Branding Idea of Tata Himalayan Natural Water by Team Enzo

1. Arjun Singh
Nischal Lama
Puneet Yashod
Sayali Gaikwade

2. Campaign
Objectives
To create
awareness
about the
campaign
launch
(Introducing
the new
theme ) and
the
Activation
associated
with it
To increase brand
recall in the
market segment
To
induce
mass
trial
To expand
their
existing
distributio
n system
To get
Consumers
along with
Institutions
to associate
with
Himalayan
Water
equally
Desired Message Tone :
Rejuvenating | Enriching | Exciting
Target
Markets
Hotels
Malls
Clubs
Gyms
Salon &
Spa
Airlines

3. Customer
Segmentation
Age: 18 &
Above
Sex: Unisex
Family Income:
50,000 and
above (Upper
Middle Class)
Occupation:
Student or
Working
3.People who are
wellness/fitness
driven and aware
of the qualities of
natural mineral
water
4.People who
would not mind
shelling out a
little extra to
indulge in the
unique taste of
purity
2.High-spirited
people, in for a
virtual refreshing
Himalayan
experience
1.People
practicing a good
lifestyle and who
want the best of
everything
Demographics
Psychographics
P1 market – Metropolitan Cities (Mumbai, Delhi, Bangalore, Pune, Kolkata, Hyderabad and Chennai.)
Brand Positioning--
For brand activation : Encouraging People to Experience the unprocessed natural spring water taste and think
beyond the cost of a bottle.
For CSR activity : Conserve Clean Water, help the areas with high water contamination ( Like Delhi, Uttarakhand,
etc ) to get access to natural clean water.

4. Media Strategy and Plan
1.Brand awareness with Mall Activation
A Huge Transparent Round Barrel with the Himalayas etched on them shall be placed at an
easily noticeable area in the Food Court of the Mall. The barrel shall be huge enough to be
noticed from a distance and attract people. The barrel will be fitted with a tube inside,
reaching out to the filter. As people queue along to fill in their bottles or glasses, it shall
appear that they are receiving water from the Himalayan Springs as shown on the barrel.
The level of water shall be maintained to sustain the look. Also freezers with free
Himalayan Bottles will be kept at random locations in the Mall to encourage people who
try and adapt themselves to its enriching taste.
2.Engaging Audience & Increase Brand Recall (Sample attached in the last slide)
Activity to be done in One Mall in each of the 4 Metro ( Delhi, Mumbai,Chennai,Bangalore) with
Maximum Weekend Walk-in
The elevator will be wrapped for Sunday (the weekend when the other mall activations) and for
the subsequent week for recall.
Objective:
Build a connect with the average middle class. As the product has been looked upon as a product
for the high class.
Engage audience in talking about the brand. As in the bottled water segment people connect to
generally is Kinley or Bisleri.
Connecting the brand identity of the brand ( Natural Spring water ) to the actual product i.e.
natural water is the right of the people and if they trust the brand they will get access to the
natural water which they always deserved.

5. 3.Expansion of customer base through association with Brands across India
a. Major Association with Main Franchisees of “Gold Gym” all over India
Target Audience : Age group at Gold Gym – 18-45 years
Reason : To Create a Premium Brand by leveraging Gold Gym’s Brand which is regarded as the one
of the few gyms to offer premium services in India
With Gold Gyms across India , Brand Exposure for TATA Himalayan will be more and also pertaining
to the relevance of the brand
Clients at Gold Gym are of Upper Middle class with spending capacity to buy premium products
The Image delivered would be “Drinking Natural Water” which is healthy with relevance to Gym
Tata Himalayan would create a brand image around Being Natural and Unprocessed water but also
Healthier option for drinking water
Using Gold Gym to Display Himalayan Mineral Water in Fridges Designed with the brand
This can be done on an Annual Contract basis with Gold Gym
b. Association with the Brand “Hard Rock Café”
Across all its branches in Tier 1 Cities such as Delhi , Mumbai , Bangalore , Hyderabad
Audience at Hard Rock Café – 21- 40
Hard Rock Café is mostly associated with Live music and being a premium bar.
With the TATA Himalayan partnering with them for Official Water partner at Shows and also in their
Menus.
It will hence create a Premium Brand in the minds of the audience, it will help them in associating
TATA Himalayan in the Premium Section of Drinking Water.
Key Focus – Exposure of TATA Himalayan at Live shows as the Official Drinking water for the band in
front of the audience
Himalayan bottle at Official Celebrity shows at the Venue at Any given Hard Rock Café

