Overview

Unibic came to India in 2004 with the iconic Anzac and Bradman cookies. Over the years, Unibic has grown its range to over 30 variants and has been regularly introducing fresh & unique flavors to cookie connoisseurs around the world. Headquartered in Bangalore, Unibic is known for its rich and flavorsome cookies that take a bite of the premium cookie market.

Unibic offers a wide portfolio of products that can be broadly categorized as chocolate, butter, milk, savory, and healthy. But that tells only a part of the story. Even in a category like butter, the choice ranges from the classics like Butter Cookies and Cashews to the unique Doosra Chilli Butter Cookies.

Project Synopsis

Unibic has been a pioneer in many ways. A history of firsts bears witness to this out-of-the-box approach. The first liquid chocolate center cookies in the country – Choco Kiss – were launched by Unibic. A host of unique variants, Fruit & Nut, Milk Orange, Chilli Butter, and Honey Oatmeal are products of a constant quest to introduce new experiences for the consumers. The new My Healthy range of Ragi Cookies (with pure ghee), Gluten-free Cookies, and the health-laden 40% Oats Cookies are the latest additions to the unique basket.

Omnizon was impaneled to create awareness about the new product launches, and boost sales through sampling, consumer interaction, and consumer conversions from more traditional and habitual choices in biscuits to Unibic by comparing and providing detailed information about the products.

Our Approach

Omnizon employed more than 460 promoters across India to engage with consumers. This included a sampling of the products and sales through direct consumer interactions to create brand awareness and boost sales, especially of newly launched products. The objective was to convert the customers from other brands to Unibic through an informed choice. Omnizon created awareness about the product through direct consumer interactions by highlighting various health benefits, the premium ingredients used, and the superior taste, as compared to popular brands in this category.

Each promoter was given a sampling target of 125 per day. The monthly sales target was set at Rs. 6,90,000. The key focus of sampling and sales was through modern trade stores and general trade stores. Omnizon was also responsible for training promoters on soft skills training, adaptability, data reporting, and motivation. This is an ongoing activity.

The Outcome

As a result of the approach taken by Omnizon,
86% increase in brand visibility.
There was a 10% increase in promoter compliance.
There were more than 10 lakh samplings in a month.
There was a 16% increase in SOS (share of the shelf)
More than 15 lakh consumer interactions were achieved.

Unibic Foods

Overview

Project Synopsis

Our Approach

The Outcome