Reason for Selecting are AD Campaign:

We have chosen this product as it is a new product.this product has never Been
made or marketed before
It is a very innovative product and it has great utility in todays times especially
because of the lack of tym people have in metros and the fast way of life here. Our
product is portable easy to carry and easy to use.
It can be used anywhere.
For frequent travellers this is a great way to ensure that they are not deprived of
nutrition at netym.Jst buy a loaf of bread and use this butter stick.
For outdoor excursions also this product is very useful
Objective of our AD campaign
1)create awareness and a market for our new product
2)To educate consumers about the effectiveness and usefulness of our product
3)to persuade the audience that our product would be definitively very effective

PLANNING ARE ADVT CAMPAIGN

Reasearch from questinaires and other forms of data and surveys
Defining TARGET AUDIENCE:
Our target audience is the people in metros especially ,as they are an consumer
group who are most deprived of time due to the hectic schedules
AGE GROUP-20-50
Occupation-Working class who travel huge distances from Home to office
Urban /Rural based:URBAN
Sex :All
Understanding Market segmentation:we understood the market segmentation
through our surveys and questionnaire
On that basis we realized that the market consists of people with Different
a)Nature
b)Needs and wants

c)Different purchasing power

d)Degree of willingness to buy
on that basis we based are ad strategy.I
This helped us identify Market opportunities for our product.it gave us a clear
indication that our product would be higly accepted and appreciated.
We designed are product on that basis only keeping the Consumer needs and
demands in mind only
And we also based are marketing mix on that only.
Pricing strategy is bsed on the willingness of the consumer to pay only

Marketing mix:
Product :Butter stick
the product design is in such away that IT IS PORTABLE.EASY TO CARRY AND EASY
TO USE.
Itts a tried and tested design wich has been earlier used in the form of gum sticks
The outer cover is made of High quality of plastic wich can withstand heat,and
moderate impacts like fallin down etc.
The inner case is made air tight so tha t the butter does not Melt.the inner pulley
mechanism works effectively under all conditions also
The product is easy to use and Very cost effective
It can be afforded by all income groups .
The design and the quality of material used is such that it can withstand the rough
handling easily without comprising on the product safety.Due to its unique deisgn it
does not have to be store doin acool dry place
The colour of the case goes with the product colour wich is yellow.

PRICE: The price of the Rs. 20 for the 20gm pack and Rs. 40 for the 40 gm pack.

The pricing strategy is only on the agrresive side as we expect huge Demand in
metros especially for this product.
There is no other alternative unique like ours and we expect our uniqueness to be
rewared in the form of huge sales.Expected sales is 173000 pa
The pricing break up is
Raw material cost=Rs 5-BUTTER
Plastic case cost-=Rs 4 per unit
Packagin g cost & distribution cost
=Rs. 3per unit
Fixed cost(including
Advertising cost: and promotion cost)=50 lakhs
Profit is Rs 5 per unit

Place :the product will launched in metros only.as the demand for such products
would be more there citing the culture and way of modern life in metros
The product would be launched on trial-Sales or return basis In all huge malls which
attract High footfall
The product would also be launched in local kirana shops but oinly in area where
we expect the consumer would have the taste for such new innovative products.
Effective distribution would be must and thus we plan to hire an external agency
who would effectively manage our distribution issues.
PROMOTION mix: Press,outdoor,,Transit,Direct samples
Factors on wich are choice of media was dependent
PRODuct Characteristics:The product falls under the category of FMCG.These
products are bougth by masse in general.As we are launching the product in metros
initially.we have preffereed outdoor transit like Banners,Train advt,Bus
advt,Rados,Direct sampling as They are relatively less expensive and they a mass
appeal.
As majority of the people in metros travel by Trains other forms of public
transports.this type of Promotion mix would be most effective,Cost wise as well as
Reach wise.

Media Cost:
The cost for Broadcasting media is the most and thus as our Bugdet is limited that
cant be used.
Thus we have Chosen Media forms like Transit,Outdoor and Direct sampling as they
have a mass reach and are cost effective.
Forms like radio are also very expensive in metros and they wouldnt accomplish our
objective as ours is a new product and it would require a visual display and thus
radio cannot be used
Target audience:
Our target audience are the masses of metros who spend a lot of their time
commuting from their homes to their work places.For them every moment is
precious and thus an innovative product like ours can save them time without
compromising on their health.Thus as our target audience are majorly workin classe
of metros our chice of type of media is based on that
Distribution Coverage:
It is easy to find dealers to markert our product in metros as they know the taste of
the customers and theylise that Innovative products like ours would attract a huge
demand and thus we need not Spend a lot of money on expensive forms of
broadcasting media
Advertising objectives:our product is a new innovative product so our objective was
to create huge awrness about our product at the lowest possible cost.so we have
chosen the forms that we think that would be the cheapest and attract a lot of
demand.
Since it is a new product we are relying a lot on word of mouth publicity to win us
more Demand
Media Life:
Since ours is a new product we need to ensure that the forms of media we use have
a Longer media life.This so because initially it is difficult to attract attension on new
products like tgis.So the longer life it would have ,it would supplement our other
media efforts like Sample giving etc and they togrther would Lead to an effective
media campaign n
Media Image:
We have chosen outdoor media as it goes with the mass appeal that our product.By
advertising on the Trains and buses we are anticipating that the people will connect
with our product.

Media availibilty: there is a huge scope in advertising in new forms of mediums like
trains and buses and there is less chance of cluster also.and people tend to notice
these ads as the journey time in commute is a lot
ADVERTISMENT BUDGET:
We have placed our budget on the following factors
:
Objective of our ad Campaign
Our objective is to create awareness over in metros espeialy and not all over the
country in the iniyial stage .thus ad budget is kept at a measly 50 lakhs only
Competion:as we are launching a new product we do not have any competitive
threat.o also we have limited our ad budget
Quality of the campaign:we have decided not to use any expensive kind of publicity
or icons for our product as this would increase our cost a lot.We belive that our
product the kind tha it i s and the kind of effective utility it has we wouldnt have to
use celebrities to enhance sales
Media mix-Our media mix basically consists of Outdoor campaigns and Samples
sales at popular crowded places and news papers and other forms of press
advertisement.
Product life cycle:
Being a new product we require heavy sums while introducing the product.So we
are going with the strategy of putting the whole budget while introducing the
product as we are sure that once the product is launched ,the
quality,uniquenss,utility of the product would be such that it wouldnt require much
advertisement until some new competitor comes comes up
Market size
The market size is relatively huge in metros,thus we are launching are product in
the metros itself.where the people have the buying capacity as well as the taste for
such innovative products
ADVertisment Budget:
We have used the unit sales method in determining the ADVERTISMENT budget
We have researched on the total population of METROS
Mumbai:
Delhi

CALCULTTA
Chennai
Thus the total population is 4 crores.
We anticipate that atleast 1 crore people would try our Product atlest once .thus our
advt budget is atleast rs.4 per unit.thus our ad budget is 4 crore
This would be divide into
Outdoor Adv:
Trains
Buses
Banners
Press:
Newspapers
Samples Sales:
Prototype costing rs 5 p.u distribute dat popular raiway platforms
Conclusion and bibliography wel do later.
Add any thing if ul want