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Team Name: XYZ

This research explores the declining market for talcum powder and proposes innovative solutions to make it easy to use and non-messy. It also suggests engagement strategies targeting rural markets and a scholarship campaign to promote education for girls.

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Team Name: XYZ

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  1. Team Name: XYZ

  2. WE ALSO CONDUCTED ONLINE SURVEY ,AND CAME UP WITH FOLLOWING DETAILS PRIMARY RESEARCH SECONDARY RESEARCH Online Survey: Urban/Semi-Urban Talcum Powder(Estimated Sale in millions Rs) CAGR: -2% Offline Survey: Rural Markets The market is shrinking due to stiff competition from the Deodorant and Roll-on segment Which Brand do you use? Great potential to tap the rural market where talcum powder still connects to freshness Re-think our way to make talcum powder easy to use and non-messy

  3. LAPSERS Deodorants or Roll-ons What is the key issue? Ease Of Use Consumer Insight Nearly 25% say, it covers everything in a cloud of dust Portability & Compact Packaging Advanced Benefits No Mess No Mess Talcum Powder • Replace the conventional lid containing pores with a brush build on the container • Produces minimum dust and minimize wastage • Focus on 50g and 100g sized containers • Additional addition of lid keeping in mind the interest of existing users IDEA

  4. HOW DO WE COMMUNICATE THE IDEA? Influencers: Fashion Bloggers Engagement events for Fashion Bloggers by Ponds’ in the presence of Brand Ambassador: IlleanaD’Cruz 1 1 Engagement Activities 2 Brand Pond’s Sharing the benefits of Ponds’ Dreamflower brand 2 3 Benefits of Pond’s 4 Best Blogger of the week 3 Encourage bloggers’ to blog on the benefits of using Ponds’ talc Best blogs in terms of reads, likes and up-votes will feature in a newspaper daily 4

  5. 1ST TIME RECRUITS Big Idea :Ponds Lao, Scholarship Pao: Buy Pond’s Talcum powder which has a unique code on each bottle. Call a toll free number and provide the necessary contact details along with the unique code. Top 5 lucky winners will get an education scholarship. Behind The Idea: In rural areas, girls don’t get sufficient opportunities for education and making their dreams come true 2. Pond’s will provide scholarship to girl child between the ages of 10-18 3. Literacy rate of village girls is Only 49.68% . Buy Pond’s Talcum powder which will have a scratch coupon on it (Required photo of ponds with scratch coupon) Customer Insight :Due to lack of communication in rural areas ,people are not able to establish an emotional connect with Pond’s , by helping them to realize their dream, we can create an emotional connect between Pond’s and people Call a toll free number and provide the necessary contact details along with the unique code of coupon More number of calls ,better is chance to win . Top 5 lucky winners will be provided a scholarship. Winners will get a chance to talk about the campaign and their dreams on AIR to increase awareness The process will be repeated again as the competition will be held once every quarter

  6. HOW TO COMMUNICATE • Design a campaign that shows girl education scenario and pond’s promise to help girl child getting scholarship. • Campaign is promoted through AIR especially during afternoon and through television advertisement during 8-10 P.M. • Statistics: TV sets at home:  76 million in rural india with a penetration of 40% viewer • Advertisment concept is through word of mouth ,key influencer people like sarpanch of vaillages and memebers of village panchayat in melas; ; & personalized selling efforts by Anganwadis, Shakti Ammas ,also wall posters & hoardings in villages will help to craeteawarness about the campaign. • Setting up kiosk during village fair will help to spread awareness about campaign • Statistics :- Indian villages witness 10000 melas/year • Add geo Amaghi thing • The campaign will be covered on social media and print media. #Ponds’sScholarship

  7. Geo-Targeting Hyper Local Content Ad theme “Educating girls in Rural India” in MATKA region POND’S LAO, SCHOLARSHIP PAO AD Local platform

  8. Core Users What is the key issue? Customer Engagement Consists of loyal customers who need to be engaged with the brand, to feel good being a customer of the brand pond’s The Classic Idea

  9. HOW DO WE COMMUNICATE THE IDEA? Online Campaign through Facebook and Twitter handle #PondsKaVaada #InLoveWithPonds • Top 10 contestants snippets of their videos would be compiled and aired as a tv commercial launched on Woman’s Day KPI: Reach, Like and comments would be the key indicators of the campaign. • Amazon Gift vouchers worth 1000 to top 3 contestants. [Amazon because of Urban/Semi-urban areas access to large distribution network]

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