This document outlines a media plan for Organic India to promote their Tulsi Tea product line to healthcare institutions in the United States. The plan has two main objectives: 1) Reach out to healthcare institutions to build awareness of Tulsi Tea and its health benefits. 2) Make an initial placement in the healthcare market by identifying key population centers. The media plan proposes using television, radio, online/interactive media, mobile apps, magazines, and attending expos to reach both primary audiences in the healthcare industry and secondary audiences like patients and staff. The tone is to create awareness of Tulsi Tea's health advantages for those in the healthcare industry and the general public.

1. ORGANIC INDIA
“Queen of Herbs-Tulsi Tea” Plan
ROSHNI PATEL & JAMIE STEVENSON
EASTERN MICHIGAN UNIVERSITY-IMC 607

2. TABLE OF CONTENTS
EXECUTIVE SUMMARY
CREATIVE STRATEGY
– CAMPAIGN INTRODUCTION
– TARGET AUDIENCE
– WHERE WE ARE
– WHERE WE WANT TO BE
MEDIA PLAN
– PLAN INTRODUCTION
– MEDIA OBJECTIVES AND STRATEGIES & TACTICS
– MEDIA PLAN STRATEGY & VEHICLES
– POTENTIAL MEDIA APPROACHES
– BUDGET ALLOCATIONS
REFERENCES
APPENDIX A- CREATIVE ALTERNATIVES APPROACH

3. EXECUTIVE SUMMARY
OVERVIEW
Hospitals throughout the United States are being
cognizant of the need to provide great tasting healthy,
organic food for their patients, staff, and to the general
public. This is prompted by the demand from the
public about eating healthy and having organic
alternatives as an option at health care institutions.
There are several opportunities for Organic India to
gain entry into the health care marketplace. This can
be achieved by making their tea noticed at natural
food expos, television, radio, Internet, and public
relations events. These media channels will target
b2b decision makers at health care food service
organizations, organic food distributors for hospitals,
and hospital group purchasing organizations. Organic
India has an opportunity to gain entry into the health
care industry by targeting the health care industry with
their Organic Tulsi Tea beverage.
Organic India provides several flavors of organic tea
to consumers worldwide. Organic tea is considered a
non-alcoholic beverage which consists of ingredients
that derive from organic tea leaves. Organic India has
fifteen Tulsi tea flavors that can be sold in the United
the States. An organic tea campaign can be created
that shows the positives of Tulsi tea to the healthcare
Industry. The ads can introduce Tulsi an herb also
called holy basil that has been widely known for its
health promoting and medicinal value for thousands of
years . Commonly called sacred or holy basil, it is a
principal herb of Ayurveda, the ancient traditional
holistic health system of India. Holy basil is known as
"The Incomparable One", "The Mother Medicine of
Nature", and "The Queen of Herbs" (Organic India,
n.d. Corporate Profile).”

4. EXECUTIVE SUMMARY-CONTINUED
BACKGROUND
ORGANIC INDIA is committed to promote holistic sustainable development for all beings through organic agriculture. We are
committed to service, sanctity and integrity, and to operating an ethical and sustainable business that harms none and
benefits all. ORGANIC INDIA is a global leader in promoting organic products and in supporting sustainable farming, wild
crafting and village/tribal agricultural communities in India (Organic India).” Organic India has a North American firm in
Boulder, Colorado to assist with all sales and distribution questions.
“All ORGANIC INDIA facilities and processing
centers have been awarded SQF, HACCP, GMP,
IS0-9001 and Kosher certifications, and are EU,
EU Skal, ECO-CERT,and USDA certified for organic
production. We have designed and developed our
unique processing methods and advanced
dehydration technologies to ensure maximum
retention of potency and nutritional values, so that we
can remain true (Organic India).”
Organic tea is considered a non- alcoholic beverage
drink. The Mintel Marketing website classifies “tea”
under the category of “Mintel Food & Drink” and is
classified as Non-Alcoholic drinks. “Organic India’s
product packaging is committed to responsible
packaging. The tea package carton is made from
100% recycled paperboard, with a minimum of 30% post-consumer content. Please recycle again. Our tea bags are made
from unbleached, biodegradable fiber (Organic India, Product).”

5. CREATIVE STRATEGY
“QUEEN OF HERBS-TULSI TEA”
CAMPAIGN INTRODUCTION
The IMC media mix will contain many
forms of medium to deliver the campaign
to healthcare institutions and healthcare
consumers. The “Queen of Herbs -
Tulsi Tea” campaign will be directly
promoted to healthcare institutions. The
media mix will target the healthcare
marketplace by effectively communicating
Organic India’s Tulsi Tea by creating
awareness about the health benefits in
drinking Tulsi Tea. With the US
populations becoming increasingly aware
in the importance in eating healthy,
healthcare institutions are starting to
provide meals and beverages that meet
the needs of the population by offering
organic food and beverages from
companies that meet USDA organic
certification standards. A strategy for
Organic India is to create brand
awareness to Tulsi Tea in the healthcare
industry by utilizing traditional and non-
traditional media techniques.

