The document provides an overview of Proposal BodyHerbals' PR objectives and proposed approaches. The key points are: 1. The PR objectives are to amplify BodyHerbals' portfolio as an Ayurveda-based FMCG brand, position their spokesperson as a thought leader, and prepare for crisis communication. 2. The proposed PR approaches include strategic corporate and product PR, utilizing the brand's heritage and expertise, and implementing a continuous PR program across media categories. 3. Specific tactics proposed are relationship building with media, press releases, contributory articles, commentary and analysis, event participation, and weekly reporting. A crisis communication plan and team are also recommended.

1. Proposal BodyHerbals –
Ancient Ayurveda – Pranjal Dutta
-pranjalkd@gmail.com
MAVCOMM GROUP | YEAR 2017

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(I) Industry Snapshot

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Ayurveda-based FMCG products in India - Snapshot
• The natural products segment accounts for 41 per cent of the
total Rs 44,790 crore personal care market
Natural Personal Care Product Category market share:
• Toothpaste category growing at 20.1 %, followed by hand and
body care products - 17.5 % & Shampoo - 13.2 %
Source: Nielsen

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Ayurveda-based FMCG products in India - Snapshot

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(II) PR OBJECTIVES &
APPROACHES

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PR Objective
(I) Amplify BodyHerbals’s portfolio amongst stakeholders and strategic
positioning of the brand in growing segment for Ayurveda-based FMCG
Products through relevant PR tools
(II) Position the spokesperson Mr Nikhil Nanda, as an industry thought
leader
(III) Crisis communication preparedness

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PR Objective
PUBLIC RELATIONS TO

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PR APPROACHES

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Strategic Approach
* Mavcomm will simultaneously implement efforts on all aspects of communications for faster turnaround of results
Strategic Public relations to these verticals to
further amplify the value propositions of the
company amongst its stakeholders
Strategic Public relations to these verticals to
further amplify the value propositions of the
company amongst its stakeholders

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Strategic Approach
Utilize the strong heritage and experience of BodyHerbals along with expertise of top
management in building and enhancing it’s perception as one of the leading players in
the market
Utilize the strong heritage and experience of BodyHerbals along with expertise of top
management in building and enhancing it’s perception as one of the leading players in
the market
Implement a continuous operational PR Program that simultaneously
focuses on Corporate profiling, Product PR, Regional PR to position various
aspects of the company across media categories to present a
comprehensive view of the company to key stakeholders
Implement a continuous operational PR Program that simultaneously
focuses on Corporate profiling, Product PR, Regional PR to position various
aspects of the company across media categories to present a
comprehensive view of the company to key stakeholders
Industry level positioning through not only participation in relevant
events/ forums but also creation of events along with the
marketing team of BodyHerbals
Industry level positioning through not only participation in relevant
events/ forums but also creation of events along with the
marketing team of BodyHerbals
* Mavcomm will simultaneously implement efforts on all aspects of communications for faster turnaround of results

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(IV) CORPORATE PR

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Corporate PR
(I) RBMs : FMCG focussed - Key editors/journalists from Mainline/Financial papers/ Trade/Online/ TV
From metros as well as regional centres under the purview of the company
(II) Spokespersons quotes/comments/ analyses in relevant publications writing Industry based articles
(III) Announcements growth, product portfolio expansions, key appointments, M&As
(IV) Contributory articles to position Spokespersons of the company as a thought leader in the industry – i.e
Natural product category
(V) Press Release with key announcements
(VI) Spokersperson profiling in relevant media – Business magazines/ Q&A in financial publications
(VII) Paid media: Advertiser funded programming in TV, Print media on the overall company and its
spokespersons.
* A detailed media plan with names of publications will be shared in the monthly PR plans

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Stories such as

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(V) PRODUCT AND BRAND PR

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Brand PR
* A detailed media plan with names of publications will be shared in the monthly PR plans
Brand led initiatives:
(I)Press releases/ Story pitching: Key announcements around brand campaigns of
BodyHerbals
(II) Large format brand centric stories/Key brand centric announcements/Legacy and
reputation of the brand/Awards/ Milestones/ Innovative marketing initiatives
(III) Media interactions: With key journalists from across publications from a brand
perspective
(IV) Branded Info-graphics on key trends in the Natural/Ayurvedic products in the FMCG
market– Data here should be verifiable
(V) Contributory articles on behalf of the spokesperson: Trend Stories– Customer
focussed stories, brand stories, in-depth case study centric stories
(VI) Comments/quotes/analysis – In broad industry stories Ayurvedic/natural products

