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Team MPRRajiv Sawhney, Navin Agarwal, Ratikakapoor           BANDWAGON:           COMPETITION:           TEETOTALER (LOW C...
Agenda   Product, Target market Segment, USP,    Positioning, Indian Noodle Market    Brand Icons   In Store Communicat...
Background Information  http://www.moneylife.in/article/8/3531.html  http://www.business-standard.com/india/news/horlicks-...
Brand Icons    FOODLA & FOODLI (Original Art work    by the group)    • kids / Teenagers    • Educated/ Belong to Upper Mi...
In store Communication Plan: Modern Trade (Place)           GSK for the 1st year is eyeing Rs.1000 Cr Modern retail Market...
Gondola Branding Floor Stand Units                     DanglersHyper& Super Format                          Hyper &Super...
Category Signage           Total Cost For In store                                  Communication:                        ...
Temporary Foodle Kiosks   The main aim of this activity would be:   Sampling of Foodles   To create Foodle‟s Brand aware...
Awareness programmes                                                Residential Societies Kitty  Tupperware parties       ...
School Interactions: Health Consultants Visiting  Schools.Aiming at top 100 schools (Students from SEC A & B) in the majo...
Promotional ActivitySmall Test packs (5 Rs) Pack with Horlicks Products For 1 MonthHorlicks sale= 58% of 1900 Cr Rs=1100...
Common WealthGames 2010Distributing 1lac brochures1 side printedCost: 1.5 Rs/ BrochureConsumer Reach:1 lac Direct reac...
Social Networking: Viral    Marketing    Social Networking Reach                          Foodles For U Contest: Facebook ...
Radio     10 Sec Radio spot 1500 Rs     10 spots = 15,000 Rs /day     100 spots = 1.5 lac Rs for 10      days     Budg...
Cost Benefit AnalysisLaunch Plan       Investment      Consumer         Awareness     Benefit                             ...
Conclusion   For FMCG products, success lies in the strength of the distribution    network. The Maximum sales conversion...
Low Cost Marketing
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Low Cost Marketing

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Low Cost Marketing

  1. 1. Team MPRRajiv Sawhney, Navin Agarwal, Ratikakapoor BANDWAGON: COMPETITION: TEETOTALER (LOW COST MARKETING CAMPAIGN)
  2. 2. Agenda Product, Target market Segment, USP, Positioning, Indian Noodle Market Brand Icons In Store Communication Plan Awareness Program Temporary Foodle Kiosks Promotional Activities Common Wealth 2010 Social Networking: Viral Marketing + video Radio + Jingles Conclusion
  3. 3. Background Information http://www.moneylife.in/article/8/3531.html http://www.business-standard.com/india/news/horlicks-noodles-one-too-many/387131/ Product: - Foodles (GSK) Under the popular Brand Horlicks Target market Segment: - In competition to Nestle‟s Maggi Noodles Kids/MothersUSP of Foodles: - North and South India for the 1st year“Health Maker” Sachet which Only Organized Retail: Modern Tradecontain 5 vitamins Positioned on Health, tasteand Convenience Indian Noodles Market: -Positioning: Market size: - 1000 Crore Rs- Organized MarketNutritive and Healthy Nestle Maggi‟s Market share: - 80% i.e; 800 cr RsNoodles Growth Expected: - 25% (yoy) Market share expected by GSK : - 6%-10% in next 6-12 months i.e; 100-150 Cr Rs till 2011
  4. 4. Brand Icons FOODLA & FOODLI (Original Art work by the group) • kids / Teenagers • Educated/ Belong to Upper Middle Class (Socio Economic Classification A & B)- has been kept according to the Target segment. •Red and Green dress according to Foodles packaging •‘F’ written on T shirt to increase the brand recall of Foodles •Hair of Foodla & Foodli have been kept like Noodles • Both are friends and like to have fun with each other. •Foodli has been shown as Fashion Concious •Both are witty, smart and Intelligent. •Overall: Aim is to create an image which attracts younger generation and are aspiration of younger generation
  5. 5. In store Communication Plan: Modern Trade (Place) GSK for the 1st year is eyeing Rs.1000 Cr Modern retail Market http://www.moneylife.in/article/8/3531.htmlFor Hyper and Super Format stores (10000 sq Ft + stores) [Modern Retail] Spencer‟s, Reliance, Trent Food Bazaar, etc. Activation in 150 (approx) stores (North and South India)For Daily and Express Formats stores [Modern Retail]Spencer‟s, Reliance, ABRL‟s More, Local chains, etc.Activation in 1000 (approx) stores (North and South India) Launch Plan for Foodles: Sampling through Foodle Kiosks In store Branding: Gondola Branding, FSUs, Danglers and Signages