6. TARGET AUDIENCE
Primary Target Market
Healthcare buyers, groups of hospitals, dietary and nutritionists, food service organizations, and organic food
distributors for hospitals will be the primary target markets.
Secondary Target Markets
The secondary markets will consist of healthcare staff, guests, patients, and healthcare gift and coffee shops .
“Four in ten Americans have visited a hospital or medical test facility in the past month. Forty-one percent of U.S.
residents aged 12 or older have been in a hospital or medical test facility in the past month; out of those who
visited, 33% noticed a digital video screen at the location on at least one of those visits. The Monthly reach of
digital video displays at hospitals or medical test facilities among all American teens and adults is 13% or 34
million unique people (Arbitron Inc, and Edison Research, 2010, Hospital or Medical Test Facility).“
Figure 1.0
VIEWED 13%
"Teen and adults U.S. residents have viewed digital video at a hospital or medical test facility in the past month. Estimate:
34 million persons (Arbitron Inc, and Edison Research, Hospital or Medical Test Facility, 2010, P. 31)."

7. TARGET AUDIENCE-CONTINUED
DEMOGRAPHIC PROFILE
The following is a demographic profile for persons who have viewed digital video at a medical institution in 2010. Figures
2.0, 3.0, 4.0, & 5.0 results are from Arbitron Research and Edison Research’s Digital Place-Based Video Study 2010.
(Arbitron Inc, and Edison Research, Hospital or Medical Test Facility, 2010, P. 32).
Figure 2.0 Figure 3.0
51%
49%
Sex
Female Male
51%
49%
Sex
Female Male
16%
6%
60%
19%
Race/Ethnicity
Hispanic Asian/Other
White African-American

8. TARGET AUDIENCE-CONTINUED
DEMOGRAPHIC PROFILE
28%
21%
34%
17%
Under $25K $25K to
<$50K
$50K to <
$100K
Over $100K
Figure 4.0
Household Income
Based on 73% of sample aged 18 or older who provided an income level
8%
15%
20%
17%
15%
11%
14%
12-17 18-24 25-34 35-44 45-54 55-64 65+
Figure 5.0
Age

9. WHERE WE ARE
The current tone of Organic India is informative but with limited use of traditional and non-traditional media
methods. Currently, their vision is to be a vehicle of consciousness in the global market by creating a holistic
sustainable business modality, which inspires, promotes and supports well-being and respect for all beings for
Mother Nature. (Organic India, Vision, n.d.) Their commitment is to provide consumers with the best health and
quality for an individual lifestyle. “Organic India is one of the most leading products in India as they stand for
health and happiness, for all beings and great respect for the Divine Mystery of Mother Nature who selflessly
sustains humanity and naturally provides us all with a bounty of nourishing foods and healing herb (Organic India,
Vision, n.d).” Organic India is currently branding their Tulsi tea throughout India with one location in the United
States.
ORGANIC INDIA’S CORPORATE VIDEO http://youtu.be/NHeWHcVlrBg

10. WHERE WE WANT TO BE
The tone of the creative strategy for Organic India will be informative, by utilizing traditional and non-traditional
media techniques in reaching the healthcare industry, B2B. Expo’s, brand elements, questionnaires, and mobile
apps will set the tone for Organic India in reaching healthcare institutions.
EXPO’S
There are two high profile expos that can reach primary and secondary target markets. Both expos are held in United
States. They are the Natural Products Expos.
Natural Product Expo East
“The strength of the natural, organic and healthy lifestyle industry proved robust as ever, as
booming business was done on the trade show floor of Natural Products Expo East. The
show engaged over 20,000 industry members, representing 80 countries, and the show floor
comprised of 1,450 exhibits (Expo East, 2011).”
Natural Products Expo West
“Expo West is the best place to launch a new product with over 50,000 people to see and
sample your product and top press from national publications like O-The Oprah Magazine,
New York Times, Martha Stewart Whole Living, Natural Health Magazine, Delicious Living,
and the LA Times (Expo West, 2011).”

11. WHERE WE WANT TO BE-CONTINUED
ONLINE APPLICATION - Organic Tea goes MOBILE!
• The application which Organic India can employ in creating “buzz” will be in utilizing a mobile application. The
following will be launched and the attributes of the application will allow healthcare professionals and healthcare
organizations utilize the app as well as learning about the product. Apps are at the forefront of this change and
brands are waking up to their true potential. Organic India will be able to teach and educate their consumers on
the statements of “why” Organic Tulsi tea is great for anyone.
• The application will allow hospital employees and consumers to buy the application receiving:
• Notification on “blurbs” about the reason Organic Tulsi is great for the health care industry.
• Utilizing a Likert Scale as a measure about Organic India's tea and slogan will give the company perspective to the
consumer's attitude attachment and sense of community about Organic India’s Tulsi Tea. Hospitals will be able to
get an overall understanding on the tea’s advantages by filling out a survey on the mobile app.
• The application will also have “notification” pop-ups and hospitals and the health care industries will be able to
utilize why the product is efficient for the patients’ health diet or daily life.
• Dietitians will be able to have the app on their phone to keep up to date on what services and products along with
flavors are best for the patient’s diet.

