Tuesday 4 MR

February 4, 2022
APPLICATION
What do you believe
would be issues or
challenges in MR?
 Challenges in data collection (issues)
Which affect products, solutions, marketing activities and performance

Researcher-based Methods Others

• Low literacy rate  Sampling frames • Lack of government
• Scarcity of skilled HR  Quality of research support
• Training • Scarcity of published • Use of people’s meter
• Ethics / credibility data
• Lack of research culture • Low literacy rate
This Photo by Unknown Author is licensed under CC BY-SA-NC
 Objectives Challenge Insight Strategic Action

• Increase • Change • Gifting • KUCH

penetration & perception of increases on MEETHA
generate trial chocolates as EID to family HOJAIEY!
gift giving & • Spreading
option on underprivileged smiles
traditional • Including
festivals others
 Strategic Action
Communication
Spreading Smiles:
• Connect brand belief of
sharing joy with
"everyone" in society (Eid)
CSR: Usage & Attitude
Include in consideration set
• Cadbury Dairy Milk - for
gifting solutions.
Raise Awareness & Sales
Packaging/ On-ground
activation/ Social media, digital
ads
• Worked together
 LESSONS

NEED TO MAKE THE MESSAGE RELEVANT

IN ORDER TO CONNECT WITH CONSUMERS

Objectives

• Increase market share & equity association with mothers

• Challenge: Make Dettol part of mother's repertoire of
everyday hygiene solutions.

Insights

• Culture of poor hygiene

• Diarrhoea claiming lives of children
• Mothers hygiene anxieties about children

Strategy

• Reposition hand wash products in India

Challenge

• Repurpose hand sanitiser's role

• Reposition as an everyday protection that travels

Action

• Product format: a small, travel-friendly pack

• Mass media: convinced the mother
• Point-of-sale communication explained the new purpose
• Digital engagement: social conversations on the new role

Result

• Category grew by 6%
• Dettol share increased by 20%
• Convinced mothers that HS is an everyday protection
•Lessons
•1. Grow a brand and category by highlighting its product
benefits.
•2. Take a habit-building approach and reinforce usage in new
and varied environments
Objectives

• Launch products in local consumer market.

• To generate awareness and trial for the product
• 40% rice production consumed domestically, but branded and packaged rice had 2%
share of the domestic market.

Strategy

• Videos on its facebook -- showcasing the brand’s functional

benefits
• Videos - tagline better together to build an emotional relationship,
• Recipe ideas using RKS.
• Result: gained around a 9% share of the total branded rice market.
 Insights
Provide and highlight RKS's
functional information
Female consumers were
receptive to special offers and
competitions - especially
online!
Spent up to eight hours on
social media pages, mostly
through smartphones.
Hook emotional tag to tug at
the target group's heart
strings.
Consumers’ continuous
engagement
Strategic action Result
An affordable and effective Higher consumer recall
communications and Lower consumer confusion
marketing strategy Reinforced brand awareness
Digital platforms to bring Influenced consumer perceptions
consistency in brand building Overall local MS 1.2% to 5%
Brand ambassadors Sales in IMT increased 12 times
Recipes Repeat purchase 40% for RKS
RKS gained 9% share of the
total local branded market
FB 62,000 reach.
Lessons
• Good quality work associated with
even a small brand – even in terms of
smaller activities – never goes
unnoticed.
• A strong brand like RKS can create
the needed impact by using the right
marketing channels, and
implementing adequate strategic
focus.
 Objectives Insights Strategy

