ORGANIC INDIA

“Queen of Herbs-Tulsi Tea” Plan

ROSHNI PATEL & JAMIE STEVENSON EASTERN MICHIGAN UNIVERSITY-IMC 607

TABLE OF CONTENTS

EXECUTIVE SUMMARY

 

CREATIVE STRATEGY

 – CAMPAIGN INTRODUCTION

 – TARGET AUDIENCE

 – WHERE WE ARE

– WHERE WE WANT TO BE

 

MEDIA PLAN

 – PLAN INTRODUCTION

 – MEDIA OBJECTIVES AND STRATEGIES & TACTICS

– MEDIA PLAN STRATEGY & VEHICLES

– POTENTIAL MEDIA APPROACHES

– BUDGET ALLOCATIONS

 

REFERENCES

APPENDIX A- CREATIVE ALTERNATIVES APPROACH

 

EXECUTIVE SUMMARY OVERVIEW

Hospitals throughout the United States are being cognizant of the need to provide great tasting healthy, organic food for their patients, staff, and to the general public. This is prompted by the demand from the public about eating healthy and having organic alternatives as an option at health care institutions. There  are several opportunities for Organic India to gain entry into the health care marketplace. This can be achieved by making their tea noticed at natural food expos, television, radio, Internet, and public relations events. These media channels will target b2b decision makers at health care food service organizations, organic food distributors for hospitals, and hospital group purchasing organizations. Organic India has an opportunity to gain entry into the health care industry by targeting the health care industry with their Organic Tulsi Tea beverage.

Organic India provides several flavors of organic tea to consumers worldwide. Organic tea is considered a non-alcoholic beverage which consists of ingredients that derive from organic tea leaves. Organic India has fifteen Tulsi tea flavors that can be sold in the United the States. An organic tea campaign can be created that shows the positives of Tulsi tea to the healthcare

Industry. The ads can introduce Tulsi an herb also called holy basil that has been widely known for its health promoting and medicinal value for thousands of years . Commonly called sacred or holy basil, it is a principal herb of Ayurveda, the ancient traditional holistic health system of India. Holy basil is known as "The Incomparable One", "The Mother Medicine of Nature", and "The Queen of Herbs" (Organic India, n.d. Corporate Profile).”

 

EXECUTIVE SUMMARY-CONTINUED

BACKGROUND

ORGANIC INDIA is committed to promote holistic sustainable development for all beings through organic agriculture. We are committed to service, sanctity and integrity, and to operating an ethical and sustainable business that harms none and benefits all. ORGANIC INDIA is a global leader in promoting organic products and in supporting sustainable farming, wild crafting and village/tribal agricultural communities in India (Organic India).” Organic India has a North American firm in Boulder, Colorado to assist with all sales and distribution questions.

“All ORGANIC INDIA facilities and processing

centers have been awarded SQF, HACCP, GMP,

IS0-9001 and Kosher certifications, and are EU,

EU Skal, ECO-CERT,and USDA certified for organic

production. We have designed and developed our

unique processing methods and advanced

dehydration technologies to ensure maximum

retention of potency and nutritional values, so that we

can remain true (Organic India).”

Organic tea is considered a non- alcoholic beverage

drink. The Mintel Marketing website classifies “tea”

under the category of “Mintel Food & Drink” and is

classified as Non-Alcoholic drinks. “Organic India’s

product packaging is committed to responsible

packaging. The tea package carton is made from

100% recycled paperboard, with a minimum of 30% post-consumer content. Please recycle again. Our tea bags are made from unbleached, biodegradable fiber (Organic India, Product).”

CREATIVE STRATEGY 

“QUEEN OF HERBS-TULSI TEA” CAMPAIGN INTRODUCTION

The IMC media mix will contain many forms of medium to deliver the campaign to healthcare institutions and healthcare consumers. The “Queen of Herbs -Tulsi Tea” campaign will be directly promoted to healthcare institutions. The media mix will target the healthcare marketplace by effectively communicating Organic India’s Tulsi Tea by creating awareness about the health benefits in drinking Tulsi Tea. With the US populations becoming increasingly aware in the importance in eating healthy, healthcare institutions are starting to provide meals and beverages that meet the needs of the population by offering organic food and beverages from companies that meet USDA organic certification standards.  A strategy for Organic India is to create brand awareness to Tulsi Tea in the healthcare industry by utilizing traditional and non-traditional media techniques.