12. MEDIA OBJECTIVES & STRATEGIES & TACTICS
OBJECTIVE 1
Reach out to healthcare institutions is the primary objective to build awareness to Organic India’s Tulsi Tea.
STRATEGY
The strategy plan utilizes an approach that appeals to a broader audience that includes health care related
consumers and professionals such as patients, staff and physicians.
TACTICS
The concept is to build a campaign and contact major hospitals around the nation. This can be achieved by
focusing on the top 100 hospitals. A breakout of varying hospital listings will be utilized to effectively segment this
portion of the plan,
based on the criteria specified.
TOP 100 HOSPTIAL CATEGORIES
» The Top 100 Hospitals Everest Award
» 100 Top Hospitals, 2011 Major Teaching Hospitals
» Teaching Hospitals
» Large Community Hospitals
» Medium Community Hospitals
» Small Community Hospitals
Work with hospitals to educate the target segment about the health advantages of Organic India’s Tulsi Tea.
Identify and secure a data base detailing population centers with high incidences of specific diseases or health
conditions such as diabetes, high blood pressure, asthma, or stress-related issues. Campaign “Queen of Herbs-
Tulsi Tea” to these demographic areas and build a media plan to brand the product to consumers.

13. MEDIA OBJECTIVES & STRATEGIES & TACTICS
OBJECTIVE 2
Make an initial placement into the healthcare market by identifying and establishing key population
centers across the United States.
STRATEGY
The campaign will create awareness about Organic India’s Tulsi Tea. This awareness will generate market “buzz,”
building on word-of-mouth recommendations, the target consumer’s access to the product, and the market’s need
for healthy beverage alternatives.
TACTICS
This campaign intends to make an initial placement into the health care market by identifying key population
centers and by utilizing attractive, brand-enhancing displays at each the Natural Products Expo East and Natural
Product Expo West. Expos, tradeshows, and health care fairs are valuable opportunities to test the demand for
the product and gather consumer perceptions of packaging, flavors, etc. Having a booth at important venues will
expose a variety of audiences to the product, and aid in educating buyers about Tulsi Tea.
Product benefits and positioning points will be communicated by utilizing research and development charts. This
material may be shown at expos with comparisons between competitor tea brands versus Organic India. This is
method to encourage health care “buy-in” about the benefits of Organic India’s Tulsi Tea.
Integrated sales messages woven through targeted short video content (that may also be offered on YouTube)
playing at all expos, tradeshows, and health fairs.
MISSION STATEMENT
Achieve penetration across targeted population centers and create brand awareness to Organic India’s Tulsi Tea
to the healthcare industry.

14. MEDIA PLAN INTRODUCTION
OVERVIEW
The IMC media mix will be based upon appropriate media formats to deliver
the campaign to healthcare institutions and healthcare consumers. The
“Queen of Herbs -Tulsi Tea” campaign will be directly promoted to
healthcare institutions. The media mix offerings target the healthcare
marketplace by effectively communicating Organic India’s Tulsi Tea by creating
awareness about the health benefits in drinking Tulsi Tea. With the US
population becoming increasingly aware of the importance of healthy eating
habits, hospitals are responding to this trend by offering organic food and
beverages from companies that meet USDA organic certification
standards. There are several opportunities for Organic India to gain entry into
the health care marketplace by achieving visibility of Tulsi Tea at dietary and nutrition trade shows, industry expos,
health care food services organizations, organic food distributors for hospitals, and hospital group purchasing
organization. This campaign for target market entry will use two major medium forms which are both traditional
media and new media to bring awareness to healthcare institutions on the product and its attributes. The primary
objective is to target health care institutions. The idea the campaign is to promote great health to the consumer in
much need in reducing health care risks such as blood pressure, diabetes and stress.

15. MEDIA PLAN STRATEGY & VEHICLES
MEDIA PLAN STRATEGY & VEHICLES
• The “Queen of Herbs—Tulsi Tea” campaign will use both traditional and new media IMC components throughout
the whole season in which the media campaign will run. The primary goal is to deliver the message through
traditional media and new media. This includes television, radio, event cause marketing, and public relations and
publicity, including the cultivation of the main focus “word-of-mouth.” This source of media vehicle will allow
consumers to be engaged in the topic of why “Organic Tulsi” will best fit a targeted consumer lifestyle behavior.
MEDIA VEHICLES
• Television: Discovery Fit & Health, Veria, and Health Television Network.
• Radio: Local radio, HealthCare Talk Radio, NPR, HealthCareRadio.net
• Online Interactive Media: SEO search engines, Facebook, Twitter, and YouTube, using this communication
vehicle will allow Tulsi Tea to market and engage with consumers as well to teach and educate.
• Mobile Applications – Delivering messages on Organic Tulsi Tea to apps on Medical applications, cancer apps
and any of the Mobile applications under the medical industry.

