Horlicks Digital Plan Pitch (Strategy) 2013

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A digital plan pitch presentation, entailing some of the core identified strategy solutions. …

A digital plan pitch presentation, entailing some of the core identified strategy solutions.
FY2013

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  • 1. DIGITAL PLAN 2013
  • 2. OUTLINE • How Can Social Media Help your brands? • Social Media Analytics. • Horlicks on Social. • Horlicks Competitors. • Horlicks Collaborates with Big BeeHive. • Horlicks branding strategy on Digital Media. • Horlicks brand portfolio strategy & management.
  • 3. • Every day the world spends around 1330 years in time just on facebook. • Things have come to a pass where 78% consumers trust peer recommendations on SNS and only 12% trusts TV ads. • The network is growing bigger by the day so are the opportunities. • It is consumer generated information that is the driving force behind the biggest brands. More than 30 billion pieces of information is shared each month on facebook alone. HOW SOCIAL MEDIA CAN HELP
  • 4. INNOVATION Flexibility in social media helps us to innovate.
  • 5. CONSUMERS People wanting to be the part of flow of information. As its not about YOU its about THEM.
  • 6. WHAT MAKES SOCIAL MEDIA ATTRACTIVE • Instant low cost communication. • Traditional media is ‘one to many’ while social media is ‘many to many’. • No distinction between media producers & consumers. • User generated content. • Free borrowing and sharing of content. • Rich user interaction.
  • 7. 3 M’’’S OF SOCIAL MEDIA The 3 M’s that constitute to the success of social media. Existence on social networks where the social media is not monitored, managed and maintained is like having no social media presence at all.
  • 8. HOW CAN WE HELP? • Strategizing your social presence. • Managing your social media accounts with researched daily updates, apt photo and video uploads. • Conceptualize and execute campaigns. • Develop customized pages. • Developing dedicated facebook applications. • Develop innovative digital tool. • Presiding over reputation building debates and discussions. • Blogging. • Managing your YouTube channels (viral videos). • Conceptualizing innovative contests and games to increase customer engagement. • Online reputation management. • Web PRship.
  • 9. Why Digital? Marketing is most effective on digital and now we have moved from medium to content, from information to conversation and from products to ideas. Why Social? To create a meaningful relationship with your customers and turn them into an army of marketers for your brand. Social is about emotion, the emotion of a brand and that of the customers towards a brand. WE BRINGS Horlicks TO THE FOREFRONT
  • 10. “How a brand uses digital media can strongly influence its brand perception” • Target consumers in a way that does not push the brand but involves them. • Recruit, Engage and Excite users by interacting on Social. DIGITAL OBJECTIVES
  • 11. SOCIAL MEDIA ANALYTICS
  • 12. SOCIAL MEDIA ANALYTICS
  • 13. HORLICKS ON SOCIAL NO engagement with fans. NO regular posts to engage fans.
  • 14. COMPETITORS
  • 15. COMPETITORS
  • 16. Horlicks COLLABORATES WITH US
  • 17. UNDERSTANDING THE TG • 8-10 yr old, extend to 6-12 yr old • Inquisitive and imaginative • Discovering the world with endless imagination • Enjoy collective exploratory play • Get little amount of pocket money; allows them to make their own purchase decisions including snack purchase at schools
  • 18. The Kids Of Today • Have access to electronic devices such as computers, cellphones, gaming gadgets and TV at school and homes • Spend about 7-8 hours on these electronic devices • 8-12 years old watch TV regularly: mostly in evenings and their watching span is 4-5 hours daily • Advertisements play an influential role leading children to imitate and demand similar products • Teachers and parents can help children to decide what they should watch on TV and how to spend time online.
  • 19. BRAND IDEOLOGY • For a perfectly nutritional & Rich experience. • Perfect for adding nutritious ingredients - everyday indulgence for kids. • World’s most nutritious drink.
  • 20. The Big Idea Create excitement around Horlicks and help establish Horlick as a nutritious drink for kids
  • 21. 3R’s: Review, Revise & RetainCall to Action with Contests and giveaways Convert HORLICKS fans into brand loyal customers. Build brand identity STRATEGY
  • 22. Variety of methods to encourage fans to interact on the facebook page: CONTENT ANALYSIS
  • 23. Promote Brand image through refined community management, photo and video uploads. Tabs for YouTube, Pinterest and Twitter to redirect traffic to these social medias. Place Facebook ads to drive traffic to Facebook applications , in turn directing the traffic to the page as well as website. Promotion of ground activities through facebook events.
  • 24. COVER PHOTOS AND Profile pictures
  • 25. STATUS UPDATES & POLLS
  • 26. FAN OF THE WEEK
