This document outlines the marketing plan and budget for an integrated marketing campaign for Betadine in India. It discusses the current market size and Betadine's position. The objectives are to increase market share and brand loyalty. The campaign will include various digital, print, and outdoor advertising components targeting consumers from ages 3 to 60. A detailed budget is provided allocating over 3.89 crore rupees across different strategies like chemist promotions, online ads, newspaper ads, train stations, airports and more. The goal is to boost sales and awareness of Betadine as an over-the-counter product.

1. Integrated Marketing
Campaign
Presented by :-
Anil Jain (PM-17-04)
Harshali Kale (PM-17-06)
Abhishek Khanapure (PM-17-08)
Poonam Yadav (PM-17-29)
BETADINE

2. • According to research by IMS , market trends in India
suggest that the Anti-infective market is Rs 14,509 crore
with market share of 12% but is degrowing with (-3% )
in December 2017
• Betadine makes up 2.1% of the total Indian anti-infective
market
• Reasons to Shift from Rx to OTC :
To boost the sales of Betadine which is in the maturity
stage
Market Analysis

3. IMS DATA –DECEMBER 2017

4. • Turnover :- 310 Crs (Mat-2017)
• Rank :-10th (Mat-2017)
ZONEWISE ANALYSIS :-
104
70
74
62
Sales (crore)
North zone
East zone
West zone
South zone
Betadine

5. • Launch :- 1963 (by Mundi Pharma )
• Uniqueness :- Not only fights germs but also
acts as a curating agent.
• Indications :-
1. Cut
2. Wounds
3. Burns
4. Blisters
About the product

6. OINTMENT
SOLUTION
Product Variants

7. • Age group : Children, Teenagers,
Adults and Elders (3 to 60 years)
• Especially Mothers and Sports
persons
• Areas : Metro cities and Tier-I
cities
Target Market

8. • To increase the market share by 5%
• To increase 1st time buyers by 30%
• To increase brand loyalty by 10%
• To achieve the above objectives by 2019
• To increase awareness by 10% in the target segment
• To create brand image as an essential ointment in your First
Aid Kit.
• To Create and reinforce brand association for Little accidents
in life.
Marketing objective:
Communication Objective:

9. Creative Brief
• Target Group : Age group of 3 to 60 years.
• Frame of Reference : Formulations to prevent and
treat minor wounds and skin infections.
• Key consumer Insights:
 An important line of defense against topical
infections.
 Rapid onset of action.
• Point of difference : Acts within 30 secs of
application
• Reason to believe : Trusted By Doctors
• Creative strategy : Campaigns

10. BETADINE Planned Campaigns
Pre-Launch
as OTC
product
(Digital)
Ride Safe
with
BETADINE !
Healthy
Healing
starts with
BETADINE
Everyone
falls , but
heroes get
up again !
The
Healthy
Family
Guide

11. Pre – Launch
Digital
Campaign !

12. • Betadine teasers will be floated on
each day before 7 days of the
launch.
• On Facebook, Instagram, Mails
• The objective is to create
awareness amongst the social
media users by 10%
Creative Strategy for Pre-Launch

13. Whose
your
Dr.wound
care ?

14. What’s your Healthy
Family Guide ?

15. Is
your
wound
cured
properly?

16. What’s in your
First Aid Kit ?

17. How
quick
is your
Anti-
septic ?

18. In how
many seconds
does your
Anti-septic
Kills your
wound germs ?

19. Does you
Anti-septic
gives you a
burning sensation?

20. TOO MANY
PROBLEMS?
ONE
SOLUTION!!

22. A TO Z
ATOZNUTRITION

23. Social Networking Site

24. Ride Safe with
Betadine
Campaign !

25. SAMPLES

26. Estimated sales of
Honda & Bajaj
motorcycles
10,00,000 units
Cost per Kit Rs. 11
Total Cost Rs.1,10,00,000
Budgeting for Honda & Bajaj Campaign

