Advertisment project.

SKASC, Department Of Commerce 1
Open Book System - Advertisement Media Planning 2018
Exercise - 1
EVOLUTION OF P&G
LOGO FROM 1851 TO 2013

 P&G started in Cincinnati by William Procter and James Gamble as a can-
dle and soap making company in 1830’s.
 Now a Multinational company present in all over 180 countries.
 9th largest company in the world with over $80billion in sales.
 It also operates and maintain more than a hundred manufacturing plants
across the globe
P&G Restructuring
Effects Organisation structure at UNILEVER P&G manufacture and distribute
products in ten core categories: Baby Care, Feminine Care, Family Care,
Grooming, Oral Care, Personal Health Care, Hair Care, Skin and Personal
Care, Fabric Care and Home Care. And, within each category, Research & De-
velopment, Product Supply, and the Brand organization develop, manufacture
and market the brands and products they provide to consumers.
INTRODUCTION

THE TARGET AUDIENCE OF P & G ARE AS FOLLOWS:
 The middle upper class customers .
 Targets especially women and children.
 Company will use about 10% cost to retain its customers.
CLASSIFICATION OF TARGET AUDIENCE
 The target audience in P&G media plan are primary and secondary
 The primary target audience is one that plays a major role in purchase
decisions
 While the secondary target audience plays a less decisive role
 The media planner needs to examine and identify the role of consum-
ers in shopping buying and consuming a product or service to target
the right group of customers.
TARGET AUDIENCE

SKASC, Department Of Commerce
4
P&G SIGNATURE CSR PROGRAM
In the last 12 years, P&G’s signature CSR program P&G Shiksha has built and
supported 1000 schools that will impact the lives of 10,00,000 underprivileged
children across the country by providing them with access to education .P&G’s
signature corporate sustainability program P&G Shiksha has till date built and
supported over 1 thousand schools across the country that will impact the lives
of over 1 million children, in partnership with a number of NGOs like – Round
Table India (RTI), Pratham Foundation, Save the Children, Army Wives Wel-
fare Association (AWWA), Navy Wives Welfare Association (NWWA), Air
Force Wives Welfare Association (AFWWA) amongst others. These partners
serve as specialists, lending their expertise to particular aspects of the educa-
tion system.

SWOT ANALYSIS
P&G MEDIA MIX

POSITION OF P&G
PRODUCTS OF P&G
COMPETITORS

Exercise - 2
INTRODUCTION
Colgate-Palmolive Company is a $15.6 billion global company serving people
in more than 200 countries and territories with consumer products that make
lives healthier and more enjoyable. The Company focuses on strong global
brands in its core businesses – Oral Care, Personal Care, Home Care and Pet
Nutrition. Colgate follows a tightly defined strategy to grow market shares for
key products, such as toothpaste, toothbrushes, bar and liquid soaps, deodor-
ants/antiperspirants, dishwashing detergents, household cleaners, fabric condi-
tioners and speciality pet food. Parent Company - Colgate-Palmolive Company,
300 Park Avenue, New York, NY 10022-7499. Child Company - Colgate-
Palmolive (India) Ltd. Colgate Research Centre, Main Street, Hiranandani Gar-
dens, MUMBAI-400076.
Rated as the #1 brand by the MODE Annual Survey for
 India’s Top Brands for eight out of nine years during the period 1992 to
2001
 Ranked as India’s Most Trusted Brand across all categories for four consec-
utive years 2003 to 2006 by Brand Equity’s “Most Trusted Brand” Survey
 In Brand Equity’s 2007 “Most Trusted Brand” survey, Colgate was rated the
leading FMCG Brand, 2nd position in overall survey.

MEDIA OBJECTIVES
SMART OBJECTIVES:-
The purposes of SMART objectives include:
To enable a company to control its marketing plan.
To help to motivate individuals and teams to reach a common goal.
To provide an agreed, consistent focus for all functions of an organization.
A simple acronym used to set objectives is called SMART objectives. SMART
stands for:
SMART Goals:-
A strategic plan consists of written long- and short-term goals to accomplish the
objectives of the farm business. These goals are usually backed by detailed pro-
duction, financial, and marketing plans.
1. Elements of a strategic plan Short-term goals
2. SMART attributes of effective goals and how they work

