Integrated Marketing

Campaign for
DIGEPLEX

➢Presented By-
Deepali Kamble (PM-17-07)
Sakshi Gopal Mishra (PM-17-11)
Shreya Shah (PM-17-22)
Shubham Mantri (PM-17-35)
 MARKET ANALYSIS
➢Gastro-intestinal market comprising
constipation, diarrhea and appetite
stimulant categories is a Rs.13,000 crore
market

➢Growing at 11% every year

Reason to shift from Rx to
OTC
➢Create and expand the market
➢Increase awareness
➢ Market penetration
➢Build the brand image
➢Increase self medication for minor
ailments
 ABOUT THE BRAND
➢DIGEPLEX LIQUID: 200 ml and 100 ml bottles

➢DIGEPLEX READYMIX SYRUP(cardamom

extract): 200 ml and 100 ml bottles

➢DIGEPLEX-T & DIGEMAX TABLETS: for digestion

of carbohydrates, proteins & also fats

➢DIGEPLEX DROPS: for infants up to 3 years

 INDICATIONS
➢Digestive Disorders
➢Treatment of problems related to starch digestion
➢Accumulation of gas in stomach
➢Acute pancreatitis, Chronic constipation
➢Painful pressure
➢Inflammation in stomach, Swelling in the abdomen
➢Inflammatory disease of the pancreas
➢Gallstones and other conditions
 TARGET MARKET
➢Geographical Market: Surat, Ahmedabad, Delhi,
Mumbai, Pune and RoM

➢Age : Children , Teenager , Adults , Elders

➢Areas : Metro , Rural , Urban , Semi- urban

➢Specialist : Gastroenterologists, Pediatrics ,

Nutritionists, GP’s

➢Stores : General stores , Chemist , Super Markets

MARKETING OBJECTIVE
➢Market Penetration

➢To increase the sales by 10% within 10

months

➢To increase profit

➢To create awareness about the product

and target new customers
COMMUNICATION OBJECTIVE
➢To increase awareness in the target segment

➢To ensure top of mind Recall

➢To create and reinforce brand association for

overall health

➢To create awareness about complications involved

in indigestion
 CREATIVE BRIEF
CREATIVE STRATEGY

➢Target group : Age group from children to elderly

people (Age group 5 - 65+ years)

➢Frame of Reference : Formulation to prevent and

treat indigestion

➢Key Consumer Insight : Indigestion leads to irritation

and home remedies is the solution

➢Point of differentiation : Not only helps to prevent

indigestion but also makes the digestion easy
➢Reason to believe : 35 years old trusted product,
IMA approved

➢Positioning : “Digest Anything with Digeplex”

➢Personality : Male

➢Tonality : Reliable, Proactive and Gentle

 Creative Strategy for Pre-
Launch
➢YouTube non-skip advertisements for 5 seconds
in month of April and May
➢Graphical video advertisement
 Creative Strategy for
Launch
➢ Paid promotions with food bloggers
➢ Well known food bloggers having followers more than
2 millions
➢Promotions in months of May - August
 Online Promotions
➢YouTube online promotion by playing series of episodes of
2 mins duration focusing on unique restaurants and food
streets
Name of show : “DIGEPLEX” presents
#MorethanPetFull
#KhakeDikhao

Restaurants:
1. Spice 6 the Arab Villagio, Hyderabad (Largest Kabab)
2. Chit Chat Chai, Mumbai (Burj Khalifa Burger)
3. Bawarchi Restaurant, Hyderabad (World Famous Biryani)
4. Banana Leaf, Delhi (Largest Thali in India)
5. Café Xtasi, Delhi (Largest Pizza)
 Cost Sheet for Video
Ads

➢ Promotion using YouTube series showing Digeplex

advertisement
➢ Launch of series from August to October with interval of 15
days
➢ Total 5 series would be advertised for 2 mins each
 Sponsorships in Food
Festival
➢Providing sponsorship in food festivals

➢The Great Indian Food Festival at Delhi, Mumbai, Ahmedabad,

Surat and Pune
Indian Food festival in
Mumbai
Cost sheet for Food Festival
Sponsorship
Booking Retailers Counters
➢Booking the retailer front display window in top 500
retailers in metro cities, top 300 in semi urbans and 200
in rural areas in Delhi, Surat, Mumbai and RoM.
Cost sheet for Retail
Counters
 Painting Chemist Shop
Shutter
➢Targeted to rural and semi rural area

➢Cost of painting is Rs.25 per square feet for vinyl

painting

Number of Shop Painted 500

Cost for Painting Rs. 25/ square feet

Average area of painting shutter in 20*15 feet

each shop

Total cost for Painting ₹ 37,50,000

Shutters having Digeplex
Advertisement

DIGEPLEX DIGEPLEX
Posters in Pediatricians Clinics
➢Targeting 1000 pediatric doctors across Pune,
Delhi, Surat, Mumbai and RoM

➢Sticking posters at their

clinics for patient information
and awareness to their mind

➢Promotional starts from the

month of July and onwards
 Cost sheet for Poster at
Clinics
Cost of 1 poster 200

Total No of Clinics 1000

Total cost ₹ 2,00,000

 Advertisement through
Cinema Theatre
➢Promotion of Digeplex through advertisement in cinema theatre

➢Targeting Major 5 cities in India like Mumbai, Pune, Surat

Ahmedabad , Delhi

➢In Mumbai and Pune targeting top 10 cinema theatres like PVR,
INOX, CINEMAX resp.

➢In Delhi and Ahmedabad focusing on 12 theatres while in Surat

promoting in 8 cinemas only

➢Promotions in month of August

Cost sheet for Cinema Advertisement
 HOARDINGS
➢Targeted areas are Mumbai, Surat, Pune,
Ahmedabad and Delhi

➢Hoardings are displayed for a month of August

in above selected cities

➢The objective is to draw great attention to the

visitors and make a huge impact on prospective
customers
 MUMBAI

SURAT
 PUNE

AHMEDABAD
Cost sheet for Hoardings across the
targeted areas
Summary sheet of break-up
of Rs.4 crores