Innovating Ways of Marketing
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This document discusses various innovative marketing strategies used by brands in India, including experiential marketing campaigns, e-commerce launches, and flash mobs. Some examples provided are Kissan attaching seed packets to advertisements to encourage children to plant seeds, HUL partnering with schools and food vendors for toothpaste promotions, and Coca-Cola setting up interactive machines on the India-Pakistan border. The document also discusses brand ambush marketing examples and how several airlines countered each other's advertising campaigns with witty messages.
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Innovating Ways of Marketing
- 2. Objective Out of the box thinking: The new mantra of marketing
- 3. Innovating ways of Marketing Experiential Marketing E-commence Launch Ambush Marketing Flash Mob
- 5. Kissan 100% natural seeded Introduced special edition bottle that carried seeds which needed to be planted Tomato seed packets were attached to Kissan print advertisements in Mumbai & Delhi Children could register on www.kissanpur.co.in to request for seeds Kids were then encouraged to upload pictures on to the Kissanpur site
- 6. HUL runs Bihar’s most popular radio on mobile phones
- 7. HUL teamed up with over 1.5lakh kids across schools who expressed their creativity through paintings to promote the message. In Sept 2014, HUL tied up with around 48 bhelpuri vendors in Mumbai as part of marketing campaign for Pepsodent. Alpana Parida, president at br& strategy firm DY Works considers HUL's initiative as part of 'earned media', which means creating a buzz by virtue of your own action. HUL ropes in street food vendors for toothpaste advertising
- 8. Coca Cola Small World Machines In 2013 Coca-Cola came out with a campaign that provided: A live communications portal between India & Pakistan, through high-tech Coca-Cola vending machines with 3D touchscreens
- 9. Why Coca-Cola Marketing Strategy failed in Saudi Arabia?
- 10. Kumbh Mela Official figures of Infinity Advertising Services estimates that 52 br&s took part in the mela with tempting offers & discounts. Religious festivals have become hub of all creative activities
- 11. HUL’s Branded Roti Stamped ‘Lifebuoy se haath dhoye kya?’message in Hindi onto millions of rotis. Tied up with innumerable restaurants & dhabas. Placed Lifebuoy soaps in the washrooms of all eateries. Campaign was awarded the Grand Effie as well as Bronze Lion at Cannes.
- 12. Vodafone Distributed earmuffs with audio devices attached to play devotional songs. Set up stalls with name `Vodafone Ki Dhoom’ to resemble cinema theatres & screen mythological videos on history of Kumbh Mela & Samudra Manthan
- 13. Other Brands in Kumbh Mela
- 14. McDonald’s goes ‘Pakka Indian’ with pagdi & spice In May 2013, across all McDonald outlets in India ‘Ronald’ was seen wearing a Pagdi . Along with Ronald, the staff of McDonald also wore this Pagdi. Stalls were set up across all major McDonald outlets & promoters took interviews of consumers. 3 mortar & pestle’s was set up in the central atrium of Kalyan Mall, Mumbai.
- 17. Britannia e- launched its premium cookie Britannia Industries, had tied up with e-tailer Amazon India for a pilot launch of Good Day Chunkies, new chocolate chip cookie Product didn’t carry a delivery charge & was part of Amazon's gourmet & specialty foods store In the biscuit industry, availability of product is spread across 6.7 million outlets of which just 10% is modern retail
- 18. Burger King India tied-up with eBay, offered customers chance to pre-order their 'Whopper' burgers between 3rd to 5th Nov 2014. Received 1,200 pre-orders before its store launch in Delhi & part of promotional offer they got free 'Whopper' t-shirt along with their burger. In September 2014, Coca-Cola launched its sugar-free soft drink Coca-Cola Zero in India through partnership with Amazon India. • Exclusive offer was billed as a success, with sales crossing 1,00,000 cans in 13 days. Burger King & Coca-Cola e-launch
- 20. Pepsi vs Coca Cola In 1996, Official sponsorship for World Cricket Cup, was bagged by coca-cola by paying Rs. 40 Crores. Now, Pepsi came up with creative approach to attack official sponsor with its new tagline “Nothing official about it”.
- 21. In 2007, in Mumbai, Jet airways came up with a campaign “We have changed”
- 22. Kingfisher countered the campaign by just adding a hoarding above which read “We made them change”.
