Analysis of youths attitude

towards health drinks on a digital marketing

perspective

Roshan Paul15100

Company:

OGILVY & MATHER

INTRODUCTION

ADVERTISING INDUSTRY• Draw the attention of the

youth towards the brands• Stage 1 – Briefing

• Stage 2 – Creation

• Stage 3 – Production

• Stage 4 - Post Production

YOUTH’S CONSUMPTION• Understanding the youth’s

behavior towards health drinks

• Modern youth’s consumption pattern

• Changing youth’s preferences

• Market the health drinks among youth

Traditional

Modern Post Modern

OBJECTIVE

Primary Objective:

▸ To analyze the youth’s heath drink consumption pattern

Secondary: To study penetration of Health drinks among youth

Youth’s health drink consumption pattern

Best social media platform for health drink Ads

Competitive analysis of brands in health drink

segment

METHODOLOGY

SAMPLE SIZE120

POPULATIONYOUTH

DATA COLLECTION

QUESTIONNAIRE

TOOLS & TECHNIQUES

• ONLINE RESEARCH

• OFFLINE RESEARCH

DATA ANALYSIS

42%

58%

Chance of switching brand due to price factor

Yes NoPrice

Packaging

Flavour

Ingredient

Brand

Benenfits

0 5 10 15 20 25 30 35 40

Purchase Preference No. of consumersPr

efer

ence

DIGITAL DATA ANALYSIS

30%

24%12%

12%6%

Ingredient Perception

Glucose basedVitamin basedFlavouredElectrolyte basedOther

Gatorade Glucon D Coke Zero Raw Pressery VitaMe0

10000002000000300000040000005000000600000070000008000000

Comparison of Engagement level

Facebook Pinterest Twitter Instagram Youtube

DIGITAL DATA ANALYSIS

Content buckets

FINDINGS

• 25% of the respondents do not consume health drinks

• 45.56% are health conscious consumers

• 42.2% were willing to spend between Rs50 to Rs100 cost

• 40% choses due to better understanding of product

• 12.22% bought health drinks which cost above Rs150.

• Impact of flavor and price is lessRECOMMENDATIONS

• Create engaging content with limited branding focus

• Conduct Campaigns for marketing

• Evoke emotions like anticipation, suspense, courage or joy

• Use of humor and quirky one-liners

• Frequently updating status

• Online customer discussion forums.