Hindustan Unilever strategy

BRAND STRATEGY INDIA

By  Estefanía Jurado Rodríguez  and  Ankisha  RanaMA  FUTURE  MEDIA

In the 20th century Knorr went to India

And created a soup market!

The  problem  is…

• CONSUMER  PREFER  PRIVATE  BRAND• LIMITED  BRAND  PRESENCE• MAGGI  HAS  80%  OF  NOODLE  MARKET

CHALLENGE

Source:  FMCG  Industry  in  India  2016  -­ Trends,  Overview,  Analysis  -­ Shine.com

OBJECTIVE

But  now  it  wants  to

INCREASE  AWARENESS  AND  EXPAND  MARKET  SHARE

To solve this…..

TOP OF MIND AND INCREASE SCALE

Personas PERSONAS

Need  for  SpeedPAIN  POINT Move  to  premiumness New  Lifestyle

Millennial Urban Rural

Source:  Knorr  India   (@KnorrIndia)  |  Twitter  |  Facebook|  Questionnaire

CREATIVE CONCEPTS

The big Idea!

CREATING CHANGEmake  things  happen  collectively!

CREATING CHANGEThe flow

INSPIRE

SHOWCASE

GIVE  PLATFORM

SUPPORT

CREATING CHANGEImplementations

AWARENESS TV  Commercial

Radio  Channel  Promotions  (Kan  Khajura  station)

USSD  Messages  (Partnership  with  Vodafone)

Digital  Ads  (Facebook  and  YouTube)

Social  Media  Posts  (Facebook  &  Instagram)

Source:  The  Role  of  Mobile  in   the  Path  to  Purchase  of  FMCG/Retail  Products  -­ India

CREATING CHANGEImplementations

https://goo.gl/AKexbR

CREATING CHANGEImplementations

CONVERSION Microsite

Phone  Calls

Social  media  sharing  (Facebook,  Instagram)

VODAFONE  SMS

CREATING CHANGEImplementations

CREATING CHANGEImplementations

CREATING CHANGEImplementations

CREATING CHANGETimeline

Week  1AUGUST-­INDIAN  INDEPENDENCE  DAY

Promotion

2  WEEKS1st – 14th August

RESULT15th August

Nomination

Voting

Week  2 Engagement

Voting

CREATING CHANGEWhat the brand gets out of this?

TANGIBLE  CHANGE

A  NEW  MARKET

NEW  MILESTONE

The big Idea!

FLAVOUR YOUR LIFEFun.  Fearless.

FLAVOUR YOUR LIFEThe flow

RECOGNITION

ENCOURAGEMENT

INFLUENCE

COMMUNICATION

FLAVOUR YOUR LIFEImplementation

AWARENESS Blogger  Interview  Videos  (YouTube)

Social  Media  Posts  (Facebook  &  Instagram)

Blogger’s  Posts

CONVERSION#FlavourYourLife conversations

Microsite  with  Videos  and  Infographics

Source:  Keeping-­up-­with-­indias-­urban-­fmcg-­consumer

FLAVOUR YOUR LIFEImplementationhttps://goo.gl/RGfl9L

FLAVOUR YOUR LIFEImplementation

FLAVOUR YOUR LIFEImplementation

FLAVOUR YOUR LIFETimeline

Week  1MARCH-­HOLI  FESTIVAL

Showcasing  videos

2  WEEKS1st – 14th March

Hashtag  Interaction

Posts  by  bloggers

Week  2 Microsite  launch

Infographics  Promotion

FLAVOUR YOUR LIFEWhat the brand gets out of this?

PREMIUM  LIFETYLE

CONNECTION  WITH  CONSUMERS

AUDIENCE  INSIGHTS

The big Idea!

BRIDGE THE GAPb/w  heart  &  brain

BRIDGE THE GAPThe flow

COMMUNICATE  BRAND  MESSAGE

USER  GENERATED  CONTENT

CREATE  RECALL  VALUE

BRIDGE THE GAPThe implementationhttps://goo.gl/0DA8oN

BRIDGE THE GAPThe implementation

BRIDGE THE GAPImplementation

AWARENESS Social  Media  (Facebook,  Instagram,  YouTube)

Social  media  influencers

CONVERSION Web  App-­ Meme  Generator

Social  Media  Posts  (Facebook  &  Instagram)

Source:  Keeping-­up-­with-­indias-­urban-­fmcg-­consumer

BRIDGE THE GAPTimeline

Week  1APRIL-­NEW  SESSION  STARTS

Communication

2  WEEKS1st – 15th April

Hashtag  Interaction

Microsite  launch

Week  2 Users  generated  content

Top  content  shared  by  the  brandMicrosite  Continues

BRIDGE THE GAPWhat the brand gets out of this?

EARNED  MEDIA

REINFORCING  HEALTH  &  TASTE

CREATION  OF  RITUALS

SUMMARY

§ NEW  LIFESTYLE  AND  PREMIUMNESS

§ DIFFERENTIAL  FACTOR

§ MARKET  PENETRATION

§ SCALE  &  REACH

THANK YOU!