- 23. Go Air put up hoarding above two which read “We have not changed; we’re still the smartest way to fly”.
- 24. P&G vs HUL On 23rd July2010, P&G launched its ad campaign for Pantene with the tagline “A mystery shampoo. 80% women say it is better than anything else.” Even before P&G could reveal shampoo name on 28th July 2010, HUL placed an adjacent hoarding with tagline “There is no mystery. Dove is the No. 1 shampoo.”
- 28. Thank You
Editor's Notes
- Form of advertising that focuses primarily on helping consumers experience a brand Also know as: Engagement Marketing Event Marketing On Ground Marketing Live Marketing Participation Marketing
- To achieve this, Kissan drove conviction around its claim of “Made from 100% real tomatoes” by not “plainly” advertising it but making people experience it in real life to gain from it. The idea was “Grow what you eat. Eat what you grow.” Kissan created an entire experience of growing tomatoes by introducing a special edition bottle with the tomato shaped cap that carried seeds which needed to be planted & called upon kids to participate in a tomato plant growing contest. View the Written Case& Creative Video to find out how the idea was brought to life & the results it have achieved.distribution of these tomato seeds to mothers & children. Tomato seed packets were attached to Kissan print advertisements in Mumbai & Delhi. Children could also register on www.kissanpur.co.in to request for seeds & the seeds would be delivered to their homes. The kids are then encouraged to upload pictures on to the Kissanpur site. What’s more, if the tomatoes grown by a participant get selected among the top 100 entries, they will be used in the making of Kissan ketchup, & their stories will be showcased on Kissan bottles. This further adds to the fun & excitement to children participating in the contest.
- The leaflet distributed through bhelpuri vendors carries one of these paintings. "The idea was, 'how can we spread the oral care message to adults in a manner that is relevant for them?' Bhel is a popular evening snack & that is the time to tell adults to brush twice a day," said Atul Sinha, category head for oral care at HUL. Marketing experts say such initiatives create a bigger impact than promoting br&s through paid media channels. HUL is trying to increase its share in the dental hygiene products market which is currently being dominated by Colgate with total market share of 54.3%. HUL plans to take the campaign further by launching an advertisement based on the whole campaign, from tying up with schoolchildren to using the leaflets for wrapping bhelpuri. The company plans to launch this commercial digitally before airing it on television. HUL started its Pepsodent campaign about basic dental hygiene last year. It teamed up with over 1.5lakh kids across schools who expressed their creativity through paintings to promote the message. The leaflet distributed through bhelpuri vendors carries one of these paintings. "At a very low cost, you get high recall & people talk about it. So the engagement quotient is high too," said Alpana Parida, president at br& strategy firm DY Works. Hindustan Unilever has been trying to improve its share in the Rs 6,000-crore oral care market, which is dominated by Colgate with market share of 54.3%. HUL is a distant second with roughly 24% share. The sector is seeing increased competition & aggressive advertising spends, especially after the entry of Procter & Gamble.
- In 2013 Coca-Cola came out with its 'Small World Machines' campaign that allowed consumers in a mall in New Delhi to interact with those in a mall in Lahore through high-tech Coca-Cola vending machines with 3D touchscreen, & it followed it up with a commercial with visuals of some of these interactions. Their latest campaign, “Small World Machines”, provided a live communications portal between people in India & Pakistan & showed that what unites us is stronger than what sets us apart. The key to engaging with each other through the machines was simple: people in India & Pakistan could complete a task, like touching h&s, drawing peace, love, & happiness symbols — together. “The people of Pakistan & India share a lot of common passions & interests – from food & Bollywood movies, to Coke Studio music, to cricket,” said Saad Pall, Coke’s assistant br& manager in Pakistan. “What this project did was connect people who are not exposed to each other on a daily basis, enabling the common man in Lahore to see & interact with the common man in Delhi. It’s a small step we hope will signal what’s possible.
