This document analyzes youth attitudes toward health drinks from a digital marketing perspective. It outlines the objectives of understanding youth consumption patterns and the best social media platforms for advertising health drinks. A survey of 120 youth was conducted online and offline to collect data on purchase preferences, brand switching behaviors, and perceptions of health drink ingredients. The findings show that 25% of respondents do not consume health drinks, 45.56% are health conscious consumers, and 42.2% are willing to spend between Rs50 to Rs100. The recommendations include creating engaging content with limited branding, conducting marketing campaigns that evoke emotions, and frequently updating social media statuses.

1. Analysis of
youths attitude
towards health drinks
on a digital marketing
perspective
Roshan Paul
15100
Company:
OGILVY & MATHER

2. INTRODUCTION
ADVERTISING INDUSTRY
• Draw the attention of the
youth towards the brands
• Stage 1 – Briefing
• Stage 2 – Creation
• Stage 3 – Production
• Stage 4 - Post Production
YOUTH’S CONSUMPTION
• Understanding the youth’s
behavior towards health
drinks
• Modern youth’s consumption
pattern
• Changing youth’s
preferences
• Market the health drinks
among youth
Traditional
ModernPost Modern

3. OBJECTIVE
Primary Objective:
▸ To analyze the youth’s heath drink consumption
pattern
Secondary:
 To study penetration of Health drinks among youth
 Youth’s health drink consumption pattern
 Best social media platform for health drink Ads
 Competitive analysis of brands in health drink
segment

4. METHODOLOGY
SAMPLE SIZE
120
POPULATION
YOUTH
DATA
COLLECTION
QUESTIONNAIRE
TOOLS &
TECHNIQUES
• ONLINE
RESEARCH
• OFFLINE
RESEARCH

5. DATA ANALYSIS
42%
58%
Chance of switching brand due to
price factor
Yes No
0 10 20 30 40
Price
Packaging
Flavour
Ingredient
Brand
Benenfits
No. of consumersPreference
Purchase Preference

6. DIGITAL DATA ANALYSIS
30%
24%
12%
12%
6%
Ingredient Perception
Glucose based
Vitamin based
Flavoured
Electrolyte based
Other
0
2000000
4000000
6000000
8000000
Comparison of Engagement level
Facebook Pinterest Twitter Instagram Youtube

7. DIGITAL DATA ANALYSIS
Content buckets

8. FINDINGS
• 25% of the respondents do not consume health drinks
• 45.56% are health conscious consumers
• 42.2% were willing to spend between Rs50 to Rs100 cost
• 40% choses due to better understanding of product
• 12.22% bought health drinks which cost above Rs150.
• Impact of flavor and price is less
RECOMMENDATIONS
• Create engaging content with limited branding focus
• Conduct Campaigns for marketing
• Evoke emotions like anticipation, suspense, courage or joy
• Use of humor and quirky one-liners
• Frequently updating status
• Online customer discussion forums.