1. Jeevan Ras COMMUNICATION PLAN AXIOM 2. WELCOME TO A JOURNEY OF 100% NATURAL WELL-BEING 3. The 5 Ws WHO? WHAT? WHEN? WHERE? WHY? 4. AXIOM is a Ayurveda company started in 1995. Situated in the district of Ambala in Haryana, Axiom is today the leading supplier of various herbal formulations in India. It manufactures Ayurvedic medicines, Herbs Juices, Ayurvedic Cosmetics & Health drink. For Axiom Quality is all about purity, nothing less nothing more. Since,1995 companys soul motto is to give 100% purity to all their products. Axiom is a key player in the Herbal Ayurvedic segment in the North India, East and North-East regions of India AXIOM: HERBAL HEALTHCARE 5. To treat 10 million people -Axiom VISION STATEMENT 6. COMMUNICATION OBJECTIVES Create a branding for Axiom using its 2 flagship products Create brand visibility for Axiom: Induce trials for the brand Position Axiom as a 100% pure wellness solution- Delivering natural purity in its true essence Using Media Vehicles to reach out to the right TG 7. TO MARKET, TO MARKET 8. WORLD HERBAL INDUSTRY Herbal Product Market :USD 70.5 billion Annual Growth Rate : 10-12% PA By 2050 : will reach 6 trillion WHO estimates that 80 percent of the population of Asian and African countries presently uses herbal medicine for some aspect of primary health care. Approximately 1,200 single ingredient and 10,500 polyherbal formulations are registered and used in the treatment worldwide Source : EXIM Bank & ET Report 9. INDIAN HERBAL INDUSTRY Indian Market : Estimated as Rs. 8000 crores Export of Ayurvedic drugs & allied herbal products : Estimated at Rs. 440 crores Growth rate between 10-15 percent, with the same rate targeted for the next 10 years Source : EXIM Bank & ET Report 10. MARKET TRENDS (IN GRAPHS) Juice form is the 3rd most consumed breakfast item, after coffee and cereal Sales of new, herbal juice on the rise Sales of traditional drinks decreasing Market expected to grow exponentia lly by 2020 Indian Herbal market growing @ rate of 12% CAGR Estimated at 8000 crores 11. Pure Ayurvedic (Axiom/ Patanjali juices) Herbal Cosmetics (eg.Himalaya foot care cream) Nutritional Food supplement- FMCG (eg.Dabur chyawanprash) HERBAL GENRE MAINLY DIVIDED INTO 3 BROAD CATEGORIES 12. A HISTORY OF AYURVEDA BRANDS IN INDIA OCCUPIED BY LEGACY BRANDS Many Long and successful runs of several brands Dabur (launched 1884), Amrutanjan (launched 1893), Himalaya (launched 1930), Baidyanath (launched 1917), VICCO (launched 1952) Zandu (est 1919) Hamdard in Unani sphere (since 1903) 13. COMPETITIVE SPACE 14. COMPETITIVE SPACE (NEW BRANDS) Patanjali Swadeshi Canada herbal Royal Organic Gurukul + Many more 15. COMPETITIVE SPACE Patanjali Reflects Baba Ramdevs charisma Widely available and most accepted 16. COMPETITIVE SPACE Swadeshi Well known after Patanjali. Name reflects its core values Wide availability 17. COMPETITIVE SPACE Canada herbal Claim to offer pure extracts. Not credible in the market No distinct positioning 18. COMPETITIVE SPACE Gurukul One of the oldest brands in this sphere. Well known for manufacturing herbal candies 19. TYPICAL SHOP SHELF 20. PATANJALI 21. PATANJALI DANT KANTI HIGHEST SELLING PRODUCT 22. HERBAL CANADA VARIOUS RAS 23. AND OF COURSE AXIOM VARIOUS PRODUCTS 24. AND SOME INNOVATION (A LA FMCG) 25. GURUKUL AMLA CANDY-EXPERTS IN CANDY 26. TABLETS AND SHAMPOO SACHETS 27. WORD ON THE STREET 28. HERBAL SOLUTION PEOPLE SPEAK 29. CATEGORY ASSESSMENT Consumers want quality and efficacy as the primary reason for buying a herbal product. Availability and belief because of endorsement play much bigger role than price points Top 3 Reasons for Purchase Top Barriers to Purchase Efficacy/Quality &Health