The POP: In categories
such as masalas and spices the final purchase decision or brand choice
is often made at the point of purchase itself. So we feel that the display/point
of purchase material will play a very important role in inducing trial.
“Taking this one step backwards
we would like our
pop to communicate through an
‘experiential’ mode;
How would you like to be able
to walk into a store and pluck
the freshest red chillies
straight off the bush. To be able to
enjoy the flavour of garden grown
red chillies without
the grind of grinding!!”
We plan to execute this concept in the shape of a ‘chillie bush’. The execution consists of two parts - a permanent structure, which is the framework of a bush and chillie powder packets, in the shape of real chillies. These packets in varying sizes of 100 grams, 250 grams, etc. will hang from the framework of the bush.
Design Blueprint:
Benefits of the POP:
This POP redefines the purchase process converting the mundane activity of picking up a chillie powder packet off the shelf into an experience of plucking fresh chillies from your garden.
This process will have a psychological effect at a subliminal level convincing the consumer of the freshness of our product. Simultaneously at the crucial juncture in the purchase process, this POP stand will serve to differentiate our product from that of the competition. At one level we are communicating our principle benefits and at the same time we are converting the low involvement process to one of high involvement specifically for our brand.
A specific benefit in places like supermarkets and departmental stores will be that of the high attention and visibility that the POP will create – the stand out from a crowd.
In terms of cost this execution would prove to be one of the most cost effective methods of generating so much of excitement for a category like mirchi powder. Mass media advertising will become optional with this execution.
The POP Design:
It is a wooden/metal framework with hooks at intervals to hang the packets. The framework will signify the bush and so will be executed in green. The ultimate effect will be like a plastic plant and should look as realistic as possible.
The packet will be made of transparent polythene and cut out in the shape of a real chillie. The red chillie powder will give the packet the desired red colouring thereby also poviding the consumer with the opportunity to see the product. Since colour is an important criteria in determinig freshness . this visual stimuli will be effective. The tip of the chili will be in green with a hole in it to hang it from the hook.
The Package:
