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What is this Presentation About?

This presentation is an Integrated Marketing Communication Plan for ZEAL mouthwash, This IMC plan is the first ever communication road map for the ZEAL mouthwash. The plan includes a Promotional opportunity analysis and detailed evaluations of the IMC plan. Communication Gap Analysis
The Communication analysis and thorough study of consumers suggests that there is a wide gap in the communication so ZEAL is positioned to tap that untapped market and capitalize the gap. The IMC Plan

This IMC plan focuses on the product awareness and Brand awareness, executional frameworks for ATL and BTL. Goals and objectives of each communication media and the cost incurred on each media. The IMC plan is phased and each media used is synergized to get maximum mileage in cost effective manners.

Complete Oral Hygiene with Alcohol Free Anti Septic Formula for the Whole Family

Executive Summary

Brand Positioning
Promotions opportunity analysis Communications analysis Competitive analysis (primary competitors & their communication strategies) Opportunity analysis (opportunities that exist for your brand) Target market analysis (potential targets for the brand0 Customer analysis [INSIGHTS (including 4 customer interviews per student)] Market segmentation strategy

Brand strategy (the marketing plan for 6Ps) Distribution strategy

The BIG Idea Creative brief Campaign idea Execution ideas THE IMC PLAN IMC Budgets IMC plan Evaluation

Mouthwash product category in Pakistan is very harnessed. Mouthwash is treated as a medicated product in Pakistan and is marketed and promoted likewise. Few brands do exist in the market but are never mass marketed. As a consumer product mouthwash category is in the development stage of the product life cycle. Most of the products available in Pakistan are imported and are sold from leading super store and drug stores.

To grow to be oral dental care that will capture the dominant share of consumers mind as the best solution to bad breath.

Brand Vision

INTRODUCTION
Mouthwash or mouth rinse is a product, is used to enhance oral hygiene. Antiseptic and anti-plaque mouth rinse claims to kill the bacterial plaque causing caries, gingivitis, and bad breath. Anticavity mouth rinse uses fluoride to protect against tooth decay. It is, however, generally agreed that the use of mouthwash does not eliminate the need for both brushing and flossing. However in Pakistan its is more of a reactive measure product as compared to Proactive or preventive. Still it is part of some households who are savvy enough.

First Mouthwash of Pakistan

as a consumer product.

If launched Zeal will be the First Mouthwash to be marketed in Pakistan. Dentonic Zeal will have the first movers Advantage to capture the largest Market share using slightest resources.

Brand Positioning

Whiting / Freshening Gum Orbit Gum Fresh up, Spout Sugar free mint: huax Low End tooth Paste: English tooth paste, Dr. White High End Mouthwash: Prodent, Protect, Niflm, High cells, Sensodyne (GSK) Mouth Wash for Kids: Secure

Low End Mouthwash: Enziclalar, Bemzerim, Listerine,

Medicated Tooth Paste: Medicam Sensodyne Maswak

White Dental Powder (Manjan)

Black Dental Powder (Kala Manjan) Dental creams and Dental Gels

1 teaspoon of common salt dissolved in a warm cup of water

TARGET
Urban Population mostly

The Mouthwash consumer currently are the urban population mostly.

However while launching Zeal we will target the rural population of Pakistan, as we are treated zeal as a consumer product and its benefits are same to urban and rural population. Therefore why not communicate to the rural population as well. The communication will also reach the rural part of Pakistan as its a substantial market.

TARGET
Sexually Active People (married or unmarried) The Qualitative research conducted in form of informal interviews revealed that the mouthwash is mostly used to freshen the breath. To be more desirable to the opposite sex in the mating game. Therefore our primary emphasis is to induce sales by enforcing the fact that mouthwash make the user more desirable.

TARGET
College Students They are most insecure lot of all the sexually active population, mainly because of inexperience.

They can go to any extend to gain an edge in the mating game.

They will communicated that mouthwash can reduce rawness and increase sophistication.

TARGET
People at work (bad breath prevention) Today, people spent more time working than at home.