TARGET AUDIENCE

Primary Target Market

Healthcare buyers, groups of hospitals, dietary and nutritionists, food service organizations, and organic food distributors for hospitals will be the primary target markets.

Secondary Target Markets

The secondary markets will consist of healthcare staff, guests, patients, and healthcare gift and coffee shops .

“Four in ten Americans have visited a hospital or medical test facility in the past month. Forty-one percent of U.S. residents aged 12 or older have been in a hospital or medical test facility in the past month; out of those who visited, 33% noticed a digital video screen at the location on at least one of those visits. The Monthly reach of digital video displays at hospitals or medical test facilities among all American teens and adults is 13% or 34 million unique people (Arbitron Inc, and Edison Research, 2010, Hospital or Medical Test Facility).“

Figure 1.0

VIEWED 13%

"Teen and adults U.S. residents have viewed digital video at a hospital or medical test facility in the past month.  Estimate:  34 million persons (Arbitron Inc, and Edison Research, Hospital or Medical Test Facility, 2010, P. 31)."

 

TARGET AUDIENCE-CONTINUEDDEMOGRAPHIC PROFILE

The following is a demographic profile for persons who have viewed digital video at a medical institution in 2010. Figures 2.0, 3.0, 4.0, & 5.0 results are from Arbitron Research and Edison Research’s Digital Place-Based Video Study 2010. (Arbitron Inc, and Edison Research, Hospital or Medical Test Facility, 2010, P. 32).

Figure 2.0 Figure 3.0

51%

49%

Sex

Female Male

51%

49%

Sex

Female Male

16%6%

60%

19%

Race/Ethnicity

Hispanic Asian/Other

White African-American

TARGET AUDIENCE-CONTINUEDDEMOGRAPHIC PROFILE

Under $25K $25K to <$50K

$50K to < $100K

Over $100K

28%

21%

34%

17%

Figure 4.0Household Income

Based on 73% of sample aged 18 or older who provided an income level

12-17 18-24 25-34 35-44 45-54 55-64 65+

8%

15%

20%

17%

15%

11%

14%

Figure 5.0Age

WHERE WE ARE

The current tone of Organic India is informative but with limited use of traditional and non-traditional media methods. Currently, their vision is to be a vehicle of consciousness in the global market by creating a holistic sustainable business modality, which inspires, promotes and supports well-being and respect for all beings for Mother Nature. (Organic India, Vision, n.d.) Their commitment is to provide consumers with the best health and quality for an individual lifestyle. “Organic India is one of the most leading products in India as they stand for health and happiness, for all beings and great respect for the Divine Mystery of Mother Nature who selflessly sustains humanity and naturally provides us all with a bounty of nourishing foods and healing herb (Organic India, Vision, n.d).” Organic India is currently branding their Tulsi tea throughout India with one location in the United States.

ORGANIC INDIA’S CORPORATE VIDEO  http://youtu.be/NHeWHcVlrBg

WHERE WE WANT TO BE

The tone of the creative strategy for Organic India will be informative, by utilizing traditional and non-traditional media techniques in reaching the healthcare industry, B2B. Expo’s, brand elements, questionnaires, and mobile apps will set the tone for Organic India in reaching healthcare institutions.

EXPO’SThere are two high profile expos that can reach primary and secondary target markets. Both expos are held in United States. They are the Natural Products Expos.

 

Natural Product Expo East

“The strength of the natural, organic and healthy lifestyle industry proved robust as ever, as booming business was done on the trade show floor of Natural Products Expo East. The show engaged over 20,000 industry members, representing 80 countries, and the show floor

comprised of 1,450 exhibits (Expo East, 2011).”

Natural Products Expo West

“Expo West is the best place to launch a new product with over 50,000 people to see and sample your product and top press from national publications like O-The Oprah Magazine,

New York Times, Martha Stewart Whole Living, Natural Health Magazine, Delicious Living, and the LA Times (Expo West, 2011).”

