Sales Promotion

Topics: Sales promotion, Marketing, Retailing / Pages: 7 (1636 words) / Published: Mar 15th, 2008
A REPORT
ON

STREAMILING OF HUB AND SPOKE DISTRBUTION THROUGH TRADE PROMOTION

By
MOHAMMED SAROSH MOHIYUDDIN

PEPSI FOODS PRIVATE LTD.

A REPORT
ON
STREAMILING OF HUB AND SPOKE DISTRBUTION THROUGH TRADE PROMOTION

By
MOHAMMED SAROSH MOHIYUDDIN
06BS1827

A report submitted in partial fulfillment of the requirements of MBA Program of
ICFAI Business School

Distribution List:
1. Pepsi Foods Pvt Ltd.
2. ICFAI Business School
TABLE OF CONTENTS

Particulars Page No:

1. Abstract 4
2. Introduction 5
Trade sales promotion
3. Scheme details 7
4. Costing 8
5. Roll out 9
6. PET bottle scheme 10
7. Reference 10

Abstract:
In a competitive market, where the competition has a major share, it becomes important for the company to generate loyalty among the outlets for its own products and also to increase its presence among the outlets who stock solely the competitor's products. The main period for sales of beverages is from the beginning of March to the end of May. This is the period during which the retailers are willing to stock fast moving products such as beverages. Therefore the retailers can be targeted to stock the company products by a sales promotion program. The program will also function as a vehicle for market penetration.

In order to increase the sales revenue and market share, the Hyderabad Unit of Pepsi rolled out a special scheme for the retailers called ‘Galiyon Ka Badshah'. The scheme targets the outlets that come under the Hub and spoke distribution system. About 22 areas in Secunderabad under 17 sub distributors are being targeted. Initially about 300 outlets were identified by the spokes (sub distributors) and also by the QSM by market survey and from EDS (each dealer survey) database. By the end the enrollment period, a total of 464 shops had taken up the scheme.

The trade sales promotion consists of three

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