do clean, get green presentation

IMC

An Integrated Marketing Communications Presentation

Presented By:

BHARAT MAHESHWARINIRMAL GAJJARNIKITA SANGHVI

IMCSTEVENS BUSINESS SCHOOL

Situation Analysis

Batch 2009-2011

• With over 5 Million populations, Ahmedabad a Mega City• Still lacks many basic infrastructure• Ranked 19th among 25 major cities on cleanliness, in the

country. • Also scored poorly in universal access to toilets for all and

in proper wastewater treatment, recycles & reuse of municipal solid waste, and in treatment and safely disposal of total solid waste generation in the city.

Source: city rating under the National Urban Sanitation Policy (NUSP) conducted by Union ministry of urban development

REPORT CARD

RANK CITY MARKS SCORED

1 Chandigarh 73.48

2 Mysore 70.65

3 Surat 69.08

9 Rajkot 56.11

19 Ahmedabad 50.28


Competition Analysis

• Clean Ahmedabad Abhiyan by AMC, Kya Clean hai Hum by Ahmedabad Mirror, CEPT Clean City, Paryavaran Bachao & many more…

• Common characteristics of all the cleanliness campaigns: – Focus on large area cleanliness but not on individual level.– Stress on conative behavior.– Short term planning i.e. till the life of the campaign; the impact of the campaign

gradually loses its sheen.– Needs a strong brand identity for campaigns.– Lack of expertise in educating people about how to inculcate cleanliness as a

daily life activity.– Absence of action plan for control & measure for a long term planning.

Batch 2009-2011


NEW MARKETING STRATEGY

• The new cleanliness program “SWACHCHHATA” initiated by Ahmedabad Municipal Corporation will have a ward level sanitation action plan to improve the situation on ground and also regular monitoring of municipal waste disposal system.

Batch 2009-2011


NEW MARKETING STRATEGY

Issues addressed: • Solid waste management; recycling; public health; public awareness

and participation Main Objectives set up by AMC through SWACHCHHATA program:• "Zero Garbage on Road"• Minimum landfill - Maximum recycling by Segregation of waste on the

basis of bio-degradable & non bio-degradable• Creation of economical benefits for poor through self-employment• Redesign of municipal waste collection system

Batch 2009-2011


INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN

Batch 2009-2011


Target Market Profile

Geographic • City: Ahmedabad• Gender Ratio: 892 females:1000 males• Zone:

– East – West– North – South– Central– New-west

• No. of Wards: 64• Density: Urban• Total Population: 5,252,197 (2010

census)– Slum Population: 8% (Mostly migrants) *

• Climate: Hot & Humid

Batch 2009-2011

Source:http://www.trueknowledge.com/q/population_of_ahmedabad_in_2010

*http://www.gujaratvibrant.com/219-ahmedabad-mega-city.html



Demographic• Age: 14 - 45 years • Gender Ratio (f:m): 892:1000• Nationality: Indian

• Occupation: – Students – Corporates– Housewives– Professionals– Labours– Job– Service

Batch 2009-2011



Batch 2009-2011

Behavioral

• Readiness stage:– Aware

• Attitude towards Campaign– Enthusiastic – Positive


Positioning Statement

• “For sincere, responsible citizens of Ahmedabad to create civic sense, to show consciousness and care towards continuously degrading environment & making our city a better place to be in this world.”

Tag Line:

DO CLEAN, GET GREEN

Batch 2009-2011


COMMUNICATIONS OBJECTIVE

BREAK THROUGH THE CLUTTER• Emphasizing on the word ‘Swachchhata’ & Distinctive Logo• Mass coverage : Urban as well as rural• Different approaches for the different market• High Visibility at public places• Focal point: Stimulate inner-self to take action i.e. “I care

for my city & environment”

Batch 2009-2011



Batch 2009-2011

INFORMATIVE

• Telling the market about the new initiative taken by AMC

• Building a distinctive identity of Swachchhata in the market

• Building Swachchhata as a brand

• Constructing AMC’s image

• Encourage the action-oriented behaviour (self behaviour)



