Himanshu Add

7/27/2019 Himanshu Add.

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OBJECTIVE CAMPAIGN

MARKETING OBJECTIVES:

The marketing objective of our product i.e. detergent will be placed in the trial category

as it is entering the market for the first time. As we are targeting the mothers and the

house wife they’ll first try the product as to them family’s hygiene is of major importance.

As the product is for ladies we need to be very cautious while designing our objectives.

The major objective of our organization is to increase sales volume as it is desired by

every other company as well. We are first focusing on creating awareness among ourtarget audience i.e. the difference in one detergent from other in such a way so that they

are influenced to try our product. We want the house wive’s to try our product and then

make repeat purchase as we are confident of our product in terms of its ualities! price

and attributes.

COMPETITORS ACTIVITY:

There are a large no. of competitors to our product both at the branded level and at the

local level. They are also incurring a considerable amount on advertising there products

to capture market. "stablished brands like surf e#el has gone a step further in

advertising its brand creating a relation with its customer by using the concept of the

corporate socail responsibility i.e! $%&. Through its campaign known by the phrase Dilhi

Daag Dhoegi – Delhi Jeetegi! undertaken by the co. in and arround 'elhi.



BRAND COMMUNICATION:

(ur product i.e. the 'etergent is of low involvement purchase as we are targeting

medium class category. This low involvement involves low risk as product is affordable

for medium class. )eing in this category the customer doesn’t involve him*her much

while making the purchase but at the same time they are conscious of the family’s

hygiene.

+ere we are communicating our brand using the ,A’s of communication.

-. nitially our motive is to gain customers attention towards our product.

/. Then we try to create awareness among our target audience. We are trying tocaptivate customer in such a way so that he*she doesn’t go anywhere else.

0. (nce awareness is created! now it’s the right time to make customer understandhow our product is different from the products e#isting in the market. n our case

i.e!

the detergent our product provides a health*hygiene platform which is e#pected

out of every detergent. This detergent neither causes any irritation on hands

even

if the lady using it has to keep her hands drown in its solution for hours again and

again nor causes allergy to any skin type.

1. We are not using any celebrity in our advertisement as we feel that everyhouse wife is very conscious while making any kind of purchase related to their

daily routine usage therefore in such a situation any celebrity would not be ableto leave much impact as an ordinary lady would do.

2. (ur advertisement will be presented in such a manner that even if a purchase isnot made now but it will at least create a positive thought towards our product sothat in future our product may be considered.



POSITIONING OF TE BRAND:

CURRENT PERCEPTION:

At present! our only concern is to introduce the product i.e. SPARKLE DETERGENT

POWDER and create a!a"e#e$$ in terms of the additional benefits it is providing. Till

date it is the only detergent which specially takes care of the bacteria and other germs

present in the clothes of the baby as compared to other detergents.

With the already e#isting features as disinfectant and mosturiesers we are providing a

ealth %lat&o"' as desired by an updated and sophisticated house wife.

DESIRED PERCEPTION:

(nce we as the new innovators of detergent! we are able to make the house wive’s

aware of our product then we desire to be the largest seller of detergent i.e. we want to

hold the

major share in the market. This is possible as we are confident of our product in termsof

price and attributes that it is offering.

OBJECTIVE OF TE COMMUNICATION:

The specific elements which we have considered in the advertisement so as to increase

sales and create awareness among the target audience are as follows:

• 3unch 4ine



• Wash &oom

• )aby

• 5other*house wife

• Tub*washing machine*bucket

• 5ug

• Water

• 6oam

• Towel

• )aby clothes

•

Walls

• 5others attire

• $olors : red ! blue ! yellow ! green ! orange ! pink and black

• %tuff Toy

•)aby %itter

• Tube 4ight

• 6an



• 6loor

• 5irror

• Wash )asin

• 'oor

• $hild movements

• 5others movements

• +usband

• 'octors attire

• Table

• %peaks

INFORMATION PROCESSING STAGE:

After designing the advertisement and clearly mentioning the elements which are

present

in this advertisement it is very well understood that as our product is new in the market

we are first increasing the knowledge of the customer which in our case are the house

wife .

(nce the house wife is aware of all the facts and how this detergent gives a special

benefit to the health*hygiene then they themselves will be encouraged to gut the

detergent for their homes.

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Himanshu Add