this is an integrated marketing plan for mouthwash

1. INTEGRATED MARKETING
COMMUNICATION

2. Market analysis
Rs 3,976 crore and is
expected to reach Rs 4,373
crore by 2012.
Rs 74 croreRs 74 crore
Rs 539 croreRs 539 crore
Rs 2,866 croreRs 2,866 crore
Rs 497 croreRs 497 crore

3. COMPETITORS

4. Marketing Objective
• To create a name for the brand in the oral
care mouthwash segment by introducing a
product type that is not present in the Indian
market.

5. Target Audience
• People going
for interviews &
meetings
• Smokers
• Travellers
• Patients with
chronic breath
problem

6. Consumer Insights
A mint does not
completely get rid of
the stink after I smoke
I use a mouthwash in the morning but it
is ineffective after I have my lunch,
especially after having a dish containing
onion, garlic(the stinking rose), barbeque,
etc....
Key consumer
insight
Key consumer
insight

7. Consumer Insights
People run away
from me during
afternoon
meetings!!!
I cannot eat
my favourite
food before an
interview 

8. CATEGORY
Low involvement category
Listerine is the market leader
Portable mouthwash not
available in India
CATEGORY
Low involvement category
Listerine is the market leader
Portable mouthwash not
available in India
CULTURE
People gargle with water after
eating or have saunf after lunch/
dinner
CULTURE
People gargle with water after
eating or have saunf after lunch/
dinner
CONSUMER
Avoids getting too close or talk freely
to the opposite person after having
foodstuffs having onion/garlic
especially during meetings/
interviews which eventually affects
the outcome
CONSUMER
Avoids getting too close or talk freely
to the opposite person after having
foodstuffs having onion/garlic
especially during meetings/
interviews which eventually affects
the outcome
COMMUNICATION
FUNCTIONAL PROMISES: Provides
fresh breath on the go instantly,
fights bacteria, prevents tooth decay
EMOTIONAL: confidence, freedom,
fantasy route
COMMUNICATION
FUNCTIONAL PROMISES: Provides
fresh breath on the go instantly,
fights bacteria, prevents tooth decay
EMOTIONAL: confidence, freedom,
fantasy route
ADVERTISING IDEA

9. PRODUCT

10. Product
150 sprays – MRP – Rs. 200/-

11. Contents
• Thymol
• Menthol
• Eucalyptol
• Glycerin
• Potassium Acesulfame
• Poloxamer 407

12. 72 strips – MRP – Rs. 108/-
35 strips- MRP – Rs. 52/-

13. Content – STRIPS
• Micro-Thin starch based film
• Impregnated with-
Thymol
Eucalyptol
Methyl salicylate

14. USP
• Kills 99.9% bacteria in 30 secs
• Portable with innovative packs
• Alcohol free
• Sugar free
• Low calories

15. • POD- Portable, No need to use
washroom to rinse your mouth.
• RTB- Dissolvable Strips & Instant
Spray
• BRAND PERSONALITY- Best Friend

16. Communication Objective
• To create a distinct identity in the minds of
the customer without cannibalizing the other
mouthwashes available in the market

17. CREATIVE
OUTPUT
CREATIVE
OUTPUT

18. TELEVISION COMMERCIALS

19. ADVERTISEMENT-1

20. GOOD MORNING!!!

21. BAD BREATH!!
KAISE MAI
KAHOO???

22. WAT’S YOUR
NAME?BAD
BREATH….

23. WHAT’S YOUR
QUALIFICATION?
BAD
BREATH..
KYA
KARU???

24. WHAT IS YOUR
AMBITION?
BAD
BREATH
..KEHANA TO
BAHUT KUCH
HAI PAR…?

25. ATTUTUD
E HAI
BANDEKO
I WANT THIS
KIND OF GUY
ONLY IN MY
NEW PROJECT
IN PARIS

26. PACKAGE KITNA LOGE BHAI???

27. SIR…….

28. SIR…….I …..
BAD BREATH

29. BAD BREATH

30. BAD BREATH

31. BAD BREATH

32. BAD BREATH

34. MUNH KHOLO TO PATAA
CHALTA HAI….
KEEP InstaFresh-M ALWAYS IN YOUR POCKET…KYUKI

35. ADVERTISEMENT-2

36. Chara fame
Chaluprasad
RASHTRIYA JANTA PARTY
2010 CHUNAV
NAMSKAR BANDHU-BHAGINIYO

37. Chara fame
Chaluprasad
RASHTRIYA JANTA PARTY
2010 CHUNAV
NAMSKAR, BANDHU-BHAGINIYO
BAD BREATH

38. BAD BREATH
BAD BREATH
Ae budbak, janta ki
bhalai ke liye hame
vote do……….
RASHTRIYA JANTA PARTY
2010 CHUNAV

39. Kon budbak
kehta hai ke
hamne
chara khaya
hai…..
E sasura e bas
aa raha hai
kaisa ?
Sade huye
Chare ki bas
cchuti hai
bhai
RASHTRIYA JANTA PARTY
2010 CHUNAV
!!!
?!

