CONTENT STRATEGY AND RELEVANT CONTENT FOR

AMAZON AND ZANDU HEALTH CARE PAGES FOR IMMUNITY

RANGE OF EMAMI

Submitted to

Xavier Institute of Management and

Entrepreneurship Bangalore

By

Srishti Sharma

Roll No: 25164

Batch 25, 2019-2021

August 2020

1
CONTENT STRATEGY AND RELEVANT CONTENT FOR AMAZON AND
ZANDU HEALTH CARE PAGES FOR IMMUNITY RANGE OF EMAMI

A Project Report submitted in partial fulfillment of the requirement for the

award of Post Graduate Diploma in Management

Undertaken at: Emami Ltd.

Kolkata, West Bengal

Submitted by: Srishti Sharma| 25164 | Batch 25 | XIME Bangalore

 Xavier Institute of Management and Entrepreneurship

CERTIFICATE

This is to certify that this project report entitled “Content Strategy and Relevant Content for

Amazon and Zandu Healthcare Pages for Immunity Range of Emami”, which has been

submitted in partial fulfillment for the award of PGDM Degree of Xavier Institute of

Management and Entrepreneurship, Bengaluru which was carried out by Ms. Srishti Sharma

under the guidance of Mr. Dr. N.M.K Bhatta. This has not been submitted to any other

University or Institution for the award of any degree/diploma/certificate.

Signature of the Guide:

Place: Bangalore
Date: 31.08.20
 Xavier Institute of Management and Entrepreneurship

DECLARATION

I hereby declare that this project report entitled “Content Strategy and Relevant Content for

Amazon and Zandu Healthcare Pages for Immunity Range of Emami”, submitted to Xavier

Institute of Management and Entrepreneurship, Bengaluru, in partial fulfillment for the award

of PGDM Programme is a bonafide work carried out by me under the guidance of Mr. Dr. N.M.K

Bhatta. This has not been submitted to any other University or Institution for the award of any

degree/diploma/certificate or published any time before.

Signature of the Student: Srishti Sharma

Place: Kolkata
Date: 31.08.20
INTERNSHIP CERTIFICATE
 ACKNOWLEDGEMENT
I am generally thankful to each and every individual who has, knowingly or unknowingly, played
a part in helping me successfully complete this Summer Internship Project.

I am highly indebted to Mr. Avnish Singh, General Manager, Marketing at Emami Ltd., for giving
me the opportunity to undergo internship in the Immunity domain of Emami for 7 weeks. It was
highly enriching and a great learning experience for me, giving insights about the expanding
immunity industry and the emerging trends, especially during and after COVID-19, the major
players and how drastically this segment has changed with time. This experience has forayed
into my professional development and I will strive to use these gained skills and knowledge in
the best possible way. . Even with his busy schedule, he took time to guide me on the correct
path, gave valuable feedback and assisted me to complete the project successfully. His valuable
insights on a regular basis helped me all along the internship.

I extend my thanks to Dr. N.M.K Bhatta, Dean of Research at XIME, Bangalore for his constant
support and guidance throughout my internship period and also in the preparation of this
project.

Lastly, I also thank my parents for their enthusiasm and support, my friends, the students for
their commitment and dedication, and all others who have directly or indirectly helped to make
this project a success, in this difficult time.
 EXECUTIVE SUMMARY
The main purpose of the summer internship project is to give students a close understanding of
practical work environment and exposing them to the real world corporate learning, while
testing their ability to connect theoretical concepts to the practical work undertaken by them.
This further builds a deeper understanding of the fundamental concepts learnt throughout the
first year.

Having this in mind, I worked with Emami Ltd. as a Marketing Intern for a period of 7 weeks
from 13th May to 7th of July.

Emami Ltd. is one of India's driving FMCG organizations occupied with manufacturing and
marketing of personal care and health care products. With the spread of Covid, the company
has decide to reposition its immunity range and extensively work around this area. I had the
chance of working on Content Strategy and Creation of Content for Amazon and Zandu
Healthcare pages of Emami’s immunity range.

I developed content for their required channel and worked on building an effective strategy for
undertaking marketing communication and added value to this project by suggesting various
content ideas across channels and format and few recommendations about promotion,
website, and communication strategy.

Objectives:
The predominant objective was to create of meaningful content for Emami’s immunity range
for Amazon and Zandu Healthcare pages, in order to enable Emami to develop a suitable
positioning.

For this, the project deliverables were-

1. Designing an effective content strategy for content creation.

2. Secondary research of the immunity market and its key players.
3. Gap identification and root cause analysis.
4. Content Ideas in various formats for channels other than website and Amazon.
5. Marketing Calendar, Buyer’s Journey Map and Content Audit Spreadsheet.
 TABLE OF CONTENT

SL.NO CONTENTS PAGE NO.

