Recommended
More Related Content
What's hot
What's hot (20)
Similar to IMC Plan for Britannia's Little Hearts
Similar to IMC Plan for Britannia's Little Hearts (20)
Recently uploaded
Recently uploaded (20)
IMC Plan for Britannia's Little Hearts
- 2. TOPICS TO DISCUSS TOPICS TO DISCUSS TOPICS TO DISCUSS TOPICS TO DISCUSS TOPICS TO DISCUSS TOPICS TO DISCUSS TOPICS TO DISCUSS TOPICS TO DISCUSS WHAT WE'LL COVER The Brand Market Research SWOT Analysis Market Segmentation Target Audience Communication Strategy Creative Strategy Campaign Key Responses
- 3. ABOUT THE BRAND ABOUT THE BRAND ABOUT THE BRAND Britannia Industries Limited launched a new brand of biscuit, namely `Little Hearts' which carved a niche in the market. 1992
- 4. MOREABOUTTHEBRAND PARENT COMPANY UNIQUE SELLING PROPOSITION SECTOR CATEGORY BRITANNIA INDUSTRIES LIMITED FIRST TIME SUGAR-COATED BISCUITS WERE RETAILED IN POUCH PACKS FOOD & BEVERAGES BISCUITS
- 5. Positioning Unique positioning Category is Biscuit But it is packaged like a snack and consumed like snacks, at one go. It is a hybrid.
- 6. MARKET RESEARCH MARKET RESEARCH MARKET RESEARCH MARKET RESEARCH MARKET RESEARCH MARKET RESEARCH MARKET RESEARCH MARKET RESEARCH MARKET RESEARCH MARKET RESEARCH MARKET RESEARCH
- 7. 21-30 years 40% 31-40 years 31% 18-20 years 18% 41 and above 11% Age group profile of those who eat snacks
- 8. Category & Sector Leaders (Snacks)
- 9. Category & Sector Leaders (Biscuits)
- 10. Social Listening
- 11. Revenue in the Snack Food segment amounts to US$5,254m in 2019. The market is expected to grow annually by 7.5% (CAGR 2019-2023). The market value of biscuits is forecasted to amount to about 440 billion Indian rupees in 2020. Market statistics
- 12. Which biscuit do you like the most in Britannia products? Are you often purchasing the biscuits based on the brand image? What types of biscuits do you prefer to consume? Are you a loyal customer of Little Hearts? Do you have fond memories associated with Little hearts? What do you think about the price range of Little Hearts? Questionnaire
- 13. Do you think, offers and schemes on Little hearts are satisfactory? When did you last come across an advertisement for Little Hearts? Which biscuits do you prefer to give your children? Which brand’s biscuits would you prefer to have? Do you prefer biscuit brands with variety and different flavours? As a Millennial, can you relate to the Little Hearts brand? If, Little Hearts had variety and different flavour, will you prefer its? Questionnaire
- 15. MARKET SEGMENTATION MARKET SEGMENTATION MARKET SEGMENTATION MARKET SEGMENTATION MARKET SEGMENTATION MARKET SEGMENTATION MARKET SEGMENTATION MARKET SEGMENTATION MARKET SEGMENTATION MARKET SEGMENTATION MARKET SEGMENTATION
- 16. TARGET AUDIENCE
- 18. 21-30 39% 51-60 21% 41-50 15% 11-20 12% 31-40 7% 0-10 3% >60 3% India has more than 50% of its population below the age of 25 and more than 65% below the age of 35. It is expected that, in 2020, the average age of an Indian will be 29 years, compared to 37 for China and 48 for Japan. AGE Our Target age is 18 to 40
- 19. INCOME GROUP Our product is for the Middle Class & Upper Middle Class We will focus our marketing efforts on the middle class (32+9 %) of the population with is ever growing.
- 20. PSYCHOGRAPHIC Social Class Activities Motives Opinions Lifestyle Explorers Middle class to higher middle class with relative spending power. Highly to relatively active on the digital space, regularly active on social media platforms. Heavy mobile user checks social media almost every hour and spends more than 1 hour on Facebook ( the GEN Y) Emotional : cares for others. Rational : reliability & Dependability. Status related : Wants to look a certain way that reflects her social class. Relatively opinionated but open to others opinions and beliefs. Love spending time socially. Is modern, millennial, outgoing , interested in sports, adventurous, goes clubbing or at shows. Loves to try out new thing and seeks them actively. Seeking new modes of thrill, adventurous.
- 21. Occasions EngagementUsage Benefits soughtDegree of loyalty BEHAVIORAL May be an Occasional buyer but predominantly purchases as and when she/he likes something or needs it. Not a Hoarder & buys to use. Comfort, Quality, relaxation & to feel energized, reflection of identity and generation. Loyal and values/relishes brands with a good brand image. Engages with the brands which he/she prefers and follows brands actively.
