INTRODUCTION TO THE TOPIC

Sales Promotion
Sales promotion refers to the short-term incentives to encourage sales of a product or service. It
consists of a diverse collection of incentive tools, mostly short-term, designed to stimulate
quicker and greater purchase of products or services by consumers.
Purpose of Sales Promotion
Sales promotion tools vary in their specific objectives. They may be used to attract new
customers, to reward loyal customers and to increase the repurchase rates of occasional users.
Sales promotion usually targets brand switchers because non-users and users of other brands
do not always notice a promotion. Sales promotions are thus also seen as a tool for breaking
down loyalty to other products.
Sales promotions also let manufacturers adjust to short term changes in supply and demand
and differences in customer segments. They also let manufacturers to eperiment by varying
prices. Sales promotions also lead to greater consumer awareness of prices.
To use sales promotion, a company must set objectives, select the right tools, develop the best
program and implement it and evaluate the results.
Objectives of Sales Promotion
The specific objectives set for sales promotions will vary with the type of the target market.
!or consumer promotions, objectives include encouraging purchasing of larger si"ed units,
building trial among non-users and attracting switchers away from the competitor#s brands. !or
trade promotions, objectives may include$ including retailers to carry new items and higher level
of inventory, encouraging off-seasonal buying, of-setting competitive promotions, building brand
loyalty of retailers and gaining entry into new retail outlets. The sales force promotions help in
encouraging support of a new product or model, encouraging more prospecting and stimulating
off-seasonal sales. %ut most importantly, sales promotion should be focused on consumer
relationship building.
Sales Promotion Tools
&any tools can be used to accomplish sales promotion objectives. 'escriptions of the main
promotional tools are as follows$
Consumer Promotion Tools
The main consumer promotion tools are as follows$
Samples:
They are offers of a trial amount of a product. It consists of inviting prospective
purchasers to try the product without cost or at a lower cost in the hope that they will buy
the product. Samples may be free or discounted.
Coupons:

(oupons are certificates that give buyers a saving when they purchase a specified
product. (oupons can be mailed, placed in advertisements or included with other
products.
Rebates:

)ebate is also known as cash refund offers. )ebates are offers to refund part of the
purchase price of a product to its customers who send a proof of purchase to the
manufacturer. These are like coupons ecept that the price reduction occurs after the
purchase and not at the point of sale.
Price Packs:

(ents-off deals or price packs offer consumers savings by way of reducing prices
that are marked by the producer directly on the package.
Premiums:

These are the goods offered either free or at a low cost as an incentive to buy a
product. *remiums may be in-pack or on-pack +outside the pack,.
Prizes:

They are offers of chance to win something such as cash, trips or goods - by luck or through
etra efforts. (ontests of talent and sweepstakes or draws the most popular pri"e offering
promotions.
Tie-in Promotions:

Tie-in promotions involve two or more brands or companies that team up on coupons,
refunds or contests to increase their pulling powers.
Cross Promotions:
(ross promotions involve using one brand to advertise non-competing brand.
Advertising Specialties:

These are useful articles imprinted with an advertiser#s name, given as gifts to consumers.
Patronage Reards:

They are cash or other awards for the regular use of company#s products or services. They
are values +in cash otherwise, that are proportional to one#s patronage of a certain vendor or
a group of vendors. They aim at building brand loyalty.
PoP Promotions:

*oint of purchase +*o*, includes displays and demonstrations that take place at the point of
purchase or sale.
Trade Promotion Tools
&ore money is spent by companies on trade promotion +./0, than on consumer
promotions +120,. The major trade promotion tools are as follows$
!iscounts:

It is also known as price-off or off-invoice or off-list. 'iscounts price cut off the list price on a
particular quantity purchased during a stated time.
Alloances:

They are the amount offered in return for an agreement by the retailer to feature the
manufacturer#s products in some way$ displays, advertising or otherwise.
"ree #oods:

