1. Team MPR
Rajiv Sawhney, Navin Agarwal, Ratika
kapoor
BANDWAGON:
COMPETITION:
TEETOTALER (LOW COST
MARKETING CAMPAIGN)

2. Agenda
 Product, Target market Segment, USP,
Positioning, Indian Noodle Market
 Brand Icons
 In Store Communication Plan
 Awareness Program
 Temporary Foodle Kiosks
 Promotional Activities
 Common Wealth 2010
 Social Networking: Viral Marketing + video
 Radio + Jingles
 Conclusion

3. Background Information
http://www.moneylife.in/article/8/3531.html
http://www.business-standard.com/india/news/horlicks-noodles-one-too-many/387131/
Product: -
Foodles (GSK)
Under the popular Brand Horlicks
Target market Segment: -
In competition to Nestle‟s Maggi Noodles
Kids/Mothers
USP of Foodles: - North and South India for the 1st year
“Health Maker” Sachet which Only Organized Retail: Modern Trade
contain 5 vitamins
 Positioned on Health, taste
and Convenience
Indian Noodles Market: -
Positioning: Market size: - 1000 Crore Rs- Organized Market
Nutritive and Healthy Nestle Maggi‟s Market share: - 80% i.e; 800 cr Rs
Noodles Growth Expected: - 25% (yoy)
Market share expected by GSK : - 6%-10%
in next 6-12 months i.e;
100-150 Cr Rs till 2011

4. Brand Icons
FOODLA & FOODLI (Original Art work
by the group)
• kids / Teenagers
• Educated/ Belong to Upper Middle
Class (Socio Economic Classification A &
B)- has been kept according to the Target
segment.
•Red and Green dress according to
Foodles packaging
•‘F’ written on T shirt to increase the
brand recall of Foodles
•Hair of Foodla & Foodli have been kept
like Noodles
• Both are friends and like to have fun
with each other.
•Foodli has been shown as Fashion
Concious
•Both are witty, smart and Intelligent.
•Overall: Aim is to create an image which
attracts younger generation and are
aspiration of younger generation

5. In store Communication Plan:
Modern Trade (Place)
GSK for the 1st year is eyeing Rs.1000 Cr Modern retail Market
http://www.moneylife.in/article/8/3531.html
For Hyper and Super Format stores (10000 sq Ft + stores) [Modern
Retail]
 Spencer‟s, Reliance, Trent Food Bazaar, etc.
 Activation in 150 (approx) stores (North and South India)
For Daily and Express Formats stores [Modern Retail]
Spencer‟s, Reliance, ABRL‟s More, Local chains, etc.
Activation in 1000 (approx) stores (North and South India)
Launch Plan for Foodles:
Sampling through Foodle Kiosks
In store Branding: Gondola Branding, FSUs,
Danglers and Signages

6. Gondola Branding Floor Stand Units Danglers
Hyper& Super Format
Hyper &Super Format All Format stores
stores
stores 2000+750 Danglers
150 Gondola branding
150 FSUs Cost of Danglers:
Cost: 150*2k= 0.3 Mill
To be placed at 2750*200=0.55 Mill Rs
Rs
Impulse To be placed near
To be placed on end
Cost of FSUs150*5k= Category aisle
caps near impulse
0.75 Mil Rs
Cost of
Space150*30k= 4.5 mil
Rs (For 1 month)
To be removed after 1

7. Category Signage Total Cost For In store
Communication:
=0.3+0.75+0.55+4.5 +0.46+0.3
=6.86 Mil Rs (1 time investment)
Consumer Reach: For the 1st month
Hyper and Super= 1000-2000
footfalls/day
•30000 to 60000 consumers for 1 store
/month
•4.5 Mil-9 Mil Consumers for 150
For all Formats stores/ month
1150*2=2300 signage Daily and Convenience= 200-500
Cost: 2300*200= 0.46 Mil Rs Consumers /day
•6000-15000 Consumers for 1
Parasites store/month
Hyper & Super Format •6 Mil-15 Mil Consumers for 1000
Stores stores/ Month
To increase Point of Sales
10 for each store
150*10=1500 Parasites
1500*200= 0.3 Mill Rs
1 Time Investment