- Religious festivals have become hub of all creative activities where versatile but simple methods are created to lure customers. Maha Kumbh Mela 2013 was held from January 14 to March 10 at Allahabad wherein 12 crore pilgrims participated. About 8 percent of India’s population—everyone from billionaire Anil Ambani, brother of India’s richest man, to hardscrabble peasants—has trekked to the Ganges in the past eight weeks, seeking salvation at a religious festival called the Maha Kumbh Mela. A paradigm shift is discernible in experiential marketing strategies of mega companies that are adopting desi style campaigns to attract customers. Religious festivals have also become a hub of all creative activities where versatile but simple methods are created to lure customers. One of the venues to entice huge turnout of companies was the Kumbh mela in Allahabad, in 2013. The official figures of Infinity Advertising Services estimates that 52 br&s took part in the mela with tempting offers & discounts.
- It not only delivers a message but also creates an awareness & a strong position in the consumer’s mind. With each order, the first roti had the br&s’ message for people to wash their h&s before eating, thus making an instant connection. In 2013,at the Kumbh Mela, it stamped 'Did you wash your h&s with Lifebuoy?' message in Hindi onto millions of rotis in a campaign that was awarded the Gr& Effie as well as Bronze Lion at Cannes earlier this year. Lifebuoy had a tie- up with innumerable restaurants & dhabas during Kumbh Mela 2013. With each order, the first roti had the br&s’ message for people to wash their h&s before eating, thus making an instant connection. They had placed Lifebuoy soaps in the washrooms of all eateries. It not only delivers a message but also creates an awareness & a strong position in the consumer’s mind.
- Vodafone set up stalls with the name `Vodafone Ki Dhoom’ to resemble cinema theatres & screen mythological videos on the history of Kumbh Mela & Samudra Manthan for pilgrims. Vodafone created an instant rapport with devotees by distributing earmuffs with audio devices attached to play devotional songs to appeal different people from various social strata of the society. This helped them reach the most inaccessible areas of Indian society at a fraction of the cost Vodafone has turned a regular stall into a cinema hall & is distributing free passes for a film about the Kumbh. It is also providing musical ear-muffs, wired with in-built speakers that play devotional songs.
- Airtel gave away instant special tariff plans with live audio coverage of Kumbh besides live discourses from ‘akharas’ & helped pilgrims with boats to ferry them to the Sangam for free. This created a positive feeling about the br& in the mind of the consumer Dabur has also tied up with restaurants to serve its Hajmola digestive c&y sachets & samples of its mosquito repellent br& Odomos is also being distributed among people. Ranbaxy’s health supplement br&, Revital is giving away free hanuman chalisas, while also sponsoring local boats & advertising at several mela sites. Coca-Cola has deployed around 15 outlets in the Kumbh Mela campus outlets where a 150 ML cup is being sold at a reduce amount of Rs 5. Emami, apart from br&ing aarti booklets with Boroplus, has set up Boroplus gaming zones & even organized a talent hunt programme for women at the Kumbh. ‘Shahi Nav Mein Sangam Snan Ka Idea’ is the campaign that Idea is running, wherein selective Idea subscribers depending upon their value of recharge done in a specific period shall be shortlisted & invited to be part of campaign. To tap the rural cinema lovers, Coca-Cola is taking the entire Kumbh experience to digital. It has appropriated the Kumbh Mela feed on ETV Uttarakh& TV channel on a mobile app called NextG TV, which streams television content.
- Many customers took photos for a memory. Their feedback was then captured & posted live onto Facebook for them to share with their friends, tagging McDonalds India. A picture that got more than 10 liked was rewarded with a free Masala Grill. Group of ladies dressed in traditional Indian attire were seen grinding spices on podium & inviting people to pound spices & interact along with them. Pagdi was customized across various regions to appeal to the religious diversity. McDonald's has added a new variant to its Indian menu card - The Masala Grill burger, billed as ‘Pakka Indian.’ The launch was actively supported by a 360 degree holistic marketing campaign with a mix of TVCs, print, outdoor & in-store promotions. Milestone Br&com extended the OOH campaign across 300+ touch points in four cities. The campaign continued for a period of three weeks, where large media formats like billboards, gantries, wall wraps & unipoles were used. Extended presence was built using bus shelters across all major junctions & arterial routes. Rameet Arora, Senior Director, Marketing & Menu Management at McDonalds India - HRPL said, “The campaign acknowledges & celebrates the colourful life that Indians typically lead. Right from our inherent habit of looking for value in every bargain to our competitive spirit, it captures the elements that make us truly Indian. The communication has been crafted to create an instant connect between the product & the consumers. It attempts to actively engage customers to reach out to what they believe is Pakka Indian.” Indian food is known for its masaledar taste. The typical Indian consumer looks for the same taste in food of any cuisine. Building on the ‘Indian‘ mindset, McDonald‘s has added a new variant to its Indian menu card - The Masala Grill burger, billed as ‘Pakka Indian.‘ The new Masala Grill is a tasty burst of Indian flavors. The TV commercials highlight typical Indian behavior when it comes to bargains, installments & the like; humorously relating them to the burger‘s Indian flavor. Along with Ronald, the employees & delivery boys for McDonald’s wore this Pagdi. Stalls were set up across all major McDonald’s outlets & promoters took interviews of consumers asking them if they were aware of these new spicy delights & what were their views on Ronald’s new avatar. A Pagdi is synonymous to the Indian culture & heritage. An instant hit with the youngsters & customers, Ronald completely stole the show & the employees of the McDonald‘s stores requested they too be given this Pagdi! Kalayan Mall:To make it more exciting, arrangements for on the spot clicking & printing of pictures complemented the activity making it an ‘Pakka Indian’ experience to cherish!
