The marketing plan involved newspaper advertisements, outdoor advertisements, leaflet inserts, a Rajo Rani contest, tableau van announcements, radio spots, and press conferences across various cities. The Rajo Rani contest saw over 350 registrations and engaged customers through registration booths, grooming sessions, and a finale event. Analysis of the marketing efforts found that ladies fashion promotions performed well while opportunities remained in promoting mens and kids categories, developing new food offers, and creating regional television commercials. Lessons from the festival will be applied in the future by expanding promotions to additional categories and improving various elements of the marketing strategy.

2. Rajo Maketing Plan executed
• News paper adv – bbsr / cuttack
• News paper Advertorial -Dharitri
• Outdoors- bbsr/jharsuguda/rourkela
• Leaflet inserts – jharsuguda / Rourkela
• Rajo Rani contest
• Tableau van announcements- Cuttack/jharsuguda/rourkela
• Radio spots – Big 92.7 fm and radio choklate
• Press conference and releases in leading news papers

3. AKS SITE ABP LY NSV TY NSV AHCV % NSV GWTH
A02. BB-BBSR 329.52 279.4412 303.64 92% 9%
A06. BB-PATIA 153.41 123.3129 145.30 95% 18%
A20. BB-CUTTACK 116.24 93.23192 117.51 101% 26%
A61. BB-JHARSUGUDA 94.25 0 79.67 85% #DIV/0!
A63. BB-ROURKELA 105.86 0 91.37 86% #DIV/0!
TOTAL 799.28 495.9861 737.49 92% 49%
Marketing Elements
• News paper adv – dharitri-full page(3rd
june),samaj-half page(6th
june)
• News paper Advertorial – dharitri-2nd
june
• Outdoors-bbsr- 5, jharsuguda-1,rourkela-2
• Bulletins- rourkela - 15
• Leaflet inserts – 10000 each at jharsuguda/rourkela
• Rajo Rani contest - registration- 420 in 8 days(1st
june to 8th
june) only
from bbsr/ctc
• Tableau van announcements-one each at cuttack/jharsuguda/rourkela
from 2nd
june to 10th
june
• Radio spots – big 92.7 – 2nd
june onwards
• Press conference and releases in leading news papers- 15+

4. Rajo rani patricipation process
• Registration forms of Rajo rani contest were distributed in
youth hangouts/fashion institutes and in store who is
interested.
• Rajo rani form also got published in TOI to bring the cuttings.
• Registrations were taken from facebook and whats app id
created.
• Rajo rani mock studio was placed in the store to take pics
• About more than 350 registrations were received in 5 days
• Then a choreographer shortlisted final 20 candidates
• 20 shortlisted candidates were groomed for 2 days
• Then the grand finale took place with proffessional judges.
• Winner gets a 25000/- cash along with a featuring in TOI and
also a chance to shoot for a adv film from actors studio.

5. AKS SITE ABP LY NSV TY NSV AHCV % NSV GWTH
A02. BB-BBSR 329.52 279.4412 303.64 92% 9%
A06. BB-PATIA 153.41 123.3129 145.30 95% 18%
A20. BB-CUTTACK 116.24 93.23192 117.51 101% 26%
A61. BB-JHARSUGUDA 94.25 0 79.67 85% #DIV/0!
A63. BB-ROURKELA 105.86 0 91.37 86% #DIV/0!
TOTAL 799.28 495.9861 737.49 92% 49%
Rajo Dash Board
AKS SITE ABP LY NSV TY NSV Achv % GWTH %
BB-BBSR 465.23 390.55328 412.32 89% 6%
BB-PATIA 215.07 175.86011 200.04 93% 14%
BB-CUTTACK 158.52 127.31352 156.40 99% 23%
BB-JHARSUGUDA 135.76 0 107.27 79% #DIV/0!
BB-ROURKELA 145.19 0 122.42 84% #DIV/0!
TOTAL 1119.77 693.7269 998.44 89% 44%

6. AKS SITE ABP LY NSV TY NSV AHCV % NSV GWTH
A02. BB-BBSR 329.52 279.4412 303.64 92% 9%
A06. BB-PATIA 153.41 123.3129 145.30 95% 18%
A20. BB-CUTTACK 116.24 93.23192 117.51 101% 26%
A61. BB-JHARSUGUDA 94.25 0 79.67 85% #DIV/0!
A63. BB-ROURKELA 105.86 0 91.37 86% #DIV/0!
TOTAL 799.28 495.9861 737.49 92% 49%
Rajo Dash Board
AKS SITE
LY No of
Bills
TY No of
Bills
BILLS
GROWTH %
LY Customer
Entry
TY Customer
Entry
CUSTOMER
ENTRY GROWTH
LY CONV
%
TY
CONV %
CONV
GROWTH %
LY TKT
SIZE
TY TKT
SIZE
TKT
SIZE
GROWT
H %
BB-BBSR 39,317.0 40,072.0 2% 84,320.0 86,284.0 2% 47% 46% -0.4% 1,981.0 2,048.0 3%
BB-PATIA 22,286.0 23,819.0 7% 42,292.0 49,891.0 18% 53% 48% -9.4% 1,517.0 1,631.0 8%
BB-CUTTACK 16,198.0 18,157.0 12% 31,597.0 32,315.0 2% 51% 56% 9.6% 1,553.0 1,744.0 12%
BB-JHARSUGUDA 0.0 13,855.0 0% 0.0 22,392.0 0% 0% 62% 0.0% 0.0 1,481.0 0%
BB-ROURKELA 0.0 16,222.0 0% 0.0 25,358.0 0% 0% 64% 0.0% 0.0 1,397.0 0%
90,688.0
128,181.
0
41% 180,914.0 250,197.0 38% 50% 51% 2.2% 1,718.0 1,729.0 1%

