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Liquid Hand Wash. Section 2. Group 5 (Group M). Abhijit Tibrewal | Karthik V | Monika Bishnoi | Piyush Agarwal | Shuv Aritra | Sowmya R. 2011PGP054 | 2011PGP074 | 2011PGP079 | 2011PGP089 | 2011PGP099 | 2011PGP102. IMC Planning Process. Review of marketing plan.

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Presentation Transcript
slide1

Liquid Hand Wash

Section 2

Group 5 (Group M)

Abhijit Tibrewal | Karthik V | Monika Bishnoi | Piyush Agarwal | Shuv Aritra | Sowmya R

2011PGP054 | 2011PGP074 | 2011PGP079 | 2011PGP089 | 2011PGP099 | 2011PGP102

slide2

IMC Planning Process

Review of marketing plan

Analysis of Promotional program situation

Analysis of communications process

Budget determination

Develop integrated marketing communications program

Sales

promotion

PR/

publicity

Personal

selling

Direct

marketing

Internet/

interactive

Advertising

Develop objectives and strategy for each

Develop message, media strategy, and tactics

Integrate and implement marketing communications strategies

Monitor, evaluate and control IMC Program

strategic challenges
Strategic Challenges

Develop integrated marketing communications program

  • In most of its key markets, competitors have held a strong place in households for generations, due to other formats such as the Antiseptic Liquid that was seen as an ‘all powerful’ antibacterial solution
  • Lifebuoy needed to step up its imagery. Being a relatively new entrant to the liquid hand wash category, it did not seem an intuitive choice as a brand for a premium offering, like liquid Handwash and to take on a dominant player

Develop Objectives & Strategies for each

Review Of Marketing Plan

Develop message,media strategy and tactics

Analysis of Promotional Program

Integrate & Implement IMC Program

Analysis of Communication Process

Evaluate, Monitor & Control IMC Program

Budget Determination

slide4

Develop integrated marketing communications program

Objectives

Develop Objectives & Strategies for each

Review Of Marketing Plan

Develop message,media strategy and tactics

Analysis of Promotional Program

Integrate & Implement IMC Program

Analysis of Communication Process

Evaluate, Monitor & Control IMC Program

Budget Determination

slide5

Develop integrated marketing communications program

Internal (Program Description)

  • Beating the competitor at his own game by going headlong against him would not work . They needed to think smarter
  • Could protect hands from germs in 10 seconds while all other handwashes took one minute to do so!
  • Needed for a consumer angle to frame the whole thing- Answer: Children !
  • The campaign titled ‘Superfast Handwash’ used the underlying insight on children’s behavior to not only make germ protection in just 10 seconds new and relevant for Lifebuoy but also to render competition’s high ground on germ protection very vulnerable

Develop Objectives & Strategies for each

Review Of Marketing Plan

Develop message,media strategy and tactics

Analysis of Promotional Program

Integrate & Implement IMC Program

Analysis of Communication Process

Evaluate, Monitor & Control IMC Program

Budget Determination

slide6

Develop integrated marketing communications program

THE BIG IDEA!

Lifebuoy Superfast Handwash: 99.9% germ protection in just 10 seconds because children are always in a hurry, especially when it comes to hand-washing

Lifebuoy

Commercial

Develop Objectives & Strategies for each

Review Of Marketing Plan

Develop message,media strategy and tactics

Analysis of Promotional Program

Integrate & Implement IMC Program

Analysis of Communication Process

Evaluate, Monitor & Control IMC Program

Budget Determination

external
External

Develop integrated marketing communications program

Customers

Target higher income mothers who were potential Handwash users and convince them to use Lifebuoy Handwash for their families. These mothers had kids aged between 4-12 years and were using competitive brands. When it came to protection she was clear that her family deserved the best and was not willing to compromise on it

Competitors’ Value Proposition

Dettol: “Protection from Germs”

Savlon: “Gentle Protection”

