marketing campaign planning for complan

1. CAMPAIGN FOR
COMPLAN
Group No.7
Campaign planning (advertising, digital, PR, media budgets)

2. Brand Vision




Complan stands by the
mother‟s belief system of
providing the best in
nutrition for her growing
child
Complan is the daily dose
of nutrition that a child
cannot complete his day
without
Lore says that the Holy
Grail is the cup of purity
and goodness, the holder
of blessing and divinity
Complan is the
indispensable daily cup of
health – The Holy Grail of
Nutrition
Where are
we?
Are we
getting
there?
How will we
get there
Why are we
here?
Where do
we want to
go?

3. How will we get there?
Where are we?
Are we getting
there?
How will we get
there
Why are we here?
Where do we
want to go?

4. Target Audience
The campaign aims to target young mothers who
understand the needs and requirements of their children.
Kids today lead a stressful life, compelled to achieve
academic excellence as well as have a variety of extracurricular interests.
Mothers are extremely concerned about the nutritional
requirements of the child. They understand that the child is
expected to be active through the day and they believe that
HFDs are a good way to build energy and stay full of life.

5. Arriving at the campaign
thought
The legacy of
Brand Complan
 Presence of
the brand in the
mother‟s
childhood
A clarion call to bring
back the divinity in
the relationship of
the mother and the
child, the mother
being the caregiver, the one who is
always concerned
with the growth of
her child, whatever
his/her age
Be my
Complan
Buddy
The choice of
mothers for their
children and for
themselves
The Brand‟s
evolution to suit
the needs of the
child  Is at par
with competition
with Chocolate
variants

6. Campaign Idea



“Be my Complan Buddy”
The campaign aims to bring the mother and
the child together to share a Complan moment
– A time in a day where they both have a
steaming hot cup of Complan, sharing the
day‟s happenings with each other
The mother wants the best for the child. But it
will never be at the cost of the child‟s health.
Complan aims to create this moment where
the mother tells the child to sit, breathe and
share a cup of health with her

7. PR (Reminiscence About Your
Childhood)




Start a conversation about how today‟s generation
of kids are bombarded with hectic lifestyles; their
health gets affected
It is of utmost importance that kids get the
necessary nutrients in their daily diet
Get media interested in the challenges faced by
kids of today and how they cope; what they
require to sustain in this highly competitive world
Here we can connect with young mothers and
create a nostalgia factor as they reminiscence
about their experiences of drinking Complan as
kids themselves; in the form of testimonials

8. Advertising – On Television
(Complan Buddy)




Based on our target audience of young
mothers, television is the apt medium for mass
reach
Complan has always advertised widely on
television and we shall continue this trend
Advertising via TV will be aimed at mostly Tier
2 and Tier 1 cities
We shall advertise on GEC and English
Entertainment channels such as
Zee, Sony, Colours, Star; channels that are
watched widely

9. Digital and Radio – Support
Media



Taking into account that today‟s mothers are
digitally active, we will make use of the digital
platform to connect with them
Make use of social media such as Twitter and
Facebook to create interaction and trends
using #MyComplanBuddy
Radio will be an apt media to target working
mothers on the go. The Ads can be broadcast
during hours when young mothers travel to
and from work

10. Media Scheduling
Digital and
PR
compliment
each other
PR
Advertising(*Lead
Medium)
Activation
Digital and Radio
Support

11. Budget allocation
Medium
Budget(In Cr.)
Production cost
Advertising(Television)
PR & Events
Costs
2
Genre:
Hindi/Telugu/Bengali/TN/M
arathi GEC Hindi/English
Movies, Kids
Retainer
4.53
0.03
Activation in School
Youtube Advertising +
Social Media
Radio Spots
Digital
Radio
Total
0.05
0.01
0.15
6.77

12. Comparison with Competitors‟ Ad
Spends
KEY MONTHS
250
RS. IN MN
200
150
Complan
Bournvita
100
Horlicks
50
0
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec

13. Month 1 - August
Aug
Media
Week 1
Week 2
Week3
Week4
PR
Start conversations about
children's demanding
schedule/lifestyle
Start conversations about
children's demanding
schedule/lifestyle
Talk about nutrition
for children
Talk about nutrition for
children/Healthy living
Advertising(Television)
Digital
Radio
My Complan Buddy' TVC
Articles/Blogs on childrens'
lifestyle
Articles/Blogs on childrens'
lifestyle
Generate buzz on social media
leveraging the TVC
Radio spot on 'My Complan Buddy'

