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Part - VII
Contests of various kinds constitutes widely used sales promotion tool. Consumer contests take a variety of forms like family contest, quiz contest, beauty contest, suggesting a logo, etc. To get vast masses of consumers interested in the brand and induce them to buy, it is the central idea in all consumer contests.
Cadbury announced fabulous prizes around the world economy class air tickets for two adults and two children plus Rs 1 lakh in prize money. There were other prizes too, Ambassador cars, TV, Videos, Refrigerators, Cameras. The participants had to submit a minimum number of Cadbury's wrappers and coin a jingle to participate in the contest. The campaign not only helped to increase the sales of Cadbury's, it also helped them to counter the competition from Amul, who introduced new flavours and improved packaging.
Promotion on the Internet is emerging as the new trend. Manufacturers like Cadbury run promotions on specific sites that attract audience who are interested in promotions and contests. Sites like Contest2win.com and Hungama.com are examples were they run online contests offering exiting prizes.
Concluded.
* 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
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