• Motivate trial & • The true spirit of • Linked Ramadan

increase purchase Ramadan is not (purpose of doing
intent about fasting, it is good) & brand
• Increase Brand about the niyat value (dirt is good)
love/ relevance/ (good intentions); . • Built emotional
equity Prayer, abstinence, deep connection
charity & fasting, with Muslim
• children are largely consumers
unaware • Tools
• Online video
• Song
• Collection units
Engagement – 20X better
Results
than industry
Views – 10X better than
industry
Purchase intent – After view,
4 out of every 5 consumers
wanted to buy/try Surf Excel
Brand Belief - mothers
belief - 'children develop
best when they are free to
get dirty
Increased Market share and
grew 130% faster than the
rest of the market. (Q3'16
over Q2'16)
Cumulative reach of 9.3 Pakistan - 338 %
Extraordinary Benefit
ROI
million on Facebook (though
India - Unilever's campaign
not part of the plan, it
effectively covered over 60% with highest ROI - 500%
of audience). UAE - 493 %
A phenomenal 19.2%
engagement rate
YouTube 1.3 million views
with a very high average
completion rate of 70%.
Market share (value) increased
by 77%, sales growth of 6%
Broke the Guinness World
Record for the largest
collection of donated clothes
for the UAE
Lessons
•Brand became a part of culture and
understood lives
•Copy viewed from innocent angelic
perspective of children made a warm and
endearing tale
•The power of ritual; helps people 'keep
the faith
•Importance of action over words,
 Objectives Insights Strategy

• Extend usage • More than 50% of • Created multiple

• To increase HH food budget on variants of Tang as
consumption food consumed at key ingredients in
throughout the year home cocktail and food
• Establish credibility • Food is the 3rd recipes
• Increase penetration biggest passion • Amplified them in
• Generate trial point • Digital
• Make brand • Moms search for • TV
exciting easy to make • Radio and
economic recipes. • Print
Touchpoints
KCH Competition Results
• 411 entries in 3 weeks
Local portals Brand became go-to ingredient for refreshing
cocktails and dessert recipes.
• 32 M reach 400K views 60K + reactions
Highest in one month IMS $10m,
Recipe Video
Highest shipment growth at 26% YTD
• Received 8.7 M views
• 53.6M impressions Highest in world IMS growth at 28% YTD
• Consumer engagement 9M
• 6.3 M people acted
• 43% audience watched 50% videos.
 LESSONS
Role of relevance of
message, portal and
timing is important
Challenge
• Wall’s as the reigning market leader & MS 66%. Had a chance to build a stronger
relationship with consumers by making frozen desserts a part of their regular lives.
• Make eating frozen dessert a habit

Objectives
• Increase frequency of consumption
• Grow in-home frozen desserts in urban Pakistan by inculcating habit of more
frequent ice-cream and frozen dessert consumption.
• Drive relevance and engagement during Ramadan time
• Achieve a VTR of 10% on YouTube.
• 100,000 organic shares on Facebook.
• 3 million online video views on Facebook and 2 million online video views on
YouTube
• An engagement rate of 10% on the video.
Insights
• For frozen desserts per capita consumption in Pakistan is 1ltr/yr. i.e. > 1cup of ice-
cream/ frozen dessert pm.
• Pakistan experiences roughly eight months of summer in a year so there exists a
massive market development opportunity to increase frequency of consumption.
• Primary audience was housewives and mothers belonging to SEC ABC, aged 20-45
whose family & kids were the centre of their lives.
• In order to pave its way through their regular routine and make frozen dessert a
habitual consumption, Wall's had to speak to their hearts
• To Increase frequency of consumption meant tapping into family moments and
occasions and establish ice-cream as the dessert of choice and carrier of joy.

•
 Celebrating
Unsung Heroes

Father’s Day
With Walls
KUCH KARO
KHAAS RESULTS
Doctors
Without Sales grew by 31%
Borders YouTube 9.2M views
FB 1.6M views/ 61%
reach
VTR 19%
Organic Shares 250K+
 LESSON

Most purchasing decisions are an instinctive

response and share of heart means
share of wallet. especially for low-
involvement purchases

An emotionally compelling story has the

power to engage audiences profoundly and
increases shareability of the
content
This Photo by Unknown Author is licensed under CC BY-NC