Stevens Business School Batch 2009-2011
INTEGRATED MARKETING COMMUNICATIONS
REPORT ON
Do Clean, Get Green
Submitted To:
Ms...
Integrated Marketing Communications Report
Stevens Business School | Batch 2009-2011
2
INDEX
S. No. Particular Page No.
1....
Integrated Marketing Communications Report
Stevens Business School | Batch 2009-2011
3
INTRODUCTION
Modernization and prog...
Integrated Marketing Communications Report
Stevens Business School | Batch 2009-2011
4
In particular, organic domestic was...
Integrated Marketing Communications Report
Stevens Business School | Batch 2009-2011
5
waste dumps for items that can be r...
Integrated Marketing Communications Report
Stevens Business School | Batch 2009-2011
6
SITUATION ANALYSIS
With over 5 Mill...
Integrated Marketing Communications Report
Stevens Business School | Batch 2009-2011
7
COMPETITION ANALYSIS
Clean Ahmedaba...
Integrated Marketing Communications Report
Stevens Business School | Batch 2009-2011
8
 Biodegradable waste:
 kitchen wa...
Integrated Marketing Communications Report
Stevens Business School | Batch 2009-2011
9
INTEGRATED MARKETING COMMUNICATIONS...
Integrated Marketing Communications Report
Stevens Business School | Batch 2009-2011
10
 Demographic
• Age: 14 - 45 years...
Integrated Marketing Communications Report
Stevens Business School | Batch 2009-2011
11
COMMUNICATIONS OBJECTIVE
BREAK THR...
Integrated Marketing Communications Report
Stevens Business School | Batch 2009-2011
12
BASIS FOR MEDIA SELECTION
• Target...
Integrated Marketing Communications Report
Stevens Business School | Batch 2009-2011
13
EXECUTIONAL FRAMEWORK
It’s the app...
Integrated Marketing Communications Report
Stevens Business School | Batch 2009-2011
14
PROMOTION TOOLS
Promotion Tools
Ad...
Integrated Marketing Communications Report
Stevens Business School | Batch 2009-2011
15
MEDIA TOOLS AND MEDIA VEHICLES: AD...
Integrated Marketing Communications Report
Stevens Business School | Batch 2009-2011
16
– E-media
• Facebook – Community P...
Integrated Marketing Communications Report
Stevens Business School | Batch 2009-2011
17
- Sponsorship of:
• World Environm...
Integrated Marketing Communications Report
Stevens Business School | Batch 2009-2011
18
Such as around all posters & dustb...
Integrated Marketing Communications Report
Stevens Business School | Batch 2009-2011
19
Newspaper Budget
News paper
Base p...
Integrated Marketing Communications Report
Stevens Business School | Batch 2009-2011
20
Radio Budget
Hours
Frequency
in mi...
Integrated Marketing Communications Report
Stevens Business School | Batch 2009-2011
21
MEDIA TIME LINE
Integrated Marketing Communications Report
Stevens Business School | Batch 2009-2011
22
Integrated Marketing Communications Report
Stevens Business School | Batch 2009-2011
23
CONCLUSION
 The new campaign of A...
Integrated Marketing Communications Report
Stevens Business School | Batch 2009-2011
24
REFERENCE
 http://timesofindia.in...
Integrated Marketing Communications Report
Stevens Business School | Batch 2009-2011
25
APPENDIX 1a)
Integrated Marketing Communications Report
Stevens Business School | Batch 2009-2011
26
APPENDIX 1b)
Integrated Marketing Communications Report
Stevens Business School | Batch 2009-2011
27
APPENDIX 1c)
Integrated Marketing Communications Report
Stevens Business School | Batch 2009-2011
28
APPENDIX 1d)
Integrated Marketing Communications Report
Stevens Business School | Batch 2009-2011
29
Integrated Marketing Communications Report
Stevens Business School | Batch 2009-2011
30
APPENDIX 1e)
Integrated Marketing Communications Report
Stevens Business School | Batch 2009-2011
31
APPENDIX 1f)
Upcoming SlideShare
Loading in …5
×

Do Clean, Get Green Report

3,201 views
3,011 views

Published on

The Report describes a cleanliness campaign named "Swachchhata" for Ahmedabad city. It mainly focuses on creating Swachchhata as a brand.It also describes the IMC campaign for the whole project.

