You have a winner at hand when two market leaders come together
Airtel does realise what it takes to get two to tango. And that’s what it precisely did, when it joined hands with Nokia to introduce a bundle offer (handset bundle offer referred as HBO) to penetrate in deeper pockets of Indian markets. Rural activation agency RC&M was roped in to organise a ground level campaign in seven states to create awareness and share advantages of mobility with the target group. The entire campaign was carried out in three phases with each phase running for three months. 90 units were mobilised, spanning 248 districts, covering 34,904 villages & 2.81 lakh retail outlets. Extensive merchandising was done to create strong visibility about Airtel & Nokia jodi offer. Banners, posters were installed at strategic location like traders, retailers, agri shops, kirana shop and existing Airtel & Nokia retailers. “Two or three haats were covered every week enabling us to cover maximum TA within a short span of time.
Each haat is frequented by at least 15 satellite villages; hence message reached to approx 15 lakh people,” says Priya Monga, Business Head, RC&M. Participation in 15 fairs in UP & Bihar yielded close to 150,000 eye balls. Right from roadshows to street shoes, from interactive sessions to interactive games, no stone was left unturned. Result: The intensive study helped generate sales of a whopping Rs.16.82 crore in just 12 months. What’s more? RC&M won a gold for this campaign in the category of on ground promotion of the year-sales promotion at the recently concluded WOW awards.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
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Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN
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Airtel does realise what it takes to get two to tango. And that’s what it precisely did, when it joined hands with Nokia to introduce a bundle offer (handset bundle offer referred as HBO) to penetrate in deeper pockets of Indian markets. Rural activation agency RC&M was roped in to organise a ground level campaign in seven states to create awareness and share advantages of mobility with the target group. The entire campaign was carried out in three phases with each phase running for three months. 90 units were mobilised, spanning 248 districts, covering 34,904 villages & 2.81 lakh retail outlets. Extensive merchandising was done to create strong visibility about Airtel & Nokia jodi offer. Banners, posters were installed at strategic location like traders, retailers, agri shops, kirana shop and existing Airtel & Nokia retailers. “Two or three haats were covered every week enabling us to cover maximum TA within a short span of time.
Each haat is frequented by at least 15 satellite villages; hence message reached to approx 15 lakh people,” says Priya Monga, Business Head, RC&M. Participation in 15 fairs in UP & Bihar yielded close to 150,000 eye balls. Right from roadshows to street shoes, from interactive sessions to interactive games, no stone was left unturned. Result: The intensive study helped generate sales of a whopping Rs.16.82 crore in just 12 months. What’s more? RC&M won a gold for this campaign in the category of on ground promotion of the year-sales promotion at the recently concluded WOW awards.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN
IIPM Related Links
Follow Arindam Chaudhuri on Twitter
IIPM B School on Twitter
Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri
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