WHERE WE WANT TO BE-CONTINUED

ONLINE APPLICATION - Organic Tea goes MOBILE!

• The application which Organic India can employ in creating “buzz” will be in utilizing a mobile application. The following will be launched and the attributes of the application will allow healthcare professionals and healthcare organizations utilize the app as well as learning about the product. Apps are at the forefront of this change and brands are waking up to their true potential. Organic India will be able to teach and educate their consumers on the statements of “why” Organic Tulsi tea is great for anyone.

• The application will allow hospital employees and consumers to buy the application receiving:

• Notification on “blurbs” about the reason Organic Tulsi is great for the health care industry.

• Utilizing a Likert Scale as a measure about Organic India's tea and slogan will give the company perspective to the consumer's attitude attachment and sense of community about Organic India’s Tulsi Tea. Hospitals will be able to get an overall understanding on the tea’s advantages by filling out a survey on the mobile app.

• The application will also have “notification” pop-ups and hospitals and the health care industries will be able to utilize why the product is efficient for the patients’ health diet or daily life.

• Dietitians will be able to have the app on their phone to keep up to date on what services and products along with flavors are best for the patient’s diet.

MEDIA OBJECTIVES & STRATEGIES & TACTICS

OBJECTIVE 1

Reach out to healthcare institutions is the primary objective to build awareness to Organic India’s Tulsi Tea.

STRATEGYThe strategy plan utilizes an approach that appeals to a broader audience that includes health care related consumers and professionals such as patients, staff and physicians.

TACTICSThe concept is to build a campaign and contact major hospitals around the nation. This can be achieved by focusing on the top 100 hospitals. A breakout of varying hospital listings will be utilized to effectively segment this portion of the plan, based on the criteria specified.

TOP 100 HOSPTIAL CATEGORIES» The Top 100 Hospitals Everest Award» 100 Top Hospitals, 2011 Major Teaching Hospitals» Teaching Hospitals» Large Community Hospitals» Medium Community Hospitals» Small Community Hospitals

Work with hospitals to educate the target segment about the health advantages of Organic India’s Tulsi Tea.

Identify and secure a data base detailing population centers with high incidences of specific diseases or health conditions such as diabetes, high blood pressure, asthma, or stress-related issues.  Campaign “Queen of Herbs- Tulsi Tea” to these demographic areas and build a media plan to brand the product to consumers. 

MEDIA OBJECTIVES & STRATEGIES & TACTICS

OBJECTIVE 2Make an initial placement into the healthcare market by identifying and establishing key population centers across the United States.

STRATEGYThe campaign will create awareness about Organic India’s Tulsi Tea. This awareness will generate market “buzz,” building on word-of-mouth recommendations, the target consumer’s access to the product, and the market’s need for healthy beverage alternatives.

 

TACTICSThis campaign intends to make an initial placement into the health care market by identifying key population centers and by utilizing attractive, brand-enhancing displays at each the Natural Products Expo East and Natural Product Expo West. Expos, tradeshows, and health care fairs are valuable opportunities to test the demand for the product and gather consumer perceptions of packaging, flavors, etc. Having a booth at important venues will expose a variety of audiences to the product, and aid in educating buyers about Tulsi Tea.

  Product benefits and positioning points will be communicated by utilizing research and development charts. This material may be shown at expos with comparisons between competitor tea brands versus Organic India. This is method to encourage health care “buy-in” about the benefits of Organic India’s Tulsi Tea.

Integrated sales messages woven through targeted short video content (that may also be offered on YouTube) playing at all expos, tradeshows, and health fairs.

MISSION STATEMENTAchieve penetration across targeted population centers and create brand awareness to Organic India’s Tulsi Tea to the healthcare industry.

