Slurp makes a splash at retail

by Nabamita Chatterjee | June 14, 2017

The brand has rolled out engaging in-store marketing activities in GT and MT.

Parag Milk Foods Ltd, recently diversified into fruit juice drink segment by launching ‘Slurp’ with an aim to expand its footprint in the beverage category. In the first phase Slurp is being made available across markets of Mumbai, Delhi, Kanpur and Chennai. As per the brand’s R&D this beverages category is a Rs 10,000 crore segment out of which Rs 7000 crore is the fruit juice segment and it is growing at a pace of 25%. 

Regarding the in-store campaign Mahesh Israni, Chief Marketing Officer, Parag Milk Foods Ltd. said, “We are supporting this launch with the clutter breaking marketing campaign of “Yeh ‘aam’, aam nahi” and leveraging it with most optimum initiatives. We want to establish ourselves as a serious brand that delights consumers year round.”

For a new product in a cluttered market like this, the brand is doing innovative banners and posters for general trade as well as dealer boards. The gate arches with the image of the packs on it is a differentiator for Slurp at the store level communication. In the modern trade space they have taken the endcaps and innovative display units has been rolled to attract the attention of the TG. Also sampling is another essential tool which is being used by the brand to promote Slurp. Israni mentions further, “In the second phase we will make the product available in the Pan India market. For impactful brand positioning it is important to experiment with the GT space which is very critical as every brand is looking for increasing their visibility, it is the biggest challenge for this category also. Our idea is to come up with innovative solutions which will make the product alive at the point of sale and thereby will help us to acquire new customers and markets.”

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