Understanding the Context of Discounts in Toilet Soaps
Discounts are reductions to a basic price of goods or services. There are many purposes for discounting, including; to increase short-term sales, to move out-of-date stock, to reward valuable customers. Some discounts are forms of sales promotion.
A visit to Spar Hypermart gave us an insight to:
- What are the products and product categories on which the store is providing discounts?
- What type of discounts are given, e.g. price reduction, bundle offers, in-store discount, bundling, combo offers, quantity discounts etc.
- What kind of people are looking for discounts. Do rich people really care about discounts?
- Do discounts help in increasing sales?
- Do discounts affect impulsive buying behaviour?
Pyramid (Toilet Soaps)
0-10 = Lifebuoy, Lux
11-20 =Lifebuoy, Lux, Vivel, Harmony, Medimix, Lux, Cinthol
21-30 =Boro Plus, Emami Pure Skin, Medimix, Pears, Dettol, Vivel, Hamam, Savlon, Lux, Camay, Chandrika, Santoor
31-40 =Yardley, Park Avenue , Rexona, Lux, Dove, Savlon, Dettol, Fiama Di Wills, Liril
41-50 =Dove, Pears, Liril
51-60 =Himalaya
61-70 = Olay, Himalaya .
Observations.
· In-store discounts given on top and middle level soaps for pushing up sales.
· Bundle offers present in middle and to some extent in top level.
· No offers in bottom level segment of soaps.
Syed Munir
Class of 2012
December 31, 2011
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