At work they eat their lunch, and mostly have tea at least twice during the working hours.
The decay of food and especially tea is the root cause of bad breath and thats where mouthwash comes in handy.

TARGET

Habitual Shoppers

Zeal will be the first mouthwash launched as a consumer product in Pakistan. People will be witness mass communication of a mouthwash for the first time in Pakistan. Therefore it will appeal to the habitual shopper who wants to try something new.

TARGET

People looking for relief of Inflammation

Even though Zeal mouthwash will focus on the benefit of mouthwash to prevent bad breath, however other benefits cant be ignored. Toothache Gum Inflammation. Cavity protection.

 Mostly People dont use Mouth Washes for oral Hygiene Usually used in case of Oral infections and Sensitivity Had firm believe on their Dentist Recommendations Price Sensitive

Are also Place Sensitive, from where they will purchase, e.g. They avoided buying from General Store, rather buy from only Drug Store

 Treat Mouth wash as over the counter drug and not as a consumer product. Also were attracted towards the Green and Aqua Color

Have perception as that of any treatment

Bubbles popping up after throwing the mouthwash. Plaque and Cavity problems Alternative as that of Brushing (Jaldi mein Safai)

 BENEFITS:
Emotional: Advantage in the mating game. (More desirable to opposite sex.) More admired by colleagues. Boosts confidence.
Functional: Preventive measure against Oral infections treatment for Bad Breath or toothache. Change of Oral taste.

VALUES & PERSONALITY:

Values: Provide Superior Customer Satisfaction.

Personality: Flirtatious and enticing in a charming way. Friendly and intimate. Devilishly Seductive Extrovert and energetic

 REASONS TO BELIEVE:

Dentonic is a brand which has more than a 40 year old Dental Care experience. It is not a brand extension however we will leverage the dentonic brand to launch Zeal just the way Coca Cola did it for Kinleys.

 DISCRIMINATOR: Oral Hygiene Solution for past 40 years. An alcohol free mouthwash is more credible of Dentonic because its a Muslim company, rather than from Colgate or Listerine.

Essence

Zeal mutates a substandard to sub zero

 ROOT STRENGTH: Manufacturing and Marketing Quality Oral Care Products for more than 45 Years. Logo (The Smiley Face, Mr. Dentonic)

PROMOTIONS OPPORTUNITY ANALYSIS

COMMUNICATION COMPETITIVE ANALYSIS

Listerine Mouthwash Oral B mouthwash Scope Mouthwash Crest Mouthwash Colgate Plax Mouthwash Sensodyne Oasis Mouthwash Protect Wringley Orbit Mint Hilal Freshup Gum

Listerine
Listerine Positioning: A healthier Mouth Appeal Used: Rational appeal. Target: Adults, decision makers.

Usage promoted: Twice daily, morning and before going to bed

Product Mix: Teeth whitening 1 product variant. Healthy mouth (antiseptic) 10 variants

Oral B Mouthwash
Oral B Positioning: Anti Plaque Killing 90% Germs Appeal Used: Rational appeal. Fear Appeal Target: Adults, decision makers. Dental Patients.

Usage promoted: Twice daily, morning and before going to bed

Product Mix: 2 Product variants

Scope Outlast Mouthwash

Scope Positioning: Get the confidence to get Close. Appeal Used: Rational appeal. Humor appeal. Target: Adults, decision makers. Usage promoted: Twice daily, morning and before going to bed Product Mix: 5 product variants.

Get the confidence to get close with the minty freshness of Scope mouthwash. Choose new Scope Outlast, Scope White, or the Original Mint flavor that started it all.

Listerine Positioning: A healthier Mouth Appeal Used: Humor appeal. Target: Adults, decision makers. Usage promoted: Twice daily, morning and before going to bed Product Mix: Teeth whitening 3 product variants. Healthy mouth (antiseptic) 2 variants

Unique formula with the same whitening ingredient as Crest 3D White. White strips not only freshens breath and whitens, but protects against future stains.

