Summer Internship Project


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Online Advertising of Cadbury Bournvita

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Summer Internship Project

  1. 1. ONLINE PROMOTION AND CAMPAIGNING OF BOURNVITA <ul><li>Presented by: </li></ul><ul><ul><li>Pratik Khot : 484 </li></ul></ul>
  2. 2. bc web wise India’s No. 1 Digital Media Agency SPONSORING ORGANIZATION
  3. 3. THE PROMOTER <ul><li>BC Web Wise was set up by Chaya Brian Carvalho , an entrepreneur with a journalistic background in the year 2000. </li></ul><ul><li>Chaya Brian Carvalho, CEO & MD , BC Web Wise is the founder of this online advertising boutique head-quartered in Mumbai. </li></ul><ul><li>Carvalho set up the company with angel funding from the family-owned Clear ship Group, a logistics services conglomerate. </li></ul><ul><li>Chaya always had interest into the area of online communication strategies for various brands and corporations and thus started the journey of BC Web Wise. </li></ul>
  4. 4. CREATIVE HEAD <ul><li>In mid-2002, Nash Paul, now National Creative Director, joined BC Web Wise and spearheaded the company’s creative and strategic product deliverables, taking BC Web Wise to higher and enviable heights. </li></ul><ul><li>Nash Paul is a self-taught digital designer and computer engineer by education. </li></ul><ul><li>Paul is a born creative with a self-driven passion for the digital space. </li></ul><ul><li>He sets the quality benchmarks as a constant process at BC Web Wise and is critically responsible for the company’s success. </li></ul>
  5. 5. EARLY HISTORY <ul><li>The company initiated operations with the launch of the community portal in March 2000. </li></ul><ul><li>The portal focuses on building opt-in databases with specific interest areas or preferences. </li></ul><ul><li>Other than offering comprehensive content on the site to these communities, user interaction was fostered through email tip letters. </li></ul><ul><li>In Jan 2001, BC Web Wise signed an exclusive agreement with India’s largest ISP, VSNL , to design, develop and market VSNL Voice, a fortnightly newsletter. </li></ul>
  6. 6. DIVERSIFICATION <ul><li>In end 2002, BC Web Wise offered its services to India’s No. 1 Consumer Product Company, HLL, and one of the largest media buying agencies in the country, Mindshare Fulcrum . </li></ul><ul><li>BC Web Wise had to design & develop the Sunsilk promotional website. </li></ul><ul><li>The site was completed in a record time of 45 days with a huge content base of comprehensive hair care information and an extremely attractive design interface. </li></ul>
  7. 7. RESTRUCTURING <ul><li>Armed with the experience of running a content-intensive portal,, and managing opt-in mailing lists helped the company in providing the most relevant solution to Sunsilk. </li></ul><ul><li>Sunsilk on the web was an overnight communication success, delivering for the brand in more ways than one. </li></ul><ul><ul><li>Brand building </li></ul></ul><ul><ul><li>A tool for consumer research </li></ul></ul><ul><ul><li>User information capture </li></ul></ul><ul><ul><li>Insight into user preferences </li></ul></ul><ul><ul><li>Sunsilk’s own opt-in database </li></ul></ul><ul><li>Based on the Sunsilk experience, BC Web Wise focused on this strength and moved away from an ad revenue based business model to a B2B model and offered Web Communication Solutions. </li></ul>
