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  1. 3. Brand Activations Offering Brand Activation Through the Last Mile
  2. 4. A Synopsis of FMCG Activation Details Presented By Wings Brand Activations I Pvt Ltd
  3. 5. ITC Pasta <ul><li>Sampling and Sales of Pasta @ More Outlets </li></ul><ul><li>Across 6 cities </li></ul><ul><li>Total of 25 Outlets per weekend </li></ul>
  4. 6. Tropicana <ul><li>Back to School Activation done @ Big Bazaars for Tropicana </li></ul><ul><li>Pilot At 20 Stores in Bangalore and awaiting roll out </li></ul>
  5. 7. Cavin Care Topp Mopp <ul><li>Cavin Care – Topp Mopp Activity @ Modern Trade Outlets – TN </li></ul>
  6. 8. Kellogg Back To School <ul><li>All SKU’s when purchased would have points allocated to them </li></ul><ul><li>Children could collect these points and redeem them for school necessities like pencil box, pens, water bottle, school bags etc </li></ul><ul><li>This activation was done during the launch of the product in Nilgiris Chain of outlets in the south </li></ul>
  7. 9. Wipro <ul><li>Baby Soft Diapers </li></ul><ul><ul><li>Modern Trade Outlets Activation </li></ul></ul>
  8. 10. Henko <ul><li>Neem Saplings on World Environment Day In Modern trade </li></ul>
  9. 11. Godrej <ul><li>Ambipur – Instore Activation @ Modern Trade Outlets </li></ul>
  10. 12. Amaron <ul><li>Galla is the product </li></ul><ul><li>Inshop Promotion sampling cum sales </li></ul>
  11. 13. Garnier <ul><li>Skin Test @ Modern Trade Outlets And Corporate's across the country </li></ul>
  12. 14. TATA Photon+ <ul><li>Demo activity @ Nilgiris supermarket. </li></ul>
  13. 15. Old Spice Activity <ul><li>Inshop Activity @ Modern Trade Outlets </li></ul>
  14. 16. Complan Wet Sampling <ul><li>At Cochin </li></ul><ul><li>Instore Wet Sampling Activation </li></ul>
  15. 17. Dabur <ul><li>For Sanjeevani </li></ul><ul><li>Wet Sampling </li></ul>
  16. 18. Launch of Modern Trade Outlets –Spencer’s <ul><li>All Spencer’s outlets in South are launched by WBAIPL </li></ul>
  17. 19. Diageo <ul><li>Vat 69 legendary activity done at various restaurants And Pubs in Pune,Mumbai,Bangalore,Hyderabad,Kolkata </li></ul>
  18. 20. Tuborg <ul><li>Promotion Of Sunburn music festival And Tuborg at Restaurants and Pubs in Mumbai Pune, Goa and Bangalore. </li></ul>
  19. 21. Garnier <ul><li>Skin Scan Activity </li></ul><ul><li>At Corporate's in Bangalore </li></ul>
  20. 22. Himalaya <ul><li>We had a Corporate contact program for the Call Centre's </li></ul><ul><li>It was called Stress Busters </li></ul><ul><li>The natural herbal range products of Himalaya were actually developed to be stress busters </li></ul><ul><li>So we had a renowned person speaking on stress and later they could check out the products and collect samples </li></ul>
  21. 23. Eureka Forbes <ul><li>Road show Activation @ Chennai & ROTN </li></ul>
  22. 24. Colgate <ul><li>Road Show for Colgate Paste </li></ul><ul><li>Across Kerala, Karnataka, Tamil Nadu </li></ul><ul><li>Conducting Free Dental Check Ups </li></ul>
  23. 25. Britannia <ul><li>Funtush Activation </li></ul><ul><li>6 Cities </li></ul><ul><li>Canter Activity to identify the naughtiest kid in the zone in the city </li></ul><ul><li>10 Naughtiest kids would go on air every Sunday </li></ul><ul><li>Activity supported with school activation and neutral venue </li></ul>
  24. 26. Lakme <ul><li>Lakme – Watch your lips canter activation </li></ul><ul><li>At colleges , we use to conduct an activity where there would be a Lakme Expert who would give tips On Skin Care </li></ul><ul><li>At beauty parlors we would do something similar </li></ul>
  25. 27. Kellogg's <ul><li>A Canter Activation for Kellogg’s </li></ul><ul><li>Across Chennai </li></ul><ul><li>Covering Schools and Apartment </li></ul>
  26. 28. Maggi <ul><li>Road Show for one month @ Mumbai </li></ul><ul><li>Maggi Atta Noodles were launched </li></ul><ul><li>Wet Sampling on the Canter </li></ul><ul><li>MC targeted Kids for activities on Canter </li></ul><ul><li>Sample sold at nominal price </li></ul>
  27. 29. Unibic <ul><li>THREE Maruti vans branded and deployed through pre-determined route plans. Covering high congregation points which included’ Parks and Supermarkets primarily. Resources engaged with audiences, dispensed product information and offered free trials of the product lines </li></ul>
  28. 30. Unibic <ul><li>DOCTOR CONTACT PROGRAM-One trained male resource used to cover doctor premises and engage with the community. </li></ul><ul><li>The doctors were briefed; samples offered for delayed trials </li></ul>
  29. 31. Kellogg's <ul><li>School Nutrition Program conducted in 50 schools in 6 cities for 8 years </li></ul><ul><li>Std 2 to Std 5 targeted </li></ul><ul><li>Children shown AV on Nutrition and then a food group puzzle would be played by the Nutritionist </li></ul><ul><li>Huge timetables for the classroom , similar food group puzzle cum timetable for the kids and labels along with dry sample packs would be given to everyone </li></ul>
