen, in addition to sun protection

26. Lakme Sun Expert – All India
Buyer in P3
11
Buyer in P2 4%
47
19% Non Buyer in P3
36
Buyer in P1 14%
253
Buyer in P3
81% 23
Non Buyer in P2 9%
206
Non Buyer in P3
184 73%
Category
Lapsers
Within category
to other brands
25 (10%) 181 (71%)
Category
Lapsers
Within category
to other brands
28 156
11% 62%
P1: Apr-Sep’04P1: Apr-Sep’04
P2: Apr-Sep’05P2: Apr-Sep’05
P3: Apr-Sep’06P3: Apr-Sep’06
Seasonal Track 1
Category – Defined as Skincreams
Lakmé losing relevance among consumers among other competitive brands
- 71% of Lakmé sunscreen users in P1 prefer other brands over Lakmé in P2
4% buyers of
P2 come back
in P3
Only 9% of
non-buyers
of P2 come
back in P3

27. Product Experience
• Keeps skin tight
• Spreads fast, Good smell- can be
better
• Makes skin smooth
• Skin becomes soft
• No side effect
• Bit sticky
• Sticky, Very oily
–High Oil content-> dark color->
feeling of getting tanned
•“Lakme is very oily…chikna”
• Doesn’t get absorbed
• Ineffective - tanning continued while
using product
•”Even after using Lakme I faced
tanning and my skin literally looked
black”
• Effect on skin - sweating, burning
sensation
•“It itches, and I had a burning
sensation on my skin when I was
using Lakme”
•“There was a lot of sweating when
I used Lakmé”
• Very watery- thin consistency
Current users Lapsers
Product issues of stickiness prominent
Surprisingly the skin benefits are not
related to `sun’ protection !

28. Summarising
Makes face oily
Attracts dirt
Heavy feeling on face
Look darker
Sweating
No change in
skin colour
Stickiness of product
Post regular
usage

29. What consumers are looking at
Comfortable to use Sunscreen
(Light, non-greasy, non-oily etc.)
Not only preventive but also corrective
(one that not only protects but also corrects past damage like
reduces dark spots, pigmentation etc.)

30. Sunscreen – Single Biggest Task in 2009
BACKGROUND
Launched Ultra Matte last year as a non sticky platform for Lakme
Sunscreens post consumer feedback that our sunscreens were less
effective
TASK in 2009 – Make consumers Aware that “ Lakme Sunscreen
is Non Sticky”
HOW - Revive Ultra Matte range & build consumer awareness

31. Plan for 2009
• Introduce a trial/penetration pack with ultra matte products
• Non greasy, protection from skin darkening
•This pack should lead to up gradations to Ultra Matte 20 and 30 spf
within the summer season
PRODUCT
• Sun Expert Ultra Matte SPF 20
• Packaging - 20ml tube in a blister card
TG
• 17 – 35 year with a active outdoor life

32. The Idea
.
I live life on the fastlane. My
active lifestyle exposes me to
long hours under the sun. I cover
my skin up to protect it from the
harsh sun.
Lakmé Sun Expert Ultra Matte ‘Mini’

33. Sun Expert Ultra Matte ‘Mini’- Concept
What I want…
I want Sunscreen ONLY if:
It is pleasant to use and not oily
In a small pack so I can try and be sure,
Small enough to carry around in my purse.
What do I want from Lakme…
I want my sunscreen to give me complete sun protection
without the oiliness but it must be in a friendly size to try and to
carry around
How will that happen…
New Lakmé Sun expert ultra matte On the Go!
- with UV filters that protect and revolutionary Insta Oil Absorb
complex that instantly absorbs excess oil from the surface of
the skin
--Small size – try it, carry it around in your purse
Why is it different…
The lightest yet the best sunscreen ‘On the Go!’
Sign Off
No excuses not to use a sunscreen!
Sun on the Go

34. Consumer Feedback
• Quality check in 3 centres – Mumbai, Kolkata, Delhi – 16 groups
• Very positive feedback across both the centres
Positives
•Idea of a non oily non greasy sunscreen - a hit
• High purchase intention on account of easy
accessibility
•Lakmé being a name of repute would
definitely induce trials
•The idea of a 20gm tube to try and be sure and
convenience on the go fetched a very high
positive response
•Attiractive Packaging
Negatives
•Not corrective
•No fairness/lightening

35. Ultra Matte Mini

36. Sunscreen Innovation Plan
LAUNCH PLAN
• Media Support
TV : 1000GRP Plan for a SINGLE QTR
Print: For 2 Months
• PR : PR to imprint the USP (Matte, Non
Sticky Sensorials)
PRODUCT DETAILS
MRP – 59 RS.
Retail Margin – 10%
CLD Config. – 12 unit’s

37. Front view Side view
POS Support – BULK DISPENSER UNITS

38. Sunscreen Trade Objectives and Plans
“Visibility and display
“Lotus is being very strong in market with its wide range is a threat”
“ Capture Lotus strong outlets, get Lakme Sunscreen to get a
share of shelf. Let Lakme look like a Market leader which it
is!”

