- 1. Team MPRRajiv Sawhney, Navin Agarwal, Ratikakapoor
BANDWAGON: COMPETITION: TEETOTALER (LOW COST MARKETING
CAMPAIGN)
2. Agenda Product, Target market Segment, USP,Positioning,
Indian Noodle MarketBrand Icons In Store Communication Plan
Awareness Program Temporary Foodle Kiosks Promotional Activities
Common Wealth 2010 Social Networking: Viral Marketing + video Radio
+ Jingles Conclusion 3. Background
Informationhttp://www.moneylife.in/article/8/3531.htmlhttp://www.business-standard.com/india/news/horlicks-noodles-one-too-many/387131/Product:
-Foodles (GSK)Under the popular Brand HorlicksTarget market
Segment: -In competition to Nestles Maggi NoodlesKids/MothersUSP of
Foodles: - North and South India for the 1st yearHealth Maker
Sachet whichOnly Organized Retail: Modern Tradecontain 5 vitamins
Positioned on Health, tasteand ConvenienceIndian Noodles Market:
-Positioning:Market size: - 1000 Crore Rs- Organized
MarketNutritive and HealthyNestle Maggis Market share: - 80% i.e;
800 cr RsNoodles Growth Expected: - 25% (yoy)Market share expected
by GSK : - 6%-10%in next 6-12 months i.e;100-150 Cr Rs till 2011 4.
Brand IconsFOODLA & FOODLI (Original Art workby the group) kids
/ Teenagers Educated/ Belong to Upper MiddleClass (Socio Economic
Classification A &B)- has been kept according to the
Targetsegment.Red and Green dress according toFoodles packagingF
written on T shirt to increase thebrand recall of FoodlesHair of
Foodla & Foodli have been keptlike Noodles Both are friends and
like to have funwith each other.Foodli has been shown as
FashionConciousBoth are witty, smart and Intelligent.Overall: Aim
is to create an image whichattracts younger generation and
areaspiration of younger generation 5. In store Communication Plan:
Modern Trade (Place) GSK for the 1st year is eyeing Rs.1000 Cr
Modern retail Market http://www.moneylife.in/article/8/3531.htmlFor
Hyper and Super Format stores (10000 sq Ft + stores) [ModernRetail]
Spencers, Reliance, Trent Food Bazaar, etc. Activation in 150
(approx) stores (North and South India)For Daily and Express
Formats stores [Modern Retail]Spencers, Reliance, ABRLs More, Local
chains, etc.Activation in 1000 (approx) stores (North and South
India) Launch Plan for Foodles: Sampling through Foodle Kiosks In
store Branding: Gondola Branding, FSUs, Danglers and Signages 6.
Gondola Branding Floor Stand Units DanglersHyper& Super
FormatHyper &Super Format All Format storesstoresstores
2000+750 Danglers150 Gondola branding150 FSUsCost of Danglers:Cost:
150*2k= 0.3 MillTo be placed at 2750*200=0.55 Mill RsRsImpulseTo be
placed nearTo be placed on endCost of FSUs150*5k= Category
aislecaps near impulse0.75 Mil RsCost ofSpace150*30k= 4.5 milRs
(For 1 month)To be removed after 1 7. Category Signage Total Cost
For In storeCommunication:=0.3+0.75+0.55+4.5 +0.46+0.3=6.86 Mil Rs
(1 time investment)Consumer Reach: For the 1st monthHyper and
Super= 1000-2000footfalls/day30000 to 60000 consumers for 1
store/month4.5 Mil-9 Mil Consumers for 150 For all Formats stores/
month 1150*2=2300 signage Daily and Convenience= 200-500 Cost:
2300*200= 0.46 Mil Rs Consumers /day6000-15000 Consumers for
1Parasites store/monthHyper & Super Format 6 Mil-15 Mil
Consumers for 1000Storesstores/ MonthTo increase Point of Sales10
for each store150*10=1500 Parasites1500*200= 0.3 Mill Rs1 Time
Investment 8. Temporary Foodle Kiosks The main aim of this activity
would be: Sampling of Foodles To create Foodles Brand awareness To
make people aware about its Taste and different Flavours This would
be a No Profit No Loss Activity for GSk Would be conducted for 3
months in Malls or Hyper Markets. Kiosks would also act as Point of
Sales for Foodles. Sell Rs5 packet for Rs10 (To cover the
overheads) Approximately at 200 places. ExampleConsumer
Reach:Average Footfalls/day= 2000-3000 /mall60000-90000
footfalls/day1.2 Mil 1.8 Mil footfalls in 200 (Malls + Hyperformat
stores) /day 108 Mill- 162 Mill People (Brand Awareness)To
Breakeven (No profit no loss) at least 3% ofabove footfalls will
have to be converted.(Assuming 50k to be the Cost of space/mall
and6000/month for the sales man) 9. Awareness programmesResidential
Societies KittyTupperware partiespartiesTupperware parties
presences in 22 statescoverage of 55000 women.Only for Delhi:GSK is
aiming at 8 states for its 1st year Guest lectures/interactions by
healthout of those 22 statesconsultants in major residential areas
inParty every Sunday major capitals.Activity to be carried out for
2 months i.e; Total of residential areas =400 (Only8 parties in 1
party/ 1 regionDelhi)Method: Informal interactions by GSK Societies
in the areas= 15 (app)health consultants= 400* 20 =8000
families.Demonstration of Horlicks Foodles to GSK aims at 20% =
1600 = 80 partiesMothers Incentives: Free Foodle packs wouldCost :
Informal interaction in Tupperwarebe distributed in the kitty
partiesparties are free of cost. 15*80= 1200 familiesConsumer
Reach: 100 Women/ party=Distributing 10 Rs pack= 1200*10=8*100=800
Women or 800 Families.12,000 Rs.To be escalated to 20,000 Families
ofSEC (A&B) category North+ South
http://180.150.134.20/partycenter/planning.asp Location to be
chosen according tothe presence of Modern retail 10. School
Interactions: Health Consultants VisitingSchools.Aiming at top 100
schools (Students from SEC A & B) in the major cities
whereFoodlesGSK consultants will provide free Health related tips
and simultaneouslypromote Foodles.Minimum Number of Students /
School = 500 (Age group 10+)Reach 500*100=50,000
StudentsDistributing 10 Rs Pack to all studentsAssuming Cost of
production to be 5 Rs, Total cost incurred =5* 50000= 2.5
lacRsNumber Man-days required for visits by Health
Consultants/Sales people= 8+1000+ 100=1108 11. Promotional
ActivitySmall Test packs (5 Rs) Pack with Horlicks Products For 1
MonthHorlicks sale= 58% of 1900 Cr Rs=1100 Cr RsModern Trade Sales
= (5% of 1100 Cr Rs)/12= 5Cr Rs /MonthNo. of SKUs 5 Cr/170= 300000
(Approx)Around 150000 SKUs (North & South)Cost to company=
150000*3= 0.45 Mill Rs (Assuming 3 Rs to be the Cost incConsumer
Reach: 0.15 Mill People.