- 23. HIDE & SEEK HIDE & SEEK HIDE & SEEK HIDE & SEEK HIDE & SEEK HIDE & SEEK Mother company - Parle Price - starts from Rs. 10 Flavours - Multiple Form - Multiple Packaging - Multiple
- 24. OREO OREO OREO OREO OREO OREO OREO OREO OREO OREO OREO OREO Mother company - Cadbury Price - starts from Rs. 10 Flavours - Multiple Form - single Packaging - Multiple
- 25. PARLE MILANO PARLE MILANO PARLE MILANO PARLE MILANO PARLE MILANO PARLE MILANO Mother company - Parle Price - starts from Rs. 30 Flavours - Multiple Form - Multiple Packaging - Multiple
- 26. DARK FANTASY DARK FANTASY DARK FANTASY DARK FANTASY DARK FANTASY DARK FANTASY Mother company - ITC Price - starts from Rs. 10 Flavours - Multiple Form - Multiple Packaging - Multiple
- 27. LAYS LAYS LAYS LAYS LAYS LAYS LAYS LAYS LAYS LAYS LAYS LAYS LAYS LAYS LAYS Mother company - PepsiCo Price - starts from Rs. 10 Flavours - Multiple Form - Multiple Packaging - Multiple
- 28. KURKURE KURKURE KURKURE KURKURE KURKURE KURKURE KURKURE KURKURE KURKURE Mother company - PepsiCo Price - starts from Rs. 10 Flavours - Multiple Form - Multiple Packaging - Multiple
- 29. DORITOS DORITOS DORITOS DORITOS DORITOS DORITOS DORITOS DORITOS DORITOS Mother company - PepsiCo Price - starts from Rs. 10 Flavours - Multiple Form - Multiple Packaging - Multiple
- 30. BINGO BINGO BINGO BINGO BINGO BINGO BINGO BINGO BINGO BINGO BINGO BINGO Mother company - ITC Price - starts from Rs. 10 Flavours - Multiple Form - Multiple Packaging - Multiple
- 31. COMMUNICATION STRATEGY COMMUNICATION STRATEGY COMMUNICATION STRATEGY COMMUNICATION STRATEGY COMMUNICATION STRATEGY COMMUNICATION STRATEGY COMMUNICATION STRATEGY COMMUNICATION STRATEGY COMMUNICATION STRATEGY COMMUNICATION STRATEGY COMMUNICATION STRATEGY COMMUNICATION STRATEGY COMMUNICATION STRATEGY Inform / educate. Solicit feedback. Cultural adaptation. Brand awareness. Stimulate interaction. Connect with the present generation of Target Audience Leverage nostalgia & loyalty
- 32. CREATIVE STRATEGY CREATIVE STRATEGY CREATIVE STRATEGY CREATIVE STRATEGY CREATIVE STRATEGY CREATIVE STRATEGY CREATIVE STRATEGY CREATIVE STRATEGY CREATIVE STRATEGY CREATIVE STRATEGY Create more millennial friendly content Keeping the identity intact, create content to connect with new consumers. Indians like variants, slowly roll out variants to counter the competitors’ positioning. Digital dominant/friendly content More engaging content to increase engagement and brand awareness. Increase awareness and stimulate sales Gen Y. Leverage user generated content. Nostalgic content to leverage loyalty.
- 33. Tone Tone should be in line with the global content strategy :- - Humorous. - quirky & fun. - Bonding over Little Hearts - strictly adhering to brand identity Language India being a multilingual country, languages like Hindi, Bengali, Urdu, Tamil, Marathi should be used in communication to raise brand value and desirability. They should be tactfully used during regional festivities in both offline and online creatives.
- 34. CAMPAIGNS CAMPAIGNS CAMPAIGNS CAMPAIGNS CAMPAIGNS CAMPAIGNS CAMPAIGNS CAMPAIGNS CAMPAIGNS CAMPAIGNS CAMPAIGNS CAMPAIGNS CAMPAIGNS CAMPAIGNS CAMPAIGNS CAMPAIGNS CAMPAIGNS CAMPAIGNS CAMPAIGNS CAMPAIGNS
- 36. Idea Today's generation is increasingly getting occupied with busy life schedule or different lifestyle and are getting distant from their loved/close ones. Be it nature of the relation, life schedule, generation gay or lifestyle, sharing a little heart will act like a ice breakers. Will ease the moment, they will be able to say something ( important life decisions, unusual life choices,feelings etc) they have been hesitant to say or did not have enough courage. Because when words fall short, gestures count!
