1. BRAND STRATEGY
INDIA
By Estefanía Jurado Rodríguez and Ankisha Rana
MA FUTURE MEDIA

2. In the 20th century Knorr went to India

3. And created a soup market!

4. The problem is…
• CONSUMER PREFER PRIVATE BRAND
• LIMITED BRAND PRESENCE
• MAGGI HAS 80% OF NOODLE MARKET
CHALLENGE
Source: FMCG Industry in India 2016 -­ Trends, Overview, Analysis -­ Shine.com

5. OBJECTIVE
But now it wants to
INCREASE AWARENESS AND
EXPAND MARKET SHARE

6. To solve this…..
TOP OF MIND AND INCREASE SCALE

7. Personas PERSONAS
Need for SpeedPAIN POINT Move to premiumness New Lifestyle
Millennial Urban Rural
Source: Knorr India (@KnorrIndia) | Twitter | Facebook| Questionnaire

8. CREATIVE CONCEPTS

9. The big Idea!
CREATING CHANGE
make things happen collectively!

10. CREATING CHANGE
The flow
INSPIRE
SHOWCASE
GIVE
PLATFORM
SUPPORT

11. CREATING CHANGE
Implementations
AWARENESS TV Commercial
Radio Channel Promotions (Kan Khajura station)
USSD Messages (Partnership with Vodafone)
Digital Ads (Facebook and YouTube)
Social Media Posts (Facebook & Instagram)
Source: The Role of Mobile in the Path to Purchase of FMCG/Retail Products -­ India

12. CREATING CHANGE
Implementationshttps://goo.gl/AKexbR

13. CREATING CHANGE
Implementations
CONVERSION Microsite
Phone Calls
Social media sharing (Facebook, Instagram)
VODAFONE SMS

14. CREATING CHANGE
Implementations

15. CREATING CHANGE
Implementations

16. CREATING CHANGE
Implementations

17. CREATING CHANGE
Timeline
Week 1
AUGUST-­
INDIAN INDEPENDENCE DAY
Promotion
2 WEEKS
1st – 14th August
RESULT
15th August
Nomination
Voting
Week 2 Engagement
Voting

18. CREATING CHANGE
What the brand gets out of this?
TANGIBLE CHANGE
A NEW MARKET
NEW MILESTONE

19. The big Idea!
FLAVOUR YOUR LIFE
Fun. Fearless.

20. FLAVOUR YOUR LIFE
The flow
RECOGNITION
ENCOURAGEMENT
INFLUENCE
COMMUNICATION

21. FLAVOUR YOUR LIFE
Implementation
AWARENESS Blogger Interview Videos (YouTube)
Social Media Posts (Facebook & Instagram)
Blogger’s Posts
CONVERSION
#FlavourYourLife conversations
Microsite with Videos and Infographics
Source: Keeping-­up-­with-­indias-­urban-­fmcg-­consumer

22. FLAVOUR YOUR LIFE
Implementationhttps://goo.gl/RGfl9L

23. FLAVOUR YOUR LIFE
Implementation

24. FLAVOUR YOUR LIFE
Implementation

25. FLAVOUR YOUR LIFE
Timeline
Week 1
MARCH-­
HOLI FESTIVAL
Showcasing videos
2 WEEKS
1st – 14th March
Hashtag Interaction
Posts by bloggers
Week 2 Microsite launch
Infographics Promotion

26. FLAVOUR YOUR LIFE
What the brand gets out of this?
PREMIUM LIFETYLE
CONNECTION WITH CONSUMERS
AUDIENCE INSIGHTS

27. The big Idea!
BRIDGE THE GAP
b/w heart & brain

28. BRIDGE THE GAP
The flow
COMMUNICATE
BRAND
MESSAGE
USER
GENERATED
CONTENT
CREATE
RECALL VALUE

29. BRIDGE THE GAP
The implementationhttps://goo.gl/0DA8oN

30. BRIDGE THE GAP
The implementation

31. BRIDGE THE GAP
Implementation
AWARENESS Social Media (Facebook, Instagram, YouTube)
Social media influencers
CONVERSION Web App-­ Meme Generator
Social Media Posts (Facebook & Instagram)
Source: Keeping-­up-­with-­indias-­urban-­fmcg-­consumer

32. BRIDGE THE GAP
Timeline
Week 1
APRIL-­
NEW SESSION STARTS
Communication
2 WEEKS
1st – 15th April
Hashtag Interaction
Microsite launch
Week 2 Users generated content
Top content shared
by the brandMicrosite Continues

33. BRIDGE THE GAP
What the brand gets out of this?
EARNED MEDIA
REINFORCING HEALTH & TASTE
CREATION OF RITUALS

34. SUMMARY
§ NEW LIFESTYLE AND PREMIUMNESS
§ DIFFERENTIAL FACTOR
§ MARKET PENETRATION
§ SCALE & REACH

35. THANK YOU!