Integrated Marketing

Campaign Of
Savailo Extra Virgin
Olive Oil

Submitted byVibhor Srivastava

2012D26

Contents
Company Profile.....................................................................................2
Cargill In India...........................................................................................................................................2

Background............................................................................................ 2
Olive Oil....................................................................................................................................................3

Long term Communications Objective....................................................4

Competitors:...............................................................................................................................................5
Competitive analysis of major players:.................................................................................................5
Segmentation:............................................................................................................................................6
Targeting audience:...................................................................................................................................6
Positioning:................................................................................................................................................6

Brand Personality...................................................................................7
5 personality factors of brand Savailo:......................................................................................................7

Brand Identity......................................................................................... 7
Strategic plan for Marketing Communications Mix..................................8
Designing Message content:......................................................................................................................8
The communication channel:...................................................................................................................10

Personal.........................................................................................................................................10

Non-Personal.................................................................................................................................10

Establishing total promotion budget:.......................................................................................................10

The communication mix:.........................................................................................................................10
Communication Mix Hierarchy:..............................................................................................................11

Sales Promotion.............................................................................................................................11

Events and Experience..................................................................................................................12

Advertising....................................................................................................................................12

Personal selling.............................................................................................................................13

Public relation and publicity.........................................................................................................13

Direct marketing............................................................................................................................14

Ensuring the Communication Model.....................................................14

Conduct Test:.......................................................................................................................................14

Touch points of communication............................................................15

Partners in this communication plan.....................................................16
Evaluation of results............................................................................. 16

Integrated Marketing Campaign Of An FMCG

Brand
Company: Cargill India Pvt. Ltd.
Brand : Nature Fresh Savailo
Product category: Olive Oil
Company Profile
Founded in 1865, Cargill is an international provider of Food, Agricultural and Risk Management
products and services with 149,000 employees in 64 countries. It is headquartered in Minneapolis,
Minnesota (USA) and has revenue of close to 120 Billion USD. It has 7 Business Platforms and 79
Business Units worldwide.
Cargill reports results by five segments:
1.
2.
3.
4.
5.

Agriculture Services
Origination and Processing
Food Ingredients and Applications
Risk Management and Financial
Industrial

Cargill In India
In India, the company operates in Refined Oils, Cotton, Sugar, Grains & Oilseeds (GOSC), Animal
Nutrition (CAN) ,Flavors and Financial Services businesses. Today it is the largest grain handling
company in the private sector, amongst the largest soyameal exporting company and the single
largest grain exporting company in the country. It is the 2nd largest exporter of iron ore from India. It
is the number two player in the field in the country in the refined oils market.

Cargill brands in edible oil category:

Nature Fresh
o Savailo
Gemini
Purita

Background
The edible oil market in India involves a consumption of nearly 13.3 Million Metric tons annually or 12
Kgs Per capita per year. Out of this around 42% imported and 58% is sourced from domestic crops.
Wide range of domestic oils like SoyaBean Oil, Sunflower Oil, Groundnut Oil, Cottonseed Oil and Rice
Bran Oil are available. However, the contribution to the company from these oils is low and profitability is
sustained on volumes.

Olive Oil
The last few years has seen the emergence of a Super Premium segment in Edible Olive Oil. The
category has grown primarily in the backdrop of growing health concerns about urban lifestyle and
spread of lifestyle diseases of the heart, cancer, diabetes etc. With the growth of affluent households in
the India who can afford to spend on Olive Oil, Edible Olive Oil has emerged as a niche category. There
has also been an increase in awareness among the population on health issues. Olive Oil is high in
MUFA (Mono-Unsaturated Fatty Acids) and is considered good for the body and heart, specifically
against Cholesterol, Diabetes, Cancer, Coronary Heart Disease etc. Olive Oil has traditionally been used
only for personal care and body usage. It is only now that people are starting to know about other
benefits of this Oil and adopting the same in their diet. It is in this backdrop that Cargill has newly
launched an Olive Oil brand Savailo in India. It is the sub-brand of Nature Fresh hence Nature
Fresh Savailo. The category is also attractive because of the high premium in this product and
handsome contributions, even though volumes are small. Currently, edible Olive Oil market is growing at
a rate of 90% and is projected to grow at 150% by 2010

