INTRODUCTION

BACKGROUND OF THE REPORT:

Each professional degree needs practical knowledge of the respective field

of discipline to be fruitful. As a student of the BBA Program we need to
submit an assignment for every course during a semester. This kind of
assignment helps us to find relationship between theoretical knowledge &
real life practical situation. In the seventh semester our “Selling & Sales
Promotion” teacher Usmita Afrose, Lecturer, Department of Marketing,
University of Dhaka, has told us to prepare an assignment on “Sales
Promotion Campaign”.Then,we will decide to prepare a sales promotion
campaign on apartment company.

OBJECTIVES:

The general objective of the study is to have a clear knowledge on sales

promotion campaign on apartment company. Beside this general objective
the report can be categorized into two parts:

[Broad Objectives
Ä To prepare an assignment for the “Selling & Sales Promotion”
course.

[ Specific Objectives
Ä Make a clear concept on Sales Promotion Campaign

(Apartment Company).

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METHODOLOGY

In order to prepare an assignment we need to gather data. We can use two

types of data in an assignment. Those are:
 Primary Data
In our assignment there is use of primary data. We went to various
developers company to know how they will operate various sales promotion
campaigns. They helped us very much by providing various information on
sales promotion.

 Secondary Data
This assignment is full of secondary data also. In order to prepare this
assignment we took help from various websites available in the internet,
from newspapers, articles & magazines, etc.

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LITERATURE REVIEW

SALES PROMOTION:

Each year marketers spend billions of dollars, beyond advertising, personal

selling & sales promotion in order to motivating sales personnel, dealers &
to offer incentives to consumers. To accomplish these goals, marketers use a
wide variety of techniques collectively known as sales promotion.

The American Marketing Association defines sales promotion as “….those

marketing activities other than personal selling, advertising & publicity that
stimulate consumer purchasing & dealers effectiveness.”

Philip Kotler & Gary Armstrong defines sales promotion as “short-term

incentives to encourage the purchase or sale of a product or service.”

Sales promotion goals & strategies should always be tied in with a products
marketing strategy, supplementing the broader plan, but still working with
the other promotional elements. A company’s promotional mix, as we have
seen, consists of a group of activities (publicity, advertising, personal
selling, & sales promotion) designed to produce sales by providing
information, persuasion, and reinforcement regarding product’s attributes.
Properly planned & coordinated, the various the various promotional
components will complement each other to achieve maximum sales.

Advertising & publicity are informational vehicles, while sales promotion

serves as the persuasive element of the promotional mix.

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Personal selling & sales promotion likewise interrelate, since members of
the sales force often serve as the coordinators for various sales promotions.
Beyond this, sales personal often operate under a variety of incentives that
are part of the sales promotion campaign.

Therefore, because sales promotion activities support advertising, publicity,

and personal selling, planning for these components should precede together.
Not everyone perceives this need.

OUR SALES PROMOTION CAMPAIGN:

§ Product: We have decided to promote “Apartment business”. We

(Mercury group) are a new company in this business.

§ Sales promotion objectives: We have to choose the following sales

promotion objectives for our “Apartment business”, such as
 To stimulate, support & provide incentives for the sales force in
its merchandising& selling efforts.
 To motivate middlemen toward providing active and
enthusiastic support in marketing our products & services.
 To provide consumers with incentives aimed at stimulating trial
or continued used of our specific products & services.
 Increasing order size and profitability as well as lowering sales
costs.
 Gain new users and encourage repeated product usage.

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  To stimulate off-season purchases, encourage impulse
purchase, and offset competitive promotional activities.
§ Sales promotion tools: We have to choose the following sales promotion
tools for our “Apartment business”, such as:
I. Direct price reductions,
II. Direct premium,

III. Advertising specialty.

I. Direct price reductions:

Direct price reductions offer the consumer the opportunity to purchase a
product at a specified saving of the regular retail price .These offers usually
take the form of a “cents-off” reduction appearing on the product.

We offer the following for our “Apartment business”-

 Discount for per square feet TK.600/=,

 15% discount for every flat, if the consumer will pay the full amount
at a timeless.

Reasons to be chosen:

 To offer the consumer the opportunity to purchase apartment at a

specified saving of the regular retail price,
 Offers usually take the form of a “cents-off” reduction appearing on
the apartment price,
 Effective in stimulating sales during off-seasons,
 To offset competitive promotional activities, etc.

