Bisleri

Campaign During IPL 2010

Objecti ve

To u n d e rsta n d th e R e a ch a n d I p a ct o f T V C d u ri g I L a n d m n P C e l b ra te C ri t ca m p a i n e cke g

 Target Group
- 17 years & above - SEC A & B
-

Customers Surveyed
- Customers were targeted from different parts of Mumbai. -

Methodology
A questionnaire was prepared to take the feed back from the target group.

Area visited
CST-Fountain charted, MTNL) (Corporates- HSBC, Standard

Bandra - Water-field road, BKC Andheri (east & west) Lower Parel ( Mathuradas & Kamla mills
compound)

Dadar (west) Navi-mumbai Lower parel Chembur Sion Koliwada

Celebrate Cricket campaign overview

B u s sh e l rs te

Labels of 500 ml & 250 ml SKUs

H o a rd i g s n

Mountain water TVC

Cartoon display

Buntings &

Sample Size

Out of 174 Sample size the ratios of Male/Female & their age groups is shown in the pie charts

We had conducted a research two weeks after the IPL 2010 had started. Following were the findings

Have you seen the latest bisleri commercial?

(Mountain TVC on IPL 2010)

n d e n ts h a d not seen the B i e ri M o u n ta i w a t sl n

After Viewing the new commercial, do you feel Bisleri is Natural Mineral water

People who had seen the TVC were confused about the message as well as the imagery. Mountain water concept is not clear and so the benefits are impossible for them to understand. Availability of natural mineral water in bottles is not believable for them.

Current status after IPL 2010 is over

Where did they watch IPL matches

Out of 174 people, 95 viewed IPL 2010 at home

R e sp o n d e n ts

Ps- C a fe s, M a l s & th e a te rs d i n o t b ro a d ca st th e l d co m m e rci l d u ri g I L 2 0 1 0 as n P

Number of people who viewed the TVC (Mountain water) during IPL 2010

% of the people questioned could recolle

Number of people who viewed the outdoor campaign

Out of 174 people, 105 did not see any hoardings

Number of times people bought Bisleri in the last 2 months & which size bottle
Respondents

ra lw a te r m a n y ti e s i th e p a st tw o m o n th s b u t i w a s n o t m n t
PS the above mentioned numbers indicate only Bisleri Buyers

How many people noticed the celebrate cricket edition bottles

o p l h a ve n o ti d th e cri t e d i o n b o ttl s e ce cke ti e

sti lre m a i u n a w a re o f C e l b ra te cri t l n e cke

The reason people remain unaware of Celebrate cricket edition bottles

The most preferred size of SKU?

side prefer 1ltr bottles as they are usually in groups or with fam

who prefer 500 ml and 250 ml were women since it is easy to carry

52% who buy 1ltr bottles may never see celebrate cricket

y females, to whom celebrate cricket edition bottles may make

Out of the 15 labels, how many do they recall?

R e sp o n d e n ts

74 out of 174 people questioned have not noticed any labels Only 19 out of 174 people have noticed more than 6 labels
They did not read the messages on the labels. Cherry, Yorker, Chinaman and Plum were noticed the most. Ps: Labels which were noticed have bright
colours

Which of the Branding materials were noticed

o f p e o p l d i n o t n o ti a n y e d ce a te C ri t M a rke ti g co l a te ra l cke n l .

e o p l d o re co l e ct C e l b ra te cri t e d i o n b o ttl s i th e m a e l e cke ti e n

Did the labels prompt them to buy Bisleri?

R e sp o n d e n ts

fo r p e o p l ye t i w a s n o t m o ti ti g e n o u g h fo r th e e t va n

Summary of the campaign

n o ti d th e m o st b y th e p e o p l ce e fo l o w e d b y I -sh o p a cti l n vi te r T V C a n d h o a rd i g s ca m p a i n w a s b a re l n o ti d n g y ce

Comments from the people

did notice it on the shelf, we didn't buy it because we buy a 1 ltr bottle information on the bottles was neither useful nor funny was not available in my office area hoardings were only attractive not attentive!

Suggestions to the campaign

Dividing Mediums in phases.
In sync with IPL or before IPL Time period should have been longer for the campaign The bottles be made available only in specific areas & make sure that they are always available there.

(celebrate cricket hoarding were noticed when IPL was over)

Mediums used
TVC & hoarding are effective mediums, but they need supportive activation and BTL plans

Target audience definition

 TVC Medium -TVC should communicate celebrate cricket and not mountain water if an effective integrated communication is intended. -People still remember all the play safe commercials, as they were more entertaining.

1ltr bottle should a part of any marketing activity as it has a bigger customer base Ground level activities would reap more benefits as customers would be directly involved. Since 250 ml may cater to a different Target segment i.e. women, marketing activities should be planned accordingly.

 Making the labels more attractive or more useful to the customer. Merchandizing should be used as a part of the marketing plan. Bisleri can generate a cult culture of its own in the market, by becoming a brand which generates innovative labels periodically.
This may make people eagerly wait for the new season labels as well.

Thank You