Point of Purchase by VJ Media Works

Cover

Classic Display Ad

Editor’s Note Volume : 8

Let’s keep the debate going... I

t was during one of those domestic errands (a quick pick-up of some grocery essentials) at my neighbourhood provision store that I witnessed a sales guy demonstrating his product to the store guy. And I realized that to crack this tough nut sitting there behind his counter chewing his paan while giving instructions to his assistant to clear some space and at the same time taking orders on the phone for a home delivery could indeed be a herculean task for any sales guy from any FMCG brand. And did our sales buddy crack this one? Well, I don’t think so. I mean why would any store owner, assured of his margins from his neighbourhod clientele, whose brand preferences he kinda knows inside out, even bother to pay any attention to some random brand executive doing a random product demo of his ‘superior’ dish washing bar soap? It beats me why the sales guy was even bothering with it. It was clear the store owner wasn’t going to budge. The crux of it was really this: What kind of margins was this product offering him? And our sales guy simply told him he would get back and therein ended the matter. I have been fascinated by this whole General Trade space, whose dynamics are way too complex to apply standard visibility solutions. And it is because of this that we decided to take a look at the whole approach to GT brand visibility. It emerges, based on our conversation with various industry people, that brands need to do far more research and spend a lot more time understanding this space before they roll out a ‘one size fits all’ kind of solution. I can’t wait to hear what the brands have to say about this whole space and that is what we plan to bring out in the coming issue. Because as you can see from our other stories too, a lot of effort seems to be going into visibility in the MT space, but at the end of the day, GT is where you get the sales figures. So what is the focus there? I think we need to thrash it out and have a healthy debate going. Speaking of MT, do check out what brands such a Cadbury’s and Godrej are doing to further connect with the shoppers and engage them. The latter has in fact gone all out to redefine a category such as locks and in the process enhanced the whole hardware store space. And there is a lot more that I can talk to you about, but let me not spoil the fun of reading for you. So go ahead and read on...meanwhile have a good year end. Merry Christmas and a Happy New Year!

Issue : 5

December 2012

EDITOR & PUBLISHER

Vasant Jante

ASSOCIATE EDITOR

N Jayalakshmi

SR. REPORTER (MUMBAI)

Fairy Dharawat

CORRESPONDENT (KOLKATA)

Nabamita Chatterjee

REPORTER (BANGALORE)

Nameeta Renchi

REPORTER (DELHI)

Nikita Bothra

ASST. MANAGER PRODUCTION & OPERATION

Vinod Kumar. V

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EDITORIAL ADVISORY BOARD Chetan Sachdev, COO, Tag: Worldwide India D.J. Bangara, Managing Director, Autographics Digital Pvt Ltd Dr. P.K. Sinha, Faculty, IIM Ahmedabad Harish Bijoor, Harish Bijoor Consults Lloyd Mathias, Director, GreenBean Ventures Manish Shukla, Retail Head, Cheil Worldwide Rahul Saigal, Vice President - Retail, OgilvyAction

Vasant Jante

December 2012

98807 06001 91-80-4052 2709

R. Kannan, President, RAMMS

Contents

Volume: 8

Issue: 5

December 2012

POP Parade

Cover Story Decoding general trade

Brand Stand Cadbury Moen India Godrej Bliss Chocolate Buntea & Bubbley Cornitos Nacho Crisps Dyna Roof

22 26 28 30 32 33 34

News Brand News

Event FICCI

Interview United Breweries Ltd 40 Auchan 42

Signage 3M India Ltd

Column Shubranshu Singh Rahul Saigal

46 48

Research

The Key Wâ&#x20AC;&#x2122;s of Rural Shopping The new cues to shoppermindset

50 52

International POP News

Resource

December 2012

POP Parade

Smart visibility Nivea is gearing up to change the way shoppers shop, and with the introduction of their clip strips in various categories, they are achieving just that. Nivea’s clip strip range is positioned near the POS and check out area, where it not only introduces shoppers to the multiple Nivea variants in one unit, but also fuels cross-selling of different categories among the same brand. These clip strips not only take up smaller space as they are placed in walls, they also account for high visibility. Let’s take a look in to what Nivea is offering in MT pan India.

made it visible to shoppers from the longest distance. Targeted at women shoppers, the unit appeal to shoppers and drew them to the unit. This clip strip which can easily stock 12-15 units had the image of their brand ambassador Anushka Sharma in the branding. The dainty design was a treat to look at and was quite functional in its approach.

Men’s grooming range: 10 whitening effect:

Nivea Whitening Deo:

Nivea’s Men’s grooming display unit stocked the brand’s complete range and laid the products out in the form of this clip strip which can be placed in any wall. Made up of sun board and metal frame, with hooks to put up on the wall, this clip strip was placed to highlight their complete range. With five shelves which can stock up to 20-25 units, the unit had ample stocking space in this slim display. With the communication of ‘10 whitening effect’ on each of the five shelves, this indigo colored unit is a perfect solution in cramped spaces as it uses a small space to provide maximum visibility.

Nivea’s whitening deo which again has brand ambassador Anushka sharma in their branding had four levels of shelving which can easily stock up to 25 units. The unit which urges women shoppers to go sleeveless with whitening deo was again not only dainty to look at but also quite functional. With metal frame and hooks for support, the white unit with communication on shelving as ‘Nivea Whitening Deodorant’, the unit enjoys strong visibility.

Nivea Total Face cleansing: Nivea’s Total Face cleansing variant clip strip unit which stocked the brand’s total cleansing variants and Nivea Face Wash variant can be spotted pan India. Made up of sun board and metal frame with metal hooks to put up in walls, the unit was compact and functional as it could stock around 10-15 units at one time. With their brand ambassador Parineeti Chopra’s image in their branding, the unit with three shelves along with their communication of ‘Worlds No. 1 Facial Cleaning Brand’ the unit was hard to miss. Graciously hogging in the limelight, this Nivea clip strip was a compact functional unit easy on the eyes.

Nivea Lip care: Nivea’s Lip care provides an array of flavors and this winter season Nivea flirts with this category; from Fruity Shine to Repair and protection to Pure and natural olive and lemon, the choice Nivea provides in lip variant is so varied, that it leaves shoppers spoilt for choice. To highglight their wide range of lip care, Nivea provides a simple yet effective and functional unit which can be easily installed in walls with the help of metal hook. Made up of metal body and branding at the top made up of sun board, the unit had five shelves or hooks to place the units, these units are designed to hook up in the unit. This smart unit can stock up to 20-25 units n

Nivea Skin care for winter: This winter season Nivea has provided a clip strip which is made up of metal and sunboard body. With three levels of shelving, the communication in the shelves showed their branding in the biggest font which also

December 2012

POP Parade

The Castle of Sweetness

Island Unit: Jayna packaging created an island display unit which could exhibit their two major brands which are Kinderjoy and Rocher . According to Jayna Packaging, “An island display is a concept which is being done by the brand in Europe and they wanted a display unit which could carry their stock of around 50 kg and sturdy enough.” The challenge was to send these in flat form, which could be easy to assemble and ship at low cost.The printing was a special gold printing on silver foil. These units were spotted at Spencer’s, Mumbai.

A castle was created with corrugated cardboard and MDF, which had both Kinder Joy and Ferrero Rocher vying for the little shoppers’ attention. Adjoined together and giving a look of a castle with supporting element of towers, the unit with multiple elements garnered enough attention from the young and old alike. The unit contributed to the festive season with their tag lines “surprise your little ones this festive season” – Kinder Joy; and “Festive moments wrapped in gold” – Ferrero Rocher. With ample shelving space on both the FSUs, the castle also had additional four towers which were placed individually around Kinder Joy and Ferrero Rocher FSUs which added to a distinct yet royal look. The castle was found in HyperCity Mumbai and Spencer in Mumbai.

Kinder Joy’s Sweet surprise: Made up of cardboard with the Kinder logo and the tagline “surprise your little ones this festive season”, this orange display unit had ample stocking space too. The communication of an offer was printed along with the Kinder Joy branding which was also part of the ‘Masti Utsav’ of Diwali. The unit was found in Spencer’s Mumbai.

Below are the individual element details: Towers: These towers were in four numbers which surrounded the adjoined Kinder Joy and Ferrero Rocher unit. With three shelvings the towers stocked both Kinder Joy and Ferrero Rocher units. These were placed near the adjoined FSUs of Kinder Joy and Ferraro Rocher completing the look of a castle. Made up of corrugated cardboard and MDF, the towers were additional elements of the FSU which added to the royal aura of the sweets for the festive season.The towers were found in HyperCity, Mumbai.

December 2012

Golden festivity: Made up of corrugated cardboard and MDF with a golden colour, the FSU in golden colour was vying for attention during the festive season. With an golden arch gate, the unit had ample space. The golden display unit was impressive as the tagline aptly captures the mood of shopper. The unit was found in Spencer’s Mumbai n

POP Parade

Racing for presence As India’s first Redbull soap box (motor less vehicle which runs on steep hills) gears up to makes its presence felt in India, the brand’s in-store communication announces the same in the best possible way - A car painted in black and red colour with the heading of announcement for the event. Units were placed beside the soap box to replicate the design of the soapbox car. With ample stocking space the unit was functional and appealing to look at. According to Redbull, “The idea was to create a mock up soapbox which gives the shoppers the flavor of the event, creates curiosity and awareness.” The display unit was made by Classic Retail, and is made of sunboard with vinyl graphics and MDF base n

A unit that greets Made up of metal frame work and lamination finish, this Britannia FSU with the tagline “Shubh kaamnaaye” focused on wishing the shoppers during the festive odcasion. With considerable stocking space, this unit proved to be quite functional. Aesthetically pleasing to the eye, the branding visuals managed to capture the shopper’s attention. With the festive colour of red, the unit was hard to be missed with the delicious looking cookies printed on it. The simple but premium looking unit was spotted at Spencer’s in Mumbai n

December 2012

POP Parade

Sweetness Galore! Kwality, the ever popular ice cream brand, came up with a signage made up of sun board with metal frame. The smart branding which communicated the launch of a new range of products in colour red was pleasing to the eye as was the new range of flavours popping out of the branding. The branding on the bottom communicated, ‘the sweet surprise for this festive season.” This unit was found in Spencer’s Mumbai n

Easy on the eye Bigen, the hair colour brand, came up with a wooden FSU in colour pink. Compact in size, the unit that communicated easy and natural hair colour was simple in design but functional with four shelves on the two sided of the display, making it both effective and appealing. The unit was found in HyperCity, Mumbai n

December 2012

POP Parade

Gentle reminder With a tagline that reads “Now pamper your face gently” this display occupying a corner space is surely eye catching. Made up of plastic, the four shelves contain the different range of face washes each suitable for one’s skin needs. It was spotted at Auchan Hyper Market and Big Bazaar in New Delhi n

Brandmark Ad

December 2012

POP Parade

New life to old name Godrej decided to give a new life to their old brand Cinthol, as they relaunched the brand in the market with a new positioning. With their new tagline of “Alive is Awesome” the display unit communicated the fresh relaunch of their five variants in five different colours. With an equally interesting FSU, the Cinthol display easily communicated their awesomeness. With five shelves showcasing their range of Deos, shower gel and soaps, the ample stocking shelves w e r e divided according to the varied ranges of flavours namely, Cinthol L i m e , Cinthol Cool, Cinthol Deo, C i n t h o l Strong and C i n t h o l Original. Made up of wood, the unit was quite functional with ample stocking and shelving space. By lending a fresh appeal to the product, Godrej has ensured that the look too is in tune w i t h the young crowd and the outdoorsy young people.The FSU reflected not only a premium presence but also a fresh take on the old and strong heritage of Cinthol. The unit was spotted in Spencer’s, Mumbai n

December 2012

Seek this one This Parle FSU made up of sunboard, metal frame and laminating finish, was spotted in HyperCity, Mumbai. With a life size replica of Parle’s strawberry variant on the header, the unit with its ample stocking space was hard to miss. The unit also had branding on the bottom which communicated their new strawberry flavor and choco chip cookie cream sandwich. The unit was found in Spencer’s, Mumbai n

POP Parade

Get set! Combining hair gels and deodorants for men, this display has a neat visibility and is effective in communicating to the target shopper. Made of plastic, the End Cap occupies a corner placement and has a distinctive visibility at Big Bazaar and Auchan Hyper Market in New Delhi n

Zodiac Ad

December 2012

POP Parade

3 in 1 visibility Designed as a Harpic bottle, this display was fabricated by the Studio Thorn based out of Gurgaon. Made up of plastic and sun-board, the display effectively aims to improve visibility and recall of the brand at the point-of –purchase. It was found across all MT outlets such as Big Bazaar, More Mega Store etc in New Delhi n

Dark Break Nestle’s Kit-Kat was launched with a new variant, the Dark Kit-Kat and to bring it upfront for the benefit of the shoppers, the brand came up with this End Cap to escape the clutter conveying the message “Enjoy the new Dark”. The unit is made up of wood with lamination finish with four divider shelves where each shelf can place about 20 pieces of KitKat. It was spotted at all MT outlets in New Delhi n

December 2012

POP Parade

The exotic look This unit of Bru Exotica has been crafted with innovative touches especially for coffee connoisseurs. The unique and exquisite gourmet Bru Exotica display of coffee is distinct escaping the clutter of the store and offers a premium look and visibility, with added variant colors of the brand. It was displayed in major MT outlets such as Big Bazaar, Auchan Hyper market etc n

Hygiene promoter With Lifebuoyâ&#x20AC;&#x2122;s aim of making a difference through accessible hygiene products, this simple and neat FSU was crafted in Acrylic and plastic to promote healthy hygiene habits and change the hand washing behaviour of 1 billion people by 2015. It was spotted at Auchan Hyper Market in New Delhi n

December 2012

POP Parade

HAIR and how! Grabbing attention amidst the clutter, this FSU of Marico’s Hair Care brand aims to reposition the brand and fortify its connectivity with the shopper through e f f e c t i v e P O S . Made up of MDF Wood this one was spotted at Auchan Hyper Market in New Delhi n

Fast track visibility Fastrack created this 3 dimensional life size watch model to announce its first ever chronograph series. Sun board, LED and acrylic are fused together to form the watch model and the strap is made out of rexine. The display replicates the original classy look of the brand, capturing attention to this all new series. The bold and innovative life size watch model of the chronograph watch is designed by Milestone. The idea was basically to showcase the new watch design in an elegant way. This has been deployed in Fastrack exclusive showrooms across all major cities n

Winter choice With the onset of winter, Boro Plus planned to highlight all its products, ranging from body lotions to skin creams at retail. The unit made up of wood and plastic was displayed at major MT outlets in New Delhi including Big Bazaar, Auchan market, Spencer’s etc n

December 2012

Cover Story

Decoding general trade Like it or not, GT is a space no FMCG brand worth its products can ignore. But, does the brand really understand this space? Is there a change in the way it approaches this space? What are the challenges here? What really works here? Point of Purchase tries to address these and other questions related to GT by speaking to POP solutions providers and those connected with shopper marketing as they share their learnings, experiences and suggestions in this first part of an in-depth look at brand visibility in general trade. Keep watching this space as we bring you more perspectives on this, including from the brands, in the next part.