6. Digital Brand Campaign
Campaign will be floating across platforms of Facebook, twitter and YouTube , which will be focused
towards creating hype of the weekend mall activations. It will be initiated with #himalayanfacts &
discount coupon quiz as well as some teasers (creatives + videos) of #himayalanSurprise.
On weekends, people will be clicked at that mall & images posted with their tasting experience to
encouraged their friends to visit & increase mouth publicity. Similar trends will be done before weekends
for every targeted city. Also stories of consumers will be posted with their experience of Natural Mineral
Water as well as sharing why they think the additional cost of the bottle is justified.
Post the 1 month campaign, facebook will hosting a CSR campaign, where netizens will be requested to
share there viewers about availability of clean water and will every post/share the water in the animated
bottle will rise depicting the contribution of the charity to this cause.
Start of Customized Vending Machines
Local Vendors rely heavily on sales for their survival. With brands like Bisleri and Kinley who provide
bottled water at a cheaper price, it has been impossible to penetrate the mass market.
With the help of Vending Machines we hope to tap this large customer segment and we also go a step
ahead of the competition as we do not rely on Vendors to sell our product.
Target Audience : Travellers, Corporate Employees, Cinema Goers
Objective: Easily accessible, Convenient, Functional, Placement.
Customized Himalayan water Vending Machines designed to represent Glaciers to be set up at
Key Malls /Corporate Food Courts/ Airports/ Multiplexes/ Other associated venues
Magazine Contests
Message: Experience the Unique Taste of The Himalayan Springs
Content: ‘Win a free Spa therapy at Ananda in the Himalayas’ just need to log on to the official Facebook
or Twitter page of HIMALAYAN; play a simple quiz and share their thought about Himalayan Water
Experience.
Magazine Name: Women’s Health, Outlook Lounge, Time Out, Society, National Geographic Traveller etc.

7. Plan build up rationale
The Brand Marketing Campaign will be designed for the month of May and will be a 1 month
campaign.
Digital Media will work during weekdays to build hype about the weekend promotions.
The mall activation will be done on every Sunday of the first month
It will be focused only in Tier-1 cities (Delhi, Mumbai, Kolkata, Chennai, Bangalore, Pune,
Hyderabad).
Website will be developed further, digital content to be updated immediately with more
interactive content i.e. quiz, fast facts, creative contest competition, etc.
Local Newspaper to run a print ad every Sunday morning, to encourage brand recall.
The free spa therapy Contest will be run along side and post the first month of the campaign to
recapture the attention of the audience.
Vending Machines to be finished installing by the month of April.
Brand tie-ups to be done immediately with a small media meet.
A CSR campaign will be done a month after the Campaign to help the customer realise that the
extra cost is for the benefit of the society.
Marketing Mix for the Campaign
Mall Activation to create brand awareness
Local Newspaper Ads(Times Franchisee)
Digital Brand Campaign
Contests in Magazines
Customized Himalayan Water Vending Machines

8. Mall Activation
Online Activation

9. • Objective
• To help get the brand more close to the people and help them realise that the
brand is also relative to the common man than just the premium. This would help
the customer get some kind of attestation about the bottles cost (i.e. the extra
cost is for the benefit of the society )
• We can pick a village in maharashtra or other place from where there is great clean
water scarcity. We can build a facebook + twitter campaign ( like the one done by
Save the tiger) where people will be asked to push the like button and write a
small line with #himalayanSave or just add a button on the facebook site or even
do both i.e. add a button to the facebook page n then only add a twitter post box.
At the same page we will add an animated empty bottle
• The moment someone shares or posts that the water in bottle will increase
gradually. the it will continue. We will be mentioning that as you fill this bottle
some villages get access to clean water.
• this will build on our credibility as well as add emotional connect with the
consumer