!ree goods are the etra merchandise offered to middlemen who buy a specific amount of a
product.
(ompanies also offer push money and specialty advertising items to the middlemen.
$usiness Promotion Tools
(ompanies spend huge amount on promotions focused on industrial consumers. The major
business promotion tools are as follows$
Trade Shows and (onventions.
Sales (ontests.
(learly, sales promotions play an important role in the total promotion mi. To use it well, the
marketer must define the sales promotion objectives, select the best tools, design the sales
promotion program, pretest and implement the program and evaluate its results.
The Company
Kohinoor Speciality Foods India Private Limited, is the Indian subsidiary of $ billion !"ar#et
Capitali$ation% "cCormic# & Co', Inc', (S) !*+S,- "KC%, the .lobal leader in Spices, Seasonin.s &
Flavors'
/ased in Spar#s, "aryland, "cCormic# & Co', Inc', (S)', manufactures, mar#ets & distributes Spices,
Seasonin. "i0es, Condiments & other flavorful products to the food industry 1 retail outlets, food
manufacturers & foodservice businesses' The company2s #ey sales, distribution and production facilities
are located in *orth )merica and ,urope' Furthermore, "cCormic# has facilities in "e0ico, Central
)merica, )ustralia, China, Sin.apore, Thailand and South )frica' Thus, in totality spread production
facilities from 34 locations based in 56 countries' "cCormic# operates ma7orly in two business se.ments-
Consumer & Industrial' The Consumer Se.ment sells spices, herbs, e0tracts, seasonin. blends, sauces,
marinades and specialty foods to the consumer food mar#et under a variety of brands li#e "cCormic#,
8atarain9s, Simply )sia and Thai Kitchen in the (nited States: ;ucros, <ahine and Silvo in continental
,urope: Club =ouse in Canada: and Schwart$ in the (nited Kin.dom' The Industrial Se.ment sells
seasonin. blends, natural spices and herbs, wet flavors, coatin. systems and compound flavors to food
manufacturers and the food service Industry' "cCormic#2s customers ran.e from >etail ?utlets & Food
Service providers to Food Processin. /usinesses'
@Kohinoor2 1 the most trusted & preferred brand of /asmati >ice is owned by Kohinoor Speciality Foods
India Pvt' Ltd' !KSF% in India' KSF, the 3-A3 B< company between "cCormic# & Co', Inc' & Kohinoor
Foods Limited commenced its operations in Sep 54AA' Today KSF owns a state of the art food
manufacturin. facility at /ahal.arh, Sonipat, =aryana, which manufactures >eady to Coo#, >eady to ,at
and Fro$en Food items while it sources its >ice from its B< partner Kohinoor Foods Limited from their
world class rice factory based in "urthal, =aryana'
Cith a .rowin. portfolio of en7oyable & delicious products, Kohinoor strives to offer its consumers the
best of pac#a.ed food products' Cith a wide ran.e of products li#e /asmati >ice, >eady to Coo#, >eady
to ,at and Fro$en Foods Products Kohinoor delivers its promise to help coo#s coo# better & deliver a
passion for flavor'
/oard of ;irectors
The /oard of ;irectors of the Company comprises of "r' Satish Premanand >ao !"ana.in. ;irector%:
"r' Paul Crai. /eard !;irector% and "r' Timothy Bohn Lar.e !;irector%' "r' Satish >ao, "ana.in.
;irector, spearheads the Company2s business operations' =e is ably supported by a dedicated senior
mana.ement team, each of them speciali$ed & e0perienced in their respective functional areas of Sales,
"ar#etin., Finance, Supply Chain, =>, Pro7ects, Food Services, IT, Le.al' "r' Paul Crai. /eard & "r'
Timothy Bohn Lar.e serve the Company in a *onD,0ecutive capacity, and provide strate.ic inputs to the
/oard'
The ,mployees of the Company conduct business under the leadership of the "ana.in. ;irector, sub7ect
to the oversi.ht and direction of the /oard of ;irectors' Ce are open and honest in business dealin.s both
inside and outside the Company' Ce serve our customers, consumers, suppliers and communities in
accordance with the hi.hest standards of business ethics'
/usiness ,thics Policy
Kohinoor Speciality Foods India Private Limited, bein. a subsidiary of "cCormic# & Company Inc',
(S) !@"cCormic#2%, is bound by "cCormic#2s /usiness ,thics Policy'
<ision & <alues
<ision
To be the lar.est & most trusted pac#a.ed food company in India with a reputation for helpin. coo#s to
coo# better by deliverin. Passion for Flavour'
<alues
For many years, Kohinoor Speciality Foods has en7oyed a culture that celebrates the EPower of People'E
/y supportin. fundamental beliefs, we as a company will wor# to sustain our cherished culture and #eep
it compatible with the challen.in. environment in which we do business'
The Kohinoor Speciality Foods FShared <aluesG are-
,thical /ehavior
Teamwor#
=i.h Performance
Innovation
Concern for others
Success
=IST?>+
AHIJ
It was way bac# in AHIJ that Kohinoor was born D the aim of the brand was to provide the best variety of
rice available on earth, the /asmati >ice, to the people of India' To differentiate this /asmati from others
