Indian Marketing Awards ‘23
New Product Launch
(Please view this deck in conjunction with the AV in the same google drive link)
Perfecting The Marketing Mix
Dec-19
Oct-20
Apr-21
Aug-21
Jan-22
Cocoa
Vanilla
38/62
28/72
50/50
56/44
57/43
54/46
65/35
55/45
62/38
58/42
West
India
Product
Life Stage
Consumption
Occasion
Flavour
Tonalities
Bread Appearance
Quant
Qual
Packaging
Product
Source: Pack Test, Sep-21
Business Objective – Creating a new Category
99
99
96
97
28
Awareness / Trials of branded snacking categories:
Source: Brand Health Track, Nov-21
Marketing Objective
Increase the funnel size for packaged Croissant (Awareness & Trials)
Communication Objective
Introduce the product & give consumers a reason to try
Context
Job To Be Done
Thematic Approach
Nov-21
Mar-23
Source: Category Dipstick
Chennai + Kolkata
+18%
+28%
Category Awareness
Category Trials
29
34
18
23
Communication Approach – Role of Different Platforms
1. Reach / Awareness
2. Desire through engagement
3. Reminder at POS (Action)
Objective
POS
Owning impulse points across channels
Media Vehicle
Activity
TV / Print / OOH
6 wk, 2.4 Cr Reach
Impact Properties
400 bus wraps
(West Bengal)
Leading National & regional
Dailies
Social
2.1Mn Views
8.6% Engagement
1.1Mn Impressions
45k Engagement
Byte Sized Prabhu
Content
1. Mass Reach / Awareness
TV + Hotstar
HSM, 6wk, 2.4 Cr campaign reach
Print & PR
Used effectively to communicate launch to retailers
Bus Branding
400 buses across Kolkata, Durgapur & Asansol
2. Create Desire Through Engagement
2.1Mn Views
8.6% Engagement
Regional Superstars
WB, Maharashtra, Tamil Nadu
Terribly Tiny Tales
Extremely High Engagement Rate Among Youth
Prabhu being Prabhu
Byte Sized, Snackable Content
1.1Mn Impressions
45k Engagement
3. Reminder at POS (Action)
GT
20,000 counter tops in KATs, 5,000 hangers
MT
200 bins, continuing since Dec-22 till date
E-comm
Presence in impulse store, cross category combos
Widespread Sampling For First Interaction With Product
Stellar Business Performance
107.2 Cr
In First Year of National Launch
+18%
Increase In Category Awareness
3rd
Highest Distributed SKU at this price point
+14.6%
Increase in Modern Trade
Market Share
125% Ach. Vs. Bud.
After BMG & GD
OND-22 vs Jul-21
Ref. Slide #5