Thursday, June 17, 2010

Strategies and Programs Coke IMC


IMC Strategies and Plans
By taking into consideration all the key elements involved in the Developing of an IMC campaign strategy such as, deciding on the mix and level of different IMC ingredients as advertising, sales promotion, publicity and direct marketing.
In IMC Plan there are three campaigns which would be carried for the whole year by Coca-Cola. The IMC strategy for Coca-Cola would depend on the nature of market and focus on the social responsibility or societal marketing. Secondly, it will focus on the fun and entertainment perspective in order to motivate youngsters to purchase Coca-Cola and generate more sales. Whole IMC will be developed to communicate the message to the target audience to raise funds to help the earth quake victims and to attract their attention and alter their decision on the basis of its taste and quality. Following are the details of the whole IMC for Coca-Cola.

Element of IMC mix
This depends upon not only on the nature of the product and also on the objectives. In IMC mix there are three different types of media that will be used like “TV advertising” and “Print advertisement”, and “banners advertisement”. The various elements that are included in the IMC mix must work together to deliver a consistent and persuasive message to the target audience.

IMC Activities for Each Target Segments
In IMC the target market of Coca-Cola is the whole nation especially teenagers, families and all those people who consume Coca-Cola. So by using different types of media we will give a message to our target customer that we are here to help the victims of earth quake.
Objectives of Each IMC Activity
  • In order to reach the maximum target customers, newspapers are best media suited for reaching to very large audiences. It is a cost effective way and it has more frequency of distribution. The newspapers being selected for this purpose are Nawa-e-Waqt, Jung, Dawn and Express. All the campaigns ads will be given on these newspapers whole year.
  •  Another media being selected for giving ads of Coca-Cola is using television as a medium because young generation watches television very much. It also reaches mass media, and it does so during a short period of time. So every one can be reached in the very short time period by using the television media. It also covers a large number of people and delivers a good message to the customers more effectively.
  • The channels being selected to give ad on television are Geo News, Express News, ARY Digital and PTV Home. These channels are watched a lot in Pakistan and Geo comes on the first rank on the basis of its viewer ship around the globe. Similarly Express News channel is watched with keen interest by the viewers being authentic source of providing information.
  • Since there are many television stations and channels in Pakistan, so by using television media all the diverse people can be addressed at the same time to give them emotional message about the Coca-Cola campaign.
  • Television media also have the ability to convey your message with sight, sound and motion, to their targeted customers. And get the desire result by using such type of media.
  • You can easily reach targeted audiences. Children can be reached during cartoon programming, housewives during the afternoon soap operas, and insomniacs after midnight.
  • Similarly, another medium being selected for giving advertisement of Coca-Cola are billboards. The reason of giving ad on billboards is that they are considered to have high impact on the people passing through the highways and roads.
  • Billboards create more exposure towards the ad leaving an impact on the people. They are hard to ignore and are use for the purpose of creating reminder in the minds of the people about Coca-Cola existence.
  • The advertisement given on billboards is also having a long-life with least expensive as many people are exposed towards the message when they pass from that particular place and path.

Objectives of Communication Mix Tools
Create Awareness: This objective deals with creating awareness among people about Coca-Cola. In the first campaign Coca-Cola is associating itself with society welfare. It means that it had used a creative theme of making an emotional appeal, by attracting people to drink coke in order to help the people who are being affected by earthquake in Pakistan. While, in the rest of campaigns it is focusing on fun and entertainment. This shows that how to attract the young generation towards purchase of Coca-Cola.
Brand Image: The main focus of this campaign is to create an excellent image in the minds of the people through working for the welfare of the society. Secondly, the campaigns going to be carried out in the remaining year will focus on creating a brand image by symbolizing it as a source of life through fun and entertainment message. 
Fund Raising: There is a two fold benefits of this campaign. Besides increasing sales of the company, it will also create a good image in the minds of the customers.  The objective of the company is to get the maximum fund from the people for the victims of the earthquake by selling their coke.
Reach the Target Audience: By using all the media’s, they want to reach the maximum people to communicate their message to the target audience.
Building Company Image: Through using this media they want to build a good image of the company in the mind of the customers. The campaigns are also good way to create a good image in the mind of the customer.
Helping the Poor: The first campaign is being carried out in order to help the victims of the earthquake and provide them full support.