Develop Objectives & Strategies for each

Review Of Marketing Plan

Develop message,media strategy and tactics

Analysis of Promotional Program

Integrate & Implement IMC Program

Analysis of Communication Process

Evaluate, Monitor & Control IMC Program

Budget Determination

slide8

Develop integrated marketing communications program

SWOT

Develop Objectives & Strategies for each

Review Of Marketing Plan

Develop message,media strategy and tactics

Analysis of Promotional Program

Integrate & Implement IMC Program

Analysis of Communication Process

Evaluate, Monitor & Control IMC Program

Budget Determination

role of advertisement
Role of Advertisement

Develop integrated marketing communications program

Develop Objectives & Strategies for each

Review Of Marketing Plan

Develop message,media strategy and tactics

Analysis of Promotional Program

Integrate & Implement IMC Program

Analysis of Communication Process

Evaluate, Monitor & Control IMC Program

Budget Determination

current proposition
Current Proposition

Develop integrated marketing communications program

Lifebuoy Superfast Handwash: 99.9% germ protection in just 10 seconds

  • The creative idea resulted from turning the proposition on its head, by labeling the other soaps ‘slow’
  • Did this by using an a typical child, a mama’s boy, who does everything he is told, including washing hands for one whole minute (subtly implying the competition)
  • Established themselves as the ’normal’ kids’ ally so that children could be now be themselves and yet get complete germ protection - with Lifebuoy’s Superfast Handwash

Develop Objectives & Strategies for each

Review Of Marketing Plan

Develop message,media strategy and tactics

Analysis of Promotional Program

Integrate & Implement IMC Program

Analysis of Communication Process

Evaluate, Monitor & Control IMC Program

Budget Determination

communication touch points
Communication Touch-points

Develop integrated marketing communications program

Develop Objectives & Strategies for each

Review Of Marketing Plan

Develop message,media strategy and tactics

Analysis of Promotional Program

Integrate & Implement IMC Program

Analysis of Communication Process

Evaluate, Monitor & Control IMC Program

Budget Determination

impact
Impact

Develop integrated marketing communications program

  • Grow sales volume and value faster than category to grow market share
  • Steal share from Competition
  • Establish the Lifebuoy Proposition as unique and differentiated from Competition
  • The message of ‘Germ Protection in 10 seconds’ was picked up by 88% of consumers,
  • and 80% believed that ‘Lifebuoy Handwash was faster than other soaps in killing germs’!

Source: “Superfast Handwash” by Lowe Lintas and Partners

Develop Objectives & Strategies for each

Review Of Marketing Plan

Develop message,media strategy and tactics

Analysis of Promotional Program

Integrate & Implement IMC Program

Analysis of Communication Process

Evaluate, Monitor & Control IMC Program

Budget Determination

budget
Budget

Develop integrated marketing communications program

Develop Objectives & Strategies for each

Review Of Marketing Plan

Develop message,media strategy and tactics

Analysis of Promotional Program

Integrate & Implement IMC Program

Analysis of Communication Process

Evaluate, Monitor & Control IMC Program

Budget Determination

stp for the imc program
STP for the IMC Program

Develop integrated marketing communications program

  • Segmentation: SEC, Gender, Age
  • Targeting: SEC (middle and higher middle class), and all age groups and gender
  • Positioning: Proposition remains the same (Superfast handwash)

Our New Proposition

Lifebuoy Superfast Handwash: 99.9% germ protection in just 10 seconds because EVERYONE is in a hurry, especially when it comes to hand-washing