http://www.livemint.com/2008/10/26153718/GSK-to-focus-on-modern-retail
Free Foodla & Foodli Comics or Drawing sheet (Colour Foodla,
Foodli, etc) For 1 Month. Free with two packs. Reach is as per the
Sales. Assuming 6 cr Annual sale= 60000000/20*12. (20 Rs for 2
packets) = Rs 0.25 million and 0.25 consumers. Assuming
2ppl/Hosusehold Reach- 0.5 million ppl 12. Common WealthGames
2010Distributing 1lac brochures1 side printedCost: 1.5 Rs/
BrochureConsumer Reach:1 lac Direct reach1-2 lac Indirect
reach(Sharing of map amonggroups)Taking this is a Pilot projectIf
found successful thenEscalating it to Delhi/NCRMetro mapsWhich can
be distributedthrough Modern Trade stores,from cash counters. 13.
Social Networking: ViralMarketingSocial Networking ReachFoodles For
U Contest: Facebook Series of contests Stories to be posted and
judged by 68.5 % of the active users spend avgppl through Social
N/w130.1 minutes on Social N/w Sites ExamplesLaunching Foodle Games
and Anokhi Love StoryApplications Bhook Se Ladai Facebook Opinion
Polls on Foodles Aalaspan Ki Misaal Promotional Videos and Ladakpan
Ki PahunchCommunities/Groups Kanjooosi ka NusKha Foodla-Foodli
Campaigns: Videosand Online comics. Source- comScore,Inc.Foodles
Website Games & VideosCosting: Post Your Recipes 5 lac Rs for
Contest Customer Feedback Games, Videos and Foodles Promotional
application videos developments 14. Radio 10 Sec Radio spot 1500 Rs
10 spots = 15,000 Rs /day 100 spots = 1.5 lac Rs for 10days Budget
allocated 1.5 Mill Rs So Buying 1000 spots of 10seconds in 10
different regions Assuming 1 spot of 10 secondsreaches 1000 people
1000 spots will reach 1
Millpeople.http://www.business-standard.com/india/news/fm-radio-ad-rates-to-fall-by-10-15/347961/
15. Cost Benefit AnalysisLaunch Plan InvestmentConsumer Awareness
BenefitReach (Brand cost/personAwareness)In Store6.86 Mil Rs 15
Mill50 paiseAwareness intoCommunicationSalesPlan conversion=
MaximumTemporary 0 (Sales100 Mill 0 RsFeedback fromFoodle Kiosks
conversion Consumer=3% of Behaviour andfootfalls) ReachAwareness
2.1 Mill Rs 70,000 30 Rs Word of MouthProgramCommon Wealth 0.15
Mill Rs0.4 Mill BrandGames 2010 Awareness in DelhiViral Marketing
0.5 Mill rs 0.5 Mill (in 1 1 RsReach and lowmonth) costRadio 1.5
Mill Rs 1 Mill Rs1.5 RsHigh ReachTotal 11.11 Mill Rs 116.97 10
Paise GSKs goal isIntegrated to reach 100 CrCommunicationRevenues
in 1Plan year. 1 CR is 16. Conclusion For FMCG products, success
lies in the strength of the distributionnetwork. The Maximum sales
conversion will come from Impulse i.e;Jo dikhta hai wo bikta hai.
So In store visibility would be of highestimportance. So, In store
communication plan should be given priority 1 andTemporary Foodle
Kiosks should be on priority 2. Priority 3: Viral Marketing
Campaign; Priority4: Radio Priority 5: Awareness Programs + Common
Wealth games TourismOnline advertising in India: the
trustBrochures. The least trusted forms offactors advertising in
India are:WoM (i.e. Word of mouth) is the most Search engine
advertisementstrusted source: 87% users believe so. (41 per cent),
Newspapers come second in the ads that precede moviemost trusted
list, with 77 % saying screening (41 per cent),so. online banner
ads (38 per cent),Opinions expressed online : 73% trust andthem
text ads on mobile phones (24Opnions expressed on brands
Webhttp://www.pluggd.in/online-advertising-in-india/india-business-online-advertising-india-word-of-mouth-works-better-than-search-engine-advertising-
per cent)sites : 72%,742/