1. About Emami 10-13
-Evolution of Immunity Market
-Emami and Immunity
-Drivers, Growth Opportunities and Restraints

2. Content Strategy for Emami’s Immunity Range 14-15

3. Understanding emerging Immunity Trends 15-23
and general customer preferences
-Methodology
- Analysis and Inferences
4. Defining Target Market Audience 24-26
-Buyer Personas
5. Competition Analysis 27-36
6. Identifying Existing Gaps and Root Cause 37-38
Analysis
7. Desired Buyer’s Journey 39
8. Choosing Content Channels and Defining 39-40
Content Formats
9. Content
-Amazon and Zandu Healthcare Pages 41-71
-Content for other Channels
10. Suggested Marketing Calendar, Buyers’ 47-49
Journey Map and Content Audit Plan
11. Recommendations 50-51
12. Learnings 51-53
13. Limitations 54
14. Conclusion 54
15. References 55-56
 TABLE OF FIGURES

FIG. NO FIGURES PAGE NO.

1 Emami’s Prodct Range 10
2 Drivers, Growth Opportunities, and Restraints 13
3 Buyer Persona 1 24
4 Buyer Persona 2 25
5 Buyer Persona 3 26
6 Immunopedia (Blog Post- Dabur) 28
7&8 Customer Engagement Activities(Dabur) 28
9 Patanjali YouTube Channel 30
10&11 Image Format Content (Patanjali) 30
12&13 Image Format Content (Himalaya) 32
14-16 Images for Baidyanath products promotion 33
17-19 Image Format Content (Baidyanath) 34
20 News Snippet 1 35
21-23 News Snippet 2,3&4 36
24 Root Cause Analysis 38
25 Desired Buyer’s Journey 39
26 Social Media Network Users(Statista.com) 40
27 AIDA Model 41
28-32 Suggested memes 45-46
33 Suggested Marketing Calendar 48
34 Suggested Consumer Journey Effectiveness Mapping 48
35 Suggested Content Audit Spreadsheet 49
36 Cover Page of Emami Website 50
37 Search Results of Emami Chyavanprash on Flipkart 51
 ABOUT EMAMI
Emami Limited is one of India's driving FMCG organizations occupied with manufacturing and
marketing of personal care and health care products. Emami is the leader organization of the
expanded Emami Group. The organization sells more than 300 differing items. Emami's
portfolio incorporates brands like Navratna, BoroPlus, Fair and Handsome, Zandu Balm, Kesh
King and Mentho Plus, to name a few.

Emami items are accessible in over 8.5 lakhs retail outlets across India through its system of
3150 merchants and its worldwide impression ranges more than 60 nations including GCC
Europe Africa CIS nations and the SAARC. Emami has 8 assembling units across India. The
organization has ultra present day producing offices at Kolkata (West Bengal) Guwahati
(Assam), Pantnagar (Uttarakhand), Vapi (Gujarat) Silvassa (Dadra and Nagar Haveli) and Talasari
(Maharashtra). They have embraced the Total Quality Management framework and all their
assembling offices have gotten cGMP and ISO 9001:2000 confirmations.

Incorporated in 1974, The company has a portfolio of over 300 + products based on ayurvedic
formulations. Emami's current operations comprise more than 60+ countries including. SAARC,
MENAP, SEA, Africa, Eastern Europe and the CIS countries. Over 130 Emami products are sold
every second somewhere around the world. Emami Limited, the flagship company of the
Group, recorded a turnover of Rs 2655 crore, in 2019-20.

The Company employs around 3200 people, reaches out to 45 lakh plus retails outlets through
a network of over 3200 distributors and has invested in 7 plants, 4 regional offices, 1 overseas
unit, 9 overseas subsidiaries, 26 distribution centres and 2 Associates across India.

Figure 1: Emami’s Product Range

Evolution of Immunity Market
While the worldwide populace is developing quickly, and individuals are living longer, our living
condition has changed significantly. There is along these lines a more noteworthy need to help
our well-being and prosperity, principally our invulnerable framework, at various stages for a
mind-blowing duration. These worries in regards to invulnerability have gotten more
significant, given the intermittent flare-ups of irresistible ailments, for example, SARS (Severe
intense respiratory disorder), MERS (Middle East respiratory condition), and now the
coronavirus pandemic, that inside a couple of months, has prompted in excess of millions of
cases over the world.

