imc campaign mouthwash

INTEGRATED MARKETING COMMUNICATION

Market analysis

Rs 3,976 crore and is expected to reach Rs 4,373

crore by 2012.

Rs 74 crore Rs 74 crore

Rs 539 croreRs 539 crore

Rs 2,866 crore Rs 2,866 crore

Rs 497 crore Rs 497 crore

COMPETITORS

Marketing Objective

• To create a name for the brand in the oral care mouthwash segment by introducing a product type that is not present in the Indian market.

Target Audience

• People going for interviews & meetings

• Smokers• Travellers• Patients with

chronic breath problem

Consumer Insights

A mint does not completely get rid of the stink after I smoke

I use a mouthwash in the morning but it is ineffective after I have my lunch, especially after having a dish containing onion, garlic(the stinking rose), barbeque, etc....

Key consumer insight

Key consumer insight

Consumer Insights

People run away from me during afternoon meetings!!!

I cannot eat my favourite food before an interview

CATEGORY

Low involvement categoryListerine is the market leader

Portable mouthwash not available in India

CATEGORY

Low involvement categoryListerine is the market leader

Portable mouthwash not available in India

CULTURE

People gargle with water after eating or have saunf after lunch/

dinner

CULTURE

People gargle with water after eating or have saunf after lunch/

dinner

CONSUMER

Avoids getting too close or talk freely to the opposite person after having

foodstuffs having onion/garlic especially during meetings/

interviews which eventually affects the outcome

CONSUMER

Avoids getting too close or talk freely to the opposite person after having

foodstuffs having onion/garlic especially during meetings/

interviews which eventually affects the outcome

COMMUNICATION

FUNCTIONAL PROMISES: Provides fresh breath on the go instantly,

fights bacteria, prevents tooth decayEMOTIONAL: confidence, freedom,

fantasy route

COMMUNICATION

FUNCTIONAL PROMISES: Provides fresh breath on the go instantly,

fights bacteria, prevents tooth decayEMOTIONAL: confidence, freedom,

fantasy route

ADVERTISING IDEA

PRODUCT

Product

150 sprays – MRP – Rs. 200/-

Contents

• Thymol • Menthol • Eucalyptol • Glycerin• Potassium Acesulfame• Poloxamer 407

72 strips – MRP – Rs. 108/-

35 strips- MRP – Rs. 52/-

Content – STRIPS

• Micro-Thin starch based film• Impregnated with- ThymolEucalyptolMethyl salicylate

USP

• Kills 99.9% bacteria in 30 secs• Portable with innovative packs• Alcohol free • Sugar free• Low calories

• POD- Portable, No need to use washroom to rinse your mouth.

• RTB- Dissolvable Strips & Instant Spray

• BRAND PERSONALITY- Best Friend

Communication Objective

• To create a distinct identity in the minds of the customer without cannibalizing the other mouthwashes available in the market

CREATIVE OUTPUT CREATIVE OUTPUT

TELEVISION COMMERCIALS

ADVERTISEMENT-1

GOOD MORNING!!!

BAD BREATH!!KAISE MAI KAHOO???

WAT’S YOUR NAME?BAD

BREATH….

WHAT’S YOUR QUALIFICATION?

BAD BREATH..

KYA KARU???

WHAT IS YOUR AMBITION?

BAD BREATH ..KEH

ANA TO BAHUT KUCH

HAI PAR…?

ATTUTUDE HAI

BANDEKO

I WANT THIS KIND OF GUY ONLY IN MY

NEW PROJECT IN PARIS

PACKAGE KITNA LOGE BHAI???

SIR…….

SIR…….I …..

BAD BREATH

BAD BREATH

MUNH KHOLO TO PATAA CHALTA HAI….

KEEP InstaFresh-M ALWAYS IN YOUR POCKET…KYUKI

ADVERTISEMENT-2

Chara fameChaluprasad

RASHTRIYA JANTA PARTY2010 CHUNAV

NAMSKAR BANDHU-BHAGINIYO

Chara fameChaluprasad


NAMSKAR, BANDHU-BHAGINIYO

BAD BREATH

BAD BREATH

BAD BREATH

Ae budbak, janta ki bhalai ke liye hame

vote do……….


