Mother's Horlicks - Strategic Platform for Engagement

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A preliminary strategy for establishing a platform for Social Media Engagement

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Mother's Horlicks - Strategic Platform for Engagement

  1. 1. Mother’s Horlicks (MHX) Strategic Platform for Engagement August 2011 29th Aug 2011 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 1
  2. 2. Scope of the Presentation • • Introduction, Task and Approach Situation Analysis – MHX brand status – IWH site status – Conclusions • • Setting Objectives Developing Strategic Framework – Target Definition – Strategic Approach leading to concept 29th Aug 2011 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 2
  3. 3. Introduction • • indianwomenshealth.com (IWH) internet portal addresses Women’s and Children’s Health issues • 29th Aug 2011 Mother’s Horlicks (MHX) is a part of GSK’s “Horlicks” product line – has been in the market since 1997 A need was felt to explore / develop customer engagement program for MHX, by capitalizing upon the current traffic status of IWH © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 3
  4. 4. Our Tasks • • Explore end-users concerns – if any – and identify need areas for the brand • 29th Aug 2011 Analyse the current engagement status of MHX Devise a strategy that would develop and sustain social media engagement © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 4
  5. 5. Our Approach A holistic approach to address the tasks: Situation Analysis 29th Aug 2011 Strategic Objectives & Goals Strategic Framework © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 5
  6. 6. Situation Analysis -1 Where does the brand reside in consumer mind-space? 29th Aug 2011 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 6
  7. 7. MHX – product snapshot The product boasts of 27 Essential nutrients: – – – – – – – – DHA Choline and Proteins Carbs; Fats; calories Iron; Folates; Iodine; Vit.B/C Calcium; Phosphorus; Vit.D Vitamins A/E; Zn; Selenium; Cu Magnesium; Niacin; Vit.B1 Vitamin K Sodium; Potassium; Chloride – Baby’s growth and development – Mother’s Energy – Baby’s mental / physical growth – Baby’s Bone /Teeth Development – Immunity and Antioxidant – Energy Release from food – Normal Blood Clotting – Electrolyte balance Promotes all-round health for pregnant & lactating mothers Promotes all-round development of the pre-natal baby 29th Aug 2011 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 7
  8. 8. MHX - Role of DHA and Choline • Most Important for Brain Development and Intelligence of Baby: – DHA makes up to 40% of the PUFA of the baby’s brain – Important for eye and nerve development – Plays a significant role in psychomotor development • DHA source is essentially vegetarian – Appeals to a large section of Indian society – Not easily available from an average Indian diet  MHX particularly stresses upon baby’s brain development 29th Aug 2011 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 8
  9. 9. How did this help in customer adoption? We looked at a few clues… Source: Bharatmoms.com; Indusladies.com; Indiaparenting.com 29th Aug 2011 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 9
  10. 10. “…shall I drink without doctor’s advice? Is it benefit…” “..please use doctor’s advice…” 29th Aug 2011 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 10
  11. 11. “…better to drink plain milk” “…nutrition is best absorbed… in natural form…” “…since you would be taking pre-natal vitamins… I don’t see a reason…” 29th Aug 2011 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 11
  12. 12. 29th Aug 2011 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 12
  13. 13. 29th Aug 2011 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 13
  14. 14. Common dietary / nutrition concerns… Related to Food / Nutrition for baby’s growth / development • • • • • • What’s safe / harmful to eat for normal development of baby? How much calories needed daily? How much weight gain is natural? What should be eaten and avoided during pregnancy? Should one eat the double of normal intake during 2nd trimester? Should some supplements be taken with natural foods? Related to concerns about various advices / recommendations • • • • Is my Daughter-in-law is being misguided on diet intake? Is my mother-in-law right? My friend advised on xyz food; is it right? Should I consult doctor before I take Mrs A’s recommendations? Source: Indiaparenting.com; Bharatmoms.com; Babycenter.in; Indianwomenshealth.com 29th Aug 2011 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 14
  15. 15. Common concerns on MHX Taste… Retail Level • DHA and Choline reduces the shelf life of MHX – The product taste starts deteriorating from 7-8 months onwards Consumer Usage Level • Choco and Flavors have not been able to address taste issues of MHX – The product doesn’t taste during pregnancy Based on casual chats with 3 pregnant working moms and 2 local outlets (stocking WHX and not MHX) 29th Aug 2011 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 15
  16. 16. In summary, we observe that: • • Traditional nutrition (e.g. Milk, natural foods) still considered best for pre-natal AND for lactation / breast-feeding stages • Plethora of “good samaritans”, tend to confuse mothers about nutrition in general and MHX in particular • 29th Aug 2011 MHX still considered a prescription beverage. Endusers worry about its OTC use Shelf-life and Taste of MHX are concern areas © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 16
