INSTITUTE OF MANAGEMENT,

NIRMA UNIVERSITY

MBA-FULL TIME (2020-2022)

COURSE NAME: INTEGRATED MARKETING
COMMUNICATION
Brand Name: Sterling H20
Product: Alkaline Smart Water
Time Period of the Campaign: 3 months
Group Assignment
Submitted To: Prof. Sanjay Jain
Submitted By: Group 8
Aayushi Singhvi - 201101

Prachi Arora – 201232

Shreya Narang – 201248

Divyansh Valecha – 201310

Gaganashree S – 201311

Section A

Date of Submission: 30-08-2021

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 ACKNOWLEDGEMENT

We would like to convey our deep gratitude to our faculty and guide Prof. Sanjay Jain for the
support and the direction we were provided with his thought provoking insights and experience
which helped us in the advancement of our group assignment of the subject Integrated Marketing
Communication. We would also like to convey our sincere gratitude to our family and friends for
their constant support and encouragement that helped us in successfully completing this
assignment.

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 INDEX
Sl No. Content Page No.
1 Chapter1: Situation Analysis
2 Industry Analysis 4
3 Competitive Analysis 11
4 Buyer Analysis 14
Chapter2: Integrated Marketing
Communication Plan
5 About Sterling H2O 15
6 Behavioral Mode(Cognitive Affective and 16
Behavior)
7 Advertisement 19
8 IMC Objectives and Strategies 19
Chapter 3: Media Plan
9 Market Analysis 21
10 Media Mix 22
11 Measurement and Evaluation 30
12 Flow Chart 31
13 Chapter4: Measurement and Evaluation Plan 32
14 Chapter5: Conclusion 33
15 References 34

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CHAPTER 1: SITUATION ANALYSIS
1. INDUSTRY ANALYSIS

BEVERAGE INDUSTRY

The Nonalcoholic Segment

The beverage industry is a mature industry that encompasses both nonalcoholic and alcoholic
products. Because growth potential are limited in comparison to existing companies, many
industry participants want to diversify their services in order to better compete and acquire
market share. They might also look for attractive distribution deals and/or acquisitions to extend
their operations, product lines, and geographic reach.

Pepsi and Coca-Cola have historically dominated the nonalcoholic beverage market. They use
large bottling businesses to deliver their well-known carbonated and noncarbonated drinks all
over the world. The bottlers rely on these two industry leaders to develop new products, improve
existing ones, and keep advertising costs down. Each year, related capital expenditures amount to
several billion dollars. Industry powerhouses frequently increase their own (and their
subsidiaries') performance by acquiring smaller market participants or signing promising
distribution arrangements. Consumers prefer the most well-known brand names during favorable
economic times. Customers can still turn to rival, lower-cost private label and lesser-known
beverages if they are strapped for cash. Sales are, unsurprisingly, seasonal, peaking during the
hot summer months. Diversification of products will be driven by consumer preferences.
Increased knowledge of the causes of prevalent health conditions, such as obesity and diabetes,
has boosted demand for bottled water and other low-sugar or sugar-substitute beverages. Soda,
even diet sodas, continues to lose popularity. Beverage firms have taken advantage of the
popularity of energy drinks and ready-to-drink coffee as a response. Energy drinks, on the other
hand, have come under fire due to their high caffeine content, as regulators try to assess the risks.
Product diversification can be accomplished either internally or outside. The same is true in
terms of geographic expansion. The BRIC countries (Brazil, Russia, India, and China), which are
important worldwide marketplaces, have received a lot of attention. Beverage corporations have
invested extensively in these countries, opening new bottling factories and expanding

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distribution networks. Some have a lot of debt, but cash flow is usually stable and more than
enough to satisfy annual interest payments (and dividends) and maturities.

Wine, Beer, and Spirits

Wine, beer, and distilled spirits come in a broad variety of brands and types. In both good and
poor economic times, demand is somewhat inelastic. Around the world, there is a long-term
trend of increased affluence. As a result, more and more customers are getting more picky about
what they buy. Premium alcoholic beverages, particularly those with flavors, are becoming
increasingly popular. Investors should keep in mind, however, that during recessions, this pattern
is disturbed as customers trade down to lower-margined products. Craft beers, like premium
wine and spirits, are extremely popular among consumers. These beers are more expensive, yet
they're extremely profitable after the costs of their high-quality ingredients are included in. Small
brewers who focus on quality grow slowly but steadily, eventually gaining a significant portion
of the market. Large brewers have established their own premium brands to avoid losing sales,
while others have purchased smaller competitors. Alcoholic beverage manufacturers, like their
nonalcoholic counterparts, spend a lot of money on marketing and advertising to increase brand
awareness. Debt loads can be substantial here, too, particularly when a company is aggressively
expanding through acquisitions, as has been the case in recent years. Indeed, this organization is
substantially less fragmented than it was a decade ago, thanks to a relentless wave of
consolidation.

