WO2013061331A1

WO2013061331A1 - Process for enhancing in-shop promotion management in marketing system through mass consumer contact (mcc).

Info

Publication number: WO2013061331A1
Application number: PCT/IN2011/000740
Authority: WO
Inventors: Jaddeep KAPOOR
Original assignee: Samsika Marketing Consultants Pvt. Ltd.
Priority date: 2011-10-25
Filing date: 2011-10-25
Publication date: 2013-05-02

Abstract

The present invention is a process for enhancing in-shop promotion management in marketing system through Mass Consumer Contact (MCC). This process is beneficial both for manufacturers and retailers to maximize the profits. Sales representative prepares the list of retailers interested in shop promotion out of which only appropriate outlets are selected. Consumers are contacted in person by sales representative for a presentation at the retailer's outlet. Sales representative introduces the product of the manufacturer including features, usefulness of the product and price details of the product to the consumer. The retailer fills up the shop promotion form for promotion enhancement. This consumer marketing process for sales promotion has been carried out by Marketing (MCC) ladies. The work of the sales representative will be 90% retailing and 100/0 detailing (in-shop promotion) whereas the work of marketing (MCC) lady will be 100 % detailing (in-shop promotion).

Description

Title of the invention : Process for enhancing in-shop promotion management in marketing system through Mass Consumer Contact (MCC).

Field of the invention : Marketing methods for enhancing in-shop promotion management more particularly to techniques for generating consumer sales at retailer outlet, research, training, presentation through Mass Consumer Contact (MCC) with no extra cost.

Back ground of the invention with regard to the drawbacks associated with the known art:

"Promotional mix" is a set of tools used in business for effective communication for the benefits of its products or services to its consumers. Sales promotions are the short term marketing techniques used by a manufacturer for increasing market share or encouraging sales in off-peak periods. It is a good technique of attracting new consumers for encouraging the purchase or sales of a product or service thus enabling to buy product or services. It is an effective promotion method for target consumers as well as for fulfilling person's own marketing objectives. The methods for sales promotion are directed at the consumer, sales staff, or distribution channel members (retailers). Sales promotion includes several communication activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational consumers to stimulate immediate sales.

The main objectives of the sales promotion methods are for building product awareness, creating interest in a product, communicating product information to product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes.

Trade sales promotion methods are especially related to retailers and the wholesale. Trade promotion encourages the retailer to instruct their employees to promote a marketer's brand over competitor's offerings whereas consumer promotion methods are used especially for increasing purchases by consumers.

Several techniques are used to influence the purchasing behavior of consumers. These techniques offer discounts or other incentives, free in mail premium, self liquidating premium, bonus packs to consumers on goods and services which are to be promoted. Printed coupons offerings discounts on the promoted products may be distributed to consumers and may be redeemed by the consumers when a consumer purchases the promoted product at the point of sale. These coupons are distributed to the consumers in a random manner. This results in consumers receiving coupons which are irrelevant and uninteresting to the consumers. The resources and money needed to print and distribute the coupons is not efficiently used and subsequently wasted.

One of the prior art means for sales promotion is disclosed in US patent No. 20080082396 where consumer marketing system and method is described. This method utilizes consumer data gathering techniques to allow merchants and businesses to more efficiently focus their marketing efforts towards those consumers that are likely to buy their goods and/or services. The system provides: (1) increased consumer usage and loyalty through unique, timely and relevant values from merchants or businesses that consumers are not likely to find demonstrating to consumers that the overall savings exceeds the cost of any membership fees and/or the like; (3) incorporating an information based strategy that will enable management to better understand their own consumer base in order to increase penetration with its own products and services and identify opportunities for new services; (4) attracting new consumers and reduce defection among existing consumers; (5) enhancing the value of the Internet-based program for merchants or businesses, allowing them to better target market to the merchant's or business' existing consumers; and (6) increasing the number of overall merchant or business relationships and the number of merchants or businesses willing to pay for access and enhanced features.

