THE DISRUPTION ECONOMYTHE DISRUPTION ECONOMY > \ The pandemic has brought some dramatic transformations to the world. Changes that would have ordinarily taken years, if not, decades have been compressed into weeks, sometimes, days. These profound and unmistakable changes in consumer behavior are giving us an opportunity to imagine the new future. Shape the New Future! Following are just some of the key trends that might shape our future: 1. E-commerce receives a push: The pandemic has led to not just more consumers buying online but also more kinds of categories being bought online. Over the last few months, consumers have started appreciating the convenience and range of E-commerce platforms in even grocery segments (food & beverages, personal care, home care, beauty etc.). 2. Saving for a rainy day: An expected third wave, emergence of new virus variants and the likelihood of lockdowns/restrictions has led people to prod defensively. They are postponing big spends to save for a rainy day. 3. Adoption of Digital: Digital as a content option was dominant amongst the younger generation already, but the pandemic has democratized this even further, with a massive number of people above the age of 35 years consuming content online on YouTube, social media and OTT platforms. This trend goes beyond entertainment- Digital learning (fitness classes, hobby classes, educational classes), digital payments and digital services (online doctor consultation, online shopping) have all seen massive rise in adoption across age bands. 4. An increased comfort with In-home self-grooming & DIY Homecare: A lot of consumers have started self-grooming tasks at home like waxing, haircut, facial, manicure, hair color, etc. In addition to that, the people in the upper middle-class demographic have had to do household activities like washing clothes, cooking, dishwashing, house cleaning, etc. themselves for a substantial part of the last year and a half.6. THE DISRUPTION ECONOMY » ¥ Emergence of Mental Health as a Societal Challenge: Solitude and the uncertainty of the times have certainly taken its toll on people’s mental health. More and more people seem to be finding themselves unmotivated, languishing or at the precipice of depression. Increased Family Time: Being at home together means families have become very used to engaging in group activities, such as cooking together, playing games, watching movies, etc., to make the best of the situation. While some trends will be more durable than others, each of them provides a window of opportunity for brands to shift buying patterns and increase their brand preference. This LIME season, your task is to choose and leverage one (or two) of the above consumer trends that could open opportunities for an HUL brand. You can also use any other consumer trend that has been triggered due to the Covid pandemic and leverage that. The trends could be used to launch ideas of new communication campaigns, new product/ service innovations, or even to inform a better message or media strategy. You would then go about framing a marketing plan.THE DISRUPTION ECONOMY qa > HUL L.I.M.E. 13 is split into three stages: STAGE SUMMARY Stagel You would be choosing one or more consumer trends that can drive business growth. Next you would start conceptualizing a marketing campaign. You would identify the Target Audience and the problem you are solving for them, the Communication Challenge, Consumer Insight, and the Campaign Idea. Stage 2 You would be deep diving into the campaign and submitting the final creatives, the media plan and a budget estimation for one year. Stage3 You would be presenting a cohesive solution as a business proposal to the management. % Each round will be an elimination round and the details of stage 2 and 3 will be shared subsequently.STAGE 1 You are required to fill up a template where you'd be doing the following: _ Task 1: Explore the above trends and how they impact the lives of consumers. Each trend may lay out certain opportunities that an HUL brand can seize, or open problem areas in the consumer's lives that we can solve. Then tell us @. Which HUL brand you would choose to work with b. Which are the trend/s you are choosing to play on and why have you chosen this trend? (75 words) Task 2 & 3: Explain sharply what is the consumer problem that we would be solving by deciding to play on the trend/s you have chosen. Lay out the following salient parts: a. Who is your Target Audience and what is the tension/problem that they face? State the problem ina clear and actionable way. (75 words) b. Why is it important to solve this problem? (75 words) c. Only in the case of a new product idea, please mention a brief product description. If your idea does not have a product innovation, please leave this blank (75 words) Task 4: What would the brand communicate? Identify the Communication Challenge by using the following structure: (100 words) a. What is the Current Mindset of the Target Audience that you'd like to change? b. What is the Current Behavior of the Target Audience that you'd like to change?STAGE 1 \ c. What is the Desired Mindset that you'd like to instill in the minds of the Target Audience? d. What is the Desired Behavior that you'd like to instill in the lives of the Target Audience? e. State the Communication Challenge as “The singular most important point that | want to convince my Target Audience of is..." Make sure your Communication Challenge is clear and singular. Try to do too much and you'll be able to land nothing. Task 5 (50 words): What is the most important consumer insight that will be leveraged to make a powerful communication? It is the Insight that will help you convince the consumer of the communication challenge. Try to frame those existing beliefs of the consumer in such a way that it creates a platform for your desired mindset and behavior. Task 6 (50 words): What is the campaign idea that you want to be delivered through this communication? Help us understand the communication in totality. Ensure that this resolves the tension of your consumer and has the possibility to be nurtured over years. Task 7 (100 words): List down ways in which you would amplify this communication idea, including any partnerships or associations that you would like to use You could suggest anything that would help solve the problem and/or help this idea to reach out to the target audience effectively. LIME xu em Os