synopsis final
TRANSCRIPT
Analysis of youths attitude
towards health drinks on a digital marketing
perspective
Roshan Paul15100
Company:
OGILVY & MATHER
INTRODUCTION
ADVERTISING INDUSTRY• Draw the attention of the
youth towards the brands• Stage 1 – Briefing
• Stage 2 – Creation
• Stage 3 – Production
• Stage 4 - Post Production
YOUTH’S CONSUMPTION• Understanding the youth’s
behavior towards health drinks
• Modern youth’s consumption pattern
• Changing youth’s preferences
• Market the health drinks among youth
Traditional
Modern Post Modern
OBJECTIVE
Primary Objective:
▸ To analyze the youth’s heath drink consumption pattern
Secondary: To study penetration of Health drinks among youth
Youth’s health drink consumption pattern
Best social media platform for health drink Ads
Competitive analysis of brands in health drink
segment
METHODOLOGY
SAMPLE SIZE120
POPULATIONYOUTH
DATA COLLECTION
QUESTIONNAIRE
TOOLS & TECHNIQUES
• ONLINE RESEARCH
• OFFLINE RESEARCH
DATA ANALYSIS
42%
58%
Chance of switching brand due to price factor
Yes NoPrice
Packaging
Flavour
Ingredient
Brand
Benenfits
0 5 10 15 20 25 30 35 40
Purchase Preference No. of consumersPr
efer
ence
DIGITAL DATA ANALYSIS
30%
24%12%
12%6%
Ingredient Perception
Glucose basedVitamin basedFlavouredElectrolyte basedOther
Gatorade Glucon D Coke Zero Raw Pressery VitaMe0
10000002000000300000040000005000000600000070000008000000
Comparison of Engagement level
Facebook Pinterest Twitter Instagram Youtube
DIGITAL DATA ANALYSIS
Content buckets
FINDINGS
• 25% of the respondents do not consume health drinks
• 45.56% are health conscious consumers
• 42.2% were willing to spend between Rs50 to Rs100 cost
• 40% choses due to better understanding of product
• 12.22% bought health drinks which cost above Rs150.
• Impact of flavor and price is lessRECOMMENDATIONS
• Create engaging content with limited branding focus
• Conduct Campaigns for marketing
• Evoke emotions like anticipation, suspense, courage or joy
• Use of humor and quirky one-liners
• Frequently updating status
• Online customer discussion forums.