Another prior art means for sales promotion is disclosed in US patent No 20040204991, in which a method and system to incentivize a seller to_. perform an activity relating to a network-based marketplace is disclosed. In this method, a seller is informed that a first activity award may be obtained responsive to the seller performing a first activity that is associated with a listing and a buyer performing a second activity that is associated with the listing. The performance of the first activity and the second activity are detected. The seller is awarded responsive to the seller performing the first activity that is associated with the listing and the buyer performing the second activity that is associated with the listing.

In another prior art means for sales promotion is disclosed in US patent No. 2008029448.1n this method supports creating and managing a business process model which creates a business process by acquiring, based on a selected business, from a business element list that includes a business process template having a basic region in which processing contents are constant for each business and business elements included in a business process model, a business process template and a business element corresponding to the selected business; retrieving, based on the selected business element, a business process component that constitutes a portion of the business process model; and allocating the retrieved business process component to a variable region included in the acquired business process template.

1) The conventional marketing techniques fail to achieve target marketing desired by retailers and manufacturers.

2) Consumer's shopping preferences are not considered.

3) Unable to consider consumer's response to the incentives.

4) Decreases the faith of retailer towards manufacturer products.

In the light of the above, there is a need for marketing techniques which resolve disadvantages and limitations of the conventional systems. The present embodiment is a process for enhancing promotion management in marketing system for maximizing profit of both retailers and manufacturers.

Advantages of the present embodiment are as follows:

1) Producers are able to make mass consumer contact (MCC) at virtually zero cost as there are no discounts, no additional gifts, no rental cost or any other incidental cost to the producer.

2) Selling off the retailer's inventory to consumers, thus making the retailers happy.

3) Persuade retailers to carry more than usual stock.

4) Allows retailers and manufacturers to maximize profits and foster brand loyalty.

5) Sales representatives can directly interact with the end consumers by selling their products. W 201

promoting of the product in the absence of sales representatives or the sales marketing ladies.

7) The retailer's faith towards manufacturer and its products increases as his stock is being sold through this process.

8) The producer gets detailed information and can make research analysis of their brand awareness in market and current competitor brand used by the consumer.

9) The producer is directly presenting its brand to the consumer and is able to answer all queries, benefits and other details to the consumer as per the consumer requirement through this process.

Object of the invention:

The main object of the present embodiment is to overcome all the associated drawbacks and to give a process for promotion of sales beneficial both for manufacturers and retailers through Mass Consumer Contact (MCC).

Another object of the present embodiment is to provide a process sales promotion which will allow retailers and manufacturers to maximize profits and foster brand loyalty.

Yet another object of the present embodiment is to provide a process for sales promotion which will increase confidence of retailers towards manufacturer and its products. (MCC) and detail about the product information to the consumer directly and to give replies to queries of the consumer.

Further object of the present embodiment is to indirectly get the retailer trained so that he can sell the product easily to the customer by detail presentation in absence of the producer's sales representative.

Still further object of the present embodiment is that the producer gets research analysis of the current demand in the market of its competitor brand as well as the general public awareness of his brand.

Statement of the invention:

A unique and novel process for enhancing in-shop promotion management in marketing system through Mass Consumer Contact (MCC) is invented for the first time by "Mr. Jagdeep Kapoor". This process is useful both for the manufacturers and retailers to maximize the profits and foster brand loyalty. The present embodiment is a useful process for increasing faith of the retailers towards manufacturer and its products.

Summary of the invention:

The present invention is a process for enhancing in-shop promotion management in marketing system through Mass Consumer Contact (MCC).This process is beneficial both for manufacturers and retailers to maximize the profits. Sales representative prepares the list of retailers interested in in-shop promotion out of which only appropriate outlets are selected. The promotion of sales ratio can be calculated by considering total cost & total sales. Consumers are contacted at a retailer's shop by sales representatives for a presentation. Sales representatives introduce the product of the manufacturer including features, usefulness of the He answers any likely question to the prospective consumers. He fills up the form and convinces the consumer and sells the product. This consumer marketing process for sales promotion has been carried out by a sales representatives & MCC ladies for consumer marketing. The work of the sales representative will be 90% retailing and 10% detailing (in-shop promotion) whereas the work of sales marketing lady will be 100 % detailing (in-shop promotion).

Brief description of the drawings:

The accompanying drawings, which are incorporated into and constitute a part of this specification, illustrate one or more embodiments of the present invention and, together with the detailed description, serve to explain the principles and implementations of the invention.

