FAQs

Do we need to create the entire marketing plan in the first stage?

Nope. In the first stage all you have to do is provide us the specific elements of the marketing plan asked of
you in the submission format. You would be detailing out the marketing plan in the second stage of the
competition.

Can we choose to focus on consumer trends outside the ones that have been provided in
the brief?

Yes, you are free to pick up any consumer trends that you believe are lucrative, even if they aren’t mentioned
in the brief.

Can we pick multiple trends? Can we pick up multiple target audiences?

Yes, it could be that at times the opportunity is being created by multiple connected or independent trends.
You can choose to pick them as you deem fit.

However your marketing plan will be sharper if you choose a clear & singular target audience. Choose a
singular target audience and define a core problem that you’d solve in their lives. If the problem impacts
multiple audiences that are very different from each other, try to find that one audience amongst them that
is the biggest and the most lucrative.

Can we suggest new product ideas to solve the problem?

Yes your work can be focused on a new product innovation, or could be focused on solving the consumer
problem through brilliant communication. Remember though that you are going to be judged on how well
you are able to market and communicate the idea rather than just the brilliance of the innovation idea alone.

Can we use more data than given in the case?

Yes, please feel free to deep dive into primary research as well secondary research to help yourself.

Do we need to submit all the background work that we’ll do including consumer interviews,
surveys, secondary research etc.?

In the first stage all you need to submit is the submission format provided. You can mention your sources
there in that format itself. Please do not hyperink any additional slides or data sheets.

What can we suggest in the part ‘Amplify your communication’?

These could be contests, content collaborations, PR, associating with government initiatives, etc. Basically
you could suggest anything that would help solve the problem and/or help this idea to reach out to the
target audience effectively. You will get an opportunity to detail this out in the next stage, however here just
try to briefly provide us a direction of what’s on your mind as far as making this idea big is concerned.

Is it necessary to associate the solution of the problem to an HUL Brand? Can we choose
multiple brands?

Yes, it is necessary that you show us how an HUL brand or the company itself will be in the midst of this
communication. Only choose multiple brands if you believe there is a natural resonance amongst brands
that will help solve this problem better.