1. Global Scenario

The worldwide insusceptible wellbeing supplements showcase is relied upon to observe steady
development following the flare-up of COVID-19. Nutrients and minerals are utilized as a
significant wellspring of invulnerability fixings. The adaptability away alternatives, the interest
for joined plans with various advantages, expanded customer instruction levels, educated
shoppers, and the ascent in wellbeing worries among associated purchasers are required to fuel
the interest for insusceptible enhancements during the conjecture time frame. Home grown
concentrates are the quickest developing fixing, which is relied upon to develop at a CAGR of
over 12% from 2020–2025. Home grown insusceptibility enhancements, for example,
echinacea, elderberry, astragalus, garlic, and andrographis are relied upon to represent extra
deals with the development of the vegetarian populace and flexitarians.

The beginning of COVID-19 in mid 2020 has animated the interest and deal figure for safe
enhancements. In contrast to the FMCG business, which has stood up to the interest and deals
difficulties during the pandemic, the invulnerable enhancement showcase saw a spike in deals
during Q1 2020. Over half of shoppers have expanded their utilization levels and over 30% have
intended to increment in the last 50% of 2020.

2. Indian Scenario

The way we have started looking at immunity has completely transformed with the advent of
Covid-19. Deals of invulnerability boosting nourishments have shot up by an expected 20-40%.
Online looks for such items have gone up six-overlay, with ayurvedic home cures, giloy and
nutrient C overwhelming, as per a report by Google.
“Heightened awareness online on Instagram, TikTok and WhatsApp is leading to health taking
mindshare, leading to growing consumption of categories including health supplements,
chyawanprash, health bars, mixes and even branded health salt, which is growing in double
digits,” said Spencer’s Retail and Nature’s Basket chief executive Devendra Chawla. One can
expect more launches in the health food and immunity-building segment in the coming weeks.

Industry executives said while there is unprecedented demand for established immunity-
boosting products, new ones too are riding the wave.

Consumers around the globe are indicating an expanded enthusiasm for defending their
wellbeing and boosting their invulnerability. In India, that regularly implies ayurveda, the
nation's old arrangement of medication.

Organizations, for example, Dabur India Ltd. what's more, The Himalaya Drug Co. are seeing
appeal for customary items like chyawanprash (a cooked blend containing nectar, sugar, ghee,
spices and flavors) and exclusive enhancements like Septilin, which joins ayurvedic fixings
including licorice and guduchi.

Emami and Immunity

Director of Emami Ltd Harsh Agarwal said that personal hygiene, natural health care and other
wellness products are clear preferences of customers today.
"We have analysed the trends and patterns of consumer demand prevailing in the market at
present," he said. As an FMCG company, we are gearing ourselves to respond to the fast-
changing needs and preferences of the customers, Agarwal said. "We are aggressively pushing
ourselves to launch more products in the coming one or two months," he added.
Looking at the emerging opportunities, FMCG companies are constantly reinventing their
business offerings and adapting to the current market and consumer requirements. Emami has
also hopped on to this scenario and is looking at its immunity range to develop a new
positioning to offer to the customers.
 GROWTH OPPORTUNITIES
External: Increasing
business in the
immunity market
Internal: Deeply rooted
local culture of Emami

RESTRAINTS
DRIVERS External: Several new
External: Shift in entrants into health
people’s mindset and wellness
towards segment.
immunity Internal: Reduced
Internal: Large publishing of any
product portfolio kind of content and
communication with
consumers

Figure 2: Drivers, Growth Opportunities and Restraints

 CONTENT STRATEGY FOR EMAMI’S IMMUNITY RANGE
Content Strategy for Emami was developed looking at various facets including what is
happening in the market, consumer preferences, competition analysis, existing gaps in
marketing communications taken up the company, breakdown of root cause analysis etc. These
aspects were broken down to a series of sequential steps beginning from first identifying the
emerging trends in the consumer behaviour towards immunity, especially after Covid to
understand shift in the mindset, brand preferences etc, to thorough analysis of competition,
defining target audience for Emami’s immunity products to boiling down to the content
channels, format, and calendar that will be chosen. Each step feeds information for devising
relevant content not only for Amazon and Zandu HealthCare pages but for other value adding
content ideas pitched to the company. For the written content for Amazon and Healthcare
pages of Zandu, AIDA formula is predominantly taken account

Understanding emerging immunity trends and general consumer preferences in immunity

related lifestyle, brands and products

Defining Target Audience

Competition Analysis

Identifying Existing Gaps and Root Cause Analysis

Desired Buyer’s Journey and spotting Opportunity for

Content

Choosing Content Channels and defining Content Formats

 Content

Suggested Marketing Calendar, Buyer’s Journey Map and Content Audit Spreadsheet

STEP 1: UNDERSTANDING EMERGING IMMUNITY TRENDS AND

GENERAL CONSUMER PREFERENCES IN IMMUNITY RELATED
LIFESTYLE, BRANDS AND PRODUCTS

Research Methodology- Exploratory Study

Research Question:

What is the awareness among people about the importance of immunity and various immunity
products in the market?