Crest ProHealth Enamel Shield Rinse is an alcohol-free fluoride rinse thats specially designed to protect and strengthen teeth.

For protection against plaque and gingivitis use Crest ProHealth MultiProtection Night Rinse.

For protection against plaque and gingivitis, use Crest Pro-Health Multi-Protection RinseCool Wintergreen.

For protection against plaque and gingivitis, use Crest Pro-Health Multi-Protection Rinse.

Colgate Plax
Colgate Plax Positioning: Ice cold freshness for 12 hours Appeal Used: Humor appeals Fear appeals Target: Adults, decision makers.

Usage promoted: Twice daily, morning and before going to bed

Product Mix: 5 product variants

Dont Mask it. Eliminate it.

Colgate Plax Ice

SENSODYNE OASIS MOUTHWASH

Positioning: Healthy teeth and gum. Mild freshness
Appeal Used: Rational appeal. Target: Adults, decision makers.

Usage promoted: Twice daily, morning and before going to bed

Product Mix: 1 product only.

 Sensodyne Mouthwash Sensodyne Gentle Mouthwash can be used every day to help maintain healthy teeth and gums. Mild, refreshing and kind to mouths, this mouthwash is a perfect way to complete your daily oral health routine.

Wringley Orbit Gum

Listerine Positioning: Just brushed clean feeling.

Appeal Used: Humor appeal

Target: Adults Teens Usage promoted: Situational Usage After meals Product Mix: 32 variants.

Wringley Orbit Gum

The smooth, refreshing flavor of sugar-free Orbit gum leaves your mouth with a "just brushed clean feeling". Orbit gum is a global brand, enjoyed by millions of people around the world. 32 variants available globally. Orbit
"For A Good Clean Feeling, No Matter What

Orbit White gum delivers a whitening benefit with a great taste and "just brushed clean feeling".

Wringley Orbit Gum

New Orbit Mist is a premium gum that contains Micro-Bursts to deliver a hydrating sensation to consumers. Orbit Mist offers three great tasting flavors including Peppermint Spray, Watermelon Spring, and Mango Surf.

With a style all its own, Orbit White gum can help remove stains and whiten teeth, and give you a brilliant smile you'll want to show the world. Orbit White is proven to remove stains and whiten teeth by chewing two pieces after meals or drinking wine, soda or other teeth staining products

Hilal Fresh Up Bubble

Positioning: Fresh Breath Appeal Used: Music appeal. Target: Adults Teens kids Usage promoted: Situational usage After smoking etc Product Mix: 4 product variants.

Kill germs that causes Bad Breath and oral Infections Prevents throat and gum infections Alcohol free formula is safe for the whole family Apple and peppermint flavor gives freshness of mouth.

Opportunity Analysis

Bad Breath"
The biggest consumption driver of a mouthwash is its ability to stop Bad breath. All the big International Brands of Mouthwash have various variants, but all do have a breath freshening mouthwash, which usually is the Flagship variant for example: Listerine Peppermint Very few toothpastes position themselves as a solution to bad breath. Only the gels position themselves as mouth fresheners. There is very big untapped opportunity as mouthwash performs way better at freshening breath than any other competing product.

Bad Breath"
Gels can't be used outdoor as you won't be carrying your gel and toothbrush with you where ever you go. Mouthwash in sachets can be used in any situation at any place. You dont require a brush for a mouthwash. Mouthwash also requires less time than brushing. Just 30 seconds is all you need.

The way mouthwash freshens you mouth is far superior than faster options like chewing gums. Its performance is superior.

First Movers Advantage

Pakistan Mouthwash is currently in the development stage as no mouthwash is marketed as a consumer product. Therefore in order to gain the maximum market share being the first mover Zeal should be positioned as: A SOLUTION TO BAD BREATH. It is the best benefit of a mouthwash which induces the most sales for mouthwashes around the world. Its a preemptive approach to choose the best positioning first because the proliferation of competitors can be dampened. zeal will always have the best positioning and imitators will end up strengthen the zeal brand at their cost.

