This plan will you to understand how to create a brand launch strategy plan and how to present your ideas in a pitch presentation. It highlights all the essential sections like research, insights, case studies, and presentation of the strategy along with ideas.

1. STRATEGY
PLAN

2. AGENDA
1. Understanding the Category : Table Butter
2. Research from various channels & sources
1. Social Conversation
2. Competition Research
3. Search Research
4. Trends Research
3. Insights / Learnings
4. Understanding the Brand :Basillio
5. Understanding the Consumers
6. Case Studies
7. Way Forward
8. The Ideas

3. Butter market is Rs. 2,467 crore
having a growth of 17% CAGR
Higher intake by Indian middle class has pushed India’s overall butter consumption

4. #ABOUTDAIRY
http://www.grantthornton.in/globalassets/1.-member-firms/india/assets/pdfs/grant_thornton-cii-food_and_beverage_sector-the_new_wave.pdf

5. #ABOUTTABLEBUTTER
http://www.consumer-voice.org/CompTest_Butter_2015

6. SOCIAL RESEARCH
COMPETITION RESEARCH SEARCH RESEARCH
#THERESEARCH
TRENDS RESEARCH

7. #SOCIALRESEARCH

8. #SOCIALRESEARCH

9. #COMPETITIONRESEARCH
1,026 28.4K 95.2K 3,307 2,458
Associate partner campaigns
to drive sales
Instagram
Timeline
CONTENT BUCKETS
• Recipes related
• Special days
• Special focus on bread week, food days, easter week
• Usually have concept creative and updates on Instagram
• Pinterest is used to create boards and share pins on recipes using the ingredient
• Often different content buckets, these are based on the platforms
NOTABLE CAMPAIGNS
• Go Freestyle for cooking – promotes freestyle cooking, means no reference to recipes,
no measured ingredients, just start cooking with Lurpak, and share pics of your creations
• Game On, Cooks – Invites people to turn off their mobiles and television and put on apron. To
Start cooking. The campaign focuses on thrills of cooking and invites people to share their thrills.
This was a 360 degree campaign

10. 409 74.4K 1,430K 42K 61.8K
19K
224K
CONTENT BUCKETS
• Amul social channels are not dedicated channels for only Butter, but
promotes other products also
• Amul tropics mems, which have been a hit
• Recipes related
• Special days
• Special focus on recipe related videos on Youtube
• Instagram handle has user generated and totally different, more focus on
products for millennial
NOTABLE CAMPAIGNS
• Amul Girl mems– One of the longest running campaign, Amul mems have
established itself, on the lines of ‘Common Man’ by RK Laxman
• Taste of India - The Taste of India TVC aims at creating a larger than life aura for
brand Amul. Over the years, Amul products have moved beyond just mere
products. They have become a way of life for millions of Indians
#COMPETITIONRESEARCH

11. 2,726 5,932 49K 1,598 3,109
CONTENT BUCKETS
• Focus on farms and legacy of the brand, specially the dairy and Irish history
• Recipe updates
• Updates on other products by Kerrygold
• Campaign focused updates on ‘Milk Quality Awards’
• Youtube has stream of recipe videos featuring chefs like Donal Skehan, Rachel
Allen, Darina Allen, etc
• Pinterest has different boards dedicated for recipes
• Instagram US is focused on different recipes
NOTABLE CAMPAIGNS
• Kerrygold’s natural origins – create an exciting series of videos designed to
showcase the unique attributes of Ireland’s grass-based farming methods to
consumers in Europe, the US, Asia and Africa
• Butter Is the Food of Love – This was a US based campaign which draws highlight
on Its Heritage With Tale of a Little Boy's Love for His Irish Classmate.
#COMPETITIONRESEARCH

12. #SEARCHRESEARCH
• Search research denotes high volume
search on recipes rather than the
main product itself
• Butter keyword has high volume of
searches

13. #TRENDSRESEARCH
Pic source
Shows substantial demand for Butter
demand in India.

