MARKETING

MANAGEMENT -II

Marketing Promotion Project

ON
ELKOS PEN

Submitted By:
WOLF KIIT OF THE KIIT STREET
AJAI KRISHNA SINGH (21202075)
MUSKAN DASH (21202093)
SWAGATIKA DASH (21202134)
SHYAM SHARMA (2120287)
RIYA ROUNIYAR (21202344)
 ACKNOWLEDGEMENT

This project is a combined effort of all the resources and people who have contributed

their ways in making this report effective and purposeful. In our report, we would like to

take the opportunity to thank all those who have been instrumental in preparing this

project.

We wish to express our deep sense of gratitude to Prof. Joydeep Biswas, Professor,

KIIT School of Management, KIIT University, for his invaluable guidance, motivation,

constant inspiration, and ever-co-operative attitude in completing this project

 5 M's of Integrated Marketing Promotion

1. Market and Mission

Target market definition - A target market gathers customers where a business points its promoting endeavors
and assets. An objective market is a subset of the entire market for an item or administration the business is
to offer. Example (as per the product in question) - "Students and guardians"
Objectives to be achieved: Promoting Objectives can be named to whether their point is,
To illuminate:
We inform the clients who are now mindful of the brand, get new clients and actuate the clients by
supporting a Psychological reason called nostalgia.
To convince:
• Classification needs Regular utilization at schools, universities, and work environments.
• Preliminary: For smooth composition and utilizing less strain while composing (just 30 gm of tension is
expected during use) contrasted with 150 gm of strain expected for utilizing other ballpoint pens.
• Buy: The brand stands slogan "Bring back the joy of writing," which advances current world issues of
overuse of electronic writing devices.
To remind:
• Disposition towards the brand: The fixed brand in the market isn't unique concerning different brands.
Accordingly, we are targeting initiating the clients to purchase the item and contributing towards the old ways
of writing.
• Rehash buy: Establishing a client-based and advancing the brand through passionate advertisements
and recreating rehash buy as a point of purchasing the pen and showing their help for the purpose.
• Devotion and brand building: Elko's Pens, one of the local players in the fixed market, is attempting to
target the building steadfastness of its clients, upgrading its picture.
Relation of Goal-Decision making process for the brand
At the preliminary post stage (remind), we accompanied a brand constructing advertisement to remind the
clients about our image, which is now on the lookout. Here we have attempted to know the mentality and
building reliability of clients towards our image. At this stage, we have attempted to accentuate the brand as
the entire than simply its items.
2. Message
Creative Brief for your message to the advertisement agency: People are stuck to their keyboard and on their
computer in today's world.

Message strategy: The message includes cognitive, affective, and behavioral. Cognitive talks more of logic,
reasoning, and rationale among the three massage strategies. Behavioral aims at inducing action and
promotional support.

Our message strategy effectively develops consumer feelings or emotions for the brand. It links these strong
feelings to the product and the brand itself. We are improving the liabilities of the product by picking up the
social issue that is important in the society for a successful future of the younger generations, also reminding
the customers and building a brand appeal through emotions, building resonance with the customers so that
they cannot connect to the brand.

Our objectives/mission is a brand building and amplifying feeling and proof of claim, which helps consumers
decide based on their liking, preference, and convections known through the effective message strategy.

Message execution: Elkos pens aims to encounter the problem of dependency of people of the world on
electronic devices. The brand focuses on making a change which is like the new normal for people nowadays
all around the globe. It is an active initiative to improve and make the customer aware of the issue they are
not even aware of now.

Message appeal: Social message appeal. According to the FCB grid, the decision-making process used is Feel-
Learn-Do.

A spokesperson for the message: Typical customers, i.e., school-going children and college-going and office
working adults.