Published in: Business, News & Politics
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
3,201
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
65
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Do Clean, Get Green Report

  1. 1. Stevens Business School Batch 2009-2011 INTEGRATED MARKETING COMMUNICATIONS REPORT ON Do Clean, Get Green Submitted To: Ms. MANASI MARFATIA Submitted By:- Nikita Sanghvi Nirmal Gajjar Bharat Maheshwari Date of Submission 24th Nov. 2010
  2. 2. Integrated Marketing Communications Report Stevens Business School | Batch 2009-2011 2 INDEX S. No. Particular Page No. 1. Introduction 3 2. Situation Analysis 6 3. Competition Analysis 7 4. New Marketing Strategy 7 5. IMC campaign 9 6. Conclusion 23 7. Reference 24 8. Appendices 25
  3. 3. Integrated Marketing Communications Report Stevens Business School | Batch 2009-2011 3 INTRODUCTION Modernization and progress has had its share of disadvantages and one of the main aspects of concern is the pollution it is causing to the earth – be it land, air, and water. With increase in the global population and the rising demand for food and other essentials, there has been a rise in the amount of waste being generated daily by each household. This waste is ultimately thrown into municipal waste collection centres from where it is collected by the area municipalities to be further thrown into the landfills and dumps. However, either due to resource crunch or inefficient infrastructure, not all of this waste gets collected and transported to the final dumpsites. If at this stage the management and disposal is improperly done, it can cause serious impacts on health and problems to the surrounding environment. Health Hazard Waste that is not properly managed, especially excreta and other liquid and solid waste from households and the community, are a serious health hazard and lead to the spread of infectious diseases. Unattended waste lying around attracts flies, rats, and other creatures that in turn spread disease. Normally it is the wet waste that decomposes and releases a bad odour. This leads to unhygienic conditions and thereby to a rise in the health problems. The plague outbreak in Surat is a good example of a city suffering due to the callous attitude of the local body in maintaining cleanliness in the city. Plastic waste is another cause for ill health. Thus excessive solid waste that is generated should be controlled by taking certain preventive measures. Impacts of solid waste on health The group at risk from the unscientific disposal of solid waste include – the population in areas where there is no proper waste disposal method, especially the pre-school children; waste workers; and workers in facilities producing toxic and infectious material. Other high-risk group include population living close to a waste dump and those, whose water supply has become contaminated either due to waste dumping or leakage from landfill sites. Uncollected solid waste also increases risk of injury, and infection.
  4. 4. Integrated Marketing Communications Report Stevens Business School | Batch 2009-2011 4 In particular, organic domestic waste poses a serious threat, since they ferment, creating conditions favourable to the survival and growth of microbial pathogens. Direct handling of solid waste can result in various types of infectious and chronic diseases with the waste workers and the rag pickers being the most vulnerable. Exposure to hazardous waste can affect human health, children being more vulnerable to these pollutants. In fact, direct exposure can lead to diseases through chemical exposure as the release of chemical waste into the environment leads to chemical poisoning. Many studies have been carried out in various parts of the world to establish a connection between health and hazardous waste. Waste from agriculture and industries can also cause serious health risks. Other than this, co-disposal of industrial hazardous waste with municipal waste can expose people to chemical and radioactive hazards. Uncollected solid waste can also obstruct storm water runoff, resulting in the forming of stagnant water bodies that become the breeding ground of disease. Waste dumped near a water source also causes contamination of the water body or the ground water source. Direct dumping of untreated waste in rivers, seas, and lakes results in the accumulation of toxic substances in the food chain through the plants and animals that feed on it. Disposal of hospital and other medical waste requires special attention since this can create major health hazards. This waste generated from the hospitals, health care centres, medical laboratories, and research centres such as discarded syringe needles, bandages, swabs, plasters, and other types of infectious waste are often disposed with the