Media Objectives
Earthquake Campaign
Listen: When people listen about the Coca-Cola campaign they will motivate toward the help of earth quake victims people. 
Speak: This campaign also connect the people with Coca-Cola and give them a chance to speak.
Energize: The purpose of this campaign is also to boost the sale of Coca-Cola by using this media.
Support: The purpose of this campaign is also to motivate the people to support and helped them on this time of crises.
 Embrace: On the time of cries, Coca-Cola is also showing concern by being with all of those victims and helping them on this time.

Fun and Entertainment Campaign
Listen: Besides the campaign of earth quake, when people would listen about the Coca-Cola campaign of addressing the youth according to their preference and style of life like daring life and drinking it in winter also due to its strong taste as compared to its competitors they will be motivated towards the purchase of Coca-Cola. 
Speak: This campaign also connect the people with Coca-Cola and give them a chance to speak.
Energize: The purpose of this campaign is also to add an element of fun and entertainment and how to live life bravely and energetically by motivating people which in return will increase the sales of Coca-Cola by using different mediums.
Support: The purpose of this campaign is also to motivate the people that what can make their lives full of pleasures and happiness by addressing their youth nature and showing care and support for them.
 Embrace: Coca-Cola is trying to show its care for the youngsters and the target market by showing them that what is the meaning of life and how they can add pleasure to their happiness.

Detailed Execution Plan for Each IMC Activity
Advertisement on Television:
In the first campaign, the concept of “Join Hands with Coca-Cola to Rise again” is being used in order to show their great concern for the people suffering from earth quake. It signals that Coca-Cola is working for the social welfare of the society through use of this creative idea of associating its brand with life rebuilding. In the rest of campaigns, the concept of “The Life of Coca-Cola is full of fun and entertainment” deals with the fact of relating life to Coca-Cola in the form of adding colors to it through its strong taste. Similarly it is associating itself with the element of enjoyment and delight. Basically all this advertisement will be conducted by using television as a medium of supporting the whole IMC Campaign and activities. On the successful completion of this IMC objective, similar activities will be carried out after a short period of time. It will be seen by the company that how much this advertisement had affected the people by motivating them to drink Coca-Cola and increasing market share of the company. According to that scenario and the budget available to the company, the channels, the spots and the frequency of showing the advertisement on television will be chosen.
For running an advertisement of Coca-Cola one time on television, the duration, number of channels, colors, and details is seen. The ad will be shown on 4 channels which are having a lot of viewer ship including Geo News, ARY Digital, PTV home, and Express News. The ads will be shown all around Pakistan for duration of about 30 seconds. The corporate color of Coke is red which attracts and motivate youngsters to drink Coke.
Advertisement using Print Media:
The media being selected is newspaper. The advertisement will be using this medium because newspapers are published on daily basis due to which it is an economical way to give ad on it. The first campaign basically will focus on use of soft-sell approach by emotionally attracting the target audience. Second campaign will focus on fun and enjoyment element. The ads will be given in leading newspapers like DAWN, Jang, Express, and Nawa-e-Waqt which are selected on the basis of their frequency and reach. These types of newspapers are also widely distributed in Pakistan as well as have wide viewer ship so; it will prove to be more effective

Creative Message Strategy Coke


The Big Idea
Behind every effective advertisement there is a big idea or a creative concept that implements the advertising strategy so that the message is both attention getting and memorable.
A big idea is one that is expressed both visually and verbally. Here the big idea about Coca-Cola brand in which earthquake campaign is the main point of concern and it is given as follows:

“Come and Join hands with Coca-Cola to re-establish people of Peshawar and of northern areas of Pakistan and make them to rise again”

This big idea for Coca-Cola is that the Coca-Cola brand is going to help the earth quake victims who are striving for their lives and for better future as well. This will also creates the positive image for Coca Cola brand as well as for its company.
There is a public message to use Coca-Cola drink to quench their thrust. This message will motivate the people that if they buy one Coca-Cola bottle, than they will contribute in  saving lives and building up the future of earth quake victims of northern areas of Pakistan.
This approach will motivate not only the new customers to purchase it but also switch the other customers towards Coca-Cola Soft Drink. The Pakistani Nation is quite emotional, so this message will definitely touch their souls and will have strong feelings.
For the second campaign to be carried out for the rest of year, the big idea is as following:

“The Life of Coca-Cola is full of fun and entertainment”

This big idea focuses on the enjoyment side of life. This means that the ads shown will be delivering a message of pleasure. It is symbolizing the Coca-Cola with fun of life with an indirect message of enjoy the ice before it melts. Similarly life is a great gift from nature to human beings. The target market being selected for this purpose is also youngsters who know the true meaning of life and want to enjoy it in all circumstances in order to get maximum benefit from it. So in order to motivate the target market and make life pleasurable these campaigns will be carried out. 
This message will further be used in the whole IMC plan and will be added with audio video and graphical programs.

