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Proposal+for+BARRIER Final
Proposal+for+BARRIER Final
Solutions
Phase 1
Timeline : __________
Budget : __________
1. Market Research
a. Standees
b. Leaflets
c. Product talkers
e. Banners
f. Branded umbrella
g. Kiosk
3. Creatives
a. Concept Creation
a. Email marketing
b. SMS marketing
e. Blogs
Phase 2
Timeline : __________
Budget : __________
3. Creatives
a. Multimedia production
a. Billboards
b. Transit
c. Street furniture
d. Alternative
5. Digital Marketing
a. Email marketing to continue
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e. Social Media Advertising to start
f. Blogs
j. ORM to start
6. ATL Marketing
b. TV
c. Radio
Phase 3
Timeline : __________
Market Research
The Market Research team at ___ helps clients to carry out various operations to
understand the industry, brand their products, and stand as a pioneer in the
industry. Knowing customers preferences, interests, needs, and habits is one of the
toughest things for marketers. Understanding that every business revolves around
the Customer, we have built a team of expert market and marketing researchers.
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Organized data collected and analyzed
Data quality check at each stage
Established expertise with efficacious track record
A team with industry expertise
360o analysis of industry and brands in the market
This document briefly covers the approach to achieve the below mentioned
objectives:
Objectives
1 Understand customer behaviour towards purified water, water filters,
purifiers, etc. and to understand acceptability, reach and competition.
Factors driving purchase triggers/motivators
Reluctance level and reasons
Adoption forecast
2 Understand consumption per household
Source
Quantity
Awareness towards purification
Spending profiles
3 Brands perception
4 Feedback on a new product proposed
5 Distribution channels, marketing activities, and costing
6 Market size and shares
Growth over a period of time
Opportunities and challenges
Competitor presence (ATL and BTL)
Marketing spend analysis
Regulation and SWOT analysis
Approach
To achieve the objectives, the following research methodology is proposed.
Consumer Behaviour Understanding usage and attitude
Supply Chain Understanding of suppliers, retailers and distributors
Market, Competitors & Need Gap Overall market, competitors and need
gap analysis and understanding what is available vs customer
requirements vs competitors
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Research Process
Stage 1 - Initiation This stage will measure and record the
various attributes mentioned in the
objective of the study. Tasks included in this
stage:
Questionnaire design and approval
Field work set- up and resource
allocation
Execution of field work Interviews
with the target respondents
Primary data recording
Stage 2 - Investigation Tasks included in this stage:
Statistical data processing using
software like Quantum, SPSS, etc.
Modeling of data using LeadCap
Proprietary models.
Stage 3 - Reporting Output/delivery:
Analysis of the recorded data
Reporting of the critical finding of the
research
Suggestions and recommendations
Research Outcome
Through the research, we expect to bring out the following insights:
1 Product branding and establishment product design and adaptations
2 Marketing Segmentation and positioning
3 Strategy Launch, establishment, promotion and loyalty creation
Target Audience:
Consumers:
The target profile would be
Any household using portable drinking water
Using filtered/bottled water for at least the last 3 months
Across SECs and MHI (SEC/MHI to be covered will be decided post discussions
with the client based on the technology and the cost structure of the
proposed water purifier product)
Male/female: 50:50
Age
Younger (25-35 yrs., single/married/married with young kids)
Older (40-50 yrs., married with older kids)
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The interviews would be conducted with the key user/decision maker of the
household when it comes to water purifiers.
Traders:
These would be leading traders/supply chain partners/fabricators that have
been in the business for at least 6 months.
Interviews would be conducted with the owner/key decision maker.
Project Timeline
Immediate
Reporting
A detailed report will be created with key insights called out and inferences
highlighted and submitted along with revisions to the activation plan (if any).
Activation/Promotional Campaign -
BARRIER
The objective of the activation is to create Brand Awareness, dish out samples &
increase footfalls to the stores after launch.
BARRIER Activation
As part of the overall launch/promotion, activation campaigns will be set up to run
over a period of time. The campaigns will look at showcasing BARRIERs purifiers at
select malls/stores across the city. Aiming at creating a buzz about the product
launch and to keep the momentum going, activation will be setup at 10 stores at a
given point in time.
Stores will be strategically chosen basis research and inputs from event partners.
