Consumer promotion schemes - some Indian case studies

Abstract

The objective of the study is to gain an insight into promotion - concepts, planning , administration and actual case histories with a view to deriving certain generalizations regarding the critical success factors in managing consumer promotions. The report is divided into three sections. The first section begins with the methodology used during the study and then goes on to describe theoretical framework for promotions. The second takes up Indian Case studies of four companies - Hindustan Coco Products (HCP), Food Specialties Ltd., HMM Ltd., American Express - Travel related services. Finally, the third section provides generalizations and guidelines for planning consumer promotions.