Hard and Soft Sell Strategies
Hard sell is an information message that is designed to touch the mind and create a response based on logic. While the soft sell uses the emotional appeal or image to create the response based on attitudes, moods, feelings etc.
Here in this IMC plan our goal is all about the Soft Sell approach and from the previous advertisement of the Coca-Cola is also revealed that the company uses soft sell approach in their messages as well.
Above mentioned big idea is all about the soft sell which will create an emotional appeal among customers and motivate them towards its usage.
 
Head & Heart Strategy
After setting the objectives to guide the message, second step is to define the hard sell, soft sell and head and heart strategies.
The think and feel dimensions sometimes also referred as head and heart strategies. It has two types of essence like xyz rational essence and xyz emotional essence. But according to our Big Idea for Coca-Cola will be having heart strategy which is about emotional dimension.
This is further explained as well.
Coca-Cola Emotional Essences: More feelings, emotional attachment, social welfare, motivation, feelings of pleasure and happiness.

Selling Premises
Above discussion about the message strategies and its objectives all are about emotional appeal. But the selling premises are all about the logic behind the sales offer. It is usually a rational approach. It identifies the reason that why this appeal or motivate the customers to respond in a defined manner. It focuses on the benefits, promise, reason, and USP which are explained one by one:
Benefit: The taste of the Coca-Cola is very good and people of the Pakistan are enjoying it a lot. So the benefit is obvious but at the same time by buying this brand they will feel happy internally through its taste and socially because they will feel that they practically participate in the welfare of their own country.
Promise: Here the promise means that the Coca-Cola brand is saying to help the northern areas people so they will do it in actual and that fund raising will defiantly used for their help.
Reason Why: Coca-Cola brand advertisement has a clear answer to the question that why customer uses this brand instead of others. This brand offer the core benefits like quench the thrust and is of good taste quality brand but the additional benefit that is to offer its participative role for the well being of earth victims of northern areas of Pakistan. By this they will get clear answer that why they should use this product.
USP (Unique Selling Proposition): Here the unique selling preposition is the sense of joining the hands with Coca-Cola to raise them again. Means come and join this brand that is helping the northern people of earth quake victims
This product also distinguishes itself from others as, that no any one else soft drink brand playing this role for the earth quake victims. . Similarly, Coca-Cola is using another campaign to address the other aspect of life by using the idea of “The Life of Coca-Cola is full of fun and entertainment” which shows that how to enjoy life in true spirits and what is the meaning and importance of life for anyone.

Image Advertising (soft sell): Association
The familiar brand Coca-Cola is recognized for its positioning as fun and entertainment. It makes its associations with the fun and entertainment nut. According to IMC objective the brand will create its “association with the earth quake victims of northern areas of Pakistan and of Peshawar region”.
Similarly it will also create association with young generation by showing them “Mazay ka Naam Coca-Cola”. This means that how young generation can enjoy their lives with true fun. This creates an association with target market by focusing on the strong taste and enjoyment element as Coke is having how much concern related to their happiness. This is motivating the youngsters to buy coke.
Coca-Cola’s association with the earth quake victim will be prove very effective strategy to win the hearts of nation of Pakistan because the people of Pakistan are very emotional and they will understand this theme in more appropriate way.  Coca-Cola’s new association theme will give it new strength and it will become more trustworthy with strong brand image.


