“Measuring Effectiveness of Below-The-Line Promotional Activities (Door-to-Door &

Others) w.r.t. Navratna Oil Brand ”

Submitted By,

Kashyap Shahkashyap.shah16@sibm.edu.in

(M) +91-7878097788

MBA(Marketing) | Batch:2014-2016

Symbiosis Institute of Business Management, Bengaluru

Agenda of the Presentation

Project Details & Key Objectives

Research Methodology Followed

Qualitative Analysis & Insights

Major Learning

Limitations & Challenges Faced

Suggestions

Project Details & Key Objectives

Measuring Effectiveness of Promotional BTL Activities for Navratna Oil Brand

Key objectives are:

1. Understanding of Distribution Channel & Retail Survey (Distribution Channel wrt Competitor & Other Brands). 2. Consumer Research (Understanding Consumer Behaviour, Insights & Analysis wrt Door to Door Promotion) 3. Understanding of BTL Activities & Promotion being undertaken (wrt NRO & Competitors) 4. Monitoring & Measuring of BTL Activities (Door-to-Door and Van Promotional Activities) 5. Understanding of Rural Markets (Rural Distribution, Rural Consumer & Rural Marketing/Promotion)

Research Methodology Followed

i) Research Design – Exploratory, Descriptive, Causal.

ii) Sampling Plan sampling unit (who is to be surveyed): Users of Hair Oil, Users & Non-users

of Cool Oil category covered under Door-to-Door Activity sample size: 243 sampling design (how they are selected)

iii) Sampling Technique : Convenience Sampling

iv) Analytical Tools Used:

Qualitative Analysis & Insights

i) Rajkot is a SEC B,C,D dominated area. According to New SEC Survey,2011 by Market Research Society of India- Rajkot is a SEC D2 dominated area. Bigger sample size could have helped me to plot more accurate SEC graph.

Qualitative Analysis & Insights

ii) Rajkot is one of the highly literate town with 82% literacy rate. Which was highly visible from the survey responses. Its population is divided into 52% Male and 48% Female. Majority of the Navratna Oil users are Men here.

Qualitative Analysis & Insights

iii) Most of the people use Hair Oils for Hair growth and to prevent Hair related problems. Because of that Coconut and Amla Oils constitutes roughly around 63% market share in Rajkot. With only 20% cool oil users – Rajkot is definitely not a Cool Oil market. However, In cool oil category – Navratna Oil holds a very strong position as compared to other competitors in the similar category.

iv) In the months of Summer season, Rajkot’s average temperature lies between 40-45 degree Celsius. Which makes it a potential market for consumer care products such as Cool Oil and Cool Talcum Powder.

v) Cool effect for Head massage and Instant Relief from Stress are the two main reasons why people use Navratna cool oil in Rajkot.

Qualitative Analysis & Insights

vi) Out of 243 people surveyed, 217 (89.30%) said that they used the free sachet which was given to them as part of the D2D promotional activity. From that 217 people, 83 (38.25%) people have purchased a NRO product after using sachet.

vii) Majority of the people bought because they liked the concept of getting a good consumer offer (Free packs of NRCT) at their door-step.

Qualitative Analysis & Insights

viii) Among the non users and those who haven’t bought after using sachet- main reasons were itching effect in eyes, burning sensation due to strong flavour and non usefulness in healing hair related problems.

Major Learning

I have developed an understanding of how distribution channel and supply system works in a FMCG firm. For Emami - it’s the most enduring intangible asset. I learnt that constant two-way communication is essential for efficient results in FMCG Industry.

I tried my hands on selling 1 Rs. (2.7ml) NRO Sachets & creating brand awareness in remotely rural areas of Gujarat- which was something beyond what we study in a Marketing classroom.

I travelled many different places, met different set of consumers & retailers on daily basis, Having superior command over local language ‘Gujarati’ helped me a lot in everyday activities.

Working on Product schemes and offers helped me understand the importance of Margin % in Sales. To understand competitors’ pricing and product offers, I visited many Retailers and Wholesalers of Ahmedabad & Rajkot. It enhanced my knowledge about B2B sales.

Major Learning

I got a chance to interact with many local Area Sales Executives (ASE), Sales Officers (SO) and Promoters to understand the existing issues / problems.

Travelling to Rural markets & Villages helped me understand the importance of Rural Marketing & different set of consumer offers for Rural population.

Emami has democratised the personal care and healthcare segment in India by its ‘Masstige’ category products.

For a FMCG company like Emami, summer season Below-The-Line promotional activities and new product activation plays an important role in overall sales generation. Being a part of such BTL activities helped me to understand some ground level problems & realities.

Getting constant feedback from team and customers is important, as it may help to develop some changes in products/offer schemes to improve overall sales productivity.

Limitations & Challenges Faced

Gujarat is generally a Hot place in months of April & May. Working in daily 40+ degree temperature in Ahmedabad and Rajkot was a challenging task.

This project requires lot of travelling. While working with Van promotional team, sometimes I was travelling around 100-150 kms daily.

Maintaining proper coordination among different set of promoters in both BTL activities is a crucial job. Getting daily updates from Agency supervisors for both BTL activities requires continuous efforts.

Ahmedabad & Rajkot are two completely different consumer markets. Reasons for sales & consumers buying perspectives are different in both towns. Understanding this difference and maintaining daily targets is the most challenging part of this Internship project.

Rajkot is a place where markets remain closed in afternoon hours throughout the year. Getting consumer responses for D2D questionnaire activity was a challenging task.

Time was the biggest constraint in this 8 week long Summer Internship Project. Bigger sample size for both users and non-users of cool oil category would have helped me find more accurate insights.

Suggestions

Promoters in BTL promotional activities should be given a proper ID cards, At several places I witnessed complaints regarding authenticity of stock being promoted/sold.

Promoters don’t fill User Classification details properly in given daily promoter call sheets. Because of inaccurate data, it becomes troublesome to identify right set of consumers during D2D Survey activity.

In Van promotional activity, most of the sales happened due to Retail Sales. On-Spot customer engagement was very low in both North Gujarat & South Gujarat Van promotional activity.

Product shelf placement is poor in many retail stores of Ahmedabad & Rajkot. It leads to less brand visibility when a customer comes to buy particular Hair Oil or Talcum powder.

In both BTL promotional activities, majority of the sales was driven by 50ml & 100ml NRO packs. Product Bundling or more Consumer Schemes is required to resolve this issue.

Even though Navratna has a very good brand recall among the consumers, Emami needs to strengthen its brand image. The need of the hour is to feature the Emami name more prominently in advertisements and marketing promotions.

Thank you for this life cherishing experience !