Types of Olive Oil:

Based on the stages in the extraction process, Olive Oil is typically of 3 types
Extra-Virgin Olive oil, with a 0.8 % maximum acidity. (Highest quality)
Olive Oil (Pure): with a 1.5% maximum acidity. (Medium Quality)
Pomace Olive Oil, with a 1.5% maximum acidity. (Low Quality)

Benefits of Olive Oil

A tablespoon of olive oil contains 120 calories, 14 grams of fat, and no cholesterol. Seventy seven
percent (77%) of the fat in olive oil is monounsaturated, and nine percent (9%) is polyunsaturated
fat; fourteen percent (14%) is vegetable-derived saturated fat. Virgin olive oils also contain the
antioxidants beta-carotene and Vitamin E, as well as the phenolic compounds tyrosol and
hydroxytyrosol.
Olive oil is a healthy oil because of its high content of Mono Unsaturated Fat (mainly oleic acid) and
polyphenols. But while all types of olive oil are sources of monounsaturated fat, EXTRA VIRGIN olive
oil, from the first pressing of the olives, contains higher levels of antioxidants, particularly Vitamin E and
phenols, because it is less processed.

10 important benefits of Extra Virgin Olive Oil:

Reduces cholesterol levels

Reduces alzheimers disease risk by 40%
Has no trans fats
Keeps diabetes under control
Relieves pain and inflammation
Helps lower heart disease risk
Prevent breast cancer
Enhances skin, hair and nails.
Helps maintain mobility.

Usage of Different Olive Oils:

EXTRA VIRGIN OLIVE OIL
Drizzling
Marinades
Salad Dressings
Sauces
Stews
Soups
Some Pastries
Grilling*

VIRGIN OLIVE OIL

Drizzling
Marinades
Salad Dressings
Grilling*
Sauting
Some Pastries
Stews
Soups

PURE OLIVE OIL

Grilling
Frying
Sauting
Salad Dressings**
Baking

Source Of Olive Oil For Cargill

Cargill nurtures more than 200 million olive trees in Spain. With four processing locations in Spain,
Cargill produces more than hundred thousand tons of olive oil every year, which makes Cargill the
largest producer in the world. In fact, it is 5 times bigger than the closest second.
The process that begins at Antequera in Spain, with nurturing of olive trees and ends with the final stage
of packaging the olive oil, is owned and managed by Cargill. So you get the highest levels of quality
standards, unlike any other product that at best controls just a part of the process.

Long term Communications Objective

Typical response to be derived out of the marketing communication could be:

Cognitive:

o Awareness
o Knowledge

Affective:

o Liking
o Preference
o Conviction

Behavioral:

o Purchase
Cargill prices its brands at a price higher than or equal to competition. It is perceived as a premium brand
by Consumers. Gemini refined oil is the market leader in the Western region. It has been able to do so
because of its consistence in quality and strong distribution network.
The olive oil market in India is growing very rapidly. Olive oil plantations have started in India in
Rajasthan and the local product is likely to hit the market in 3 years time. Savailo is a new brand of
Cargill in the product category Olive Oil in Indian market. It was launched in Northern region one year
back and has launched in the western region only recently.
Pricing: Extra Virgin Olive Oil is priced at Rs.700 per liter.

Competitors:
Colavita
Filippo Berio
Ybarra
Basso

Olitalia
Leonardo
Monini
Elagra

Figaro
Farrell
Fragata
Daroliva

Competitive analysis of major players:

Quality

Attributes

Pricing
(1 L)

Availabili
ty

Servicin
g

Nutritio
n

Low
Low
Medium
V. High
High
Low
Medium

High
V.High
High
V.High
Low
V.High
Medium

V High
High
High
High
Medium
High
High

Brands
Colavita
Olitalia
Bertolli
Figaro
Leonardo
Savailo
Filippo
Berio

V. High
High
High
Medium
Medium
High
Medium

850
630
725
590
700
700
725

(Prices for 1 L is for Extra Virgin Olive Oil)