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Product PR
Sustain and amplify new product offerings of BodyHerbals amongst relevant
stakeholders
(I) Press releases: New product offerings, portfolio expansions.
(II) FAM trip: To organize FAM trips for key media to the plant facility to be
conducted to keep media engaged and interested.
(III) Customized Product-Centric communications to relevant regional markets
(IV) Media interactions in regional centres: With key journalists from across
publications to highlight the company’s products across - facial care, body care
and wellness category
(V) Dealer/ Distributor engagement forums – PR support for quarterly marketing
led activities such as Anchor dealer of the region/ Distributor Gala musical events/
Dealer/distributor – 20-20 tournaments. Mavcomm will cull out newsworthy points
to leverage on such activations

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Stories such as

18. The above is a sample of the regional converges generated for our current client. We have a pan – India reach across 40 plus
regional centres in India
MAVCOMM GROUP | YEAR 2017
Regional PR – Product Centric stories
Dainik Bhaskar
Dainik Jagran
Tribune

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(VI) PR Roll-out

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PR Roll-out
• PR Support for all marketing led initiatives of the brand
• RBMs with Spokesperson and relevant media to amplify the brand
• Press release if any on key announcements
• Map opportunities for participation in industry stories through
quotes/comments/analysis on behalf of the spokesperson

21. SMM – Proposal will have more details – Online Contests and content marketing through a special series of articles can also be created to further amplify this campaign.
Mavcomm will work in tandem with the Marketing team to streamline ideas and add PR Support to such campaigns . Womenofsubstance is a working title
MAVCOMM GROUP | YEAR 2017
PR Campaign Idea – #Womanofsubstance
• Initiate a PR campaign # Womanofsubstance across cities relevant to the company.
• Idea here to associate the idea of strong substance with BodyHerbals – A brand that stands for purity and
fusion between Ayurvedic recipes and modern day living
• Online PR contests to find #Womanofsubstance across business, sports, government, arts, culture and
music, who are making a difference to society at large
• For instance –Ms Meena Behen – 1st
Woman Sarpach of Vyara Village in Gujarat, Chaavi Rajawat in
Rajasthan, Sushma Bhadu in Haryana, Radha Devi Rajasthan, Aarti Devi - Odisha
• We associate with these women through Donations towards women empowerment and Swachh Bharat
( Village toilets to reduce open defecation)
• #Womanofsubstance will showcase such stories and messaging of the brand to integrate value
propositions
• Depending on its success, we can create “Womanofsubstance Awards ” or Womanofsubstance Fund to
empower women rural entrepreneurs

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(VII) Crisis Communication

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Crisis Communication
We will put a crisis communication plan in place to showcase what to do in a crisis
situation.
Standing statements and response to be prepared - Media to be handled in the right
manner in such situations.
Every crisis is unique and we will it a plan according to the uniqueness of the
situation
How we will go about it:
-Conduct a crisis audit in the facilities
-Form a Crisis communication team
-Formulate a comprehensive crisis communication plan which is fast and
response to deal with any emerging situations
Role of the Crisis Communication Team:
Detecting the early signs of crisis and open channel of communication
Identifying the problem areas and emerging situations
Quick response to take grasp of the situation to prepare accordingly
Follow the crisis communication plan which works best during emergency situations
Help the organization avoid, mitigate the crisis timely

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(VIII) DELIVERABLES

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ITEMS Mon 1 Mon 2 Mon 3 Mon 4 Mon 5 Mon 6
1.Relationship meetings with media with
Spokespersons
2 2 2 2 2 2
2. Press Meets ( As per requirements) in various
centers
1 1 1 1 1 1
3. Press Releases ( as per requirement) 1 1
4.Contributory articles for columns in
financial/business media/Trade media ( alternate
months)
1 1
5.Comments/quotes/Analysis on Government
policy/ Union budget/ Trend stories
1 1 1
6.Opportunities for participation in Industry Investor
forums ( As per opportunity)
TBC TBC TBC TBC TBC TBC
7. Weekly reports/ Coverage updates 4 4 4 4 4 4
Activities and deliverables

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(IX) Systems and processes

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Systems and processes