THE TELESCOPIC CONTACT

LENS
IMC Plan

Nikhita Gupta
Kumar Deepak Chandra
Deeptanshu Uppal
Ishan Jindal
Souvik Ghosh

PRODUCT DESCRIPTION
One of a handful of advances in futuristic eyewear
Zoom in and Zoom out with the wink of an eye
Lot of promise for low vision and age related macular degeneration

TARGET MARKET

Care-Takers, Relatives
(Decision Makers)

Potential Users

B2C Segment

Opticians

Eye Specialists

B2B Segment

 Create awareness about the brand, its features & uses

Make them into decision infuencers
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Create awareness about the brand, its features & uses

Convince them to stock the product
Highlight the benefts for them: Innovative product, Huge sales
potential, Slotting allowances & training

Potential Users
Opticians
Decision Makers

Create awareness about the brand, its features & uses

Establish direct contact to resolve queries
Inform about channels of purchase

Eye Specialists

Create awareness about the brand, its features & uses

Convince them to recommend the product

COMMUNICATION OBJECTIVES

SCALE UP PLANS

Tier-1,2 Cities

Tier-3,4 Cities

Rural/Remote
Areas (possibly
with Govt. tie up)
5

Video Demos
Emails
Online Feedback System
Slotting Allowance (for initial few sales)
Detailed Manual/Training/Creative Pamphlets
POP displays
6

Direct Selling to opticians

One to one meetings with doctors to explain the product

Internet/Interactive
Marketing

Sales Promotion
(Trade Promotion)
Personal Selling

Public Relations

Association with medical conferences

Online mention through medical blogs, social media

Direct Marketing

Direct selling to opticians

One to one meetings with doctors to explain about the product
Emails

Outdoor ads- optic shops, hospitals

Radio, Print, Newspaper Ads

Advertising

IMC TOOLS

BREAKUP OF PROBABLE USE OF IMC TOOLS

B2B Segment

B2C Segment

S. No.

IMC Tool

Weightage

IMC Tool

Weightage

Advertising

Advertising

30

Public Relations

20

Public Relations

Direct Marketing

15

Direct Marketing

20

Personal Selling

25

Personal Selling

Trade Promotions

30

Sales Promotions

20

Internet/Interactive
Marketing

Internet/Interactive
Marketing

20

ROLL OUT PLAN

Trade Promotions
Public Relations
Personal Selling
Direct Marketing, Advertising,
Internet/Interactive Marketing

MEDIA PLAN
Medium

Media Vehicle

Coverage

ExpectedReach

Frequency

Print Media
(Newspaper)

TOI, HT, Dainik

Bhaskar, Some
Regional Dailies

80% over 1 year

65% over 1 year

8 times a year

Print Media
(Magazine)

Health related
magazines

35% over 1 year

20% over 1 year

12 times a year

Outdoor Ads

Banners , billboards
outside optic shops,
hospitals

75% over 1 year

65% over 1 year

Cover max. possible

hospitals, shops

ADVERTISING

PR

Medical Conference

Association

30% over 1 year

25% over 1 year

Twice a year

Online Community

Blog, Fb, Twitter,

65% over 1 year

45% over 1 year

Very Frequent

MEDIA PLAN(CONTINUED)
Media Vehicle

Coverage

Expected Reach

Frequency

Door to door visits

70% hospitals/optic
shop over 1 year

60% over 1 year

12 times a year per

hospital/optic shop

Trade Promotion

Slotting Allowance

80% over 1 year

75% over 1 year

For the frst few

months only

Training

Video manual, one

to one training for
opticians, POP
displays

90% over 1 year

65% over 1 year

Very frequent

DIRECT

MARKETING
Direct Selling

SALES

PROMOTION

10

SCHEDULING

Advertising

Flighting

11

Thank You
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