4. The problem is…
• CONSUMER PREFER PRIVATE BRAND
• LIMITED BRAND PRESENCE
• MAGGI HAS 80% OF NOODLE MARKET
CHALLENGE
Source: FMCG Industry in India 2016 - Trends, Overview, Analysis - Shine.com
7. Personas PERSONAS
Need for SpeedPAIN POINT Move to premiumness New Lifestyle
Millennial Urban Rural
Source: Knorr India (@KnorrIndia) | Twitter | Facebook| Questionnaire
11. CREATING CHANGE
Implementations
AWARENESS TV Commercial
Radio Channel Promotions (Kankhajura Station)
USSD Messages (Partnership with Vodafone)
Digital Ads (Facebook and YouTube)
Social Media Posts (Facebook & Instagram)
Source: The Role of Mobile in the Path to Purchase of FMCG/Retail Products - India
21. FLAVOUR YOUR LIFE
Implementation
AWARENESS Blogger Interview Videos
Social Media Posts (Facebook & Instagram)
Blogger’s Posts
CONVERSION Hashtag Participation
Social Media Posts (Facebook & Instagram)
Microsite with Videos and Infographics
Source: Keeping-up-with-indias-urban-fmcg-consumer
25. FLAVOUR YOUR LIFE
Timeline
Week 1
MARCH-
HOLI FESTIVAL
Showcasing videos
2 WEEKS
1st – 14th March
Hashtag Interaction
Posts by bloggers
Week 2 Microsite launch
Infographics Promotion
26. FLAVOUR YOUR LIFE
What the brand gets out of this?
PREMIUM LIFETYLE
CONNECTION WITH CONSUMERS
AUDIENCE INSIGHTS
28. BRIDGE THE GAP
The flow
COMMUNICATE
BRAND
MESSAGE
USER
GENERATE
CONTENT
CREATE
RECALL VALUE
29. BRIDGE THE GAP
Implementation
AWARENESS Teaser Video
Social Media Posts (Facebook & Instagram)
Instagram Influencers
CONVERSION Web App- Meme Generator
Social Media Posts (Facebook & Instagram)
Source: Keeping-up-with-indias-urban-fmcg-consumer
30. BRIDGE THE GAP
The implementation
Please visit to see the video: https://www.youtube.com/watch?v=XnxJ2FfYzeQ&feature=youtu.be
32. BRIDGE THE GAP
Timeline
Week 1
APRIL-
NEW SESSION STARTS
Communication
2 WEEKS
1st – 15th April
Hashtag Interaction
Microsite launch
Week 2 Users generate content
Top content shared
by the brandMicrosite Continues
33. BRIDGE THE GAP
What the brand gets out of this?
EARNED MEDIA
REINFORCING HEALTH & TASTE
CREATION OF RITUALS
34. SUMMARY
NEW LIFESTYLE AND PREMIUMNESS
DIFFERENTIAL FACTOR
MARKET PENETRATION
SCALE & REACH