Professional Documents
Culture Documents
Submitted By:
Ali Arshad MBA02093 - 152
Table of Contents
Executive Summary ............................................................................................................... 4 Phase I .................................................................................................................................. 6 Situation Analysis .................................................................................................................. 6 1. Industry/Company Overview ............................................................................................... 6 2. Product Review: ................................................................................................................... 7 3. Competitive Review and Competitive Advantage: .............................................................. 8 4. Consumer Research: ............................................................................................................ 8 a. Market Segmentation ...................................................................................................... 8 b. Target Audience and User Profile:................................................................................ 9
c. Consumer Decision Process: ............................................................................................ 9 5. Communication & response process for Value Series: ...................................................... 10 Marketing and Advertising Plan ........................................................................................... 11 1. Marketing Objectives: ........................................................................................................ 11 2. Target Audience: ................................................................................................................ 11 3. Positioning Strategy: .......................................................................................................... 11 4. Communication Objective: ................................................................................................ 12 5. Communication Mix: .......................................................................................................... 12 6. Budget Recommendation: ................................................................................................. 13 PHASE II .............................................................................................................................. 14 Creative Plan ....................................................................................................................... 14 1. Creative Objectives: ........................................................................................................... 14 2. Creative Strategy................................................................................................................ 14 a. Copy Platform: ................................................................................................................... 14
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Executive Summary
Phase I: Situational Analysis Company Overview: Diamond Paints Pvt. Limited was founded in 1982 with the vision of
becoming the largest manufacturer of quality paint and coating products. By engaging some of the industry's best resources, the company achieved the highest standards of manufacturing. This turned out to be value adding and made Diamond Paints the leader among the national manufacturers, while competing with the multinationals.
Product Review: The focus of our campaign is the Value Series that comes in both emulsion
and enamel. Value Series gives diamond paints an advantage over its competitors as far as providing quality product at low price.
Competitive Review and Competitive Advantage: There are four big competitors of
diamond paints namely ICI, Berger, Nippon and master. Among these four competitors the actual competitive advantage of Value Series is the price as in Pakistan people do tend to compromise on quality but they are sensitive about price.
Target Audience and User Profile: The target market of Value Series consists of head of
the house that makes the purchase decisions. Moreover the target market includes contractors, builders, Societies, Govt. sectors and the price conscious segment of the population. The target market is believed to be educated and according to the income they are earning below Rs.20,000/- .
Communication & response process for Value Series: According to FCB model, Value
Series lies in 2nd quadrant where the product decision has high involvement but requires less specific information, therefore and attitude or feeling towards the product is more important.
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Budget Recommendation: The method we have used for our advertising campaign is
percentage to sales method because it is the most appropriate budget expenditure Diamond Company can make. The budget required for our advertising campaign we would recommend will be 60 Million i.e. 6 Crores. We plan to allocate our budget for communication vehicles 55% for broadcast media and 45% for print media.
PHASE II: CreativePlan Creative Objectives: Our creative objective is to recall the brand name in mind of our
customer and increase the sales and market share for Value Series.
Copy Platform: The message theme of the ad is aimed towards low-priced, high quality, antifungal and stain resistant paint.
Advertising appeal and execution style: In print media, advertising appeal which we are
using for the promotional campaign of Value Series is rational appeal. We are using Musical and Cultural execution style.
Media Plan
The Media plan and the figures, stats and calculations are given in the complete plan.
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2. Product Review:
In decorative paints Diamond Paints have three product series i.e. Ace Durasilk, Ace Overall and Value Series. The focus of our campaign is the Value Series that comes in both emulsion and enamel. Value Series gives diamond paints an advantage over its competitors as far as providing quality product at low price. As per the marketing manager, the Value Series sales 7|Page
4. Consumer Research:
a. Market Segmentation Demographics: Age: Gender:
25 - 50 Male, Female 59.1% of population (male 53,658,173 / female 49,500,786) Medium Income Group
Educated, conservative, practical consumers who value knowledge and responsibility. They look for durability, functionality and value.
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Value Series
The model is powerful because it accommodates different versions of the learn-feel-do sequence and suggests different advertising strategies for each of the four quadrants. Value Series lies in 2nd quadrant where the product decision has high involvement but requires less specific information, therefore and attitude or feeling towards the product is more important. This is psychological model, because the importance of the product is connected to the customer self-esteem. The advertising strategy requires emotional involvement on the part of the customers so that they become connected with the Value Series being advertised and subsequently become feelers. Therefore, the proposed model is Feel Learn Do. 10 | P a g e
2. Target Audience:
Our primary target audience for Value Series is the head of the house, be it a man or a woman, who makes the ultimate purchase decisions in the house. The secondary target audience and the rest of the information are given in section B in Situational Analysis.
3. Positioning Strategy:
We are using a Price/Quality relationship in our positioning strategy. The Value Series is known for its competitive price and good quality with distinguishes it from its competitors and have an edge over its competitors. Moreover its properties are also different from its competitors but the main competency of Value Series is its price and quality. That is why the mediocre class chose Value Series over its competitors.
