Your SlideShare is downloading. ×
Sweat<br />Isotonic<br />Social Media Approach<br />April 2011<br />
Table of Contents<br />Market Overview<br />Brand Overview<br />Social Media Objectives<br />Status Check<br />Target Grou...
MARKET OVERVIEW<br />
Socio-Economic Classification<br />SEC A & B<br />High<br />SEC C<br />Mid<br />Primary TG:<br />Gym RegularsCollege Stude...
Sports & Energy Drinks—India<br />Glucose and energy drinks combined only constitute 13% of the total Functional drinks ma...
Primarily youth driven
Aided by increasing affluence
Convenience stores is the main Point of Purchase</li></ul>Health Foods market<br />Source<br />
Sports Drinks — Usage<br />Percentage of people (%)<br />Age Groups<br />Source: Mintel, 2008<br />
EnergyVs Sports<br />Drinks<br />Sports Drink Brands<br />Energy Drink Brands<br /><ul><li>Provides temporary energy boost
Contains stimulants- Primarily caffeine and sugar which give a temporary boost (Caffeine content leads to dehydration)
Not a substitute for water
In fact companies like  RDBL encourage people engaged in physical activities to drink a lot of water
Recovery drinks: Rehydrating fluid
Better used in combination with water as water alone doesn’t have sufficient vital salts
Does not contain stimulants- Only carbs and salts to replace those lost in sweat</li></li></ul><li>BRAND OVERVIEW<br />
<ul><li>Flavours</li></ul>Orange Rush	Lime Burst<br /><ul><li>Packaging</li></ul>Re-Fill/ Sachets/ Bottle<br /><ul><li>Pri...
Create awareness amongst brand TG about Sweat Isotonic<br />Communicate that Isotonik puts back essential body salts lost ...
ONLINE STATUS CHECK<br />
Mainly talk about two things<br /><ul><li>Launch
XYZ
MNO
PQR</li></ul>No official or fan created pages on Facebook or Orkut due to<br /><ul><li>Recent launch
Lack of visibility
Limited availability</li></ul>Only one TVC featuring ABC XYZ available for viewing on Vimeo<br />Very few tweets. The late...
Target Group<br />
Age Group:<br />15-35<br />
Sportspersons—Who?<br />Composition<br /><ul><li>Constitutes amateur sportspersons
Age group: 15-30 years
Aiming to be professional sportsmen</li></ul>Sample Profiling*<br />*Not shown here<br />
What they talk?<br />
Gym Regulars—Who?<br />Composition<br /><ul><li>Age group: 20-35 years
College goers- Second and Final Year
Working professionals in early part of their career
Fitness conscious people regularly going to the gym</li></ul>Sample Profiling*<br />*Not shown here<br />
What they talk?<br />
Outdoor Professionals—Who?<br />Composition<br /><ul><li>Outdoor professionals constitute people engaged in fieldwork and ...
Age group: 18-35 years
Fieldworkers: Outdoor sales people, Army Forces, Firemen, Film makers, Actors, Onsite employees (Steel plants, Power Plant...
Adventure Sports: Trekking, Hitchhiking, Biking, Rock Climbing and even travellers etc.</li></ul>Sample Profiling*<br />*N...
What they talk?<br />
College Goers—Who?<br />Composition<br /><ul><li>Age group: 18-25 years
Interested in sports
Have various hobbies
Involved in general day-to-day outdoor activites
Involved in high sweat non-sporting activities eg. Choreography, Plays, Walks, Rallies etc</li></ul>Sample Profiling*<br /...
What they talk?<br />
BRAND OVERVIEW<br />COMPETITOR ANALYSIS*<br />*Not shown here<br />
INSIGHTS<br />
Social Media Usage in Product Lifecycle<br />Using SM for Collaborating Ideation<br />Using SM for Improving Distribution<...
Social Media Usage in User Conversion Lifecycle<br />Status Updates, Image and Video uploads<br />Sampling through Faceboo...
Strategy<br />Create awareness about the importance of rehydration and replenishing lost salts during high sweat activitie...
CAMPAIGN THEME<br />Do More<br />GOON<br />Go Out<br />Work Out<br />Play<br />
WORK OUT<br />TARGET GROUP: Gym Regulars<br />
Inform:<br />GO ON. EXERCISE<br />GO ON. EAT HEALTHY<br />GO ON. TONE UP<br />Sample 1:<br />Sample 2:<br />Sample 3:<br /...
Engage:<br />By ways of various activities and conteststhe users can be engaged and encouragedto spend time on the platfor...
 Puzzles
 Contests
 Activities</li></li></ul><li>Engage:<br /><ul><li>Create a page on Foursquare
Get gym regulars to follow your page- Integrate with Facebook
Upcoming SlideShare
Loading in...5
×

Isotonic Drink: Digital Strategy

1,789

Published on

An energy drink major decides to launch a drink in the market . It decided to connect with its Target Group by using New Media platforms such as Microsite, Social Networking Sites, Blog and Niche Offline Activities along with branded applications.