Competitors

Products of colgate — palmolive

Exercise - 3
INTRODUCTION
ITC Limited or ITC is an Indian conglomerate based in Kolkata, West Bengal.
Its diversified business includes five segments: Fast-Moving Consumer Goods
(FMCG), Hotels, Paperboards & Packaging, Agri Business & Information Tech-
nology.
Established in 1910 as the Imperial Tobacco Company of India Limited, the com-
pany was renamed as the Indian Tobacco Company Limited in 1970 and later to
I.T.C. Limited in 1974. The periods in the name were removed in September 2001
for the company to be renamed as ITC Ltd.2005-09, by Boston Consulting
Group. The company completed 100 years in 2010 and as of 2012-13, had an an-
nual turnover of US$8.31 billion and a market capitalization of US$45 billion. It
employs over 25,000 people at more than 60 locations across India and is part of
Forbes 2000 list.

E—choupal
E-Choupal is an initiative of ITC Limited, a conglomerate in India, to link
directly with rural farmers via the Internet for procurement of agricultural and
aquaculture products like soybeans, wheat, coffee, and prawns. e-Choupal
tackles the challenges posed by Indian agriculture, characterized by fragment-
ed farms, weak infrastructure and the involvement of intermediaries.
The programme installs computers with Internet access in rural areas of India
to offer farmers up-to-date marketing and agricultural information.

Product mix of itc

MATCHING MEDIA MARKET
ITC HOTELS

ITC Hotels Launched in 1975, ITC Hotels, India's premier chain of luxury
hotels, has become synonymous with Indian hospitality. ITC Hotels pioneered
the concept of 'Responsible Luxury' in the hospitality industry, drawing on the
strengths of ITC groups' exemplary sustainability practices. Responsible Luxu-
ry personifies an ethos that integrates world-class green practices with contem-
porary design elements to deliver the best of luxury in the greenest possible
manner.
The Responsible Luxury commitment of ITC Hotels blends elements of nature
to deliver a unique value proposition to guests, conscious of their responsibil-
ity to be planet positive. Today, these unique interventions have made ITC Ho-
tels the greenest luxury hotel chain in the world with all its eleven premium
luxury hotels LEED (Leadership in Energy and Environmental Design) Plati-
num certified.

Exercise - 4
introduction
The Parliament of India passed the Life Insurance Corporation Act on the
19th of June 1956, and the Life Insurance Corporation of India was created on
1st September, 1956, with the objective of spreading life insurance much more
widely and in particular to the rural areas with a view to reach all insurable per-
sons in the country, providing them adequate financial cover at a reasonable

Once a decision is made on media types, specific media vehicles within each
medium must be chosen. Media Mix:
The overall advertising budget influences the nature of media mix, in addition
to the available audience. For example, to achieve certain advertising objec-
tives, one may require to use a mix of 50% newspaper, 25% magazine and the
rest 25% television. ii. Media Buying: The specialist who is the counter part of
the media sales representative is the media buyer. Most of these specialists
work for advertising agencies, although some are retained by advertisers and
some work for firms of media.
Selecting specific media vehicle

Lic information system
Front-End Operation System INTERACTIVE VOICE RESPONSE SYSTEMS (IVRS)
Electronic Bill Presentment & Payment (EBPP)

Exercise - 5

Sterling Holiday Resorts Limited is a leading experiential holiday company in In-
dia. Sterling was incorporated in 1986 with the vision of delivering Great Holiday
experiences to Indian Families. To achieve this vision, the company pioneered
Vacation Ownership in India and set about building a network of leisure resorts
at some of the best holiday destinations in India. Currently, Sterling has a total
inventory of around 2039 rooms spread across a network of 29 resorts in 26 sce-
nic holiday destinations in India. The company also has 15 additional sites where
it plans to add new resorts in the coming years.
All resorts in the Sterling network also have specially designed hotel blocks for
the comfort and convenience of guests who prefer to vacation as a one-time hotel
guest.
With experience spanning over 30 years and expertise that successfully manages
29 resorts across India, Sterling now plans to expand the Leisure Hospitality in-
dustry in India and to set new benchmarks in the Vacation Ownership and Lei-
sure Hospitality space.
introduction

