 "Rajeev Jain")
What has been the most interesting sales promotion you have engineered so far?
The first version of the LG microwave cookery queen contest was launched in over 10 cities in 2009. Back then we had 36 per cent market share in the segment and the nearest competition was far behind. However, the sales of microwaves were not picking up. Therefore, Mallika-E-Kitchen started with an aim to create awareness about healthy cooking with microwaves across India. This contest, now in its fifth year, is a platform to connect with our consumers, especially women. It is an amateur cooking competition. This year we are targeting a 40 per cent market share in the microwave oven category with a marketing investment of Rs 260 crore in the home appliance category.
Who did you primarily target with it - new or existing customers or both?
The Mallika-E-Kitchen contest is aimed at providing a completely new opportunity to women. Till 2012, anybody who owned a microwave could participate in the contest. However, this year we decided to restrict it to consumers who have purchased LG brand of microwaves. The purchase of the microwave assures direct entry to participate in the Mallika-E-Kitchen contest. We realised that it was important for us to create brand awareness of our microwaves.
What kind of promotion was it ? How was it designed ?
In 2009, we used both below- and above-the-line media. The Mallika-E-Kitchen cookery television series premiered on television channels Colors on 2009. Sponsored by LG Corp, each episode consisted of a cookery competition between two women who prepared the same dish; however, one of them prepared it on the traditional gas stove and the other prepared it in a microwave oven within a deadline of 20 minutes. The show's format included a celebrity guest and a professional chef both of whom commented on the food that was prepared by the contestants. Interestingly, the guest celebrities had to guess whether they preferred the dishes prepared on the traditional gas stove or in the microwave. Once the winner was decided, she was given the title of "LG Mallika-E-Kitchen". To be sure, we also gave away LG microwave ovens as part of the prize to winners. The aim of this concept was to prove that people could cook - and not just reheat - food in microwaves without compromising on the taste. Our first season's success allowed us to do this programme in different formats.
This year we decided to concentrate only on BTL activities. Only consumers who bought LG microwaves were eligible to participate in the contest. The competition was conducted in three stages proceeding to the final round. Over 3,000 aspirants from across 60 cities applied for this season's auditions. The contest began in September, 2013, and culminated in 11 zonal winners fighting for the LG Mallika-E-Kitchen title. The fifth edition was judged by chef Nita Mehta. The grand finale saw the contestants preparing a main course dish within a time span of 90 minutes in an LG Lightwave Charcoal Lighting microwave oven. Interestingly, the winner of this season's national round will soon be representing India for the 'World LG Home Chef Championship' in Cape Town, South Africa.
What were the challenges?
The biggest challenge was to manage this kind of an event at the regional and the branch level despite limited resources.
Who partnered you in it?
For ATL activities, we associated with leading general entertainment channels, Colors and Zee TV. While seasons one, two and three of LG Mallika-e-Kitchen were aired on Colors, the fourth season was aired on Zee TV and Zee Khana Khazana. The 12-episode reality show was well received by audiences.
Was there any middle ground struck between tactics and strategy with this sales promotion?
For us, it was a strategic decision. We want to grow microwave penetration in India and also boost LG's brand image. Tactic means you have to differentiate yourself from others. That is not valid in this case as we are already the leader in the segment.
What was its direct and measurable impact on sales and brand?
The Mallika-E-Kitchen platform has helped us strengthen our business and increase our market share from 32 per cent (2008) to 39 per cent (September, 2013). We also managed to increase microwave penetration in the country by 100 per cent.
Will it be relevant in the future?
Over a period of time, by educating consumers and going to various cities, we have been able to increase microwave penetration to 1.2 per cent, which is quite healthy. It is a strong event for us, we would like to continue with it.
Don't sales promotions incur high long term costs for the company?
Any sales promotion can be considered as a cost or as an investment. That said, a sales promotion that offers false promises to consumers will be short-lived.
| LG Mallika-E-Kitchen |
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Aim To promote the microwave as the most healthy cooking appliance Target Women who use a gas stove for cooking Plan For the fifth season, only consumers who buy an LG microwave were eligible to participate in the contest. The competition was conducted in three stages proceeding to the final round. The grand finale saw the contestants preparing a main course dish within a time span of 90 minutes in an LG Lightwave Charcoal Lighting Heater microwave oven |
Outcome
The Mallika-E-Kitchen platform has helped us strengthen our business and increase our market share from 32 per cent (2008) to 39 per cent (September, 2013). We managed to increase microwave penetration by 100 per cent