General Characteristics

The beverage industry is dominated by a few large competitors on both the nonalcoholic and
alcoholic sides, and rivalry between them is typically fierce. Changing consumer preferences
raises the danger of business failure. Pricing and margins are frequently under attack. In addition,
volatile commodity prices will make it difficult for management to maintain profitability. It's
critical to have good operational efficiency and cost-control practices, which should be done on a
regular basis. Some businesses, for example, hedge raw material costs (such as aluminum and
carbon dioxide). Mistakes in interpreting ingredient pricing patterns can have a significant
negative impact on profits. We've discovered that beverage companies with the most well-known
names produce the most diverse range of products.

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BOTTLED WATER INDUSTRY

Because drinking water is becoming one of India's most pressing challenges, the bottled water
industry has exploded in recent decades. Bottled water was first introduced in Western countries
in the early 1900s, and in India in the mid-1970s. Initially, bottled water was thought to be a
luxury item preferred by the wealthy; however, due to rising health concerns and a lack of safe
drinking water, demand for bottled water has increased. Bottled water is available in a variety of
sizes, including 200-250 mL pouches, 500 mL, 1L, 2L bottles, 20-50 liter barrels, and so on.

People nowadays spend a big portion of their time outside their homes and prefer not to drink the
outside water due to safety concerns. As a result, people either carry a water bottle or consume
bottled water, which is readily available and inexpensive. Rather than installing water purifiers,
customers prefer to buy 20L bulk containers of water for home usage, functions, small hotels,
and restaurants.

Global Scenario of Bottles Water Market

The global bottled water business is exploding as people become more aware of the necessity of
clean drinking water for good health. Certain ailments, such as fluorosis, malaria, typhoid,
diarrhea, and viral fever, drive the market. Even the flavor of bottled water is contributing to the
market's growing demand.

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The global bottled water market was valued at $250 billion in 2018 and is predicted that it would
reach $350 billion by 2021, based on a report issued by a business research firm. Nestle,
Hangzhou Wahaha Group Co. Ltd, Danone, Coca-Cola, and PepsiCo are among of the market's
major competitors, with the retail sector accounting for the majority of water bottle sales.

Fug: Market value of Global Bottled Water Market

Indian scenario of bottled water market

The demand for bottled water in India is mostly owing to a lack of clean drinking water due to an
immense expansion in the population, inflow of foreign students and visitors, poor quality of tap
water, and the simplicity with which bottled water can be obtained, as well as a rise in health
awareness. Because the government has failed to supply safe drinking water in all areas, private
players have stepped in to fill the void while also establishing a thriving company. The leading
mineral water firms in India are concentrating on increasing market share through efficient
marketing techniques and appealing packaging. The market was worth Rs 160 billion in 2018,
and it is predicted to increase at a CAGR of 20.75 percent yearly until 2023, when it would be
worth Rs 403.06 billion. In 2018, the 1L bottle took 42 percent of the market share, followed by

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500 ml bottles and 250 ml bottles. The market is expected to reach 35.53 billion litres by 2023,
growing at an annual rate of 18.25% from 2018 to 2023.

Popular brands in India

Currently, there are over 150 native Indian bottled water brands on the market. Bisleri, Kinley,
Bailey, Aquafina, Himalayan, Rail Neer, Oxyrich, Vedica, and Tata Water Plus are the leading
brands in India. Bottled water consumption in India is linked to the amount of prosperity in
various regions. The western region contributes for 40% of the market, whereas the eastern
region accounts for only 10%. Bottling factories, on the other hand, are concentrated in the
country's south. Four southern states account for more than 55 percent of all bottling plants.

Alkaline Smart Water

Alkaline water, which was virtually unknown ten years ago, is on track to become a multibillion-
dollar global business by 2023.

Drinking alkaline water, which has a pH of above seven and up to ten, is thought to assist
balance the body's natural pH levels, especially while eating an acidic diet, and to rehydrate the
body faster after exercise, allowing lost minerals to be restored more quickly.