Shack presented the digital strategy to the same.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,789
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Discuss
  • Transcript of "Isotonic Drink: Digital Strategy"

    1. 1. Sweat<br />Isotonic<br />Social Media Approach<br />April 2011<br />
    2. 2. Table of Contents<br />Market Overview<br />Brand Overview<br />Social Media Objectives<br />Status Check<br />Target Group Analysis<br />Competitor Analysis<br />Strategy and Content Plan<br />Reporting<br />
    3. 3. MARKET OVERVIEW<br />
    4. 4. Socio-Economic Classification<br />SEC A & B<br />High<br />SEC C<br />Mid<br />Primary TG:<br />Gym RegularsCollege Students<br />Sportspersons<br />Executives/Businessmen/Shop Owners/ Clerks/Supervisors<br />Cities: Mumbai, Kolkata, Delhi, Chennai, Ahmedabad, Bangalore, Hyderabad, Guwahati, Pune, Jaipur, Chandigarh, Lucknow, Nagpur, Vizag, Dehradun<br />SEC D & E<br />Low<br />Primary TG:<br />Outdoor Professionals<br />Cities: Allahabad, Bhubaneswar, Amritsar, Agra, Kanpur, Jamshedpur, Kochi, Mohali, Baroda, Indore, Madurai, Mysore, Trivandrum<br />Sec D & E- Maximum schooling 9th standard, Illiterate<br />Mostly unskilled workers<br />Some skilled workers and petty traders as well<br />The drink is targeted at SEC A,B and C consumers<br />Source: Indian Readership Survey<br />
    5. 5. Sports & Energy Drinks—India<br />Glucose and energy drinks combined only constitute 13% of the total Functional drinks market<br /><ul><li>High growth market
    6. 6. Primarily youth driven
    7. 7. Aided by increasing affluence
    8. 8. Convenience stores is the main Point of Purchase</li></ul>Health Foods market<br />Source<br />
    9. 9. Sports Drinks — Usage<br />Percentage of people (%)<br />Age Groups<br />Source: Mintel, 2008<br />
    10. 10. EnergyVs Sports<br />Drinks<br />Sports Drink Brands<br />Energy Drink Brands<br /><ul><li>Provides temporary energy boost
    11. 11. Contains stimulants- Primarily caffeine and sugar which give a temporary boost (Caffeine content leads to dehydration)
    12. 12. Not a substitute for water
    13. 13. In fact companies like RDBL encourage people engaged in physical activities to drink a lot of water
    14. 14. Recovery drinks: Rehydrating fluid
    15. 15. Better used in combination with water as water alone doesn’t have sufficient vital salts
    16. 16. Does not contain stimulants- Only carbs and salts to replace those lost in sweat</li></li></ul><li>BRAND OVERVIEW<br />
    17. 17. <ul><li>Flavours</li></ul>Orange Rush Lime Burst<br /><ul><li>Packaging</li></ul>Re-Fill/ Sachets/ Bottle<br /><ul><li>Pricing</li></ul>Rs 40 for 8 sachets and Rs 49 for a sipper with 3 sachets<br /><ul><li>Brand Equity </li></ul>Sweat brand name<br /><ul><li>FeaturesRehydrates Fluids</li></ul> Replenishes Vital Salts<br /> Recharges Glucose<br /><ul><li>Brand ambassador </li></ul>ABC XYZ(An Indian Footballer)<br />Source<br />
    18. 18. Create awareness amongst brand TG about Sweat Isotonic<br />Communicate that Isotonik puts back essential body salts lost to sweat<br />Engage with the TG in order to sustain brand loyalty<br />OBJECTIVES<br />
    19. 19. ONLINE STATUS CHECK<br />
    20. 20.
    21. 21. Mainly talk about two things<br /><ul><li>Launch
    22. 22. XYZ
    23. 23. MNO
    24. 24. PQR</li></ul>No official or fan created pages on Facebook or Orkut due to<br /><ul><li>Recent launch
    25. 25. Lack of visibility
    26. 26. Limited availability</li></ul>Only one TVC featuring ABC XYZ available for viewing on Vimeo<br />Very few tweets. The latest is dated back to May 2010<br />However, the product is being recommended<br />MENTIONS ABOUT THE PRODUCT ONLINE<br />
    27. 27. Target Group<br />
    28. 28. Age Group:<br />15-35<br />
    29. 29. Sportspersons—Who?<br />Composition<br /><ul><li>Constitutes amateur sportspersons
    30. 30. Age group: 15-30 years
    31. 31. Aiming to be professional sportsmen</li></ul>Sample Profiling*<br />*Not shown here<br />
    32. 32. What they talk?<br />
    33. 33. Gym Regulars—Who?<br />Composition<br /><ul><li>Age group: 20-35 years
    34. 34. College goers- Second and Final Year
    35. 35. Working professionals in early part of their career
    36. 36. Fitness conscious people regularly going to the gym</li></ul>Sample Profiling*<br />*Not shown here<br />
    37. 37. What they talk?<br />
    38. 38. Outdoor Professionals—Who?<br />Composition<br /><ul><li>Outdoor professionals constitute people engaged in fieldwork and adventure sports
    39. 39. Age group: 18-35 years
    40. 40. Fieldworkers: Outdoor sales people, Army Forces, Firemen, Film makers, Actors, Onsite employees (Steel plants, Power Plants, Civil Engineers), PT Teachers etc.
