141Sercon has bagged the CRM business of VLCC, which aims to build brand value for its clients through interactive campaigns to build customer loyalty. This is the first time that VLCC is undertaking a project on this scale to understand its customer needs. The size of the business is in the region of Rs 10 crore.
Equus Red Cell handles the creative duties for both VLCC Healthcare and Personal Care products.
Harmeet Pental, CEO, VLCC Personal Care & Group Marketing Officer, said, “As India’s largest health and beauty brand, we enjoy the confidence of over a million customers in India and the Middle East. This motivates us to continuously enrich our services for our clients. We have plans for launch of a pan-India CRM programme to enhance customer experience across all our centres. To implement this initiative, we have selected 141Sercon because of its impressive track record in this field.”
Neeraj Kapoor, AVP, 141Sercon, said, “This account will give us the opportunity to strategise and redefine the communication parameters for VLCC with its customers. We will be formulating various campaigns based on research inputs collected from all the 140 VLCC centres. Our passion has always been to alter the manner in which marketing solutions are provided and the same approach would be adopted in our CRM initiative.”
The CRM programme will first include feasibility and ground research based on the data collected from the VLCC centres spread across 70 cities. The research will be progressed by the identification of marketing tools and software that will assist 141Sercon to centralise and manage the collected data.
“VLCC is one of the leading brands in the country in the beauty and lifestyle segment and has been experiencing phenomenal growth. In our business, ideas make live connections with consumers. I believe that the more challenging the environment, the more innovative, impactful and actively engaging the ideas must be. Designing and implementing campaigns for an established brand is very challenging and we are glad to be associated with such a challenge,” said Vijay Singh, Managing Director, 141Sercon.
Our typical marketing budget is usually 10 per cent of the topline spend
There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...
The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.
<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...
The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions
Perfumes are invisible and these new ads from Skinn create a story out of this
New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking