Advertising, Promotions, IMC Mix - Launching a new brand (mock)

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Category: Skin Care Product- Organic Acne Removal Strips Integrated Marketing Communication Group 10

Transcript of Advertising, Promotions, IMC Mix - Launching a new brand (mock)

Page 1: Advertising, Promotions, IMC Mix - Launching a new brand (mock)

Category: Skin CareProduct- Organic Acne Removal Strips

Integrated Marketing Communication

Group 10

Page 2: Advertising, Promotions, IMC Mix - Launching a new brand (mock)

IMPERFECT AND YOU

LIFT THE STRIP. IT’S THAT EASY.

YEP. YOU SAW IT RIGHT.REMOVING PIMPLES JUST GOT EASIER.INTRODUCING THE ONE OF A KIND ACNE REMOVAL STRIP. TRY IT TO BELIEVE IT.

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PERFECT AND YOU

YEP. YOU SAW IT RIGHT.REMOVING PIMPLES JUST GOT EASIER.INTRODUCING THE ONE OF A KIND ACNE REMOVAL STRIP. TRY IT TO BELIEVE IT.

LIFT THE STRIP. IT’S THAT EASY.

Page 4: Advertising, Promotions, IMC Mix - Launching a new brand (mock)

Name• Lucent – Bright & Glowing

Logo• Oval • Cursive font

Colours• Green - Eco-friendly brand• White – Purity and Radiance

Tagline• Perfect & You

Personality• Common & Confident people – Of, for and by the people

Lucent Acne Strips

Page 5: Advertising, Promotions, IMC Mix - Launching a new brand (mock)

Entries for stories when you stood up against

violence #StandUpAgainstViolenc

e

LucentPerfect & You

LucentPerfect & You

For Oily Skin69 INR

For Sensitive Skin59 INR

Inside the pack4 strips

Card for inviting entries for online contest

Motivational message behind strips

Outside the packProduct description

Directions for Use

Ingredients

For Oily Skin For Sensitive Skin

Packaging

Page 6: Advertising, Promotions, IMC Mix - Launching a new brand (mock)

• Make in India Campaign to boost indigenous products

• New guidelines from ASCI for Skin care product ads.

• Packaging shouldn’t be misleading

Political

Factors

Technological

Factors

Social

Factors

Econom

ic

Factors

PEST

• Shift in perception-products being ‘necessity’, not mere ‘luxury’.

• Emergence of metrosexual • Self-esteem -depends on

physical appearance, career etc.

• India’s GDP expected to grow at 7-8% - reflected on PP and DI

• Avg. spending by men Rs.500-600 against 500-1000 for women. Skin care products form 18%.

• R&D for Probiotics which are highly used in facial creams and face washes.

• Matrix-tunable radiofrequency technology acne

Pest Analysis

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S WTO

First mover advantage in terms of product offering

Faster results Better and lasting effects

Easy to handle without anyrisk of creams leaking

Strengths People may not be

accustomed to using strips Limited market penetration Skin care market is heavily

populated-creating a distinctive brand image difficult

Weaknesses

Biodegradable and appealing to LOHAS

Can target tier-2 and tier-3 cities where health and hygeine awareness is rising

The product can be packaged in LUPs -

Opportunities Threats

SWOTAnalysis

High competition from acne creams and facewash

New product, new concept - Unpredictable and unstable demand

Problems may occur to accommodate distribution of new brand with parent brand

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No animal by-products

Extremely convenient and easy to use

Pharmaceutical Grade Ingredients

No animal testing

For the confident and career driven

individual

Painless and leaves

no marks

100% Vegan…Beyond Organic –

Supernatural

Economical, easy to use, safe and for the woman

100% Therapeutic

Herbal

to look presentable always 100%

Chemical-Free

Total Acne Expert

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Dermatologists• Dermatologists across the nation who can recommend it to acne patients• Stocked up in clinics as OTC product

NGOs• Environmental friendly product.• Collaboration with a few NGOs working for the same cause.