  17. 17. …MHX brand still resides at Level 1 RELATIONSHIP RESPONSE Attachment Most Preferred Judgment, Feelings Preference MEANING 29th Aug 2011 LEVEL – 2 Imagery, Performance Awareness; Familiarity IDENTITY LEVEL - 3 Salience LEVEL - 1 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 17
  18. 18. Situation Analysis - 2 Where does the IWH portal reside in social media-space 29th Aug 2011 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 18
  19. 19. IWH Usage Status (3 months) • • • • • Overall Traffic Rank – 86,482 Traffic Rank in India – 7,850 Traffic rank in US – 735,539 Sites Linkings – 73 Estimated global page views – – – – Top Search Queries - 0.00005 Daily unique page-views / user – 2.46000 Visits that consist of a single page-view – 59.7% Visits that came from a search engine – 20.4% Restricted visit / page-view status in India… …even though considerable traffic overall! 29th Aug 2011 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 19
  20. 20. Audience Demographics for IWH Popularity of IWH with audiences, relative to the general internet population Site currently accessed by educated childless females aged 25-34 yrs 29th Aug 2011 Source:alexa.com © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 20
  21. 21. High impact search queries for IWH Query women health pregnancy women's health women health tips womens health pregnancy care pregnancy tips Impact High High High High Medium Medium Medium Decent impact for search queries related to pregnancy topics Source:alexa.com Immense opportunities to explore and capitalize for MHX 29th Aug 2011 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 21
  22. 22. IWH Engagement / Activation status • Website – feeble engagement – – • Facebook engagement – not explored – – – • 4000+ “Likes” since launch; but on-page discussions largely absent Requests - even though few – are not responded on page Coordinators / page owner absent Twitter activation – not utilized so far – – • 12 polls; 2 not responded at all; Forum section – 98 threads till date – 86 had NIL responses 381 tweets; 1682 Followers; 19 Listed Followers mostly from abroad MHX Activation on IWH – feeble / low – – – Currently extremely limited Quiz on IWH page still at experimentation stage Page on Facebook has 26 Likes (as on 19Aug 9pm) MHX needs to have a fresh impetus in order to fully utilize IWH’s strengths and capabilities 29th Aug 2011 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 22
  23. 23. Conclusions and Need Areas 1. MHX brand is high on awareness but low on adoption and preference – Conflicting influencer opinions is a perceived barrier 2. Current MHX usage is LOW – despite being a great product for pregnant /lactating mothers – – 3. IWH-MH engagement is currently at an unexplored status – 29th Aug 2011 Nutrition related worries / concerns continue Natural Food / Traditional remedies still considered best Current IWH visitor profile offer untapped opportunities Need for EDUCATION and ASSURANCE Need for ASSURANCE and OPINION BUILDING Need for Fresh IMPETUS for MHX engagement © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 23
  24. 24. Strategic Objectives of MHX social media enagement (SME) We looked at various Benefit Levels… 29th Aug 2011 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 24
  25. 25. Benefits of MHX SME @ the MHX brand level CONNECTION INVOLVEMENT RELATIONSHIP RESPECT Improve MHX Brand Salience; Enhance Brand Meaning and Imagery Improve Brand Relevance Lay grounds for further brand development 29th Aug 2011 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 25
  26. 26. Benefits of MHX SME @ the IWH level CONVERSATION Active FORUMS Active Q&A GAMIFICATION Organic increase in Website Activity; Promote Advocacy; Develop Authority Improve IWH Community presence Lay grounds for future community initiatives 29th Aug 2011 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 26
  27. 27. Benefits of MHX SME for GSK Corporate brand CONNECTION Info. SHARE CONVERSATION Q&A FORUMS Identify Health Need Areas of women; Devise solutions, thru Education “Improve Quality of Human Life” Enabling people to do more, feel better and live longer (GSK Mission) 29th Aug 2011 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 27
  28. 28. Hence our most important Objective … “ENGAGE to EDUCATE and EMPOWER” MHX Brand Salience, Brand Meaning & Imagery IWH Website Activity, On-site Advocacy and Authority Women’s Health Need Areas identification, and Solutions thru Education 29th Aug 2011 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 28
  29. 29. Long term / Short term SME Goals “ENGAGE to EDUCATE and EMPOWER” SHORT TERM • Active platforms to engage customers • Conversation points to keep the brand fresh on TOMA and reduce MHX adoption barriers • High content adoption and sharing among core target • Buzz platforms for further seeding of content 29th Aug 2011 LONG TERM • long-lasting online brand presence • Positive links on any search engines • By online search/ research Cos., end users, etc. © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 29
  30. 30. Strategic Approach Who’s our Core target for SME campaign? 29th Aug 2011 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 30
  31. 31. Age distribution of Social Media users* • We need to have primary focus on this age group, because: – Most women get married late these days • due to education, career, urbanization, peer pressures) – IWH site stats (slide 19) conform to this age group – Younger women (18-25) usually stay away from any kind of mom-like “preaching” • Reject food supplements • Overlaps with the HX TA • Hence not considered 29th Aug 2011 45-54 yrs 55-65 yrs 1% 3% 35-44 yrs 8% 13-17 yrs 10% 26-34 yrs 25% 18-25 yrs 53% * Based on Facebook Gold Data Sept 2010 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 31