The Market for mouthwash in Pakistan in not very savvy therefore the consumers should be offered a breath freshener mouthwash in the launch, and the whitening and tooth decay solutions should be provided afterwards.

Sexually Active population Urban consumers College and University students. Medicinal benefits seekers

TV commercials Point-of-sale (POS) sampling Print ads A website A hoarding An event PR stunt

MARKET SEGMENTATION STRATEGY

Segmenting consumer markets on bases of characteristics; such as Demographics: Adults 20 to 50(Decision Makers) Geographic: Urban only Responses: Fresh Breath Income level: High Middle Middle Class Lower middle class

Analysis of survey (Detailed analysis can be accessed from file -results) The major problems with usage of mouth wash are its availability, Taste and price of the mouth wash Teeth are source of smiling face teeth should be white and strong The sample shows a positive signaling response if Dentonic come up with Mouth wash People are strongly agree that they buy the dental care products to care for their teeth. Moth wash and related products are used for controlling the Bad Breathe problem people are agree on this. People use tooth paste for dental care, a few use mouth wash and other products People use the Mouth wash according to prescription of Doctor. People are indifferent on whether mouth wash should be used on daily basis or not, but they shows a tendency towards agreeableness.

Daily care of Mouth Wash Oral Hygiene

Care for teeth Bad Breatrhe Teeth Whitening
Daily care of Mouth Wash
Oral Hygiene Care for teeth Bad Breatrhe

16 16.682 16.6518 21.2572

Teeth Whitening
Plaque Removal

12.5909
16.8181

COMPANY STRATEGY
Providing the marketplace with Good quality Oral Dental Care which caters to all Hygiene requirements including cleanliness, freshness and preventing dental problems. Estimating the upcoming market trends, monitoring the customer wants through regular retail audits, providing Quality products and empowering partners to participate in product and brand development. Running Ethical business Operations Socially Responsible Practices by proving awareness of oral Hygiene and dental problems among students in Schools & Collages (Literature and Sports Festivals) and Television e.g. Animated Series.

 Smile Contests in Schools and Parks. Smile Contests on Internet. Eco friendly product and packaging materials. Taking shareholders value in account Customer satisfaction and retention is also one of the core objectives. Coming up with product innovations and constant communication Customer Feedback Systems

BRANd STRATEGy / MARKETINg MIx

Product: Alcohol free antiseptic mouthwash with active ingredient and fluoride. PDMA certified product 2 variants: ZEAL SUBZERO Strong peppermint (AQUA BLUE) ZEAL LURE Strawberry (CANDY RED) Price: Price Penetration Strategy Rs. 5 per 10ml sachet. Place: General Retail Store Medical Stores Cash and Carry Marts Super Marts Promotion: Display at Shops (In Store) Trade Promotions Product Awareness Schemes (PR) TV Ads, Print, Radio (ATL) Website Sampling and events Outdoor Smile Contests (BTL)

Product
Alcohol free antiseptic mouthwash with active ingredient and fluoride. PDMA certified product 2 variants:
ZEAL SUBZERO ZEAL LURE

Keeping the Pakistani Demographics in mind , The product has to be alcohol free, as Muslims are in majority. An antiseptic agent Phenol (carbolic acid) compounds will be used instead of using Alcohol. Active Ingredients will be added for cleansing reason

While the Fluoride will be added for prevention measure against cavity and enamel protection
To brace the product quality, the mouthwash formula will be certified by the PDMA (Pakistan dental medical Association).

The variants are as follows:

 Zeal will be launched in transparent sachet packs only. 10ml sachet size with screw cap.
The reason to launch Sachet is to induce situational use of mouthwash. The consumer can carry the mouthwash around and use it as per the situation.

Kiryana Stores General Retail Store Medical Stores Cash and Carry Marts Super Marts

The consumer analysis depicted that consumer only buy mouthwash from reputed stores and drug stores only.
However in order to make Zeal a household product, we will make it available at arm's reach of a consumer by distributing extensively.

 Price Penetration Strategy will be employed in order to capture as much market as soon as possible.

