Next, I travelled to the Vasai/Virar region near Mumbai to connect with some early customers and dealers of the product to gather their feedback and apprehensions about the product to be used as an input for the promotion plan. The most exciting part began when we started implementing some aspects of the promotion plan on the ground.
First, I took end to end responsibility of the conceptualization, scripting and production of an advertising audio-visual. I visited customers across 8 districts to capture their positive experiences with the product, finalized the script based on the concept and co-ordinated the video shoot with a third-party agency. The video is now being deployed to promote the product through both online and offline channels.
Second, I created the design and content of the product brochure which is now being circulated to all dealers to help customers make more informed decisions about their purchase. I also initiated a lab test to back the claims being made in the brochure through specific numerical metrics.
Lastly, I visited dealers and manufacturing plant of major competitors to understand their marketing mix and devise a long-term strategy to counter them. The promotion plan was tailored to fit this long-term strategy.
The project offered me an opportunity to interact with various stakeholders across the value chain of the product ranging from manufacturing manager to marketing head to zonal sales manager to district sales representative. This helped me derive insights at various levels and come out with a comprehensive promotion plan. But if I am asked about the most significant learning during the course of these 2 months, it would be that a successful marketing plan requires the input of all stakeholders in the value chain.
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