Besan (Gram Flour) Freshness | Purity | Price Value Window packs + QR codes Localmart, QCOM Recipes, Kitchen Tips, Cooking Reels Aug 2025 Rawa (Semolina) Traditional Quality Transparent packaging Localmart, GT Breakfast recipes, Festival preparations Aug 2025 Maida (Refined Flour) Baking Excellence Easy-pour design QCOM, MT Baking tutorials, Chef collaborations Aug 2025

₹9.5L

Total NPD Investment

3

New Categories Launch

Multi-channel

Distribution Strategy

10/12

Q2 Content Calendar & Communication Plan

Integrated content strategy across platforms

Month	Theme	Content Buckets	POSM Elements	Digital Engagement	Budget (₹L)
July	Wellness Focus	Khapli health benefits, Summer recipes	Bucket offer posters, T-shirt production	25 influencers, Atta film amplification	8.6
August	Monsoon Snacks	Rice variants showcase, Oil quality demos	Rice buntings, STAR certified shops	WhatsApp bulk campaigns, Meta ads	10.85
September	Festive Preparation	Festival recipes, Family nutrition	New category posters, Jhola bags	Digital agency onboarding, UGC campaigns	10.85

📱 WhatsApp + D2C Integration

Personalized Offers: Targeted promotions based on purchase history
Recipe Reminders: Seasonal cooking suggestions and tips
Feedback Loop: Customer satisfaction surveys and product reviews
Bulk Campaigns: ₹1.5L investment for Aug-Sep outreach

11/12

Q2 Comprehensive Media Investment Plan

Total Q2 Budget: ₹2.58 Crore | Strategic allocation across channels

₹76.1L

BTL Activation

Wall painting (2000), Retail boards (2500), Exhibitions, Society activations

₹60L

Trade Promotions

QPS schemes, DB trips, Consumer offers, Lucky draws

₹38.5L

ATL Campaign

Khapli Atta film, Radio spots, Print ads, Hoardings

₹34.5L

POSM

T-shirts, Certified shops, Jhola bags, Dispensers

₹30.3L

Digital Marketing

75 influencers, YouTube amplification, Meta ads, WhatsApp

₹16L

Modern Trade/E-com

Gondola visibility, Zepto ads, Swiggy ranking

🎯 Performance vs Digital Strategy

✅ On-Ground Dominance

FSUs: Strategic retail outlet setup
Sampling: High-footfall location targeting
Regional Tie-ups: Radio Mirchi partnerships

📱 Digital Innovation

3-Wave Influencer: Sustained engagement strategy
Performance + Retargeting: ROAS optimization
Platform Diversification: Meta, Google, YouTube

12/12

Q2 Execution Dashboard & Success Framework

Focus: Visibility | Trial | Conversion | Brand KPIs

82%

Q1 Achievement Rate

1.29%

Marketing to Sales Ratio

₹1.3Cr

Q1 Marketing Spend (vs ₹2.52Cr budgeted)

₹2.58Cr

Q2 Total Investment

Strategic Priority	Key Initiatives	Success Metrics	Team Dependencies	Timeline
Customer Engagement & Sampling	Khapli Atta trial, Localmart sampling, Digital demos	25% trial rate, 12% conversion	Sales, Creative, Operations	July-Sept
Umbrella Branding	STAR Certified shops (5000), Visual identity consistency	+20% aided awareness, Brand recall	Trade, Creative, Research	Aug-Dec
Promoters at Locations	150 strategic deployments, Real-time tracking	15,000 daily interactions, 12% conversion	Sales, Training, Analytics	July-Oct

🎯 Critical Actionables

Creative Deployment

Khapli Atta TVC production
New category packaging
STAR certified designs

Influencer Dispatch

75 influencer activations
Recipe content creation
3-wave campaign execution

Performance Dashboard

Weekly KPI tracking
ROAS optimization
Feedback loop setup

🚀 Q2 Success Vision

Transform STAR portfolio from product-focused brands to consumer-centric solutions through integrated sampling, unified branding, and strategic promoter deployment — driving ₹135Cr revenue target with 25% growth momentum.