regular non-infectious waste. Waste treatment and disposal sites can also create health hazards for the neighbourhood. Improperly operated incineration plants cause air pollution and improperly managed and designed landfills attract all types of insects and rodents that spread disease. Ideally these sites should be located at a safe distance from all human settlement. Landfill sites should be well lined and walled to ensure that there is no leakage into the nearby ground water sources. Recycling too carries health risks if proper precautions are not taken. Workers working with waste containing chemical and metals may experience toxic exposure. Disposal of health-care wastes require special attention since it can create major health hazards, such as Hepatitis B and C, through wounds caused by discarded syringes. Rag pickers and others who are involved in scavenging in the
  5. 5. Integrated Marketing Communications Report Stevens Business School | Batch 2009-2011 5 waste dumps for items that can be recycled, may sustain injuries and come into direct contact with these infectious items. Diseases Certain chemicals if released untreated, e.g. cyanides, mercury, and polychlorinated biphenyls are highly toxic and exposure can lead to disease or death. Some studies have detected excesses of cancer in residents exposed to hazardous waste. Many studies have been carried out in various parts of the world to establish a connection between health and hazardous waste. The role of plastics The unhygienic use and disposal of plastics and its effects on human health has become a matter of concern. Coloured plastics are harmful as their pigment contains heavy metals that are highly toxic. Some of the harmful metals found in plastics are copper, lead, chromium, cobalt, selenium, and cadmium. In most industrialized countries, colour plastics have been legally banned. In India, the Government of Himachal Pradesh has banned the use of plastics and so has Ladakh district. Other states should emulate their example. Occupational hazards associated with waste handling Infections Skin and blood infections resulting from direct contact with waste, and from infected wounds. Eye and respiratory infections resulting from exposure to infected dust, especially during landfill operations. Different diseases that results from the bites of animals feeding on the waste. Intestinal infections that are transmitted by flies feeding on the waste. Chronic diseases Incineration operators are at risk of chronic respiratory diseases, including cancers resulting from exposure to dust and hazardous compounds. Accidents Bone and muscle disorders resulting from the handling of heavy containers. Infecting wounds resulting from contact with sharp objects. Poisoning and chemical burns resulting from contact with small amounts of hazardous chemical waste mixed with general waste. Burns and other injuries resulting from occupational accidents at waste disposal sites or from methane gas explosion at landfill sites. Source - Adapted from UNEP report, 1996
  6. 6. Integrated Marketing Communications Report Stevens Business School | Batch 2009-2011 6 SITUATION ANALYSIS With over 5 Million populations, Ahmedabad is now one of the Mega Cities of India along with Hyderabad, Bangalore and Pune. Although, Ahmedabad has been listed has Mega City, it still lacks many basic infrastructure. For getting the tag of Mega City, streets must be managed adequate with importance given to cleanliness dirt area. Ahmedabad may have been declared a mega city, but its sanitation is yet to live up to the label. Open defecation is seen as one of the banes of this city, contributing to it‟s low ranking in a national city rating under the National Urban Sanitation Policy (NUSP) conducted by Union ministry of urban development. Ahmedabad was ranked 19th among 25 major cities on cleanliness, in the country. Also, the city scored poorly in universal access to toilets for all and in proper wastewater treatment, recycles & reuse of municipal solid waste, and in treatment and safely disposal of total solid waste generation in the city. Even cities like Jamshedpur, Bidhannagar in Kolkata, Kanpur and Shillong in Meghalaya have fared better than Ahmedabad in sanitation parameters in the survey. REPORT CARD RANK CITY MARKS SCORED 1 Chandigarh 73.48 2 Mysore 70.65 3 Surat 69.08 9 Rajkot 56.11 19 Ahmedabad 50.28 Surat and Rajkot beat Ahmedabad to fare among top ten clean cities in the country. The rating task was conducted across 423 urban conglomerates across the country to create awareness on hygienic conditions in urban areas. Water quality in water bodies in Nikol and Chandola has high bacterial contamination and low levels of oxygen, while Sabarmati riverfront project and Kankaria lakefront development has improved on its water quality.
