One succes led to the other !
But, there was a problem here..
So, we had made people to now start relishing this brand's pickles regularly.
Now was the turn to rekindle Pickles-masala made by the same brand!
But, there was a problem - the brand had already been selling pickles (making) masala snce years. And it was well accepted, well entrenched in the house holds.
Cannibalism ?
So, then, by selling readymade pickles, weren't we cannibalising the pickles masala market?
Time for some fact findng / research !
Although there seemed to be a probability of cannibalism, our focus group findings revealed some thing interesting - a niche market- of those who wanted to try out readymade pickles as well as wanted to continue with, but simplify the traditional pickles-making yearly routine at home at the same time .
Hence, these two campaigns, in successive pickles-making seasons :
How wonderful would it be, if one were to be able to make similar tasting pickles at home too?
One could add the basic traditional flavour, yet retain that individual touch from one kitchen to the other!
Campaign II :
But, there was a problem here..
So, we had made people to now start relishing this brand's pickles regularly.
Now was the turn to rekindle Pickles-masala made by the same brand!
But, there was a problem - the brand had already been selling pickles (making) masala snce years. And it was well accepted, well entrenched in the house holds.
Cannibalism ?
So, then, by selling readymade pickles, weren't we cannibalising the pickles masala market?
Time for some fact findng / research !
Although there seemed to be a probability of cannibalism, our focus group findings revealed some thing interesting - a niche market- of those who wanted to try out readymade pickles as well as wanted to continue with, but simplify the traditional pickles-making yearly routine at home at the same time .
Hence, these two campaigns, in successive pickles-making seasons :
How wonderful would it be, if one were to be able to make similar tasting pickles at home too?
One could add the basic traditional flavour, yet retain that individual touch from one kitchen to the other!
Billboard and Standee:
POP:
Campaign II :
Billboard :
POP:
Comments
Post a Comment