NIFT PG 2011 Question Paper with solutions

   Roadblock Advertising strategy can be considered as an alternative even in subsequent stages of PLC. A case in point is Hindustan Unilever Ltd. which recently adopted the roadblock strategy to get better brand exposure in the wake of increasing competition, diminishing share and saturation across product lines. The FMCG market leader with 110 brands in its portfolio signed a deal blocking airtime with two major channels : Zee and star Group. The company booked about 4500 ad spots covering 40 hours of advertising time and expected to reach over 100 million customers across the country. The idea was to reach across customers, create a strong impression and recall by enhancing customer engagement quotient. A 10 second ad spot on leading channels costs somewhere around ₹ 10,000. However, for this roadblock initiative, HUL is known to have paid a 100% premium, spending a whopping ₹ 8-9 Crore per day