Advertisement project for a hypothetical product

1. Advertisement Management Project On UniCo
Kousali Institute of management studies, Dharwad Page1
:
INTRODUCTION:
Unico is a carbonated soft drink company established on 1st of march 2016 by
two optimistic entrepreneurs AbdulQadir and Sarafrazkhan with the intention to
overcome the competition by foreign companies who are taking away all the
essential foreign exchange of the country and dominating the opportunity of not
having a tough local competitor in the country , in order to exploit the situation
with through environmental analysis and finding great market opportunity
Unico looks forward to dominate the local market as well as exploit the
situation of potential market in neighbouring developing countries like
Bangladesh, Nepal, Maldives, Sri lanka.
The plant is located beside the Tungabhadra river which is the first production
plant of Unico in India and will focus mainly on the north Karnataka parts as
they are very hot and we find this situation could be exploited very well such
as(Gulbarga, Bidar,)and also the whole Karnataka.
Our product will be launched in all the variants as (200ml, 600ml,1.2 litter
)and we have a special packing container for 2 litter bottle.
In introduction stage of Unico drinks got positive response from the consumers
and the retailers so the product was well accepted and shows potential so we are

2. Advertisement Management Project On UniCo
Kousali Institute of management studies, Dharwad Page2
at the growth stage. Company is hopeful to attain good market share in future
ahead.
PRODUCT:
UNICO Beverages is the company which manufactures Unico soft drinks with
different variants with the following corporate logo and product logos.
 Unico cola.
 Unico diet.
 Unico ray.
 Thirst.
 Zinbo.
NATURE OF PRODUCT:
UNICO is a carbonated soft, derived from drinks that contain caffeine from the
kola nut and non-cocaine derivatives from coca leaves, flavoured with vanilla
and other ingredients. Most cola’s now use other flavouring (and caffeinating)
ingredients with a similar taste.

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CATEGORY OF THE PRODUCT:
Unico is a FMCG product. Its products fall under the category of beverages.
The category of beverages is further divided into non-alcoholic and alcoholic.
Unico’s products are under the Refreshing drinks Soft drinks.
PRODUCT LIFE CYCLE OF UNICO:

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A new product progresses through sequence of stages
from introduction to growth, maturity and decline. This sequence is known as
the product life cycle and is associated with changes in the marketing situation
thus impacting the marketing strategy and marketing mix.
In the product life cycle unico bevereges are at growth
stage after the introduction of our product in past two years the soft drink
company has attracted many consumers and has already genrated huge revenue
so it has successfully passed away the introduction stage andf has showing
promising returns to their stake holders .

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SEGMENTATION STRATEGY OF UNICO:
UNICO segmentation, targeting and positioning decisions can be specified as
the essence of overall marketing efforts. Segmentation involves dividing
population into groups according to certain characteristics, whereas targeting
implies choosing specific groups identified as a result of segmentation to sell
products. Positioning refers to the selection of the marketing mix the most
suitable for the target customer segment.
UNICO uses multi-segment type of positioning and accordingly, it targets more
than one customer segment at the same time with different products or service
packages. For example, UNICO Cola is positioned as soft drink that tastes good
and has a pleasantly refreshing impact. However, UNICO-Cola contains a high
amount of sugar and it is not positioned for customers that are concerned about
health implications of consuming carbonated soft drinks. For this specific
customer segment UNICO offers UNICO Diet, which is positioned as a soft
carbonated drink that contains less among of sugar compared to UNICO -Cola
and other soft drinks.
SEGMENTATION, TARGETING AND POSITIONING:
The following table illustrates UNICO segmentation, targeting and positioning:
Type of
segmentation
Segmentation
criteria
UNICO target segment
Geographic Region Domestic/international
Density Urban/rural
Demographic Age 15-45