Message Approach
Societal role: Here is the most important element which is the approach of the message. The message approach is societal marketing. That is well being of the society which is always desired from the organization and usually organizations ignore this aspect. Brand Coca-Cola is playing its social role as fund raising for the well being of the earth victims in Pakistan.
Marketing Role: Coca-Cola is playing its marketing role like its competitors do but in a different way. During all of the campaigns being carried out whole year it is not only focusing on the selling of the company’s product but also is trying to play with emotions of people through helping the earthquake victims. This builds a good image of its company in the minds of its customers and other people also.
Communication Role: Coca-Cola is also trying to play its communication role by using different mediums in order to address all the perspectives of customers’ pleasure and satisfaction by touching their emotions. It is using print media, television and billboards for delivering its message.

The Creative Brief Coca Cola


It is a form of document that describes a creative strategy and the key execution details of the marketing and advertising strategy. It includes problem to be solved, advertising objectives, creative strategy, target market, desired behavior positioning strategy and execution of advertisement.

Introduction
Coca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola came to Pakistan in 1953. Initially it was a different structure, now it is an altogether new structure. In the start we had franchise bottling system in Pakistan. In 1996 the company decided to come to Pakistan and take over the bottling system. The process is now complete. All the plants are now owned and operated by the Coca-Cola Company in Pakistan, by the name of Coca-Cola Beverage Pakistan Limited.
The Coca-Cola System in Pakistan serves over 2 lack customers/retail outlets. The Coca-Cola System in Pakistan employs 2500 people working continuously for the company. During the last two years, The Coca-Cola Company in Pakistan has invested over $145 million (U.S) and coke has successfully provided 54 years of dedicated service to its customers in Pakistan.

Problem to be solved
There are a lot of problems that coke is facing presently. But the main problem faced by it is having less market share in Pakistan as compared to Pepsi one of its big competitors. To address this problem, Coca-Cola will be using a differentiation strategy in order to attract new customers and retain old ones. The main thing which Coke will keep in mind is that it will use soft-sell approach in order to create a psychological appeal in the minds of the customers.

Advertising Objectives:
The objectives of the advertisement of Coca-Cola are not only increasing market share in Pakistan but rather building long-term relationship with customers through the use of emotional strategy. Another objective includes increasing demand of coke by increasing its liking among people.

Creative Strategy:
The advertisement had shown that coke is having a great concern for people who are being affected by earthquake and it is working for the social welfare of the country. People of Pakistan can play their role in helping the people being affected by earthquake by purchasing coke. This is a creative approach towards selling the coke by capturing a lot of market.

Target Market:
The target market chosen by coke through this advertisement is the entire nation, especially young generation. The main reason for it is that the young generation if becomes a regular user of coke, it can serve their life-time value to the company.

Desired Behavior:
Coke expects from its customers and target market to purchase it more than its competitors brands. It is motivating its customers through usage of soft-sell approach.

Positioning Strategy:
There is a minor difference in the taste of coke and its competitor’s brands and all of them are used for the same need of removing the thirst of people, so coke is trying to differentiate itself by linking an event of earthquake in which it shows a great regard for suffering people. It is trying to capture market on the basis of creating emotional appeal for its products in the minds and hearts of it customers.

Execution:
The execution of the advertisement shows the way it is being presented. This advertisement is using a friendly tone to address with its customers. It reflects their emotions and attitude towards target market in order to create an evoked set by positioning itself on the highest place in the minds of its customers.


Copy Platform
Print copy: Headline is considered a key element in print advertising. The print copy includes direct headlines and indirect headlines.
Direct headline: In direct headlines coke is saying “Join hands with Coca-Cola to rise again”
Indirect Headline: Indirect headline of coke says” Support life, by drinking Coca-Cola”.
Body Copy: It is the text of the ad and its primary role is to maintain the interest of the reader. Coke is using a different way to address with target market which is given below:
“Life is not the end.
Have you ever witnessed people?
Struggling for their life during a natural disaster,
In which the earth moved as never before,
Bridges were torned, Roads were ripped apart,
Mother Nature brought down everything causing many people to die,
Many survived but just barely, faces were enough to tell the story, leaving no where to go,
No shoulders to lean against, even clouds looking distant and hopes being dashed,
Some were too innocent to know, too alone to share anything, too pained to cry,
There were endless hands raised for demanding help from your side?
(If you have seen them, drink the Coke)
Most drinks are made to sell you beverages that quest your thirst only,
But this brand will satisfy the thirst of your soul, so “Join Hands with Coca-Cola to rise again”.
T.V Copy: Video, Audio, Music, Sound Effects
For the earthquake victims, a video is made in which different pictures are shown to the audience in order to tell them a different scenario in which people that are being affected by the earthquake are shown giving a message to the target market, like youngsters, businessmen and the user of Coca-Cola. This ad will be of short duration in which sound and music effects being used are sad in order to create an emotional impact on audience according to the situation of the earthquake just in few minutes.
For fun and entertainment 

