India is a land of religions. Many important religions are born in India like Hinduism, Buddhism, Jainism, and Sikhism. Almost all religions of world are existed in India. These religions divide the year into months, days etc. According to them some of these are auspicious or good and some are bad and some are normal times. These good and bad times are outcome of mythological stories of god and goddess in which some good or bad thing has happened in their lives. The life of people is highly dominated by religions in India from their birth to death. Various religious rituals and ceremonies are required to be performed by the people from womb to tomb. These must be performed on only auspicious occasions or good mahurats. Thus we find that throughout the year in India people performed various rituals and make celebrations. Nearly 150 days are various days to celebrate but some of them are big and celebrated on grand scale by the people like Diwali, Holi, Navdurga and Dusshara, rakhi, Gudi Padwa, Ramzan, Mohharram, Id, Dip Parv, Buddh Purnima, Mahavir Jayanti etc. Generally these festivals occurred at the end of a cropping Season when people are free from agriculture activities and have earned lot of money from good harvest. People also saved money to spend on these occasions. As religion sanctioned to purchase something new or begin a new venture etc. on these good mahurats. So people loose their pockets and spend big money on these occasions to purchase houses, car, Durables, Mobiles, clothes and eat good foods.
Marketers also wanted to exploit these opportunities to get a bigger pie of these spendthrifts of people on these auspicious occasions. Marketers prepare in advance for these occasions and prepare their marketing strategies accordingly. Marketers’ changes in marketing mixes for these occasions and from promotions, to discounts, to offer, to prizes, to availability, to delivery and extra services and other marketing gimmicks are adopted to achieve their targets. Nearly 50% of the sales of a year are achieved on these occasions. Products of all stages of PLCs are sold from launching of new products, to modified products, to new added features products, to repositioning of products is done in these periods. Thus we find that marketers adopt various aggressive strategies to get bigger pie of these big spending of people.
The negative impact of these heavy promotion and discount is that Brands are converted into commodities and competitions on price basis