SWAG  |  SIMC,  PUNE  

SWAG  |  SIMC,  PUNE  

RESEARCH  &  ANALYSIS  

MARKETING  RESEARCH  

Beverage Consumption is a complement to activities

No Conscious Purchase Evaluation (KYA PEENA HAI?)

Low Involvement Purchase Importance of TOM

Lack of Recognition of LIT (memorability,

delayed recall of features & brand attitude)

PURCHASE  JOURNEY  

NEED RECOGNITION

AVAILABILITY

FUNCTIONAL BENEFITS (fizz, caffeine, energy, health, refreshment)

PURCHASE

HABIT SITUATION (emotional connect, favored brands)

(weather, activity)

USER  PERSONNA  

Student or young working professional Willing to try new experiences Has tried Ice Tea No connect to Ice Tea Choice based on situation & perception Wants to be perceived as independent & purposeful Develops loyalty towards brands that feed this part of his ego

CATEGORY INSIGHT

Consumers do not make a conscious purchase decision until they reach the point of sale. Leading to the eternal conversation revolving around KYA PEENA HAI?

PRODUCT INSIGHT

There are no Triggers for the consumption of Ice Tea - Usage, Situational or Event Triggers

CONSUMER INSIGHT

Consumption of beverages is based upon Triggers - Social or Situational - An untapped situation is the consumption of beverages during breaks and work

SWAG  |  SIMC,  PUNE  

INSIGHTS  

Ice tea is not an ally to any endeavor (no usage, situation or event triggers) – It is merely one of many thirst quenchers

SWAG  |  SIMC,  PUNE  

VALUE  PROPOSITION  

FUNCTIONAL  BENEFIT   Healthy, Tasty REFRESHING non-cluttered space in which Iced Tea ranks first for benefit association

EMOTIONAL  BENEFIT   INTELLECTUAL STIMULATOR, ENABLER OF IDEAS Young Experiencers are full of ideas, constantly is search of inspiration with a desire to stand above crowd

LIPTON ICE TEA BECOMES THEIR CATALYST

THE  SHIFT  Experiencing new things means facing new challenges everyday. To overcome these

challenges people take breaks to refresh their minds. Because Lipton Iced Tea refreshes, it becomes a part of the intellectual process.

Sometimes it is important to step back from the problem to be able to solve it. The best ideas hit you while you are in the shower, driving to work, sitting under a tree or just taking a break

sipping your ice tea. Take that break, get refreshed, and before you know it that apple is going to drop down and hit you with the solution or next great invention.

SWAG  |  SIMC,  PUNE  

COMMUNICATION  OBJECTIVE  

To establish recall between LIT and intellectual stimulation draped around its refreshing properties

CENTRAL  IDEA  

Knowledge  has  been  the  key  to  the  evoluLon  of  the  Human  Race.  From  the  Stone  Age,  to  Agriculture,  to  Industry  we  have  grown  through  knowledge-­‐  it  gave  us  ideas,  inspiraLon,  creaLvity,  innovaLon.  We  need  to  keep  evolving,  

to  keep  beUering  ourselves.    For  this  world  to  move  forward  it  is  essenLal  to  #getunstuck.  

SWAG  |  SIMC,  PUNE  

LAUNCH  CAMPAIGN  

People like venting their frustrations, everyday problems and larger societal issues, we give them an opportunity to do so through sharing with the platform #stuck.

OBJECTIVE  To Launch the new LIT proposition & Its higher order benefit To create critical mass on LIT Social Media

CAMPAIGN  Ø Invite people to Shout Out their Problems Ø Give basic solutions to everyday problems by highlighting the importance of thinking out of the box Ø Give free LIT merchandise

MEDIA  Ø Social Media Ø Facebook Ø Twitter Ø Blogs Ø Instagram Ø On Ground Activation Ø Malls Ø Central Public Places Ø (Metro, Parks etc) Ø SOLOMO with Maps (Traffic Jams)

MEDIA  Ø Danglers, Posters and other

creative collaterals Ø (All collateral have social

media listing leading them to a branded video, explaining the

proposition | An animated story)

Ø Dispensing Machines & Kiosks at college canteens & offices, 

CAMPAIGN  Ø  Leveraging “kya peena hai?” using the campaign “#getunstuck” as a part of the

master campaign #stuck.

OBJECTIVE  Creating buzz and curiosity at POS about LIT and its new proposition.

SWAG  |  SIMC,  PUNE  

ONGOING  CAMPAIGN  

OBJECTIVE  

The Goal would be to convert the following of the brand into fanfare (A LIT Community) through

CONTENT MARKETING

CAMPAIGN  Content focusing on Talent & Innovation Reviews of Innovation & Creativity

MEDIA  Blogs  

Social  Media  (Ex.  Placement  on  viral  celebriLes,  Kanan  Gill,  Chai    SuUa  Chronicles)  ApplicaLon  (Web  &  Mobile)  

Digital  CompeLLons  based  on  user  generated  content  

Sponsored  acLvaLon  in  colleges  

CAMPAIGN  A Comprehensive list of free tools for inspiration are sponsored, branded,

created and invested into by LIT.

MEDIA  Internet  Radio  

Tips  &  How  to  

Inforgraphics  

Mobile  &  Web  ApplicaLon  

User  Forums  

CreaLve  Videos  explaining  different  situaLons  (Epipheo)  

SWAG  |  SIMC,  PUNE  

COMMUNICATION  MAP  

In the coming years, we hope to see the youth of the nation making path breaking discoveries, pioneering important research, solving major social issues, changing the world… each with an LIT in

their hand. 

Let’s give the youth a drink they deserve, one that strengthens their belief that there is indeed a higher order purpose that we all aspire to. Let’s give them the catalyst that will help achieve this

aspiration. Let’s #getunstuck.

SWAG  |  SIMC,  PUNE