Tata shaktee activation plan :MART

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Tata shaktee activation plan :MART

  1. 1. TATA SHAKTEE <ul><li>A case of innovative marketing approach </li></ul>
  2. 2. Background <ul><li>Product </li></ul><ul><ul><li>Galvanized Corrugated Sheets </li></ul></ul><ul><li>Brand </li></ul><ul><ul><li>Tata Shaktee </li></ul></ul><ul><li>Customer </li></ul><ul><ul><li>Rural Poor (R3 & R4) </li></ul></ul><ul><li>Usage </li></ul><ul><ul><li>Roofing </li></ul></ul>
  3. 3. Status <ul><li>Status of Business in 2003 </li></ul><ul><ul><li>Stagnant, no growth for last 2 years </li></ul></ul><ul><li>Customer Profile </li></ul><ul><ul><li>Mostly illiterate </li></ul></ul><ul><ul><li>Low purchasing power </li></ul></ul><ul><ul><li>Interested to buy quality product but easily influenced by retailer </li></ul></ul>
  4. 4. Brand Communication Strategy 2003 (before MART involvement) <ul><li>Use of Static Media </li></ul><ul><ul><li>Wall and Shop Painting </li></ul></ul><ul><ul><ul><li>Limitation: exposure only when customer visits shop and difficult to communicate brand benefits to illiterates </li></ul></ul></ul><ul><li>Interactive one on one media </li></ul><ul><ul><li>Video on Wheels </li></ul></ul><ul><ul><ul><li>Limitation: Male decision maker at work </li></ul></ul></ul>
  5. 5. MART recommended promotion at weekly markets <ul><li>Why weekly markets </li></ul><ul><ul><li>Visitors are mostly rural poor (R3 + R4), so target group is addressed </li></ul></ul><ul><ul><li>Large turnout of 5,000 people from 20 – 25 villages </li></ul></ul><ul><ul><li>Visitors are in buying mode </li></ul></ul><ul><ul><li>Over 45,000 such markets in most parts of India </li></ul></ul>
  6. 6. Participation Plan <ul><li>Dealer sets up Tata Shaktee branded stall </li></ul><ul><li>Play jingles, distribute handbills to attract visitors </li></ul><ul><li>Display product, communicate brand benefits </li></ul><ul><li>Through interactive games generate potential customer database and engage customers to brand </li></ul><ul><li>Conduct consumer behavior surveys </li></ul>
  7. 7. Impact of Campaign <ul><li>Participated in 5,000 markets in 17 states, 250 districts over 4 years. </li></ul><ul><ul><li>Four million potential customers exposed to brand </li></ul></ul><ul><ul><li>50,000 potential consumers surveyed </li></ul></ul><ul><ul><li>30 percent growth in sales at retail outlets </li></ul></ul>

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