brand positioning for malnutrition
TRANSCRIPT
INDIAN DREAM
Our “Indian Dream” is a glorious vision which
would consist of safety in terms of hygiene,
healthcare, sanitation, food and water
irrespective of their level of income, where every
member of the society is given equal
opportunities across caste, religion, region and
sex to lead a life of freedom under good
governance and to take the nation to greater
heights along with them as they rise.
1 in 3 of the world's malnourished children lives in India
Malnutrition‘World Health Organization (WHO, 2000) defines malnutrition as the
cellular imbalance between supply of nutrients and energy and body’s
demand to ensure growth, maintenance and specific function.’
• Malnutrition is caused by eating a diet in which nutrients are not enough or are too
much such that it causes health problems
• It includes under-nutrition and over-nutrition
• Most commonly it has now come to refer to under nutrition when there is not enough
calories, protein or micronutrients
• Under nutrition is sometimes used as a synonym of protein–energy malnutrition
• If under-nutrition occurs during either pregnancy or before the age of two years of age
it may result in permanent problems with physical and mental development like
stunting and wasting
Global SituationAccording to UNICEF-WHO – The World Bank Child Malnutrition Database 2012,
there are 842 million malnourished children in the World
Situation In India
•The 2011 Global Hunger Index Report ranked
India 15th amongst leading countries with
hunger situation
•As per ‘The State of Food Insecurity in the
World 2012’, India remains home to the largest
number of undernourished people in the world
• 17.5% of its population while 30.1%
children are malnourished
•According to UNICEF, every year 1 million
children under the age of five years die due to
malnutrition related causes in India
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Stunted Wasted Underweight
% of Children under the age of 5
Source: Children in India 2012/government appraisal
• The prevalence of malnutrition varies across
states, with states like Madhya Pradesh,
Bihar, Uttar Pradesh, and Jharkhand
recording high numbers of malnourished
children
• According to the National Family Health
Survey of India, 65% of children living in
rural areas suffer from malnutrition compared
to 35% of children in urban areas
Situation in India
Government’s Action
According to UNICEF, Indian Government has taken up various initiatives
to end malnutrition
• Commitment to reduce malnutrition and low birth weight through national and state
level policies
• Aamir Khan has been appointed as the Brand ambassador for the malnutrition
campaign because of his star appeal
• Use of community-based approach to address malnutrition and child development
• Provision of Vitamin A and iron supplementation to address damage caused by
vitamin and mineral deficiencies
Parle-G “The Real Genius”
• Parle-G, India’s premier glucose biscuit, is the world’s largest selling brand of
biscuit
• Started way back in 1939, it is the oldest and most trusted brand name in
India
• It is available at Rs. 2, Rs. 3, Rs. 4, Rs. 5, Rs. 10, Rs. 20, and Rs. 60
• Parle-G is rightly described as “Swad se bhara, swasthya se bhara!”
• Filled with the goodness of milk and wheat, it is a source of all round nourishment
• Besides its universally likable taste, the biscuit is often carried by people suffering
from low BP and diabetes, which act as energizers in emergencies or to increase the
glucose level in their body
• Moreover, the biscuit is a meal substitute or supplement in a
country like India which faces acute malnutrition
• A single Rs. 5 pack offers 450 calories
Parle-G “The Real Genius”
Every nation dreams of a
better tomorrow.
And every nation's tomorrow
lies in the hands of its children;
the young stars who shape the
future of the nation.
So, it's important to nourish
these young stars,
after all it's a question of the
nation's future.
What’s in it for Parle G?Currently Parle-G has a market share of over 70% in the biscuit category due to its
affordability and economies of scale. However the same pricing and Brand’s positioning
as a biscuit for masses has declined its image.
Campaign
To stay relevant to
the next generation
of customers
Help maintain growth rate among
the increasing popularity of cookies
and cream biscuits, available at
similar price points
Marketing Objective
Marketing
Objective
To create awareness about
the issue of malnutrition and
call for action
To enhance respect for Parle-G in the
minds of consumer
StrategyTrigger
Inform
Influence
Engage
Target Audience
Geographic
Madhya Pradesh
Uttar Pradesh
Bihar
Jharkhand
Demographic
Age: 18years &above
Gender:Male & Female
SEC: A1,A2,B1,B2
Life Cycle Stage: Full Nest 2-Households having children of age 5 or above
Personas
Cool Karan
• 18-19 years old
• College going student
• Does not have any knowledge about the cause
• Is indifferent towards it
• But if the right means are provided he might choose to help
Pragmatic Praveen
• 28-29 years old
• Working professional
• New generation breed
• Has little knowledge about the cause
• But willing to do something to improve the country’s state
• Unaware about how to reach out to those in need
Busy Beena
• 35-40 years old
• Working Mother
• Has complete knowledge about it
• Is empathetic towards children’ issue
• Does not really have the time to work towards it
• But whenever gets the chance will do it
PHASE I: URBAN Collaborate with famous schools and colleges in target states
Eg: St. Xavier institutions
Organize performances by children for their parents and peers
The idea is to create awareness about the issue among people who can come forward and help
The association of the loved biscuit brand with the event would provide legitimacy for the campaign and higher respect for the brand
Malnutrition.wmv
Phase I: Urban
• These videos will then be uploaded
on Parle-G’s facebook page
• The Parle-G page will have the link
to the UNICEF page where people
can go to donate or volunteer
• People can comment on these
videos and invite the Parle G team
to their schools and colleges
Phase II: Rural
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
MP UP Bihar Jharkhand
Households with children(5-12 yrs)
SOURCE-IRS 2010-11 Q2
PHASE II: Rural
All rural towns of Madhya Pradesh, Uttar Pradesh, Bihar and Jharkhand
A ritual that finds its place in the lore of Lord Krishna, known as “Thulabharam” in South of India and by other names in other parts of India
Child is weighed and food or money in equivalent of his weight is donated among the poor for the prosperity and health of the child
Weigh your child below the age of 7 years and give its equivalent in Parle G pack. For every Rs.5 pack that you contribute, Parle G will contribute 1 pack as well
Campaigns are for limited time but rituals exist forever unless altered
Activity
Phase I & II
Digital Media Engagement
Timeline
2 months
Facebook,
Blogs, whatsappand YouTube
Structure
MALNUTRITION
During the course of this presentation200 children
have died at some place in the world
due to malnourishmentSo take an initiative!
MALNUTRITION