1 / 13

Barber Contact Program

Barber Contact Program. Low cost/small budget initiative Super Max Personal Care. Background. W orld’s second largest manufacturer of razor blades India contributes close to 35% to its global revenues M arket presence of supermax in India is not consistent. Target Group.

maude
Download Presentation

Barber Contact Program

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Barber Contact Program Low cost/small budget initiative Super Max Personal Care

  2. Background • World’s second largest manufacturer of razor blades • India contributes close to 35% to its global revenues • Market presence of supermax in India is not consistent

  3. Target Group • Barbers (SEC C & D)

  4. Objective • Strengthen brand image • Generate trials

  5. Challenge • Negative perception ( blade causing cuts ) around the brand amongst the TG

  6. Insights • Huge resistance against shelving the product • However Another brand “Zorrik Super platinum”, a premium brand from Super Max enjoyed good pull amongst the TG

  7. Strategy • Piggy ride existing brand equity of Zorrik Super Platinum to create awareness & push trials for Super Max

  8. Idea

  9. Highlights

  10. Activity Model • The campaign was targeted at barbers and not masses hence, a low cost single promoter led model was created

  11. Snapshot

  12. Results* • 314 activity days • 6,124barber shops activated • 2,280new barber shops added • 4,689units sold * Cost to activate one outlet for 4 visits – Rs.50 approx.

  13. Thank You

More Related