Proponents claim it gives you energy, improves your overall health, prevents cancer and
diabetes, and slows down the aging process. The nutritional promises made by alkaline water are
remarkable but unfounded. On the other hand, the sales are extremely real.

Consumers are striving to make healthier food and drink choices as obesity and type-2 diabetes
rates rise around the world, and governments take steps to curb consumption of unhealthy goods,
such as sugar-sweetened beverage tariffs and front-of-pack warning labels.

According to Julian Mellentin, founder of food consultancy New Nutrition Business, the
segment's development is tied to a larger demand for energy. Consumers are increasingly
looking for components that give them an energy boost, and a wide range of goods, from
caffeinated snack bars to bulletproof coffee, have arisen to suit this desire. Brands of alkaline
water, which frequently promote the energizing nature of the product, are looking into this trend.

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Porter five forces Analysis of Beverage Industry

Michael Porter devised the porter's five forces analysis with the goal of analyzing and evaluating
the aspects that influence the industry's success in terms of five forces. Furthermore, it outlines
the technique used by businesses to boost productivity by taking into account the five abilities.
The beverage industry's Porter's Five Forces analysis is shown below.

Bargaining Power of Buyers

When it comes to the beverage industry, there are three firms in the United States that account
for 89 percent of all beverage sales. So, looking at the situation, there is enough opportunity to
start a firm in the beverage industry, but gaining market share in it is a very difficult task. Every
year, over 56 gallons of soda are drank (Puravankara, 2007). Because of these considerations,
switching between suppliers is simple, and the rates they offer are slightly varied. The only
variation between the suppliers is where they are located and how much travel costs will be
charged to the delivery. The purchasers do not need any further information because all of the
nutrients are listed on the back of the bottles.

When it comes to beverage prices, customers switch brands depending on how much they pay.
Because beverages are not a basic necessity, having high costs will result in a loss of customers.
As a result, corporations offer enticements to customers in order to keep them. These incentives
are distributed through contests such as win tickets and other similar activities.

Bargaining Power of Suppliers

Companies are attempting to acquire the greatest items from suppliers in the competition to
create the best product in the beverage business. Every business has its own trade secret. There is
no competitive pressure on suppliers. Bottling companies and packaging suppliers are common
examples. Because it is so easy to swap suppliers, the suppliers' bargaining power isn't very
strong in this scenario. A fraction of the beverage industry's supply companies are owned by
them. Anyone can readily enter the market because supplying beverages is not a difficult
undertaking. It all depends on elements like price and the speed with which they provide a
product.

Threat of New Entrants

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Existing businesses have already made significant investments and enjoy economies of scale as a
result of their direct supply setup. A large sum of money is necessary to enter the beverage
industry for the purposes of manufacturing, bottling, distribution, and storage, but it can prove to
be beneficial in the long run.

One of the most difficult aspects of beginning a beverage business is obtaining distribution
channels, as many of the key distribution channels, such as supermarkets, restaurants, and gas
stations, are retained by well-known brands. Newcomers can learn from the beverage's pioneers.
The industry's biggest brands have devised strategies to eliminate the new entrant.

Threat of Substitutes

There are no performance constraints or high price limitations on the usage of products in the
beverage sector, as more expensive beverages will have a negative impact on client sales. When
a customer switches from one drink to another, it is primarily due to the price element and the
same quality supplied by two different brands at the same time.

Water, tea, sports drinks, and a variety of other beverages are commonly used as carbonated
beverage alternatives. However, due of the brand name and reputation that the companies have
built in the sector through time, most clients are hesitant to switch companies.

Rivalry among existing players

The beverage industry's total growth rate is not particularly high. As a result of this issue,
newcomers' chances of breaking into the sector are slim. Because of the high reputation and
promotion of the brand among customers, the current brands in the business present a difficult
environment for new entrants. Because fixed expenses account for a large amount of a
company's total costs in the beverage business, these costs operate as a barrier to entry. The cost
also includes expenses for warehouses, transportation, and labor, among other things. Because
there are well-known brand identities in the beverage business, brand names are extremely
crucial to rivals. All of the players are in a fierce competition. They are developing new methods
for promoting the drinks and capturing a bigger number of clients in order to enhance their
market share in the business. Because of the diversity of taste and quality, the distribution of
market share is not equal among most of the industry's brands.