14. Top publications for PR(Readership)
PUBLICATIONS
READERSHIP
English Dailies (AIR)
The Times Of India (All Edn) *
4446
Hindustan Times (All Edn)
2553
Mumbai Mirror
873
English Monthlies (AIR)
Readers Digest C
535
Health & Nutrition *
74
Femina C
59
Hindi Dailies (AIR)
Navbharat Times - (All Edn)
*
1984
Hindustan (All Edn) *
1110
Dainik Jagran (All Edn)
595
Hindi Monthlies (AIR)
Meri Saheli *
130
Grehlakshmi
116
Vanitha (Hin)
94

15. Start conversations about children's
demanding schedule/lifestyle – Week 1 and
Week 2

Print Media: OPed pieces by leading nutritionists and paediatricians in
leading dailies and magazines covering news related to health and wellness
Name of Print
Column
Name of Reporter
Times of India *
Speaking Tree
Oped Pieces
Times of India *
Health & Fitness
Sheryl Salis
Lisa Antao
DNA *
Health
Nirmalya Dutta
Readers Digest C
Magazine
-
Health & Nutrition *
Magazine
Smrithin Satishan
Lora
Complete Well Being C
Magazine
Shiv Joshi
Ashwini Ranade
Mumbai Mirror *
Health
Lata Mishra
Jyoti Shelar
Hindustan Times *
OPed
Rachit Vats
Navbharat Times *
Health
-
Dainik Jagran *
Health
-
Meri Saheli*
Magazine
-
Grihlakshmi *
Magazine
-
Femina *
Magazine
-
Ccomplimentary
channels
*Supplementar
y channels
*-Lead
Channel

16. Articles by Top Nutritionists and Paediatricians –
Week 3 and Week 4
NAME
OCCUPATION
Raksha Changappa
Dietician-Nutritionist
Anjali Mukherjee
Nutritionist
Dr. Nupur Krishnan
Nutritionist
Dr Kondekar Santosh
Venketraman
Paediatrician

17. Social Media Engagement




-
Create talkability on the blogs and articles mentioned earlier
Engage with influencers on social media to generate virality
Get Twitter celebs to talk about the importance of child
nutrition and health
Budget Allocated: INR 3,80,000
Payments to Digital Agency : INR 3,00,000

18. TVC & Radio Spot

19. TV - Selection of Genre
Genre
Channel Share
Avg. TVR
Hindi GEC
32.91
0.58
Hindi Movies
7.6
0.14
Kids
5.65
0.04
Telegu GEC
5.61
0.06
TN GEC
4.63
0.05
Marathi GEC
3.79
0.06
Bengali GEC
2.25
0.02
Eng Movies
1.06
0.01

20. Channel Mix- Based on Channel Share
6 Metros
Channel
Hindi Speaking Markets
Channel Share
Avg. TVR
7.33
0.77
Colors Viacom18
*
7.18
0.76
Star Plus
Z Zee TV C
5.91
Sun TV
Channel Share
Avg. TVR
8.58
0.9
*
8.04
0.84
0.62
Z Zee TV C
6.67
0.7
2.94
0.31
Sun TV
2.22
0.23
SONY MAX
1.98
0.21
SONY MAX
2.18
0.23
Z Marathi C
1.8
0.19
Z Marathi C
2.2
0.23
POGO
1.52
0.16
POGO
1.57
0.16
Disney Channel
1.21
0.13
Z Bangla C
1.36
0.14
ETV
1.18
0.12
Disney Channel
1.3
0.14
Z Bangla C
1.15
0.12
Movies OK
0.89
0.09
UDAYA
0.84
0.09
ETV
0.62
0.06
Movies OK
0.78
0.08
UDAYA
0.51
0.05
*
5.5
0.6
Sony TV
8.01
0.75
Colors Viacom18
Star Plus
Sony TV
*
Channel
*
C-complimentary channels
*-Supplementary channels
*-Lead Channel
*

21. TV Plan
Channels
Avg TVR
Dur(Avg-30/20)
Rate
# Spots
FCT
Cost
Colors Viacom18
0.77
25
15000
60
1500
22500000
Star Plus
0.62
25
9000
20
500
4500000
Sony MAX
0.23
25
2000
44
1100
2200000
Zee TV
0.2
25
4000
47
1175
4700000
Z Marathi
0.19
25
1000
30
750
750000
POGO
0.16
25
1000
50
1250
1250000
Disney Channel
0.13
25
2000
50
1250
2500000
ETV
0.13
25
600
50
1250
750000
Z Bangla
0.12
25
500
50
1250
625000
Sun TV
0.31
25
5000
20
500
2500000
UDAYA
0.1
25
573
30
750
429622
Movies OK
0.12
25
1000
60
1500
1500000
Total
511
12775
44204622
Net Cost
44204622
Agency Fees
1105116
Net Cost + Agecny Fees
45309737
Service Tax
5600284
Cost to the client
50910021
Cost to the client Exc Service Tax
45309737

