Nicotex is a nicotine gum that helps smokers quit smoking through nicotine replacement therapy. The Nicotex website provides information about why smokers should quit, how the gum works to support quitting, and options to purchase variants online. The website design is clean and easy to use on desktop and mobile. Nicotex's social media presence could be more engaging through more frequent posting and user interaction. Past campaigns like #EkCigaretteKam on social media and an adventure reality show had good reach but more targeted digital strategies are needed going forward.

1. NICOTEX: Digital
Marketing
Priyanka Mendon
Hetang Desai

2. CIPLA
• Cipla is a leading global pharmaceutical company,
dedicated to high-quality, branded and generic
medicines.
• They are trusted by healthcare professionals and
patients across geographies.
• Over the last 8 decades, Cipla have established
leadership in India’s pharmaceutical industry and fortified
their promise of ‘Caring for Life’.
• Revenue: Rs. 15,219 Crore
• Founder: KA Hamied

3. About Nicotex
• URL: https://www.nicotex.in/
• Title: Supports Your Willpower
• Keywords: About nicotex, nicotex
• Nicotex is a nicotine gum that helps you quit smoking
using the principle of Nicotine Replacement Therapy
(NRT).
• Recently Launched: Nicotex Patch.
• Appropriate Information about the product, FAQs and
options to buy the variants online.
• Information on why should you quit smoking and a
personal support module with a helpline number
• Website Color combination is easy on the eye and no
pop ups on the website

4. Desktop Layout

5. Tablet And Phone View
Good responsiveness to devices

6. Google Page Ranking-
Nicotex
• Official website appears on the 4th page with the input of Nicotex

7. Website Rank For Select Keywords
Keyword Rank on Page Google Page Rank
Nicotine gum Not Available 1
Nicotine patch Not Available 1
Quit Smoking Not Available 1

8. Page Level SEO And
Speed Score

9. Page Level SEO Analysis

10. Product Website
Competition
• At par with the competition. However Nicorette has a marginally better traffic and SEO score.

11. Competitive Analysis
Table

12. • 2015 campaign that targeted not only smokers but also
their friends but also their families and friends
encouraging them to quit a bad habit.
• With support from friends or family, this journey of
quitting smoking is less daunting - smokers are
accountable to someone other than themselves to
change for the better.

13. #EkCigaretteKam
• May 2018, Nicotex launched new anthem titled ‘Hum me
hain dum, roz ek cigarette kam’
• For the first time a smoking cessation brand had
launched a multi lingual audio in India.
• The total reach of the campaign was recorded at 15
Million with over 150 Million impressions.

14. Microsite:
www.icanyoucan.in

15. #ICanYouCan: Adventure
Reality Show Series
• 6 episode series telecasted on in December 2017.
• Hosted by actor, model athlete Milind Soman
• Showcased the journey of six people, including three
who want to quit smoking and three who have already
succeeded in quitting.
• Interaction between the smokers and the ones who have
quit and their efforts to conquer the Everest Base Camp

16. Lead Generation-
Microsite

17. Lead Generation- Website

18. Nicotex on Facebook

19. Presence on Facebook
• Post updated thrice a month.
• Video and Picture updates most frequently updated.
• Low Interaction levels
• Maximum Likes for a picture is 17
• Maximum views for a video is 120

20. Nicotex on Twitter

21. Presence on Twitter
• Frequency of Tweets is infrequent
• Majority of the tweets have no retweets or likes.
• Presence on twitter is symbolic with no interactions seen
with the audience.

22. Nicotex on Youtube

23. Presence on Youtube
• Maximum Views for a Video: 1.1 Million
• Campaign specific content generates 10k- 40k views
• Regional Language content draws maximum views in Tamil,
Malayalam and Telugu. Other languages lag with 300 views.
• North-East India consumes the highest per capita cigarettes
in India. Need gap with languages from North east.

24. Nicotex on Quora

25. Nicotex on Quora
• Content on quora with nicotex is
being used by competitor brands
and evape websites to promote
themselves and bring down
Nicotex

26. Nicorette On Social Media
• Nicorette is a global brand with
personalized campaigns for each
Country.

27. 2Baconil On Social Media
• 2Baconil has tied up with IPL team Kings XI Punjab.
• Campaigns are run throughout the 3 months of IPL

28. Keyword Planner

29. Historical Metrics Keyword

30. Backlink Report

31. Backlinks

32. Digital Strategy Pitch
• FACEBOOK:
• #Resolution2019 campaign to begin from last week of
December to 3 months.
• Content to revolve around taking a resolution to quit
smoking in 2019.
• Pitch nicotex as a safe and affordable solution
• Target customers that are in high stress jobs like sales,
advertising, marketing and young consumers of
cigarettes.
• Ads targeting trigger points of users.

33. Digital Strategy Pitch
• FACEBOOK:
• Request interested users to like page to get daily
motivation content and guidance for quitting.
• Send end of day mails to remind the customer of the
daily saving you made by not smoking today
• All redirect to www.nicotex.in and youtube videos.

34. Facebook Ads

35. Facebook Ads

36. Facebook Ads

37. Facebook Ads

38. Digital Strategy Pitch
• Twitter:
• #Resolution2019 campaign to begin from last week of
December to 3 months.
• Engage influencers with witty content demonizing
smoking and motivate to quit. Influencer can participate
claiming I have taken #Resolution2019.
• Run Promotions with #Resolution2019 for target
audience.

39. Email Marketing Content
• Question: Are you trying to quit smoking for the first
time? Yes/No
• Target Audience: For 1st time quitters:
• Who answer “Yes”
• SUBJECT NAME: TODAY IS THE BEST TIME TO QUIT.
• Content: It is a bold decision on your part to decide to
quit and we are here for you to help you get through.
Let’s begin by understanding an apt dosage for you. Get
to your #RESOLUTION2019 with Nicotex!

40. Email Marketing Content
• Question: Are you trying to quit smoking for the first
time? Yes/No
• Target Audience: For relapsers:
• Who answer “NO”
• SUBJECT NAME: ITS NEVER TOO LATE TO QUIT.
• Content: It takes a while, the important thing is to try
again. Quitting a cigarette is ranked as one of the
toughest things in the world. Get to your
#RESOLUTION2019 with Nicotex!

41. Proposed Email
Marketing

42. Upon Availing
Subscription

43. Proposed Content on the
Website
NICOTEX: The best chewing gum to quit smoking
We all know the health risks of smoking, and there are few easy
ways to quit smoking.
Nicotex is a nicotine gum used to quit smoking
Nicotex as a chewing gum is one of the most successful way to
quit smoking.
Nicotex provides the nicotine that you normally get from
cigarettes, but in a lower quantity than cigarettes.
Nicotex allows your body to gradually adjust to having less
nicotine until you no longer need any and, thus, helps you quit
smoking
Nicotex as a nicotine replacement therapy should be your go-to
chewing gum to quit smoking.

44. Landing Page

45. Landing Page

46. Thank You!