Brand Name Multiple brands

Client Multiple - Bajaj, Tata Chemicals, Wipro Idea, Kodak etc.

Category Rural Marketing Program of the year

Title “Grameeno ke Beech”

Background

E x p e r i e n t i a l M a r k e t i n g

By

“Grameeno ke Beech”

Brief & Objectives:

An idea which would bring customers for all

categories under one roof (initiator influencer,

buyer & user, all interact with the brand together)

to create the right sales & promotion mix.

A simple most cost effective idea which would yield

maximum participation and interaction with

the brand and the villager cherishes the memory of

his association with the brand in that time

frame.

Target Audience:

Backgrounder for Concept:

Create an ambience for the TA that is relatable yet unique & afresh

Make the TA feel important and persuade them graciously

2

Every one from a school going child, rural women to a mature farmer was our TG.

Target groups from different age groups and category were invited so as to

reinforce the feeling of oneness and an image of family.

My life is dull & revolve around day to day chores

There is hardly any source of entertainment

Rural extravaganza at held at district level on annual basis only

E x p e r i e n t i a l M a r k e t i n g

Marketing efforts so far have been restricted to the extent of running short campaigns that

lacked the element of interaction. The need was to bring together and run a syndicated activity

which will yield better results and bring more sales benefits to the brands.

The trend from marketers across industries had always been stand alone initiatives.

Rural customer is more community specific and decisions are taken in togetherness rather than

a single mind purchase. The influencers like peers, relatives, neighbors, youth and affluent

farmers etc who are consulted for different purchases

Any company who is promoting its product faces a tough competition with other players. Main

challenge has always been recall as the rural TG is exposed to different promotions happening in

his village. The challenge is how to build up strong recall of his experience with the brands.

Hence, the need of the hour, as explored by agency was to reach out with just the right entertainment package which defined the foundation for the concept.

3

An in-house initiative to bring all brand closer to the rural consumer under onroof.

A family entertaining, commercial fair by itself.

A unique “Har Ghar Mein ek Product” approach, which eventually led to an increase in product trials.

It aimed at involving the entire family, for the full day in an atmosphere created to enjoy, interact, understand & breathe the products displayed by the Corporates for higher trials & brand recall.

E x p e r i e n t i a l M a r k e t i n g

Customization:

4

GKB Branded Venue

Demonstration & functional stall Embroidery competition for women, to design logo of Bajaj on a hankerchief for

their husbands

BAJAJ

Inflatables, bouncing stall with chochlates & confectionery to attract children

CADBURY

KODAK

One minute, photo challenge at Kodak Stall training of how to click a photo

NIRMA

Stain removal demos games

TATA CHEMICALS

Live demos of quick dissolving feature of Tata salt

E x p e r i e n t i a l M a r k e t i n g

Scale:

5

WIPRO

SCHEMES

Santoor soap & CFL Lamps sold on

discounted rates

PARLE

SCHEMES

1+1 offer

(Ek biscuit pe ek aur free)

(Ek biscuit ke saath Ek kismee toffee)

IDEA

SCHEMES

Free Simcard provided to TG for a trial

to give live product experience

KODAK

SCHEMES

Free 1 ultra max film roll with purchase

of camera worth Rs. 500 .

Taught the TG how to click photographs

BAJAJ DISCOVER

SCHEMES

Free lubricant oil

& Oil free change

coupons

with purchase of Bajaj Discover

bike worth Rs. 47000

E x p e r i e n t i a l M a r k e t i n g

Result:

6

Villages covered 2190

Retail Outlet 10K

AudienceIntrection 62.70 lakh

Villages Covered in every 4 StatesHaryana, Punjab, Andhra Pradesh, Maharasthra (2 months in each state)

Every third participant undertook Product Trial

Some indicative figures to endorse the success of GKB

Bajaj generated around 15k enquires and did spot sales of 2500 bikes

generated sales for 5000 per day per company ITC, Parle, Cadbury, Tata salt

Merchandising at 500 corporation market called Haats 1000 anganwadi centers covered

New Outlets Opened No of Retail Outlets Merchandised No of Indirect Reach

4200 25K More than 50 Lacs

E x p e r i e n t i a l M a r k e t i n g