Impact of Below-the-Line (BTL) Activities on ...

Impact of Below-the-Line (BTL) Activities on Real Juice Products

Author Name : Saurabh Chandrakant Utekar, Dr. Jyotsna Munshi

ABSTRACT This research paper investigates the impact of Below-the-Line (BTL) activities on the market performance of Real Juice products in the Mira-Bhayandar region. Utilizing primary data from consumer surveys and field observations, the study explores how BTL strategies influence product visibility, consumer engagement, and sales outcomes. The findings reveal a significant enhancement in brand awareness and sales performance attributed to strategic BTL activations, offering valuable insights for optimizing marketing practices in the FMCG sector.