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Yashi Vikram
STUDY OF
EFFECTIVENESS OFDABUR LAL TELS
RURAL ACTIVATION PROGRAM
SAMAJHDAAR MAA
SWASTHA BACHCHA ABHIYAAN
Under the guidance of
Mrs.Anumpama Raina
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To study the effectiveness of Dabur Lal Tels Rural
Activation program Samjhdaar Maa Swastha Bachcha
Abhiyaan
Recommend changes for improvement
Objectives of the research
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Scope- UP and Bihar
Research Methods-
- Desk Research
- Field Research
Research Design
Sample Size-
PHC Staff: 30
PHC Doctor: 10
Chemists: 30
Creative: 3
Operations: 14
Mothers: 200
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Ogilvy & Mather Pvt. Ltd.
Ogilvy & Mather Worldwide is the 6th largest agency
Founded by David Ogilvy, the father of advertising
Established in 1948
OgilvyAction is the last mile brand activation vertical of Ogilvy.It has three specialist disciplines:
-Ogilvy Outreach-Ogilvy Live
-Ogilvy Retail
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Ogilvy Outreach
It is the specialist unit of Ogilvy & Mather
Specializes in communication to low income rural consumers
Services by Outreach
Strategic Planning
Developing media vehiclesCreative Suggestion
ImplementationMonitoring & Supervision
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Dabur India Ltd.- The Client
Fourth largest FMCG Company in India
Has a turnover of approximately US$ 600 Million
Producer and marketer of brands like:Dabur Amla, Dabur Chyawanprash, Vatika, Hajmola and Real.
3 major strategic business units (SBUs):
- Consumer Care Division (CCD),- Consumer Health Division (CHD)
- International Business Division (IBD)
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Dabur Lal Tel
Dabur Lal Tail is Ayurvedic Baby massage oil
Ingredients
Sesame Oil: improves growth and post-massage sleepRatanjyot: protects against skin infection
Shankha Pushpi: cures general weaknessCamphor: improves blood circulation
Urad: nourishes muscles & bones
Behavioral Growth
Offers
Physical Growth
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1. To establish benefit superiority of Dabur Lal Tail over mustard by
highlighting the non-stickiness and absorption aspect
2. To generate trials and induce repeat purchase
3. To drive recommendation and word-of-mouth for the brand by
roping-in the PHC staff and requesting them to endorse the brand
basis its benefits
Campaign Objectives
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With the conservative social setup in rural India,
approaching mothers individually at their home was a
difficult task
With no database readily available, a H2H program would
have relied on a hit and trial method
(running a risk a of higher cost per contact
vs. effective contacts ratio)
Anticipated Hurdles
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A Primary Health Centre (PHC) is the first touch-point for any mother
seeking health care solutions for infants. It was the ideal location for
addressing the TG since-
1.The PHC commanded credibility and respect, being part of the
government setup
2.Safety and security
3. They approached the PHCs for immunization of their children (held
on a specific day every week also known as the tikakaran day)
Why PHC?
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Activation Platform
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Static
Postering inside the Doctors
room & in the PHC premises
Weight and Growth Chart
DLT usage poster (Massaging
tips)
Wall Clock in Doctors room
and waiting area
Product Detailer with research
results
Interactive
Publicity on megaphone
Kiosk 1
Interaction with mothers
Demo and comparison
Height and weight examination
Kiosk 2 Click and Print
Sampling
Communication Mix
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Activity Snapshots
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Publicity
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Publicity
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Publicity at chemists shop
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Static Branding
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The Setup
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Mothers lined up at the kiosks
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Weight Examination Exercise
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Height Examination Exercise
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Product Demo and Comparision
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Click and Print Exercise
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Samajhdaar Maa Swastha Bachcha
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Research Results
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The doctors suggested the following ideas to improve the effectiveness
of the campaign-
keep distributing samples periodically
establish association with the CMO who would allow the PHC
Doctor and staff to recommend DLT further
establish association with Central Medical Distribution stores
(government medical stock home) to increase DLTs shelf life.
PHC Doctors
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PHC Staff
Following is what the PHC Staff and associated members recalled
about the brand Dabur Lal Tel:
Strengthens bones
Child sleeps longer
Child starts walking faster
Ingredients are shankh pushpi, kapoor, till ka tel, etc.
Massaging tips
Dugni Teziphysical growth
PHC Staff advised PHC as the best location for our activity over
Anganwadi Kendra because:
PHC is the medical hub of the village
Women visit PHCs frequently
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Creative
The size of the child health booklet should be increased by 20% so
that the text is easily readable and the indications are easily
understood.
The Dugni Tezi mnemonic should be used on all the collaterals as it
is an important communication throughout the campaign.
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Chemists
On an average, medical shop owners claim that they sell 24-25
bottles in a month.
Publicity was the only means through which they came to know
about the activity.
62% chemists agreed that there has been an increase in the sales of
DLT post PHC activation.
63% chemists recommended to place the following at their shops as
it would draw more visibility:
Shop Signage (Dabur branded)
Danglers (Dabur Lal Tel)
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Operations
Nearly all the respondents agreed that PHC is the best location for DLTs
Samajhdaar Maa Swastha Bachcha Abhiyaan.
Following are the reasons:
PHC is an established medical setup with proper infrastructure
Offers credibility to the campaign as doctors and PHC staff get
associated with the activity
Doctors and PHC staff help the team and provide necessary
equipments and accessories for the activity Women visit PHCs very frequently for :
Infants immunization
Consultation
PHC being the best medical setup in peripheral areas, people from
far-off visit here
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Operations
28% respondents recommended an increase in the number of days of
PHC activity:
Footfall Crowd Management
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Mothers
Source
90% mothers came to know about the campaign through publicity promoter.
6% came to know through ASHA Didi,
2% through neighbours and the rest
2% through school kids.
Product Demo
27% mothers understood that Sarso Tel is meant for cooking.
24% mothers understood that Lal Tel is less sticky.
21% mothers understood that Lal Tel has better absorption property.
18% mothers understood that Lal Tel offers strength and growth.
Rest 10% mothers understood the simple fact that Lal Tel is better.
Best part of the campaign
As large as 84% mothers were of the opinion that Dabur Lal Tel sample was
the most exciting part of the campaign. 8% mothers found the child health
booklet interesting. Rest 8% mothers liked coloured photograph the most.
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Recommendations
- Umbrella Shades
- Alteration in DLT growth chart poster
- Introduction of Mini backdrop
- Product Demo Technique needs improvement
- Cross checking of weekly and daily reports through follow-up
calls
-Compression of Product Detailer content
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Thank you