  30. 32. Frito lays <ul><li>School Contact Program for Cheetos and Lays </li></ul><ul><li>PAN India </li></ul>
  31. 33. Berger Paints <ul><li>School Contact Program </li></ul>
  32. 34. Kellogg's Family Mela <ul><li>Done at Chennai , Bangalore and Hyderabad </li></ul><ul><li>Pre Event and Event at a Neutral venue </li></ul><ul><li>Pre Event included school activities for painting and craft contest announcements, canter activations , leaflet distribution , banners in locations, meet for principals of schools etc announcing the Mela </li></ul><ul><li>The Mela was at a neutral venue having painting contest , craft competition entries, inter school quiz contest , cooking contest for mothers ,games stalls for kids , food stalls and sales counters and also the brand mascots playing games with kids and photo op with kids </li></ul><ul><li>An average of 5000 families were there in each of these Mela's that were organised </li></ul>
  33. 36. Garnier <ul><li>We had chosen in 5 malls in Mumbai and tied up with FM Radio stations </li></ul><ul><li>There would be a Ms Clear Skin contest for which we had a college contact and a canter activation as the pre event </li></ul><ul><li>5 Slots were announced where for each slot one winner would be chosen , and on Sunday evening between 6 and 8 the contest would go on air on FM . One winner per mall was chosen and we would also have a celebrity there </li></ul><ul><li>In the 5 th Mall , all the 5 Mall winners were chosen for one city winner Ms Clear Skin </li></ul>
  34. 37. Marico Parachute <ul><li>For Salons and Beauty Parlors – we had a monthly visit conducted </li></ul><ul><li>For 3 Month period and installed branding – aprons , champi kits , parachute branded head rests </li></ul><ul><li>After that they were called to an event and there were some gifts and a speaker talking on massaging techniques and someone from the company making a presentation on the product </li></ul><ul><li>Some freebies were given away and lunch was organised for them </li></ul>
  35. 38. Coats <ul><li>The activity was for the threads used for the threading of eyebrows etc </li></ul><ul><li>We Data-based and also did branding of the seat covers </li></ul><ul><li>Later they were called for a workshop on Simple Tips for Threading </li></ul><ul><li>The company also spoke about their product range </li></ul><ul><li>For the next 3 months we had dedicated resources following up for sales </li></ul>
  36. 39. Organic <ul><li>When the shampoo was launched we did an activity to introduce the product to the Parlours </li></ul><ul><li>We did free sampling of sachet’s to the parlour for 3 months and got feedback of the same </li></ul><ul><li>Later the team started selling to them and handling the sales representatives to get a foothold in the parlors and then moved away </li></ul>
  37. 40. Ideas that can be implemented <ul><li>Workshops by Specialists sponsored by Brand </li></ul><ul><li>Branding Opportunities for consumers give away and also in the beauty parlors </li></ul>
  38. 41. ITC Tobacco Division <ul><li>Dedicated Merchandising teams on vans </li></ul><ul><li>A Merchandiser , Electrician and a Painter who take care of visibility material and also repairs on the glow sign board, general lighting and touch up painting etc </li></ul>
  39. 42. Tata Tea <ul><li>Karnataka was covered </li></ul><ul><li>Once a Month for 3 months </li></ul><ul><li>Kannan Devan Merchandising </li></ul><ul><li>23000 outlets in Karnataka </li></ul>
  40. 43. LG <ul><li>Brief : LG – GSM Mobiles division had a challenge on hand to find agency to handle merchandising implementation across the country </li></ul><ul><li>Route : Agency arranged for a dedicated team of supervisors and merchandisers in 35 cities . Merchandising for LG and also competition mapping </li></ul><ul><li>Scale : 35 Cities and 65 Merchandisers , 25 Supervisors covering 6500 outlets </li></ul>
  41. 44. Tetra Pak <ul><li>Tracking of over 200 SKUs of various brands packed in Tetrapak and also competition in pets, bottles and sachets </li></ul><ul><li>Online website covering 5000 outlets in 12 cities </li></ul><ul><li>Weekly once visit with color coding for stock outs, impending stock outs and healthy stock positions </li></ul><ul><li>Market and Brand Share based on opening stock, purchases and closing stocks @ outlets </li></ul><ul><li>Geography wise and Brand wise log ins to clients to help understand opportunity loss due to stock outs and also their supply analysis </li></ul><ul><li>Client Tetrapak used to use click-view analysis to present gaps in supply and brand and market share analysis </li></ul><ul><li>This was accompanied by paid space merchandised with Tetrapak branding </li></ul>
  42. 45. <ul><li>Create visibility and branding in the market space and build platforms for communicating the launch of Bacardi </li></ul>Bacardi
  43. 46. Diageo <ul><li>Signage Deployment Program Done in Mumbai,Bangalore,Pune,Hyderbad,Kolkata for Johnnie Walker, Smirnoff And Vat69. </li></ul>
  44. 47. Thank You!!!