Research Objectives:

1. To understand the level of importance people hold for building a strong immune system.

2. To understand which dimensions of health do people focus on, the most, in order to build a
suitable marketing & promotion strategies for those products and to focus more on them.

3. To identify possibility of immunity trends that people might have hopped onto, after Covid-
19, to understand the product requirements by consumers.

4. To understand awareness about Emami as a brand, with respect to its competitors, and more
specifically to study how aware are people of the company’s immunity range, along with the
reliability factor, for identifying gaps in offerings and marketing efforts.

5. To identify the preferred channels, in order to choose the most beneficial one, to the
company.
Scope of the study: Age group of 18 years and above, all genders, location varying across all
states in India, time frame of one week.

Sample size: 200

Sampling Method: Convenience Sampling.

Employed primary data collection method: Questionnaire (Google Forms).

Measurement Scale: Single item(Multiple Choice), Multiple Scale(Likert), Checkbox.

Pictorial representation of the responses solicited:

Inferences and Key Highlights:
1. Age band lies between 22-26 years.
2. Professions of majority respondents are students (51.5%) and full time employees
(31%).
3. Over 70% respondents feel it is important for them to build immunity, after Covid-19.
4. Amidst health dimensions like regular exercise, adequate sleep, stress control,
protection against cough and cold and nutrition rich diet, most important dimensions
that respondents think are nutrition rich diet and protection against cough and cold.
Rest hold average importance.
5. 40% of the respondents have most actively taken measures towards building a strong
immune system, and 30% somewhat actively.
6. Only 38.5% are likely to make immunity building supplements a daily part of their lives,
whereas, 18% and 27% are most likely and somewhat likely, respectively.
7. Himalaya, Dabur, Patanjali are considerably well known to people, than Emami and
Revital.
8. All product categories of Emami are only somewhat familiar to people.
9. About 40% of the respondents are only somewhat likely to use and recommend
Emami’s immunity products.
10. Widely preferred channels for buying these products are Local Stores and Amazon,
followed by Flipkart, BigBasket, Company’s Website and Grofers.
 STEP 2: DEFINING TAREGT AUDIENCE

It is important to analyse the shift in the immunity market and changing consumer needs during
COVID-19 to redefine its target market. For instance, looking at the majority of respondents, it
is advisable to develop positioning strategy for the immunity products for youth with the same
intensity that it had been targeting elderly people before. Such a target stems from changing
awareness levels and willingness to adopt a healthy and nutritious lifestyle among youth.

For Emami’s immunity range it should segregate its variety of offerings to different segments
that should include, children, youth, and middle aged people. This alarming pandemic has
shown the importance of immunity for all age groups and genders and hence each product
offering should have a clearly defined target and the marketing and promotional efforts in the
form of ad campaigns or blogs, etc and cater to, accordingly.

Buyer Personas
Target Group: Children, Teens:

Figure 3: Buyer Persona 1

Target Group: Young Adults:

Figure 4: Buyer Persona 2

Target Group: Middle Aged Population:

Figure 5: Buyer Persona 3

 STEP 3: COMPETITION ANALYSIS

Research Methodology- Secondary Research

5 key players were taken up for competition analysis. Sources like YouTube, company website,
Amazon, all social media handles were looked through to understand their offerings,
differentiating content in terms of blogs, engagement programs, push sale and brand
awareness strategies, promotional campaigns, etc. 2 international companies in the same
market were also assessed for identifying opportunities and ideas.

Platforms for research: Company Websites, Amazon, Flipkart, Grofers, Netmeds, BigBasket,
Nykaa, Youtube, Twitter, Instagram, Facebook, peopleworld.

Number of competitors: 5 domestic companies- Dabur, Himalaya, Patanjali, Revital, and

Baidyanath.

Content Channels: Instagram, Twitter, Facebook, Website.

Content Format: Images, Videos, Campaigns, Promotions, Blog Posts.

Key Offerings:
1. Videos featuring immunity awareness, vocal for local campaigns, etc.
2. Regular blog posts about nutritious rich food, and related homemade recipies.
3. Creative posters emphasising call to action.
4. Consumer engagement activities and promotional activities like:
  #AndarSeMajboot campaign featuring mothers on their ways of taking care of their
children’s immunity and balancing work.
 Twitter engagement with youth using memes.
 Collaborating with chefs to come up with cooking contest- #CookFromHome.
 Celebrating all important days.
 Youtube product ads.
 Chyawanprash features as the top product when one searches for
immunity products on Amazon.

Observations:

1. Consistent updates on every social media platform.

2. Heavy emphasis on Chyawanprash and Honey and they have indeed accounted for
maximum sales for Dabur.
3. Regular appreciation for front line workers to build with people
4. Substantial use of GIF’s and animated content to control expensive ad making costs.
5. Heavy customer engagement through promotional activities and contests.