Indian consumers use olive oil for food and for applying on skin and hair. However majority of Indian
consumers use it for skin and oil.
Brand Figaro has very high brand recognition. It is the market leader in olive oil product category in
India. It has strong distribution network and operates mainly through medical retail outlets. It is
positioned as mass product and priced lower. However it is not seen as a prime competitor to Savailo as
Savailo is brought into the market for consumption as food only.
Colavita and Olitalia are regarded as very good quality olive oil and people mainly consume it as food.
Colavita is a Spainish product and Olitalia is an Italian product. Consumers who consume olive oil as
food are very quality conscious and even product source specific i.e. some consumers prefer only Italian
olive oil.
Cargill holds valued brands as Gemini, Nature Fresh and wants Savailo to get a position in the Indian
consumers mind and penetrate into the market and acquire a sizeable market share. Since its a new
brand the company wants a faster brand recognition and sustained business from the Indian market.

Segmentation:
Olive oil is very expensive in India and is imported mostly from Italy and Spain. It is normally not used in
Indian food. People use it in continental foods like pasta, salads and for dressings. However due to its
medicinal value and health benefits that it provides and the awareness being created more Indians are
seen to use this oil in their food.
Cargill has brought in the oil Savailo in the Indian market mainly to be used for consumption as food.
Hence it caters to the people who fall in the segment who look for oil which is nutritious and good for
heart and health and consume as food. Hence it does not have 100 ml SKUs which is normally used by
consumers for applying on skin and hair.

From research done by the company it is found that there exist mainly three segments in the category of
people who consume olive oil as food. They are Heavy Users and New Users and very Conservative
Users.
Heavy users are people who are very quality and health conscious and look for nutritional value provided
by the oil and are brand loyal and price does not matter to them.
New users are people who use this oil because it is good for heart and for its medicinal value and is
price sensitive and not loyal to a brand.
Conservative users ones who use the oil because of low fat content and not influenced by others and are
price sensitive and very skeptic.

Targeting audience: Heavy users, New users, Conservative users.

The company targets that segment of the people who can afford to buy the oil for consumption as food
and hence priced higher or equal to the best product available. It targets mainly the heavy users
through its product quality and pricing policy. Since the oil is priced high and is targeted for
affluent section of the people the profit margin is also kept very high.
Disposable income of Indian consumers is increasing with the economy being strengthened.
Consumers now are more health conscious and select products and services which are beneficial to
their health. They are more selective in buying food products which are nutritious and healthy. Hence this
segment is promising in terms of growth to business and the company has the capability to serve this
section of the people. It has the highest plantation in olives and produces the best quality of the oil.

Positioning:
The oil is being positioned as The Healthiest and most exotic olive oil. The oil comes from the largest
producer in Spain and nurtured so well that it is made truly exotic.
Purchase behavior is end result of a process of consumer decision making. Task of communication is to
move the target audience into higher states/levels of readiness to buy.
Communications objective: Brand recognition and sales.

Brand Personality
The marketing campaign will be to create brand recognition and sales. To achieve this, the first thing we
need to do is to develop a personality of the brand so that people associate with the brand very fast.
The consumer interacts with a brand as if with a person. Consumers are very specific about food
products and when buying edible oil they become very conscious about the health benefits it provides.
They keep themselves aware of the health benefits provided by the product. They want to use and buy
edible oil which keep themselves fit and healthy.
By the Maslows hierarchy of needs Olive oil is an esteem need of an Indian consumer. Indian
consumers want to be identified with the oil they use. The product here itself is very rich in itself. Hence
brand personality has to be carefully build so that the recognition and the benefits it provide to the
consumer will what drive the consumer towards its purchase.

5 personality factors of brand Savailo:

1. Sincerity
Cargill as a corporate brand is a very sincere brand as in consistently delivering quality food
products to consumers. The brand Nature Fresh delivers quality product to Indian consumers.
Savailo as a sub-brand of Nature Fresh needs to be honest, wholesome and cheerful. The
company itself is promising the brand as healthiest and most exotic and the oil is well nurtured.
The brand is quite sincere enough.

