The document discusses cross-promotion campaigns between FMCG companies and oil marketing companies in India. Ormita acts as the coordinating agency, facilitating promotions where FMCG brands provide their products to customers for free or at discounted rates at petrol pumps in exchange for visibility and marketing opportunities. Examples highlighted include Godrej providing deodorants and soaps in exchange for hoarding space at 67 Mumbai petrol pumps, and Conde Nast providing magazines at fuel stations. Ormita's scope of work includes coordinating locations, dispatching products, and monitoring campaigns.

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FMCG Cross Promotion CampaignFMCG Cross Promotion Campaign
through Oil Marketing Companiesthrough Oil Marketing Companies
Values
Integrity
Innovation
Responsibility
Quality
Service
Good corporate citizenship
Core Competencies
Global reach
Industry specific experts
Detail oriented
Strategies
Opening new frontiers
Sharing best practices
Leadership development
Ethics and compliance
Ormita Commerce Network

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Godrej Cinthol Cross Promotion
Mumbai– 67 Hoardings
Against an offer of 110,000 USD worth of products of cinthol deo, talcum powder,
soaps, Cinthol got visibility across 67 Mumbai petrol pumps in prime locations,
over 2,000,000 trial generations, streamlined visibility,
Godrej consumer products limited

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Condenast HPCLCondenast HPCL
By offering Vogue, GQ, Traveller magazines to customers at fuel stations, free of cost againstBy offering Vogue, GQ, Traveller magazines to customers at fuel stations, free of cost against
specified fuel purchase Condenast got to increase their subscription base, reader base apart fromspecified fuel purchase Condenast got to increase their subscription base, reader base apart from
excellent outdoor visibility at all premium locations in Mumbaiexcellent outdoor visibility at all premium locations in Mumbai

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Ossam Diamond Jewellery – Tribhuvandas Bhimji Zaveri campaignOssam Diamond Jewellery – Tribhuvandas Bhimji Zaveri campaign
MumbaiMumbai
Against full value jewellery vouchers without terms, we added more foot falls to their new storesAgainst full value jewellery vouchers without terms, we added more foot falls to their new stores
opening in Mumbai and offered visibility across petrol outlets through the hoardings.opening in Mumbai and offered visibility across petrol outlets through the hoardings.

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Universal Music new album launchUniversal Music new album launch
Company offered various CDs and DVDs including Justin Bieber new album launch and customersCompany offered various CDs and DVDs including Justin Bieber new album launch and customers
availed free cds on purchase of specified fuels from BPCL. Universal Music got excellent visibility atavailed free cds on purchase of specified fuels from BPCL. Universal Music got excellent visibility at
select locations in Mumbaiselect locations in Mumbai

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Priyanka Chopra’s debut album “Its my life” was publicisedPriyanka Chopra’s debut album “Its my life” was publicised
extensively through BPCL petrol retail outlets where customers were offered free cds ofextensively through BPCL petrol retail outlets where customers were offered free cds of
Priyanka’s album. The album was popularised through hoardings at these outlets.Priyanka’s album. The album was popularised through hoardings at these outlets.

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Horlicks Lite Trial generation and Boost Glucose samplingHorlicks Lite Trial generation and Boost Glucose sampling
at Chennai retail outletsat Chennai retail outlets
Over 200,000 customers availed free boost glucose sampling and over 30,000 customers above 35+Over 200,000 customers availed free boost glucose sampling and over 30,000 customers above 35+
age group were given free Horlicks lite worth 2.39 USD eachage group were given free Horlicks lite worth 2.39 USD each

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Cross promotion campaign launch at petrol pump, invitationCross promotion campaign launch at petrol pump, invitation
to dealers and customers are informed through SMS about the scheme and to come and avail freeto dealers and customers are informed through SMS about the scheme and to come and avail free
gifts on fuel purchasegifts on fuel purchase

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CEAT Tyres gave away free lunch coupons to truck driversCEAT Tyres gave away free lunch coupons to truck drivers
and gave away bikes and tyres. They used the petrol retail outlets to check tyre pressure of trucksand gave away bikes and tyres. They used the petrol retail outlets to check tyre pressure of trucks
and inform the truckers when the next tyre replacement was dueand inform the truckers when the next tyre replacement was due

