Activity steps designed

Creating new Retailers of Expert Rich Crème

  • Consumer Awareness: Communication of Brand USPs through Flip-Book Story
  • Consumer Engagement with Brand : To re-inforce Brand USPs as well as to engage consumers, 2 games were designed
  • On-spot Sales: On-spot sales for the consumers gathered for the activity Door-to-Door Sales
  • Stock Placement to the existing Retailers: Providing stocks to the existing retailers of Low Smoke Coil at discounted prices
  • Creation of New Retailers : Creating new retailers of Low smoke Coil at near-by villages of Sub-stockiest towns
  • Visibility: Installation of POSM at the retail outlets to create visibility of the brand

  • Route1:Districts Covered: Cuttack, Nayagarh, Ganjam, Sambalpur, Bargarh , Sundergarh
  • Route2:Districts Covered: Jagatsinghpur, Kenderpara, Jazpur, Badrak, Baleshwar, Kendhuar,Dhenkanal,Angul
  • Route1 : Districts Covered: Dindigul, Cheni, Virdunagar,Ramnathanmpuram ,Shivaganga
  • Districts Covered: Vellore, Dhasampuri
  • Districts Covered: Selam, Namakal,Trichi,Madurai,Karwar,Erode,Coimbatore

Village Covered

Total Retail Sales Done

  • Orissa – Rs. 291196
  • Tamilnadu – Rs. 798833

Total people seen the activity

  • Orissa – 214
  • Tamilnadu – 327

Total Consumer Sales done

  • Orissa – Rs. 245600
  • Tamilnadu – – Rs. 245600

Orissa Result

  • •Sold 25108 units of Low Smoke Coil
  • •Done Volume of Rs.536796of Low Smoke Coil

Awareness & Reinforcement in Numbers

State People seen Activity : Flip Book Story People reinforced through Games
Orissa 28970 (135)* 7178 (34)
TN 43489132 1154035
Total 72459 18718

* Avg per day per Village


HTH Sales Vs Mohalla Meets Sales

State
HTH Sales
Mohalla Meet Sales
Total consumer sales
Units
Amount
(in Rs)
Units
Amount
(in Rs)
Units
Amount
(in Rs)
Orissa 3660 75326; 7973 179574 11616 245600
TN 6002 143062 8713 208201 14715 351263
Total 9662 218388 16686 387775 26331 596863

* Avg per day per Village


68% of the total consumer sales in Orissa accounts for Mohalla Meet sales whereas in it accounts only 59 %

Stock Placements

State Outlets Covered Outlets Converted %age conversion into sales
Orissa 2306 1274 55%
TN 4232 2063 49%
Total 6538 3337 51%

In total , 51% of the retailers were converted into sales of Low Smoke Coil

Visibility @ outlets

State Total Outlets Visited Posters Tin Plates Banners
Orissa 2306 3404 1488 1325
TN 4232 5348 3190 3834
Total 6538 8758 4678 5159

POSM was installed at retail points to create visibility of the Brand & therefore , catching the eyeballs of the buyers


Existing Vs New Retailers

State Sales to Existing Retailers New Retailers Created Total Retailers intercepted %age of new retailers converted
Orissa 658 616 1274 48%
TN 564 1499 2063 73%
Total 1222 2115 3337

In TN, 73% of the retailers were the first time buyers of Low Smoke coil , whereas in Orissa it accounts for 48% only