Presentation on Himalayan Bottled Mineral Water.

1. Himalayan Mineral Water
Social Media Ideas 1

2. Competitor Analysis
EVIAN BOTTLED WATER
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3. Competitor Analysis
EVIAN BOTTLED WATER
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4. Competitor Analysis
EVIAN BOTTLED WATER
Strengths Weaknesses
Evian is targeting the 24-40 age group by a Their content strategy needs a bit of a
campaign called Live Young. boost as their language does not reflect
In this regard they are promoting healthy what their campaign is about
lifestyles, tapping on the aspirational value of What they need is to get people involved
unfulfilled needs. and engage users to share their unfulfilled
They are present on FB, Tw & YT, the major wishes with them
social networks.
They are using children as the basic spread
mechanism for the campaign
Opportunities Threats
An opportunity exists in offline events, The major threat is rivalry from
primarily activation of flash mobs as they are a competitors.
current rage around the world on YT
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5. Competitor Analysis
Nestle Pure Life
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6. Competitor Analysis
Nestle Pure Life
Strengths Weaknesses
Nestle Pure Life runs a movement on The idea is done to death in India
FB to get people to switch from sugared and beyond a certain point loses
beverages to water relevance.
They are playing on the sentiments of Too much of a product push &
the US public by promoting health content talks only about water as a
awareness way to a healthy lifestyle. They can
Run regular small quizzes and contests bring other elements in as well
to keep engagement high They are not doing anything on TW
and YT
Opportunities Threats
An opportunity exists to tie up with The major threat is that in the long
fitness centers and promote the brand as run the idea loses value and may not
an energy juice . be sustainable.
Should get into the mobile app space
and come up with apps for fitness
enthusiasts
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7. SWOT Analysis
Himalayan Mineral Water
Strengths Weaknesses
One of India’s few regional mineral Currently lacking proper advertising
water brands and branding.
Good perception in the market about No presence online on social media
quality of water and trust of the Tata & purely boasts of a dull website
name.
Himalayan bottled water is
exquisitely priced and has virtually no
communication to support the cost.
Opportunities Threats
Huge opportunity in reaching out to the Competition from larger players like
TG through social media and mobile Bisleri and Aquafina which are
relatively less expensive and which
Can get out of the conventional live have larger advertising spends.
healthy drink mineral water ideology and
enter with a more out of the box
communication proposal .
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8. The Big Campaign Idea
BRING THE YETI BACK
Commonly associated with the
Himalaya’s.
Idea is to strengthen
association of the myth with
Himalayan Bottled Water
“The Yeti or Abominable Snowman is a mythical ape-like cryptid said to inhabit
the Himalayan region of Nepal, and Tibet.” 8 8

9. How do we do it?
Introduce YT
Increase
videos and reveal Manage traffic on
engagement and Offline activation
Build buzz around product the page through
conversation through events
the Yeti. (Himalayan regular
through a FB and mobile apps
Water) through a interactions
community page
contest
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10. Build buzz around the Yeti.
Use fake and real existing FB and Twitter
profiles to spread fake edited images of Iceman
sightings around the Himalayas.
You can use some online PR support and
forums as well to spread the news.
Use of social bookmarking sites like Digg and
Delicious to build buzz.
Estimated time: 1-2 weeks
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11. Increase engagement and conversation
through a FB community page
Create a community page for the Iceman on
Face book and Twitter. We could also include a
micro site.
Use that page to propagate more sightings of
the Iceman.
Stage a ploy to show some FB users who are
missing in the regions of the Himalayas where Yeti
has been spotted.
Estimated time: 1.5 weeks
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12. Introduce YT videos and reveal product
(Himalayan Water) through a contest
Activate YT brand channel page with random
video sightings of the ICEMAN where his voice
is heard saying something.
This is a clue which on being solved will tell
us what the YETI is upset about.
On solving the clue of what the YETI is saying,
which is “thirsty thirsty” in a growling tone,
increase engagement by inviting people to
solve this clue on Twitter.
Estimated time: 1 week
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13. Introduce YT videos and reveal product
(Himalayan Water) through a contest
We spread the contest to Twitter where the product will finally be revealed through a
puzzle.
On following the Twitter page of the Iceman we will post picture tweets every day which
are a part of a huge puzzle.
Within a week, the first person to tweet the solved picture, reveals the product(Himalayan
Bottled Water) and wins a prize.
Estimated time: 1 week
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14. Manage traffic on the page through regular
interactions
The next stage is to integrate Himalayan Bottled water into the respective social pages.
This can be achieved through releasing YT videos of the missing men with the Iceman, the
perception of which we plan to change from being an angry beast to a fun, nice, cool beast. These
videos will reflect that thought.
The micro site can be revamped from a place of random sightings to a place where the Yeti will
respond to users based on the tweets they post. Tweets will be categorized into positive, negative
or neutral and the Yeti will respond on the micro site when the user posts a tweet.
Estimated time: 1 month
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15. Offline activation through events and
mobile apps . (Engagement Strategy)
A Face book contest
where users have to submit
their Yeti impression and
upload it on the FB page.
The users with the most
votes will win prizes
Estimated Time: 1 month
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16. Offline activation through events and
mobile apps . (Engagement Strategy)
Offline activations like an
Augmented Reality event where
users can see a transparent body on
the screen and when they stand on a
marker and drink a bottle of water.
The water gets poured into the
transparent man up to the chest post
which the man/woman turns slowly
into an Iceman.
 These pictures can be uploaded
onto our social networks
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17. Offline activation through events and
mobile apps . (Engagement Strategy)
Mobile apps like Icebreaker
Its an app which provides you with daily
pick up lines and conversation starters so
you can use it to break the ice with your
prospect
Thirsty (The App)
An app which can be used while
gymming/ jogging and which tells you to
replenish yourself with water when you
lose liquid through cardio.
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18. Thank You
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