II. Direct premium:

Direct premiums go right to the consumer, free of charge, at the time of
purchase. It doesn’t require any types of proof of purchase. There are four
types of direct premium:

 On-pack premiums
 In-pack premiums
 Near-pack premiums

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  Container premiums

Reasons to be chosen:

 To offer the consumer the opportunity to purchase apartment with a

variety of gifts,
 Effective in stimulating sales during off-seasons,
 To offset competitive promotional activities, etc.

III. Advertising specialty:

Advertising specialty involves the distribution of useful articles of
merchandise (usually of nominal monetary value), often bearing the
advertiser’s name, logo & promotional message. They are given without cost
or obligation, to preselected recipients as goodwill gestures.

We offer the following for our “Apartment business”-

 Pens,
 Calendars,
 Ashtrays,
 T-shirts,
 Key chains & the like.

Reasons to be chosen:

 The distribution of useful articles of merchandise (usually of nominal

monetary value), often bearing the advertiser’s name, logo &
promotional message,
 To preselected recipients as goodwill gestures
 Effective in stimulating sales during off-seasons,
 To offset competitive promotional activities, etc.

§ Our media plans:

We include several types of media to inform people about our products&
services as a part of sales promotion. Like…

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I. Print media:
Among the different types of media, print media is one of them that carry
product and service related messages from the business organization to the
consumer very easily. Basically we select newspapers as our print media,
and choose two most published daily newspapers among the different types
of newspapers in our country. These are-

 Prothom Alo &

 Daily Star.

We select print media because it is very effective to inform people about our
products and services on day to day basis. Many people want to get any
service or product related information through newspaper, because it creates
more visible information in front of the people; it is another reason that’s
why we select this type of media. Print media is less expensive
comparatively with other media; it is also another reason to choose this
media. It is also long lasting. The People can keep it to take any product and
service related decision in future. If we summarize this above discussions,
then we can come in to these conclusions that….
• Effective media to inform people.
• Cost effective.
• Long lasting.
• More visible.

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So we hope that to inform mass people about our products and services,
print media will help us continuously.

II. Broadcast media:

It is another type of media which also useful to inform the people about
product and service. We select only one type of broadcast media, such as...

1) Television.
Most of the people in our country are accustomed to see television. So if we
provide any product and service related information through television it
will be most effective. Through television peoples can hear & see any
advertisement and any information at the same time. As a result they become
more influenced to take any purchase decision regarding particular product
and service. On the other hand television advertisement is more effective to
attract new customers and retain old customers, because it is also more
visible. We choose two most popular types of television channels among
different types of television channels in our country. These are…….
 Channel I &
 ATN Bangla.
If we summarize this above discussions, then we can come in to these
conclusions that…
• Television is most popular broadcast media type.
• Most effective.
• Instantly inform to the people.

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 • It is possible to hear & see at the same time through
television.
After all we can say that broadcast media like television will be most
powerful media tool to inform the people about our products and services
instantly.
III.Display media:

In our country display media like-billboards & posters becoming more

popular, because of its effectiveness and simplicity. Like other business
organizations we also arrange different types of display media to inform
potential customers about our services, but uniquely. We select two types of
display media among different types of display media. Such as:

1) Billboards &
2) Posters.

We also select different locations for our billboards. Like-

 Ghulshan
 Shabag.
 Dhanmondi
 Mirpur
We select these are the most suitable places for display media (billboards).
There are several reasons that’s why we choose display media. These are as
follows….
• To inform mass people:

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 To inform mass people display media like billboards& posters are very
useful, because all types of people can observe what are we wanted to say
through this media.
• Long lasting:
Display media is long lasting than other media types. Because we don’t
display billboards for only two or three days even a week. So it can be
said that it is long lasting.
• Cost effective:
Billboards and posters are not very much expensive that also encourage
us to take these tools.
• Effective media tools.
Because long lasting, potential customers will see frequently as a result
they can fix their mind to purchase our products and services. So we can
say that these tools are effective.

IV.Online media:
1) E-mail
2) Web sites.
Now-a –days many business organizations are providing online service to
customers through their web sites and e-mail. It is basically express how
much technologically advance the company is? In our organization we also
have web sites, through which we will provide online service to our
customers. Because of some reasons we choose this media type. Such as:
people will get information about our services through visit our web sites
within short time and easily. We will able to provide inform with a low cost.
Some people who wants to get information near about their hands, for them
this media is very useful and also for us. It is less time consuming than other

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media types. It is also possible to get immediate response from customers
through this media.

V.Trade shows:
Through different types of trade shows we will be able to provide
necessary information to our potential customers about our product
and service. It is very easy medium through which we will be able to
face to face communicate with customers. In our country basically
two types of trade shows are visible. Like-

 Rehab fair.
 International commercial fair.
Through rehab fair we will be able to inform about our different types of
offers, facilities and other incentives to the customers with direct
communication.
On the other hand international trade fair also helps us to promote our
services and increase our new customers.

