Professional Documents
Culture Documents
Objective
Brand Awareness Communication of the products values and benefits Create new customers Promote free trials
Emami Ltd.
Activity Details
Agency Name: Mantra Min. 3-Seater & Non-NRO Saloon to be covered only Resources: 1. 2 dangler at each saloon(not carried out) 2. 3 stickers on mirror inside saloon 20 saloons per day Team :1 promoter and 1 stock boy
Emami Ltd. 3
MRP(Rs.)
230
Offer Price(Rs.)
220
Free
2 NRCT 50 gms
200 ml NRXT
100 ml NRXT
110
62
105
55
1 NRCT 50 gms
NA
No SKU bought
NA
NA
5 NRXT Sachet
Emami Ltd.
Activity Snapshot
Detail Start Date End Date No. of Days T. No of Saloons covered Average Saloon/day Median Saloon/day Min in a day Max in a day 1 Sales converted every n shop visited 19-Apr 6-May 18 355 19.7 20 10 24 1.9
Emami Ltd.
12
10 5 0 10 5
11
12
10 10 10 10
12
10 10 10
11
12
10
Emami Ltd.
100
200
300
400
500
600
24-Apr
25-Apr 26-Apr 27-Apr
Emami Ltd.
5-May
6-May
500ML
100ML
200ML
Sales Snapshot
SKU Price(Rs.) Total SKU Sold Total sales in Rs. Total sales considering the price of free NRCT Min SKU in a day Max SKU in a day Avg. SKU in a day Median SKU in a day 100 ml 55 99 5445 5445 1 8 5.5 6 200 ml 105 71 7455 5680 3 5 3.9 4 500 ml 220 16 3520 2720 0 2 0.88 1
9
Emami Ltd.
Emami Ltd.
10
6/10 people have used NRO or NRXT 8/10 people have heard of Himgange, 4/10 of Banfool, 3/10 of Kailash Parwat, 2/10 of Raahat rooh 6/10 people who have used NRO likes its Thanda factor whereas only 2/10 like its smell
Emami Ltd.
11
Conclusion
Pricing: 100 ml SKU sells more than 200ml and 500ml combined but 200ml generates maximum revenue and profit even after including the cost of free NRCT 1 of every 2 saloon visited is converted to sales Positioning: Customers are not aware if two separate products NRO & NRXT exist. NR Oil in general has excellent brand awareness but very poor when it comes to awareness of NRXT alone and its feature Himgange is the biggest competitor when it comes to brand awareness
Emami Ltd. 12
Suggestions
More incentive for staffs on activity to promote sales and ultimately NR brand OR SIS should be present during the activity and promote Brand 200ml should be pushed more because selling it is more profitable Or more aggressive pricing of 100ml & 500ml to increase profit Promotion: Clear and exclusive propagation of NRXT and its benefits and how it is different from NRO in BTL activity. This will help in positioning the two product properly.
Emami Ltd. 13
THANK YOU !!
Emami Ltd.
14