ADVERTISEMENT CAMPAIGN Of Ponds cold cream

PRESENTED BY-

AMBAR ROYASHIK ALI KHANCHANDAN CHAURASIADEEPA SONOWALMAHENDRA KUMAR SINGHPUJA KUMARIRUPAM DASSALMA KHATUNSIBESH DAS

About ponds….

Launched in 1846 Re launched as Ponds extract in 1886 Merger Product of Hindustan Lever

objective

To build more product awareness in the existing areas.

To increase the sales volume 25% to 50%. To gain the market share. To make the consumer feel about the new

attributes & benefits of the product. To Share information through advertisement.

Target audience women (age group – 15 – 45)

Men (age group- 18 – 45)

Income group – lower class to upper middle

Geographical area – kolkata base

segmentation GEOGRAPHIC –

south kolkata

central kolkata

north kolkata Demographic –

age group

family size

gender & income level

Psychographic – lifestyle & personality

Sales promotion

Get a 50ml of ponds face pack free with 250 ml of ponds cold cream

Scratch the label below & win excited gift

MEDIAS AND VEHICLES

Print Media-

News paper

Magazine

Electronic Media-Television

Radio FM

Out of Home-

Billboards (With Light & Without light)

Billboards ad in matro station

PRINT MEDIA News paper Anandabazar Patrika:

Front page right side bottom

Size: 12cm x 20cm = 240 sq. cm

Colour display

Advertisement 4 times in a month every Sunday

Duration: 3 months

Times Of India:

Front page right side bottom

Size: 12cm x 20cm = 240 sq. cm

Colour display

Advertisement 8 times in a month every Wednesday, Sunday

Duration: 3 months

PRINT MEDIA Magazine: Femina:

Inside page, Full Colour Ad.

Size : 19 x 26 cm.

Duration : 3 months.

Unis- Kuri:Inside page, Full Colour Ad.

Size : 19 x 26 cm.

Duration : 3 months

TELEVISION STAR JALSA E TV BANGALA STAR PLUS

ELECTRONIC MEDIA TELEVISION : Star Jalsa :

15 sec. ad on Monday & Tuesday

Day time 8 am – 9 am (no. of exposure 2 times)

2pm – 4pm (no. of exposure 2 times)

Fringe time- 5.30 pm – 6.30 pm (no. of exposure 1 times)

Prime time-8pm-10pm (no. of exposure 3 times)

Duration: 3 months

E TV Bangala:15 sec. ad on Thursday & Friday

Day time 8 am – 9 am (no. of exposure 2 times)

2pm – 4pm (no. of exposure 2 times)

Fringe time- 5.30 pm – 6.30 pm (no. of exposure 1 times)

Prime time-8pm-10pm (no. of exposure 3 times)Duration: 3 months

ELECTRONIC MEDIA Star plus:

15 sec. ad on Saturday & Sunday

Day time 8 am – 9 am (no. of exposure 2 times)

2pm – 4pm (no. of exposure 2 times)

Fringe time- 5.30 pm – 6.30 pm (no. of exposure 1 times)

Prime time-8pm-11pm (no. of exposure 4 times)

Duration: 3 months

ELECTRONIC MEDIA

Radio FM 98.3 Radio Merchi:

Time of exposure- 15 times per day

Duration: 3 months Amar FM:

Focus on Jingle ad

Time of exposure- 15 times per day

Duration: 3 months

OUT OF HOME Billboard (with light & without light):

Size : medium

Type :Flex Printing.

Location:

South Kolkata – Gariahut, Prince anwar saha(WL), South city(WL), New Alipore(WL),

Central kolkata- M.G.Road, Esplanade(WL),Manicktalla

North kolkata- Shyambazaar(WL), Baranagar, Ulta Danga(WL), Airport,

Duration : 3 Months.

OUT- OF- HOME Billboard (with light):

Metro Station

Size: Medium

Location On Metro Station:

Mahanayak uttam kumar

Rabindra sadan

Esplanade

Girish park

Dumdum

Duration: 3 months

Act presented through television

ACT- A girl & a boy asking for a cold cream.......owner of the shop handed both of them ponds cream..........the boy was surprised…… the other boy asked for the cream.

Billboards desgine

GET CLOSER TO FAIRNESS… BOTH FOR MEN & WOMEN !!!

BUDGET

Budget for print media

MEDIA VEHICLE DURATION RATE TOTAL COST(`)

News Paper

Anandabazar Patrik

3 months(on Sunday)

6880/ sq cm + 50% premium

3,21,98,400

Times Of India

3 months(on Wednesday)

6880/sq cm 1,49,76,000

Times Of India

3 months (on Sunday)

6880/ sq cm + 50 % premium

2,24,64,000

Magazine

Femina 3 months(one edition)

100,000 per month

1,50,000

Unis- Kuri 3 months(one edition)

100,000 per month

1,50,000

Total 6,99,38,400

Budget for electronic media

MEDIA3 m VEHICLE DURATION RATE TOTAL COST(`)

Television

Star Jalsa 3 months 5,00,000 per 10 sec

1,62,000,00

E TV Bangla 3 months 5,00,000 per 10 sec

1,56,000,00

Star Plus 3 months 5,00,000 per 10 sec

17,55,000,00

Radio

98.3 Radio Merchi

3 months 1,45,000 per months

4,35,000

Amar FM 3 months 50,000 per months

1,50,000

Total 20,78,85,000

Budget for Out- of -home

MEDIA VEHICLE DURATION RATE TOTAL COST(`)

Out- Of - Home

Bill Board (with light)

3 months 40,000 per location

7,20,000

Bill Board ( without light)

3 months 30,000 per location

4,50,000

Billboard Ad in matro station

3 months 25,000 per station

3,75,000

Total 15,45,000

TOTAL BUDGET FOR THIS ADVERTISEMENT

CAMPAIGN

= Rs 6,99,38,400+ Rs 20,78,85,000+ Rs 15,45,000

=Rs.27,93,68,400