This document summarizes meetings between an agency management group and marketing heads for Dove Chocolate Discoveries. It includes details about the client company, marketing objectives to create awareness of low-calorie dark chocolate in India. It also outlines the target audience, marketing strategy, media plan, proposed creatives, and budgets for a national multi-channel campaign across print, TV, outdoor and digital channels over 3 months with a total budget of 30 crore. Key details of STP segmentation, SWOT analysis, and USP are provided to support the campaign strategy.

1. GHANSHYAMDAS SARAF
COLLEGE
Agency Management

2. GROUP
Hashim Shaikh
Mohtashim Shaikh
 Sakib Shaikh
 Manoj Sonar
 Anup Vishwakarma
91
92
93
96
98

3. TOPIC

4. Agency logo

5. Meeting :- 1
Marketing Head
With
Account Planner

6. Company Profile
 DOVE CHOCLATE DISCOVERIES (AS DOVE
CANDIES & ICE CREAM)
 LEO STEFANOS & GREEK AMERICAN
 ESTABLISHED IN 1939
 CHICAGO, U.S.A
 US$ 225.93 BILLION

7. Meeting :- 2
Account Planner
With
Media Head & Creative Head

8. Marketing Brief
BRAND - DOVE DISCOVERY
PRODUCT – CHOCOLATE
FEATURES – Low Calories
CALORIES - 45%
ATTRACIVE PACAKGING

9. Marketing Brief
• LOCATION – METRO CITY
• TYPE OF CAMPAIGN - NATIONAL
• MARKETING OBJECTIVE - TO SPREAD THE
AWARENESS OF DARK CHOCOLATE WITH LOW
CALORIES
• MARKETING PROBLEM - IT IS A NEW PRODUCT
IN INDIA, PEOPLE ARE NOT AWARE OF IT.
• MARKETING STRATEGY - SEGMENTATION.
TARGETING & POSITIONING

10. STP
(Segmentation Targeting Positioning)
Geographic
Segmentation
Demographic
Segmentation
Psychographic
Segmentation
Behavioral
Segmentation
• Urban
• Metros
• Teen, Adults
& Older
• Male &
Female
• 10 & above
• Educated
&
Professional
• Middle Class
• Daily
• Brand Loyal
• Shift Loyal

11. SWOT
Strength
•Chocolate industry
is rapidly growing
• Inexpensive
premium chocolate
• Low calories
Opportunity
•Less expensive
•Low calories
•Dark Chocolate

12. USP
(UNIQUE SELLING PROPOSITION)

13. Budget :- 30 Crore
Time Period :- 3 months

14. Meeting :- 3
Media Head & Creative Head
With
Account Planner

15. Media budget
Sr Vehi
No cles
.
Reader
ship
(000)
Rates CPM
(per
sq.cm)
Size
No. of Amount
insertio (in Rs.)
ns
Reason for vehicel selection
1
9810
4710
Half
Page
10
Demographic & psychographic of the
product & the vehicle is perfect. CPM is
low .It is a very prestigious vehicle and
TOI
0.48
37680000
reach is high.
2
HT
4900
2900
0.59
Half
Page
10
23200000
Demographic & psychographic of the
product & the vehicle is perfect. CPM is
low .It is a very prestigious vehicle
and reach is high. & as it’s the competitors
of TOI.
3
NBT
3735
869
0.23
Full
Page
08
11123200
The peoples from UP & Bihar. Also to get
max. discount from TOI, group as combo
rates for TOI, ET & NBT
4
ET
2012
3998
1.98
Full
Page
05
31984000
Demographic & psychographic of the
product & the vehicle is perfect. CPM is
low .It is a very prestigious vehicle
and reach is high.
5
DNA
2050
2800
1.36
Half
Page
14
24640000
Demographic & psychographic of the
product & the vehicle is perfect. CPM is
low .It is a very prestigious vehicle
and reach is high.
6
MD
1971
2240
1.13
Half
Page
12
21504000
Demographic & psychographic of the
product & the vehicle is perfect. CPM is
low .It is a very prestigious vehicle
and reach is high.

16. Media budget
Channels
TVT
Rates
(per 10
sec)
CPM
Length
of Adv
No.of Amount
insert
ion
Reason for
selection of
channels
Star Plus
473998
1,50,000
0.31
2.00
min
22
39600000
One of the most
popular channel in
INDIA
Colors
455603
80,000
0.17
2.00
min
15
14400000
One of the most
Viewed Channel in
INDIA
Aaj Tak
325410
1,00,000
0.30
2.00
min
15
18000000
One of the most
popular news
Channel in INDIA
Cartoon
Network
315840
95,000
0.30
2.00
min
20
22800000
One of the most
Viewed Channel by
Childrens in INDIA

17. Feel the happiness
Tagline

18. Creative
Boucher

19. Creative
Inside
Boucher

20. Creative
News Paper
Full Page

21. Creative
News Paper
Half Page

22. Creative
Web Ad

23. Creative
Hording

24. Creative TVC

25. Budget
TVC
Budget is
9.8 crore
Outdoor Ads
Budget is
Print Ads
5 crore
Budget is
15 crore
Total Media budget
29.8 Crore

26. Meeting :- 4
Account Planner
With
Marketing Head

27. Group :- 8