Promotional Mix – Horlicks Essay Example

be initially take shape in the form of sampling. In case a sampling exercise would be initiated, the cost would amount to Rs. 3500 for 750 cups (inclusive of the logistics cost).

If in case a full-fledged Launch were to be executed, the following activities could be considered towards building awareness and spreading the word of mouth for the format.

The various activities that could form a part of the Initial Weekend Launch:

• Free sampling of cold variant
• Discount coupons for recipes, special launch offer

Games and Activation Measures:

• Family Fitness Games

Recipe, Jingle contest:

• Merchandise on Display
• Screening of Ads

Fire ’N Ice Game

2 groups:

Tug of War:

Taller, Sharper, Stronger.

Creating Photo wall of the consuming customers Although such an activity would create a buzz and ensure that the drink is tried, a couple of rare problems do arise in this scenario. Unlike a normal format, these promotions might not have the same impact, as the customers form an impulse decision, and might not revisit the same malls time after time. The trade promotions could take shape in the following ways: 1. Performance Linked Incentives to the service provider for achieving sales targets.

The additional margin on sales, providing holidays, could be ways to motivate the trade partners.

• Provision of Uniform Kits to the operators which are theme-based.
• Providing a bonus of Rs.100 per operator on crossing the figure of 100 cups (Hot + Cold) per day between Monday and Thursday.

Some of the suggested consumer promotions/Activities which may be undertaken occasionally could be as follows: ) The Boost Cricket Camp: This activity could be undertaken in association with the mall authorities, wherein the customers would have to pay a certain amount for

facing balls delivered through a bowling machine. The activity could be conducted to increase footfalls in the malls and be sponsored by Boost so as to drive home the association of the product with Cricket. There could be a revenue-sharing agreement with the Mall authorities for the execution of this activity.) Displaying Trial packs, sachets at the point of purchase to induce trial of new products, variants.

• Using the medium to conduct theme-based promotions so as to continuously innovate and maintain a sense of excitement. For eg. Providing pink ribbons on the occasion of Mother’s Day to drive home the association with the Great Family Nourisher. Other activities/themes could be special promotional activities such as distributing comics to commemorate the release of movies like Spiderman 3 etc
• Since one of the major objectives of having the format in Malls is to build the brand, visibility amongst the customers, brand-related promotions could be conducted. Holding a nationwide recipe contest wherein the winning recipe would be made available at the retail format could be an example. Similarly using the branding area to create a Visual story of the brand could be another measure.
• Conducting Lucky draws, slogan contests, and provision of coupons to customers celebrating their birthdays, students celebrating their results could be other promotional schemes conducted from time to time.
• Since the mall activities pick up only after 1830 hrs in the evening, we could conduct a Happy Hours concept wherein on the purchase of a drink before 4 pm the customer would be given a discount on the Cold Drink.
• To cater to the movie-going crowd, a group purchase offer could be considered. For customers
  

ordering more than 7 drinks at a time, attractive assured gifts such as Movie Tickets, CD’s could be given away as well.