Safeguard Soap Door-to-Door Activation, Western Province
Client Name
ICL Brands Pvt Limited
Brand
Safeguard
Industry
FMCG
Location
Western Province, Sri Lanka
Year
2024
The brand Safeguard was relaunched with a significant challenge: its outlet reach was very low, and there was no media budget available. Competing against established brands like Dettol and Lifebuoy in a highly competitive market, Safeguard needed a strategic approach to secure its market share. Additionally, the economic recession had led to reduced consumer spending while the price of an average soap had increased. As an antibacterial soap, Safeguard had to navigate these obstacles to reestablish itself in the market.
The goal was to craft an activation mechanism that was budget-friendly and capable of delivering tangible results. Key objectives included increasing product awareness, expanding outlet reach, and generating sales, all within a very limited budget.
The Safeguard Soap Door-to-Door Activation effectively met the objectives within a limited budget. Using a six-person team in the densely populated Western Province, the campaign maximized outreach and incentivized purchases with a "Buy Two, Get One Free" offer. Daily reports on product availability ensured retail presence was addressed promptly, expanding Safeguard's reach to over 300 outlets. The campaign achieved a 3% market share increase in the targeted districts within the first month and a 40% ROI from direct sales. The success of this activation model led to its expansion into other provinces, demonstrating its scalability and effectiveness. By blending traditional marketing methods with strategic incentives and thorough market analysis, Safeguard managed to reestablish its presence in a competitive market, laying a strong foundation for sustained growth.
The strategy centered on a Door-to-Door (D2D) direct marketing approach. A six-person D2D team was deployed in the Western Province due to its high population density, which promised higher reach. The campaign was planned to run for three months, offering a "Buy Two, Get One Free" promotion.
Promoters were tasked with visiting households, briefing customers on the product benefits, and convincing them to purchase using the promotional offer. They also collected customer data for future remarketing efforts. Concurrently, the supervisor was tasked with generating daily reports on Safeguard soap availability in nearby retail shops, with a minimum of five outlets per day.
To drive results, the team was offered target-based incentives. The operation covered 75 activation days distributed across the Western Province, specifically targeting the districts of Colombo, Gampaha, and Kalutara.Outlets where the product was unavailable were identified through the availability reports, and this information was relayed to the client to ensure the sales team could address these gaps and create product availability.
The activation resulted in a 3% increase in market share in the operated districts within a month. Revenue from direct sales reached LKR 1.6 million, with the total cost of the activation amounting to LKR 1.7 million. This enabled an immediate 40% ROI, with a gross profit of LKR 640,000. Additionally, the campaign expanded the retailer list from 300+ outlets, contributing to a sustained 3% market share growth over three months.