  32. 32. Primary Target – “Pregnant Mothers” • CORE AUDIENCE - Pregnant Mothers – Mostly the new mothers – 26-35 years age – Residing primarily in B-type Towns • Women in metros are more prone to visit doctors and are usually quite well informed – Belongs to a Nuclear Family • Most likely to be concerned about pregnancy, diet and nutrition, in absence of a mother / mother-inlaw – Undergraduate / University educated; – PC / Internet savvy; • SECONDARY TARGETs – Pregnant Mothers residing in Metros and A-class towns – 2nd / 3rd time mothers; Husbands of pregnant women, etc. – Doctors - gynecologists and obstetricians 29th Aug 2011 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 32
  33. 33. Social Profile of a pregnant / new mother • Whether working or not, pregnancy has given a her new meaning, among her social network • She L-O-V-E-S her phone (in some cases a smartphone), which delivers a sense of confidence and accomplishment that decreases her stress • Motherhood adds daily hours into her schedule. Hence she tries to get more done in less time • For many of the issues related to the “pregnancy” subject, she relies on her husband to supply info., contact doctors, etc. • She’s a new user / explorer of a social network and uses it to keep in touch with friends, family, share her thoughts, ideas, passions with like-minded people Based on a report from BabyCenter.com 29th Aug 2011 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 33
  34. 34. How to approach Target Groups strategically? To have effective engagement, we need to start seeding IWH traffic thru a “DIGITAL HANDSHAKE” 29th Aug 2011 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 34
  35. 35. What’s a “Digital Handshake”? A gateway / interface that: – Stimulates and sustains interest – Encourages users to click / explore – Introduces a campaign-able theme for all platforms Pregnant mother’s most important concerns AND her expectations to be used as a conduit for connection Concerns Expectations 29th Aug 2011 DIGITAL HANDSHAKE @ IWH The conduit and its theme will be used to systematically build up community presence thru multiple SME platforms SME Platform #1 SME Platform #4 SME Platform #2 SME Platform #5 SME Platform #3 SME Platform #6 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 35
  36. 36. Concerns and Expectations of pregnant mothers • Most important Concern: NUTRITION – Probably rank highest among Indian women – esp. in a nuclear set-up as well as in a joint-family set-up • Often mother-in-law feels that daughter-in-law is being misguided • Often daughter-in-law feels that “sasuma” is trying to dominate! • Most important Expectation: “HEALTHIEST AND BRIGHTEST OF ALL” KIDS – Every Indian mother’s wishes her baby to be a Hero / Heroine in the society / community • Eg. Popularity of kids reality shows, and involvement of mothers in them is often a pointer to this • Baby’s best development hence is often a reason for constant worry 29th Aug 2011 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 36
  37. 37. Every mother wants to deliver the healthiest and the most intelligent baby… … in other words, a Baby who’s just “super”! Proposed Digital Handshake Concept: “SuperBABY” “Isn’t it great if you know that you can develop a Baby, which is intelligent, bright and active?” “Wouldn’t you like to know how to develop your Super Baby?” 29th Aug 2011 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 37
  38. 38. “SuperBABY” - a Campaign-able theme… “SuperBABY” – the talking baby from mother’s womb, which reminds her to have her cup of Mother’s Horlicks “SuperBABY” – the conversation point on social media, “SuperBABY” – the theme of a blog directed to moms-to-be “SuperBABY” – theme of a YouTube channel “SuperBABY” – theme of a controlled viral film “SuperBABY” – character to promote offline engagement ….. ….. ….. ….. (the list could be endless!) 29th Aug 2011 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 38
  39. 39. How can we use “SuperBABY” strategically? CONNECTION “SuperBABY” will be used to make a Digital Handshake from IWH site to social media platforms CONVERSATION Engage prospects into conversations within “SuperBABY” themed Forums, Blogs & pages within SME platforms; Link back any references to IWH site EDUCATION Address pregnancy & nutrition concerns of “mothers” of “SuperBABY” thru Q&A, forums, linking to IWH site ENTERTAINMENT Explore ways to expand MHX brand engagement thru user generated content on “SuperBABY” themes COLLABORATION Encourage users to share info and experiences as well as generate referrals to expand engagement; “SuperBABY” - a tool to connect all platforms to IWH 29th Aug 2011 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 39
  40. 40. How can we use the “SuperBABY” further? We propose to introduce a spokesperson mother: Dr. MoMy – (ideally the mother of “SuperBABY”) • Dr MoMy - a virtual character – will be used as a common spokesperson for MHX and IWH: – – – – – She’s a mother and a doctor herself – hence believable across platforms She will address all concerns of mothers on IWH / SME platforms Will make sure every mother’s question is answered Will encourage mothers to share their thoughts and ideas She will be the moderator for all conversations and will represent the doctor’s panel @ IWH – She will promotes brand reputation online 29th Aug 2011 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 40
  41. 41. THANK YOU For further information, contact: Shantanu Sengupta shantanu.seng@gmail.com 29th Aug 2011 © This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com 41

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