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BRAND STRATEGY INDIA
By Estefanía Jurado Rodríguez and Ankisha RanaMA FUTURE MEDIA
In the 20th century Knorr went to India
And created a soup market!
The problem is…
• CONSUMER PREFER PRIVATE BRAND• LIMITED BRAND PRESENCE• MAGGI HAS 80% OF NOODLE MARKET
CHALLENGE
Source: FMCG Industry in India 2016 - Trends, Overview, Analysis - Shine.com
OBJECTIVE
But now it wants to
INCREASE AWARENESS AND EXPAND MARKET SHARE
To solve this…..
TOP OF MIND AND INCREASE SCALE
Personas PERSONAS
Need for SpeedPAIN POINT Move to premiumness New Lifestyle
Millennial Urban Rural
Source: Knorr India (@KnorrIndia) | Twitter | Facebook| Questionnaire
CREATIVE CONCEPTS
The big Idea!
CREATING CHANGEmake things happen collectively!
CREATING CHANGEThe flow
INSPIRE
SHOWCASE
GIVE PLATFORM
SUPPORT
CREATING CHANGEImplementations
AWARENESS TV Commercial
Radio Channel Promotions (Kan Khajura station)
USSD Messages (Partnership with Vodafone)
Digital Ads (Facebook and YouTube)
Social Media Posts (Facebook & Instagram)
Source: The Role of Mobile in the Path to Purchase of FMCG/Retail Products - India
CREATING CHANGEImplementations
https://goo.gl/AKexbR
CREATING CHANGEImplementations
CONVERSION Microsite
Phone Calls
Social media sharing (Facebook, Instagram)
VODAFONE SMS
CREATING CHANGEImplementations
CREATING CHANGEImplementations
CREATING CHANGEImplementations
CREATING CHANGETimeline
Week 1AUGUST-INDIAN INDEPENDENCE DAY
Promotion
2 WEEKS1st – 14th August
RESULT15th August
Nomination
Voting
Week 2 Engagement
Voting
CREATING CHANGEWhat the brand gets out of this?
TANGIBLE CHANGE
A NEW MARKET
NEW MILESTONE
The big Idea!
FLAVOUR YOUR LIFEFun. Fearless.
FLAVOUR YOUR LIFEThe flow
RECOGNITION
ENCOURAGEMENT
INFLUENCE
COMMUNICATION
FLAVOUR YOUR LIFEImplementation
AWARENESS Blogger Interview Videos (YouTube)
Social Media Posts (Facebook & Instagram)
Blogger’s Posts
CONVERSION#FlavourYourLife conversations
Microsite with Videos and Infographics
Source: Keeping-up-with-indias-urban-fmcg-consumer
FLAVOUR YOUR LIFEImplementationhttps://goo.gl/RGfl9L
FLAVOUR YOUR LIFEImplementation
FLAVOUR YOUR LIFEImplementation
FLAVOUR YOUR LIFETimeline
Week 1MARCH-HOLI FESTIVAL
Showcasing videos
2 WEEKS1st – 14th March
Hashtag Interaction
Posts by bloggers
Week 2 Microsite launch
Infographics Promotion
FLAVOUR YOUR LIFEWhat the brand gets out of this?
PREMIUM LIFETYLE
CONNECTION WITH CONSUMERS
AUDIENCE INSIGHTS
The big Idea!
BRIDGE THE GAPb/w heart & brain
BRIDGE THE GAPThe flow
COMMUNICATE BRAND MESSAGE
USER GENERATED CONTENT
CREATE RECALL VALUE
BRIDGE THE GAPThe implementationhttps://goo.gl/0DA8oN
BRIDGE THE GAPThe implementation
BRIDGE THE GAPImplementation
AWARENESS Social Media (Facebook, Instagram, YouTube)
Social media influencers
CONVERSION Web App- Meme Generator
Social Media Posts (Facebook & Instagram)
Source: Keeping-up-with-indias-urban-fmcg-consumer
BRIDGE THE GAPTimeline
Week 1APRIL-NEW SESSION STARTS
Communication
2 WEEKS1st – 15th April
Hashtag Interaction
Microsite launch
Week 2 Users generated content
Top content shared by the brandMicrosite Continues
BRIDGE THE GAPWhat the brand gets out of this?
EARNED MEDIA
REINFORCING HEALTH & TASTE
CREATION OF RITUALS
SUMMARY
§ NEW LIFESTYLE AND PREMIUMNESS
§ DIFFERENTIAL FACTOR
§ MARKET PENETRATION
§ SCALE & REACH
THANK YOU!
