LENSWARE21

TYPE PVT. LMT.

INDUSTORY LIFESTYLE

FOUNDED 2010
FOUNDER POOJA KUMARI
HEAD QUARTER JALANDHAR

AREA SERVED WORLD WIDE

PRODUCTS EYE WARE, BAGS, BELTS
Executive summary
Insight Advetising strategy is focused on increasing comprehension of
the lenswear-21 brand while promoting it as way to express
individuality. Our campaings strives to revive the brand image through
use of creative campaing, we are using buzz words that portary the idea
odf individuality and female ages 18-34. Our slogan, “define youself”
truly highlights the vision of the brand and illustrates that lenswear-21
are more than just a fashion accessory.

Overview
After compiling situational and Swot analyses, we have created many
rsearch, marketng, and media objective. We want to increase
comprehension of the lenswear-21 brand and strongly assoclate it with
the ideas of self-expression and individualism. Using a budget 1lakh we
plan to reach our primary target audience of men and women ages 18-34
through various forms of advertising. We hope to increase exposure in
key cities across the nation by using media television and online
advertisements along witg many promotional and guerilla tactics to
increase brand awareness and rainforce the brands message

History context
Lensware-21 sunglasses were first introduced by pooja kumari in 2010.
As a unique sunglass that war not only functional but also stylish.
Lensware-21 sunglasses were originally created for protection purposes
for pilots and were quickly adopted by the Indian army. They now offer
a variety of bright colour and styles reminiscent.
Situation analaysis

Economic forces
During rough economic times, peoples often re-prioritize their purchases
and focus their fund on more essential items.
Competitive forces
Lensware-21 is a modereately priced sunglass brand that competes with
many other brands. Lensware-21 competes with brands in the same
prices range that offer a variety of male and female styles.
Sociocultural forces
Lensware-21 as a brand promotes the idea of individuality. In today’s
society proples search for ways to express themselves uniquely and the
variety of styles offered by the lensware-21 brand offeres the oppartunity
to stand and celebrate self-expression.

Objective
Marketing goal
To increase sales by 1 lakh units by the conclusion of the compaign.

Comprehension goal
To create awareness of the campaign and promotes lensware-21 as a
brand that emphasizes presonal identity and self-epression.

Time frame
Our campaign will last for one year starting in january of 2015 and
ending in december of 2011.

Budget summary
For this campaign, insight was given a 1 lakh budget, which wass
allocated to various media and productions costs. Our primary media
used to reach our target market of men and women 18-35 is print, due to
the expensive, higher fashion magazines chosen to reach these men and
women.

Column1

Print Interactive bi l l board Tel evi s i on

Television 50000
Print 10000
Interactive 15000
Billboard 25000
Target market
Primary target audience
We used both primary and secondary methods of research to detemine
the correct target market based on demogeograph psychographic, and
behavioristic qualities .
Demogeographic
Our primary target is men and women between the ages of 18-35, who
have enough discretionary income to purchase our product.
Psychographic (attitudes, values, lifestyles)
The men and women is our target market share commam qualilty that
make them iimportant prospective buyers. When making decisions, they
often make purchases to reflect their attitudes values and lifestyles.
Behavioristic
No metter how diverse our target market is, we can conclude that the
people who comprise the target market put a strong emphasis on
individuality and self-expression.

Media objectives

 Reach the target audience

 Geographic scope of the placement
 Message weight
 Reach and frequency
 Continuity

Lenghty/size of all advertisement

Television 30 second slot

Print Full pages, four colour

Internet 468*60 pixels

Guerilla #1 Stickers on money

Guerilla #2 69*48 transit shelter

Billboard 10*20 foot

 Media mix
Monda Tuesda Wednesda Thursda Frida Saturda sunda
y y y y y y y
Television

Print

Billboard
interactiv
e

Evaluation
Benchmarking
The primart goals for our campaign are to increase sales and to generate
comprehension of our compaign amongst our target market. We have set
monthly benchmarks in each category in order to evaluate our
achievement.
Sales (lakh) Comprehension

January 0.075 9%

February 0.15 18%

March 0.15 18%

April 0.125 14%

May 0.15 18%

June 0.15 18%

July 0.125 14%

August 0.125 14%

September 0.1 11%

October 0.05 5%

November 0.15 18%

December 0.15 18%

1.5 85%