Brand extention advertisement

703 views

Published on

This is d ppt which is useful for d management students(specially for the students who r doing fashion management)

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
703
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
77
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Brand extention advertisement

  1. 1. BRAND EXTENTION SUDIPTA DIVYA ARPITA NEHA SWATI SINGH KUMARI SWATIFREYA-ESSENCECONSULTANCY AND SKIN CARE SOLUTION
  2. 2. MISSION Our aim is to become a globally recognised fashion brand by offering our customers a complete beauty solution and make them look their best and give them the highest standard of service, quality products andcutting edge style at competitive prices.
  3. 3. VISION Our corporate vision for our brand to be the number one brand in thewomen’s world and create a permanent place in the heart of the women within 2 years andcapture a market share of 30 % within this time period and within 10years become the giant inthe market with 60 to 70 % market share .
  4. 4. Why FREYA is extending its brand?• Change in the lifestyle of consumer ,making people more beauty conscious.• To increase awareness of the Brand name “Freya”(a complete beauty solution)• To increase profitability (to catch new customers also)• Counter competition in the Industry.
  5. 5. Objective & task method of budget setting usinga build up approach consisting three approaches: Establish objectives (create awareness of new product among % of target market ) Determine specific media mix (advertise on newspapers , magazines & tv ) Estimate costs associated with media mix (newspaper add cost Magazine add cost- Tv add cost-
  6. 6. Objective of media-mix• BRAND RECOGNITION-we are introducing our product into a totally different category ,therefore reach is more important for us .• REACH : 1. To achieve 15,00,000 target market through newspaper.2. To achieve 15,00,000 target market through magazine.3. To achieve 20,00,000 target market through tv.4.To achieve 30,00,000 target market through hoarding
  7. 7. Objective of media:• To maximize Reach• Through Frequency• To maximize Ots• Continuity
  8. 8. (Continuity)A pulsating schedule : 100% 90% 80% 70% 60% 50% 40% % of level 30% of add 20% 10% 0% jan feb mar apr may june july aug sept oct nov dec
  9. 9. Media mix using••••
  10. 10. CHOOSING AMONG MAJOR MEDIA TYPES Target –audience media habits: Television-Magazines • Housewives watch more of television, whereas, working women go for magazines. • Television programmes have different viewers, teenagers and young adults. • Television is the most effective media for reaching teenagers.
  11. 11. Hoardings-Newspaper: Hoardings is an promotional tool to reach the mass audience. People travelling in car, pedestrian who walk by everyone come across hoardings.Newspapers also act as animportant promotional toolsas almost every house of Indiakeeps one newspaper daily.
  12. 12. Advertisement media selection Newspaper Magazines Tv Hoardings The times of Femina Star plus india kolkataHindustan times Woman’s era colours delhi The hindu society MumbaiAnandabazar Patrika
  13. 13. Magazine Women’s Magazines (National Readership Survey , - All India)
  14. 14. Share of Femina amongst womens magazines
  15. 15. Top ten newspaper of india1. The Times of India - English2. Dainik Bhaskar – Hindi3. Dainik Jagran - Hindi4. Malayala Manorama – Malayalam5. The Hindu – English6. Eenadu – Telugu7. Deccan Chronicle – English8. Ananda Bazar Patrika – Bengali9. Amar Ujala – Hindi10.Hindustan Times – English
  16. 16. Advertisement budget allocation• Total revenue-INR 2000cr• Add budget –INR 300cr (15% of revenue )• Apparel:INR 135cr & Essence :INR 165 cr Budget division Freya Freya- Apparel Essence 9% 11%
