Himalayan mineral water


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Himalayan mineral water

  1. 1. Himalayan Mineral Water Social Media Ideas 1
  2. 2. Competitor Analysis EVIAN BOTTLED WATER 2
  3. 3. Competitor Analysis EVIAN BOTTLED WATER 3
  4. 4. Competitor Analysis EVIAN BOTTLED WATERStrengths WeaknessesEvian is targeting the 24-40 age group by a Their content strategy needs a bit of acampaign called Live Young. boost as their language does not reflectIn this regard they are promoting healthy what their campaign is aboutlifestyles, tapping on the aspirational value of What they need is to get people involvedunfulfilled needs. and engage users to share their unfulfilledThey are present on FB, Tw & YT, the major wishes with themsocial networks.They are using children as the basic spreadmechanism for the campaignOpportunities ThreatsAn opportunity exists in offline events, The major threat is rivalry fromprimarily activation of flash mobs as they are a competitors.current rage around the world on YT 4
  5. 5. Competitor Analysis Nestle Pure Life 5 5
  6. 6. Competitor Analysis Nestle Pure LifeStrengths WeaknessesNestle Pure Life runs a movement on The idea is done to death in IndiaFB to get people to switch from sugared and beyond a certain point losesbeverages to water relevance.They are playing on the sentiments of Too much of a product push &the US public by promoting health content talks only about water as aawareness way to a healthy lifestyle. They canRun regular small quizzes and contests bring other elements in as wellto keep engagement high They are not doing anything on TW and YTOpportunities ThreatsAn opportunity exists to tie up with The major threat is that in the longfitness centers and promote the brand as run the idea loses value and may notan energy juice . be sustainable.Should get into the mobile app spaceand come up with apps for fitnessenthusiasts 6
  7. 7. SWOT Analysis Himalayan Mineral WaterStrengths WeaknessesOne of India’s few regional mineral Currently lacking proper advertisingwater brands and branding.Good perception in the market about No presence online on social mediaquality of water and trust of the Tata & purely boasts of a dull websitename. Himalayan bottled water is exquisitely priced and has virtually no communication to support the cost.Opportunities ThreatsHuge opportunity in reaching out to the Competition from larger players likeTG through social media and mobile Bisleri and Aquafina which are relatively less expensive and whichCan get out of the conventional live have larger advertising spends.healthy drink mineral water ideology andenter with a more out of the boxcommunication proposal . 7 7
  8. 8. The Big Campaign Idea BRING THE YETI BACK Commonly associated with the Himalaya’s. Idea is to strengthen association of the myth with Himalayan Bottled Water“The Yeti or Abominable Snowman is a mythical ape-like cryptid said to inhabit the Himalayan region of Nepal, and Tibet.” 8 8
  9. 9. How do we do it? Introduce YT Increase videos and reveal Manage traffic on engagement and Offline activationBuild buzz around product the page through conversation through events the Yeti. (Himalayan regular through a FB and mobile apps Water) through a interactions community page contest 9 9
  10. 10. Build buzz around the Yeti. Use fake and real existing FB and Twitter profiles to spread fake edited images of Iceman sightings around the Himalayas. You can use some online PR support and forums as well to spread the news. Use of social bookmarking sites like Digg and Delicious to build buzz. Estimated time: 1-2 weeks 10 10
  11. 11. Increase engagement and conversation through a FB community page Create a community page for the Iceman on Face book and Twitter. We could also include a micro site. Use that page to propagate more sightings of the Iceman. Stage a ploy to show some FB users who are missing in the regions of the Himalayas where Yeti has been spotted. Estimated time: 1.5 weeks 11 11
  12. 12. Introduce YT videos and reveal product (Himalayan Water) through a contest Activate YT brand channel page with random video sightings of the ICEMAN where his voice is heard saying something. This is a clue which on being solved will tell us what the YETI is upset about. On solving the clue of what the YETI is saying, which is “thirsty thirsty” in a growling tone, increase engagement by inviting people to solve this clue on Twitter. Estimated time: 1 week 12 12
  13. 13. Introduce YT videos and reveal product (Himalayan Water) through a contestWe spread the contest to Twitter where the product will finally be revealed through apuzzle.On following the Twitter page of the Iceman we will post picture tweets every day whichare a part of a huge puzzle.Within a week, the first person to tweet the solved picture, reveals the product(HimalayanBottled Water) and wins a prize.Estimated time: 1 week 13 13
  14. 14. Manage traffic on the page through regular interactionsThe next stage is to integrate Himalayan Bottled water into the respective social pages.This can be achieved through releasing YT videos of the missing men with the Iceman, theperception of which we plan to change from being an angry beast to a fun, nice, cool beast. Thesevideos will reflect that thought.The micro site can be revamped from a place of random sightings to a place where the Yeti willrespond to users based on the tweets they post. Tweets will be categorized into positive, negativeor neutral and the Yeti will respond on the micro site when the user posts a tweet.Estimated time: 1 month 14 14
  15. 15. Offline activation through events and mobile apps . (Engagement Strategy)A Face book contestwhere users have to submittheir Yeti impression andupload it on the FB page.The users with the mostvotes will win prizesEstimated Time: 1 month 15 15
  16. 16. Offline activation through events and mobile apps . (Engagement Strategy)Offline activations like anAugmented Reality event whereusers can see a transparent body onthe screen and when they stand on amarker and drink a bottle of water.The water gets poured into thetransparent man up to the chest postwhich the man/woman turns slowlyinto an Iceman. These pictures can be uploadedonto our social networks 16 16
  17. 17. Offline activation through events and mobile apps . (Engagement Strategy)Mobile apps like IcebreakerIts an app which provides you with dailypick up lines and conversation starters soyou can use it to break the ice with yourprospectThirsty (The App)An app which can be used whilegymming/ jogging and which tells you toreplenish yourself with water when youlose liquid through cardio. 1717
  18. 18. Thank You 18 18