  8. 8. CLIENT RELATIONSHIP & GROWTH <ul><li>For 2002 onwards, BC Web Wise has grown from strength to strength, retaining and sustaining clients and growing with them. </li></ul><ul><li>The company has built the largest online community for Sunsilk with over half a million girls registered on </li></ul><ul><li>Our other communities include those for ITC and Kellogg’s , consisting of one for kids, a biker community for Hero Honda , several genres of youth communities for brands such as Clinic All Clear, MTV, Cadbury Bournvita and Radio city , women-only communities for brands like Surf and men-only communities for brands like Gillette amongst many other exclusive digital communication solutions for a large clientele of blue chip companies. </li></ul>
  9. 9. COMPANIES SERVICES – 365 DEGREE NEW MEDIA SOLUTIONS <ul><li>Portal & Website Development </li></ul><ul><li>Internet advertising </li></ul><ul><li>Email Marketing </li></ul><ul><li>Data mining </li></ul><ul><li>Multilingual Web Solutions </li></ul><ul><li>Content Management </li></ul><ul><li>7. Search Engine Solutions (SEO & SEM) </li></ul><ul><li>8. Broadcast Creative/Animation   </li></ul><ul><li>9. Opt-In Database Solutions </li></ul><ul><li>10. Mobile Marketing Solutions </li></ul><ul><ul><li>SMS-based Content </li></ul></ul><ul><ul><li>GPRS Sites </li></ul></ul><ul><ul><li>Short-code promotions </li></ul></ul><ul><ul><li>SMS-based Subscriptions </li></ul></ul><ul><ul><li>Flash-based Mobile Games </li></ul></ul>
  10. 10. FINANCIALS <ul><li>2003-04 , BC Web Wise breaks even. </li></ul><ul><li>2004-05 , BC Web Wise doubles its turnover which is higher than the industry average. </li></ul><ul><li>2005-06 , BC Web Wise again doubles its turnover. </li></ul><ul><li>2006-07 , BC Web Wise grew by 95 per cent. </li></ul><ul><li>BC Web Wise is a privately held company and therefore financial figures cannot be disclosed in the public domain. </li></ul>
  11. 11. TEAM STRENGTH <ul><li>Functions TeamSize </li></ul><ul><li>Design & Usability 20 </li></ul><ul><li>Animation 5 </li></ul><ul><li>Content 7 </li></ul><ul><li>Programming 3 </li></ul><ul><li>Servicing & Project 5 </li></ul><ul><li>Management </li></ul><ul><li>Sales 5 </li></ul><ul><li>Finance & Admin 3 </li></ul><ul><li>Support Staff 6 </li></ul><ul><li>External Resources </li></ul><ul><li>Network of Resources </li></ul><ul><li>Content Writers 95 Freelancers </li></ul><ul><li>Animators 3 </li></ul><ul><li>Designers 5 </li></ul><ul><li>Programmers 3 </li></ul><ul><li>Partners: </li></ul><ul><li>Activ Media: Mobile Technology & Short Code Provider </li></ul><ul><li>V3 Technologies: Web-Applications & Engine Developers </li></ul><ul><li>Netmagic Solutions: Hosting Services </li></ul><ul><li>Small Business Unit </li></ul>
  14. 14. THE FUTURE <ul><li>The company expanded last year with offices across India in Delhi , Bangalore and Chennai . Plans are on the anvil to open the Kolkatta branch shortly. </li></ul><ul><li>With international client acquisitions such as Bratzpack , Unilever and Yahoo Singapore , the company is all set to establish global presence during coming years. </li></ul>
  16. 16. INTRODUCTION <ul><li>Online media : A new media and advertising approaches </li></ul><ul><li>Online Promotion: </li></ul><ul><li>Advertising Campaign: </li></ul><ul><li>Microsite: </li></ul><ul><li>Bournvita Confidence Academy Microsite : Evolving through Online Marketing </li></ul>
  17. 17. BOURNVITA CONFIDENCE ACADEMY <ul><li>Promotional Campaign: Dou You Have the Bournvita Confidence? </li></ul><ul><li>Bournvita Confidence Academy is not a School but a reality show. </li></ul><ul><li>By featuring real whiz kids, the brand has been able to create an impact in the TG . </li></ul><ul><li>Bournvita has identified Confidence as its Core Brand Essence. </li></ul><ul><li>As a marketing strategy, the latest focus on Confidence is a smart move by the brand. </li></ul>
  18. 18. LOOK AND FEEL Target Group : This microsite was for the kids in the TG : 6 – 14 years the site was designed to reflect - Energy Activity Confidence All the while pushing WINNING as the core proposition!
