Part 3 of my e-book on social media marketing

Part 3 of my e-book on social media marketing

MANDATE: EXECUTING THE CREATIVE SOCIAL MEDIA MARKETING PLAN OF NUTRAMIL

FOR THE YEAR – 2013-2014

The brand vision: 

·         To be the #1 producer of dairy milk even possibly outsmarting Amul as the world’s largest cooperative dairy milk producer in the world

·         To ensure a healthy and nutritious way of life for all

·         To ensure that the brand plays a very important part in the daily consumption habits of the consumers (I refer to the Indian food habit of consuming yoghurt and ghee in small quantities on a daily basis.)

Target consumer base:

There are different products depending on the age group of the consumer.

1.       0-1 - Is for those women who cannot breast feed. Available in boxes of 10 sachets.

The milk powder is made available in singles too for very poor women convalescing in govt hospitals.

Ads directed towards this group highlight the tender and caring nature of a mother towards her infant, much like Johnson and Johnson.

2.       1-3 - Nutramil becomes the preferred choice of mothers, and the drink doctors would vouch for.

This paper deals with the 1-3 year old group of consumers

Aim for fiscal year 2013-2014:

 The aim of the brand is:

·         To become the single largest producer of dairy milk in India with dairy farmers exceeding 5.33 lakh farmers. (That’s the approximate estimate of dairy farmers of Amul.)

·         To set a target of at least 20 million litres of milk per day per state

·         To achieve a target of at least Rs 10,000 crores in the year 2013-2014

·         With a market-share of 60 percent in India (like DANONE in France)

·         And 12 percent in each country in which it is proposed to have a presence in (like DANONE in the different marketplaces overseas).

In short, follow the Amul story but catch up with DANONE. 

The aim would then be, to be a DANONE of France, in India

Ambition: to acquire a 60% market-share in Asia

To be second to none

Vision for the consumer:

A.       To touch the lives of 1.7 billion Indian hearts with a brand as powerful as milk powder in a world where even a pot of water is fetched some 20 miles away from home

B.      To try to make drinking milk a necessary and important supplement in a poor man’s staple diet of kanji before he leaves for work

C.      To make drinking milk from powdered milk sachets as important for the poor as drinking fresh juice is for the aspiring middle class

For the upper class:

A.      The ads say, “But of course, Nutramil” to any question regarding the preferred choice of milk brands

B.      It offers health bhi (sugar free) and taste bhi (In other words, healthy, and tasty too)

C.      It is packaged and designed in colours and tone that would appeal to the upper class

 For more, be there tomorrow...!