MEDIA PLAN INTRODUCTION

OVERVIEW

The IMC media mix will be based upon appropriate media formats to deliver

the campaign to healthcare institutions and healthcare consumers. The “Queen of Herbs -Tulsi Tea” campaign will be directly promoted to healthcare institutions. The media mix offerings target the healthcare marketplace by effectively communicating Organic India’s Tulsi Tea by

creating awareness about the health benefits in drinking Tulsi Tea. With the US population becoming increasingly aware of the importance of healthy

eating habits, hospitals are responding to this trend by offering organic food and

beverages from companies that meet USDA organic certification standards.  There are several opportunities for Organic India to gain

entry into the health care marketplace by achieving visibility of Tulsi Tea at dietary and nutrition trade shows, industry expos, health care food services organizations, organic food distributors for hospitals, and hospital group purchasing organization. This campaign for target market entry will use two major medium forms which are both traditional media and new media to bring awareness to healthcare institutions on the product and its attributes. The primary objective is to target health care institutions. The idea the campaign is to promote great health to the consumer in much need in reducing health care risks such as blood pressure, diabetes and stress.

MEDIA PLAN STRATEGY & VEHICLES

MEDIA PLAN STRATEGY & VEHICLES

• The “Queen of Herbs—Tulsi Tea” campaign will use both traditional and new media IMC components throughout the whole season in which the media campaign will run. The primary goal is to deliver the message through traditional media and new media. This includes television, radio, event cause marketing, and public relations and publicity, including the cultivation of the main focus “word-of-mouth.” This source of media vehicle will allow consumers to be engaged in the topic of why “Organic Tulsi” will best fit a targeted consumer lifestyle behavior.

MEDIA VEHICLES

• Television: Discovery Fit & Health, Veria, and Health Television Network.• Radio: Local radio, HealthCare Talk Radio, NPR, HealthCareRadio.net• Online Interactive Media: SEO search engines, Facebook, Twitter, and YouTube, using this communication

vehicle will allow Tulsi Tea to market and engage with consumers as well to teach and educate.• Mobile Applications – Delivering messages on Organic Tulsi Tea to apps on Medical applications, cancer apps

and any of the Mobile applications under the medical industry.

ADVERTISING TELEVISION

Discovery Fit & Health, Accent Health, HTV, and Veria are networks that have a link to the healthcare industry, and to the promotion of healthy food and beverages. These networks run 30 second to 10 minute video advertisements.

MAGAZINE

Organic India’s “Queen of Herbs” campaign can utilize a traditional media approach in targeting the healthcare industry. Print media will be useful in attracting the consumer who prefers to receive their information in a traditional media method. The Food Network Magazine is an excellent magazine that successfully reaches millions of consumers. “The Hearst Magazines title announced Wednesday that it was increasing its circulation rate base—the number of copies guaranteed to advertisers—to 1.4 million from 1.3 million, effective with the January/February issue (Flamm, Matthew, 2011, para. 1).” Food Network Magazine is published 10 times a year with their delivery status listed below. (Food Network Magazine, Frequently asked Questions, 2011).”

ISSUE DELIVERED BY01/04/2012 January/February 2012

02/08/2012 March 2012

03/15/2012 April 2012

04/12/2012 May 2012

05/17/2012 June 2012

06/21/2012 July/August 2012

08/09/2012 September 2012

09/13/2012 October 2012

10/18/2012 November 2012

11/22/2012 December 2012

“Source: Food Network Magazine, Frequently Asked Questions, 2011.”

RADIO

Organic India will market their organic Tulsi Tea on national and local radio stations. Blog radio, local radio stations, Internet radio stations and top health radio programming be utilized to reach and educate listeners, delivering essential message points on the benefits of Organic Tulsi Tea. Radio can reach the Healthcare buyers, groups of hospitals, dietary and nutritionists, food service organizations, and organic food distributors for hospitals will be the primary target markets and the general public.

Radio Programs: Health Care—NPRShout CastVital SignsDoc Talk

Organic India will market their organic Tulsi tea on national and local radio stations. Blog Radio, Local Radio stations, Internet Radio Stations and top Health Radio shows will be reached out to in educating their listeners and delivering the message on Organic Tulsi Tea. Radio can reach the Healthcare buyers, groups of hospitals, dietary and nutritionists, food service organizations, and organic food distributors for hospitals will be the primary target markets and the general public. A spot of :30 seconds will go live on the following radio stations to be scheduled at different times and a campaign will be reached to a target market of their listeners on “Organic Tea.”

