kohinoor rice

8/11/2019 Kohinoor Rice

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INTRODUCTION TO THE TOPIC


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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.


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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 awayfrom 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


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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.


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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.


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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$


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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.


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The Company

Kohinoor Speciality Foods India Private Limited, is the Indian subsidiary of $ billion !"ar#etCapitaliation% "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,


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;irector, spearheads the Company2s business operations' =e is ably supported by a dedicated senior

mana.ement team, each of them specialied & 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 *onD0ecutive 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' e are open and honest in business dealin.s both

inside and outside the Company' e 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'


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Concern for others

Success

=IST?>+

AHJ

It was way bac# in AHJ 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.anied 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 e0clusive 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 uality at the plant level and ultimately at the industry level as

well'


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This was the time when Kohinoor diversified into branded pac#a.ed convenience foods and too#

authentic Indian flavour abroad with >eadyDto1at 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 Froen Foods durin. the same period' It established a stateDofDtheDart froen foods

facility at /ahal.arh, in the outs#irts of ;elhi, India and started supplyin. a ran.e of its Froen products

in the Indian mar#et'

544

This year Kohinoor created a uinness >ecord by ma#in. orld2s 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'


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In the same year, the brand created three new variants of KohinoorD Platinum, old & 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


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Basmati Rice

Kohinoor Speciality Foods presents an impeccable ran.e of lon. .rained, aromatic /asmati >icefor every occasion' ach pac# of Kohinoor /asmati >ice comes to you with the .uaranteeduality standards of Kohinoor products'


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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 apearl'
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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 trulye0traordinary'

Super Sil#er Basmati Rice

ven a small uantity of this /asmati loo#s more when coo#ed and has the best mi0 oflen.th, colour and flavour'
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E#eryday Basmati Rice

) perfect mi0 of uality, 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'
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Basmati Rice %u$ar

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

Basmati Rice &ongra

This uniue /asmati is characteried by scrumptious taste, a.ed to perfection and aheavenly aroma'

Trophy Royale Basmati Rice

Characteried by e0traDlon. .rains supreme taste, this /asmati >ice ma#es every dish adeli.ht'
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Trophy Gold Basmati Rice

;ishes made out of this /asmati >ice have deli.htful flavor and are uniuely different intaste'

Bro'n Basmati in (ar

Kohinoor /rown /asmati >ice is #nown to have several health benefits, and is a .reatsubstitute for white rice' Coo#s in Bust A3 minutes' *ow find yourself in the brown ofhealthN
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)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 andusa.e across multitude of rice dishes, that are prepared re.ularly in households across thecountry'

+alcon Rice

The perfect choice for a delicious Pulao in your mind'
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,a'a$ Rice

) rice brand that9s specially made for occasions that demand rice dishes in uantity'

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 uality 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'
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Shahi Paneer 0 (eera 1nion Rice

) rich combination of soft Indian cotta.e cheese and tomato .ravy delicately coo#ed withauthentic 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 Pun7abistyle served with Beera >ice'
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Kadhi Pakoda 0 Rice

Traditional .ram flour dumplin.s coo#ed in Pun7abi style with temptin. .ravy of yo.hurtand 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 andpulaos that are sure to entice your taste buds' ach pac# of >ice n Spice comes to you with the.uaranteed uality standards of Kohinoor products'
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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 almosttastes li#e heavenN
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)hettinad Biryani

>ecreate the spicy and piuant 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#ethis dish a hit with your familyN
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&asala Pulao

hip up a "asala Pulao that is burstin. with flavors of Indian spices and 7ust that hint ofchilli to tic#le your taste buds'

Get In Touc

e9re here for whatever you need to #now' Spea# to a real person via phone, connect throu.hsocial 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,ur.aon, =aryana D A5544AIndia

Telephone ,o7

HA !A56% 6H H44
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