Outline

The Challenge
Access : where to present the research ?
Readability : How to present the research ?
Road blocks for readability
Reach and Awareness : How to promote the portal and toll free line ?
Partnering with KFC, Mc Donalds and Dominos
Why KFC, Mc Donalds and Dominos, Reach through these , What kind of partnership it is ? , Why
would they welcome it ? , Would it not conflict with our positioning? , Flyers for KFC and Mc
Donald's
Promotion through Newspapers and Diagnostic centres
Why Newspapers ? , List of potential Newspapers we can tap , How to use the Newspapers for
promotion? , Why would they welcome it? , Why would diagnostic centres welcome it ? ,
Promotion through Hospitals
What is this promotion? , Why prescription pads? , Cost analysis
Conclusion

Access : Where to present the research ?
The two key challenges faced by saffola life are
Access and Readability : Where and how to present the research ?
Reach and Awareness : How to promote the research ?
The Challenge
Saffola life currently has two platforms it can harness
The online portal featuring Heart age finder
A Toll free line which is already used for Call your dietician campaign
We believe that if these two existing platforms can be redesigned to fit the needs, there
will be no need for any additional media to put forward the research work
The idea is that we promote the portal and the toll free line such that the users themselves
call up to take a test. Here, they should be provided with results and research inputs
filtered to their needs
Readability : How to present the Research ?
The information present in the saffola life research can be mainly classified under four
heads
a. Introduction to the study and algorithm and respondent profile
b. Factors considered and their effect
c. Detailed analysis across all age groups and genders Pan India
d. City wide reports across all age groups and genders
However, not all users will be interested in complete study. Their initial intent will be
only to know their CVD risk. Hence the following flow chart, if implemented in online
portal and toll free line, will introduce the complete research to the users, making it
relevant to them step by step as they proceed.
However, not all would be knowing their HDL and cholesterol levels before taking the
test and the tool has to be trained to approximate for the same..
As the user dials the toll free
line or logs on to the portal,
help him find his/her heart
age
Ask them if they would like to hear some
tips for their health care
Explain them the factors and their effect, specific
to their Age group, sex and city
Give general tips for heart care
promoting saffola products inline
Ask if they wish to find the
results for their family
members
If yes, conduct the test and share the
results, research findings and tips as per
their age, sex and city
In any case, ask them if they wish to know the research
results in general and wish to know the algorithm used
Tell them how can they find further
material
Roadblocks for readability
The current website holds only a link to heart age tool and a ppt about the research
This portal has to be enhanced so that the users can use age, sex and city filters to
easily access the data
The same has to be synced with the toll line, employing a automatic telling machine
to take user inputs
Reach & Awareness : How to promote the portal and toll free line ?
Now that we have platforms to showcase the research, we need to promote these, so that
users themselves reach out to us. Here is our model for promoting awareness.











1. Partner
with KFC ,Mc
Donald's &
Dominos
2.Promotion
through the
newspapers
& Diagnostic
centres
3.Promotion
through the
Hospitals
Partnering with KFC , MC Donalds & Dominos
Fast food has almost become an inline part of Urban Indian culture. It is about time that we
realized that avoiding these is no more a practically feasible solution to good health. The
solution is to take required heart care accepting fast food as an unavoidable part of diet.
Why KFC and Mc Donalds & Dominos?
Partnering with KFC and MC Donalds would take us directly to the users who are used to fast
food, which are the ones who require us more, our immediate targets
City/Outlets McD KFC Dominos
Delhi 40 24 67
Mumbai 54 28 71
Pune 25 17 37
Bengaluru 43 47 72
Hyderabad 16 21 38
Kolkata NA 14 25
Chennai 10 27 41
The table shows the number of outlets
that each of these have in the major
cities
Partnering with KFC , MC Donalds & Dominos
Reach through these outlets
Mc Donalds remains open for about 16 hours a day with an average footfall of 95
customers per hour. This amounts to 1520 customers per outlet and about 3 Lakh
combining all the cities
KFC serves around 700 per day per outlet, reaching out to 1.25 Lakh customers in all the
major cities per day
Interestingly, Dominos, whose outlets are more serves 200 customers per day per store
amounting to about 70 thousand customers in all cities
Thus we reach out to around 5 lakh customers every day through these stores
Digital Marketing through their websites also help us promote as websites of these outlets
are picking pace of late. Particularly Dominos Olo.
Partnering with KFC , MC Donalds & Dominos
What kind of Partnership is it ?
It is often seen that these fast food outlets promote the nutritional value of their food but it
has largely remained in store and through digital media. We issue them flyers describing
saffola life study as well as their goodness, which can be given to the customers along with
their orders. Ads also can be placed in their portals and vice versa.
Why would they welcome it ?
Because saffola is known for its heart care products and campaigns, the customers view this
as an endorsement from saffola that KFC or a Mc Donalds is not really a junk food joint
Would it not conflict with our positioning?
No, our flyers will be carefully designed to give a message to the customers that Fast food is
unavoidable , but please do take care of your heart too. Besides this is what we show in our
Ad campaigns. The flyer looks like a heart shaped greeting card as presented in the Appendix
Flyer for KFC : Top side
Flyer for KFC : Inner side Left
Flyer for KFC : Inner side right
Flyer for KFC : Bottom side
Flyer for Mc Donald's: Top side
Flyer for Mc Donalds: Inner side left
Flyer for KFC : Inner side Right
Flyer for KFC : Bottom side
Promoting through the Newspapers
Why Newspapers ?
Newspapers give the largest reach to the consumers.
Ex : Two leading newspapers, Eenadu and Sakshi in Hyderabad have a combined
circulation of about 9 lakh papers. These would reach out to households and common
zones which would meet at least 40 Lakh people, i.e. half of the city.
List of potential Newspapers we can tap