New visual identity
The new Sterling logo is a class apart. The high-energy levels of the brand reso-
nate from the logo as strands of beads come together in the form of bursts of
adrenaline. The spinning pinwheel-like design symbolizes the three pillars of
people, experiences and places. The end result is a radiant logo that brings out
the joy of vacationing. The warm red mirrors the desire and passion of the
thrilled traveller. The bright yellow brings out the exuberant energy of diverse
places. The royal purple represents rich discoveries and experiences. Together,
the three vibrant colors bring out the joy of experiential travel, which is what
the new identity of Sterling is all about.
The reputation of a travel and tourism company depends largely on the desirabil-
ity of the tourism destination it proposes. Sterling Holidays knows this fact, and
is also aware of the competition the other players in the niche pose. Sterling Holi-
days have built a network of leisure resorts at some of the best holiday destina-
tions in India. The campaign has been designed to feature one story a day, every
day for 30 days through the month of October
across Facebook, Twitter, Google+ and Pinterest to host its content which pri-
marily promotes some known and unknown facts about India.
Advertising media planning

Exercise - 6
introduction
Big Bazaar is an Indian retail store that operates as a chain of hypermarkets,
discount department stores, and grocery stores. The retail chain was founded
by Kishore Biyani under his parent organisation Future Group, which is known
for having a significant prominence in Indian retail and fashion sectors. Big Ba-
zaar is also the parent chain of Food Bazaar, Fashion at Big Bazaar (abbreviated
as fbb) and eZone where at locations it houses all under one roof, while it is sis-
ter chain of retail outlets like Brand Factory, Home Town, Central, eZone, etc.

Innovative Advertising platform
WEDNESDAY BAZAAR:
Big Bazaar Wednesday Offer, Big bazaar Wednesday Bazaar: India's Biggest Of-
fline Retail Store Big Bazaar Has Come Up again With Another Sale Named
Wednesday Bazaar Which Will live On Weekly Basis on Every Wednesday. They
Have Announced Wednesday bazaar As 'Hafte Ka Sabse Sasta Din'. They Are All
Set To Serve Huge Discount on Various Products From All Categories Like Gro-
cery, Home &Kitchen Appliances, Electronics, Fashion Clothing Accessories
And Other Product Which Are Available At Big bazaar Store.
MAHA BACHATH BAZAAR:
Big Bazaar has announced a new promotional sale called "Maha Bachat" offer,
which will be for five days starting from August 12 through August 16. In this 5-
day long offer, the retailer is giving hefty discounts on various categories of
items like food, home & personal care, fashion and home appliances. The retailer
is offering up to 50 per cent off on apparels. During this offer, if you shop for Rs.
2,000, then you will get Rs. 500 cash back in your Future Pay wallet, Big Bazaar
said on its website.

THE GREAT EXCHANGE OFFER
Introduced on February 2009, The Great Exchange offer allows customers to ex-
change their old unused goods for Big Bazaar Coupons. The coupons can be re-
deemed later for buying brand new goods from Big Bazaar outlets across the
nation.

Exercise - 7

introduction
Cadbury India Limited (CIL), a part of the Cadbury Schweppes Group, is India’s
leading confectionary manufacturer. Cadbury’s Dairy Milk, 5 Star, Eclairs, Perk
and Gems are the largest selling brands in their segments. CIL is estimated to
have a 65 percent share of the Indian chocolate market. Cadbury’s Journey In
the early 90's, chocolates were seen as 'meant for kids', usually a reward or a
bribe for children. In the Mid 90's the category was re-defined by the very popu-
lar `Real Taste of Life' campaign, shifting the focus from `just for kids' to the `kid
in all of us'.
Evolution of packing
Different media plans
Cadbury’s perk’s , the light snack, addresses the hungry child in every adult, as
exemplified by the bride who nibbles at a perk under her’ pallu’. Cadbury’s dairy
treat conveys its message thought the mother who refuses chocolates and other
treats to her son, till dairy treat comes along and quickly changes her opinion
about chocolates. Catchy lines such as ‘The Real Taste of Life’, ‘Khane Walo Ko
Khane Ka Bahana Chahiye’, or ‘Reach for the starts', are also used extensively,
and to good effect in Cadbury’s advertisements

Strength & weakness

Exercise - 8

introduction
Amul (Anand Milk Union Limited), Formed in 1946, is a dairy cooperative
movement in India. It is a brand name managed by an apex cooperative or-
ganization & Gujarat Cooperative. Milk Marketing Federation Ltd. (GCMMF).
Which today is jointly owned by some 2.6 million milk producers in Gujarat,
India.
Amul product range includes milk powders, milk, butter, ghee, cheese,
curd, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, basundi,
Nutramul brand and others.
Gujarat Cooperative Milk Marketing Federation (GCMMF) is Indias larg-
est food products marketing organization. It is a state level apex body of milk
cooperatives. Amul (Anand Milk-producers Union Limited), formed in 1946,
is a dairy cooperative movement in India.
Elements Affecting Advertising Budget
1. Stage in the product life cycle
2. Cost structure of the company
3. Market share
4. Method of advertising
5. Competition
6. Clutter
7. Environmental change

