The successful retail solution initiative will be replicated in Delhi and Mumbai
BestMediaInfo Bureau | Delhi | March 22, 2013
Castrol needed a retail drive in Bangalore to build imagery and differentiation. The objective was to increase the sales of Castrol by taking the competition head on at the retail front. TracyLocke India, a part of the DDB Mudra Group, and one of the world’s most awarded shopper marketing agencies, decided to convert the top 70 retail outlets of the market leader and make them ‘Castro Magnatec’ outlets.
The top 70 outlets were identified by Castrol. A promotion was run at these strategic outlets. These outlets which looked like any other multi-branded shops, had to look elite, like Castrol Stores. Dealers were helped to transform their shops to achieve this benchmark. Various elements were added to the store, and existing structures were changed In order to revamp the shop. Various elements at the retail store were worked upon from a premium ACP shop to table tops, in-shop branding, glass door and one-way visions.
The outcome was that Castrol increased their sales figures manifold by capturing the retailers and converting their shops into Castrol shops. The campaign was executed in Bangalore, and after the success of the pilot project, it’s being implemented In Mumbai and Delhi as a second phase.
Speaking about the campaign, Jaya Jamrani, Group Product Manager – PCO, Castrol India, said, “The retail transformation is a critical aspect of our marketing strategy. The dedication and shared vision with which the TracyLocke team, headed by Aryan, has spearheaded the project is commendable. They have been able to turnaround excellent quality work in very tight timelines, and what is most endearing to see is the sense of ownership and passion with which the TracyLocke team worked on this project."
Saiprasad Prabhu, Vice-President, TracyLocke, said, “It was very important for us that this project became successful with Bangalore being a challenging market for the brand. We ensured that everything went smooth from the survey to campaign execution to post campaign analysis. I am very glad the project delivered for the client as well and the same is getting executed as a phase 2 for Mumbai and Delhi.”
Founded in 1913, TracyLocke is the world’s largest and most awarded shopper marketing and retail solutions agency. It influences behavioural change at the point of sale for the sole purpose of enabling people to buy and to act. In order to achieve this, the agency offers a gamut of services like Feet-On-Street (FOS), Retail Audit, Merchandising Solutions, Store Identity Programs, Navigation Solutions, Shopper Engagement, Modern Trade Activation, Technology Solutions and Specialist Solutions.
Since its launch in India in February 2012, the agency’s client roster already includes well-known brands in India including Sharp, Asian Paints, HP, Luxor, Carrier Midea and Castrol among others.