AM Creds Nestle

8/9/2019 AM Creds Nestle

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We are a part ofMADISON WORLD

Madison World is a 25 - year - olddiversifed communication group,

with 26 units across 9 specializedunctions o dvertising, Media,!usiness nalytics, "ut-"-#ome, $%,%ural, %etail, &ntertainment, Mo'ileand (ports) employing over *,+++communication proessional acrosscities in ndia, (ri an.a and /hailand0/he gross 'illing o Madison World isaround %s0 1+ 'illion0

OurGroup


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Established in 198 as!ull Ser"i#e A$en#% &a#'uired b% Madison(o))uni#ations in

1998

We are the pioneers ofrural )ar*etin$ & thefoundin$ )e)ber ofthe rural )ar*etin$asso#iation of India

+ran#h o,#es in Mu)bai-Delhi - +an$alore- (hennai-.ol*atta

About/s


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Rural- +o0 & S)all o2n (onsu)er Insi$hts

Abilit% to #on#eptuali3e- desi$n and deli"er

#o))uni#ation plans 0an India

ea) )e)bers 2ith e4perien#e in

#o))uni#ation- )edia- distribution-

a#ti"ations

Abilit% to inte$rate ne2 )edia platfor) and

traditional )edia

5ands on *no2led$e about "arious rural

#hannels and NGO inte$ration

.e%Stren$ths


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Resear#h & Strate$%

(reati"e De"elop)ent

(on#eptuali3in$ +rand 0ro)otion

#a)pai$ns

Desi$nin$ De)and Generation

#a)pai$ns

In#reasin$ Dire#t Distribution

De"elopin$ Non raditional

Distribution (hannels

S#ope ofser"i#es


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(lient Ser"i#in$

Strate$% & 0lannin$

(reati"e & (ontent Desi$n

Operations

Alternate (hannels & 0artnerships

.e%!un#tions


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56 7 Mu)bai

+ran#h O,#es 7 Mu)bai-

Delhi- +an$alore- (hennai

Operation 5ubs

o South 7 (hennai- Madurai-

5%derabad- +an$alore

o West 7 Mu)bai-

Auran$abad- +hopal

o North 7 Delhi- aipur-

Lu#*no2

o East 7 .ol*ata- 0atna

!ootprints


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(lientele


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/ools used or (trategy $lanning

"ur complete planning and strategizing is 'ased onmultiple sources0 3ey amongst them are 4 GI INDIA t is a single source mar.eting,communication and planning tool0 t covers morethan more than4 2++ categories

1+++ 'rands *5 radio stations *25 television channels 25+ press titles *++ liestyle statements

IRS India %( ndian %eadership (urvey7 is

the largest continuous studyo the world with asample size o more than 25+,+++ householdsacross ndia0 %( covers inormation on o"er 1::produ#t #ate$ories0Go"ern)ent of India reports 7 (tatisticsrom numerous " sources are integrated li.e:ensus o ndia, ;((" etc


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E4perien#e a#ross "arious industr% #ate$ories(aseStudies


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+a#*$round "ral ! eating into mar.et share o :olgate in rural areas o


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rade Mappin$

(o"era$e

Duration

illa$es

Outlets

(o"ered

$ $hase7

2 *+ 5.-2+. 2+++A **+++A

3arnata.a 2 B 5.-2+. 9B5 B+++$ $hase

7B 5 C5. 6+++ A 25+++

:hattisgharh * 9 1.-5. 6D6 1B++

(ol$ate

Ob;e#ti"e ? dding new counters and ensuringhigher per counter o> ta.e0 lso, push specifcvariantsE(3


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S#hool (onta#t 0ro$ra))e0erfetti >anMelle

