GHANSHYAMDAS SARAF

COLLEGE

Agency Management

GROUP

Hashim Shaikh 91

Mohtashim Shaikh 92

Sakib Shaikh 93

Manoj Sonar 96

Anup Vishwakarma 98

TOPIC

Agency logo

Meeting :- 1

Marketing HeadWith

Account Planner

Company Profile

DOVE CHOCLATE DISCOVERIES (AS DOVE

CANDIES & ICE CREAM)

LEO STEFANOS & GREEK AMERICAN

ESTABLISHED IN 1939

CHICAGO, U.S.A

US$ 225.93 BILLION

Meeting :- 2

Account PlannerWith

Media Head & Creative Head

BRAND - DOVE DISCOVERY

PRODUCT – CHOCOLATE

FEATURES – Low Calories

CALORIES - 45%

ATTRACIVE PACAKGING

Marketing Brief

• LOCATION – METRO CITY

• TYPE OF CAMPAIGN - NATIONAL

• MARKETING OBJECTIVE - TO SPREAD THE AWARENESS OF DARK CHOCOLATE WITH LOW CALORIES

• MARKETING PROBLEM - IT IS A NEW PRODUCTIN INDIA, PEOPLE ARE NOT AWARE OF IT.

• MARKETING STRATEGY - SEGMENTATION.TARGETING & POSITIONING

Marketing Brief

STP

(Segmentation Targeting Positioning)

GeographicSegmentation

• Urban• Metros

DemographicSegmentation

• Teen, Adults& Older

• Male & Female

• 10 & above

PsychographicSegmentation

• Educated&

Professional• Middle Class

BehavioralSegmentation

• Daily• Brand Loyal• Shift Loyal

SWOT

Strength•Chocolate industry is rapidly growing• Inexpensive

premium chocolate • Low calories

Opportunity•Less expensive•Low calories

•Dark Chocolate

USP

(UNIQUE SELLING PROPOSITION)

Budget :- 30 Crore

Time Period :- 3 months

Meeting :- 3

Media Head & Creative HeadWith

Account Planner

Media budgetSrNo.

Vehicles

Readership (000)

Rates(per sq.cm)

CPM Size No. of insertions

Amount(in Rs.)

Reason for vehicel selection

1 TOI 9810 4710 0.48 Half Page

10 37680000 Demographic & psychographic of theproduct & the vehicle is perfect. CPM is low .It is a very prestigious vehicle and

reach is high.

2 HT 4900 2900 0.59 Half Page

10 23200000 Demographic & psychographic of theproduct & the vehicle is perfect. CPM is low .It is a very prestigious vehicleand reach is high. & as it’s the competitors of TOI.

3 NBT 3735 869 0.23 Full Page

08 11123200 The peoples from UP & Bihar. Also to get max. discount from TOI, group as combo rates for TOI, ET & NBT

4 ET 2012 3998 1.98 Full Page

05 31984000 Demographic & psychographic of theproduct & the vehicle is perfect. CPM is low .It is a very prestigious vehicleand reach is high.

5 DNA 2050 2800 1.36 HalfPage

14 24640000 Demographic & psychographic of theproduct & the vehicle is perfect. CPM is low .It is a very prestigious vehicleand reach is high.

6 MD 1971 2240 1.13 Half Page

12 21504000 Demographic & psychographic of theproduct & the vehicle is perfect. CPM is low .It is a very prestigious vehicleand reach is high.

Channels TVT Rates(per 10 sec)

CPM Length of Adv

No.ofinsertion

Amount Reason for selection of channels

Star Plus 473998 1,50,000 0.31 2.00 min

22 39600000 One of the most popular channel in INDIA

Colors 455603 80,000 0.17 2.00 min

15 14400000 One of the most Viewed Channel in INDIA

Aaj Tak 325410 1,00,000 0.30 2.00 min

15 18000000 One of the most popular news Channel in INDIA

CartoonNetwork

315840 95,000 0.30 2.00 min

20 22800000 One of the most Viewed Channel by Childrens in INDIA

Media budget

Feel the happiness

Tagline

Creative

Boucher

Creative

Inside

Boucher

Creative

News Paper

Full Page

Creative

News Paper

Half Page

Creative

Web Ad

Creative

Hording

Creative TVC

Budget

TVC

Budget is

9.8 crore

Print Ads

Budget is

15 crore

Outdoor Ads

Budget is

5 crore

Total Media budget

29.8 Crore

Meeting :- 4

Account PlannerWith

Marketing Head

Group :- 8