Fundamentals of advertisment

1. COURSE: EMBA
MARKETING
SUBJECT: FUNDAMENTALS
OF ADVERTISING
PROFESSOR:
RAGHURAMAN
PRESENTED BY:
RASPREET K. BINDRA,
NITIN SINHA,
SANDEEP NICHIT &
AKSHAY DUDHANE
PRODUCT:
‘POWER X’
ALL PURPOSE CLEANER

2.  Meets Wide Range Of Uses
 Effortless Cleaning
 Kills 99.9% Germs & Viruses
 No Toxic Chemicals Used
 Lower Pricing Than Peers
 Good Fragrance (No Foul Smell)
ABOUT PRODUCT: POWERX

3.  A product for masses
 One product for all household cleaning
needs
 Demand soared due to COVID-19
pandemic
 Liquid cleaner more popular amongst
consumers
 Low involvement product
WHY THIS PRODUCT

4. STRENGTHS
 Innovative product
 Priced lower then peers
 Strong distribution channel
WEAKNESSES
 Lack of brand awareness
 Limited market share growth
 Fake products with similar
names affects brand presence
SWOT ANALYSIS

5. SWOT ANALYSIS
OPPORTUNITIES
 Increasing demand
 Major market not yet tapped
 Bring variety in products
THREATS
 Local players offering at low
price
 Substitutes such as detergents
available for cleaning
 Technology

6.  Penetration Pricing
Strategy
 Priced lower than peers,
gives an edge on price
conscious consumers
PRODUCT
NAME
PRODUCT QUANTITY PRODUCT PRICE
Power
X
200 ML ₹ 49/-
500 ML ₹ 99/-
750 ML ₹ 149/-
1000 ML ₹ 199/-
PRODUCT QUANTITY PRICE
HARPIC
200 ML ₹ 65/-
500 ML ₹ 105/-
750 ML ₹ 155/-
DOMEX 500 ML ₹ 125/-
DETTOL 500 ML ₹ 124/-
PRICING STRATEGY

7. Target
Audience
Urban
Households
Corporate
Offices
Hospitals
Restaurants,
Hotels,
Malls
Industries

8. स्वच्छ और स्वस्थ भारत का इरादा!
Pan India campaign and in multiple Indian
languages
Highlight our product efficacy against the
Covid-19 virus
Educate consumers to not just clean but
disinfect their homes to keep their loved ones
safe especially during the COVID-19 times
And all they need is just POWERX- An all
purpose cleaner

9. स्वच्छ और स्वस्थ भारत का इरादा!
The Campaign will comprise of four short videos
one for each of target audience segment
Video 1 on how our product can help households in
keeping their family safe and in clean & hygienic
environment
Video 2 on how industries/corporate office can keep
their employees safe
Video 3 on how hospitals can keep their patients
Video 4 on how hoteliers can keep their visitors
safe.

10.  Social Media Platforms
 OTT Platforms
 Television & Radio
 Placing Ads On
Websites/Newspapers (Health,
Hygiene, Covid-19)
 Placing banners on chemist and
Kirana stores
 Email Marketing
 Free Samples
PREFERRED ADVERTISMENT PLATFORMS
TV & RADIO
PRINT
DIGITAL
BUDGET ALLOCATION