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DOVE. Thousands of women across India took

7day test challenge.

Where they were ask to use the dove soapbar for seven days without looking in themirror.

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The women whotook the test felt

the differencein their skinand the sales

went up.

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SAB MILLER

Miller Genuine Draft wasbecoming an everyday brand.

Recapture the primary TG

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The Mill, a campaignwas created that sawMGD focus onpromoting the best

emerging bands inScotland.

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The bands were givencareer building assets,

such as professionalrecordings of theirmusic and liveperformance videos,whilst consumerscould attend freeweekly gigs to see thebest new bands anddownload the tracksdays later.

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The campaign extended into

every single consumer touchpoint,turning them into extensions of TheMill through clever use of assets,from digital to on-trade promotionsand packaging, vividly

demonstrating a brand that wasalive and relevant to its audience.

The campaign won MCCA Gold for

Best Integrated Marketingcampaign of 2009.

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y Business communication isthe most integral aspectsof carrying on the

operations in everyorganization. It isimportant to have soundcommunication links withthe internal and external

audiences so that you cantake notice of the changingneeds of your business andwork accordingly.

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Increasingimportance onentertainment is

leading eventmanagement to gainmomentum. It isknown to be a Rs.500 crore industry

and steadily risingEvent managementhas come to amature age in this

country.

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y To stay connected to thepublics and promote thenew products and services,every business organizesevents. The main aimbehind event management isto foster relations withclients and boost the sales.

Every marketing strategyshould have eventmanagement as a necessarypart

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Promotiony Promotion keeps the

product in the minds ofthe customer and helpsstimulate demand forthe product. Promotioninvolves ongoingadvertising and publicity

The ongoing activities ofadvertising, sales andpublic relations are oftenconsidered aspects ofpromotions.

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Brandactivationy Brand activation can be

defined as marketingprocess of bringing a brand

to life through creatingbrand experience.

y The core features or brandvalues of a brand are usedfor activation. Thats whatevery brand managerstrives to achieve i.e.communicating theirbrand values to their targetcustomers.

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ADVANTAGES OF BRAND ACTIVATION

y 1. You can convey yourpositioning using brand

activation.y 2. It supports your ad

claim if used carefully.

y 3. Distortion is

minimum in this case.

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y 4. It increases your brandsalience.

y5. Helps in revitalizing abrand.

y 6. Brand activation canelicit customer insights

as people interact withthe brand.

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EX. Brand Activation.y Horlicks is doing it

through its campaignwhich is trying to change

its image from fuddy-duddy to an excitingbrand among children.Their Wiz-Kid

competition across thecountry is the perfectexample of brandactivation