Comparative analysis of the retail sales promotion strategy of Perfetti Van Melle in modern and traditional channels

Abstract

Retail Sales promotion is the final make-or-break call of every marketing endeavour of a consumer goods manufacturing company, especially FMCG. While the basic framework for the ‘Below-the-line’ activities remain the same, substantial differences in the space availability, scale of transaction, stock keeping, displaying constraints and execution capacity of promotional campaigns themselves lead to the understanding that the retail Sales Promotion Strategies for modern trade must differ from those for the general trade not only conceptually, but in execution too. The question is, how synchronous or not the two approaches on paper and in the market are. The objective of the study is to understand the differences in the Retail Sales Promotion strategy of an FMCG company (in this case, Perfetti Van Melle - a multinational confectionary manufacturer) for Modern trade and general (traditional) trade in terms of: * Strategy level differences in Company Policy. * Execution at retailer level. * Customers’ expectations and insights (if any).