ADVERTISING MANAGEMENT TOPIC-Watermelon drink

1. ADVERTISING MANAGEMENT
TOPIC:- Watermelon drink
GROUP MEMBERS
HIMANSHU SIKARWAR 16BBA0025
CHETAN KUMAWAT 16BBA0022
RUPESH MANDLOI 16BBA0101
VIJAY RAWAL 16BBA0076
DINESH BUSETY 16BBA00

2. INTRODUCTION
 The Coca-Cola Company offer nearly 400 brands in
over 200countries or territories, which shows its
recognition.
 WANT THE BEST COKE? TRY MCDONALD'S.
 THEY TRIED TO REPLACE COFFEE in 1998.
 THE CANS WERE INVENTED FOR SOLDIERS.
 THE FAMOUS BOTTLE WAS ORIGINALLY SHAPED
A COCOA BEAN.

3. DESCRIPTION
Product :- Watermelon Drink
Price:- : 32rs/- for a 600ml PET bottle
The main competitors for our product - Pepsi, 7Up, Sprite, Fanta, Miranda, etc.
• Competitors price for 600ml bottle: 35rs/

4.  Target market
 The main target market will be youth as well as adults. (students, working people etc.)
 Nowadays people are switching to less “unhealthy options” , therefore the target
will be (health conscious) youth and adults.
COMPETITION ANALYSIS
 Pepsi

5. ADVERTISING OBJECTIVES
 The objectives of this advertisement of our product is not only increasing the market
share , but rather building long term relationship with its customers.
 Brand Awareness: since it is a new soft drink in the market, the first and foremost
objective will be to create awareness about the product among the potential

6. MESSAGE STRATEGY
 Testimonial appeal: testimonials in advertising use previously satisfied customers'
statements of approval to endorse their product in television commercials, magazine
advertisements, or even on billboards.

7. MEDIA PLANNING
MEDIA OBJECTIVES
 covering maximum mediums.
 effective reach to the target market.

8. COMPAIGN PERIOD
Compaign Duration:- 2 months IN MALLS and Electronic Media.
Compaign Objective:-To reach youth and provide free sampel to them.
MEDIA BUDGET
ESTIMATED BUDGET :- 30 CRORES
 PRINT ADS :- 5 CRORES
 ELECTRONIC MEDIA:- 15 CRORES
 OUTDOOR:- 10 CRORES
 TOTAL 30 CRORES

9. DISTRIBUTION OF BUDGET
 PRINT MEDIA:-16.67%
 ELECTRONIC MEDIA :- 50%
 OUTDOOR MEDIA:- 30.33%

10. PRINT MEDIA -MAGAZINES
INDIAN OUTLOOK
READER DIGEST
TIME

11. ELECTRONIC MEDIA PLAN
ENTERTAINMENT CHANNELS:-
1.STAR SPORTS (7-9 PM)
2. 9XM (9-11PM)
ONLINE
1. INSTA GRAM
2. FACEBOOK
3. YOUTUBE

12. OUTDOOR MEDIA PLAN
TARGETING 4 MAJOR CITIES:-
 CHENNAI
 DELHI
 BANGALORE
 KOLKATA
*THE COMPAIGN WILL MAINLY FOCUS IN MALLS

13. Magazines
MONTH TOTAL DATE SIZE COST
NOVEMBER 2 2 NOV
20 NOV
25CM*25 CM
18*15 CM
RS 23 LAKHS
RS. 15 LAKHS
JANUARY 1 1 JAN 25CM*25CM RS 23 LAKHS
MARCH 3 3 MARCH
15 MARCH
21 MARCH
18*15CM
23*25CM
11*15 CM
RS 15 LAKHS
RS 20 LAKHS
RS 13 LAKHS

14. SPORTS CHANNEL
TOTAL BUDGET - RS 7.5 CRORES
MONTH TOTAL DATE DURATION BUDGET
NOVEMBER 25 3 APR TO 10
APR
20SEC RS 25,000,000
JANUARY 25 1 JAN TO
6JAN
20SEC RS
25OOO,OOO
MARCH 25 6 MARCH TO
15 MARCH
20SEC RS 25000,000

15. ONLINE MEDIA FOR YOUTUBE