+a#*$round - Alpenliebie u3t ell% to 'e introduced and Alpenliebie

(rea)@lls re)inder

Ob;e#ti"e (onne#t and E4#ite .ids to generate high /"M and sa)plin$

Solution I)ple)ented %eached out to 5++ schools in West !engal and !ihar

with the concept o ?Masti .i 0aathshaala@ which intercepted .ids and

school teachers and promoted un 'ased leanings0


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S#hool (onta#t 0ro$ra))eGopal (orp Ltd 7

atO

+a#*$round atO awareness a'out new promotional planBatO .hao-

#halo Sentosa Sin$apreC thru which .ids can win di>erent

gratifcation 'y collecting /at-" letters rom the pac.0

Ob;e#ti"e ntroduce pro)o plan- generate participation and sa)plin$

Solution I)ple)ented %eached to schools as well as Mohallas where

intercepted with .ids and made them aware or the ongoing promo plan0


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(hallen$e ?

nGuence 'ehavior in adopting the product orregular

consumption as against seasonal E need 'ased

Ob;e#ti"e?

ncrease consumption 'y generating demandEneed promote the product as a preventive measurerather than curative0 mongst young mothers andalso increase availa'ility o the 'rand 'y inGuencingthe :hemists0

Inter"ention?

*0 %ide on e=isting rural health inrastructure resources $#: (# nganwadi wor.ers

20 WomenHs group meet to educate on 'est healthpractices and interweave the 'rand in thecommunication0

10 (ampling, engagement gratifcation to mothers

Ridin$ upon $o"t Infrastru#ture. 7Wood2ard

$ripe 2ater


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%res(eat %res


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Ob;e#ti"e? #ighlight ?(uperior rip@ o :eat tyres vis-I-vis competition

Approa#h? Ma.e 'rand e=perience memora'le through integration o

technology through oculus tool

Inter"ention?/ given an opportunity to 'ecome a virtual rider through

"culus and get a selfe clic.ed with pit girls

%res(eat

Super#ross


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Ob;e#ti"e? #ighlight ?(uperior rip@ o :&/ tyres vis-I-vis competition

Approa#h? Ma.e 'rand e=perience memora'le through integration o

technology through oculus tool

Inter"ention? :&/ zone at audition locations and providing / with an

opportunity to 'e a virtual 'i.er

Mar*ets? $une, Jelhi, 3ol.ata and :handigarh

%res(eat Roadies


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Auto)obileM&M7 (onsu)er

& rade


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Ob;e#ti"e? Awareness a'out ;ew (chemes lead eneration K ;onJealership /owns

(a)pai$n (on#ept? dentiy poc.ets with high concentration o (&: !A, crowd, touch and eel e=perience to /, communicating limited o>er,

generating inLuiries and leads

Auto)obileS*oda


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Ob;e#ti"e ncrease the participation rate o mechanics in the (hell

(amriddhi

Mechanic loyalty program7

(onsu)er Insi$ht Mechanics were not comorta'le in using mo'ilephones to punch in (M( or in calling up the %( to punch the code

Inter"ention oered "ne-on-"ne interaction with the mechanics or

&ducating the merits o the program to 'rea. the inertia i any/raining them to use mo'ile phones to punch in codes using dummy

codes

A#ti"ation Model 7 $romoter on a 'i.e

S#ale $arallel roll out across 2+ cities to touch 'ase 25+++ mechanics

Lubri#antShell MLM


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(reati"e Renditionsfor (o))uni#ationIdea


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(reati"e Renditions


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/sa$e ofe#hnolo$%


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We frmly 'elieve that technology is necessary or increasing eNciency,

e>ectiveness control o campaign 0 We .now the B0OSSI+ILIIES &

LIMIAIONSC o technology

Currently we have

A G0S +ased )onitorin$ stru#ture

/rac. campaigns in real time, trac. process compliance deviation trac.ing0

+ Redu#e 0ilfera$e for sa)plin$ pro#ess

(M( 'ased authentication Ability to establish uniqueness of each individuals sampled to)

( (reation of De)o Models

!uild up o Jemo models to 'ring across the product 'enefts its eatures

D Opti)i3ation of (reati"es

nternal tool viewpoint or ensuring .ey message in the creativeOs are

highlighted

e#hnolo$%


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$hotos /eam ;ame Jate and /ime $( ocation

