Mother's Horlicks - Strategic Platform for Engagement

Mother’s Horlicks (MHX)
Strategic Platform for Engagement

August 2011

29th Aug 2011

© This is a strategy document of Antragni Digital. All rights reserved with Shantanu Sengupta, Goutam Sathia and Antragni Digital (P) Ltd. www.antragni.com

1

Scope of the Presentation

•
•

Introduction, Task and Approach
Situation Analysis
– MHX brand status
– IWH site status
– Conclusions

•
•

Setting Objectives
Developing Strategic Framework
– Target Definition
– Strategic Approach leading to concept

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2

Introduction

•

•

indianwomenshealth.com (IWH) internet portal
addresses Women’s and Children’s Health issues

•

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Mother’s Horlicks (MHX) is a part of GSK’s “Horlicks”
product line – has been in the market since 1997

A need was felt to explore / develop customer
engagement program for MHX, by capitalizing upon the
current traffic status of IWH


3

Our Tasks

•
•

Explore end-users concerns – if any – and
identify need areas for the brand

•

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Analyse the current engagement status of MHX

Devise a strategy that would develop and
sustain social media engagement


4

Our Approach

A holistic approach to address the tasks:

Situation
Analysis

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Strategic
Objectives
& Goals

Strategic
Framework


5

Situation Analysis -1
Where does the brand reside
in consumer mind-space?

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6

MHX – product snapshot
The product boasts of 27 Essential nutrients:
–
–
–
–
–
–
–
–

DHA Choline and Proteins
Carbs; Fats; calories
Iron; Folates; Iodine; Vit.B/C
Calcium; Phosphorus; Vit.D
Vitamins A/E; Zn; Selenium; Cu
Magnesium; Niacin; Vit.B1
Vitamin K
Sodium; Potassium; Chloride

– Baby’s growth and development
– Mother’s Energy
– Baby’s mental / physical growth
– Baby’s Bone /Teeth Development
– Immunity and Antioxidant
– Energy Release from food
– Normal Blood Clotting
– Electrolyte balance

Promotes all-round health for pregnant & lactating mothers
Promotes all-round development of the pre-natal baby

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7

MHX - Role of DHA and Choline
•

Most Important for Brain Development and Intelligence of Baby:
– DHA makes up to 40% of the PUFA of the baby’s brain
– Important for eye and nerve development
– Plays a significant role in psychomotor development

•

DHA source is essentially vegetarian
– Appeals to a large section of Indian society
– Not easily available from an average Indian diet

 MHX particularly stresses upon baby’s brain development

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8

How did this help in customer adoption?
We looked at a few clues…

Source: Bharatmoms.com; Indusladies.com; Indiaparenting.com

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9

“…shall I drink without doctor’s advice? Is it benefit…”

“..please use doctor’s advice…”

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10

“…better to drink plain milk”

“…nutrition is best absorbed… in natural form…”
“…since you would be taking pre-natal vitamins… I
don’t see a reason…”

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11

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12

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13

Common dietary / nutrition concerns…
Related to Food / Nutrition for
baby’s growth / development

•
•
•
•

•

•

What’s safe / harmful to eat for
normal development of baby?
How much calories needed daily?
How much weight gain is natural?
What should be eaten and avoided
during pregnancy?
Should one eat the double of
normal intake during 2nd
trimester?
Should some supplements be taken
with natural foods?

Related to concerns about various
advices / recommendations

•
•
•
•

Is my Daughter-in-law is being
misguided on diet intake?
Is my mother-in-law right?
My friend advised on xyz food; is it
right?
Should I consult doctor before I
take Mrs A’s recommendations?

Source: Indiaparenting.com; Bharatmoms.com; Babycenter.in; Indianwomenshealth.com

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14

Common concerns on MHX Taste…

Retail Level
•

DHA and Choline reduces
the shelf life of MHX
– The product taste starts
deteriorating from 7-8
months onwards

Consumer Usage Level
•

Choco and Flavors have
not been able to address
taste issues of MHX
– The product doesn’t taste
during pregnancy

Based on casual chats with 3 pregnant working moms and 2 local outlets (stocking WHX and not MHX)

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15

In summary, we observe that:

•

•

Traditional nutrition (e.g. Milk, natural foods) still
considered best for pre-natal AND for lactation /
breast-feeding stages

•

Plethora of “good samaritans”, tend to confuse
mothers about nutrition in general and MHX in
particular

•

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MHX still considered a prescription beverage. Endusers worry about its OTC use

Shelf-life and Taste of MHX are concern areas


16

…MHX brand still resides at Level 1

RELATIONSHIP

RESPONSE

Attachment
Most Preferred
Judgment, Feelings

Preference
MEANING

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LEVEL – 2

Imagery, Performance

Awareness; Familiarity
IDENTITY

LEVEL - 3

Salience

LEVEL - 1


17

Situation Analysis - 2
Where does the IWH portal reside
in social media-space

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18

IWH Usage Status (3 months)
•
•
•
•
•

Overall Traffic Rank – 86,482
Traffic Rank in India – 7,850
Traffic rank in US – 735,539
Sites Linkings – 73
Estimated global page views
–
–
–
–

Top Search Queries - 0.00005
Daily unique page-views / user – 2.46000
Visits that consist of a single page-view – 59.7%
Visits that came from a search engine – 20.4%

Restricted visit / page-view status in India…
…even though considerable traffic overall!

