Marico’s

Over The Wall

Season 6
The Challenge
Building Meal Replacements
via DIGITAL
 URBAN INDIA INDIVIDUAL - HEALTH INDEX

52 MN OBESE

Ref: NCD-risk factor collaboration, 2016, Kelly et al, 2008

MULTIPLE COMORBIDITIES ARE LINKED TO OBESITY
 CHALLENGES FACED IN URBAN INDIA

LACK OF
HECTIC COMPROMISE EXERCISE
WORK QUALITY OF
SCHEDULES LIFESTYLE
UNHEALTHY /
ERRATIC
EATING HABITS
 HOW WE TYPICALLY TRY TO REDUCE WEIGHT?

WE WANT IMMEDIATE RESULTS

CRASH RIGOROUS
DIETING
Deprives you of the
right nutrition
OR UN-SUSTAINABLE
EXERCISE
Leads to injuries
 WHAT WE REQUIRE
IS A CHANGE IN LIFESTYLE
Concept rooted in the science of calories
 THE IDEAL SOLUTION
A HEALTHY MEAL

LOW ON CALORIES & HIGH ON NUTRITION

WHICH IS QUICK AND CONVENIENT TO HAVE

A MEAL
REPLACEMENT
SHAKE
MEAL REPLACEMENT SHAKE CATEGORY – 500CR

GROWING @ 48% CAGR

MAKING IT A 3500CR CATEGORY IN 5 YEARS

GROWTH FACTORS :
• Fitness trend growing in India • Rise in health awareness

• Rising obesity • Accessibility & affordability of

the category
• Increasing disposable income
of Indian middle class
 CURRENT OFFERINGS IN THE MARKET

MLM E-commerce / OTC

(60-70% of the category)
 CONSUMER APPREHENSIONS

SAFETY BELIEVABILITY ACCESSIBILITY & BOREDOM

Will it be wholesome ? Pack says 5kg in 2 months! Vanilla, chocolate, mango ONLY . I cant
keep having the same flavours again and
Is the product safe? Not possible. Never heard anyone come again.
remotely close
I don’t want any untoward I don’t find it easily.
consequences
Single pack hurts my pocket @ Rs. 2000
CONSUMER PURCHASE JOURNEY much longer than typical FMCG
products
MR Category at a nascent stage. Education is KEY.

Purchase funnel

DROPOUTS HERE VERY HIGH

• Thorough research on product.
• High involvement phase.
• Influencer driven.
RE-ASSURANCE
required constantly
throughout consumer
lifecycle
Constant engagement &
2 WAY
COMMUNICATION key
to drive growth
INTRODUCING
(No added sugar / no artificial sweetener)
 MRP VS. OTHERS
company brand MRP volume (g)

60-70% of the Herbalife Formula 1 1942 500

category
Amway BodyKey 1849 420

Healthkart Incredio 1150 500

Healthkart Slimshake 1150 500

Medisys Medisys 1099 500

British Nutritions Slimlife 1050 500

Saffola Active Slimming
Marico 990 400
nutrishake
Ayurwin Nutrislim 886 500

Hexagon Obesigo 849 350

Corona Meolo 750 400

Nutrimed Slim N Trim 650 400

British Biologicals Medislim 535 500

Meyer Reshape Slim 418 400

PRICING IS INDICATIVE, AND MAY VARY AT ANY TIME

Digital Marketing Initiatives
The category being nascent, we had to deploy a mix of avenues to drive
awareness & conversion

Consumer journey Awareness Interest Desire ACTION

1 2 3 4
Video & display Social Media Search Marketing Ecomm Media

Objective
Brand building & Engagement & Drive Last mile
Awareness Education Relevancy conversion
Video -> we used Humour to bring the category into the consumer limelight
New Year resolution video
• 1 New year video to highlight weight loss resolutions and
how they fail

• 3 EXPERT videos to educate consumers & bust myths

around MR

• Cost per view @ Rs.0.3, much lower than the avg. Rs.2.5-3

• Sequential remarketing helps to explain all aspects of

product:
New year video -> Diet video -> Safety video

• View rates for remarketed videos were 55% + , over double

Remarketing undertaken to deepen the norm, proving video has been accepted
engagement

Videos Views View Rate Comment

New Year 30,91,355 49%
Diet 11,54,421 43% View rate is
Exercise 7,51,094 43% usually 20-25%
Safety 4,40,090 39%
Safety video Right Diet plan Exercise vs diet
Social Media - Multi pronged approach to build brand affinity

Contextual
Tactical
Multiple content buckets serve different purposes

a) Driving Engagement via

 Lifestyle posts
 Contests
 contextual event specific posts
• Womens day
• Holi
• Mother’s day
• Valentine’s day

b) Building Advocacy
 via Influencers

c) Education
 highlight product benefits / USPs bucket

Product
28k followers across platforms Influencers
Display Media -> Targeted remarketing to drive consumers towards ECOM

• Ad campaigns have focused on the TG buckets

• Nutrition
• Working Professionals
• Weight Loss
• Food Delivery Apps

• 3lac + clicks to Amazon or Paytm to transact

• Remarketing critical to maintain engagement levels ->

12k clicks delivered at CTR of 2.1%

• 1.6% & 1.5% CTR seen from the working professional

and nutritional buckets
Search marketing -> Keyword CTR of 4% + is 3x higher than industry
benchmark
SEM

• Focus on nutrition, quality & taste features has appealed to

users. Competition do not have the same USPs

• Banners running on the GDN targeted towards users who

have browsed competition sites
GDN

3200+ clicks from users who have visited competition

sites

• Feature and offer led creatives have performed better with

higher click throughs.

• LESS is MORE– works on Digital media

Key Learnings

Key learnings so far

• TARGETED INTERVENTIONS work - No display promos on Ecom unless
targeted

• Focus on REMARKETING - Awareness to Action is a long journey

• VIDEOS for engagement & brand building – Nothing works better

• SEARCH IS KEY – To staying relevant

• ECOM MEDIA FOR CONVERSION – An expensive ‘MUST DO’ required for last
mile conversion
Results - Positive impact in all spheres

1
No. 3 MR brand on Amazon within 3 months of launch
2 Category introduction in Big Basket, Grofers & MODERN
TRADE
The Challenge

Main Challenge for the brand :

CATEGORY CREATION IN ECOM
Objective – Create Meal Replacement as a 100
Cr brand in 2 years
• We are targeting a 100CR sale (at MRP) (~10Lacs units of Saffola Slimming nutrishake)
• Marketing budget – 15 CR
• The objective is to create the business ONLINE (i.e DIGITAL).
• The timespan to reach this objective is 2 years. (Ofcourse achieving it earlier would be more
than welcome!)
• Hash out the big idea(s) and detail out all execution inputs with a timeframe
 Thank you

For more info refer to :

www.getslimtherightway.com
@saffolaslim