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So, based on our findings, we determined that breaking into the beverage industry is a difficult
undertaking to complete because there is fierce rivalry and businesses are seeking to retain their
reputation by various incentives, marketing, promotions, and other means.

2. COMPETATIVE ANALYSIS

The top five bottled water brands in India account for more than half of the mineral water market
in the country. For the past five years, bottled water firms in India have seen a significant
increase in demand due to rising demand for clean drinking water and growing awareness about
the dangers of water-borne diseases across the country. The expansion of India's comprehensive
list of bottled water companies is also spurred by the country's strict rules for safe drinking
water, rising disposable income, and improved transportation infrastructure. The top fives
mineral water brands in India are gaining traction in the Indian mineral water sector by using
notable celebrities in their ads to raise brand recognition.

The per capita use of drinking water in India is projected to be roughly 15-20 liters per day,
indicating a large development window for India's top ten bottled water companies. The
bottled water sector in India was valued at more than $2 billion at the end of 2017, and it is
expected to triple in size over the next five years, growing at a healthy double-digit CAGR.
There are around 3,000 organized mineral water firms in India, while it is estimated that there are
around 12,000 unstructured mineral water enterprises in India, according to the entire list of
mineral companies in India.

1. BISLERI- Bisleri is one of India's top ten mineral water brands, having been founded in
1965 in Italy by Signor Felice Bisleri. Bisleri was then purchased by the Parle Group in
1969, and Parle introduced Bisleri to the Indian mineral water market. Bisleri is India's
best mineral water company, with a nearly 40% share of the Indian mineral water market.
With a daily production capacity of 0.75 million liters, Bisleri is ready to consolidate its
position as the market leader. Bisleri supplies mineral-bottled water bottles in a variety of
sizes, including 500ml, 1 liter, 2 liters, 5 liters, and 20 liters, for the best mineral water
price in India of INR 10, INR 20, INR 30, INR 50,INR 70 and a variety of other sizes.

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2. KINLEY- Kinley, one of India's top ten mineral water brands, has a 17 percent market
share in the country's mineral water business. Kinley is not included in the top ten
mineral water firms in India. Kinley is one of India's greatest mineral water companies,
having been created in 2000 by the Coca-Cola Group. Kinley mineral water comes in jars
ranging in size from 200 ml to 5 liters. Kinley mineral water prices in India range from
INR 6 to INR 45 depending on the size. With a daily production capacity of roughly 0.35
million liters, Kinley is among the top of India's top ten mineral water enterprises.

3. AQUAFINA- Aquafina is one of India's top 10 mineral water brands and is placed third
on the list of mineral water firms. The PepsiCo Corporation owns Aquafina. Aquafina,
which is currently one of India's top ten mineral water firms, was first introduced in
Mumbai in 1999 and then expanded to the rest of the country in 2000. Aquafina, India's
#1 mineral water brand, has over 15 manufacturing units around the country and sells
bottled mineral water in 300ml, 500ml, 1 liter, 2 liters, and 25-liter sizes. In India,
Aquafina has a 13% market share in the mineral water sector.

4. BAILEY- Bailey is also a part of the Parle Agro Group, and it is one of India's top
mineral water producers. Bailey being established in 1993 and comes in packs of 200ml,
500ml, 1-liter, 2-liter, 5-liter, 20-liter, and 25-liter, all of them are sold at a competitive
mineral water pricing in India. This India's biggest mineral water company has a market
share of roughly 3% in the country's mineral water industry with a daily production
capacity of 0.10 million liters. Bailey is frequently featured among India's top ten bottled
water brands.

5. HIMALAYAN MINERAL WATER- Himalayan is a member of the Tata Global

Beverages Group and is one of India's most well-known mineral water brands.
Himalayan Mineral Water is one of India's top ten mineral water brands. Himalayan
Mineral Water was first introduced in 1997 and has since established itself as one of the
highest-quality natural mineral waters available in India's mineral water market.
Himalayan is one of India's top ten bottled companies, selling natural Himalayan water
sourced from the Shivalik range and naturally filtered for nearly two decades. Himalayan

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 mineral water comes in three sizes: 300 mL, 1 liter, and 2 liters, and is marketed at India's
most affordable mineral water price.

According to Zenith Global data, only two nations accounted for 96.6 percent of global alkaline
water volume sales in 2018: Japan, where the category began, and the United States, where it has
gone from being almost unknown 10 years ago to a US$602 million segment.

