PR campaign for IITC products

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PR campaign for IITC products

  1. 1. IITC ORGANIC INDIA BRINGING NATURE TO THE SUPERMARKET SHELVES
  2. 2. ORGANIC INDIA PRODUCTS TULSI TEA COLLECTION HERBAL SUPPLEMENTS ORGANIC FOODS ORGANIC SPICES ORGANIC HERBS
  3. 3. LATEST ADDITIONS : SYRUPS made of whole organic herbs and organic sugarcane juice ORGANIC HERBAL COLOURS for ensuring a safe holi COMING TO THE SHELVES : ORGANIC INDIA SKIN CARE LINE
  4. 4. IITC ORGANIC INDIA FACTS AND FIGURES <ul><li>Rs. 30 Crore Company </li></ul><ul><li>Global producer of Organic and Nutritional Supplements </li></ul><ul><li>15 premium quality Ayurvedic Ingredients </li></ul><ul><li>Nearly 12,000 farmers and over 50,000 acres under the contract farming </li></ul><ul><li>Annual capacity of 120 tonnes of organic tulsi </li></ul><ul><li>Provides technological know-how to do organic farming </li></ul><ul><li>65% of its produce is exported </li></ul>
  5. 5. PROMOTIONAL SRATEGIES <ul><li>Planting TULSI saplings to save the Taj Mahal. </li></ul><ul><li>Tulsi Mahotsav hosted (organic farmers feted) </li></ul><ul><li>Tulsi Tea range launched in Germany </li></ul><ul><li>Export to US </li></ul><ul><li>Aggressive Global online strategy </li></ul><ul><li>Organic farming becoming worldwide movement </li></ul>
  6. 6. REASONS FOR UNSOLD STOCK OF ORGANIC PRODUCTS <ul><li>Lack of information on availability and certification </li></ul><ul><li>Price too high in relation to quality </li></ul><ul><li>Lack of marketing initiatives </li></ul><ul><li>Less retail chain coverage of organic poducts. </li></ul>
  7. 7. <ul><li>TARGET CONSUMER GROUP : </li></ul><ul><li>URBAN UPPER MIDDLE CLASS </li></ul><ul><li>UPPER CLASS </li></ul><ul><li>LOWER MIDDLE CLASS FAMILIES IN SMALLER TOWNS.(UNTTAPPED MARKET) </li></ul>CONSUMERS AWARE OF THE FOLLOWING ORGANIC PRODUCTS : TEA , RICE, WHEAT, PULSES, FRUITS AND VEGETABLES
  8. 8. WHAT CAN BE DONE… <ul><li>AT THE LOCAL LEVEL : </li></ul><ul><li>DISTRIBUTION OF LEAFLETS – </li></ul><ul><li>“ 5 REASONS TO BUY ORGANIC” </li></ul><ul><li>TASTINESS </li></ul><ul><li>NO NASTY ADDITIVES </li></ul><ul><li>LET YOUR WEEKLY SHOP TAKE CARE OF ITSELF AND THE PLANET </li></ul><ul><li>A FAIR DEAL FOR ALL OUR FARMERS </li></ul><ul><li>HIGH STANDARDS (COMES FROM TRUSTED SOURCES,INSPECTED ONCE A MONTH) </li></ul>
  9. 9. WHAT CAN BE DONE AT POINT OF PURCHASE <ul><li>VISUALLY APPEALING POSTERS </li></ul><ul><li>TASTE TESTING </li></ul><ul><li>RECIPE PREPARATION DEMONSTRATION </li></ul><ul><li>READY TO EAT TRAYS AND PACKAGES </li></ul><ul><li>FREE GROCERY BAGS OF IITC ORGANIC INDIA WITH EVERY PURCHASE </li></ul>
  10. 10. AT THE NATIONAL LEVEL <ul><li>CAMPAIGN NAME : </li></ul><ul><li>“ THE FOOD AND FARM STORY” </li></ul><ul><li>VIDEO FILMS, DOCUMENTARIES, LEAFLETS, ON-PACKAGE INFORMATION </li></ul><ul><li>“ FOOD SHOULD TELL A STORY, AND, BECAUSE WE KNOW WHAT IT IS,WE CAN TELL YOU; FROM FARM TO TABLE, THE IITC ORGANIC INDIA WAY” </li></ul><ul><li>STORY OF PRODUCTION FOCUSSING UPON THE SMALL SCALE FAMILY FIRM,ITS HISTORY, LOCATION AND FARMING METHODS </li></ul>
  11. 11. AWARENESS CAMPAIGNS <ul><li>EVENTS- WHAT ARE YOU EATING, WHAT IS ORGANIC,WHAT’S NOT </li></ul><ul><li>ORGANIC FARMING TRAINING DAY </li></ul><ul><li>ORGANIC VILLAGE TOURS </li></ul>
  12. 12. TO AROUSE INTEREST AND PARTICIPATION <ul><li>PROMOTION OF CERTIFICATION PROGRAMS ON AGRICULTURE,ORGANIC FARMING THROUGH INSTITUTES </li></ul><ul><li>ONLINE ORGANIC CONSUMER COMMUNITY,INTERACTIVE WEBSITES </li></ul>
  13. 13. PRINT MEDIA INTIATIVES <ul><li>WITH MAGAZINES – HEALTHY RECIPES USING ORGANIC INDIA PRODUCTS </li></ul><ul><li>DIET TIPS </li></ul><ul><li>DIET CHARTS TO MONITOR CONSUMPTION </li></ul><ul><li>CATALOGUES TO BRING MORE PRODUCT AWARENESS </li></ul><ul><li>LAUNCH OWN NEWSLETTER – “ORGANIC BYTES” </li></ul>
  14. 14. EVENTS <ul><li>ORGANIZATION OF ORGANIC PRODUCTS ASIA TRADE FAIR </li></ul><ul><li>CHILDREN’S ENVIRONMENTAL HEALTH CAMPAIGN </li></ul><ul><li>AT SCHOOLS- DEMONSTRATIONS BY NUTRITIONISTS,HEALTHY EATING MONTHS,ACTIVITIES </li></ul>
  15. 15. BODY, SOUL AND SPIRIT EXPO ON THE BANKS OF THE GANGES <ul><li>FOSTER YOUR INDIVIDUAL QUEST FOR WHOLENESS AND SELF UNDERSTANDING </li></ul><ul><li>HOLISTIC MEDICINE AND NATUROPATHS </li></ul><ul><li>MEDITATION,YOGA,REIKI </li></ul><ul><li>FREE SAMPLES OF ORGANIC INDIA PRODUCTS </li></ul><ul><li>VEGETARIANISM,RAW FOOD EVENT </li></ul><ul><li>SPA , DETOXIFICATION TREATMENTS </li></ul><ul><li>COMPLETELY ORGANIC BRUNCH </li></ul>
  16. 16. World famous health experts and nuritionists will be invited. Open air ,3 day fest to let people experience the magic of healthy and pure living. Art of living workshops, Music therapy sessions Everything organic on the menu.
  17. 17. THANK YOU - PRANTIKA GHOSH

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