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19

Audience Demographics for IWH
Popularity of IWH with audiences, relative to the general internet population

Site currently accessed by educated
childless females aged 25-34 yrs

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Source:alexa.com


20

High impact search queries for IWH
Query
women health
pregnancy
women's health
women health tips
womens health
pregnancy care
pregnancy tips

Impact
High
High
High
High
Medium
Medium
Medium

Decent impact for
search queries related
to pregnancy topics

Source:alexa.com

Immense opportunities to explore and capitalize for MHX

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21

IWH Engagement / Activation status
•

Website – feeble engagement
–
–

•

Facebook engagement – not explored
–
–
–

•

4000+ “Likes” since launch; but on-page discussions largely absent
Requests - even though few – are not responded on page
Coordinators / page owner absent

Twitter activation – not utilized so far
–
–

•

12 polls; 2 not responded at all;
Forum section – 98 threads till date – 86 had NIL responses

381 tweets; 1682 Followers; 19 Listed
Followers mostly from abroad

MHX Activation on IWH – feeble / low
–
–
–

Currently extremely limited
Quiz on IWH page still at experimentation stage
Page on Facebook has 26 Likes (as on 19Aug 9pm)

MHX needs to have a fresh impetus
in order to fully utilize IWH’s strengths and capabilities

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22

Conclusions and Need Areas
1.

MHX brand is high on awareness
but low on adoption and preference
– Conflicting influencer opinions is a
perceived barrier

2.

Current MHX usage is LOW –
despite being a great product for
pregnant /lactating mothers
–
–

3.

IWH-MH engagement is currently at
an unexplored status
–

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Nutrition related worries / concerns
continue
Natural Food / Traditional remedies
still considered best

Current IWH visitor profile offer
untapped opportunities

Need for EDUCATION
and ASSURANCE

Need for ASSURANCE
and OPINION BUILDING

Need for Fresh IMPETUS
for MHX engagement


23

Strategic Objectives of
MHX social media enagement (SME)
We looked at various Benefit Levels…

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24

Benefits of MHX SME @ the MHX brand level
CONNECTION

INVOLVEMENT

RELATIONSHIP

RESPECT

Improve MHX Brand Salience;
Enhance Brand Meaning and Imagery

Improve Brand Relevance
Lay grounds for further brand development

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25

Benefits of MHX SME @ the IWH level
CONVERSATION

Active FORUMS

Active Q&A

GAMIFICATION

Organic increase in Website Activity;
Promote Advocacy; Develop Authority

Improve IWH Community presence
Lay grounds for future community initiatives

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26

Benefits of MHX SME for GSK Corporate brand
CONNECTION

Info. SHARE

CONVERSATION

Q&A FORUMS

Identify Health Need Areas of women;
Devise solutions, thru Education

“Improve Quality of Human Life”
Enabling people to do more, feel better and live longer

(GSK Mission)

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27

Hence our most important Objective …

“ENGAGE to EDUCATE and EMPOWER”

MHX Brand
Salience, Brand
Meaning & Imagery

IWH Website Activity,
On-site Advocacy and
Authority

Women’s Health Need
Areas identification, and
Solutions thru Education

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28

Long term / Short term SME Goals
“ENGAGE to EDUCATE and EMPOWER”

SHORT TERM
• Active platforms to engage customers
• Conversation points to keep the
brand fresh on TOMA and reduce
MHX adoption barriers
• High content adoption and sharing
among core target
• Buzz platforms for further seeding of
content

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LONG TERM
• long-lasting online brand
presence
• Positive links on any search
engines
•

By online search/ research
Cos., end users, etc.


29

Strategic Approach
Who’s our Core target for SME campaign?

