Sunday 6 October 2013

Marketing Tools- ATL and BTL

Marketing Tools: Above The Line and Below The Line


Above The Line Marketing includes macro level promotion. It caters to mass audience mapping national, regional or territory wise promotion. It is conventional in nature and serves to construct a brand image about the company and its product.  Radio, television, magazines, outdoor and press are the medium of promotion


Britannia indulges in lavish TVC to promote its products.  It doesn’t promote Daily Fresh through ATL promotions because bread is an inevitable part of the shopping basket and Daily Fresh is a market leader in terms of it’s share.  It promotes its variants in the bread sector like the Veg Cakes.

Below The Line promotions are unconventional in nature, done at micro levels and forms part of non media communication. Measures include direct mailing and distribution of flyers, use of sponsorships, point of sale and telemarketing.
Public Relations
·         In the year 1997, Britannia launched the “Eat Healthy, Think Better” Campaign under whose light Britannia aimed to  'Make every third Indian a Britannia consumer'
·         In 1999, the company launched the Britannia Khao World Cup Jao, which was later relaunched in 2003 owing to it’s success.



·         In the year 2001 Britannia launched the Britannia Lagaan Match, wherein the company offered a chance to play the Lagaan team XI. The activity turned out to be the most successful activity of the year.
·         As a company Britannia has won number of recognitions. The Economic times recognized Britannia as “India’s Second Most Trusted Brand”. Forbes Global rated it one among the Top 200 Small Companies of the World.
Above The Line promotion is the company promoting itself. It builds the brand image and positions the brand in a way the company wants the consumers to perceive the brand. BTL promotions earn credibility for the brand. ATL promotions are difficult to measure. While BTL can be measured in terms of sales and feedback.


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