Damageable Manageable

Garima Singh

Shubham Chakraverty
MDI Gurgaon
Vihang Sharma
Problem Statement with social impact identification and Mortein's Right To Win
Powerful implies it's dangerous for mosquitoes. But dangerous shouldn't imply that it's
"Mortein is associated with Power"
harmful for humans. Safety and Security of People from Diseases.

Business Objective: Gaining market share from competitors which involves Marketing Objective: Safety and Well-Being of our consumers. Mortein is
targeting existing users of All Out and Good Knight base products and converting motivated by the emotional need to protect people from diseases and be as
them to Mortein vaporizers and aerosol consumers. effective as possible so that our consumers can have their peace of mind.

Opportunity Financial Industry Product

High Brand Value
Identification Position Expertise Differentiation

• Basis of Fear of Diseases Obsess more with Capture and Communicate

• Use of an animated customers the Essence of the Brand
Capability Rapid
Consumer character Louie, the
Utilization Activation

POSITIONING
troublemaking mosquito

CURRENT
Centric
Growth • Positioning works for coils
Discover Unmet Needs Efficacy and Longevity –
but not for other product
and Fulfill Them Reason for Recall
categories
• The fear element alone is
Agile Data not enough in delivering the
desired results Balance Competition and Regain Market Leadership
Marketing Enablement Customer Orientations and not just be a Follower

Stronger Superior Fragrances to
OPPORTUNITIES
attract newer customer segments -
FOR RECKITT
especially Millenials and GenZ
Bringing out new products for the Fear takes a backseat but relevant
Persuasion
Economy Class. Eg: Pest Repellent Health, Safety, Well-Being
Levers
Gels and Creams Using multiple levers at once

More Urbanization Multi-Lever

Making customers free from the worry of mosquitoes and enable them to
means more civic Strategy for the
experience happy moments in life with their family and friends
health problems new times
Defining Target Group and Communication Strategy
User Profiling: Defining Target Group - What a married couple wants?
• Target group (TG): Young married couples (25–45 What a married Couple feels about Mosquitos and Vector-
years, SeC A, B, and C), working and non-working, “We want a happy, borne diseases:
who are concerned about the health and safety of the • Disturbance in Sleep, Work, and Enjoyment, especially
clean, and disease-
family from pests. during power cuts in summer/monsoon.
free home for my
What a married Couple feels about Home & Family: • Restriction in movement and need to shut all doors in the
family”
• Creating a home is about creating an environment evening resulting in suffocation
where the family can enjoy being together • Fear/Irritation due to vulnerability every year (June-July)
• Home is a place to reconnect and recharge with the onset of the monsoon
• Responsible for taking care of the family and their • Prefer taking an offensive rather than a defensive stance
needs, including health against the pest who could harm their family.
As the same couple share the responsibilities to protect, provide, and love their family- children, themselves and elders are the decision-making units, they
would be targeted for the proposed campaign

Proposed Communication Strategy

Integrated Communication Digital Focused Approach Collaborate Educate Engage with Relatable &
Spend a higher budget on with celebrities, health the importance of protection Relevant Campaigns
against diseases associated
across all online & offline digital media and leverage communities, medical We want to open dialogue on
with mosquitoes, run
channels, to ensure maximum new-age marketing to professionals & other brands the prevention practices
communicate our brand relaunch that our TG resonates with awareness campaigns to
brand awareness & recall
create open conversation, and
increase acceptability
360-Degree Activation Idea
For 360-degree activation, we will use multiple channels to drive the single-minded message to the target group which will be in sync with the
brand personality and authoritative tonality of Mortein and will maintain the persuasion technique.

