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Communication@hearty mart

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Syed Nadeem Jafri
Syed Nadeem Jafri

Presentation showcases various communication tools employed in Hearty Mart to generate footfalls and win customer loyalty.

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Communication is Key ISSLIYE COMMUNICATE KARO
Perception of the Target Area Juhapura in 2004 Considered Riot Prone Hostile for business No big brands ever entered the area
Reality The research showed that area had the potential Residents wanted to have a good shop in the vicinity
Need of the hour To break the perception of negativity attached To showcase the positive side of the area Thus the need was To COMMUNICATE with customers To COMMUNICATE with media
Brand Touch Points Brand name is such that it gives an emotional feel to the customers Brand Positioning is such that it conveys the strength of the brand and is long lasting.
Cable Network Auto Rickshaw Branding & Jingle Personalized Invite Newspaper Inserts Schemes & Freebies Print Ads How would brand communicate? Hearty Mart Launch Campaign
Sales Promotion to generate footfall Introductory discounts A cup of ice-cream to each visitor On purchase of Rs. 500 and Rs. 1000 - freebies. On the purchase of Rs. 100 a coupon
Loyalty Programs
Product Sampling
11 years celebration
Event Drawing Competition In order to create more patrons for Hearty Mart we conceptualized a drawing competition It was held in 2009 as a part of 5 years completion of the store Students from 13 schools participated Parents were invited as an audience 4 winners - one from each standard from 1st to 4th They were photographed along with their mothers The event was covered in local media
Communication@hearty mart
Communication@hearty mart
PR at work I went to the editor of a leading English daily to feature a positive story of Juhapura by showcasing my brand Hearty Mart, I was told WE dont promote individuals.
The Result
The Result
The Result

More Related Content

Communication@hearty mart

  • 2. Perception of the Target Area Juhapura in 2004 Considered Riot Prone Hostile for business No big brands ever entered the area
  • 3. Reality The research showed that area had the potential Residents wanted to have a good shop in the vicinity
  • 4. Need of the hour To break the perception of negativity attached To showcase the positive side of the area Thus the need was To COMMUNICATE with customers To COMMUNICATE with media
  • 5. Brand Touch Points Brand name is such that it gives an emotional feel to the customers Brand Positioning is such that it conveys the strength of the brand and is long lasting.
  • 6. Cable Network Auto Rickshaw Branding & Jingle Personalized Invite Newspaper Inserts Schemes & Freebies Print Ads How would brand communicate? Hearty Mart Launch Campaign
  • 7. Sales Promotion to generate footfall Introductory discounts A cup of ice-cream to each visitor On purchase of Rs. 500 and Rs. 1000 - freebies. On the purchase of Rs. 100 a coupon
  • 11. Event Drawing Competition In order to create more patrons for Hearty Mart we conceptualized a drawing competition It was held in 2009 as a part of 5 years completion of the store Students from 13 schools participated Parents were invited as an audience 4 winners - one from each standard from 1st to 4th They were photographed along with their mothers The event was covered in local media
  • 14. PR at work I went to the editor of a leading English daily to feature a positive story of Juhapura by showcasing my brand Hearty Mart, I was told WE dont promote individuals.

Editor's Notes

  1. Summary Overview Direct marketing is a form of integrated marketing communications whereby an organization communicates directly with target customers to generate a response and/or transaction. It involves a variety of activities including: Direct mail Direct response advertising (on TV, radio or in magazines or newspapers) Telemarketing Internet Sales Catalogs Shopping channel