CHANGING SPHEREFor Crestle’s Limited Edition of Oats under Aggi Brand

From

TrialSphere

To

LaunchSphere

Lets see AGGI’s Taster Campaign Findings

And Digital Media Mix recommendation

FOR LAUNCH PLAN OF LIMITED EDITION

THE PRODUCT -STP

Product Oats under Aggi Brand

Segment Food-cereal, snacks for breakfast

Target Group Middle class, Upper middle class & Rich

Positioning Healthy food to families

COMPETITION

Maggi Oats

Quaker Oats

Kellogs Oats

Kosh Oats

Earthy Oats

Sunfeast Oats

Baggry Oats

Top Ramen Oats

& Many more…

“As consumer see themselves more

health conscious, this is rising opportunity

and hence the competition”

Brand is important.

Peer review of the Product is more

important these days for Millennia's and

Genx.

ASSUMPTIONS

Crestle is an established Brand with established distribution network

Crestle has just finished with first pilot of taster campaign but yet the sample no.s are too small to plan a launch directly.

Hence we need to reach more tasters and figure out Target group more certainly

With the results there, we need to be ready with further LAUNCH PLAN, preferably BTL campaign (for the budget is ltd as the product is limited edition)

Already has good rewarding relations with Hyper/Mega/Super Markets

Launching Ltd Edition to rejuvenate interest in AGGI Brand and test the market for future big budget launches

Product being of very different taste and Ltd Edition, the launch is very targeted in nature and is expected to open sound bottom-line for future launch of similar product in mainstreams

CMO is well versed with RETARGETING Feature of Digital Media Marketing

ASSUMPTION

Total 100 users were offered in all age groups in 1st week @ all 5 stores

Salesman per day wages is Rs 500

No. of taste serving per day per salesman capacity is not more than # 30

Besides age, footfalls at all mega marts come from same or similar background

Basis on Store setup and staff requirement it is assumed that footfalls in that stores

are higher

Digital Marketing was done for 4 weeks and was started a week earlier than physical

stores.

Spencers has 120 stores while big bazaar has 290 stores, while other 3 have lower

no. of stores.

Taster Campaign Findings

TASTER CAMPAIGN COST

4 week Digital Awareness Campaign: Rs.

1,19,000

No. of Stores # 5

No. of Salesman # 26

Weekly Store cost Rs. 34,300

Weekly Salesman cost Rs. 91,000

4 week Fixed cost Rs. 5,01,200

FIN

DIN

GS

% of People who Tried & Liked the product

• Upto Age of 25

• Includes Buying decision influencer, if reached

Had 70% & Above Liking

• Upto Age group 25-40

• Includes Decision MakerHad 60%

Liking

• Age group: 40 and Above

Had 30-45% Liking

FIN

DIN

GS

Buying Probability

Tasted and

Liked

Footfalls in Taster Store –Ready to Taste

Footfalls in Megamart

Funnel view of TastersF

IND

ING

S

5 Stores Taster Pkt. Serving capacity:

20k Approx.

FIN

DIN

GS

Did we Utilize it to Full ?

Of Course NOT

Digital Marketing ImpactF

IND

ING

S

And We saw 65% of tasters were the onewho were impacted by Digital Campaign(of 1926 tasters 1246 were digital impacted)

Of the total cost of Rs. 6.2 Lakhs, ONLY 19% was on

Digital awareness campaign.

During 4 weeks taster campaign

we saw that 20% increase in

Digital Awareness led to

10% Increase in Tasters.

Buyers

Tasters

Proportionate increase in digital

marketing leads to optimum use of

Store and Salesman serving more

tasters

FIN

DIN

GS

Recommendation for Establishing

Target Groups more Certainly

Establishing Target Group more CertainlyR

EC

OM

ME

ND

AT

ION

Industry Rule of 70% & Above Taste Acceptance says that we

should target AGE GROUP upto 25 years based on our Findings

While Working to find target consumer more certainly we should

narrow the campaign to AGE GROUP upto 40 years and not upto

25 years, By law of Averages

Lets Use the Powerful Tool of RETARGETING To bring the desired

audience to our Taster STORES

RETARGETING

Lets pickup a Hyper Market based on its :

REACH (for deep penetration objective)

Per Day Store Cost

Footfalls for target age-group

Data availability for Retargeting

RETARGET on FACEBOOK | GMAIL |

YOUTUBE | INSTAGRAM

Based on KEYWORDS, INTEREST etc. filters

RE

CO

MM

EN

DA

TIO

N

Hyper/Mega Mart comparison …

MEGA MART

Our Target Age

group UPTO 40

(FOOTFALLS

%)