attributes of the product Endorsement by the doctor or health gurus Price factor Unknown name (not endorsed by any known name) Quality and efficacy questions, especially with increasing number of players Poor availability/shelf space If a herbal tonic works for me, I am ready to buy it from any place at whatever price 30. AXIOM PRODUCT ASSESSMENT Purity is the leading product attribute of Axiom, but lack of awareness and wide supply is a strong barrier to purchase Top 3 Reasons for Purchase Top 3 Barriers to Purchase Pure! Health benefit Trial stickiness (WoM) Reasonable price Disguised invisibility (Present yet unknown) Lack of shelf presence Supply/demand shortfall 31. BRAND ANALYSIS AND POSITIONING 32. CONSUMER INSIGHT 33. YES! I WANT to buy AYURVEDA! (A new respect and revival by embracing the ancient knowledge of Ayurveda) CONSUMER INSIGHT 1 34. BUT I DONT WANT TO BE SEEN BUYING Ayurveda CONSUMER INSIGHT 2 35. + Everything Natural is NOT safe!!! CATEGORY INSIGHT 36. BABA RAMDEVS UNIVERSE 37. BABA RAMDEVS UNIVERSE WHERE PRODUCT=PRASHAD 38. BABAS UNIVERSE HUGE TRADITIONAL KNOWLEDGE AUTHORITY CAPTIVE FOLLOWERS BUILT ON YOGA 39. But BABAs Universe is also LIMITED COMPETITOR INSIGHT 40. WHY? The Perception 41. BABAS UNIVERSE PEOPLE LIKE US THIS BARRIER OF PERCEPTION 42. AXIOM PROMISE 43. AXIOM PROMISE Modern Quality Pure Juice Extract Efficacy German Technique Trustworthy Researched For People like us 44. WHO ARE THESE PEOPLE LIKE US? TARGET AUDIENCE 45. TARGET AUDIENCE PROFILE (PSYCHOGRAPHICS) Healthy living lifestyle Wants go gymming but unable to take out time due to busy schedule Tending toward healthy eating, consuming more natural, organic products Health drink a day mentality Men + Women: 30+ SEC A Health conscious Executive Rahul & Maya- People Like Us Watches TV like Knows the benefits of yoga 46. BELIEF Vs BELIEVABILITY BABAs UNIVERSE Vs AXIOMs UNIVERSE 47. ANCIENT Vs MODERN BABAs UNIVERSE Vs AXIOMs UNIVERSE 48. THE POWER OF PRASHAD Vs THE ASSURANCE OF SCIENCE BABAs UNIVERSE Vs AXIOMs UNIVERSE 49. BELIEVABILITY+ MODERN+ SCIENCE = 99.8% pure juice extract AXIOM UNIVERSE 50. THEREFORE WHEN THE WORLD ZIGS YOU ZAG 51. The UNLIKE BABA POSITIONING 52. POSITIONING SUPPORT 1 Delivering trust in every sip There is a certain trial stickiness involved with Axiom products current market The consumer experience with the existing product has happened due to Word-of-Mouth People those who have tested Axiom have kept coming back for more trusting Axioms purity 53. POSITIONING SUPPORT 2 Technique Matters The special German extraction technique brings to life Axiom Jeevan Ras in its pure form as good as direct from the nature Fully automated state of the art plant in Ambala that ensures quality 54. POSITIONING SUPPORT 3 Researched and Refined (A product that comes through the experience of professionals) Natural herbs require careful collection/ study/ process and delivery Established and run by Dr. Hemlata Gupta, formerly Senior Medical Officer and her son, Mr. Sanjay Gupta, a graduate in Chemistry A product that is thoroughly researched and refined 55. BRAND IDEA The essence of your brand BRAND/PRODUCT PERSONA The manifestation of the brand in human characteristics EMOTIONAL BENEFITS How does the product make the consumer feel? FUNCTIONAL BENEFITS Summarizes the tangible benefits to the consumer FEATURES & ATTRIBUTES Tangible assets of your product BRAND ANALYSIS PYRAMID 56. BRAND IDEA 100% Scientific Purity (Unlike-Baba positioning) BRAND/PRODUCT PERSONA Health Advisor/ Modern caretaker EMOTIONAL BENEFITS No problem/ Jeevan Ras to hai na FUNCTIONAL BENEFITS Natural/ proven efficacy FEATURES & ATTRIBUTES Quality, value for money herbal health