INTERNET ADVERTISING

• Utilizing Internet advertising as a marketing tool is beneficial in reaching the health care industry. “For instance, wider coverage, targeted audience, affordable, easy to track and measure conversion, speed, informative, flexible payments, better ROI, easy audience engagement, and better branding (Scifo, G. 2010, May 10).”

• Marketing and advertising play a vital role in any product and campaign. The outcome for Tulsi Tea’ advertising is to also target online viewers in understand the product and creating a market buzz via the net. The web is very massive and can target many wide groups. People who enjoy organic products, food, tea, health are a few of the target markets to reach viral online. Scifo states there are ten advantages of Online Advertising that can help build a buzz for your campaign and product. Below are the major sites which Tulsi Tea will target in brining a buzz for the product and the types of tea Organic India offers.

WWW.HEALTHCARENEWSNETWORK.COM

WWW.HEALTH.DISCOVERY.COM

WWW.HTVNETWORKS.COM

WWW.VERIA.COM

WWW.FOODNETWORK.COM

SOCIAL MEDIA

The remainder of Organic India’s Internet advertising budget will be utilized in Social Media. Social Media is a source of medium that will help brand the product, and the idea of Organic tea and their health aspect to target consumers.

TWITTER• Creating a Twitter page.• Following all health care related pages.• Hash-tagging all words related to organic tea, drinks, organic, green, and health care ideas in the search engine.

This will allow consumers to pick “Tweets” through Google search engine.• Twitter will engage in communicating.

 

FACEBOOK• Create a Fan Page for Organic India – Tulsi tea the “brand”• Demographics on Organic Tea – the product• Providing links to related articles like weight loss tips, guides on how to use exercise machines and equipment,

and professional opinions on a diet program like the one on is another good way to give more information to your customers.

• Pictures have an increase in traffic with postings.• Organic India will also monitor and engage in Social Media to cut budget costs, and build traffic through the online

media world.

 

SALES PROMOTIONS

Magnetic shaped tea bags

“Queen of Herbs—Tulsi Tea” Magnetic shaped tea Bags Refrigerator Magnets / Fridge Magnets 

“Refrigerator magnets, also known as fridge magnets for short, are used for many functions including professional and personal use. Unlike the fridge magnets you get at the store, a professional designer at Payless Magnets will completely customize your imprinted magnets to what you need.  Refrigerator magnets can take on any shape. They can also include helpful extras such as what you see with calendar magnets, schedule magnets, photo frame magnets or even save the date magnets. These fridge magnet additions help create a successful marketing campaign because they offer something to a person rather than just being an advertising magnet for the company (Payless Magnets, n.d).”

Promotional Pens

“Customers are the lifeblood of a business and if they are not happy, your business is not going to do well. As a result, you need to find ways to create customer loyalty and promotional pens are a good way to do that. With our pens, you can choose from a wide range of colors and styles that will fit your company needs. You can even have your company name and logo printed on the pens to help your company advertise itself wherever your customer uses their pen (Discount Pens, n.d).”

“Queen of Herbs—Tulsi Tea” Pens with Organic India’s name and Internet address www.organicindia.com

BUDGET MARKETING 

Based up Organic India’s “One of the top brands in organic teas and supplements market, Organic India, plans to invest around 10 million dollars in the next two- three years, to achieve a turnover of 40 million dollars by 2010-11 (Organic India. n.d.).”

Percentage of advertising spending per category and medium in 2010 for iced tea and flavored water (Marketing Charts, 2011). 

Ice Tea74% Television8% Internet14% Magazine4% Radio

BUDGETThe budget as agreed upon Organic India Tea for our first year in Development is: $5 Million The areas of expenditure are Radio, TV, Events, Advertising, Sales Promotion and Social Media.

Radio: 12% Includes actual media cost and production of creative treatments.TV : 74% Includes of actual Television on health programs targeting audiences who are interested in

health products and health programs.Internet : 8% Includes advertising on internet and banner postings.Expos: 5% Includes the Organic Expo and investment in products such as pens and magnets.Outdoor: 1% Trade shows and events outside at different health related shows – i.e. relay for Life.

