Project Report On BRAND ACTIVATION

Submitted By Rajat Sharma

Brand Activation Brand activation is a process that starts with a very lucrative idea of making your targeted consumers to try your product and it ends with the repeat purchase by the same consumers. The objective of Brand Activation is to make brands active in their markets, building their reputations along with results. Most fundamentally, brand activation contributes in creating trust between the customer, the society and the brand (i.e. company). And trust is one of the key factors to create loyalty between consumers and brands. Brand Activation is the seamless integration of all available communication means in a creative platform in order to activate consumers. Activation means stimulating: 1. interest 2. trial 3. loyalty New communication means are being introduced every year. It is clearly evident from this list of means that the marketing communication is a profession for well-trained specialists. Website, Email, Telephone, Print, Radio, TV, Outdoor advertising, Events, Retail, Brochure, Mobile, SP, Incentives, Fairs, Spectaculars, Sponsoring, Design, IC, TM, etc.

From Advertising Brands to Brand activation

Power to the People. This is the best way to describe the turnaround in marketing communication. People have more choice than ever. They can get the products anywhere and can compare products and services down to the minute details. This requires a more intelligent manner of communication by companies. Simply advertising can be used to defend a market position in many cases, however, this creates no leeway for growth. and that is the aim after all. The successful marketer then has to leave the safe haven of advertising and start activating. The means are available, the cases are there, the opportunities are there and the chances are there. And the good news is: more than 80% of the marketers is rigid and resistant to change, therefore there are plenty of opportunities to beat the competitors.

Why Brand activation

Activation shifts the focus to the core of marketing: stimulating the buying process. There are various reasons why this focus is so important and why advertisers opt for Brand activation instead of the traditional campaigns. Brand activation addresses the key issues in marketing.

Information selection
People filter the communication means they are confronted with. They simply ignore the majority of it.

Experiences Experiences are convincing. Also the experiences of others. Active reference on account of a positive experience with the brand is the most powerful instrument to activate people.

Brand activation Programme: Smart Diamond

The creative platform or The Big Idea is the basis of a brand activation programme. This idea is coupled to an activity or activities

that confirm the message. Media is used to create awareness of these activities. Interaction with the target group is stimulated via media like that confirm the message. Media is used to create awareness of these activities. Interaction with the target group is stimulated via media like e-mail, internet, and events. The sole aim here is: to stimulate: interest, trial, loyalty. Each programme shall be primarily based on one of these target groups

Brand activation: deliver the proof The claims washes whiter than white, always at hand, etc. are all really wellknown, but it is still advertising. People think advertising is implausible, so these claims remain implausible. Until proven. A Brand activation programme supplies proof of the claim. Brand activation proves the claims that are made. Getting attention for a brand message is becoming increasingly difficult. The new way is to prove the message. This does not only make the message credible, it also makes it distinctive

Brand activation = Interaction New media has caused a revolution in communication: the simplicity of interaction. Almost everyone wants to know about a new product. Stimulate people to interact. A Brand Activation platform offer consumer to feel the experience and directly interaction with the company to give their feedback. The consumer feels the experience of the product of their

own accord and therefore wants to buy. It is a wonderful opportunity to offer an experience that influences the buying process.

To tell the consumer about the presence of product in the market and to make the brand active in the market, Dabur India Ltd. launches events in many places of the Delhi. In this event the promoter interact with the customer and offer them to feel the experience by providing a demonstration. With this, to stimulate the consumer interest promoter offer free gifts along with the products. Gift criteria is - 2 X 5gm cold cream on a purchase of Dabur Gulabari Rose Water - 1 bottle of Dabur Gulabari Rose Water on a purchase of Dabur Gulabari Face Freshener

Product Name: - 1- Dabur Gulabari Face Freshener

New Dabur Gulabari Premium Rose Touch Face Freshener gives the unique rose-like radiance anywhere, anytime. And, it comes in a convenient, easy-to-carry format.

Benefits

Cleansing: Its natural ingredients gently cleanse skin, ridding it of dirt & giving it a radiant glow Moisturizing: It helps hydrate your skin, removes dullness & dryness, giving it a soft, supple look Refreshing: Its cooling action, with rose extracts, works gently to give your skin a fresh & glowing look

2- Dabur Gulabari Rose Water

Dabur Gulabari encapsulates the essence of roses and derives its equity from 'Rose'. Replace water with Dabur Gulabari in your daily skin care regimen to get a rose-like glow Dabur Gulabari's benefits for skin care are endless. You can replace water with Dabur Gulabari in your skin care regimen, because:

It cleanses It moisturizes your skin, and is good for sensitive skin

It is a natural skin toner It refreshes and cools It rejuvenates after a stressful day

Final Event Report

Location: - Laxminagar Main Market (N.Delhi) Date: - 5 May Activity Timing :- 11 am-8Pm

Total Sale
Total Number of Custome r Interacti on 25 Face Fres hene r 7 5
12

Place

Rose Water

Total

Aggrawal Trading Company Pankaj Selection Pankaj Store OM Lace Total

40 30 30 125

10 14 12 43

20 9 8 42

30 23 20 85

Total Sales Conversion =68% Customer Response =Good

Before Activity Sale Conversion = 7.50% After Activity Sale Conversion = 22 %

Location: IP Extn (N.Delhi) Date: -6 May Activity Timing :- 11 am-8Pm

Total Sale
Total Number of Custome r Interacti on 30 15 16 Face Fres hene r 16 1 1 9 2 1 Face Fres hene r
25 3 2

Place

Face Fres hene r

Haryana Medicos RamRaj Medicos Aggrawal Medicine Place Life Care Total

17 78

7 25

3 15

10 40

Total Sales Conversion =51.28%

Customer Response =Good Before Activity Sale Conversion = 5%

Location: IP Extn (N.Delhi) Date: -7 May Activity Timing :- 11 am-8Pm

Total Sale
Total Number of Custome r Interacti on 20 10 13 Face Fres hene r 8 3 1 10 2 1 Face Fres hene r
18 5 2

Place

Face Freshener

Haryana Medicos RamRaj Medicos Aggrawal Medicine Place Life Care Total

10 53

4 16

3 16

7 32

Total Sales Conversion =60.38%

Customer Response =Good Before Activity Sale Conversion = 5% After Activity Sale Conversion = 15%

Suggestion

With the above data analysis, it is easily predict that the sales conversion increase with the promotion activity, but place like IP Ext where the sales increase to 10 % which is quite low as comparison with Laxminagar area i.e. 15 %. Here the Sales conversion is calculated on the basis of mean avg of data collection that means sales conversion is depends upon the total number of customer visited to the store. But in place like IP Ext. number of customer visited to store is very low ,so to promote the product to maximum number of customer, activity should be placed where the market has crowed ,like Laxminagar main market,Lal Quarter-Krishnagar,Shivaji Park-Shahdara etc. .

Conclusion
The project undertaken by me has given a clear idea about the stem starting from conceptualization, design and development of branding. Through the Activation Branding project for Dabur,the Company has given me an opportunity to learn and experience the marketing strategy and style to promote the product and brand name . The Activation Branding is important in establishing your reputation. Brand activation contributes in creating trust between the customer, the society and the brand (i.e. company) and trust is one of the key factors to create loyalty between consumers and brands. I have also upgraded myself with new marketing strategy. I had experience in VAS (Value Added Services) Sales (IT Enabled Services). Through this project I have learnt branding and advertising tools & I got the opportunity to have a closer look to beat the competitors in the market. So, finally this project helped in learning a lot both in terms of marketing and advertising, which will be very helpful for me in future.