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BTL Saloon Activity - Lucknow

Swapnil Srivastava Summer Intern 2013 IMT Ghaziabad

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

Activity Details Cont..


Sale of 100/200/500ml SKUs If not purchased by saloon then 5 NRXT sachet to be given free Merchandising/ Installation of POS Photograph to be taken of each activity Communicate benefits of head massage with NRXT to saloon owner and promote sale of SKUs
Emami Ltd. 4

Prices & Offer


SKU
500 ml NRXT

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.

Activity Snapshot Cont..


30 25 23 23 20 15 20 18 18 17 11 20 18 16 22 23 20 20 24 23 20 20 No. of Saloon 10 11 Sales converted in Saloon

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

0 19-Apr 20-Apr 21-Apr 22-Apr 23-Apr

24-Apr
25-Apr 26-Apr 27-Apr
Emami Ltd.

28-Apr 29-Apr 30-Apr 1-May 2-May 3-May 4-May

Activity Snapshot Cont..

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
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Emami Ltd.

Which SKU Generates Max Revenue & Profit


2720 5445 100ML 5680 200ML 500ML

Emami Ltd.

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Result of Consumer Behavior at Saloon


10/10 people have heard of NRO

5/10 people have heard of NRXT

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.

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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.

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