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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