141 Sercon appointed BTL partner for VLCC

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | May 29, 2008
With this win, 141 Sercon will look into the below-the-line activities for the brand as well as its newly launched customer relationship management initiative

Brand & #BANNER1 & # activation agency 141 Sercon has added VLCC to its kitty. The agency will look after all the activities related to the brand's customer relationship management (CRM) programmes.

Until now, the various centres of VLCC were looking after their respective centre specific needs. For the first time, the company plans to make a consolidated effort towards on-ground activities for the brand and its CRM programmes.

Equus Red Cell handles the creative duties for VLCC. Neeraj Kapoor, associate vice-president, 141 Sercon, says, "We shall have a role to play in the creative, which will be limited to below-the-line (BTL) activities and CRM. A revenue generating programme, the CRM effort is a new initiative to cater to VLCC's 4,00,000-5,00,000 loyal customers. With this win, we have got the opportunity to strategise and redefine the communication parameters for VLCC. We will formulate various campaigns based on the research of databases collected from all the 140 VLCC centres in the country. Our passion has always been to alter the manner in which marketing solutions are provided, and that is the approach we will adopt for VLCC."

The CRM programme will include feasibility and ground research, based on the data collected from the VLCC centres in 70 cities. It will help identify marketing tools and software that will assist 141 Sercon to centralise and manage the collected data.

"As India's largest health and beauty brand, we enjoy the confidence of over a million customers in India and West Asia. This motivates us to continuously enrich our services for our clients at every step. We have announced our plans for the launch of a pan-India CRM programme to enhance customer experience across all our centres. To implement this programme, we have selected 141 Sercon," says Harmeet Pental, chief executive officer and group marketing officer, VLCC Personal Care.

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