PROJECT ON PROMOTION CAMPAIGN

Prepared for
Prof. Joydeep Biswas
Assistant Professor (Marketing Area)

Prepared by
Amruta Kar (19202137)
Arun Kumar Satapathy (19202142)
Ayan Chatrerjee (19202143)
Shristi Satrupa Mohapatra (19202182)
Sreyashi Khetua (19202186)

March 1, 2020
 Index

Sl.No. Content

1 Abstract

2 Introduction

3 5Ms Of Advertising

4 Creative Brief

5 Bibliography
ABSTRACT
This project focuses on the promotion feature of the marketing mix, to define: Promotion can
be defined as an activity that involves communication with the target audience which features
the benefits of the product and the satisfaction it comes with. Here, re-launch of a dormant
brand has been done through an advertisement campaign. The report opens up with a brief
introduction about the marketing mix and the product which we have used for our campaign
i.e. Elkos.
Further, the 5Ms: market and mission, message, media, money and measurement have all
been thoroughly described. The creative brief has been given and also the strategies used to
deliver the campaign to the target audience. The choice of media, allocation of resources,
budget for the promotion and the metric measurement used to calculate the same has been
showcased through this report.

INTRODUCTION:

The marketing mix especially the four Ps are a coagulation of various determinant i.e.
product, price, place and promotion that drives the market given at any scenario and time.
Here, in this project we are going to showcase the promotion aspect of marketing. Promotion
can be defined as an activity that involves communication with the target audience which
features the benefits of the product and the satisfaction it comes with. In short, a persuasion to
build customer loyalty with a specific brand. As given, being a brand manager here we are
looking at the re-launch of a dormant brand and the brand that we have chosen is Elkos.

5Ms OF ADVERTISING
Promotion is based on the 5Ms of marketing i.e. market and mission, message, media, money
and measurement. If a brand wants to target the right audience to build its presence, then the
above factors need to be fulfilled. Certainly, the same was done during the re-launch of Elkos
Pens, further let’s see in detail the different functionality and contribution of the 5Ms that
helped us in bringing the brand in action once again. To begin with-

o Market and Mission:

This refers to the current market situation and the mission we set in accordance with it to
make our brand visible as well as acceptable by the target market. Coming to which; target
market can be defined as “a specific group of customers at whom a brand specifically wants
to give its services and make profit out of it by maximum utilization of the resources.” A
target market is a subset of the total market for a product or service.
Keeping that in background if we come to our product here with Elkos Pens we are targeting
the young mass, to be specific the students. Our mission statement being: Elkos “Likho Apni
Kismat” in itself brings out the fact that how important career is, for a student; focusing on
that the pens are made to be extremely cheap so that every student can afford it. Also, the
long and smooth writing factor gives an edge to the product which can help in increasing the
demand of the product among the youths.
Objectives:
o Keep affordability at a check
o Long lasting refill
o Smooth writing
o Quick flow of the ink

Keeping the above goals as a mirror if we closely observe how it builds a close relationship
with the decision making process of the target market is quite interesting. Now, as we know
our targets are the students, so if we keep affordability at check then it is this young mass that
can easily access the product. Then coming to the pressure of academics which includes note
making and exams a student will obviously want the refill to be long lasting so adhering to
that the decision making process can be influenced. Added objectives like smooth writing and
quick flow of ink is also kept in such a focus point which will automatically play a part in the
decision making of the target market.
 o Message:

The key message: “Elkos, Likho Apni Kismat” this should be portrayed on the pen or on the
packaging of the same. As the brand is associated with affordable pens, this ad should let the
target market know how this is more than just a simple pen which can steer their writing
experience.
CREATIVE BRIEF

Company Background:
Elkos is an Indian company that manufactures pens and also is an exporter of ball pen, gel
pen, sketch pen, pen refills etc. The main aim of the brand is to make affordable, as well as
long writing pens which can be accessed by the target market. Coming up with varied kinds
of pens keeps the brand’s creativity at an all-time high.
Objective:
New campaign: bringing in the affordable range of pens for the students which assures them
a long lasting refill.
Target:
o Students
o 10-25 years’ old
o Career oriented
o They, who spend a lot of time in classes and academics

Brand Voice:
Promising, compassionate, reasonably priced, durable, modern
Advertising Medium:
Print Ads and TV promotions.
Mandatory elements:
Logo, product image, attention to tagline and the price, availability sources and company
website.
Message Strategy and its relation to the Decision Making Process of target market:
Re-Positioning:
As we are re-launching the brand, most of the working is done on the re-positioning of the
product i.e. giving it a new edge and target a specific group in the market. Hence, the
segmentation. As here we are targeting the students with our “Elkos, Likho Apni Kismat”
campaign we have made the product highly cheap and simple, which is easy to carry as well
as lightweight when compared with its competitors. So a rational consumer from the targeted
segment will definitely get influenced and will take their decision accordingly.
Brand Image:
 As Elkos is a brand which connects on an emotional level with most of the 90s kids who are
students right now, so re-launching it with this strategy will drive the market and eventually
the demand for the product will rise because of past experiences when the brand was not
dormant. Also the logo, varied colours used for the body of the pen then the pricing strategy
all of these help a lot in building a brand image which again plays an important role in
consumer decision making.