14. #KEYTAKEAWAYS
RESEARCH FINDINGS
Need to increase SOV for
BASILLIO, as both Indian
and International brands
have huge presence on
digital
Creating brand
advocates is the key to
growth
All competitor brands
have legacy story to
establish emotional
connect with brands
Focus on recipes, as
BUTTER is extensively used
as ingredient

15. #THEBRAND
UNDERSTANDING THE BRAND

16. #THEASSETS
ADVANCED
DAIRY FARMS
FRESH & SMOOTH
TESTURE
HOMEMADE
BUTTER
INTERNATIONAL
QUALITY
RICH
CREAMY
AFFORDABLE
PRIZED
EASY TO
SPREAD
DELICISION
TASTE

17. #CUSTOMERBENEFITS
ADVANCED
DAIRY FARMS
FRESH & SMOOTH
TESTURE
HOMEMADE
BUTTER
INTERNATIONAL
QUALITY
RICH
CREAMY
AFFORDABLE
COST
EASY TO
SPREAD
DELICISION
TASTE
FRESH
BUTTER
CUSTOMER DELIGHT VALUE FOR MONEY

18. KEY OBJECTIVE
ONLINE PR
Built Awareness about the brand in the ever
increasing FOOD CONSUMPTION Space
BRAND ATTRIBUTES
Features of the Brand to be Highlighted
Key USP – HOMEMADE BUTTER to be the main
focus
1 2
INCREASE BRAND AWARENESS ABOUT BASILLIO BUTTER
AND DELICIOUS HOMEMADE
#THEOBJECTIVE

19. We clearly see increase in trends for search on ‘HOMEMADE”
in past 12 months. Which makes this a category by itself
#WHYHOMEMADE

20. http://www.freepressjournal.in/food/food-trends-for-2017/995618
** http://www.indiaretailing.com/2016/07/12/food/food-service/trends-that-rule-the-indian-
palate/
*** http://www.dnaindia.com/mumbai/report-here-are-some-food-trends-we-re-excited-to-
see-in-2016-2164377
****http://www.livemint.com/Leisure/DA6RoBFdyvohfQuix
trLdO/Homemade-food-homedelivered.html
#WHYHOMEMADE
• Increasingly people are shifting to homemade food, organic food, etc
• Consumers are ready to pay a premium for home made food and ingredients
• Indian consumers for ages have been preparing butter at home, but due to time constraints shifted
to readily available butter
• If offered, they are ready to experiment and experience true HOMEMADE BUTTER

21. UNDERSTANDING
CONSUMERS

22. THE CULTURAL TASTEMAKER
MOTHERS, WIFE
COOKS
OPINION
MAKER
CHEF EXPERIMENTAL
EXPERIENCE
SEEKER
FOOD LOVERS MOTHERS CHEF WORKING
MILLENNIAL
BLOGGER
#WHOTHEYARE

23. #PRESENCE ONSOCIAL
Chef
Millennial Wife & Moms
Food tech

24. Chef
Millennial
#PRESENCE ONSOCIAL
Wife & Moms Food tech

25. Case studies and Learnings

27. Objective was to build a niche in emerging male grooming segment…
✓ Shampoo category in India is designed to woo women - there is no 'men's shampoo brand‘
✓ Recent trends show that men have started taking personal grooming seriously and
personally
✓ Park Avenue, with its Beer shampoo was the first to sniff out and capitalize on an emergent
opportunity
What and Why?
CREATED A CATEGORY WITHIN A CATEGORY WITH THEIR UNIQUE PROPOSITION
#BEERSHAMPOO

28. #OnlyManCan
Microsite anchoring the engagement activity
Games around beer
Digital = Create engagement through interactive modules
Used newspaper as tactical contextual
platform to launch the product as 'news'
Used television (on air for 6 weeks) to
create awareness and sustain salience
Utilized point-of-purchase to good effect with
branding targeted a progressive mindset of People
& maximized the 'pick me up' appeal
What did they do in Media ?
#MEDIAACTIVITY

30. What and Why?
Objective was to build a healthy butter category in established market
✓ Organised butter market in India has been dominated by Amul
✓ Nutralite brand realizes relevance owing to the changing lifestyles of urban Indian
consumer
✓ The affluent laid back lifestyle has created lot of lifestyle diseases and prompted the urban
Indian consumer to be health conscious.
✓ The increasing incidence of heart problems and diabetes has paved the way for the
emergence of health foods.
BETTER THAN BUTTER, CREATED HEALTHIER BUTTER
#HEALTHIERBUTTER