Rs. 5 per 10ml sachet.

Display at Shops (In Store Trade Promotions Product Awareness Schemes (PR) TV Ads, Print, Radio (ATL) Website

Sampling and events

Outdoor Smile Contests (BTL)

Seeing this product as FMCG Using an intensive Distribution Strategy in form of one level channel controls, using Sales reps to distribute to Dentists, Dental sections of Hospitals, Drug Stores, Distribution teams to Variety (General Stores) and Super Marts.

Brand communication Idea starts from the brand vision. Lets Analyze the Vision first.

BRAND VISION

BRAND COMMUNICATION IDEAS

CAMPAIGN IDEAS

EXECUTIONS

The brand Vision

1. New competitive arena 2. New industry structure 3. New geographies 4. New delivery approach 5. New products and service 6. New customers 7. Existing products to existing customers

the 7 growth drivers

HOW? See next slide!

Zeal Brand Vision To grow to be oral dental care that will capture the dominant share of consumers mind as the best solution to bad breath.

New Industry Structure

Zeal is a mouthwash that desires to be perceived as the best solution to bad breath, that is the brand vision. Mouthwash is not been marketed as a consumer product before and only as medicated product in Pakistan. Zeal will change this concept embedded in the consumer that mouthwash is only medicated, it can also be used just as remedy to bad breath.

In this manner Zeal Brand vision reshapes the Industry structure of Mouthwashes in Pakistan from pharmaceutical market to consumer market.

The transformation of ordinary person to someone special after the use of Zeal. Or: From Substandard to Subzero From ordinary to special From zero to hero From nothing to something From fuzo0l to co0l From scruffy to smart Zeal Swap increases distinctive: Only mouthwash positioned as a remedy to bad breath Zeal Swap increases relevance: Strengthen the positioning of the brand in minds of the consumers.

MMOs and MCOs

MMO:
Capture 40% of the market share MCO: Build and strengthen brand image as an intimate and personal ally of the consumer.

Major Consumer Insight

The loyal customers who repeat purchase mouthwash use it for now primary benefit i.e. as a remedy to Bad breath

Sexually Active population Urban consumers College and University students. Medicinal benefits seekers

TV commercials Point-of-sale (POS) sampling Print ads A website A hoarding An event PR stunt

Sex Appeals Humor Appeals

Persistently used for the toothpaste communications are:
Fear appeals Rational appeals Music appeals

Therefore for contrast effect the Zeal Mouthwash will use Sex appeals and humor appeals for its communication.

The toothpaste communication in Pakistan is done using the following framework: Testimonial Authoritative Informative

Therefore for contrast effect Zeal mouthwash will grab the opportunity to use:
Slice of life Dramatization

These framework are also the best to induce situational usage of mouthwash which Zeal is aiming for.
Communication will display a common person with common problem of bad breath.

Current consumer Perception

Mouthwash is perceived mostly as a medicated product and usually used not the recommendation of dentists. In Pakistan it is treated and marketed as an over the counter drug

What do we want them to perceive?

Its a consumer product Best solution of Bad breath Encourage situational usage.

The Brand Essence: Zeal mutates a sub-standard to sub-zero.

Why should they believe it?

No other mouthwash is positioned on bad breath and mouthwash performs far better than chewing gums.

Most important point to communicate

 Karachi and Lahore only. (Test Marketing)

10

Phase 1: Objective: Duration: PR stunt Print Media Phase 2: Objective: Duration: BTL ATL Phase 3: Objective: Duration: Event Radio Internet

Product Awareness (mouthwash) 1 month Atif Aslam drunk driving scandal detailed information of product

Brand Awareness and trial 2 month Sampling and Bad breath contest TVC and Outdoor

Brand Awareness only. 2 month brand experience commercials Viral marketing

Phase 1
PR stunt:

Product Awareness
DAY 1 (Atif in NewYork)

Geo news will be the first to break the news that Pakistani pop Star Atif Aslam is caught drunk driving a car in NewYork.

