Findings of the report

Findings of the report about Kores India Limited: 

• Stationary products are such a market where the level of loyalty remains low and this is because of many reasons. 
•  Quality as the most influencing factors in the purchase decision while price is also an important for purchase decision. 
•  Schemes always attract more and more consumers towards particular brand. Simultaneously it gives idea about the factors which consumers look most in the product before they make final decision.
• Price off and extra quantity is the two main offers/schemes which consumers have came across at the time of purchase. 
•  TV as the best media to market the product which will cover majority of the viewer ship. On the second place it shows news papers as the media to promote the product in the market. 
•  People are not much aware of the schemes which continue in the market it may be because of the present stock of the product at their place. 
•  1+1 or 2+1 or other free schemes are more demanded and more aware schemes in the market. 
•  People are ready to switch over to another brand if they find better promotional schemes which suits their budget means more qyt + less cost + quality. 
•  Extra quantity with less or same price, more satisfaction, quality and other factors influence consumers to switch over too other brands. 
•  Retailer stocks all types of stationary product because of competition. 
•  People are more quality and price oriented. 
•  Consumer remember that name of the product by the company name and also from the past performance of that company. 
•  Retailers are not suggest to purchase particular brand because of personal relation or that customer are brand loyal. 
•  Margin and of better relations with consumers and too provide quality product to consumers they suggest consumers too bye particular brand. 
•  Customers are looking for any type of the promotions on the product before them going to purchase. 
•  Price off, product bundling and extra quantity are more demanded by the consumers over others schemes. 
•  kores is mainly offering credit facility which is offered by all major players it may differ in the time limit of the credit.

SWOT Analysis of stationary product of kores (India) Ltd

SWOT Analysis of stationary product of kores

Strengths:

• Well-established distribution network extending to rural areas.
• Strong brands in the stationary sector.
• Low cost operations.

Weaknesses:

• Low export levels.
• Small-scale sector reservations limit ability to invest in technology and achieve economies of scale.
• Several "me-too’’ products.

Opportunities:

• Large domestic market.
• Export potential.
• Increasing income levels will result in faster revenue growth..

Threats:

• Imports.
• Tax and regulatory structure.
• Slowdown in rural demand.

The Long term Impact of Advertising

The Long term Impact of Advertising:

Strategies are builds to reap the benefits for longer period of time; same is true in sales promotion strategies. Let us see impact of advertising effort and study the impact over a longer time period e.g. 4-6 months or even a few years after a advertising  campaign. 

The result showed that consumer promotions for leading brands of established packaged products had no after-effects on the brand’s sales or repeat buying loyalty. The extra sales of a brand while promoted came virtually all from the brand’s existing long-term customer base for which the experience of buying the promoted brand was nothing new.

It is found that although the short term effects of promotions are strong; these promotions rarely exhibit long term effects. It is observed that each sales component generally lacked a permanent effect and the effect of promotion was short lived and increase in promotions affected consumers’ stockpiling decisions in the long run. They found that the combined short and long-term elasticity of promotions was zero. The stockpiling induced by a promotion was essentially offset by reduced demand in the long term. Thus increased sales were more a result of sales borrowed from the future than increased  consumption.

Organization of the advertising industry

Organization of the advertising industry

Advertisers – advertising is part of the marketing strategy of any company;

-- no product goes to market without some kind of a marketing strategy

-- this strategy has to include not just advertising by distribution and a plan for sustaining the product in the market

 • National advertisers – see nationwide market for product; this began in modern terms in the 1800s (post Civil War) with growth of mail order catalogues

• Retail or local advertisers – sell to a local (geographic) market

Web is changing local advertising; many finding they can expand their markets – but at what cost?

 Types of advertising

            -- consumer

            -- business to business

            -- professional

Agencies

-- organizations set up to create and place advertising; sometimes located  in-house and sometimes independent

-- Madison Ave. (national, international); local ad agencies

-- seek clients; very competitive

-- full service; media buying; creative boutiques

-- increasing concentration of ownership

Media – final piece of the puzzle

-- traditional – newspaper, magazine, radio, TV

-- non-traditional – point of purchase, direct mail, telephone, telemarketing, movie placements, digital insertions; web targeting

Evaluation media advertising

-- reach – how large is the audience

-- frequency – how many times the message is delivered

-- selectivity – how many potential customers are in the audience

-- efficiency – cost/thousand customers

Online advertising is developing but still one of the big unknowns of the advertising world; many advertisers prefer traditional (old) media, and so do agencies because that's what they're used to.

The advertising campaign

Product

-- product characteristics – what does it do; what's the competition

-- launching

-- positioning and re-positioning

Audience

-- research

-- demographics

Purpose

-- what is the advertising problem

-- what advertising will solve the problem

Medium

-- which medium will bring together the audience and the solution

Follow-up, evaluation

-- did it work?

 Advertising regulation

-- First Amendment (can we really say whatever we want? No)

  • false statements, criminal actions are not protected

-- "caveat emptor" – let the buyer beware

-- "caveat venditor" –let the seller beware

-- Federal Trade Commission

  • broad powers

  • political climate