39. Lakme sun expert “Cheek to Cheek “ Sun confidence
activation

40. Lakme Sun Expert Ultra Matte gives you
Non Greasy Kissable skin this summer!
Do YOU have the “Cheek 2
Cheek” Sun Confidence?
Coz if you do- then YOU and your friend will get the
opportunity to appear in a Femina Feature( Sananda in
Kolkatta)
Clicking you for this feature will be none other than
India’s Leading Fashion Photographer – TARUN KHIWAL
associated with Vogue, Cosmopolitan and some brilliant
shoots for stars like Aishwarya Rai & Bipasa Basu.
Activation Idea- 11th
April to 5th
May
ACTIVATION
:

41. Cheek 2 Cheek Sun confidence print Ad
Advertisements would be featured in Femina, Sananda( kolkatta),
Telegraph, Abp, Deccan herald, HT

42. To participate send us
- 1 cheek to cheek snap with any one of your friends (who maybe a
man or a woman)
-You can drop in your entries into this contest at
- any Lakme BA Counter (drop box)
-“Lakme Ultra Matte Cheek 2 Cheek Booth” at your nearest mall,
- you can upload your photographs at www.lakmeindia.com or
- Simply mail them to Femina/ Sananda P.O Box
Activation Idea

43. Competitor Offer Tracker MOC 2 09
Competitor Brand On Purchase of Get Free
REVLON
Two Lipstick One lipstick
Rs 500/- Manicure Kit
Rs1000/- Watch Free
Rs.1200/- Wallet / Wrist Watch
Rs.1500/- Travel Bag
Rs. 2500/- Vanity Case Free
Rs. 4000/- Trousseau Box
M.BELLINE :
Any Product Nail Emanel Free
Two Lipstick One lipstick
Rs. 349/- One Colorama Free
Rs. 750/- Necklace + Breslet Free
Rs. 1500/- Make up Box Free
L'OREAL
Rs. 3500/- Trousseau Box
Rs. 5000/- Travelling Bag Free
CHAMBOR :
Rs. 2000/- Scarf Watch Free
Rs. 2500/-
Hand Bag / Trousseau Box
Free
Rs. 3000/- Make up Box Free

44. Consumer Offer
• Offer Period – March & April 09
• Channel –Lakme BA outlets Product
Offer Slabs :
• Rs. 550 –Lakme 120ml Deep Pore
Cleansing Milk
• Rs. 750 – Lakme Face Magic Souffle
• On the Purchase Of 9 to 5 Range
worth Rs. 950 – Clutch Bag
• Rs. 1600 – Trousseau Box
Tent Card

45. Push – Incentivising Beauty
Advisors
Quality Of Contribution parameters
•Target Achievement 40%
•Focus Packs 20%
•Bills vs No of customers attended 20%
•Bills Cut < No of SKUs sold 20%
•Total Score 100%

46. Lakme BA Focus Pack Target
• Skin-
– Sun Expert Ultra Matte 20SPF
50Gms – 5 pieces per day
• Lakme Colours
• 9 to 5 Lipstick - 2 times JQ 08 RR
for 9 to 5 Lipstick

47. Special Incentive Lakme SunScreen Lotion
• Objective: To fuel sales in JQ led by active BA participation
• BA Sup incentive: Rs 4000/- on achievement of
the teams target
Slabs Incentive Star eligibility
1.5 times last year Avg Rs 500
2 times last year Avg Rs 1,500 Silver Star
2.5 times last year Avg Rs 4,000 Gold Star
4 times last year Avg Rs 10,000 Platinum Star

48. • At the end of JQ, the top 2 prestige & top 2 non-prestige BAs will be
awarded Rs 10,000 each
• Top 3 supervisors from each branch to get Rs 15,000
• Top BAs and sups will be chosen on the basis of sales uplift over
MOC 3’08 Avg
JQ Dhamaka!

49. HAPPY SELLING