3. Media
Advertising is utilized for mass correspondence in TV and print media. We picked these two mediums since TV
contacts a significant crowd, conveys, and has a minimal expense for every openness.
Print media, contrasted with different media, conveys client pictures and gives point-by-point data about the
item at a lesser expense. The print promotion is displayed in noticeable public areas and at the retail location,
a stationery store, general stores, and others.
Sl no. Rupees in sq.cm
Name Place Duration Display Cost

Nav Bharat Weekends for a Front page

1 Times U.P. (10 cites) year ₹3,000.00 ₹28,80,000.00

Bihar (10 Weekends for a Front page

cities) year ₹2,0000.00 ₹19,20,000.00

Weekends for a Front page

Delhi & NCR year ₹5,000.00 ₹48,00,000.00

Maharashtra (12 Weekends for a Front page

cities) year ₹4,000.00 ₹48,00,000.00

Hindustan Weekends for a Front page

2 Times Odisha(10 cites) year ₹1,350.00 ₹1,296,000.00
Dainik Bhaskar Chhattisgarh (6 cities) Weekends for a Front page
3 year ₹1000.00 ₹100,000.00
Times of India Weekends for a Front page
4 UP (10 cites) year ₹1800.00 ₹18,00,000.00
Total ₹17,596,000.00

Hoardings

Sl Cost per
no Geography Name Locality,City Landmark Dimension month
Near palasuni 60W X
Palasuni bridge 20H ₹11,50,500.00
Near rajmahal 40W X
1 Odisha Bhubaneswar Rajmahal sqaure 25H ₹13,35,000.00
2
Delhi New Delhi Patel Nagar Metro station 80w X 30 ₹10,00,000.00
M.G Road 90W X
Hazaratganj 30H ₹11,50,000.00

Patrakarpuram 90W X
3 U.P. Lucknow Gomti Nagar 35H ₹13,50,000.00

Polytechnic 90W X
Indira Nagar 35H ₹15,50,000.00

Near Sahara 40W X

Vikas Nagar mall 30H ₹12,25,000.00
 AliGanj 60W X
Near Hanuman 35
temple H ₹12,75,000.00

Opposite police 60W X

Lee Mall station 25H ₹11,32,000.00

Besides 60W X
Kanpur Clock Tower Stewart School 30H ₹12,41,000.00

Near Mordern 50W X

Taj Road High School 30H ₹11,35,000.00

Besides 50W X
Agra Agra Fort DLF office 30H ₹13,41,500.00

Besides 60W X
Bhawanipur 35
Bhawanipur College H ₹13,92,000.00

Near Bangri 60W X

market 35
Bara bazar H ₹16,85,000.00

Gariahat 40W X
Gariahat flyover 25H ₹14,10,000.00

West Near Forum 40W X

2 Bengal Kolkata Park street Mall 30H ₹15,88,000.00

70W X
Birsa Chowk Near Bansi Mall 30H ₹12,57,000.00

Infront of 60W X
Gandi Nagar Maple Plaza 40H ₹12,60,000.00

Beside Hotel 50W X

College Circle Ginger 35H ₹12,65,000.00

70W X
3 Jharkhand Ranchi Mokla Appolo Hospital 35H ₹11,10,000.00

Jayprakash
Narayan INT. 70W X
Airport At Airport Pillar 50H ₹11,88,000.00
Infront of 80W X
Anisha Bad 55H
Anisha Bad Hospital ₹12,70,000.00

Railway station 80W X

Raveli 45H ₹12,80,000.00

Besides
Nausha 80W X
4 Bihar Patna Nausha Marg 40H ₹11,50,000.00
 Near
Priyadharshani 80W X
Khosa nagar Market 40H ₹11,25,000.00

Chattisgar Krishna Infront of GE 90W X

5h Bhilai Nagar Road 50H ₹23,77,000.00
Infront of
Urban Housing 50W X
Rajnagar Co-op. office 25H ₹21,80,000.00
Devendra At Kutchery 60W X
Raipur Nagar Chowk 30H ₹12,30,000.00
Infront of Airtel 60W X
Malviya Road office 30H ₹12,60,000.00
₹61,605,500.0
Total 0

