ADVERTISEMENT CAMPAIGN OF

PONDS COLD CREAM

PRESENTED BYAMBAR ROY ASHIK ALI KHAN CHANDAN CHAURASIA DEEPA SONOWAL MAHENDRA KUMAR SINGH PUJA KUMARI RUPAM DAS SALMA KHATUN SIBESH DAS

ABOUT PONDSu.
Launched in 1846 € Re launched as Ponds extract in 1886 € Merger € Product of Hindustan Lever
€

OBJECTIVE 
   

To build more product awareness in the existing areas. To increase the sales volume 25% to 50%. To gain the market share. To make the consumer feel about the new attributes & benefits of the product. To Share information through advertisement.

TARGET AUDIENCE 

women (age group ± 15 ± 45) Men (age group- 18 ± 45) Income group ± lower class to upper middle Geographical area ± kolkata base   

SEGMENTATION 

GEOGRAPHIC ±
south kolkata central kolkata north kolkata 

Demographic ±
age group family size gender & income level 

Psychographic ±
lifestyle & personality

SALES PROMOTION
€

Get a 50ml of ponds face pack free with 250 ml of ponds cold cream

€

Scratch the label below & win excited gift

MEDIAS AND VEHICLES 

Print MediaNews paper Magazine 

Electronic MediaTelevision Radio FM 

Out of HomeBillboards (With Light & Without light) Billboards ad in matro station

PRINT MEDIA 

€

News paper
Anandabazar Patrika: Front page right side bottom Size: 12cm x 20cm = 240 sq. cm Colour display Advertisement 4 times in a month every Sunday Duration: 3 months

€

Times Of India: Front page right side bottom Size: 12cm x 20cm = 240 sq. cm Colour display Advertisement 8 times in a month every Wednesday, Sunday Duration: 3 months

PRINT MEDIA
Magazine: € Femina: 

Inside page, Full Colour Ad. Size : 19 x 26 cm. Duration : 3 months.
€

Unis- Kuri:
Inside page, Full Colour Ad. Size : 19 x 26 cm. Duration : 3 months 

STAR JALSA 
E TV BANGALA  STAR PLUS

ELECTRONIC MEDIA 

TELEVISION :

€

Star Jalsa :
15 sec. ad on Monday & Tuesday Day time 8 am ± 9 am (no. of exposure 2 times) 2pm ± 4pm (no. of exposure 2 times) Fringe time- 5.30 pm ± 6.30 pm (no. of exposure 1 times) Prime time-8pm-10pm (no. of exposure 3 times) Duration: 3 months

€

E TV Bangala:
15 sec. ad on Thursday & Friday Day time 8 am ± 9 am (no. of exposure 2 times) 2pm ± 4pm (no. of exposure 2 times) Fringe time- 5.30 pm ± 6.30 pm (no. of exposure 1 times) Prime time-8pm-10pm (no. of exposure 3 times) Duration: 3 months

ELECTRONIC MEDIA
€

Star plus:
15 sec. ad on Saturday & Sunday Day time 8 am ± 9 am (no. of exposure 2 times) 2pm ± 4pm (no. of exposure 2 times) Fringe time- 5.30 pm ± 6.30 pm (no. of exposure 1 times) Prime time-8pm-11pm (no. of exposure 4 times) Duration: 3 months

ELECTRONIC MEDIA 

€

Radio FM

98.3 Radio Merchi: Time of exposure- 15 times per day Duration: 3 months € Amar FM: Focus on Jingle ad Time of exposure- 15 times per day Duration: 3 months

OUT OF HOME
€

Billboard (with light & without light):
Size : medium Type :Flex Printing. Location: South Kolkata ± Gariahut, Prince anwar saha(WL), South city(WL), New Alipore(WL), Central kolkata- M.G.Road, Esplanade(WL),Manicktalla North kolkata- Shyambazaar(WL), Baranagar, Ulta Danga(WL), Airport, Duration : 3 Months.

OUT- OF- HOME
€

Billboard (with light):
Metro Station Size: Medium Location On Metro Station: Mahanayak uttam kumar Rabindra sadan Esplanade Girish park Dumdum Duration: 3 months

ACT PRESENTED THROUGH TELEVISION
€

ACT- A girl & a boy asking for a cold cream.......owner of the shop handed both of them ponds cream..........the boy was surprised«« the other boy asked for the cream.

BILLBOARDS DESGINE

GET CLOSER TO FAIRNESS« BOTH FOR MEN & WOMEN !!!

BUDGET FOR PRINT MEDIA
MEDIA News Paper Anandabazar Patrik Times Of India Times Of India Magazine Femina Unis- Kuri Total 3 months(one edition) 3 months(one edition) 100,000 per month 100,000 per month 1,50,000 1,50,000 6,99,38,400 3 months(on Sunday) 3 months(on Wednesday) 3 months (on Sunday) 6880/ sq cm + 3,21,98,400 50% premium 6880/sq cm 1,49,76,000
VEHICLE

DURATION

RATE

TOTAL COST(`)

6880/ sq cm + 2,24,64,000 50 % premium

BUDGET FOR ELECTRONIC MEDIA
MEDIA3 m Television Star Jalsa E TV Bangla Star Plus Radio 98.3 Radio Merchi Amar FM Total 3 months 3 months 1,45,000 per months 50,000 per months 4,35,000 1,50,000 20,78,85,000 3 months 3 months 3 months 5,00,000 per 10 sec 5,00,000 per 10 sec 5,00,000 per 10 sec 1,62,000,00 1,56,000,00 17,55,000,00
VEHICLE

DURATION

RATE

TOTAL COST(`)

BUDGET FOR OUT- OF -HOME
MEDIA Out- Of Home
VEHICLE

DURATION 3 months 3 months 3 months

RATE 40,000 per location 30,000 per location 25,000 per station

TOTAL COST(`) 7,20,000 4,50,000 3,75,000

Bill Board (with light) Bill Board ( without light) Billboard Ad in matro station

Total

15,45,000

€

TOTAL BUDGET FOR THIS ADVERTISEMENT CAMPAIGN = Rs 6,99,38,400+ Rs 20,78,85,000+ Rs 15,45,000 = Rs.27,93,68,400

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