Credits - Tejasri Alajangi, Teja Reddy Kaluva- IIM Kozhikode, PGP21 batch

1. MARICO-OVER THE WALL
PRIMARY RESEARCH
22 Personal Interviews conducted across 04 Metro and Tier 1
Cities namely, Bangalore, Hyderabad, Chennai and Mumbai
amongst 20-50 year old respondents.
Key Insights:
 Majority of the respondents quoted ‘Calorie Tracking
App’ as the most helpful feature when trying to start
or maintain a nutritious diet
 ‘Healthy Food Plan’is considered the most
important factor in consideration for maintaininga
diet followed by ‘Quick Weight Loss’ and ‘Eat foods
you love'
Expert Views:
We spoke to few nutritionals to find out their Views on Meal
Replacements Nutri-Shakes:
“Most weight loss aspirants usually havecravings for chewing
and swallowing solid food. People are habituated towards
Chewing-Grinding-Swallowingmechanism. TheSatiety Valueis
considered less for any drinks or shakes”
-Dr. Sowjanya,Cerner India,Nutritionist,Bangalore
SEGMENTATION AND TARGETING
A broad segmentation was done on the basis of geography,
demographics and typographies:
Geographies: Urban
Demographics: Income: Middleand Upper middle class
Typology: Segmentation is done based on Need State and
Fitness & Supplement requirements
1. Performance Driven: Typically hard coreGym goers and
exercisers.They exerciseregularly and consumeprotein
regimens that includepreand postworkout
supplementation.
2. Gracefully Maturing: Typically diabetic proneand
conscious towards sugar intake.
3. Driven to lose: Typically overweightand have aspiration
towards slimming.
TARGETING
We have targeted third segment ‘Driven to Lose’ which
includes all the people who are looking for slimming and
weight loss and are present online. Further, we have divided
this broad target group into 3 sub-groups based on their
method adopted to reduce weight. These are:
The Starvers – Who believe that starvingand crash diets are
the best methods to get slim
The Tread Millers – Who believe that excess workouts and
exercises arethe best methods to get slim
The Picky Eaters – Who believe that planned diet with right
proportion of nutrients will makethem slim
OUR BIG IDEA
“Humanizing the Brand across all the digital promotions”
Objective: From our primary research, we have found that
customers need unique interactiveexperience with the brand.
we propose a brand mascotto bringin the Humanizingeffect.
(Refer annexure – Point 2 for brand mascot)
DIGITAL MARKETING
We have analyzed the digital touch points for the above sub-
groups and developed a touch point matrix to arrive at the
digital channels. (Refer to annexure – Picture3 for Touch point
matrix)
Top of the Funnel Interactions:

