The seagulls parleagrobailley
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Transcript of The seagulls parleagrobailley
The Seagulls: Parle Agro Bailley
Deboshree Bhattacharjee
Eesha Mehta
Srishti Goel
Sukanya Ganguly
MBA PR 2012-14
Bailley’s Background Analysis • Owned by Parle Agro, accompanied
by brands Frooti, Appy, N-Joi
• Positioned as a ‚pure, high quality and innovative bottled water brand‛ (the ‘fountain of youth’)
• Strong Distribution network and Institutional Sales
• Intensive research and development to cater to specific needs of consumers led to Bailley’s pioneering effort to stop resealing
• Has grown in market share since the almost nil (in Metros) in 2005
Pre 2003: Everest
Integrated
Communications
Post 2003:
Percept H
No Major
Communication
Campaign for
Bailey
10,000 Crore
Mineral
Water Market
Campaign Brief
Core Insight
• ‚If I have bought a mineral water bottle, it must be pure and un-tampered.‛
Objective
• To reposition Bailley as a customer-oriented bottled water by highlighting a product benefit that ensures the consumer’s safety from adulterated water
Activation Strategy
• 2-pronged communication campaign: B2B as well as B2C strategy
• Campaign to make Bailley the first to highlight a necessary customer feature: non-tampered seals
Engage with Health
Bloggers
Run Teaser Campaign
across target markets
Conduct Sealing
Machine On-Ground
Activation
Digital Reverberation
on Owned and Earned
Media
2
Months
Implementation of the Campaign
5-6
Days 1 Day
5-6
Months
Cover the
repercussions of water
adulteration
Bailley’s Social Media
properties to amplify
the campaign
B2B Tie-ups
• Giant sealing machine to be put up in high-traffic areas
• Opened bottles of all brands to be on display, with smudged labels
• Ask people to reseal the bottles quickly, to claim the ‘jackpot’
• The company representatives bring up the big message after the ‘contest’: ‚What you just did can be done by anyone else. Pick a Bailley’s bottle. Our seals cannot be tampered with. ‛
• Post activation, machine doubles up as a Bailley water-vending machine, available free of cost
The Sealing Machine
•Tie-up with popular dining
restaurants, where water
scores over soft drinks
•Sustain Bailley’s Institutional
Selling through strong
internal communication
Practicality & Feasibility
Product
• Bottled mineral water
Price
• Similar to other market players, hence competition on price is feasible
Place and Promotion
• Tier 1 & Tier 2 cities where the problem is more relevant and rampant; also densely populated
• PR campaign – economic, impactful, attention grabbing
Physical Evidence
• High population
traffic areas – bus stops, railway stations, malls
Process and People
• Company representatives to interact with people and deliver the brand’s key message during the activations
• Public Affairs and Corp Comm. Dept, Interns, Creative, R&D
Specific: Addresses the issue of resealing - a major concern for consumers’ health
Measurable: Perception audit and POS data
Achievable: Clear objective, defined timeliness and cost-effective approach
Result Oriented: Change of consumer’s perception to result, in line with the objective
Timely: 2-phased strategy, run over a specific period of 9 months
Estimated Budget and Returns
• To be implemented in Tier 1 & Tier 2 Cities – simultaneously in 3-4 locations (Delhi,
Kolkata, Ahmedabad, Mumbai) – markets selected on the basis of prevalence of water adulteration
• Total Cost: 22,000 INR * 4 + Contingency Charges = approx. 1ooooo INR
• Returns: Non-monetary (will result in monetary returns once TOM has been achieved);
change of perception will be induced over a period of time which can be measured by
perception audit and consequently POS data
Cost Estimation
Sealing machine making charges (INR
10, 000 – INR 15, 000)
Machine Services- INR 5000
(Installation charges, Labour charges ,
company representatives/
interns)
Collateral Development: INR
2000
Campaign’s Contribution to Parle-Agro
Highlight Product
Benefit of being non-tamperable
Change Bailley’s perception from ‚just
another bottled water‛ to the bottled water ‚with a
difference‛
Align Bailley with Parle
Agro’s mission of quality & innovation
Strengthen Corporate
Identity as a whole
Grab Attention to steer Bailley
towards TOM recall