    41. 41. Adventure Sports: Trekking, Hitchhiking, Biking, Rock Climbing and even travellers etc.</li></ul>Sample Profiling*<br />*Not shown here<br />
    42. 42. What they talk?<br />
    43. 43. College Goers—Who?<br />Composition<br /><ul><li>Age group: 18-25 years
    44. 44. Interested in sports
    45. 45. Have various hobbies
    46. 46. Involved in general day-to-day outdoor activites
    47. 47. Involved in high sweat non-sporting activities eg. Choreography, Plays, Walks, Rallies etc</li></ul>Sample Profiling*<br />*Not shown here<br />
    48. 48. What they talk?<br />
    49. 49. BRAND OVERVIEW<br />COMPETITOR ANALYSIS*<br />*Not shown here<br />
    50. 50. INSIGHTS<br />
    51. 51. Social Media Usage in Product Lifecycle<br />Using SM for Collaborating Ideation<br />Using SM for Improving Distribution<br />Using SM for market research<br />Already in Place<br />
    52. 52. Social Media Usage in User Conversion Lifecycle<br />Status Updates, Image and Video uploads<br />Sampling through Facebook and ORM<br />Status Updates, Infographics, Special Tabs<br />Ads, Viral Videos, Facebook Landing Page<br />
    53. 53. Strategy<br />Create awareness about the importance of rehydration and replenishing lost salts during high sweat activities<br />What does the TG like to talk about. What are they interested in knowing. Start interacting with them in their language.<br />Engage with them in an environment they are comfortable in and like spending time<br />
    54. 54. CAMPAIGN THEME<br />Do More<br />GOON<br />Go Out<br />Work Out<br />Play<br />
    55. 55. WORK OUT<br />TARGET GROUP: Gym Regulars<br />
    56. 56. Inform:<br />GO ON. EXERCISE<br />GO ON. EAT HEALTHY<br />GO ON. TONE UP<br />Sample 1:<br />Sample 2:<br />Sample 3:<br />Interact:<br />GO ON. STAY FIT<br />GO ON. RECOVER<br />GO ON. REPLENISH<br />Sample 1:<br />Sample 2:<br />Sample 3:<br />
    57. 57. Engage:<br />By ways of various activities and conteststhe users can be engaged and encouragedto spend time on the platform.<br />Some of these activities are as follows<br /><ul><li>Tagging exercise
    58. 58. Puzzles
    59. 59. Contests
    60. 60. Activities</li></li></ul><li>Engage:<br /><ul><li>Create a page on Foursquare
    61. 61. Get gym regulars to follow your page- Integrate with Facebook
    62. 62. They check-in through Foursquare every time they go to the gym
    63. 63. The person with the maximum check-ins is made the MAYOR of that gym</li></ul>Also sharing information with your followers relating to healthy eating tips (before and after the gym), cooling down methods etc.<br />
    64. 64. Engage:<br />10 Best Workout Songs<br /><ul><li> Every fortnight we post the 10 best workout songs across genre and languages to keep users coming back for more and then hitting the gym with their latest collection.
    65. 65. Ask users to send their favorite work out songs. The senders of the selected songs will be made the Fan of the Week</li></li></ul><li>Engage:<br />Tag yourself on your favorite gym equipment along with your gym partners/friends.<br />
    66. 66. PLAY<br />TARGET GROUP: Sportspersons<br />
    67. 67. Inform:<br /><ul><li>Injuries that need to be taken care of while playing
    68. 68. Most common injuries
    69. 69. How to prevent and cure them</li></ul>Sample 1:<br />
    70. 70. Interact:<br />GO ON. OVERCOME<br />GO ON. BELIEVE<br /><ul><li> Share stories of Sportstars who defied all odds and overcame adversities in life to become legends of their sport.
    71. 71. Get lesser known sportspersons to share their stories of rising through the ranks.
