CONTENTS

SL.NO

PAGE NO

Declaration

Certificate
Acknowledgement

Chapter-1
Product proposal

8-9

Chapter-2

Introduction
Review of literature

11-15
15-20

Chapter-3
Methodology

22

Chapter-4
Need

24

Chapter-5

Media choices
Schedule

26
27

Chapter-6
Conclusion

29

Chapter-7
Campaign budget

31

DECLARATION

I declare that the project work of product campaign is a record of independent project
work carried out by me under the supervision and guidance of Mr. Vijay Srinivasan,
Head of the department, Department of visual communication, Andhra Loyola College,
Vijayawada. This has not been previously submitted for the award of Diploma, Degree,
Associate ship or other similar title.

Andhra Loyola college (Vijayawada)

Date:

K.REVANTH
Redg.No:123217

C E R T I F I C AT E

I certify that the Project work entitled product campaign is a record of independent
research work carried out by MR.VIJAY SRINIVASAN under my supervision and
guidance. This has not been previously submitted for the award of diploma, degree,
associate ship or other similar title.
STATION: Vijayawada
DATE:
(MR.VIJAY SRINIVASAN)

ACKNOWLEDGEMENT

I owe my deep sense of thought and acknowledgement to Mr.Vijay Srinivasan,

Lecturer, Department of visual communication, Andhra Loyola College, and Vijayawada
for helping me as a guide throughout the Project work. I am also very grateful to Fr. Anil,
Vice-Principal, UG department, and to Fr.G.A.Kishore, Principal, and Andhra Loyola
College as well of the university for their instant and timely communication of all sorts of
information pertaining to academic progress.
I express my unfathomable sense of gratitude and indebtedness to the Head of the
department Mr. Vijay Srinivasan, Department Of Visual communication, Andhra
Loyola College for his guidance, encouraging tempo and timely assistance from the time
of collecting data. I dont have words to thank for his valuable time spends to guide me
throughout the Project.

K.REVANTH
Redg No: 123217

CHAPTER-1

PRODUCT PROPOSAL
PRODUCT NAME: PAIN BALM
PRODUCT DESCRIPTION:
Pain Balm is India's No 1 pain relieving balm. It is an iconic brand of Pain balm portfolio
and become a generic name for balms for most of the consumers. It is a trusted balm for
over a hundred years. Pain Balm is synonymous for headache, body ache and cold
remedy
and
considered
as
the
best
in
the
category.
Pain balm is one of the biggest pain management brand and available in more than 5 Cr.
Indian household across geographies. It is also highly distributed pain management brand
with coverage of more than 13 Lakhs retail outlets across India.
DOSAGE: Apply on affected parts and gently massage.
Ayurvedic expertise over 100 years No. 1 Ayurvedic remedy for Headache, Body ache
and Cold

TARGET AUDIENCE:
ELDERS OF AGE (20yrs-50yrs)
ADVANTAGES AND DISADVANTAGES:
The Painful Truth

Counter-irritants distract attention from deep pain

No physical change is noted on application
Dose-response relationships are not known
Exact composition and dosage not mentioned
Contain methyl salicylate. Beware of overdoses

CHAPTER-2

INTRODUCTION:

Pain Balm Pharmaceutical Works Ltd. was named after venerable Mahatma Zandu
Bhattji to whom it owes its origin.
Zandu Bhattji's real name was Karunashankar; he was the son of legendary Vaidya Vithal
Bhattji, a personal physician to Ranmal,the then King of Jamnagar. He was very accurate
in diagnosis of diseases and also intelligent and learned.
Therefore, those who learnt Ayurveda from him have become famous among
Ayurvedic Physicians e.g. Shri. Raghunathji Indraji, the author of Nighantoo Sangrah and
Shri.Bawabhai Achalji, a very well Known personality among the Vaidyas, who were costudents of Zandu Bhattji; all of them learnt the art of Ayurveda from Vithal Bhattji. After
Jam Saheb, the King of Jamnagar was satisfied with the ayurvedic medicines Prepared by
Shri Zandu Bhattji, he gave the latter a piece of land on the bank of Rangamati River in
Gujarat for
Preparing medicines there this was the oldest factory manufacturing Ayurvedic drugs,
established about 147 years ago from this date (Ras-Shala was established by Zandu
Bhattji in August 1864 in Jamnagar).

