KHADI –

MASKS
“A METAPHOR OF GLOBAL
SOLIDARITY”
RESEARCH FINDINGS
• From the research we found that Khadi products have good image among
customers.
• Also, Khadi Face mask have good reach among the public in the prevailing
pandemic situation.
DEMOGRAPHIC ANALYSIS Gender
(GENDER)

In the following graph we could see 50% 50%

that both men and women has equally

constituted in buying Khadi masks.

Men Women
TYPE OF MASK PREFERRED
The graph shows the age and the masks preferred among the age groups.

From graph we see that people in the age group 40-60 and above 60 prefer the 5-
layer mask and 20-40 prefer cotton mask.

Types of mask preferred

0%
0%
0%
0%
0%
0%
85%
Above 60 40%
Age

30%
70%
40-60 50%
40%
65%
20 -40 50%
70%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Percentage

cotton 3 layers 5layers

 Consumer preference
CONSUMER PREFERENCE

27%
The graph given below gives us a clear 33%

view on what are the preference that a Price

consumer need from the product . Quality

Durability

We could see that the Quality and

Durability is preferred over Price.

40%
Contd.,
• The graph shows how the demand of face mask has increased after
the pandemic.
TARGET AUDIENCE
The target audience are general public with all age groups and especially we
target:
• Doctors by having tie-ups with hospitals.
• Front-liners.
• Pharmaceuticals.
• Traffic Police
MARKETING CAMPAIGN BUDGET (June 10 – July 10)
EXPENSE FACTOR AMOUNT (Rs.)
E-Newspaper Advertising 45000
Blog Advertising 30000
Social Media Advertising (Facebook, Instagram)
Content 12000
Graphics 15000
Collaborators 30000 57000

Online Contest (Prize – Rs.1000) 1000

Magazine Advertising 20000
Flyer Advertising 7000
Pre-Roll Advertising 27940
Billboards & Hoardings 31000
TOTAL 2,18,940
 SALES

• Total Promotional Expense = 2,18,940

• Selling Price = Rs. 180 per unit

• Expected Sales after promotional activities is 4,90,000

• To achieve Break-even sales (No profit, No loss Point), the
company should sell 1217 masks (2,18,940/180 = 1217)
 MARKETING
CAMPAIGN THEME

The tagline for the marketing campaign

theme is “An eco-friendly option to stay
safe”
AD POSTER FOR MEDIA ADVERTISING
Selection of media
Creating awareness of the masks through KVIC’s social media channels.

Training for making masks may be organized to create awareness to common

people.

Khadi may come forward to deliver khadi masks at the doorsteps of people as
their demand has been steadily rising due to increase in positive cases.

This will benefit to help women self-help groups (SHGs) and give them
employment at the local level.
 Executing Marketing Campaign

Key Promotional Objectives:

Khadi may create a distinct and engaging anti-coronavirus campaign. The campaign
inspires to prepare eco-friendly masks using khadi.

“Khadi masks are safer to use. The cloth used for making masks are hand spun. It is
good for the summer, and the colors used on the masks are 100% natural. People can
wash and reuse them”.

The campaign speaks about every Indian to join and defeat the spread of coronavirus
and always ensuring that we do not step out of our home without wearing our masks.
 Contd.,
Encouraging people to wear masks and join the movement by sharing a selfie while
making masks or wearing one during essential errands and using the hashtag
#GreenKhadiSelfieContest.

 The campaign will be promoted across Facebook, YouTube, Instagram and Twitter.

The campaign will be held for one month from 10th June to 10th July 2020.

RULES TO THE CONTEST: The picture need to be creative and unique. Wear a Khadi
mask or make your own mask , wear it and share the picture with us. The picture with
maximum likes will be announced as the winner of the contest and a prize of Rs.1000
to the winner.
 Contd.,

The campaign may involve front-liners to speak about safety against coronavirus.

The dedication and determination shown by “front-liners” must not be taken for granted.

Khadi may do support front liners of the COVID-19 by contributing personal protective
equipment.
 REPRESENTING
GURU NANAK COLLEGE (AUTONOMOUS)
VELACHERY, CHENNAI – 600042

POST GRADUATE DEPARTMENT OF BUSINESS ADMINISTRATION

(MBA)

TEAM NAME: THE MASTERMINDS

TEAM MEMBERS:
J. Rishi Ganesh (rishiganesh.j@gmail.com)
P. Eramadevi (ermadevip98@gmail.com)
B. Sathya Bama (sathya.bama0120@gmail.com)

CONTACT NO:
Rishi Ganesh – +91 80560 30355
Sathya Bama - +91 96000 56671
THANK YOU