Marketing Communication Management – Project

Volini – Agency Briefing

Flow of Thoughts… Determine Objectives

Launch Media plan

Establish Budget

Decide on Media Mix

Design Communication

Identify Target Audience

Determine
Objectives
Summary of Client Briefing

Where are we?

Known as expert brand in muscle
pain reliever

Why do we want to go there? Why are we here?

That market is bigger and Our product is considered as
transition from first to second second stage medicine in pain
stage medicine is going into hands relief
of medical practitioner.

Where do we want to go?

First choice in muscle pain
reliever medicine
What do we communicate?

Volini is must for first-aid box

Quick and Fast Relief

Applicable for wide range of pains

Expert do recommend Volini too

Flow of Thoughts… Identify Target Audience

Launch Media plan

Establish Budget

Decide on Media Mix

Design Communication

Identify Target
Audience

Determine Objectives
Who is the decision maker?

First Aid Box Buy

Who? - Ladies of the home Who? - Travel Salesman

• Takes care of children, old

members & themselves
• Very less care support outside
• Generally put more physical
and less trustworthy
work & due to nature
environment
differences, suffer more
backaches

Where they shop: Chemist /

Where they shop: Grocery Stores Airports, Railway Stations, Bus
Stations
Who is the decision maker? Contd…

First Aid Box Buy

Who? - Athletes Who? - Institutions

• Prone to injuries • To support work injuries

Where they shop: Chemist shop on Where they shop: Medicine

their recommendations suppliers
Flow of Thoughts… Design Communication

Measure Results

Launch Media plan

Establish Budget

Decide on Media
Mix

Design
Communication

Identify Target
Audience

Determine
Objectives
Key Message & Communication

First Aid Box Buy

Who – Ladies of the home Who – Travel Salesman

Who – Athletes Who – Institutions

Central Route to Persuasion / Logical Thinking

Volini is the “Professional Pain Relief for Aam Aadmi”;

keep it in easy reach”
Flow of Thoughts… Decide on Media Mix

Launch Media plan

Establish Budget

Decide on Media Mix

Design
Communication

Identify Target
Audience

Determine Objectives
Channels of Communication

Chemist Shops
Who – Ladies of
the home
Grocery Store

TV Sports Accessory
Who – Athletes Shops
Commercials
Who – Travel Airports, Railway
Salesman Stations, Bus Stops

Who – Sports Magazine

Institutions
Media Objectives
Media Objective

Television (TV) High Reach

Chemist Shops WOM / Direct Marketing

Grocery Stores WOM / Direct Marketing

Sports Accessory Shops High Engagement

Airports, Railway Stations & Bus High Recall

Stops

Sports Magazine Targeted Audience

Mix of Reach & Engagement to ensure better publicity & Recall –

supported with direct marketing at some POS
Media Advertisements
Print Media
Travelers Choice
Doctors Choice
Flow of Thoughts… Establish Budget

Launch Media plan

Establish Budget

Decide on Media Mix

Design
Communication

Identify Target
Audience

Determine Objectives
Media Budget
Media Program Length Rate Prime Time Frequency Duration Cost
Star Plus 2 Lacs / Ad 8 times a day 2 Months 9.6 Crores
TV 30 sec Ad
SAB TV 1.5 Lacs / Ad 8 times a day 2 Months 7.2 Crores
Chemist Shops 12 x 8 Ft 2 Lacs / Month 40 Shops 2 Months 1.6 Crores
Banner
Grocery Stores 10 x 6 Ft 1 Lac / Month 80 Shops 2 Months 1.6 Crores
Sports Illustrated 2 Full Cards 275000 / Page 2 Editions 2 Months 11 Lacs
Sports Magazine Cricket Today 2 Full Cards 200000 / Page 2 Editions 2 Months 4 Lacs
Sport Star 1 Full Card 200000 / Page 4 Editions 2 Months 8 Lacs
Airports 80 x 30 Ft 12 Lacs / Month 2 Airports 2 Months 48 Lacs
Outdoor Railway Stations 60 x 20 Ft 3 Lacs / Month 12 Stations 2 Months 72 Lacs
Bus Stops 45 x 30 Ft 1.5 Lacs / Month 20 Bus Stops 2 Months 60 Lacs
Total Cost 22 Crores

Note that the total cost of this is about 2.4% of operating profit of Ranbaxy (Dec-
2012)*.

* Latest audited result is available only till this time

Flow of Thoughts… Establish Budget

Launch Media plan

Establish Budget

Decide on Media Mix

Design
Communication

Identify Target
Audience

Determine Objectives
Creative Idea 1 - Pain is Temporary Victory is Forever
Creative Idea 2 – Pain Makes People Change
Creative Idea 3 – AAM AADMI PAIN

AAM AADMI PAIN

Ghar Kush Jab Biwi Kush

References
 http://www.themediaant.com/sports-magazines-india-advertising
 http://www.screener.in/company/?q=500359&con=1