Pitch indias toP 50 Marketers awards

out, the brand had already created a buzz and a huge brand recall among the consumers. Reasoning on its packaging, Chauhan says, The packaging in snack brands is usually quite cluttered; it is difficult to differentiate one brand from the other. Hippo has a very clean, uncluttered look that has great shelf visibility and consumer appeal. Hippos initial marketing strategy focused primarily on its distribution. A phase-wise launch resulted in an increased visibility. To ensure that Hippo had maximum reach, we did a phase wise launch for the brand. We also undertook a major retail visibility and sampling drive to create consumer pull, says Chauhan. As the launch went pan-India, Parle Agro scaled up its manufacturing units to enable wider distribution. Also, Hippos shelf life of six months provided a flex-

HIPPO HAS A CleAn lOOk THAT HAS gReAT SHelf VISIbIlITy And COnSumeR APPeAl
ible inventory option to shopkeepers. The product was made available across general trade (retail stores) and modern trade (super markets, hyper markets) outlets. Catching up with new-age consumers, the brand successfully engaged them on social media platforms like Twitter. It asked followers to send a Tweet whenever they couldnt find Hippo in stores, and replenished stocks within hours. This way, Hippo tracked stocks and reinforced Hippos sales and distribution network. This helped identify high potential mar-

kets where Hippo sold out fast. Our activity on Twitter has helped us expand the distribution base for the brand. We have effectively used the power of social media for inventory tracking and consumer engagement, Chauhan says. At zero cost to Parle Agro, Hippo sales zoomed unexpectedly. Since Hippo is an innovation in the category, Parle Agro tried to ensure that its brand communication is also unique. The TVC for Hippo stands out in the snacks category. We didnt want to be a me-too brand in a category cluttered with frivolousness in its communication. In the TVC, we have tried to integrate a social message into the brand in order to add soul and purpose to Hippo. Hippo has taken snacking responsibly by positioning itself as a solution for hunger, Chauhan adds.

Alive and kicking

Snacking can no more be unhealthy. It was this proposition that made consumers queue up for Aliva
- Tomato and Roasted Spices, mint flavour With Herbs, Special Pindi masala and Original Salted. All the flavours were created keeping in mind a distinct Indian consumer who is very interested in spicy and tangy tastes. Additionally, the product ingredients like wheat and pulses boosted its healthy proposition, which proved to be a major success factor. The standee pack, which was a first in the category, also drew a lot of consumer attention. The strategy of keeping the packs small in size and low in price was something that consumers lapped up. With its health positioning, Aliva fought in the lifestyle snack food market with Saffola Zest, digestive marie, and nutrichoice, which cater to the mass as well as premium markets. frito lay roped in bollywood star Chitrangada Singh as the brand ambassador for Aliva and launched a 360-degree marketing campaign Thodi Sharafat, Thodi Shararat on TV, print and outdoors.

ith innovative product formula, healthy ingredients, unique design and premium packaging, Aliva not only did attract a lot of consumer attention but also created its own space in the snack market. for the vibrating market that the brand created in just over a year, Aliva, a product of frito lay finds its place in Pitch Indias Top 50 marketers Awards 2010. It stands at no 5 position in the Impactful launches category, behind micromax, uninor, Twitter and Hippo, in that order. With the baked snack that stood somewhere between biscuits and salty snacks, frito lay wanted to replicate the impact, kurkure had created some ten years back. launched in June last year, Aliva broke the clutter in the cracker segment with its four unique flavours

28 | Pitch | November 2010

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