VI.Transportation media:
It is another type of media through which we will be able to advertise our
products and services to inform people. We choose two types of
transportation media, like-

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  Insides of cars.
 Outsides of cars.
When people will go one place to another place through public car then they
can be able to see our advertisement insides of car. On the other hand
outsides of cars mean that we use outsides of cars to advertise our products
services. We choose this media because…….

• It is not very expensive.

• Remain for many days.
• Close to the people.
• Visible.
• Easy to use or manage.
• People can observe frequently. Etc
In our country we see that many organizations use this type of media, so like
them we think that it also helps us to fulfill our expectations.

§ Time schedule:
I.Print media:

• Doinik Prothom Alo

• The Daily Star

We use print media as Doinik Prothom Alo & The Daily Star for two
months. We give our advertisement each Tuesday at Daily Star & each
Friday at Prothom Alo. Because-

• At Friday most of the people pay more time& attention to read the
newspapers.

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 • We think wise to advertise in Tuesday at The Daily Star, as it is a
business newspaper.

II. Broadcast media:

We use ATN & Channel i to advertise for two months.
ATN:
• Advertisement will be shown after the short break of the news at
7.00pm.

Channel i:
• Advertisement will be shown after the short break of the news at
9.00pm.

• Through the program of “Business Week” we will demonstrate &

inform about our unique offers & activities each week at Tuesday
6.30pm.

III.Display media:
1. Billboard:

Billboard will be displayed at four points:

• Gulshan : One month

• Shahbag : One month

• Dhanmondi : One month

• Mirpur : One month

Though the cost of billboard is so high, but now-a-days, the impact of

billboard is so vital. Other reasons of using billboard at these points-

• Some of these points are the main places of Dhaka. As a result, almost
everyday most of the people have to go through these points.

• Other points will used to attract our target customers.

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 • We will display four billboards at a time, because more they see our
displays at several places more the positioning will be reinforced.

2. Posters:

• Posters will be used before & during the fairs. The reason behind-

• To introduce our new products,

• To provide product literature,

• To provide selected markets with product information & offers,

• To inform the systems & procedures.

IV.Online media:
We have our website as www.mercury@hotmail.com; where we have-
• Company details

• Product details

• Policies

• Consultancy facilities

• Mailing list of interested visitors for follow-up

• Facilities to place customer suggestions & complaints

V.Trade shows:
Each year a lot of trade shows take place across the nation. Through
participating in the trade shows we can promote our products & gather
needed information. Considering the type of our product, we decide to
participate in two main fair of our country:

• International Trade Shows

• REHAB fair

These two fairs play a dominant role within our target market. There are
several reasons why we participate in trade shows, as-

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 • Trade shows are gaining increasing favor in the consumer market.

• To introduce our new products

• To make sales

• To generate new sales leads

• To promote the corporate image

• To conduct marketing research

• To observe the completion

• To gather experience

• To get immediate customer feedback.

Although some immediate sales activity may happen as a direct result of

trade show exposure, our fundamental reason for participating in these
forums are,
• To provide selected markets with product information &

• To provide product literature & make media presentations

• To develop a mailing list of interested visitors for follow-up

• To know the consumer information:

 Number of people attending the show,

 Identification of the attendees by job title,

 Authority to buy,

 List contact with qualified sales prospects,

Though we know, trade shows are expensive, but we have our proper
planning & execution which can make them cost effective. REHAB fair will
play a vital role for achieving our goals, because it held only to promote

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housing & developers. And our special offers will distinguish among all the
participating members of the fair.

VI.Transportation media:
Inside & outside of the bus : Six months
The reason behind the duration & vehicle-
• Buses move around different routes across the country which can
advertise very easily.

• Passengers of the different rotes may be interested to see our

advertisements.

• The cost of this media is very low. That’s why we decide to use this
media for long duration.

§ Where of Media:
We select two types of media. Basically, these are print media and electronic
media.

(1) Print media: We select two types of print media. One is Prothom Alo.
We do our advertisement on every Saturday and Friday for six months.
Basically, it will be imprinted on the third page of the newspaper. The other
types of print media are The Daily Star. It will also continue for six months.
It will also be imprinted on the third page of the newspaper. We do our
advertisement on every Monday and Wednesday.

