Group7 complan cp4

CAMPAIGN FOR COMPLAN

Group No.7

Campaign planning (advertising, digital, PR, media budgets)

Brand Vision

Complan stands by the mother’s belief system of providing the best in nutrition for her growing child

Complan is the daily dose of nutrition that a child cannot complete his day without

Lore says that the Holy Grail is the cup of purity and goodness, the holder of blessing and divinity

Complan is the indispensable daily cup of health – The Holy Grail of Nutrition

Where are we?

Why are we here?

Where do we want to

go?

How will we get there

Are we getting there?

How will we get there?

Where are we?

Why are we here?

Where do we want to go?

How will we get there

Are we getting there?

Target Audience

The campaign aims to target young mothers who understand the needs and requirements of their children. Kids today lead a stressful life, compelled to achieve academic excellence as well as have a variety of extra-curricular interests.

Mothers are extremely concerned about the nutritional requirements of the child. They understand that the child is expected to be active through the day and they believe that HFDs are a good way to build energy and stay full of life.

Arriving at the campaign thought

Be my Complan Buddy

The legacy of Brand Complan Presence of the brand in the mother’s childhood

The Brand’s evolution to suit the needs of the child Is at par

with competition with Chocolate variants

The choice of mothers for their children and for

themselves

A clarion call to bring back the divinity in the

relationship of the mother and the child, the mother being the care-giver, the

one who is always concerned with the growth of her child,

whatever his/her age

Campaign Idea

“Be my Complan Buddy” The campaign aims to bring the mother and

the child together to share a Complan moment – A time in a day where they both have a steaming hot cup of Complan, sharing the day’s happenings with each other

The mother wants the best for the child. But it will never be at the cost of the child’s health. Complan aims to create this moment where the mother tells the child to sit, breathe and share a cup of health with her

PR (Reminiscence About Your Childhood)

Start a conversation about how today’s generation of kids are bombarded with hectic lifestyles; their health gets affected

It is of utmost importance that kids get the necessary nutrients in their daily diet

Get media interested in the challenges faced by kids of today and how they cope; what they require to sustain in this highly competitive world

Here we can connect with young mothers and create a nostalgia factor as they reminiscence about their experiences of drinking Complan as kids themselves; in the form of testimonials

Advertising – On Television (Complan Buddy)

Based on our target audience of young mothers, television is the apt medium for mass reach

Complan has always advertised widely on television and we shall continue this trend

Advertising via TV will be aimed at mostly Tier 2 and Tier 1 cities

We shall advertise on GEC and English Entertainment channels such as Zee, Sony, Colours, Star; channels that are watched widely

Digital and Radio – Support Media

Taking into account that today’s mothers are digitally active, we will make use of the digital platform to connect with them

Make use of social media such as Twitter and Facebook to create interaction and trends using #MyComplanBuddy

Radio will be an apt media to target working mothers on the go. The Ads can be broadcast during hours when young mothers travel to and from work

Media Scheduling

PR Advertising(*Lead Medium) Activation Digital and

Radio Support

Digital and PR compliment each other

Budget allocation

Medium Costs Budget(In Cr.)

Advertising(Television)

Production cost 2

Genre: Hindi/Telugu/Bengali/TN/Marathi GEC Hindi/English

Movies, Kids 4.53PR & Events Retainer 0.03

Activation in School 0.05

DigitalYoutube Advertising +

Social Media 0.01Radio Radio Spots 0.15

Total 6.77

Comparison with Competitors’ Ad Spends

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0

50

100

150

200

250

ComplanBournvitaHorlicks

RS

. IN

MN

KEY MONTHS

Month 1 - August

Media

Aug

Week 1 Week 2 Week3 Week4

PR

Start conversations about children's demanding

schedule/lifestyle

Start conversations about children's demanding

schedule/lifestyleTalk about nutrition

for childrenTalk about nutrition for children/Healthy living

Advertising(Television) My Complan Buddy' TVC

DigitalArticles/Blogs on childrens'

lifestyleArticles/Blogs on childrens'

lifestyleGenerate buzz on social media

leveraging the TVC

Radio Radio spot on 'My Complan Buddy'

Top publications for PR(Readership)

PUBLICATIONS READERSHIP

English Dailies (AIR) The Times Of India (All Edn)

* 4446

Hindustan Times (All Edn) 2553

Mumbai Mirror 873

English Monthlies (AIR)

Readers Digest C 535

Health & Nutrition * 74

Femina C 59

Hindi Dailies (AIR) Navbharat Times - (All Edn)

