52681245-ponds-cold-cream-ppt - copy
TRANSCRIPT
ADVERTISEMENT CAMPAIGN Of Ponds cold cream
PRESENTED BY-
Yallesh.S.NRavindra Patil SantoshGopalShivshankarSagar
About ponds….
Launched in 1846 Re launched as Ponds extract in 1886 Merger Product of Hindustan Lever
objective
To build more product awareness in the existing areas.
To increase the sales volume 25% to 50%. To gain the market share. To make the consumer feel about the new
attributes & benefits of the product. To Share information through advertisement.
Target audience women (age group – 15 – 45)
Men (age group- 18 – 45)
Income group – lower class to upper middle
Geographical area – kolkata base
segmentation GEOGRAPHIC –
south kolkata
central kolkata
north kolkata Demographic –
age group
family size
gender & income level
Psychographic – lifestyle & personality
Sales promotion
Get a 50ml of ponds face pack free with 250 ml of ponds cold cream
Scratch the label below & win excited gift
MEDIAS AND VEHICLES
Print Media-
News paper
Magazine
Electronic Media-Television
Radio FM
Out of Home-
Billboards (With Light & Without light)
Billboards ad in matro station
PRINT MEDIA News paper Anandabazar Patrika:
Front page right side bottom
Size: 12cm x 20cm = 240 sq. cm
Colour display
Advertisement 4 times in a month every Sunday
Duration: 3 months
Times Of India:
Front page right side bottom
Size: 12cm x 20cm = 240 sq. cm
Colour display
Advertisement 8 times in a month every Wednesday, Sunday
Duration: 3 months
PRINT MEDIA Magazine: Femina:
Inside page, Full Colour Ad.
Size : 19 x 26 cm.
Duration : 3 months.
Unis- Kuri:Inside page, Full Colour Ad.
Size : 19 x 26 cm.
Duration : 3 months
TELEVISION STAR JALSA E TV BANGALA STAR PLUS
ELECTRONIC MEDIA TELEVISION : Star Jalsa :
15 sec. ad on Monday & Tuesday
Day time 8 am – 9 am (no. of exposure 2 times)
2pm – 4pm (no. of exposure 2 times)
Fringe time- 5.30 pm – 6.30 pm (no. of exposure 1 times)
Prime time-8pm-10pm (no. of exposure 3 times)
Duration: 3 months
E TV Bangala:15 sec. ad on Thursday & Friday
Day time 8 am – 9 am (no. of exposure 2 times)
2pm – 4pm (no. of exposure 2 times)
Fringe time- 5.30 pm – 6.30 pm (no. of exposure 1 times)
Prime time-8pm-10pm (no. of exposure 3 times)Duration: 3 months
ELECTRONIC MEDIA Star plus:
15 sec. ad on Saturday & Sunday
Day time 8 am – 9 am (no. of exposure 2 times)
2pm – 4pm (no. of exposure 2 times)
Fringe time- 5.30 pm – 6.30 pm (no. of exposure 1 times)
Prime time-8pm-11pm (no. of exposure 4 times)
Duration: 3 months
ELECTRONIC MEDIA
Radio FM 98.3 Radio Merchi:
Time of exposure- 15 times per day
Duration: 3 months Amar FM:
Focus on Jingle ad
Time of exposure- 15 times per day
Duration: 3 months
OUT OF HOME Billboard (with light & without light):
Size : medium
Type :Flex Printing.
Location:
South Kolkata – Gariahut, Prince anwar saha(WL), South city(WL), New Alipore(WL),
Central kolkata- M.G.Road, Esplanade(WL),Manicktalla
North kolkata- Shyambazaar(WL), Baranagar, Ulta Danga(WL), Airport,
Duration : 3 Months.
OUT- OF- HOME Billboard (with light):
Metro Station
Size: Medium
Location On Metro Station:
Mahanayak uttam kumar
Rabindra sadan
Esplanade
Girish park
Dumdum
Duration: 3 months
Act presented through television
ACT- A girl & a boy asking for a cold cream.......owner of the shop handed both of them ponds cream..........the boy was surprised…… the other boy asked for the cream.
Billboards desgine
GET CLOSER TO FAIRNESS… BOTH FOR MEN & WOMEN !!!
BUDGET
Budget for print media
MEDIA VEHICLE DURATION RATE TOTAL COST(`)
News Paper
Anandabazar Patrik
3 months(on Sunday)
6880/ sq cm + 50% premium
3,21,98,400
Times Of India
3 months(on Wednesday)
6880/sq cm 1,49,76,000
Times Of India
3 months (on Sunday)
6880/ sq cm + 50 % premium
2,24,64,000
Magazine
Femina 3 months(one edition)
100,000 per month
1,50,000
Unis- Kuri 3 months(one edition)
100,000 per month
1,50,000
Total 6,99,38,400
Budget for electronic media
MEDIA3 m VEHICLE DURATION RATE TOTAL COST(`)
Television
Star Jalsa 3 months 5,00,000 per 10 sec
1,62,000,00
E TV Bangla 3 months 5,00,000 per 10 sec
1,56,000,00
Star Plus 3 months 5,00,000 per 10 sec
17,55,000,00
Radio
98.3 Radio Merchi
3 months 1,45,000 per months
4,35,000
Amar FM 3 months 50,000 per months
1,50,000
Total 20,78,85,000
Budget for Out- of -home
MEDIA VEHICLE DURATION RATE TOTAL COST(`)
Out- Of - Home
Bill Board (with light)
3 months 40,000 per location
7,20,000
Bill Board ( without light)
3 months 30,000 per location
4,50,000
Billboard Ad in matro station
3 months 25,000 per station
3,75,000
Total 15,45,000
TOTAL BUDGET FOR THIS ADVERTISEMENT
CAMPAIGN
= Rs 6,99,38,400+ Rs 20,78,85,000+ Rs 15,45,000
=Rs.27,93,68,400