Promotion Decision

Customer preference: Needs are changing from stain removing & whitening
detergent to colour & fabric protecting detergents so the new campaigns will
focus on colour protection & maintaining the old clothes like new ones.
Objective: To increase sales.
Purpose of campaigns & advertising: Reminding the customers that the brand
still exists and informing them about the new variants or changes brand is
introducing in the market, new offers / discounts company is offering.
Current Campaigns:
Surf excel
#RaangAchheHai https://www.youtube.com/watch?v=ImojBhmmhSA&t=1s
#HaarKoHarao https://www.youtube.com/watch?v=q4q1S4awl5Y
Rin
#ChamkteRhena https://www.youtube.com/watch?v=tae2LfafYtA
Love & Care
#CareForFashion https://www.youtube.com/watch?v=wvUz1GvN_uY
New campaign ideas:

Campaign idea 1 Campaign idea 2

#RangBachayeAurMaanBhi #AnmolSparshMaaKa

• Color protect features • Mother making important decisions

of life
• Boosts self-esteem by effective
cleaning • She educates her child to always
prefer mild and pure products
• Clothes look new even after repeated
wash • Introducing its new organic product
• People perceive your position with • HUL saluting mom for their
your clothes contribution in every area of our
lives.
 Strategy:
 The campaigns will attract people through heart touching Ads showing
the bond of relations, breaking stereotypes, showing togetherness, social
value.
 Encourage children to enjoy their lives, accepting challenges without
thinking about the stains.
 Encourage people to use fabric detergents & give special care to their fine
cotton, silk & woollen clothes.

Media Ja Feb Mar Apr May Ju Au sept Oct No Dec Vehicle

vehicle n n g v budget
Newspape Holi ₹ 5,00,00,000
r campaign

Television Star Plus, colors, Zee Tv, Sony entertainment, Sony, Zee Marathi, ₹2,57,00,81,43
Zee Telugu, Stargold, Aaj-Tak, NDTV, News Live. 5

Social Holi Ramadan Diwali ₹80,00,00,000

Media campaign campaign campaign

E- Amazon, flipkart, Grofers, big basket ₹22,00,00,000

commerce
Media schedule

Notes:
Newspaper- The Times of India & Hindustan Times.
Television charges are as per 10 sec
Social Media -Instagram, Facebook, You tube.
E-commerce- Charges are according to Pay-per click
 Budget for Financial Year 2020-2021
Marketing Budget
Advertising & Promotion ₹
2,57,00,81,43
Television 5
Newspaper 5,00,00,000
Social Media 80,00,00,000
E-commerce 22,00,00,000
Public events 15,00,00,000
In store marketing 70,00,00,000
Other Marketing Expenses
2,30,00,00,00
carriage & freight 0
Managerial Expenses 1,34,40,000
Sales force 44,05,20,000
7,24,40,41,43
Total budget 5

 All the details of channels, timing of advertising, No. of times it will

repeat is given in attached annexure.
 Charges of newspaper is according to Sq./cm depending upon the state,
Section of the newspaper & Category of advertisement.
 Public events: Example- Surf excel Matic - Street Activation
 In store Marketing Include- Banners, shelf space.
 It is very important to focus on increasing shelf space because recently
Future Group Ltd launched detergent brand- Voom and cut down the
shelf space of surf Excel & Ariel.