The biggest challenge in GT is to make a brand stand out in the cluttered space

N . Jayalakshmi with inputs from Fairy Dharawat

eet Gokuldas, 65, owner of Gokul Provision Store, the friendly neighbourhood provision store, and an integral part of the family’s monthly provision replenishment plan. Now meet Akshay, 30, sales manager at a leading FMCG brand launching a new range of herbal shampoo. Both are connected by a single need – to connect with their shoppers. And what they also share is a complex equation. Akshay needs Gokuldas to give him access to this complex unknown entity called the shopper, while for Gokuldas, Akshay represents an opportunity to increase his own margins. But herein lies the rub. For while Akshay thinks Gokuldas is a tough nut to crack, the latter thinks Akshay is a tenacious but naive sales person who does not understand his business or his shoppers. Well, the Gokuldas-Akshay equation possibly

December 2012

represents the classic general trade – brand equation. For, even as retail formats keep expanding and evolving, the Kirana next door offers conveniences which no time starved shopper can resist. Thus for a brand, this store space has always offered a critical touchpoint.

in the early years, brands moved on to more permanent solutions focusing on how to bring the product upfront in GT.” Some of these changes in approach are reflected in the way they plan the whole visibility programme in GT and translating that to a brief to the fabricator.

Beginning with pure print based elements such as danglers, posters, banners and the like which exactly replicated the ATL communication GT communication expanded into more permanent visibility in terms of the materials and in terms of a greater focus on innovation in order to break clutter. The evolution of retail into self service modern formats further enhanced the thrust on differentiated communication. Says Thomas Joseph, Director, Bangalore based Fourth Dimension India Pvt Ltd, “From simply extending the ATL Communication through paper based visibility elements

Says Yogesh Chawan, Creative Head, Brandmark, “Irrespective of the general or modern trade, the initial brief from brands mainly emphasizes on inculcating a buzz about the product for which the visibility has to be created. A usual norm followed is to extract a brief which gives ample insights into the brand’s expectations, whether they target the masses or a certain target audience. A situational analysis is conducted wherein the brand, competition, category requirement and brand requirement are scrutinized and applied to achieve a creative and attractive clutter breaking solution

Cover Story like that echo the ATL communication simply do not work in GT. The need is to have a communication that is relevant to the retail space. This is critical. There is no point in doing so many activations across so many outlets without understanding whether they really serve the objectives.” Agrees Rahul saigal, Vice President, R e t a i l , O g i l v yA c t i o n , I n d i a while touching on the need for a differentiated communication specific to GT as against MT, “A good shopper marketer ought to understand that general trade and modern trade need to be treated very differently. The physical environment and shopper groups can be very different. Shopper engagement elements need to be created accordingly.” Speaking of MT, it also emerges that while the MT and

Rahul Saigal VP-Retail, OgilvyAction

The key is to leverage available space in the best possible manner. Pic source: Brandmark

which stands apart from the typical existing designs.”

and the need to recreate an MT like space within the GT space.

Adds Thomas, “Established brands today allot fairly large budgets to occupy prime space at the Store. This is usually a combination of multiple approaches-- incentivizing the retailer through better commissions, upfront payment or by providing merhandise that help upgrade his space. There is also a marked change in terms of the money spent, expectations on quality and materials used. ”

But the question is, are these changes enough of a change where the brand approach to GT is concerned? Apparently not, as a large chunk of the visibility elements are still the typical posters, danglers and streamers and sadly connectivity at the last mile is still a last minute aspect. Many in the industry feel that while brands may have superficially changed their approach to visibility, there has been very little change in their understanding of what really works here. Thus it emerges that there is a big need to move away from standard elements such as danglers and posters and follow a customized approach. As Bijitesh Mallik, CEO, BrandVak Incorporation, a Bangalore based retail and shopper marketing solutions company says, “Poster and the

And where the spend on GT visibility is concerned, according to Thomas, it has in fact gone up multifold in the last 15 years. And this is, after accounting for inflation. A lot of these changes have also been brought about by the emergence of MT

GT dynamics are different, the former could very well be used to create the first touchpoint when the shopper is browsing and looking around and then extend that and create recall at GT. Agrees Bijitesh, “You have to create aspiration and connection in MT and then that can be used to trigger purchase at GT.” Challenges Well, a lot of these views are based on the fact that the GT comes with its own challenges. To begin with there is the problem of budget that, inspite of greater spends, is still perceived to be low when it comes to GT visibility. This, in spite of the fact that over 80% of sales volumes happen here. But according to some in the industry, more than the budget perse, it is the justification of the budget visavis the

December 2012

Cover Story

Rajesh Bhatia Partner, Rex Enterprises

Bijitesh Mallik CEO, BrandVak Incorporation

product that is critical. This is because while brands do not mind spending on MT where the offtake is far less, when it comes to GT spending they think twice.

the whole GT dynamics, a lot of the challenges boil down to how well you can connect to the retailer and convince him to stock and sell your product. Everyone unanimously agrees that the retailer in the GT environment is hardly concerned with brand needs or communicating the brand. The foremost question in his mind is, “What are my margins?” As Bijitesh says, “Retailer is not really concerned with what your product offers. His only concern is with serving his customer and simultaneously improving his margins.” This means that a duplicate private label brand selling at a much cheaper rate could very well be pushed by the retailer simply because it improves his off-take. So given this, how do you make your brand right up on the retailer priority list?

Transportation and logistics are another crucial challenge especially when it comes to large scale activations across geographies with no assurance of the safety or quality maintenance of the product. Added to this is the whole unpredictability of this environment where there are no set frameworks for any visibility programme, nor any guarantee from the retailer with regard to the stocking of a product. But the most crucial challenge is of course space. Says Yogesh Chawan, “In our experience , due to the fact that the visibility is very cluttered and there is always space constraint in general trade, majority of the brands cannot experiment with categorization of their product display apart from using Shelf In Shelf units or Shelf In Shelf Branding, attractive stickers to highlight the visibility.” Well, when it comes to space, it is not just the amount of space available which is a challenge but also the negotiation for space with the retailer. Says Rajesh Bhatia, Partner, Rex Enterprises, “Working with the retailer is a nightmare, you have to keep going to them and sometimes when you go with the FSU you find the space given to another brand. Each shopkeeper is the master of the stall and he does not like you to field around it.” Connecting with the retailer Indeed, the retailer being the key in

December 2012

Defining innovation Well this is where innovation comes in and the need to define it in this context. Says Rajesh from Rex, “Innovation actually is more than creating a fancy FSU with a good design; POP is more than a visual cut out; innovation is actually creating something the retailer will use in terms of shelving and allowing the brand to be highlighted which will ultimately bring in sales. So you are not just making a beautiful POP and saying that it will bring in sales. You are actually creating shelving for them which will help the brand in getting a lot of mileage and is a good touch point for customer where they build relationship with the brand in GT in that zone.” Well, there is unanimous agreement with this view. Elaborates Thomas while giving examples, “It requires a certain amount of understanding the

Yogesh Chawan Creative Head, Brandmark

The need is to focus on the functionality of the display unit. Pic Source: Rex Enterprises

store as a communication medium to meet the challenges thrown up by GT. Understanding of Space constraints, demographic differences, retailer attitudes and the product fit at the outlet needs constant research to provide Visibility at GT. Lot of research goes into finding ways and means of showcasing a complete product range/ specific product in the limited space. Considerations of store layout, retailer dispensing habits, accomodating products displaced by the proposed solutions, budgets, ease of scalability and production require extensive studies. Some of the cases research to concept to design, production and deployment could take anywhere

Cover Story between 3 months to in some cases 8 months.” According to Sairam Thiagaraja, CEO, Sab Creations, lot of innovations are in fact possible in GT. Says he, “One classic example is the Kissan Basket which we created for Unilever. The idea was to stock up the entire Kissan range (jam+ketchup) on the top layer of the unit & allow the shop keepers to keep the breads etc. on the bottom layer of the unit. This was done purely to link up Kissan brand with breakfast menu. This was well received in the trade. Another idea was linking up the Knorr soups in the vegetable section of the GT stores to highlight the freshness Knorr talks about.”

for tremendous amount of research and pilot trials that are required with enough investments in terms of time and manpower. What most in the industry feel is that an ad hoc activation across outlets within being backed by insights into the needs of the retailer and the shopper is very unlikely to yield results in GT for the brand. The need is to make the brand sales force equipped enough to gather the right insights into what the shopper really wants and get useful feedback that can be woven into any visibility programme. Says Says Rahul Saigal, “It is important to conduct adequate shopper research before framing insights and developing shopper campaigns. First, shopper planners should have a very clear idea about who the dominant shopper group is. Next shopper marketers should find answers to three critical questions for each channel: What is the dominant purchase decision hierarchy? What are the relevant consumption occasions? What is the dominant shopping

Sairam Thiagaraja CEO, Sab Creations Well, most of these innovations are simple but smart ideas that are cost effective, functional and practical and offer good brand visibility in a cluttered environment. Customization But tapping these opportunities requires tremendous amount of customization given the sheer scale of variation in the GT space and given the sheer numbers. It is in fact a Herculean task though it is inevitable. Street to street, there are variations in terms of size and other dynamics and even within the GT environment, there is the pure play Kirana, the Kirana evolving into a bigger space with more space for shopper movement, the GT chemist, the bakery etc with each having its own needs. Thus the ‘one ‘solutions fits all’ approach would hardly work.

mission? Based on insights developed from the above questions, shopper marketers should develop a shopper proposition and/ or the call to action. The shopper campaign (across all touch points) should flow from this shopper proposition.” Gearing up This also entails gearing up on the part of fabricators and POP solutions service providers whose revenues ratio of GT : MT would at an average still be about 60:40. Some of them have realized the need to stay ahead and be a provider of value added services rather than being a producer with research on systems and services that could ease the operational issues in GT deployment and on value added feedback to the client. But for their efforts to bear fruits would also require efforts on the part of the brand to spend time and investment in research and manpower, as already mentioned, to study the GT environment and arrive at a well planned visibility programme rather than a last minute deployment of danglers and posters. As Thomas says, “The most encouraging aspect today is that clients have started moving to a planned approach specific to BTL. Today upto 45% of projects are planned allowing a tremendous amount of value addition in terms of material, process and budgets.” Well, if the same approach could be followed for a majority of General Trade visibility programmes, then innovations could be tapped in a more meaningful manner and POP solution providers too might be better incentivized to bring more to the table. So who’s listening? n

Need for thorough study and more What this also means is the need

Innovation in GT requires some smart thinking. Pic Source: Sab Creations

December 2012

Brand Stand

A gifting story with a chocolate hero! ‘Gift someone special’ was the focus of the Cadbury Celebrations campaign created by Saatchi & Saatchi X and executed by SAB Creations Pvt Ltd during this year’s Diwali festive season. Armed with shopper insights and spectacular visibility, the campaign was a treat at retail as it reinforced the idea of chocolate as the perfect gifting solution. Point of Purchase gives you the details.

Fairy Dharawat

adbury, from the stables of Kraft Foods, has always been a step ahead when it comes to understanding the consumers. The ubiquitous chocolate brand has constantly strived to be an innovator when it comes to bridging the gap between the brand and the consumer through effective interactivity in the shopper space. So when it came to the Diwali season, the brand decided to out-do itself from its previous year’s campaign. It essentially took the tradition of gifting, associated with festivals such as Diwali, to a new level at retail with a creative campaign using the Cadbury Celebrations Rich Dry Fruit Collection. The brand positioning as a perfect gifting solution for the near and dear ones was reinforced during the festive season and the campaign was brought to life by Saatchi and Saatchi X the shopper marketing agency and SAB Creations Pvt Ltd, the fabricator team. Creativity in gifting Traditionally gifting is often marked with a bow. The Cadbury Celebrations

December 2012

Rich Dry Fruit Collection used this symbolic representation in all their communication to the shoppers and reiterate that Cadbury Celebrations Rich Dry Fruit Collection is the perfect gift this season to give it to your loved ones. Says Nidhi SehgalHead of Account Management, Saatchi & Saatchi X talking about the usage of bow; “We really believe that the gifting bow speaks aloud and creates that kind of destructiveness for the visual and the chocolate story.” Adds Nidhi, “As a shopper, everyone wants to give something personalized to their close friends and families. These days gifting has become more customized and utility driven. And the most important part is that you do not want your gift to be passed on to another one. You want to be remembered as you gift to both your friends and families. And even though you want to gift your neighbors and acquaintances with nothing expensive as compared to your close people, you nevertheless want them to be appreciative of your gesture.” And this is where Cadbury Celebrations comes in.

