MARKETING

MANAGEMENT -II

Marketing Promotion Project

ON
ELKOS PEN

Submitted By:
KIIT OF THE WOLF STREET
AJAI KRISHNA SINGH (21202075)
MUSKAN DASH (21202092)
SWAGATIKA DASH (21202134)
SHYAM SHARMA (2120287)
RIYA ROUNIYAR (21202344)

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 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

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 INTRODUCTION
ELKOS Pens Limited was incorporated in the year 2003 by Late Mr. H. S. Jain and

Mr. B. K. Jain under their able and visionary leadership. ELKOS Pens has grown

exponentially over the years as one of India’s leading manufacturers and

exporters of writing instruments including Ball Pen, Gel Pen, Direct Fill Pen,

Sketch Pen, Gift Set, Pencil, and Refills.

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

the standards of ISO 9001:2015 (QMS), and also has a distinguished honor of

being stationery partners in reputed Indian educational institutes like IITs & IIMs.

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 Marketing Promotion Model - 1. Market and Mission

· Target market definition: - A target market is a group of customers in which a

business aims its marketing efforts and resources. A target market is a subset of
the total market for a product or service the business is to offer.

· Objectives to be achieved: - Our objective is to re-establish our brand in the

market as a youth-centric affordable pen & increase reach in the rural market.

· Relation of goals to the Decision-Making Process of the target market: - The

goal of the company is to re-establish its position as youth-oriented affordable
pens & expand our base in the rural market. Because of this goal, our target
audience is middle-class & lower-middle-class youth of the society.

Message

· Creative Brief for your message to the advertisement agency: - the

advertisement should not exceed 1-minute length & should be above 30 seconds.
It should depict the environment of a mid to low tear family & should appeal to
the youth. The message which should be portrayed is “no matter which era you
live in you cannot replace the position of a pen”.

· Message Strategy and its relation to the Decision Making Process of target
market: - there are several marketing strategies ex.- emotional, Unique Selling
proposition, Generic, positioning, Repositioning, pre-emptive, etc.

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We will be using Repositioning because our brand is already being established but
now it is being considered as an old generation pen company & the recognition is
fading lately.

By using the above-mentioned method we will achieve our goal efficiently.

· Message Appeal: - 'How' to communicate the desired message is an important

aspect in the overall effectiveness of a promotion. The message appeal also plays
a part in communicating the overall positioning for the brand/product.

Here we will be using humor appeal to address our target audience because
it will work the best & also it is used the most in this industry.

· Message execution elements: - we will be using a combination of humor,

imaginary dramatization & fantasy for the execution of the advertisement.

· Message Source: - we will endorse recent popular series actors

& YouTubers as they will be as influential as big Bollywood stars & the reach will
be high as well, making it more reachable & comparatively less expensive.

Media

· Choice of media with justification: - We will use television, social media & print
advertisement. This will ensure greater reach & will significantly increase our
brand awareness, recall. The reason we are choosing television & more
specifically youthrelated channels is that there are still places where internet
usage is not prominent & television reach in India is still higher than social media.
We chose social media because it is proven to be more efficient & effective. Now

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coming to the print advertisement, it is considered because People tend to have a
natural affinity for newspapers and magazines, including pertinent advertising
pieces they can save and read at their leisure. Printed ads are also perceived by

readers as being credible, especially in familiar publications.

Money

· Factors affecting the allocation of your budget: -

Several factors affect the allocation of the budget, some of which are mentioned
below: -

i) Corporate objectives:
Using the objective task method, the linkage between advertising expenditure
and corporate objective will be established. The advertising expenditure varies
depending upon corporate philosophy and priorities. For example in India, we
find that public sector corporations such as BEST or the Mahanagar Telephone
Nigam Ltd spend less on advertising than private sector companies such as
Reliance Industries or Tata Industries.

ii) The product Life Cycle:

This has a very important influence on the ad budget and companies use

the brand history method for deciding how to spend on the product. iii)

The budgeting period:

Usually, companies have a yearly budget but some may prepare a long-term

budget that matches the long-term objectives. iv) The competitor's strategies:

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Product categories, which have stiff competition, witness a greater expenditure
on advertising. For example, in India television manufacturers spend more than
the manufacturer of earbuds. (manufactured mainly by Johnson & Johnson ).
When competitors increase their advertising expenditure others are forced to
follow them.

v) Affordability:

While the affordability level depends upon the advertiser's priorities

ceilings on how much to spend are fixed by the advertisers to avoid

overspending. vi) Crisis management:

Even the best-laid plans can be affected by the changes in the marketplace.

Advertisers have to keep aside contingency funds that can be used to tackle

unexpected market challenges. vii) The type of product:

Consumer products need more advertising than industrial products. Among

consumer products shopping items such as toothpaste, shampoo and soaps
need to be advertised consistently to maintain their brand position. Such
products will have a higher budget appropriation. viii) Importance of
middlemen:

In product categories where middlemen or retailers have to push the

product, manufacturers may prefer to spend more on dealer commission than
advertising. For example Sumeet washing machines and kitchen mixers and
food processors are not advertised heavily. This is because the brand name
Sumeet is familiar to consumers who have accepted the product image of
quality and after sales service. The company prefers to use retailers to push the
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brand. In most common durables such as televisions, VCRs, microwave ovens
and so on, the influence of retailers is very strong. Unlike impulse purchase
products such as chewing gums, chocolate and ice cream, which therefore use
more advertising.

· Method used for allocating budget: - we will be dividing the budget according
to its accuracy (how effectively we are able to reach the target customer. Ex- In
social media we can very precisely reach our target audience but in television ads
it is not that accurate & it is even less accurate in the case of print ads ) & rach.

As the company is not in a position to put hefty money for a big campaign so it
has to allocate the budget in a way where it will get the best value for the buck.
Considering all the above aspects we will be allocating our budget more on social
media & television then print because social media has greater accuracy &
television has greater reach.

· Explain the break-up of the budget with respect to media planning and
content creation: - all the campaigns will start one after another with a gap of 2
months in order to track the effectiveness of the method being used both the
social media & the television campaign will run for a month & in both the months
there will be 2 posts in both the newspaper.

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