Pooja Asgmt.docx

LENSWARE21

TYPE

PVT. LMT.

INDUSTORY

LIFESTYLE

FOUNDED

2010

FOUNDER

POOJA KUMARI

HEAD QUARTER

JALANDHAR

AREA SERVED

WORLD WIDE

PRODUCTS

EYE WARE, BAGS, BELTS

Executive summary Insight Advetising strategy is focused on increasing comprehension of the lenswear-21 brand while promoting it as way to express

individuality. Our campaings strives to revive the brand image through use of creative campaing, we are using buzz words that portary the idea odf individuality and female ages 18-34. Our slogan, “define youself” truly highlights the vision of the brand and illustrates that lenswear-21 are more than just a fashion accessory. Overview After compiling situational and Swot analyses, we have created many rsearch, marketng, and media objective. We want to increase comprehension of the lenswear-21 brand and strongly assoclate it with the ideas of self-expression and individualism. Using a budget 1lakh we plan to reach our primary target audience of men and women ages 18-34 through various forms of advertising. We hope to increase exposure in key cities across the nation by using media television and online advertisements along witg many promotional and guerilla tactics to increase brand awareness and rainforce the brands message History context Lensware-21 sunglasses were first introduced by pooja kumari in 2010. As a unique sunglass that war not only functional but also stylish. Lensware-21 sunglasses were originally created for protection purposes for pilots and were quickly adopted by the Indian army. They now offer a variety of bright colour and styles reminiscent. Situation analaysis Economic forces During rough economic times, peoples often re-prioritize their purchases and focus their fund on more essential items.

Competitive forces Lensware-21 is a modereately priced sunglass brand that competes with many other brands. Lensware-21 competes with brands in the same prices range that offer a variety of male and female styles. Sociocultural forces Lensware-21 as a brand promotes the idea of individuality. In today’s society proples search for ways to express themselves uniquely and the variety of styles offered by the lensware-21 brand offeres the oppartunity to stand and celebrate self-expression. Objective Marketing goal To increase sales by 1 lakh units by the conclusion of the compaign. Comprehension goal To create awareness of the campaign and promotes lensware-21 as a brand that emphasizes presonal identity and self-epression. Time frame Our campaign will last for one year starting in january of 2015 and ending in december of 2011. Budget summary For this campaign, insight was given a 1 lakh budget, which wass allocated to various media and productions costs. Our primary media used to reach our target market of men and women 18-35 is print, due to

the expensive, higher fashion magazines chosen to reach these men and women. Column1

Print

Interactive

bi l l board

Television

50000

Print

10000

Interactive

15000

Billboard

25000

Tel evi s i on

Target market Primary target audience We used both primary and secondary methods of research to detemine the correct target market based on demogeograph psychographic, and behavioristic qualities . Demogeographic Our primary target is men and women between the ages of 18-35, who have enough discretionary income to purchase our product. Psychographic (attitudes, values, lifestyles)

The men and women is our target market share commam qualilty that make them iimportant prospective buyers. When making decisions, they often make purchases to reflect their attitudes values and lifestyles. Behavioristic No metter how diverse our target market is, we can conclude that the people who comprise the target market put a strong emphasis on individuality and self-expression. Media objectives     

Reach the target audience Geographic scope of the placement Message weight Reach and frequency Continuity

Lenghty/size of all advertisement Television

30 second slot

Print

Full pages, four colour

Internet

468*60 pixels

Guerilla #1

Stickers on money

Guerilla #2

69*48 transit shelter

Billboard

10*20 foot

Media mix Monda Tuesda Wednesda Thursda Frida Saturda sunda y y y y y y y Television Print

Billboard interactiv e

Evaluation Benchmarking The primart goals for our campaign are to increase sales and to generate comprehension of our compaign amongst our target market. We have set monthly benchmarks in each category in order to evaluate our achievement. Sales (lakh)

Comprehension

January

0.075

9%

February

0.15

18%

March

0.15

18%

April

0.125

14%

May

0.15

18%

June

0.15

18%

July

0.125

14%

August

0.125

14%

September

0.1

11%

October

0.05

5%

November

0.15

18%

December

0.15

18%

1.5

85%