MESSAGE STRATEGY • Simple message: Do Clean, Get Green

• Affective Strategy – Affective..…Conative Behaviour……Cognitive…

• Distinctive Logo with Quotations

• Believable in the terms that the service will deliver the promised

benefits

Batch 2009-2011



Batch 2009-2011

FACTORS TO SELECT ADVERTISING MEDIA

• Reach - Mass Market : Entire Ahmedabad

• Frequency - high / intense

• Continuity: Continuous Campaign

BASIS FOR MEDIA SELECTION

• Target-audience media habits

• Service characteristics

• Message characteristics

• Cost


ADVERTISING DESIGN

• The Creative Brief– Objective: Building Brand Image– Target Market: 14 - 45 yrs– Message Theme: Self – help– Support: Government Authorized– Design: Visual Image

Batch 2009-2011


ADVERTISING DESIGN

• Type Of Appeal– Fear: Highlights negative consequences– Rational: Knowledge stage will transmit basic

service information– Emotions: Affection, Trust, Security – Music: Captures listener’s attention

Batch 2009-2011


ADVERTISING DESIGN

• Executional Framework– Animation: – Dramatisation:

• Encounter• Problem• Interaction• Solution

– Authoritative: Survey Evidence

Batch 2009-2011

IMCBatch 2009-2011 STEVENS BUSINESS SCHOOL

Promotion Tools

Advertising• Print Media• Broadcasting media• Display Media• E-media• Sponsorship• Street Play• Other High Visibility Tools

Public Relations


Promotion Tool: Advertisement

Batch 2009-2011

– Print media: Newspaper - • Times of India, Economic Times, Business Standard• Gujarat Samachar, Divya Bhaskar, Sandesh

IMCSTEVENS BUSINESS SCHOOLBatch 2009-2011

Action to take

Headline

Proof of the

claim

Sub-headline



– Broadcast media: 1. Radio – • 30 seconds Audio• FM Channels: Radio Mirchi, Red FM, Radio One• Dialogue:

Aap no saath, Amdavad ne swachchhta taraf vadharva ma madad roop thase…..

nazeek ni dust bin ma kachro nakho,ane ahmdavad saaf banavo…….

“Do clean and get green”

Batch 2009-2011



Broadcast media: 2. Cinema Screens -• 20 single screens theatres• 4 multi-screen theatres

Link of Video:

Batch 2009-2011



– Display media - Empirical sized Posters at :• Railway Station, • Bus -Stands, • BRTS bus stands• Crowded places such as Vastrapur Lake, Kankaria Lake

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Batch 2009-2011

An

Initi

ativ

e by

AM

C



– E-media• Facebook – Community Page• Website - www.docleangetgreen.com

Features:– Details about the program, Activities about to come or already

happened– Name of the members/ volunteers, Corporate branding – Actions taken to take care of Environment, Competitive activities – Registration Form, Toll free no. : 1800 11 6666– Invitation to Ideas/Suggestions– Library of Articles related to Cleanliness activities & campaign done at

world level– E-mail ID: [email protected]

Batch 2009-2011



Eg.:• I use cloth bag when buying vegetable & fruits.• I throw scrap or waste in dustbin only. For this, I have kept a dustbin in my room

only.• I recycle all paper, paperboard, cardboard, glass, aluminum, and plastic that I use.

This includes junk mail and food packaging materials, which those two make up the bulk of my recyclables.

• I grow plants in and around my living space. Not only do these convert carbon dioxide into oxygen they have "grown on me " become part of my daily routine and bring a smile to my face.

• I drive a LEV, "Low Emission vehicle" and try to drive as smart as possible. This does not always happen because I have a bit of the lead foot syndrome but I try.

Batch 2009-2011



Batch 2009-2011

• Street meetings, street plays and door-to-door visits – Chalo Aaj Ek Bhalai Ka Kaam Karein! – Competition for ‘Most Swachchh Society’, exclusively for Old

Ahmedabad areas.

• Sponsorship of: – World Environment Day Celebration – 5th June– Inter-school events– Road Show– Kite Festival



• Other Tools to Create High Visibility– Put logo on dustbins which will be located at a distance of every 2

km on the sides of roads & at highly crowded places– Rag Pickers & Volunteers would be given T-shirts that will consist

of logo & campaign name– Appreciation Award to Volunteers/Participants

Batch 2009-2011



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Promotion Tool: PR

• The campaigns & initiatives taken by the volunteer will itself give media coverage to the program.

• The schools & colleges will be given Govt. Authorized Certificate of Appreciation annually on the basis of the steps taken to take care of cleanliness & participation in the program. This will also create a basis for PR.