  7. 7. Integrated Marketing Communications Report Stevens Business School | Batch 2009-2011 7 COMPETITION ANALYSIS Clean Ahmedabad Abhiyan by AMC, Kya Clean hai Hum by Ahmedabad Mirror, CEPT Clean City and Paryavaran Bachao are some of the campaigns that have undertaken the programs to make Ahmedabad a dirt free & hygienic city. The common characteristics of all the cleanliness campaigns:  Focus on large area cleanliness but not on individual level.  Stress on conative behavior.  Short term planning i.e. till the life of the campaign; the impact of the campaign gradually loses its sheen.  Needs a strong brand identity for campaigns.  Lack of expertise in educating people about how to inculcate cleanliness as a daily life activity.  Absence of action plan for control & measure for a long term planning. NEW MARKETING STRATEGY Proper methods of waste disposal have to be undertaken to ensure that it does not affect the environment around the area or cause health hazards to the people living there. The new cleanliness program “SWACHCHHATA” initiated by Ahmedabad Municipal Corporation will have a ward level sanitation action plan to improve the situation on ground and also regular monitoring of municipal waste disposal system. The “SWACHCHHATA” program is formed by concerned Citizens, Voluntary organizations and the Municipal Corporation to research and find permanent and sustainable solutions to the health hazard and sanitation problems caused by the decomposing garbage in open. Through public awareness, households will be involved with segregating wet and dry garbage at a later stage. A special dustbin with two compartments is developed to segregate and store recyclables:
  8. 8. Integrated Marketing Communications Report Stevens Business School | Batch 2009-2011 8  Biodegradable waste:  kitchen waste  vegetables,fruits,  flowers, leaves from the garden  paper  Non-biodegradable waste:  Recyclable waste – plastics, paper, glass, metal, etc.  Toxic waste – old medicines, paints, chemicals, bulbs, spray cans, fertilizer and pesticide containers, batteries, shoe polish.  Soiled – hospital waste such as cloth soiled with blood and other body fluids. Toxic and soiled waste must be disposed of with utmost care. Issues addressed: Solid waste management; recycling; public health; public awareness and participation Main Objectives set up by AMC through SWACHCHHATA program:  "Zero Garbage on Road"  Minimum landfill - Maximum recycling by Segregation of waste on the basis of bio-degradable & non bio-degradable  Creation of economical benefits for poor through self-employment  Redesign of municipal waste collection system
  9. 9. Integrated Marketing Communications Report Stevens Business School | Batch 2009-2011 9 INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN Target Market Profile  Geographic • City: Ahmedabad • Gender Ratio: 892 females:1000 males • Zone: – East – West – North – South – Central – New-west • No. of Wards: 64 • Density: Urban • Total Population: 5,252,197 (2010 census) Slum Population: 8% (Mostly migrants) * • Climate: Hot & Humid Source: *http://www.gujaratvibrant.com/219-ahmedabad-mega-city.html List of Wards in Ahmedabad  Amraiwadi  Arbudanagar ,  Asarva,  Bage Firdosh  Bapunagar  Behrampura ,  Bhaipur- Hatkeshwar  Chandlodia,  Danilimda,  Dariyapur  Dudheshwar,  Gandhigram  Ghatlodia ,  Girdharnagar  Gomatipur  Gota,  India Colony,  Isanpur  Jamalpur,  Juna Wadaj  Kaali gam,  Kalupur  Kankariya ,  Khadia  Khokhra- Mehmdavad  Krishnanagar,  Kubernagar  Madupur  Mahavirnagar,  Maninagar  Meghan nagar  Naranapura  Naroda ,  Naroda Muthiya  Naroda Road  Nava Wadaj  Navrangpura  Nikol ,  Nikol Road  Odhav  Paldi  Potaliya  Raikhal  Rajpur  Rakhiad  Ranip,  Sabarmati  Saijpur Bogha  Saraspur  Sardar nagar  Sardar Patel Stadium  Sarkhej,  Shahpur ,  Thakkarbapan agar  Vasna  Viratnagar,  Ward No.53
  10. 10. Integrated Marketing Communications Report Stevens Business School | Batch 2009-2011 10  Demographic • Age: 14 - 45 years • Gender Ratio (f:m): 892:1000 • Nationality: Indian • Occupation: – Students – Corporates – Housewives – Professionals – Labours – Job – Service  Behavioral  Readiness stage: Aware  Attitude towards Campaign: Enthusiastic, Positive POSITIONING STATEMENT “For sincere, responsible citizens of Ahmedabad to create civic sense, to show consciousness and care towards continuously degrading environment & making our city a better place to be in this world.” Tag Line: DO CLEAN, GET GREEN
  11. 11. Integrated Marketing Communications Report Stevens Business School | Batch 2009-2011 11 COMMUNICATIONS OBJECTIVE BREAK THROUGH THE CLUTTER • Emphasizing on the word „Swachchhata‟ & Distinctive Logo • Mass coverage : Urban as well as rural • Different approaches for the different market • High Visibility at public places • Focal point: Stimulate inner-self to take action i.e. “I care for my city & environment” INFORMATIVE • Telling the market about the new initiative taken by AMC • Building a distinctive identity of Swachchhata in the market • Building Swachchhata as a brand • Constructing AMC‟s image • Encourage the action-oriented behaviour (self behaviour) MESSAGE STRATEGY • Simple message: Do Clean, Get Green • Affective Strategy – Affective to Conative to Cognitive • Distinctive Logo with Quotations • Believable in the terms that the service will deliver the promised benefits FACTORS TO SELECT ADVERTISING MEDIA • Reach - Mass Market : Entire Ahmedabad • Frequency - high / intense • Continuity: Continuous Campaign