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Gender Males & Females
Income Average, above average and high earners
Occupation Students, employees, professionals
Behavioral Degree of
loyalty
‘Hard core loyals’ and ‘Soft core loyals’
Benefits
sought
Refreshment, enjoying good taste, satisfaction
of a habit, spending time
Personality Easygoing/determined/ambitious
User status Regular users
Psychographic Social class Working class, middle class and upper class
Lifestyle Aspirer, Succeeder, Explorer
UnicoCo segmentation, targeting and positioning
It is important to specify that UnicoCo portfolio comprises 5 brands including
Unico-Cola,

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UNICO Diet , Ray, Unico thirst, and the Table 2 above specifies UnicoCo target
customer segment in general by focusing on the common characteristics of
positioning of brands within UnicoCo portfolio. There are some differences
among brands within UnicoCo portfolio in terms of their nutritional value,
pricing, packaging etc. and these differences impact the position of each
individual brand.
Unico mainly focuses on youths and their advertisment campaign are clearly
focuses on youths. The latest add campaign is having the tag line as “ BE
UNICO DRINK UNICO “ and we are promoting this campaign which shows
that the consumer consuming are unique people .
Positioning of our unico is also unique. As we are presuring on positioning our
brand as “MORE FOR THE SAME “
Where we are charging same price as competitor charges but the quantity we be
more as well as the taste will also be better then the competitor.

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MEDIA PLANNING:
Advertising media selection is the process of choosing the most efficient
media for an advertising campaign. To evaluate media efficiency, planners
consider a range of factors including: the required coverage and number of
exposures in a target audience; the relative cost of the media advertising and the
media environment. Media planning may also involve buying media space.
Media planners require an intricate understanding of the strengths and
weaknesses of each of the main media options. The media industry is dynamic -
new advertising media options are constantly emerging. Digital and social
media are changing the way that consumers use media and are also having an
impact on how consumers acquire product information.
 As unico is on growth stage our focus is to persuade the youths to
purchase the product with the appeal of being unique and we are
concentrating equally on our advertisment and promotion part of the
product.

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 TELEVISION:
Television advertising offers the benefit of reaching large numbers in a single
exposure. Yet because it is a mass medium capable of being seen by nearly
anyone. Unico’s media planning consist of television media where we will be
advertising our product during sports matches in sports channels , then in youth
centric channels such as Mtv ,bindass, and in daily soaps.
 OUTDOOR MEDIA:
The use of signs to communicate a marketer’s message places advertising in
geographically identified areas in order to capture customer attention. The most
obvious method of using signs is through billboards, which are generally

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located in high traffic areas. Outdoor billboards come in many sizes, though the
most well-known are large structures located near transportation points
intending to attract the interest of people traveling on roads or public
transportation.
Unico is planning to go on Non TV advertisements. This includes print,
outdoor media, mall advertising, and the Internet.
 INTERNET:
Handheld devices, such as cellphones, smartphones, portable computers and
other wireless devices, make up the growing mobile device market. Such
devices allow customers to stay informed, gather information and communicate
with others without being tied to a physical location. While the mobile device
market is only beginning to become a viable advertising medium, it may soon
offer significant opportunity for marketers to reach customers at any time and
anywhere.
Unico will use online media with its refresh project and creates an impact on social
networking sites like Facebook twitter etc.
“Online advertising is a focus area for us because youngsters these days are hooked to the
Net,”

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 Print Media:
Circulation: the number of copies of an issue sold (independently assessed via a
circulation audit).
Unico drinks print media advertisements will be published in the
following news papers.
 The Hindu
 Deccan herald.
 Praja vani
 Out look magazine.
 India today.

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 SPONSORSHIPS:
Unico will sponsor youth centric programs such as roadies on Mtv And TVF series and fests.