  20. 20. <ul><li>PHASE I </li></ul><ul><li>IMPROVING EXISTING SECTIONS ON BOURNVITA CONFIDENCE </li></ul><ul><li>ACADEMY </li></ul>
  22. 22. BECOME A CHAMPION – CONFIDENCE TIPS <ul><li>This was well designed. What was done here was to capitalize on referrals here. </li></ul><ul><li>How this section capitalized on referrals? </li></ul><ul><li>The kids were attracted with points here. The kids were asked to send these tips to as many friends as possible. For every friend of who signs up, 5 points was awarded to the kids. </li></ul>
  23. 23. BECOME A CHAMPION – TALENT RESOURCE <ul><li>In addition to simply providing information based on the selected champions and activities, what was done was to encourage kids to write in about activity centers they know or are a part of. </li></ul><ul><li>Every contribution that Cabdury’s finds worthwhile was featured in this zone. </li></ul><ul><li>The user who shares this information was likewise given points or showcased in this section. </li></ul>
  24. 24. BECOME A CHAMPION – TAKE THE BOURNVITA QUIZ <ul><li>Take the Bournvita Quiz – Making it Interactive </li></ul><ul><li>These quizzes were made interactive by: </li></ul><ul><li>a) Getting kids to post their results </li></ul><ul><li>b) Challenging friends </li></ul><ul><li>c) Weekly updates </li></ul>
  25. 25. SECTION 2: MEET THE CHAMPIONS <ul><li>The champions featured on this section were the winners of the reality show Bournvita Confidence Champions. There were 8 different champions showcased who were champions in their respective field. </li></ul>
  26. 26. SECTION 3 - FUNZONE <ul><li>Games were used as a form of referral, wherein users can forward a particular game to their friends. </li></ul><ul><li>Every successful referral gained a kid valuable points. </li></ul><ul><li>The wallpaper / screensaver sections were clubbed into one unit, called Desktop Champs. </li></ul><ul><li>Again these were used as a point of referral. </li></ul>
  27. 27. SECTION 4: BCA TUBE <ul><li>The microsite carried the offline promotion of the confidence concept. </li></ul><ul><li>This section housed the TVCs, in addition to the Champions videos. </li></ul><ul><li>Also the kids can send in their videos. Simple stuff shot on a mobile phone camera, which will be moderated before public viewing. </li></ul>
  28. 28. SECTION 5: REGISTRATION / YOUR GOODIES STATUS <ul><li>Well Defined and Simple. </li></ul><ul><li>Once registered, the welcome area was given more prominence. </li></ul><ul><li>Earlier it got lost with the background design. This could be highlighted in a better way. </li></ul><ul><li>Featuring a standard log in box on the top of the page solved this cause. </li></ul>
  29. 29. SECTION 6: SCRAPBOOK <ul><li>The scrapbook is an excellent feature. However it was enhanced upon making it a bit more interactive. </li></ul><ul><li>Here the moderation of comments happen as soon as possible. </li></ul><ul><li>To make this page a little more attractive, they give the users stickers which they can drag & drop to their posts. </li></ul>
  30. 30. COLD BOURNVITA CONFIDENCE CAMP <ul><li>Theme: Chill out at Bournvita Confidence Academy </li></ul><ul><li>Duration: May 08 – June 08 </li></ul><ul><li>Target: Kids between 9 – 14 years </li></ul><ul><li>Concept: WANNA BE A CONFIDENCE CHAMPION – BE THE STAR IN OUR AD </li></ul><ul><li>Add On: </li></ul><ul><ul><li>Coolers </li></ul></ul><ul><ul><li>Cool Quotient </li></ul></ul><ul><ul><li>Cool Facts </li></ul></ul><ul><ul><li>Cool Contestants </li></ul></ul>
  31. 31. TRACKING KIDS ONLINE: PROMOTION <ul><li>Given the task of managing significant online initiatives for kids the following processes are followed to ensure that the deliverables from the digital space satisfy client objective and give the kids a delightful experience at the same time: </li></ul><ul><ul><li>Tracking global sites reaching out to kids and teens </li></ul></ul><ul><ul><li>Identifying and adapting best practices </li></ul></ul><ul><ul><li>Focus groups with kids </li></ul></ul><ul><ul><li>Usability testing with kids on BCWW sites and global sites </li></ul></ul><ul><ul><li>Measuring quantifiable and qualitative feedback based on kids behavior </li></ul></ul><ul><ul><li>Data mining and tapping into kids tastes, trends, preferences, lexicon. </li></ul></ul><ul><ul><li>Note: The above was done as a monthly, quarterly, half yearly and annual process, as the need may be and based on significant changes in patterns of user behaviour (trends tapped by moderation panel) or client requirement. </li></ul></ul>
