2. Once a mom, always a mom
61% influence on purchase decision
Wednesday, 21 July 2010
3. 40 – 50yrs,Housewife, kids
grown up, Middle Income HHs
Self Image
Who is our TG?
Mostly at home TG
Decision maker for HH groceries and necessi'es
High on mobile, TV
High affinity for radio and print (par'cularly
magazines)
Enjoys spending 'me with family both indoors
Current state and outdoors but rarely gets to do so on account of
other member’s busy schedule
Wednesday, 21 July 2010
4. Engaging with moms
Where is Huggies today?
Baby health care
being a full<me mom is highest
paid job,bcoz salary is pure love"
is really true for me.i am
enjoying my days with liCle
angel anushk
Wednesday, 21 July 2010
5. Charity Model
Huggies
• Beyond baby diaper. Towards baby care.
Volunteer Mother
• Engage with one infant at a 'me
• Responsible for monitoring health under instruc'on from
Shishu Greh
• 72 centre's
• 19 states
Wednesday, 21 July 2010
6. Deliverables
Iden'ty
• Name
• Logo
Informa'on
• Collaterals
• Training Kits
Community Ambi
ent
• Sharing concerns & ideas 1.5
• Sharing feedback mln
Print 30
Communica'on
mln
• Print lead medium (Magazine, Newspaper etc) Radio 1.5
• PR leg post volunteer recruitment and 1.5 mln volunteer hours, 1500 babies mln
PR 1.5 mln
Launch on Children’s Day, 14th November 2010
Wednesday, 21 July 2010
7. Brand connect ‐ Huggies aims TG – Moms whose kids have
to engage with moms and led home, and want to feel
provide crucial care that the experience of
abandoned babies require in motherhood..again
the first 24 months
The first 24 months are the most
cri'cal to the health of an
Once a mom always a mom
Logo‐ The logo and the iden'ty will
reinforce the cri'cality of the first 24
months and hence the urgency required
from the TG to act.
Wednesday, 21 July 2010
