Delhi Pollution is taking a Rise in air .So we made a project on purewave air purifier -About Purewave -FAB ( Features ,advantage, benefits) -Social media campaign strategy

1. 1
PUREWAVE
AI RPURI FIER
G R O U P - A M R I T A , A N K I T A , M EENAL

2. 2
A N D CU STOM ERA B O U T PRODU CT I
N FORM ATI ON
• Product– Air Purifier
• Brand- PureWave
• Productcategory –
• Indoor- PureWaveUSA601
• Commercial- OXYFRESH1500
• Focus– DelhiNCR
• Consumerprofile–
• Families
• NewParents
• Elders
• EarlyJobbers
• Targetaudienceon social– 28to45
• Language-English, Hindi

3. 3
A N D CU STOM ERA B O U T PRODU CT I
N FORM ATI ON
• Householditemsalreadyowned– Fridge,TV,washing
machine,Mobilephone,laptop/desktop, cooler,AC
• Levelof awareness– Brandedairpurifiers– Panasonic,
Honeywell,MI,Philips,BlueStar,Sharp
• Pricerange:Rs7,500– Rs12,500,Filterchangepost6
months,additionalcostRs1500+
• Mediaconsumption– TV,Newspaper,Facebook,Whatsapp,
YouTube,
• Campaignbudget– 25,000
• Productsoldto130+ customers

4. 4
OBJECTI VES
• Mr. Manoj KumarKukreja,ownerof PureWaveAir
PurifierinIndia,isquitevaryof thesaleof theproduct
notpicking up
• Hehasemployedour teamtorunaViralMarketing
campaignfor PureWaveHome Model

5. 5
W EAK POI N TS
• Theofficial website of the product - http://purewaveindia.com/ - does not talk about their
product, instead have very detailed text on Pollution and Air Quality. Website is one of the
mostimportantthing acustomerchecksbeforebuyinganyproduct
• TheFacebookpageof theproduct- https://www.facebook.com/airpurifierz/- doesnot
havetheproductnameinitsURL.Alsotheadminof thepageisnotconsistentinposting
the content
• Theproducton theFacebooklogo doesnot matchtheoriginal product
• For amazon- https://www.amazon.in/Purewave-Room-Air-Purifier/dp/B0776H9LGN

6. 6
W EAK POI N TS ( Co nt d. )
• TheFacebookPageof productboastaboutAIIMSApprovalfor theproduct,butthere
isno artifacttovouchfor thegenuinityof the same

7. 7
W EAK POI N TS ( Co nt d. )
• AsperconversationwithMr.Manoj,hestatedthatsincetheinceptionof hisproduct
inIndia(Sep,2017),theyhavesoldapproximately150 units.Butthecustomer
databaseispoorlymanaged
• Healso, statedthathehasn’theardany complaintsfrom his customers abouthis
product,but thereareno relevantfeedbackson eithertheFacebookpageor Amazon
productpage to voice the same

8. 8
W EAK POI N TS ( CON TI)
No actiontakenoncompetitorspostingabouttheirproductonPureWaveFacebookPage

9. 9
WHO DO WE
MEASURE UPTO
!
BRAND
UNKNOW
N
BRAND
VS

10. 10
SU GGESTED M ETHODS
• AstheBrandisunknownandlocal,theideahereistolookattwoframeworkstochalkout the
solution
• Zarrella’sHierarchyofContagiousness
• Jonah’sBergers6STEPSSto virality
• Dailycontenton socialmediawillhelpthebrandbe relevant
• Creatingfunny,likeablevideosmakesitshareable-> viral
• Havingaholisticapproach(offline+ online)tocreatebrandawarenessisessential
• Engaging with userson unlike platforms with relevantcontent getsthe right audience
• AlongwithSMO,thecompanyshouldhaveanSEOplanineffect
• Forapilot viralcampaignwehavesuggesteda plan
DAVIDVSGOLIATH

