Scotch Brite

Point of Purchase - - CONTENTS - N. Jay­alak­shmi

Scotch-Brite has been push­ing the bar on in­no­va­tion for more than two decades in In­dia now, help­ing the In­dian home-maker with prod­ucts that are not just ex­tremely func­tional, but also of su­pe­rior qual­ity. Ap­ply­ing the same in­no­va­tive ap­proach that it ap­plies to its prod­ucts, the brand now makes a vis­i­ble pres­ence at re­tail. Point of Pur­chase cap­tures some of the brand ac­tion in the coun­try’s mod­ern trade land­scape.

Scotch- Brite as a brand has been help­ing the In­dian home-maker with prod­ucts that are not just ex­tremely func­tional but also of su­pe­rior qual­ity. The com­pany be­hind it, 3M, has ap­plied its pro­pri­etary tech­nol­ogy to the en­tire range of Scotch-Brite prod­ucts span­ning uten­sil care, floor care, sur­face care & oth­ers. This, cou­pled with their deep un­der­stand­ing of the In­dian home­maker and her needs across the clean­ing spec­trum, has been the driv­ing fac­tor for the brand be­ing a pre­ferred name for house­holds across the length & breadth of the coun­try.

Re­flect­ing the brand’s om­nipres­ence in the In­dian house­hold -- from the kitchen to din­ing to the liv­ing room and ev­ery other cor­ner of the home – is the brand’s re­tail pres­ence, rang­ing from ki­rana stores to mod­ern trade. Scotch-Brite the brand is in­deed mak­ing its pres­ence felt across mod­ern trade in a big way. The same streak of in­no­va­tion that 3M em­ploys to the prod­uct of­fer­ings is now be­ing em­ployed to de­liver clut­ter­break­ing and eye riv­et­ing dis­plays in mod­ern trade. These in­no­va­tive dis­plays and ac­ti­va­tions are more than just a brand build­ing ex­er­cise; it’s a cat­e­gory de­vel­op­ment ini­tia­tive in it­self, ac­cord­ing to the com­pany.

Says San­jit Sat­a­p­a­thy – GM, Home Cared Division 3M In­dia, “The first step is ac­cept­ing the fact that Mod­ern Trade is a high-clut­ter en­vi­ron­ment and it’s al­ways an up­hill task to get the con­sumers’ at­ten­tion when ev­ery square foot around you is scream­ing to hold his at­ten­tion. From floor stick­ers, to shelf talk­ers, to wob­blers, standees, FSU, dis­pensers, packs, pro­mos, of­fers – the com­pe­ti­tion is dense and in­tense. Even if you man­age to catch the con­sumer’s eye, hold­ing it is im­pos­si­ble. In such a sce­nario how do you make the con­sumer re­mem­ber your brand above

ev­ery­one else even af­ter she has left the store? And that’s when we re­al­ized that while the floors and the walls are over utilised, the so­lu­tion was lit­er­ally above us – the aerial space tow­er­ing above the im­pos­ing rows of shelves be­came the cen­tre of our at­ten­tion and our in­no­va­tion. This germ of an idea was pre­cisely what a low in­volve­ment and hard work­ing cat­e­gory like clean­ing tools needed. This com­bined with a new prod­uct launch was the magic in­gre­di­ent that we gave the agency with the spe­cific task of not just in­form­ing the con­sumer but hold­ing their at­ten­tion like no other brand is do­ing in the cur­rent space.”

To achieve this task, a de­ci­sion to ex­tend the ATL aware­ness & fa­mil­iar­ity into the re­tail space was taken. The scrub pad holder, a new rev­o­lu­tion­ary prod­uct that en­hances the life of the scrub pad by stor­ing it away from the dish­wash bar, was used as the lead prod­uct for this ex­er­cise. A larger than life, clut­ter break­ing dis­play was em­ployed to en­gage the con­sumer lead­ing to in­ter­ac­tions with the en­tire Scotch-Brite range.