2. 2
1.a Mega Video Campaigns: ‘RETHINK YOUR FORMULA’. This
campaign is specially designed for the awareness phase where
it addresses our TG by urgingthem to rethink their formula of
weight loss. (Refer to annexure –Point 4 for Mega Video
Campaign Concept)
1.b Social Media Awareness Ads: For further awareness,print
advertisements are promoted in parallel with the mega video
campaign through relevantsocial media channelsto reach out
to all the three TGs. (Refer to annexure – Point 5 for Print
Advertisement Designs)
2.a Search Engine Marketing: Our goal is to have paid
advertisements for weight loss, only related to the three
categories,excludingirrelevantweightloss keywords which do
not fall under any of them. For example, a starver from our
sub-TG may search for ‘low calorie diet’ or ‘weight loss diet’,
but not ‘weight loss pills’or weight loss.
2.2 Influencer Marketing: To bringin the mentor feel, we are
targeting a Macro-Influencers instead of Micro Influencer.We
are targeting 4 channels for influencer marketing – Instagram,
Youtube, Facebook and Twitter. We have chosen ‘Rujutha
Diwekar’ for a sampleCost-Reach analysis.(Refer to financials
–Influencer marketing costs)
2.3 Banner Ads in Blogs: For all the filtered search keywords,
we choose top search results (SEO Rankings based) and
promote display banner advertisements in those websites.
3.1 Re-Marketing: Although there are several mediums
available for remarketing, we have chosen e-mail campaigns,
Google AdWords, Facebook and Instagram Ads due to their
relevance and ease in tracing customers. We will get pixels
(customer footprints) and cookies from E-Commerce sites and
retarget only those customers through the above mentioned
mediums
3.2 E-Commerce Promotions: We will sponsor our products in
major E-Commerce websites. When any E-Commerce shopper
searches any one of our related keywords, our advertisement
is displayed alongsidethe search results.
Bottom of the Funnel Interactions:
4.1 Mobile App: Our target audiencequoted MobileApp to be
the most helpful feature when they try to start or maintain a
nutritious diet. The Saffola ‘Shake-it-up’ app is not only your
typical diet tracker, but a way to shake up your diet and
practice swapping your crash diet plans with Saffola Active
Slimming Nutri-shake. (Refer to Annexure for Mobile App
Promotions and Implementation)
4.2 Call the 'Nutri-Man’: As observed from the primary
research, the key for re-purchase is the ‘Experience’ and
‘Results’ they get from first purchase. So, we decided to
implement “Ask Nutri-Man” program where the customers
can call our Nutrition Experts and get advises. (Similar to
existing Call to Expert promotion done by Saffola but with
Nutri-Man focus)
5.1 Loyalty Program: Apart from existing subscription and
referral programs which are promoted by Saffola on their
website, we will encourageour customers to swap more meals
with Saffola Active Slimming Nutri-shake. The person who
swaps themost meals will beannounced ‘the Nutri-Man of the
month’ and his picture is displayed across all our Social
Channels
5.2 Newsletters: The E-mail newsletter will be distributed to
the people who sign up for the Saffola Active Nutrition
Network and the blog will be featured on the company’
website and insidethe mobile app.
6.1 ‘Be The Influencer’ – This is a programdesigned to turn our
loyal customers into an influencer. A customer who is
interested can start sharing his Saffola experiences and write
posts on their social media handles and postthe linksto us.We
track their posts and motivate them with monetary benefits.
6.2 Earned Media Promotions: Discounts to customers for
liking and sharing our Saffola Slimming official Facebook
handle.This is done through our website. People who visitthe
website are asked to like and share our FB and Instagram
handles to get a discountof 100 rupees.
IMPLEMENTATION AND I MPACT
Apart from the existingE-Commerce channels,we have also
reviewed other onlinebased on their Page Rankings and
Target group concentration.These Channels are: Yogabars,
Grow Fit, Buy Wow, iHerb, GNC India,1mg.
FINANCIALS AND TIME LINE
Financial and Timeline:
Pleaserefer to followingExcel for Detailed Cost-Revenue,
Time Line Ghant Chartand Financials.
Cost and
Revenue.xlsx

3. 3
ANNEXURE:
1. Primary Insights:
“Most of the traditional food eaters prefer solid food for a
lunch.50% of the food in stomach contents gets emptied in
2.5 to 3 hours where as ittakes 4-5 hours for 100%. “
-Dr. Monika Deepthi, KingGeorge Hospital,Visakhapatnam
2. Brand Mascot:
3. Touch Point Matrix:
We wanted to better understandingaboutwhich touch points
are more valuable with respect to the target segments. We
tried to plotthe various touch points availableon a touch point
matrix with high engagement versus high reach on one axis
and Quick interactions and long-terminteractions on theother
axis.
How do we go about it?
The strategy will be to startthe digital interactions in the
bottom left corner (i.e., quick interactions with high reach)
and slowly as the funnel narrows down to desireand action
stage, move to bottom rightcorner (i.e., high reach and long-
term interactions).Postpurchase,emphasis is laid on loyalty
loop by moving to top right corner.
4. Mega Video Campaign Concept:
Description:The Nutri-Man goes to into the crowd asking
people about their formula to become slim.Three different
people (representing our 3 TGs) respond with their unique
formulas which includestrenuous exercises,crash diets and
rigorous dietplans.They do so as they express their
dissatisfaction with their formulas.The Nutri-Man then
suggests them “No more extreme measures for slimming.
Sometimes all ittakes is to RETHINK YOUR FORMULA”.
5. Social Media Awareness Print Ads:
5.1 For ‘The Starvers’
5.2 For ‘The Thread Millers’
5.3 For ‘The Picky Eaters’

4. 4
5.4 Comprehensive Print Ad
5.5 Print Ad for Category and Product Introduction
6. Social Media Analytics

5. 5