Group 5

ANKITA BHUNIYA (DM22215)

ADITYA SATTIRAJU (DM22206)
JONADAB THEODORE (DM22232)
RAHUL BASU (DM22256)
TANISH PARAG JHAVERI (DM22279)

Promotion
Introduction:
• The Îye-Kiri or the Fog-Free mask is a product aimed at removing the fogging up of
spectacle lenses that people face on a daily basis, especially when they commute either for
work or other purposes outside of their homes frequently.
• The mask provides them clear vision without any blurriness, comfort, and safety as desired
and mandated.
Promotional objectives:
a) Provide information:
• We want the retailers to know everything about our product and why it is different form
the existing products in the market right now.
• Once they are convinced about the differentiation, we believe that they will not hesitate
to add our product to their catalogue.
b) Create awareness:
• We expect the retailers to launch their own advertisements and campaigns to ensure
that the customers are aware of the product being marketed and sold.
• Our part comes in when we will be providing brochures for the businesses and other
retailers to look at in order to decide whether they would like to collaborate with us and
our product or not.
c) Differentiate product form competitive offerings:
• The current market consists of normal as well as special PPE, N95 masks which are
suitable for all of the customers who do not have any vision impairments.
• Our product is purely targeted at the customers who wear spectacles or other glasses
with lenses and experience the fogging up of their lenses frequently.
• The aim of our product is to ensure that the hot air which is exhaled by the person while
breathing is channelled downwards instead of upwards as it naturally happens.
 • This makes sure that they maintain their clear vision and do not experience any
discomfort while working or travelling outside.
d) Stabilizing sales of seasonal offerings:
• We cannot term it as a seasonal offering because our product is tied together with the
current pandemic.
• We believe that as long as people are required to wear masks for their safety purposes
there will be a constant demand for our masks.
• However, we can try selling the masks in pairs with a discounted offer in the beginning
to attract more customers. These offers are entirely dependant on the retailer and their
individual marketing strategies again.

Push vs Pull strategy:

• We will be making use of the Push strategy as we are trying to supply our product in bulk
to the retailers and other businesses instead of selling them directly to the customers.
• Our pitch to the individual businesses will matter extensively and make a difference.
• The retailers can then design a Pull strategy on their end to attract more customers since
the product has been designed in order to solve a real-life problem being faced by people
who wear spectacles or glasses every day.
Type of Media to be used:
• We will be making a brochure to present to the retailers whom we are targeting and want
to do business with. These include companies like Wildcraft, Lenskart, Optorium, etc.
• Once the companies agree to buy our products and hence complete the B2B transaction, it
will fall upon the individual company to design and implement their own marketing
strategy.
• They can design advertisements to be floated around various social media to create
awareness in general.
• They can make use of data science and specifically target and provide the advertisements
to those customers who browse, converse, or talk about masks, fogging up of their lenses,
etc. but this is conditional with respect to gaining access to the customer’s personal
information.
• There can be advertisements made in a video format and broadcasted on different television
channels.
Brochure is found below;