Marketing mini project #3- Coupon Promotion

Petra Nekic
For the third marketing mini project, we had to go to any retailer that sells
consumer products, and search the aisles for any evidence of consumer
promotion activity. A few weeks ago intending on purchasing anything, so I had
to be extra careful to get only vital and important I decided to do some
sleuthing, and pay a visit to my local Safeway. I was not information and
promotional evidence. I walked down each aisle collecting as many coupons
as I could find to use for this project.
When I got home I counted and saw that I collected a total of 15 coupons,
which I thought was a lot for being in Safeway for about 3 minutes. The coupons
were in every single aisle, offering discounts for various products. Knorr, Dove,
Heinz, and Kraft were some of the product coupons that I picked up. Each
offered different monetary discounts ranging from .25¢ to 1.00$
The promotion that I have chosen for this product was a sweepstakes coupon
for Huggies Diapers. The coupon read: “Enter for a chance to Win Free Diapers
for a Year!” What I liked about this product, and why I chose it instead of the
other coupons, was that on the reverse side it had “$2.00 OFF any package of
HUGGIES Diapers” The main purpose of the coupon was to inform consumers of
their sweepstakes and offer a discount when people picked it up.
The first website that I visited was I searched all the tabs that I
thought would have information about any promotions or coupons that they
offer and there was basically nothing. There was no information under
“promotions”, or “weekly specials”. All I could find was the gift cards that they
offered. I did not expect to find information about the Huggies sweepstakes,
considering the coupon stated that it was a manufacturer’s coupon on the
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back. But, I thought it was worth a shot just to see what Safeway had for their
special offers.
The next website that I visited was The site was very
easy to navigate around, and it was just a few clicks and I was on their special
offers page. There was a list of about 7 different promotions that they currently
had going on. I found the sweepstakes that my coupon was on, titled: “Huggies
Daily Diaper Giveaway”. The page just explained what the sweepstakes was
about, how it works, who wins, and how to win. It seemed very easy; all you
have to do to be eligible was to sign up for the rewards program at (which is the last website that I had visited).
Once you are signed up at the website, you are automatically entered in the
draw to win Huggies Diapers for a year.
The sweepstakes actual website,, was very busy and
full of different information. It is not just about the draw to win the diapers (which
is what my coupon is about), but instead it is about their rewards program. By
signing up, you can earn points by purchasing Huggies, participating in and
answering online polls, browsing websites, and entering specific promotional
codes. And then you get to spend those points on specialty products like baby
monitors, trips, Sony Digital Cameras ECT.
Essentially, the soul purpose of having this coupon is to get people to sign up
on their website. I think it is a great way to promote this branch of their brand by
the use of e-marketing, and reaching out to moms who do use the internet a lot
in this day and age. I think the whole coupon idea is great. Customers pick up
the coupon at their local Safeway because it offers a $2.00 discount on their
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purchase of diapers (which is attractive to young parents); then they find out
that they have a chance to win diapers everyday for a year. Next, they visit the
website and end up signed into the Huggies rewards program. It is like a little
adventure in itself, and one promotion or offer leads to the next. Obviously the
whole process is just to get people to sign up on the rewards program. Which I
think is great because not only does the consumer get the benefits of discounts,
a chance at winning a contest, and all the rewards but the manufacturer also
gets the benefits of acquiring and holding on to customers, who in turn
purchase and buy more products.
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