Himalayan mineral water
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This document provides a SWOT analysis of Himalayan Mineral Water and competitive analyses of Evian bottled water and Nestle Pure Life. For Himalayan Water, strengths include its regional brand and quality perception, while weaknesses are a lack of advertising, branding, and online presence. An opportunity exists to leverage social media and mobile apps to reach customers. Major threats include competition from larger brands with more advertising spending. The document then outlines a large marketing campaign idea for Himalayan Water centered around the mythical Yeti creature and using social media, videos, and offline events to build buzz and reveal the product.
Himalayan mineral water
- 1. Himalayan Mineral Water Social Media Ideas 1
- 2. Competitor Analysis EVIAN BOTTLED WATER 2
- 3. Competitor Analysis EVIAN BOTTLED WATER 3
- 4. Competitor Analysis EVIAN BOTTLED WATER Strengths Weaknesses Evian is targeting the 24-40 age group by a Their content strategy needs a bit of a campaign called Live Young. boost as their language does not reflect In this regard they are promoting healthy what their campaign is about lifestyles, tapping on the aspirational value of What they need is to get people involved unfulfilled needs. and engage users to share their unfulfilled They are present on FB, Tw & YT, the major wishes with them social networks. They are using children as the basic spread mechanism for the campaign Opportunities Threats An opportunity exists in offline events, The major threat is rivalry from primarily activation of flash mobs as they are a competitors. current rage around the world on YT 4
- 5. Competitor Analysis Nestle Pure Life 5 5
- 6. Competitor Analysis Nestle Pure Life Strengths Weaknesses Nestle Pure Life runs a movement on The idea is done to death in India FB to get people to switch from sugared and beyond a certain point loses beverages to water relevance. They are playing on the sentiments of Too much of a product push & the US public by promoting health content talks only about water as a awareness way to a healthy lifestyle. They can Run regular small quizzes and contests bring other elements in as well to keep engagement high They are not doing anything on TW and YT Opportunities Threats An opportunity exists to tie up with The major threat is that in the long fitness centers and promote the brand as run the idea loses value and may not an energy juice . be sustainable. Should get into the mobile app space and come up with apps for fitness enthusiasts 6
- 7. SWOT Analysis Himalayan Mineral Water Strengths Weaknesses One of India’s few regional mineral Currently lacking proper advertising water brands and branding. Good perception in the market about No presence online on social media quality of water and trust of the Tata & purely boasts of a dull website name. Himalayan bottled water is exquisitely priced and has virtually no communication to support the cost. Opportunities Threats Huge opportunity in reaching out to the Competition from larger players like TG through social media and mobile Bisleri and Aquafina which are relatively less expensive and which Can get out of the conventional live have larger advertising spends. healthy drink mineral water ideology and enter with a more out of the box communication proposal . 7 7
- 8. The Big Campaign Idea BRING THE YETI BACK Commonly associated with the Himalaya’s. Idea is to strengthen association of the myth with Himalayan Bottled Water “The Yeti or Abominable Snowman is a mythical ape-like cryptid said to inhabit the Himalayan region of Nepal, and Tibet.” 8 8
- 9. How do we do it? Introduce YT Increase videos and reveal Manage traffic on engagement and Offline activation Build buzz around product the page through conversation through events the Yeti. (Himalayan regular through a FB and mobile apps Water) through a interactions community page contest 9 9
- 10. Build buzz around the Yeti. Use fake and real existing FB and Twitter profiles to spread fake edited images of Iceman sightings around the Himalayas. You can use some online PR support and forums as well to spread the news. Use of social bookmarking sites like Digg and Delicious to build buzz. Estimated time: 1-2 weeks 10 10
- 11. Increase engagement and conversation through a FB community page Create a community page for the Iceman on Face book and Twitter. We could also include a micro site. Use that page to propagate more sightings of the Iceman. Stage a ploy to show some FB users who are missing in the regions of the Himalayas where Yeti has been spotted. Estimated time: 1.5 weeks 11 11
- 12. Introduce YT videos and reveal product (Himalayan Water) through a contest Activate YT brand channel page with random video sightings of the ICEMAN where his voice is heard saying something. This is a clue which on being solved will tell us what the YETI is upset about. On solving the clue of what the YETI is saying, which is “thirsty thirsty” in a growling tone, increase engagement by inviting people to solve this clue on Twitter. Estimated time: 1 week 12 12
- 13. Introduce YT videos and reveal product (Himalayan Water) through a contest We spread the contest to Twitter where the product will finally be revealed through a puzzle. On following the Twitter page of the Iceman we will post picture tweets every day which are a part of a huge puzzle. Within a week, the first person to tweet the solved picture, reveals the product(Himalayan Bottled Water) and wins a prize. Estimated time: 1 week 13 13
- 14. Manage traffic on the page through regular interactions The next stage is to integrate Himalayan Bottled water into the respective social pages. This can be achieved through releasing YT videos of the missing men with the Iceman, the perception of which we plan to change from being an angry beast to a fun, nice, cool beast. These videos will reflect that thought. The micro site can be revamped from a place of random sightings to a place where the Yeti will respond to users based on the tweets they post. Tweets will be categorized into positive, negative or neutral and the Yeti will respond on the micro site when the user posts a tweet. Estimated time: 1 month 14 14
- 15. Offline activation through events and mobile apps . (Engagement Strategy) A Face book contest where users have to submit their Yeti impression and upload it on the FB page. The users with the most votes will win prizes Estimated Time: 1 month 15 15
- 16. Offline activation through events and mobile apps . (Engagement Strategy) Offline activations like an Augmented Reality event where users can see a transparent body on the screen and when they stand on a marker and drink a bottle of water. The water gets poured into the transparent man up to the chest post which the man/woman turns slowly into an Iceman. These pictures can be uploaded onto our social networks 16 16
- 17. Offline activation through events and mobile apps . (Engagement Strategy) Mobile apps like Icebreaker Its an app which provides you with daily pick up lines and conversation starters so you can use it to break the ice with your prospect Thirsty (The App) An app which can be used while gymming/ jogging and which tells you to replenish yourself with water when you lose liquid through cardio. 1717
- 18. Thank You 18 18