- Film promotion in India was earlier limited to trailers, posters & hoardings. Filmmakers & actors have now given up outdated methods to try out something new. Celebrities are using different ways to promote their films. For `3 Idiots’, Aamir got stickers pasted on the back of auto-rickshaws in Mumbai to market his film. The stickers read `Capacity: 3 Idiots Only.’ Engaged farmers through a technique in which sensors were fixed to the hydraulic tractors & LCD monitor was placed Captured the movement of the cultivator on an ECG graph. This activity was easily understood & remembered by farmers. Makers of the movie `Luck by Chance’ started a campaign in Mumbai by br&ing some auto-rickshaws as `Auto By Chance’ Those, who spotted these autos, were given free rides anywhere in the city. CSR campaign to save Olive Ridley turtles at coastal Odisha . Result: Made Turtle br& an unparalleled one in both urban & rural markets in India. Were the first in the segment to start selling ladis (string of packs) that could be hang out in stores. In 2001 had provided racks outside the shops to display the br&. Were the first in the segment to start selling ladis (string of packs) that could be hang out in stores. In 2001 had provided racks outside the shops to display the br&. Godrej LOCKSS gives wheels to innovation The Mobile Experience Centre was inaugurated in Kochi on April 10, 2013. Shyam Motwani, Executive VP & Business Head, Godrej Locking Solutions & System said, “The desire expressed by our target audience was to have a set-up at one place, to experience our entire range of products, & make their purchase decisions based on this.” Activation scheduled per city varies from 5 to 7 days. Product range has been kept taking into consideration the requirements of the target group & their needs. Till date it has covered Kochi, Triv&rum, Mumbai, Pune, Bangalore, Chennai, Hyderabad & Ahmedabad. It is further slated to cover Delhi, Ch&igarh, Jaipur, Lucknow, Kolkata, Bhubneshwar, Baroda, Surat, Raipur, Jal&har, Triv&rum, Vizag, Coimbatore, Mangalore, Nashik, Udaipur during the span of one year. Shyam Motwani, Executive VP & Business Head, Godrej Locking Solutions & System said, “The desire expressed by our target audience was to have a set-up at one place, to experience our entire range of products, & make their purchase decisions based on this. At the same time, setting up an experience centre in a city at one place would not only limit the reach, but also not guarantee the visits of the target audience. Thus, we felt the need for a Mobile Experience Centre in India to showcase our innovative range of products.” The activation scheduled per city varies from 5 to 7 days, depending upon the plan laid down by the regional sales force & visits made by the target customers. Adding that the initiative has garnered positive results, Shyam Motwani says, “At Godrej LOCKSS, we constantly endeavor to anticipate the needs of our consumers & meet them. This activity will further strengthen our br& equity & also showcase our capability in the Mortise & Architectural Hardware Segment.”Further adding on similar lines he says, “The response has been excellent. Not only have we been able to garner a lot of good reviews but also the target audience have been impressed by the idea & have expressed their interest in the range of products displayed.” Display includes; new mortise designer h&les, architectural & glass hardware range, master key & common key systems, pull h&les & automatic door operator, futuristic knock n'lock range, electronic & hotel card locks, & new range of main door locks & interconnecting doors are on display. Mahindra’s promotion tactic for its Hy Tec tractor br&. These tractors are strong hydraulic tractors aiming to help farmers sow the fields. To demonstrate this technology to the farmers the company engaged them through a technique in which sensors were fixed to the hydraulic & a large LCD monitor was placed for the farmers, which captured the movement of the cultivator on an ECG graph. This activity was easily understood & remembered by the farmers, thereby creating a b& impact resulting in significantly increased sales for the company.
