Goodknight LSC campaign for Rural masses at ST Bus stand

Good market share in coil space. Maharashtra small towns and rural markets is P1 market for coils The objective was to create awareness about the Goodknight “Low smoke

coil”- 360 degree communication, branding and engagement at a central place in Rural Markets.

To communicate and demonstrate the difference between Low smoke coil and regular coil to their TG in small towns.

The outcome Goodknight was looking was ◦ consumers being drawn to the stall,◦ Then see the demo and carry back a Goodknight Low smoke coil

It was decided to sell at discounted price instead of

Free Sampling

Objective of the campaign

StrategyStimulate three senses of the individual in one campaign at same time ,same place

Ears Eyes Personal feel

Objective

Educate the TGEngage Them Make them feel the product

LETS NOT FORGET…RURAL INDIA TRAVELS TO FULFILL ALL ITS NEEDS

STATE TRANSPORT BUS STATIONS ARE THE BEST HUBS FOR RURAL MARKETING….

81% of ST Buses are engaged in rural transportation

More frequently and regularly visitedBrands can communicate strongly and effectively..

STATE TRANSPORT BUS STATIONS ARE THE BEST HUBS FOR RURAL MARKETING….

Why ST bus stands were selected

• ST Buses today connects you to 30% of the Villages and every year its growing.(Its almost 80% in South and West India)

• For Rural People ST Bus stand is a landmark and all shopping places are in the vicinity of ST Bus stands

• A,A+ people living in Villages travel through ST Buses when travelling to district/taluka places

• ST Bus stand network is very strong in Rural Markets

Some deep Insights!

Mahras

htra

Karnata

ka

Punjab

Andhra

Rajasth

an

Uttar prad

esh

Tamil N

adu

Gujrat

Kerala

Haryan

a

West

Benga

l0

2

4

6

8

10

12

14

16

18

Total Footfall per day(Per Mil-lion)

Reasons for coming to the bus stand

4.15% 1.99%

86.24%

7.30%0.00

15.00

30.00

45.00

60.00

75.00

90.00

105.00

Trav elling SeekingInformation

Shopping Seeing offfriends/relativ es

Reasons

Res

pon

ses

in %

35.79%

18.20%

29.32%

16.31%

0.33%0.00

5.00

10.00

15.00

20.00

25.00

30.00

35.00

40.00

< Once a week Once a week 2-3 times a month

5-6 times a month

No response

Res

ponse

s in

%

Frequency

Frequency of travelling Average Waiting Time on ST Stand

0.33%8.74%

17.15%

44.47%

28.53%

0.00

10.00

20.00

30.00

40.00

50.00

5 to 10 mins 15 to 20 mins 30 to 60 mins 60 mins andmore

No response

Time

Res

pon

ses

in %

Demographics of ST Bus stands(Maharashtra)

14%

38%28%

14%6%

SEC A SEC B SEC C

SEC D SEC E

77%

15%6% 2%

18-30 years 30-40 years

40-50 years 50-60 years

As per AC Nielsen Reports

Base: All Respondents (n:539)

• Younger age group respondents formed higher proportion of sample

• Respondents of all Socio-Economic Class are interviewed with higher proportion of Higher SEC

Occupation

30.24%

7.86%

5.88%

13.85%

26.44%

6.21%

2.25%

7.26%

0.00

5.00

10.00

15.00

20.00

25.00

30.00

35.00

Student Farmer GovernmentEmployee

Business PrivateSector

Others Retired NoResponse

Occupations

Res

pons

es in

%Demographics of ST Bus stands(Maharashtra)

Geographies selected

Sr. No Station Name Sr. No Station Name

1Ahmdnagar Old CBS

13Jalna – CBS

2Aurangabad- CBS

14Malegaon New CBS

3Beed – CBS

15Nagpur-G.Peth

4Latur- CBS

16Nashik – New CBS

5Pune– Shivajinagar

17Nashik Road

6 Pune (Swargate) 18Thane Vandana

7Sangamner

19Navghar Vasai

8Satara CBS

20Wardha – CBS

9Solapur- CBS

21Yeotmal – CBS

10Amravati CBS

22 Sangli

11Bhandara CBS

23 Kolhapur

12Jalgaon- CBS

23 locations selected (Maharashtra)

Goodknight Campaign

• How It was executed?

EarsGoodknight Jingle on ST bus stands

(click on pic to hear the jingle)

Note for rajesh sir :Goodonight budha budhu jingle

Ears : Goodknight -LSC activation Jingles on ST bus stands

(in addition to main jingle)(Click on picture to see the video)

Note for rajesh sir : Image and video as in marcus evans presentations

EyesHoardings In ST Bus stands

EyesST Bus stand branding

EngagementCanopy activities

Campaign Success!

• Goodknight Brand

Campaign Feedback Tools

Sale amount deposited with each dealer every day f canopy activation

Feedback form been filled up for customers buying coils

Live Interviews of customers (at select locations,Videos available)

Daily report at End –of-day of each activations

Constant visits of goodknight representatives at each location

• Reach of 2 Cr 76 lacs+ People in 23 districts• Demo Engagement with 36,939 People in 23 locations.• Actual sales of 3069 packs

All this in just 7 days campaign in each location

Conclusive success story for Goodknight!