rajo 2015

Rajo Maketing Plan executed

• News paper adv – bbsr / cuttack• News paper Advertorial -Dharitri• Outdoors- bbsr/jharsuguda/rourkela• Leaflet inserts – jharsuguda / Rourkela• Rajo Rani contest • Tableau van announcements- Cuttack/jharsuguda/rourkela• Radio spots – Big 92.7 fm and radio choklate• Press conference and releases in leading news papers

AKS SITE ABP LY NSV TY NSV AHCV % NSV GWTH

A02. BB-BBSR 329.52 279.4412 303.64 92% 9%

A06. BB-PATIA 153.41 123.3129 145.30 95% 18%

A20. BB-CUTTACK 116.24 93.23192 117.51 101% 26%

A61. BB-JHARSUGUDA 94.25 0 79.67 85% #DIV/0!

A63. BB-ROURKELA 105.86 0 91.37 86% #DIV/0!

TOTAL 799.28 495.9861 737.49 92% 49%

Marketing Elements

• News paper adv – dharitri-full page(3rd june),samaj-half page(6th june)

• News paper Advertorial – dharitri-2nd june• Outdoors-bbsr- 5, jharsuguda-1,rourkela-2• Bulletins- rourkela - 15• Leaflet inserts – 10000 each at jharsuguda/rourkela • Rajo Rani contest - registration- 420 in 8 days(1st june to 8th june) only

from bbsr/ctc• Tableau van announcements-one each at cuttack/jharsuguda/rourkela

from 2nd june to 10th june• Radio spots – big 92.7 – 2nd june onwards• Press conference and releases in leading news papers- 15+

Rajo rani patricipation process

• Registration forms of Rajo rani contest were distributed in youth hangouts/fashion institutes and in store who is interested.

• Rajo rani form also got published in TOI to bring the cuttings.• Registrations were taken from facebook and whats app id

created.• Rajo rani mock studio was placed in the store to take pics • About more than 350 registrations were received in 5 days• Then a choreographer shortlisted final 20 candidates• 20 shortlisted candidates were groomed for 2 days• Then the grand finale took place with proffessional judges.• Winner gets a 25000/- cash along with a featuring in TOI and

also a chance to shoot for a adv film from actors studio.


A02. BB-BBSR 329.52 279.4412 303.64 92% 9%

A06. BB-PATIA 153.41 123.3129 145.30 95% 18%

A20. BB-CUTTACK 116.24 93.23192 117.51 101% 26%


A63. BB-ROURKELA 105.86 0 91.37 86% #DIV/0!

TOTAL 799.28 495.9861 737.49 92% 49%

Rajo Dash Board

AKS SITE ABP LY NSV TY NSV Achv % GWTH %

BB-BBSR 465.23 390.55328 412.32 89% 6%

BB-PATIA 215.07 175.86011 200.04 93% 14%

BB-CUTTACK 158.52 127.31352 156.40 99% 23%

BB-JHARSUGUDA 135.76 0 107.27 79% #DIV/0!

BB-ROURKELA 145.19 0 122.42 84% #DIV/0!

TOTAL 1119.77 693.7269 998.44 89% 44%


A02. BB-BBSR 329.52 279.4412 303.64 92% 9%

A06. BB-PATIA 153.41 123.3129 145.30 95% 18%

A20. BB-CUTTACK 116.24 93.23192 117.51 101% 26%


A63. BB-ROURKELA 105.86 0 91.37 86% #DIV/0!

