Arjun SinghNischal Lama

Puneet YashodSayali Gaikwade

Campaign Objectives

To create awareness about the campaign

launch (Introducing

the new theme ) and

the Activation associated

with it

To increase brand recall in the

market segment

To induce mass trial

To expand their

existing distribution system

To get Consumers along with Institutions to associate

with Himalayan

Water equally

Desired Message Tone :Rejuvenating | Enriching | Exciting

Target Markets

Hotels

Malls

Clubs

Gyms

Salon & Spa

Airlines

Customer Segmentation

Age: 18 & Above

Sex: Unisex

Family Income: 50,000 and

above (Upper Middle Class)

Occupation: Student or Working

3.People who are wellness/fitness

driven and aware of the qualities of

natural mineral water

4.People who would not mind

shelling out a little extra to indulge in the

unique taste of purity

2.High-spirited people, in for a

virtual refreshing Himalayan experience

1.People practicing a good lifestyle and who want the best of

everything

DemographicsPsychographics

P1 market – Metropolitan Cities (Mumbai, Delhi, Bangalore, Pune, Kolkata, Hyderabad and Chennai.)

Brand Positioning--For brand activation : Encouraging People to Experience the unprocessed natural spring water taste and think beyond the cost of a bottle.For CSR activity : Conserve Clean Water, help the areas with high water contamination ( Like Delhi, Uttarakhand, etc ) to get access to natural clean water.

Media Strategy and Plan1.Brand awareness with Mall ActivationA Huge Transparent Round Barrel with the Himalayas etched on them shall be placed at an easily noticeable area in the Food Court of the Mall. The barrel shall be huge enough to be noticed from a distance and attract people. The barrel will be fitted with a tube inside, reaching out to the filter. As people queue along to fill in their bottles or glasses, it shall appear that they are receiving water from the Himalayan Springs as shown on the barrel. The level of water shall be maintained to sustain the look. Also freezers with free Himalayan Bottles will be kept at random locations in the Mall to encourage people who try and adapt themselves to its enriching taste.

2.Engaging Audience & Increase Brand Recall (Sample attached in the last slide)Activity to be done in One Mall in each of the 4 Metro ( Delhi, Mumbai,Chennai,Bangalore) with Maximum Weekend Walk-inThe elevator will be wrapped for Sunday (the weekend when the other mall activations) and for the subsequent week for recall. Objective:Build a connect with the average middle class. As the product has been looked upon as a product for the high class.Engage audience in talking about the brand. As in the bottled water segment people connect to generally is Kinley or Bisleri.Connecting the brand identity of the brand ( Natural Spring water ) to the actual product i.e. natural water is the right of the people and if they trust the brand they will get access to the natural water which they always deserved.

3.Expansion of customer base through association with Brands across India

a. Major Association with Main Franchisees of “Gold Gym” all over IndiaTarget Audience : Age group at Gold Gym – 18-45 yearsReason : To Create a Premium Brand by leveraging Gold Gym’s Brand which is regarded as the one of the few gyms to offer premium services in IndiaWith Gold Gyms across India , Brand Exposure for TATA Himalayan will be more and also pertaining to the relevance of the brandClients at Gold Gym are of Upper Middle class with spending capacity to buy premium productsThe Image delivered would be “Drinking Natural Water” which is healthy with relevance to GymTata Himalayan would create a brand image around Being Natural and Unprocessed water but also Healthier option for drinking waterUsing Gold Gym to Display Himalayan Mineral Water in Fridges Designed with the brandThis can be done on an Annual Contract basis with Gold Gym

b. Association with the Brand “Hard Rock Café”Across all its branches in Tier 1 Cities such as Delhi , Mumbai , Bangalore , Hyderabad Audience at Hard Rock Café – 21- 40Hard Rock Café is mostly associated with Live music and being a premium bar.With the TATA Himalayan partnering with them for Official Water partner at Shows and also in their Menus.It will hence create a Premium Brand in the minds of the audience, it will help them in associating TATA Himalayan in the Premium Section of Drinking Water.Key Focus – Exposure of TATA Himalayan at Live shows as the Official Drinking water for the band in front of the audienceHimalayan bottle at Official Celebrity shows at the Venue at Any given Hard Rock Café