13/15

Q1 Detailed Performance Analysis

Sales Achievement vs Marketing Investment by Channel

Channel	April Achievement	May Achievement	June Achievement	Q1 Total AOP	Q1 Total ACH	Achievement %	Performance Rating
PG	₹7.76 Cr	₹11.13 Cr	₹7.11 Cr	₹38.36 Cr	₹25.99 Cr	68%	🟡 Needs Push
NAGESH	₹22.49 Cr	₹23.96 Cr	₹16.33 Cr	₹69.96 Cr	₹62.78 Cr	90%	🟢 Excellent
MT ECOM	₹4.20 Cr	₹5.07 Cr	₹3.39 Cr	₹15.93 Cr	₹12.67 Cr	80%	🟢 Good
TOTAL	₹34.45 Cr	₹40.16 Cr	₹26.83 Cr	₹124.25 Cr	₹101.44 Cr	82%	🟢 Strong

₹2.52Cr

Q1 Marketing Budget (AOP)

₹1.30Cr

Q1 Actual Spend (ACH)

52%

Budget Utilization

1.29%

Marketing % to Sales

14/15

Brand-wise Q1 Learnings & Q2 Strategy

Data-driven insights driving Q2 strategic direction

🛢️ STAR Oil

Q1 Success:

High SOV: Karnataka 50.9%, Kolhapur 25.66%
MBO growth 26% & Sec Growth 11%
Wall painting visibility: 54.4%

Q2 Plan:

1500 retail boards expansion
5000 STAR certified retailers
Jhola bags: 2 per retailer
1000 auto branding units
Trade: 5L bucket + 15L tin lucky draws

🌾 STAR Atta

Q1 Insights:

Consumer preference: Social media (74.4%)
Retailer focus: Margin (73.4%) & Price (57.7%)
Brand equity leveraging from Oil

Q2 Plan:

Atta TVC production & amplification
YouTube/Meta campaign scaling
Society promotions integration
QPS retailer schemes + DB trips
Print ads on barter arrangement

🍚 STAR Rice

Q1 Performance:

5Kg variants launched: 3 options
Billed: 750+ outlets, Displayed: 200+
Repeat rate: 12% positive trend

Q2 Plan:

Grain placards & buntings showcase
Small sample packs distribution
Promoter-led self-service push
Display visibility campaigns
DB QPS Silver Scheme continuation

🔗 Cross-Brand Synergies for Q2

Integrated Campaigns:

Society activations featuring all 3 brands
Exhibition presence (IIMTF, UTSAV) with portfolio showcase
WhatsApp campaigns with cross-category offers

Unified Trade Strategy:

STAR certified shops for complete portfolio
1 Crore Club DB trips for top performers
Cross-category consumer promotions

15/15

Strategic Roadmap Execution

From Q1 insights to Q2 excellence — Complete action framework

🎯 Immediate Actions (Week 1-2)

Creative Finalization: Khapli Atta TVC, STAR certified designs, New category packaging
Team Alignment: Sales-Marketing-Creative weekly sync meetings
Budget Release: ₹62.85L July allocation approval and PO processing

🚀 Month 1 - July Launch Phase

POSM Deployment: T-shirt production (7.5L), Retail boards installation (500 units)
Digital Activation: 25 influencers onboarding, Atta film amplification
Trade Engagement: Consumer promos launch, QPS scheme activation

⚡ Month 2 - August Scale-Up

Peak Investment: ₹1.09Cr deployment across all channels
Major Activations: IIMTF/UTSAV exhibitions, STAR certified rollout
NPD Launch: Rava, Maida, Suji market introduction

🎉 Month 3 - September Optimization

Performance Review: Mid-quarter assessment and strategy refinement
Festive Prep: Q3 campaign preparation and inventory planning
Data Analysis: ROI assessment and learnings documentation

₹135Cr

Q2 Revenue Target

25%

Growth vs Q1

5.0x

Target ROAS

2.2%

Marketing Investment Ratio

🏆 Success Commitment

Leveraging Q1 insights and proven strategies to deliver exceptional Q2 performance through integrated customer engagement, unified branding, and strategic promoter deployment.

Q2 Strategic Marketing Presentation - STAR Portfolio

1/12

Q2 Strategic Review & Outlook

STAR Portfolio Marketing Strategy

STAR Atta

STAR Oil

STAR Rice

Presented by: Shubham Shukla – Marketing Head

Period: Q2 FY25–26

2/12

Q1 Business Performance Overview (Channel-wise)

Time Frame: Apr–Jun 2025 | Channels: GT, MT, QCOM/ECOM, HoReCa

Channel	Key Highlights	Performance Status	Strategic Focus
GT (General Trade)	Focus on Maharashtra & Karnataka; VPO stable; visibility needs boost	🟡 Moderate	Strengthen regional presence
MT (Modern Trade)	Seasonal growth in Rice/Oil; sampling lifted conversion	🟢 Strong	Expand sampling programs
QCOM/ECOM	STAR Atta strong in Blinkit; Rice bulk via Amazon; 4.2x ROAS	🟢 Excellent	Scale digital operations
HoReCa	Rice/Oil repeat orders consistent; Atta under trial	🟡 Growing	Atta market penetration