COST OF

STORE/DAY in

INR

Store size/ no.

of salesman

(1=Biggest)

Footfalls

relevancy (1=

highest) Penetration

FOODWORLD 65 250 5 5 5

MORE 64 400 3 3 3

BIG BAZAAR 64 167 1 1 1

SPENCERS 73 167 1 2 2

RELIANCE 72 200 4 4 4RE

CO

MM

EN

DA

TIO

N

Hyper/Mega Mart comparison …

Cost/ Day / Store of Big Bazaar is equal to Spencers

Though Relevant consumers is 9% more in Spencers

But Big Bazaar has more deeper presence in INDIA

(Helps in our objective of deep penetration)

HENCE, Big Bazaar should be the preferred Partner for establishing our target

consumers with certainty and Future Sales Partner as well.

RE

CO

MM

EN

DA

TIO

N

With some fine tuning, Extend the Taster

campaign

With a goal to reach 40,000 Tasters Lets Pick 12 stores of Big Bazaar giving us access to 72 Lakhs footfalls.

And now compliment this with DIGITAL AWARENESS campaign reaching approx. 30 lakhs targeted users (@ Rs. 50 CPM & frequency of 10) to add more willing tasters to our store & reach 40,000 Tasters

Hence Digital Marketing Budget : Rs. 15 Lakhs

RE

CO

MM

EN

DA

TIO

N

Contd….

Assumptions:

6 lakhs footfalls per month per store

With some fine tuning, Extend the Taster

campaign

Digital campaign is more fine tuned to reach:

Only people visiting these12 Big Bazaar Store

Upto the Age of 45

Interest in Health & Fitness

Foodie

We continue this FINE TUNED TASTER CAMPAIGN for 4 weeks to get more

closer to our TARGET AUDIENCE

RE

CO

MM

EN

DA

TIO

N

REACHR

EC

OM

ME

ND

AT

ION

Buying Probability

Tasted and

Liked

Footfalls in Taster Store –Ready to Taste

Footfalls in Megamart

No. of Big Bazaar Stores # 12

No. of Salesman # 72

Monthly Store cost Rs. 30000*12 = 3,60,000

Monthly Salesman cost Rs. 15000*72 =10,80,000

Monthly Fixed cost Rs. 14,40,000

Digital Awareness cost Rs. 15,00,000

Taster serving cost Rs. 2,40,000 (Rs. 6* 40k)

TOTAL Rs. 31,80,000

Taste serving capacity # 64800

Fine tuning and increasing digital spend from 19% to

50% approx. We are making best use of the TASTER

SERVING CAPABILITY

SAMPLING > PLAYMATE

LAUNCH PLAN

LAUNCH

With Strong BUYING Probability

Results from taster campaign, We

should PLAYMATE launch

exclusively @ 260 Big Bazaar

Stores complimented with DIGITAL

RETARGETED campaigns for Big

Bazaar Store customers

(7 Crores)

As we pump in money for footfalls to

BIG BAZAAR this gives us Chance to

negotiate on

Listing fees / Shelf cost / Sales

margin.

LA

UN

CH

PL

AN

Targeted consumers: Out of 7 crores @ 260 stors. 3 Crores

Digital Awareness cost: 3crore * 10 times= 30 crore Impressions

@ Rs. 50 CPM cost to reach is (30cr/1000)*50 = Rs. 1.5 Crores

PLAYMATE

LAUNCH Channels & Budget Allocation on

RETARGETING

DIGITAL

CHANNEL

CATCHMEN

T

Budget

Allocation

YOUTUBE Metros 30%

FACEBOOK Across 35%

GMAIL Metros 20%

INSTAGRAM Metros 15%

LA

UN

CH

PL

AN

LAUNCH MONTH SALES

Though the Buying probability has been very encouraging, we must not

forget Maggi Oats launch problem. The Maggi Oats smallest packet was 6 times

costlier than maggi noodles.

Lets try & keep the 1st pkt price points well within Rs. 40, So as to see that trial

buying kicks in with the campaign.

At 100% GP on cost, To cover launch cost of Rs. 2 Crore approx. We expect

to sell 10 Lakh packets to Targeted 3 Crore Audience

(where buying probability is above 7)

LA

UN

CH

PL

AN

THANK YOUASHISH JAJU – jajuashish@gmail.com

SOKRATI