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ÕBiri smokers lead a tough existence

ÕBiri smokers are loyal to brand and brand changes rarely occur .

ÕBiri smokers contrast heavily with cigarette smokers .

Õ Profile of Biri Smokers

ÕMale
Õ26+ yrs old, Av age being 38 yrs
ÕSmoke 19-20 sticks per day
Õ81% literate
ÕMedian Income- Rs.2500 to Rs. 3000 per month
Õ 65% daily wage earners and 33% on monthly wages
Õ34% of the smokers being unskilled, 16% petty traders
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MEDIA
The media used to communicate the brand theme at first was-
ÕTV: ZEE TV and sun network along with Bengali C&S TV
ÕPrint : Selective use of print media to announce the launch in key towns.
ÕPOS Material
ÕPublic relation
ÕOutdoor : Hoardings, wall paintings, paintings at outlets,

Media reach:-
Õ66 percent of the target audience in metros own TV and in rural areas the TV reach
is less than 20 %
Õ35 % in small towns own a TV at home
Õ55% in metros and 32% in small towns read any newspaper regularly. Rural
consumers are mostly illiterate.
ÕThe overall media reach is quite low and there is no dominant vehicle.
 
  

ÕA form which was relevant to the consumers.

ÕNOT a onetime affair but a regular and continuous exercise.

D
  
  
    
ÕTo create qualitative awareness about the ill effects of tobacco.

ÕTo plant the seed of the concept of a healthier and safer alternatives.

ÕTo generate trials within the target group .

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ÕHigh ʹimpact dramatic visuals of the ills of tobacco-smoking .

ÕUsing wife and family as influencers to ensure sustained usage and finally conversion

ÕUse of respected opinion leaders

ÕIntroduced the new concept of tobacco- free smoking using and folk dance and drama.

ÕAnnounce the new brand and create awareness.

ÕGenerate rapid publicity mainly through word of mouth.

ÕBriefing to factory workers with specially designed Avs.

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ÕA unique BTL campaign called the ROOTS initiatives

ÕIt was designed to reach out to rural consumers.

ÕBTL was regular PJP(permanent journey Programme) and not a one time initiative

ÕThe Weekly haats held in all major states in the country were used as the core contact
point.

Õ A dedicated sales and promotion organisation was created within the company.

ÕProject RATS (Rapid access to tehsils) was initiated to supplement the haat operation.

ÕDedicated field force to cover the haats and Van routes on a PJP basis.
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A market where buyers and sellers of various commodities gather at a regular intervals.
These are visited both by village traders as well as consumers.

× 
   

Õmore than three fourth of the rural population visit their local haats regularly
ÕAlmost 60% of these visitors come to buy specific products
ÕMost of these consumers are satisfied with price and quality
ÕThe majority of them attend at least four haats every weak.
Scope of Haats

×  D

Weekly 75 35250
Bi-weekly 20 9400
Daily 5 2350
Total 100 47000

There are 47000 haats held in india.

Haats are a part of the rural lifestyle and their cycle of routine.
88%are regular visitor
77%of the participants attend four haats every week.
32%own permanent shops in village.
 Rural Sales and Promotion Organisation

Rural Sales ROOTS-

Exec. Unit
ASM-Rural
Van promo
RATS unit
Exec
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Super Distributor

Dealers
Dealers
Dealers Dealers Dealers Dealers

Rural Sales Supervisor

RSP RSP
RSP RSP RSP
Results in Allahabad

Õ Weekly Sales at haats 35% higher than monthly sales in the town

Õ Repeat profile per week 25% vs 8%

Õ Retailers attending haats requesting extension of coverage

Õ Retailers asked to sponsor wrestling competition.( Increasing the sales by

manifolds)

ÕDealership requested in uncovered areas

Results

Õ Availability at three lakh outlets

Õ Company sold nearly one million biris daily

Õ Reached the TG through haats and melas with dedicated service field force
(ROOTS)

Õ ROOTS supplemented by the RATS initiative

Õ Rural sales accounting for 78% of the total sales

Õ Provided readymade market/network for other products of the company

Õ 85% of project ROOT reached break even within eight months, 30% ROOT units
posted profits
 Conclusion

Õ The company had successfully provided a tobacco-free alternative to the biri

smokers for their daily dose of nicotine.

Õ Same kick as tobacco without the associated health hazards

Õ Sampling in the initial stages to ensure trials and ultimately increase awareness and
acceptability.

Õ Promotion through word of mouth recommendation of the satisfied customers.

But the claims must be substantiated by way of providing what is promised.
Presented By:
Rashid Khan
Pankaj Sachan
Sarit Sekhar Saha