Brand Stand Well, having resolved the challenge of answering the shopper’s need for a new gifting option and having framed their own brand objective, the next step for the creative team was to zero in on a communication that was simple and highlighted the chocolate as the hero of the story. Another important facet in the communication of the Cadbury campaign was to highlight the whole range of Cadbury to the shoppers and project the brand as owning the space for gifting. Says Rahul, “From rich Éclairs, Brownies to Oreo, we have them all in premium gifting packs; the future of Cadbury is to own the gifting space.” Execution Well all the creative ideas behind the campaign were converted into a shopper friendly execution at retail, thanks to

Manoj Haria Director, SAB Retail Solutions The Saatchi & Saatchi X team Research, objective

market

learnings

and

According to market learnings, “Shoppers consider that a gift should reflect closeness and status of a giver.” And along with this, the team wanted to out-do itself from the previous campaign and amplify the ideologies this year. This objective made Saatchi and Saatchi X team aim to first retain shoppers, ensure that they don’t move to another brand, and then introduce other brands in the Cadbury portfolio. Challenges Now, the biggest challenge faced by Saatchi & Saatchi X team was that

shoppers didn’t want to repeat the gift and were looking for newer options. But they realized that when it came to sweets as a gifting option, shoppers didn’t mind repeating it and hence the projection of the brand as the perfect gifting solution for the near and dear ones. Says Rahul Kulkarni- Creative Head, Saatchi & Saatchi X, “Our challenge was to create a platform for chocolate which supersedes gifting, which says it all, and which associates chocolates with the traditional gifting of sweet. So our big idea was to glorify the chocolate story.” Communication

SAB Retail Solutions. The Celebration campaign was created in such a way that shoppers could move through the gift zone and check out the entire range in one place with all the relevant information such as price, weight etc. The shopper friendly design increased the shopper interaction with the brand. Says Manoj Haria - Director, SAB Retail Solutions, “For the Celebration Spectacular unit, the size was 10*10 ft which was huge. To put it up in an outlet was like putting an elephant in the room, so we assembled everything in the store environment which took 10-12 hrs to finish. Each and everything had to be checked, packed, and delivered to the outlet and then assembled in store. We had some restrictions in the height but we managed to complete the spectacular unit on time. Even people in the store

December 2012

Brand Stand could not believe that a unit of this size could be placed inside. What we are very happy is that all the challenges were faced head on and everything went on very smoothly. The campaign went on very well, and the unit looked fantastic. The activity was headed by Ms. Ruchi Gaonkar, Executive Designs, SAB Creations, and she and her team did a fantastic job. Their hard work and dedication has translated into timely execution and better visibility in-store.”

Ruchi Gaonkar Executive Designs, SAB Creations One novelty in terms of the visibility elements used was the introduction of Pandals. Says Ruchi Gaokar, “This pandal, which was skirting around the gifting area, connected people with celebrations, and this pandal is a first of its kind. The customization of each pandal was not only eye catchy but functional too.” She adds, “This campaign is like a special season for us and we wanted to outdo from our last year’s bench mark.” Material details and Deployments Various elements were used for this year Cadbury campaign like gift zone, plinth, stock pile, and pandal. Mega display: A mega display was created in 8 units deployed in Reliance MART, Star Bazaar with the height of 10 x 10 x 9 (H). Material used was multi material. Floor Stack Cladding: Floor Stack Cladding was created in 20 numbers and deployed in HyperCity, Metro Cash & Carry with the height of 6 x 6 and bigger. Materials used were digital print on 5mm Sunboard.

December 2012

Floor Stacks: Floor Stacks was created in 55 units and deployed across all MT Outlets. Materials used were Metal Squre Frame & Digital Print on 3mm sunboard and MDF. Store Fascia Branding: Store Fascia Branding was created in 30 units in GT outlets in NCR only. Materials used were Metal Squre frame with solvent print on flex for the Back panels.

Elements

Types

Standee

Also present were other elements as given below. The campaign has been created for general trade and modern trade and was spread Pan India. Well, with this campaign, Cadbury has certainly emerged as the hero of the gifting story! n

Number of units

Deployments

Material details

Cutout Standee

Metro Cash & Carry

Digital print on 5mm Sunboard with metal standee

Entrance Gate

Box Gates

Metro cash & Carry

Metal Squre frame with solvent print on flex

Entrance Gate

Flat Gate

350

General Trade outlets

Metal Squre frame with solvent print on flex

Endcaps & Gondola Translite Branding

130

Across all MT Outlest

Metal Squre frame with solvent print on flex

Dumpbin Branding

Walmart, Carrefour

Metal Squre frame & Digital print on 5mm sunboard and MDF

Floor Stack Cladding

Brand Stand

Elevating visibility Moen, the No.1 Faucet Brand in America, sets the standard for a whole new experience in the use of faucets, bath cabinetry and accessories. Point of purchase brings you the details of the brand positioning at retail.

Smarty Singh Country Manager, Moen India Nikita Bothra

ith a varied selection of thoughtfully designed bath faucets, showerheads and other bathroom accessories, Moen is a fusion of thoughtful design with great usability. The brand is a respectable brand in the list of the trusted faucet brands of the world having continued to craft its product into a stylish one that has helped to bring loyal customers into its fold.

December 2012

Moenâ&#x20AC;&#x2122;s idea has basically been to highlight the concept of luxurious bathing and to communicate this to the target shoppers, the brand aligned with The Circus Entertainment, a Delhi based Brand/Activation/Events/Retail Solutions provider to fabricate and execute the set up at stores in Bangalore, Chandigarh, and Jalandhar.

Says Vicky Philip Thomas, DirectorBusiness Development -- The Circus Entertainment, â&#x20AC;&#x153;The objective of the brand at the retail is to enable the discerning buyer to make a knowledge lead decision. The intent is to bring forth honesty for durability and functionality as key benefits for the customer in the product offering. The customer who

Brand Stand

Vicky Philip Thomas Director -- Business Development The Circus Entertainment seeks products for his/her bathroom is in a market which has homogenous products in all respects. Therefore, it is important to present products in an environment to allow the customer to experience the product from a style and functionality standpoint. Also, to impart knowledge at the shop floor and alert him/her for making a wise ruling on the branded buy was a crucial factor borne in mind while conceptualizing the set up.” Moen is the most trusted faucets brand by consumers in the American market. This is because of the interactions the brand enables at various touch points. Says Smarty Singh, Country Manager, Moen India, “We at Moen work to create experiential environments, to empower the customer with product know-how and familiarity to enable them make a sensible choice. Our endeavor in India is to offer a similar experience and offer products with utmost veracity.”

Elaborates Vicky, “The Moen set-up exudes style and knowledge at the same time, where the focus is to allow the consumer make a smart choice. This irrefutably sets the USP of the Moen design.” The market response in terms of building shopper connectivity has yielded fruitful results according to the brand. This is because the branded space stands out, elevating the level of product interaction. Besides, the product benefits brought forth with the usage of innovative POS (Point of Sale) material serve to distinguish the offering in a standardized market n

December 2012

Brand Stand

Lock, stock and Godrej! Godrej, a brand trusted for more than 100 years for its locking solutions, has now transformed itself into premium brand with a whole new look and feel and enhancing the aesthetics of a hardware store space in the process. Thanks to some high end FSUs and visibility at retail, the brand has given a whole new dimension to the product category, while creating a whole new brand recall in the shoppers’ mind. Point Of Purchase gives you the details.

Shyam Motwani Executive VP & Business Head Godrej Locking Solutions & Systems

brand since it is not an impulse purchase product. The challenge was to understand how the locks ought to be portrayed to the TG as something that defined a category. The locks had to be profiled as a lifestyle brand very similar to the feel and aesthetics of a cosmetic brand. Says Yogesh Chawan, Creative Head, Brandmark, “Overall our approach involved redefining the style quotient of the product and changing the image of locks from a hardware product to a new lifestyle, fashionable and premium one.” On the relationship Godrej shared with Brandmark, Shyam Motwani adds, “The entire project lasted about 3-4

Fairy Dharawat

afe guarding your doors and valuables has never been more stylish and chic as Godrej revamps the look and feel of its new locking solutions and systems for homes, offices, and industries. The company has brought some innovative designs at hardware stores decorating the floors and triggering curious glances from the shoppers. In fact, the Godrej Locks FSUs and table tops had such a presence at the point of sale so as to influence the shoppers to buy them for their aesthetic value apart from their functional value. Sharing the shopper’s response, Shyam Motwani, Executive Vice President and Business Head, Godrej Locking Solutions and Systems, says, “We are very happy with the results Godrej Locking Solutions and Systems has generated. Our field agents shared the feedback that shoppers were highly appreciative of our efforts as they have never seen such innovative product and POS designs in a hardware store before. The response has been extremely positive. Such designs cajole the shoppers into changing their perception of traditional merchandise.” For Brandmark, the fabricating team who executed the POS display for Godrej Locking Solutions and Systems, the brief was to position it as a lifestyle

December 2012

months. We had strict deadlines and Brandmark did a good job of adhering to the time lines; there were healthy debates like there are in every working relationship,but the robust end results were what we had in mind.” Below are the details of the Godrej FSU, Astro launch and Builders lobby. Hometown FSU Objective: To change the psyche with the trending technology behind a lock and give importance not to size but to the technology behind the security solutions. Approach: To lay more emphasis on

Brand Stand reinventing the image of the most basic locks and creating more brand value as well as hammering on the technological aspect of design and functionality. Execution: To create a unit that would give visibility from a 360 degree angle and demarking the brand color on 3 sides. A first dedicated unit displaying all types of basic locks and different variety of padlock, designed to reach out to all consumers who generally came for store visits was created. The idea was to create the awe factor by bringing to the shoppers’ notice a clutter breaking design created with an informative essence, stating the utility, technology and uniqueness of the locks and widen the horizon of a general consumer who would associate the safety pattern by the size of the locks and not by its internal technical function. Materials: The unit was fabricated out of plywood & duco paint. Deployment: Mumbai.

Thane

and

Vikroli

Locks in the retail sector with a different visibility incorporating sleekness and futuristic and fashionable display unit. The idea was to make the shopper stop in their tracks and have a look at the Astro range mounted onto this display which highlights the USP of the locks. Material: This design was fabricated with a combination of HIPS & frosted acrylic adding premiumness to the product. Says Shyam Motwani speaking on the Astro positioning, “Astro is a hiend, premium addition to our Product Portfolio and the corresponding POS elements needed to highlight the critical USP of the product - Astro range sports the same paints that beautify some of the luxury supercars of the world. This and other such premium and innovative features make Astro like no other.”

redefining a category and converting consumer attention into sales. The brand, together with Brandmark, has been successful in giving a new dimension to locks category.

Targeting the Builders Lobby

Yogesh Chawan Creative Head, Brandmark Astro Launch – a new lock system Objective: To create a niche experience which evokes the end-user to romance with the design and the stylish and classy attributes of the Astro, which was launched to emphasize on the high net worth of an individual. Approach: This was a difficult & intensive task for Brandmark but the solution provided was a breakthrough, cutting edge futuristic design which won a thumbs-up at the brand end. Brandmark created a completely new dimension, and a new avatar for locks. Execution: The design crafted for Astro Locks was to be introduced by Godrej

Objective: To display demonstrative mechanism of the locks, using sleek and aesthetically neat design with optimum space utilization, and an enduring architectural approach. Approach: To create an experience for the builders to interact with the features of the locks and accessories. Execution: The design was intriguing making passersby stop in their tracks and notice the variety of Godrej Locks and displays. With five levels of security, illustrated with utility clock and rotating panel display, the unit showcased the variety of the product line while creating balance in aesthetics. Materials: The design was fabricated out of plywood and paint. The display seemed to reiterate the dictum that “Size does not really matter”. Well, the new POP/POS displays of Godrej Locking Solutions and Systems are definitely a good example of

Nabeel Khan Retail & Communication Head Brandmark Says Nabeel Khan, Retail & Communication Head – Brandmark, “The Godrej project was a one of its kind one which created a niche experience with concepts fabricated out of various premium materials and incorporating architectural aesthetics.” Adds Shyam Motwani from Godrej Locking Solutions and Systems, “We constantly strive to enhance our brand personality and visibility; today Godrej Locking Solutions and Systems stands out as a chic, young and dynamic brand and enjoys a very high recall with Indian consumer.” Well, that just about sums up the whole merchandising story of the brand as well n

December 2012

Brand Stand

The bliss of chocolates… Chocolates are an indispensible part of happy occasions. Now Bliss Chocolate is all ready to enhance the happiness quotient with its new chocolate coloured cart named ‘Gifting’. This kiosk created by the designers at ACME is a feast for the shoppers’ eyes. Nameeta Renchi

t has always been part of the strategy of Bliss Chocolate to launch chocolates retail packs into MTO and they wanted to maintain the same look and feel of the displays in their chocolate lounges. The brand has an exceptional range of gift packs to suit all occasions and also quite a wide variety of chocolates -- from bars, coated nuts, and cookies to signature range of handmade chocolates that they wanted to make available. In order to increase the market share and expand quickly the company wanted to look at shop-in-shops and hence this kiosk. The company looked for a design that was similar to their lounge and Acme designers turned the plan into possibility. ‘Gifting’ is now an attractive kiosk in Yeshwantpur Metro, Bangalore. This brown coloured cart is made out of plywood & laminate which is easy to maintain. The freestanding independent units can be used in combination of two or four as per the store requirement. Brand pattern laser cut-out ceiling and LED lighting gives the kiosk a look of an attractive chocolate box tempting anyone to taste the chocolates displayed. Numerous alluring gift pack range displayed in this kiosk proves its tagline” Gifting HAPPINESS” a right choice considering the fact that a person is more happy to see a creatively wrapped gift boxes than the actual gift in it. It is an easy-to-assemble kiosk and is stackable while not in use during off-season. The challenge of creating a movable kiosk with light weighted structure giving it an eye-catchy effect was a brain teaser for ACME designers. ‘Gifting’ has been designed within a minimal budget but the result seems to be crowd winning. This kiosk is certainly expected to boost Bliss Chocolate’s brand visibility n

