Marketing Communication Strategy Presented by O. M.

Altaf
EMAIL omaltaf@hotmail.com
HANDPHONE +91 9899541754
Daawat Basmati Rice
Obj ective of th e camp aign
• Increase awareness and sales of Daawat.
• Maximizing the effective consumption of times group media.
Co nsume r pe rce pti on of bran d
DA AWAT
• Viewed as one of the several packaged rice brands available in the market.
Co nsume r pe rce pti on of bran d
DA AWAT
• No differentiation between the various brand extensions of “DAAWAT”:
– Daawat Select
– Daawat Super
– Daawat Devaaya
– Daawat Dilkhush
– Daawat Rozana
– Daawat Harroz
– Daawat Mini
– Daawat Tini
– Daawat Niki
– Daawat Organic
Po si ti on ing

CURRENT THE WAY IT

POSITIONING SHOULD BE
“Packaged “Premium
basmati rice” packaged
basmati rice”
Ta rget Aud ienc e
B2B
Buyers and
Suppliers
of Daawat

Daawat

B2C
End users of
Daawat
B2 B commu nica ti on

• “Daawat Chaupal” an online and offline interactive community for traders

and farmers of basmati rice.

• Domain specialist blogs, seminars, newspaper ads and websites on the

following topics:
– Latest updates happening in the basmati rice business.
– New product updates from Daawat.
• Times Group media support:
– Newspaper, radio and TV ads.
– Website and blogs through Indiatimes.
– Mobile messaging through 58888.
 Co rpo rate an d co nsu me r gi fts
• Daawat branded corporate and consumer gifts focusing on basmati rice.

Eco friendly Recipe book

Clock and (specializing in rice The Daawat
bags and rice cuisine) story
watches
(which do not use batteries)
B2 B commu nica ti on
• Daawat branded corporate gifts focusing on basmati rice.
• Times Group media support:
– Private Treaties to organize the gifts.
– Times group books to help in writing the books.
B2 B commu nica ti on
• “Daawat Certified Green Technology User” certificate

– Daawat will award a “Daawat Certified Green Technology User”

certificate to organizations and individuals in the domain expertise
areas of Daawat.
B2 B commu nica ti on

• “Daawat Certified Green Technology User” certificate

• Times Group media support:

– 360 degrees to organize awards “Daawat Certified Green Technology
User”
– Newspaper, radio and TV ads to support the event.
– ET to take out “Daawat Certified Green Technology User” list.
– Website and blogs through Indiatimes.
– Mobile messaging through 58888.
B2 C commu nica ti on
• Daawat on campus
– Collaborate with agriculture and management colleges for setting up
“My Daawat Gang”.
• Student can tell how best to utilize agriculture technology.
• Improvements in existing agriculture technology.
• Use of agriculture technology to make the campus green.
• Organize contests and seminar on current agricultural issues.
B2 C commu nica ti on
• Daawat on campus
• Times Group media support:
– 360 degrees to organize activations for “My Daawat Gang”.
– Newspaper, radio and TV ads to support this property.
– TOI to take out “My Daawat Gang” articles and ads.
– Website and blogs through Indiatimes.
– Mobile messaging through 58888.
B2 C commu nica ti on

• Daawat Green ATM’s

– ATM look-alike kiosks at fuel stations, schools, colleges, shopping malls
and offices for suggestions & donations for making the city green.
– Displays Daawat’s products - If a consumer buys a Daawat product “X”
amount will go to the “Daawat green project”.
– It will also play a list of donors on LCD screen.
B2 C commu nica ti on

• Times Group media support:

– 360 degrees to organize activations for “Daawat Green ATM’s ”.
– Newspaper, radio and TV ads to support this property.
– TOI to take out “Daawat Green ATM’s ” articles and ads.
– Website and blogs through Indiatimes.
– Mobile messaging through 58888.
Co ntest at va lue re tail cha in st ores

• Tie-up with value retail chains like Big Bazaar, Spencer’s, Vishal, Reliance Retail, Big
Apple, 6 -10 or Sabka Bazaar.
• Mechanics:

Cashier gives him a

Customer free sample packet Customer
with a bill of of Daawat, a has to
Rs 500 and subscription form, a answer one
above healthy cooking question
enters the booklet and pastes a and send it
contest sticker of Daawat on to 58888
his vehicle
Contest at value retail chain stores
• Benefits:
– Increase in the brand awareness and sales of Daawat.
– Mobile phone database for future marketing initiatives of Daawat.
– Increase in footfalls, average bill value, number of bills and sales (FANS) of the
stores.
• Commitments:
– Daawat will provide free/partially paid ads for the contest in Times group media
to the stores.
– Daawat will provide POP materials, promoters and backend support for the
contest through 360 degrees.
– Retail chain will provide free of charge use of retail outlets and in-store media for
the contest.