Known for providing pure and authentic food, Tata Sampann is a household brand in India that believes in bringing moments of delight to every meal, packed with unique nutritional benefits. With a reach of over 200 million households in India, Tata is truly set out to bring out a difference in the lives of consumers.
“After the pandemic hit, we wanted to replicate random sampling in an online environment for our brand tracks. InMobi Pulse became our partner of choice because of its river sampling capabilities, which helped to create a random sample. We were able to take quick decisions and assess the impact of our campaigns which helped the Spices category immensely in these challenging times.”
As a part of the campaign, it was of utmost significance for the brand to reach women - the potential buyers and decision-makers for spice category purchases – across India. Using demographic, location, and other targeting on InMobi Pulse, the brand successfully recruited internet-savvy female audiences.
Before the partnership with InMobi, Tata Sampann relied on offline research conducted through face-to-face Interviews at home through a questionnaire of 40 questions. In the pandemic situation, this method did not hold importance due to constant uncertainties and lockdown. InMobi helped the brand deploy an accurate, always-on online brand track by leveraging the power of mobile. The length of the questionnaire was reduced to one-third for a user-friendly experience. By factoring in historic and real-time data, the brand arrived at a strategically succinct questionnaire that would maximize 'genuine' responses from the target audience.
The questionnaire captured responses on the recency of purchases and the top of the mind and spontaneous recall. This helped identify the purchase patterns of the consumers and the likelihood of considering and purchasing Tata Sampann.
To understand the preferred source of awareness, the questionnaire included a list of channels that helped respondents learn about the product. By identifying the best and least preferred channels of awareness, the brand aimed to revise its sources of communication and maximize product discoverability.
The research delved deep into the competitor brands and the user's interest in considering Tata Sampann over others. Given that the market is highly competitive, this insight helped the brand understand the purchase drivers, such as preferences and inclination towards competitor brands.
A campaign is as successful as the insights behind it. Tata Sampann developed a robust brand track by leveraging InMobi Pulse's mobile consumer intelligence platform for seven months. The brand successfully evaluated the pre-and- post-launch performance of its campaigns and measured the increase in overall brand metrics such as awareness, uplift, and consideration.