Storyboard For Coca Cola Advertisement

For the story board of coca cola campaign related to earth quake, the idea which is being selected is to show the victims areas of Pakistan and the miserable people. This will cause the emotional feelings and people will think that coca cola is doing better for the miserable people. The reason behind the selection of this approach is that the emotional approach will have more effects than of any other rational approach.
In this the core idea is to create the positive corporate image about  company in the mind of the customers that Coca Cola is working for the help of earth quake victims of northern areas of Pakistan as well as of Peshawar zone. This means that coca Cola is not here in Pakistan for earning profit but also play its effective role in the development of Pakistan.
The main theme behind this idea is to “Come and join hands with coca cola to rise again”.
Idea
Tamam rastay or pull tot gaey
Qudrat nay sab kuch nechay gira dia
Bachaao ka koi rasta na rha
Bohat se b zyada log apni janen gawa bethey
Jo bach gaey un k pas kuch na raha
Chehray he tamam kahani bta rhay hai
Koi b rasta na rha
Koi sahara na rha
Kuch bohat akelay reh gaey
Or umeden b hatam ho gaen
Kuch itny masoom k unhen kuch pta he nai
Kuch is qadar takleef me thay k wo ro b nai skay
Bohat se hath madad k liay uthen hai

Magar               
Zindage rukni nai chaheay
Ham dobara jena hai

Aen
 “Coca Cola k is safar me us ka hamsafar banen, “ dobara jenay k liay””

Situation/ Background
In the very first scene there will be a written” A 30 second public message”. Then there re will be a scene of Muzaffarabad’s beauty with very soft music. In the next scene there will be damaged roads and buildings with the soft voice over.  

Budget of Coke in Advertisement Plan

Separate Budget for Each Activity:
The most important step in any plan is budgeting of the plan. It needs very critical thinking and analytical approach. Similarly it is the most critical part in advertisement campaign.

Objective Task Method:
The budgeting method which is being selected for IMC Plan is based on the Objective Task technique. It deals with the objectives for each activity and determines the cost accomplishing each objective. That is budgeting depends upon activities which will be performed in IMC plan or advertisement campaign.
Now the separate budget for each activity is given below:

Budget for Print Media
As for IMC plan the print media is one of the media which is being selected. For that the newspapers like DAWN, The Nation, The News, Jang, Express, and Nawa-e-Waqt are the newspaper on which the advertisement will be shown.
The below table provides the whole information about their rates related to front page and the size of advertisement on the newspaper like 27*4.  Per/day charges of the respective newspapers also provided and than the weekly charges for the front page ad also calculated. In the end the budget of the whole month for newspaper advertisement is calculated. As
As this budget is for three months so in the end the overall budget which will be needed for the three month is calculated.

Note: This budget is for three months because the company collects the funds in three months and than spend those funds for the welfare of the earth quake victims. So the duration of this activity is three months.


Newspaper
Size
Weekday
Front
Back 
Page-2
Dawn
20 x 3
331,500
229,500
163,200
27 x 4
459,000
348,840
257,040
Full Page
NA
NA
1,028,160
Jang
20 x 3
564,300
480,600
396,900
27 x 4
1,015,740
865,080
714,420
Full Page
NA
NA
2,857,680
Express
20 x 3
616,320
462,240
385,200
27 x 4
1,109,376
832,032
693,360
Full Page
NA
NA
2,773,440
Advertisement Rates of Newspapers:

Total Expenditure charged monthly of giving ad in newspaper:

Sr.No.
Name of Newspapers
No. of ads /month
Size of Advertisement
Rate of front Page ad/day
Amount Charged Weekly
1
Dawn
8
27x4
459,000
3,672,000
2
Jang
10
27X4
1,015,740
1,01,57,400
3
Express
4
27X4
1,109,376
44,37,504





Total=18,266904
This budget is for the 1 month. As this campaign will be for 4 months so the total newspaper expenditures for the four months are “73,067,616”.