Develop Objectives & Strategies for each

Review Of Marketing Plan

Develop message,media strategy and tactics

Analysis of Promotional Program

Integrate & Implement IMC Program

Analysis of Communication Process

Evaluate, Monitor & Control IMC Program

Budget Determination

slide15

Develop integrated marketing communications program

  • Advertising:
    • handwash category contributes to only 5% of the entire Lifebuoy brand
    • Few ads: showing not only children but entire family)
    • Guerrilla marketing (because not expensive, impacts consumers)
  • Sales Promotion: OK
    • Buy liquidwash with a soap, with a refill pouch)
    • Integrate trade promotion
  • Public Relations: Awareness about their proposition (on special days like Global handwash)
  • Personal Selling:
  • Direct Marketing:
  • Internet/ Social Media:
    • Facebook, Google+, Integrate PR

Presence/ Absence

Develop Objectives & Strategies for each

Review Of Marketing Plan

Develop message,media strategy and tactics

Analysis of Promotional Program

Integrate & Implement IMC Program

Analysis of Communication Process

Evaluate, Monitor & Control IMC Program

Budget Determination

hierarchy of effects model

Teaser campaigns, Ads

Descriptive copy

Classified ads, Proposition, Jingles

“Image” copy

Status, glamour/comman man appeal

Competitive ads

Argumentative copy

Point of purchase

Retail store ads, deals

“Last-chance” offers

Price appeals

Testimonials

Hierarchy of Effects Model

Develop integrated marketing communications program

Cognitive

Realm of thoughts.

Ads provide information and facts

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

Affective

Realm of emotions.

Ads change attitudes and feelings

Conative

Realm of motives.

Ads stimulate or direct desires

Review Of Marketing Plan

Develop Objectives & Strategies for each

Analysis of Promotional Program

Develop message,media strategy and tactics

Analysis of Communication Process

Integrate & Implement IMC Program

Evaluate, Monitor & Control IMC Program

Budget Determination

slide17

Develop integrated marketing communications program

Develop Objectives & Strategies for each

Review Of Marketing Plan

Develop message,media strategy and tactics

Analysis of Promotional Program

Integrate & Implement IMC Program

Analysis of Communication Process

Evaluate, Monitor & Control IMC Program

Budget Determination

message design
Message Design

Develop integrated marketing communications program

Develop Objectives & Strategies for each

Review Of Marketing Plan

Develop message,media strategy and tactics

Analysis of Promotional Program

Integrate & Implement IMC Program

Analysis of Communication Process

Evaluate, Monitor & Control IMC Program

Budget Determination

media strategy

Develop integrated marketing communications program

Media Strategy

Develop Objectives & Strategies for each

Review Of Marketing Plan

Develop message,media strategy and tactics

Analysis of Promotional Program

Integrate & Implement IMC Program

Analysis of Communication Process

Evaluate, Monitor & Control IMC Program

Budget Determination

slide20

Develop integrated marketing communications program

Integration of communication strategies:

    • Integrate sales promotion with trade promotion
    • Integrate social media with other communication channels like PR and advertising

Implementation

  • Online Games for children where the proposition of the brand is conveyed.
  • Games can be hosted on different platforms like online websites and also as Android/iOS/Windows Apps.
  • Bundle Liquid Hand wash TRIAL SACHETS along with HUL soaps like Lifebuoy, Hamam, Liril and Rexona
  • Tie up with pediatricians to promote Lifebuoy hand wash in their clinics and propagate its usage
  • Print ads on the back of cinema tickets – specially family and kids movies
  • Promote Lifebuoy Liquid Hand wash in TV Cookery shows

Develop Objectives & Strategies for each

Review Of Marketing Plan

Develop message,media strategy and tactics

Analysis of Promotional Program

Integrate & Implement IMC Program

Analysis of Communication Process

Evaluate, Monitor & Control IMC Program

Budget Determination

slide21

Develop integrated marketing communications program

  • The discussed IMC program is to be monitored based on the following schedule:

Develop Objectives & Strategies for each

Review Of Marketing Plan

Develop message,media strategy and tactics

Analysis of Promotional Program

Integrate & Implement IMC Program

Analysis of Communication Process

Evaluate, Monitor & Control IMC Program

Budget Determination