16. ADVERTISING TELEVISION
Discovery Fit & Health, Accent Health, HTV, and Veria are networks that have a link to the healthcare industry, and
to the promotion of healthy food and beverages. These networks run 30 second to 10 minute video
advertisements.

17. MAGAZINE
Organic India’s “Queen of Herbs” campaign can utilize a traditional media approach in targeting the healthcare
industry. Print media will be useful in attracting the consumer who prefers to receive their information in a
traditional media method. The Food Network Magazine is an excellent magazine that successfully reaches
millions of consumers. “The Hearst Magazines title announced Wednesday that it was increasing its circulation
rate base—the number of copies guaranteed to advertisers—to 1.4 million from 1.3 million, effective with the
January/February issue (Flamm, Matthew, 2011, para. 1).” Food Network Magazine is published 10 times a year
with their delivery status listed below. (Food Network Magazine, Frequently asked Questions, 2011).”
ISSUE DELIVERED BY
01/04/2012 January/February 2012
02/08/2012 March 2012
03/15/2012 April 2012
04/12/2012 May 2012
05/17/2012 June 2012
06/21/2012 July/August 2012
08/09/2012 September 2012
09/13/2012 October 2012
10/18/2012 November 2012
11/22/2012 December 2012
“Source: Food Network Magazine, Frequently Asked Questions, 2011.”

18. RADIO
Organic India will market their organic Tulsi Tea on national and local radio stations. Blog radio, local radio
stations, Internet radio stations and top health radio programming be utilized to reach and educate listeners,
delivering essential message points on the benefits of Organic Tulsi Tea. Radio can reach the Healthcare buyers,
groups of hospitals, dietary and nutritionists, food service organizations, and organic food distributors for hospitals
will be the primary target markets and the general public.
Radio Programs:
Health Care—NPR
Shout Cast
Vital Signs
Doc Talk
Organic India will market their organic Tulsi tea on national and local radio stations. Blog Radio, Local Radio
stations, Internet Radio Stations and top Health Radio shows will be reached out to in educating their listeners and
delivering the message on Organic Tulsi Tea. Radio can reach the Healthcare buyers, groups of hospitals, dietary
and nutritionists, food service organizations, and organic food distributors for hospitals will be the primary target
markets and the general public. A spot of :30 seconds will go live on the following radio stations to be scheduled at
different times and a campaign will be reached to a target market of their listeners on “Organic Tea.”

19. INTERNET ADVERTISING
• Utilizing Internet advertising as a marketing tool is beneficial in reaching the health care industry. “For instance,
wider coverage, targeted audience, affordable, easy to track and measure conversion, speed, informative, flexible
payments, better ROI, easy audience engagement, and better branding (Scifo, G. 2010, May 10).”
• Marketing and advertising play a vital role in any product and campaign. The outcome for Tulsi Tea’ advertising is
to also target online viewers in understand the product and creating a market buzz via the net. The web is very
massive and can target many wide groups. People who enjoy organic products, food, tea, health are a few of the
target markets to reach viral online. Scifo states there are ten advantages of Online Advertising that can help build
a buzz for your campaign and product. Below are the major sites which Tulsi Tea will target in brining a buzz for
the product and the types of tea Organic India offers.
WWW.HEALTHCARENEWSNETWORK.COM
WWW.HEALTH.DISCOVERY.COM
WWW.HTVNETWORKS.COM
WWW.VERIA.COM
WWW.FOODNETWORK.COM

20. SOCIAL MEDIA
The remainder of Organic India’s Internet advertising budget will be utilized in Social Media. Social
Media is a source of medium that will help brand the product, and the idea of Organic tea and their health
aspect to target consumers.
TWITTER
• Creating a Twitter page.
• Following all health care related pages.
• Hash-tagging all words related to organic tea, drinks, organic, green, and health care ideas in the search engine.
This will allow consumers to pick “Tweets” through Google search engine.
• Twitter will engage in communicating.
FACEBOOK
• Create a Fan Page for Organic India – Tulsi tea the “brand”
• Demographics on Organic Tea – the product
• Providing links to related articles like weight loss tips, guides on how to use exercise machines and equipment,
and professional opinions on a diet program like the one on is another good way to give more information to your
customers.
• Pictures have an increase in traffic with postings.
• Organic India will also monitor and engage in Social Media to cut budget costs, and build traffic through the online
media world.