DashboardG0S basedMonitorin$


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Other (asestudies


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Ob;e#ti"e? :reate awareness preerence amongst the armers also reassure

esta'lish 'rand superiority thru a demo generate leads

Approa#h - Ma.e 'rand e=perience memora'le thru inormative, nteractive

entertaining activity

Inter"ention ? Jevelopment and Jeployment o ?3rishi (a'ha@ an #u'

spo.e model o activity deployment0 small event ormat with roup

meetings in the village premises0 "ne to one engagement with curious

armers test drives

A$riohn Deere


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A$riMonsanto

+a#*$round ? /his is seed technology whichprovides armer certain 'enefts and the seedmanuacturers 'uy this technology rom MM!

(hallen$e ? /hough almost 9+P o cotton

armers have adopted !ollgard technology,they do not recall the name correctly

Ob;e#ti"e? :reate recall a'out !ollgard amongst cotton armers

(a)pai$n (on#ept? ?aap.i /ara.i 3i :ha'i@nteractive session with armers to clear dou'tsa'out the technology and giving in-depthinormation on the technology and also oncotton arming0

Mar*ets ?/amil ;adu 3arnata.a, $, !ihar


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A$riMonsanto

+a#*$round ? &sta'lish Jr0 Je.al' Farm :areas the one stop solution or all corn relatedLueries amongst armers0

(hallen$e ? doption rate o the service was

low amongst armers as they consideredthemselves to 'e sel suNcient

Ob;e#ti"e? ncrease adoption rate o theservice amongst armers

(a)pai$n (on#ept? B!ASAL DO(ORC

Aap apne parivar ke sehat ka khayal rakhne keliye Doctor ke paas jaate ho janwaro ke swasthke liye !eterinary doctor ke pass jaate ho par

phasal ke khayal ke liye kiske paas jaate ho..."esh hai "hasal doctor... kyounki sawal enekupay ek#

Mar*ets ? +I5AR


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Ob;e#ti"e? ncrease the mar.et share o Q3 a.shmi cement 'y creating newdealer points0

Approa#h "ne-on-one interaction with prospects 'asis detailed prospectprofling criteria0

(a)pai$n (on#ept? dentiy prospects in target towns villages communicate the lucrative opportunity o 'ecoming a Q3: dealer0 &ducated

a'out Q3: legacy 'roader dealer 'enefts0 #ot prospects contact points wasimmediately transerred to Q3: local sales sta> or ollow up and closure

(onstru#tion. La*sh)i

(e)ent


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Ob;e#ti"e? enerate demand or M( rt

Material and (tationery7 category products at

schools which are the largest touch point or

'oth promotion and consumption

(hallen$e? :reate a low cost sustaina'le model

which is scala'le

Inter"ention ? ooped in local stationary shop

owners to conduct0 Jrawing :ompetition or

students using the $%angeela water colours#.

ctivity adds to his pu'licity amongst .ids and

also helps him gain additional income0

Mar*ets? Maharashtra and uRarat0

S#hool A#ti"ation0idilite


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Ob;e#ti"e? &ducate / on the importance o ie nsurance and get 'uy-in or

!aRaR llianz lie insurance products0

Approa#h? !rea. away rom the 'oring teaching mode to a un-flled method o

:onsumer engagement through inotainment games0

A#ti"ities Deplo%ed? Qingle ;u..ad nata., nteractive games, Luiz0

:omparison charts etc

!inan#ial+a;a; Allian3Insuran#e


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So#ial++( World

Ser"i#e rust

+a#*$round $roRect ?(haping Jemands $ractices@ or women in last

trimister o pregnancy and mothers having .ids 'elow 2 Sears0 / to adopt

certain 'ehaviors li.e 'reast eeding, 'irth spacing etc

Ob;e#ti"e? enerate awareness a'out ?3ir.ee Mehendiwali@ radio show

(a)pai$n (on#ept?

:ustomized mehndi stamps used to impress the showHs name and theme on

womenHs palm right at their doorsteps via a village activation model0


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Asian 0aints

+a#*$round ? sian paints launched a low cost paint variant called ?


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Lets Dis#uss

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AM Creds Nestle