in the mar#et, the brand was .iven the name @Kohinoor2 1 meanin. a @diamond2, the only one that e0ists
in the history of earth'
AHH4 1 AHHA
)s the brand .rew bi..er, the disadvanta.es of operatin. in an unor.ani$ed industry started croppin. up'
To protect itself from such environments, the brand started firmin. its bac#Dend'
First amon. all was resettin. the entire distribution networ#' For the first time in the history of rice
industry, the brand introduced a concept of Fe0clusive distributionG' (nder this pro.ram, all the
distributors committed their networ# solely to the company and promised not to sell any other products
available in the mar#et' This move stren.thened the brand2s distribution networ# and @Kohinoor2 started
standin. even stron.er in the mar#et'
Second was to import state of the art plant and machineries' Throu.h revampin. the machineries, the
brand started maintainin. a bench mar# of Kuality at the plant level and ultimately at the industry level as
well'
The third drastic step the brand too# was in AHHA when for the first time it introduced Pac#a.ed /asmati
>ice of A#. & 3#. D to ma#e it possible for consumers to buy the Kohinoor products directly from shops'
It happened for the first time in the history of a commodity product in India that a sealed and pac#a.ed
pac# of /asmati >ice was also available to consumers' /efore this, rice was sold only loose in the mar#et,
by the #ilo, in brown .unny or paper ba.s' This chan.ed the way consumers used to buy rice in India'
)round the same time the brand also started or.ani$in. F)wareness, Trainin. & ;evelopmentG pro.rams
for everybody who was associated with the brand in a direct or an indirect way' This was another move
that chan.ed the way thin.s used to happen in the industry at that time'
AHH5 1 AHH3
)round this time, the company too# another drastic step' For the first time in the rice industry, a
commodity was not 7ust loo#ed at as a @commodity2, but as a @brand2' This was the time when Kohinoor
started advertisin. its products 1 that too with celebrities on television' For the first time, a commodity
product started communicatin. with its end consumers directly'
/y around the mid of this period, the brand or.ani$ed itself to a .reat e0tent 1 thin.s were loo#in. better
and even thou.h the brand was operatin. in an unor.ani$ed industry, it was operatin. in a very
professional way'
AHHI
This was the time when the brand started loo#in. beyond 7ust one product in its portfolio' The brand
reali$ed that consumers had different taste and different li#in.s of /asmati >ice' ;ependin. on their
lifestyle they lived and bud.et they had in hand, the brand came out with its first e0tension 1 Kohinoor2s
Trophy Lold /asmati >ice' Post this e0tension, the brand was further e0tended itself into different #inds
of /asmati >ice priced at different levels'
544M D 544J
/y around this time, brand @Kohinoor2 .ained a stron. position in the minds of its consumers 1 it started
becomin. a bi. & trusted household name in India'
This was the time when Kohinoor diversified into branded pac#a.ed convenience foods and too#
authentic Indian flavour abroad with >eadyDto1,at Indian curries and authentic Indian >eadyD"eal
preparations' To achieve this hei.ht, Kohinoor also .ot a bac#in. of a very modern and sophisticated food
processin. plant at /ahal.arh, in the outs#irts of ;elhi'
The brand also .ot into Fro$en Foods durin. the same period' It established a stateDofDtheDart fro$en foods
facility at /ahal.arh, in the outs#irts of ;elhi, India and started supplyin. a ran.e of its Fro$en products
in the Indian mar#et'
544
This year Kohinoor created a Luinness >ecord by ma#in. FCorld2s Lar.est /iryaniG in ;elhi' The band
also launched its ran.e of Spices in the Indian mar#et'
544H
Carryin. forward the le.acy of .ratifyin. millions with scrumptious culinary deli.hts Kohinoor launched
an e0clusive @Limited ,dition2 series for the connoisseurs of /asmati >ice'
In the same year, the brand created three new variants of KohinoorD Platinum, Lold & Silver, which are
stron. contenders in the /asmati >ice mar#et to this day'
54AA
This was a year to be mar#ed in the history of Kohinoor' This was the year when and Indian /asmati
brand @Kohinoor2 became a part of "cCormic# & Co' Inc'
This was the first of its #ind in the >ice Industry which aimed to ta#e brand @Kohinoor2 in the Indian
subcontinent to a hi.her platform that benefits the end consumer'
2012
To establish its name in the food industry, in 54A5, Kohinoor came out with M new products 1 ,veryday
/asmati >ice, Kohinoor >ice n Spice & Kohinoor 5 "inutes "eal' ?ut of these, Kohinoor >ice n Spice
stood apart as a concept which the Indian mar#et had not yet seen 1 a /iryani Kit that allowed consumers
to ma#e restaurant li#e /iryani in 7ust M4 minutes
Basmati Rice
Kohinoor Speciality Foods presents an impeccable ran.e of lon. .rained, aromatic /asmati >ice
for every occasion' ,ach pac# of Kohinoor /asmati >ice comes to you with the .uaranteed
Kuality standards of Kohinoor products'