Batch 2009-2011


Promotion Tool: PR

Batch 2009-2011


Calling Corporate Sponsor

• Inviting corporate to be leading sponsor on “Swachchhata”• A unique Public-Private-Civil Society Partnership

under Swachchhata Progam.• Helping build & cement the same with over 1000

volunteers from colleges, schools & concerned citizens.

Batch 2009-2011



• Branding opportunities through the various media. • Logo of the corporate sponsor will be carried out in all

collaterals created by Swachchhata under the program as part of Third Party Audit.

Such as around all posters & dustbins to be put up at strategic & high visibility places,

Batch 2009-2011



• Branding opportunities on website www. docleangetgreen.org• Acknowledgements in press releases & reports• Branding on Swachchhata Membership ID cards for

volunteers

Batch 2009-2011


Corporate Logo

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MEDIA BUDGETThe Objective & Task Method

Batch 2009-2011


Newspaper Ad Time Line

5. TOI 12. TOI 19. TOI

6. 13. 20

7. ET 14. DB 21. BS

1. TOI 8. 15. 22.

2. 9. SD 16. ET 23. SD

3. GS 10. 17. 24.

4. 11. BS 18. GS 25. GS/TOI

Batch 2009-2011

IMC

Newspaper BudgetNews paper Base price in

rupees / Sq. Centimeter

Max. Printing area in cm

Area require for advertisement

Price in rupees

English 280 52 x 36 26 x 36 2,62,080

Gujarati 240 52 x 36 26 x 36 2,24,640

Total 4,86,720*

• Price per day, if advertisement is given 8 times a month.

• Thus advt. would be printed in newspapers 16 times a month (in total)

Source: Mr. Ketan, Advertisement agent, Times of India

Total newspaper media budget = 4,86,720 x 8 = Rs.38,93,760

IMC

Theatre Screen Advertisement BudgetPlace Format Number of

screens Price * Duration in

secTotal ( In Rs.)

Multiplex Digital 4 11,000 60 44,000

Single screen Digital 1 5,200 60 5,200

Total 49,200

* Price in Rs./week, 60 sec duration before the movie starts

Place Format Number of theater

Price * Total ( in Rs.)

On screen ad Digital 4 44,000 1,60,000

Single screen Digital 20 5,200 1,04,000

Total 2,64,000

1 month = 4 weeks Rs. 2,64,000 x 4 weeks = Rs. 10,56,000

Source: Cinemax official website

IMC

Radio Budget

Hours Frequency in min Total duration / day Rate/ 10 sec Total price/

dayTotal price/

month* (in Rs.)

6 30 mins 30sec*4times=120 sec 200 2400 72,000

* Per radio station

3 radio stations x Rs. 72,000 = Rs. 2,16,000

Source: RedFM, Ahmedabad Official Website

IMC

Posters

Rate per poster* Total number of posters

Total (in Rs.)

50 5000 2,50,000

* Including sheet cost & printing charges

IMC

Total Media Budget

Media Budget in rupees (in Rs.)

Newspaper 38,93,760

Theater 10,56,000

Radio 2,16,000

Poster 2,50,000

Other Expense 90,000

Total 54,99,760

• Hence, the first month media expense would be approx. Rs. 55 lac.• This would remain almost same for the second month also.• As the Program would gain some recognition the media budget would

start decreasing.


Media Time Line

Batch 2009-2011

11/29 11/30 12/1 12/2 12/3 12/4 12/5 12/6 12/7 12/8 12/9 12/10 12/11 12/12 12/13 12/14 12/15 12/16 12/17 12/18 12/19 12/20 12/21 12/22 12/23 12/24 12/25 12/26 12/27 12/28 12/29 12/30 12/31 1/1 1/2 1/3 1/4 1/5 1/6 1/7 1/8 1/9 1/10 1/11 1/12 1/13 1/14 1/15 1/16 1/17 1/18 1/19 1/20 1/21 1/22 1/23 1/24 1/25 1/26 1/27 1/28 1/29 1/30

