MARKETING MANAGEMENT-II

(Project-Advertisement Campaign)

Topic-Developing an advertisement campaign for ELKOS pen

Prepared by:

Aditya Shankar Sengupta 19202002

Arunima Acharya 19202006

Devipriya Rout 19202013

Dibya Prakash Rath 19202014

Swati Soumya Ransingh 19202061

MBA-I, Section-A
 ACKNOWLEDGEMENT

Apart from our efforts, the success of this project depends largely on the encouragement and
guidelines of many others. We take this opportunity to express our gratitude to the people
who have been instrumental in the successful completion of this project. We take immense
pleasure in thanking and warmly acknowledging the continuous encouragement, invaluable
supervision, timely suggestions and inspired guidance offered by our project mentor,
Professor Joydeep Biswas, School of Management, KIIT University, in bringing this report
to a successful completion. We also express our sincere thanks to all our friends who have
patiently extended all sorts of help for accomplishing this undertaking. Also, we would like
to express our heartfelt thanks to each of our beloved parents for their blessings, for their help
and wishes. Finally, we extend our gratefulness to one and all who are directly or indirectly
involved in the successful completion of this project work.
 OBJECTIVE

To gain an understanding of developing an advertisement campaign in practical situation.

SELECTED PRODUCT

ELKOS PEN

ABOUT ELKOS PEN

Elkos Pens Limited belonging to Mr. H. S. Jain and Mr. B. K. Jain was incorporated in the
year 2003- 04 as manufacturer and exporter of Ball Pen, Gel Pen, Direct Fill Pen, Sketch Pen
and Pen Refill.

Mr. Jain has a vast experience of more than three decades in the field of writing instruments
and professional technology and ability has helped us grow leaps and bounds through diligent
efforts and uncompromising standards in a very short period. All Elkos products are
manufactured under the strictest quality control in a highly evolved state of the-art
infrastructural facility located in Kolkata, India covering 225000 square feet. The superior
quality is maintained by manufacturing facilities, auto assembling machines and well
qualified R&D team equipped with Korean-Japanese’s modern technologies that constantly
research and develop new and existing products as per consumer and market requirements.

ELKOS Pens is a Government recognised “STAR EXPORT HOUSE”, is certified by the

standards of ISO 9001:2015(QMS) and also has a distinguished honour of being stationery
partners in reputed Indian educational institutes like IIT’s & IIM’s.
 ELKOS PENS USED IN VIDEO ADVERTISEMENT

Oxer is a leading sub brand in Elkos ball pens product. It is most preferred pen from the
customer side since 2004, by their sophisticated look, metal clip with chrome finished cap
top, also available five fabulous colours with effortless writing and Korean technology.

Alfa direct fill pen is also getting good response from customer side. By their acupressure
design barrel and golden colour name.

5 Ms OF THE ADVERTISING MODEL

MARKET AND MISSION

 Target Market-Mostly children below 10years and youngsters.

 Objective-Elkos pen potential in today’s market.

-Sales promotional strategy that should be used.

 -Trying to find out various factors related to pen on which customer buying

behaviour is based.

 Relation of goals to the decision making process of the target market

1. Decision making process depends on product knowledge they have, it’s dimensions
and how it is making a differentiation from others.
2. How much an individual is interested to keep relationship with Elkos pen.
3. When would he like to purchase pen?
4. Which brand would an ad like to purchase in pen?
5. What is he looking for in the pen?

MESSAGE

 Creative Brief-
Writing Success
 Brand Voice-Long-standing, Abiding
 Supporting voice-Enduring, Durable, lightweight
 Consumer Insight-
- Desire
- Delight
- Decide
 Competitors-Cello pens, Parker, Anchor, DOMS
 Message Strategy-
 Cognitive-
- Generic message
- Features/Attributes
- Super smooth writing
- Comfortable rubber grip
- Different colours available
- Different thickness available
 Affective-
- Resonance- Only providing features is not enough.
 - Pleasure of consuming-
o Writing with freedom and pleasure
o We have shown a true bond between teachers and students
which leads to success.
 Behaviour-
As a result of message strategy 50% of people according to age preference are
feeling that quality wise Elkos products are good. Consumption is more in
child than in adult.

