1 Barber Contact Program Low cost/small budget initiative Super Max Personal Care

Background ► World’s second largest manufacturer of razor blades ► India contributes close to 35% to its global revenues ► Market presence of supermax in India is not consistent 2

Target Group ► Barbers (SEC C & D) 3

Objective ► Strengthen brand image ► Generate trials 4

Challenge ► Negative perception ( blade causing cuts ) around the brand amongst the TG 5

Insights ► Huge resistance against shelving the product ► However Another brand “Zorrik Super platinum”, a premium brand from Super Max enjoyed good pull amongst the TG 6

Strategy ► Piggy ride existing brand equity of Zorrik Super Platinum to create awareness & push trials for Super Max 7

Idea 8

Highlights 9 Educating the TG about the brand using a detailer Education Enticing the TG through exciting schemes on purchase of Zorrik and pushing super max along Exciting Baits Creating pull through lucky draw coupons on purchase of stipulated quantity Lucky draw Felicitating barbers at barber meets to establish brand equity Felicitation

Activity Model Reach Out Activity Salons covered per day per promoter Activities Brand Awareness Merchandising Database Collection Super Max sultan contest Mystery shoppers employed to check availability of stock and maintenance levels of merchandising Top 10 barbers selected from each zone on this basis and felicitated Barber’s Meet Felicitation of the barbers Presentation on entire range of SKU’s available along with their USP’s and the value they offer vis-à-vis the competition ► The campaign was targeted at barbers and not masses hence, a low cost single promoter led model was created 10

Snapshot 11

Results* ► 314 activity days ► 6,124 barber shops activated ► 2,280 new barber shops added ► 4,689 units sold * Cost to activate one outlet for 4 visits – Rs.50 approx. 12

13 Thank You