Setting & Allocating Advertising Budget
Dr Verghese Kurien, founder-chairman of the GCMMF for more than 30 years
(1973–2006), is credited with the success In 1966, Amul hired Sylvester daCu-
nha, then managing director of the advertising agency AS to design an ad cam-
paign for Amul Butter. DaCunha designed a campaign as series of hoardings
with topical ads, relating to day-to-day issues. It was popular and earned a
Guinness world record for the longest running ad campaign in the world. In the
1980s, cartoon artist Kumar Morey and script writer Bharat Dabholkar had
been involved with sketching the Amul ads; the latter rejected the trend of us-
ing celebrities in advertisement campaigns. Dabholkar credited chair-
man Verghese Kurien with creating a free atmosphere that fostered the devel-
opment of the ads.

Exercise - 9
introduction
Bharti Airtel Limited is a leading name when it comes to global telecommuni-
cations with products ranging from mobile commerce, fixed line services, high
speed DSL broadband, 2G, 3G and 4G wireless services, IPTV, DTH, enterprise
services etc. Headquartered in New Delhi, India, the company has its branches
in more than 20 countries across Asia and Africa.

Advertising Media Strategy
Airtel is the world’s 3rd largest mobile telecommunication Indian MNC oper-
ating in 20 countries across Asia & Africa. Airtel has presence in 22 telecom cir-
cles across India & is India’s largest integrated telecom service provider. Airtel
uses mix of segmentation strategies to segment its offerings like basic Call /
SMS plans, prepaid / Post-paid plans, VAS – Data, caller tunes etc. Apart from
geographically segmenting the market in East, West, North, South & central, the
market is also segmented in each region on the basis of demographic variables
like age, Income, Social groups.

Digital Marketing
India is amongst the top 5 Internet users in the world, developing at the rate of over 14%. Airtel
understood it in time that India is going to be online and that’s where they will best woo their au-
dience. For this attraction to get converted into long lasting relation, Airtel launched many cam-
paigns which lead it towards success.
Mission –“Hunger to win customers for life.”
Vision- “Our vision is to enrich the lives of our customers. Our obsession is to win customers for
life through an exceptional experience.”
Tagline – “The Smartphone Network”.
Competitors

Exercise - 10
introduction
Glaxo Smith Kline Pharmaceuticals Ltd is an Indian subsidiary of Glaxo
SmithKline plc, one of the world's leading research based pharmaceutical and
healthcare companies. It is one of the oldest pharmaceuticals companies in In-
dia. It product portfolio includes prescription medicines and vaccines. Its pre-
scription medicines range across therapeutic areas such as anti-invectives, der-
matology, gynecology, diabetes, oncology, cardio vascular disease and respirato-
ry diseases. It also offers a range of vaccines, for the prevention of hepatitis A,
hepatitis B, invasive disease caused by H, influenza, chickenpox, diphtheria,
pertussis, tetanus, rotavirus, cervical cancer and others. History It was found-
ed 13 November 1924 in India under the name of H.J.Foster & Co. Limited as an
Agency House for distributing Baby Food Glaxo, Joseph Nathan & Co. In 1950, It
changed its name to Glaxo Laboratories ltd.
It was founded 13 November 1924 in India under the name of H.J.Foster & Co.
Limited as an Agency House for distributing Baby Food Glaxo, Joseph Nathan &
Co. In 1950, It changed its name to Glaxo Laboratories (I) Ltd.

Journey of GSK
Cost of Media VEhicle
The biggest advertising price tag was attached to advair,gsk's blockbuster
asthma medication,which 127m in advertising spending.the company spent
107.8 m on advertising for the osteoporosis med boniva , which features celeb-
rity spokesperson sally field.
On the consumer products side of things the company ramped up advertising
for the otc diet drug alli to 90m(the drug was not approved for otc use in 2006)
spending on the aquafresh brand soared 213 percent, from 19.4 m to 61m.
It spent the following amount for advertising through different media vehicles:
 Magazines: $387 million
 Internet: $ 298 million
 Television: $150 million
 Radio: $ 87 million
 Newspaper: $14.2 million

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