References---

Figure 6: Immunopedia(Blog Post)

Figure 7&8: Customer Engagement Activities

Content Channels: Twitter, Facebook, News Channels, Instagram, YouTube.

Content Formats: Pictures, Videos, Promotions.

Key Offerings:

1. Capitalizing heavily on the subscriber base | 24 videos in May, alone- Content includes
product use and benefits.
2. GIPHY’s heavily promoting immunity and other products, by explaining benefits and
building immunity.
3. General awareness on Quarantine and lockdown.
4. Promotions include:
 Regular IGTV videos featuring Baba Ramdev himself giving health tips and endorsing
products.
 Local ko Global Banayenge campaign to reiterate sentiments.
 Celebrating all health related days of the calendar.

Observations :
1. Capitalizing on the volume of follower base.
2. Consistent presence on all social media platforms.
3. Reiterating ayurvedic product benefits in all formats.
4. No presence in ad films.
5. Predominant use of Hindi to reach a wider audience.
References--

Figure 9: Patanjali Youtube Channel

Figure 10&11: Image format content

Content Channels: Facebook, Instagram, Amazon.

Content Formats: Promotions, Pictures, Video, Ad Campaigns.

Key Offerings:

1. #ThePurestGreeting caampaign, emphasizing on the benefits of Namaste, sharing a

gesture of love and respect.
2. #ShareYourNamaste contest asking people to DM Himalaya their picture of greeting
with Namaste.
3. Animated videos featuring ways to spend Quarantine.
4. Ad video featuring normal people, sending out a promise of wellness

Observations:
1. Most focus is on Handwash, Sanitizers, Green Tea, Guduci.
2. Emphasis on videos and ad campaigns
3. Celebrating all important days
4. Focusing on having a personal touch and building a connect with people.
 References-

Figure12&13: Image Content Format

Key Offerings:
1. Use of images, predominantly across all platforms to promote products and their health
benefits.
2. Tips to stay healthy at home, work, etc.

Observations:
1. Tips to stay healthy at home, work, etc.
2. No other campaigns / promotions
3. Focusing mostly on pushing sales of Chyawanprash, mostly, through platforms like
Amazon.
 Figure 14,15&16: Images for promoting Baidyanath products

Key Offerings and Observations:

1. Use of images for promotion.
2. Use of images for promotion.
3. Very few videos- Ramadan campaign and only one ad for RevitalH.
4. Limited presence on social media.
5. Presence on Amazon, Flipkart and MedLife.
References--

Figure 17, 18 &19: Image Content Format

Commonality amongst Competitors
1. Huge emphasis on building emotional connect by reiterating vocal for local campaign.
2. Each of the studied brand puts out relatable and relevant content on every digital
platform.
3. Regular content on social media.
4. General awareness on immunity and related food benefits.
5. Each brand comes up with their version of dealing with quarantine and health.

Market Scenario for Immunity Products

News snippets--

Figure 20: News Snippet 1

Figure 21, 22 & 23: News Snippets 2, 3 & 4
 STEP 4: IDENTIGYING EXISTING GAPS AND ROOT CAUSE ANALYSIS

Competition Gap Communication Gap

Increase in speed of brand awareness of key Lack of clear target definition and hence
players in contrast with Emami. For instance: fragmented focus regarding the same in
Each of the 5 players analysed are frequently content.
visible in news regarding either their
research initiative, new positioning or
increased sales.

Expansion of sales channels to platforms like No defined content objective, theme, or

BigBasket, NetMeds, etc. format.

Aggressive focus on Vocal For Local Irregular content posting by Emami.

Better and substantial use of digital platforms No tracking or evaluating how much the
by key competitors to communicate and content is reaching the target audience and
engage with the audience. how much of it is consumed.
 Root cause Analysis

Causes and Sub-causes Root Problem

Inaccurate Brand Perception

Low Customer Engagement Less Product Availability Platforms

Awareness
restricted to fairness and skincare products

Low Brand
Awareness

Keyword Gap of target audience definition

Lack of effective IMC ways

Content ideas
Low Search Results Ranking
Negligible Social Media Presence

Figure 24: Root Cause Analysis

 STEP 5: DESIRED BUYER’S JOURNEY AND SPOTTING
OPPORTUNITIES FOR CONTENT

Promotions E-Mails
Engagement activities Post Purchase Support

Offline Stores
Online Ads Ad Campaigns
Blog

AWARNESS CONSIDERATION PURCHASE RETENTION ADVOCACY

PR Satisfaction Surveys
Word of Mouth Reviews
E-Comm Testimonials
Social Media

TV and Print Ads

Website
SHGDJ

Figure 25: Desired Buyer’s Journey

STEP 6: CHOOSING CONTENT CHANNELS AND DEFINING CONTENT

FORMATS

Based on competition analysis it is seen that widespread creative use of all social media handles
are taken up by major players in the market. During Covid, when digital platforms have taken
over to such a great extent it is important to tap these channels and make effective use of
various content format to communicate with the customers.
According to Statista, the number of social network users has shown a consistent increase over
the years and the prediction till 2023, also suggests an increasing trend.

