Question

Topic: Branding

Planning A Btl Activity For Promotion Of Milk

Posted by Anonymous on 9/13/2013 at 6:03 AM ET 250 Points
Hi
I am working as a Trade planner for BTL activities in an FMCG company. My query is related to planning of an effective BTL activity aimed at Brand recall and customer acquisition.
We are a 40 year old company. About 5 years back, there were some quality issues in our brand's milk due to which many consumers shifted to the competitor's brand. The quality perception still holds very strong in the minds of the consumers.

Although we are the market leaders in dairy products.

The delhi market is very diverse. Where south Delhi is a posh area with upper middle class segment, on the other hand, central Delhi consists of huge population of middle and lower middle class segment with comparitively lower purchasing power.
we cant give high price off as milk business is a narrow margin game and volume driven.

Please suggest suitable BTL activity to boost up sales and reenergise the brand.
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RESPONSES

  • Posted by Moriarty on 9/13/2013 at 7:45 AM Accepted
    Firstly, forget giving discounts. It's been the death of many a European business. Don't let it happen to yours. Keep your margin and fight from there.

    You could use a Google Display network campaign - it is targetable to area, demographic and all sorts of other things. Just hint that your product is better in some way (better packaging, flavour, keeps longer, whatever). You can also use Facebook (try https://isfb4me.com) as this is also targetable to demographics and geography.

    In both cases you can advertise to their particular likes/dislikes and you will be advertising to neighbours with two different ads that are targeted directly at them.

    Does this help?
  • Posted by Jay Hamilton-Roth on 9/13/2013 at 8:32 AM Accepted
    Create cow billboards - have people walk cows around your region (on a lead?) with your sign on their sides. Have blindfolded milk tasting contest - to see if your milk tastes better (to showcase your quality). Have in every milk cap/carton a contest entry (a coin, a certificate, etc.) that people can enter to win a large prize: free milk for a year, free rent for a year, etc.
  • Posted by SteveByrneMarketing on 9/13/2013 at 4:54 PM Member
    I like the direction Jay has suggested for you. Maybe you could call it the "Pure Cow" campaign.
  • Posted on 9/21/2013 at 1:43 PM Author
    Thank you Jay and Moriarty. Found your suggestions relevant and interesting.
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