Supreme Traditional Pure Basmati Rice

"a#e your taste buds feel blissful, the moment you savor your first bite'

Kohinoor Authentic Basmati Rice - Super Silky

Thin and lon. .rains that not only carry an incomparable aroma, but also shine li#e a
pearl'

Platinum Authentic Basmati Rice

) rice with a si.nature sweet flavour and a heavenly aroma that is beyond compare'

Gold Extra Long Basmati Rice !L"

)n e0ceptionally lon. /asmati >ice has a sweet flavour & aroma that is truly
e0traordinary'

Super Sil#er Basmati Rice

,ven a small Kuantity of this /asmati loo#s more when coo#ed and has the best mi0 of
len.th, colour and flavour'

E#eryday Basmati Rice

) perfect mi0 of Kuality, and affordability, which ma#es this the best pac#a.ed /asmati
>ice around'

Basmati Rice Ti$ar

).ed for at least one to two years, this pusa /asmati is as white as pearls'

Basmati Rice %u$ar

Carefully nurtured, .rown and processed this bro#en ran.e of Kohinoor belon.s to the
ever popular Kohinoor Super Silver family'

Basmati Rice &ongra

This uniKue /asmati is characteri$ed by scrumptious taste, a.ed to perfection and a
heavenly aroma'

Trophy Royale Basmati Rice

Characteri$ed by e0traDlon. .rains supreme taste, this /asmati >ice ma#es every dish a
deli.ht'

Trophy Gold Basmati Rice

;ishes made out of this /asmati >ice have deli.htful flavor and are uniKuely different in
taste'

Bro'n Basmati in (ar

Kohinoor /rown /asmati >ice is #nown to have several health benefits, and is a .reat
substitute for white rice' Coo#s in Bust A3 minutes' *ow find yourself in the brown of
healthN

