The Seagulls: Parle Agro Bailley

Deboshree Bhattacharjee

Eesha Mehta

Srishti Goel

Sukanya Ganguly

MBA PR 2012-14

Bailley’s Background Analysis • Owned by Parle Agro, accompanied

by brands Frooti, Appy, N-Joi

• Positioned as a ‚pure, high quality and innovative bottled water brand‛ (the ‘fountain of youth’)

• Strong Distribution network and Institutional Sales

• Intensive research and development to cater to specific needs of consumers led to Bailley’s pioneering effort to stop resealing

• Has grown in market share since the almost nil (in Metros) in 2005

Pre 2003: Everest

Integrated

Communications

Post 2003:

Percept H

No Major

Communication

Campaign for

Bailey

10,000 Crore

Mineral

Water Market

Campaign Brief

Core Insight

• ‚If I have bought a mineral water bottle, it must be pure and un-tampered.‛

Objective

• To reposition Bailley as a customer-oriented bottled water by highlighting a product benefit that ensures the consumer’s safety from adulterated water

Activation Strategy

• 2-pronged communication campaign: B2B as well as B2C strategy

• Campaign to make Bailley the first to highlight a necessary customer feature: non-tampered seals

Engage with Health

Bloggers

Run Teaser Campaign

across target markets

Conduct Sealing

Machine On-Ground

Activation

Digital Reverberation

on Owned and Earned

Media

2

Months

Implementation of the Campaign

5-6

Days 1 Day

5-6

Months

Cover the

repercussions of water

adulteration

Bailley’s Social Media

properties to amplify

the campaign

B2B Tie-ups

• Giant sealing machine to be put up in high-traffic areas

• Opened bottles of all brands to be on display, with smudged labels

• Ask people to reseal the bottles quickly, to claim the ‘jackpot’

• The company representatives bring up the big message after the ‘contest’: ‚What you just did can be done by anyone else. Pick a Bailley’s bottle. Our seals cannot be tampered with. ‛

• Post activation, machine doubles up as a Bailley water-vending machine, available free of cost

The Sealing Machine

•Tie-up with popular dining

restaurants, where water

scores over soft drinks

•Sustain Bailley’s Institutional

Selling through strong

internal communication

Practicality & Feasibility

Product

• Bottled mineral water

Price

• Similar to other market players, hence competition on price is feasible

Place and Promotion

• Tier 1 & Tier 2 cities where the problem is more relevant and rampant; also densely populated

• PR campaign – economic, impactful, attention grabbing

Physical Evidence

• High population

traffic areas – bus stops, railway stations, malls

Process and People

• Company representatives to interact with people and deliver the brand’s key message during the activations

• Public Affairs and Corp Comm. Dept, Interns, Creative, R&D

Specific: Addresses the issue of resealing - a major concern for consumers’ health

Measurable: Perception audit and POS data

Achievable: Clear objective, defined timeliness and cost-effective approach

Result Oriented: Change of consumer’s perception to result, in line with the objective

Timely: 2-phased strategy, run over a specific period of 9 months

Estimated Budget and Returns

• To be implemented in Tier 1 & Tier 2 Cities – simultaneously in 3-4 locations (Delhi,

Kolkata, Ahmedabad, Mumbai) – markets selected on the basis of prevalence of water adulteration

• Total Cost: 22,000 INR * 4 + Contingency Charges = approx. 1ooooo INR

• Returns: Non-monetary (will result in monetary returns once TOM has been achieved);

change of perception will be induced over a period of time which can be measured by

perception audit and consequently POS data

Cost Estimation

Sealing machine making charges (INR

10, 000 – INR 15, 000)

Machine Services- INR 5000

(Installation charges, Labour charges ,

company representatives/

interns)

Collateral Development: INR

2000

Campaign’s Contribution to Parle-Agro

Highlight Product

Benefit of being non-tamperable

Change Bailley’s perception from ‚just

another bottled water‛ to the bottled water ‚with a

difference‛

Align Bailley with Parle

Agro’s mission of quality & innovation

Strengthen Corporate

Identity as a whole

Grab Attention to steer Bailley

towards TOM recall