Overview

We proposed a go-to-market strategy for a business as part of the Amazon S.M.A.R.T Ads Challenge hosted for all the prominent B-schools in the country. 

 

Problem Statement

You have joined an FMCG company as a brand manager for a well-known consumer hygiene brand. The company conceptualized an aromatic sanitiser product and launched a digital India launch in October 2021. This new product tackled the issues of dryness of skin and a strong odour of alcohol after using the sanitiser. The product had 3 variants for different skin types in the price range of Rs. 400-500 for 500 ml packs and was available across e-commerce platforms only. However, despite the initial traction, the growth of new customers for the product has plateaued whereas the category is growing at 30% YOY (online sales).
 

Objective

Help the business grow by 50% in the next year.

Key Deliverables

Q1) Design your target consumer group and the communication theme you’ll use to
reach out to them. 

Q2) Which digital channels will you leverage to reach your customers and why? (Both
organically and through advertising) 

Q3) Basis the objectives, and the target group defined above assuming you have a budget
of Rs. 1 crore, define a high-level annual digital media advertising plan. How will you
measure the success of your media plan? What metrics will you use as Key Performance
Indicators and why? 

Q4) What challenges do you foresee in executing your media plan? (Maximum 100
words) Feel free to mention the assumptions taken while solving the case study.
 

Design Principles
Market Sizing, Customer Cohorts, Digital Media Plan, Metrics