Budget for TV Media:
Similarly the budget for the television media is calculated. For this media the channels like Geo News, , ARY Digital, PTV home,. Their rates in different slots and the slot which is being used are given below in the table.
This budget is also prepared for the three month duration.

PAKISTAN TELEVISION CORPORATION LIMITED
TARIFF FOR SALE OF AIR-TIME ON PTV-1
 
Time Segment
Day/Category
PTV Slot Rate (NNW)
Commercial Time Allowed
PTV Sponsorship Rate Per Minute
Branding Charges
07:00PM-07:30PM
All days (25min slot)
300,000.00
04 minutes
142,500.00
71,250.00
07:30PM-09:45PM
Weekdays (50 min slot)
18,00,000.00
18 minutes
178,150.00
75,000.00
Sundays (50 min slot)
25,00,000.00
25 minutes
178,150.00
75,000.00
09:45PM-11:00PM
All days (50min slot)
300,000.00
07 minutes
131,000.00
65,000.00
11:00PM-Onward
All days (50min slot)
75,000.00
08 minutes
50,000.00
25,000.00

Standard Branding Packages
Geo News Channel Standard Branding package of 40 minutes program (60 minute time Slot)
Effective from
Apr, 15, 2008


 ARY Digital
Time Band
Rates
18:00 -18:15
50,000
18:15 - 18:30
50,000
18:30 - 18:45
50,000
18:45 - 19:00
60,000
19:00 - 19:15
60,000
19:15 - 19:30
60,000
19:30 - 19:45
60,000
19:45 - 20:00
60,000
20:00 - 20:15
90,000
20:15 - 20:30
90,000
20:30 - 20:45
90,000
20:45 - 21:00
90,000
21:00 - 21:15
90,000
21:15 - 21:30
90,000
21:30 - 21:45
90,000
21:45 - 22:00
90,000
22:00 - 22:15
60,000
22:15 - 22:30
60,000
22:30 - 22:45
60,000
22:45 - 23:00
60,000
23:00 - 23:15
40,000
23:15 - 23:30
40,000
23:30 - 23:45
40,000
23:45 - 23:59
40,000





























Total Budget for Print Media of “4 Months”


Budget FOR TVC Advertisement




(For 4 Months)










PTV
No.of TVCs
ARY
No.of TVCs
GEO
No.of TVCs
7pm-8pm
75,000
5
90,000
4
100,000
5
8pm-9pm
75,000
6
90,000
4
100,000
8
9pm-10pm
65,000
4
60,000
4
50,000
5







First Month

1085000

960000

1550000
Second Month

1085000

960000

1550000
Third Month

1085000

960000

1550000
Fourth Month

1085000

960000

1550000







Grand Total
14380000












Budget for Advertisement Campaign:
The total budget that is required for the advertisement development is Rs.200, 000. In the advertisement there is no celebrity appearance. This is the normal prevailing rate for the development of advertisement.

Cumulative Budget:
In this section the cumulative budget for all activities which will be performed individually is calculated. It includes the whole budget for the print media as well as the TV media and of advertisement campaign making are given below;

Total Budget for IMC Plan (four months)
Budget
Amount(Rs.)
Total Budget for Print Media
73,067,616
Total Budget for TV Media
1,43,80,000
Total Budget for Ad Making
200,000
Cumulative Budget
8,76,47,616

Newspaper
Size
Weekday
Front
Back 
Page-2
Dawn
20 x 3
331,500
229,500
163,200
27 x 4
459,000
348,840
257,040
Full Page
NA
NA
1,028,160
Jang
20 x 3
564,300
480,600
396,900
27 x 4
1,015,740
865,080
714,420
Full Page
NA
NA
2,857,680
Express
20 x 3
616,320
462,240
385,200
27 x 4
1,109,376
832,032
693,360
Full Page
NA
NA
2,773,440
Advertisement Rates of Newspapers:

Total Expenditure charged monthly of giving ad in newspaper:

Sr.No.
Name of Newspapers
No. of ads /month
Size of Advertisement
Rate of front Page ad/day
Amount Charged Weekly
1
Dawn
8
27x4
459,000
3,672,000
2
Jang
10
27X4
1,015,740
1,01,57,400
3
Express
4
27X4
1,109,376
44,37,504





Total=18,266904
This budget is for the 1 month. As this campaign will be for 4 months so the total newspaper expenditures for the four months are “73,067,616”

Budget for TV Media:
Similarly the budget for the television media is calculated. For this media the channels like Geo News, , ARY Digital, PTV home,. Their rates in different slots and the slot which is being used are given below in the table.

