Sales management is the discipline of maximizing the benefits a company and its customers receive from the efforts of its sales force.
The ‘Digen Verma'campaign seemed to have been very successful in terms of the interest it generated. For Rs. 30 million spent on it, the customer awareness it was likely to capture for ‘Frooti'seemed quite phenomenal. Though the campaign had been successful in generating interest, some analysts were skeptical about whether a campaign could actually generate sales. A teaser was made to grab the attention of consumer that generated curiosity.
Analysts pointed out that many of those who had watched this campaign, had expressed certain disappointment when they learnt that it was a promotional campaign for Frooti. Some analysts felt that Digen Verma may become larger than the brand, ‘Frooti'; this would defeat the very purpose of the creation.
Parle Agro and its ad agency however felt that its campaign had been successful in not just evoking interest but also in increasing sales. They just spent Rs 30 million on this campaign, and the sales were up by almost 30 per cent.
No matter what effect the ‘Digen Verma'campaign ultimately would have on ‘Frooti'sales, this campaign was probably one of the most innovative teaser campaigns ever run in India. Although the efficacy of it may be subject to debate, the ‘Digen Verma'campaign would be remembered for its sheer creativity and the unprecedented public interest it generated.
The ‘Digen Verma'campaign seemed to have been very successful in terms of the interest it generated. For Rs. 30 million spent on it, the customer awareness it was likely to capture for ‘Frooti'seemed quite phenomenal. Though the campaign had been successful in generating interest, some analysts were skeptical about whether a campaign could actually generate sales. A teaser was made to grab the attention of consumer that generated curiosity.
Analysts pointed out that many of those who had watched this campaign, had expressed certain disappointment when they learnt that it was a promotional campaign for Frooti. Some analysts felt that Digen Verma may become larger than the brand, ‘Frooti'; this would defeat the very purpose of the creation.
Parle Agro and its ad agency however felt that its campaign had been successful in not just evoking interest but also in increasing sales. They just spent Rs 30 million on this campaign, and the sales were up by almost 30 per cent.
No matter what effect the ‘Digen Verma'campaign ultimately would have on ‘Frooti'sales, this campaign was probably one of the most innovative teaser campaigns ever run in India. Although the efficacy of it may be subject to debate, the ‘Digen Verma'campaign would be remembered for its sheer creativity and the unprecedented public interest it generated.
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