Despite the presence of many small brands, the US market has attracted the attention of large
multinationals, which have entered through acquisitions (soda giant Keurig Dr. Pepper paid $525
million for category leader Core in 2018) and launches (Coca-Smartwater Cola's Alkaline, an
ionised water with a pH of 9, launched the same year).

Alkaline water, on the other hand, is still in its infancy in Europe, with only seven brands
functioning as of 2019. Alkaline water has "a very low level of awareness among the general
public." Although this is increasing, the market research organization believes Western Europe
has long-term potential.

Players will aim to differentiate themselves when more established markets enter the growth
phase by using their sourcing and provenance to build a premium image.

The precise location changes according to the geographic region. Premium bottled water brands
in China, for example, frequently exploit the altitude of the mountain source as a differentiating
element. Scandinavian ancestry is generally associated with a lack of pollution in Europe.

Fig: Market details of Bottled Water

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BUYER ANALYSIS

The majority of buyers in this industry are “food and beverage” merchants. Smaller businesses
such as cafes, bars, and restaurants are included, as well as larger merchants such as convenience
stores, supermarkets, and independent retailers. Due to the volume of product they desire, larger
corporations have more bargaining power, but this is largely compensated by the number of
customers in the market. Furthermore, retailers are impacted in their purchasing selections since
they must accommodate to their customers' tastes. As a result, it's critical for bottled water firms
to have a strong brand that emphasizes brand loyalty in order to tip the scales in their favor when
it comes to sales.

Buyers are becoming more health conscious and since the alkaline water has lots of pros like

• Features that are anti-aging (through liquid antioxidants that penetrate into the human
body more quickly)
• qualities that help to cleanse the colon
• assistance for the immune system
• Some of the detoxifying characteristics include hydration, skin health, and other
detoxifying capabilities.
• losing weight
• resistance to cancer

Buyers would be inclined to buying the alkaline smart water because the above advantages.

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CHAPTER 2: INTEGRATED MARKETING COMMUNICATION
PLAN

[Prepare the plan covering three major stages (Cognitive, Affective & Behaviour)) of the
Hierarchy of Effects model]

Sterling H2O

Product - Alkaline SmartWater

Ingredients –

Spring Water, Electrolytes: Calcium Chloride, Magnesium Chloride, Potassium Bicarbonate,

*Electrolytes added for taste

Electrolytes for flavour, vapour distilled, and ionised with a PH of 9+

We will use a Teaser Campaign on YouTube and Instagram Ads.

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Cognitive (Awareness)

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Caption - Take a cue from the Gods and drink Sterling Alkaline smartwater to stay hydrated.
Smartwater takes its inspiration from nature and then adds electrolytes for flavour, elevating
crisp, clean drinking water to a whole new level. Some studies suggest that alkaline water might
help slow bone loss, but it's not clear if the benefit is maintained over the long term. Some say
that alkaline water can help prevent diseases such as cancer and heart disease. However, there's
little credible evidence to support such claims.

Cognitive (Knowledge)

We’ll spread knowledge about the product and its benefits on Social Media Post’s Copy and
BTL at Fast Food Outlets, Gym and Fitness Centres, PVRs, and High-End Malls.

Sample Copy –

Despite the lack of proven scientific research, proponents of alkaline water still believe in its
proposed health benefits. These include:

• anti-aging properties (via liquid antioxidants that absorb more quickly into the human
body)

• immune system support

• hydration, skin health, and other detoxifying properties

• weight loss

Affective (Liking)

• We’ll be using Influencer Marketing and rope in Celebrity Influencers, Macro Influencers
and Micro Influencers.
• Celebrity Endorser – Virat Kohli

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Macro and Micro Influencers

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Behavior (Purchase)

We will use Retail Store Ads and LED Billboards outside outlets such as 24X7 and Modern
Bazaar to promote our special offers

ADVERTISEMENT

Target Market – Market segmentation includes men and women aged 18-35, those with
disposable income, maintain an active lifestyle, enjoy nature and outdoors, value for quality
products and conscious buyers

Sterling Alkaline Smart Water will establish significant brand equity within the top tier market
segment by using atypical marketing tactics, a very distinct positioning, and a high-end pricing
level against competitors.

Target Consumer’s Persona –

Ananya:

• Background– an avid shopper, who makes impulse purchases without thinking of price.
Has a high interest in the environment, recycles, loves to work out and is a vegan.
• Demographic- fits in the 23-36 age range.
• Identifier- has a calm demeanor, very active and communicates through a smartphones
that she is solely responsible for.
• Goals- support the care of the environment.

