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BIRLA LIFESCIENCESBIRLA LIFESCIENCES

PR Review

April-July 2010


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Objectives & PR ApproachObjectives:

- To create, build and nurture the profile of Birla Life Sciences

- To increase goodwill among stakeholders

- To highlight the uniqueness of therapies, treatment packages, products and ‘Rebirth’ the store

- To raise the profile of the company by highlighting the critical role it plays in the wellness and life

sciences space

- To project Key management as Thought Leaders

- To support the strategic & marketing initiatives of the company

Strategic PR Approach:

A positive perception of Birla Life Sciences will be created through:

1. Sustained stakeholder communication with the objective of building the brand equity of both the

companies.

2. Communicate the sectoral experience in the industry that the companies are targeting thereby

achieving ‘Industry Voice’ positioning.

3. Create awareness and demand for company offerings by saturating local, mainline and online media

thereby creating category leadership.


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Presenting a month-wise breakup of

plans, activities

and

missed opportunities


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AprilClient Initiation:

• Arranged for induction/briefing meeting

• Drafted company, spokesperson and brand profiles

• Created a 3-month PR plan Plans\PR plan for Birla Lifesciences.xls

Activities:

• Launch of Rebirth in Hrishikesh

– A release was issued to the media in Delhi and Hrishikesh. As we do not have an office in Hrishikesh & did not hire an associate, the coverage was tracked by the client.

• Initiated client participation in MINT for their story in the Business of Life section on hiring fresh MBA's.

Missed Opportunity:

– DNA wanted to write about the launch in Hrishikesh and requested for hi-resolution images. But these images were not available and so the opportunity was missed.


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MayPlans Submitted:

• BTL & PR activity ideas individually for all brands Plans\BTL plans.doc

• Launch of Quitobac on No Tabbacco Day- an innovative event was submitted to the client. Action was not taken immediately. One week before the day, part of the plan was executed thus the impact was lost. Plans\LAUNCH QUITOBAC.doc

Activities Undertaken:• Issued a press release on the launch of Rebirth Store Rebirth\Press Release Rebirth.doc

– Outcome: Several queries, store reviews and interviews were generated by this release. A Cover Story on Pharma Retail in Modern Pharmaceuticals. A 4-page story in STORAI magazine. C Coverage appeared in- HAIR magazine, Glittering India, Images business of beauty, Images Retail, idiva, Midday

• Rebirth Summer offer listings

– Outcome: Coverage appeared on idiva.com, Timeout, indiainfoline.com

• Quitobac Release was issued on World No Tabacco Day Birla Veda\Press release- QUITOBAC.doc

• A Quitobac video was uploaded on youtube

Missed Opportunity:

• Story with Deccan Herald on Akshaya Tritya. Journalist requested for responses from Mr. & Mrs. Birla. No responses were received

• Indian Express interested in meeting Yash Birla on the new venture but the interview was declined by Mr. Birla


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June Activities Undertaken:• Yash Birla on the cover of Health & Nutrition magazine. A Photo-release was issued.Media was not interested in

covering another publication's cover page but this generated several queries for interviews with Mr. Birla.

• Initiated interviews with DNA After Hrs and Midday for Mr. Birla

• Drafted thank you letter to the editor of health & nutrition magazine

• Mega Models magazine was working on a Lust list. Chant product information & photos were sent to the magazine

• Midday reviewed the Rebirth spa

– Outcome: Coverage appeared

• Editor of Society Interiors visited the store and tried out the spa. Might cover it in the future

• CNBC Awaaz reviewed Rebirth taking Mr. Devang Vyas' interview

Missed Opportunity :• DNA After Hrs requested for an interview with Yash & Avanti Birla on the wellness industry. Only Mr. Birla was

interviewed but journalist did not carry it as Mr. Birla told her to hold her story till Bombay Times coverage appeared. This agitated the journalist

• Story on Father's Day in Times Assent. Journalist sent questions. Did not receive responses from client in time.

• Story in Sakhi magazine on couples working in the same company. Mr. Birla refused participation. Mr. Vyas was to participate. Did not receive any responses.

• Society Interiors wanted to feature Mr. Birla's home in the section' At home with….‘ Sent a copy of the magazine to the client. Mr. Birla declined participation in the story.


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July

Activities Undertaken:• Times Ascent Online a story on friendships at the workplace. Mr. Tushar Dey – Group

Senior Vice President, (Legal, Secretarial & Corporate Governance) responded to the

queries

• Presented a sponsorship opportunity with GRIHSHOBHA / GRIHSHOBHIKA

magazines to organize various activities targeted at women across Maharastra. No

response was received from the client.

• Interviews initiated with DNA & Midday took place at Birla House. Midday covered a

one page story.

• Submitted plans and ideas for Rebirth store launch at Bandra. Still awaiting an

approval Rebirth\BANDRA STORE LAUNCH-ideas.doc

• Initiated a product review in Beauty Magazine for their bridal issue on the massage &

body oils offered by CHANT.

• Issued the monsoon offer brief to the media

• Times of India, Downtown Plus reviewed the Monsoon Foot therapy at Rebirth


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COVERAGECOVERAGE


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Total Media Coverage Evaluation

• PRINT:

May = 4,78,80,000

June = 84,16,686

July = 3,17,66,850

• ELECTRONIC: 5,51,000

• ONLINE:

May = 50,000

June = 30,000

July = 50,000


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Editorial Ad-Equivalent

Period: 4 months (April-July)

Number of clips in the print media: 17

Number of clips online: 7

Seconds in the electronic media: 290 secs

TOTAL AD-Equivalent: 6,06,78,076

TOTAL PR Value: 59,53,34,120


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Critical Success Factors

• Promptness of response time for media queries • Timely briefing to the agency on monthly activities by

marketing team• Turnaround time on plans submitted to be more efficient• Imperative for agency to be present in all media

interactions with the spokespersons• Timely payments required to be delivered to the agency


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Way Forward

The way forward will largely reflect from the marketing plan of Birla

Lifesciences but the following activities present a roadmap:

– Launch of new Rebirth stores in Bandra, Powai, Worli

– Hampers of Nutrinext to be given to the health media along with details

of the products

– Sugarfree chocolates can be distributed as Diwali gifts to all media

– Chant hampers with concept note to be given to beauty magazines

– Story on ‘The Ugly Truth behind beauty products’ to be pitched to a

woman’s magazine with relevant research details sourced from the

client

– Corporate stories on the company’s strategy and expansion plans

– Spokesperson profiling

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Documents