  12. 12. Integrated Marketing Communications Report Stevens Business School | Batch 2009-2011 12 BASIS FOR MEDIA SELECTION • Target-audience media habits • Service characteristics • Message characteristics • Cost ADVERTISING DESIGN THE CREATIVE BRIEF – Objective : Building Brand Image – Target Market : 14 - 45 yrs – Message Theme : Self – help – Support : Government Authorized – Design : Emphasize on Visual Image TYPES OF APPEAL – Fear The appeal highlights negative consequences, which then affect future behaviour. The information processing makes it possible to accomplish the ad‟s main objective. – Rational An ad oriented to the Knowledge stage will transmit basic service information, leads to a stronger conviction about the service‟s benefits, so the preferred action is eventually taken – Emotions The emotional appeals - Affection, Trust, Security and Patriotism will arrest a viewer‟s attention and foster an attachment between the consumer and the brand. – Music Helps to captures listener‟s attention and hence increases the retention of information as it becomes strongly intertwined with the campaign.
  13. 13. Integrated Marketing Communications Report Stevens Business School | Batch 2009-2011 13 EXECUTIONAL FRAMEWORK It’s the approach, style, tone, words, and format used for executing an advertising message. – Personality Symbol: (Refer Appendix 1a) This style creates a character that represents the campaign. The animated common man holding a broom in one hand and a placard stating, „Do Clean, Get Green‟ in the other hand increases the persuasiveness of the viewer. – Dramatisation: It uses the format in which a problem is first presented and then a solution is offered. Components of dramatization format • Encounter • Problem • Interaction • Solution A dramatization story builds to a crisis point, completed either in 30 or 60 seconds. – Authoritative: This style features a highly believable source such as Survey Evidence approve the campaign.
  14. 14. Integrated Marketing Communications Report Stevens Business School | Batch 2009-2011 14 PROMOTION TOOLS Promotion Tools Advertising • Print Media • Broadcasting media • Display Media • E-media • Sponsorship • Street Play • Other High Visibility Tools Public Relations
  15. 15. Integrated Marketing Communications Report Stevens Business School | Batch 2009-2011 15 MEDIA TOOLS AND MEDIA VEHICLES: ADVERTISING – Print media: Newspaper - • Times of India, Economic Times, Business Standard • Gujarat Samachar, Divya Bhaskar, Sandesh (Refer Appendix: 1b) – Broadcast media:  Radio – – 30 seconds Audio – FM Channels: Radio Mirchi, Red FM, Radio One – Dialogue: Aap no saath, Amdavad ne swachchhta taraf vadharva ma madad roop thase….. nazeek ni dust bin ma kachro nakho, ane ahmdavad saaf banavo……. “Do Clean and Get Green”  Cinema Screens - – 30 seconds Audio – 20 single screens theatres – 4 multi-screen theatres – Display media - Empirical sized Posters at : • Railway Station, • Bus -Stands, • BRTS bus stands • Crowded places such as Vastrapur Lake, Kankaria Lake, etc. (Refer Appendix: 1c)
  16. 16. Integrated Marketing Communications Report Stevens Business School | Batch 2009-2011 16 – E-media • Facebook – Community Page • Website - www.docleangetgreen.com Features: – Details about the program, Activities about to come or already happened – Name of the members/ volunteers, Corporate branding – Actions taken to take care of Environment, Competitive activities – Registration Form, Toll free no. : 1800 11 6666 – Invitation to Ideas/Suggestions – Library of Articles related to Cleanliness activities & campaign done at national & international level – E-mail ID: bharat.swachchhata@gmail.com Examples of Actions taken to take care of Environment, Competitive activities: • I use cloth bag when buying vegetable & fruits. • I throw scrap or waste in dustbin only. For this, I have kept a dustbin in my room only. • I recycle all paper, paperboard, cardboard, glass, aluminum, and plastic that I use. This includes junk mail and food packaging materials, which those two make up the bulk of my recyclables. • I grow plants in and around my living space. Not only do these convert carbon dioxide into oxygen they have "grown on me " become part of my daily routine and bring a smile to my face. • I drive a LEV, "Low Emission vehicle" and try to drive as smart as possible. This does not always happen because I have a bit of the lead foot syndrome but I try. - Street meetings, street plays and door-to-door visits • Chalo Aaj Ek Bhalai Ka Kaam Karein! • Competition for „Most Swachchha Society‟, exclusively for Old Ahmedabad areas.
