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Evaluate and Optimize
Event Evaluation Report
Rio Mints BTL Promotion Activity
Venue - Park Towers
Date - 23rd March 2012
Time - 4:30 pm to 6:30 pm
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Product Evaluation
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1= Best, 2=Good, 3=Ok, 4=Not Good, 5=Very poor
Comments:
1. The reason why people loved the appearance was because the event was supposed to be acolorful display of cultural and patriotism and the color scheme of the product added even more
joy to the environment.
2. Since the respondents had never tried any other product in the category of Medically tailoredFruit Flavored Mints, majority found the product very unique.
3. The respondents did not have opportunities to try more than one flavor, because the sampleswere all packed and people found it difficult to control children while opening the sample
packages.
4. The size and design of the product makes it very portable and the same is proven by the opinionof the consumers.
5.
The consumers found the product trendy since they thought that it would appeal to consumersfrom a wide variety of professions.
6. The packaging of the product is very durable and he customers loved the concept. The productseemed to have portrayed a very cool look probably because, none of the other mouth
freshening products have such a trendy and attractive packaging.
1 2 3 4 5
Column1 0 0 0 0 0
Appearance 6 18 8 6 0
Unique 10 18 4 4 2
Flavours 0 6 12 10 10
Portability 18 12 0 2 6
Trendy 6 20 2 8 2
Packaging 26 4 0 2 6
Cool Look 24 4 8 0 2
0
5
10
15
20
25
30
Rate
Product Evaluation
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Customer Demographics
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5 to 10 10 to 13 13 to 17 18 to 25 25 to 40 40 above
frequency 2 2 2 12 16 4
0
2
4
6
8
10
12
14
16
18
Freq
Age
Male Female
Frequency 26 12
0
5
10
15
20
25
30
Freq
Gender
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Lower
Middle
Higher
Middle
Higher
MiddleFrequency 18 6 14
0
2
4
6
8
10
12
1416
18
20
Freq
Precived Class
Higher
Bachelor's Masters PhD
Frequency 34 4 0
0
5
10
15
20
25
30
35
40
Freq
Education Level
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Comments and Observation:
1. Most of our respondents were from the age bracket that consists of professionals or graduatingstudents, thus our evaluation can easily be considered very close to accurate.
2. Most of the consumers were male since the females were either too shy to come to the stall andask for a sample OR to reply to our questions.
3. The reason most of the respondents are from the lower and higher middle class is because 23rdMarch was a public holiday and families from these classes rarely get to attend such functions
and that too in such a different, secure and full of variety.
4. Most of the consumers were either Bachelor or Intermediate students since children below thatage were too busy enjoying the activity.
5. Since the event consisted of very young aged student, mostly 5 to 10 year olds, they had to beaccompanied by parents. During the sponsored activity, parents of the participating children had
been coming to the stall mostly.
Single MarriedFrequency 8 30
0
5
10
15
20
25
30
35
Freq
Marital Satus
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Event Evaluation
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Comments:
1. The evaluation of this activity was initiated at around 4:30 pm when theevent was at its peak.
2. We placed ourselves on the right hand side of the stall, with the activityhappening right beside us. Mots of surveys were conducted between 5 to 6,
since there was little or no attendance at the stall.3. As the evaluation shows most of our respondents had been at the venue a
long while before we reached the venue.
4. Assuming that the promotion had started at around 3:30, we must expectsignificant effect of the promotion on the customers in and that a lot of
event attendees and participants would be aware that Rio Mints was
sponsoring this event.
Attractive Effective Entertainingnot an activity
at all
not
comprehensible
Freq 4 0 2 18 14
0
2
4
6
8
10
12
14
16
18
20
Freq
What do you think you of this event?
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Comments:
1. As the evaluation suggests, almost all our respondents knew about 8XMand Skimillac while no one knew what Rio Mints was doing there.
2. The reason that Rio Mints did not seem like a sponsor was because it wasnot doing any promotional activity, while the other 2 sponsors were
singing, dancing, interviewing and entertaining everyone they could find.
3. These 2 sponsors were continuously involved in escorting people to theirstall and convincing them to try their product, while Rio Mints stall was
either deserted most of the time, or we had to convince people to come to
our stall.
4. The people were of the opinion that if Rio Mints was sponsoring thisactivity they should have engaged the public and entertained them.
8XM Skimillac Rio Mints
Freq 26 12 0
0
5
10
15
20
25
30
Freq
Who is the sponsor of this event?
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Comments:
1. The result of this evaluation reinforces the fact that promotional activitieswere not at all effective.
2. If the activities of Rio Mints are compared with the activities which werecarried out by the other sponsors, it would be very easy to come to the
conclusion that Rio Mints needed to work extremely hard to steal the
show.
3. This lack of promotional activity might have been the result that very fewpeople showed up to the stall during the peak of the event.
4. The initial activity of distributing Rio Mints amongst kids was a good idea,but then we saw that none of the kids forced their parents to come to Rio
Mints stall for more.
Yes No
Freq 24 7
0
5
10
15
20
25
30
Freq
Is the promotion active enough?
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Comments:
1. These replies were taken after the consumers were told that themints were sugar and fat free.
2. The high level of agreement was also due to the fact that there wasinsistence by the evaluation team towards the consumers to try the
product. The reason of insistence being that evaluation would have
been incomplete or very difficult if this was not done.
3. A lot of respondents also chose to try the product after being toldthat it was a Swiss product complementary to the popular belief
amongst Asians that all Swiss imported confectionaries are delicious.
4. A few families came to the stall just because they wanted to givetheir kids something sweet so they would stop annoying them.
5. A small percentage of the subjects took the free sample without anyintention to judge the product.
Yes No Maybe
Freq 20 14 4
0
5
10
15
20
25
AxisTitle
Would you like to try the product
now?
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Comments:
1. Majority of the respondents had never tried Rio Mints before2. Surprisingly, a good percentage of those who had tried it before, were very
fond of the product.
3. Those who had tried it before did not want to try any new flavor, ratherthey wanted to try the same one they had tried before.
4. A large fraction of those who bought boxes from the stall, were those whohad tried the mints before.
Yes No
Freq 8 30
0
5
10
15
20
25
30
35
Freq
Have you tried Rio Mints before?
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Comments:
1. To us this is probably the most important information that this evaluationprovides regarding the buying behavior of customers towards this product.
2. As can be seen from the graph, since the product is for adults who usuallyhave to follow certain corporate ethics
Comments:
This result show that since most of the respondents were parents of kids
attending the event, thus most of them give education and welfare a high
priority.
Style Quality Need Fashion Discount Taste
Freq 0 4 16 2 14 2
0
2
4
6
8
10
12
1416
18
Frew
What would convince you to buy 60
mints for 150 Rs?
School
Sports
Corporate
Events
Patriotic
Events
Welfare
EventConcert
Education
al events
Freq 6 10 4 12 2 4
0
5
10
15
Freq
If you owned this brand, what sort of
activity would you sponsor?
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Photos of Event
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Recommendations
Catalogs to be provided near the entrance. More entertaining activities should be conducted. Campaign should seem attractive to consumers from all ages. Target market should be kept in mind while reaching out to customers
during BTL activity.
Samples should be kept opened and mixed in one place. Size of the stall should be bigger and appropriate no. of volunteers should
be available throughout the promotional campaign.
The most appealing flavors should be identified and should be distributedto the consumer before all other flavors.
Promotional activity will have a much better effect if there are youthengaging activities, like small games and competitions, if audio and visual
displays facilities are not available.
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