Channel prioritisation 360 deg marketing communication

1. RIGHT BUT STILL LEFT
TEAM MEMBERS:
APARNA MOHAN +917387423018
aparna_mohan@scmhrd.edu

2. Market prioritization plan
Step1: Setting up the Objective
Marketing
objective
Grow market
share
Market Leader
Market
challenger
Defend
market share
Market Leader
Market
challenger
Step 2: Possible approach for market challenger + Grow market: (Segmentation)
TN, KR, AP (S)
UP, DEL,PUN (N)
GUJ, MAH (W)
Small
category
contribution
market +
High growth
Large
category
contribution
market +
High growth
3
1
Small 4
category
contribution
market + Low
growth
2
CHT, JHK,OR, BIHA
R
Large
category
contribution
market + Low
growth
ASSAM AND NE
Category contribution in terms of market share in states
Source: Category Sales (Given)
70% of average is considered a large category contributor
Prioritization order has been given (1,2,3,4)
 High growth areas are assumed to be South, North and west,
Whereas low growth area is East
UTTRANCHAL, MP,
HAR,BIHAR
CHT, JHK,OR
Approach1
Growth of the category in different states
Growth of the category in different states
KER, RAJ, UTTRA
NCHAL, MP, HAR
UP, DEL,PUN (N)
ASSAM AND NE
Small category
contribution
market + Low
competitor
mkt
2
4
Small category
contribution
market + High
competitor
mkt
KER, RAJ
Approach2
Large category
contribution
market + Low
competitor
mkt
1
3Large category
contribution
market + High
competitor
mkt
GUJ, MAH (W)
TN, KR, AP (S)
Relative competition level in different regions
Source: Category Sales (Given)
70% of average is considered a large category contributor
Prioritization order has been given (1,2,3,4)
 Competition level in different regions is calculated using Herfindahl index (S, W are high
competition areas)

3. Market prioritization plan
Step 3: Market prioritization Plan as per 2 previous strategies:
Taking common states from both rankings of prioritization, we have listed down the states as per order of priority.
PRIORITY 2
• TAMIL NADU
• KARNATAKA
• ANDHRA PRADESH
• GUJARAT
• MAHARASHTRA
• UTTAR PRADESH
• DELHI
• PUNJAB
• ASSAM AND NE
PRIORITY 4
• UTTRANCHAL
• MADHYA PRADESH
• HARYANA
• BIHAR
• CHATTISGARH
• ORISSA
• JHARKHAND
• KERALA
• RAJASTHAN
PRIORITY 3
PRIORITY 1
Note: From secondary Research (Source: India health stat 2010), Maximum diabetic cases are found in North (Delhi, Punjab) and
South(Chennai and Trivandrum), East (Assam) which have been put in our list 1 and 2
Step 4: The above clusters can be further broken down by weightage average method applied on
various key factors:
Key Factors
Market Attractiveness
Ability to address market
Intangible factors
Size (Target population)
Growth
Intensity of competition
Price sensitivity
Income
Expenditure per capita
Market share
Brand strength
Distribution channel
Exposure to Media
Consumerism
Education (health conscious)
> Weightage to each of these factors to be given.
Score across each factor for different cities will be
calculated which will add up to give final Priority Index
Score (PIS)
 Cities can be then ranked according to the descending
values of PIS.

4. 360 Degree Marketing Strategy plan
LAUNCH STRATEGY
FACTOR ANALYSIS:
18 attributes are combined together to form 5
most important factors considered in
purchasing decisions of health biscuits.
FACTOR1: TASTE
FACTOR2: BENEFITS
FACTOR3: RECOMMENDATION FROM MEDICAL
EXPERTS
FACTOR4: WORD OF MOUTH FROM FRIENDS
AND FAMILY
FACTOR5: PROMOTIONS AND ADVERTISEMENT
All marketing strategies have been proposed
keeping the factors in mind.
IDENTIFYING TOUCH POINTS

5. 360 Degree Marketing Strategy plan
1
Launch SMALLER TRIAL PACKS to
induce trials
2
INDUCING TRIALS AND ADOPTION
> CROSS SAMPLING AND CROSS
COUPONING with GSK health food
products related to the category.
4
“RANDOM ACT OF KINDNESS”
Promote gifting of diabetic 3
biscuits to the loved ones with
diabetes via social or print media.
 Referral marketing
SNACK PACK: Bundling balance+
with other health related
products of GSK

6. 360 Degree Marketing Strategy plan
CAMPAIGN: “HEALTH METER
1
SCORE“
Packaging will have a health
score written.
Every time a pack is
bought, these scores are added
up till it reach 100 to redeem
attractive freebies from outlets
PROMOTING REPEAT PURCHASES AND
INCREASING FREQUENCY OF CONSUMPTION
MOBILE MARKETING (CAMPAIGN 1)
1
 Mobile race game where a
professional working in the office tires
out due to excessive work but has to
complete the task.
His energy meter can be refueled by
consuming balance+ biscuits.
BUILDING LOYALTY AND
ENGAGING CONSUMERS
On package contest: FREE
DIABETES- HOME – CHECK
KIT:
> Given to 5 lucky winners
2
CONSUMER PROMOTIONS:
1. Quantity promotions 2
2. Price offs
3. Coupons to be redeemed
on next purchase
4. Freebies (Air tight
container with biscuit
pack)
MOBILE MARKETING (CAMPAIGN2)
 A mobile number can be
provided to the
customers, subscription on
which, will send daily free hea lth
tips to people on their mobile
3
number.
Other Strategies:
1. Brand Ambassador: Shilpa Shetty (A perfect role model for health regime)
2. Tie ups with medical experts and institutions to promote both types of health biscuits especially Diabetic
Biscuits
3. Tie ups with big hospitals in the country and branding in their canteens.
4. Tie up with television channels as Food Food and in other rasoi shows promoting the brands.
Achieving approx 20% market share through the suggested 360 degree market plan.

7. Channel Mix
Calculating contribution of all channels in the category.
Effectiveness of a channel = Sales contribution in terms of sales (Cr.)
RU (Outlet coverage)
Format
Revenue
Effectiveness
Modern Trade
5
5
Food Stores
5
2
General Stores
4
2
Grocers
4
1
Pan Plus
2
1
0%
10%
1
2%
Nearby kirana store
Modern Trade
10%
1
Chemists
PRIMARY RESEARCH :
Preference of purchasing a health related grocery
item (50 respondents)
36%
Chemists
Pan shops
42%
General Stores
Others
Comparative rating has been given on a rate of 1-5 (1-very Poor, 5-Very Good
DERIVATIONS:
1. Modern stores are the most efficient in terms of revenue generation and effectiveness both. (FOCUS 1 AREA)
2. Food Stores, General Stores, Grocers are good revenue generators but with very low effectiveness. Focus should be made in
identifying stores in the right location. (Eg. Near residential areas, Health Clubs, Work places) (FOCUS 2 AREA)
3. Less focus to be made on Pan Plus.
4. Chemists cant be ignored due to the nature of category. Better visibility in this channel will lead to better results.
ALTERNATE CHANNELS:
1. Hospital canteens
2. Branded Juice outlets such as Bloom Juices, Juice Zones, Jus Boosters etc
3. Office / College canteens