11/29 12/6 12/13 12/20 12/27 1/3 1/10 1/17 1/24

Radio Ad alsobroadcasted

First NewspaperAdvertisement

Published in TOI

First Ad to inviteCorporate People

First time AVshown in theatre

screens

Creation ofCommnuity Page

on Facebook

Seminar at ATIRA byAMC

Seminar at 10 Acremall, Maninagar

by AMC

Launch of the programby Shri Narendra Modi at

Kankaria Lake

Launch ofthe website

Promotionin Kite

Festival

A series on StreetPlays begins in

Ahm'd East Zoneareas

Road Show byVOLUNTEERS

Volunteers celebrating newYear wearing

the Swachchhata sposoredT-shirts at various Public Place

New Year Resolution:'I'll care for my City'

Campaign,Membership Card would

be given,Appreciation Awards

would be given

Distribution of Kites (withlogo print)

to students & at placeswhere drama would be

organized

Pre-'Republic Day'CleanlinessCampaign

called: I'll clean mycity"

Gandhiji naMann ni jemAmdavad neSwachchh

Karo:Abhiyaan

SwachchhataAbhiyaan after

Uttrayan

11/29 11/30 12/1 12/2 12/3 12/4 12/5 12/6 12/7 12/8 12/9 12/10 12/11 12/12 12/13 12/14 12/15 12/16 12/17 12/18 12/19 12/20 12/21 12/22 12/23 12/24 12/25 12/26 12/27 12/28 12/29 12/30 12/31 1/1 1/2 1/3 1/4 1/5 1/6 1/7 1/8 1/9 1/10 1/11 1/12 1/13 1/14 1/15 1/16 1/17 1/18 1/19 1/20 1/21 1/22 1/23 1/24 1/25 1/26 1/27 1/28 1/29 1/30

11/29 12/6 12/13 12/20 12/27 1/3 1/10 1/17 1/24



Published in TOI



screens


on Facebook



by AMC


Kankaria Lake


Promotionin Kite

Festival









would be given



organized




Karo:Abhiyaan


Uttrayan

11/29 11/30 12/1 12/2 12/3 12/4 12/5 12/6 12/7 12/8 12/9 12/10 12/11 12/12 12/13 12/14 12/15 12/16 12/17 12/18 12/19 12/20 12/21 12/22 12/23 12/24 12/25 12/26 12/27 12/28 12/29 12/30 12/31 1/1 1/2 1/3 1/4 1/5 1/6 1/7 1/8 1/9 1/10 1/11 1/12 1/13 1/14 1/15 1/16 1/17 1/18 1/19 1/20 1/21 1/22 1/23 1/24 1/25 1/26 1/27 1/28 1/29 1/30

11/29 12/6 12/13 12/20 12/27 1/3 1/10 1/17 1/24



Published in TOI



screens


on Facebook



by AMC


Kankaria Lake


Promotionin Kite

Festival









would be given



organized




Karo:Abhiyaan


Uttrayan


CONCLUSION

• The new campaign of AMC – Swachchhata is about a responsibility of every citizen belonging to any class, to keep his/her environment clean & green, to lead a healthy & friendly life and make the world to place to exist.

• The aim of Swachchhata is to recognize and appreciate even the smallest contribution to save the environment

• The steps taken for evaluation and control are to ensure the success of not only the campaign but the spirit of Amdavadis.

Certainly this is a duty, not a sin. "Cleanliness is indeed next to godliness."

By: John Wesley

Batch 2009-2011


REFERENCE

• http://timesofindia.indiatimes.com/india/Small-cities-put-metros-to-shame-in-cleanliness-ratings-/articleshow/5914236.cms

• http://epaper.timesofindia.com/Default/Layout/Includes/TOINEW/ArtWin.asp?From=Archive&Source=Page&Skin=TOINEW&BaseHref=TOIA%2F2010%2F05%2F13&ViewMode=HTML&GZ=T&PageLabel=5&EntityId=Ar00501&AppName=1

• http://www.gujaratvibrant.com/219-ahmedabad-mega-city.html• http://www.newworldencyclopedia.org/entry/Ahmedabad• http://www.trueknowledge.com/q/population_of_ahmedabad_in_2010• http://www.gujaratvibrant.com/219-ahmedabad-mega-city.html• http://www.karmayog.org/library/html/libraryofarticles_348.htm• http://www.wiserearth.org/organization/view/3090303dd985adfb242d43d098c6d4af• Integrated Advertising Promotion & Marketing Communications (3rd Edition) by

Kenneth E. Clow and Donald E. Baach, Dorling Kindersley (India) Pvt. Ltd.(2007)

Batch 2009-2011

IMCSTEVENS BUSINESS SCHOOLBatch 2009-2011

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