December 2012

Brand Stand

For a sip of flavoured fun! Flavoured tea and frozen yogurt on a multi-coloured kiosk now call forth the attention of visitors in Bangalore’s most happening Phoenix mall, thanks to Buntea & Bubbley. Building on the appeal of the Bollywood movie by the near same name released a few years ago, the newly launched brand’s kiosk at retail promises a lot of fun to kids and grown-ups alike. Point of Purchase brings you a report on this fun kiosk… Nameeta Renchi

ealth food has become a part of our daily lives today. Keeping in mind this raised awareness of heath foods, the brand Buntea & Bubbley launched by the Singh couple, Mr& Mrs Singh, now brings healthy and tasty foods to everyone who craves for a little bit of sweet moments in life. The entire design of the kiosk promoting this at retail has been designed by the couple themselves. “The entire solution and design has been a team work of my husband and partner Mr. Gautam Singh and me. Being from a technical background Gautam contributed to all the technology related solutions. And being from a design background, I have contributed to the menu design and to making different and unique beverages which you can see on our menu. The kiosk design is a joint effort of both of us,” says Mrs. Singh sharing the joy of the team effort. The well known MANTRA 360 helped them to actualize their dream venture. Unlike most of the attractive kiosks Buntea & Bubbley has used subtle colours rather than bright ones and still manages to draw in the target audience. Here Mrs. Singh explains the importance of using the right colours and giving attention to minute design details, “Choosing the right colors and materials was utmost important. Our challenge was to keep the colors very minimal and basic and yet attract crowd. Hence, we chose the entire kiosk to be white in color with colorful logo and other features like the colorful piano and other animated cut outs. We have also used subtle colorful lights to draw everyone’s attention.” To add some more colors & a touch of nostalgia, the kiosks have “Flavors of the Day” written on a slate with colorful chalks and the whole idea takes you back to your school days. The brand icons are two naughty kids and the tagline says “Tea just found its best friends”. The brand has certainly made friendship with kids and grownups alike. The special USP of this kiosk is its

December 2012

“Buntea & Bubbley Piano”. It is developed using the cutting edge motion sensing technology and players can stand on the projected keys on the floor and play the piano. Thus along with refreshment customers can have a few fun moments. The main challenge in creating this kiosk was incorporating unique virtual piano to the static design of the cart. Mr. & Mrs. Singh aim at creating a niche by giving a whole new meaning to the concept of Tea and desserts. The Yogurt flavours at their kiosk change everyday giving something new to try the next time you visit Buntea & Bubbley. “Indian customer has grown a lot in terms of tasting and accepting new ideas and therefore we see a huge potential & growth in this whole plan,” says Mrs. Singh People have accepted this change of taste. The promising crowd in front of this fun kiosk enjoying the flavours of the day is the proof of this and Mrs. Singh is obviously happy about the customer acceptability of their innovative menu. She says, “Kicking off a new brand is a very tough task, however, in our case we have been blessed with lots of appreciation from our valuable customers. We

have also managed to capture many regular customers who really enjoy sipping our Bubble Teas & enjoying our sumptuous Frozen Yogurts. We have had a very high number of repeat customers, which makes us feel great & make us have more faith in our brand. All of our customers say good things about our brand and we try and make sure that they have a great time at our kiosk. With the whole concept of Healthy Food & Low Fat Yogurts catching up, our sales are increasing as more and more people become familiar with our menu and are willing to try new things.” Buntea & Bubbley at Phoenix Marketcity Mall, Mahadevpura was just a teaser and a trial run of the big plan which is in the pipeline. It sure makes the brand expect to see more and more happy and smiling faces in next few months to come n

Brand Stand

Packaging a whole brand vision Defining a brand’s positioning at retail depends on many factors. But when it comes to that first moment of truth when your target buyer actually pulls out your packet from the shelf space, it is nothing but how well your brand speaks to them and engages them. Thus the right packaging of a product that is relevant to the retail space, could make a really big difference as discovered by Cornitos Nacho Crisps, the Indian Nachos brand, when they went in for a rebranding exercise at retail by partnering with Bangalore based BrandVak Incorporation. Point Of Purchase gives you the details. N Jayalakshmi & Nikita Bothra

achos, the international snack getting increasingly ubiquitous in urban India is commonly defined as Tortilla Chips connoting all the indulgence associated with fried foods. But Cornitos Nacho Crisps, a product of the Faridabad based company Green Dot Health Foods Ltd established in 2009, decided to change all that and create a distinct identity for itself with the name ‘Crisps’ which is in keeping with the international trend. This was the first step in defining itself as a product. The second was extending all that the product stood for simply through some smart packaging at retail. And this is where the company approached BrandVak Incorporation, a Bangalore based Retail and Shopper Marketing agency. BrandVak identified the Cornitos positioning at retail and decided to refurbish it by working exclusively on its packaging through shopper study and bridging the gaps between the brand need and solutions. Says Bijitesh Mallik,CEO, BrandVak, “It was a good product which had already received good feedback from the customers but it was getting lost in the international clutter of brands and secondly, being in the international section it was associated with premium pricing too. So a lot of these perceptions had to be changed without playing down the premium and international feel of the product. Besides, we also had to create a distinct identity

Before the package redesign

for it as Nacho Crisps and not chips and make the brand own that space.” Thus, the BrandVak team worked on the brand identity and brand recognition on the package by playing around with the colors, mnemonics (visual representation of the brand info and identity), the logo, the packaging material etc. The prime goal was to cut across the different target segments and also highlight product features. Says Vikram Agarwal, Director, Green Dot Health, “The team of BrandVak connoted the fire, corn and a rocket to denote motion of the brand, and used

This was not an easy job. First, the team required to analyze factors such as the ease of visibility of the variant information for the customer based on the measurement of the shelf size. Hence, the colour yellow was used to express vibrancy and corn, and brown and creamish white were used to highlight the base colour. Besides, the use of unconventional textual elements described the variants of the product on the pack. As Bijitesh says, “The idea was to keep it simple, minimalist and sharp, with the Brand Identity & colours doing all the talking.” Secondly, a matt finish packing material was used to elevate the brand look to a superior level. With this is mind, laminate was employed to bring out the colour tonality very well. Interestingly, the brand along with the BrandVak team also partnered to carry out a trial allowing shoppers to sample some mock packs with the new design of the snack at an exhibition in Pragati Maidan in New Delhi and the feedback seemed to have been remarkable.

a font which is identifiable at the shelf level to fortify the brand by employing a blend of larger and smaller fonts. We wanted to look at how a color can be used as a variant d i f fe r e n t i a t o r where each color connects to the flavor.” After the package redesign

“BrandVak has essentially translated the overall brand essence and has projected it onto retail for shoppers. Post redesigning the sales has scaled up exponentially and the brand has shown a gigantic leap in establishing brand acknowledgment and connectivity with its buyers,” sums up Vikram. Cornitos has now become a part of the snack buying basket of shoppers across the spectrum of MT outlets in the country. Well, what this whole exercise proves is that bridging the gap between a brand and the shopper at retail requires tremendous amount of research and arriving at a solution that is tailored to the retail dynamics n

December 2012

Brand Stand

Height of visibility When it comes to creative brand positioning at retail, brands across segments seem to leave no stone unturned. And while this may be a rule in the FMCG sector, brands from unexpected quarters are now leveraging this space to connect with their customers. An example is Dyna Roofs which initiated some such efforts at retail to attract its target group in the North-East market. Point Of Purchase gives you the details. Nabamita Chatterjee

yna Roof Pvt. Ltd is an associate company of Assam based SM Group, and is a specialized manufacturer of colour coated galvanized/ galvalume roofing sheets and bare galvanized and galvalume roofing sheets. It offers roofing sheets that has strength of steel, innovative designs and colours to suit consumer’s style, excellent corrosion resistance and durability. Going ahead with its motto of innovation and element of surprise, Dyna Roof has rolled out a visual merchandising initiative by installing roofing dispensers and the concept of ‘Shop-in-Shop’ to promote its coloured roofing sheets to create a mark in the market. The main idea behind this was to maintain its visibility and reiterate its slogan, ‘Surprise your neighbours’. The entire innovation of roofing dispenser units was executed by Prodigy Communications & Marketing Pvt. Ltd. Says Manjeet Dutt, Vice President, Marketing and Sales, Dyna Roof Pvt. Ltd., “From the ‘shop-in-shop’ concept, we wanted to give our customers a practical experience through a real touch and feel of the product, its range, the related applications and the advantages of Dyna Roofs products. The roofing dispensers are also created in around 50 outlets to provide a similar look and feel. We made different coloured sheets and gave the customer the option to place them according to one’s choice on the dispensers for a visual experience prior to purchase. The impact of both the initiatives has been very positive and the customers are identifying with the brand and the advantages of our products. There has been an increase of 15-20% in our sales due to the ‘shop-inshop’ installation. Thus the main idea is to enhance the customer service at the retail front.” For the ‘Shop- in- Shop’ concept, Dyna Roof identified two premium dealers; one in Nalbari (lower Assam) and one in Jorhat (Upper Assam) and executed this

December 2012

entire installation at the retail outlets. The shop was designed and decorated with Dyna Roof branding and the visual merchandise in the shop was directed in such a way that the buyers get a feel of ‘modern experiential shopping’. For the roof dispenser units, a small model house was created by using iron frames and flex wherein the option of displaying actual roofing sheets were also displayed. The idea behind installing these roofing dispensers at various outlets was to give the customers a touch and feel experience of the roofs and also a pre-installation familiarity with the look and feel of their own house. The roofing dispensers were installed at various outlets across North East. To add value to these dispensers, digital photo frames were also installed wherein clippings of different architectures with Dyna Roof roofing sheets were showcased. This

kind of shopper-connective initiative definitely gave Dyna Roof an edge over competition in the market and has created a lot of buzz in the NorthEastern market n

Brand News

Vadilal’s youthful connection I

n a unique consumer-outreach initiative, Vadilal Industries Limited, India’s second largest ice cream producer, has come out with an innovative strategy of selecting youngsters aged between 15 to 26 years for its 2013 calendar. The company through its ‘Freeze the Moment’ contest is inviting applications from youth across the country to be featured in its calendar for 2013. The winners of the contest would not only win prizes but also become celebrities with their photos being displayed across India. The shortlisted candidates may also get a fair chance to feature in television commercial of Vadilal Ice Cream. Vadilal will be coming out with over 20,000 wall and table calendars for the year 2013 with 12 young faces to be selected from the ongoing contest.

Devanshu Gandhi, Managing Director Vadilal Industries Ltd

According to. Devanshu Gandhi, Managing Director of Vadilal Industries Ltd,, “The pictures will be a precious record of the youth’s unbridled ‘happinezz’ in savouring one of the most delectable treats ever invented. And the outreach programme represents Vadilal’s bold move to connect with consumers directly.” n

Nutrela wins Master Brand Award for 2012-2013 R

uchi Soya’s brand of healthy foods, Nutrela, was bestowed with the Master Brand Award for 2012-13 by the Chief Marketing Officer (CMO) Council and CMO Asia at a glittering ceremony held at the Taj Lands End in MumbaI on 23rd November. The Master Brand trophy and citation was received by Mr Sandipan Ghosh, Assistant Vice President, Marketing, for the Consumer Brands Division of Ruchi Soya Industries Ltd, on behalf of Nutrela. The award was presented to Nutrela by Dr David Forbes, President and CEO of Forbes Group, USA; and Mr Donovan Neale-May, Executive Director, CMO Council. The Master Brand Award is conferred upon those brands that appeal to mass value seeker to premium set of consumers, while constantly keeping in mind a Consumer Centric FMCG approach. For this year 8000 brands were shortlisted, out of which Nutrela was awarded the Mater Brand n

December 2012

Brand News

Lathering up an adventure Innovation being at the foundation of all the initiatives by ITC Limited, their brand Fiama Di Wills Men took forward this belief to provide consumers with yet another invigorating experience. The enthusiasm regarding the unique shopper-connective installation during its launch was palpable among the crowd present. Point-Of-Purchase brings to you the details. Nabamita Chatterjee

TC’s leading personal care brand Fiama Di Wills Men launched its first ever Collector’s Edition soap series in association with Lonely Planet Magazine India. The six exciting Collector’s Edition Packs are inspired by Lonely planet’s exotic aqua destinations and various water sports from specific destinations that are renowned for these rejuvenating and revitalizing experiences. Riding the waves at Jefferey’s Bay in South Africa, a true surfer’s paradise, racing the power of nature at Carlsbad Lagoon, California scudding over the waves on a jet ski, cliff diving in Acapulco, Mexico to experience the extreme, taking a 3000 ft. plunge at the Angel Falls in Venezuela are some of the experiences that the packs celebrate. For engaging the customers through an innovative brand experience ITC took the initiative of installing a yacht with a simulated game and also provided face wash option. It will travel from mall space to mall space in Delhi to give them an experience of adventure. Bollywood actor Kunal Kapoor unveiled the exclusive packs of soaps and the launch went through a unique installation of a life-size yacht for the promotion of the brand at Ambience Mall, Gurgaon. Vibgyor is the agency that helped in creating the Yacht and the mall activation for the brand. Nilanjan Mukherjee, Head of Marketing, Personal Care Products Business, ITC Limited stated, “We take pride in our alliance with Lonely Planet Magazine India for the exotic Fiama Di Wills Men Collector’s Edition Packs. Rejuvenation is the essence of Fiama Di Wills Men and the soap series celebrates the rejuvenating thrill of aqua-adventure sports. It is a first in the male grooming industry and we believe that this partnership with Lonely Planet Magazine epitomizes every man’s inherent spirit of adventure and sheer thrill!”

energetic and very much a reflection of its intrinsic values to attract its target group who are mainly the go-getters of our society.

