TARGET=10000 rich women
Market=New Delhi and Mumbai
Objective- to involve the target audience with the brand and talk about it chirpily or gossip within their community…and continue talking about it !
Creating IMPACT for a snack brand called Kurkure from Frito-Lay India
Kurkure, a brand of Frito-Lay India was predominantly positioned as a snack brand for kids or young adults and the intent therefore was to establish a strong connect with the ladies of the house- the keepers of any domestic buying so that gross purchase per household increases substantially. On this premise the obvious choice was to take the dip test and find …as to how the things are working… is that …you have the TG experience an idea on a “one to one” basis, see how they are reacting and then probably make a ground for any meaty inferences that can fuel a marketing idea. Now this is different than test marketing or a pilot because all that was done and hence proven to the last dot.
The challenge was to take the idea on ground and roll it a manner that it reached a substantial number of the target audience, primarily housewives, and observe how the following are working out.
1. Whether the proposition can be worked out in the mainline communication as a viral marketing tool and spur enough excitement in the target audience.
2. And if there is an overall acceptance of the brand by the TG ; what can be the extension of the “reasons to contact them initially” and the amplifiers thereon.
So what were the barriers?
Given the fact that you can catch hold of your TG which in this case is a lady, preferably in the age group of 20-45 who is in charge of her family, almost any where you can possibly think of . A market place, a mall, a restaurant or at a grocery store- all these have been a beaten to death as an idea of running a promo at the concerned TG.
What was required, as a part of the marketing KRA, was an interesting route where you can target so many of them on a one to one manner which is cost effective and the normal evils of promotional marketing are done away with (high cost of execution, permissions from authorities).
And the IDEA?
"Kurkure Mast Kitty Party" ... with a whole lot of entertainment to the people who matter for your brand!!
Hence it was not just of what you say to your consumers.It is about how you involve them and have them experience the goodness of your brand...
Another fantastic case that I can remember of is that of the PRIL liquid dispenser, an upmarket dish cleaner from Henkel India.Thanks of course to Debashis Das the brand in charge of having had the faith in this tactic, to have his brand be experienced by the TG, is going to work.It worked.
This is how the brand was placed at private residential parties with permissions from the TG to talk to them and communicate the brand.
In times to come as I venture and explore this interesting form of marketing and placing the brand with desired target audience has been phenomenal, I would update you with more...till then enjoy and do write in with your views...