    72. 72. Share inspiring quotesEssence of not giving up
    73. 73. The importance of teamwork</li></ul>Sample 1:<br />Sample 2:<br />Sample 3:<br />
    74. 74. Engage:<br />Recharge your IQ<br />Game Application-<br /><ul><li>A single player game
    75. 75. A player has to cover a distance of 500m in 1 minute
    76. 76. The player faces obstacles like humidity and sunny weather in his run
    77. 77. If player completes the stage in 1minute, depending on his timing and energy left he can choose from refill, sipper and ready-to-drink bottles to –recharge himself and proceed to the next level
    78. 78. Every level will have harsher conditions and lesser time to complete the run in.</li></ul>If you lose a message pops up that says-<br />You have a poor Isotonic Quotient. You have lost all your salts and need to rehydrate. Try Isotonik now!<br />On winning- <br />Congratulations you have a high Isotonic Quotient. Keep consuming Isotonic for peak fitness.<br />
    79. 79. Engage:<br /> Find out names of 5 cricketers from the puzzle here.<br />
    80. 80. Engage:<br />Create a sports calendar 2011, highlighting all important sporting events for the upcoming season<br />
    81. 81. Engage:<br />Tag yourself on your favorite sport along with your buddies.<br />
    82. 82. Go OUT<br />TARGET GROUP: Outdoor Professionals<br />
    83. 83. Inform:<br />Information on: <br />1.Importance of replenishing lost body salts<br />2. Value proposition of the brand<br />Sample 1:<br />Sample 2:<br />
    84. 84. Engage:<br />Fluid Need Calculator<br />The calculator will tell the user how much fluid is needed based upon the activity, time spent and temperature<br />Eg. Activity- Running, Time Spent- 1 hour, Temperature- 28 degree celsius<br />
    85. 85. Engage:<br />Cart-Tonic<br />Offline promotional contest aimed at increasing the visibility of the brand<br />Will be held at supermarkets and hypermarkets<br />Contestants (customers coming to the store) will be given shopping carts<br />They will be given a pre-determined shopping list of 10 items that they will have to put in their respective carts and come back to the counter in the least amount of time<br />
    86. 86. DO MORE<br />TARGET GROUP: College Goers<br />
    87. 87. Inform:<br />GO ON. REENERGISE<br />GO ON. RECHARGE<br />Sample 1:<br />Sample 2:<br />Interact:<br />GO ON. DON’T STOP<br />GO ON. RECHARGE<br />Sample 1:<br />Sample 2:<br />Sample 3:<br />
    88. 88. Engage:<br />Cheer your IPL Team<br /><ul><li>Create a cheer slogan for your favorite IPL team
    89. 89. Cheer your team using the slogan and put in a video and upload it
    90. 90. Best entries are gratified
    91. 91. Reason behind this contest
    92. 92. Leveraging the popularity of the IPL; creates brand recall
    93. 93. Cheering during the match and after match fan celebrations leaves the fans exhausted</li></li></ul><li>Engage:<br />Go On. Pursue your Hobby<br /><ul><li>Ask the users to share their hobbies and how it rejuvenates them
    94. 94. Share it with other users
    95. 95. Gratify the best weekly entries
    96. 96. Monthly winner gets the opportunity to pursue and polish his hobby (through classes) free of expenses</li></li></ul><li>Engage:<br />Hobby Map<br /><ul><li>Collect a database of places offering classes on various extra-curricular activities eg. Music, Art, Theatre etc.
    97. 97. Plot it on a map to disseminate the information to your target audience</li></li></ul><li>Engage:<br />IQ- The Sports Quiz<br />Quiz<br /><ul><li>An inter-college level sports quiz in the cities where the drink is being rolled out
    98. 98. Each city round will comprise of preliminaries to select 6 teams for the stage round to decide the winner
    99. 99. The quiz can also have a National Finals where the winning teams from across the cities compete to become the Grand Champions</li></li></ul><li>Engage:<br />DANCING<br />PLAYS/SKITS<br />PAINTING<br />MUSIC<br />CAMPAIGNING<br />DEBATING<br />Tag yourself to the extra curricular activity that makes you SWEAT & SHINE.<br />
    100. 100. PLAN<br />
    101. 101.
    102. 102. Landing Page<br />Features-<br /><ul><li>Reveal Tab
    103. 103. Tabs pertaining to 4 respective target groups</li></li></ul><li>Social Ads<br />Estimated number of people the ad is reaching<br />Cities being targeted<br />Sample Ad<br />Target age group<br />
    104. 104. Timeline of activities & ACTIVITY DETAILS*<br />15th<br />22nd<br />29th<br />6th<br />13th<br />APRIL<br />MAY<br />*Not shown here<br />
    105. 105. MEASUREMENT<br />
    106. 106. Reporting<br />
    107. 107. Disclaimer: The name Sweat Isotonic is purely fictitious and is used only for indicative purpose. Resemblance of the name to any corporation is purely co-incidental.<br />Thank You<br />www.shack.co.in<br />

    ×