BTL Baatein: Uma Talreja, Burger King India… Powered by VISCOMM

25 Jun,2015

She has served as Deputy General Manager, Marketing and Communications, Shoppers Stop Limited, Head, Marketing and Branding (Supermarkets) at Aditya Birla Retail. She was Marketing Head at Westside where she handled all aspects of marketing including strategy, branding, advertising & communication, public relations, online initiatives, loyalty & CRM, market research, promotions & events and visual merchandising. In this edition of BTL Baatein, Uma Talreja, Chief Marketing Officer, Burger King India speaks with Dyanne Coelho on the importance of BTL vis-à-vis ATL for a new brand in the Indian geography.

 

What is the importance of BTL in the FMCG and QSR space?

The lines are actually blurring in terms of how you treat your marketing mix. It’s no longer just ATL and BTL, but you look at a 360 degree view in terms of how you reach your consumers, and of how you remind consumers of your presence and product offering. So it’s a balanced mix, I wouldn’t say that you have an over balance of one element, but of course there is BTL as well, but it’s no longer just ATL and BTL, there’s digital, there’s public relations which has become very important, there’s influencers and bloggers which are very important, so I don’t think the traditional rules really apply anymore.

 

How important is BTL to your overall marketing plan?

I think all marketing elements currently are playing an important role, and while we’re launching stores, it’s important for us to create location awareness apart from our own offering to the Indian consumer. So it is an important element for us.

 

Can you also specify the range of activities that you undertake as part of the below-the-line advertising and promotion?

We do a lot of local store marketing which is aimed at increasing traffic from catchments and neighbourhood stores and consumer segments. So we do a lot of things from couponing, to out of home which is targeted to various segments. We do use a lot of these activations for our marketing. We’ve done a lot of in-mall activations as well right from using drones, to using celebrities to create an engaging experience for customers on ground about the brand, and educating them about the brand, and about innovations on various aspects of the brand. We’ve done a lot of things recently related to couponing creating more awareness and trials for certain products in our product mix. We use couponing for that which is a localised activity for us. Apart from that we’ve done roadshows and things like that as well.

 

Can you give a broad idea of your spends pie of ATL v/s BTL?

About 30 percent of our spends is on BTL.

 

Do you prefer to do this through BTL agencies directly or via your existing creative/media agency?

We use specialist agencies for these activities.

 

In terms of generating results especially from consumers and in B2B, do you find BTL a more sure shot avenue than ATL?

I think both work, it all depends on your objective.

 

While sales and salience are good indicators of its success, what are the attributes you look at to measure the success of a BTL campaign?

I think traffic is important, and participation is also important. I think these two things are important from a retailer’s point of view. So if you are engaging with the audience through some outside activation, then how many people really took part is a factor, the second is to generate actual traffic into your restaurant.

 

There are many organisations that often do new launches almost entirely on BTL aided with an outdoor and/or digital blitz? Your view on this. Given rising media costs, do you see BTL managing on its own, without ATL?

I don’t think that marketers think like that. I think it’s a very polarised view. I think for certain objectives and activities you could survive only on BTL, but as a brand I don’t think one survives on any one particular activity. I don’t think that’s the case.

 

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