Candid Marketing executes wholesaler activation for Godrej Expert Hair Color


Candid Marketing conceptualized & executed a wholesaler activation for Godrej Expert Hair Color - Original & Rich Crème. Theactivitywas conducted for the fourth time in the span of a year.  So far, Candid Marketing has executed Godrej Expert wholesaler activation across 245 cities and 25,000+ wholesalers/retailers have been activated pan India.

Candid Marketing created a platform for the market storming activity and interesting engagements for wholesalers & retailers. The activity also encouraged wholesalers to book the Godrej Expert Stock in advance. A team of 5 members visited a pre decided beat with Dhol performers & look walkers to break the monotony of the markets. Wholesalers/Retailers were greeted with traditional tilak & flowers & were acknowledged for their support & trust in the brand. Interesting but simple engagements like Roulette game, Card game& Ping pong ball game with brand integration were employed to engage the wholesalers.

More than 25teams were operational on field simultaneously pan India. Each activity continued for a span of 2 – 3 months. The winners were gratified with exciting on the spot gifts,followed by a larger gratification later viz an international trip, a car etc & also given an opportunity to book the Godrej expert stock at discounted rates. A separate team of merchandisers were responsible to put up POSM at stores to increase the brand visibility & awareness & also to increase the shelf space for Godrej Expert Hair Color.

Commenting on the activity, Ms. Amrita Kumar, Managing Partner, Candid Marketing says, “To generate awareness & visibility for Brand Godrej Expert Hair Color, we conceptualized a never done before line of approach. Instead of targeting consumers, an activity to target the wholesalers & retailers to increase the shelf space for Godrej expert Hair Color was executed. The activities have received amazing responses Pan India & are being carried out for the 4th time in one year.”

Mr.SunilKataria, Chief Operating Officer, Sales, Marketing and SAARC, Godrej Consumer Products Limited (GCPL) said Today, Godrej Expert has a loyal consumer base of over 4 crore users. It is available in 2.3 million outlets across India and the number is growing. As a leader in this category, and with Godrej Expert Rich Crème now gaining salience, it is extremely important for us to keep trade engaged. It is our constant endeavor to conceptualize interesting engagement platforms for our consumers and retail partners across the country." 

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Activation Dealer Wholesaler

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