imc campaign mouthwash
DESCRIPTION
this is an integrated marketing plan for mouthwashTRANSCRIPT
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
BAD BREATH
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
RASHTRIYA JANTA PARTY2010 CHUNAV
NAMSKAR, BANDHU-BHAGINIYO
BAD BREATH
BAD BREATH
BAD BREATH
Ae budbak, janta ki bhalai ke liye hame
vote do……….
RASHTRIYA JANTA PARTY2010 CHUNAV
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
RASHTRIYA JANTA PARTY2010 CHUNAV
!!!
?!
MUNH KHOLO TO PATA CHALTA
HAI……CHARA KHAYA YA TARAA…..
Chunav ke natije
RASHTRIYA JANTA PARTY2010 CHUNAV
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 - - - - - -
Detailed break-up of media costs
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
Detailed break-up of media costs
RADIO
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