Answer to Question #252129 in Management for Max

Question

1. Propose a 360-degree, cross-channel campaign that will promote engagement and brand loyalty among consumers for an Alco-Bev brand in India.

A. Ideally, this would incorporate some sort of unique rewards system to compel customers to interact with our brand.

B. Cross-channel could include social media, OTT and mobile networks, off-premise (in-person store purchases), packaging, etc.

2. Specifically, how will consumers engage with your proposed idea?

A. Imagine the customer journey from first becoming aware of a brand all the way through to a purchase, and thereafter. 

B. What are the steps or actions a customer might take to engage with the different pieces of your proposal?

C. How will rewards accumulate and be redeemed? What might the rewards consist of?

Answer 1

The alcoholic beverage industry in India is unique in that it is a dark market, so Alco-Bev brands are not permitted to directly advertise to consumers. Additionally, post-pandemic, Indian consumers have widely adopted a digital way of life, so promotional dollars have subsequently shifted to a more technology-oriented approach.

With the direct advertising restrictions in mind, a 360-degree promotional activation to reach the consumers in the Indian market. A 360-approach should be a full-circle, interactive and engaging journey to increase brand loyalty and provide a rich customer experience.

Examples of components might be a gamification piece, augmented reality, a unique rewards program, chatbot, AI, on-premise flyers and posters, a QR code on the bottle or package that leads to a social media page, etc. that interact with each other to create a brand journey.