 

74% Television8% Internet14% Magazine4% Radio1% Outdoor

        BUDGET MARKETING

TV74%

In-ter-net8%

Mag-azine14%

Radio3%

Outdoor1%

Realistic Budget - $5 million

POTENTIAL MEDIA APPROACHES

CROSS-PLATFORM MEDIA APPROACHES

Organizations utilize various non-traditional marketing techniques in order to reach the desired demographic. These techniques can make a campaign more efficient in reaching the consumer. Twitter and Facebook are non-traditional media techniques that use Cost Per Thousand

(CPM) as a measurement tool. “CPM shows how much

it costs to reach a thousand audience members, and

thus it can be used to compare which advertising

vehicles are most cost efficient (Azzaro, M, 2008,

p. 516).” Organic India’s utilization of Twitter and

Facebook’s CPM can assist in making sure that the

marketing tools being utilized are cost effective.

Utilizing social media tools, Organic India can study

the Customer Relationship Marketing (CRM), a

tactical marketing practice based exclusively on

customer behavior and the relationship between

customer and marketer. (Azzaro, M, 2008, p. 516)

The measurements obtained from the CRM’s can be

used to increase ROI.

POTENTIAL MEDIA APPROACHES-CONTINUED

“World Food Day (WFD) is a worldwide event designed to increase awareness, understanding and informed, year-around action to alleviate hunger. It is observed each October 16th in recognition of the founding of the UN Food and Agriculture Organization (FAO) in 1945. The first World Food Day was in 1981. In the United States the endeavor is sponsored by 450 national, private voluntary organizations (World Food Day, n.d, About Us).”  Organic Tulsi Tea can participate in the World Food Day event by targeting the healthcare industry with the Tulsi Tea product. Organic India can collect measurements through social media such as Twitter and Face book to understand the uniqueness of the consumers. Implementing product demonstrations and connecting with gross and unique impressions Organic India can launch a free giveaway to patients all who are associated with the healthcare industry. The online participants on Facebook and Twitter can participate in an online survey where they can print a coupon for a free tea bag of Organic India’s Tulsi tea.

POTENTIAL MEDIA APPROACHES-CONTINUED

Facebook & Twitter contest during the week of World Food Day

• The first five hundred participants on Facebook and Twitter can print a coupon for a free tea bag of Organic India’s Tulsi Tea.

• During the week of World Food Day, Facebook and Twitter will randomly choose ten winners to receive a gift basket full of Organic India’s Tulsi Tea flavors.

• Organic India’s Tulsi Tea can target unique impressions. For example, a visitor can view twenty pages and this will record as one unique visitor. However, if this visitor sees  five different ads during those twenty pages, the same visitor records five unique impressions, one unique impression for each advertisement. This will enable Organic India to create reports and document insights through social media measurements.

 • Organic India’s utilization of all aspects of integrated marketing and communications would be a preferable

method instead of strictly focusing on a single media approach in reaching the health care industry. Implementing IMC into Organic India’s media plan will allow them to expand their tea product into a broader potential customer base. In order to be progressive in the tea industry it is imperative to consider non-traditional approaches in reaching the healthcare consumer.

POTENTIAL MEDIA APPROACHES-CONTINUED

GRASSROOTS MARKETING

“Grassroots marketing is the opposite of mass marketing, which broadcasts a product message to the vast general population in hopes that it will resonate with a small portion of that group. The idea is to directly connect with a product or service’s most logical potential customers at their places of work, commerce and leisure (Horgan, R. n.d).”

Product Demonstrations

A grassroots alternative for Organic India in promoting their organic tulsi tea would be in implementing product demonstrations. Organic India can have Organic Tulsi Tea demonstrations at selected United States licensed healthcare institutions in highly populated geographic locations, such as Atlanta, Chicago, Dallas, Las Vegas, Los Angeles, Miami, New York City, San Francisco, and Seattle. The Organic Tulsi Tea demonstrations can include the following:

• Additional discounts on Organic India’s Tulsi Tea will be given during the month of October to aid in “World Food Day.”