Zandu Bhattji used to employ learned Vaidyas for the preparation of drugs and treatment
of patients. Chyavanprash-avaleh, Arogyavardhini, Vidangtanduprayog and Samsamani
are standard preparations whose specific effects in some diseases were proven by him for
the first time.

Grandson of Shri Zandu Bhattji took this tradition of Ayurveda forward. Shri Jugatram
Vaidya had great knowledge of chemistry and pharmacy. While working under Professor
Lee in the Chemical Laboratory at Rajkot, he dreamt of starting an Ayurvedic
Pharmaceutical Industry to manufacture Ayurvedic medicines strictly following standard
8

books like Charak, Sushrut, Bhaishajya Ratnavali, Sarangadhar etc. With modern
technology this dream came true with the birth of the Zandu Pharmaceutical Works,
founded by him in October 1910 as a private concern.

The company started gaining popularity with its various products from the very
beginning. Within a decade, it started finding it difficult to meet the growing demands of
the market, and the need for more capital investment was urgently felt. Hence on 10th
December1919, Zandu was converted into a Public Limited Company.
In the year 1936, the company started manufacturing Allopathic medicines on a large
scale, including standard galenical preparations, pills, tablets, ointments, emplastars and
various patent and proprietary medicines.

As part of companys programme of expansion in 1943, a Biological Laboratory was

established. In this laboratory various important biological preparations like Liver
extracts, vitamins, hormones, protein hydrolysate and other useful injectables, tablets and
liquid items were manufactured. Thus, from a modest beginning in 1910, the company
had gone on to manufacture more and more products year after year, meeting the growing
needs of people. Slowly the company started launching wide range of varied products in
Ayurvedic and Allopathic divisions. With the help of modern machinery and strict
technical control, the company became expert in mass production of various products like
tablets and pills, liquids and solids. The company gradually put up few factories at Vapi,
Sanjan, Silvasa and in Uttaranchal for higher production.

To diversify the production, an associate company Zandu Chemical Ltd. was established
in 1990 at Ankleshwer in Western India to manufacture bulk drugs and intermediates.
The Leopard Investments Ltd., a subsidiary of Zandu Pharmaceutical Works Ltd. was
established at Vapi to manufacture vegetable plant extracts to meet domestic and
international market demands.

To promote research and healthcare through traditional systems of medicines like

Ayurveda, Zandu Foundation for Health Care was established in 1990.

In 2008, Emami acquired major stake in Zandu Pharmaceuticals Works Ltd, from the
Parikh family, on the basis of huge business synergy between Zandu and Emami. Post the
acquisition of Zandu Pharmaceuticals, a century old household name in India; some of its
prominent brands like Zandu Balm, Zandu Chyawanprash, Zandu Kesari Jeevan, Zandu
Pancharishta, Nityam Churna are also under Emamis basket of brands.
Today, Zandu is a part of Emami Limited.

REVIEW OF LITERATURE
Zandu Balm is Indias No 1 pain relieving balm. It is an iconic brand of Zandu portfolio
and become a generic name for balms for most of the consumers. It is a trusted balm for
over a hundred years. Zandu Balm is synonymous for headache, body ache and cold
remedy and considered as the best in the category.
Zandu balm is one of the biggest pain management brand and available in more than 5
Cr. Indian household across geographies. It is also highly distributed pain management
brand with coverage of more than 13 Lakhs retail outlets across India.

BRAND NAME: VOLINI

We do some real back-breaking work all day long, be it in kitchen or by sitting in front
of computers for long, or both. This has a direct impact on neck, shoulder and back. At
times, we end up lifting some heavy duty stuff, which causes severe pain in back. For
these kinds of pain and other joint pain, what comes instantly to my mind, and to my
10

rescue, is Volini gel! So we decided to a review of Volini which is a pain relief product
manufactured by Ranbaxy and my own family doctor prescribes, as well as endorses its
effectiveness.
1.

Volini contains Diclofenac, which is used to treat acute muscular pain

2.

Linseed oil helps soothe sore muscles

3.

Methyl Salicylate reduces inflammation

4.

Menthol soothes and reduces pain.

5.