- Good Day br& franchise, constitutes 26% of Britannia's revenues, or about Rs .1,600 crore. E-commerce remains an unchartered territory for FMCG companies in India, given that the sector's distribution network largely comprises traditional unorganized trade. In the biscuit industry, for instance, the availability of the product is spread across 6.7 million outlets of which just 10% is modern retail. However, several global retail br&s have increasingly taken to targeted social media launches on the internet in a bid to amplify the hype around the launch & measure almost instant consumer feedback. Britannia Industries, the over 100-year-old biscuit manufacturer, is testing the waters of the fast-unfolding Indian e-commerce story. The Good Day br& franchise, which constitutes 26% of Britannia's revenues, or about Rs 1,600 crore, will see its online cookie launch become a first-of-its-kind initiative by the company, or for that matter by any Indian FMCG player Britannia Industries, the bakery & dairy major, has tied up with e-tailer Amazon India for a pilot launch of Good Day Chunkies, a new chocolate chip cookie, for 15 days. The offer is currently on & closes on December 5, after which the product goes to offline (normal retail) stores. Good Day Chunkies, the company's most expensive product at Rs 50 for six cookies, will be sold for the first few weeks (beginning next week) exclusively on Amazon.in. The product won't carry a delivery charge & will be part of Amazon's gourmet & specialty foods store. E-commerce remains an unchartered territory for FMCG companies in India, given that the sector's distribution network largely comprises traditional unorganized trade. In the biscuit industry, for instance, the availability of the product is spread across 6.7 million outlets of which just 10% is modern retail. However, several global retail br&s have increasingly taken to targeted social media launches on the internet in a bid to amplify the hype around the launch & measure almost instant consumer feedback.
- Burger King India tied-up with eBay, offered customers a chance to pre-order their 'Whopper' burgers at a special promotional flat price of Rs 128 (inclusive of taxes) between 3rd to 5th Nov 2014. In September 2014, Coca-Cola launched its sugar-free soft drink Coca-Cola Zero in India through a similar exclusive partnership with Amazon India. The exclusive offer was billed as a success, with sales crossing 100,000 cans in 13 days. More recently, American fast food major Burger King received pre-orders for 1,200 'Whopper' burgers before its store launch in the national capital, through a tie-up with e-commerce player eBay. American retailer Burger King was the next to go down this road, giving consumers the option to pre-order its ‘Whopper Burger’ before its Delhi & Mumbai store launches this month. The tie-up was with eBay. Such was the success that the opening weekend between November 22 & 23 in Mumbai, for instance, saw a crowd of over 10,000 people queuing from 9 am onwards for a bite of the burger, persons in the know said. American retailer Burger King gave consumers the option to pre-order its ‘Whopper Burger’ before its Delhi & Mumbai store launches this month. The tie-up was with eBay. Such was the success that the opening weekend between November 22 & 23 in Mumbai, for instance, saw a crowd of over 10,000 people queuing from 9 am onwards for a bite of the burger, persons in the know said. They received pre-orders for 1,200 'Whopper' burgers before its store launch in the national capital. Burger King India on Thursday said that there will be a separate queue for customers who ordered their burgers online through eBay. Customers who ordered their burgers on eBay would receive a coupon via courier, which they have to present at the store to get their burgers. As part of the promotional offer they will also get a free 'Whopper' t-shirt along with their burger. The American burger giant has tied up with e-commerce major eBay & customers can pre-order their chicken, mutton or vegetarian 'Whopper' burgers on eBay at a special promotional flat price of Rs 128 (inclusive of taxes). One person is however, entitled to only two vouchers. The promotional offer will also give customers a free 'Whopper' t-shirt along with their burger Arvind Singhal, CMD of retail consultancy firm Technopak, said he personally believes that such initiatives are more of a marketing tactic. "Online grocery shopping in India is still in its infancy. No person shops only for one product online & buys the rest offline," he said. Earlier, it was just cell phone makers including Samsung, Motorola & Xiaomi, among others, which tasted immense success.