Positioning Strategy – High-End, Premium Quality, Healthy Beverage

IMC Objectives and Strategies

Objectives –

• To develop brand awareness

• To change or influence customer beliefs or attitudes
• To build customer traffic to physical stores, websites or other marketing channels
• To enhance firm/brand image
• To increase market share

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Strategies –

• Social Media: We’ll be using Social Media to create Brand Awareness for Sterling H20,
we’ll create a profile on Instagram, Facebook, Twitter, Snapchat and YouTube. We’ll
start with basic educational posts about Alkaline Water in order to increase the Product
Awareness.

We will use Snapcodes on our packaging to redirect our customers to our Snap Page
which will feature regular stories from fans, and will use AR Feature to enable Snap
Lens.

• Influencer Marketing: In order to increase the engagement we’ll be further

collaborating with Fitness Influencers and Famous Athletes. Their Following will help us
to create a community of health enthusiasts.
• TV Advertisements: We’ll be promoting the product through fitness influencers and
celebrities on television with short and to-the-point advertisements communicating the
benefits and USP of our product.
• Print Media: Print media will be the medium for the people who are not too active on
social media but are newspaper and magazine readers.

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CHAPTER 3: MEDIA PLAN

For any product to be successfully launched into the market, it is essential for the customer to
have good awareness of the brand. This awareness can be introduced to the customer by
providing them visual, audio and cognitive influx of the product.

According to the Hierarchy of Effects Model, in the case of launching a new brand, the

Cognition Affect Behaviour

consumers must first have cognitive recognition of the product. This would lead them to have a
better perception and a positive attitude about the product [affect], and it would induce the
behavior of purchasing the product.

For this introduction of the new product in the market, it would be essential to introduce the
product in as many channels as possible so that the product is available in the consumer’s active
recall while making a purchase.

For the purpose of this campaign, all forms of traditional media such as TV ads, Radio,
Newspapers, etc. are explored. We will also be using new forms of media such as websites and
social media platforms.

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 Medium Rationale
Television Short, quirky advertisements between episodes of shows to reach
the mass market

Placement in Movies, Strategic placement of product in movies, shows and videos to

Shows and Videos reach the mass market and become part of the popular culture

Radio Short, catchy jingle to be played in effective intervals to reach

mass market

Print Media Front page/ last page ads in prominent newspapers as well as
- Newspaper magazines for our target audience
- Magazines

Outdoor Advertising Placing billboards and banners at high visibility areas to ensure
- Billboards maximum reach. Adding vehicular ads which will provide far
- Vehicle and wide advertising with a single point effort. Banners placed at
Advertising strategic high visibility areas would ensure high reinforcement
- Banners

Internet Media Email marketing has one of the highest conversion rates across
- Website all digital media. Digital ads on websites that have reach to the
- Emails target audience would provide a more streamlined and targeted
- Digital Ads advertising approach

Social Media Social media platforms are a great way of maximizing reach into
- Facebook the target audience. These apps and sites can be used to optimize
- Instagram the reach to specific audience, hence making spending more
- Twitter optimal.
- YouTube

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 Media Form: Television Advertisements

Channel Frequency During Prime Time

Star Plus 2 Rep/Hr

Sony 2 Rep/Hr

MTV 4 Rep/Hr

Zoom 4 Rep/Hr

ABP News 2 Rep/Hr

Regional Channels 2 Rep/Hr

[according to States]

The advertisements will be displayed with a higher frequency on prime time, whereas the
frequency will be reduced during non-prime hours. This would ensure cost optimization while
reaching to the mass market. The purpose of TV advertisements is to create awareness in the
minds of the consumer about the brand and thus helping consumers recognize the brand among
competitors. Ads can also influence public perception about a brand, thus increasing positive
attitude towards our product.

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 Media Form: Print Media

Within print media, there are various forms of communication that can help increase brand reach
and public impression. Newspapers have the highest reach across all print media and can
therefore be used to increase the awareness in the minds of the consumers about our brand.
Secondly, magazines can also carry promotional information, which can be used to reach a more
specific type of audience. For instance, because our brand of water focuses on a sustainable
packaging process and providing pH balanced water, the advertisements of our brand can be
placed in magazines that reach customers that are:

• environmentally conscious
• actively seek sustainable alternatives for products
• health conscious

For newspapers, it will be wise to select those having higher circulation as the purpose is to reach
the mass market. The highest circulation of newspapers in India is of The Times of India
followed by Hindustan Times and India Today. Therefore, these newspapers would be the main
modes of media communication.

