Q1) Campaign Launch- Akasa Airlines- December 2019

Q2)
Problem statement: While it has strong brand loyalty in the middle and lower-middle
class segment of audiences, Marshana is not doing too well in the upper-class
segments; and is insignificant in the major metros. Also, being a mass-market brand,
there is no premium for the brand value. The lower middle-class consumers being very
price conscious, the brand is continuously under threat of being replaced by a lower
priced brand.

1. Define the target audience demographically; with specific reasons for the definition
2. Recommend the markets you would target for the brand campaign; with detailed
reasons for your recommendation
3. In each recommended market, recommend whether the emphasis should be on
reach or frequency; with reasons for the same
4. What would be your recommended Effective OTS (using Ostrow’s grid), considering
the market generally operates at 10+ OTS levels across markets
5. Basis the above, draft the Media Objective/s for the launch campaign
1)
From the problem statement, we can see that brand building and market expansion are
the needs of the brand. The market brand building part will be carried out in the 5 sister
states of South India and the Union Territory of Puducherry. The market expansions
exercises will be carried in the rest of India. The target audience for both will be as
follows:

1. South Indian Market

It will consist of Andhra Pradesh, Karnataka, Kerala, Tamil Nadu, Telangana and the
union territory of Puducherry.
Age- 18 to 60 years
Genders- All
NCCS- D1,C2, C1, B2, B1, A3,A2

Buyer’s Persona:

1. Vidhi, a 23-year-old MBA student living in the Hyderabad Metropolitan Region

living in a rented flat staying away from her hometown, Mumbai. Being a student,
she lives on a tight budget.
2. Ray, a 40-year-old housewife living in Chennai for whom budget is not an issue
and is ready to pay a premium for quality.
We will be targeting students and working professionals living on their own and are on a
budget who are looking for value for money products like Buyer 1 as well as the upper
class housemakers living in Tier1 and Tier2 cities of these states like Bengaluru,
Chennai, Coimbatore, Hyderabad, Vizag etc. like Buyer 2.

2. Rest of India:
Age: 18-55
Gender: Both males and females
NCCS: B,C,D,E

Buyer’s Persona:

1. Ananya, a 20 year old Commerce living as a PG student in Delhi and has a tight
budget to meet her daily needs.
2. Monik, a 40 year old lower middle class working professional living in Mumbai
Suburbs who migrated from UP.

As against South India where the brand has a recall, market expansion has to be
carried out in rest of India. Therefore, the target market will include middle class, lower
middle class and lower class homemakers as well as students and working
professionals living away from their hometowns and having a tight budget looking for
value for money products. The relatively lower cost and high quality will be the USP for
Marshana in these markets and help in market expansion.
 2)
Detergent Powder
Category Marshana
Size in Size in %Growth Aud TG
20-21 (Rs %Growth 20-21 (Rs over Size(m Disper
Market mn) over 19-20 mn) 19-20 Market n) sion BDI CDI
All India 110000 3.1 7904 3.2 7.2 132.2
15.128 4.5159
UP+Utt 5979 2.1 54 3.1 0.9 20 59304 41296 35.92835455
4.5385 47.389
Pun + Har + Cha 13229 3.5 170 2.9 1.3 6 77912 50742 264.9808788
8.2450 20.101
Other North 10058 3.3 131 2.9 1.3 10.9 83207 53958 110.8980484
8.1694 8.9823
West Bengal 7222 2.5 58 3.1 0.8 10.8 40242 24936 80.36602694
17.549 11.102
Other East 9960 2.7 154 3 1.5 23.2 16793 40995 51.59529781
9.8335 43.744
Mah+Goa 21229 3.4 340 3.8 1.6 13 85477 1607 196.2569091
13.010 10.113
Other west 8116 2.6 104 2.3 1.3 17.2 59002 21909 56.70904863
7.7155 384.36
AP+Telangana 12971 3.4 2344 3.6 18.1 10.2 82451 33405 152.8312121
5.4462 413.26
Karnataka 8423 2.9 1779 2.4 21.1 7.2 93495 43809 140.5960354
3.2526 571.39
Kerala 5101 3.2 1469 3.6 28.8 4.3 47504 68788 142.5691755
7.1860
81694
229.05
TN+Pondy 7712 3.7 1301 3.2 16.9 9.5 41764 97.56233493
BDI - CDI BDI H M L

CDI (BDI,CDI) above 110 90 - 110 Less than 90

Kerala (571.40, Pun + Har + Cha

H above 110 142.57) (47.39, 264.98)

Karnataka (413.26, Mah + Goa

140.60) (43.74,196.26)

AP + Telangana Other North (20.10,

(384.36, 152.83) 110.90)

TN + Pondy (229.05,
M 90 - 110 97.56)

West Bengal (8.98,

L Less than 90 80.37)

Other East (11.10,

51.60)

Other West (10.11,

56.71)

