THE ESSENCE OF CONSUMER PACK IN BRANDING AND BRAND RECOGNITION

BACKGROUND

Already selling and achieving a volume of over thousand metric tonnes through the bulk pack division, our client wanted to make it even bigger by entering the consumer pack division. This lucid vision helped in shaping up the perfect stage for our marketing team that had vast experience in the oil industry. The oil industry has always been our forte and we pledged to prove it through our efforts as well.

ACTION STEPS

Since our goal was absolutely clear, we strategised a marketing plan that would reach directly into \ the house of our customers. Using the vast network and great relations in the oil industry, we knew the right sort of partners that would help us in driving volumes. Not only did we build our infrastructure but also ran massive advertisement campaigns to spread brand awareness. Targetting each and every major public gathering spot as well as festival for our advertisements, over a span of 3 years we made our presence felt in the market. Based on our networking strategy we appointed personnel at strategic points to further penetrate into the market. We aided our channel partners in terms of purchasing stocks at the right time which ensured we had the most competitive rates in the market for our sales team to sell. The intital struggle was in providing the right service and competitive schemes/rates in the market to lure in the retailers. We designed a step-by-step process to expand and simultaneously grow in the markets we had already captured.

RESULTS

Through the rapid and widely spread network, within 5 years of inception we were placed as a formidable force in the consumer pack oil segment which further strengthened our footing in the bulk pack division. The strategies adopted not only helped in building a strong network and massive horizontal base in the market but also had a long term effect in establishing our client as the 6th largest oil company in India. Even today, we continue to strive and expand our market presence across India to further our roots in the market.