The concept tried to focus on an experience that is adventurous,

Tarun Rai, CEO Worldwide Media said, “This is certainly a unique joint

marketing initiative. And we are happy that we are doing this with Fiama Di Wills Men. Lonely Planet Magazine India believes that travel is both thrilling and rejuvenating - attributes that go well with the Fiama Di Wills Men’s positioning.”n

December 2012

Event

Thought leaders discuss FDI in retail F

ICCI, with an objective to further understand the recent reform measure in the retail sector and unfold apprehensions hovering in the minds of stakeholders around the phenomena of FDI, conducted an Interactive session with the thought leaders for its Members. This was an initiative towards building confidence at a National level and to hear out the concerns of associations and member bodies. Dr. A. Didar Singh, Secretary General, FICCI, in his welcome address began with stating that any change brought to the economy or the society has to pass through various tests before it bears its fruit. A fear, an anxiety of such a key policy move is very understandable and hence the interaction is one of the initiatives of FICCI to help all in finding answers to the questions hovering in minds around FDI in retail. He further added that all of us, as part of Industry, as an Industry Association and as its members, should prepare ourselves for such a policy change. Mr. R.V. Kanoria, President, FICCI, highlighted the rationale behind FICCI’s stand in supporting FDI in Retail. He mentioned that FICCI had worked on empirical advantages and insisted that any innovation or change affect multiple stakeholders. He coined a statement that “the colour of the money should not matter”. Again whether the investment is foreign or from within India should not be the worry till the time the objective is achieved. He reiterated that FICCI is a platform for the industry and works towards overall national welfare. If there are apprehensions and issues in any strata of the economy be it farmers lobby or amongst small traders, FICCI would try to address those. FICCI invited thought leaders like Dr. Arpita Mukherjee, Professor, ICRIER who reflected on the consumer side aspects; Prof. Srikant Gokhale, Faculty, IIMA who gave a new perspective of online retail overtaking organised retail in another 15-20 years; Mr. Subhomoy Bhattacharjee, Deputy Editor, The Indian Express who gave a political overview of the

December 2012

phenomena and Mr. Raghav Gupta, Principal, Booz & Co who spoke on facts disclosing impact of FDI on all the stakeholders. Farmers lobby was also present during the interaction and have expressed their aspirations and anxieties both. Dr. Arbind Prasad, Director General, FICCI, said that FDI in retail was a complex issue and various stakeholders were bound to have different views and apprehensions on it. FICCI, he said, was striving to educate the industry and consumers about FDI and will continue to hold such meetings in future to gauge the views and opinions of the stakeholders While concluding the Interaction it was unanimously FDI is not one stop solution. Following points need to be looked for realising the most desirable fruits from this policy reform l

Implementation of GST as per the set deadline – A single uniform tax rate will benefit the retailers and consumers as the streamlining of taxes will help reduce market distortions and will lead to integrated markets. Also, needed is streamlining of barriers for interstate movements and removal of all octroi and sales tax check points which can be done, if the

implementation of GST is done with a national on-line tax payment system. These were some of the points that came up: l Implementation

of all the provisions of Model APMC act in letter and spirit viz, institutionalization of market intermediaries, contract farming etc by all the states.

Provisioning of sufficient retail real estate space in urban development planning, keeping the future growth of retail sector in mind.

A central nodal body for the retail sector- There’s a need to govern retail operations through a single apex body. The development of the retail sector can take place at a faster pace if there is a comprehensive legislation enacted. The legislation should be simple and have a futuristic approach. It should take into consideration the developments that are taking place in this arena worldwide n

Point of Purchase Online Network TM

Interview-BrandSpeak

High on the young … Kingfisher from the UB Group is synonymous with beer today among guzzlers. The brand has consistently been at the top rungs of the market share charts. It has also added other international brands to its kitty. A key strategy for the company, which has consistently maintained a market share of over 50%, has been to being consistently relevant to the younger demographics, among various other factors. In a chat with Point Of Purchase, Samar S Sheikhawat, Senior Vice President, Marketing, United Breweries Ltd, shares his thoughts on the brand approach to retail, the changing shopper dynamics and connecting with them, and a lot more… N Jayalakshmi To begin with could you share with us your whole approach to retail

e have a distribution network and retail business relationship which is the most robust, widest and deepest compared to any alcoholic brand in the country. Along with our sister UB Spirits we have a dominant leadership position in retail, whether it is on-trade (where the product gets consumed- Egpubs, restaurants, five star hotels etc) or off-trade where products do not get consumed but only bought (traditional trade and modern trade outlets). Our approach has been to dominate both off -trade and on-trade in terms of physical availability. So, physical distribution is the number one factor. The next is the chilled/ cold storage stock availability. The parameter we go with for it is what we call the chilled stock share. The key is to make sure that the retail stock share and the cold storage stock share are maintained at the required levels. The third factor is combining storage and visibility. And the fourth factor is of course the use of merchandising aids including permanent POS, semi permanent ones such as shop front POS like sunboard or temporary ones such as posters, danglers etc. Our idea is to dominate every section whether it be on-trade or off-trade covering all geographical areas with the hierarchy of products clearly displayed. So we follow a plannograming for the cold storage visibility and follow a strategy for the visibility and stocking ratio of strong and mild beer. For example the ratio of strong to mild beer has always been 85:15, though it may be different in some case. So a lot of it is customized at the store level. When it comes to retail in this business, the point is that the government controls the liquor business and each state has a different model when it comes to distribution. So we go to the market, make sure product are available and get them displayed. This is one of the

December 2012

reasons why we have the visi-cooler purity programme to make sure our visi-coolers stock only our products. Our visi-cooler purity is one of the highest at 90% Could you elaborate a bit more on customization ? Each market has it own dynamics. Delhi for example, is much bigger but has very few liquor outlets. Bangalore which is smaller, has a lot more outlets. But also in Delhi each store sells many times more than in Bangalore. Moreover Delhi is much hotter and therefore cold storage is a must there. We thus plan the strategies accordingly. We have a team to check and replenish the stock. So it’s really a 360 degree approach. What have been the challenges you faced during the process of having a strong distribution and visibility system in place? The main challenge is that the look and feel of retail is still the same. In some cities like Bangalore though this is changing with more MT formats stocking liquor, but generally it varies across different regions. So this requires our sales persons to have the right set of skills to approach and deal with different kinds of people. Also, given the limited number of outlets compared to other business , the volume of sales from each store is higher. So the challenge is to have the right manpower infrastructure to travel across the geographies and deal with different kinds of distributors – from the top end to the low end. How challenging is to find vendors / partners to handle in-store visibility? That is not so much a challenge since the approach is closer to the FMCG industry which already has a system in place. Historically this industry is not allowed to go beyond events, promotions etc. So retail is the key driver and where visibility is concerned, there is a skill set we have already developed. It’s a given.

Samar S Sheikhawat Sr VP, Marketing United Breweries Ltd And most people who are associated with us stay for a long time whether they are partners, employers, or vendors etc. This is a business that needs a lot of understanding. It takes years to develop the right mindset and skillsets and once developed, and this is also a segment where skills get rewarded. How equipped are retailers in terms of offering informed guidance to shoppers where liquor, especially wine, is concerned? After all, this affects your brand ultimately... Retailers are smart. A small store owner selling liquor will probably know a lot more about wines than we expect and he also knows his customers well. But in the case of MT, revenues from liquor is only about 10 to 15% of the total revenues . The margins are not high. There the main revenue comes from vegetables, fruits and groceries. And for MT, liquor is less than 2%, so the prirority there is not very high. But the situation will change and once it does, there will be more retailer training programs and seminars. There is also change on the part of buyers and the buying is getting closer

Interview-BrandSpeak to FMCG buying. More number of women now buy liquor and consumers ask for specific brands and buy 6 packs. There is greater awareness. So yes trade has to change the way the consumer mindset is changing, so our sales team in turn has to match that. What does the new FDI policy mean to you as a top liquor brand? The FDI policy is a classic case of too little too late. First of all, where is the space and the land to put up new MT formats? Also, doing business in India requires an understanding of the system here. MNCs will think twice before entering as questions still remain regarding the commitment of the government to the policy, the clearance from the state, the laws, the land issues, etc. You see in India, organized retail in lifestyle and apparels happened much before it happened in groceries, while in the rest of the world, itâ&#x20AC;&#x2122;s been the other way around. There people had gotten used to buying groceries from the supermarket stores much earlier. But here we are still not that comfortable buying veggies and fruits from MT. The neighbourhood kirana offers more conveniences. So there are too many dynamics at play and a lot more needs to be done than just clearing FDI. Retail is not even recognized as an industry as there is no contemporary Retail Act. But on our part we are keeping our ears close to the ground because organized retail in liquor is developing at a different pace in different places, so we are keeping a close watch on it. And we are already beginning to intervene through lovely FSUs, and exclusive people to serve those chains and a greater focus on investment in promos, activations, visibility etc in those places. We are also looking at consumer feedback to improve the quality of people coming there. Of your marketing budget what % age is spent on retail? The total spend on retail including on-trade an off-trade visibility and activations would be 35-40% .

studies once in 2-3 months and some of them are very specific. At any given time we have about 5-10 studies going on. But these are still early days, as MT facilitates these studies in a much better way and that format itself is small. We are nevertheless doing some good research there. What are the changes that you see based on these research insights and how do you weave them in your activations? Over the years we see some changes in terms of consumer expectations, familiarity with multiple brands, purchase drivers etc. We find that price is increasingly not a deterrent. Also, younger people today are not afraid to experiment. So some of the consumer psychographics are changing and we keep studying other industries too. For eg, we found that the average age of a Mercedes buyer in India today is 34! So aspirations in the younger consumers are much are higher. Also smaller towns are spending more on luxury brands and pubs and there they have lot of aspiration with not enough access. Our growth is very robust in smaller towns. Based on all these, we have a robust digital marketing programme on social networking platforms. We are the No 2 liquor brand in India on Facebook, and the No 3 beer brand on Facebook. So with digital we have doubled the budget. We are also looking at mobile platforms and such devices of the future though at present we are not allowed to do e-comm, but once that changes, it would be a win. Finally, how do you maintain your USP given the increase in competition? The challenge is to keep the Kingfisher brand relevant, dynamic, refreshed and focused as far as the new and younger demographics are concerned. They donâ&#x20AC;&#x2122;t want to drink the brand that their father drank. So, all our marketing activities are geared towards that n

What is your focus on shopper study? We do a lot of work with companies such as Nielsen and have a robust research team gathering a lot of consumer and shopper insights. We commission

December 2012

Retail Interview

How Spar became a Red Robin… Max Hypermarket India Private Limited has rebranded its SPAR stores to Auchan, symbolized by a Robin Red Breast logo and offering new value propositions and enhanced brand features. Managing Director Of Max Hypermarket India Private Limited, Viney Singh , shares the brand transition story with Point of Purchase…..

in India. On the basis of this agreement all the 13 existing SPAR stores have been rebranded to Auchan. What does this change signify for the shoppers? Our focus has always been to provide customers with value added products. We will continue to provide the customers with the best value, products and services. The prominent customer service quality of SPAR is retained with Auchan.

Viney Singh Managing Director Max Hypermarket India Pvt. Ltd.

Nameeta Renchi So what initiated this change? Max Hypermarket, which was already popular amogn shoppers had a license agreement with SPAR which was recently concluded. Subsequently, a franchise agreement was signed with Group Auchan to operate hypermarkets

December 2012

What about the store branding? The noticeable change is in the brand visual features. The customers will first experience the changes in visual merchandising and branding features of Auchan. The logo, displays, counters and packaging are all in bold red colour which indeed is a high attention seeking factor. Could you tell us more about the red Robin logo of Auchan?

The red coloured logo of Auchan, symbolizing Europe’s common bird Robin Red Breast is now recognized by Indian folks too. According to European belief the presence of the bird is supposed to be very auspicious. Robin is friendly and generally happy to be around people. Auchan stores embody the same characteristics: happy, friendly and consumer centric. Is there a new redefined USP now? The key values are still high quality, best pricing and genuine products. We are looking at offering an international shopping experience with a wide range of products to the customers at the very best prices in the market. The group will reveal about the new developments in the stores as it rolls out new initiatives. Gradually it will also strengthen the value quotient as per the Auchan philosophy. Were there any challenges involved in the rebranding exercise? The transition from the SPAR brand to the Auchan brand was smoothly executed in a phased manner. Initially the Southern stores were rebranded

Retail Interview

prior to Dussehra followed by the Delhi and Gurgaon stores done by Diwali. The rebranding of the remainder stores in Vijaywada and Pune has just been completed. How do you plan to promote the new brand? The offers will evolve progressively. They will be more sharply defined following a detailed analysis of the customer needs. Here Customer Loyalty programmes are a big part. As Max Hypermarket is part of the Dubai based Landmark Group, the group loyalty program, The Inner Circle, is valid at all Auchan stores where customers can earn and burn points on purchases made at any of the Landmark Group shopping formats. What are your other future plans? We are looking at opening 12-15 hypermarkets every year n

December 2012

Signage

Advanced digital display for dynamic reach Vikuiti Rear Projection Display is another breakthrough innovation from the house of 3M, enabling high defined digitally projected imagery publicizing a brand, idea or information in retail and other environments. Read on to know more … Nameeta Renchi

isibility is increasingly becoming the core element in brand communication. Studies prove that people perceive messages faster from visual interfaces than from static or audio medium. Vikuiti Rear Projection Display from 3M, a combination of the words “visual” and “acuity”, leverages this insight and capitalizes on the growing demand for newer and more interactive forms of advertising that can capture and retain the attention of the audiences. Says Sunil Muralidharan, Division Manager - Commercial Graphics, 3M India Ltd emphasizing the demand for signage solutions, “Currently, Digital Signage in India is powered largely by stand-alone media players but there is a growing market for software network-based installations which provide the flexibility and power to manage multiple locations from a single Network Operations Centre.”

and the display content. This film technology uses microscopic embedded glass beads which absorbs the projection light and replicates it in the most high quality video/picture output. The rear projection film is like other graphic film in physical properties and can be plotter cut into any shape of screen. Product Features and Benefits: l Film is easy to cut and shape – meeting customer identity, brand or product l Self Adhesive and flexible properties allow quick installation l Easy to remove with little or no adhesive residue

Sunil Muralidharan Division Manager - Commercial Graphics, 3M India Ltd 3M’s Vikuiti Rear Projection Display can transform any window or glass surface into a digital display screen simply by applying Vikuiti Rear Projection Film and installing a 3M projector. A stand-alone system requires a projection surface with a Vikuiti rear projection film on it, a digital projector‚ a PC or media player with software

December 2012

l Can be integrated with digital signage technology enabling new business opportunities