UP + Utt (4.52,
35.93)

High Market
Share

Moderate
Market Share
 Low Market
Share

From this table, we can see the CDI and BDI of all states and recommend target
markets. The brand enjoys high CDI and BDI in the Southern states where it is above
100. A high CDI and High BDI means there is a good potential for sales of the product
as well as the brand.
Apart from South India, the states of Maharashtra and Goa,
Punjab+Haryana+Chandigarh and other North have a high CDI but a low BDI indicating
that detergent powders are selling well in these regions but the brand isn’t doing well.
However, the BDI is better than the other non South India markets and have a high
market share.. Targeting these 3 markets will be beneficial for the company given that
these areas are densely populated especially in the Mumbai region, Pune region and
Western part of NCR. These regions have a significant amount of middle to lower class
population because of people migrating to these for job opportunities. Thus by effective
advertising, the brand sales can be improved to.
From tha above analysis our Target markets will be Andhra Pradesh+telangana,
Karnataka, Kerala, Tamil Nadu+Pondy, Maharashtra+Goa,
Punjab+Haryana+Chandigarh and other North.

3)
Reach: The percentage of the target audience who saw the media vehicle or commercial
at least once during a given campaign period is called reach. It is usually measured as
percentage, but it can also be measured in thousands.

Frequency: The number of times your target market is exposed to your marketing
message or brand is called frequency.

Marshana is present in the South Indian markets for the past 30 years and is doing great
in all regions except the metros. The brand has a top of the mind recall of 50% and enjoys
a word of mouth too. The brand has a loyal customer base owing to its high quality at a
lower price. Now as specified in the first part, the target market is the upper middle class
and the upper class and students and working professionals living away from home.
As the brand is already established in these markets, we should focus on frequency to
imprint the brand and it’s 30 years legacy on the minds of Target consumer and eventually
win their loyalty in an already busy market.
For the rest of India, the brand is yet to be established unlike the southern market and
hence should focus on reach for the time being. Reach will help in increasing brand
awareness and thus establishing the brand.

4)
South Indian market:

Frequency High
Requir
1 2 3 4 5 6 7 ed
Freque
ncy

Market Factors

The brand is... Establi 1 New

shed

Brand Very 1 Small

dominance... domin share
ant

Brand loyalty... High 1 Low

Purchase Long 1 Short

cycle...

Usage cycle... Long 1 Short

Competitive Low 1 High

SOV is...

Target group Fast 1 Slowly

learns...

Message Factors

Message Simple 1 Compl

complexity ex

Message is... Unique 1 Me too

Campaign is... Contin 1 New

uing

Commercial One 1 Many

pool spot spots

Wearout of Low 1 High

commercial

Commercials Long 1 Short

are...

Media Factors

Clutter is... Low 1 High

Environment to Close 1 No
message match match

Attentiveness Involvi 1 Not

of audience ng involvi
ng

Plan is... Contin 1 Pulsed

uous

Number of One 1 Many

media used

Promotional High 1 Low

support is

FCB grid position

Product is... High 1 Low

involve Involve
ment ment

Product is... Emotio 1 Ration

nal al
 Minimum 4.0476 2 4 4 2 2 4 3
Frequency 19048

OTS will be 16.16(4.04*4) rounded off to 16 for a month over the period of 3 months that
the campaign will run.

For Rest of India:

Frequency High
Requir
1 2 3 4 5 6 7 ed
Frequ
ency

Market Factors

The brand is... Establi 1 New

shed

Brand Very 1 Small

dominance... domin share
ant

Brand loyalty... High 1 Low

Purchase cycle... Long 1 Short

Usage cycle... Long 1 Short

Competitive SOV Low 1 High

is...

Target group Fast 1 Slowly

learns...

Message Factors

Message Simple 1 Compl

complexity ex

Message is... Uniqu 1 Me too

e

Campaign is... Contin 1 New

uing
 Commercial pool One 1 Many
spot spots

Wearout of Low 1 High

commercial

Commercials Long 1 Short

are...

Media Factors

Clutter is... Low 1 High

Environment to Close 1 No
message match match

Attentiveness of Involvi 1 Not

audience ng involvi
ng

Plan is... Contin 1 Pulsed

uous

Number of media One 1 Many

used

Promotional High 1 Low

support is

FCB grid position

Product is... High 1 Low

involve Involv
ment ement

Product is... Emotio 1 Ration

nal al

Minimum 5.0952 1 2 2 2 3 4 7
Frequency 38095

OTS will be 20.36(5.09*4) rounded off to 21 for a month over the period of 3 months that
the campaign will run.

5)
For the South Indian market, an OTS of 16 should be able to cover a 55% TA over a
period of 3 months and increase market share by 1.5%.
For the Rest of India, an OTS of 21 should be able to cover a 60% TA over a period of 3
months and increase market share by 0.7%.