(2) Electronic Media: We select two types of electronic media. One is

Channel I and the other is ATN Bangla. We will contract with Channel I for
media coverage before Channel I News at 7 pm. It will continue for 2
months. For ATN Bangla, we will contract with them for 2 months for
media coverage at the middle of ATN Bangla News.

(3) Display Media: We will choose two types of display media. One is the
billboard. We will establish our billboard at Gulshan, Shahbag, Dhanmondi
and Mirpur. The other type of display media is the posters. We will use these
before any kind of fair, trade shows etc. we will use it for 1 month.

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(4) Online Media: Online media is one of the effective ways of media. We
have a web site. The name of our web site is
www.mercurygroup@hotmail.com . We hope that it will bring huge success
for us and for our company. It will be used for forever.

(5): We will join at REHAB fair and International Trade Fair yearly. If we
can participate in this kind of fair, then it will be very helpful for us and our
firm. It will help us to become familiar in the market.

(6) Transportation Media: Transportation is an effective media. We will

use two types of transportation media. One is inside of car and another is
outside of car. We will use this type of media for 6 months.

§ Budgeting:

Types of media Duration Single payment Total cost

Print Media

Prothom Alo 6 months Tk 20000 Tk 960000

The Daily Star

6 months Tk 20000 Tk 960000
Electronic Media

Channel I 2 months Tk 80000 Tk 4800000

ATN Bangla
2 months Tk 80000 Tk 4800000
Display Media

Billboards 1 month Tk 1500000 Tk 6000000

Posters Before fairs Tk 100000 Tk 500000

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Online Media Forever Nil Tk 200000

REHAB Fair Once a year Nil Tk 1000000

International
Trade Fair Once a year Nil Tk 2000000

Transportation Media

Inside Car 6 months Tk 50000 Tk 300000

Outside car 6 months Tk 70000 Tk 420000

§ Expectation:
Here are some of our expectations regarding sales promotion:

(1) To inform people: If can appropriately do our sales promotion then we

can get a certain good result. Good sales promotion can help us to
inform people. As a result, we can rapidly expand our product very
close to the target customers.

(2) Gain new users: Good sales promotion can help us to gain new
customers. If we can increase our users rapidly, then it will be
profitable for us. On the other hand, new users will be the best
advertisers for our company.

(3) Counter competitors activity: Effective sales promotion can prevent

strong competitors easily. If we can not handle the competitors in an
effective way, then it will be destructive for our company. On the other
hand, handling competitors effectively will also help us to predict
future.

(4) Creating good image: We all know that good image is an asset for all
the company. Every company wants to increase of its own image. It

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 helps every company to become stronger in the field of competition. If
we can promote our sales promotion effectively, then it will help us to
build good image.

§ Extra Sales force needed:

As a new housing company, we are having lots of costs & expenditure to
introduce & inform our company in the industry & to our customers. And to
go through according to our company objectives, we need not any extra sales
force. It will also help us to balance our costs as well as the strategic &
planning objectives. So the reason behind not to use extra sales force are-
• To reduce the cost & expenditure of staffing & training programs,

• To go through the introductory stage more smoothly,

• To build strong organizational structure without a mass,

• To follow the organizational plan gradually,

• To inform the customers about the company properly without the

hassle of sales people.

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§ Copy:

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FINDINGS:

 Introducing new or improved products or product uses.

 Providing information, persuasion, and reinforcement regarding

product’s attributes.
 Obtaining feature pricing, display, or other trade support.
 Capitalize on seasonal, geographical, or creative advantages.
 Expand or improve distribution,
 Motivate dealers, brokers, sales force, or franchise holders.
 Encourage more frequent or multiple purchases.

 Repeat purchases.
 Off season purchases.

 Counter competitive activity.

 Reduce or increase trade inventories.

LIMITATIONS OF THE ASSIGNMENT:

Although we tried our best to make this assignment a successful one, but
there are some limitations, which are given below:

 We got very little time for preparing this assignment. If we got more

time then we could make it a better one.

 Due to lack of practical experiences, some errors might be occurs

during preparing the assignment.

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CONCLUSION:

At the end of the assignment we want to say that it was very interesting &
exciting to make this kind of assignment. For this we want to give thanks to
our course teacher for giving us the opportunity to prepare this assignment.
The assignment helps us to a have a clear idea on “Sales Promotion
Campaign”.Then; we decided to prepare a sales promotion campaign on
apartment company.

BIBLIOGRAPHY:

 Sales Management-Decisions,Strategies & Cases ,Still , Richard

R.,Edward W.Cundiff & Norman Govoni,Robert Eng & Morton

Galper

 www.goggle.com.bd

 www.yahoo.com

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