Application Advantages: l Stopping Power: using Full motion video and animated clips, Projection screen cut into innovative shapes attracts more ‘eyeballs’ than static advertising l

Cost Savings: eliminate the need to print and distribute static signs every

time you change your message or campaign. You save on printing costs. l Time Savings: Because content can be changed instantaneously, you can reduce the lead-time from message creation to dissemination. l Reach precisely defined audiences (target day-part and location) l Change messages easily and immediately (digital content remotely managed)

Signage l Increase sales and brand loyalty (dynamic content commands attention) l Maximize the value of each sign (one sign, many messages) l Ensure message compliance (proof of execution)

The cost of installation depends on various parameters. Explaining further Sunil says, “RPF solution will have a screen (Vikuiti Film) + Projector + Media Player/Computer. The parameters which constitute the complete solution are Screen Size, Ambient light, distance between screen & Projector, Media content to be projected, actual location of installation and Aspect Ratio of the projected content.” “It is only keeping in mind the above factors, and understanding of the application can we derive a price, as this is not just a product but a solution customized as per customer’s needs,” adds Sunil. A showstopper, 3M’s Vikuiti Rear Projection Display gives customers an eye-popping display that is more cost effective than flat panel monitors and plasma screens of similar size. Many medium and high end brands have already enjoyed the benefit of Vikuiti Rear Projection Display. Examples are Citibank, Reebok, Nokia, Philips Lighting, Indian Oil, HDFC, Indian Idol Auditions, Mantri Developers, 3M Car Care stores etc are to name a few. 3M and its R&D division are keen on working for modernizing products/ solutions and making it suitable for changing requirements. Envisaging the future plans of 3M Sunil explains, “We have complementary products like the Vikuiti Rear Projection Screens and we believe that by 2015 Digital Media will be a large part of our business. One of the main challenges in Digital Signage is proving Return on Investment (ROI). 3M is launching revolutionary technologies called 3M Informatics, which use a combination of Neural Networks, Vision Science and Analytics to provide hard evidence of ‘eye balls’.” n

December 2012

Column

The E factor in payment options Shubranshu Singh, Marketing Director -- India and South Asia, Visa, tells you how and why e-payment is becoming popular among the new shoppers in India. that security and ease of use are the characteristics of payment instruments that consumers rate as most important. Debit cards and prepaid cards have brought millions of excluded consumers into the financial mainstream, and together with credit cards, they create a paper trail of expenditures for budgeting and recordkeeping that simply doesn’t exist with cash payments.

Shubranshu Singh Marketing Director - India and South Asia, Visa

leading analyst group predicts that “India will climb to be one of the world’s top five generators of non-cash payments by 2017”. In the emerging BRIC (Brazil, Russia, India and China) Markets, Cash remains king, but in India the tide is turning as consumers increasingly conduct electronic payments transactions with either cards or to lesser degree, mobile phone-based applications. This market trend is being driven by a population of more than 1.2 billion, 350-400 million of which are part of the burgeoning middle class. The central bank of any country is usually the driving force in the development of payment systems in the country. The Reserve Bank of India as the central bank of India has been playing this developmental role and has taken several initiatives for Safe, Secure, Sound, Efficient, Accessible and Authorised payment systems in the country. Electronic payments create an extremely efficient exchange of goods and services. And, importantly, in many cases this exchange would not otherwise exist. People can buy what they need when they have access to the money in their accounts or lines of credit, without being limited to the cash they happen to have on hand. A 2009 Consumer Payment Choice Survey by the Federal Reserve Bank of Boston indicated

December 2012

The Indian cards market is growing rapidly with 18 million credit cards and 298 million debit cards in issue at the end of August 2012 . Electronic payments have great potential in India but there is a lack of understanding among many consumers about the value of using cards. Some 50 percent of credit card accounts are dormant and 80 percent of debit cards are not used at the point of sale. Indeed, there are only an average 11 transactions per credit card – and one transaction per debit card – annually . A fraction of the 10 million plus retailers in India have card payment acceptance infrastructure – presently this number stands at just 0.6 million - and this infrastructure needs to be grown exponentially. A ‘point of purchase’ terminal has also been envisioned to ensure seamless e-payments to sellers of goods/farm products at wholesale markets and government procurement programs. The e-commerce and m-commerce platforms are poised for a big stride in coming years. As per the report on E-commerce released by the Internet and Mobile Association of India (IAMAI), internet commerce industry in India has been estimated to be Rs.465.20 billion as at the end of 2011. Similarly, electronic bill presentment and payments involving insurance, utility bills, taxes, school fees, etc. present a huge opportunity. Opportunities for Banks/Merchants The payments market in India is taking a similar growth path to that of many other countries. Merchants and their

banking partners around the world are creating a wide variety of marketing programs to boost card transactions. Among the key opportunities are educating and enabling consumers to use their cards at the point of sale by: l Targeting of specific segments to boost card usage. The youth in India is more familiar with payments by card and happy to make payments electronically. So increase in the acceptance network and visibility of the acceptance mark can help attract and boost usage among the youth, which is often one of the highest users of electronic payments. l Loyalty programs can have a positive impact on increasing cardholder spend. They are structured in different ways but usually involve merchants or their bank partners offering incentives to cardholders to use cards at the point of sale. Programs such as in-store lucky draws or offering small prizes when cardholders produce their POS receipt have been effective in increasing transaction volumes in several Latin American markets. l Payment brand visibility at the point of sales- when travelling abroad consumers look for safe and secure choices for making payments, they look for signs which they know and have trust, the payment brands like Visa, MasterCard , Discover etc. provide that trust. The key objective of visibility of payment brands at merchant locations/ATMs is to provide : n Acceptance confirmation - It just tells the customer VISA/MasterCard is accepted.

n Remind - It reminds the customer to transact with VISA/MasterCard

n Motivation - It gives the customer a reason to transact with VISA/MasterCard

n Reassurance - It reassures the customer that it is safe to transact with VISA/MasterCard

Column Innovations in Electronic Payments Mobile Phones 1) Mobile as Payment Device to initiate payments by a consumer: The use of a mobile phone to initiate payment mirrors what we are familiar with today. The fundamental difference is that instead of payment with a card, mobile payments use a mobile phone. The types of payments include: l Message-based: when a consumer sends a text message or code and a premium is charged to the consumer’s phone bill l Browser-based: similar to a c o m p u t e r- b a s e d e C o m m e r c e experience – the consumer completes a Web form l App-based: when the consumer uses a vendor-sponsored application to find and purchase goods or services.

2) Mobile as Acceptance Device to accept payments by a merchant: In addition to replacing cards for payments, mobile phones are also beginning to be used as portable POS devices. l In the world of smartphone applications, software is emerging to allow small merchants or individuals to subscribe to payment services where they accept card payments via keyentered card data on their mobile phone. l Mobile phone accessories are also emerging that add a magnetic stripe or chip reader to a mobile phone, so that card data can be entered electronically as with a traditional POS device. Mobile acceptance opens the way to a future where acceptance is “everywhere you want acceptance to be.”

let consumers check out online without re-entering your payment and shipping information. For shoppers, it’s a great way to manage their online shopping with a single account that you use anywhere that accepts V.me. Customers will be able to enrol their existing Visa and other payment card accounts, allowing them to pay online by simply entering a user name and password at check-out, whether transacting on a PC or mobile device. Consumers can add Visa, MasterCard, American Express or Discover credit or debit cards to their V.me account n

V.me V.me is a new service from Visa that

December 2012

Column

The A-B-C of shopper marketing Rahul Saigal, Vice President – Retail, OgilvyAction, India, talks about basic approaches to solving complex shopper challenges. Read on. and define the behaviour for this group. Articulating a shopper’s behaviour can be quite abstract and shopper marketers often do not know where to start. Here’s a framework (you can pick whatever’s relevant for your category and add aspects that are missing in this list).

Rahul Saigal VP-Retail, OgilvyAction

t doesn’t get any simpler than A-B-C. And that’s what this approach to solving complex shopper challenges is all about. This model’s currently been tested for FMCG only and I’ve found it to be incredibly effective. This model is based on the basic premise that shoppers have a certain attitude towards brands and shopping environments before they start their shopping trip. While they shop, they demonstrate a certain type of behaviour. And finally, the task-at-hand for most shopper marketers is to understand this attitude and change a shopper’s behaviour. That’s what ABC is all about: AttitudeBehaviour-Change. Here’s what the model looks like. Step 1: Relationship matrix Start by understanding attitude. The easiest way to do this is to understand the relationship matrix. Articulate the relationship between the shopper and the brand/ category; the brand/ category and the retailer/ channel and finally the shopper and the retailer/ channel. Relationships change by channel; so define this matrix for each channel that you’re working with. Step 2: Solution rationale builder Understand how shoppers behave for your category. Different shoppers behave differently. So start by identifying the dominant shopper group you want to target

December 2012

Purchase decision hierarchy: How do shoppers decide on what goes into the shopping basket? In other words, what is the linear set of decisions that a shopper must take before choosing a specific brand? For instance, in the case of carbonated drinks, the purchase decision hierarchy could be pack size g flavour g brand. This means that shoppers have a certain need in mind (on-the-go consumption or party at home; this helps them decide pack size). Next, they pick a favourite flavour. And finally, while they could be predisposed to buying a certain brand, they’ll most likely switch if the desired pack size is not available. Once you’ve frozen the purchase decision hierarchy, pick the first filter and use it as a pivot for stocking solutions (eg: planogram on primary bay). Consumption occasion: In what context will this category, most likely, be consumed? Will it be consumed in the car on the way home, at a party, while watching television or over dinner with the entire family? A clear understanding of consumption occasions will help you design your shopper message and other aspects of your shopper campaign. Shopping mission: Is the shopper buying for the week, month or just for the day? If the shopper is in stock-up mode, it is unlikely that s/he’s going to pick up small packs and vice-versa. Shopping missions can, in most cases, be generalized by channel. Focus pack: What pack would you like to highlight, given the shopper’s mission, purchase decision hierarchy and consumption occasion? Focus packs can also depend on brand objectives (build frequency, trial, etc). Need fulfilled by category: What is the real reason why shoppers are buying from a certain category? All shopper communication must implicitly or explicitly address the need fulfilled by the category.

Reason to believe: Why should shoppers believe that your brand is best suited to fulfill their need from the category? Shopper behaviour we want to change or trigger: Based on all the above aspects of shopper behaviour, shopper marketers must articulate what part of a shopper’s behaviour inhibits or encourages buying. This barrier or trigger must be addressed in the next stage. Step 3: Shopper proposition Use steps 1 and 2 as inputs to step 3. This step is all about drafting, in one line, what you believe the shopper proposition and call-to-action ought to be. Think of this as the one-line brief for the shopper agency. The entire shopper campaign must be hinged on the proposition defined in this step. Step 4: Define picture of success It’s now time to define the picture of success. There are only three things that will influence the sale of your brand at the critical point of purchase; availability, shopper messaging and offers. Since shopper agencies can’t help with availability and distribution, we use product display as a proxy for availability. At this stage, it is important to define the complete set of touch points and assign a specific role and the desired shopper takeout from each touch point. Here are a few examples of the deliverables that would form part of the display, messaging and offer-based solution. Displays would include primary bay stocking (planogram), secondary display and stocking points and hero product display and stocking. Messaging solutions include on-display messaging and other shopper messaging touch points. The term “offers” is quite broad in this context and refers to any tactic that acts as a purchase catalyst (contest, price offs, bundled offers, etc). Before implementing your solution, draw out the entire campaign, by touch point, by channel. This will form the “ideal store” or “picture of success”. If you’ve got a point of view on this model, I’d be happy to hear from you. Drop me a line at rahul.saigal@ogilvy.com.

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Research

The Key W’s of Rural Shopping One view does not fit all, especially when it comes to the rural market. This was one of the key realizations gathered by Insight Instore, a Bangalore based shopper marketing consultancy from the pilot study of rural shoppers/consumers behavior that they kicked off recently in Taluk level areas of Karnataka. The study has thrown up some interesting insights addressing questions such as - Who shops? (in a family in the rural setup) How they shop? When do they shop? What they shop? And, why they shop? The study shows that every micro level of market or consumers has its own dynamics and it would help brands to understand this before they plan their activations and merchandising in the rural context. Point Of Purchase presents a gist of the study findings based on a conversation with Nisha Abdulla, Head-Shopper Research, Insight Instore and Shreya Bhartia, Senior Consultant, Insight Instore. than 5 acres & supplement their income through secondary sources, labourers, non- farmers like small vendors, govt. employees etc. The markers of prosperity were also determined by assets owned such as livestock, tractors etc. Key observations:

N. Jayalakshmi

or brands, rural poses a huge market even if slightly complex. One of the objectives for the research team at Insight Instore was to understand the pattern of buying in a rural scenario, the mode of gathering brand information, the amount of brand category exposure, the response to brand information, activations and the in-store environment, the awareness levels on genuine products and how all these together influence their buying behavior and decision. Basically the questions that were addressed were: Who shops? How they shop? When do they shop? What they shop? Why they shop? Some other key questions the team was looking to explore were: How often do they shop? Is there a stock uptop up syndrome present there? Does the store environment really influence the buying decision? How does the retail eco-system play out in the rural scenario? And, is the product user really the product buyer as well - as is the case by and large in an urban setting? Defining rural The first step while initiating the study

December 2012

was defining rural geographically which in this case included areas beyond the Taluk level, more specifically about 25 kms. inside the Taluk level. The Insight Instore team visited villages with some amount of retail presence, even if unorganized. The presence of utilities such as a high school, a hospital etc. was the marker used to decide on a village. Methodology The research was predominantly qualitative comprising in depth interviews with families, retailers and opinion leaders, accompanied by instore observations across different retail formats. There were also ample interactions with local Panchayat members to get a good sense of the village itself- the set up, social dynamics, income levels, amount of migration etc. Sampling profile criteria Within each village the team looked at different profiles of families with a fair mix of nuclear and joint families. These included farmers with their own land, smaller farmers who owned less

l Familiarity rules: ‘What we don’t know, we don’t want’: Contrary to the popular perception that anything given as a freebie would work in the rural context, the Insight Instore team discovered that anything given free, if not familiar through TV campaigns, finds few takers. The team cites the example of free shampoo sachets of a popular brand that came along with a hair oil product. Not finding enough takers, the retailer started selling the free samples as a bike-cleaning product at 50 paise! The reason- what they don’t know about, they don’t want to buy. Trust, obviously, is the key factor here. l Doorstep availability does not ensure a sale: Rural shoppers do not pay much attention to door-to-door promotions. Many duplicate brands often use this medium. Shoppers, therefore, suspect even genuine products sold this way to be duplicate. l Women as shoppers: Unfriendly retail Environments: Women are largely perceived as the key buying decision makers and shoppers at urban. Not necessarily so at rural! Most of the shopping is done by the male members of the family. If they step out, women are accompanied by their husbands or family members. And this, mostly during festive occasions and sometimes for their personal products like sanitary pads etc. However, they make rare trips alone to the nearby kirana in cases of emergency and if none of the family members are available. While this is a deep-rooted cultural aspect, the

Research unkempt, cluttered retail environments that are always crowded by men don’t make it any better for the women! Living with duplicates: ‘It’s ok as long as it doesn’t hurt’-- Interestingly, rural shoppers at the bottom of the pyramid are fine using duplicate brands as long as the products do not have any adverse effects and meet functional expectations. Obviously, these are much lower priced when compared to the corresponding original brands.

