EKANT

THE INNOVATIVE PRODUCT

THE PRODUCT IS USED IN PAIN MANAGEMENT.

A TRANSDERMAL PATCH IS A MEDICATED ADHESIVE PATCH THAT IS PLACED ON THE SKIN TO DELIVER A SPECIFIC AMOUNT OF DRUG THROUGH THE SKIN AND INTO THE BLOODSTREAM.
THE ADVANTAGES IS THAT IT PROVIDES A LONG LASTING CONTROLLED RELEASE OF THE DRUG.

THE PRODUCT HAS BEEN APPROVED BY FDA.

GAP
THE 2000 CRORES NSAID MARKET IS OVERCROWDED WITH COMPETITORS THE CURRENT SALES OF THE PRODUCT IS 25 CRORES THE CAPACITY OF THE PRODUCT IS 200 CRORES
AND TO ACHIEVE 50 CRORES IN NEXT QUATRE.

TO FULFIL THIS GAP COMPANY DECIDED FOR OTC ADVERTISMENT OF THE PRODUCT

OBJECTIVE OF ADVERTISEMENT
INTRODUCE NEW PRODUCT CREATES DEMAND FOR THE PRODUCT

EXPAND MARKET
ASSIST PERSONAL SELLING BUILDING BRAND IMAGE ACHIEVE SCALES OF ECONOMIES PERSUADE CUSTOMERS

PRASHANT

AIDAS FORMULA
A- SEEK ATTENTION I- BUILD INTEREST FOR NEW PRODUCT D- CREATE DESIRE FOR QUICK, LONG LASTING EFFECT
& EASE OF USE.

A- PROMPTS ACTION S- SATISFACTION BY QUALITY PRODUCT

ADVERTISEMENT COMMUNICATION

IMPACT OF ADVERTISEMENT

PIYUSH

5Ms OF ADVERTISING
MEDIA- TV, NEWSPAPERS, SCIENTIFIC JOURNALS / MAGAZINES

TV- TARGETING MASS PEOPLE (20 CRORES ZEE TV

VIEWERS)

NEWSPAPERS- MOST ECONOMICAL MEDIUM FOR

CONSTANT AND FREQUENT EXPOSURE OF ADVERTISEMENT. TIMES OF INDIA (MUMBAI ED.)- 3.146 MILLIONS/DAY HINDUSTAN TIMES (ALL EDITIONS)- 1.143 MILLIONS/DAY

DECCAN CHRONICLE- 1.349 MILLIONS/DAY

SCIENTIFIC JOURNALS/MAGAZINES- FOR

TARGETING MEDICAL PRACTITIONERS

5Ms OF ADVERTISING
MESSAGE- NEW FORMULATION WITH BETTER EFFECT

THE UNIQUE PRODUCT HAVE SELF APPLICABLE PROPERTY, INSTANT ACTION, PROLONG EFFECT, WATERPROOF AND COVER TO PROVIDE WARMTH MISSION- TO TAP Rs 2000 CRORE MARKET OF NSAIDs BY CREATING AWARENESS TOWARDS THIS NEW PRODUCT

MADHURI

5Ms OF ADVERTISING
MONEY- HUGE EXPENDITURE ON TV Ads & NEWSPAPER Ads
TIMES OF INDIA (MUMBAI ED.) - RS. 2274/SQCM (B/W) HINDUSTAN TIMES (ALL EDITIONS) - Rs 4000/ SQCM DECCAN CHRONICLE (ALL EDITIONS) - Rs 3550/ SQCM (BW) RATE FOR ADVERTISEMENT (PER ISSUE) IN INDIAN JOURNAL OF MEDICAL SPECIALITIES (HALF YEARLY) IS- BACK PAGE (COLOUR)Rs 10,000 ZEE TV RATE- Rs. 10,00,000/- (NOON SLOT) & 15,00,000 (PRIME SLOT)

5Ms OF ADVERTISING
MONEY- ESTIMATED EXPENDITURE FOR 3 MONTHS
TV Ads- TWICE IN A DAY (ZEE TV) 2 * 10,00,000 * 90 Days = Rs 18,00,00,000 NEWSPAPER Ads- TWICE IN A WEEK (10*10 cm) TIMES OF INDIA (MUMBAI ED.) - RS. 2274/SQCM (B/W)- Rs 22,740 HINDUSTAN TIMES (ALL EDITIONS) - 4000/ SQCM- Rs 40,000 DECCAN CHRONICLE (ALL EDITIONS) - 3550/ SQCM (BW)- Rs 35,500 99000*50 Days = Rs 49,50,000 RATE FOR ADVERTISEMENT (PER ISSUE) IN INDIAN JOURNAL OF MEDICAL SPECIALITIES (HALF YEARLY) IS- BACK PAGE (COLOUR)- RS 25,000 2 * 25,000 = Rs 50,000 OTHER PROMOTIONAL ACTIVITIES (NEON LIGHT BOARDS, POSTERS)= Rs 15,00,000

Total = Rs. 18,65,00,000

5Ms OF ADVERTISING
MEASUREMENT- PERCENT IN GROWTH OF SALES (EXPECTING 30% GROWTH)
50 1
0.9 40 0.8 0.7

30 0.6
0.5 0.4 20 0.3 0.2 10 0.1 0 2 4 6

ADVERTISEMENT CAMPAIGN
COVERAGE- 7 CRORES ORGANIZATION- NEW ENERGETIC ORGANIZATION, PROVIDING AFFORDABLE MEDICAMENTS, HAVING GOOD DISTRIBUTION CHANNEL ADVERTISING BUDGET- 20 CRORES PRODUCT- TRANSDERMAL NSAID PATCH CONSUMER- MASS TARGETING LANGUAGE- HINDI (TV AD), ENGLISH (NEWSPAPER & SCIENTIFIC JOURNALS) COMPETITORS- KETOPATCH (EMCURE), NUPATCH (ZYDUS CADILA) OBJECTIVE- TO INCREASE RESPECTIVE MARKET SHARE CREATIVITY IN ADVERTISEMENT- RATIONAL APPEAL

YASH

FEATURES OF OUR ADVERTISEMENT

1. Messages That Drive Perception - Attention and Awareness - Interest - Memory - Appeals - Selling Premises o Benefit o Promise o Reason Why o Unique Selling Proposition - Faith

FEATURES OF OUR ADVERTISEMENT

2. Messages That Transform Product into a Brand Punch Line 3. Messages That Drive Action - INSTATE RELIEF WITH PROLONG ACTION 4. Delivering on the Objectives and Strategies 5.Message Approaches - Straightforward - Demonstration - Comparison - Problem Solution

MAKING OF ADVERTISEMENT

Advertisement Team Members:

Agency Producers Production Houses Art Directors Creative directors Actors Editors and Post House Production.

12-24