hard copy of ad project group

8/3/2019 Hard Copy of Ad Project Group

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COMMUNICATION STRATEGY

What is the story so far: There is the presence of various small players in the market.

No distinguished and recognizable brand as such in the market at present. Consumers do

not take into consideration brands while buying the product.

What is the current scenario: Attempt to create brand consciousness in the minds of

consumers as also create a precedent in the market.

Marketing Objective: Manufacturer is currently into manufacturing garbage bags and

decided to diversify and enter the market of dustbins. Aims to launch a new brand in the

market and create brand awareness. Intends to break even in a period of 6 months

Product Feature:

Attitude: Hygiene conscious.

Tangible Features: Odour sealing lid with a rubber rim, automated disinfectant,

made out of recycled plastic, attractive looking.

The industry:

About the market: No manufacturer makes his brand presence felt. The sales

completely depend on the shopkeeper on whose recommendation the consumer

buys the product. The distribution of the product from the manufacturer to the

retail outlets many a times is promoted through a website. But overall its an

industry where word of mouth works the best with barely any brand favor.

Competitors: Mukti Plastics International, Sunshine Plastics

The Market: Ahmedabad, Mumbai, Hyderabad, Bangalore, Chennai, Kolkata, Lucknow,Jaipur, and Delhi.

The company: Sailesh Plastics Limited.

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Target segment:

Demographic: Age group - 25 to 45

Gender Female

Occupation home makers as well as working women

Education Graduate level and above

Social class Middle class and Upper Middle class

Psychographic: Personality very particular about hygiene and cleanliness,

aware of environmental issues.

What is SWOT Analysis?

Strength: Basically no other competitors currently in the market. The product

features such as odour sealing lid, automated disinfectant, made out of recycled

plastic and attractive look set it apart from those manufactured by the other

manufacturers. The manufacturer is already known for producing quality garbage

bags and therefore stands a chance in this new venture too.

Weakness: Needs to create awareness and brand consciousness in the minds of

the consumers.

Opportunities: The product can target the bachelors who are concerned about

cleanliness but dont work too much towards it.

Threats: Other manufacturers are already well established in the market. They

have been present in market for a decade or so and are recommended by the shop

keepers.

Communication objective: Big splash, make the brand appear as an absolute must for a

hygienic and clean home, make the brand synonymous to cleanliness in the minds of the

target.

Creative Strategy (Positioning): Hygiene and Sanitation.

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Brand Positioning Statement: Concerned Homemakers, Trash Kleen is the brand of

Dustbins that leaves no odour to upset you.

Media Recommendation: Womens Magazines as well as Lifestyle Magazines, example

In & Out. Also occasional features in supplements of newspapers popularly read in the

above-mentioned towns and cities.

Lateral Marketing Thrust: The product will also be popularized with the help of kiosks

and stall that will be setup at Shopping Malls, at the local market places and at housing

societies.

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MEDIA PLAN

Media vehicles

Print:

a) Newspapers Indian Express, NavBharat Times, Lok Satta

b) Magazines In & Out Lifestyle magazine, Womens Era, GrihLakshmi,

Meri Saheli and ChitraLekha

Television:

Channels Sab Tv, Sahara Manoranjan, Zee (Alpha Tv, Zee Cinema), Doordarshan

Hoardings:

Hoardings will be put up in strategic locations in various cities like Ahmedabad,

Mumbai, Hyderabad, Bangalore, Chennai, Kolkata, Lucknow, Jaipur, and Delhi.

Radio:

a) AIR: 1188, 1044

b) Red Fm 93.5

c) Radio City 91 FM

Media Specifications:

Print All ads of 240 sq cm for duration of two months. (This has been calculated in

accordance to the budget)

Television TVCs of 30 seconds duration on the above mentioned channels during

womens hour and prime time (For a month)

Radio Radio spots of 15 seconds to be aired on the channels mentioned above for a

period of two months

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BUDGET

Serial Number Media Vehicle Resource allocation

1. Print Advertisements 8,39,200

2. Television 35,01,000

3. Radio 38,000

4. Hoardings 2,93,000

Total 46,71,200

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CREATIVE BRIEF

Client: Sailesh Enterprises

Brand: Trash Kleen.

Communication Need: Launch the brand into the market and create quality association

with the brand in a market where brands are not recognized.

Assignment/ Scope of the job: Campaign

Product/Service/Corporation Ad: Product based ad

Product Category: Household sanitary appliances

Brand Attributes: Odour sealing lid with rubber rim, automated disinfection, made out

of recycled plastic, attractive looking

Target Audience:

Demographic: Age group - 25 to 45

Gender - Female

Occupation home maker as well as working women

Education Graduate level and above

Social class Middle class and Upper Middle class

Psychographic: Personality very particular about hygiene and cleanliness,

aware of environmental issues.

U.S.P: Odour sealing lid with rubber rim

Single Minded Proposition: Stench free

Positioning: Trash Kleen is the brand of Dustbins that leaves no odour to upset you.

Communication Objective: Big splash, make the brand appear as an absolute must for a

hygienic and clean home, make the brand synonymous to cleanliness in the minds of the

target.

Influence: Other women, shopkeepers

Reasons For Purchase: Functionality of a dustbin, stench free disposal of garbage with

the hygiene factor taken care of.

About Industry/Market:No manufacturer makes his brand presence felt. The sales

completely depend on the shop keeper on whose recommendation the consumer buys the

product. The distribution of the product from the manufacturer to the retail outlets many a

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times is promoted through a website. But overall its an industry where word of mouth

works the best with barely any brand favor.