2. Excitement
Savailo needs to be Up-to-date by being independent, contemporary, and innovative and at the
same time aggressive in approach which should reflect its passion for being associated with
consumers. Extra Virgin Olive Oil is what consumers prefer. Savailo is consistent in providing
the best EVOO to the consumers in India as it produces the finest oil in Spain.

3. Competence
Cargills Gemini and Nature Fresh has been very reliable brand and consumers are very brand
loyal. The company will be able to provide the same reliability to Savailo by way of providing
best quality consistently.

4. Sophistication
Savailo has sophistication induced into the product. Cargill is the largest producer of Olive oil in
the world and it has one of the best plantation fields. It nurtures the plants very well and
produces one of the exotic oil in the world.

5. Ruggedness
Savailo will be very active and western in terms of reaching to the customer.

Brand Identity
Brand identity for Savailo will be to:
Give out its recognition signs - This is how you know me
Indicate its long-term goals and ambitions - This is what I want to be - in your life
Signals its values - This is what I stand for
The distinguishable features it will have in order to be instantly recognised.
The brand identity prism will define its Brand Identity:
Physique
Olive Oil, Rich
Personality
Confident, Exotic

Relationship
Esteemed,Reassurance
.

Culture
Sincerity, Trustworthy

Savail
o
Reflection
Autonomous,
Health Conscious

Self Image
Self-Enhancement, SelfEsteem

Strategic plan for Marketing Communications Mix

We first design the message content to be carried out through the communications mix so that our intent
is very clear and direct to the target group.
All our efforts is directed towards creating effects: Awareness

Purchase

Awareness:
Knowledge:
Liking:
Preference:
Conviction:
Purchase:

Designing Message content:

This will be done as per AIDA model. Message should:

Gain Attention
Hold interest
Arouse desire
Elicit action

To achieve this we design the message as follows:

Message content:
It should have an appeal, theme, idea and the USP. Hence the message:
Add a spoonful of romance in your life with NatureFresh Savailo, the most healthiest,
the most exotic, olive oil from Spain.

Message structure:
The message we want to convey to our consumer is that, Savailo delivers you the healthiest
and the most exotic olive oil from Spain, where the best of Olive oil is produced, which comes
from the house of Cargill, the most trusted company in food products. The word romance creates
excitement in the minds of the consumer and has a sensual effect which leaves behind an
impression in the consumers mind that may be this oil, this brand, can bring in a difference in
their life.

Message format
The format of the message will be through print ad and product/Packaging. Print ads will be in
magazines and newspapers. The visual/illustration and the color will be very natural and vibrant.
The color of olive is mostly dark musky green and sometimes yellowish while the olive oil color is
yellowish with a slight greenish tinge. These colors should be visible to the consumers so that
they get a feeling when they see or buy they are in possession of something pure natural and
exotic. Savailo will be written in a very stylish manner and just below it the positioning message

in concise format will be printed. The full message will be printed in bigger size than the above
message size before we write other facts about the oil.
It will be printed somewhat like this:

Savailo
The most
Spain

exotic

oil

from

Add a spoonful of romance

in your life with NatureFresh
Savailo,
the
most
healthiest, the most exotic,
olive oil from Spain.
The packaging will be done in a very stylish transparent bottle. This
the oil in natural form and at the
presented to the consumer will
contents of other information on
concise and crisp and will provide
manufacturer the oil variant
Pure or Pomace only.
The most exotic oil from
Spain
Most competitors keep

Savail
o

the
package.
This
olive oil itself is very latin
consumers.

Message source

Add a spoonful of

will allow the consumer to see

same time the way it is
give the exotic feeling. The
the package will be kept very
the nutritional facts, price,
whether it is Extra Virgin,

lots of facts and information on

confuses the consumer as the
and
greek
to
Indian

romance in your life

with NatureFresh
Savailo, the most

Edible oil is bought mostly

by Indian women. Cargill have
healthiest, the most
celebrities Sharmila
Tagore and Soha Ali Khan for
exotic, olive oil from
promoting Nature Fresh.
They can continue to do so for
Spain.
Nature Fresh -Savailo
Olive Oil. The company will
need to pitch in one of the
most trusted Indian cook
Sanjeev Kapoor to promote the oil. These sources will reinforce the trust and the worthiness the
brand will create in the consumers mind.

