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Promotions For Branded Indian Atta In Singapore
Posted By: kavita on 1/7/2007 12:36 PM (CST) 50 Points
Hi,
Working on a promotional campaign to enhance consumption of a brand of Indian atta in Singapore amongst NRI and localites.
Need to know what can be done: discount, mail coupons, free gift (which one)......to generate enthusiasm and consumption.

Kavita

Posted by: rp Accepted Answer
1/7/2007 11:38 PM (CST)
Atta = Flour right? Taste - Price would be my main selling points. Free trial is what i would try first. Then get feedback.... Develop from that.
 
Posted by: kavita Author Response
1/7/2007 11:47 PM (CST)
The brand of atta (whear flour) is well established in the market but need to enhance sales as new competing brands are biting into market share.
So, need inputs on what promotional offers can be given..any free gift, or mail coupons or anything else
 
Posted by: rp Member Response
1/8/2007 12:26 AM (CST)
If someone is encroaching on your market an "absolute guarantee" works well. Try to build on your "established" position by offering something no one else can.

How are the new brands encroaching? Price? Better positioning in retail shelves? Higher margins for distributors? If you are able to share more details.. It will help me refine my thinking...
 
Posted by: sowmya Accepted Answer
1/8/2007 12:34 AM (CST)
I am not sure how your promotional activity would be successful in consistently countering competition? this promotion might spike sales for a few weeks ...& then??
I would think you need to think about some more long term strategies....

Also, ideally rather than doing a random promotion you should look at a focussed program after segmenting your TG - by geography, demographics or psychographics - what would appeal most.
And hope you are doing diagnostics now to get some answers- where are the losses happening and why etc...

That said, here are some ideas....
1. set up kiosks in supermarket with free recipe guide or demo of the receipes - something of the like
2. free gift - for kids
3. Price-off or bundled offer with another product-oil etc

Hope this helps..
Sowmya
 
Posted by: kavita Author Response
1/8/2007 12:48 AM (CST)
While there is a good loyal customer base for this brand of Indian atta, there is also a set of discerning or users who want to try out newer brands coming in the market.

The objective is to reinforce the USP of the brand and to generate contninous excitement so that customers remain undeterred and do not shift.
Hence needed to work out a promotional plan to value-add to our exisitng customer eg. utility packaging like Atta in 5 kg plastic cans instead of bags.....

Any more such ideas?
 
Posted by: sowmya Member Response
1/8/2007 12:57 AM (CST)
Thanks for the clarification...
What is the USP of the atta - quality, price, health proposition...?

A promotional offering worked around the USP might be more effective...
 
Posted by: kavita Author Response
1/8/2007 1:05 AM (CST)
The USP is ethnic Chakki (stone milled) 100%Whole Wheat flour.

But almost all the other brands also have the above Chakki and 100% whole whear flour positioning.
 
Posted by: sowmya Member Response
1/8/2007 1:36 AM (CST)
Okay, nothing much one can do there....in which case I think the options remain what I had given earlier:

1. Bundle offer with a complemetary product(maybe a health product)
2. Free gifts ...like what you had suggested

Priceoffs/discounts might not make sense

You anyway have to figure out whether the competition is hurting the brand in any specific way - price, shelf space etc
 
Posted by: Marketing-Riot Accepted Answer
1/8/2007 5:58 AM (CST)
Build on longevity of the brand while updating a bit on presence...you might need a Pillsbury Dough Boy. New package look to keep product competitive, new recipe ideas, enhance the product in some way, like self-risiing flours here...not sure of product specifics and capabilities.

Get it the brand of choice on cooking shows / chef choice things of that nature as well as trusted household product.
 
Posted by: kavita Author Response
1/8/2007 6:04 AM (CST)
Thnks...while variables like product quality, packaging, mnemonic etc are already in place .....infact this brand is the market leader....
Need some innovative promotional offers that will help reinforce brand amongst NRI/localites in ethnic superstores eg. Mustafa in Singapore as against competing brands
 
Posted by: Marketing-Riot Member Response
1/8/2007 1:34 PM (CST)
Why are NRI/localities in ethnic superstores purchasing competing brands rather than your brand?
 
Posted by: kavita Author Response
1/9/2007 4:27 AM (CST)
There is a set of customers who are not particular about any brand and go for ones that are most visible or some shift as they want to try out newer brands in the market........hence need to hold on to this floating base through value adds to the customer to reinforce brand. eg. innovative promotions or utility packaging etc...
 
Posted by: Marketing-Riot Member Response
1/9/2007 12:32 PM (CST)
Promote trade-in points on your packaging. Something like Betty Crocker points that are clipped from the package. After a certain number of points are accumulated, can trade-in for gifts.
 
Posted by: kavita Author Response
1/10/2007 2:41 AM (CST)

Thanks but I need to know especially from consumers in Singapore, what consumer promotions for whole wheat atta would attract them and will be seen as a value add. Eg. 5 kg Atta in plastic cans instead of plastic bags.

Any other ideas/suggestions?
 
Posted by: Marketing-Riot Member Response
1/10/2007 11:56 AM (CST)
Research your market. Research what competitors are offering, price, packaging design, store displays, distribution, coupon offers, other incentives. Create a "features" list of competitors vs your product.

Create a survey and survey consumers - what do the consumers want? Is a plastic can going to change their purchasing decision or is it something else.

Consider selling under a "new" brand name - same product side by side on shelf just under a different name and test market that idea.

Without knowing the behavioral patterns of the consumer, it would be a shot in the dark to suggest a particular promotion that will modify your sales.
 
Posted by: Marketing-Riot Member Response
1/10/2007 12:14 PM (CST)
Here's a link to an article about Pillsbury and the Indian Market

http://www.thehindubusinessline.com/catalyst/2006/08/31/stories/20060831001...

Generally, it discusses how Pillsbury is segmenting the market and offering quick, fun easy snacks also. They are pushing the Trix rabbit and also offer online internet games for the children.

The last two paragraphs deal with how they are segmenting the regional market to increase sales and compete with Roshan da Atta and Shakt Bhong Atta

Best of luck to you
 
Posted by: swee* Accepted Answer
1/11/2007 6:44 AM (CST)
Kavita
Here's my proposal :

Hit the health angle.
Then hit the price angle.
Throw in recipes for what you could do with the atta.

Your target market:
expats
dieticians
heart patients
health conscious

Promotional/PR exercise include you sending recipes for atta to magazines, etc.

Try ons include free tasting sessions at supermarkets and high traffic areas. I think People's Park should be a great place. Perhaps along the overhead bridge linking to Chinatown?

Just my two cents
 
Posted by: carrie77 Moderator Response
1/21/2007 8:26 AM (CST)
Hi Everyone,

I am closing this question since it's more than 2 weeks old. We do this to reward the contributions of participants in a timely manner + to give increased visibility to the newer questions.

Thanks for participating!
Carrie (Production Editor)
 


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