advertising, promotions, imc mix - launching a new brand (mock)
TRANSCRIPT
Category: Skin CareProduct- Organic Acne Removal Strips
Integrated Marketing Communication
Group 10
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.
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.
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
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
• 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
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
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
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
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
• 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
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
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.)
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
• 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
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
67% 100%
78%
66%68%86%
Targeted viewership reach (weekly) across the top channels
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
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
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
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.
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%
References
http://www.indiaonestop.com/advertising.htm
http://www.zepo.in/blog/2014/04/15/online-marketplaces-reviewed-for-indian-online-sellers-2/
https://www.facebook.com/ads/manager/creation/creation/?act=149299122&pid=p1
http://www.barcindia.co.in/
Thank You#Perfect&You