- term first coined by marketing guru Jerry Welsh, has not really been rigorously defined. However, broadly refers to a situation in which a company or product seeks to ride on the publicity value of a major event without having contributed to the financing of the event throughsponsorship. It is typically targeted at major sporting events - like the Olympic Games or the world cups invarious games - & is a strategy adopted by rivals of the official sponsors. In its more crude forms, ambush marketing could involve unauthorised use of logos or designs associated with the event. More often, however, ambush marketing involves more subtle forms of confusing or misleading the public about who are actually sponsoring the event. Ambush marketing is a marketing strategy wherein the advertisers associate themselves with, & therefore capitalize on, a particular event without paying any sponsorship fee. Ambush Marketing is a name given to marketing campaigns that are done around the event, but where no money is paid for the event. It is basically a promotion tactic designed to associate a company, product, or service with a particular event, or to attract the attention of people attending the event, without payment being made for an official sponsorship.It is also called parasitic marketing For example, a business affiliates itself with a particular athlete or sports team rather than paying to become an official Olympics sponsor. But some of us would argue that is raising your sports ware or attracting attention to any other accessory on winning some important game while some other company is sponsoring the event constitute as ambush marketing? For example, Usain Bolt held up his Puma shoes not once but three times in Beijing on winning 100, 200m & 4x100m races. Adidas was of course the main sportswear sponsors in that event. Also, if for example, the event sponsor is Nike & suppose Reebok sponsors one of the high performance teams in that event, does this also come under ambush marketing by Reebok? Such issues have to be addressed to the benefit of sponsors as the lines are very blur between ambush marketing & its other legal variants. In India, there is almost no protection against indirect ambush marketing. However, for direct ambush marketing, there are several laws like The Trade Practices Act, the Trade Marks Act, The Copyright Act, The Counterfeit Goods Act & the Merch&ise Marks Act. Ambush marketing is not only found in the print media whereas it is everywhere, be it a TV, banner ads, hoarding or online. There have been debates for long time that whether ambush marketing is ethical or unethical & so on. There is no question of ethics involved here as long as there is no harm to either br&. It shows the cut throat competition & a creative way for marketers to overcome it. Also these kinds of comic fights make the br& name to get registered in the minds of the target audience.
- This campaign by Pepsi caught the imagination of the audience & struck a chord with them. People watching the cricket match thought that Pepsi is the official sponsor for the event, where coca-cola in spite of paying huge bucks failed in doing so. Pepsi also signed a couple of cricketers for its campaign, who were not allowed to approach coke advertised trolleys as a part of their contract & thus Pepsi won the show. More recently, the two rivals locked horns at the Indian Premier League (IPL) 2014 season as well. As the beverage sponsor of the event, PepsiCo held the rights to serve drinks in all the stadiums. But Coca-Cola was seen selling its drinks outside stadiums. What’s more, it also installed low-cost mobile vending machines to serve cheaper priced drinks outside some of the stadiums.
- Hindustan Unilever’s shampoo br& “Dove” & Procter & Gamble’s shampoo br& “Pantene” caught it out in 2010. P&G launched its intriguing ad campaign for Pantene with the tagline “A mystery shampoo. Eighty per cent women said it is better than anything else.” A few days later & before P&G could announce the launch the new Pantene, Hindustan Unilever ambushed the campaign by placing an adjacent hoarding with the tagline “There is no mystery. Dove is the No. 1 shampoo.”
- E-commerce giant Amazon adopted a smart marketing technique where, when users typed www.bigbillionday.com, they l&ed on the Amazon home page instead of Flipkart. Amit Agarwal, country head & vice president at Amazon India however said that they did not buy the referenced address. For its Chennai edition, Times of India in late 2011, launched a ‘Wake Up!' campaign, provoking the readers (mainly targeted at Chennai readers) to shift from the newspaper that puts them to sleep with its boring & dreary news (indirectly pointing out at the Hindu). Soon afterwards, The Hindu hit back with the tag line ‘Stay Ahead of the Times', telling the readers to move out of the Bollywood & Page 3 gossips & take up the news that is relevant to current affairs of the country & the world.