  32. 32. <ul><li>ANALYSIS AND RECOMMENDATIONS </li></ul>
  33. 33. SWOT ANALYSIS OF THE BOURNVITA ONLINE PROMOTIONAL CAMP <ul><li>Strengths: </li></ul><ul><ul><li>Cadburys Name </li></ul></ul><ul><ul><li>Separate Bournvita Microsite Build </li></ul></ul><ul><ul><li>Bournvita Confidence Academy Concept </li></ul></ul><ul><ul><li>The micro site had much more than just providing Product Information </li></ul></ul><ul><ul><li>Featuring of Bournvita Confidence Academy Champions on the micro site </li></ul></ul><ul><ul><li>Better designed microsite than the other site </li></ul></ul><ul><ul><li>Voted No.1 Nutrition Supplement </li></ul></ul><ul><ul><li>New activities going on the micro site every month </li></ul></ul>
  34. 34. <ul><li>Weakness: </li></ul><ul><ul><li>Online medium still a small slice </li></ul></ul><ul><ul><li>Target groups </li></ul></ul><ul><ul><li>Changes required in microsite on monthly basis </li></ul></ul>SWOT ANALYSIS OF THE BOURNVITA ONLINE PROMOTIONAL CAMP <ul><li>Opportunities: </li></ul><ul><ul><li>Future Enhancement in the Microsite </li></ul></ul><ul><li>Threats: </li></ul><ul><ul><li>Competition from other chocolate drinks </li></ul></ul><ul><ul><li>Competition from other beverages </li></ul></ul>
  36. 36. NEW THEMES <ul><li>A New theme every month: </li></ul><ul><ul><li>Every quarter the theme on the site could change, thus giving the kids something new to look forward too. </li></ul></ul><ul><li>Theme concepts would be decided on </li></ul><ul><ul><li>Topical events </li></ul></ul><ul><ul><li>Months we are in </li></ul></ul><ul><ul><li>Promo activity </li></ul></ul><ul><li>This theme would be carried around about the site through various contests, games, and relativity activity. </li></ul>
  37. 37. ENHANCED BOURNVITA QUIZ GENERAL SUBJECTS History Geography Math Science Overall as per class & age Picture quiz Music quiz Spelling quiz Different levels All access Restricted access GRAND PRIX (random) SPORTS FILM TRIVIA POLITICS
  38. 38. GAMES <ul><ul><li>A new game every month </li></ul></ul><ul><ul><li>Different genres can be: </li></ul></ul><ul><ul><ul><li>Action - Shooting </li></ul></ul></ul><ul><ul><ul><li>Skill – Cursor and key movement </li></ul></ul></ul><ul><ul><ul><li>Strategy – Chess / Crossword </li></ul></ul></ul><ul><ul><li>Highest score ability to enter and feature in “Hall of Fame” </li></ul></ul><ul><ul><li>Challenge a friend to beat your score </li></ul></ul>
  39. 39. MORE INTERACTION WITH KIDS <ul><li>Confidence Newsletter </li></ul><ul><ul><li>Confidence e-newsletter once a month with note from the editor </li></ul></ul><ul><ul><ul><li>Topical news and updates (how to do your best during exam time, sports day, etc) </li></ul></ul></ul><ul><ul><li>New updates on BV confidence building activities </li></ul></ul><ul><li>Interactions </li></ul><ul><ul><li>Blogs (topics for discussion from time to time) </li></ul></ul><ul><li>Profiles </li></ul><ul><ul><li>Detailed and interesting profile format </li></ul></ul><ul><ul><li>Profiles can be listed and searched by other members </li></ul></ul>
  40. 40. CONCLUSION <ul><li>Advertisers are now spending only on media which gives them the highest measurable returns. </li></ul><ul><li>Advertisers are increasingly turning to the internet as the return on spending can be tracked accurately. </li></ul><ul><li>Many companies like Colgate Palmolive, ITC, Dell, Viacom18 Media, Canon, Intel, Tata Housing, Reliance ADAG companies, Maruti, Toyota, Airtel, Hutch are other prominent names taking the digital space seriously. </li></ul><ul><li>In the time to come we can see that there will be a shift from print to online as print is the most expensive medium and we can't measure the effectiveness of the money put into it. </li></ul><ul><li>The companies plan online spend to increase in coming years as this is where the target audience is. </li></ul><ul><li>Online media will become a substantial part of companies marketing spends only when the user base becomes significantly large. This is likely to happen within the next two years with rapid growth in internet access and hardware costs coming down. </li></ul>
  41. 41. <ul><li>THANK YOU… </li></ul><ul><li>ANY QUESTIONS..??? </li></ul>