Beauty Clinics• Who offer a wide range of facial services. • Free samples can be handed over for trials

Media companies• Focus on health care-NDTV Good Times, Care World, Star Care

Collaborators

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Price Typical Quantity

Himalaya Cream & Face wash ₹ 56, ₹ 146 200ml Cetaphil ₹ 136 125 mlNeutrogena Acne facewash ₹ 425 175 mlGarnier productline (facewash, cream, gel) ₹55-₹170 NA Nose Strips 200-250 10 stripsNivea Visage Refining Strips 400 6 strips

Competition

Our Price – Rs.59/Rs.69 For 4 Strips

Page 11: Advertising, Promotions, IMC Mix - Launching a new brand (mock)

• TIRED AFFLUENTS – people with high income• YUPPIES – the young

urban professionals

INCOME-BASED

Age group of 13-45 years for women, covering about 70

per-cent share of the skincare market

AGE-BASED

• Direct function of the skin type, the oil content, the

diet. • Encouraging heavy users to

try newer variants of products

USAGE-BASED

Varying purchasing powers in TIER I and II cities will need

different packaging and marketing tactics.

GEOGRAPHIC

INNOVATORS: populace with rising disposable incomes

EXPERIENCERS: Young, enthusiastic and impulsive

consumers

PSYCHOGRAPHIC

DEMOGRAPHIC SEGMENTAION

Segmentation

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Emotional (Slice Of Life)

• Setting is in a school• Setting is an office

canteen• Setting is a bedroom

Informative• Setting is an early

morning scene in a bedroom

Humour• Saves Lives. Lucent.

• Lets you express. Lucent.• Saves marriages. Lucent.• Protects from fashion

disasters. Lucent• Protects you from

vengeance. Lucent• Prevents disasters.

Lucent.• Get the real ghost.

Lucent

Social Awareness• There are some things

that Lucent can’t cure. #StandUpAgainstViolenc

e• Find your voice.

#StandUpAgainstViolence. Lucent

• We can cure the acne, but we can’t stop

bullying. Start them young.

#StandUpAgainstViolence. Lucent

Creative Approaches

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Budget available = 18.8cr i.e. 11% of exp. revenue

Market Share aimed at 5%-6% i.e. 160-175cr

Total Skin Care Market Size= Rs.3200cr

Media

TV Ads

Press

OutdoorInternet

Point of Sale

Promo

Media Planning

Filters applied:

• Demographic Filter: Age Group of 13-45

• Psychographic Filter: Innovators, Experiencers, Geographic Filters: Tier- I and Tier II cities

Numbers (Demographics):

• 25 percent of India = salaried middle class and upper classes (300 million)

• Urban population of 60 percent (180 million)

• 45 percent in age group of 13-45 (81 million)

Numbers (Demographics):

• Average spend on skin care 0.65 cents (per capita) – total market of 800 million USD

• 70 percent of this spend attributed to target market (Demographics) – 500 million USD

• Effective per capita spend of 6.2 USD per person

Numbers (Demographics):

• Total skin care market size is 3200 crores INR

• We target 5 percent of the share (160 crores INR)

• Effective ad budget is kept at 18-19 crores, of which TV covers 25 percent (approx.)

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Soft Launch

Launch Phase

Phase 2

Testing in Mumbai(Andheri),

Vizag, Kolkata

Kiosks in Malls as promotional event

Danglers and sample at Salons & Medical Shops.

Billboards TV Commercials involving our Informative Ad & Slice of Life Ad.

Teaser in Youtube followed by #Perfect&You in FB & Twitter.

Press: Front Page IM-PERFECT & YOU ad across national dailies & magazines.

Cinema and Outdoor

Regional Monthly Magazines and

Dailies

Ads on Youtube & Hotstar etc

TV Commercials(Slice of Life, Humour and Social Awareness)

Campaign Roll Out

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• Targeted Across national dallies both English & Hindi audience.

• Focus is on creating good word of mouth among big city crowd.

Launch Phase

• Necessary to increase the reach to Tier 2 and Tier 3 cities and also across demographics.

