Ashish Crestles aggi launch [SOLVED]

1. CHANGING SPHERE
For Crestle’s Limited Edition of Oats under Aggi Brand
From
TrialSphere
To
LaunchSphere

2. Lets see AGGI’s Taster Campaign Findings
And Digital Media Mix recommendation
FOR LAUNCH PLAN OF LIMITED EDITION

3. THE PRODUCT -STP
Product Oats under Aggi Brand
Segment Food-cereal, snacks for breakfast
Target Group Middle class, Upper middle class & Rich
Positioning Healthy food to families

4. COMPETITION
 Maggi Oats
 Quaker Oats
 Kellogs Oats
 Kosh Oats
 Earthy Oats
 Sunfeast Oats
 Baggry Oats
 Top Ramen Oats
 & Many more…
“As consumer see themselves more
health conscious, this is rising opportunity
and hence the competition”
Brand is important.
Peer review of the Product is more
important these days for Millennia's and
Genx.

5. ASSUMPTIONS
 Crestle is an established Brand with established distribution network
 Crestle has just finished with first pilot of taster campaign but yet the sample no.s are
too small to plan a launch directly.
 Hence we need to reach more tasters and figure out Target group more certainly
 With the results there, we need to be ready with further LAUNCH PLAN, preferably BTL
campaign (for the budget is ltd as the product is limited edition)
 Already has good rewarding relations with Hyper/Mega/Super Markets
 Launching Ltd Edition to rejuvenate interest in AGGI Brand and test the market for
future big budget launches
 Product being of very different taste and Ltd Edition, the launch is very targeted in
nature and is expected to open sound bottom-line for future launch of similar product
in mainstreams
 CMO is well versed with RETARGETING Feature of Digital Media Marketing

6. ASSUMPTION
 Total 100 users were offered in all age groups in 1st week @ all 5 stores
 Salesman per day wages is Rs 500
 No. of taste serving per day per salesman capacity is not more than # 30
 Besides age, footfalls at all mega marts come from same or similar background
 Basis on Store setup and staff requirement it is assumed that footfalls in that stores
are higher
 Digital Marketing was done for 4 weeks and was started a week earlier than physical
stores.
 Spencers has 120 stores while big bazaar has 290 stores, while other 3 have lower
no. of stores.

7. Taster Campaign Findings

8. TASTER CAMPAIGN COST
 4 week Digital Awareness Campaign: Rs.
1,19,000
 No. of Stores # 5
 No. of Salesman # 26
 Weekly Store cost Rs. 34,300
 Weekly Salesman cost Rs. 91,000
 4 week Fixed cost Rs. 5,01,200
FINDINGS

9. % of People who Tried & Liked the product
• Upto Age of 25
• Includes Buying decision influencer, if
reached
Had 70% & Above
Liking
• Upto Age group 25-40
• Includes Decision Maker
Had 60%
Liking
• Age group: 40 and Above
Had 30-45% Liking
FINDINGS

10. Buying Probability
Tasted
and
Liked
Footfalls in
Taster Store –
Ready to Taste
Footfalls in
Megamart
Funnel view of TastersFINDINGS

11. 5 Stores Taster Pkt. Serving capacity:
20k Approx.
FINDINGS
Did we Utilize it to Full ?
Of Course NOT

12. Digital Marketing ImpactFINDINGS
And We saw 65% of tasters were the one
who were impacted by Digital Campaign
(of 1926 tasters 1246 were digital impacted)
Of the total cost of Rs. 6.2 Lakhs, ONLY 19% was on
Digital awareness campaign.

13. During 4 weeks taster campaign
we saw that 20% increase in
Digital Awareness led to
10% Increase in Tasters.
Buyers
Tasters
Proportionate increase in digital
marketing leads to optimum use of
Store and Salesman serving more
tasters
FINDINGS

14. Recommendation for Establishing
Target Groups more Certainly

15. Establishing Target Group more CertainlyRECOMMENDATION
 Industry Rule of 70% & Above Taste Acceptance says that we
should target AGE GROUP upto 25 years based on our Findings
 While Working to find target consumer more certainly we should
narrow the campaign to AGE GROUP upto 40 years and not upto
25 years, By law of Averages
 Lets Use the Powerful Tool of RETARGETING To bring the desired
audience to our Taster STORES

16. RETARGETING
 Lets pickup a Hyper Market based on its :
 REACH (for deep penetration objective)
 Per Day Store Cost
 Footfalls for target age-group
 Data availability for Retargeting
 RETARGET on FACEBOOK | GMAIL |
YOUTUBE | INSTAGRAM
 Based on KEYWORDS, INTEREST etc. filters
RECOMMENDATION

