Low cost/small budget initiative
Super Max Personal Care
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World’s second largest manufacturer of razor blades
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India contributes close to 35% to its global revenues
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Market presence of supermax in India is not consistent
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Barbers (SEC C & D)
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Strengthen brand image
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Generate trials
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Negative perception ( blade causing cuts ) around the brand amongst the TG
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Huge resistance against shelving the product
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However Another brand “Zorrik Super platinum”, a premium brand from Super Max enjoyed good pull amongst the TG

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Piggy ride existing brand equity of Zorrik Super Platinum to create awareness & push trials for Super Max
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Education
Exciting Baits
Lucky draw
Felicitation
• Educating the TG about the brand using a detailer
• Enticing the TG through exciting schemes on purchase of Zorrik and pushing super max along
• Creating pull through lucky draw coupons on purchase of stipulated quantity
• Felicitating barbers at barber meets to establish brand equity
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The campaign was targeted at barbers and not masses hence, a low
cost single promoter led model was created
Reach Out Activity
• 20-25 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

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