21. SALES PROMOTIONS
Magnetic shaped tea bags
 “Queen of Herbs—Tulsi Tea” Magnetic shaped tea Bags
 Refrigerator Magnets / Fridge Magnets
“Refrigerator magnets, also known as fridge magnets for short, are used for many functions including professional
and personal use. Unlike the fridge magnets you get at the store, a professional designer at Payless Magnets will
completely customize your imprinted magnets to what you need. Refrigerator magnets can take on any shape.
They can also include helpful extras such as what you see with calendar magnets, schedule magnets, photo frame
magnets or even save the date magnets. These fridge magnet additions help create a successful marketing
campaign because they offer something to a person rather than just being an advertising magnet for the company
(Payless Magnets, n.d).”
Promotional Pens
“Customers are the lifeblood of a business and if they are not happy, your business is not going to do well. As a
result, you need to find ways to create customer loyalty and promotional pens are a good way to do that. With our
pens, you can choose from a wide range of colors and styles that will fit your company needs. You can even have
your company name and logo printed on the pens to help your company advertise itself wherever your customer
uses their pen (Discount Pens, n.d).”
 “Queen of Herbs—Tulsi Tea” Pens with Organic India’s name and Internet address www.organicindia.com

22. BUDGET MARKETING
Based up Organic India’s “One of the top brands in organic teas and supplements market, Organic India, plans to
invest around 10 million dollars in the next two- three years, to achieve a turnover of 40 million dollars by 2010-11
(Organic India. n.d.).”
Percentage of advertising spending per category and medium in 2010 for iced tea and flavored water (Marketing
Charts, 2011).
Ice Tea
74% Television
8% Internet
14% Magazine
4% Radio
BUDGET
The budget as agreed upon Organic India Tea for our first year in Development is: $5 Million
The areas of expenditure are Radio, TV, Events, Advertising, Sales Promotion and Social Media.
Radio: 12% Includes actual media cost and production of creative treatments.
TV : 74% Includes of actual Television on health programs targeting audiences who are interested in
health products and health programs.
Internet : 8% Includes advertising on internet and banner postings.
Expos: 5% Includes the Organic Expo and investment in products such as pens and magnets.
Outdoor: 1% Trade shows and events outside at different health related shows – i.e. relay for Life.

23. 74% Television
8% Internet
14% Magazine
4% Radio
1% Outdoor
BUDGET MARKETING
TV
74%
Internet
8%
Magazine
14%
Radio
3%
Outdoor
1%
Realistic Budget - $5 million

24. POTENTIAL MEDIA APPROACHES
CROSS-PLATFORM MEDIA APPROACHES
Organizations utilize various non-traditional marketing techniques in order to reach the desired demographic.
These techniques can make a campaign more efficient in reaching the consumer. Twitter and Facebook are non-
traditional media techniques that use Cost Per Thousand
(CPM) as a measurement tool. “CPM shows how much
it costs to reach a thousand audience members, and
thus it can be used to compare which advertising
vehicles are most cost efficient (Azzaro, M, 2008,
p. 516).” Organic India’s utilization of Twitter and
Facebook’s CPM can assist in making sure that the
marketing tools being utilized are cost effective.
Utilizing social media tools, Organic India can study
the Customer Relationship Marketing (CRM), a
tactical marketing practice based exclusively on
customer behavior and the relationship between
customer and marketer. (Azzaro, M, 2008, p. 516)
The measurements obtained from the CRM’s can be
used to increase ROI.

25. POTENTIAL MEDIA APPROACHES-CONTINUED
“World Food Day (WFD) is a worldwide event designed to increase awareness,
understanding and informed, year-around action to alleviate hunger. It is observed each
October 16th in recognition of the founding of the UN Food and Agriculture
Organization (FAO) in 1945. The first World Food Day was in 1981. In the United States
the endeavor is sponsored by 450 national, private voluntary organizations (World Food
Day, n.d, About Us).” Organic Tulsi Tea can participate in the World Food Day event by
targeting the healthcare industry with the Tulsi Tea product. Organic India can collect measurements through
social media such as Twitter and Face book to understand the uniqueness of the consumers. Implementing
product demonstrations and connecting with gross and unique impressions Organic India can launch a free
giveaway to patients all who are associated with the healthcare industry. The online participants on Facebook and
Twitter can participate in an online survey where they can print a coupon for a free tea bag of Organic India’s Tulsi
tea.

