Revital: an Integrated Digital Marketing plan

REVITAL The Digital Marketing Strategy Integrated!

WHY DIGITAL ?

New OPPORTUNITIES for brand building

Reach a larger AUDIENCE

Non-intrusive ENGAGEMENT & INFLUENCE

& most importantly…

Allows for PARTICIPATION in REAL TIME

DIGITAL MARKETING IS ABOUT ESTABLISHING A

TWO-WAY INTERACTION W I T H T H E C U S T O M E R .

MOREOVER, ITS ABOUT BEING PART OF THE

CUSTOMER’S NETWORK  

THE APPROACH

DIGITAL IS NOT A

TV  

PR

INT  

RA

DIO

PO

S  

EV

EN

TS  

MO

BIL

E  

SILO INTERNET/SOCIAL MEDIA  

It cannot exist in ISOLATION

It has to belong to an ECOSYSTEM of Cooperative Channels of PARTICIPATION

PARTICIPATION MAP

THE STRATEGY

THE DIGITAL MARKETING

STRATEGY HAS TO IDENTIFY & ADDRESS

THE

BRAND GAPS

BRAND RECALL A sample size survey (23 people) was conducted for Brand recall for REVITAL. Here are the findings:

Yuvraj Singh 16

Jiyo jee bhar ke 14

Thakna mana hai 4

Health supplement 9

Benefits 11

BRAND RECALL Some distinct reactions to the REVITAL brand

Energy  Capsule  

hope  no  one  needs  

it  

we  should  avoid  taking  such  catalysts  

I  will  buy  if  need  arises  

I  love  being  natural:  anything  comes  with  side  

effects  

HOW  does  it  help  me:  stronger?  

stamina?  prevent  faAgue?  

The Digital Marketing Strategy

for

REVITAL

IS ABOUT CREATING AN

EXPERIENCE BRAND

?

THE BRAND SHIFT FOR REVITAL CONTEXT CHANGE

FROM

PRODUCT Health Supplement

Energy Capsule

Medicine

Side Effects

‘Un-natural’

TO

BENEFIT

Freedom from Fatigue

Get Energized/ Re-fresh / Re-charge

Be a Go-Getter

Do More. Achieve More.

Live Life to the fullest

Feel young in the mind & body

The NATURAL way

THE BRAND SHIFT FOR REVITAL CONTEXT CHANGE

FROM MESSAGE

TO THE EXPERIENCE

RELEVANT CONTENT

PERCEIVED VALUE

LOYALTY INCENTIVE

FROM CHANNEL MARKETING

TO AN INTEGRATED CONTEXTUAL & SITUATION MARKETING

W W  

GIVE PEOPLE SOMETHING TO TALK ABOUT

THE BRAND SHIFT FOR REVITAL

Owning the Experience (the ‘WOW’) is crucial.

Creating & Delivering instant Value (Here & Now) is critical.

THE IDEAS

CONTEXT: Pre-paid mobile recharge

ATTENTION LEVEL: High. Intrusive, but Incentive-driven.

INCENTIVE: Free Sample / Discount

OBJECTIVES: Sampling of Product, Discount for repeat purchase,

Brand reinforcement & connect, Instant gratification for consumer

MOBILE MARKETING Your  account  has  been  recharged.  

What  about  you?  Get  recharged  with  REVITAL.  

Show  this  message  to  any  chemist  and  get  a  FREE  sample  of  REVITAL.  

Jiyo  Jee  Bhar  Ke…  

OUTDOOR MARKETING

Here’s  some  music  to  relax  you.  Click  to  download  the  CHILL  OUT  music  track.  

REVITAL  Jiyo  Jee  Bhar  Ke  

CONTEXT: Bus shelters, Metro stations & inside coaches

ATTENTION LEVEL: Medium to High. Non-intrusive & an Opt-in

INSIGHT: Commuters tend to be tired and idle while waiting. Typically listen to

music on their mobiles.

INCENTIVE: Relaxation tracks

OBJECTIVES: Owning the Experience Brand reinforcement & connect, Instant gratification for consumer

OUTDOOR MARKETING

CONTEXT: Ladies coach in Metro

ATTENTION LEVEL: Medium to High. Non-intrusive & an Opt-in

INSIGHT: Commuters tend to be tired and idle while waiting. Typically listen to

music on their mobiles.

INCENTIVE: Discount on women’s health check-ups. Free sample through

SMS shortcode.

OBJECTIVES: Owning the Experience Brand reinforcement & connect, Instant gratification for consumer

OUTDOOR MARKETING

PRINT ADVERTISEMENTS

PRINT ADVERTISEMENTS

PRINT ADVERTISEMENTS

Wellness music for

relaxation / stress /

recharge

FREE Diet / Fitness consultation

FREE Sample of REVITAL

Discount on Health

check-up

PACKAGING Wellness music for

relaxation / stress /

recharge

FREE Diet / Fitness consultation

FREE Sample of REVITAL

Discount on Health

check-up

RADIO

CONTEXT: FM radio channel

ATTENTION LEVEL: Medium to High. Non-intrusive & an Opt-in

INSIGHT: Target audience is open to messages & enjoys following contests

IDEA: sponsor  a  non-­‐stop  radio  jockeying  session  'Thakna  mana  Hai  

OBJECTIVES: Owning the Experience Brand reinforcement & connect, Instant gratification for consumer

RETAIL- Activation & Engagement

CONTEXT: Malls & Road shows

ATTENTION LEVEL: Medium to High. Non-intrusive & an Opt-in

INSIGHT: Consumers enjoy challenges & displaying their skills

INCENTIVE: Samples & freebies

OBJECTIVES: Integrate retail & social media.

People check their endurance either through virtual games or fitness activities

(treadmill, exercise bikes) as well as mental games. Post photos & videos on

facebook & invite voting.

FACEBOOK Audience takes a test to assess their

physical and mental age. Application provides an analysis and suggestions on how to   improve: engage in physical activity, have a balanced diet, supplements, etc.

CONTEXT: FB ads & Fan page

ATTENTION LEVEL: High.

INSIGHT: Consumers are keen to know how ‘young’ & ‘fit’ they are

INCENTIVE: Overall analysis & advice to improve their ‘wellbeing’

OBJECTIVES: WOM via notifications

FACEBOOK ‘Jiyo Jee Bhar Ke’ A wall of fame that recognizes

individuals who ‘live life with zest’. Fans post videos, stories and photos of people live a balanced life with

activities, hobbies; those who don't let their age be a constraint, etc.

CONTEXT: FB contest

ATTENTION LEVEL: High.

INSIGHT: Consumer-generated content & voting has high engagement levels

INCENTIVE: visibility & gifts

OBJECTIVES: Brand recall

FACEBOOK ‘WORKOUT WITH YUVI’ An application that allows fans to

improve their fitness through guided workout videos.

Fans can choose the level as well as kind of exercise, as well as track their progress. Notifications help garner

support from friends

CONTEXT: FB application & FB ads

ATTENTION LEVEL: Medium

INSIGHT: Fitness conscious TG

INCENTIVE: Track progress & improve fitness. Consistent fans get autographed

goodies from Yuvi.

OBJECTIVES: Own ‘wellbeing’ space

THANK YOU!