The activation kiosks will feature BARRIERs purifiers and promotional materials
such as leaflets, canopy/standees/banners, glow sign boards, product talkers, etc.
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Client :BARRIER
Project : Outlet Activity
City : Bangalore
No of Outlets : 100
Kiosk (15K per umbrella type or, 40K per bigger full-
6 15,000 10 1 1 1,50,000.00
fledged)
Total 27,55,250.00
Our management Fee @ 15% 91,500.00
Sub Total 28,46,750.00
Service Tax 14.5% 3,51,858.30
Total 31,98,608.30
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Social Media MarketingBARRIER
We will help create social media strategies for BARRIERand implement them
successively through various social channels like Facebook, Twitter, LinkedIn,
YouTube, and Google+.
Our complete suite of social media services includesSocial Media Audit, Monitoring,
Strategy & Consulting, Management, Online Reputation Management, Advertising,
Webinar Marketing & Optimization, and Event Marketing & Promotion via Social
Media.We will be leveraging the medium by effectively reaching and communicating
with BARRIERs potential consumers, building communities and building its brand in
India.
Platforms of Engagement
We recommend the following social media channels for BARRIER:
Facebook: The largest social network in the world with over one billion registered users.
Facebook is best for creating a community around your brand, getting feedback, and
handling customer service issues.
Twitter: This is a frantic, fast-paced social network. Messages here are limited to 140
characters; small business owners can best utilize it to keep up to date with industry news
and give consumers real-time updates of sales, promotions, and other business activities.
Google+: Global Web Index recently reported that Google+ has become the second
largest social network in terms of monthly active users. Google+s most attractive feature
is its search engine benefits.
YouTube: This is the only social network based solely on video content. Video marketing
is the best method of drawing and retaining your targets attention. Just make sure that
youre in a field where your videos will be interesting.
LinkedIn:If Facebook was dressed in a suit and a tie, it would be LinkedIn. This low-
maintenance network is best for making business connections and finding potential
employees. LinkedIn makes it easier to connect to the people and things that matter in
your professional world. Build and nurture your professional network, stay up to date with
the latest business and industry news, and find your next dream job
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Social Media AdvertisingBARRIER
Brands can actively target people based on interests, activities, location, age,
gender, and their real time activities. This makes for a very efficient advertising
platform and an intensely intimate experience with consumers not to mention
bang for your buck, your ads will be exposed to the audience you want. By adding a
share feature and encouraging interactivity, brands can not only target ultra-
specific audiences, but then they curate and share that ad with their friends,
spreading the word of mouth.
Content Creation
We will create specific, unique content centering on BARRIERs product or business,
as well as your specific social media goals. We will create content that speaks not
only to those engaging on the specific platform, but also to your business audience.
With We, you dictate your personal involvement in your companies' social media,
knowing that experts have the reigns.
Comment Responding
Our Social Media Manager will monitor your social media sites for comments and
questions, and will write back on your behalf. If they are unsure as to the answer to
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a question, they will immediately contact you before proceeding. These practices
are imperative to giving consumers the assurance that your company is on their
side and are producing a product/service that they stand behind.
SPAM Monitoring
Spam is an unavoidable part of the internet, whether be it from a bot or a specific
disgruntled person posting inappropriate content. Real time engagement ensures
that Spam will be monitored and immediately removed. There are varying levels of
Spam, some are bulk messages, others are commercial, some personal; We will
individually assess each communication and will act accordingly to varying degrees
of Spam messages.
Real-time Reporting
We will also send you monthly reports on your social media analytics, further
helping you chronicle results. Since most companies dont directly rely on the form
of MIS social media analytics. We will send you reports from our proprietary software
that intellectually calculates data in a mode that makes sense to marketers.
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Online Reputation Management
BARRIER
Online Reputation Management combines marketing and public relations with
search engine marketing. Visibility and high rankings for good publicity are the
ultimate goals, which will in turn push bad publicity down the search engine listings
and out of public view. Statistics show that the general public rarely views more
than two pages of search engine results for any search.
We, at Strategic, with our Online Reputation Management services, ensure high
rankings and indexing in the search engines for all positive associated web sites and
corporate communications. The result is an increase in your overall positive web
presence, which will help you own the top spots of the search engine rankings for
your brand. Online Reputation Management enables you to protect and manage
your reputation by becoming actively involved in the outcome of search engine
results by creating online assets - assets that are owned and controlled by you.