juice in an easy to consume form BRAND ANALYSIS PYRAMID-AXIOM 57. Axiom Jeevan Ras has 100% solution. And you will feel proud to buy and flaunt it WoW!! DESIRED CONSUMER RESPONSE 58. BRAND IMPLEMENTATION 59. (CREATIVES) 60. TVC 1 61. TVC 2 62. TVC 3 Video Audio The entire film will capture the activities of a mans feet. A pair of slippers kept near the bed Alarm ringing Feet slides into the slippers Click! The alarm stops ringing Feet under shower The hissing sound of the shower Wearing formal shoes Low sound of heart beat Feet running behind the bus Heart pounding with fast short breaths Feet climbing stairs Heart beating faster with quick short breaths Office in background. Feet moving restlessly on a chair Heart beats 63. The man gets up. Moves out of the office. The heartbeats continue to beat faster Man reaches home. His little daughter comes running to him. The heartbeats come back to normal He sits on the chair, reclines and puts his feet up on the bed Sound of a sigh. Heartbeat at normal rate. Feet of a sari clad woman Voice of a woman - Chale? Feet come down with a thump with little dust puff around itto show the energy! Voice of a man - Bindaas!! Branding frame with logo Axiom Jeevan Ras Unke liye jinhe zindagi se kuch jyada chahiye. Array of products Super and MVO Axiom Wohi gyaan. Naya Vigyaan TVC 3 (CONTD) 64. FUTURE STRATEGIES 65. FUTURE STRATEGIES Phases to be strategic- From Awareness to Engagement Second phase focus on engaging the customer Cashing in on peoples change in attitude towards going 'back-to-nature' and the growing demand for herbal and natural therapies Looking at more Activation/ apps/ engaging ideas Axiom branded outlets/ franchises 66. Wait! One More Thing 67. AXIOM MOBILE APP 68. MOBILE APP Download Axioms On-the-go health advisor Key in your health troubles And it will give you a natural diagnosis of it It also recommends the type of natural remedy available for such a condition And if Axiom offers such a product it will let the consumer know It will also tell him the nearest place where the Axiom Jeevan Ras is available 69. THANK YOU 70. Created with Haiku Deck COLLATERALS & PRINTING 71. COLLATERALS - OVERVIEW Brand identity Logo redesign Stationery Packaging Factory signage POPs Poster Dangler Wobblers Tent Card (for office Branding) Calendar Mobile and desktop wallpaper Car Stickers Building rollovers Brochures Sales representative badges and stationaries Shop Brandings 72. MEDIA PLAN- FURTHER ENGAGEMENT 73. MEDIA PLAN PRINT Print placements should align with the target consumer, Men/women aged 30+ Health mags Supplements Sponsorship of health columns Magazine buy will be amplified through Newspaper extension (minuscule) Trade to be targeted through B2B industry mags 74. MEDIA PLAN DIGITAL A portion of the media budget would allow Axiom to increase the reach of its message through social media presence and search engine optimization (SEO): Social promote own social content through Facebook ads, Sponsored Stories, promoted Tweets and Instagram ads Search (SEO) paid ad word targeting on search engines and within social media channels (e.g. Twitter) Social listening what social content are consumers engaging with the most? This can be achieved through special analytics software (moodometer) 75. MEDIA PLAN OUT-OF-HOME Local placements is the most cost efficient way to execute impactful out-of home advertising Kiosks placements in close proximity to retail location will reach consumers closer to the point of purchase Same can be done with gym and pharma streets (every city has a stretch) which will ensure we are reaching our target consumer when they are receptive to our communication 76. THANK YOU AGAIN