waterhealth pitch strategy
TRANSCRIPT
Marketing & Communication Recommendations.
MAA Bozell, Hyderabad.
The difference lies in giving a better life
Insight
• Water – a basic yet vital necessity of life.
• A fact mostly taken for granted. Indifference?
• Consumers appear resigned to the present system of water management, availability of safe drinking water.
• There is compromise. And the consumer continues to live with problems, regardless.
Reorient
Something to look forward to…
Reassure
• There is hope.
• There is a future.
• There is a purpose. And a meaning to life.
Build Confidence
• Beyond just a known product, a known name
• A movement for an enriched life
• A movement for meaningful living
• A MOVEMENT called Waterhealth
Positioning Strategy
Credible
Compelling
The Waterhealth Ethos
Healthy lives.
Meaningful living.
Life’s Cues
• Create awareness– Sensitize– Make known, by what you are & what you do
• Develop love– A sense of favor
• Make it a way of life– A sense of habit– Waterhealth – the water of life
Our Desire
• Get Authorities to endorse
• Get people to buy
• Get corporates to sponsor
Our Prime Movers
Authority CorporateConsumer
•Panchayat•State Government•Local Health Bodies•Municipality•Central Government
•Housewife•Husband•Family•Community Blocs
•Related businesses•Local domains•Micro Entrepreneurs
Brand Expectation
Don’t just tell me. Show me.
Our Marketing Strategy
Empower. Uplift.
Involve. Create participation
opportunities. Create partnerships.
Foster a spirit of ownership.
Touch lives.
Key Benefits
• The Authority in the role of Brand Facilitator
• The consumer in the role of Brand Ambassador
Enhancing Brand Equity
The Quiz
• An interactive & competitive format involving school students, on a nation-wide basis.
• A novel way to sensitise kids on water, health & sanitation issues. And establish the Waterhealth position.
• Aired on Doordarshan. Every Sunday prime time. For one year. Compered by a known name, relevant to our mission (Chiranjeevi / Derek O’Brien). Event co-sponsored by environment-conscious organisations.
The Grameena VikasamA Community Development Initiative
• A state-level interactive, wherein Gram Panchayats present their own strategies on village development.
• These papers are assessed for feasibility by the state authorities.
• Another novel way to sensitise local heads on lifestyle development issues, through empowerment. And establish the Waterhealth position.
• Panchayats with the best papers are felicitated by the Chief Minister / local M.P. / MLA and the event is extensively covered in the press and electronic media.
• This interactive to be initiated in the villages of A.P. and a subsequent, phased national roll-out.
Enhancing Brand Equity
In association with Naandi
Ideas for a better life
Elluru Gram Sevikas
• Empowerment for a better life for all.
• One or more groups of 10-15 women from each village take on the role of multi-tasking Waterhealth ‘life promoters’.
• Their key role:– Education on lifestyle issues, Waterhealth.– Counselling.– General health tracking.– Lobbying & coordinating with local governing bodies.
In association with Naandi
Aarogya Jeevan Nishchit!
• Everyone deserves and wants a healthful life – a basis for a constructive future.– The politician
– The administrator
– The teacher
– The father & mother
– The child
• Let’s catch them young!
Ideas for a better life
In association with Naandi
In association with Naandi
The Aarogya Jeevan Debate
Ideas for a better life
•A movement of partnership. And facilitation.
•A rich combination of experience and hope – teacher and child.
•An inter-school debate competition on life issues – development, health, availability of safe water, sanitation…
•Teacher and child collaborate and present the best arguments to local authorities on ways to enhance good living in the village.
•Extensive coverage in the press and electronic media.
Ideas for a better life
Visibility Enhancement
• “Good Health Day”
– An annual, village-based event.
– Replete with free health check camps, fun and food.
– An AV presentation on Waterhealth.
• “Fun with Laxman”
– An annual, village-based event.
– Interactive session for children with cricketing icon VVS Laxman.
Ideas for a better life
Visibility Enhancement
• “ Veedhinatakam”
– Social awareness skits, conducted across villages by rotation.
– An AV presentation on Waterhealth.
• “ Mee Mungita”
– Entertainment on wheels (popular film screening), with Waterhealth AV thrown in for education.
Ideas for a better life
Visibility Enhancement
• “ Partnership Summit”
– Interactive sessions with State & Central Governments, Corporates & Micro Entrepreneurs on community development issues.
– An AV credentials presentation on Waterhealth.
– A 3-D Mailer as a give-away, containing a 100 ml sample of WH Safe Water.
Ideas for a better life
Visibility Enhancement – Collateral Strategy
• A comprehensive, village-wise collateral campaign comprising posters, banners, tree-guards, road kiosks, wall paintings using contact points such as wells, boring pumps, mobile toilets, Rythu Bazaars, bus shelters, temples, Gram Panchayat offices, market yards & telephone booths.
• Give-aways such as WH branded inflatables, hair ribbons, bindis & textbook sticker labels.
Ideas for a better life
Visibility Enhancement
• Cinema Slides.
• Ads on local cable networks.
• Corporate communication in related trade journals such as Healthcare, Indian Journal of Community Medicine etc.
• Exhibitions such as AHAAR, Industrial Exhibition (Nampally).
• Fund Mobilisation campaign to enlist support of micro-entrepreneurs.
Life…
Enhanced Brand Experience
In every sip..