Transcript supermax
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 2 Target Group ► Barbers (SEC C & D) 3 Objective ► Strengthen brand image ► Generate trials 4 Challenge ► Negative perception ( blade causing cuts ) around the brand amongst the TG 5 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 7 Idea 8 Highlights Education Exciting Baits 9 • 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 ► 10 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 11 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. 12 13 Thank You