Cookies ws activity report

1. BRITANNIA COOKIES WS ACTIVITY
REPORT

2. ACTIVITY DESIGNED

3. Activity steps designed
Creating new Wholesalers for Britannia Cookies
• Participation Gift for WS stocking Britannia Cookies : Reebok Wrist Watches
• Best Ws award for selling maximum units of Britannia Cookies : Steam Iron
Retailer Engagement Program
• Dissemination of information to Retailers : Communicating USPs of
Britannia Cookies : Running TVC at Kiosk
• Pushing them to buy in bulk quantity : Communication of offer of the day
through leaflets , scratch cards
• Creating new retailers : Redemption coupon for first time buyers of
cookies : Discount on second time purchase
Visibility Drive
• Creating buzz in the WS markets : Moving Cookies Pack-shot Walking
Inflatable, Branded vehicle moving in the WS markets doing audio
announcements. Installation of Tin plates for brand recall post the
activity
• Highlighting offer of the day : Putting up scheme banners & posters in the
market

4. ACTIVITY IMPLEMENTED

5. Snap-Shot of the Activity
Branded vehicle moving in the market doing audio annoucements

6. Snap-Shot of the Activity
Audio annoucements in WS Markets

7. Snap-Shot of the Activity
Enrolling Wholesalers by giving them participation gift

8. Snap-Shot of the Activity
Putting up banners outside the enrolled WS outlets; highlighting
schemes for retailers

9. Snap-Shot of the Activity
Installation of Tin plates as permanent branding at Kirayana Stores

10. Snap-Shot of the Activity
Branded Kiosk placed at the centric location of the market

11. Snap-Shot of the Activity
Walking Inflatable of Britannia Cookies Pack-shot moving in the WS
Markets

12. Snap-Shot of the Activity
TVC of Britannia Cookies played in WS Markets

13. Snap-Shot of the Activity
Retailers availing the scheme ; Buy 24 packets of Britannia Cookies &
get 1 to 5 packs of Cookies free .

14. Snap-Shot of the Activity
Redemption coupon for discount on second time purchase to first
time buyers of Cookies

15. Snap-Shot of the Activity
WS of the Market Award : Steam Iron on the maximum sell out in 2
days

16. Snap-Shot of the Activity
Consumer Sell out : Going at Haats on second day off the activity for
Consumer sales

17. Route wise District Mapping
Districts Covered: Siwan & Saran
Districts Covered: Paschim & Purab
Champaran
Districts Covered: Muzafarpur & Samstipur
Districts Covered: Rohtas & Gaya

18. Activity in Numbers…
Activity
State:
Bihar
Total Towns
Covered :
113
Total
Activity
Days:
68

19. Overall Results of the Campaign
On average 70% of the retailers visiting the Ws market were converted on daily basis
Channel Partners Activated
Out of the retailers
activated 3218 were
first time buyers of
Cookies

20. Overall Results of the Campaign
Sales in Units & Amount to retailers

21. Overall Results of the Campaign
Sales in Units & Amount to consumers

22. Route wise data break-up

23. Particulars R1 R2 R3 R4 TOTAL
Ws Enrolled 443
(26%)
408
(24%)
433
(26%)
402
(24%) 1686
Retailers Activated 12573
(29%)
9783
(22%)
11216
(26%)
10401
(24%)
47191
First-time Retailers
Activated
1014
(32%)
1166
(36%)
185
(6%)
853
(27%)
3218
Channel Partners Activated:
Route Wise

24. Direct & Indirect Contacts
A total of 63557 retailers were contacted during the activity , out of which 44294 were
converted on-spot , ie on average 70% retailers were converted on spot

25. Particulars R1 R2 R3 R4 TOTAL
Packs Sold 412400
(30%)
296766
(21%)
360550
(26%)
328020
(23%) 1397736
Packs Sold to first
time buyers
116925
(58%)
39810
(20%)
11760
(5%)
33250
(16%)
201745
Amount in Rs 2021783
(29%)
1557300
(22%)
1792750
(26%)
1643470
(23%)
7015303
Sale in Units & Amount : WS
Markets

26. THANK YOU