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Project Details

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Reimagining Sales Strategies: Parle Mexitos' Free Movie Voucher Boost in a Hyper-Competitive Marketplace

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Parle Mexitos

Parle Mexitos Nacho Chips are tasty nachos made from the finest quality ingredients that are delectable to the palate and will make you crave for more with every bite.

Before the Try me Free Offer:

  • Sales were below 1,80,000.
  • Highly rigid norms as Parle is the only Indian Brand
  • Running slow in the snacks category..
  • Competitors were very actively promoting their brands.

The Transformation:

Planning and Execution

  • Maharashtra and Madhya Pradesh were considered demographically.
  • Middle Class households with groups 18-35 years of age were the target group.
  • It was planned to position the brand as a Traditional FMCG Brand known for its quality, freshness and purity.
  • Planned and executed the brand activation in Maharashtra.
  • Coordinated with the brand team on scheme details and Creative designs.
  • Suggested Ways to communicate the scheme through Media mix.
  • Ensured smooth execution of the campaign for the entire scheme period by regularly keeping in touch with regional brand Team.
  • Worked on the design and Creative of the Movie voucher.

The Campaign:

  • Conceptualised the first of its kind campaign in Nachos Category.
  • Rolled out a Free Movie offer for Parle Mexitos respectively.
  • Parle became the very FIRST brand to launch this innovative campaign with Mexitos Nachos. No other brand in India has done it before.
  • Sharing the Movie Promo codes at Customer’s comfort.
  • Assisted in Designing Food Grade Coupons for the offer, since they were to be inserted inside the pack.
  • The Perceived Value of the Movie ticket was in fact equal to or greater than the pack value of Rs. 50/- and Rs. 90/-.
solutions

After the Promotion: Team Promotions Magic!

  • Total 4,00,000 numbers of Vouchers of Rs.50/- were given to the brand through repeat orders.These vouchers were given free with the 70 grams pack of Mexitos worth Rs.50/-.
  • Total 2,00,000 Vouchers of Rs.100/- were given to the brand through repeat orders. These vouchers were given free with the 150 grams pack of Mexitos worth Rs.90/-.
  • As a result New Sales Figures were recorded during the entire scheme period.
  • Increased Customer satisfaction led to repeated purchase which was again a new high for the brand.
  • Increased Penetration and brand awareness in the market since the number of queries raised during the period.
  • The overall sales increase was around 7% and 10% Approx.
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