26. POTENTIAL MEDIA APPROACHES-CONTINUED
Facebook & Twitter contest during the week of World Food Day
• The first five hundred participants on Facebook and Twitter can print a coupon for a free tea bag of Organic India’s
Tulsi Tea.
• During the week of World Food Day, Facebook and Twitter will randomly choose ten winners to receive a gift
basket full of Organic India’s Tulsi Tea flavors.
• Organic India’s Tulsi Tea can target unique impressions. For example, a visitor can view twenty pages and this will
record as one unique visitor. However, if this visitor sees five different ads during those twenty pages, the same
visitor records five unique impressions, one unique impression for each advertisement. This will enable Organic
India to create reports and document insights through social media measurements.
• Organic India’s utilization of all aspects of integrated marketing and communications would be a preferable method
instead of strictly focusing on a single media approach in reaching the health care industry. Implementing IMC into
Organic India’s media plan will allow them to expand their tea product into a broader potential customer base. In
order to be progressive in the tea industry it is imperative to consider non-traditional approaches in reaching the
healthcare consumer.

27. POTENTIAL MEDIA APPROACHES-CONTINUED
GRASSROOTS MARKETING
“Grassroots marketing is the opposite of mass marketing, which broadcasts a product message to the vast general
population in hopes that it will resonate with a small portion of that group. The idea is to directly connect with a
product or service’s most logical potential customers at their places of work, commerce and leisure (Horgan, R.
n.d).”
Product Demonstrations
A grassroots alternative for Organic India in promoting their organic tulsi tea would be in implementing product
demonstrations. Organic India can have Organic Tulsi Tea demonstrations at selected United States licensed
healthcare institutions in highly populated geographic locations, such as Atlanta, Chicago, Dallas, Las Vegas, Los
Angeles, Miami, New York City, San Francisco, and Seattle. The Organic Tulsi Tea demonstrations can include
the following:
• Additional discounts on Organic India’s Tulsi Tea will be given during the month of October to aid in
“World Food Day.”
• Publications on “Why” tulsi tea is effective for consumer’s daily lifestyle.
• Testimonials from patients who drink organic tulsi tea and how it has helped their lifestyle.
• Distribute coupons to medical personnel.
• Distribute free tulsi tea samples.

28. POTENTIAL MEDIA APPROACHES-CONTINUED
EVENT
• Organic India can have a promotional event that will take place on Facebook and Twitter. The promotion will
consist of giving the 5000th person who clicks, “Are You Life or Are You a Casualty” video, five-thousand dollars
and five thousand dollars to a United States licensed medical institution. The five thousand dollar amount is
selected because of the Tulsi herb being used since 5000 B.C. (Organic India, History, n.d.) See Figure 12.0
• In order to keep the message fresh in the minds of the consumer, Organic India can run the “Are You Life or Are
You a Casualty?” video promotion quarterly during the 2012 calendar year. This will create “buzz” about Organic
India’s Tulsi Tea in B2C and B2B market and ensure consumers involvement.

29. APPENDIX A
CREATIVE ALTERNATIVES APPROACH
There are two non-traditional creative approaches that Organic India can utilize. These non-traditional creative
approaches are more modern than the traditional creative, but they may only reach consumers who are
technologically computer savvy. This can be a problem for Organic India in reaching the healthcare industry
consumer. Utilizing non-traditional creative approaches can be intimidating to the consumers who aren’t computer
savvy and familiar with Facebook and Twitter, but can be an asset to consumers who receive their information via
the computer.
ALTERNATIVE CAMPAIGN IDEA
IDEA 1: FACEBOOK & TWITTER—Organic India’s “Are You Life or Are You a Casualty”
Organic India’s “Are You Life or Are You a Casualty” campaign can utilize Facebook and Twitter. This campaign is
about life choices, “Life or a Casualty.” The campaign, “Are You Life or Are You a Casualty,” can have an
advertisement that shows vibrant green tea leaves on a split screen with a dead plant on the other side of the
screen. The message on the screen can say “Are You Life or Are You a Casualty.” Consumers can click on the
vibrant picture to see the benefits of drinking tulsi tea, and consumers can click on the dead plant screen to see
the results from not drinking Organic India’s Tulsi Tea. See advertisement in Figure 6.0 and Figure 7.0.

30. APPENDIX A-CONTINUED
Organic India’s campaign “Are You Life or Are You a Casualty” can be advertised on Facebook and Twitter.
“Facebook allows users to run ads to attract “Likes” on their pages which can help you grow your community on
Facebook into a business asset. Paying for Likes can help your “owned” messages on Facebook reach a wider
audience, and can be a prudent investment if management closely (Wylie, P. 2011, para 8).” Facebook has more
than 800 million active users worldwide. (Facebook-Statistics, n.d.) Facebook is a non-traditional medium that can
be useful in the “Are You Life or Are You a Casulty.” Campaign.
Twitter allows companies to engage with consumers by allowing them to advertise their product with twitter
provided Internet tools. Twitter is a powerful way to extend your brand and to use it to connect people with ideas
and each other. Twitter allows consumers a direct connection to folks that are hard to reach, either at high levels,
or embedded deep within a organization. Word of mouth marketing gets consumers to “re-tweet” a statement to
engage with other consumers who enjoy the same product or certain attributes of the product. Organic India’s
objective is to reach the healthcare industry. These attributes include soothing pain and healing issues for patients.
"Are You Life or Are You a Casualty" will be tweeted among twitter users to engage in the statement and also
educate about the tulsi tea benefits. Organic India’s objective is to reach the healthcare industry by utilizing the
advertisement shown in Figure 6.0 and Figure 7.0.

