CAMPAIGN IDEA & PROMOTION PLAN

The objective is to sell the plots not

merely as pieces of land, but as plots

that come with a promise. A promise of a

second home where you can travel to on

weekends and spend some quality time

in the lap of nature with your family when

you've had enough with the monotony of

the city life. Where you don't have to

travel distances for a few days of

pleasure or ensure that your savings are

sufficient for that big family holiday.

These plots come with another promise

i.e great investment whose value will

multiply with time.

A Promotion plan is a set of systematic

decisions making relating to all aspects of an

organization’s or individual’s communications

efforts. Based on the multitude of research and

consumer insights, we have come up with a

multi-pronged promotion plan to maximize the

impact of our communication.

This plan would take care of promotions across

a wide gamut of mediums like Television, Radio,

OOH, Print, Internet and Social Media etc. With

activations taking place simultaneously.

This Plan is centered around the brief provided

by the Bakeri group and is in sync with our

campaign idea.

“I love my family. I’ll go any distance to

provide them all the comforts of life. My wife

and kids are the pillars of my strength and my

pool of love. They deserve nothing but the

best. This is why I want to give them the

tranquillity of Serenity Meadows every

weekend. So that my wife can take that much

deserved break from her daily chores and my

kids can unwind in the nature that they rarely

get to see in the city. I am the provider for 5

days, but now I want to be the keeper for

these 2 days. Serenity Gardens helps me

rejuvenate my senses, replenish my energies

and return to rule this crazy world all over

again. It’s like owning my own handful of

paradise”

Dipan Patel

35 year old Businessman

Husband of a doting wife

and father of two little angels

Age: 35-45 yrs

Gender: Male

Family Size: 3-5 members

Income: ~ >₹70,000 per month

Occupation: Business/ Pvt. Job

Education: Graduate/ Post Graduate

Social Class: SEC A1

Languages spoken: English, Hindi, Gujarati

Lifestyle: Outgoing, Responsible, Environment

friendly

Personality: Ambitious, Caring, Health & Status

conscious

[See Appendix 3]

Genre: News Channels, GEC [English and

Gujarati]

Time slot: Late evening 7 – 9 pm & Night 9 –

11 PM [See Appendix 1]

Why: The head of the family comes back from

work and logs into a news channel (NDTV,

CNN IBN, CNBC TV 18 etc. ) do get his daily

dose of news. While, the housewife after

completing her chores in the day logs on to

GEC’s for her entertainment Since, the wife

plays an important role in influencing the

husband’s decision, making GEC’s an

important touchpoint.

How: Through short commercials based on

the campaign idea given

Type: LED billboards, billboards, buses

Where: Major traffic junctions [ SG Road,

Satellite, Prahladnagar, Judges Bunglow

Road, Vastrapur, etc.]

Why: They are the easiest touchpoints as

most of the cars are driven by chauffeurs

and the target group spends considerable

time in traffic jams. Public buses are good

OOH sites where the Volvo sides can be

used as an advertising medium

How: Using different print ads at different

locations but all of them tying in to the

same theme

Source: http://gujaratmoney.com/2010/03/12/banner-talk-the-first-led-billboard-of-gujarat-by-lcpl-is-talk-of-the-town-in-ahmedabad/

Type: Newspapers weekend supplements

and Full/Half page ads in Gujarati,

Business and English dailies

Newspapers to target: Mainly TOI and

Divya Bhaskar with occasional

advertisement in Mint and The Economic

Times [See appendix 2]

Why: The target families as per the data

reads the mentioned newspapers and

thus printing ads in these papers would

be effective. Though business papers

have comparatively less circulation, it is

known to be subscribed by the target

audience

Where: Facebook, Twitter, Youtube

How: The key is engagement in these mediums. We

can have, early bird discount campaign on these

two mediums along with marketing campaigns.

Example: ‘What is your favourite destination?’

campaign or ‘How do you spend most of your indoor

time during holidays?’ and then incorporating these

ideas into the weekend homes

On youtube, short video commercials play an

important role as the target consumer spends

considerable time nowadays on this medium

Why: According to recent data, heavy social media

usage patterns can be seen and Gujarat top in

social media usage via smartphones in the country.

