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/2017/10/16/jonney.jpg?itok=-YhDjKV-
Cheetah Mobile VP Li replaces Chen to lead India ad biz

Cheetah Mobile VP - sales and business development Johnny Li has been appointed to lead its advertising business in India.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/16/Manyavar-Virat-Anushka.jpg?itok=yIsnj9Za
Manyavar's Mohey signs on Anushka Sharma

MUMBAI: Mohey from the house of Manyavar has signed on Anushka Sharma as their new brand ambassador. The actor will endorse Mohey- an ethnic celebration wear for women, comprising lehengas, sarees, gowns and suits.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/16/samco.jpg?itok=x4hhVTAP
Samco assigns PR duties to Archer Frères

MUMBAI: Samco Securities, an online discount broker, has assigned Archer Frères Communications to provide them with professional direction for image building, plan media relations and manage content across corporate communications and brand PR.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/16/Subhashish_Trivedi-Haresh_Nayak_2.jpg?itok=Q53TdO9V
Dentsu's Posterscope launches 'rateOOHmeter' benchmarking tool

MUMBAI: Posterscope India, the out of home division of Dentsu Aegis Network, has launched its OOH rate benchmarking tool called – rateOOHmeter.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/16/Isobar.jpg?itok=FsYHaVYN
Isobar India bags digital duties for VIP Bags

MUMBAI: Isobar India, the digital agency from Dentsu Aegis Network, has been appointed as the Digital Partner for VIP Bags. Headquartered in Mumbai, VIP Bags is a part of VIP Industries, which in itself has a range of leading brands across luggage categories.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/14/Prasanth%20kumar-mindshare.jpg?itok=jnbWE9Ew
Mindshare, Wavemaker retain respective titles at EMVIEs, Star India and Vodafone become 'Clients of the Year'

MUMBAI: The 17th edition of EMVIEs concluded with a fanfare on a Friday evening and saw the best of industry stalwarts and visionaries come together to celebrate the industry’s success. Mindshare India triumphed with 'Media agency of the year' award yet again for the third consecutive year with a...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/14/Romil%20Ramgarhia.jpg?itok=pqO6X4Zq
BARC shows it cares for children

MUMBAI: BARC India is treading the path of altruism by adopting four public schools and an alumni hub in Mumbai to provide them with better educational facilities and make it fun.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/14/vk.jpg?itok=9hB5syw8
Star Sports inspires all to 'Believe' in Kohli’s mission

Star India is confident that cricket fans across the country will join to cheer the men in blue as they reach their true potential in the exciting home season.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/16/Untitled-1.jpg?itok=f3BuZTcP
Videocon ad shows 'Bhabiji Ghar Par's character in liquid luminous effect

NEW DELHI: A new social media campaign #AbDikhengeAsliRang highlighting the technology of more natural colours of Videocon’s revolutionary Liquid Luminous Technology has been launched with short humorous videos. This festive season, Videocon aims at making everyone’s Diwali colourful. Featuring the...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories