THE PAWSOME PEDIGREE PROGRAMME

TitleTHE PAWSOME PEDIGREE PROGRAMME
BrandPEDIGREE (MARS INTERNATIONAL INDIA PVT LTD.)
Product / ServicePET FOOD
CategoryH01. Integrated Multi-Platform Campaign (Online & Offline)
EntrantHUNGAMA DIGITAL SERVICES Mumbai, INDIA
Idea Creation HUNGAMA DIGITAL SERVICES Mumbai, INDIA
Production HUNGAMA DIGITAL SERVICES Mumbai, INDIA

Credits

Name Company Position
Suraj Talaulikar Hungama Digital Services ACD
Ramnath Pai Hungama Digital Services Client Servicing Manager
Shashank Veerappa Hungama Digital Services Regional Head - BD
Ninad Shelar Hungama Digital Services Art Director
Mandar Kamath Hungama Digital Services Head of Innovations
Ramdas Wadaye Hungama Digital Services Art Director
Krunal Darji Hungama Digital Services iOS Team Leader
Abhishek Sheth Hungama Digital Services Client Servicing Executive
Deven Sagar Hungama Digital Services Senior Manager Activation
Giri Prasad Hungama Digital Services Operation Manager
Vinodkumar Pik Hungama Digital Services GM - South
Rina Kundu Hungama Digital Services Account Manager
Yogesh More Hungama Digital Services Production Head - Digital
Vaishali Chalke Hungama Digital Services Team Lead
Harshal Ingle Hungama Digital Services Senior Developer
Sanjoy Biswas Hungama Digital Services Art Director
Mahesh Desai Hungama Digital Services Art Director
Hareendranath Mohan Hungama Digital Services Art Director
Amit Nair Hungama Digital Services Sound Designer
Mandar Tembulkar Hungama Digital Services Art Director
Nitin Kalel Hungama Digital Services Senior HTML Developer

The Campaign

To get customers to sample as well as avail benefits on the first product purchase (post sampling), with coupons generated being specific to the sale point thus ensuring footfalls and customer gain for the POS. The annual unique walk-ins at retail stores, vets and other associated outlets is 2 million pet parents of which 60% feed their dogs home-cooked food. (Data source: IPSOS research data 2010 and a Dipstick survey conducted by Mars). That is a huge concentration of pet parents across 3000 outlets and therein lay a huge category opportunity. This insight is what led us to consider tapping pet parents were we are most likely to find them and to change their pet food habits by encouraging, educating and incentivising them to try Pedigree®.

Creative Execution

The leads were captured through an app and the customer received a sample basis his or her breed type. Data was handled through a Lead Management System. The trained call center staff worked to convert the lead into a satisfied customer hence driving sales. The app allowed us to ramp up the programme quickly and smoothly – taking it pan India. Sampled customers received a feedback call within 24 hours keeping the brand connect alive. They received information on how to use the product, had their queries answered by trained call centre staff and also received an m-coupon that they could use to purchase a pack at the same outlet at a subsidized rate. The mobile app helped in registration and redemption of the coupons issued. A redemption module for the POS was created - who gained points based on the samples given and the coupons redeemed.

As against the Rs 20 crore spend on TV media (2015), just 6 crore of the budget was used in the sampling programme and it proved to be very effective. The sampling increased from the targeted 2,500-5,000 to 30,000 per month We achieved 33% as the coupon redemption rate which is 3 times more than the average ‘high’ FMCG market standard of 10% The app brought down costs from Rs 900 (2015) to Rs 150 (2016) since not only were additional people not required, the generation of a unique OTP ensured that only unique pet parents were being approached and thus cutting down on spillage Customers were pushed to same retail store as the sampling to redeem their M-coupon Timely calls were made at regular intervals to pet parents reminding them to replenish their Pedigree stock. Small pack sales in sampled outlets registered a 2X faster growth vs other outlets.

The pet food industry in India is still in a nascent stage. Calorie conversion is 3.4% or in other words 3.4% food served to dogs is pre-packaged pet food with a staggering 96.6% preferring to give their pets home cooked food. (Basis IPSOS research data 2010 and a dipstick of 200 pet parents). Estimated urban pet dog parent population is 6 million. 10% of households have a dog (Agency research) and that demographic is pan-India and spread out so individually targeting such households is a humungous task. However annual unique walk-ins at retail stores, vets, other associated outlets is 2 million pet parents of which 60% feed their dogs home-cooked food In other words reaching out to pet parents where we are most likely to find them was a huge category opportunity that had to be tapped No other player in the marketplace was educating the pet parents other than

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