Competition: Mukti Plastics International, Sunshine Plastics

Current Competitive Activity:Nothing too prominent, basic promotion through

shopkeepers and make shift websites

About The Company: Manufacturer is currently into manufacturing garbage bags and

decided to diversify and enter the market of dustbins. Aims to launch a new brand in the

market and create brand awareness. At present the company is the market leader in the

manufacture of garbage bags.

Tone: Visually appealing

Media Mix: Print, Television, Radio, Outdoors hoardings

Media Specifications:

Print:

Womens Magazines as well as Lifestyle Magazines, example In & Out. There will also

occasionally feature in supplements of newspapers popularly read towns and cities that

form a part of the product market (240sq.cm)

Television & Radio Channels: Television channels include national channels such as Zee

and their regional channels like Alpha Marathi etc, Sahara Manoranjan, Sab TV etc (30

seconds duration)

Radio channels include All India Radio, Red FM and Radio City as they are aired in

specific metro cities and most Women form a part of their audience (15 seconds

duration).

Mandatory: Font Adventure Normal for the logo and baseline. Font Size of the logo in

Print Ads is to be 44 point and the Baseline in Print ads is to be of the font size 18

point

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Suggested Brand Names with Origin

1. Mr. Bin (Person like - so easier to build trust)

2. Bin Express

3. Dura Bin ( Origin : Durable dustbin)

4. Dura Trash (Origin : Durable Trash can)

5. Trash Kleen (Origin: Keeps yourtrash bin clean and odour free)

6. O-bin ( Origin: Odourless bin)

7. Bin-go (Origin: The old concept of the dust bin goes)

8. Win-Bin( Origin: Winner of a choice for a dust bin)

9. Aroma Bin (Origin: Negating stink so aroma)

10. Novex (Origin: no vexation over stench)

11. Fresh Whiff (Origin: Fresh breath of air instead of a stench)

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Suggested Baselines

1. Garbage was never treated better

2. Odour in, vermin out

3. No vex over stench (only for the brand name Novex)

4. Stink not its style

5. Badboo? woh kya.?

6. Trash Kleen tho ghar clean (only for the brand name Trash Kleen)

7. Saaf ghar ki pehchaan

8. Keep stench at bay

9. Garbage problems in the bin

10. Clear garbage with a smile

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TVC CONCEPTS

Story Board 1

Kitchen setting with an overflowing dustbin forming a part of the frame

Frame 1: Man runs in the kitchen with a Baygon spray in one hand and the air freshener

in the other around a dirty dustbin.

Frame 2: Man gets tired of running around and flops himself on the floor and looks

absolutely lost.

Frame 3: Scene spirals into flashback

Frame 4: (In black and white) Man reads a newspaper and suddenly comes across a print

ad for Trash-Kleen dustbins.

Frame 5: Scene spirals into reality

Frame 6: (In colour) Man looks relieved and heaves a sigh with a big smile.

Super: Product shot with a V/O: Trash Kleen tho ghar clean.

Story Board 2

Kitchen setting with an overflowing dustbin forming a part of the frame

Frame1: Woman is cooking in the Kitchen with her back facing the camera.

Frame2: A boy looking dirty after playing enters asking, Mummy Mummy.

Chee..yeh badboo kis cheez ki hai?

Frame 3: Mothers face looks shocked and totally scandalized

Frame 4: Child again on frame asks Mummy kya banaa rahi ho jo itni badboo aa rahi

hai?

Frame 5: (Close-up shot) Woman looking visibly irritated and disgusted.

Super: Product shot with M.V.O: Agar Trash Kleen apnaya hota tho yeh din dekhna

nahi padta. Le aaiye Trash Kleen. Kyonki, Trash Kleen tho ghar clean

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RADIO SPOTS

(To be said in an accusing tone)

Kya aap chahte hain ki aapki padosan Mrs. Sharma ke jaise aap ke ghar se bhi kachre ki

badboo aaye?

Kya aap chahte hain ki machchar makhiyon se aapka ghar bharaa rahe?

Kya aap chahate hain ki aapke gali ke kooda daan mein aur aapke ghar ke kachre ki

dabbe mein koi farak na ho?

NAHI ! NAHI ! NAHI !!! (in pain)

To aaj hi le aaiye Trash Kleen dustbins

Kyunki ho Trash Kleen to ghar clean!!!!

Boyfriend bina fun kahaan?

Saas bahu bina serial kahaan?

Aasu bina movie kahaan?

Trash Kleen Dustbins bina kitchen/ ghar kahaan?

Kyunki ho Trash Kleen to ghar clean!!!

Jaise Make up badhaata hai aapke chehre ki shaan!

Nail polish badhaata hai aapke naakhun ki shaan!

Gehana badhaata hai aapki shaan!

Waise Trash Kleen Dustbins badhaata hai aapke kitchen ki shaan!

Kyunki ho Trash Kleen to ghar clean!!

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(To be said in a curious tone)

Kya aapne apne kachre ke dabbe ke vajah se sharmindgi mehsoos ki hai?

Kya aapne bhi chaha hai ki aapka kachre ka dabba aapki padosan

Mrs. Mehra jaisa aakarshak ho?

Kya aap chahti hain ki Mrs. Verma ko aapki kachre ke dabbe se jalan ho?

HAAN! HAAN! HAAN!!! (Anxiously)

To aaj hi le aaiye Trash Kleen Dustbins

Kyunki ho Trash Kleen to ghar clean!!!

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