8. Temporary Foodle Kiosks
The main aim of this activity would be:
Sampling of Foodles
To create Foodle‟s Brand awareness
To make people aware about its Taste and different Flavours
This would be a „No Profit No Loss‟ Activity for GSk
Would be conducted for 3 months in Malls or Hyper Markets.
Kiosks would also act as Point of Sales for Foodles.
Sell Rs5 packet for Rs10 (To cover the overheads)
Approximately at 200 places.
Example
Consumer Reach:
Average Footfalls/day= 2000-3000 /mall
60000-90000 footfalls/day
1.2 Mil – 1.8 Mil footfalls in 200 (Malls + Hyper
format stores) /day
 108 Mill- 162 Mill People (Brand Awareness)
To Breakeven (No profit no loss) at least 3% of
above footfalls will have to be converted.
(Assuming 50k to be the Cost of space/mall and
6000/month for the sales man)

9. Awareness programmes
Residential Societies Kitty
Tupperware parties parties
Tupperware parties presences in 22 states
coverage of 55000 women. Only for Delhi:
GSK is aiming at 8 states for its 1st year Guest lectures/interactions by health
out of those 22 states consultants in major residential areas in
Party every Sunday major capitals.
Activity to be carried out for 2 months i.e; Total of residential areas =400 (Only
8 parties in 1 party/ 1 region Delhi)
Method: Informal interactions by GSK Societies in the areas= 15 (app)
health consultants = 400* 20 =8000 families.
Demonstration of Horlicks Foodles to GSK aims at 20% = 1600 = 80 parties
Mothers  Incentives: Free Foodle packs would
Cost : Informal interaction in Tupperware be distributed in the kitty parties
parties are free of cost. 15*80= 1200 families
Consumer Reach: 100 Women/ party= Distributing 10 Rs pack= 1200*10=
8*100=800 Women or 800 Families. 12,000 Rs.
To be escalated to 20,000 Families of
SEC (A&B) category North+ South
http://180.150.134.20/partycenter/planning.asp Location to be chosen according to
the presence of Modern retail

10. School Interactions: Health Consultants Visiting
Schools
.Aiming at top 100 schools (Students from SEC A & B) in the major cities where
Foodles
GSK consultants will provide free Health related tips and simultaneously
promote Foodles.
Minimum Number of Students / School = 500 (Age group 10+)
Reach 500*100=50,000 Students
Distributing 10 Rs Pack to all students
Assuming Cost of production to be 5 Rs, Total cost incurred =5* 50000= 2.5 lac
Rs
Number Man-days required for visits by Health Consultants/Sales people= 8+
1000+ 100=1108

11. Promotional Activity
Small Test packs (5 Rs) Pack with Horlicks Products
 For 1 Month
Horlicks sale= 58% of 1900 Cr Rs=1100 Cr Rs
Modern Trade Sales = (5% of 1100 Cr Rs)/12
= 5Cr Rs /Month
No. of SKUs 5 Cr/170= 300000 (Approx)
Around 150000 SKUs (North & South)
Cost to company= 150000*3= 0.45 Mill Rs (Assuming 3 Rs to be the Cost inc
Consumer Reach: 0.15 Mill People.
http://www.livemint.com/2008/10/26153718/GSK-to-focus-on-modern-retail
Free Foodla & Foodli Comics or Drawing
sheet (Colour Foodla, Foodli, etc)
 For 1 Month. Free with two packs.
 Reach is as per the Sales. Assuming 6 cr
Annual sale= 60000000/20*12. (20 Rs for 2
packets)
= Rs 0.25 million and 0.25 consumers. Assuming
2ppl/Hosusehold
Reach- 0.5 million ppl

12. Common Wealth
Games 2010
Distributing 1lac brochures
1 side printed
Cost: 1.5 Rs/ Brochure
Consumer Reach:
1 lac Direct reach
1-2 lac Indirect reach
(Sharing of map among
groups)
Taking this is a Pilot project
If found successful then
Escalating it to Delhi/NCR
Metro maps
Which can be distributed
through Modern Trade stores,
from cash counters.