The communication channel:

We will use the communication channel as follows

Personal
o
o
o

Face to face: for individual consumers: B2C business.

Over telephone: for institutional customers: B2B business.
Through mail: for institutional customers: B2B business.

Non-Personal
o

Media

Broadcast media: TV/Radio

Print media: Newspapers/Magazines/Direct Mail.
Electronic media: Audio/Video tapes/CDs
Display media: Hoardings/Banners/Kioks/Posters

Atmosphere

Events

GTOs, MTOs.
Events like Food Fest sponsorships.

Establishing total promotion budget:

Affordability method
Percentage of Sales method
Comparative method
Objective and task method.

We adopt objective and task method for establishing the promotion budget. We adopt this method as
the brand is new to the market and we uncertain of the sales. The campaign have to take place
irrespective of immediate sales. Steps involved are:

Isolate objectives
Determine tasks required
Estimate required expenditures
Monitor
Revaluate objectives

The communication mix:

Six modes of communication mix are:
1. Advertising
2. Sales Promotion
3. Events and Experience
4. Public relation and publicity
5. Direct marketing
6. Personal selling
We adopt the communication mix as per the following factors:

Types of product mix: Our products will be of Extra Virgin Olive Oil, Pure Olive Oil and Pomace
Olive Oil. We have to carry out our campaign in order to create awareness about the product mix
available to consumers.

Push/pull strategy: It will be a push strategy because brand loyalty is low as the brand is new to
the market. Hence sales have to be induced through strong trade promotions which will in turn
result to recognition and recall.

Buyers readiness stage: Buyer readiness stage is very low in case of the brand as it is new to
the market. We have carry out an aggressive campaign to create awareness, knowledge, liking,
preference, conviction about the brand which will finally lead to purchase.

Products stage in PLC: The product is in the growth stage of its life cycle and has huge growth
prospect in Indian market. The export of Olive Oil has grown to 3050 tonnes in 2012-13 and is
expected to reach 4500 tonnes in 2009-10 and 42000 tonnes in next three years.

Companys market rank: Cargill as a corporate brand has low recall in the consumers mind.
However its product brand Gemini and Nature Fresh has very high recognition and recall. In India
the company comes 5th. The market leader is Adani Wilmar which carry the brand Fortune in the
edible refined oil product category. However Adani Wilmar does not have Olive Oil product
category.
Again, companies which carry brands Figaro, Colavita and Olitalia, the three big brands in India
in the olive oil category are hardly known. The market leader Figaro as a brand has high
recognition and recall to the Indian consumers.
Cargill has huge advantage in this product category. The company is known and has good
ranking in the Indian market.

Hence effective communication mix can really push the product easily into the Indian market.

Communication Mix Hierarchy:

For a consumer market the above factors results into communication mix hierarchy as follows:
1.
2.
3.
4.
5.
6.

Sales Promotion
Events and Experience
Advertising
Personal selling
Public relation and publicity
Direct marketing

The communication mix to be implemented to carry out the message for the brand is as follows:

Sales Promotion
The brand Savailo is new to the Indian market. Sales promotion will help in

Creating a stronger and bigger customer response in a short period of time

Inducing trial for the product.

However the effects of sales promotion last for a short run. Hence it is important to understand
the effectiveness of sales promotion. Sales promotion can be:

Trade oriented sales promotion

Customer oriented sales promotion

Trade oriented sales promotion will be carried out in those retail outlets which are in
affluent areas and cater to the affluent section of the people. It will be intensively carried out with
those MTOs which are present in the affluent areas and in hypermarts where the footfall is very high
and you can give exclusive area to the brand. As in, Nature Fresh and Gemini has very high
conversion ratio hence tie-ups should be made with such MTOs where sale is high. This will be done
in two ways:

For GTOs: Incentive of extra 10% for Extra Virgin Olive Oil 8% for Pure Olive Oil and 6%
for Pomace Olive Oil of Savailo will be given for pushing the product for sales. The
measurement will be based on sales. 2% extra will be given for providing exclusive space
for the brand. A tie-up will be made with these retail outlets by making Gemini and
Nature Fresh as tying product and Savailo as tied product to push in the product.