Choice 1 Choice 2
Delhi Hari Bhoomi Hindu
Mumbai Daily Sakal Hindu
Pune Daily Sakal Hindu
Banglore Vijaya Karnataka Hindu
Hyderabad Saakshi, Eenadu Hindu
Kolkata Ananda Bazaar Hindu
Chennai Daily Tanthri Hindu
Promoting through the Newspapers and Diagnostic Centres
How to use Newspapers for promotion ?
We send out a leaflet along with the Sunday edition which would carry information
regarding saffola life, toll free line and the portal, urging the readers to take the test.
However to make the readers take it serious and not treat it as just another pamphlet, we
include an offer to get an off on heart related tests at select Diagnostic centres if they take
up the test and find that they are prone to CVD risk.

Why would Newspapers welcome it ?
Any offer of this kind increases the circulation of the Newspaper. Also there will be no
conflict of interest as the top two dailies of each of these cities include one regional and
one national newspaper
Promoting through the Newspapers and Diagnostic Centres
Why would Diagnostic centres welcome it ?
Firstly , it increases their foot fall. It is not new that they give offers.
As for the offer, consider a lipid profile test which costs roughly 500
Assuming that we give an offer on 5 % concession of which we pay 10/- and the diagnostic
centre pays 15/- and on an average if at least one person takes up the test from half of the
households who read the newspaper, our total spending would be

Total cost : 9 Lakh households* 50% *1*10 = 45 lakhs
This cost would be lesser than running a door to door sampling and needs little effort for
monitoring as well, unlike any other newspaper offers giving discount on products.
Once the user takes a test, he can be sent an SMS on phone which would serve as a proof
Partnering with SRL diagnostics which has presence in all these cities is a suitable option

Promoting through Hospitals
What is this promotion?
Now that we have run two campaigns which perhaps have a moderate recall , we need a
campaign which needs little effort from our side and a lasting association with the users
Hence, we find the major hospitals in the cities and provide them with the Prescription
pads with a reference to the Saffola life at the back.
Why Prescription pads ?
We need some thing which stays with the consumer for long , which will increase our
brand recall and the possible chance of customer reaching out to saffola life.
Prescription are generally saved by the users for a long time, at least for a week till the
illness gets cured.
Also since this saves cost for the hospitals, we see no problem in the affiliation.
Promoting through Hospitals
Cost analysis
Considering that there will be around 200 major and significant hospitals in a metro city,
we have around 1400 hospitals to cater to
If we distribute 15 prescription pads, assuming each of these cost 80/-,
Total cost = 1400 * 15* 80 = 1680000
Conclusion
These three campaigns, if implemented in the order specified , will generate a huge response
for saffola life. Also what goes without saying is that the brand loyalty of saffola also builds up
through these programs. This eventually reflects in the sales.

But, primarily , we believe that these campaigns will build up awareness of heart care and
also make the existing portals of saffola life self sufficient instead of depending on the media .