MAM

Striking promo name, high media spend attracts consumers: Survey

MUMBAI: Promotions are an integral part of a company’s marketing plan. Marketers in an effort to break through the clutter and reach their target audience, conduct several campaigns across different product categories. The Promo Survey 2005 done by Mudra's Kidstuff Promos and Events Pvt Ltd, is an endeavor to understand the psyche of the consumer so as to design better campaigns in the future.

 

The survey conducted across 10 cities in India namely Delhi, Chandigarh, Lucknow, Mumbai, Pune, Ahmedabad, Bangalore, Hyderabad, Chennai and Kolkata. The survey covered over 1700 consumers and over 700 retailers seeking their preferences for promotion tools, participation mode and prizes amongst others.

 

Key Findings:

    Promo must have a striking name - Buzz is created around that

    name

    Campaigns of daily-use products (FMCG, Beverages) have higher recall - Repeat purchase of these goods ensure higher recall

    Campaigns should involve all and sundry - TG must be spread across all ages, gender and SECs

    Promo should be supported by good media spend.

The results suggest that participation in a consumer promotion is driven by the base prize although the hype is built around the top prize. An innovative promotion with a striking name and adequate ATL support registers top-of-mind recall amongst the masses.

 

While, television and radio commercials play a vital role, on-ground promotions (roadside, bus-stop hoardings, point-of-sale materials and direct contact with customers) are quite important as well for creating awareness about a campaign.

The findings revealed that close to 84 per cent of Indians have participated in some form of promotion and 56 per cent have won some prize or the other. Masses prefer a prize where they don’t need to put-in an extra effort and where they can get an instant prize at the point-of-purchase.

While, any form of promotion involving a scratch card or contest form excites the common man, he/she also shows an inclination to participate using the new-age media - SMS and e-mail.

The promotions that recorded the highest recall are as follows:

    Pepsi – Khufiya

    Coke - Aish Cash

    Pepsi- Toss Ka Boss

    Samsung – Phir Se Phod Ke Dekho

    LG – Khelega Kya

Moreover, good news for marketers is that sales promotion campaigns can incite trial for a new product. The survey revealed that 80 per cent respondents would try a new brand if an offer is available; a repeat purchase, though, would only take place if the consumer likes the new product.

On the other hand, 65 per cent respondents feel it increases their sales, lets them earn more and gives them an opportunity to establish a bonding with their customers and the company. However, some retailers complain that companies don’t pass on the financial benefits, i.e. incentives and/or handling charges (of these promotions) to them.

Retailers who were surveyed felt that they can make or break a campaign as 62 per cent customers consider their opinion before participating in a promotion.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/12/savlon.jpg?itok=394aS9Bm
Savlon shows reality of mother's love

Savlon, a health and hygiene brand from the house of ITC has launched a campaign ‘Bharosa Maa Sa’. It is a heartfelt tribute to the healing touch of mothers highlighting a simple moment of truth that every individual relates to.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/12/M%20K.jpg?itok=lxg-i-zi
Mindshare appoints M K Machaiah as chief innovation officer

MUMBAI: India’s largest full service media agency, Mindshare, a part of GroupM has appointed MK Machaiah, known as Mac, as chief innovation officer for South Asia.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/12/youtube.jpg?itok=j0JuH5zZ
LG astronaut becomes the most watched ad in India this year

MUMBAI: YouTube has released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India. Together, the top 10 ads generated a whopping 200 million views.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/12/ola.jpg?itok=8O9ddgr6
Ola gets Viraj Chouhan to head communications

MUMBAI: Cab hailing service Ola has appointed Viraj Chouhan as its chief communications officer. In his new role, Chouhan would be reporting to co-founder and CEO, Bhavish Aggarwal and will be based in Gurgaon, shuttling between the Millennium City and Bangalore.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/11/Levi.jpg?itok=i_ggieNm
Levi's hands over media duties to OMD

MUMBAI: Following a comprehensive market review, Levi’s has appointed OMD India to handle its media duties from its Bengaluru office.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/11/Dentsu.jpg?itok=SFcfbyL9
Dentsu Webchutney to handle creative for Goomo

MUMBAI: Dentsu Webchutney, the digital agency from Dentsu Aegis network, has been assigned as the lead creative agency for Goomo.com, an omnichannel, travel-tech company that operates across consumer, corporate and B2B segments. The account will be managed by Dentsu Webchutney’s Mumbai office.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/11/Festival-Bharat_0.jpg?itok=VAxKHszU
Festival of Bharat to cast the spotlight on India

MUMBAI: History repeats itself but this time there’s a twist. A London-based investor and indophile is spellbound by India but he’s got better plans. Cory Bixler has co-founded a festival that celebrates and aims to promote India’s culture to the world - The Festival of Bharat (FoB).

MAM Media and Advertising Event Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/09/nutri-choice.jpg?itok=kj4BA9Se
Britannia NutriChoice promotes healthy food choices

MUMBAI: Health is tough and requires a lot of sacrifice. This is the perception that deters most people from adopting a healthier lifestyle. In its new TVC campaign, Britannia NutriChoice Digestive puts forth a refreshing new point of view that when you start on your health journey, while the...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/09/Sumanto.jpg?itok=o0U8gnck
Soho Square wins creative mandate for Medlife

MUMBAI: Soho Square Bangalore has won the creative mandate for MedLife, the healthcare app. The agency has been awarded the reins of the account in the aftermath of a competitive multi-agency pitch. Soho Square will now partner with MedLife on a journey to simplify healthcare by making the entire...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories