Project Report On BRAND ACTIVATION

Submitted By Rajat Sharma

Brand Activation Brand activation is a process that starts with a very lucrative idea of making your targeted consumers to try your product and it ends with the repeat purchase by the same consumers. The objective of Brand Activation is to make brands active in their markets, building their reputations along with results. Most fundamentally, brand activation contributes in creating trust between the customer, the society and the brand (i.e. company . And trust is one of the key factors to create loyalty between consumers and brands. Brand Activation is the seamless integration of all available communication means in a creative platform in order to activate consumers. Activation means stimulating! ". interest #. trial $. loyalty %ew communication means are being introduced every year. &t is clearly evident from this list of means that the marketing communication is a profession for well'trained specialists. (ebsite, )' mail, Telephone, *rint, +adio, T,, -utdoor advertising, )vents, +etail, Brochure, Mobile, .*, &ncentives, /airs, .pectaculars, .ponsoring, 0esign, &1, TM, etc.

From Advertising Brands to Brand activation

Power to the People. This is the best way to describe the turnaround in marketing communication. *eople have more choice than ever. They can get the products anywhere and can compare products and services down to the minute details. This re2uires a more intelligent manner of communication by companies. .imply advertising can be used to defend a market position in many cases, however, this creates no leeway for growth. and that is the aim after all. The successful marketer then has to leave the safe haven of advertising and start activating. The means are available, the cases are there, the opportunities are there and the chances are there. And the good news is! more than 345 of the marketers is rigid and resistant to change, therefore there are plenty of opportunities to beat the competitors.

Why Brand activation

Activation shifts the focus to the core of marketing! stimulating the buying process. There are various reasons why this focus is so important and why advertisers opt for Brand activation instead of the traditional campaigns. Brand activation addresses the key issues in marketing.

Information selection
*eople filter the communication means they are confronted with. They simply ignore the majority of it.

Experiences )6periences are convincing. Also the e6periences of others. Active reference on account of a positive e6perience with the brand is the most powerful instrument to activate people.

Brand activation Programme: Smart Diamond

The creative platform or The Big &dea is the basis of a brand activation programme. This idea is coupled to an activity or activities

that confirm the message. Media is used to create awareness of these activities. &nteraction with the target group is stimulated via media like that confirm the message. Media is used to create awareness of these activities. &nteraction with the target group is stimulated via media like e'mail, internet, and events. The sole aim here is! to stimulate! interest, trial, loyalty. )ach programme shall be primarily based on one of these target groups

Brand activation: deliver the proof The claims !ashes !hiter than !hite"# al!ays at hand"# etc$ are all really !ell% &no!n# but it is still ad'ertisin($ People thin& ad'ertisin( is implausible# so these claims remain implausible$ )ntil pro'en$ A Brand acti'ation pro(ramme supplies proo* o* the claim$ Brand acti'ation pro'es the claims that are made$ +ettin( attention *or a brand messa(e is becomin( increasin(ly di**icult$ The ne! !ay is to pro'e the messa(e$ This does not only ma&e the messa(e credible# it also ma&es it distincti'e

Brand activation = Interaction Ne! media has caused a re'olution in communication, the simplicity o* interaction$ Almost e'eryone !ants to &no! about a ne! product$ Stimulate people to interact$ A Brand Acti'ation plat*orm o**er consumer to *eel the e-perience and directly interaction !ith the company to (i'e their *eedbac&$ The consumer *eels the e-perience o* the product o* their

o!n accord and there*ore !ants to buy. It is a !onder*ul opportunity to o**er an e-perience that in*luences the buyin( process$

To tell the consumer about the presence of product in the market and to make the brand active in the market, Dabur India Ltd. launches events in many places of the Delhi. In this event the promoter interact with the customer and offer them to feel the e perience by providin! a demonstration. "ith this, to stimulate the consumer interest promoter offer free !ifts alon! with the products. #ift criteria is % $ % &!m cold cream on a purchase of Dabur #ulabari 'ose "ater % ( bottle of Dabur #ulabari 'ose "ater on a purchase of Dabur #ulabari )ace )reshener

*roduct +ame: , (, Dabur #ulabari )ace )reshener

Ne Da!"r #"la!ari Premi"m $ose %o"ch Face Freshener gives the "ni&"e rose'li(e radiance any here) anytime* And) it comes in a convenient) easy'to'carry format*

Benefits

+leansing: &ts natural ingredients gently cleanse skin, ridding it of dirt 7 giving it a radiant glow ,oist"ri-ing: &t helps hydrate your skin, removes dullness 7 dryness, giving it a soft, supple look $efreshing: &ts cooling action, with rose e6tracts, works gently to give your skin a fresh 7 glowing look

$, Dabur #ulabari 'ose "ater

Dabur #ulabari encapsulates the essence of roses and derives its e-uity from .'ose.. 'eplace water with Dabur #ulabari in your daily skin care re!imen to !et a rose,like !low Dabur #ulabari.s benefits for skin care are endless$ .ou can replace !ater !ith Dabur +ulabari in your s&in care re(imen# because!