 Message Appeal
- DO LEARN FEEL according to FCB grid.
- Emotions
 Message Execution
- Dramatization
 Message Source-
- Typical consumers

MEDIA

 Mass communication-Above the line

 Television commercials
 Print Advertisement
 Hoardings
 Online media (YouTube, Instagram, Facebook)

MONEY

 Factors affecting allocation of budget

- Advertising frequency
- Strategic importance
 Method used for allocation budget
 - Objective and task method
 Break up of budget
1. Total budget- ₹ 20,00,00,000
2. Endorsement- ₹ 2,50,00,000
3. Ad production cost- ₹ 10,00,000
4. YouTube advertisement-
- Cost per view- ₹ 17
- Required number if views per day- 100000
- Cost per day- ₹ 17,00,000
- Cost per month- ₹ 5,10,00,000
5. Facebook advertisement-
- Cost per click- ₹ 20
- Number of clicks expected per day- 10000
- Cost per day- ₹ 2,00,000
- Total cost per month- ₹ 60,00,000
6. Instagram advertisement-
- Cost per click- ₹ 70
- Number of clicks expected per day- 10000
- Cost per day- ₹ 7,00,000
- Total cost per month- ₹ 2,10,00,000
7. Hoardings
- Average cost per square inch- ₹ 4
- Average size of hoarding- 2000 sq. inch
- Average cost per hoarding- ₹ 8,000
- Number of hoardings- 1000
- Total cost- ₹ 80,00,000
 8. TV advertisement

Channel cost of running Cost of running For 1 month

(per 10 sec) cost of running (6)
(single)
₹
Star Plus ₹ 54,390
₹ 81,585 ₹ 4,89,510 1,46,85,300
Sony Entertainment
₹ 16,730
India ₹ 25,095 ₹ 1,50,570 ₹ 45,17,100
MTV ₹ 1,267 ₹ 1,901 ₹ 11,403 ₹ 3,42,090
National Geographic ₹ 2,479 ₹ 3,719 ₹ 22,311 ₹ 6,69,330
Zee Cinema ₹ 20,901 ₹ 31,352 ₹ 1,88,109 ₹ 56,43,270
Zee TV ₹ 36,814 ₹ 55,221 ₹ 3,31,326 ₹ 99,39,780
MAX ₹ 19,001 ₹ 28,502 ₹ 1,71,009 ₹ 51,30,270
Colors ₹ 10,487 ₹ 15,731 ₹ 94,383 ₹ 28,31,490
Sab TV ₹ 5,851 ₹ 8,777 ₹ 52,659 ₹ 15,79,770
NDTV 24X7 ₹ 1,735 ₹ 2,603 ₹ 15,615 ₹ 4,68,450
₹
Total
    ₹ 15,26,895 4,58,06,850

 Total money requirement- ₹ 15,78,06,850

 Budget remaining- ₹ 4,21,93,150

MEASUREMENT

Measurement is the key to optimizing any process. Here we establish and measure some key
performance indicators for our marketing campaign.

Metrics used:

 For television commercials:

- Reach
- Frequency
 - Impressions
- ROI
- GMROI
 For social media:
- Social followers
- Likes
- Social reach
- Comments
- Click-through rates
- Bounce rate

CONCLUSION

As we have taken a targeted customer base so here, we need to calculate the how many
viewers are there, how many new customers are being added to the list. Also, in case of social
media we are calculating how many people visit our site and leaving without performing any
action, click through rates as it is a paid ad campaign. The reason because consumers will
decide, based on what they think and feel about the brand, where (and how) they believe the
brand should go and grant permission (or not) to any marketing action or program.

This measurement gives us an understanding of developing the campaign, understanding the

customer base that gives us a direction for growth. We learn how to create awareness by
showing a deep teacher-student relationship, how to differentiate from others, product
imagery and resonance.