This budget is also prepared for the three month duration.

Total Budget for Print Media of “4 Months”


Budget FOR TVC Advertisement




(For 4 Months)










PTV
No.of TVCs
ARY
No.of TVCs
GEO
No.of TVCs
7pm-8pm
75,000
7
90,000
6
100,000
6
8pm-9pm
75,000
5
90,000
6
100,000
7
9pm-10pm
65,000
6
60,000
6
50,000
6







First Month

1290000

1440000

1600000
Second Month

1290000

1440000

1600000
Third Month

1290000

1440000

1600000
Fourth Month

1290000

1440000

1600000







Grand Total
17320000












Budget for Advertisement Campaign:
The total budget that is required for the advertisement development is Rs.200, 000. In the advertisement there is no celebrity appearance. This is the normal prevailing rate for the development of advertisement.

Cumulative Budget:
In this section the cumulative budget for all activities which will be performed individually is calculated. It includes the whole budget for the print media as well as the TV media and of advertisement campaign making are given below;

Total Budget for IMC Plan
Budget
Amount(Rs.)
Total Budget for Print Media
7,30,67,616
Total Budget for TV Media
1,73,20,000
Total Budget for Ad Making
200,000
Cumulative Budget
9,05,87,616



Budget




Newspaper
Size
Weekday
Front
Back 
Page-2
Dawn
20 x 3
331,500
229,500
163,200
27 x 4
459,000
348,840
257,040
Full Page
NA
NA
1,028,160
Jang
20 x 3
564,300
480,600
396,900
27 x 4
1,015,740
865,080
714,420
Full Page
NA
NA
2,857,680
Express
20 x 3
616,320
462,240
385,200
27 x 4
1,109,376
832,032
693,360
Full Page
NA
NA
2,773,440
Advertisement Rates of Newspapers:

Total Expenditure charged monthly of giving ad in newspaper:

Sr.No.
Name of Newspapers
No. of ads /month
Size of Advertisement
Rate of front Page ad/day
Amount Charged Weekly
1
Dawn
8
27x4
459,000
3,672,000
2
Jang
10
27X4
1,015,740
1,01,57,400
3
Express
4
27X4
1,109,376
44,37,504





Total=18,266904
This budget is for the 1 month. As this campaign will be for 4 months so the total newspaper expenditures for the four months are “73,067,616”
Budget for TV Media:
Similarly the budget for the television media is calculated. For this media the channels like Geo News, , ARY Digital, PTV home,. Their rates in different slots and the slot which is being used are given below in the table.
This budget is also prepared for the three month duration.

Total Budget for Print Media of “4 Months”


Budget FOR TVC Advertisement




(For 4 Months)










PTV
No.of TVCs
ARY
No.of TVCs
GEO
No.of TVCs
7pm-8pm
75,000
7
90,000
6
100,000
6
8pm-9pm
75,000
5
90,000
6
100,000
7
9pm-10pm
65,000
6
60,000
6
50,000
6







First Month

1290000

1440000

1600000
Second Month

1290000

1440000

1600000
Third Month

1290000

1440000

1600000
Fourth Month

1290000

1440000

1600000







Grand Total
17320000











Budget for Advertisement Campaign:
The total budget that is required for the advertisement development is Rs.200, 000. In the advertisement there is no celebrity appearance. This is the normal prevailing rate for the development of advertisement.

Cumulative Budget:
In this section the cumulative budget for all activities which will be performed individually is calculated. It includes the whole budget for the print media as well as the TV media and of advertisement campaign making are given below;
Total Budget for IMC Plan
Budget
Amount(Rs.)
Total Budget for Print Media
7,30,67,616
Total Budget for TV Media
17320000
Total Budget for Ad Making
200,000
Cumulative Budget
9,05,87,616


Total Budget for IMC Plan

Cumulative Budget for First Four Months                    = 8,76,47,616

Cumulative Budget for Second Four Months               = 9,05,87,616

Cumulative Budget for third Four Months                  = 9,05,87,616
 

GRAND TOTAL for IMC                                           = 26,88,22,848

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