Marketing Communication Strategy

Daawat Basmati Rice

Presented by O. M. AltafEMAIL omaltaf@hotmail.comHANDPHONE +91 9899541754

Objective of the campaign• Increase awareness and sales of Daawat.• Maximizing the effective consumption of times group media.

Consumer perception of brand DAAWAT

• Viewed as one of the several packaged rice brands available in the market.

Consumer perception of brand DAAWAT• No differentiation between the various brand extensions of “DAAWAT”:

– Daawat Select– Daawat Super– Daawat Devaaya– Daawat Dilkhush– Daawat Rozana– Daawat Harroz– Daawat Mini– Daawat Tini– Daawat Niki– Daawat Organic

Positioning

CURRENT

POSITIONING

“Packaged

basmati rice”

THE WAY IT

SHOULD BE “Premium packaged

basmati rice”

Target Audience

Daawat

B2C End users of

Daawat

B2B Buyers and Suppliers of Daawat

B2B communication

• “Daawat Chaupal” an online and offline interactive community for traders and farmers of basmati rice.

• Domain specialist blogs, seminars, newspaper ads and websites on the following topics:– Latest updates happening in the basmati rice business.– New product updates from Daawat.

• Times Group media support:– Newspaper, radio and TV ads.– Website and blogs through Indiatimes.– Mobile messaging through 58888.

Corporate and consumer gifts• Daawat branded corporate and consumer gifts focusing on basmati rice.

Eco friendly bags

Recipe book(specializing in rice

and rice cuisine)Clock and

watches (which do not use batteries)

The Daawat story

B2B communication• Daawat branded corporate gifts focusing on basmati rice.• Times Group media support:

– Private Treaties to organize the gifts.– Times group books to help in writing the books.

B2B communication• “Daawat Certified Green Technology User” certificate

– Daawat will award a “Daawat Certified Green Technology User” certificate to organizations and individuals in the domain expertise areas of Daawat.

B2B communication

• “Daawat Certified Green Technology User” certificate

• Times Group media support:– 360 degrees to organize awards “Daawat Certified Green Technology

User” – Newspaper, radio and TV ads to support the event.– ET to take out “Daawat Certified Green Technology User” list.– Website and blogs through Indiatimes.– Mobile messaging through 58888.

B2C communication

• Daawat on campus– Collaborate with agriculture and management colleges for setting up

“My Daawat Gang”. • Student can tell how best to utilize agriculture technology.• Improvements in existing agriculture technology.• Use of agriculture technology to make the campus green.• Organize contests and seminar on current agricultural issues.

B2C communication• Daawat on campus• Times Group media support:

– 360 degrees to organize activations for “My Daawat Gang”. – Newspaper, radio and TV ads to support this property.– TOI to take out “My Daawat Gang” articles and ads.– Website and blogs through Indiatimes.– Mobile messaging through 58888.

B2C communication

• Daawat Green ATM’s

– ATM look-alike kiosks at fuel stations, schools, colleges, shopping malls and offices for suggestions & donations for making the city green.

– Displays Daawat’s products - If a consumer buys a Daawat product “X” amount will go to the “Daawat green project”.

– It will also play a list of donors on LCD screen.

B2C communication

• Times Group media support:– 360 degrees to organize activations for “Daawat Green ATM’s ”. – Newspaper, radio and TV ads to support this property.– TOI to take out “Daawat Green ATM’s ” articles and ads.– Website and blogs through Indiatimes.– Mobile messaging through 58888.

Contest at value retail chain stores

• Tie-up with value retail chains like Big Bazaar, Spencer’s, Vishal, Reliance Retail, Big Apple, 6 -10 or Sabka Bazaar.

• Mechanics:

Customer with a bill of Rs 500 and

above enters the

contest

Customer has to

answer one question

and send it to 58888

Cashier gives him a free sample packet

of Daawat, a subscription form, a

healthy cooking booklet and pastes a sticker of Daawat on

his vehicle

Contest at value retail chain stores• Benefits:

– Increase in the brand awareness and sales of Daawat. – Mobile phone database for future marketing initiatives of Daawat.– Increase in footfalls, average bill value, number of bills and sales (FANS) of the

stores.• Commitments:

– Daawat will provide free/partially paid ads for the contest in Times group media to the stores.

– Daawat will provide POP materials, promoters and backend support for the contest through 360 degrees.

– Retail chain will provide free of charge use of retail outlets and in-store media for the contest.