the telescopic contact lens_final(1)(1)
DESCRIPTION
The Telescopic Contact Lens_final(1)(1)TRANSCRIPT
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THE TELESCOPIC CONTACT LENS
IMC Plan
Nikhita GuptaKumar Deepak ChandraDeeptanshu UppalIshan JindalSouvik Ghosh
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PRODUCT DESCRIPTION
One of a handful of advances in futuristic eyewear Zoom in and Zoom out with the wink of an eye Lot of promise for low vision and age related macular degeneration
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TARGET MARKET
Eye SpecialistsCare-Takers, Relatives (Decision Makers)
OpticiansPotential Users
B2C Segment B2B Segment
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COMMUNICATION OBJECTIVES
•Create awareness about the brand, its features & uses•Establish direct contact to resolve queries•Inform about channels of purchaseDecision
Makers•Create awareness about the brand, its features & uses•Convince them to recommend the product Eye Specialists
•Create awareness about the brand, its features & uses•Convince them to stock the product•Highlight the benefits for them: Innovative product, Huge
sales potential, Slotting allowances & training
Opticians
•Create awareness about the brand, its features & uses •Make them into decision influencersPotential Users
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SCALE UP PLANS
Tier-1,2 Cities Tier-3,4 CitiesRural/Remote
Areas (possibly with Govt. tie up)
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IMC TOOLS
•Outdoor ads- optic shops, hospitals•Radio, Print, Newspaper Ads
Advertising
•Association with medical conferences•Online mention through medical blogs, social media
Public Relations•Direct selling to opticians•One to one meetings with doctors to explain about the
product•Emails
Direct Marketing
•Direct Selling to opticians•One to one meetings with doctors to explain the product
Personal Selling
•Slotting Allowance (for initial few sales)•Detailed Manual/Training/Creative Pamphlets•POP displays Sales Promotion
(Trade Promotion)
•Video Demos•Emails•Online Feedback System
Internet/Interactive Marketing
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BREAKUP OF PROBABLE USE OF IMC TOOLSB2B Segment B2C Segment
S. No. IMC Tool Weightage IMC Tool Weightage
1 Advertising 5 Advertising 30
2 Public Relations 20 Public Relations 5
3 Direct Marketing 15 Direct Marketing 20
4 Personal Selling 25 Personal Selling 5
5 Trade Promotions 30 Sales Promotions 20
6 Internet/Interactive Marketing
5 Internet/Interactive Marketing
20
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ROLL OUT PLAN
Trade Promotions
Public Relations
Personal Selling
Direct Marketing, Advertising, Internet/Interactive Marketing
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MEDIA PLANMedium Media Vehicle Coverage ExpectedReach FrequencyADVERTISINGPrint Media(Newspaper)
TOI, HT, Dainik Bhaskar, Some Regional Dailies
80% over 1 year 65% over 1 year 8 times a year
Print Media(Magazine)
Health related magazines
35% over 1 year 20% over 1 year 12 times a year
Outdoor Ads Banners , billboards outside optic shops, hospitals
75% over 1 year 65% over 1 year Cover max. possible hospitals, shops
PR
Medical Conference Association 30% over 1 year 25% over 1 year Twice a year
Online Community Blog, Fb, Twitter, Youtube
65% over 1 year 45% over 1 year Very Frequent
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MEDIA PLAN(CONTINUED…)Media Vehicle Coverage Expected Reach Frequency
DIRECT MARKETINGDirect Selling Door to door visits 70%
hospitals/optic shop over 1 year
60% over 1 year 12 times a year per hospital/optic shop
SALES PROMOTIONTrade Promotion Slotting Allowance 80% over 1 year 75% over 1 year For the first few
months only
Training Video manual, one to one training for opticians, POP displays
90% over 1 year 65% over 1 year Very frequent
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SCHEDULING
• FlightingAdvertising
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Thank You