“360-degree activation will establish that New Mortein (Aerosols and Vaporizers) is a superior and safe product to its competitors
Channels for Communication
SEO Billboards, Haats Pamphlets, PR and sponsorship:
C&S TV, Social Media and Radio Newspapers M-
(Google) Signages /Melas; Walking Hospital/ Schools/
DD TV linked websites (National, FM) (National/ Regional) Commerce
Malls Inflatables Colleges
Criteria for the selection of channels: Cost-effectiveness of implementation | High impact for the target group | Necessity/criticality of communicating
Ideas for activation: Activations Conveying “Newness”

Science lab (Digital mediums, Print): Scientists in a Lab -
[Scene] - where old Mortein transforms into a “new” and
“aX powerful” Superhero, with x packs, built abs, biceps
and triceps to illustrate power.
Contest series (Radio, Digital mediums, Malls,
Schools/Colleges)
Hunt and Win (Digital mediums): A few icons related to
Mortein (Louie, aX power, etc.) placed on the site/
Instagram and the consumer would have to find the
mnemonics and win prizes. This would be an efficient
consumer engagement and awareness tool
Detachable sticker (Print): Image of ‘Louie mosquito’ with a caption, “You will no
longer see this 'dheeth machhar' ". On pulling the sticker, Mortein appears with caption,
“Because Mortein has taken a new avatar with aX power”
Ads showing Mortein that kills all types of mosquitoes at the same time (Digital
mediums, print, and radio): An ad showing various groups of mosquitoes (bites at
different times of the day, causes malaria/dengue; lives in sewer/cooler, etc.) talking it’s
impossible for someone to guard all at the same time.” But they find Mortein’s re-avatar
with aX power that guards against all of them at the same time.
New Package (Print): New ingredients/features can be shown being added to the pack like more active
content, power, and protection to shown transformation into the new Mortein (with a new arrow and aX
power label where a represents power)

High hoardings (Print/Digital) with the message “It is x times more powerful now” and the
image of Louie with umpteen mosquitoes dangling from a rope shivering and terrified and
would communicate the efficacy of the product. Other hoardings would show Anushka
Sharma and Virat Kohli using the new Mortein.
Crafting Mortein’s Brand Story: Three Key Campaigns
#MagicBeginsWithM
Launch of a modified product with
advanced formulation with a new
Purpose
tagline with Anushka Sharma and
Virat Kohli
Increased viewing to establish brand
Features identity; Product association with
happiness & unwinding
Channels Digital Mediums: TV; Print; Radio;
Increased viewing frequency per person
Intent to strengthen brand identity and
awareness.
#HealthyTogether #KillTheBuzz Challenge
Leverage user-generated content and communities to talk Launch an online challenge to ask
about the survivors of dengue, malaria, etc., and educate TG people/communities to identify and destroy sites
about the precautionary measures during monsoon/ festivals. that could potentially harbor the larvae of the
Specific focus on men sharing feelings about family care. mosquito that spreads the dengue/malaria virus
Product integration & focus on health benefits
Red Mortein-branded IG filter; People share video
Partnerships with medical institutes, charities to conduct
with friends using #KillTheBuzz & tag Mortein.
extensive research and partnership with Government
Creating Virtual Pack with their photos.
on Help Line for free counseling 24/7 via SMS.
Digital Mediums: Facebook & Instagram, Print, Radio Digital Mediums: Facebook & Instagram
Generate awareness, interest & desire for a new product
Generate awareness, interest & desire for a new
with an advanced formulation
product with an advanced formulation
Create brand equity. Include Men in Targeting.

Activation Calendar “Mortein Virtual Pack Design Challenge”