Message appeal
Our campaign which focuses on an exam scenario clearly indicates that the message we want
to convey is directed towards the youth. So the message we are trying to convey is mostly
cantered around the students. With use of quirky tag line, logo and bold colours for the print
Ad also creates an appeal. The way the video of the Ad is shot also creates a curiosity among
the young mass to use the product likewise the appeal through the strategy.

Message execution elements:

The main message execution elements used for the campaign are as follows-
o Product image
o Logo
o Tagline
o Price
o Company website

Message sources:
The sources used to convey the message through the advertisement are common students.
This source is used to bring the relatability factor with the youth. Also, other sources like
print Ads and TV promotions has been readily done to justify the message through the
advertisement.

o Media:
Choice of media with justification-
1) TV promotion advertisement
The pressure to excel in exams these days is heavy and in this scenario it has
become more crucial to write fast, clearly and comfortably for a long time.
The all new Elkos advertisement campaign highlights how a good pen that offers
comfort while writing can ease the students pressure while writing an exam.
Capturing the strategic insight, the campaign highlights how everyone has some
 last- minute tip to excel an exam which doesn’t ease the situation for the students
but adds to the pressure.
2) Print Advertisement
Print ads plays an extremely important role in marketing strategy. Newspaper,
magazines and newsletters have contents which only read by an audience who are
interested in a particular topic. Through print advertisement, the brand gets the
advantage of being able to target readers based on their profession, interest and
various other factors.

o Money:
Advertising Budget is the amount of money which can be or has to be spent on advertising
of the product to promote it, reach the target consumers and make the sales chart go on the
upper side and give reasonable profits to the company.

Before finalizing the advertising budget of an organization or a company, one has to take a
look on the favourable and unfavourable market conditions which will have an impact on
the advertising budget. The market conditions to watch out for are as follows:

Frequency of the Advertisement

This means the number of times advertise has been shown with the description of the
product or service, in the granted time slots. So here, if any company needs more
advertising frequency for its product, then the company will have to increase its
advertising budget

Competition and Clutter

The companies may have many competitors for its product. And also there are plenty
of advertisements shown which is called clutter. The company has to then increase
their advertising budget.

Market Share

To get a good market share in comparison to their competitors, the company should
have a better product in terms of quality, uniqueness, demand and catchy
advertisements with resultant response of the customers. All this is possible if the
advertisement budget is high.

Product Life Cycle Stage

If the company is a newcomer or if the product is on its introduction stage, then the company
has to keep the budget high to make place in the market with the existing players and to
have frequent advertisements. As the time goes on and product becomes older, the
advertising budget can come down as then the product doesn’t need frequent advertising.
For setting advertising budget, there are three methods:

They are as follows.

Percentage Of Sales:

In this method, the budget is decided on the basis of the sales of the product from
previous year records or from the predicted future sales. This is a pure prediction based
method and best applicable to the companies which have fixed annual sales. But if in case
there is a requirement for more promotional activities then this method has a disadvantage
because there will be decrease in advertisements as the budget is fixed.

Affordability:

Only the companies which have funds and can afford advertising opt for this method.
The companies can go for advertising at any time in whole year whenever they have money
to spend. The amount spent also varies from time to time as per the advertisements takes
place.

Best guess:

This method is basically for a completely new product in the market. Thus, this
method is applied by the higher level executives of the company as they are the only
experienced people.

Budget Allocation for promotion

Creative & Concept Development 3 Crores 15%
Television Commercials 6 Crores 30%
Newspaper 5 Crores 25%
Leaflet 3Crores 15%
Sticker 3Crores 15%

o Measurement:

To assess the effectiveness of advertising campaign, we can monitor sales, new

customers, requests for information, phone inquiries, retail store traffic, website traffic, or
click-through rates.

1. A simple way to tell if your advertising is working is to track retail traffic by counting
the people who enter your store. Don’t forget to monitor traffic before you start the ad
campaign, so you’ll have a basis for comparison. And ask new customers how they
heard about your business.
2. Compare sales before, during, and after an ad campaign. Keep in mind that advertising
often has a cumulative or delayed effect, so ad-driven sales may not materialize
immediately.

3. In print ads, include a coupon that customers can redeem for a discount or gift with
their purchase. Code the coupons so you can determine which ad or publication generates
the best results.

4. Offer an incentive for customers to tell you they’re responding to an ad: “Mention this
ad and get a 10% discount on your first order.” Put it on your website or in the local
newspaper, or use it as part of an ad on local TV or radio. It’s an easy way to know
where customers are finding out about you.

Bibliography

o www.elkospens.com
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