  6. 6. Gondola Branding Floor Stand Units DanglersHyper& Super Format Hyper &Super Format All Format storesstores stores 2000+750 Danglers150 Gondola branding 150 FSUs Cost of Danglers:Cost: 150*2k= 0.3 Mill To be placed at 2750*200=0.55 Mill RsRs Impulse To be placed nearTo be placed on end Cost of FSUs150*5k= Category aislecaps near impulse 0.75 Mil Rs Cost of Space150*30k= 4.5 mil Rs (For 1 month) To be removed after 1
  7. 7. Category Signage Total Cost For In store Communication: =0.3+0.75+0.55+4.5 +0.46+0.3 =6.86 Mil Rs (1 time investment) Consumer Reach: For the 1st month Hyper and Super= 1000-2000 footfalls/day •30000 to 60000 consumers for 1 store /month •4.5 Mil-9 Mil Consumers for 150 For all Formats stores/ month 1150*2=2300 signage Daily and Convenience= 200-500 Cost: 2300*200= 0.46 Mil Rs Consumers /day •6000-15000 Consumers for 1Parasites store/monthHyper & Super Format •6 Mil-15 Mil Consumers for 1000Stores stores/ MonthTo increase Point of Sales10 for each store150*10=1500 Parasites1500*200= 0.3 Mill Rs1 Time Investment
  8. 8. Temporary Foodle Kiosks The main aim of this activity would be: Sampling of Foodles To create Foodle‟s Brand awareness To make people aware about its Taste and different Flavours This would be a „No Profit No Loss‟ Activity for GSk Would be conducted for 3 months in Malls or Hyper Markets. Kiosks would also act as Point of Sales for Foodles. Sell Rs5 packet for Rs10 (To cover the overheads) Approximately at 200 places. ExampleConsumer Reach:Average Footfalls/day= 2000-3000 /mall60000-90000 footfalls/day1.2 Mil – 1.8 Mil footfalls in 200 (Malls + Hyperformat stores) /day 108 Mill- 162 Mill People (Brand Awareness)To Breakeven (No profit no loss) at least 3% ofabove footfalls will have to be converted.(Assuming 50k to be the Cost of space/mall and6000/month for the sales man)
  9. 9. Awareness programmes Residential Societies Kitty Tupperware parties parties Tupperware parties presences in 22 states coverage of 55000 women. Only for Delhi: GSK is aiming at 8 states for its 1st year Guest lectures/interactions by health out of those 22 states consultants in major residential areas in Party every Sunday major capitals. Activity to be carried out for 2 months i.e; Total of residential areas =400 (Only 8 parties in 1 party/ 1 region Delhi) Method: Informal interactions by GSK Societies in the areas= 15 (app) health consultants = 400* 20 =8000 families. Demonstration of Horlicks Foodles to GSK aims at 20% = 1600 = 80 parties Mothers  Incentives: Free Foodle packs would Cost : Informal interaction in Tupperware be distributed in the kitty parties parties are free of cost. 15*80= 1200 families Consumer Reach: 100 Women/ party= Distributing 10 Rs pack= 1200*10= 8*100=800 Women or 800 Families. 12,000 Rs. To be escalated to 20,000 Families of SEC (A&B) category North+ South http://180.150.134.20/partycenter/planning.asp Location to be chosen according to the presence of Modern retail
  10. 10. School Interactions: Health Consultants Visiting Schools.Aiming at top 100 schools (Students from SEC A & B) in the major cities whereFoodlesGSK consultants will provide free Health related tips and simultaneouslypromote Foodles.Minimum Number of Students / School = 500 (Age group 10+)Reach 500*100=50,000 StudentsDistributing 10 Rs Pack to all studentsAssuming Cost of production to be 5 Rs, Total cost incurred =5* 50000= 2.5 lacRsNumber Man-days required for visits by Health Consultants/Sales people= 8+1000+ 100=1108
  11. 11. Promotional ActivitySmall Test packs (5 Rs) Pack with Horlicks Products For 1 MonthHorlicks sale= 58% of 1900 Cr Rs=1100 Cr RsModern Trade Sales = (5% of 1100 Cr Rs)/12= 5Cr Rs /MonthNo. of SKUs 5 Cr/170= 300000 (Approx)Around 150000 SKUs (North & South)Cost to company= 150000*3= 0.45 Mill Rs (Assuming 3 Rs to be the Cost incConsumer Reach: 0.15 Mill People. http://www.livemint.com/2008/10/26153718/GSK-to-focus-on-modern-retail Free Foodla & Foodli Comics or Drawing sheet (Colour Foodla, Foodli, etc)  For 1 Month. Free with two packs.  Reach is as per the Sales. Assuming 6 cr Annual sale= 60000000/20*12. (20 Rs for 2 packets) = Rs 0.25 million and 0.25 consumers. Assuming 2ppl/Hosusehold Reach- 0.5 million ppl
  12. 12. Common WealthGames 2010Distributing 1lac brochures1 side printedCost: 1.5 Rs/ BrochureConsumer Reach:1 lac Direct reach1-2 lac Indirect reach(Sharing of map amonggroups)Taking this is a Pilot projectIf found successful thenEscalating it to Delhi/NCRMetro mapsWhich can be distributedthrough Modern Trade stores,from cash counters.