For MTOs: Margins will remain same but a merchandising allowance will be given to the
MTOs. Cargill will ensure certain number of off take from the shelves. The MTOs will allow
exclusive self space for Savailo and the company will get the self space exclusively

designed for storing the oil and thus ensuring enhanced visibility. A half liter of
Gemini/Nature Fresh sunflower oil will be bundled with the product as free.
Customer oriented sales promotion will be carried out:

In these MTOs through in-store sampling wherein Cargill will hire temporary
demonstrators who will set up a table or booth with the company logo and brand name on
it, prepare samples of the product and pass the information about the product and the
above offer with the product to the shoppers. Catalogues with information on the product
will be distributed along with it.

In the GTOs special discount offer of 10% will be provided to the consumer.

Events and Experience

Food festivals are events in which the company will invest. Sometimes in these events renowned
chefs are called and they endorse products and brands. Cargill will tie-up with Sanjeev Kapoor
for Savailo and there will an exclusive showroom from house of Cargill. He will be asked to
prepare dishes and design menu on Indian food where Olive Oil can be used. These are the
places where the brand will speak from and communicate with the consumer. Such experience is
always long lasting and fruitful and creates loyalty to the brand.

Advertising
Advertising will be done to:

Build long term image:

The advertisement will be done through

Non-Personal Media

Broadcast media: TV
Print media: Newspapers/Magazines.
Display media: Hoardings/Banners/Kioks/Posters

Consumers who buy Olive oil are very health conscious and they use it because it has
low cholesterol content and hence good for heart and nutritional. Advertisement will be
carried out in TV channels which are affiliated to home and family. A healthy family is
always a concern for a mother; hence the ad will be designed in a family environment
which will show concern for the health of the family. It will be created to provide a moral
and emotional appeal to the consumer. This in turn will help the brand to connect to the
target group more easily. This will be designed for women who are homemaker.

For men who go to office we will place ad in popular news channels, entertainment
channels and in those channels which people follow for morning exercises.
The same message will be carried out though the newspapers and hoardings, banners,
kiosks and posters. However in culinary magazines a write-up for the company, the value
it will provide to the consumers and the menu of some dishes designed by celebrity like
will be provided. A few hoardings will be placed at prime location of the cities.

Trigger quick sales to advertise a sales promo.

The customer oriented promotional activity will be advertised in TV. Good quality printed
leaflets with the address of the MTOs and mentioning the places of GTOs will be
distributed through inserts in newspapers.

Build customer traffic at outlets by arousing curiosity.

The above activities will ensure traffic at outlets.

Personal selling
The company will ensure long term commitment through personal selling.

Institutional business B2B demands personal attention and commitment to maintain

ordering and re-ordering. HORECA (Hotels Restaurants Cafeteria) will be approached
with brochure and sampling will be done for usage and feedback. However action and
follow-ups will be done to close the deal fast.

For B2C business this will be taken care of through retailers who will be given higher
trade margins than competitors. This will be carried out through suggestion selling.
Personal selling will be done also through customer oriented trade promotion as
mentioned above.

Personal selling will help in building up buyers preference, conviction and action.

Public relation and publicity

On world Heart Day Cargill under its brand name Nature Fresh - Savailo will carry out the
campaign Heart On Wheels by tying up with hospital chain Apollo Hospital where in it will
carry out a free heart check up in emergency mobile vans in all the Apollo Hospitals. This will
ensure publicity of the hospital as well.

