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7/27/2019 88164031 Advertising and Sales Promotion Campaign
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Subject : Advertising And Sales PromotionPresented By : Roli J. John
MMM-2nd Year-sem-Iv
On Date : 31st-03-2012
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*Current Tea market [ INDIA ] size = 100Cr
(Assumed)
*Current Market Share- 20%
*Target Market Share- 30%
*Expected incremental sales from Tea Tablet(
Mi-tea)- 5 crs ( 5% MS)-
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*Triggers
* Taste
* Easy available
* Convenience
* Cost
* Barriers
* Difficulty in preparation
* Cost
* Availability
* Substitute products like Coffee
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*Age above 18 years
*Busy Executives
*Professionals
*Elderly
*Men & Women
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*Tasty, Convenient
*Easy to carry
* Easily available
*Value for Money
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*Where ever you are , ENJOY the spirit ofFreshness
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*Price Per Tablet Rs 5
*Focus on Top 6 metro & Top 20 Tier 1 Towns
*TV Commercials
*Radio Campaign
*Print media campaign( Advertisements & Advertorialsin News Papers and Magazines)
*Publicity
*Road Shows/Events/Sponsoring
*BTL activity
* in shop promo
* Window Hiring sampling
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*ATL-
*TV( 40 L , Radio -15 L)
*News paper , Magazine( Print - 20 L)
*New Channels of Advertising
* Web Marketing/Advertisment on popular sites
*E-Marketing
*BTL-
* Inshop Promo- Window / Sampling / POS material /coupons - 20 L
* Incentives 5 to10 L
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TV commercial
* Time Period: 6th Jan to 6thFeb 2012
* Total No. of Spots: 4000 (More than 45,000 seconds of airtime)
Channels:
* Colors, Zee TV, Set Max, Zee Cinema, CNN, IBN 7, Aaj Tak Network
* Maharashtra: Zee Marathi, Zee Talkies
* Andhra Pradesh: Eenadu TV, Maa TV
* Kerala: Asianet
* Karnataka: ETV Kannada, Suvarna
* Tamil Nadu: Sun TV
* West Bengal: ETV Bangla
* Languages: Hindi, English, Tamil & Marathi
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*Radio* Time Period: 20th Jan to 20thFeb 2012
*Total No. of Spots: 2000
* Channels
* Radio Mirchi, Red FM
*Print Ad* Time Period: weekends( sat/ Sun) on week 4 of Feb, Week 1 & 2 of
March)
* Total No. of Spots: 24* Channels
* TOI, HT, Hindu & ET
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*Communication
*TV Ad Time - 20 & 10 sec,
* Print Ad
-Theme-
Enjoy the spirit of Freshness
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*Distribution- Availability in 2000 outlets per Metro
Towns & 500 outlets in Tier 1 Towns
*Display in 25% of outlet in each Metro & Tier 1Towns
*Window display campaign - Top 3 in each town
visited by brand ambassador
*Sampling/ Product experience in the display outlets
*Special incentives for sales team & Distributor boys
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*Sales of 5 cr in QTR - 4
*Sales of 1 cr units of MyTea
*Availability in 22000 Outlet
*Window hiring 5500 Outlet
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*Alter perception/ attitudes
*Convey information
*Create desires
*Establish connections
*Direct actions
*Provide reassurance
*Remind
*Give reasons for buying
*Demonstrate
*Generate enquiries
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*Effectiveness evaluation procedure(s)
*Specific measurable standard for evaluation
*Technically sound and valid means by which actualperformance will be measured
*Corrective procedures, timing, responsibility
*Evaluating Consumer Benefits and Legal Effects ofAdvertising
*Consumer standards to be achieved
*Relevant and useful information content
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*
*Enjoy the spirit of Freshness
With
A cup of ..
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