31. APPENDIX A-CONTINUED
Figure 6.0
“ARE YOU LIFE OR ARE YOU A CASULTY?”
Click the image that represents life.

32. APPENDIX A- CONTINUED
Figure 7.0
Information that appears once Figure 8.0 has been clicked.
LIFE! CASULTY!
Health benefits of Tulsi Tea
Bolsters immunity
Enhances stamina
Provides support during cold season
Relieves stress
Promotes healthy metabolism
A natural immuno-modulator(Organic India, Tulsi Fact, n.d).

33. REFERENCE
• Advertise with us - Audience profile. Retrieved from
http://www.foodnetwork.com/advertise-with-us-audience-profile/package/index.html
• Anderson, Arnold. (n.d.). Examples of Grassroots Advertising. Retrieved from
http://smallbusiness.chron.com/examples-grassroots-advertising-10366.html
•
• AOL. (n.d.). Aol - advertising. Retrieved from http://advertising.aol.com/audiences
• Arbitron Inc, and Edison Research. (2010). Arbitron Digital Place Based Video Study. Monthly Digital
Viewers. Hospital or Medical Test Facility.p 31 and 32. Retrieved from. 2010 Arbitron Inc., and
Edision Research. www.edisonresearch.com
• Azzaro, Marian. (2008), Strategic Media Decisions.p. 516, Copy Workshop; 2 edition.
•
• Brochure Monster.com (n.d). Custom Brochures. Retrieved from
https://www.brochuremonster.com/health-beauty
• Cain-Miller, Claire. (2011, January 24). Twitter’s Advertising Plan Could Be Paying Off. Retrieved from
http://bits.blogs.nytimes.com/2011/01/24/twitters-advertising-plan-could-be-paying-off/
•
• Discount Pens (n.d.). Promotional Pens to fit any budget or style. Retrieved from
http://www.discountpens.com/nc/category/promotional-
pens/?gclid=COq3i92zyawCFS4DQAodzS1Opw
•
• Discount Pens (n.d.). Promotional Pens to fit any budget or style. Retrieved from
http://www.discountpens.com/nc/category/promotional-
pens/?gclid=COq3i92zyawCFS4DQAodzS1Opw
• Discovery fit and health. Retrieved from
http://health.discovery.com/promos/dfh/

34. REFERENCE
• Discovery Web Press. (2011, June 24). Discovery Communications Expands Discovery Fit & Health
Brand Into Consumer Products Space. Retrieved from.
http://press.discovery.com/us/discovery-commerce/press-releases/2011/discovery-communications-
expands-discovery-fi-1399/
•
• Food Network Magazine (2010, n.d.) 2010 Rate Card January/February, March, April, May, and June
Issues 2010. Retrieved from
http://images.foodnetwork.com/webfood/pkgs/2010/media-kit/FN_MediaKit_042910.pdf
• Expo West (n.d). Best of West Press Showcase and Awards. Retrieved from:
http://www.expowest.com/ew12/public/enter.aspx
Expo East (2011, Sept. 26). Natural Products Expo East Return to Baltimore Proves Boon
for Business Retrieved from:
http://www.expoeast.com/expoeast2011/public/Content.aspx?ID=1038555
• Facebook (n.d.) Awesome Facebook Logos, 'F' for Facebook Logo. Retrieved from
http://logo-s-collection.blogspot.com/2009/10/awedome-facebook-logos-f-for-facebook.html
• Facebook (n.d). Statistics. Retrieved from
http://www.facebook.com/press/info.php?statistics
• Flamm, Matthew, (2011, August 17). Food Network spices up its magazine fight. Food Network
Magazine raises its circulation rate base, bringing it closer to rivals Bon Appetit and Every
Day with Rachael Ray. Retrieved from.
http://www.crainsnewyork.com/article/20110817/FREE/110819898
• Food Network Magazine. (n.d.). Magazine Customer Service. Frequently Asked Questions/Quick Help
Retrieved from.
https://w1.buysub.com/pubs/HR/FNM/FNM_FAQ.jsp?
lsid=30571833090049818&vid=1&cds_mag_code=FNM#general1

