Celebrate Cricket Edition

8/4/2019 Celebrate Cricket Edition

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Bisleri

Campaign During IPL 2010


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Objective

To u n d e rsta n d th e R e a ch a n d

Im p a ct o f T V C d u rin g IP L a n dC e le b ra te C ricke t ca m p a ig n


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Target Group- 17 years & above

- SEC A & B-

Customers Surveyed- Customers were targeted from differentparts of Mumbai.

-

Methodology A questionnaire was prepared to take the

feed back from the target group.


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Area visited

CST-Fountain - (Corporates- HSBC, Standardcharted, MTNL) Bandra - Water-field road, BKC Andheri (east & west)

Lower Parel ( Mathuradas & Kamla millscompound)

Dadar (west) Navi-mumbai

Lower parel Chembur Sion Koliwada


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Celebrate Cricket campaignoverview

Buntings &

H o a rd in g sB u s sh e lte rs Labels of 500 ml& 250 ml SKU s

Cartoon display

Mountain water

TVC
http://c/Users/Vichare/Desktop/bisleri/Celebrate%20cricket/40sec.mpg


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Sample Size

Out of 174Sample size

the ratios ofMale/Female

& their age

groups isshown in the

pie charts


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We had conducted a research twoweeks after the IPL 2010 had

started.Following were the findings


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Have you seen the latest bislericommercial?(Mountain TVC on IPL 2010)

d e n ts h a d not seen the B isle ri M o u n ta in w a


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After Viewing the new commercial, doyou feel Bisleri is Natural Mineralwater

People who had seen the TVCwere confused about themessage as well as the imagery.

Mountain water concept is not clear and so the benefits.are impossible for them to understand

Availability of natural mineral water in bottles is notbelievable

.for them


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Current status after IPL 2010 isover


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Where did they watch IPL matches Out of 174 people, 95 viewed IPL 2010 at

home

- , &s C a fe s M alls th e a te rs d id n o t b ro a d ca st th e

co m m e rcia ls d u rin g IP L 2 0 1 0

R

espon

de

n

ts


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Number of people who viewedthe TVC (Mountain water) during IPL2010

f the people questioned could recoll


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Number of people who viewedthe outdoor campaign

Out of 174 people, 105 did not see anyhoardings


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Number of times people boughtBisleri in the last 2 months &

which size bottle

ra l w a te r m a n y tim e s in th e p a st tw o m o n th s b u t it w a s n o t

PS the above mentioned numbers indicate onlyBisleri Buyers

Res

pondents


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How many people noticed thecelebrate cricket edition bottles

p le h a v e n o tice d th e cricke t e d itio n b o ttle s

tillre m a in u n a w a re o f C e le b ra te cricke


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The reason people remainunaware of Celebrate cricket

edition bottles


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The most preferred size of SKU?

ide prefer 1ltr bottles as they are usually in groupsor with fa

ho prefer 500 ml and 250 ml were women since it is easy to carry

%52 who buy 1ltr bottles may never see celebrate cricke

, females to whom celebrate cricket edition bottles may mak


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Out of the 15 labels, how many dothey recall?

They did not read the messages on the labels.

Cherry, Yorker, Chinaman and Plum werenoticed the most.

Re

spon

den

ts

:Ps Labels which were noticed have bright

colours

Only 19 out of 174 people have noticed more than6 labels

74 out of 174 people questioned have not noticedany labels


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Which of the Branding materials werenoticed

o f p e o p le d id n o t n o tice a n y .te C ricke t M a rke tin g co lla te ra l

o p le d o re co lle ct C e le b ra te cricke t e d itio n b o ttle s in th e m a


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Did the labels prompt them to buyBisleri?

fo r p e o p le y e t it w a s n o t m o tiv a tin g e n o u g h fo r th

Re

spon

d

en

ts


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Summary of the campaign

n o tice d th e m o st b y th e p e o p le -fo llo w e d b y In sh o p a ctiv

ter TV C an d h oa rd in g s cam p a ig n w a s b a re ly n o tice d


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Comments from the people

did notice it on the shelf, we didn't buy it

because we buy a 1 ltr bottle

information on the bottles was neither

useful nor funny

was not available in my office area

hoardings were only attractive notattentive!


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Suggestions to the campaign

Dividing Mediums in phases.

In sync with IPL or before IPL

Time period should have been longer for thecampaign

The bottles be made available only in

specific areas & make sure that they arealways available there.

(celebrate cricket hoarding were noticed when IPLwas over)

Mediums usedTVC & hoarding are effective mediums, but

they need supportive activation and BTLplans

Target audience definition


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TVC Medium

-TVC should communicate celebrate cricketand not mountain water if an effective integratedcommunication is intended.

-People still remember all the play safecommercials, as they were more entertaining.

1ltr bottle should a part of any marketing activityas it has a bigger customer base

Ground level activities would reap more benefitsas customers would be directly involved.

Since 250 ml may cater to a different Targetsegment i.e. women, marketing activitiesshould be planned accordingly.


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Making the labels more attractive or more usefulto the customer.

Merchandizing should be used as a part of themarketing plan.

Bisleri can generate a cult cultureof its own in

the market, by becoming a brand whichgenerates innovative labels periodically.

This may make people eagerly wait for the newseason labels as well.


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Thank You

Documents

Celebrate Cricket Edition