13. Social Networking: Viral
Marketing
Social Networking Reach Foodles For U Contest: Facebook
• Series of contests
• Stories to be posted and judged by
• 68.5 % of the active users spend avg
ppl through Social N/w
130.1 minutes on Social N/w Sites
• Examples
•Launching Foodle Games and
• Anokhi Love Story
Applications
• Bhook Se Ladai
• Facebook Opinion Polls on Foodles
• Aalaspan Ki Misaal
• Promotional Videos and
• Ladakpan Ki Pahunch
Communities/Groups
• Kanjooosi ka NusKha
• Foodla-Foodli Campaigns: Videos
and Online comics. Source- comScore,
Inc.
 Foodles Website
 Games & Videos Costing:
 Post Your Recipes 5 lac Rs for
Contest
 Customer Feedback Games, Videos and
 Foodles Promotional application
videos
developments

15. Radio
 10 Sec Radio spot 1500 Rs
 10 spots = 15,000 Rs /day
 100 spots = 1.5 lac Rs for 10
days
 Budget allocated 1.5 Mill Rs
 So Buying 1000 spots of 10
seconds in 10 different regions
 Assuming 1 spot of 10 seconds
reaches 1000 people
 1000 spots will reach 1 Mill
people.
http://www.business-standard.com/india/news/fm-radio-ad-rates-to-fall-by-10-15/347961/

16. Cost Benefit Analysis
Launch Plan Investment Consumer Awareness Benefit
Reach (Brand cost/person
Awareness)
In Store 6.86 Mil Rs 15 Mill 50 paise Awareness into
Communication Sales
Plan conversion=
Maximum
Temporary „0‟ (Sales 100 Mill 0 Rs Feedback from
Foodle Kiosks conversion Consumer
=3% of Behaviour and
footfalls) Reach
Awareness 2.1 Mill Rs 70,000 30 Rs Word of Mouth
Program
Common Wealth 0.15 Mill Rs 0.4 Mill Brand
Games 2010 Awareness in
Delhi
Viral Marketing 0.5 Mill rs 0.5 Mill (in 1 1 Rs Reach and low
month) cost
Radio 1.5 Mill Rs 1 Mill Rs 1.5 Rs High Reach
Total 11.11 Mill Rs 116.97 10 Paise GSK‟s goal is
Integrated to reach 100 Cr
Communication Revenues in 1
Plan year. 1 CR is

17. Conclusion
 For FMCG products, success lies in the strength of the distribution
network. The Maximum sales conversion will come from Impulse i.e;
“Jo dikhta hai wo bikta hai”. So In store visibility would be of highest
importance.
 So, In store communication plan should be given priority 1 and
Temporary Foodle Kiosks should be on priority 2.
 Priority 3: Viral Marketing Campaign; Priority4: Radio
 Priority 5: Awareness Programs + Common Wealth games Tourism
Online advertising in India: the trust
Brochures. The least trusted forms of
factors
advertising in India are:
WoM (i.e. Word of mouth) is the most
Search engine advertisements
trusted source: 87% users believe so.
(41 per cent),
 Newspapers come second in the
ads that precede movie
„most trusted list‟, with 77 % saying
screening (41 per cent),
so.
online banner ads (38 per cent),
Opinions expressed online : 73% trust
and
them
text ads on mobile phones (24
Opnions expressed on brands‟ Web
http://www.pluggd.in/online-advertising-in-india/india-business-online-
advertising-india-word-of-mouth-works-better-than-search-engine-advertising- per cent)
sites : 72%,
742/