)harminar Basmati Rice

,ach .rain of Charminar on coo#in. brin.s out a distinct aroma and become fluffy, thin,
lon. and nonDstic#y'

Ro*ana Basmati Rice

) pure and affordable brand of basmati specially processed for daily consumption and
usa.e across multitude of rice dishes, that are prepared re.ularly in households across the
country'

+alcon Rice
The perfect choice for a delicious Pulao in your mind'

,a'a$ Rice
) rice brand that9s specially made for occasions that demand rice dishes in Kuantity'
2 Minute Meal
Ghar (aisa Khana - Sir. / &inute &ein
Kohinoor Speciality Foods presents an easy to coo#, yet delicious and nutritious ran.e of 5
"inute "eal pac#s in five e0citin. options' ,ach pac# of 5 "inute "eal comes to you with the
.uaranteed Kuality standards of Kohinoor products'

%al &akhani 0 Rice

)n e0otic blend of whole blac# lentils and red #idney beans in a thic# buttery .ravy &
served with authentic Kohinoor /asmati >ice'

Shahi Paneer 0 (eera 1nion Rice

) rich combination of soft Indian cotta.e cheese and tomato .ravy delicately coo#ed with
authentic Indian spices & served with Kohinoor Beera ?nion >ice'

)hana &asala 0 (eera Rice

) classic Indian dish consistin. of delicious dish of chic#peas prepared in rich Pun7abi
style served with Beera >ice'

Kadhi Pakoda 0 Rice

Traditional .ram flour dumplin.s coo#ed in Pun7abi style with temptin. .ravy of yo.hurt
and authentic Indian spices & served with steamed Kohinoor /asmati >ice'

Kashmiri Ra2ma 0 Rice

)n authentic *orth Indian delicacy of red #idney beans coo#ed in a .ravy of tomatoes,
onions, .arlic, .in.er and traditional Indian spices & served with steamed Kohinoor
/asmati >ice'
Rice n Spice
Restaurant like Biryani at home in 2ust 34 minutes
Kohinoor Speciality Foods presents an irresistible ran.e of authentic flavoursome /iryanis and
pulaos that are sure to entice your taste buds' ,ach pac# of >ice n Spice comes to you with the
.uaranteed Kuality standards of Kohinoor products'

5ydera$adi Biryani
Create the flavors of the *awabi cuisine ri.ht in your #itchenN Bust add ve.etables,
mutton or chic#en'

&ughlai Biryani
*othin. can beat the irresistible aroma of a rich "u.hlai /iryani, it9s so .ood it almost
tastes li#e heavenN

)hettinad Biryani
>ecreate the spicy and piKuant flavors of Chettinad in your #itchen, 7ust add ve.etables,
chic#en or mutton of your choice'

Kanchi#aram Pulao
The fra.rance of the rice and coconut alon. with the aroma of spices is bound to ma#e
this dish a hit with your familyN

&asala Pulao
Chip up a "asala Pulao that is burstin. with flavors of Indian spices and 7ust that hint of
chilli to tic#le your taste buds'
Get In Touc
Ce9re here for whatever you need to #now' Spea# to a real person via phone, connect throu.h
social media, or send us an email' /rin. it on O we want to hear from youN
)orporate 16ce
Kohinoor Speciality Foods India Pvt' Ltd'
Plot *o' 6, 3th Floor,
Sector M5,
Lur.aon, =aryana D A5544A
India

Telephone ,o7
PHA !A56% 6H IH44

)ustomer )are ,o7

A44 A4M 5443

)ustomer )are Email 8%

customercareQ#ohinoorindia'co'in
&edia )ontacts
For more information about
Kohinoor Speciality Foods please contact
our Corporate Communications Team

+or &edia 8n9uiries

mediaQ#ohinoorindia'co'in

Telephone ,o7
PHA !A56% 6H IH44
!e"e to Bu#
Our products are available at:
+our nearest LeneralRLrocery store