Newspaper Circulation Cost/Ad CPM

Hindustan Times 3029902 2.5Cr 21303
The Times of India 3410026 2.5 Cr 90489
India Today 2409604 1 Cr 18602

In magazines, we can target lifestyle magazines, those that promote a healthy lifestyle and those
related to environment and ecological consciousness. Sustainable magazines and e-zines would
provide the perfect opportunity to reach closer to the targeted customer.

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 Media Form: Radio

Radio is one of the forms of advertising that reaches customers far and wide, and can offer great
recall for the brand. It is our intention to create an unforgettable jingle, to be played across major
FM stations such as Radio Mirchi and Big FM, which will give us reach to maximum audience
and help us create a correlation in the minds of the consumers where Sterling H2O can be linked
to purity, hydration, etc. and become synonymous with water.

FM Station Reach Cost CPM

Radio Mirchi 30000000 2500000 500
Big FM 270000000 1500000 370

Radio jingles and ads are a very creative form of advertising. Since there is no display to assist in
active recall, integrating the brand tone and brand image into the jingle will be of utmost
importance. As was the case with the Honey Bunny jingle of IDEA, the catchiness and the
virality of the jingle would be essential to see success.

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 Media Form: Outdoor Media

Outdoor media is one of the most effective ways of getting a brand recognized in public. The
campaign for launching Sterling H2O will be centered around providing purity and hydration in
an environmentally conscious and sustainable way.

1. BILLBOARDS

TIERS NUMBER RATIONALE

Metropolis 40 Metropolis cities have the highest purchasing
power and are more likely to purchase a
premium water at premium prices. There is
very high awareness of sustainability and
environmentally friendly products. People
utilize their disposable income to produce a
better life for them, which means purchases
that are healthier for them, such as alkaline
water. Higher visibility is sought to reinforce
the idea of purity, sustainability and
hydration.
Tier 1 35 Tier 1 cities also require high frequency of
billboards and sightings to reinforce the
brand message. There is also increasing
awareness of environment and sustainable
purchases as well as health benefits of
alkaline water.
Tier 2 20 In these cities, the necessity of water is
higher than that of health as well as
sustainable products. There is lesser brand
loyalty, and lesser likelihood of customers
purchasing water at premium prices, hence
only affluent areas in the city will be

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 targeted.
Tier 3 20 Only affluent areas of the city will be
targeted for consumers who wish to
differentiate themselves from the rest.
All smaller towns and rural None The product will not be marketed to smaller
areas towns and villages as there is no market for
premium waters in such areas.

VEHICLE ADVERTISING

A newer form of media advertising, advertising on vehicles will be used to spread the message
far and wide, into the by lanes and smaller areas within cities where outdoor media is not visible.
Cab services like Meru, Uber and Ola offer advertisements on the cars that they supply on the
streets. These will also be used to bring awareness to the consumer about Sterling H2O.

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 Media Form: Internet Media

Internet has increasingly become the fastest mode of communicating information across
mediums. With the emergence of marketing using the internet it has become evident that
advertising can be done on a scale like never before. In 2021, it is evident that smartphones are
the future, and with Jio becoming a market leader in the telecom sector and lowering internet
prices, there are several opportunities for marketers to advertise their products using the internet.

There is no doubt that consumer data is one of the most valuable aspects of Internet Marketing.
Consumers can be targeted using their specific needs and purchase patterns. Internet Marketing
has many facets.

Firstly, Sterling H2O must have a website. The website will require registration of the domain
and a host, along with aesthetic appeal and most importantly an SEO optimized landing page to
ensure people on the internet are directed to our website with ease. We would also invest in
Search Engine Marketing to make our page rank higher with the most competitive bids.

For this purpose, the company would set aside a budget for 1.5Cr over a span of 3 months.

Digital ads are also one of the most cost-efficient ways of attracting the target audience. Digital
ads can be strategically placed on websites that have allied interests as well as competitors of
where the industry has been placing their advertisements. Consumers can be specifically targeted
where they purchase similar products and can be encouraged to actively recall our brand of
water.

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 Media Form: Social Media

Social media marketing is one of the emerging trends that is heavily influencing consumer
behavior at the moment. Getting ahead in the game will allow us to boost sales and thus fulfil the
object of promotion of the brand.

