abhishreshthaa
Abhijeet S
Promotion strategy
This strategy was used at village to village basis
In the process of promoting “vim” in rural areas. Keeping into mind The dynamics of rural consumer and distribution infrastructure, the marketer had adopted a different promotion strategy to promote the vim in rural areas.
The formal media used to communicate the product was T.V, radio
cinema ,print proportionately depending upon their reach and their influence on rural masses.
The informal promotion strategy was formulated. The steps involved to promote the product in rural areas.
The first step was the usage of audio- visual publicity vans. This publicity vans were covered by beautiful banners, this banners were embossed with the product photos, the base or tagline of the product and colorful picture
that can attract the rural consumer. The audible material used were a tunes of current filmy songs, which were composed with new lyrics, this lyrics gave the special features about the vim. This step was used as an introduction of the product vim in rural markets.
The second step in the promotion strategy was to do Door-to-door marketing. This step was very well designed. To do Door- to- door marketing the marketer employed the young local youths who can communicate with rural people in the local language. This youth carried along with them flip charts as a substitute medium to T.V.
This flipchart contained a story. The story used in the flip chart was about two female named “ Kamala” and “bimla”. Explaining that kamala used vim and bimla used other proxy product. Kamala showed bimla the benefit of using vim in compare to other proxy product and explaining the features of the product.
The Door-to-door marketing step was complementary to other step that involved the participation of the rural housewives, which contained games. This games were strategically designed so as to position the product and the price of the product in the minds of consumer.
The games used were
Spotting the right price.
Match the pairs.
Turn the wheel
This games were used to entice the people and pull them to “mohalla” the small place between the houses so as to do mass marketing as much as possible. This all was done as process of mass marketing.
The fourth step in promotion was Retail contact
In this step the marketers gave scratch coupons to the consumers who came to purchased vim with incentive packages (i.e. packages one for two). The price given were on the.
The prizes distributed to whom so ever won was 12months soaps. Prizes were distributed on the spot so to create better perception of the company and product in the mind of the consumer. The same was made applicable for the retailers on the bulk purchase. This retailers were also given special discount on their bulk purchase.
The final step was that all the people were invited to the central location. This central location was usually a place were all the village people assembled so that becomes easy to communicate at large to the masses. The activity undertaken at the central location was cleaning up the sweet makers vessels, which was the toughest to do.
It was communicated as
“ Saf kare mitaheewale ki kadai”
This exercise of promoting the product was one of the best as when it was proved in front of the consumer as vim cleaned “ the mitaheewale ki kadai” without living any greasiness. The advantages of the Vim were also shown to them.
The advantages of vim were that it relieved from the hardship of scrubbing the vessel, which was done with ease with the help of “vim”. The other advantage was that it would certainly save their lot of time, which can be utilized effectively for some other work. This created a clear perception about the product.
This process was used again and again in capturing different markets.
The other promotion strategy to promote the product
Roadshows comprising attractively designed floats will traverse the length and breadth of the country during the time span of the offer.
The carnival, which will cover hundreds of small towns and villages apart from the metros and is part of a massive rural promo initiative that HLL plans to unleash.
The company even had to promoted the product in Haats & Melas of different villages.
To promote the vim HLL planned to distribute gold as prize
IN a bid to promote vim one of its leading dishwash soap, Vim Gold Bar, HLL had launched a below-the-line advertisement.
This medium proposes to bring Vim to the rural households via direct interaction between customer and producer.
This promotional blitzkrieg across the country includes giving away gold worth Rs 5 crore.
The offer gives; customers stand a chance to win gold in different denominations by just scratching a card received on every purchase of a Vim bar.
Each scratch card carries an 8-digit number. Every Sunday, one such number will be announced on Sony Entertainment TV between 8-9 p.m. and this number will be valid for the entire period of the offer.
If the number on the scratch card of the consumer matches with the number announced on TV, they would be eligible for a 400 gm gold bar - the weight of the Vim bar in gold.
In case of fewer digits matching, the consumer stands to win 100 gm, 10 gm, or 1 gm of gold or Rs 100 off on purchase of HLL products from the retailer
Communication
Vim Bar has always created an impact in the market with its path-breaking communication. The communication has been designed to powerfully communicate the tough stain removal properties of the Vim Bar. HLL created a new consumer lingo for the tough stain problem with the campaign baseline of Vim being the “Khar Khar ka moh tod jawab”.
HLL had to completely change its communication when it entered into rural it had to completely changed its communication from the previous one that was that after cleaning the vessel with bar you can see your fac(apka chehra
Bhi dekha ga saf) to (khar khar ka moh tod jawab) just because the rural consumers used aluminum vessels to cook their food. It wont create sense to appeal them to buy that product that did not suit their living.
