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Part - II

Brand managers have, thus, a plethora of choices when opting for a consumer promotion. How they actually go about choosing it is critical in determining the extent of success the promotion would achieve. To design an effective promotion, the brand manager must understand what is it that puts that gleam in the consumer's eye without distorting its brand equity.
Promotions must be synergistically linked to the brand attitude. Promotions or below-the-line-marketing is spreading like craze.

Though there is a considerable change in the presentation and approach. Companies are throwing just about anything to boost their branding and sales. From tangible to intangible, everything is being effectively exploited. The next most effective and result oriented strategy is Give-away. Considering the influence of the housewife in the day-to-day buying decisions, this strategy is yielding outstanding results. Besides, considering the rising influence of children in the buying decisions this strategy surely yields results. Creativity and innovation is the key to this form of promotions. Specialized Give-aways make excellent premiums.

Consumer Promotion by Cadbury's

Cadbury had embarked on a strategy which involves increased consumption of its products through enhanced reach, affordability and visibility, which it feels, can be attained by creating new markets, widening the depth of its distribution network and working towards a comprehensive portfolio with brands across all price segments.

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* Contributed by -
Dr. K. S. Chandrasekar
Institute of Management in Kerala,
University of Kerala, Trivandrum,
Ms. Sumi Suresh,
School of Management and Business Studies,
M. G. University, Kottayam