  17. 17. Integrated Marketing Communications Report Stevens Business School | Batch 2009-2011 17 - Sponsorship of: • World Environment Day Celebration – 5th June • Inter-school events • Road Show • Kite Festival (Refer Appendix: 1d) - Other Tools to Create High Visibility • Put logo on dustbins which will be located at a distance of every 2 km on the sides of roads & at highly crowded places • Rag Pickers & Volunteers would be given T-shirts that will consist of logo & campaign name • Appreciation Award to Volunteers/Participants (Refer Appendix: 1e) Promotion Tool: PUBLIC RELATIONS • The campaigns & initiatives taken by the volunteer will itself give media coverage to the program. • The schools & colleges will be given Govt. Authorized Certificate of Appreciation annually on the basis of the steps taken to take care of cleanliness & participation in the program. This will also create a basis for PR. Calling Corporate Sponsor • Inviting corporate to be leading sponsor on “Swachchhata” • A unique Public-Private-Civil Society Partnership under Swachchhata Progam. • Helping build & cement the same with over 1000 volunteers from colleges, schools & concerned citizens. • Branding opportunities through the various media. • Logo of the corporate sponsor will be carried out in all collaterals created by Swachchhata under the program as part of Third Party Audit.
  18. 18. Integrated Marketing Communications Report Stevens Business School | Batch 2009-2011 18 Such as around all posters & dustbins to be put up at strategic & high visibility places, • Branding opportunities on website www.docleangetgreen.org • Acknowledgements in press releases & reports • Branding on Swachchhata Membership ID cards for volunteers (Refer Appendix: 1f) TYPE OF MEDIA BUDGET The most logical budget-setting method for “Swachchhata” is the The Objective & Task Method, where the organizing committee will first lists all of the objectives it intends to pursue during the year; then, the budget will be allocated to accomplish each objective. Hence the communications budget that “Swachchhata” program will be the cumulative sum of the estimated costs for all objectives. The advantage of this method of media budget is that it will force management to spell out its assumption about the relationship between the rupee spent and promotion results. Most of the funding for this campaign will be based on sponsorships, promotions and aid from the government. Assumption: The report presents the time-line and the media budget for the campaign for one month only. Newspaper Ad Time Line (Date Wise) 5. TOI 12. TOI 19. TOI 6. 13. 20 7. ET 14. DB 21. BS 1. TOI 8. 15. 22. 2. 9. SD 16. ET 23. SD 3. GS 10. 17. 24. 4. 11. BS 18. GS 25. GS/TOI
  19. 19. Integrated Marketing Communications Report Stevens Business School | Batch 2009-2011 19 Newspaper Budget News paper Base price in Rs. / Sq. cm Max. Printing area in cm Area require for advertisement in cm Price in rupees English 280 52 x 36 26 x 36 2,62,080 Gujarati 240 52 x 36 26 x 36 2,24,640 Total 4,86,720* • The total expenditure per day, if an advertisement is given both in Gujarati and English newspapers 8 times in a newspaper for a month = Rs. 4, 86, 720. • Thus advertisement would be printed in newspapers 16 times a month (in total) • Total newspaper media budget = 4,86,720 x 8 = Rs.38,93,760 Theatre Screen Advertisement Budget Place Format Number of screens Price * ( in Rs. / week) Duration in sec Total (In Rs.) Multiplex Digital 4 11,000 60 44,000 Single screen Digital 1 5,200 60 5,200 Total 49,200  Price in Rs. /week, 60 seconds duration before the movie starts  The cost of per advertisement to be put on air is Rs. 49, 000 Place Format Number of theater (a) Price (b) Total (in Rs.) (a) * (b) Multi screen ad Digital 4 44,000 1,60,000 Single screen Digital 20 5,200 1,04,000 Total 2,64,000 The total cost per week for broadcasting advertisements in theatres = Rs. 2, 64, 000 The full amount for a month = Rs. 2, 64,000 x 4 weeks = Rs. 10, 56,000