  • 27. application SupportedthroughMEDIABUYING NUTRITION Fans can view Horlicks nutritional facts information in an interactive/unique way.
  • 28. application SupportedthroughMEDIABUYING RECIPES Fans can view Horlicks recipes and also get delicious recipes to cook through e-catalogue.
  • 29. Application & contest PROUD MOM MOMENT MECHANICS: • Like us to enter the picture contest. • Upload photo and write two lines that describes the proud mom moment. • Share post option to generate votes • Vote button in gallery to vote for winner. • The contestant with the highest number of votes wins the contest. DURATION: The application will be available for an indefinite period of time. Contest can be for (2-3 weeks). Winners will be announced at the end of the contest. SupportedthroughMEDIABUYING
  • 30. FAVORITE KID QUOTE MECHANICS: • Like us to enter the Contest. • Fans will have to select background, font style, font size and font color. • Fans can write their quotes and submit to entre the contest. • Share post option to generate votes • Vote button in gallery to vote for winner. • The contestant with the highest number of votes wins the contest. • Cover Photo will be shared of the winner, on Horlicks Pakistan Facebook Page. DURATION: The application will be available for an indefinite period of time. Contest can be for (2-3 weeks). Winners will be announced at the end of the contest. SupportedthroughMEDIABUYING Application & contest
  • 31. FUTURE AUTHORS (Is your kid a future author?) MECHANICS: • Like us to enter the application. • Fans will be provided with 3 options. • Write a different ending to a favourite book. • Envision a sequel. Where can the story go next? • Write your own story. • Fas will have to submit there stories to entre a lucky draw to win prizes. • Vote button in gallery to vote for winner. • The contestant with the highest number of votes wins the contest. DURATION: The application will be available for an indefinite period of time. Contest can be for (2-3 weeks). Winners will be announced at the end of the contest. SupportedthroughMEDIABUYING Application & contest
  • 32. AYouTube channel of Horlicks, where archive of TVCs, event coverage of Horlicks can be accessed.
  • 33. All the print ads, viral branded photos/videos and brand related pictures will be uploaded as pins on pin boards and these pins will be shared on the Horlicks Facebook page as well.
  • 34. HORLICKS KIDS CLUB Fans can Pin pictures of their kids in the Board categories and the picture with the highest number of Re-pins wins the contest. Big BeeHive (info@bigbeehive.com) CONTEST
  • 35. What can be done: • Make a Twitter account for Horlicks. • Design twitter page. • Customer Service. • Develop conversations and build trust. • Advertise ongoing campaigns & promote new deals.
  • 36. MICROSITE HORLICKS MICROSITE • Animation on the main page. • Buttons for Horlicks videos/Games/Horlicks Map (school activities) and Horlicks Nutritional facts. • Fans will have to login and register to get their name on the top of the score board. .
  • 37. CASUAL GAMES: • Include in the local relevance in terms of themes, challenges and background. • Multiplayer games – Multiplayer games which allow two or more players to join a lobby and play against each other or in a co- operative mode. • Single person play – Single player games played for points. DRAW SOMETHING HORLICKS PUZZLE MICROSITE
  • 38. MICROSITE • Complete a jigsaw puzzle based on Horlicks print ads, in the given time • The more you play and complete in time, more chances of yours to win • Each week a different jigsaw • Weekly winners HORLICKS PUZZLE
  • 39. MICROSITE An application which will allow kids to send out exciting E- cards on special occasions like Eid, 14th August, Mothers Day, New Years etc to their friends. HORLICKS E-CARDS An application where Horlicks would be sharing tips to its fans related to community, environment, studies, good habits etc. HORLICKS MESSAGE BOARD
  • 40. MICROSITE HORLICKS PROMISE An application which will allow kids to post their promise on earth day, new year’s resolutions, promise to mother on Mother’s Day or on occasions like Eid, 14th August, etc to share with their friends and be able to see the promises of their network on Horlicks webpage.
  • 41. SEO What can be done: SEO (by searching Horlicks through Google, top results should show Horlicks website or micro site and social pages). Big BeeHive (info@bigbeehive.com)
  • 42. BLOGS
  • 43. BLOGS
  • 44. Integrating Digital With School Activation • On-ground activation POIs will feature, informing participants on how they can download the games on mobile • The branding and exposure factors will be multiplied. Mobile games will last much longer than the campaign itself or the website games. • Mobile games will be branded just like all the other games on the mini-site etc
  • 45. On-Ground Activation & Digital • Website address & Fan Page Link will be published on – Flyers – Standees – Posters and Banners • School – Cafeteria – Libraries • Books, Stationary& Uniform Store
  • 46. THANK YOU