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Barber Contact ProgramLow cost/small budget initiativeSuper Max Personal Care

2Background

► 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

3Target Group

► Barbers (SEC C & D)

4Objective

► Strengthen brand image

► Generate trials

5Challenge

► Negative perception ( blade causing cuts ) around the brand amongst the TG

6Insights

► Huge resistance against shelving the product

► However Another brand “Zorrik Super platinum”, a premium brand from Super Max enjoyed good pull amongst the TG

7Strategy

► Piggy ride existing brand equity of Zorrik Super Platinum to create awareness & push trials for Super Max

8Idea

9Highlights

•Educating the TG about the brand using a detailer

Education

•Enticing the TG through exciting schemes on purchase of Zorrik and pushing super max alongExciting Baits

•Creating pull through lucky draw coupons on purchase of stipulated quantityLucky draw

•Felicitating barbers at barber meets to establish brand equityFelicitation

10Activity Model

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

► The campaign was targeted at barbers and not masses hence, a low cost single promoter led model was created

11Snapshot

12Results*

► 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.

13

Thank You