40. MUNH KHOLO
TO PATA
CHALTA
HAI……CHARA
KHAYA YA
TARAA…..

41. Chunav ke natije
RASHTRIYA JANTA PARTY
2010 CHUNAV
Loser-
WINNER

42. KEEP InstaFresh-M ALWAYS IN
YOUR POCKET…KYUKI
MUNH KHOLO TO PATAA CHALTA
HAI….,
KYA SAMAZE BUDBAK!!!
RASHTRIYA INSTAFRESH-M
PARTY
2010 CHUNAV

43. ADVERTISEMENT-3

46. Common Mouth wash
12 hrs. protection

50. Lunch Time!

52. After lunch……!

53. KEEP InstaFresh-M always in your
pocket…. KYUKI
MUNH KHOLO TO PATAA
CHALTA HAI….

54. RADIO JINGLE

56. TEASER CAMPAIGN
BILLBOARD

57. MUNH
KHOLO TOH
PATAA
CHALTA
HAI….

58. BREAK
FREE
FROM
BAD
BREAT
H

59. Licence to talk fresh 24/7

60. Media vehicles chosen
• Television
• Radio
• Newspapers
• Billboards
• Internet/ social networking

61. Rationale behind media vehicles
selected and time/space chosen
• Our main targets are the youth and the
corporate
• The above specified target audience are more
into watching sports, news and music
channels and reality shows as compared to
saas-bahu serials.
• Internet & social networking has become a
part of the youth’s life today

62. TV
Channel
OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEPT
SAB TV 32 32 32 32 32 32 - - - - - -
CNBC 56 56 56 56 56 56 - - - - - -
NEO
SPORTS
(INDIA
V/S
AUS)
48 - - - - - - - - - - -
M TV - - - 32 32 32 32 32 32 - - -
Detailed break-up of media costs
TELEVISION

63. NEWS
PAPER
OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEPT
DELHI- HT 3 3 3 3 3 3 - - - - - -
MUM-
MID DAY
3 3 3 3 3 3 - - - - - -
KOLKATA-
TELEGRAP
H
3 3 3 3 3 3 - - - - - -
CHENNAI-
HINDU
3 3 3 3 3 3 - - - - - -
HYDERAB
AD-
EENADA
3 3 3 3 3 3 - - - - - -
BANGLOR
E –
DECCAN
HERALD
3 3 3 3 3 3 - - - - - -
Detailed break-up of media costs
NEWSPAPER

64. RADIO OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEPT
RADIO
MIRCHI
(MUM)
- - - - - - 112 112 112 112 112 112
FEVER
(DELHI)
- - - - - - 112 112 112 112 112 112
RADIO
MIRCHI
(BANGLORE)
- - - - - - 112 112 112 112 112 112
RADIO
MIRCHI
(KOLKATA)
- - - - - - 112 112 112 112 112 112
RADIO
MIRCHI
(CHENNAI)
- - - - - - 112 112 112 112 112 112
RADIO
MIRCHI
(HYDERABAD)
- - - - - - 112 112 112 112 112 112
Detailed break-up of media costs
RADIO

65. FACEBOOK
Facebook application for one year
HOARDINGS
HOARDI
NGS
SEP
T
OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG
MUM 2 1 1 - - - - - - - - -
DELHI 2 1 1 - - - - - - - - -
RETAIL STORES
Posters Of InstaFresh-M throughout the year

66. Summary sheet of break-up of Rs.5 crores
MEDIA COST
TELEVISION 2,54,88,000
RADIO 22,14,560
NEWSPAPER + SAMPLES 1,68,86,000
VIRAL 1,55,000
RETAIL STORES 4,00,000
HOARDINGS 48,00,000
TOTAL 4,99,43,560
Balance 56,440

67. DIONE D’CRUZ - 09
PRIYA GANDHI – 12
RAHUL KULKARNI – 22
BHAVESH LOKHANDE- 25
RITESH TAURANI - 44
KRUNAL VANAJARA- 46
ANIRUDH WOODY – 57
DIONE D’CRUZ - 09
PRIYA GANDHI – 12
RAHUL KULKARNI – 22
BHAVESH LOKHANDE- 25
RITESH TAURANI - 44
KRUNAL VANAJARA- 46
ANIRUDH WOODY – 57