MARICO OVER THE WALL

Saffola Active – Slimming Nutri Shake

Team Blazing GUNS – SIBM Pune

Team Members

SUSHANT TELANG – MBA 1ST YEAR –

sushant.telang20@associates.sibmpune.edu.in
SHANTANU SMART – MBA 1ST YEAR –
shantanu.smart20@associates.sibmpune.edu.in
KUSHAL GUPTA – MBA 1ST YEAR –
kushal.gupta20@associates.sibmpune.edu.in
 Target Group

So from our understandings, the basic need of the hour for us is to create a category and come
up with better digital reach strategy in order drive our sales to reach 100 cr. As we are only
focusing on digital marketing strategy, we are assuming the well informed, aware urban
consumer maybe around age of 35-45 who has kids and who wants to have a healthy lifestyle
but doesn’t have time to stick to the routine. It is quite clear that our TG resides in the city,
typically works in IT sector and has no time whatsoever to work out. He usually gets up early,
travels for around 30 Km to the office and has no time for eating a healthy breakfast, works
normally by sitting in front of a computer, reaches home at around 8.30 pm, finishes his dinner,
spends time with his kids and wife and then goes to sleep.

Awareness, Interest and Desire:

When we talked to our target group, almost all of them were aware of the NutriShake kind of
things. What their apprehension really was that they were not feeling full after having the
shake and hence weren’t motivated to go about itself thus again. We also found that the TG
found the videos of such fitness mantras on YouTube more of a monologue and were too bored
to watch the ad to its fullest. They were sure about all the nutrient rich intake but weren’t at all
aware about what they can do as exercise or what can they have to eat after the shake. We
checked almost all the Facebook, Instagram pages of such nutrient rich shakes and found that
none of the brands had taken the customer engagement process on social media seriously.
When we checked the ‘Saffola Slim’ Facebook page, though there were around 28K likes, the
page hasn’t been able to engage the TG in a full manner. We also found similar results for
Instagram with only 774 followers.

Suggested Campaign

We found that adding emotional content in this scenario would be a differentiating factor for
converting the action to last mile conversion. A series of videos depicting how a father who
wants but unable to play with his 1 year kid because he is tired and is not fit enough to do so.
And then he realizes the seriousness of the situation and gets it order.
For the digital reach, awareness:

 Facebook live events at prime time with dietitian/nutrition experts in order to make it a
dialogue rather than a monologue which most of the companies are doing right now
where the dietitian is not customizing as per the customer needs.
 Whatsapp for business: By using chat-bots, we can chalk out the routine for our end
consumer by taking into account their health status.
 Monthly diet needs meet with free consultation, to improve customer engagement
and create brand recall
 Referrals; where the existing consumers will tag their friends on a post which says Tag a
friend who needs to become healthier.
 Exclusive online gift-pack option where an existing consumer will buy from ecommerce
website to his acquaintances for generating awareness and can be gifted on special
occasions.

Budget:

Online Marketing INR 1.5cr

Customer Engagement INR 1cr.

Business Tie Ups INR 50L

Promotional Events INR 70L