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30

Age distribution of Social Media users*
•

We need to have primary focus
on this age group, because:
– Most women get married late
these days
• due to education, career,
urbanization, peer pressures)
– IWH site stats (slide 19) conform
to this age group
– Younger women (18-25) usually
stay away from any kind of
mom-like “preaching”
• Reject food supplements
• Overlaps with the HX TA
• Hence not considered

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45-54 yrs 55-65 yrs
1%
3%
35-44 yrs
8%

13-17 yrs
10%

26-34 yrs
25%

18-25 yrs
53%

* Based on Facebook Gold Data Sept 2010


31

Primary Target – “Pregnant Mothers”
•

CORE AUDIENCE - Pregnant Mothers
– Mostly the new mothers
– 26-35 years age
– Residing primarily in B-type Towns
• Women in metros are more prone to visit doctors
and are usually quite well informed
– Belongs to a Nuclear Family
• Most likely to be concerned about pregnancy, diet
and nutrition, in absence of a mother / mother-inlaw
– Undergraduate / University educated;
– PC / Internet savvy;

•

SECONDARY TARGETs
– Pregnant Mothers residing in Metros and A-class towns
– 2nd / 3rd time mothers; Husbands of pregnant women,
etc.
– Doctors - gynecologists and obstetricians

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32

Social Profile of a pregnant / new mother
•

Whether working or not, pregnancy has given a her new meaning,
among her social network

•

She L-O-V-E-S her phone (in some cases a smartphone), which
delivers a sense of confidence and accomplishment that decreases
her stress

•

Motherhood adds daily hours into her schedule. Hence she tries to
get more done in less time

•

For many of the issues related to the “pregnancy” subject, she relies
on her husband to supply info., contact doctors, etc.

•

She’s a new user / explorer of a social network and uses it to keep in
touch with friends, family, share her thoughts, ideas, passions with
like-minded people
Based on a report from BabyCenter.com

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33

How to approach
Target Groups strategically?
To have effective engagement, we need to start
seeding IWH traffic thru a “DIGITAL HANDSHAKE”

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34

What’s a “Digital Handshake”?
A gateway / interface that:
– Stimulates and sustains interest
– Encourages users to click / explore
– Introduces a campaign-able theme for all platforms

Pregnant mother’s most important
concerns AND her expectations to
be used as a conduit for connection

Concerns

Expectations

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DIGITAL
HANDSHAKE
@ IWH

The conduit and its theme will be used
to systematically build up community
presence thru multiple SME platforms
SME Platform #1

SME Platform #4

SME Platform #2

SME Platform #5

SME Platform #3

SME Platform #6


35

Concerns and Expectations of pregnant mothers
•

Most important Concern: NUTRITION
– Probably rank highest among Indian women – esp. in a nuclear set-up as
well as in a joint-family set-up
• Often mother-in-law feels that daughter-in-law is being misguided
• Often daughter-in-law feels that “sasuma” is trying to dominate!

•

Most important Expectation: “HEALTHIEST AND BRIGHTEST OF ALL” KIDS
– Every Indian mother’s wishes her baby to be a Hero / Heroine in the
society / community
• Eg. Popularity of kids reality shows, and involvement of mothers in
them is often a pointer to this
• Baby’s best development hence is often a reason for constant worry

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36

Every mother wants to deliver the healthiest and
the most intelligent baby…
… in other words, a Baby who’s just “super”!
Proposed Digital Handshake
Concept:

“SuperBABY”
“Isn’t it great if you know that you can develop a Baby,
which is intelligent, bright and active?”
“Wouldn’t you like to know how to develop your Super Baby?”

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37

“SuperBABY” - a Campaign-able theme…
“SuperBABY” – the talking baby from mother’s womb, which
reminds her to have her cup of Mother’s Horlicks
“SuperBABY” – the conversation point on social media,
“SuperBABY” – the theme of a blog directed to moms-to-be
“SuperBABY” – theme of a YouTube channel
“SuperBABY” – theme of a controlled viral film
“SuperBABY” – character to promote offline engagement
…..
…..
…..
…..
(the list could be endless!)

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38

How can we use “SuperBABY” strategically?
CONNECTION

“SuperBABY” will be used to make a Digital Handshake
from IWH site to social media platforms

CONVERSATION

Engage prospects into conversations within
“SuperBABY” themed Forums, Blogs & pages within
SME platforms; Link back any references to IWH site

EDUCATION

Address pregnancy & nutrition concerns of “mothers”
of “SuperBABY” thru Q&A, forums, linking to IWH site

ENTERTAINMENT

Explore ways to expand MHX brand engagement thru
user generated content on “SuperBABY” themes

COLLABORATION

Encourage users to share info and experiences as well
as generate referrals to expand engagement;

“SuperBABY” - a tool to connect all platforms to IWH
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39

How can we use the “SuperBABY” further?
We propose to introduce a spokesperson mother:

Dr. MoMy – (ideally the mother of “SuperBABY”)
•

Dr MoMy - a virtual character – will be used as a common
spokesperson for MHX and IWH:
–
–
–
–
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She’s a mother and a doctor herself – hence believable across platforms
She will address all concerns of mothers on IWH / SME platforms
Will make sure every mother’s question is answered
Will encourage mothers to share their thoughts and ideas
She will be the moderator for all conversations and will represent the
doctor’s panel @ IWH
– She will promotes brand reputation online

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40

THANK YOU

For further information, contact:
Shantanu Sengupta
shantanu.seng@gmail.com

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41

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