In the drawings:

Fig 1 is a flow chart diagram schematically illustrating the steps involved in process for enhancing in-shop promotion management in marketing system through Mass Consumer Contact (MCC), in accordance with one embodiment of the present invention.

Fig 2 is a tabular diagram schematically illustrating the format of Mass Consumer Contact (MCC) Module for sales representative, in accordance with one embodiment of the present invention.

Fig 3 is a tabular diagram schematically illustrating the format of Mass Consumer Contact (MCC) Module for Marketing (MCC) ladies, in accordance with one embodiment of the present invention. week period plan module, in accordance with one embodiment of the present invention.

Fig 5 is a diagram schematically illustrating the format of In-shop (MCC) promotion permission letter; in accordance with one embodiment of the present invention.

Fig 6 is a diagram schematically illustrating the advantages of conducting In-shop promotion at a retail outlet; in accordance with one embodiment of the present invention.

Detailed description of the invention :-

The foregoing objects of the invention are accomplished and the problems and shortcomings associated with prior art techniques and approaches are overcome by the present invention described in the present embodiment.

Detailed descriptions of the preferred embodiment are provided herein; however, it is to be understood that the present invention may be embodied in various forms. Therefore, specific details disclosed herein are not to be interpreted as limiting, but rather as a basis for the claims and as a representative basis for teaching one skilled in the art to employ the present invention in virtually any appropriately detailed system, structure or matter.

The present embodiment is in-shop promotion and marketing process for enhancing sales of the manufacturer through Mass Consumer Contact (MCC) by the sales representative via in-shop promotion at retailers outlet as per the following 7 elements as mentioned hereunder - promotion.

2. Preparation of four week plan for all sales representative for conducting In- shop promotion.

3. Preparedness with answers to 20 most likely questions to be answered of the consumer.

4. Doing In-shop promotion as per the methodology of dry In-shop promotion.

5. Draft of pamphlets to be given at the time of In-shop promotion.

6. Planning for width and depth of In-shop promotion.

7. In-shop promotion measurement module for research and analysis purpose.

One of the aspects of the present invention is that retailer gives letter of permission from retailer for conducting in-shop promotion as per standard format. Once the letter of permission is received by all the retailers for participating in in- shop promotion, a complete list of retailers interested in in-shop promotion is prepared. The sales representative has to choose appropriate outlets so that maximum number of outlets can get benefit of it and to make sure that no outlet is alienated. Also an "A" Class retail outlet is being chosen to conduct in-shop promotion frequently.

Another one aspect of the present embodiment is that the sales representatives will recruit the ladies required for consumer marketing for their respective territories. Both of them are working as a team. There are (MCC) sixteen normal mass consumer contacts and eight super normal mass consumer contacts (MCC) in a four week period i. e. in a week two super normal mass consumer contacts and four normal mass consumer contacts are carried out by ladies representative. The super normal mass consumer contacts are carried out for two days at one retail outlet. There is a minimum gap of four weeks between two mass consumer contacts that are conducted at two different outlets for half a day each. Sales representatives themselves also have to conduct the consumer marketing process in retail outlets after their calls for selling a particular product to the consumer for 2 hr either from 5 pm to 7pm or from 6 pm to 8 pm. The sales representatives conduct the consumer marketing process for two days in a week. A four week plan module is being prepared as per the above mentioned scheduled by the sales representative.

This type of consumer marketing is carried out by sales representatives and MCC ladies appointed for consumer marketing. The consumers are contacted at the retailer's shop & the product of the manufacturer is introduced to the consumer. The product details along with price are explained to the consumer including mainly features & benefits of the product to the consumer. Sales representative also gives evidences in favour of proving usefulness of his product. Consumer asks some doubts regarding product & sales representative clears it. The sales person fills up the form. He convinces the consumer & sells his product. The sales representative at the planning stage prepares answers of 20 most likely questions which is mentioned as under -

20 MOST LIKELY QUESTIONS

1) What is the product?

2) When was it launched?

3) Who is the manufacturer?

4) What are the other products offered by the manufacturer?

