Marketing Communication Strategy Daawat Basmati Rice
Presented by O. M. Altaf EMAIL
[email protected] HANDPHONE +91 9899541754
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Increase awareness and sales of Daawat. Maximizing the effective consumption of times group media.
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Viewed as one of the several packaged rice brands available in the market.
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No – – – – – – – – – –
differentiation between the various brand extensions of “DAAWAT”: Daawat Select Daawat Super Daawat Devaaya Daawat Dilkhush Daawat Rozana Daawat Harroz Daawat Mini Daawat Tini Daawat Niki Daawat Organic
CURRENT
THE WAY IT
POSITIONING
SHOULD BE “Premium packaged basmati rice”
“Packaged basmati rice”
B2B Buyers and Suppliers of Daawat Daawat B2C End users of Daawat
• “Daawat Chaupal” an online and offline interactive community for traders and farmers of basmati rice. •
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Domain specialist blogs, seminars, newspaper ads and websites on the following topics: – Latest updates happening in the basmati rice business. – New product updates from Daawat. Times Group media support: – Newspaper, radio and TV ads. – Website and blogs through Indiatimes. – Mobile messaging through 58888.
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Daawat branded corporate and consumer gifts focusing on basmati rice.
Eco friendly bags
Recipe book Clock and watches (which do not use batteries)
(specializing in rice and rice cuisine)
The Daawat story
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Daawat branded corporate gifts focusing on basmati rice. Times Group media support: – Private Treaties to organize the gifts. – Times group books to help in writing the books.
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“Daawa “Da awatt Cert Certifi ified ed Gre Green en Tec Techn hnolog ology y User User”” cer certif tifica icate te
– Daawat will award a “Daawat Certified Green Technology User” certificate to organizations and individuals in the domain expertise areas of Daawat.
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“Daawa “Da awatt Cert Certifi ified ed Gre Green en Tec Techn hnolog ology y User User”” cer certif tifica icate te
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Times Group media support: – 360 degrees to organize awards “Daawat Certified Green Technology Technology User” – Newspaper, radio and TV ads to support the event. – ET to take out “Daawat Certified Green Technology User” list. – Website and blogs through Indiatimes. – Mobile messaging through 58888.
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Daawat on campus – Collaborate with agriculture and management colleges for setting up “My Daawat Gang”. • • • •
Student can tell how best to utilize agriculture technology. Improvements in existing agriculture technology. Use of agriculture technology to make the campus green. Organize contests and seminar on current agricultural issues.
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Daawat on campus Times Group media support: – 360 degrees to organize activations for “My Daawat Gang”. – Newspaper, radio and TV ads to support this property. – TOI to take out “My Daawat Gang” articles and ads. – Website and blogs through Indiatimes. – Mobile messaging through 58888.
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Daawat Green ATM’s – ATM look-alike kiosks at fuel stations, schools, colleges, shopping malls and offices for suggestions & donations for making the city green. – Displays Daawat’s products - If a consumer buys a Daawat product “X” amount will go to the “Daawat green project”. – It will also play a list of donors on LCD screen.
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Times Group media support: – 360 degrees to organize activations for “Daawat Green ATM’s ”. – Newspaper, radio and TV ads to support this property. – TOI to take out “Daawat Green ATM’s ” articles and ads. – Website and blogs through Indiatimes. – Mobile messaging through 58888.
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Tie-up with Tie-up with value value retail retail chains chains like like Big Baza Bazaar ar,, Spencer Spencer’s, ’s, Visha Vishal, l, Reliance Reliance Retai Retail, l, Big Apple, 6 -10 or Sabka Bazaar. Mechanics:
Customer with a bill of Rs 500 and above enters the contest
Cashier gives him a free sample packet of Daawat, a subscription form, a healthy cooking booklet and pastes a sticker of Daawat on his vehicle
Customer has to answer one question and send it to 58888
Contest at value retail chain stores •
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Benefits: – Increase in the brand awareness and sales of Daawat. – Mobile phone database for future marketing initiatives of Daawat. – Increase in footfalls, average bill value, number of bills and sales (FANS) of the stores. Commitments: – Daawat will provide free/partially paid ads for the contest in Times group media to the stores. – Daawat will provide POP materials, promoters and backend support for the contest through 360 degrees. – Retail chain will provide free of charge use of retail outlets and in-store media for the contest.
