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NITISH KUMAR SINGH-59

ANJALI RAWAT-69
PAVAN VASE-57
SANJAY KUMAR-40
JAYA PRAKASH-07
ABHINANDAN JAIN-
Problem identification
Awareness activity:- FirstCry spends around Rs
20 crore and has presented one million gift boxes to
new mothers in hospitals across the country as part
of its new micro-marketing strategy.

Problem faced by firstcry

1. competition from online e-commerce giants like


amazon,snapdeal and flipkart .

2. People are aware about the brand but, first cry is failing to
create interest ,desire and action?
Communication objective
1. Create interest in the mind of customers.
2. Create desire in the mind of consumer.
3. Make customers buy products.
# all three aspects will be covered by the campaign name
“beyond childhood” in which parents of children's coming
under age group of 6 to 12 are going to participate in
various competitions held during the workshop.
Message strategy
• MESSAGE CONTENT- POTENTIAL APPEAL
• MESSAGE SOURCE –COMMON PEOPLE
• COMMUNICATION CHANNEL- DIRECT INTERACTION ( BEYOND CHILHOOD)
WORKSHOP.
• MESSAGE FORMAT- PRINT

• “BEYOND CHILDHOOD” campaign will bring children and parents on


one platform , in which parents and kids of age group 6 to 12 will
participate in various activities of workshop like drawing, pot painting
and puzzle games.
Creative strategy
Message strategy
Potential appeal
•Potential appeal
:- we:-are
we going to provide
are going scholarships
to provide to the
scholarships to
winners of the various
the winners competition
of the various held during
competition held the workshop,
during this type
the workshop, thisof
appeal
typecreate sensecreate
of appeal of empowerment to turn dreams
sense of empowerment intodreams
to turn reality,into
which will
not only attract
reality, whichkids
willbut
notalso
onlyparents.
attract kids but also parents.
Parents are going
• Parents to play
are going major
to play rolerole
major in shaping thethe
in shaping future of their
future kids
of their by
kids
participating in various
by participating eventsevents
in various with their
withkids.
their kids.
EXECUTION OF CREATIVE STRATEGY

Message strategy
• BEYOND CHILDHOOD” campaign IN WHICH WORKSHOP FOR SCHOOL GOING KIDS FROM CLASS 1 TO 6, KIDS AND PARENTS WILL
PARTICIPATE TOGETHER, CITIES TARGETED TIER1
8 CRORE RS WILL BE SPENT TO CONDUCT WORKSHOPS AND SENDING INVITATIONST TO 8 TIER 1 CITIES.
• 15 WINNERS FROM EACH CITIES WILL GET SCHOLARSHIP OF 5 LAKH EACH ,TOTAL AMOUNTING 6 CRORE.

• •Potential appeal
TSHIRTS WORTH RS 20 LAKH IS DISTRIBUTED AMONG PARTICIPANTS
COMIC BOOK SUBSCRIPTION WORTH RS 1 CRORE:-TO we are going
BE PROVIDED to provide
TO RUNNERS UP. scholarships to
• theCOUPONS
DISCOUNT winners of the
WORTH various
RS 5 CRORE WILL competition
BE DISTRIBUTED TOheld
PARENTS.during the workshop, this
• 5 CROREtype ofBEappeal
RS WILL SPENT ON create sense AND
ADVERTISEMENT of empowerment
PROMOTION ON BELOW toTHE
turnLINEdreams into
CABLE NETWORKS.
• INVITATIONS TO PARENTS FOR WORKSHOP WILL BE GIVEN THROUGH COLABORATING WITH SCHOOLS.
reality, which will not only attract kids but also parents.
• NAME OF THE WINNERS WITH THE NAME OF SCHOOLS WILL BE PUBLISHED IN NEWSPAPER AND BELOW THE LINE
• Parents are going to play major role in shaping the future of their kids
LOCAL CHANNELS.
• PARENTS CAN RESGESTER THROUGH APP AND WEBSITE BY USING THE LINK WHICH WILL ALSO INCREASE TRAFFIC ON
WEBSITEbyANDparticipating
APP. in various events with their kids.
• T-shirt with logo of firstcry will be provided to participants which will help people to connect with the company.
• Comic book subscription will be given to the runners-up position holder of age category 6-12(which will be also
available as offers on the app of first cry)
.
Beyond childhood.