BTL Baatein powered by VISCOMM… Amitabh Dikshit, Eveready Industries

24 Mar,2017

With a vast experience spanning over 23 years across domestic and international markets, Amitabh Dikshit heads the Appliances Division at Eveready. He holds a bachelor’s degree in mechanical engineering from Pune University as well an MBA from Symbiosis, Pune. We present to you the ‘BTL Baatein’ of the week which is powered by VISCOMM with Amitabh Dikshit speaking to us about Below The Line (BTL) promotions and how they are an integral part of his marketing strategy at Eveready Appliances

 

How important is BTL for the appliances division?

 

BTL is a very integral part in promoting Eveready Appliances. It works as a strong confidence builder particularly for special feature products or new technologies. For products like appliances, it is very important to create the right connect with the customer and help in increasing brand awareness amongst the target audience. BTL promotions will help highlight the features, USPs and inform the consumers about the products. I feel it’s a must to increase consumer engagement and measurability.

 

While Eveready is a household name in batteries, in appliances it isn’t. Given this, is there any special strategy that you’ve adopted as you enter the appliances space? 

Eveready has always been perceived as a value for money brand.  As a brand we are focussed on developing a strong range of cost effective products to ensure consumer delight at that price range.

 

Are there certain types of vehicles that you prefer to employ BTL promotions in this category? 

We use a range of mediums as per need and not any specific vehicle to market our appliances.

 

Specifically, how important is BTL to the overall marketing plan at EIIL? 

We always use the marketing mix in various degrees depending on the need. Each of our campaigns use a healthy dose of ATL and BTL to ensure we always have top of mind recall for all our products. BTL specially is critical as this forms the first hand visibility and feel for any walk-in customer.

 

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

There are various BTL activities that we focus on. Since the brand has been for the masses we usually have In shop demonstration, shelf talkers, in store branding, danglers, banners, participation in melas and exhibitions etc

 

What is/will be the ratio of ATL to BTL in your promotional plans? 

We don’t use a set formula for this. It changes from product to product and the target we want to reach for that product.

 

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

In the past we have used both the creative agency and a dedicated BTL agency as we understand the value add that deliver. The end objective is to maximize efficiency and output.

 

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

We can’t define BTL or ATL as a sureshot and each initiative’s success can be judged on a predefined marketing matrix. They usually supplement each other depending on the business objective especially for a new brand being launches in the appliances range.

 

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.  

This is entirely dependent on which platform the brand is launching and which period of the year. Not all of them have met with success using this method.

 

Given rising media costs, do you see BTL managing on its own, without ATL? 

ATL and BTL must complement each other for a touch and feel product like appliances because we are catering to a range of consumers. It is important that we address each customer in their comfort zone and that can be achieved only by using both efficiently.

 

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