1. INSTITUTE OF MANAGEMENT STUDIES
DAVV,INDORE
MBA(MM) 3rd Sem.
2014-15
“Marketing & Advertisement Campaign for Mahakosh Oil”
SUBMITTED TO :- SUBMITTED BY :-
Prof. Divya Purohit Vaibhav
Gadia
Section A
3. SITUATION ANALYSIS
Big player in term of sales volume
High Competition From National Player
Adani Wilmar In Tier I & Tier II Cities
High Competition From Local Players in Tier
III cities
Low Promotion in High Competition
Product’s market is customer
based,consumer don’t recognize the brand
name mahakosh.
4. CAMPAIGN OBJECTIVES
To Create – Mahakosh Branding
To Increase Market share
Advertisement campaign to memorize
Mahakosh name.
To Promote the brand in market to compete
with national & local players
5. RESEARCH FOR PROMOTION IN TIER 3 CITIES
Purpose -
The Purpose of the research was to find out the effective advertisement medium, Which
have great impact on the people living in the tier 3 cities & study of the buying behavior of
the person living there that which type of promotion push them to purchase a cooking oil
product.
Targeted Audience
The research was targeted towards the Housewife, Employed & Students.(who make
purchases for their home)
Sample Size
Research is done on 127 people of tier 3 cities.
Research method
Method used for this research is questionnaire.
Major Findings
Newspaper is the best advertisement medium of tier 3 cities & Promotional policies have a
great impact on consumers while purchasing a cooking oil.
6. MARKETING CAMPAIGN :-
I have developed a marketing campaign for
Mahakosh oil for two upcoming months.
That is divided in two parts.
1.) Advertisement Campaign.
2.) Promotional Campaign.
7. 1.) ADVERTISEMENT CAMPAIGN
Newspaper ad:-
Objective :- To aware & attract customers
Message :- Acha khao,khush raho
Appeal :- Health consciousness
Cost:- In dainik bhaskar’s madhurima MPCG
last page coloured(half page) for 8 issues in
two months regular 4.3 lakhs.
9. ADVERTISEMENTS
Magazine’s Ad :-
Objective :- to attract the caterers of MP to
Capture a Large share of oil consumption in
wedding & parties.
Message :- To Serve good when you invites guest.
Appeal :- Health consciousness.
Cost :- Rs 2 lakh (1 lakh Per issue) for the last page colored.
12. ADVERTISEMENTS
1.) Basic ad :- For those regions where the brand Mahakosh
is unrepresented we will use this basic ad.
Objective :- To create awareness in market for our brand.
Message :- To deliver a quality product that is healthy on
cheap rate.
Appeal :- Rational
Cost :- Total cost Rs 9 lakh(Rs 3000/- per 10 sec for 5 slots
a day for duration of two months)
13. BASIC AD.
(i)First Phase :- there is a Semi modern retail outlet where the owner
sited(baniya with black hat, gold frame goggles & wearing gold chain on black
khadi waistcoat age around 40,A beautiful lady(wearing a bright color sari age
around 28-30) goes to that shop to purchase edible oil.
After this the second part will start with jingle.
(ii) Second phase :- jingle on the famous song aap yaha aye kisliye
Shopkeeper asks - “Aap yaha aaye kisliye”
Lady replies - “Cooking oil Kharidne ke liye”
Shopkeeper - “Ye sadharan oil le jaiye”
Lady - “Nahi,koi achi quality wala bataiye”
Shopkeeper - “to ye achi quality wala le jaiye”
Lady - “kya ye healthy he pehle ye bataiye”
Shopkeeper - “to ye jo healthy bhi hain ye le jaiye”
Lady - “nahi nahi,pehle iski keemat bhi to bataiye”
(After that shopkeeper takes mahakosh oils in his hand & sings)
“Ye Mahakosh oil hain madam,jo sasta hain aur swadisht bhi,guno ka ye khajana
hain,health ke liye bhi acha hain”.
At last our logo appears Mahakosh cooking oil “acha khao khush raho”.
14. ADVERTISEMENTS
Advanced Ad :- A nationalized TVC for the Brand Mahakosh.
Objective :- For retaining the old customer & to create a
good brand image in the mind of
consumers.
Message :- Quality Product like your mom’s food.
Appeal :- Emotional Appeal.
Cost :- 1cr 20lakhs (Rs 20000 per 10 sec..10 Slots a day for
60 days.)
15. ADVANCED AD
this is about a family. Husband, wife & their two Childs.
Day 1
The advertisement starts when the husband comes at home from his work and
he seems very tired, he goes to the dining table, takes the dinner with the
family in a bad mood with low energy and after taking dinner he goes to sleep.
Day 2
The same thing as day 1 repeated.
After so many days he do the same.
One day his wife in tension calls his mother in law & talk with her (we only
shows them both with some music we don’t show the solution given by the
mother in law)
Next day : the husband arrives, went to the dining table as being very
tired…he ate one bite A smile take place on his face, he jumped away in
happiness(as he think that the food is made by his mother) & says
Maa…Maa…Maa.
Goes to the kitchen And Call His Mother
Maa……. Maa……. Maa
16. His wife Arrives in front of him With mahakosh oil’s packet in her hands &
say...
Maa Nahi
“Mahakosh”
……Iski kuch khas hain baat……
Jo dila de Maa ki Yaad
19. OTHER PROMIOTIONAL TOOL
Telecalling :- To caterers to attract them to
write use mahakosh in wedding slips.
Mall activations :- To attract housewifes,by
Giving them info’s & gifts.
Cookery Shows & competitions :- To push
the brand between the womans.
20. REFERENCES
GOVERNMENT OF INDIADIRECTORATE
OF ADVERTISING AND VISUAL PUBLICITY
Davp.nic.in
Bhaveads.in
Advertisementindia.com
Dainik Bhaskar office,AB Road,Indore
