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Pitaara Namkeen's evolving marketing strategy all through the year 2020
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Tuesday, 29 December, 2020, 13 : 00 PM [IST]
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Our Bureau, Mumbai
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Pitaara Namkeen, the flagship food brand of Desai Brothers Limited, offers an assortment of traditional favourites enjoyed with family and loved ones. Catering to younger audiences is the brand of potato chips – ‘ChipseeZ’ in five flavours from Classic Salted to Zesty Pudina, Peppy cream and Onion, Zingy Tomato and Zippy Masala. The company’s robust distribution network in West and Northern India ensures seamless presence and product availability.
This year has been demanding and gratifying in equal measure. Owing to the lockdown, working and studying from home ensured longer hours spent together indoors,creating more opportunities for family time and meals, impulse munching and food cravings. These evolving consumption patterns drove our growth rate at a healthy pace of over 50 per cent this year.
The pandemic pushed the company to re-evaluate every realm of product offerings into becoming more innovative, finding newer ways to enhance consumer experience, engaging with business and channel sales partners, exploring newer channels of distribution while maximising the potential of digital and other relevant promotional mediums.
New product and packaging enhancements
In an effort to continuously improve product offering, the company will be soon introducing a new product – Hing Chana. Roasted chana is a nutritious snack that has traditionally been a favourite of Indian households. A hint of asafoetida (hing) coupled with a tangy undertone in a special spice mix adds a delightful flavour to this tasty namkeen.The company’s introductions are always in line with the pulse of the market, bringing in products immersed in consumer insights and their evolving snacking needs.
The company alignes it self to its customers’ concerns and focuses on utmost safety and hygiene throughout the product manufacturing and distribution operations, to ensure a worry free, delightful snacking experience.
Taking product experiences to the next level, the company introduced – New Improved Four Layer Product Packaging to ensure longer product shelf life thereby retaining product freshness, taste and crispiness.
To cater the gifting needs for the festivities, this year the company introduced curated Pitaara namkeen gift boxes – Khazana Gift Range, with an assortment of bestselling variants,these gift boxes retailed from retail stores.
Newer Distribution Channels
The company forayed into newer channels of distribution since the beginning of this year which were met with a positive response. The company was able to established its presence with Milk basket and Spencer Retail Private Limited.
Our promotional initiatives
Apart from focusing on our Core Product, the company pays equal attention to the 3 other P’s of marketing which have become even more critical today.Over the past few months, the company planned and implemented a host of interesting promotional activities, price off offers, attractive free gifts on combo packs, R&R programmes to motivate all its channel partners.
Consumer led offers
Consumer offers this year received a huge response. These offers were promoted on digital media platforms supported with in- shop branding and promotional material.
• One airtight container free with 400 gms packs of Bikaneri Bhujia and Lajawaab All-in-one
• Price off on 900 plus 200gms pack
• We are currently running a campaign – Chhota Pack Badi Khusiyan to promote our 21 per cent extra offer on select product range.
• Lajawaab offer –200 gm Bikaneri Bhujia free with two 400 gm packs of (Bikaneri Bhujia plus Lajawaab All-in-One)
Distribution Channels and related promotional programmes
The company is channelling energies towards entering newer sales and distribution channels. E-commerce and a part of modern retail is one of our key focus areas.
Over these months, the company has carefully planned and implemented, tiered channel sales driven programme with a focus to encourage and support partners. It also went a step further to synergise these initiatives with sales teams, incentivising their efforts during these challenging times.
Distributor R&R Programmes
The distribution is the company’s strength and to recognise the performance of the distributors, the company initiated a tiered loyalty club programme starting from Pitaaraplus, going up to Pitaara Platinum members.
Wholesale R&R Programme
Wholesale R&R programme incentivises across POP-strata from urban to deep rural.
HVC Drive (High Value Contributing Outlet)
It is a loyalty program named as – Pitaara Paarivar to reward and recognise our top channel partners.
Mainstream and Digital media
Social media presence has been growing steadily on platforms like (Facebook, Instagram, Youtube) with creative posts built around topical issues married with our brand essence. Since lockdown, as consumption of digital media grew manifold, we have been constantly pushing ourselves creatively to bring innovative, engaging and quirky content for our audience on trending topics.
The company explored several new content formats of – games, quizzes, brain teasers, bumper prize contests designed around brand/product recall, User generated contest posts around special occasions like rakhi, diwali and global calamities like covid among others. Apart from these we have been on point when capturing important moments like national and international days and festivals, noting latest happenings like MSD’s retirement from cricket or catching on fun social media trends of popular TV characters like Kokilaben.
The company introduced our potato chips brand – ChipseeZ across FB, Instagram and Youtube earlier this year. A series of brand films were launched on Youtube - Six for ChipseeZ and five films for Pitaara garnering views of over 15 lakhs.
Breaking new grounds in connecting with the youth and leveraging the most sought after sporting event for the year – IPL 2020, an innovative cricket contest for ChipseeZ – ChipseeZ Cricket League 2020 (CCL 2020) was run during the entire duration of the IPL Matches. This contest garnered a total reach of over 70 lakhs.The over all engagement rate has been one of the highest in the industry.
Mainstream Media Reach out
2020 has been a year of many firsts for us. The company ventured into mainstream television promotions, harnessing the power of strong viewership of local cable TV in our markets, to build reach and brand recall.
1. Consumer offers and brand films are being promoted on TV as Aston ads
2. Brand films for Pitaara and ChipseeZ are also being promoted through a series of commercial spots through the day.
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