Figure 26: Social Media Network Users from 2015 to 2020 with a forecast until 2023(Statista.com)

Channels: Instagram, Facebook, Twitter, LinkedIn, BigBasket, Grofers.

Formats: Ad Campaigns, Images, Videos, Engagement Activities, Blog Posts.

Critical points under consideration for content creation:

1. To cover each and every social media platform, regularly.

2. Using humour to attract youth.
3. Capitalizing on high following on LinkedIn.
4. Creating engagement programs.
 STEP 7: CONTENT

Amazon and Zandu HealthCare Pages

Prime Focus: AIDA Model. Each product’s content is made keeping in mind the AIDA Model.
Attention is grabbed with product benefits and advantages, Interest is developed by specifying
additional benefits, a desire is created through mentioning about the cure and mitigation
already done by products in certain cases, and a subtle CTA (Call To Action) is brought up
towards the end urging the customer to buy it!

Figure 27: AIDA Model

Content for products is specified as under--

1. Zandu Chyavanprash
Zandu Chyavanprash is a powerful immunity bolster which helps your body make
hemoglobin and white blood cells, the important constituents of your immune system.
Amla, its essential component, detoxifies the body and cleanses the skin, blood, liver
and spleen. It boosts youthfulness and promotes healthy muscle mass and tones the
body.
In promoting lung power Zandu Chyavanprash does an incredible job, too. It nourishes
the mucous membrane and helps maintain a clear and clean respiratory passage.
Evidence indicates that chyavanprash mitigated tuberculosis-related symptoms such as
coughing, poor appetite, lethargy and weight loss.
 Zandu Chyavanprash also strongly supports the digestion process in a systemic level. So
what are you waiting for? Grab your pack, NOW.

2. Zandu Kesri Jevan

Zandu Kesari Jivan is an ayurvedic formulated health supplement with potent ayurvedic
ingredients like Kesar, fresh Amla, exotic herbs, spices & trace minerals. It increases
immunity while adding energy and vigor to the body.
Zandu came out with Kesari Jivan, the saffron-added chyavanprash on the occasion of
completing 100 years of existence .Emami had launched a campaign for the same with
Padma Vibhushan winner, Pandit Birju Maharaj, as its brand ambassador. Hurry! Buy
NOW.

3. Zandu Sona Chandi Chyawanplus

Made up of a combination of various Ayurvedic herbs, Zandu Sona Chandi Chyawanplus
helps you boost focus and memory. This is because it contains Brahmi, Almond oil,
Shankhapushpi, Ashwagandha, Jyotishmati, etc.
The perfect blend of these herbs has created an excellent herbal supplement formula
that helps improve the cognitive functions.
Some of the benefits of this supplement are:
-Helps to fight against mental stress.
-Enhances short and long-term memory.
-Aids to improve concentration.
-Boosts your mind’s learning ability.
-Supports the normal functioning of nervous system.

4. Zandu Pure Honey

Antioxidant compounds present in Zandu Pure Honey called polyphenols play an
important role in preventing heart disease.Research has shown that Zandu Pure Honey
can kill unwanted bacteria and fungus. It contains hydrogen peroxide, an antiseptic.
It has been found to be an effective germ killer and also aids in tissue regeneration.
Have a cold? Try a spoonful of Zandu Pure Honey. It is an old sore throat remedy too.
Add it to hot tea with lemon when a cold virus hits you.
Have skin problems? Zandu Pure Honey helps balance the bacteria on your skin, making
it a perfect acne drug to use. Manuka honey was tested as an anti-acne drug and found
to be much more effective than other popular products.
Is it only a boring health supplement? Absolutely not. Zandu Pure Honey’s thick, creamy
texture makes it a delicious sweetener for plenty of foods. Try spreading it over toast,
 stirring it into oatmeal, adding it to smoothies, or mixing it into salad dressing for some
delicious flavoring.

5. ZanduSnez-Cure
If you have nasal allergies, you can be used to coughing and sneezing that last the entire
day.But you don’t have to just put up with it.Whether you are allergic to dust, mites,
tree pollen or animal dander, the symptoms of your nasal allergy can be relieved.
ZanduSnez-Cure is India's first fast acting Ayurvedic formulation of 18 herbs for relief
from symptoms of Nasal Allergy.