  20. 20. Integrated Marketing Communications Report Stevens Business School | Batch 2009-2011 20 Radio Budget Hours Frequency in min Total duration / day Rate/ 10 sec Total price/ day Total price/ month* (In Rs.) 6 30 mins 30sec*4times=120 sec 200 2400 72,000 The commercial will be announced at the regular interval of 30 mins for. The cost per month to air advertisement on a radio station = Rs. 72, 000 3 radio stations x Rs. 72,000 = Rs. 2, 16,000 Posters Rate per poster* Total number of posters Total (in Rs.) 50 5000 2,50,000  Including sheet cost & printing charges Total Media Budget Media Budget in rupees (in Rs.) Newspaper 38,93,760 Theater 10,56,000 Radio 2,16,000 Poster 2,50,000 Other Expense 90,000 Total 54,99,760 • Hence, the first month media expense would be approx. Rs. 55 lac. • This would remain almost same for the second month also. • As the Program would gain some recognition the media budget would start decreasing.
  21. 21. Integrated Marketing Communications Report Stevens Business School | Batch 2009-2011 21 MEDIA TIME LINE
  22. 22. Integrated Marketing Communications Report Stevens Business School | Batch 2009-2011 22
  23. 23. Integrated Marketing Communications Report Stevens Business School | Batch 2009-2011 23 CONCLUSION  The new campaign of AMC – Swachchhata is about a responsibility of every citizen belonging to any class or age group, to keep his/her environment clean & green, to lead a healthy & friendly life and make the world to place to exist.  The aim of Swachchhata is to recognize and appreciate even the smallest contribution to save the environment  The steps taken for evaluation and control are to ensure the success of not only the campaign but the spirit of Amdavadis.
  24. 24. Integrated Marketing Communications Report Stevens Business School | Batch 2009-2011 24 REFERENCE  http://timesofindia.indiatimes.com/india/Small-cities-put-metros-to-shame-in-cleanliness-rati ngs-/articleshow/5914236.cms  http://epaper.timesofindia.com/Default/Layout/Includes/TOINEW/ArtWin.asp?From=Archive&S ource=Page&Skin=TOINEW&BaseHref=TOIA%2F2010%2F05%2F13&ViewMode=HTML&GZ =T&PageLabel=5&EntityId=Ar00501&AppName=1  http://www.gujaratvibrant.com/219-ahmedabad-mega-city.html  http://www.newworldencyclopedia.org/entry/Ahmedabad  http://www.trueknowledge.com/q/population_of_ahmedabad_in_2010  http://www.gujaratvibrant.com/219-ahmedabad-mega-city.html  http://www.karmayog.org/library/html/libraryofarticles_348.htm  http://www.wiserearth.org/organization/view/3090303dd985adfb242d43d098c6d4af  Integrated Advertising Promotion & Marketing Communications (3rd Edition) by Kenneth E. Clow and Donald E. Baach (2007), Dorling Kindersley (India) Pvt. Ltd.  Principles of Marketing (12th Edition) by Gray Armstrong and Philip Kotler (2008), Dorling Kindersley (India) Pvt Ltd, New Delhi.
  25. 25. Integrated Marketing Communications Report Stevens Business School | Batch 2009-2011 25 APPENDIX 1a)
  26. 26. Integrated Marketing Communications Report Stevens Business School | Batch 2009-2011 26 APPENDIX 1b)
  27. 27. Integrated Marketing Communications Report Stevens Business School | Batch 2009-2011 27 APPENDIX 1c)
  28. 28. Integrated Marketing Communications Report Stevens Business School | Batch 2009-2011 28 APPENDIX 1d)
  29. 29. Integrated Marketing Communications Report Stevens Business School | Batch 2009-2011 29
  30. 30. Integrated Marketing Communications Report Stevens Business School | Batch 2009-2011 30 APPENDIX 1e)
  31. 31. Integrated Marketing Communications Report Stevens Business School | Batch 2009-2011 31 APPENDIX 1f)

×