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Subject : Advertising And Sales PromotionPresented By : Roli J. John

MMM-2nd Year-sem-Iv

On Date : 31st-03-2012

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*Current Tea market [ INDIA ] size = 100Cr

(Assumed)

*Current Market Share- 20%

*Target Market Share- 30%

*Expected incremental sales from Tea Tablet(

Mi-tea)- 5 crs ( 5% MS)-

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*Triggers

* Taste

* Easy available

* Convenience

* Cost

* Barriers

* Difficulty in preparation

* Cost

* Availability

* Substitute products like Coffee

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*Age above 18 years

*Busy Executives

*Professionals

*Elderly

*Men & Women

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*Tasty, Convenient

*Easy to carry

* Easily available

*Value for Money

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*Where ever you are , ENJOY the spirit ofFreshness

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*Price Per Tablet Rs 5

*Focus on Top 6 metro & Top 20 Tier 1 Towns

*TV Commercials

*Radio Campaign

*Print media campaign( Advertisements & Advertorialsin News Papers and Magazines)

*Publicity

*Road Shows/Events/Sponsoring

*BTL activity

* in shop promo

* Window Hiring sampling

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*ATL-

*TV( 40 L , Radio -15 L)

*News paper , Magazine( Print - 20 L)

*New Channels of Advertising

* Web Marketing/Advertisment on popular sites

*E-Marketing

*BTL-

* Inshop Promo- Window / Sampling / POS material /coupons - 20 L

* Incentives 5 to10 L

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TV commercial

* Time Period: 6th Jan to 6thFeb 2012

* Total No. of Spots: 4000 (More than 45,000 seconds of airtime)

Channels:

* Colors, Zee TV, Set Max, Zee Cinema, CNN, IBN 7, Aaj Tak Network

* Maharashtra: Zee Marathi, Zee Talkies

* Andhra Pradesh: Eenadu TV, Maa TV

* Kerala: Asianet

* Karnataka: ETV Kannada, Suvarna

* Tamil Nadu: Sun TV

* West Bengal: ETV Bangla

* Languages: Hindi, English, Tamil & Marathi

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*Radio* Time Period: 20th Jan to 20thFeb 2012

*Total No. of Spots: 2000

* Channels

* Radio Mirchi, Red FM

*Print Ad* Time Period: weekends( sat/ Sun) on week 4 of Feb, Week 1 & 2 of

March)

* Total No. of Spots: 24* Channels

* TOI, HT, Hindu & ET

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*Communication

*TV Ad Time - 20 & 10 sec,

* Print Ad

-Theme-

Enjoy the spirit of Freshness

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*Distribution- Availability in 2000 outlets per Metro

Towns & 500 outlets in Tier 1 Towns

*Display in 25% of outlet in each Metro & Tier 1Towns

*Window display campaign - Top 3 in each town

visited by brand ambassador

*Sampling/ Product experience in the display outlets

*Special incentives for sales team & Distributor boys

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*Sales of 5 cr in QTR - 4

*Sales of 1 cr units of MyTea

*Availability in 22000 Outlet

*Window hiring 5500 Outlet

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*Alter perception/ attitudes

*Convey information

*Create desires

*Establish connections

*Direct actions

*Provide reassurance

*Remind

*Give reasons for buying

*Demonstrate

*Generate enquiries

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*Effectiveness evaluation procedure(s)

*Specific measurable standard for evaluation

*Technically sound and valid means by which actualperformance will be measured

*Corrective procedures, timing, responsibility

*Evaluating Consumer Benefits and Legal Effects ofAdvertising

*Consumer standards to be achieved

*Relevant and useful information content

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*Enjoy the spirit of Freshness

With

A cup of ..

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