- 37. OBJECTIVE Brand Awareness Make brand communication up to date Create engagement & buzz Connect with the present Target Audience Start & Boost digital presence Establish Digital assets Leverage old & establish new bonds Raise brand visibility and value
- 38. How it will work User will share a picture or video with the #SayWithALittleHeart. With dear one/s with either Little Hearts' packet or just the cookie. Will write in caption how they said something important to them with a little courage with a LITTLE HEART Tag location. Tag BRITANNIA & Little Hearts. Everyday 4 will be featured on official assets with shoutout. 4 lucky winners every week will get Rs.1000 AMAZON GIFT CARD *applicable only for buying Britannia products. 4 lucky winner of the campaign will get chance to see the CRICKET WORLDCUP 2019 FINAL in England *all expenses paid The Campaign will run for 1 month
- 40. Talent The Husband & Wife due, Ranveer Singh & Deepika Padukone. Millennials both adore them & can relate to them. Both are true/close to their feeling and openly talks about it. Both have gone through traumatic breakups and suffered from depression at some stage, however they finally found happiness, gives audience hope. Ranveer & Deepika
- 41. Promotion of the campaign Facebook -feed ad -In messenger app -in video Instagram -feed -story ad YouTube -banner ad -main page ad -in stream ads. Twitter -#tag paid push. Snapchat - Top snaps - Sponsored lensTelevision - 45 sec spot - lunch/dinner spots - National sports, entertainment & news channels
- 42. Creatives
- 43. Creatives
- 45. Idea As the Brand has a lot of nostalgia associated with it. Eating Little Hearts almost always invokes pleasant memories of the past. We are giving a chance to the users to share a happy memory from their days of munching on Little Hearts.
- 46. OBJECTIVES Brand Awareness. Create engagement & buzz. Brand Reconnect & Recall. connecting with the old customers by evoking pleasant memories. Leverage old bonds to increase brand visibility and presence. Organic positive mentions.
- 47. How it will work User will share an old picture with the #LittleHeartsBigMemories. Of a pleasant memory ofbonding with another person over Little Hearts. Will write in caption about the memory and why it is so fond Has to mention Little Hearts in the caption. Tag BRITANNIA & Little Hearts. Everyday 4 will be featured on official assets with shoutout. 4 lucky winners every week will get Rs.1000 AMAZON GIFT CARD *applicable only for buying Britannia products. 4 lucky winner of the campaign will get Rs. 5000 AMAZON GIFT CARD *no conditions. The Campaign will run for 1 month
- 49. Talent Arjun & Janhvi The Brother & sister duo of Arjun Kapoor & Janhvi Kapoor Both have recently bonded and Arjun is really protective of her and she has a lot of affection for him. Their bonding is in line with the campaign.
- 50. Promotion of the campaign Facebook -feed ad -In messenger app -in video Instagram -feed -story ad YouTube -banner ad -main page ad -in stream ads. Twitter -#tag paid push. Snapchat - Top snaps - Sponsored lensTelevision - 45 sec spot - lunch/dinner spots - National sports, entertainment & news channels
- 53. Idea Little Hearts biscuits are used in many dessert recipes. And users do share recipes and images. Idea is to incentivize this types of content with gifts and recognition. Organic user generated content will be reposted
- 54. OBJECTIVES Brand awareness. spread knowledge about how product can be used in different ways. Promote user generate product imagery uploads. Encourage other users to do the same. Brand vale and visibility will increase.
- 55. How it will work User will share an picture or video with the #LittleHeartsxdesserts. Of a dessert in which Little Hearts has been used. Will write in caption about the recipe and inspiration/ story behind it. Has to mention Little Hearts in the caption. Tag BRITANNIA & Little Hearts. Everyday 2 will be featured on official assets with shoutout. 4 lucky winners every week will get Rs.1000 AMAZON GIFT CARD *applicable only for buying Britannia products. 4 lucky winner of the campaign will get Rs. 5000 AMAZON GIFT CARD *no conditions. The Campaign will run for 1 month
- 57. Promotion of the campaign Facebook -feed ad -In messenger app -in video Instagram -feed -story ad YouTube -banner ad -main page ad -in stream ads. Twitter -#tag paid push. Snapchat - Top snaps - Sponsored lensTelevision - 45 sec spot - lunch/dinner spots - National sports, entertainment & news channels
- 58. Sample Posts (user generated)
- 59. Sample Posts (user generated)
- 60. Key Responses Brand awareness. Increase in sales. Considerable rise in engagement. Boost to New SM asset's stats. Increase in Market share. Buzz around the brand. Brand appeal. Increase in Brand value.
- 62. THANK YOU