For instance, Ahmedabad sees 60 per cent users

logged into the networking sites using their

smartphones as compared to Delhi

Source: http://articles.timesofindia.indiatimes.com/2013-08-31/social-

media/41641548_1_social-media-users-facebook-users-cent-users http://articles.timesofindia.indiatimes.com/2012-06-30/ahmedabad/32483456_1_social-media-gujarat-brands-social-networking-sites

Type: Printed flexes, standies

Where: Clubs, specifically Karnavati

and Rajpath Club

Why: The target audience has

membership in the clubs and visit them

on a regular basis

How: Print ads based on the campaign

idea can be advertised through standies

and fllexes at the clubs for greater brand

presence

Where: In Ahmedabad and Mumbai

Which: Like GIHED property show,

Grahapravesh, Times property Expo Mumbai

Why: A lot of the target population of Gujarati’s

lives in Mumbai too and these trade fairs are a

great touchpoint as only people with an

intention of buying tend to attend them

How: Using the campiaign idea brochures can

be designed and live model of the project can

be on display

Which: Radio Mirchi, Radio City

Why: Real estate promotions led the radio

advertisement category alongwith education.

The target audience spends a lot of time

travelling and inadvertently listening to one of

the two popular radio channels mentioned.

average audience in morning day part has

seen a surge in Ahmedabad, peaking at 9 am

with a 70 per cent growth.

How: A brief radio commercial on the lines of

the campaign design as elicited in the

campaign idea presented between 8 am and

10 am. Higher frequency on weekends. 95 per

cent of the audience can be targeted by the

morning day part alone

Source: http://www.indiantelevision.com/mam/headlines/y2k12/may/maymam61.php

Where: The Official Bakeri Group website and

enlisting on propert portals (Eg. 99acres,

Magicbricks etc.)

Why: Before buying or investing in any property

the target audience checks the brand/site online

presence first nowadays. Thus it is extremely

important to have a good looking website that

complements the project and have your project

enlisted on property prortals

How: The project design should be available on

the site alongwith a 3D model of the site, this will

engage consumers and give them a better

understanding of what they are investing in

Also, the presence of a mobile site extremely

important as data suggest that the target audience

is heavy mobile internet user.

Bakeri group should also focus on advertising the

print ads on property portals .

Source: http://articles.timesofindia.indiatimes.com/2013-08-

31/social-media/41641548_1_social-media-users-facebook-

users-cent-users

Television viewrship data A: Age – 30 – 39 yrs, SEC A1 & A2, Ahmedabad

B Age – 40 – 49 yrs, SEC A1 & A2, Ahmedabad

Source: Indian Readership Survey (IRS)

All A B

Sample No 245691 197 207

Est. Individuals (000s) (000s) 889070 138 177

Daypart Viewership-Working Days : Early morning

before 9am (000s) 53552 3 *

Col % 6.0 2.2 0.2

Daypart Viewership-Working Days : Late morning

9am-1pm (000s) 65550 4 *

Col % 7.4 3.1 0.5

Daypart Viewership-Working Days : Afternoon 1-4pm (000s) 135110 20 20

Col % 15.2 14.7 11.1

Daypart Viewership-Working Days : Early evening 4-

7pm (000s) 143575 21 26

Col % 16.1 15.0 14.8

Daypart Viewership-Working Days : Late evening 7-

9pm (000s) 421611 70 102

Col % 47.4 50.6 57.6

Daypart Viewership-Working Days : Night 9-11pm (000s) 196327 101 130

Col % 22.1 73.2 73.4

Daypart Viewership-Working Days : Late night 11pm

onwards (000s) 7255 3 6

Col % 0.8 2.3 3.1

Internet-Freq.(Usage) : Several times a day (000s) 2731 5 6

Col % 0.3 3.4 3.6

Internet-Freq.(Usage) : Once a day (000s) 7376 7 8

Col % 0.8 5.0 4.7

All A B

Sample No 245691 197 207

Est. Individuals (000s) (000s) 889070 138 177

Sole Readership by Language X Periodicity :

Ahmedabad Mirror (000s) 25 1 7

Col % * 1.0 4.0

Sole Readership by Language X Periodicity : The

Times Of India - Ahmedabad (000s) 303 14 18

Col % * 10.2 10.1

Sole Readership by Language X Periodicity : Mint (000s) 240 - -

Col % * - -

Sole Readership by Language X Periodicity : Divya

Bhaskar - Ahmedabad (000s) 1224 43 46

Col % 0.1 31.2 26.0

Sole Readership by Language X Periodicity :

Sandesh - Ahmedabad (000s) 932 10 17

Col % 0.1 7.3 9.5

Sole Readership by Language X Periodicity : The

Indian Express - Ahmedabad & Vadodara (000s) 10 - 1

Col % * - 0.6

Sole Readership by Language X Periodicity : The

Economic Times - Other Editions (000s) 106 - -

Col % * - -

Newspaper readership data A: Age – 30 – 39 yrs, SEC A1 & A2, Ahmedabad

B Age – 40 – 49 yrs, SEC A1 & A2, Ahmedabad

Source: Indian Readership Survey (IRS)

Source: IICICI Property Services