Discussion Paper Synergy with Indian Film Industry

- Retail Activation at Reliance Retail Stores

Ref: RDML/IFI/211009

Author Sandesh Rane sandesh.rane@ril.com +91 9867564847 (M)

Table of Contents 1 2 3 4 Background ........................................................................................................... 3 The Concept .......................................................................................................... 4 The Execution ........................................................................................................ 5 In a Nutshell.......................................................................................................... 6

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Background

As is the case with all organized retailers, across the globe, marketing promotions and customer enticing ideas are an integral part of the everyday business transactions for Reliance Retail too. While marketing teams within all our formats, strive continuously, to come up with newer and brighter ideas to attract customers to the stores (and result into increased business as such), an idea that can be productized to cater to such promotional requirements, is discussed vide this document for the purpose of understanding by all teams concerned. The Indian Film industry has had a very distinct and coveted space in the minds and hearts of the avid Indian consumer. This has been evident from the fact that almost 65-70% of the brand endorsements in the country are done by film personalities. Moreover as the concept of modern trade (read organized retail) catches up in the country, some retailers as well as film makers have started working together to talk their respective customer segments (which essentially is the same). This document discusses the basic idea, which will be further detailed (procedured) post consensus and agreement of all concerned, into a standard execution methodology, such that, it shall become a seamless program, which can quickly get executed across all our geographies, to excite our customers (shoppers) through unique and effective interactions with new films, their star-cast, merchandise etc.

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The Concept

Every store needs continuous buzz and excitement, to ensure re-visits and improved buying habits by its frequenting shoppers. The done-to-death methodology of discounting not only affects margins, but it works only when coupled with some additional zing for the shopper. This is true today, since almost every retailer understands the need and has the knowledge to dole out discounts and promotions for shoppers. However what may not be easily possible for all retailers is to attract talent from the film industry to their stores, so that events created around them can deliver that differentiating factor for their business. Our national presence, our variety of stores, coupled with our brand, is the perfect backdrop for staging events based around film celebrities visiting our stores and meeting up with our shoppers through such innovative marketing opportunities. The idea is plain and simple 1. Reliance will, as a part of its regular marketing promotion activities, endeavor to create retail activation events at some / all of its stores across the country, which are purely based around specific film personalities and their latest media properties (read films, music releases, etc.) 2. Using its good relations in the industry, the marketing teams, strike arrangements with film personalities, to visits RR stores, for the purpose of specific promotions, created specially for this purpose. Usually some customer engaging idea is woven into the over all activity theme, where shoppers apart from getting to meet their favorite celebrity in person, also get a chance to participate in contests, sessions etc. which are commemorative of the event and generally deliver a larger than perceived value to the shopper. (signed memorabilia, audio cassettes, photos, T-shirts etc.) 3. Such events benefit both Reliance and the Film / Film personality. For Reliance the marketing idea turns out to be a crowd puller, thus increasing footfalls (sales therefore) at the stores, while it also turns into a good customer connect opportunity for the film
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personality, who is now able to relate and convey his / her latest offering to the public vide such personal interaction opportunities. The publicity and promotion for both the Retailer and the Film works out to be maximum and is far more effective now as it compliments the otherwise large spends done by both the parties on other traditional media for their individual marketing objectives. 4. Reliance, creates a proper media communications plan for every such event so that the shoppers are made aware of such events well in advance, across its intended stores of interest for every program. While doing so, it will make profuse use of its in-store and outdoor media properties, like faades, standee spaces, In-store TV, In-store audio, leaflets, WheelBoards, banners, danglers etc to talks to its shoppers. The images / graphics / videos of the film / film celebrities are used in the artwork for this visual communication with its shoppers, with proper permits and inputs from the content owners (film personalities and their producers etc. in this case). 5. Special arrangements will also be made sometimes to gain autographs etc. from celebrities, on T-shirts, Caps, audio CDs and so on, so as to distribute to shoppers vide some scheme or so. This provides a great impetus to the intended marketing effort of improving our sales, and getting shoppers to return back to our stores often in the expectation of more and more such attractive events.

The Execution

1. Every such program, which is fixed well in advance by the format marketing teams, or RDML for that matter, will have a standard agreement template to follow, which needs to be signed up with the said film personality or his office. 2. The marketing event plan will be detailed out for the purpose of execution, which will also contain the details of the publicity plan for the event. This plan will be signed of between, all the stake holders viz. the concerned marketing team, the film personality liasioning team (vibrant media in most cases) and RDML for allotment of visibility space for the event.

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3. The said in-store media is allotted for the purpose of publicity of this event (as is the case with any other marketing program today) by RDML. 4. Memorabilia like T-shirts and so on, which can be signed by the celebrities, for giving away to shoppers needs to be organised by the marketing teams, on a need basis. It may also be possible to obtain audio CDs etc. from the film entity offices per prior agreements. 5. The marketing teams, for the formats, where the celebrity visit / film event is planned will work out all the execution details and ensure alignment of the same at the store at the time of the event.

In a Nutshell

1. This concept is purely a Reliance Retail led marketing effort for which the promotion and publicity plan is executed by the marketing organisation as would be so for any other marketing program conducted by it all round the year. 2. The celebrity visit to the store is also an effort made by the teams, basis the various relations, with the industry. A celebrity visiting the store is a huge benefit both to the store and even for the celebrity, as she/he is able to physically meet up with her/his fan base in person. 3. Use of in-store media for the publicity of the said event is an internal Reliance activity as is normally done for any other marketing program from time to time. (Monthly Shoppers Paradise for example)

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