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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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Place yourmessage here. Formaximumimpact, use two or three sentences.Place yourmessage here. Formaximumimpact, use two or three sentences.
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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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