High Price
Low Quality
Silver Sand Happilac Turlac Paints
Value Series
High Quality
Low Price 11 | P a g e
5. Communication Mix:
To efficiently and effectively achieve marketing and communications objectives element which we are choosing from promotional mix is Advertising and Sales promotion. Our sources for the campaign of the Value Series are print advertising, broadcast advertising and outdoor advertising. The message we want to convey is to recall the brand name of Value Series paint in mind of customers through Rational Appeal in all three Media. As discussed, our sources for Advertising are print, broadcast and outdoor. The Channel for Advertising in broadcast media is Television, Internet and Radio. For print media the channels are Signboards, Flex, Newspaper and Magazines. For outdoor advertising we will emphasize on billboards and signage. The Vehicles for Television are Geo TV, HUM TV, Geo News, Duniya, Express News and Dawn news because our target customer are the head of the house and they commonly watch news channels and entertainment channels. On radio we have selected two FM stations i.e. 103 and 106.2. For internet we will most probably target news websites and Facebook. In print media our vehicle for advertising in newspaper are DAWN, JANG and KHABRAIN. The reason for selecting these are because one two of them are Urdu newspapers and one is English. For Magazines we have selected Herald and Sunday Magazine. We will also print 5000 flex and put signage on different shops. This also covers our outdoor advertising part. The reason for selecting these channels and vehicles is because these are very strong elements to communicate with our customers and recall our brand name in mind of customers. There are many more ways to communicate with the target customer but our budget restraints us from selecting more media. The budget for the marketing and advertising plan is given in next head.
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c. Slogan:
e. Method: Focus on Price, quality and benefits of Value Series in newspaper, flex and
TVC.
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Media Plan
1. Media Objectives:
Reach: The media plan targets both male and females of age 25 50 whose population is male
53,658,173 female 49,500,786. And though the media tools we have selected we expect to have a reach of 70% or72,211,271 or 72.21 million. This means that 72.21 Million of the target audience will expose to some of the media vehicles we have selected. In one month campaign we are assuming that reach doesn't double-count people exposed multiple times if the media plan involves repeated ads in one media category or ads in multiple media categories.
Frequency: Frequency is the number of times that the average household or person is
exposed to the schedule among those persons reached in the specific period of time. Because it is an average frequency, dispersion of frequency of exposure will differ between specific schedules and day-part mixes. We are assuming that at average of all the 18 hours of daily airing of the advertisement on different channels, we will reach our customer 5 times in primetime and other times of that day using other media. This means that our customer will be exposed to any of our advertising vehicle 5 times in a day. For this, it can be a repeating customer who is watching the ad again and new customer who just tuned in to our media vehicle.
GRP (Gross Rating Point): The aggregate total (the sum) of the ratings is called Gross Rating
Points or GRPs. The sum of the ratings of a specific demographic segment may be called Target Audience GRPs or more simply TRPs. There are two methods for calculating GRP. In first method, we say that at all the time racks we have selected of all the channels, 19% of the total population is tuned into our media vehicles. This means that our reach is 70 and ad will be aired on different channels with 18hrs rack time. So 18 X 19 = 342. GRP can also be calculated by using the formula GRPs = Reach X Frequency. The total GRP for the channels we have selected and on which our ad will run is 350.
Continuity of Message: We are using continuous method because this model is primarily
for non-seasonal products, yet sometimes for seasonal products. Advertising runs steadily with little variation over the campaign period. Our message will be played continuous for 30 day time period. The advantage of this approach is that this approach helps as a remainder for target audience and it apposite our marketing and creative objectives.
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Television Advertisement Time band Channel Time Hours Lounging Hours Dawn 1200 - 1800 6 Lounging Hours Geo 1400 - 1459 1 Lounging Hours Geo News 1400 - 1459 1 Primetime Geo TV 2000 - 2059 1 Primetime Dawn 2000 - 2300 3 Primetime Geo TV 2100 - 2159 1 Primetime Geo News 2100 - 2159 1 Primetime Express News 2100 - 2159 1 Primetime Duniya 2100 - 2159 1 Post Primetime Hum TV 2200 - 2359 2 Total Expense for 1 day Total Expense for 30 Days
Price 87500 20000 30000 195000 150000 130000 220000 75000 87500 200000
Discount 45% 23% 30% 35% 25% 35% 35% 20% 10% 10%
Final Price 48,125 15,400 21,000 126,750 112,500 84,500 143,000 60,000 78,750 180,000 870,025 26,100,750
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Newspaper Advertisement Newspaper Days Size Dawn Weekend 216 cm (Quarter Page) Jang Weekend 216 cm (Quarter Page) Khabrain Weekend 216 cm (Quarter Page) Express Weekend 216 cm (Quarter Page) Total Expense for 1 day Total Expense for 30 day
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References
Charges on Advertisement POSITION
Front Page Back Page Inside Fixed 4- Colour Spot Colour 4- Colour Supplement Ads
EXTRA AMOUNT
200 % Extra 100 % Extra 50 % Extra 100 % Extra 50 % Extra 50 % Extra
MINIMUM SIZE
30 cm OR F P Panel 15cm 20 cm Any One Any One Any One Full Page
KHABRAIN
EXPRESS
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Magazine Rates:
Friday Times: (Quarter Page, 19x3) 57cm Rs. 35000/- Ord Color Magazine
Sunday Mag. (Daily Times) Good Times (GT) Herald Asian Life Style Nation (S+) Rs. 20,000/Rs. 20,000/Rs. 42,000/Rs. 14,000/Rs. 15,000/-
Radio Rates
Mast FM 103: Primetime Rate: Rs. 30,000/ 106.2 Hum FM: Primetime Rate Rs. 30,000/-
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Dawn News:
Time Band 0200 Hrs to 0800 Hrs 0800 Hrs to 1200 Hrs 1200 Hrs to 1800 Hrs 1800 Hrs to 2000 Hrs 2000 Hrs to 2300 Hrs 2300 Hrs to 0200 Hrs Tariff Band Late Night Time Morning Prime Time Lounging Hours Pre Prime Time Prime Time Post Prime Time Hours/Time Band 6 4 6 2 3 3 Rate per Minute 12,500 95,000 87,500 95,500 150,000 95,000
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