* 1984

Hindustan (All Edn) * 1110

Dainik Jagran (All Edn) 595

Hindi Monthlies (AIR)

Meri Saheli * 130

Grehlakshmi 116

Vanitha (Hin) 94

Start conversations about children's demanding schedule/lifestyle – Week 1 and Week 2

Print Media: OPed pieces by leading nutritionists and paediatricians in leading dailies and magazines covering news related to health and wellnessName of Print Column Name of Reporter

Times of India * Speaking Tree Oped Pieces

Times of India * Health & Fitness Sheryl SalisLisa Antao

DNA * Health Nirmalya Dutta

Readers Digest C Magazine -

Health & Nutrition * Magazine Smrithin SatishanLora

Complete Well Being C Magazine Shiv JoshiAshwini Ranade

Mumbai Mirror * Health Lata MishraJyoti Shelar

Hindustan Times * OPed Rachit Vats

Navbharat Times * Health -

Dainik Jagran * Health -

Meri Saheli* Magazine -

Grihlakshmi * Magazine -

Femina * Magazine -

C-complimentary channels*-Supplementary channels*-Lead Channel

Articles by Top Nutritionists and Paediatricians – Week 3 and Week 4

NAME OCCUPATION

Raksha Changappa Dietician-Nutritionist

Anjali Mukherjee Nutritionist

Dr. Nupur Krishnan Nutritionist

Dr Kondekar Santosh Venketraman

Paediatrician

Social Media Engagement

Create talkability on the blogs and articles mentioned earlier Engage with influencers on social media to generate virality Get Twitter celebs to talk about the importance of child

nutrition and health

Budget Allocated: INR 3,80,000- Payments to Digital Agency : INR 3,00,000

TVC & Radio Spot

TV - Selection of Genre

Genre Channel Share Avg. TVR

Hindi GEC 32.91 0.58

Hindi Movies 7.6 0.14

Kids 5.65 0.04

Telegu GEC 5.61 0.06

TN GEC 4.63 0.05

Marathi GEC 3.79 0.06

Bengali GEC 2.25 0.02

Eng Movies 1.06 0.01

Channel Mix- Based on Channel Share

6 Metros

Channel Channel Share Avg. TVR

Colors Viacom18* 7.33 0.77

Star Plus * 7.18 0.76

Z Zee TV C 5.91 0.62

Sun TV 2.94 0.31

SONY MAX 1.98 0.21

Z Marathi C 1.8 0.19

POGO 1.52 0.16

Disney Channel 1.21 0.13

ETV 1.18 0.12

Z Bangla C 1.15 0.12

UDAYA 0.84 0.09

Movies OK 0.78 0.08

Sony TV* 5.5 0.6

Hindi Speaking Markets

Channel Channel Share Avg. TVR

Colors Viacom18* 8.58 0.9

Star Plus* 8.04 0.84

Z Zee TV C 6.67 0.7

Sun TV 2.22 0.23

SONY MAX 2.18 0.23

Z Marathi C 2.2 0.23

POGO 1.57 0.16

Z Bangla C 1.36 0.14

Disney Channel 1.3 0.14

Movies OK 0.89 0.09

ETV 0.62 0.06

UDAYA 0.51 0.05

Sony TV* 8.01 0.75

C-complimentary channels*-Supplementary channels*-Lead Channel

TV Plan

Channels Avg TVR Dur(Avg-30/20) Rate # Spots FCT Cost

Colors Viacom18 0.77 25 15000 60 1500 22500000

Star Plus 0.62 25 9000 20 500 4500000

Sony MAX 0.23 25 2000 44 1100 2200000

Zee TV 0.2 25 4000 47 1175 4700000

Z Marathi 0.19 25 1000 30 750 750000

POGO 0.16 25 1000 50 1250 1250000

Disney Channel 0.13 25 2000 50 1250 2500000

ETV 0.13 25 600 50 1250 750000

Z Bangla 0.12 25 500 50 1250 625000

Sun TV 0.31 25 5000 20 500 2500000

UDAYA 0.1 25 573 30 750 429622

Movies OK 0.12 25 1000 60 1500 1500000

Total 511 12775 44204622

Net Cost 44204622

Agency Fees 1105116

Net Cost + Agecny Fees 45309737

Service Tax 5600284

Cost to the client 50910021

Cost to the client Exc Service Tax 45309737

Radio Plan

Channel City No. of slots per dayCost per slot (In

Rs.)Total Cost (In

Rs.)

