This presentation summarizes a case study about Healthy World wheat flour launched by ITC Agrotech in North India. The presentation discusses developing a sales promotion plan to encourage continued consumption of Healthy World in North India, making the sales promotion competition proof, and evaluating the results of the sales promotion. Specifically, the presentation recommends tying consumer promotions to integrated marketing communications, distributing gift/discount coupons through different product sizes, providing refunds and rebates, and engaging consumers after promotions through email and SMS. It also suggests evaluating the sales promotion by comparing results to objectives, conducting consumer panels and surveys, analyzing sales data during the promotion period, and assessing brand awareness and attitudes.
2. Hello!!!
I am Harshit Raghuwanshi
(Id.No. 16A1HP110)
I am here to give presentation on a case 8.1 called
“Healthy World”
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Faculty mentor:
PROF. PRADEEP KUMAR MOHANTY
4. Discussion
points
Developing a sales promotion plan to
encourage continued consumption of Healthy
World in North India.
Making Sales promotion competition proof
Evaluating the results of sales promotion
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5. About the case
“Healthy World- Wheat Flour” launched by ITC
aggrotech
Healthy World portfolio included Popcorn and Sundrop
cooking oil
SKU’s availability: 500g, 1kg, 2kg, 5kg
Price point: Rs. 18.50 per 1Kg atta
Competitors:
Annapurna by HUL
Pillsbury
Regional & local brands
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6. Parameters for
selection of
variant
Softness
Taste
Color
Texture
North India: Taste (Avg. Consumption 27kg)
South India: White color/ finer size (Avg.
Consumption 3kg)
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7. Influencing
factors
ITC Agro’s established “Health Conscious” image
ITC’s Distribution Network
Branded atta market of Rs. 350 crore
Category advertising spend of Rs. 20-25 crore
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8. “
Sales Promotion includes those sales activities that
supplement both personal & advertising and
coordinate them and help to make them effective
(not in the ordinary routine) ex: Displays, shows,
expositions demonstrations.
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10. Sales promotion
plan
(to encourage continued
consumption)
Tie consumer promotions with IMC (ex: advertising
with consumer promotions)
Distributing gift/ discount coupons through
different SKU’s (mainly bounce back coupons)
Premium (gift)
Through organising contests and events
sponsorships
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11. Sales promotion
plan
(to encourage continued
consumption)
Providing Refund and Rebates
Through price offs or bonus packs
Loyalty programs
POP displays
Trade promotions for distributors, wholesalers,
dealers, retailers
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13. Making sales
promotion
competition proof
Integrating sales promotion with communication
mix
Engaging after the promotion (email, newsletter,
SMS)
Through increased Reach
Maintain Quality
Utilizing different Promotional and Distribution
channels.
Create Long term connections
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15. Evaluating the
results of sales
promotion
Compare the results with the set objectives
Through ‘Focus Groups and Consumer Panels’
Through survey among consumers and intermediaries
By analyzing the sales data during the sales promotion
period (for ex: No. of coupons redeemed)
By assessing “Awareness and Attitude” of consumers
towards the product (Brand recall, top of the mind)
By Telephone interviews, mailing of questionnaires,
personal interview
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