27. Healthy Healing
starts with
Betadine
Campaign!

28. CHEMIST DISPLAY

30. No. of Chemists 3000
Cost of display for 1 month Rs. 2000
Total Display cost Rs. 60,00,000
Budgeting of Chemist

31. CITY NO. OF CHEMISTS
SHOPS
MUMBAI 400
DELHI 400
KOLKATA 200
CHENNAI 200
AHMEDABAD 200
HYDERABAD 200
LUCKNOW 200
CITY NO. OF CHEMISTS
SHOPS
BENGALURU 200
PUNE 200
PATNA 200
SURAT 200
VIZAG 100
CHANDIGARH 100
TRIVANDRUM 100
MANGALORE 100
Chemists Shops to be targeted

32. ADVERTISEMENT
Heroes get up again !

33. Ad-Making Budgeting
COST
Advertising Targeting Mothers 5,00,000
Advertising Targeting
Sportspersons
5,00,000
Total cost 10,00,000

34. Advertisements on online sites

35. Online sites Cost
Hot star 20,00,000 for 28,00,000 views
YouTube 20,00,000 for 40,00,000 views
Total Cost Rs 40,00,000
Budgeting for Online Advertising

36. NEWS PAPER ADVERTISING
Be Sure with Betadine !

37. Newspapers Cost (Rs) Copies
TOI - Mumbai 6,50,000 8,30,000
TOI - Delhi 3,00,000 10,00,000
TOI-Bangalore 4,80,000 4,88,486
Ei Samay-
Kolkata
90,000 2,63,000
Dainik Jagran -
Lucknow
1,50,000 3,50,000
Deccan
Chronicle
3,00,000 5,05,261
Total Cost Rs 19,70,000
Budgeting for Newspapers

38. POP UP’s

39. Online sites Cost
Instagram 30,000 for 10,000 clicks
1 mg 2,25,000 for 10,00,000 views
Cricbuzz 2,90,000 for 10,00,000
impressions
Netmed 2,25,000 for 10,00,000 views
Total Cost Rs 7,70,000
Budgeting of pop-ups

40. ADVERTISING IN TRAINS

41. Cost (Rs.) No. of Panels
Western Railway 8,15,000 500
Central Railway 7,85,000 500
Total cost 16,00,000
Budgeting of Train

42. ADVERTISEMENT ON BUSES

43. ADVERTISEMENT IN METRO STATIONS

44. ADVERTISEMENT ON TRAMS

45. Budgeting of other modes
NUMBER COST DURATION
DELHI METRO 1 6,65,000 1 MONTH
BANGALORE
(AC BUS)
10 9,50,000 1 MONTH
KOLKATA
(TRAM)
10 5,70,000 1 MONTH
HYDERABAD
(BUS)
20 2,00,000 1 MONTH
Total Cost 23,85,000

46. THE HEALTHY
FAMILY GUIDE !

47. ADVERTISEMENT IN BIG BAZAAR
PILLAR SIGNAGE
STANDEE

48. Budgeting for Big Bazaar
CITY COST NUMBER OF DISPLAY
UNIT
MUMBAI 1,50,000 10 PILLARS
KOLKATA 1,50,000 10 PILLARS
CHENNAI 1,50,000 10 PILLARS
BANGALORE 1,50,000 10 PILLARS
PATNA 1,50,000 10 PILLARS
Total cost 7,50,000

49. ADVERTISEMENT AT AIRPORTS

50. Budgeting of Airports
CITY COST DURATION
MUMBAI (5.5 * 7.5 ft)
( 1 SCREEN )
20,00,000 1 MONTH
DELHI (7.8 * 11.17 ft )
( 2 SCREEN )
56,00,000 1 MONTH
KOLKATA
( 2 SCREEN )
19,00,000 1 MONTH
Total cost 95,00,000

51. Sr. No Campaign Cost (Rs.)
1. Honda campaign 1,10,00,000
2. Chemist 60,00,000
3. Advertisement making 10,00,000
4. Online advertisement 40,00,000
5. Newspapers 19,70,000
6. Pop-ups 7,70,000
7. Train (Mumbai) 16,00,000
8. Others 23,85,000
9. Big Bazaar 7,50,000
10. Airports 95,00,000
Grand Total 3,89,75,000
Budgeting Summary

52. THANK YOU