Nadia Chauhan
Joint Managing Director & Chief Marketing Officer, Parle Agro
Though there are many moments, one of my most recent best marketing moments would be when people from all across the country were talking about Hippo a week after the product launch without a rupee spent on media! Not by default but by design. A packaging design and distribution driven strategy. In fact, the initial marketing strategy for Hippo was focused on distribution, retail visibility and consumer sampling. The TVC was rolled out only after completing a pan-India roll out of the brand. But the brand had huge recall even without any advertising. Further, for Hippo, we kept a very clean look with simple yet attractive colours. The colours and the character did wonders to the packaging. Bright colours made the pack distinctively attractive, while the Hippo character made the packaging adorable. Hippo packs drew consumer attention and gave the brand a high shelf visibility.
Joint Managing Director & Chief Marketing Officer, Parle Agro
Though there are many moments, one of my most recent best marketing moments would be when people from all across the country were talking about Hippo a week after the product launch without a rupee spent on media! Not by default but by design. A packaging design and distribution driven strategy. In fact, the initial marketing strategy for Hippo was focused on distribution, retail visibility and consumer sampling. The TVC was rolled out only after completing a pan-India roll out of the brand. But the brand had huge recall even without any advertising. Further, for Hippo, we kept a very clean look with simple yet attractive colours. The colours and the character did wonders to the packaging. Bright colours made the pack distinctively attractive, while the Hippo character made the packaging adorable. Hippo packs drew consumer attention and gave the brand a high shelf visibility.
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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