M2’s Aid First

Developing Advertising Strategy of M2’s Aid First

In developing an advertising program we have started by identifying the target

market. Our basic target market is to attract the people of middle class, upper
middle class and upper class. Accordingly, we have taken 5 major decisions
known as “5Ms”.

1} Mission: What are our advertising objectives?

As our product is new in market so our company’s aim is to inform the people or
create awareness among the people about our product in the market.

Informative Advertising: Aim to create brand awareness and knowledge of new

product or new features of existing product.

Inform persuade remind

2) Money: How much can we spend? (budget)

There are two factors which are considered when formulating the advertising
budget.

1) Product life cycle—As M2’s Aid First is new in the market so it require large
advertising budget to build awareness and to gain consumer trail.

2) Market share and consumer base—Our product is differentiated, there is no

heavy competition in the market as the product which we want to sell is a unique
one and we don’t have any competitors but to grab the market share we require
large budget for the diffusion of our product.

3) Message : What message should be sent ? (Advertising Strategy)

It is the strategy adopted by the company for the accomplishment of its objectives.
It consists of two major parts:

1. Creating Advertising message

2. Selection of advertising media

We have decided to choose television and newspaper as our media for the
advertising of our product:

NEWSPAPER: We are opting for newspaper because it is the medium which is

used by every household for the routine follow up of what’s going in the world and
it is the best medium for the diffusion of our product’s advertisement. We are
planning to give advertisement in the city’s top newspapers, 1st is Dainik Bhaskar
and 2nd is Hindustan Times. The advertisement will be given 1 month in each
newspaper.

TELEVISION: As we all know that most of the people in our country come to
know about new product from television only that is why we are opting for
television advertisement. We are going to give 4 advertisements per day, 1 in the
day and 3 in the peak time that is night between famous TV Shows. The
storyboard of our advertisement is like this:

Brand: M2’s Aid First

Agency: AD Circle Pvt. Ltd.

STORY BOARD

Scene 1: There are some children playing soccer in the garden, a boy slips down
and got his knee injured

Scene 2: Other children says “chalo chalo iske ghar ise hospital le jana padega”

Scene 3: Children enters into the room screaming, a woman comes and says “kya
hua” they say “Rajat to zor se lag gayi hospital le jana padega”

Scene 4: She says “kahi nahi jana padega” and moves to take a first aid kit, she
comes and says “ab naye Aid First ke hote choti moti choto ke liye kahi nahi
jana padega”

Scene 5: Rajat is cured and children are playing soccer again

Scene 6: TVC ends with “ab choti moti choto ke liye kahi nahi jana padega”

There are 3 parameters below which will be talking about our advertisement with
respect to newspaper and television
1. Reach: It means that to how much people as our target market we want to
introduce our product in a given period of time. Through 2 newspapers we are
covering whole Bhopal as well as nearby big cities like Indore and giving regular
ads for 1 month in both the newspapers. From television we are giving our ad
which is 1 in the day and 3 in the peak time that is night.

2. Frequency: It resembles that how many times the target market is exposed to
the advertisement. As we are going through 2 major medium of advertisements we
are directly hitting our target market whenever wherever as possible.

3. Impact: The qualitative value which is given by our Ad is that we want people
to keep our product with them wherever whenever is needed at home, in car, in
bike, in briefcase because “life is so precious and safety is better than cure”

INTEGRATED MARKETING COMMUNICATION PLAN: It is the

integration by the company to deliver a clear, consistent, and compelling message
through its communication channels to the target market which are the customers.

As our product is new to the market and it is very important from the safety point
of view that is why we are adopting a very clear communication process for the
diffusion of our product in the market, so that its importance in life can reach
directly to the customers.
The communication process is as follows:

1) Sender

2) Encoding

3) Message

4) Media

5) Decoding

6) Receiver

7) Response

8) Feedback

9) Noise

SALES PROMOTION

Direct Marketing: We will appoint our agents (sales man) to go and sell our
product in Bhopal and nearby cities like Indore. The agents will be given
instructions basically to cater middle class, upper middle class, and upper class of
the society. As this thing we are doing to establish our product we are giving
discounts on the MRP of the product.
Public Relations

Tie-Ups with the Renown Hospitals of the City: We will go for tie-ups with the
re-known hospitals of the city for the establishment of the product in the market
and we will provide margins to the hospital according to sales.

Tie-Ups with the Chemists: We will also go for the tie-ups with some chemists
of the city according to the area and pay them for:

1) Referring our product

2) Selling our product

3) Keeping our product at front in the shelf