The incident happened when Atif Aslam was driving back from a concert in NY, he lost control of his car and hit head on a 70 year old ladys car. The police arrived at the scene and ask the pop star to give an alcohol breath test. Atif Aslam hesitated a little but then submitted to the test. The test confirmed that the Pop singer was indeed drunk and was taken into police custody.

However 2 hours later the pop stars cousin took the responsibility instead claiming that he and not Atif was driving the car when the accident occurred.
The Pop star was released and he is returning to Quaid-e-azam airport day after tomorrow at 3 pm PST.

PR stunt:

Phase 1 Product Awareness

DAY 2 (scandal in newspapers)

Phase 1 Product Awareness

PR stunt: DAY 2 (scandal in newspapers)

DAY 3 (Atifs arrival)

The news media attacks Atif with cruel questions at the arrival on the Airport. Atif Aslam announces that he will do a press conference soon, where he will give his official statement.

DAY 4 (HOT TOPIC ON TALK SHOWS)

All talk shows and morning shows finds Atif Aslams silence very interesting and discusses the causes and consequences of his act and silence.

DAY 5 (NEWS MEDIA FOLLOWING ATIFS MOVEMENT)

Atif in the Headlines of every news channels. Reconstruction by Animation of his road accident by GEO. 70 years old women files a case against Atif in NewYork.

DAY 6 (Atifs press conference)

Full media coverage. All eyes on Atif Aslam. Zero traffic on the Roads of urban Pakistan. With the full attention of media and public both in Pakistan and outside Pakistan atif Aslam accepts that the reading on the breath test instrument to measure alcohol content in his breath was 100% accurate. However he also claims that the cause of this high alcoholic content in his breath is not because he had alcoholic drink. It happened because of a mouthwash.

He explains that after the concert he had a cigarette. To overcome Bad breath he rinsed his mouth with some mouthwash which contains some alcohol content.
He will apologize Pakistani public for using alcoholic mouthwash saying that he should have being more cautious and bought himself a non-alcoholic mouthwash.

DAYs FOLLOWING THE PRESS CONFERNCE

All TV channels discussing Atif Aslams excuse against the charges of drunk driving.
People unaware of mouthwash now know exactly what is a mouthwash and there are alcoholic and nonalcoholic varieties available. Mission Accomplished the target market now knows what a mouthwash is.

Ala

chemicals pays Atif Aslam 2 million rupees and also pays $5,000 to the 70 years old actor in NY.

PR is more Cost effective than TV A 20 sec ad spot on Nadia Khan show costs Rs.400,000. TVC would have cost approx Rs. 40 Million for 1 month promotion. PR is a more effective channel Even by spending 15 times more on TVC would not have created such a buzz. Product awareness is far more by PR because it increases receptivity.

The PR stunt increases the receptivity of the target. Print ads will have detailed information about the product The Ads will be placed in leading newspapers like Jang and dawn Quarter Page color Ads on the 3rd page.

Example of Print Ad
In the next slide

Zeal Swap! The change you need

High Receptivity match this Selective Channel High reach Complements PR very well (Synergy)

Cost effective ATL promotion

Zeal will conduct this BTL activities in the 2nd phase to induce trial and improve brand awareness. The Bad breath contest will be held in colleges and universities where the audience is enriched with correct segment to target. Zeal will hire a female model like Amina Haq as the judge. The participants will have to exhale their breath in close proximity of Amina Haq, those will rate the participant on the bad breath meter The winner will get nothing but the losers will get a free sample of Zeal mouth sachet. Free sampling will be done in the premises as well.

Targeting College Students. (Primary Target)

Cost effective BTL activity In line with Brand personality (fun, friendly, flirtatious) Promotes Bad Breath solution efficiently. Strengthens the Positioning (Bad breath remedy)

 TVC in form of 30 sec ads cost a lot and Zeal does not have a very extravagant budgets to afford them. Therefore a cheaper way promote your brand is by sponsoring time checks on cable TV channels. The Timechecks are actually TVCs rather than sponsorships Frequency of TVC will be 3 times a day: Evening Prime time Late night

Lowest cost per thousand No cost of production unlike TVC High Reach High Frequency

What we will do?

