SIP Ppt Yashi

8/8/2019 SIP Ppt Yashi

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Yashi Vikram

STUDY OF

EFFECTIVENESS OFDABUR LAL TELS

RURAL ACTIVATION PROGRAM

SAMAJHDAAR MAA

SWASTHA BACHCHA ABHIYAAN

Under the guidance of

Mrs.Anumpama Raina


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To study the effectiveness of Dabur Lal Tels Rural

Activation program Samjhdaar Maa Swastha Bachcha

Abhiyaan

Recommend changes for improvement

Objectives of the research


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Scope- UP and Bihar

Research Methods-

- Desk Research

- Field Research

Research Design

Sample Size-

PHC Staff: 30

PHC Doctor: 10

Chemists: 30

Creative: 3

Operations: 14

Mothers: 200


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Ogilvy & Mather Pvt. Ltd.

Ogilvy & Mather Worldwide is the 6th largest agency

Founded by David Ogilvy, the father of advertising

Established in 1948

OgilvyAction is the last mile brand activation vertical of Ogilvy.It has three specialist disciplines:

-Ogilvy Outreach-Ogilvy Live

-Ogilvy Retail


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Ogilvy Outreach

It is the specialist unit of Ogilvy & Mather

Specializes in communication to low income rural consumers

Services by Outreach

Strategic Planning

Developing media vehiclesCreative Suggestion

ImplementationMonitoring & Supervision


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Dabur India Ltd.- The Client

Fourth largest FMCG Company in India

Has a turnover of approximately US$ 600 Million

Producer and marketer of brands like:Dabur Amla, Dabur Chyawanprash, Vatika, Hajmola and Real.

3 major strategic business units (SBUs):

- Consumer Care Division (CCD),- Consumer Health Division (CHD)

- International Business Division (IBD)


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Dabur Lal Tel

Dabur Lal Tail is Ayurvedic Baby massage oil

Ingredients

Sesame Oil: improves growth and post-massage sleepRatanjyot: protects against skin infection

Shankha Pushpi: cures general weaknessCamphor: improves blood circulation

Urad: nourishes muscles & bones

Behavioral Growth

Offers

Physical Growth


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1. To establish benefit superiority of Dabur Lal Tail over mustard by

highlighting the non-stickiness and absorption aspect

2. To generate trials and induce repeat purchase

3. To drive recommendation and word-of-mouth for the brand by

roping-in the PHC staff and requesting them to endorse the brand

basis its benefits

Campaign Objectives


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With the conservative social setup in rural India,

approaching mothers individually at their home was a

difficult task

With no database readily available, a H2H program would

have relied on a hit and trial method

(running a risk a of higher cost per contact

vs. effective contacts ratio)

Anticipated Hurdles


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A Primary Health Centre (PHC) is the first touch-point for any mother

seeking health care solutions for infants. It was the ideal location for

addressing the TG since-

1.The PHC commanded credibility and respect, being part of the

government setup

2.Safety and security

3. They approached the PHCs for immunization of their children (held

on a specific day every week also known as the tikakaran day)

Why PHC?


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Activation Platform


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Static

Postering inside the Doctors

room & in the PHC premises

Weight and Growth Chart

DLT usage poster (Massaging

tips)

Wall Clock in Doctors room

and waiting area

Product Detailer with research

results

Interactive

Publicity on megaphone

Kiosk 1

Interaction with mothers

Demo and comparison

Height and weight examination

Kiosk 2 Click and Print

Sampling

Communication Mix


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Activity Snapshots


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Publicity


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Publicity


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Publicity at chemists shop


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Static Branding


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The Setup


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Mothers lined up at the kiosks


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Weight Examination Exercise


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Height Examination Exercise


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Product Demo and Comparision


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Click and Print Exercise


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Samajhdaar Maa Swastha Bachcha


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Research Results


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The doctors suggested the following ideas to improve the effectiveness

of the campaign-

keep distributing samples periodically

establish association with the CMO who would allow the PHC

Doctor and staff to recommend DLT further

establish association with Central Medical Distribution stores

(government medical stock home) to increase DLTs shelf life.

PHC Doctors


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PHC Staff

Following is what the PHC Staff and associated members recalled

about the brand Dabur Lal Tel:

Strengthens bones

Child sleeps longer

Child starts walking faster

Ingredients are shankh pushpi, kapoor, till ka tel, etc.

Massaging tips

Dugni Teziphysical growth

PHC Staff advised PHC as the best location for our activity over

Anganwadi Kendra because:

PHC is the medical hub of the village

Women visit PHCs frequently


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Creative

The size of the child health booklet should be increased by 20% so

that the text is easily readable and the indications are easily

understood.

The Dugni Tezi mnemonic should be used on all the collaterals as it

is an important communication throughout the campaign.


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Chemists

On an average, medical shop owners claim that they sell 24-25

bottles in a month.

Publicity was the only means through which they came to know

about the activity.

62% chemists agreed that there has been an increase in the sales of

DLT post PHC activation.

63% chemists recommended to place the following at their shops as

it would draw more visibility:

Shop Signage (Dabur branded)

Danglers (Dabur Lal Tel)


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Operations

Nearly all the respondents agreed that PHC is the best location for DLTs

Samajhdaar Maa Swastha Bachcha Abhiyaan.

Following are the reasons:

PHC is an established medical setup with proper infrastructure

Offers credibility to the campaign as doctors and PHC staff get

associated with the activity

Doctors and PHC staff help the team and provide necessary

equipments and accessories for the activity Women visit PHCs very frequently for :

Infants immunization

Consultation

PHC being the best medical setup in peripheral areas, people from

far-off visit here


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Operations

28% respondents recommended an increase in the number of days of

PHC activity:

Footfall Crowd Management


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Mothers

Source

90% mothers came to know about the campaign through publicity promoter.

6% came to know through ASHA Didi,

2% through neighbours and the rest

2% through school kids.

Product Demo

27% mothers understood that Sarso Tel is meant for cooking.

24% mothers understood that Lal Tel is less sticky.

21% mothers understood that Lal Tel has better absorption property.

18% mothers understood that Lal Tel offers strength and growth.

Rest 10% mothers understood the simple fact that Lal Tel is better.

Best part of the campaign

As large as 84% mothers were of the opinion that Dabur Lal Tel sample was

the most exciting part of the campaign. 8% mothers found the child health

booklet interesting. Rest 8% mothers liked coloured photograph the most.


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Recommendations

- Umbrella Shades

- Alteration in DLT growth chart poster

- Introduction of Mini backdrop

- Product Demo Technique needs improvement

- Cross checking of weekly and daily reports through follow-up

calls

-Compression of Product Detailer content


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Thank you

SIP Ppt Yashi

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