Conceptualization of media planning of

the brand
TURTLE
BRAND IN STORE COMMUNICATION
Company Profile:
Turtle
The company started in the year 1993

primary focus on men's readymade shirts.

internationally well-known company operating as

a Manufacturer, Supplier and Exporter of all
types of Men's Wear and Accessories which
include Shirts, Trousers, T-Shirts, Cufflinks,
Wallets, Belts, Ties, Socks, Inner Wear,
Handkerchiefs, etc.
Situation Analysis
Involves evaluating the situation and trends
in a particular company's market.
Company
Collaborators
Customers
Competitors
Climate
Company:
started journey in 1993 with primary focus
on men's readymade shirts
modest beginning with a manufacturing
capacity of 20 shirts per day for supplies to
an in-house retail store.
based out of Kolkata, with headquarters in
Howrah
Collaborators:
Exclusive Turtle World Stores and over 800
other leading outlets, including, Brand
Factory, Central, Globus, Indiabulls
Megastore, Pantaloons and Shoppers Stop.
Customers:
target is upper middle class, young
professional male with their range of
premium quality, low priced range of men’s
casual, formal and clubwear and accessories
Competitors:
Park avenue, Peter England, Van Heusen,
ZOD! That have the same product-price
matrix.
Climate
Globalization is reflected in the rising share of
international trade.
Clothing exports are increasing in a faster pace
than any other trade product.
The garments industry in India An extremely well
organized sector,garment manufacturers, exporters,
suppliers, stockists and wholesalers are the
gateway to an extremely enterprising clothing and
apparel industry in India
MARKETING STRATEGY PLAN
Marketing strategy involves careful
scanning of the internal and external
environments which are summarized in
a SWOT analysis.
Internal environmental factors include
the marketing mix
Marketing mix
PRODUCT

Shirts & Trousers Accessories

Tailored Cufflinks
Relaxed
Luxury Wallets
Rare Belts
Ties
T-Shirts Socks
Polo Inner wear
Round Neck
PRICE
They have placed their price in the range 350-1300/-
PLACE
23 exclusive show rooms.
Their products are retailed through major retail chain
stores like Brand Factory, Central Globus, India Bulls,
Megastore, Pantaloons, Shoppers Stop etc.
We also have 850 multi-brand outlets in 380 Indian
cities including Tier2 and Tier 3 towns
Promotion
They promote their brand through four distinct
elements advertising, public relations, personal selling
and sales promotion.
STRENGHTS WEAKNESS

• Best quality products at the lowest •limited reach due to limited publicity
price
•World wide export market
•Retail marketing through major chain
stores
•VPN (Virtual Private Network

OPPURTUNITIES THREATS

•Growing Industry •Rising real estate prices

• Market access through bilateral •Global specialty apparel industry is

negotiation growing at a fast rate
•Integration of Information technology-
Availability of EDI makes communication
fast, easy, transparent and reduces
duplication.
DEVELOPMENT OF MEDIA MIX:
Setting Media Objectives:

What proportion of the target population will be

reached with the advertising message during the
specified advertising period?
2)How frequently do members of the target market
need to be exposed to the advertising message
during the period?
3) How much total advertising is necessary to
accomplish the reach and frequency objectives?
4) How should the advertising budget be allocated?
5)How close to the time of the purchase should the
target audience be exposed to the advertising
message.
6)What is the most cost effective way to
accomplish the other marketing objectives?
MEDIA STRATEGY
Advertising for turtle is done in 3 parts:
Spring summer season- this season ranges from
march to july
Fall winter season- this season ranges from august
to feburary
Festive campaign- They offer various festive
campaigns according to the region the festival
belongs to. As different regions have different
festivals, Turtles’s offers vary accordingly. For
example: Turtle offers special festive wear in
Bengal for the Bengali new year.
For example: Turtle offers special festive wear and
regional advertisements in Bengal for the Bengali
new year.
MEDIA PLANNING
Turtle’s media planning activities involve:

PR ACTIVITIES
CRM programs
customer loyalty points
Offers,discounts
promotional banners in EBOs AND MBOs
Personally intimating the consumer through email
or mail
BUDGETING FOR THE
IMPLEMENTATION OF THE
MEDIA MIX:

Their Budget varies as it is fixed as some

percentage of the turnover, generally, 5%
of there total turnover is set aside as
media budget
Media channel distribution-

70% through print media

15% hoardings
15% television
PRINT MEDIA
Turtle advertises mostly through print media ie
newspapers, Magazines. Because they offer value for
money.
For Example:
For a one day newspaper ad in color, Rs 45000 and it
reaches 1,00,000 readers, newspapers like times of
India, economic times.
regional newspapers—anadabazar patrika(*1,00,000
for front page ad) example like in orissa—sambad.
Magazines –The magazines that turtle advertises the
most is:
Maxim magazine
 In-flight magazines because people dedicate more
time to reading while traveling
cost—2.5 lakhs in maxim magazine for a full page ad.
Magazines
HOARDINGS

They use companies like Selvel which charge

about 50,000 for one month PER hoarding
Locations are decided by the marketing team
price may vary from location to location
depending on visibility and exposure time
probabaility
For example a hoarding near Hyatt would cost
nothing less than 1,00,000 for a month
TELEVISION
Television ads account for less than 15% of the total
distribution.
Reason-
Its still a young company and they cannot spend too
much on television advertisements
For Example :
for a 10 second televison commercial during world
cup,they had paid 3.5 lakh but when india started
winning then price of the same slot was changed to
22.5 lakhs and the frequency of exposure and impact
on the vietheyr also became less because of the
excitement associated with the sport.
THANK YOU!!

Submitted by:
Shreya mukherjee(7)
Shivali Chatterjee(8)
Sujoy Bhowmik(18)
Gunjan Kumari(22)
Mangesh Aglawe(26)