22. Radio Plan
Channel
City
No. of slots per day
Radio City * Lead
Delhi
5
1100
220000
Mumbai
5
1100
220000
Bangalore
4
900
144000
Chennai
3
800
96000
Delhi
5
1100
220000
Mumbai
5
1100
220000
Bangalore
5
1000
200000
Chennai
3
900
108000
Kolkata
3
800
96000
Radio Mirchi
Total
Cost per slot (In Rs.) Total Cost (In Rs.)
1524000

23. Month 2 - September
Sep
Media
Week 1
Week 2
On-ground activation
PR
Advertising(Television)
Week3
Week4
Health Awareness Week in Schools by Complan
Building stories on 'My Complan Buddy'
Generate talking points on the activations and
school drives
My Complan Buddy' TVC
Digital
Social media engagement on brand communication of
'My Complan Buddy'
Engagement on social media regarding the
activations and school drives
Radio
Radio spot + Coverage of Mall Activations
Radio Spot + Coverage of School drives

24. Building Stories on My Complan
Buddy – Week 1 and Week 2






The best form of communication is through story-telling
If you can communicate your desired message in the form of
a story, it not only helps people relate to it but also allows
people to connect with your story and thus builds a
relationship
Keeping this in mind, we will start building stories around
mothers and their children sharing a cup of Complan at the
end of a long tiring day
Called „Be My Complan Buddy‟, these stories will revolve
around the moments of companionship, closeness and
sharing that a child shares with his/her mother over a cup of
Complan after a long tiring day
It will be in the form of testimonials as mothers describe the
tender moments they share with their child over a steaming
cup of Complan
It will also feature stories from mothers as they fondly
reminiscence about their childhood when they used to drink
Complan and the memories associated with those moments –

25. 

These stories and testimonials shall be featured on various blogs related to child
care, women-centric topics, online child-rearing forums etc
The blogs can also be written by mothers themselves – the real influencers of
Complan and a healthy lifestyle for children
NAME OF BLOG
LINK
Indian Healthcare
indianhealthcareblog.com
Foundation For Mother and Child Health
www.fmch.in
Nutrition for Kids Health
www.pediasure.in
The Life and Times of An India Homemaker
http://indianhomemaker.wordpress.com/
Indian Mommies
http://indianmommies.blogspot.in/
Mommy Gyan
http://www.mommygyan.com/
Kids Health
http://kidshealth.org/parent/nutrition_center/h
ealthy_eating/drink_healthy.html
Health
http://health.india.com/diseasesconditions/health-drinks-are-they-good-foryour-child/
Everyday Health
http://www.everydayhealth.com/kidshealth/choosing-healthy-drinks.aspx

26. Social media Engagement






#MyComplanBuddy
A 5 day long hashtag contest for young mothers
Tweet the buddy moments they have had with your kids
The most poignant tweets will receive gift hampers or
discount coupons
The Hashtag can also be used on Facebook to generate
conversation
Budget for prize money: INR 80,000

27. Brand Recall





YouTube Advertisements will be showcased
simultaneously with the advertisement on television
It will be the same AD run on the Television
The Ads will be micro-targeted based on our TG
Budget Allocation: INR 6,20,000
No of Views: minimum 500 (in one month)
Cost per View : INR 1,240 (approx.)
The budgets can be revised based on the success of our
viewership.

28. Health Awareness Camp in Schools by
Complan – Week 3 and Week 4





Keeping in mind that Complan supports a healthy lifestyle for
children and encourages mothers to ensure the same,
Complan will host a Health Awareness Camp in schools
around the city
On the day of parent-teacher meetings in schools, Complan
will set up a small stall within the school premises with due
permission
A representative from Complan will initiate and host
conversations with mothers visiting the school, asking for
their opinions and thoughts on their children and their hectic
lifestyles
Then with the aim of promoting a healthy lifestyle, the
representative will discuss the importance of a wholesome
diet in the child‟s routine and will also mention the role health
food drinks, especially Complan, plays in providing the
necessary nutrients
A pamphlet in the form of a refrigerator magnet containing a
nutrition chart will be handed out to mothers to increase

30. Simulations for the Health Drive

31. Month 3 – October
Oct
Media
Week 1
PR
Post event coverage
Advertising(Television)
Week 2
Week3
My Complan Buddy' TVC
Digital
Radio
Radio Spot
Week4

32. Post-Event Coverage – Week 1
Onwards


Coverage of the Health Awareness Camp At
Schools by Complan shall be covered through
press releases in the major dailies such as
Times of India, Mumbai Mirror, Pune mirror,
DNA, Asian Age, Hindustan Times, Dainik
Jagran and Lokmat
The press releases will talk about how
Complan is not just a health drink but a brand
that actually cares about the health of a child
in this most formative years – the growing
years

33. THANK YOU