Radio City * Lead Delhi 5 1100 220000

Mumbai 5 1100 220000

Bangalore 4 900 144000

Chennai 3 800 96000

Radio Mirchi Delhi 5 1100 220000

Mumbai 5 1100 220000

Bangalore 5 1000 200000

Chennai 3 900 108000

Kolkata 3 800 96000

Total 1524000

Month 2 - September

Media

Sep


On-ground activation Health Awareness Week in Schools by Complan

PR Building stories on 'My Complan Buddy'Generate talking points on the activations and

school drives


DigitalSocial media engagement on brand communication of

'My Complan Buddy'Engagement on social media regarding the

activations and school drives

Radio Radio spot + Coverage of Mall Activations Radio Spot + Coverage of School drives

Building Stories on My Complan Buddy – Week 1 and Week 2

The best form of communication is through story-telling If you can communicate your desired message in the form of a

story, it not only helps people relate to it but also allows people to connect with your story and thus builds a relationship

Keeping this in mind, we will start building stories around mothers and their children sharing a cup of Complan at the end of a long tiring day

Called ‘Be My Complan Buddy’, these stories will revolve around the moments of companionship, closeness and sharing that a child shares with his/her mother over a cup of Complan after a long tiring day

It will be in the form of testimonials as mothers describe the tender moments they share with their child over a steaming cup of Complan

It will also feature stories from mothers as they fondly reminiscence about their childhood when they used to drink Complan and the memories associated with those moments – Their ‘I was a Complan Girl Too’ Moment

These stories and testimonials shall be featured on various blogs related to child care, women-centric topics, online child-rearing forums etc

The blogs can also be written by mothers themselves – the real influencers of Complan and a healthy lifestyle for children

NAME OF BLOG LINK

Indian Healthcare indianhealthcareblog.com

Foundation For Mother and Child Health www.fmch.in

Nutrition for Kids Health www.pediasure.in

The Life and Times of An India Homemaker

http://indianhomemaker.wordpress.com/

Indian Mommies http://indianmommies.blogspot.in/

Mommy Gyan http://www.mommygyan.com/

Kids Health http://kidshealth.org/parent/nutrition_center/healthy_eating/drink_healthy.html

Health http://health.india.com/diseases-conditions/health-drinks-are-they-good-for-your-child/

Everyday Health http://www.everydayhealth.com/kids-health/choosing-healthy-drinks.aspx

Social media Engagement

#MyComplanBuddy A 5 day long hashtag contest for young mothers Tweet the buddy moments they have had with

your kids The most poignant tweets will receive gift

hampers or discount coupons The Hashtag can also be used on Facebook to

generate conversation

Budget for prize money: INR 80,000

Brand Recall

YouTube Advertisements will be showcased simultaneously with the advertisement on television

It will be the same AD run on the Television The Ads will be micro-targeted based on our TG

Budget Allocation: INR 6,20,000- No of Views: minimum 500 (in one month)- Cost per View : INR 1,240 (approx.) The budgets can be revised based on the success

of our viewership.

Health Awareness Camp in Schools by Complan – Week 3 and Week 4

Keeping in mind that Complan supports a healthy lifestyle for children and encourages mothers to ensure the same, Complan will host a Health Awareness Camp in schools around the city

On the day of parent-teacher meetings in schools, Complan will set up a small stall within the school premises with due permission

A representative from Complan will initiate and host conversations with mothers visiting the school, asking for their opinions and thoughts on their children and their hectic lifestyles

Then with the aim of promoting a healthy lifestyle, the representative will discuss the importance of a wholesome diet in the child’s routine and will also mention the role health food drinks, especially Complan, plays in providing the necessary nutrients

A pamphlet in the form of a refrigerator magnet containing a nutrition chart will be handed out to mothers to increase awareness

EAT HEALTHY LIVE HEALTHY

Pre-schoolers Elementary School Children High School Children

Simulations for the Health Drive

Month 3 – October

MediaOct


PR Post event coverage


Digital

Radio Radio Spot

Post-Event Coverage – Week 1 Onwards

Coverage of the Health Awareness Camp At Schools by Complan shall be covered through press releases in the major dailies such as Times of India, Mumbai Mirror, Pune mirror, DNA, Asian Age, Hindustan Times, Dainik Jagran and Lokmat

The press releases will talk about how Complan is not just a health drink but a brand that actually cares about the health of a child in this most formative years – the growing years

THANK YOU

Group7 complan cp4

Marketing

Transcript of Group7 complan cp4