Activity Short Term Medium Term Long Term
#MagicbeginswithM
TV, Print & Digital
OTT
#HealthyTogether
Facebook & Instagram
#KillTheBuzz
YouTube, Facebook,
Instagram
Conversion Ads
FB/IG/SEM/E-Com
BAU Campaigns
Media Partnerships
In-Store Shelves/Hoardings
B2B Sales
Legend: High Spend Medium Spend Low Spend
Campaign Budget & Media Plan
Reach Cost per Cost per Billboards; 7.7%
Impressions %age of
Type Detail Channel Frequency (in Capture/Re Reached Captured Brand Endorsement;
(in lakhs) budget
lakhs) call Rate Customer Customer 23.0%
Celebrity Anushka Sharma
All - - - 23% - - -
Endorsement & Virat Kohli
Billboards Prime Locations Offline 1,200 2 600 7.7% 2.5% ₹ 0.83 ₹ 33.33
TVC Premium Slots Offline 5,000 5 1,000 23.0% 2.5% ₹ 1.50 ₹ 60.00
Regular Half/Full
Print Ads Offline 15,000 10 1,500 15.4% 2.5% ₹ 0.67 ₹ 26.67
Pagers
Influencers Print; 15.4%
Online 32 1 32 1.4% 0.4% ₹ 2.92 ₹ 730.47 Digital; 30.9%
(Category A/B/C)
Partnerships
Media Channels
Online 288 6 48 0.5% 0.4% ₹ 0.63 ₹ 156.25
& Brands
Hotstar, Prime
OTT Online 1,800 12 150 5.5% 1.7% ₹ 2.40 ₹ 138.73
Video, Netflix
TV; 23.0%
Offline
Events/ Colleges, Offices Online 10 10 1 0.4% 0.4% ₹ 25.00 ₹ 6,250.00
Sponsorships Metrics and Analysis to track:
Online GDN, Storefront, • Awareness - Impressions, Clicks, Leads,
Online 2,700 18 150 1.1% 1.7% ₹ 0.48 ₹ 27.75
banner Ads E-Commerce Engagement, Direct/Organic/Referral Traffic, Brand
Social Media and Product Recall
Online 6,204 12 517 10.1% 0.4% ₹ 1.28 ₹ 319.15
Performance (IG, FB, YT)
Marketing CPC (SEM, AMS, • Conversion - Revenue/Profit per customer,
Online 210 3 70 5.0% 0.4% ₹ 4.63 ₹ 1,157.14
PLA) CTR, Conversion Rate, Region/Demographic
YouTube Ads
1-day masthead wise metrics
campaigns & YT Online 4,500 3 1,500 6.9% 0.4% ₹ 0.30 ₹ 75.00
(Masthead)
Ads • Retention & Value - CLTV, Product Packet Sales,
Total 36,944 - 5,568 ₹ 65.15 cr 1.8% ₹ 1.17 ₹ 71.30 Purchase frequency, Basket Cross-Selling Analysis

Final Observations:
Reaching 55.68 cr customers is expected out of which 91,36,200 are expected to convert, making the average cost
for customer reach to be ₹ 1.17 and acquisition to be ₹ 71.30
APPENDIX
Understanding Brand Recall and Customer Perception | Primary Research
Impact of Mortein Ads on mosquito awareness among Impact of Mortein Ads on behavior and prevention practices
survey respondents with campaign recall among survey respondents with campaign recall
73.8% 61.5%
27.4%
9.3% 1.8%

23.8%

2.4%
Yes No Unsure

Advertising and promotional mediums noticed by survey Recollection of key messages among survey respondents
respondents with Mortein recall with campaign recall

50.9% 72.6%
46.3%
41.9% 41.6%
47.8%

27.6%
20.8%

Cover Up Repel Clean Up Unsure

Television Digital Media Radio/Newspaper/Billboards/Other Word of mouth
print media
Appendix: Scoping: Financials/Profitability of the proposed Solution

Type Detail Channel Impressions Reach

(in lakhs) Frequency (in lakhs)
Budget
(₹ in lakhs)
%age of
budget
Capture/Recall
Rate
Capture
Base
Cost per Reached
Customer
Cost per Captured
Customer

Celebrity Endorsement Anushka Sharma & Virat Kohli All - - - ₹ 1,500 23% - - - -

Billboards Prime Locations Offline 1,200 2 600 ₹ 500 7.7% 2.5% 15,00,000 ₹ 0.83 ₹ 33.33

TVC Premium Slots Offline 5,000 5 1,000 ₹ 1,500 23.0% 2.5% 25,00,000 ₹ 1.50 ₹ 60.00

Print Ads Regular Half/Full Pagers Offline 15,000 10 1,500 ₹ 1,000 15.4% 2.5% 37,50,000 ₹ 0.67 ₹ 26.67

Influencers (Category A/B/C) Online 32 1 32 ₹ 94 1.4% 0.4% 12,800 ₹ 2.92 ₹ 730.47

Partnerships
Media Channels & Brands Online 288 6 48 ₹ 30 0.5% 0.4% 19,200 ₹ 0.63 ₹ 156.25

OTT Hotstar, Prime Video, Netflix Online 1,800 12 150 ₹ 360 5.5% 1.7% 2,59,500 ₹ 2.40 ₹ 138.73

