OBJECTIVE CAMPAIGN

MARKETING OBJECTIVES:

The marketing objective of our product i.e. detergent will be placed in the trial category as it is entering the market for the first time. As we are targeting the mothers and the house wife theyll first try the product as to them familys hygiene is of major importance. As the product is for ladies we need to be very cautious while designing our objectives. The major objective of our organization is to increase sales volume as it is desired by every other company as well. We are first focusing on creating awareness among our target audience i.e. the difference in one detergent from other in such a way so that they are influenced to try our product. We want the house wives to try our product and then make repeat purchase as we are confident of our product in terms of its ualities! price and attributes.

COMPETITORS ACTIVITY:

There are a large no. of competitors to our product both at the branded level and at the local level. They are also incurring a considerable amount on advertising there products to capture market. "stablished brands like surf e#el has gone a step further in advertising its brand creating a relation with its customer by using the concept of the corporate socail responsibility i.e! $%&. Through its campaign known by the phrase Dilhi Daag Dhoegi Delhi Jeetegi! undertaken by the co. in and arround 'elhi.

BRAND COMMUNICATION:

(ur product i.e. the 'etergent is of low involvement purchase as we are targeting medium class category. This low involvement involves low risk as product is affordable for medium class. )eing in this category the customer doesnt involve him*her much while making the purchase but at the same time they are conscious of the familys hygiene.

+ere we are communicating our brand using the ,As of communication.

-. .nitially our motive is to gain customers attention towards our product. /. Then we try to create awareness among our target audience. We are trying to captivate customer in such a way so that he*she doesnt go anywhere else.

0. (nce awareness is created! now its the right time to make customer understand how our product is different from the products e#isting in the market. .n our case i.e! the detergent our product provides a health*hygiene platform which is e#pected out of every detergent. This detergent neither causes any irritation on hands even if the lady using it has to keep her hands drown in its solution for hours again and again nor causes allergy to any skin type.

1. We are not using any celebrity in our advertisement as we feel that every house wife is very conscious while making any kind of purchase related to their daily routine usage therefore in such a situation any celebrity would not be able to leave much impact as an ordinary lady would do.

2.

(ur advertisement will be presented in such a manner that even if a purchase is not made now but it will at least create a positive thought towards our product so that in future our product may be considered.

POSITIONING OF T E BRAND :

CURRENT PERCEPTION:

At present! our only concern is to introduce the product i.e. SPARKLE DETERGENT

POWDER and create a!a"e#e$$ in terms of the additional benefits it is providing. Till
date it is the only detergent which specially takes care of the bacteria and other germs present in the clothes of the baby as compared to other detergents.

With the already e#isting features as disinfectant and mosturiesers we are providing a ealth %lat&o"' as desired by an updated and sophisticated house wife.

DESIRED PERCEPTION:

(nce we as the new innovators of detergent! we are able to make the house wives aware of our product then we desire to be the largest seller of detergent i.e. we want to hold the major share in the market. This is possible as we are confident of our product in terms of price and attributes that it is offering.

OBJECTIVE OF T E COMMUNICATION:

The specific elements which we have considered in the advertisement so as to increase sales and create awareness among the target audience are as follows:

3unch 4ine

Wash &oom )aby 5other*house wife Tub*washing machine*bucket 5ug Water 6oam Towel )aby clothes Walls 5others attire $olors : red ! blue ! yellow ! green ! orange ! pink and black %tuff Toy )aby %itter Tube 4ight 6an

6loor 5irror Wash )asin 'oor $hild movements 5others movements +usband 'octors attire Table %peaks

INFORMATION PROCESSING STAGE:

After designing the advertisement and clearly mentioning the elements which are present in this advertisement it is very well understood that as our product is new in the market we are first increasing the knowledge of the customer which in our case are the house wife .

(nce the house wife is aware of all the facts and how this detergent gives a special benefit to the health*hygiene then they themselves will be encouraged to gut the detergent for their homes.