MindSparkAlcohol Level Device

Case Team Trident- SCMHRD

Arindom ChakrabortyVishal Joshi

Aaron Abraham

Business Overview Indian Alcohol Consumption

Why our product?

• 3.3 million deaths in India were attributed due to alcoholic consumption

• Average Indian consumes 4.3 litres of alcohol a year• 30% of Indian consumes alcohol regularly, 11% of Indians

are moderate to heavy drinkers• Chronic alcoholism is the major cause of poverty in our

country• Primary bread earners are 10 times more likely to report

alcohol abuse in the country• The commonest places of alcohol intake are pubs/bars and

retail outlets (to the extent of 60 to 70%) in urban areas. In the rural areas the local outlets (arrack shop and wine stores) are the commonest places of alcohol use.

Facts and Figures

• Portable, light weight product which can be put over the wrist or used as an anklet

• Automated, non-invasive • Samples perspiration every 30 minutes • Real time dashboard, giving live stats• Customised size and shape

Some other players

Business Overview Consumer Profiling Branding & Campaign Marketing Strategy

Consumer Profiling

Psychographic Analysis:

• Improper work-life balance

• People having work-pressure related problems

• People who resort to alcohol as a stress buster

• People who believe in the mantra ‘work hard and party harder’

• People who consider alcohol in a daily routine

• People who are tech savvy and fashion conscious

Demographic Analysis:

• Age – above 24 years• Corporates, millennials and

working professionals• Preferred Income – above 3

LPA• Target cities- From metro cities

like Delhi, Kolkata, Mumbai, Bangalore, Chennai and Hyderabad

Sensible PricingIntelligent DashboardEasy exporting of data Portable and TrendyGeo-Spatial & SecuritySmart Sensors

Why This Product?

Business Overview Consumer Profiling Branding & Campaign Marketing Strategy

Target Areas For Branding and Awareness• We are targeting 6 metro cities:

Kolkata, Delhi, Mumbai, Bangalore, Hyderabad, Chennai

• We are targeting the corporates and middle level income individuals who have more alcohol consumption habits

• According to the response from the chosen market segment we will plan brand awareness and advertising campaigns to the tier-2 cities of Pune, Bhubaneswar, Guwahati, Jaipur, Kochi, Patna

Business Overview Consumer Profiling Branding & Campaign Marketing Strategy

Brand Name & CampaignBrand Awareness

• Tee-to• AliBye• SoberGuard• DrinkBuddy

• The campaign will revolve around an intervention friends call for their alcoholic buddy.

• They will make him realize how his addiction is destroying his life and relationships

• The protagonist will exclaim that he has no control over it

• That’s when they present him the product as a gift.

• Fast forward to a few weeks, and the shot ends with a happy protagonist, who is finally in control of his life.

Marketing CampaignThe Brand Name Options

Business Overview Consumer Profiling Branding & Campaign Marketing Strategy

Innovative ways to target CustomersBrand Awareness

Brand Awareness• Organising promotional Corporate

drives at various Tech-parks and offices across metros for awareness

• Brand Community involvement by CSR activity

• Interacting with various institutes by online quizzes, competitions to create a positive awareness• Using E-commerce platform to

create pre-booking buzz in the market

Focused Delivery Channel• Join hands with the leading e-

commerce platforms like Flipkart, Snapdeal, Amazon for PAN India delivery

• New platform to implement referral scheme and vouchers

of same e-commerce channel• Tie up with leading lounge or

club to gift the product as a part of loyalty program

Saddle Up For Social Media Advertising

Social Media Buzz• FB page and a lot of online PR

activities• Twitter campaign and SEO• Online Quizzes and interactive

real life videos

Advertising & Promotion

• Advertising on specific Digital Blogs, Radio Stations, Movie theaters focusing on trust building and Value Preposition

• Digital Marketing on mobile and desktop, Outdoor Media at key locations and TV ads

Business Overview Consumer Profiling Branding & Campaign Marketing Strategy

Brand Building Testimonials and Regular Feedback

Improving Brand Image

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Seminars and Webinars

Collecting testimonials from former clients and communicating the same via different channels for building brand image and trust

Focusing on post sale service, Delivery assurance, Customer Focus, User retention and recommendation, CSR activities, and Green practices

• Time-tested medium for bringing target audiences together with products

• Showcase product through various seminars and webinars

• Strike up direct sales conversations with people

Business Overview Consumer Profiling Branding & Campaign Marketing Strategy

Building USP and Trust

Customized Designs

Customized sizes, shapes, colors to match the fashion trend

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Maintenance services

Free Maintenance service for 1 year by effective reverse logistic process and timely re-delivery

Personal Security

We include Geo Spatial algorithm to track your location as soon as you press track location and send it across to your most trusted person. Thus, We make sure that you are in safe hands

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Real Time Dashboard

Real Time Dashboards are provided for real time tracking of consumption and give a better idea of threshold and capacity

Business Overview Consumer Profiling Branding & Campaign Marketing Strategy

Thank You