11. 11
FLOW O F CAM PAI GN
Create a brand identity
Focus on functional benefits
Run a viral campaign
Focus on emotional benefits
Continue building the brand
POSTCAMPAIGN

12. 12
PRE- CAM PAI GN
LoyaltyProgram– Basison salesgeneratedtargetloyalcustomers:
Offline userengagementprogram- Runafiltercleaningdemodrive
Usergeneratedcontent- Usethisopportunitytovideo+ photoshootcustomer
testimonials,howhappyaretheyusingtheproduct,whytheywouldrecommendit
Usergeneratedcontent- RunaTIK-TOKchallengefor theseusers,winnertobe
rewardedasanincentivefor participation
Referralprogram – Asthe product price isRs12,500but upon discount it isgiven as
Rs 7,500. If loyal customers recommend 5 new buyers, discount can be offered on
theirnext purchase
HelpDelhibreath- Tie-upswithNGO,CSR

13. 13
PRE- CAM PAI GN
Regularpostingon FB,YT,Instagram,etc.
Fillerposts– ReportAQ of Delhi regularly in atemplatedbrandedpostmorning and
evening
Functionalbenefits –Zarrella’s Hierarchyof Contagiousnessstatesthat people follow
experts on YT– Similarly, we can look to create videos to educate people on Hepa
filter,UVFilter,etc

Samplevideo- https://www.youtube.com/watch?v=h03WcW-5dPA
Health effectsin long term- Basicresearchwill lead to abundance of information on
long term health effects of breathing poor air, similar branded posts can be created
andsharedon allchannels
Smartpositioning – Bypositioning the pure waveasmeansto Breathinghealthy, we
can populate queries of people across platforms like Quora, discussion forums like
BijliBachao/quoratoplug-in thepurewaveproduct
https://www.bijlibachao.com/top-ten/best-air-purifiers-india-reviews-
buying-guide.html

14. 14
CAM PAI GN
Haveamobilenumberwhichwillbeusedby
customerstoplaceordersinDelhi
Also,itisimportanttospecifythatPureWave
caterstoDelhiatpresentin allof its
communication,
Viralvideocontent –
Option1– Dr.Cough– SimilartoCoke&
Mentos– Avideoseriescanbecreatedwith
Mr Manojdressedasascientistconducting
experimentstoseethePureWavedevice
filteringtheair,smoke,dust.
Option2- Wecanalsolookatcreatinga
charactercalledCaptainManojwhohelps
youbreathehealthyandissavingtheworld
throughpurewave.Wecanfun videoswithin
hishouse,whereeverytimesomeone
coughs,CaptainManojcomestotherescue
Option3– #DimagChalGaya– Thepowerof
thedeviceissuchthatwheneversomeoneis
stuckandcannotthinkfurther,whenpure
waveisarounditclearstheairandhelpsone
tothink better.
Posts– Runacampaignon FBcalledthe
purewavechallenege,thecommunitycanbe
askedtomentionthingswhichtheybelieve
PureWavecantfilterex-duststorm,andthe
mostparticipatingmembergetsafree
PureWavedevice
On-Ground promo- Createleafletsand
distributeithospitals,shoppingplaces– Do
mentionthe number
HelpDelhibreathe- Tie-upswithNGO

15. 15
POST- CAM PAI GN
• Announcecontestwinnersfromthe#PureWave challenge
• Milestoneprogram– Socialcause– Forevery100PureWavesold,the101thpurewaveisgiven
for freetopatientssufferingfromrespiratorydiseasesandarefromeconomicalweak
background
• Corporateprogram– Co-workingtie-ups– With therisingnumberof co-workingspaceswecan
alsolookatleasingthebig unitsfor officespace
• Foreverydevicesold,ensureregularfeedbackissharedon socialmedia,amazonstore
• Postsaleservice- Clientdatabase– Essentialtohaveadatabaseinplace,offerfiltercleaning
serviceandchangeof filter