17. Hyper/Mega Mart comparison …
MEGA MART
Our Target Age
group UPTO 40
(FOOTFALLS
%)
COST OF
STORE/DAY in
INR
Store size/ no.
of salesman
(1=Biggest)
Footfalls
relevancy (1=
highest) Penetration
FOODWORLD 65 250 5 5 5
MORE 64 400 3 3 3
BIG BAZAAR 64 167 1 1 1
SPENCERS 73 167 1 2 2
RELIANCE 72 200 4 4 4
RECOMMENDATION

18. Hyper/Mega Mart comparison …
 Cost/ Day / Store of Big Bazaar is equal to Spencers
 Though Relevant consumers is 9% more in Spencers
 But Big Bazaar has more deeper presence in INDIA
(Helps in our objective of deep penetration)
 HENCE, Big Bazaar should be the preferred Partner for establishing our target
consumers with certainty and Future Sales Partner as well.
RECOMMENDATION

19. With some fine tuning, Extend the Taster
campaign
 With a goal to reach 40,000 Tasters Lets Pick 12 stores of Big Bazaar giving us
access to 72 Lakhs footfalls.
 And now compliment this with DIGITAL AWARENESS campaign reaching approx.
30 lakhs targeted users (@ Rs. 50 CPM & frequency of 10) to add more willing
tasters to our store & reach 40,000 Tasters
 Hence Digital Marketing Budget : Rs. 15 Lakhs
RECOMMENDATION
Contd….
Assumptions:
6 lakhs footfalls per month per store

20. With some fine tuning, Extend the Taster
campaign
 Digital campaign is more fine tuned to reach:
 Only people visiting these12 Big Bazaar Store
 Upto the Age of 45
 Interest in Health & Fitness
 Foodie
 We continue this FINE TUNED TASTER CAMPAIGN for 4 weeks to get more
closer to our TARGET AUDIENCE
RECOMMENDATION

21. REACHRECOMMENDATION
Buying Probability
Tasted
and
Liked
Footfalls in
Taster Store –
Ready to Taste
Footfalls in
Megamart
 No. of Big Bazaar Stores # 12
 No. of Salesman # 72
 Monthly Store cost Rs. 30000*12 = 3,60,000
 Monthly Salesman cost Rs. 15000*72 =10,80,000
 Monthly Fixed cost Rs. 14,40,000
 Digital Awareness cost Rs. 15,00,000
 Taster serving cost Rs. 2,40,000 (Rs. 6* 40k)
 TOTAL Rs. 31,80,000
 Taste serving capacity # 64800
Fine tuning and increasing digital spend from 19% to
50% approx. We are making best use of the TASTER
SERVING CAPABILITY

22. SAMPLING > PLAYMATE
LAUNCH PLAN

23. LAUNCH
 With Strong BUYING Probability
Results from taster campaign, We
should PLAYMATE launch
exclusively @ 260 Big Bazaar
Stores complimented with DIGITAL
RETARGETED campaigns for Big
Bazaar Store customers
(7 Crores)
 As we pump in money for footfalls to
BIG BAZAAR this gives us Chance to
negotiate on
Listing fees / Shelf cost / Sales
margin.
LAUNCHPLAN
Targeted consumers: Out of 7 crores @ 260 stors. 3 Crores
Digital Awareness cost: 3crore * 10 times= 30 crore Impressions
@ Rs. 50 CPM cost to reach is (30cr/1000)*50 = Rs. 1.5 Crores
PLAYMATE

24. LAUNCH Channels & Budget Allocation on
RETARGETING
DIGITAL
CHANNEL
CATCHMEN
T
Budget
Allocation
YOUTUBE Metros 30%
FACEBOOK Across 35%
GMAIL Metros 20%
INSTAGRAM Metros 15%
LAUNCHPLAN

25. LAUNCH MONTH SALES
 Though the Buying probability has been very encouraging, we must not
forget Maggi Oats launch problem. The Maggi Oats smallest packet was 6 times
costlier than maggi noodles.
 Lets try & keep the 1st pkt price points well within Rs. 40, So as to see that trial
buying kicks in with the campaign.
 At 100% GP on cost, To cover launch cost of Rs. 2 Crore approx. We expect
to sell 10 Lakh packets to Targeted 3 Crore Audience
(where buying probability is above 7)
LAUNCHPLAN

26. THANK YOU
ASHISH JAJU – jajuashish@gmail.com
SOKRATI