13
1 Barber Contact Program Low cost/small budget initiative Super Max Personal Care

Barber Contact Program

  • Upload
    maude

  • View
    41

  • Download
    2

Embed Size (px)

DESCRIPTION

Barber Contact Program. Low cost/small budget initiative Super Max Personal Care. Background. W orld’s second largest manufacturer of razor blades India contributes close to 35% to its global revenues M arket presence of supermax in India is not consistent. Target Group. - PowerPoint PPT Presentation

Citation preview

Page 1: Barber Contact Program

1

Barber Contact ProgramLow cost/small budget initiativeSuper Max Personal Care

Page 2: Barber Contact Program

2Background► World’s second largest manufacturer of razor blades

► India contributes close to 35% to its global revenues

► Market presence of supermax in India is not consistent

Page 3: Barber Contact Program

3Target Group► Barbers (SEC C & D)

Page 4: Barber Contact Program

4Objective► Strengthen brand image

► Generate trials

Page 5: Barber Contact Program

5Challenge► Negative perception ( blade causing cuts ) around the brand

amongst the TG

Page 6: Barber Contact Program

6Insights► Huge resistance against shelving the product

► However Another brand “Zorrik Super platinum”, a premium brand from Super Max enjoyed good pull amongst the TG

Page 7: Barber Contact Program

7Strategy► Piggy ride existing brand equity of Zorrik Super Platinum to

create awareness & push trials for Super Max

Page 8: Barber Contact Program

8Idea

Page 9: Barber Contact Program

9Highlights

•Educating the TG about the brand using a detailerEducation

•Enticing the TG through exciting schemes on purchase of Zorrik and pushing super max alongExciting Baits

•Creating pull through lucky draw coupons on purchase of stipulated quantityLucky draw

•Felicitating barbers at barber meets to establish brand equityFelicitation

Page 10: Barber Contact Program

10Activity Model

Reach Out Activity

•20-25 Salons covered per day per promoter•Activities•Brand Awareness•Merchandising•Database Collection

Super Max sultan contest

•Mystery shoppers employed to check availability of stock and maintenance levels of merchandising •Top 10 barbers selected from each zone on this basis and felicitated

Barber’s Meet

•Felicitation of the barbers•Presentation on entire range of SKU’s available along with their USP’s and the value they offer vis-à-vis the competition

► The campaign was targeted at barbers and not masses hence, a low cost single promoter led model was created

Page 11: Barber Contact Program

11Snapshot

Page 12: Barber Contact Program

12Results*► 314 activity days

► 6,124 barber shops activated

► 2,280 new barber shops added

► 4,689 units sold

* Cost to activate one outlet for 4 visits – Rs.50 approx.

Page 13: Barber Contact Program

13

Thank You