With the aerial space as the can­vas and the prod­uct in­te­gra­tion as the task, the TAP was cho­sen as the win­ning con­cept for the large scale dis­play. The TAP was an ex­tremely ap­pro­pri­ate visual key since it fa­cil­i­tated the fall­ing ef­fect that con­nected the aerial space with the prod­uct in a run­ning wa­ter like man­ner, ac­cord­ing to the com­pany .

The size of the unit was 4ft in length and 2 ft in height and it was made in the brand colours. The con­tainer to col­lect the metaphor­i­cal fall­ing wa­ter which in this case was the Scotch-Brite prod­ucts was plas­tered with brand & prod­uct cen­tric mes­sag­ing along with de­tails about the prod­uct.

For ma­te­ri­als used in the dis­play, the brand looked at op­tions such as in­flat­able, FRP etc, but there were cer­tain fac­tors that needed to be con­sid­ered be­fore fi­nal­iz­ing on the ma­te­rial. First, it had to be light and with­stand the time frame of 20 -25 days. Se­condly, post 20 days the unit had to be easy to dis­pose; and fi­nally, the cost fac­tor. Based on all these fac­tors the team fo­cused on a sim­ple yet ef­fi­cient ma­te­rial i.e., ther­mo­col. The unit was de­signed by spe­cial ther­mo­col artists and there was a lot of man­ual in­ter­ven­tion and cre­ativ­ity in­volved in de­sign­ing the same. More­over, this ma­te­rial solved all the prob­lem of weight, us­abil­ity, porta­bil­ity, in­stal­la­tion is­sues and yet de­liv­ered the value.

This TAP dis­play was fab­ri­cated and in­stalled at Big Bazaar, Re­liance Mart, Star Bazaar, and Wal­mart Easy Day. In all, there were more than 50 such dis­plays in­stalled cov­er­ing the en­tire ge­og­ra­phy of the coun­try with­out re­strict­ing it only to met­ros. For ex­am­ple, cities such as Zi­rakh­pur, Siliguri, and Man­ga­lore were also cov­ered apart from the metro towns.

The de­sign, fab­ri­ca­tion and in­stal­la­tion of the struc­ture was han­dled by BrandVak In­cor­po­ra­tion, a Ban­ga­lore based com­pany of­fer­ing shop­per mar­ket­ing so­lu­tions. And the in­stal­la­tion in this case was ob­vi­ously a Her­culean task. To be­gin with, it was crit­i­cal to man­age lo­gis­tics and ef­fec­tive im­ple­men­ta­tion at the store given the easy ten­dency of ther­mo­col to break. Fur­ther, the in­stal­la­tion of the tap at the cor­rect height was a chal­lenge be­cause ev­ery store is dif­fer­ent in terms of con­struc­tion and bin size. Main­tain­ing the cen­ter of grav­ity of the unit was also very im­por­tant to main­tain the per­fect bal­ance.

Well quite ob­vi­ously, these chal­lenges were suc­cess­fully over­come and the ef­forts have borne fruit. Says Sat­a­p­a­thy, talk­ing about the im­pact of the dis­play, “The dis­play has been highly ap­pre­ci­ated by the cus­tomers and the re­tail chains. This strength­ens our po­si­tion­ing as a leader in the clean­ing tool cat­e­gory who has the knowl­edge and the ex­per­tise to cre­ate a dif­fer­en­ti­a­tion in the cat­e­gory. The qual­ity com­mit­ment in our prod­ucts is also de­picted in our ex­e­cu­tion and mod­ern trade ac­ti­va­tions, right from pro­mo­tions and demon­stra­tions to dis­plays and cus­tomer en­gage­ment. We will al­ways try to bring some­thing dif­fer­ent and valu­able to the cus­tomers which will for­ever en­gage, ed­u­cate and en­tice the In­dian cus­tomers.”

Well, maybe we should keep watch­ing this space for more…

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