Digital Brand CampaignCampaign will be floating across platforms of Facebook, twitter and YouTube , which will be focused towards creating hype of the weekend mall activations. It will be initiated with #himalayanfacts & discount coupon quiz as well as some teasers (creatives + videos) of #himayalanSurprise. On weekends, people will be clicked at that mall & images posted with their tasting experience to encouraged their friends to visit & increase mouth publicity. Similar trends will be done before weekends for every targeted city. Also stories of consumers will be posted with their experience of Natural Mineral Water as well as sharing why they think the additional cost of the bottle is justified. Post the 1 month campaign, facebook will hosting a CSR campaign, where netizens will be requested to share there viewers about availability of clean water and will every post/share the water in the animated bottle will rise depicting the contribution of the charity to this cause.

Start of Customized Vending MachinesLocal Vendors rely heavily on sales for their survival. With brands like Bisleri and Kinley who provide bottled water at a cheaper price, it has been impossible to penetrate the mass market.With the help of Vending Machines we hope to tap this large customer segment and we also go a step ahead of the competition as we do not rely on Vendors to sell our product.Target Audience : Travellers, Corporate Employees, Cinema GoersObjective: Easily accessible, Convenient, Functional, Placement.Customized Himalayan water Vending Machines designed to represent Glaciers to be set up atKey Malls /Corporate Food Courts/ Airports/ Multiplexes/ Other associated venues

Magazine ContestsMessage: Experience the Unique Taste of The Himalayan SpringsContent: ‘Win a free Spa therapy at Ananda in the Himalayas’ just need to log on to the official Facebook or Twitter page of HIMALAYAN; play a simple quiz and share their thought about Himalayan Water Experience. Magazine Name: Women’s Health, Outlook Lounge, Time Out, Society, National Geographic Traveller etc.

Plan build up rationaleThe Brand Marketing Campaign will be designed for the month of May and will be a 1 month campaign.Digital Media will work during weekdays to build hype about the weekend promotions.The mall activation will be done on every Sunday of the first monthIt will be focused only in Tier-1 cities (Delhi, Mumbai, Kolkata, Chennai, Bangalore, Pune, Hyderabad).Website will be developed further, digital content to be updated immediately with more interactive content i.e. quiz, fast facts, creative contest competition, etc. Local Newspaper to run a print ad every Sunday morning, to encourage brand recall.The free spa therapy Contest will be run along side and post the first month of the campaign to recapture the attention of the audience. Vending Machines to be finished installing by the month of April.Brand tie-ups to be done immediately with a small media meet.A CSR campaign will be done a month after the Campaign to help the customer realise that the extra cost is for the benefit of the society.

Marketing Mix for the CampaignMall Activation to create brand awarenessLocal Newspaper Ads(Times Franchisee)Digital Brand CampaignContests in MagazinesCustomized Himalayan Water Vending Machines

Mall Activation

Online Activation

• Objective• To help get the brand more close to the people and help them realise that the

brand is also relative to the common man than just the premium. This would help the customer get some kind of attestation about the bottles cost (i.e. the extra cost is for the benefit of the society )

• We can pick a village in maharashtra or other place from where there is great clean water scarcity. We can build a facebook + twitter campaign ( like the one done by Save the tiger) where people will be asked to push the like button and write a small line with #himalayanSave or just add a button on the facebook site or even do both i.e. add a button to the facebook page n then only add a twitter post box. At the same page we will add an animated empty bottle

• The moment someone shares or posts that the water in bottle will increase gradually. the it will continue. We will be mentioning that as you fill this bottle some villages get access to clean water.

• this will build on our credibility as well as add emotional connect with the consumer