&t cleanses &t moisturi8es your skin, and is good for sensitive skin

&t is a natural skin toner &t refreshes and cools &t rejuvenates after a stressful day

)inal /vent 'eport

Location: , La mina!ar 0ain 0arket 1+.Delhi2 Date: , & 0ay 3ctivity Timin! :, (( am,4*m

Total 6ale
Total +umber of 5ustome r Interacti on $& )ace )res hene r 7 &
($

*lace

'ose "ater

Total

3!!rawal Tradin! 5ompany *anka8 6election *anka8 6tore =0 Lace Total

9: ;: ;: ($&

(: (9 ($ 9;

$: < 4 9$

;: $; $: 4&

Total 6ales 5onversion =>4? Customer Response /+ood

Be*ore Acti'ity Sale Con'ersion / 0$123 A*ter Acti'ity Sale Con'ersion / 44 3

Location: I* / tn 1+.Delhi2 Date: ,> 0ay 3ctivity Timin! :, (( am,4*m

Total 6ale
Total +umber of 5ustome r Interacti on ;: (& (> )ace )res hene r (> ( ( < $ ( )ace )res hene r
$& ; $

*lace

)ace )res hene r

@aryana 0edicos 'am'a8 0edicos 3!!rawal 0edicine *lace Life 5are Total

(7 74

7 $&

; (&

(: 9:

Total 6ales 5onversion =&(.$4?

Customer Response /+ood Be*ore Acti'ity Sale Con'ersion / 13

Location: I* / tn 1+.Delhi2 Date: ,7 0ay 3ctivity Timin! :, (( am,4*m

Total 6ale
Total +umber of 5ustome r Interacti on $: (: (; )ace )res hene r 4 ; ( (: $ ( )ace )res hene r
(4 & $

*lace

)ace )reshener

@aryana 0edicos 'am'a8 0edicos 3!!rawal 0edicine *lace Life 5are Total

(: &;

9 (>

; (>

7 ;$

Total 6ales 5onversion =>:.;4?

Customer Response /+ood Be*ore Acti'ity Sale Con'ersion / 13 A*ter Acti'ity Sale Con'ersion / 513

Suggestion

6ith the abo'e data analysis# it is easily predict that the sales con'ersion increase !ith the promotion acti'ity# but place li&e IP 7-t !here the sales increase to 52 3 !hich is 8uite lo! as comparison !ith 9a-mina(ar area i$e$ 51 3$ :ere the Sales con'ersion is calculated on the basis o* mean a'( o* data collection that means sales con'ersion is depends upon the total number o* customer 'isited to the store$ But in place li&e IP 7-t$ number o* customer 'isited to store is 'ery lo! #so to promote the product to ma-imum number o* customer# acti'ity should be placed !here the mar&et has cro!ed #li&e 9a-mina(ar main mar&et#9al ;uarter%<rishna(ar#Shi'aji Par&%Shahdara etc$ $

5onclusion
The project underta&en by me has (i'en a clear idea about the stem startin( *rom conceptuali=ation# desi(n and de'elopment o* brandin($ Throu(h the Acti'ation Brandin( project *or Dabur#the Company has (i'en me an opportunity to learn and e-perience the mar&etin( strate(y and style to promote the product and brand name $ The Acti'ation Brandin( is important in establishin( your reputation$ Brand activation contributes in creatin! trust between the customer, the society and the brand 1i.e. company2 and trust is one of the key factors to create loyalty between consumers and brands. I ha'e also up(raded mysel* !ith ne! mar&etin( strate(y$ I had e-perience in VAS >Value Added Ser'ices? Sales >IT 7nabled Ser'ices?$ Throu(h this project I ha'e learnt brandin( and ad'ertisin( tools @ I (ot the opportunity to ha'e a closer loo& to beat the competitors in the mar&et$ So# *inally this project helped in learnin( a lot both in terms o* mar&etin( and ad'ertisin(# !hich !ill be 'ery help*ul *or me in *uture.