This project is about, designing the strategy of communication for HUL’s water purifier in Bangladesh. Key emphasis has been given on product demonstrations that would show the benefits of using Pureit water purifier over the traditional practice of water purification that is ‘boiling’.
HUL had never conducted a demonstration for its water purifier before, and since this was for a foreign country, it was very important to understand the need, perception, and pschychology about a water purifier in Bangladesh itself.
An extensive study of the people’s lifestyle, the target consumer’s purchase pattern, their home and kitchen practices, their fear and worries were done. This study gave the project a new dimension, which was not only limited to a demonstration but to a 360 degree activation campaign. This aimed at developing a novice way of exhibiting the benefits of a product to the end consumer.
HUL had never conducted a demonstration for its water purifier before, and since this was for a foreign country, it was very important to understand the need, perception, and pschychology about a water purifier in Bangladesh itself.
An extensive study of the people’s lifestyle, the target consumer’s purchase pattern, their home and kitchen practices, their fear and worries were done. This study gave the project a new dimension, which was not only limited to a demonstration but to a 360 degree activation campaign. This aimed at developing a novice way of exhibiting the benefits of a product to the end consumer.
The Approach: "Establishing DEMO as a social awareness tool"
Understanding the scope of the industry in context, the target consumer’s psyche and the demo communication, I designed and strategized an integrated approach, suitable for the country Bangladesh.
This was establishing or activating the demo on Pureit with a 4 dimensional framework approach, which would create episodes of experiences, leading the one into an interactive affair evoking delight, thereby resulting into a purchase pull.
Understanding the scope of the industry in context, the target consumer’s psyche and the demo communication, I designed and strategized an integrated approach, suitable for the country Bangladesh.
This was establishing or activating the demo on Pureit with a 4 dimensional framework approach, which would create episodes of experiences, leading the one into an interactive affair evoking delight, thereby resulting into a purchase pull.
FRAMEWORK STRATEGY
DESIGN DIRECTION
Creating the mood for execution
WOMANHOOD
KID'S ACTIVITY & ENGAGEMENT
Setting Criteria for execution:
Business:
1. Scale: The concept should allow the brand to contact a large number of consumers
2. Cost: The cost of execution should be within the range so that it can be easily replicated in different market frame.
3. Ease of execution: The demo should be able to easily executed by the common representatives with some basic trainings.
4. Effectiveness: The demo should directly convince the tar get consumers to buy Pureit.
Design:
1. Consumer centeredness: The demo should be able involve full consumer engagement and would arouse the sensorial feelings.
2. Newness-Curiosity: The demo should be novel in the mar ket context and create a delightful interest in getting in volved and interacting with the product.
3. Message delivery: The demo note should convey the mes sage of promoting Pureit as a global standard for safe
Business:
1. Scale: The concept should allow the brand to contact a large number of consumers
2. Cost: The cost of execution should be within the range so that it can be easily replicated in different market frame.
3. Ease of execution: The demo should be able to easily executed by the common representatives with some basic trainings.
4. Effectiveness: The demo should directly convince the tar get consumers to buy Pureit.
Design:
1. Consumer centeredness: The demo should be able involve full consumer engagement and would arouse the sensorial feelings.
2. Newness-Curiosity: The demo should be novel in the mar ket context and create a delightful interest in getting in volved and interacting with the product.
3. Message delivery: The demo note should convey the mes sage of promoting Pureit as a global standard for safe