Sl Rate per 10
no. Channel Time sec Cost
12-7 pm ₹15,000.00
₹60,00,000.00
7-8 pm ₹21,000.00
₹70,00,000.00
8-11 pm ₹5,400.00
1 Star Plus ₹80,00,000.00
12-7 pm ₹5,000.00
₹74,00,000.00
7-8 pm ₹6,000.00
Sony ₹75,00,000.00
Entertainment 8-11 pm ₹16,000.00
2 India ₹70,00,000.00
7-8 pm ₹28,000.00 ₹8,000,000.00
3 Zee TV 8-11 pm ₹36,000.00 ₹8,000,000.00
10 am- 7
pm ₹17,000.00 ₹84,00,000.00
4 MAX 8 - 11 pm ₹19,000.00 ₹90,00,000.00
7-8 pm ₹20,000.00 ₹80,00,000.00
5 Zee Cinema 8-11 pm ₹10,000.00 ₹900,000.00
12-7 pm ₹4,000.00 ₹70,00,000.00
6 ETV Bangla 7-8 pm ₹7,000.00 ₹60,00,000.00
12-7 pm ₹15,000.00 ₹1,00,00,000.00
7 Colors 7-8 pm ₹20,000.00 ₹1,20,00,000.00
8 Zee Bangla 8-11 pm ₹10,000.00 ₹50,00,000.00
9 Aaj Tak 7-8 pm ₹4,000.00 ₹50,00,000.00
8-11 pm ₹10,000.00 ₹80,00,000.00
2-7 pm ₹3,000.00 ₹92,00,000.00
10 Cartoon Network 7-8 pm ₹6,000.00 ₹85,00,000.00
12-7 pm ₹1,000.00 ₹60,00,000.00
11 Discovery 7-8 pm ₹2,000.00 ₹69,00,000.00
12 OTV 12-9 pm ₹3,000.00 ₹600,000.00
12-7 pm ₹1,000.00 80,00,000.00
13 India TV 7-8 pm ₹3,000.00 80,00,000.00
12-7 pm ₹1,000.00 ₹65,00,000.00
7-8 pm ₹2,000.00 ₹76,00,000.00
14 National Geographic 8-11 pm ₹2,000.00 ₹80,00,000.00
12-7 pm ₹700.00 ₹59,00,000.00
15 NDTV 24X7 7-8 pm ₹1,200.00 ₹70,00,000.00
12-7 pm ₹900.00 ₹70,00,000.00
7-8 pm ₹1,200.00 ₹90,00,000.00
17 Times Now 8-11 pm ₹1,900.00 ₹70,00,000.00
Total ₹12,10,00,000.00

Total budget of the promotion campaign

Newspaper ₹17,596,000.00
Hoardings ₹6,16,05,500.00
Television ₹12,80,00,000.00
₹20,02,01,500.00
TOTAL BUDGET

5. Measurement

Total households: 85 lakhs Target Households: 60 lakhs

 Views (in New views
Weeks lakhs) Weeks (in lakhs)
week 1 80 week 1 40
week 2 70 week 2 44
week 3 70 week 3 46
week 4 74 week 4 49

No of impression= sum of all the views in four weeks

= 80+70+70+74 = 294

Reach = no. of viewer who has seen the ad at least once.

=40+44+46+49=179

Numerical Reach = Reach / Total Households * 100

= 179 / 85 *100

= 210.6(approx.)

Average frequency of exposure = Impression / reach * 100

= (294/179) * 100

= 164.25 (approx.)

GRP = Total Impression / Total households * 100

= 294/ 85s* 100

= 345.9 (approx.)

TRP = total viewers/ targeted households * 100

=179/60 * 100

=298.33

Key Takeaways
In this assignment, we researched an integrated marketing campaign's various terms and
concepts like marketing communication and the 5Ms (mission, message, media, money, and
measurement). A few abstract thoughts and concepts had been presented to us. As a result, we
linked the advertising concepts to a real-life situation. Despite being in the decline period of the
Product Life Cycle, we were able to reestablish the brand by linking it to vital social-psychological
components while producing an advertising campaign for our brand Elkos Pens.

Out of the budget assigned, i.e., 20 Cr, we have used ₹20,02,01,500.00 in advertising our
brand using various media that are newspaper, hoarding & television. We were ₹2,01,500.over
the budget

The campaign had trouble reaching all customers, i.e., individuals and families. Still, it met the
mainstream of its target customers during the campaign, despite hurdles such as preceding
many publications, station primetime shows timings, and central billboard locations for a couple
of months. By creating views for the campaign, we could engage many customers.

Creating a strategy to involve people towards the brand and assigning the compulsory module,
money, to promote the business and reach out to clients were important learnings from
evolving a promotion operation. We've also discovered numerous hurdles that a business has
when resuscitating a brand that previously had a standing in the market.