• Publications on “Why” tulsi tea is effective for consumer’s daily lifestyle.• Testimonials from patients who drink organic tulsi tea and how it has helped their lifestyle.• Distribute coupons to medical personnel.• Distribute free tulsi tea samples.

POTENTIAL MEDIA APPROACHES-CONTINUED

EVENT

• Organic India can have a promotional event that will take place on Facebook and Twitter. The promotion will consist of giving the 5000th person who clicks, “Are You Life or Are You a Casualty” video, five-thousand dollars and five thousand dollars to a United States licensed medical institution. The five thousand dollar amount is selected because of the Tulsi herb being used since 5000 B.C. (Organic India, History, n.d.) See Figure 12.0

• In order to keep the message fresh in the minds of the consumer, Organic India can run the “Are You Life or Are You a Casualty?” video promotion quarterly during the 2012 calendar year. This will create “buzz” about Organic India’s Tulsi Tea in B2C and B2B market and ensure consumers involvement.

APPENDIX A

CREATIVE ALTERNATIVES APPROACH 

There are two non-traditional creative approaches that Organic India can utilize. These non-traditional creative approaches are more modern than the traditional creative, but they may only reach consumers who are technologically computer savvy. This can be a problem for Organic India in reaching the healthcare industry consumer. Utilizing non-traditional creative approaches can be intimidating to the consumers who aren’t computer savvy and familiar with Facebook and Twitter, but can be an asset to consumers who receive their information via the computer.

ALTERNATIVE CAMPAIGN IDEA

IDEA 1: FACEBOOK & TWITTER—Organic India’s “Are You Life or Are You a Casualty”

Organic India’s “Are You Life or Are You a Casualty” campaign can utilize Facebook and Twitter. This campaign is about life choices, “Life or a Casualty.” The campaign, “Are You Life or Are You a Casualty,” can have an advertisement that shows vibrant green tea leaves on a split screen with a dead plant on the other side of the screen. The message on the screen can say “Are You Life or Are You a Casualty.” Consumers can click on the vibrant picture to see the benefits of drinking tulsi tea, and consumers can click on the dead plant screen to see the results from not drinking Organic India’s Tulsi Tea. See advertisement in Figure 6.0 and Figure 7.0.

APPENDIX A-CONTINUED

Organic India’s campaign “Are You Life or Are You a Casualty” can be advertised on Facebook and Twitter.

“Facebook allows users to run ads to attract “Likes” on their pages which can help you grow your community on Facebook into a business asset. Paying for Likes can help your “owned” messages on Facebook reach a wider audience, and can be a prudent investment if management closely (Wylie, P. 2011, para 8).” Facebook has more than 800 million active users worldwide. (Facebook-Statistics, n.d.) Facebook is a non-traditional medium that can be useful in the “Are You Life or Are You a Casulty.” Campaign.

Twitter allows companies to engage with consumers by allowing them to advertise their product with twitter provided Internet tools. Twitter is a powerful way to extend your brand and to use it to connect people with ideas and each other. Twitter allows consumers a direct connection to folks that are hard to reach, either at high levels, or embedded deep within a organization. Word of mouth marketing gets consumers to “re-tweet” a statement to engage with other consumers who enjoy the same product or certain attributes of the product. Organic India’s objective is to reach the healthcare industry. These attributes include soothing pain and healing issues for patients. "Are You Life or Are You a Casualty" will be tweeted among twitter users to engage in the statement and also educate about the tulsi tea benefits. Organic India’s objective is to reach the healthcare industry by utilizing the advertisement shown in Figure 6.0 and Figure 7.0.

 

APPENDIX A-CONTINUED

Figure 6.0

“ARE YOU LIFE OR ARE YOU A CASULTY?”

Click the image that represents life.

APPENDIX A- CONTINUED

Figure 7.0Information that appears once Figure 8.0 has been clicked.

LIFE! CASULTY!

Health benefits of Tulsi Tea

                 Bolsters immunity                                  Enhances stamina 

                 Provides support during cold season                  Relieves stress                 Promotes healthy metabolism                  A natural immuno-modulator(Organic India, Tulsi Fact, n.d).

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