An energy drink major decides to launch a drink in the market . It decided to connect with its Target Group by using New Media platforms such as Microsite, Social Networking Sites, Blog and Niche Offline Activities along with branded applications. Shack presented the digital strategy to the same.

1. Sweat Isotonic Social Media Approach April 2011

2. Table of Contents Market Overview Brand Overview Social Media Objectives Status Check Target Group Analysis Competitor Analysis Strategy and Content Plan Reporting

3. MARKET OVERVIEW

4. Socio-Economic Classification SEC A & B High SEC C Mid Primary TG: Gym RegularsCollege Students Sportspersons Executives/Businessmen/Shop Owners/ Clerks/Supervisors Cities: Mumbai, Kolkata, Delhi, Chennai, Ahmedabad, Bangalore, Hyderabad, Guwahati, Pune, Jaipur, Chandigarh, Lucknow, Nagpur, Vizag, Dehradun SEC D & E Low Primary TG: Outdoor Professionals Cities: Allahabad, Bhubaneswar, Amritsar, Agra, Kanpur, Jamshedpur, Kochi, Mohali, Baroda, Indore, Madurai, Mysore, Trivandrum Sec D & E- Maximum schooling 9th standard, Illiterate Mostly unskilled workers Some skilled workers and petty traders as well The drink is targeted at SEC A,B and C consumers Source: Indian Readership Survey

6. Primarily youth driven

7. Aided by increasing affluence

8. Convenience stores is the main Point of PurchaseHealth Foods market Source

9. Sports Drinks — Usage Percentage of people (%) Age Groups Source: Mintel, 2008

11. Contains stimulants- Primarily caffeine and sugar which give a temporary boost (Caffeine content leads to dehydration)

12. Not a substitute for water

13. In fact companies like RDBL encourage people engaged in physical activities to drink a lot of water

14. Recovery drinks: Rehydrating fluid

15. Better used in combination with water as water alone doesn’t have sufficient vital salts

18. Create awareness amongst brand TG about Sweat Isotonic Communicate that Isotonik puts back essential body salts lost to sweat Engage with the TG in order to sustain brand loyalty OBJECTIVES

19. ONLINE STATUS CHECK

22. XYZ

23. MNO

25. Lack of visibility

26. Limited availabilityOnly one TVC featuring ABC XYZ available for viewing on Vimeo Very few tweets. The latest is dated back to May 2010 However, the product is being recommended MENTIONS ABOUT THE PRODUCT ONLINE

27. Target Group

28. Age Group: 15-35

30. Age group: 15-30 years

31. Aiming to be professional sportsmenSample Profiling* *Not shown here

32. What they talk?

34. College goers- Second and Final Year

35. Working professionals in early part of their career

36. Fitness conscious people regularly going to the gymSample Profiling* *Not shown here

37. What they talk?

39. Age group: 18-35 years

40. Fieldworkers: Outdoor sales people, Army Forces, Firemen, Film makers, Actors, Onsite employees (Steel plants, Power Plants, Civil Engineers), PT Teachers etc.

41. Adventure Sports: Trekking, Hitchhiking, Biking, Rock Climbing and even travellers etc.Sample Profiling* *Not shown here

42. What they talk?

44. Interested in sports

45. Have various hobbies

46. Involved in general day-to-day outdoor activites

47. Involved in high sweat non-sporting activities eg. Choreography, Plays, Walks, Rallies etcSample Profiling* *Not shown here

48. What they talk?

49. BRAND OVERVIEW COMPETITOR ANALYSIS* *Not shown here

50. INSIGHTS

51. Social Media Usage in Product Lifecycle Using SM for Collaborating Ideation Using SM for Improving Distribution Using SM for market research Already in Place

52. Social Media Usage in User Conversion Lifecycle Status Updates, Image and Video uploads Sampling through Facebook and ORM Status Updates, Infographics, Special Tabs Ads, Viral Videos, Facebook Landing Page

53. Strategy Create awareness about the importance of rehydration and replenishing lost salts during high sweat activities What does the TG like to talk about. What are they interested in knowing. Start interacting with them in their language. Engage with them in an environment they are comfortable in and like spending time

54. CAMPAIGN THEME Do More GOON Go Out Work Out Play

55. WORK OUT TARGET GROUP: Gym Regulars

56. Inform: GO ON. EXERCISE GO ON. EAT HEALTHY GO ON. TONE UP Sample 1: Sample 2: Sample 3: Interact: GO ON. STAY FIT GO ON. RECOVER GO ON. REPLENISH Sample 1: Sample 2: Sample 3:

58. Puzzles

59. Contests

61. Get gym regulars to follow your page- Integrate with Facebook

62. They check-in through Foursquare every time they go to the gym

63. The person with the maximum check-ins is made the MAYOR of that gymAlso sharing information with your followers relating to healthy eating tips (before and after the gym), cooling down methods etc.

66. PLAY TARGET GROUP: Sportspersons

68. Most common injuries

69. How to prevent and cure themSample 1:

71. Get lesser known sportspersons to share their stories of rising through the ranks.

72. Share inspiring quotesEssence of not giving up

73. The importance of teamworkSample 1: Sample 2: Sample 3:

75. A player has to cover a distance of 500m in 1 minute

76. The player faces obstacles like humidity and sunny weather in his run

77. If player completes the stage in 1minute, depending on his timing and energy left he can choose from refill, sipper and ready-to-drink bottles to –recharge himself and proceed to the next level

78. Every level will have harsher conditions and lesser time to complete the run in.If you lose a message pops up that says- You have a poor Isotonic Quotient. You have lost all your salts and need to rehydrate. Try Isotonik now! On winning- Congratulations you have a high Isotonic Quotient. Keep consuming Isotonic for peak fitness.

79. Engage: Find out names of 5 cricketers from the puzzle here.

80. Engage: Create a sports calendar 2011, highlighting all important sporting events for the upcoming season

81. Engage: Tag yourself on your favorite sport along with your buddies.

82. Go OUT TARGET GROUP: Outdoor Professionals

83. Inform: Information on: 1.Importance of replenishing lost body salts 2. Value proposition of the brand Sample 1: Sample 2:

84. Engage: Fluid Need Calculator The calculator will tell the user how much fluid is needed based upon the activity, time spent and temperature Eg. Activity- Running, Time Spent- 1 hour, Temperature- 28 degree celsius

85. Engage: Cart-Tonic Offline promotional contest aimed at increasing the visibility of the brand Will be held at supermarkets and hypermarkets Contestants (customers coming to the store) will be given shopping carts They will be given a pre-determined shopping list of 10 items that they will have to put in their respective carts and come back to the counter in the least amount of time

86. DO MORE TARGET GROUP: College Goers

87. Inform: GO ON. REENERGISE GO ON. RECHARGE Sample 1: Sample 2: Interact: GO ON. DON’T STOP GO ON. RECHARGE Sample 1: Sample 2: Sample 3:

89. Cheer your team using the slogan and put in a video and upload it

90. Best entries are gratified

91. Reason behind this contest

92. Leveraging the popularity of the IPL; creates brand recall

94. Share it with other users

95. Gratify the best weekly entries

98. Each city round will comprise of preliminaries to select 6 teams for the stage round to decide the winner

100. PLAN

104. Timeline of activities & ACTIVITY DETAILS* 15th 22nd 29th 6th 13th APRIL MAY *Not shown here

105. MEASUREMENT

106. Reporting

107. Disclaimer: The name Sweat Isotonic is purely fictitious and is used only for indicative purpose. Resemblance of the name to any corporation is purely co-incidental. Thank You www.shack.co.in