6. Zandu Diabrishta-21
A healthy diet, physical activity, and maintaining a healthy weight are the first, and
sometimes, most important part of diabetes treatment. However, when those are not
enough to maintain your blood sugar levels, your doctor can decide which medications
will work best for you.
Along with those treatments, Zandu Diabrishta-21 is a unique sugar-free Ayurvedic
Arishta, enriched with the goodness of 21 ayurvedic ingredients in a palatable format
that can help you maintain a healthy sugar level.

Content For Other Channels

Videos:
1. #LivingWithCorona
Format: Animated / thumb print cartoon video.
Objective: To remind people to continue taking precautions while going out, now
that the new normal is gradually sinking in.
Theme: Positive / Assertive.
Storyline: Third person narration of how Mr. X prepares himself before leaving for
work, every morning (preparations includes wearing masks and gloves, carrying
sanitizers, etc.

2. #DoApnoKaSaath
Format: Testimony
Objective: A gentle reminder to family members to rejoice and give time to the
grandparents, as they often feel alone, even more during and this shall continue after
 lockdown too, considering they no longer can take a walk or meet their complex /
apartment friends as they are the most at risk, or have mobile phones and other means
for entertainment, etc.
Theme: Emotional
Storyline: Testimonies of elderly people, on how they feel during lockdown, how often
do they feel alone, when everyone else around them is busy working at home and
working from home, trying to be productive

Engagement Programs:

1. #QuarantineTales
A small contest , asking people to send in their life in Quarantine in one sentence, and
the most creative one gets featured / gets Zandu goodies, etc.
Reference: The idea is quite similar to TTT (Terribly Tiny Tales)

2. #ChainKiNeend
Format: A webinar / live sessions in collaboration with a psychologist.
Objective: Since all competitors are focusing on mostly exercising and keeping a healthy
diet, Emami could highlight how sleep impacts immunity, thereby spreading awareness
about importance of mental health also, in these uncertain times.
Theme: Insightful.
Promotion means: D2C, Mad Over Marketing, LinkedIn, etc.

3. #KaronaCooking
Format: YouTube videos in collaboration with top cooking and recipe channels.
Objective: To capitalize on the reach of these channels (most people are looking for
restaurant style home food to compensate for not being able to step out of homes), in
order to promote Honey.
Idea: Sending Emami Honey to those channel owners, asking them to make engaging
videos of dishes / desserts, etc., with honey on their channel, and other relevant things
that are generally required during a collaboration.

Blog Posts:
1. #EmamiStandsWithHealth, write ups on showing that now when we do everything to
take care of our external self, why not internal health care is taken too.
2. Immunity building morning water recipes using Emami Honey.
 3. Regular posts on negative effects of a weak immune system. (since all competitors are
highlighting the benefits only).

Memes/Jingles (Images):
Figures 28, 29, 30, 31 & 32: Suggested Memes
Ad Campaign Themes:

1. Product: Emami Chyavanprash

Theme: Highlighting issues when it comes to EXPECTATIONS
(family, school, friends, tuition, etc), and children dealing with them right from a tender
age, often neglecting their health.
2. Product: Ayur StressControl
3. Theme: Emphasizing on increased UNCERTAINTY and the impact on fresh graduates and
people who have lost their jobs, and building assurance that everything is going to okay,
and that we all are in this together.

STEP 8: SUGGESTED MARKETING CALENDAR, BUYERS’ JOURNEY

MAP, AND CONTENT AUDIT PLAN

Creating relevant and crafting it creatively is only a part of a successful content strategy. One
needs to track and evaluate the effectiveness of the content and how well it is received and
consumed by the audience, not to forget the quantitative impact on the goals of the business.

Suggested below will help the company keep a regular tabs on dividing thw marketing efforts
into a calender so that there is a balance between how much of marketing is taken up and
when. It will help to segregate communication content in a strategic manner over the months.

Customer journey mapping will help understanding the effectiveness of the communication
undertaken by the company and how much it has been successful in pushing the customer
further ahead from where he is, in the buyer’s journey. Such a mapping hence becomes
important.

While the marketing calender and buyer’s journey mapping will help track the performance, an
effective content audit plan will help Emami judge and record the usefulness of the content
channels and their related aspects.

The snapshots of suggested format are pasted as under--

 Figure 33: Suggested Marketing Calendar

Figure 34: Suggested Consumer Journey Effectiveness Mapping Format

Figure 35: Suggest Content Audit Spreadsheet
 RECOMMENDATIONS
On account of ease of use of website and information available on cover page as opposed to
the leading players in the market-

1. Fewer clicks to reach the product list and description as opposed to one link / page
leading to the other.
2. Updating availability channels for all products on the website.
3. Cover page could be updated with Covid news/ company’s immunity products unlike
promotion of other products to spread awareness on the product line.

