This Case study will help you to resolve your product launch challenges in retail marketing and provide you deep understanding how to target your customer.

1. PG Certificate Program in Digital Marketing
Nov 2019

2. Business case study
-TWISS
Mahima Shankar Tiwari

3. • Recap brief
• Problem definition
• Category understanding
• Including competitor analysis
• Consumer understanding
• Consumer personas
• Communications Strategy
• Culminating in Communication Platform /
Ideas
• Digital media planning
• Channel understanding / role of channels
• Budget allocation
• Media innovations
• Digital media plan with costs
Contents

4. Problem definition
Less brand awareness Lack of consumer
understanding
Broad Targeted audience Limited options of operating channel

5. Objective
‘’To achieve brand identity
for TWISS and leadership
position in sparkling fruit
juice market’’

6. Category
understanding
In India, soft drinks, particularly -
“Carbonated Soft Drinks (CSD)”
- hold a lion’s share in market
revenue ( 16,000 crore) across
all beverages.
The market for carbonated (fizzy
drinks as it’s often termed by the
industry) in India is booming.
Indian market for such drinks.
‘’Carbonated is the largest segment of the soft drink market in India,
accounting for 35.9% market’s total value’’
In Soft drink market Coca-Cola, Diet coke, Red Bull, Pepsi, Nescafe,
Tropicana, Nespresso, Fanta, Sprite and Gatorade are the leading
brand.

7. Category
understanding
In India 'Carbonated soft
drinks market is the
largest segment,
accounting for 35.9%
market’s total value’’

8. Target Group (consumer insight)
go-getter
Youth (Age 18-22) students,
Fun moment
Enthusiastic, make fun, active on
social media like FB, Instagram
etc.
pathfindertrend-setter
Young professional (Age 23-35)
Let’s chill out moment
Dedicated, Hardworking, want to
get refreshed often, active on
social media, Instagram, twitter
etc.
Successful personality (Age 36-45 years)
Rejuvenate moment
Well settled, busy working professional, find
their own ways, active on Twitter, LinkedIn
Facebook etc.,

9. Consumer
understanding
Consumer persona

10. mmmmm
Consumer persona
go-getter
Demographics: go-getter is kind of persona (Age 18-22 years) students,
live in metro/Tier 1 cities,
Psychographic: Always want to spent time with friends, having fun, open
to explore, believe in live in moment, social media savvy (Instagram,
Facebook)
Goal: Want to see happy to everyone, Committed to parents, Wants to
make her happy, desire to do a lot for everyone,
What we offer: Provide them to celebrate the fun moment, Be reason to
get together,

11. Consumer persona
trend-setter
Demographics: trend-setter is kind of persona (Age 23-35 years) young
professional, live in metro/Tier 1 cities,
Psychographic: Always want to spent time with family, friends, social
media like Facebook, LinkedIn , having team celebration, open mind,
ambitious.
Goal: Wants to keep happy to family member, Committed to himself,
Wants to make her happy, desire to achieve many more things in life, live
in social environment.
What we offer: Take a break moment, celebrate moment with loved one,
Surprise moment to teammate.

12. Consumer persona
pathfinder
Demographics: pathfinder is kind of persona (Age -36-45 years)
successful personality, Entrepreneur, live in metro/Tier 1 cities,
Psychographic: Detached personality Self driven, Find their own way,
Goal: Want to see happy to society, Committed to family and friends, live
the responsibility, Drive the team, Encourage to others.
What we offer: Provide them sip of feel the success, Rejuvenate moment
with family and friends.

13. Communication
Strategy
Communication objective: To feel them TWISS offers beyond the soft drink
FEED THE
THIRST…

14. Feed the thirst of fun
Feed the thirst of passion
Feed the thirst of success
Communication Strategy
go-getter
trend-setter
pathfinder

15. Reach the right people. Right message. Right time. Right channel
Success Mantra

16. Digital Marketing plan

17. Digital Marketing plan
Digital
Marketing
plan
Objective
Audience
MessagingContent
Channel
Digital marketing plan: It comprises of 5 elements

18. Digital Marketing plan
Objective
Core objective
Brand
Awareness
SalesLead
Generation

19. Digital Marketing plan
Audience
Targeted
consumer
Go-getter
Trend-setterPathfinder
Youth (Age 18-22) students,
Fun moment
Enthusiastic, make fun, active on
social media like FB, Instagram
etc
Young professional (Age 23-35)
Let’s chill out moment
Dedicated, Hardworking, want to get
refreshed often, active on social media,
Instagram, twitter etc.
Successful personality (Age 36-45 years)
Rejuvenate moment
Well settled, busy working professional, find
their own ways, active on Twitter, LinkedIn
Facebook etc.,

20. Digital Marketing plan
Messaging
Value Proposition
TWISS is a brand which offers to
Feed the thirst of Fun in youth
Feed the thirst of Passion in young professional
Feed the thirst of Success in Leader/Entrepreneur
Point of differentiation
TWISS sparkling fruit juice designed by combining exotic
fruits and herbs to create fun, adventurous & special
moments
Taste the Wow, Integrated with Sweetness and Safety

21. Digital Marketing plan
Channels

22. Digital Marketing plan- Role of Channel
Brand
Awareness
Lead generation/Sales
SE
O
PP
C
Email
Influence
marketing
Display/Re
marketing
YouTub
eAd on
Goffers/A
mazon
pantry/Big
basket

23. Digital Marketing plan- Measurement
Brand
Awareness
Lead generation/Sales
+Ve
Engagement
Followers
Page
view
Reach
Advocacy
Purchase
View
category
Add to
cart
Especially required for P2 market
Srinagar, Jammu, Karna, Baroda, Surat, Mangalore
Measurement
Measurement

24. Costing of Digital media plan- TWISS
Sportive campaign: (18-34 age)This campaign is especially for
Youth and young professional who love to fun, adventures.
Rejuva campaign: (35-45 age) This campaign is for successful
personality, entrepreneur to celebrate their success.
Digital Marketing channel
Primary spends 70 $ Sportive Campaign ($) Rejuva Campaign ($) Additional Comments
Social Media 55 35
Facebook 20 15 Facebook expenditure 60 % on page boost, 30 % on courousal
Instagram 25 Page boost
Twitter 0 10
Linkedin 0 5
Snapchat 5
Youtube 5 5
Ad on E-Commerce website 10 15 Like, Gofferes, Amazon pantry, Big basket etc
Influvencer marketing 5 20
Sub Total 70 70
Secondary spends 30 $
SEO 5 5 Mentanaince
PPC 10
Display ad 15 10
Mobile Marketing 10 5 Gaming app, music app, News
Grand Total 100 $ 100 $
Bugdet considered as a 100 $ for each campaign
Digital Marketing Expenditure-TWISS

25. Thank You