35. REFERENCE
• Great Idea Finder (n.d.). Dixie Cups. Retrieved from
http://www.ideafinder.com/history/inventions/dixiecup.htm
• HealthCare Radio Net. . 2011 media kit. Retrieved from
http://www.healthradio.net/mediakit/advertising.html
• Health care radio stations – Shout cast. (n.d.). Retrieved from
http://www.shoutcast.com/radio/Health
• HNN. (Health Care News Network). Advertisers. Retrieved from
http://www.healthcarenewsnetwork.tv/network/advertisers/
• Horgan, Richard (n.d.). What is Grassroots Marketing?, Product Demonstration. Retrieved from
http://www.sophisticatededge.com/what-us-grassroots-marketing.html
• HTV Networks. (n.d.). HTV is On! About HTV. Retrieved from http://htvnetworks.com/about/
• Keller, K. L. (2008). Designing and Implementing Branding Strategies. Strategic Brand
Management. Upper Saddle River, NJ: Pearson Education, Inc
•
Keller, K.L (2008)., Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson, New Jersey, 2008.
• Lampitt, S. (2011, November 21). Healthcare Television Network television rates
sue.lampitt@htvnetworks.com
• Malhotra, N., (2009) Basic Marketing Research 3rd edition
• Marketing Charts (2011, November 1). TV Dominates Sugary Drink Ad Spend, Figure 10, Percentage
of Advertising Spending by Category and Medium in 2010. Retrieved from
http://www.marketingcharts.com/television/tv-dominates-sugary-drink-ad-spend-19851/
• Metro Fluid Connector (n.d.). Projects. Georgia Pacific-logo. Retrieved from
http://metrofluid.com/projects.html
• Natur-tec. (2009, July). Compostable Products Go Mainstream, BioCycle Vol. 50, No. 7, p. 25.
Retrieved from. http://www.natur-tec.com/news/compostable-Products-Go-Mainstream

36. REFERENCE
• 100 Top Hospital. (2011, March 28). Top National Hospitals. Retrieved from
http://www.100tophospitals.com/top-national-hospitals/
• Organic India (n.d.). Tulsi-Facts, What is Tulsi? Retrieved from
http://www.organicindia.com/tulsi-facts.php
• Organic India (n.d.). Company Profile. Retrieved from
http://www.organicindia.com/organic-india-company-profile.php
• "Organic India." Organic India. N.p., n.d. Web. 16 Oct 2011. http://www.organicindia.com/about-organic-india-vision.php
• Organic India. (n.d.) Organic India Corporate Film Video. Retrieved from
http://www.organicindia.com/organic-india-videos.php
• Organic Trade Association http://www.ota.com/organic/mt/business.html
• Pay Less Magnets (n.d.). Custom Magnets. Retrieved from
http://www.paylessmagnets.com/
• Pritikin, T. (2011, November 21). Veria TV Direct Response Rate Card 4th Quarter 2011
teddy.pritikin@veria.com
• Questionpro (n.d). Likert Scale questionnaire. Retrieved from
www.questionpro.com/likert-scales.html
• ReachMD. (n.d.). Reach md - about. Retrieved from http://www.reachmd.com/company.aspx
• Sandman, A. (2011, November 22). Planning Cost. Retrieved from
Andrew_Sandman@discovery.com
• Scifo, G. (2010, May 10). 10 Advantages of Online Advertising. Retrieved from
http://www.georgescifo.com/2010/05/10-advantages-of-online-advertising/
• Scifo, G. (2010, May 10). 10 Advantages of Online Advertising. Retrieved from
http://www.georgescifo.com/2010/05/10-advantages-of-online-advertising/
w.sysomos.com/reports/bloggers/>.
• Social Notes Admin. (2011, November 04). Notes on selling health products via social networking sites.
Retrieved from
http://socialnotes.org/social-media/notes-on-selling-health-products-via-social-networking-sites/
• Super Stock (n.d.). Dead Plant and Cracked Earth-Image. Retrieved from
http://www.superstock.com/stock-photos-images/1647R-114238

37. REFERENCE
• Tulsi-Tea-Review.com (n.d.). Tulsi Review, Tulsi Tea For Your Bathtub, Too.-Image. Retrieved From
http://www.tulsi-tea-review.com/
• Teausa.com (2011, October, 16). "Merchandising Tips." Capturing the Demographics. Specialty Tea
Association, 2011. Web. Retrieved from
http://www.teausa.com/general/star/teatutorial/gourmetret3.cfm>.
• Veria (n.d). About Us. Retrieved from
http://www.veria.com/
• Wallace, A. (2010, Mar. 8). Boulder-area companies ask: Is attending Natural Products Expo West worth
the cost? Retrieved from
www.dailycamera.com/natural-organicnew
• Wylie, Peter. (2011, April 28). Should You Advertise on Facebook, LinkedIn or Twitter? Retrieved from
http://www.socialmediaexaminer.com/should-you-advertise-on-faceboojk-linedin-or-twitter/
• World Food Day. (n.d.). About Us. Retrieved from
http://www.worldfooddayusa.org/CMS/2953.aspx
• World Food Day. (n.d.). FAO WFD Logo. Retrieved from
http://www.worldfooddayusa.org/CMS/10534/10801/16617.aspx