• Circulation in Magazines to be increased at both national and regional levels.

• Regional penetration to be prime focus.

Phase 1

Media Strategy- Press

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Channels Chosen:

• Hindi GEC: Highest average viewership across the week – reach spreads across an average of 290 million.

• Hindi Movies: High average viewership, time slots chosen in the evening during weekends ensures high viewership reach.

• English Movies: Low costs of insertions per time slot along with a targeted viewership (upper and middle class families) that is in line with the targeted market of Lucent.

• English GEC: Low costs of insertions per time slot, along with targeted viewership in line with the target market of Lucent.

• Kids’ Entertainment: Fairly high viewership among children – additionally sometimes parents watch these channels with their children (subconsciously) – objective: to get this generation early by inducing usage at an early age and influence the decision makers (parents).

• Music Channels: The time slots chosen (morning 7-9 am) and late night (10-10:30 pm) ensure attempts to capture the viewership that watches these channels passively prior to going to work or during/after dinner at night. Low cost of insertion per time slot is also an advantage.

Media Strategy- TV

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67% 100%

78%

66%68%86%

Targeted viewership reach (weekly) across the top channels

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Types of Ads Chosen:

• Emotional Advertisements (Slice of life advertising)

• Humour Advertisements (Series of advertisements released across the duration of the campaign.)

• Social Awareness advertisements

Ad Budget (TV):

• Total Spend of 5.51 crores INR• Advertisements targeted for

weekends – targeted at the young working population and children who watch TV with their parents.

• A lot of targeting is based on sub conscious viewing (esp. before going for school/college/work (music channels) and while kids watch TV)

Channel-wise expenditure of Ads:

Channel-wise viewership (weekly) at any minute:

Media Planning: TV

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In-Search, In-Slate, In-Stream, In-Display

advertisements with a potential reach of 6

million viewers.

To tap the market of 117 mn active users . Main

objective is Clicks to website. The Phase 2

would involve more of engagement through

Lucent FB page at negligible cost.

With a potential reach of 300mn users, lucent aims at positioning the

product with key Adwords.

E-commerce platform to be utilised through banner ads and listing.

Media Strategy- Internet

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Media Type Type Size (W x H in ft)

Numbers

Rates/Month (in Rs.)

Month

Total

Hoarding All Multiple 18 200000-2500000

2-3 33780000

Bus Shelters NON LIT

15 x 4(T) - 4 x 4(S) - 12 x 3.5(B)

24 14000 3 1008000

Petrol Pump NON LIT

37.4 x 6 4 90000 3 1080000

Pole Kiosk BACK LIT

3 x 6 30 30000 3 2700000

Retail Mall BACK LIT

7 x 9 10 85000 3 2550000

1118000

Media Strategy: Outdoor

Launch• Total of 10 billboards all over

Andheri.• Andheri selected because of target

demographics sample & heavy Traffic

• Total Adspend-2.98cr

Phase 2• Total Adspend is 4.1 cr

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Media Strategy: Cinema

• The audience gets into the most receptive frame of mind owing to voluntary surrender to the environment.

• The medium to be leveraged only in Phase 2.

• Phase 2 would bring in a mix of slice of life, humour and Social Awareness commercials.

• The total Ad spend on Cinema is 29 lacs.

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Budget Plan

Media

Particulars BudgetExpected

Reach

Press

Launch National Daily-English & Hindi 15,126,194 3292000

Phase 2 Broadsheets+Magazines 25,085,750 5407500

TV

Launch 30 sec TVC 18,489,600 59342700

Phase 2 20 sec TVC 55,105,811 145342100

Outdoor

Launch Andheri-Mumbai 29,800,000

Phase 2 41,100,000

Internet Youtube, Facebook, Google, E-

Commerce 4,197,000 560,000

Allocation

1. Launch: 30%2. TV : 28 %3. Press : 12 %4. Outdoor and

Cinema : 22 %5. Internet : 8%

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Thank You#Perfect&You