Direct marketing
It is carried out to directly interact with the target group. We will introduce a loyalty programme.
We will attach a coupon with every pack where in it will mention the offer Redeem the coupons
and remain healthy. The consumer needs to go through an online registration and accumulate
points. Every time the consumer log into the site with the number provided in the coupon and fill
in the registration they will be given some points and will be directed to another page where in
information on the oil and continental dishes and menus will be posted and updated regularly. It
will be a very interactive portal where in the consumer can post his/her menu and also seek
suggestion on such dishes. Savailo can remain exotic through this process. The points he/she
collects can be redeemed on purchase on another bottle in discount or can be donated to the
cause of a health campaign which the company will post on the site. The donors name will be
flashed on the site.

Ensuring the Communication Model

To ensure that the communication model works to our advantage we have to ensure that:

There has to be high level of co-ordination in the team internally and the externally as well
as an external team will be working with the company during the campaign

The plan that is chalked out is properly implemented

How widely it has been able to reach the target group

Monitor and take update of the campaign from time to time and its effectiveness.

Conduct Test: We will specifically conduct test to ensure that the model is working properly.

What to test:
o

Source Factors: Whether the spokesperson we have used are effective and target
market will respond to him or her. We have used Sharmila Tagore, Soha Ali Khan and
Sanjeev Kapoor as spokespersons.

Message Variables: We need to know whether the message we have designed to

create noise in the system about our brand and reach to the target group is effective.

Media Strategies: We need to evaluate the media mix we have employed.

Budgeting Decisions: We need to evaluate the effectiveness of budget size and

various expenditures on sales.

When to test:
o

Pre-testing: Will be done before the campaign.

o Post-testing: Will be done after the campaign.

Where to test:
o

Field Test: A field test will be done to evaluate the campaign impacts.

Testing will ensure whether our campaign is working to our advantage or not.

Touch points of communication

For Edible Oil

Signage

Signage

A consumer can be intersected at various points of his pathways as shown above. We plan to intersect
the consumer just in the early morning when he wakes up and switch on his TV and in the evening/night
when he watches TV before he goes to bed. There would be three basic things on which he will be
interested into: News, cool music / videos for entertainment and health tips for fitness in the morning.
Normally in the early morning either he goes for news channel or a channel which broadcasts morning
exercises. In the evening he normally goes for entertainment channel. As we have already mentioned
earlier we will place ad in such viewers popular news channels, entertainment channels and in those
channels which people follow for morning exercises. We will place signage in gyms because these are
the places where people who are health conscious visit. For women who do not go to office and a
homemaker we are already placing ads in the channels which broadcast family serials.

Partners in this communication plan

The advertiser will be Cargill which have the brand Savailo and will provide fund for the campaigns. The
advertising agencies will work on the placement of the communications message that has been created
so that it reaches the target group. Media organizations will provide an environment for the Cargills
marketing communications message for Savailo. We are using TV, Magazines, Newspapers, Hoardings,
Banners, Kiosks and Posters as media for communication of the message to TG. Specialized marketing
communications services such as Direct Response Agencies and Interactive Agencies will go hand in
hand for our direct marketing campaign for Loyalty Programme for the Savailo. Sales promotion
agencies will be employed for the sales promotion programme; Trade Oriented Programme and
Customer Oriented Programme we designed for the brand. PR firms will work for the publicity of the PR
activity Heart On Wheels we planned to carry out for the brand

Evaluation of results
We need to evaluate the results we get from time to time from the Marketing communications Mix. So as
to:
o Avoid costly mistakes
o Evaluate alternative strategies
o Increase the efficiency of advertising in general
However it involves:
o
o
o
o

Time
Cost
Research problems
Disagreement on what to test

We will measure the effectiveness of our campaign through Market Research Techniques. Respondents
will be asked on:

Brand recognition and message recall

Number of times the message was seen
What points they would recall
How they feel about the message
Previous and current attitude towards company and product
Behavioral response
o Product purchase
o Product liking
o Advocating product
Based on research findings, effectiveness of promotion tools is analyzed. Corrective action will be taken
as per requirement and long term objective and outlook.
Sources:
www.cargill.co.in
www.colavita.com
www.indolive.org
www.internationaloliveoil.org
www.indianoliveoil.com
www.olives101.com
www.commodityonline.com
IMC by Belch & Belch
Marketing by Kotler