  17. 17. Tv (star plus )Name of Cost of Cost to Show No of Avg .Trp Cprp Ots Grpprogram add for co./day per day audiencme (5 10 sec es (ots*ratidays) ng)Is pyaar 5,39,000 5,39,000 2 3739500 2.77 194584. 5*4*2= 55.4ko kya *2*2=21 8 40naam du 56,000Ek 6,67,000 6,67,000 1 4090500 3.03 220,132. 5*4*1= 60.6hzaaro 01 20me maribehnahaiDiya aur 6,67,000 667000* 1 5292000 3.92 340306. 5*4*1= 78.4baati 2=1334, 12 20hum 000
  18. 18. ColorsName of Cost of Cost to Frequen No of Avg .Trp Cprp Ots Grpprogram add for co./day cy/day audiencme (5 10 sec es (cost/rat (days*fr (ots*ratidays & ing) q*week) ng)for 20sec)Balika 150000 300000* 2 3483000 2.58 232558. 40 103.2badhu 2=6,00,0 1 00Sasural 145,000 290000* 2 3361500 2.49 232931. 40 99.6simar ka 2=58000 7 0parichay 160000 320000* 2 3564000 2.64 242424. 40 105.6 2=64000 2 0
  19. 19. Total annual tv budgetchannel Total annual budgetStar plus 4157,000*20*12=99,76,80,000Colours 18,20,000*20*12=43,68,00,000 1,42,44,80,000 Budget allocated -,Rs1,50,00,00,000
  20. 20. Budget (magazine)Name of Cost for Cost for Total Cpm Rating cprpmagazine color full color full readershi total page page p (avg) (front/m (inside/m onth) onth)Femina 4,00,000 10,41,00 384.24 15 0Society 3,00,000 1,90,000 1578.9Woman’s 3,50,000 7,02,000 498.57 12era
  21. 21. Total annual budget for magazinesName of magazine Total budgetfemina 4,00,000*12=48,00,000society 3,00,000*12=36,00,000Woman’s era 3,50,000*12=42,00,000Total 1,26,00,000 Budget allocated -,Rs 1,30,00,000
  22. 22. Budget ( newspaper Times of indiaCity Edition Type of Readershi Ad per Frequency expenditu add p/day sq /month re in (edition cm(color)/ RS . wise) dayDelhi Display 10,47,984 3355(3*5) 4 201300mumbai Display 7,36,430 3855(3*5) 4 304545Kolkata Display 3,93,587 2195(3*5) 4 131700Total 637545budget inRs
  23. 23. The hinduCity Cost for Cost for Type of Readers Ad per frequenc expendit color full color full add hip/day sq cm y ure in page page (edition RS . (front) (back)sq wise) rs)sq cm cmNew Display 1,11,091 525(3*5) 4 31500delhi 525kolkata 100 Display 22,270 100(3*5) 4 6000Total 37500budgetin Rs
  24. 24. AnandaBazar PatrikaCity Cost for Cost for Type Readersh Ad per frequenc expendit full page full page of add ip/day sq cm y ure in (middle) (middle) (edition RS . Weekdays Weekend wise)Kolkata 2635 3030 Display 1,65,000 2635(3*5) 4 158100 3030(3*5) 4 181800Total 339900budgetin Rs
  25. 25. Total annual budget for newspaperNewspaper name Total budgetThe times of india 637545*12=201312The hindu 37500*12=450000Anandabazar patrika 339900*12=4078800Total add budget 47,30,112Budget allocated -,Rs 50,00,000
  26. 26. Total annual budget for HOARDINGSCITIES PLACES COST TOTAL BUDGETDELHI CANNOUGHT PLACE 1,00,000/month 1,75,000*12=21,00, BLIND SCHOOL(OBEROI 75,000/month 000 FLYOVER)MUMBAI MARINE LINES 1,00,000/month 1,25,000*12=15000 HIGHWAY 25,000/month 00KOLKATA NEWALIPORE CROSSING 50,000/month 1,70,000*12=20,40, BULLYGUNJ CROSSING 70,000/month 000 TOLLYGUNJ CROSSING 50,000/monthTotal add 56,40,000budget Budget allocated -,Rs 60,00,000
  27. 27. Total advertisement budgetMedia Total annual advertisement budgetMAGAZINES 1,26,00,000Newspapers 47,30,112TV 1,42,44,80,000HOARDING 56,40,000TOTAL AD COSTING 1,44,78,50,112Extra ad budget (for occassions) 20,21,49,888TOTAL BUDGET 165,00,00,000
  28. 28. PROMOTIONS
  29. 29. DISCOUNT COUPONSDISCOUNT COUPON ISOFFERED ON EVERYPURCHASE ALONG WITH THEBILLThis is another kind ofpromotional strategy , topromote our new launch ofskin care line and consultancyservice
  30. 30. BILLBOARD ADVERTISEMENT
  31. 31. TV ADVERTISEMENT
  32. 32. Bibliography• http://www.bhavesads.com/times-of- india.html• http://www.scribd.com/doc/11632807/Wome ns-Era-Jan09Second-
  33. 33. THANK YOU

×