Kon budbak kehta hai ke

hamne chara khaya

hai…..

E sasura e bas aa raha hai

kaisa ?

Sade huye Chare ki bas

cchuti hai bhai


!!!

?!

MUNH KHOLO TO PATA CHALTA

HAI……CHARA KHAYA YA TARAA…..

Chunav ke natije


Loser-

WINNER

KEEP InstaFresh-M ALWAYS IN YOUR POCKET…KYUKI

MUNH KHOLO TO PATAA CHALTA HAI….,

KYA SAMAZE BUDBAK!!!

RASHTRIYA INSTAFRESH-M PARTY

2010 CHUNAV

ADVERTISEMENT-3

Common Mouth wash12 hrs. protection

Lunch Time!

After lunch……!

KEEP InstaFresh-M always in your pocket…. KYUKI

MUNH KHOLO TO PATAA CHALTA HAI….

RADIO JINGLE

TEASER CAMPAIGNBILLBOARD

MUNH KHOLO TOHPATAA CHALTA HAI….

BREAK FREE FROM BAD BREATH

Licence to talk fresh 24/7

Media vehicles chosen

• Television• Radio• Newspapers• Billboards• Internet/ social networking

Rationale behind media vehicles selected and time/space chosen

• Our main targets are the youth and the corporate

• The above specified target audience are more into watching sports, news and music channels and reality shows as compared to saas-bahu serials.

• Internet & social networking has become a part of the youth’s life today

TVChannel

OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEPT

SAB TV 32 32 32 32 32 32 - - - - - -

CNBC 56 56 56 56 56 56 - - - - - -

NEO SPORTS(INDIA V/S AUS)

48 - - - - - - - - - - -

M TV - - - 32 32 32 32 32 32 - - -

Detailed break-up of media costs

TELEVISION

NEWSPAPER

OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEPT

DELHI- HT 3 3 3 3 3 3 - - - - - -

MUM-MID DAY

3 3 3 3 3 3 - - - - - -

KOLKATA-TELEGRAPH

3 3 3 3 3 3 - - - - - -

CHENNAI- HINDU

3 3 3 3 3 3 - - - - - -

HYDERABAD- EENADA

3 3 3 3 3 3 - - - - - -

BANGLORE – DECCAN HERALD

3 3 3 3 3 3 - - - - - -


NEWSPAPER

RADIO OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEPT

RADIO MIRCHI(MUM)

- - - - - - 112 112 112 112 112 112

FEVER(DELHI)

- - - - - - 112 112 112 112 112 112

RADIO MIRCHI (BANGLORE)

- - - - - - 112 112 112 112 112 112

RADIO MIRCHI (KOLKATA)

- - - - - - 112 112 112 112 112 112

RADIO MIRCHI (CHENNAI)

- - - - - - 112 112 112 112 112 112

RADIO MIRCHI (HYDERABAD)

- - - - - - 112 112 112 112 112 112


RADIO

FACEBOOK

Facebook application for one year

HOARDINGS HOARDI

NGSSEP

TOCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG

MUM 2 1 1 - - - - - - - - -

DELHI 2 1 1 - - - - - - - - -

RETAIL STORESPosters Of InstaFresh-M throughout the year

Summary sheet of break-up of Rs.5 crores

MEDIA COST

TELEVISION 2,54,88,000

RADIO 22,14,560

NEWSPAPER + SAMPLES 1,68,86,000

VIRAL 1,55,000

RETAIL STORES 4,00,000

HOARDINGS 48,00,000

TOTAL 4,99,43,560

Balance 56,440

DIONE D’CRUZ - 09PRIYA GANDHI – 12

RAHUL KULKARNI – 22BHAVESH LOKHANDE- 25

RITESH TAURANI - 44KRUNAL VANAJARA- 46ANIRUDH WOODY – 57

DIONE D’CRUZ - 09PRIYA GANDHI – 12

RAHUL KULKARNI – 22BHAVESH LOKHANDE- 25

RITESH TAURANI - 44KRUNAL VANAJARA- 46ANIRUDH WOODY – 57

imc campaign mouthwash

Education