Presentation showcases various communication tools employed in Hearty Mart to generate footfalls and win customer loyalty.

1. Communication is Key
ISSLIYE
COMMUNICATE
KARO

2. Perception of the Target Area
 Juhapura in 2004
 Considered Riot Prone
 Hostile for business
 No big brands ever entered the area

3. Reality
The research showed that area had the
potential
Residents wanted to have a good shop
in the vicinity

4. Need of the hour
 To break the perception of negativity attached
 To showcase the positive side of the area
 Thus the need was
 To COMMUNICATE with customers
 To COMMUNICATE with media

5. Brand Touch Points
 Brand name is such that it gives an emotional feel
to the customers
 Brand Positioning is such that it conveys the
strength of the brand and is long lasting.

6. Cable Network
Auto Rickshaw
Branding & Jingle
Personalized Invite
Newspaper Inserts
Schemes &
Freebies
Print Ads
How would brand communicate?
Hearty Mart
Launch
Campaign

7. Sales Promotion to generate footfall
 Introductory discounts
 A cup of ice-cream to each visitor
 On purchase of Rs. 500 and Rs. 1000 - freebies.
 On the purchase of Rs. 100 – a coupon

8. Loyalty Programs

9. Product Sampling

10. 11 years celebration

11. Event – Drawing Competition
 In order to create more patrons for Hearty Mart we conceptualized a drawing
competition
 It was held in 2009 as a part of 5 years completion of the store
 Students from 13 schools participated
 Parents were invited as an audience
 4 winners - one from each standard from 1st to 4th
 They were photographed along with their mothers
 The event was covered in local media

14. PR at work
I went to the editor of a leading
English daily to feature a positive story
of Juhapura by showcasing my brand
– Hearty Mart, I was told
“WE don’t promote individuals.”

15. The Result

16. The Result

17. The Result