Question

Topic: Branding

To Do Below The Line Activity For An Fmcg Org

Posted by Anonymous on 6/26/2014 at 12:32 AM ET 25 Points
Need to work a clear startegy for an FMCG Biscuit Company who are currently with a Market Share of 12%. Below the Line Activity need to give them the reach within the crowd and also have the customer pull in buying the biscuits. They have all varities of biscuits and have the pricing rage from lower class to upper class segment. Currently looking for activities like Roadshow and sample distribution, Hoarding, Shop Display board, Human Billbords, School Activity etc. Need to have much more innovative activities that would be a crowd puller in getting the customer shift towards this product as this market is an impulsive purchase product. Do let me know if you have any ideas relating to this.
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  • Posted by saul.dobney on 6/26/2014 at 4:50 AM Accepted
    Biscuits are low cost enough and sufficiently frequently purchased that customers will self-sample (I don't have numbers to back this up, but I would think that sampling and roadshows won't have sufficient ROI and will be too inefficient). Packaging and on-pack promotion, linked discounts with supermarket advertising, couponing, product variations and specials but with an eye on brand-building as much as sales (so maybe sponsorship too) - the objective would be to establish a habit of purchase not just a single trial. Oreo and Hobnobs might have case study material.
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