7. Outdoors at bbsr/jharsuguda/Rourkela

8. Outdoors at bbsr/jharsuguda/Rourkela

9. 15 bulletins in rourkela

10. RAJO LAUNCH & PRESS MEET By Actress Gargi Mohanty

11. PRESS RELEASES IN LEADING PRINT MEDIA

12. PRESS RELEASES IN LEADING PRINT MEDIA

13. Rajo Advertorial in dharitri

14. RAJO PRINT ADV layout

15. Rajo rani registration form in TOI

16. Rajo Van in cuttack/jharsuguda/rourkela

17. Rajo gate at forum

18. RAJO RANI CONTEST REGISTRATION STUDIO IN STORES

19. RAJO RANI CONTEST GROOMING

20. RAJO RANI CONTEST FINALE SET-UP

21. RAJO RANI CONTEST FINALE

22. RAJO RANI CONTEST JUDGES

23. RAJO RANI CONTEST FINALE – ACTRESS GARGI

24. RAJO RANI CONTEST FINALE

25. RAJO RANI CONTEST FINALE

26. RAJO RANI CONTEST FINALE

27. RAJO RANI CONTEST FINALE

28. RAJO RANI CONTEST FINALE

29. RAJO RANI CONTEST FINALE

30. RAJO RANI CONTEST FINALE

31. AKS SITE ABP LY NSV TY NSV AHCV % NSV GWTH
A02. BB-BBSR 329.52 279.4412 303.64 92% 9%
A06. BB-PATIA 153.41 123.3129 145.30 95% 18%
A20. BB-CUTTACK 116.24 93.23192 117.51 101% 26%
A61. BB-JHARSUGUDA 94.25 0 79.67 85% #DIV/0!
A63. BB-ROURKELA 105.86 0 91.37 86% #DIV/0!
TOTAL 799.28 495.9861 737.49 92% 49%
Featuring in TOI

32. RAJO RANI CONTEST FINALE

33. RAJO RANI CONTEST – MEDIA COVERAGE

34. RAJO Pitha and Make over

35. RAJO Mela

36. RAJO DECO

37. AKS SITE ABP LY NSV TY NSV AHCV % NSV GWTH
A02. BB-BBSR 329.52 279.4412 303.64 92% 9%
A06. BB-PATIA 153.41 123.3129 145.30 95% 18%
A20. BB-CUTTACK 116.24 93.23192 117.51 101% 26%
A61. BB-JHARSUGUDA 94.25 0 79.67 85% #DIV/0!
A63. BB-ROURKELA 105.86 0 91.37 86% #DIV/0!
TOTAL 799.28 495.9861 737.49 92% 49%
Hits
• Ladies fashion was a hit as per the promotion .
• Ladies offer of buy2 and get 1 free was a hit
• Rajo pitha counter was the talk of the town with TOI covering
with a big article
• Rajo rani contest was a big hit and got good response
• Rajo mela also proved to be a hit
• Free make over was a hit

38. AKS SITE ABP LY NSV TY NSV AHCV % NSV GWTH
A02. BB-BBSR 329.52 279.4412 303.64 92% 9%
A06. BB-PATIA 153.41 123.3129 145.30 95% 18%
A20. BB-CUTTACK 116.24 93.23192 117.51 101% 26%
A61. BB-JHARSUGUDA 94.25 0 79.67 85% #DIV/0!
A63. BB-ROURKELA 105.86 0 91.37 86% #DIV/0!
TOTAL 799.28 495.9861 737.49 92% 49%
Misses
• Mens and kids category promotion was a miss .
• New merchandise gap was there in the fashion category.
• Food category could have been be developed through more
good offers .
• Regional tvc was a miss .
• New offers for mens and kids were not there.
• in sis high value as well as regional variety of sarees were not
available.

39. AKS SITE ABP LY NSV TY NSV AHCV % NSV GWTH
A02. BB-BBSR 329.52 279.4412 303.64 92% 9%
A06. BB-PATIA 153.41 123.3129 145.30 95% 18%
A20. BB-CUTTACK 116.24 93.23192 117.51 101% 26%
A61. BB-JHARSUGUDA 94.25 0 79.67 85% #DIV/0!
A63. BB-ROURKELA 105.86 0 91.37 86% #DIV/0!
TOTAL 799.28 495.9861 737.49 92% 49%
Learnings of the Festival
• Campaign built up should be focussed on mens and kids
category also as the whole campaign was revolving around
ladies only.
• Outdoors and paper adv were projecting only ladies fashion.
It should include mens and kids also.
• More focus on food specially staples.

40. AKS SITE ABP LY NSV TY NSV AHCV % NSV GWTH
A02. BB-BBSR 329.52 279.4412 303.64 92% 9%
A06. BB-PATIA 153.41 123.3129 145.30 95% 18%
A20. BB-CUTTACK 116.24 93.23192 117.51 101% 26%
A61. BB-JHARSUGUDA 94.25 0 79.67 85% #DIV/0!
A63. BB-ROURKELA 105.86 0 91.37 86% #DIV/0!
TOTAL 799.28 495.9861 737.49 92% 49%
Way Forward
• Rajo rani contest as it has been a property and improving every
year
• Kids/mens category to be added in the marketing
communication
• Good offers in food/mens/kids as well
• Regional tvc to be included

41. NAMASTE