Figure 36: Cover Page of Emami’s Website

Based on competitor analysis and products on e-commerce websites-

1. Expanding channels- Grofers, BigBasket, MedLife, etc.

2. Increasing quantity variants for Chyavanprash, Kesari Jivan, etc on Amazon, Flipkart, etc.
3. Pushing sales by featuring on Amazon, Flipkart, etc, because even on looking for Emami
Chyavanprash, listed products are those of other brands. Emami finds a place only after second
row.
 Figure 37: Search results for Emami Chyavanprash on Flipkart

Based on Gap Identification and Root Cause Analysis-

1. Emami could redefine its target and make target tailored content across mediums.
2. Emami could adopt methods to ramp up engaging with youth.
3. The company could post regular content on digital platforms.
4. Regular Covid updates and health trivia in communication because consumers are no
longer consuming online content for entertainment purposes but also for knowledge
and awareness.

LEARNINGS
Having been a part of such a fulfilling project, I have gained deeper insights into the entire
concept of content strategy and creation of meaningful content as integral components of
marketing communications. My takeaways are stated as under—

Content Strategy and Content Creation:

1. Nuances of formulating a strategy, how things fall into sequential steps, how each stage
is influenced by the previous one, and how the current one impacts the upcoming step,
 etc were something I newly learnt. This enhanced my logical thinking ability and help me
develop the habit of critically examining factors before putting them in a flow.
2. I understood the key aspects that make up content. As easy as a caption may look, a lot
goes behind creating one. Clear concepts about topics like AIDA model, Buyer’s Journey,
etc were concepts that I could apply in working on the project and it helped me further
refine my understanding of the same.
3. I could understand about how much of an impact can a communication channel make in
making the content reach the end consumer and what forms the basis of selection of
channels and formats depending upon the habits and psychology of consumers.

Technology:

1. Covid has given way to another era of technological disruption ranging from innovative
ideas to communicate with consumers like Augmented Reality, Virtual Reality
2. FMCG companies are entering into research on immunity and precautions for Covid. For
instance, Dabur is to conduct a clinical study to assess the effectiveness of
Chyawanprash as a preventive measure of Covid. Massive reliance is on technology to
conduct such studies.
3. Coronavirus has also enabled newer and innovative ways to deliver or sanitize products,
for eg Drones for delivering essentials, sanitising, etc.
4. The adoption of AI can provide information in advancing public health as well as help in
screening people with exhibiting symptoms of ill-health and advise them whether they
should be diagnosed.
5. Blockchain networks can usher in new distributed applications to create a collaborative
ecosystem of sustainable, efficient and transparent drug supply chains. The menace of
counterfeit drugs can also be nipped in the bud thanks to immutability and provenance
of blockchains

User and Market:

1. Besides middle aged and elderly people, even the young demographics are shifting
towards the willingness to adopt a nutritious and healthy lifestyle with a strong immune
system.
2. Expansion in the number of users of social media from just the youth to elder
population people as well. This demands a separate communication strategy to cater to
these demographics as well.
3. Consumers around the globe are indicating an expanded enthusiasm for defending their
wellbeing and boosting their invulnerability. In India, that regularly implies ayurveda,
the nation's old arrangement of medication.
4. Deals of invulnerability boosting nourishments have shot up by an expected 20-40%.
Online looks for such items have gone up six-overlay, with ayurvedic home cures, giloy
and nutrient C overwhelming, as per a report by Google.

LIMITATIONS
1. Working from home and not getting access to more firsthand information by the
manager.
2. Difficulty in setting up frequent meetings with the manager as he would be occupied in
making important decisions for company during Covid.
3. Lack of prior knowledge about the immunity market.
4. Resorting to convenience sampling along with simple random sampling may have given
way to biasness in response , as I couldn’t manage to meet and persuade respondents
to fill out the form.
5. Certain response error like average marking for all questions, skimming through
questions etc, during primary data collection.
 CONCLUSION
Working on Content Strategy and Content Creation was a very fulfilling experience in its
entirety. So many facets and aspects of related concepts were unfolded as I continued working
on each step of the project. Self learning also helped me identifying newer ways to uncover
information and enriched my knowledge to a great extent. I could understand about how much
of an impact can a communication channel make in making the content reach the end
consumer and what forms the basis of selection of channels and formats depending upon the
habits and psychology of consumers. Nuances of formulating a strategy, how things fall into
sequential steps, how each stage is influenced by the previous one, and how the current one
impacts the upcoming step, etc were something I newly learnt. This enhanced my logical
thinking ability and help me develop the habit of critically examining factors before putting
them in a flow.

I understood the key aspects that make up content. As easy as a caption may look, a lot goes
behind creating one. Clear concepts about topics like AIDA model, Buyer’s Journey, etc were
concepts that I could apply in working on the project and it helped me further refine my
understanding of the same.
 REFERENCES
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