supermax

Report
1
Barber Contact Program
Low cost/small budget initiative
Super Max Personal Care
Background
►
World’s second largest manufacturer of razor blades
►
India contributes close to 35% to its global revenues
►
Market presence of supermax in India is not consistent
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Target Group
►
Barbers (SEC C & D)
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Objective
►
Strengthen brand image
►
Generate trials
4
Challenge
►
Negative perception ( blade causing cuts ) around the brand
amongst the TG
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Insights
6
►
Huge resistance against shelving the product
►
However Another brand “Zorrik Super platinum”, a premium brand
from Super Max enjoyed good pull amongst the TG
Strategy
►
Piggy ride existing brand equity of Zorrik Super Platinum to create
awareness & push trials for Super Max
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Idea
8
Highlights
Education
Exciting Baits
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• Educating the TG about the brand using a
detailer
• Enticing the TG through exciting schemes on
purchase of Zorrik and pushing super max along
Lucky draw
• Creating pull through lucky draw coupons on
purchase of stipulated quantity
Felicitation
• Felicitating barbers at barber meets to establish
brand equity
Activity Model
►
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The campaign was targeted at barbers and not masses hence, a low
cost single promoter led model was created
Reach Out Activity
• 20-25 Salons covered per
day per promoter
• Activities
• Brand Awareness
• Merchandising
• Database Collection
Super Max sultan contest
• Mystery shoppers
employed to check
availability of stock and
maintenance levels of
merchandising
• Top 10 barbers selected
from each zone on this
basis and felicitated
Barber’s Meet
• Felicitation of the
barbers
• Presentation on entire
range of SKU’s available
along with their USP’s
and the value they offer
vis-à-vis the competition
Snapshot
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Results*
►
314 activity days
►
6,124 barber shops activated
►
2,280 new barber shops added
►
4,689 units sold
* Cost to activate one outlet for 4 visits – Rs.50 approx.
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Thank You

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