  13. 13. Social Networking: Viral Marketing Social Networking Reach Foodles For U Contest: Facebook • Series of contests • Stories to be posted and judged by• 68.5 % of the active users spend avg ppl through Social N/w130.1 minutes on Social N/w Sites • Examples•Launching Foodle Games and • Anokhi Love StoryApplications • Bhook Se Ladai• Facebook Opinion Polls on Foodles • Aalaspan Ki Misaal• Promotional Videos and • Ladakpan Ki PahunchCommunities/Groups • Kanjooosi ka NusKha• Foodla-Foodli Campaigns: Videosand Online comics. Source- comScore, Inc.  Foodles Website  Games & Videos Costing:  Post Your Recipes 5 lac Rs for Contest  Customer Feedback Games, Videos and  Foodles Promotional application videos developments
  14. 14. Radio 10 Sec Radio spot 1500 Rs 10 spots = 15,000 Rs /day 100 spots = 1.5 lac Rs for 10 days Budget allocated 1.5 Mill Rs So Buying 1000 spots of 10 seconds in 10 different regions Assuming 1 spot of 10 seconds reaches 1000 people 1000 spots will reach 1 Mill people. http://www.business-standard.com/india/news/fm-radio-ad-rates-to-fall-by-10-15/347961/
  15. 15. Cost Benefit AnalysisLaunch Plan Investment Consumer Awareness Benefit Reach (Brand cost/person Awareness)In Store 6.86 Mil Rs 15 Mill 50 paise Awareness intoCommunication SalesPlan conversion= MaximumTemporary „0‟ (Sales 100 Mill 0 Rs Feedback fromFoodle Kiosks conversion Consumer =3% of Behaviour and footfalls) ReachAwareness 2.1 Mill Rs 70,000 30 Rs Word of MouthProgramCommon Wealth 0.15 Mill Rs 0.4 Mill BrandGames 2010 Awareness in DelhiViral Marketing 0.5 Mill rs 0.5 Mill (in 1 1 Rs Reach and low month) costRadio 1.5 Mill Rs 1 Mill Rs 1.5 Rs High ReachTotal 11.11 Mill Rs 116.97 10 Paise GSK‟s goal isIntegrated to reach 100 CrCommunication Revenues in 1Plan year. 1 CR is
  16. 16. Conclusion  For FMCG products, success lies in the strength of the distribution network. The Maximum sales conversion will come from Impulse i.e; “Jo dikhta hai wo bikta hai”. So In store visibility would be of highest importance.  So, In store communication plan should be given priority 1 and Temporary Foodle Kiosks should be on priority 2.  Priority 3: Viral Marketing Campaign; Priority4: Radio  Priority 5: Awareness Programs + Common Wealth games TourismOnline advertising in India: the trust Brochures. The least trusted forms offactors advertising in India are:WoM (i.e. Word of mouth) is the most Search engine advertisementstrusted source: 87% users believe so. (41 per cent), Newspapers come second in the ads that precede movie „most trusted list‟, with 77 % saying screening (41 per cent), so. online banner ads (38 per cent),Opinions expressed online : 73% trust andthem text ads on mobile phones (24Opnions expressed on brands‟ Web http://www.pluggd.in/online-advertising-in-india/india-business-online- advertising-india-word-of-mouth-works-better-than-search-engine-advertising- per cent)sites : 72%, 742/

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