Offline Events/Sponsorships Colleges, Offices Online 10 10 1 ₹ 25 0.4% 0.4% 400 ₹ 25.00 ₹ 6,250.00

Online banner Ads GDN, Storefront, E-Commerce Online 2,700 18 150 ₹ 72 1.1% 1.7% 2,59,500 ₹ 0.48 ₹ 27.75

Social Media (IG, FB, YT, Twitch) Online 6,204 12 517 ₹ 660 10.1% 0.4% 2,06,800 ₹ 1.28 ₹ 319.15
Performance Marketing
CPC (SEM, AMS, PLA) Online 210 3 70 ₹ 324 5.0% 0.4% 28,000 ₹ 4.63 ₹ 1,157.14

YouTube Ads (Masthead) 1-day masthead campaigns & YT Ads Online 4,500 3 1,500 ₹ 450 6.9% 0.4% 6,00,000 ₹ 0.30 ₹ 75.00

Total 36,944 - 5,568 ₹ 6,515 100.0% 1.8% 91,36,200 ₹ 1.17 ₹ 71.30

 Activation channels
• Six “persuasion levers” to persuade the consumers to purchase a particular product. These are
• Reward: physical, functional, emotional, psychological, experiential, social and/or any combinations of these elements; Threat: real and fictional; Expertise;
Liking: familiarity, positive regards, similarity, positive associations and aesthetic appeal; Scarcity; Social proof: “ band wagon effect”
• After zeroing in on the criteria of reach, and specifically on that of the target group that the channel reached out to, as well as maximization of target group
enabling the channel to reach the maximum possible targets, Cost-effectiveness of implementation of the activation programme is a criterion for the
selection of channels. The channel is selected if it creates high impact for the target group not reached by other channels and, only after determining the
necessity/criticality of communicating through the channels.
• We decided to design the scope of activities for the channel and examine the convenience and feasibility of the implementation of the ideas across the
channels.
• Activation ideas are shortlisted on the basis of centrality of the idea and it’s it with the Mortein brand.
• We have selected ideas which are firmly aligned to the single-minded message while keeping in mind various factors. The weights attached to the various
parameters are as mentioned in exhibit. Consistency in tone is used for screening the ideas and no weightage is attached to it.
• The appropriate levers along with the feasibility of execution has been used to screen out the ideas to the final ideas

Weightage (%) Parameter Benchmark (score 5)

50 Mono Message Direct communication: 7 times more powerful
10 Objective of activation Direct Communication: It is better than competition
Idea Screening Consistency in tonality Tone being Authoritative/As a matter of fact
25 Exciting Innovative and attention catching
15 Relevance Invoke action from consumer
TV Commercials, OTT Platforms and Digital Media Advertisements Discussion

• TVC: It is not just the other protecting the family. The father and mother protect each other and the children as well, taking the task of caring for a family's
safety to a more gender-neutral role. Virat Kohli and Anushka Sharma personify youth and confidence with which the company’s target audience can easily
identify. The couple have always been strong advocates of health and confidence which resonates with Mortein’s mission.

• Mortein’s new campaign with Anushka Sharma and Virat Kohli will enable ‘Magical moments everyday’: Khusi ki aadat daal lo
• The brand can beautifully capture how Mortein Vaps/Aerosols acts as a catalyst to make moments special in a household. Staying true to its brand value of
enabling warm connections across relationships and moments, the new TVC can be an addition to Mortein’s campaign “Magic begins with M” .
• TVC Details: In the commercial, a wife comes back home and her husband asks if it’s necessary for both of them to work. The wife asks him if he really
wants to quit and he says, “Yes!” The film shows that couples can equally share the responsibilities in today’s modern world and that women can be the one
working, while the man takes on household chores- taking care of children and parents.

STP Analysis
Based on location - Rural/Urban
Segmentation
Based on lifestyle - Technology Affluence based
Targeting Differentiated - Lower/Middle/Upper Class Households
A family product providing safe, gentle & effective protection against mosquitoes
Positioning Preventions of and protection from Dengue, Malaria, Chikengunia, Zika Virus and others
Eco-friendly herbal products