5) Where is it available? 7) What are the benefits of using the product?

8) What is the price of the product?

9) Will I get any discount if I purchase from you?

10) Are there any special benefits vis-a-vis other brands?

11) Are there any side effects?

12) Who are the competitors?

13) Who are the owners of the Company?

14) Who can use the product?

15) Why are you doing in-shop promotion?

16) What benefits would the retailer get by doing in-shop promotion?

17) Would the product be available regularly at the retail outlet?

18) What is the response of the other customers?

19) Will you advertise the product on Television?

20) Will you do such in-shop promotion regularly?

Another one aspect of the present embodiment is that the work of the sales representative will be 90% retailing and 10% detailing (in-shop promotion) whereas the work of sales marketing (MCC) lady will be 100 % detailing (in-shop promotion). These sales marketing (MCC) ladies are given a particular dress code. They have to perform the work of sales promoter.

The sales representative has to make in-shop promotion as per the methodology chalked out as mentioned below - a) The sales representative introduces himself.

b) The sales representative explains the product story of the manufacturer.

c) The sales representative explains the details through the sales kit format. e) The sales representative fills up the form.

f) The sales representative convinces the consumer and sells.

Also they give out pamphlets to the consumers as per the draft. The draft contains the following information - a) The introduction and back ground of the company.

b) Product story of the company on basis of fact, benefits and evidence and c) Visuals of the product.

d) Visuals of the other products from the same company.

Yet another embodiment of the present invention is the analysis of the form filled by the sales representative for analysis and marketing research. The in-shop promotion ratio is calculated on the basis of the equation given below which is useful to the producer for marketing research and marketing analysis.

Strike rate (SR) ratio = Strike rate ratio means if number of consumer contacts are 20 and purchasers are 10, then the strike rate will be 10/20* 100 = 50%.

In shop promotion rate ratio = In shop promotion rate means if the number of consumer (contacts) are 20 and the number of consumers listened to the product carefully are 9, then in shop promotion ratio =9/20* 100=45%.

Awareness rate ratio = Awareness rate ratio means if the number of consumers (contacts) are 20 and 12 consumers are only aware of the product, then the awareness rate will be 12/20* 100 =60%. and the number of consumers who purchased the product at 10, and the total sales in quantity are 30, then the average sales per productive strike is 30/10 = 3

Promotion to sales ratio is calculated by the following equation.

Promotion to sales ratio = Total cost for this promotion capsule

Total sales for this promotion capsule Whereas the total cost of the promotion capsule is zero.

Such In-shop (MCC) promotion is being conducted with virtually no-cost to the company as there is no discount offers, no additional gifts and no rental cost.

The embodiments of the invention as described above and the methods disclosed herein will suggest further modification and alterations to those skilled in the art. Such further modifications and alterations may be made without departing from the spirit and scope of the invention; which is defined by the scope of the following claims.

A complete understanding of the present invention may be by reference to the following detailed description which taken in connection with the accompanying drawings, wherein

Fig 1 is an illustration of the preferred embodiment of the present invention. Fig 1 represents schematic representation of the steps involved in process for enhancing in-shop promotion management in marketing system through Mass Consumer Contact (MCC).

Fig 2 represents schematic representation of the format of Mass Consumer Contact Module for sales representative. The sales representative fills the form and the same is available for evaluation purpose on submission to the company.

Fig 3 represents schematic representation of the format of Mass Consumer Contact Module for Marketing (MCC) ladies. The Marketing (MCC) ladies fill the form and the same is available for evaluation purpose on submission to the company. period plan module. This is filled by the sales representative and submitted to the company at the end of the month.

Fig 5 represents schematic representation of the format of In-shop promotion permission letter. This letter is signed by the retailer once he agrees to permit In- shop promotion in his retail shop.

Fig 6 represents schematic representation of the advantages of doing In-shop promotion in form of mass consumer contact (MCC) at the retail outlet

Claims

claim,

A process for enhancing in-shop promotion management in marketing system through Mass Consumer Contact (MCC) comprises of preparing a list of retailers interested in shop promotion; selecting appropriate retail outlets; contacting retailers for permission to carry In-shop Promotion;

Taking In-shop promotion permission letter from retailer; introducing the product of the manufacturer; filling up the In-shop (MCC) promotion form; selling the product to the consumer. deriving the measurement ratios for performance analysis

A process for enhancing in-shop promotion management in marketing system through Mass Consumer Contact (MCC), where in the Permission letter for carrying out In-shop promotion are obtained from the retailers.

