Reaching the Mass

to

Energize Them

Background

Glucon-D is market leader in glucose drinkcategory, which provides instant energyduring sports activity, physical work &dehydration.

In this category, 2/3rd consumer buy 1 packa year, where 66% laps age from categoryY-O-Y.

Glucon-D has 1/3rd offtake from rural areasin which SEC C,D&E has 82% dispersion.

Flavors category market is growing with7.6% annually, whereas regular is declining.

East & North market has largest penetration45% & 26% respectively.

CAMPAIGN OBJECTIVE

• Glucon-D is facing tough competition from Dabur’s Glucose-D follow 5-7% discount in price per gm in plain and 10% in flavours

• In this category, 2/3rd consumer buy 1 pack a year, where 66% lapsage from categoryY-O-Y.

• Category Imagery among users towards ‘Medicinal’. 80% Vol share by Packaged fruitjuice, instant drink mix & fruit squash, where glucose drink Vol share is only 18%.

• Social imagery issue- Consumer says “We cannot serve it to our guest. It cannot besubstitute to summer cold drinks.”

Challenges

Target Segmentation

State: Bihar

Catchment Area:

Village & Town with 5-20K population

SEC - C,D & E

Primary:Female (Housewife)

Secondary:Kids ( 8-12 years old)Male (Working Class)

Female:Residential Area

Kids:Schools & Residentialarea

Working Group (Male):Transit PointsHaats/Weekly/Makeshift Market

Target Consumers Target PlatformsTarget Geography Target Platform

• MART suggested a holistic approach to establish the Brand as day to day consumable to feel more energized during the summers when one’s body needs something to get over the exhaustion caused during the physical action, extreme heat condition & sweating.

• The entire approach is centered around the fun filled, action packed engagement of Women-Kids to realize them sudden need of energy & engaging “Men” at transit/factory area where he need something more to feel rejuvenated.

• Glucon D enable them to go extra mile to earn better or spend more quality time with family & friends to celebrate occasions

• Wet Sampling help Tg to taste the exciting flavor and feel rejuvenated and same time encourage them to purchase through incentive and incite them for next purchase where they will get some incentive

MART Approach

Concept

Kids and WomenSchools & Villages

AdultsRural Haats

Adults in TransitTransit Places

Target (Segment + Spots)

Engagement +

Sampling +

Visibility +Sell

Paid Sampling

&

Sell

Paid Sampling

&

Sell

Outcome (Awareness/ Experience and Sales)

Village Level Activities

Activities• Invitation & Lucky draw coupon

distribution• Engagement• Quiz• Wet Sampling• Lucky Draw• Spot Sales• Kids Rally• Stencil painting competition among

the kids

8 am -12 noonTreadmill Walk

CompetitionMother & KidSampling &Spot sales

Targeting Timing Activity

School Level Activities

Activities• Story through recorded script &

flip chat• Quiz• Basket Ball game• Gifts• Sampling

8 am -12 noonSummer health talk

and Basket GameKids in SchoolStandard 3-6

Sampling

Targeting Timing Activity

*Preferred schools are Government School

Transit Place Level Activities

ActivitiesPlaced Glucon D stall at prominentlocation,• Paid sampling @ Rs 1/ One glass-

150ML).• On the spot offer on sales

Whole Day Glucon D drink sellingMigrant Population

Visibility, Paidwet sampling,on-spot sales

Targeting Timing Activity

Haat Level Activities

ActivitiesPlaced Glucon D stall at prominentlocation in Haats• Conduct Paid sampling @ Rs 1/ One

glass-150 ML• On-spot incentivized sales of

Glucon D, • On the spot offer of free plastic

glass (spoon, bottle etc) will be given whosoever purchase GluconD stall.

• Brand Brief & Comparison with Dabur Glucose

2:00-6:00 PM Glucon D drink sellingMigrant Population

Visibility, Paidwet sampling,on-spot sales

Targeting Timing Activity

Scale and Coverage

Districts

2.2k Villages

9.8+ Consumers Engaged

1.22 Lakh Paid Sampling done

13

87 Thousand 250 gm pouches sold

54 Vans Employed for 1 month duration

Thank You