This strategy was used at village to village basis
In the process of promoting “vim” in rural areas. Keeping into mind The dynamics of rural consumer and distribution infrastructure, the marketer had adopted a different promotion strategy to promote the vim in rural areas.
The formal media used to communicate the product was T.V, radio
cinema ,print proportionately depending upon their reach and their influence on rural masses.
The informal promotion strategy was formulated. The steps involved to promote the product in rural areas.
The first step was the usage of audio- visual publicity vans. This publicity vans were covered by beautiful banners, this banners were embossed with the product photos, the base or tagline of the product and colorful picture
that can attract the rural consumer. The audible material used were a tunes of current filmy songs, which were composed with new lyrics, this lyrics gave the special features about the vim. This step was used as an introduction of the product vim in rural markets.
The second step in the promotion strategy was to do Door-to-door marketing. This step was very well designed. To do Door- to- door marketing the marketer employed the young local youths who can communicate with rural people in the local language. This youth carried along with them flip charts as a substitute medium to T.V.
This flipchart contained a story. The story used in the flip chart was about two female named “ Kamala” and “bimla”. Explaining that kamala used vim and bimla used other proxy product. Kamala showed bimla the benefit of using vim in compare to other proxy product and explaining the features of the product.
The Door-to-door marketing step was complementary to other step that involved the participation of the rural housewives, which contained games. This games were strategically designed so as to position the product and the price of the product in the minds of consumer.
The games used were
Spotting the right price.
Match the pairs.
Turn the wheel
This games were used to entice the people and pull them to “mohalla” the small place between the houses so as to do mass marketing as much as possible. This all was done as process of mass marketing.
The fourth step in promotion was Retail contact
In this step the marketers gave scratch coupons to the consumers who came to purchased vim with incentive packages (i.e. packages one for two). The price given were on the.
The prizes distributed to whom so ever won was 12months soaps. Prizes were distributed on the spot so to create better perception of the company and product in the mind of the consumer. The same was made applicable for the retailers on the bulk purchase. This retailers were also given special discount on their bulk purchase.
The final step was that all the people were invited to the central location. This central location was usually a place were all the village people assembled so that becomes easy to communicate at large to the masses. The activity undertaken at the central location was cleaning up the sweet makers vessels, which was the toughest to do.
It was communicated as
“ Saf kare mitaheewale ki kadai”
This exercise of promoting the product was one of the best as when it was proved in front of the consumer as vim cleaned “ the mitaheewale ki kadai” without living any greasiness. The advantages of the Vim were also shown to them.
The advantages of vim were that it relieved from the hardship of scrubbing the vessel, which was done with ease with the help of “vim”. The other advantage was that it would certainly save their lot of time, which can be utilized effectively for some other work. This created a clear perception about the product.
This process was used again and again in capturing different markets.
The other promotion strategy to promote the product
Roadshows comprising attractively designed floats will traverse the length and breadth of the country during the time span of the offer.
The carnival, which will cover hundreds of small towns and villages apart from the metros and is part of a massive rural promo initiative that HLL plans to unleash.
The company even had to promoted the product in Haats & Melas of different villages.
To promote the vim HLL planned to distribute gold as prize
IN a bid to promote vim one of its leading dishwash soap, Vim Gold Bar, HLL had launched a below-the-line advertisement.
This medium proposes to bring Vim to the rural households via direct interaction between customer and producer.
This promotional blitzkrieg across the country includes giving away gold worth Rs 5 crore.
The offer gives; customers stand a chance to win gold in different denominations by just scratching a card received on every purchase of a Vim bar.
Each scratch card carries an 8-digit number. Every Sunday, one such number will be announced on Sony Entertainment TV between 8-9 p.m. and this number will be valid for the entire period of the offer.
If the number on the scratch card of the consumer matches with the number announced on TV, they would be eligible for a 400 gm gold bar - the weight of the Vim bar in gold.
In case of fewer digits matching, the consumer stands to win 100 gm, 10 gm, or 1 gm of gold or Rs 100 off on purchase of HLL products from the retailer
Communication
Vim Bar has always created an impact in the market with its path-breaking communication. The communication has been designed to powerfully communicate the tough stain removal properties of the Vim Bar. HLL created a new consumer lingo for the tough stain problem with the campaign baseline of Vim being the “Khar Khar ka moh tod jawab”.
HLL had to completely change its communication when it entered into rural it had to completely changed its communication from the previous one that was that after cleaning the vessel with bar you can see your fac(apka chehra
Bhi dekha ga saf) to (khar khar ka moh tod jawab) just because the rural consumers used aluminum vessels to cook their food. It wont create sense to appeal them to buy that product that did not suit their living.