7

PRODUCT: OLAY

total effects 7
(anti-aging cream)

Product description:
Available in 20g-rs 100,50g-rs299,100g-rs499. Fights seven signs of ageing. Dark spots Sagging skin Dull glow skin Lines and wrinkles Dry skin Patchy skin

Open pores

Competitors:
NEUTROGENA ANTI- AGEING

LOREAL AGE PERFECT

PONDS AGE MIRACLE

Target audience:
Focusing upon women ageing from 30-45 yrs. it targets women overall , both from middle class economy as well as higher class economy, as its an FMCG. Its mainly targeted towards working women as it becomes their necessity to look good and presentable.

Media objective:
Reach is in Mumbai. The campaign is focusing upon all the tools of media.

Newspapers, magazines , T.V , Radio , OOH, Transit, internet.

These mediums are selected as it would help in spreading the ad message.

Media scheduling:
The months chosen for the ad campaign are: APRIL & MAY

Its the time during summer when women are worried much more about their skin than usual.
So it becomes the best time to target women during summer.

Media selection:
Newspapers : The Times Of India : The Hindustan Times : Mumbai Mirror : DNA : they are low in CPM and have high readership and circulation.

19728000 10008000 16520000 19964000 66220000

Media selection:

Magazines:
Femina : Filmfare : Sarita : Savvy :

they are low in CPM and have high readership and circulation.

520000 320000 300000 340000 1480000

Media selection:
Radio:
91.1-Radio City : 92.7-Radio One : 93.5-Red FM : 94.4-Big FM : 98.3-Radio Mirchi: 104.7-MEOW : These channels are selected as radio is 1stly the cheapest means of comm. & has largest audiences or listner. 4800000 4290000 4050000 2688000 6975000 4740000 27543000

Media selection:OOH
Hoardings:
JVPD Near Juhu Centure (LIT): Mahim Church Junction(LIT ): Mahim Causeway(LIT) : Marine Drive Air India Headquaters (LIT ): Dadar Tilak Bridge Nr. Plaza (NON-LIT ): vashi railway stn facing centre one(LIT ): cst railway stn(LIT ): 18,00,000 6,50,000 12,63,000 22,53,600 8,30,000
7,30,000 6,45,000 13869600

Media selection:transit
Best buses (10 buses from each area): CST-thane Bhyculla C.B.D Belapur santacruz to kalamboli bandra stn to kalamboli Its been selected as women while travelling can recall the ad.

43000 43000 43000 43000 172000

Media selection:transit
AC Buses:
CST-thane: Bhyculla C.B.D Belapur: santacruz to kalamboli: bandra stn to kalamboli: 73000 73000 73000 73000 292000

TOTAL BUDGET FOR TRANSIT:

(172000+292000) =464000

Media selection:internet
Facebook has A fan page including 5,00,000 fans in which each fan costing Rs. 9 and with Ads that will link to the OLAY wbsite page. Facebook ad costs 600/day: Twiter costs 7 per follower ,500000 followers. Total budget: 9*5,00,000 =4500000

600*30=18000

5,00,000*7=35,00,000

45,00,000+18,000+35,00,000 =80,24,000

Budget of display and trial stalls in Malls: (rates for per 15 days)
R-City Mall (3,00,210) Pheonix Mills (9,06,800) Atria Mall (8,65,800) Infiniti Mall (7 52,670) 4503150 13602000 12987000 11289750

Oberoi Mall (6,45,870)

Total budget:

9688050
52069950

T.V COMMERCIALS
STAR PLUS: STAR ONE : STAR GOLD STAR MOVIES COLORS ZEE T.V ZEE CINEMA SONY HBO TOTAL BUDGET: 90323200 19056000 3694080 12700800 128480000 21728000 4424000 33142400 11942400 339415680

T.V COMMERCIALS
Therefore, the total budget taking all the mediums for the ad campaign is 46,29,11,340. the same campaign is run in the month of may, so the total budget for 2 months is (462911340)2 =92,58,22,680