A process for enhancing in-shop promotion management in marketing system through Mass Consumer Contact (MCC), where the said selection of appropriate outlets as claimed in claim 1 is carried out in such a way that as many as possible relevant outlets can benefits and to make sure that no outlet gets alienated to cover the width of In-shop promotion and also select A Class outlet to have in-shop promotion more frequently to cover the depth of In-shop promotion. . O 2013/061331 system through Mass Consumer Contact (MCC), where the said mass consumer contact (MCC) as claimed in claim 1 is carried out in person by the sales representative.

A process for enhancing in-shop promotion management in marketing system through Mass Consumer Contact (MCC), where the said product as claimed in claim 1 is introduced to the consumer by giving complete details of it such as features, benefits, price details of the product.

A process for enhancing in-shop promotion management in marketing system through Mass Consumer Contact (MCC), where the sales promotion process as claimed in claim 1 is carried out both by sales representative and ladies for consumer marketing.

A process for enhancing in-shop promotion management ^' in marketing system through Mass Consumer Contact (MCC), where the said In-shop promotion form as claimed in claim 1 is filled by the sales representative.

A process for enhancing in-shop promotion management in marketing system through Mass Consumer Contact (MCC), where the measurement ratios as claimed in claim 1 helps in calculation of strike rate ratio based on the number of consumer contacts visa-vis the number of purchaser.

A process for enhancing in-shop promotion management in marketing system through Mass Consumer Contact (MCC), where the measurement ratios as claimed in claim 1 helps in calculation of In-shop promotion rate ratio based on the number of consumer contact visa- vis the . number of consumers who listened to the sales representative. system through Mass Consumer Contact (MCC), where the measurement ratios as claimed in claim 1 helps in calculation of awareness rate ratio based on the number of consumers contact visa-vis the number of consumers aware about the product.

A process for enhancing in-shop promotion management in marketing system through Mass Consumer Contact (MCC), where the measurement ratios as claimed in claim 1 helps in calculation of average sales per productive strike ratio based on the number of consumer contact visa- vis the number of consumers who purchased the product and the total sales in quantity.

A process for enhancing in-shop promotion management in marketing system through Mass Consumer Contact (MCC), where the measurement ratios as claimed in claim 1 helps in calculation of promotion to sales ratio based on total cost for promotion capsule visa-vis total sales for this promotion capsule, whereas the total cost of the promotion capsule is zero. A process for enhancing in-shop promotion management in marketing system through Mass Consumer Contact (MCC) as per claim 1, wherein sales representatives have to conduct the consumer marketing process in retail outlets after their calls for selling a particular product to the consumer for 2 hr either from 5 pm to 7pm or from 6 pm to 8 pm for minimum 2 days per week.

A process for enhancing in-shop promotion management in marketing system through Mass Consumer Contact (MCC) as per claim 1 , where in a marketing (MCC) lady does sixteen normal consumer contacts (MCC) and O 2013/061331

e., in a week two super normal mass consumer contacts and four normal mass consumer contacts are carried ut by ladies representative.

A process for enhancing in-shop promotion management in marketing system through Mass Consumer Contact (MCC) as per claim 1,. where in a marketing (MCC) lady carries out super normal mass consumer contacts (MCC) for two days at one retail outlet and keeps a minimum gap of four weeks between two super normal mass consumer contacts in one retail outlet.

A process for enhancing in-shop promotion management in marketing system through Mass Consumer Contact (MCC) as per claim 1, where in a marketing (MCC) lady conducts two normal mass consumer contacts (MCC) at two different outlets for half a day each.

A process for enhancing in-shop promotion management in marketing system through Mass Consumer Contact (MCC) as per claim 1, where in the work of the sales representative will be 90% retailing and 10% detailing (in- shop promotion) whereas the work of sales marketing (MCC) lady will be 100 % detailing (in-shop promotion).