+18%

STAR Atta MoM Growth (QCOM)

4.2x

STAR Oil Digital ROAS

Strong

STAR Rice MT Performance

3/12

Q1 Category-Wise Performance Split

Comparative Analysis: Growth vs LY & Q4

₹25.99Cr

STAR Atta Revenue (Q1)

₹62.78Cr

STAR Oil Revenue (Q1)

₹12.67Cr

STAR Rice Revenue (Q1)

₹101.44Cr

Total Portfolio (Q1)

📊 [Category Performance Charts]
• STAR Atta – Growth vs LY & Q4
• STAR Oil – Volume vs Revenue Analysis
• STAR Rice – MT Channel Depth Penetration

4/12

Q1 Marketing Investment Overview

Total Spend: ₹1.30 Cr | % to Revenue: 1.29%

38%

Digital & Influencers

Meta, Google, YouTube, Shorts

27%

Trade (BTL)

FSUs, Gondh packs, POSM

18%

ATL

Print, Radio, Outdoor

12%

QCOM/ECOM

Platform banners & coupons

5%

Sampling/Events

Consumer engagement

4.2x

Average ROAS

1.8%

Average CTR

70%+

WhatsApp Response Rate

5/12

Key Insights & Learnings from Q1

Data-driven optimization for Q2 strategy

✅ What Worked

Regional Synergy: ATL + BTL integration in Tier 2 cities
Trust Messaging: STAR Oil's 'Bharosa' campaign with Raveena Tandon
Engagement Loop: WhatsApp feedback for repeat purchase push
Digital Performance: 4.2x ROAS exceeding industry benchmarks

❌ Areas for Improvement

Online Retention: STAR Atta's low online repeat purchase rate
Creative Impact: Weak creative amplification across channels
Packaging Concerns: Consumer feedback on Oil packaging
Influencer ROI: Below-expected performance from influencer campaigns

🔧 Q2 Strategic Fixes

Packaging Enhancement: Implement consumer feedback for improved Oil packaging design
Targeting Optimization: Refine audience segments for better conversion
Creative Amplification: Develop stronger creative hooks and storytelling elements

6/12

Strategic Roadmap: STAR Atta

Premium positioning with health-focused innovation

🌾 Khapli Atta Launch

Channels: QCOM (Blinkit/Instamart) + D2C
Positioning: Ancient grain wellness solution
Investment: ₹3.5L for launch campaign

🛒 Sampling via Localmart

Strategy: High-footfall sampling + Influencer collaborations
Target: Health-conscious urban consumers
KPI: 25% trial to purchase conversion

📱 Content Strategy

Themes: Ancient Grain | Wellness | Traditional Recipes
Platforms: Instagram, YouTube, WhatsApp
Approach: Educational + Recipe-focused content

🚀 Phase 2 Preparation

New Products: Besan, Rawa, Maida launches
Timeline: Aug-Sep 2025
Strategy: Portfolio expansion with purity messaging

7/12

Strategic Roadmap: STAR Oil

Trust-building through celebrity endorsement and visibility

🎬 Raveena Tandon Campaign Phase II

Channels: Digital + Print integration
Message: "Bharosa Sirf STAR Refined Oil Ka"
Budget: ₹20L for multi-channel campaign

👁️ Visibility Enhancement

Initiatives: Gondh packs distribution + FSUs setup
Target Locations: High-footfall retail outlets
Goal: 30% increase in point-of-sale visibility

👨‍🍳 Chef Recipes Series

Content: "Healthy Frying with STAR" series
Platforms: YouTube, Instagram Reels
Collaboration: Professional chefs and food influencers

📦 Package Innovation

Focus: Consumer feedback integration
Improvements: Better grip, spill-proof design
Timeline: Q3 implementation

8/12

Strategic Roadmap: STAR Rice

Emotional connect through nostalgic storytelling

📦 Pack Upgrade Initiative

Assessment: Feasibility study for premium packaging
Focus: Freshness preservation + visual appeal
Timeline: Q3 implementation (if feasible)

🎯 Competitive Positioning

USP: Taste + Nutrition vs competitors
Strategy: Blind taste tests and nutritional comparisons
Channels: Educational content across platforms

🤝 MT Sampling Partnerships

Partners: Premium retail chains
Approach: Weekend cooking demonstrations
Target: Premium household segment

💝 "Ghar Ki Khushboo" Campaign

Theme: Nostalgic storytelling and emotional connect
Content: Family moments, traditional recipes
Channels: TV, Digital, Regional print

9/12

New Categories Launch: Besan | Rawa | Maida

Portfolio expansion with purity and value positioning

Product	Positioning	Packaging Features	Launch Platforms	Content Strategy	Timeline