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ADVERTISING MEDIA SCHEDULING:
Scheduling refers to the pattern of advertising timing, represented as plots on a
calendar-type flow chart , typically for one year, but may be for a specific
campaign of shorter duration. A media schedule typically contains specific
detail including the media channels used, specifies insertion or broadcast dates,
positions, and duration of the messages." These plots indicate the pattern of
scheduled times advertising must appear to coincide with favourable selling
periods. The classic scheduling models are.
Unico is using pulsing media scheduling.
PULSING:
Pulsing combines fighting and continuous scheduling by using a low levels
advertising of continuous advertising, followed by intermittent bursts of more
intense advertising at predetermined times such as holidays, peak seasons.
Product categories that are sold year round but experience a surge in sales at
intermittent periods are good candidates for pulsing.
ADVANTAGES:
 Useful for use with seasonal products
 Can be used by market challengers to give the impression of a higher
share of voice
 Combined the advantages of both continuity and flighting possible.
 Is a less expensive option than a continuous schedule.

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MESSAGE STRATEGY:
Message strategy is the foundation for everything you do. It needs to be strong
or your marketing efforts will fall apart. Your message strategy consists of a
positioning statement and three to four support points. The positioning
statement addresses the target market’s most pressing problem by stating a
benefit.
UNICO as a whole will be following to promote the swadesiness with every
Indian and following it throughout our campaign. And will be based on the
following two factors and methods they are.
EMOTIONAL:
An emotional message strategy uses feeling to sell. An ad using this tactic
should make their target audience feel an emotional connection to the product or
brand. And
GENERIC:
When an ad is using a generic strategy, then it is focusing on selling the
category rather than the specific brand
The message strategy of Unico soft drinks will be of promoting the DESI pinch
in our product as we are the DESI manufacturer ,and we also have a product on
Unico desi so we will promote the desi ness in our campaign with tag lines
Such as
 Cola mein desi maza.
 Desi cola nothing else.
 Unico. Solid desi.
 Unleash desiness with Unico.

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 Desi mode activated!!!!
BUDGETING:
As Unico is in growth stage we are following the PERCENTAGE OF SALE
METHOD which is best suited for the company like Unico and along with that
its safty factor is also the main reason for it. Along with it we are also following
the sales objective method.
Our annual sale is of 250 crore and 4% of that we will be our budget for our
advertisement and that will be our budget for the year which will be showed by
using pulsing scheduling.
And our budget is 10 crore.
TV EXPENDITURE:
For television and sponsorship we are going to spent around 7.5 crore and the
following is the split of expenditure:
SPONSORSHIP:
Program Network Price
MTv Roadies MTv INR 2,00,00,000
TVF Play YOUTUBE and TVF app INR 50,00,000
Sponsoring Educational
Program
------------------------- INR 20,00,000
TOTAL INR 2,70,00,000

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Advertising rates, selected TV programs,
Program/
Network
Network Broadcast
Day / Time
Rate (per 20 secondspot)
Cricket
match
Ten network Day not
stated, prime-
time
2,00,000*100=2,00,00,000
Music
channels
MTV,9xm,V channel,
Bindass
Daily(7-
9am)(7-8pm)
, prime-time
1,657*1000=16,57,000
991*1000=9,91,000
1983*1000=19,83,000
3023*1000=30,23,000
Daily
soaps
(Hindi)
STAR,SONY,COLORS Daily, prime-
time
21,019*1000=2,10,19,000
Movies Sony MAX, Star Gold,
Zee Cinema
Daily(12-
7pm), prime-
time
9975*1000=99,75,000
Hockey
India
league
STAR League time,
prime-time
2000*500=10,00,000
TOTAL 5,96,57,000
The remaining amount will be utilized for the other Television advertisement in
various other programs as NEWS channels.

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OUTDOOR MEDIA:
Media Amount(INR)
Hoardings 20,00,000
Billboards 20,00,000
Cut outs 10,00,000
Displays
TOTAL
20,00,000
70,00,000
INTERNET:
The advertisement will be carried out in social media as well as in the different
search engines by increasing its visibility on the internet. The amount allocated
is INR 20,00,000.
PRINT MEDIA:
We will be allocating INR10,00,000 all advertisements in newspapers
and magazines

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LEARNINGS:
1. We conclude that we learnt the advertising concept.
2. As well as we practically applied the advertising concept to the
hypothetical product.
3. We learnt the different concepts and techniques used to launch an
advertisement