31. Ground activation during Ganpati Festival
Mock butter pack campaign
for print
Digital campaign with Chef Sanjeev Kapoor - #KhaneMeintwist
Sanjeev Kapoor created healthy recipes everyday on Facebook live and
invited followers to share recipe options.
2 to 3 TVCs were launched for mass
awareness about the healthy version of
Butter
What did they do in Media ?
Video series with brand ambassador –
Chef Sanjeev Kapoor
#MEDIAACTIVITY

32. #KEYTAKEAWAY
Customer Engagement
Key Success Mantra
Real Time : Basis Events
Need for a 2 way dialogue rather than just a one way Brand dialogue

34. COMMUNICATION TASK
DISCOVER EXPRESS / ENGAGE
Trials
Share
Always On -
Engagement
ADVOCATE
1 2 4
ACTIVATE & OWN. HOW?
1: Awareness campaign will help to Discover the brand
2: Engagement campaign will help consumers to engage and understand the brand attributes
3: Will lead them to sample, try and experience the product
4: Make customers brand advocates to spread word – of – mouth endorsement
#BRANDCOMMUNICATION
3

35. Discover
Create awareness about the entire proposition of HOMEMADE DELICIOUS BUTTER for Basillio in digital space

36. Objective:
The purpose for collaborating and introducing
a brand ambassador is to launch and establish
the brand with a big noise. As this category
has already dominated by Amul. A brand
ambassador will help us to build brand
connect with the target audiences.
• Will establish homemade delicious butter
category
• Brand placements in shows by Vikas
Khanna
• Press and product launches
• Recipe video series with Vikas Khanna
Brand Ambassador: Collaboration with Top Chef Vikas Khanna Idea 1

37. 10 reasons why you should have
homemade food
With most people shifting to cities in search for work, the most important thing
they are missing is Ghar ka khana. Here are 10 reasons why you should opt for
home made food rather than from restaurant.
1. Home made food use good and organic ingredients
Educating About Home Made Via Scoopwhoop
Feb 12 2017
Idea 2

38. Online PR with food portal association
Objective: Collaborating with food portals helps us to get more awareness and amongst our target audience. We can associate for
introducing a section dedicated for Basillio and focused recipes promoting our brand as ingredient, so topics to explore
• How to make garlic bread at home
• Home to make different types of butter at home
• Home to make masala idli at home
• We can also feature crowd source recipes on this channels to promote them.
Idea 3

39. Online PR with content discovery platforms
Objective: Collaborating content discovery platforms like Taboola, Outbrain, etc that will help in putting our links where readers are
looking for something else to read related to food.
Idea 4

40. Online PR with bloggers
Objective: This will help us to create more content which users like, with focus on our brand. Blogger out reach and influencer programs will
also help to become thought leader, can look at collaborating with Blogadda, Indibloggers, FBAI, Reddit, etc
• How homemade butter is different from other brands
• How can we create different types of butter like chilli butter, pepper butter, garlic butter, coriander butter, onion butter, mushroom
butter, oregano butter, etc
• How to eat gourmet butter
Idea 5

41. Objective:
The purpose for collaborating with Terribly Tiny Tales is to create stories that bring out unadulterated emotions. TTT is
known for having successful brand partnerships in the past and hence is the ideal choice for brand awareness
and positioning. Here is a sample when Chef’s Basket collaborated with TTT.
TTT has more than 12 mn on social channels, 1.2 mn subscribers and 5k fans every week
Terribly Tiny Tales: Collaboration Idea 6

42. Objective: Nature’s Basket is an elite e-grocery
portal and hence is the perfect partner to
collaborate with. We can look for banner
placement or on the checkout page customers will
be presented with an option to add the product to
their cart in order to complete the order. This will in
turn boost sales and build brand awareness.
NATURE’S BASKET: Collaboration Idea 7

43. Objective: Online web series has been well in
demand and brand like Ola, Epigamia, Little app,
etc benefiting from this association. We can create
script extension to this successful “What The Folks –
Arranged Family” series for our brand.
This will help in our product placement in
established web series and create awareness.
Online video series: Collaboration with Dice Media – Pocket Aces Idea 8