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Target customers Age group Age group Age group Total Fuelling
18 - 25 25 - 40 40 + value Rs.
Two wheelers 1200 400 400 2000
Four wheelers 60 75 165 300
Luxury cars segment (Accent and above) 5 25 60 90
Below Luxury segment 60% (Not including 35 45 100 180
10% call taxies, travel cabs, etc.)
Call taxies, Tourist cabs 20 5 5 30
No of autos, vans, tempos, lorries, etc 1020 340 340 1700
Fuelling above Rs. 500 (for 4 wheelers) 48 60 132 240
Fuelling above Rs.1000 (for 4 wheelers) 12 15 33 60
Women (four wheelers) 3 4 8 15
Men (four wheelers) 57 71 157 285
Women (two wheeers) 60 20 20 100
Men (Two wheelers) 1140 380 380 1900
Traffic Flow at a Petrol Retail Outlet onTraffic Flow at a Petrol Retail Outlet on
any given dayany given day

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ConceptConcept
Sampling through petrol retail outletsSampling through petrol retail outlets
 To utilize the petrol retail outlet as a platform toTo utilize the petrol retail outlet as a platform to
tap its customer base to conduct sampling,tap its customer base to conduct sampling,
generating trials, selling your products,generating trials, selling your products,
advertising, marketing among othersadvertising, marketing among others
 Also offers excellent awareness of your productsAlso offers excellent awareness of your products
and to reach out to the target group of customersand to reach out to the target group of customers
by providing hoardings / standeesby providing hoardings / standees
 As the outlets are all centrally located, they coverAs the outlets are all centrally located, they cover
commercial and residential areas and providescommercial and residential areas and provides
access to customers and visibility in a streamlinedaccess to customers and visibility in a streamlined
and systematic manner.and systematic manner.

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SchemeScheme
 Fill fuel at any select petrol retail outlet ofFill fuel at any select petrol retail outlet of
BPCL and get exciting products from yourBPCL and get exciting products from your
company free.company free.
 Can also be used to attract newCan also be used to attract new
customers and for sampling purposecustomers and for sampling purpose
 Campaigns have a proven track recordCampaigns have a proven track record
and definite increase in sales, moreand definite increase in sales, more
eyeball views, increased footfalls andeyeball views, increased footfalls and
diversion of footfalls from petrol retaildiversion of footfalls from petrol retail
outlets to retail stores of clients/sponsorsoutlets to retail stores of clients/sponsors

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Scope of your companyScope of your company
 To provide the products free of cost towards theTo provide the products free of cost towards the
campaign.campaign.
 To select the city and locationsTo select the city and locations
 Hoarding creative for approvalHoarding creative for approval
 Service charges of OrmitaService charges of Ormita

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Horlicks dry and wet sampling - MaduraiHorlicks dry and wet sampling - Madurai

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Scheme details with various skusScheme details with various skus

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Scope of Ormita FMCG PromotionsScope of Ormita FMCG Promotions

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SCOPE OF ORMITA
Phase – 1 (Tie-up & Coordination)
•Ormita is the coordinating agency between OMC and your company
•Ormita will coordinate for the location confirmation
•Ormita will provide with the necessary list of locations, hoarding sizes
•Provide the address and TIN numbers of OMC for dispatch of stocks to a
single point location
•Stocks will be offloaded by Ormita and verification of stocks in line with the
agreed terms with OMC will be taken up and any variation will be intimated.

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SCOPE OF ORMITA
Phase – 2 (Stock verification and Dispatch)
•On confirmation of stocks, the products will be segregated by Team Ormita
in line with the list provided by OMC. This will vary from every dealer based
on the fuel sales at the outlet and the location preference.
•Packing and printing is taken care by Ormita including customizing the
packs with Dealer names and product details within the carton
•Despatch of the products to the retail outlets
•Delivery of the products to the retail outlets accompanied by a Delivery
Challan and complete acknowledgement of the same by the Dealer

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SCOPE OF ORMITA
Phase – 3 (Customer Relationship Management)
•On delivery of the stocks, Campaign coordinator of Ormita visits each and every
retail outlet
•We reconfirm the stocks receipt, verify the scheme details and meet the Dealer
•Confirmation of Hoarding at the retail outlet and proper display of the same in line
with the campaign requirement
•Meet customers, take their feedback on the campaign, on the sponsor and their
inputs if any
•Record customer statements
•Submit a consolidated report to the Oil Marketing company and Sponsor

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THANK YOU FOR YOUR TIMETHANK YOU FOR YOUR TIME