This presentation summarizes a case study about Healthy World wheat flour launched by ITC Agrotech in North India. The presentation discusses developing a sales promotion plan to encourage continued consumption of Healthy World in North India, making the sales promotion competition proof, and evaluating the results of the sales promotion. Specifically, the presentation recommends tying consumer promotions to integrated marketing communications, distributing gift/discount coupons through different product sizes, providing refunds and rebates, and engaging consumers after promotions through email and SMS. It also suggests evaluating the sales promotion by comparing results to objectives, conducting consumer panels and surveys, analyzing sales data during the promotion period, and assessing brand awareness and attitudes.

1. Healthy World!!!!
“More Health. More Energy”
Case analysis
Sales and Distribution
Management

2. Hello!!!
I am Harshit Raghuwanshi
(Id.No. 16A1HP110)
I am here to give presentation on a case 8.1 called
“Healthy World”
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Faculty mentor:
PROF. PRADEEP KUMAR MOHANTY

3. Discussion
Points

4. Discussion
points
 Developing a sales promotion plan to
encourage continued consumption of Healthy
World in North India.
 Making Sales promotion competition proof
 Evaluating the results of sales promotion
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5. About the case
 “Healthy World- Wheat Flour” launched by ITC
aggrotech
 Healthy World portfolio included Popcorn and Sundrop
cooking oil
 SKU’s availability: 500g, 1kg, 2kg, 5kg
 Price point: Rs. 18.50 per 1Kg atta
 Competitors:
 Annapurna by HUL
 Pillsbury
 Regional & local brands
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6. Parameters for
selection of
variant
 Softness
 Taste
 Color
 Texture
 North India: Taste (Avg. Consumption 27kg)
 South India: White color/ finer size (Avg.
Consumption 3kg)
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7. Influencing
factors
 ITC Agro’s established “Health Conscious” image
 ITC’s Distribution Network
 Branded atta market of Rs. 350 crore
 Category advertising spend of Rs. 20-25 crore
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8. “
Sales Promotion includes those sales activities that
supplement both personal & advertising and
coordinate them and help to make them effective
(not in the ordinary routine) ex: Displays, shows,
expositions demonstrations.
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9. Sales Promotion
Plan

10. Sales promotion
plan
(to encourage continued
consumption)
 Tie consumer promotions with IMC (ex: advertising
with consumer promotions)
 Distributing gift/ discount coupons through
different SKU’s (mainly bounce back coupons)
 Premium (gift)
 Through organising contests and events
sponsorships
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11. Sales promotion
plan
(to encourage continued
consumption)
 Providing Refund and Rebates
 Through price offs or bonus packs
 Loyalty programs
 POP displays
 Trade promotions for distributors, wholesalers,
dealers, retailers
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12. Making sales
promotion
competition proof

13. Making sales
promotion
competition proof
 Integrating sales promotion with communication
mix
 Engaging after the promotion (email, newsletter,
SMS)
 Through increased Reach
 Maintain Quality
 Utilizing different Promotional and Distribution
channels.
 Create Long term connections
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14. Evaluating the
results of sales
promotion

15. Evaluating the
results of sales
promotion
 Compare the results with the set objectives
 Through ‘Focus Groups and Consumer Panels’
 Through survey among consumers and intermediaries
 By analyzing the sales data during the sales promotion
period (for ex: No. of coupons redeemed)
 By assessing “Awareness and Attitude” of consumers
towards the product (Brand recall, top of the mind)
 By Telephone interviews, mailing of questionnaires,
personal interview
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16. Thanks!
Any questions?
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😉