TOTAL 799.28 495.9861 737.49 92% 49%

Rajo Dash Board

AKS SITE LY No of Bills

TY No of Bills

BILLS GROWTH %

LY Customer Entry

TY Customer Entry

CUSTOMER ENTRY GROWTH

LY CONV %

TY CONV %

CONV GROWTH %

LY TKT SIZE

TY TKT SIZE

TKT SIZE

GROWTH %

BB-BBSR 39,317.0 40,072.0 2% 84,320.0 86,284.0 2% 47% 46% -0.4% 1,981.0 2,048.0 3%

BB-PATIA 22,286.0 23,819.0 7% 42,292.0 49,891.0 18% 53% 48% -9.4% 1,517.0 1,631.0 8%

BB-CUTTACK 16,198.0 18,157.0 12% 31,597.0 32,315.0 2% 51% 56% 9.6% 1,553.0 1,744.0 12%

BB-JHARSUGUDA 0.0 13,855.0 0% 0.0 22,392.0 0% 0% 62% 0.0% 0.0 1,481.0 0%

BB-ROURKELA 0.0 16,222.0 0% 0.0 25,358.0 0% 0% 64% 0.0% 0.0 1,397.0 0%

90,688.0 128,181.0 41% 180,914.0 250,197.0 38% 50% 51% 2.2% 1,718.0 1,729.0 1%

Outdoors at bbsr/jharsuguda/Rourkela

15 bulletins in rourkela

RAJO LAUNCH & PRESS MEET By Actress Gargi Mohanty

PRESS RELEASES IN LEADING PRINT MEDIA

Rajo Advertorial in dharitri

RAJO PRINT ADV layout

Rajo rani registration form in TOI

Rajo Van in cuttack/jharsuguda/rourkela

Rajo gate at forum

RAJO RANI CONTEST REGISTRATION STUDIO IN STORES

RAJO RANI CONTEST GROOMING

RAJO RANI CONTEST FINALE SET-UP

RAJO RANI CONTEST FINALE

RAJO RANI CONTEST JUDGES

RAJO RANI CONTEST FINALE – ACTRESS GARGI


A02. BB-BBSR 329.52 279.4412 303.64 92% 9%

A06. BB-PATIA 153.41 123.3129 145.30 95% 18%

A20. BB-CUTTACK 116.24 93.23192 117.51 101% 26%


A63. BB-ROURKELA 105.86 0 91.37 86% #DIV/0!

TOTAL 799.28 495.9861 737.49 92% 49%

Featuring in TOI

RAJO RANI CONTEST – MEDIA COVERAGE

RAJO Pitha and Make over

RAJO Mela

RAJO DECO


A02. BB-BBSR 329.52 279.4412 303.64 92% 9%

A06. BB-PATIA 153.41 123.3129 145.30 95% 18%

A20. BB-CUTTACK 116.24 93.23192 117.51 101% 26%


A63. BB-ROURKELA 105.86 0 91.37 86% #DIV/0!

TOTAL 799.28 495.9861 737.49 92% 49%

Hits

• Ladies fashion was a hit as per the promotion .• Ladies offer of buy2 and get 1 free was a hit• Rajo pitha counter was the talk of the town with TOI covering

with a big article• Rajo rani contest was a big hit and got good response• Rajo mela also proved to be a hit• Free make over was a hit


A02. BB-BBSR 329.52 279.4412 303.64 92% 9%

A06. BB-PATIA 153.41 123.3129 145.30 95% 18%

A20. BB-CUTTACK 116.24 93.23192 117.51 101% 26%


A63. BB-ROURKELA 105.86 0 91.37 86% #DIV/0!

TOTAL 799.28 495.9861 737.49 92% 49%

Misses

• Mens and kids category promotion was a miss .• New merchandise gap was there in the fashion category.• Food category could have been be developed through more

good offers .• Regional tvc was a miss .• New offers for mens and kids were not there.• in sis high value as well as regional variety of sarees were not

available.


A02. BB-BBSR 329.52 279.4412 303.64 92% 9%

A06. BB-PATIA 153.41 123.3129 145.30 95% 18%

A20. BB-CUTTACK 116.24 93.23192 117.51 101% 26%


A63. BB-ROURKELA 105.86 0 91.37 86% #DIV/0!

TOTAL 799.28 495.9861 737.49 92% 49%

Learnings of the Festival

• Campaign built up should be focussed on mens and kids category also as the whole campaign was revolving around ladies only.

• Outdoors and paper adv were projecting only ladies fashion. It should include mens and kids also.

• More focus on food specially staples.


A02. BB-BBSR 329.52 279.4412 303.64 92% 9%

A06. BB-PATIA 153.41 123.3129 145.30 95% 18%

A20. BB-CUTTACK 116.24 93.23192 117.51 101% 26%


A63. BB-ROURKELA 105.86 0 91.37 86% #DIV/0!

TOTAL 799.28 495.9861 737.49 92% 49%

Way Forward

• Rajo rani contest as it has been a property and improving every year

• Kids/mens category to be added in the marketing communication

• Good offers in food/mens/kids as well• Regional tvc to be included

NAMASTE

rajo 2015

Documents