Elaichi: Trial Generation Campaign UP

Objectives

Expansion of category – Bringing new users to

Navratna portfolio

Trail Generation thru paid sampling

Background• There was a time when illaichi, supari and saunf were generally chewed after a

hearty meal. These were consumed in large quantities not only for their freshening taste but also for their digestive qualities.

• But times are a changing and today a large number of other mouth fresheners have made an appearance in the market. the younger generation is more hooked to them.

• Ask generation next, they'll swear that there is nothing more socially damaging than a foul breath - it could kill budding romances, imply isolation at social dos and may even hinder corporate success, they would rattle off in one breadth.

Focus Market – U.P

Dipstick Survey Findings• A large proportion would actually purchase a mouth freshener after a smoke• Very low brand loyalty among smokers • Mint based products enjoys the highest preference• Advertisement and Taste are the two most influencing factors

Consumer Insight

UP has one of the highest population

density in India.

828 persons/sqkm vs.

364 persons/sqkm (national average)

Shortage of public transportation in these

states further complicates the problem and

overcrowded trains & buses are a common

sight. In these conditions if someone starts

having foul breath or due to food habits it

becomes uncomfortable for the fellow

passengers.

Arriving at the Idea

Basis the dipstick findings and consumer insights, If Gopal Elaichi can reach out the traveller community to

communicate its USP and generate instant trials the message would be well received and the brand would be used

in the context of the communication. Hence the suggested communication for campaign “Sugandhit Safar”

because

“Saans ka tension bhul jaiye, Gopal Elaichi Khaiye Poore Safar Gungunaiye”

Bcz… Right time, Right place, Relevant communication

And why will it make an impact?

Translating Idea into Action

“Safar- befikar”

@ Railway Stations

Outside RS Inside Trains

@ Bus Stands

Inside Bus stands Inside Buses

@Railway StationsTwo separate teams to be deployed at Railway station

Team A – Outside Railway Station premises near bus stop offering samples @ Paan Shops & Ticket window

• Total of 3 promoters deployed at the location. 2 Promoters would offer samples @ Paan Shops• 1 promoter would intercept passengers at ticket windows for the free sample• All the promoters to wear I-jacket on which the AV of the brand would be played

Team B - Inside trains communicate brand proposition & doing discount sales

• Total of 10 promoters/hawkers to be deployed split into 2 teams covering up & down routes• Branded Jackets to be used with product display.• Brand spiel with 2-3 rhyming lines to be used during the sampling.• 1 Supervisor upon each team to monitor the activity. Will travel in same train• Trains to be covered in order of priority – Passenger -> Fast passenger- > Intercity -> Express

Control Structure

• Railway Station– Promoter for outside sampling– 2– Promoter for ticket window -1

• Inside Trains– Team of 5 Promoters for one train route– Team of 5 Promoters for second train route

Supervisor

Supervisor

Supervisor

Project Head

Route & CoverageFrom Stations Distance Train Timing Arrival Timing

Allahabad Vindhyachal Junction 80 Kms Lushala Quila Exp. 10:58 AM 12:18 PM

Kunda Harnamgnj (KHNM) 60 kms Unchahar Exp 2:05 PM 3:19 PM

Lalgopalganj 40 Kms Nauchandi Express 5:40 PM 6:42 PM

Varanasi Bhadohi 50 Kms Amritsar Mail 8:56 AM 10:03 AM

Mirzapur 63 Kms Mahanagri Express 11:30 AM 12:55 PM

Jaunpur Junction 58 Kms Shramjeevi Express 3:11 PM 4:03 PM

Gorakhpur Deoria 50 Kms Vaishali Express 9:20 AM 10:03 AM

Khalilabad 37 Kms Katihar Amritsar Express 12:30 PM 1:24 PM

Orwara 60 Kms Satyagrah Express 3:35 PM 4:40 PM

Trains

BusBus No of Working Days Buses per Promoter per Day No of Promoters

Allahabad 8 25 2Varanasi 8 25 2

Gorakhpur 8 25 2Total 24 75 6

Lets Discuss…