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Bisleri allocates 15% mktg budget to outdoor

Bisleri allocates 15% mktg budget to outdoor

Author | Priyanka Nair | Wednesday, Dec 12,2012 7:16 PM

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Bisleri allocates 15% mktg budget to outdoor

Bisleri has launched a new marketing campaign titled ‘Kiss to drink’. As part of the communication plan, Bisleri is going to aggressively tap the outdoor media.

The targeted markets for this campaign are tier I and tier II cities. Outdoor campaign will be rolled out in phases; the duration will be for a period of one month, starting mid December.

Meridian Communication has developed this new campaign for Bisleri.

The idea behind launching this campaign is to focus on the 500 ml bottle size which serves as a personal pack, making it more convenient for the consumer.

Shraddha Nathani, AGM – Marketing, Bisleri said, “World over 500 ml is the most preferred pack size for ‘on the go’ consumer. Our research has shown that 500 ml provides sufficient quantity of water for a single user. It is not only convenient to carry and use but also the most economical pack. The objective of this campaign is to position 500 ml pack as the most convenient pack to use and at an economical price point of Rs 10.”

Nathani also mentioned that around 15 per cent of the marketing budget will be invested on the outdoor for ‘Kiss to drink’ campaign. The outdoor plan will include hoardings, bus shelters and kiosks at strategic locations across the targeted cities. The campaign creative has already gone up on dealer company-owned trucks.

“BTL activities will continue to support the outdoor plan at the store level with a strong visibility drive, retailers incentive schemes and product availability at various outlets. We will concentrate on product visibility, cross promotions and consumer promotions at modern trade outlets. Online communication will be skewed towards the new campaign,” added Nathani.

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