Platforms such as Facebook and Instagram are incredible for sharing customer feedback and
positive news about the product. Within the Hierarchy of Effects, this is tied to the Affect stage.
The feedback and testimonials about the twofold benefits of the product can be used to create a
positive attitude in the minds of the consumers for our product. Being ecologically sustainable as
well as alkaline with a pH adjustment would make our brand very positively associated with our
target audience, which would lead to purchase.

Apart from this, Facebook, Instagram and Twitter are also very useful in establishing
relationships with consumers. All of this promotion is organic and is thus very lucrative.
Creating a positive perception about the product is of utmost importance.

Advertisements on Social Media Platforms is very cost effective, as users can be targeted by age,
geographic location, interests and thus creates very niche audience. Several ad campaigns will be
placed during a span of 3 months, running for a week or fortnight. The budget for spending in
this area would be 50 lakhs.

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Measurement and Evaluation- Budget

Media Sector Media Vehicle Budget (in Cr)

TV 5.6
Radio 0.4
Print Media Newspapers 5
Magazines 1
Outdoor Billboards and Banners 3
Vehicle Media 0.5
Internet Website 0.2
Digital Ad Space 1
Social Media 1
Product Placement Movies, Music Videos, etc 3
Sales Promotion 1
Gross Budget 21.7

SCHEDULING FOR MEDIA CAMPAIGN

MEDIA BUDGET MONTH 1 MONTH 2 MONTH 3

TV 5.6 2.6 1.7 1.3
Radio 0.4
Print Media 5 3 1.5 0.5
1 0.5 0.3 0.2
Outdoor 3 1.4 1.2 0.4
0.5 0.3 0.1 0.1
Internet 0.38 0.125 0.125 0.125
1 0.2 0.2 0.6
Social Media 1 0.3 0.3 0.4
Product 3
Placement
Sales Promotion 1

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 Flow Chart

Television Print Media Outdoor Social Media

Radio (Use Media(Billboa Internet (Influencer
Advertisements (Leading
Initiating the of jingles to rds and Media(Website
campaign
on reignal and Newspapers create
Marketing on
national Vehicle , digital ads,
and Lifestyle
awareness) SEOs) Instagram,
channels Magazines) Advertising) Facebook etc)

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CHAPTER 4: MEASUREMENT AND EVALUATION PLAN

In order to analyze the Campaigns that we’ve employed above we’ll be using:

• Ongoing Analytics – Ongoing monitoring that tracks activity over time

• Campaign-Focused Metrics – Campaign or event analytics with a clear beginning and
end
• Likes, Comments, Retweets, etc.: Individual engagement metrics like a Share or a
Retweet add up.
• Post engagement rate: The number of engagements divided by impressions or reach. A
high rate means the people who see the post find it interesting.
• Account mentions: Organic mentions, like @mentions that aren’t part of a reply, or
tagging a brand in an Instagram story without prompting, indicate good brand awareness.

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CHAPTER 5: CONCLUSION

Only a properly designed and implemented IMC plan will allow Sterling H2O to properly
establish itself in the market. The fundamental goal is to bring in awareness about the
brand change people's perceptions of the brand.

The primary things Sterling H2O has to focus upon is

• Brand repositioning,
• brand and product reach,
• identifying customer demands,
• engaging more in CSR initiatives,
• Increasing social presence with more events

We came to the conclusion that the most essential component in this case is the target audience.
Here the target audience is mostly a fitness freak, and a person concerned towards the
environment. But we have to make sure to use IMC tools like influencer marketing to increase
the target reach and gain market reach and market share. We have to reinforce the pros or the
advantages of using Sterling H2O in the consumers mind time and again and use creative
advertisements to attract new customers to use Sterling H20.

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References:

• https://www.lucintel.com/beverage-industry-2016-2021.aspx
• https://www.slideshare.net/narechania/beverage-industry-16675775
• https://www.valueline.com/stocks/industries/industry_analysis__beverage.aspx#.YStl37AzbI
U
• http://fnbnews.com/Beverage/current-scenario-of-water-bottling-companies-in-india-53493
• https://insights.figlobal.com/health-wellness/alkaline-water-market-potential
• https://www.coca-colacompany.com/news/new-smartwater-antioxidant-and-alkaline
• https://www.healthline.com/health/food-nutrition/alkaline-water-benefits-risks#benefits
• https://blog.bizvibe.com/blog/food-beverages/top-10-mineral-water-brands-india
• https://sproutsocial.com/insights/social-media-metrics/

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