Our Approach
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To create a strong online presence for www.barrier.in we will provide a focused SEO
campaign that will helpBARRIER achieve the following objectives:
20 Keywords to Optimize/month
Traffic Optimization
Content Optimization
Landing Page Optimization
Webmasters Central Integration
Local Listing Rs. 1,50,000/month
Guest Blogging
Keyword Ranking Report
Traffic Report
Technical Audit Report
Website Speed Audit Report
Online PR - BARRIER
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Online PR activity is closely associated with improving results from many of the
other digital marketing communications techniques in particular social media, SEO
(link-building), partnership marketing and viral marketing / word-of-mouth
marketing.
We will source for the high page rank PR sites that will have more reach to
your audiences.
Based on your inputs of your campaign or events as planned, our in-house
content team will prepare PR.
Both free and paid PR channels will be used to increase visibility
ONLINE PR PRICING
Recommended budget - Rs. 2,00,000/month (Can be increased or reduced based on
your budget)
Tele SupportBARRIER
We will be providing tele caller support for BARRIER to ensure that we take every
Consumers incoming queries and provide full assistance for them 24x7.
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SMS Marketing and broadcasting are changing the way we communicate in India.
Text Messaging is now a serious distribution channel that gives you the power to
deliver your message directly into the hands of your audience, and create new
generating revenues in the Indian market.
Content holds a crucial position in this internet era. Its not just high quality content
but a perfect mix of quality, relevance and SEO which makes you stand out of the
clutter. At We, we have in-house experts who craft strategies to enrich content and
make websites drive traffic.
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CONTENT MARKETING PRICING
Rs. 40,000/month
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about your new offers, latest company/industry news, or a welcome mail, our email
marketing package serves every purpose.
Our clients have been able to absorb enormous marketing benefits from our Email
Campaign service.
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Marketing Calendar 2016 -
BARRIER
SL DESCRIPTION OF Ja Fe Ma Ap Ma Ju Ju Au Se Oc No De Ja
NO ACTIVITY n b r r y n l g p t v c n
Market Research
a. Consumer behavior
(Primary & Secondary)
1
b. Competitive
scenario and
Distribution channels
Creatives
a. Concept Creation
b. Concept design and
2 copy
c. Video production
d. Multimedia
production
BTL Activation at
the 100 stores
located in
Bangalore West,
South and some
3 parts of North
a. Program to be
described with
Resources/Promoters
b. Mobile LED trucks
targeted promotion
4 Digital Marketing
a. Email marketing
b. SMS marketing
c. Search Engine
Optimization
d. Blogs
e. Social Media
Marketing
f. Social Media
Advertising
g. Online PR
h. Digital Ads
i. ORM
j. Tele caller - After
sales support
(Inbound and
Outbound)
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k. 3rd Party e-
Commerce website
promotions (Flipkart,
Snapdeal, Amazon
and so on)
l. Video Marketing
Press meet for the
launch of BARRIER
5
in India
a. Press Conference
Paid PR in
magazines and
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newspaper
supplements
Advanced BTL
Activation for
a. Modern Trade
Outlets Spar, Big
Bazaar, Reliance
Hyper, Landmark, Star
7 Bazaar
b. Top 100
Restaurants
c. Top 25 Apartment
Complexes
d. Top 10 Malls in
Bangalore
OOH Activation/Ad
Campaign
8 a. Billboards
b. Transit
c. Street furniture
d. Alternative
ATL Marketing
a. Print - Highest
circulated
newspapers, Inflight
magazines, Coffee
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table-lifestyle
magazines, Industry
Journals
b. TV
c. Radio
Expansion plan -
10
other cities
Distribution
11
expansion plan
20
POSM
a. Standees
b. Leaflets
12 c. Product talkers
d. Glow sign boards
e. Banners
f. Branded umbrella
g. Kiosk
Mar16-
Phase 1 May16
Jun16 -
Phase 2 Dec16
Phase 3 Jan 2016
Investment
INVESTME
No. SERVICE
NT
1 Market Research (One-time fee) 13,50,000.00
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OOH Ad Campaigns (Prices will be shared a month prior
11 TBD
to deployment)
ATL Marketing - (Prices will be shared a month prior to
12 TBD
deployment)
Signature: Signature:
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