Thus, a toothpaste brand mimicking a popular brand is accepted as long as it safely does its job. But a fairness cream that does not match the functional expectation is a big no-no. Also, given the stronger power of word of mouth publicity, a brand that does not find favour also very easily generates a backlash in a rural setting with a smaller geographical spread. Small is not necessarily big: Joint families find it more economical and convenient to buy larger packs than smaller SKU’s. They stock up to avoid the frequent visits to the store. For farmers, one visit to the store means missing half a day of work at the fields! l

l Planned purchase as against impulse purchase: In a rural setting, buying is usually planned and is ‘list’ based. So the scope of triggering impulse purchases though merchandising is limited. This is also true given the fact the buyers are seldom cash-prepared for extra buying. Shopping is more of a need based activity rather than an indulgence or a leisure activity. Another reason why impulse purchases are harder to garner. l Retailer is key: Like their urban counterparts, the retailers at rural are able to push a brand in the absence of the shopper preferred brand, based on their relationship with the shopper. This is relevant given the psyche of the shopper who would rather buy an alternative brand than waste valuable work time by coming back later.

In some cases, if the brand asked by shopper is unavailable, retailers push alternate brands to the uneducated shopper. The ignorant shopper trusts the retailer and accepts the brand believing it to be the same. Any shopper apprehensions are put to rest with the retailer assurance of “same brand but new packaging”. Many a time, retailers also do this to clear their dead stock.

l Big retail chain brands need to further tune into rural sensibilities: During the festive season, rural shoppers in certain geographies visit low-cost economical chains (which they perceive as high-end) at nearby towns to avail festive offers. Some of these shoppers feel deceived when they miss fine prints on the offers and end up paying more than what they expected. While this might be a factor of illiteracy and/or ignorance, it definitely is a point worth mulling over for these retailers. In some cases, shoppers have also expressed disappointment in the quality and the durability of products like apparel with usage. l The retail format dynamics: In the rural environment, there are some key retail formats:

1) The Chemist 2) The larger Kirana stores that sometimes play the role of a distributor 3) The medium-sized Kirana and 4) The tiny paan kiosk-like outlets. Class differences also impact choice of shop. Higher class and lower class shoppers have different preferences for the set of stores they visit. This differentiated buying pattern is unique to the rural setting and buyers almost never overlap unlike in an urban scenario. The chemist plays an important part in personal care shopping. The more educated women prefer to buy from chemists due to fresh stock, better merchandise display and stocking and the reliability factor. They believe that the chemists are knowledgeable about the brands and products they sell. Also, chemists unlike kirana stores, are not crowded by men, thus making it a preferred format for women. l Limited pester power influence: Unlike at urban, pester power as a buying trigger is a rarity. While a dad in a village would buy a packet of chips for his son who accompanies him while shopping, there is rarely any indulgence beyond that which can be attributed to pester power. l Aspirational value products high on list: With the traditional thrust on fairness and blemish free skins as markers of beauty, the demand for

fairness and skin care products is quite high in rural markets. Added to this is the fact that school-going girls have access to some pocket money to indulge in skin care products. l Emerging Reality- Different products for different members: The concept of buying different products for different family members may be a rare phenomenon in the rural setting, with most of the purchases being common for the whole family. But this may be changing. Aspirational motive for buying gains ground with newer influences leading to a demand for lifestyle products by the younger generation. l A visual code of authenticity: Rural shoppers are visual creatures. They have a very visual code for determining fake and genuine products. Familiarity plays a big role here, with TV ads being major markers. Logos, pack visuals & colours of their regular brands are visual codes for labeling them genuine. If a brand launches a product variant where the variant name is more prominent than the primary brand and logo it might be considered fake. If a shampoo brand comes out with different variants in packaging of different colors, it may not be considered the same brand.

Conclusion When it comes to rural there is no one parameter that works given the complexities of the market. So the view of this market as one homogenous entity may be erroneous while planning a brand marketing campaign. Also, while in-store on its own may not really work in the rural setting, when it is supported by activations and communications that are relevant to the rural reality, they can really make a difference. But the rural shopper mind you, may be a tougher nut to crack, given that his buying decisions are based on product trustworthiness and his sense of product familiarity supported by TV and other ATL campaigns. So anything that is apparently outside of these orbits will require a great deal of understanding and planning. Insight Instore plans to continue their exploration of rural shopper behavior and is also developing a rural shopper marketing method to integrate these insights with the right kind of instore concept, communication and design that is specially tailored for brands focusing on rural n

December 2012

Research

The new cues to shopper mindset POPAI’s 2012 Shopper Engagement Study provides compelling evidence about the importance of having - in addition to a strong and integrated pre-store advertising campaign - a robust in-store marketing plan in place to support the ongoing dynamic sales cycle feeding back into the shopper’s discovery journey. Point of Purchase presents the first part of extracts from the interesting study report. Examining Pre-Store Planning, Impulsivity, & Spending Patterns

raditionally brand marketers have placed significant resource and emphasis on their pre-purchase marketing strategy, but the 2012 Shopper Engagement Study revealed that nearly half (46%) of shoppers utilized pre-store media to plan their shopping trip. Shoppers most often reported using store circulars (29%) or coupons (22%) from the newspaper when planning their shopping trip. Fewer shoppers are reporting visiting the store without a list of some sort compared to 1995. More than half of shoppers, however, operate without a physical list, making them more susceptible to impulse buys. Few shoppers visit each aisle or section of the store. Over half of shoppers (54%) visit only the aisles and sections they plan to purchase from. Interestingly enough a linear relationship exists between number of aisles visited and percent of basket purchases on impulse, suggesting that shoppers on longer trips enter an exploratory mindset and are more accepting of departures from the shopping plan. The new shopper journey -- Examining Trip Type, Length, And Party Size It has long been a daunting task to stay in lock step with the shopper mindset. After all, mindsets are a moving target and can quickly change due to a variety of reasons, including purchase needs and time considerations. These considerations dictate the type of trip, or trip mission, which permeates every aspect of the shopping trip from beginning to end. The 2012 Shopper Engagement Study found that a majority of the large basket shoppers sampled in this study described their trips as fill in. Average trip length is down since 1995, when shoppers spent 51 minutes in store on stock up trips compared to only 38 minutes today. Approximately three quarters of shoppers are shopping alone when in 1995 only about half of shoppers were doing so. While 91% of those who live alone shop alone, shopping solo is still the norm for shoppers in multiple person households at 72%.

December 2012

Further complicating time allocation to shopping is the factor of party size and composition of accompanying shoppers down the aisles. Shopper times for females shopping with and without kids are relatively even, suggesting that women have developed coping strategies to stay on track when shopping with little ones. On the other hand, kids elongate the trip for the male shopper. When looking at shopping party by ethnic demographic breaks the study showed that Hispanic shoppers are most likely to be shopping with others. Among those shopping in groups, Hispanic and African American shoppers are the most likely to be shopping with children (44% and 47% compared to 36% total) and Hispanic and Asian shoppers are most likely be shopping in parties with both adults and children (13% and 16% compared to 10% total) Nowadays, there is less time to connect with shoppers as they are in a hurry. This

means that retailer and manufacturer messages have to be quick so they can be absorbed and methods to convey them have to be more impactful than ever before. ANATOMY OF THE IN-STORE DECISION - Where Shoppers Are Making Purchasing Decisions In order to understand today’s shopper and better serve their needs, marketers have to first understand how and where shoppers are making a majority of their purchase decisions. To this end, POPAI has developed the in-store decision rate, which dates back to 1965. Purchases are broken down into four different categories and the in-store decision rate is one of the most reliable measures because it is based upon a pre and post shopping interviews -- what the shopper anticipates to purchase versus what they actually purchase. The four categories that purchases are classified into are:

The in-store decision rate is calculated by taking the sum of the purchases that fall under Generally Planned, Unplanned, and Substitutes categories. Today the instore decision rate has reached an all time high of 76%. Shoppers are specifically planning less and deciding more at the shelf, suggesting today’s shopper is more flexible than ever. Notably, unplanned decisions are down suggesting more prestore planning at the category level is being conducted. And when shoppers did make an impulse purchase most claimed that the purchase stemmed from remembering that they needed or wanted an item once in the store with taking advantage of a sale as the second most cited reason for making an unplanned purchase. S P E C I F I C A L LY P L A N N E D Purchases the shopper specifically identified by name in a pre-shopping interview and bought. GENERALLY PLANNED: Purchases that were referred to generically in a preshopping interview, but not bought by brand. UNPLANNED : Purchases that were not mentioned in the pre-shopping interview and bought on impulse. SUBSTITUTES : Purchases that were specifically identified by name in a preshopping interview, but actual purchase reflected a substitute of brand or product. D E C I S I O N R A T E S & DEMOGRAPHICS - How Age and Gender Affect The In-Store Decision Rate There is no doubt that having the overall in-store decision rate is valuable for brand manufacturers and retailers alike. However, an organization cannot satisfy the needs and wants of all shoppers. To do so would result in a massive drain in company resources, which is why segmentation is a quintessential reality in today’s rapidly evolving retail environment. For manufacturers, shopper marketing is all about targeting. It is about understanding how one’s core target

Research consumers behave as shoppers in different channels, formats and retailers, and leveraging this intelligence to develop shopper-based strategies and initiatives that will grow the business (brands, categories and departments) in ways that benefit all stakeholders — brands, consumers, key retailers and shoppers. For retailers, shopper marketing is all about relevance. It is understanding how one’s customers behave as shoppers, either in specific stores (or segments of stores) or as specific shopper segments. It means tailoring platforms, assortments, shelf configurations, in-store environments and in-store marketing and merchandising to best meet the needs of these segments. These objectives cannot be achieved for all stakeholders unless shoppermarketing initiatives are based on a thorough understanding of how ones’ core target consumers overlap with a specific retailer’s heavy loyal shoppers, either demographically, psychographically, behaviorally — or, for that matter, all three. In order to provide more actionable segments POPAI has broken out decision rates across categories, by age, and by gender, allowing in-store marketers to activiate these insights as they related to their marketing segements. As the data shows, decision rates are highest for shoppers in the mid thirties to forties and interestingly enough males and females are equally likely to make a decision in store. UNDERSTANDING TODAY’S SHOPPER -A Look At The Unique Shopper Profiles When shoppers walk into a supermarket, they do not just reveal where they like to buy their food but also a whole host of lifestyle values, from what they read and watch to what they like doing in their spare time. But as POPAI’s Shopper Engagement Study proves, today it is increasingly difficult for retailers and brand manufacturers to shoe-horn their customers into one specific group. Our predictive shopper profiles contain insights on what shoppers like – based on their stated preferences, their browsing habits, and the products that they actually purchase or abandon in their shopping trips. Shoppers are clustered into segments to understand the attributes and characteristics that are most important to individuals as they decide where to shop. Shoppers were asked to rate their level of

agreement with a broad set of lifestyle and shopping characteristics on a five-point scale. Using factor analysis we are able to create shopper groups based on these lifestyle and shopping statements. These factor groupings form the basis of the creation of shopper segments, which can be analyzed for shopping behavior patterns, price sensitivity, retailer preferences, retailer loyalty, demographic differences, and opportunities for conversion. These segments have unique attitudes and behaviors as they relate to their shopping patterns and retailer selection. So what shopper profiles have emerged with regards to today’s shoppers? The study revealed four basic profiles in shoppers’ paths to purchase across all the supermarkets we conducted the study in n

The key shopper profiles TIME STRESSED -- I need to get in and get out : Shopper who feels pressured from not having enough time and seems to be always in a hurry. Adding to the time pressures are perceived budgetary constraints although this group is not low income. Skews younger (18-44 and full time employed n Doesn’t use circulars or coupons n Describes self as easily tempted n Likely to be shopping with children n Least consistent use of written list n Second highest percent basket purchased on impulse (70%) n Highest total basket average ($67)

EXPLORER -- I want to be inspired: A shopper who enjoys seeing what new products are available, browsing the store in general and getting inspiration for meals while shopping.

n n

Skews older (55+) and lower income (<45K) Heavy use of circulars to drive retailer choice High receptivity to stores with quality private label products as well as per¬ceived variety of product types and package sizes

n n n n n

The most satisfied shopper on for overall satisfaction Describes self as impulsive and easily tempted Highest percent impulse basket (72%) Makes most weekly trips Spend longest time in store

TRIP PLANNER - My trip is always organized: A shopper whose goal is to get the shopping trip over with and executed according to plan n Skews male and older (55+) n Low circular use n Most retailer loyal n Most consistent use of written list n Not interested in bargain hunting n Describes self as controlled and restrained n Most accurate in predicting total spend n Lowest percent impulse basket (67%) n Fewest number of trips per week n Shortest time in store