44. Objective: To introduce Indians on how
traditional butter is made at farms and
homes.
Avenues to explore: Associate with Nat
Geo or Fox Life to create a series of videos
on how butter is made in farms in traditional
style. This will helps is to establish the legacy
of Basillio brand.
Contest: Winners of the content will win full
expenses trip to the farms.
Virtual Reality: Create virtual farms so
customers can view it on our website. Tie up
with google 360° and make this available
on google maps & Youtube.
Visit to Farms: Event
Idea 9

45. Objective: Updates on brand social channels
Here this focus is just to have presence on those
social channels. Promotes posts will help to reach
out to the TG.
Use different ad units like, carousal ads, news
feed, canvas ads, promoted pins, promoted
tweets of influencers, pre roll ads on Youtube,
etc.
Social Media channels
Idea 10

46. Express
Drive engagement with the brand across digital touch points in and around instances where “BUTTER” encourage
experiment with food ingredients

47. #HowDoYouLikeBasillio

48. #ABOUTCAMPAIGN
Why this will work?
Objective to ENGAGE with our target audience
✓ Epigamia introduced to us to a new way how Yoghurt is consumed, adding dry
fruits, mushil, conflakes, etc.
✓ People use BUTTER not just for breakfast but for cooking, snacking, nourishment
of skin, increasing shelf life of products and experimenting wit other foods
✓ We will drive people to share their recipe and win gift hamper. Winners will be
gratified with bigger rewards
✓ This will help us to drive engagement with our audience and motivate them to
do more experiments with our products.
✓ This campaign will be launched on a microsite, so we can track customers
PEOPLE LIKE TO EXPERIMENT WITH FOOD AND CREATED THEIR OWN VERSION

49. #HowDoYouLikeBasillio, share
and win
#HowDoYouLikeBasillio, share
and win
#HowDoYouLikeBasillio, share
and win
#HowDoYouLikeBasillio, share
and win
Increase shelf life
of Cheese
Making pepper
truffle
With coriander
and chilli
With bread toast
& egg

50. WHAT DOES 2017 OFFER US ?
M MENTS

51. Leveraging Key Fixed + Fluid Moment (Dynamic)
Establishing Brand Delight: Fixed Days
Fixed Events Dates Year
Christmas 25th Dec
2017
Make up your Minds Day 31st Dec
Nerd Day 9th Jan
World Laughter Day 10th Jan
Popcorn Day 19th Jan
Compliment Day 24th Jan
Puzzle Day 29th Jan
Make a Friend Day 11th Feb
Valentine Day 14th Feb
International Women Day 8th Mar
Holi 13th Mar
Lets Laugh Day 19th Mar
International Day of Happiness 20th Mar
Siblings Day 10th Apr
World Dance Day 29th Apr
International Jazz Day 30th Apr
National Pizza Party Day 20th May
Sing Out Day 25th May
Best Friends Day 8th Jun
National Photography Day 15th Jun
Independence Day 15th Aug
World Food Day 16th Oct
National Magic Day 31st Oct
Tongue Twister Day 8th Nov
Children Day 14th Nov
#HowDoYouLikeBasillio
Honey Basillio on Muffins' for Christmas
#HowDoYouLikeBasillio
Best friends ever – Bread and Basillio

52. OWN IT DECLARE IT SHARE IT PROVE IT SELL IT
•Brand Equity
•Owned Platforms
•Social Assets
•Impact properties
•Interesting legacy
Showcase
•Homemade
delicious
•Generate Buzz
•Online PR
•Social Platforms
•Affiliation
•Influencers &
Advocates
•Partnerships
•Product placements
•Subject Information Hub
•Series of initiatives
•Product Story
•Platform for experts
•Cash In
•Diversify
•Create Loyalist
•Brand Premium
TO BE PERCIEVED AS INGREDIENT FOR LIFE
Our Vision
Homemade Butter the perfect Ingredient

53. BUILD
AWARENESS
DECIBEL NOISE
RIGHT AMOUNT | RIGHT KIND
ACTIONABLE KPI’s
At the beginning of the campaign we will conduct brand survey to understand customer sentiment about the category and brand.
After 12 months again we will do brand survey to understand and identify how this sentiment has evolved. The survey will focus on
digital conversations and change in the consumer emotion for the brand.
Here the idea is not only just to create brand awareness, but create CUSTOMER ADVOCATES

54. LET’S
DISCUSS