The Impact of Sales Promotion on the Marketing of New Products and Services at Heritage Foods

This study evaluates how sales promotion affects the marketing of new products and services at Heritage Foods, one of India's leading dairy companies. Emphasis is placed on understanding the influence of promotional tools—discounts, free samples, combo offers—on consumer awareness, product trial, brand switching, and customer satisfaction. Using a sample size of 100 respondents in Andhra Pradesh and Telangana, both qualitative and quantitative data were collected through structured questionnaires. The study concludes that strategic sales promotions significantly impact trial behaviour, brand engagement, and the overall success of new product launches.