BARGAIN HUNTER -- I’m looking for a good deal: A shopper defined by the willingness to shop around for the lowest price n Least retailer loyal n Highest circular use n Highest coupon use n Most likely to use pre store media to plan trip n The least satisfied shopper on overall satisfaction n Skews “taking care of the household” n Most likely to NOT purchase an item (s)he planned to buy pre store n Lowest total basket average ($54)

A look at pre-store media planning habits of today’s shopper Circulars : 29% Coupons (newspapers) : 22% Mailers : 19% Coupons (Internet): 5% Retailer’s website: 4% Print advertising: 3% Brand website: 2% A look at reported frequency of making shopping lists All the time: 22% Most of the time: 25% Some of the time: 23% Rarely: 17% Never: 13%

December 2012

International POP News

Fisher-Price Pallet Display Lets Kids Pretend A

s the most trusted name in quality toys, Fisher-Price has been helping to make childhood special for generations of kids with fun and innovative products that bring out the full potential of children. The Servin’ Surprises Cook ‘n Serve Kitchen and Table Set is a great example of a Fisher-Price toy that provides a fun and interactive learning experience for kids. With the Servin’ Surprises Kitchen & Table, kids can make, serve, share, pretend, sing and more! The “magic” serving tray brings role play to life for kids when it recognizes the food they’re serving with songs and different phrases such as “Who wants pizza?” or “Mmmm, cookies!” There are even songs about manners and cleanup that encourage sharing and social skills as kids create their own interactive dishes. Adding More to the Menu - Just in time for the holiday season, Fisher-Price has rolled out a playful pallet display that merchandises accessories for the Surprises Cook ‘n Serve Kitchen and Table Set. Cleverly planned, the pallet display features an assembled Table Set (base toy sold separately) which serves two marketing purposes. The first is to introduce the Table Set to parents whose kids are without and the second is to offer the add-on accessories in a conveniently located one-stop-shop environment to drive new sales of the base toy as well as expansion purchases for accessory items. Decorated in traditional FisherPrice blue and red, the multi-sided pallet is designed with three shelving compartments to merchandise some of the Table Set accessories such as: The Servin’ Surprises Birthday Party Set, Tea Party Set, Barbecue Set, High Chair Set, and Ice Cream Party Set. FisherPrice included an interactive “hear more” panel on the pallet which when activated, informs shoppers of product details. The display shipped fully assembled to retailers n

www.popon.net

December 2012

International POP News

Air Wick Color Changing Candle Displays Light Up At Retail

ust in time for the fall and winter holiday seasons, Airwick has kickedoff a Color Changing Candle campaign that entails giving away 5 of their new Color Changing Candles everyday until October 29, 2012. A dedicated Facebook page was created to enable interested participants to enter the contest. Product Background - Airwick Color Changing Candles use a heat sensitive light sensor which when activated, emit warm shades of green, yellow, orange, purple and pink colors. The candles are infused with pleasing essential oils such as Apple Cinnamon Medley, Lavendar & Chamomile and Vanilla Indulgence and offer up to 30 hours of relaxing illumination. All candles come in a frosted glass container to complement any home decor. To support the promotion and convey all of this wholesome aromatic goodness to

consumers at retail, Airwick created a floor stand and pallet display to showcase both lines of Color Changing Candles across US based supermarket and mass merchant retailers. Both displays included a large scale product replica that mimicked the candles by changing colors at the point of purchase. Black corrugate was chosen as the base color on which all of the brand equities were printed (logo, copy and product images). A nice effect applied to both displays was the use of text that was filled in with a gradient of changing color. This simple font treatment created an immediate emotional appeal to shoppers and helped drive the purchase decision n

www.popon.net

December 2012

International POP News

Halloween Pop-Up Cards Incorporate Product as a Display Component P

roduct: Up With Paper is best known for its innovative, threedimensional greeting cards, which have been “wowing” senders and recipients alike for more than 30 years with intricate designs, premium artwork, and unexpected pop-ups. The company’s greeting cards, available for all seasons and sending occasions, may be purchased in thousands of specialty retail outlets throughout the United States, Canada, and worldwide. To showcase their award-winning Treasures Collection, Up With Paper launched a spooktacular Halloween floor stand display. The display shown in this article was spotted at a Barnes and Nobles store. Simple in design, the floor stand display is printed orange and purple with a small litho riser tabbed into the top of the tray backer. Okay, so what, right? The cool feature on this display that caught our eye is how the brand chose to present the pop-up cards to shoppers. This is very clever. The back of each greeting card is affixed to the tray backer while the bottom of each card is adhered to a clear plastic product bin, enabling full visibility of each card as it would appear to the person who opens it. As you can see in these images, plastic bins adhered to the bottom of the cards house the various products on display. These die cut bins were designed with the “window flaps” intact which kept upward and downward pressure on the product. This approach neatly raised the cards upward and prevented spillage. For What it’s Worth - Typically with POP merchandisers, the display itself, as it should be in most cases, serves as hero.....as the mechanism that is supposed to draw shoppers in and create purchases. In the case of this pop-up card display it’s actually the complete opposite. The integration of the product as a display component reverses that traditional role and enables the product to serve as the main visual focal point. Having seen a Father’s Day version of this display earlier in the year, it is apparent that this unit serves as the “go-to” merchandiser for the Treasures Collection line. With

a simple change in color and new riser card, this stock display can be quickly modified and ready for the next in-store promotion. n

www.popon.net

December 2012

International POP News

Bosch Steel Tech Wiper End Cap Display Provides a Clear View for Shoppers of this guesswork by including an instructional chart right at the point of purchase. Splitting the middle of the display in half and creating a nice visual

or more than 75 years, motorists have relied on the superior performance provided by Bosch wiper blades. Carrying on the tradition of advanced design and safety, Bosch has launched it’s line of Steel Tech wiper blades with retail giant Walmart.

vertical supports and copy space to catch shoppers attention from either end of the aisle. A somewhat predictable approach, the rain drop graphics really worked well from the header all the way down to the lower product bins. An especially reinforcing graphic on the curved riser depicting three kids in a car resonated with the “Be ready whatever the weather” copy that was printed on the center divider, stressing the importance of using quality wipers to keep the family safe!

Renowned for high-quality engineering, Steel Tech wiper blades are equipped with a flow-through frame that fights blade lift-off for a consistently clear wipe. The blended rubber withstands temperature extremes for outstanding performance, and the precision-cut wiping edge removes even the smallest droplets for a clear windshield. To help convey all of this technology in a simple-to-understand message at retail and encourage sales, Bosch has deployed a dedicated end cap display to assist motorists with their purchase decisions.

element, the vertical copy panel with three images and printed instructions encouraged apprehensive shoppers that the wiper blades are not difficult to install. In addition to a measuring chart located on one of the side panels, an application guide, affixed just above the graphic instructions, were made available to further assist shoppers.

SHOPPER TOOLS - A lot of drivers avoid the “wiper change” as long as possible for the simple fact of having to install them. Bosch removed some

STRUCTURAL AND GRAPHIC DESIGN - Large and in charge, this end cap display accomplished several things for the Bosch brand. Let’s start with the product orientation. Neatly arranged by size in their own cells, the wiper blades were leaned forward in larger pockets which enabled easy product access as well as a consistent tidy appearance on shelf. Huge side panels serves as

For What it’s Worth - This display is a winner from the top down. Great structure and informative graphics represented the Bosch brand quite well on-shelf. Other than installing the wiper blades for shoppers, not sure what more could have been included on the display to entice sales! n

www.popon.net

December 2012

International POP News

ELGIN and Mike Rowe Use POP Floor Display to Launch Exclusive Line of Watches With Walmart E

LGIN is a trusted name in watches that has been the brand of choice of hard working Americans for over 140 years. Sold in over 4,000 retail locations, ELGIN has earned the respect of American workers through its combination of high quality, durability, and affordability. Continuing this tradition, ELGIN has partnered with Mike Rowe to develop an exclusive line of watches that will be available this November in select Walmart stores. For those unfamiliar, Mike Rowe hosts the televison show Dirty Jobs and is also the founder of the mikeroweWORKS Foundation. The Foundation was started by Rowe as an initiative to help renew the respect and dignity for skilled labor which literally built this country. ELGIN already supports Rowe’s organization so the idea to collaborate on a watch collection that donates a portion of the proceeds to the Foundation was a perfect fit.

in a staggered pattern. These foam core components convey trade images, pricing and product features. Mike Rowe branding elements on the riser and base added the finishing touches. Overall, this promotion represents a well executed and timely campaign that is sure to sell watches this holiday season. All of the rough and rugged, nofrills watches will retail at $35 n

www.popon.net

To kick-off the launch at Walmart and offer exclusive visibility for the new line, both partners chose to debut the watches with a rough and rugged POP floor stand. Before we comment on the display itself, we must point out the unique approach taken for the packaging. All of the watches are merchandised in open-faced packaging that consists of several layers of die cut and glued kraft corrugate. The only thing holding the watches in place is a lock strap on the back of the packaging. Considering that there is a specific method in layering all of the corrugate to build each package, these must’ve been time intensive from an assembly perspective...all well worth it when viewing the final results! Back to the display : The 12 tray, two-sided display design is rather tall but works well for this promotion. The entire surface of the shelves and body are printed with a diamond plate graphic...a very appropriate visual finish that compliments Mike Rowe’s brand. A really nice element are all of the foam core cog-wheel-shaped die cuts that are affixed to both sides of the display

December 2012

Resource Digital Printing

POP Advertising

MMT Digital Unit-46, A to Z Ind. Estate, G.K.Marg, Lower Parel, Mumbai - 400 013. Tel: 022-2493 7187 / 91 Email: popmedia@vsnl.com

ACE Enterprises Manek, 21, Hardevi Society, Caves Road, Jogeshwari Station Road, Jogeshwari (E), Mumbai - 400 060. Tel: 022-2835 4940 / 2838 4445 Email: ace.rushabh@gmail.com

Printech Digital Imaging Pvt. Ltd. #270/2, Near Bhanu Nursing Home, Bommanahalli, Bangalore - 560 008. Mobile: +91 98807 12345 +91 99000 35942 write2printech@gmail.com

Brandmark Solutions Pvt. Ltd., 17, Orbit Industrial Premises, Opp. Hometel Hotel, Mindspace, Malad (W), Mumbai - 400 067. Mobile: +91 98205 26366

Prince Digi Graphics 37-A, Government Industrial Estate, Charkop, Kandivali (W) Mumbai - 400 067. Tel: +91-22-28606117 / 28696117 princedigigraphics@rediffmail.com www.princedigigraphics.com

Machine & Material

Integra Retail Solutions Pvt. Ltd. 311, 3rd Floor, Shiv Sagar Industrial Estate Kotkar Road, Off Aarey Road, Goregaon East, Mumbai 400 063. Handphone: +91- 9820096610 Email: pritam@integraretail.in Jyothi Display Pvt Ltd. Unit No-10 & 11, Bldg No. 5 Mittal Industrial Estate, Andheri - Kurla Road, Andheri (E), Mumbai -59. Tel: 91-22-4046 3100 / 16 Email: enquiry@jyotidisplay.com

Apsom Infotex Ltd. A-53, Okhla Industrial Area, Phase II, New Delhi - 110 020. Tel:011-2638 5096 Email: sales@apsom.com www.apsom.com Negi Sign Systems & Supplies Company, 3rd Floor, Shivam Chambers, Besides Sahara Studio, S.V Road, Goregaon (W), Mumbai -04. Mobile: +91 98200 81885

December 2012

Kruti Promotions & Events Pvt. Ltd. 601, Corporate Arena, Piramal Nagar Road, Goregaon (W), Mumbai - 62. Tel: 91-22-6782 6464 Email: krutipromotions@gmail.com Planet Dezign (India) Pvt. Ltd., # 279, Motilal Nagar, 1, Off Link Road, Opp. Vibgyor Scool Gate 3, Goregaon (W), Mumbai - 400 104. Mob: 098210 32859 / 093222 93999 www.planetdezign.com The Rhinos India 142, Patparganj Indl. Area, New Delhi - 110 092. India. Tel: +91-11-4735 0393 Mob: 96502 96104 Email: theRhinosindia.com www.theRhinosindia.com

Calendar December 2012 20-23 December Times Kidz world Bombay Exhibition Center (BEC) Mumbai, India http://events.hellotrade.com/tradeshows/times-kidz-worldmumbai/

January 2013 13-16 January NRF 102nd Annual Convention & EXPO Jacob. J. Javits convention center, New York City http://events.nrf.com/annual2013/public/MainHall.aspx

21-23 February

In-Store Asia

20-22 January Sign & Graphic Imaging Middle East Dubai World Centre, Dubai www.signmiddleeast.com

Bombay Exhibition Centre, Mumbai www.instoreasia.org 21 February POPAI India OMA Awards Bombay Exhibition Centre, Mumbai http://www.popaiindia.org.in/awards.html

28 January Retail Trust London Ball Grosvenor House, London, UK www.retailtrust.org.uk

24-27 February NCA’s State of the Industry Conference Fontainebleau Resort, Miami, Florida http://www.candyusa.com/Events/EventDetail. cfm?ItemNumber=4377

31 January - 2 February Internet retail expo 2013 Epicenter, Gurgaon, New Delhi http://www.internetretailexpo.com/

March 2013 February 2013

12 March Retail Business Technology Expo Hammersmith Road, West Kensington, W14 8UX www.retailtechnology.co.uk/Events/retail-businesstechnology-expo-0

13-14 February The Global Youth Marketing Forum 2013 Taj Lands End, Mumbai http://www.globalyouthmarketingforum.com/

12-13 March Retail Business Technology Expo Earls Court, London http://www.retailbusinesstechnologyexpo.com/

19 February EuroCIS 2013 Messeplatz Stockumer Kirchstraße 61, Düsseldorf, Germany http://www.retailtechnology.co.uk/events

April 2013

22-24 February National Retail Consumer Conference 2013 The St John’s Hotel United Kingdom http://www.uk.coop/event/national-retail-consumerconference-2013

December 2012

16-18 April Globalshop, Chicago www.globalshop.org