Are below the line activities and promotions growing in importance for the brand?
Significantly. 60 per cent of our budget is spent on these kinds of activities. It is crucial because no technology will work well until it is explained to the customer. At the ground level the product must be on display. The experience that a customer goes through on ground is equally important as using mass media. The pre purchase and post purchase experience are important towards enhancing brand value. In the long term word of mouth publicity is key. We have around 1,150 in shop demonstrators and 1,000 counters across the country. This is a force and manpower that no other competing brand has. Exhibitions play a significant role across the country. The portfolio that we have cannot be addressed with just one showroom. One showroom can only accommodate 30 per cent of our product line. Exhibitions give us the opportunity to display more products and do something meaningful. We concentrate on training our sales people and upgrading their sales skills. Mobile vans and road shows will pl
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