How we measure

Objective: To create Buzz and produce awareness of the Brand

Framework:
A BTL activity at sea view Karachi and Lahore will be organized. The Activity will include: Live Concert Free Sampling Photo session

Photo Session: Audience at the Beach will be encouraged to have the snaps with Stars and stand alone with a background of ZEAL!!!!!!!!!!! They will be asked to write down their email addresses . They will be invited to become fan of ZEAL fan club at facebook where they can access and share their photos. The pics will be sent on their email IDs.

The Research shows people have strong tendency to show off their photos that worth seeing ( according to them). They will forward the photos everybody they knows. The objective will be achieved when people will tell their unique experience to others and show them off the snaps with a background of ZEAL!!!!!!!!

Strengthens Positioning Increases Loyalty Increases Sales Brand Experience In line with Brand Personality

Justifies the expenditure on Sea View Events Extremely Cheap Ingenious way to create Brand Awareness Great synergy wth Event

Objective: To support Product awareness ( Phase-1) To Support Brand Awareness ( Phase-3)

Phase 1: The Radio communication will be used to Reinforce AA controversy. The Creative agency will asked to design special program. The RJs will be asked to talk abut Bad Breathe and Mouth washes.

Phase-2 The Radio here will be used to reinforce the TV Ad Note: The use of Radio in second Phase depends on the Results of Phase-1 communication.

 Intimate Channel for intimate Brand Cost effective Very good Maintenance promotion channel Low cost per thousand

The Green Buses of CDGK will be used as way of communication for ZEAL. The Buses will be painted creatively by ZEAL Ads. UTS transports will also be targeted for the same purpose. Same thing will be done for DEAWOO A/C coaches The buses will be painted with ZEAL communication message

 Cost effective: 1 billboard (60x20) on Shara-e-faisal and equivalent locations cost Rs, 100,000 20 such locations must be covered raising the cost to Rs 10 million for 5 months promotion Whereas a mobile hoarding cost approx Rs.30,000 per month and 3 vehicles can cover high visibility locations. The cost is lowered to just Rs.500,000 for 5 months promotion.20 times less than traditional fixed hoarding.

The price per unit of Zeal 5ml sachet is Rs.5 11

The forecasted sales for the first 5 months is 6 million units.

Profit margin is 33% of selling price. In order to achieve preemptive advantage zeal will invest all its 5 months profit in marketing activities. Therefore the budget constraints limit the brand launch expenditure to 10 million rupees.

Phase 1 budget
Channel COST

Atif Aslam (PR)

70 Year old actor (PR) Print Ads (newspapers, magazine)

Rs. 2 million
US$5,000 or Rs.400,000 Rs. 2 million

Phase 2

Channel Bad Breath Contest TVC (Time Check) Mobile Hoarding

Cost Rs. 1 million Rs. 2 million Rs. 0.5 million

Phase 3

Channel Radio Ads

Cost Rs. 1 million

Internet
Event

Rs. 100,000
Rs. 1 million

Total Expenditure
Channel Cost

in 5 months

Atif Aslam (PR)

70 year old actor (PR) Print Ads Bad breath Contest TVC (time check) Radio Ads Internet Sea view Event Mobile Hoarding (outdoor)

2,000,000
400,000 2,000,000 1,000,000 2,000,000 1,000,000 100,000 1,000,000 500,000

TOTA L

10,000,000

12

Integrated Marketing Communication is not about choosing the all communication media but selecting the appropriate communication channels. We have synergized and phased communication plan to achieve more accuracy and effectiveness out of available funds. We have first tried to create product awareness because most of the target market is unaware of it, the PR is stunt is used due to its strong effectiveness, We had budget constraint thats why IMC plan designed in such a way that it deliver maximum output, The IMC plan is designed in such a way that it can be evaluated on completion of every phase to check how well its delivering results so that the goals and objectives can be revised accordingly.