IMC

of

HOUSEHOLD

MIXIE

Brand Name- “REVOLUTION”

MARKET SCENARIO

Market size is pegged at 4.8 million units a

year.

Market is growing at 10-12 % p.a.

Market leader Philips (including Preethi)

and Bajaj together command around 31%.

COMPETITORS

Philips

Bajaj Electronics

Sumeet Mixer Grinders

CHALLENGES

Waiting time

Overload problem

Lid lock problem

FEATURES

Digital Display & Feather Touch Buttons

Positive Lid Locking

Countdown Timer

High Performance Grinding

Designed for Long Life

Smart Indicators

OBJECTIVE

To provide the product which is simple to

use giving our consumers a hassle-free

and enjoyable experience each and every

day.

TARGETING and POSTIONING

Target audience - Females aged between

20 – 40yrs living in urban area.

Positioning - Enjoy Hands free grinding.

Price – Rs.4000.

IMC PLAN

July 2014 Viral ad (Part I)

July 2014- Hoardings all over the city

Aug 2014 Viral ad (Part II)

Aug 2014 Talking about the Features

Sept 2014 LAUNCH !!!!

Oct Onwards… Product available for sale

ADVERTISEMENT

TIMES OF INDIA

ADVERTISEMENT

GOOD FOOD UPPER CRUST

Frequency: Monthly Monthly

Readership : 175,000 900,000

AD SIZE DIMENSIO

N(cm)

RATES(US

$)

Full Page 19*25 6705

Double

Spread

38*24.5 13410

Inside

Covers

19.6*25.7 9387

Back Cover 19.6*25.7 10782

ADVERTISEMENT

TELEVISION

Two important factors are: Time and Channel.

TIME of advertisment will be 11am to 3pm.

Channel- Entertainment Channels

Price-1.8lac to 2.5 lac per 10 second spot.

ADVERTISEMENT

Radio In 2009 Advertising rates in India for a 10 second spot

on top FM Station such as Radio Mirchi And Radio City

was up to Rs. 7000- Rs8000

Ad rates are highest in Delhi, Mumbai and

Bangalore. City-specific advertising can vary from Rs.

4000-Rs. 10000.

Recently these 2 top radio stations have incresed rates

by 40%

Sales Promotion

• Exchange offer- Bring old mixer grinder and get

upto 500RS off on new mixer grinder.

• Free Gift offer- A set of accessories for the

mixer or a set of kitchen items( Jars for

storing and other apparatus)

• Sweep-Stake Offer- It will give consumer a

chance to win large price through luck. The

prices can be classified into 2 types , one is trip

to any location and another is free durable gift.

EXPERIENTIAL MARKETING

Launch of latest model of mixer grinder,

REVOLUTION in Oberoi mall on Women's

Wednesday

Rs 1,00,000/ day

Our Company has arranged for a fun activity and lifestyle enrichment camp for women.They can enjoy the fun activities like tattoo painting, mehendi application, nail art, as wellas multiple games and can win Exciting Prizes like REVOLUTION.

ALTERNATE Wednesday, Oct-Dec 2014Time- 4.00 pm to 8.00 pm

Oberoi Mall, Kandivali east, Mumbai

40990888

FB-ad, Google-Ad & Twitter

Advertising

Integration with the website

and social media pages

Interaction with SMS messaging

• Rs 2000/week on Google-ad

• Rs 3000/week on FB-ad

...and here is the sneak peak we promised! Redefining The most important kitchen appliance in your home. Stay connected for more details! The REVOLUTION.

REVOLUTION

Make sure you hug your mom/wife/sister, and thankthem for everything! XYZ brings a special gift forthe woman in your home....

If you are looking or planning to buy a good Mixie, Go for REVOLUTION !

REVOLUTION can tackle anything between you and your cooking. Buyone for your self or gift one to your family or friends, as your token ofyour love. So, that you will be in their minds for years

DIRECT MARKETINGThrough

Text Messages

Telephone

E – mail

Internet

The Three Characteristic feature of DM

Customized Message

Up-To-Date Message

Interactive Message

PERSONAL SELLING Salesmen at point of sales

Demonstration in Malls

WORD OF MOUTH

Influential : well known chef as brand

ambassador.

Personal : going by the means of

experiemtial learning

Timely

PACKAGING

OUTLET DESIGN

• For Niche Market.

• Sophisticated Design.

• Kitchen Like Feel.

• Live Demo.

BUDGETEstimated Cost Sheet

Particulars 2014 2015 2016

Direct Expenses(Material + Expenses) 117000000 220500000 413437500

Direct Labour 90000000 173250000 330750000

Prime cost 207000000 393750000 744187500

(+) Manufacturing OH 49500000 106312500 246684375

Factory/Works Cost 256500000 500062500 990871875

(+) Office and Admin Expenses 5160000 7998000 11997000

Cost Of Production/ Cost of Goods Sold 261660000 508060500 1002868875

(+) Selling And Distribution OH 44850000 89700000 89700000

Cost Of Sales 306510000 597760500 1092568875

Profit 35490000 32239500 78837375

Sales 342000000 630000000 1171406250

Sales in Units 90000 157500 275625

Selling Price Per Unit 3800 4000 4250

THANK YOU