PROMOTIONAL MIX STARTEGY

SUBMITTED BY DESHPREM NAYAK

BACKGROUND

• Started in august 2012• Co-founded by Richa Johri along with her husband Vipul Johri.• Focuses on the idea of corporate and retail gifting by adding a

personal touch to the products.• Richa - A diploma holder in fashion technology, head of Yamaha

motors apparel division .

• Before selecting a promotional mix , we have to consider

TARGET MARKET

• Age group – 19- 35 yrs• Income – above 10,000 Rs per month • Professions – students , well established • Demographic - tier 1 and tier 2 cities• Physiographic – quirky and funky fashion lovers, witty and

humorous.• Behavioral – active social media users

Gharwali Wall Clock

Caricature Nameplate

Caricature T-Shirt Shit happens candle

PROMOTIONAL MIX CAMPAIGN Time frame - (JAN – DEC )2017

• 10% of 50crore(worth ) = 5crore (adv. budget)

PRINT13%

INTERNET25%

RADIO2%

OUT OF HOME29%

CELEBRITY17%

TELEVI-

SION10%

DIRECT MAIL4%

BREAKDOWN

• Out of home – 145,00,000 (events , moving vehicle , hoardings, placards• Internet –100,00,000 (face book pages , pin trest, YouTube , blogs) • celebrity – 85,00,000 , (TV serial actors, models) • Print – 65,00,000 , (home décor magazines, Sunday times ) • Television – 104,00,000 , (in between movie(youth centric) serial (youth

channel) ads .)• Direct mail/Radio- 1, 00,000 ( mail after purchase, new arrival , off

seasons )

JAN - FEB MAR - APRIL MAY- JUNE JULY - AUG SEPT - OCT NOV - DEC0

2

4

6

8

10

12

out of home internet print television direct mail

Expected outcome

OTHER TYPE OF PROMOTION• College events • Exhibitions stalls• Tie up with fashion apparel brands• Sports media • Word of mouth• Exclusive stores, reunion functions of schools and colleges,

annual functions.

THANK YOU