Volini has been a star brand for Ranbaxy and has received Pharma Brand award
for two consecutive years in 2010 and 2011. The gel formulation allows for its quick
absorption into the skin and hence provides quick relief. It is also available as a
spray for easy application.
6. Diclofenac Diethylamine BP: 1.16% w/w
7. Linseed Oil BP: 3.00% w/w
8. Methyl Salicylate IP: 10.00% w/w
9. Menthol IP: 5% w/w

Volini is a scientifically formulated superior pain reliever cream by RANBAXY, It has a

unique quick absorb formula which gets quickly and completely absorbed into the skin to
give quicker, better and longer lasting relief.Volini gel spreads easily and quickly
disappears to give real pain relief.It also gives a unique cooling sensation, moderate
enough so that. theres no feeling of burning after applying it.Indications:-Back
painLower back painKnee painSprain & strainsAnkle sprainWrist sprainSoft tissue
disordersOsteoarthritis

KneeSpondylosisCervical

spondylosisInjuryArthritisKnee

ArthritisShoulder lesionsFrozen ShoulderProlapsed intervertebral discThumb, knee,

shoulder stiffnessRheumatoid arthritisTennis elbow

11

Every house and office needs one. Handy for those cuts and burns but also a life-saver in
emergencies. A first-aid kit is a must have as you go about your daily chores, maybe off
on one of your trips or to manage a safe work place.

had been to Delhi to attend conference & after that I had been to Agra. While returning
back I had severe sprain in my left leg (ankle). Till I reached Delhi the ankle had too
much pain. I visited medical shop where the person showed me couple of pain killer
sprays (as I was travelling I needed something that I could self-administer). I had used
some old sprays like Relispray and Moov but never got good relief. Realizing my
confusion the person on the other side of the counter (Pharmacist) suggested me to try
Volini Spray, he also told me that it is the market leader in the segment and amongst the
most effective ones.
I applied it twice at night & had sound sleep because it gave me warm feeling on the
ankle & the early morning I was feeling as if I didn't had sprain or cramp on my ankle.
Since then I have been using it for providing the ultimate pain relief from various pains.
Not even that I dont forget to carry it along whenever and wherever I travel (my
travelling companion).
I think it is a must to be carried whenever one travels coz you never know when the pain
will come and sit upon you , so why not take the precaution beforehand..actually its
keeping the treatment readywhy to suffer from those pains which can be easily relieved
like that only????

12

CHAPTER-3
13

METHODOLOGY
The methods adopted by the researcher or completing the project are called Research
Methodology. In order words, Research methodology is simply the plan of action for a
research which explains in detail how data is to be collected, analysed and interpreted.
Datas becomes information only when a proper the date to a reliable information. The
present chapter attempt to highlight the research methodology adopted in this project
A Research design is an arrangement of conditions or collection and analysis of
data in a manner that aims to combine relevance to the research purpose with economy in
procedure. Out o the research design said above the research design took or the study was
Descriptive Research design.
A research design is an arrangement of conditions for collection and analysis of data
in a manner that aims to combine relevance to the research purpose with economy in
procedure. Out of the research design said above the research design took for the study
was Descriptive Research Design.
For the promotion of PAIN BALM we are going to use all the media available
so that we can reach maximum people. We will be using the print, electronic and the new
media. We will use all the new trends in these media so as to get the best result for our
product.
PRINT MEDIA:
1. As we are the leading manufacturers in making Shirts in India, we will publish
ads in the front pages of the magazines and national news paper so that we will
get good response.
2. And we will publish small size populates and distribute it near busy areas where
there is lot of crowd
3. Attaching fliers near bus stops so that people waiting near bus stops can notice
them and will have a look on our product
ELECTRONIC MEDIA:
1. We will telecast these ads in between serials because our product is related to
children.
2. We will also use celebrities for the ads. This is the new trend in advertising which
is being followed by the advertisers.
NEW MEDIA:
1. Online promotion of products helps us get good result so will uplink the video in
you tube. The ad will run before any video we browse.
2. Creating a page and uploading the updates may also bring some more audience to
our product
3. Twitter is also another mode of promoting out product.

14

CHAPTER-4

15

NEED TO FOLLOW THE METHODOLOGY

The need to follow the methodology is that it clearly states that where and why
should we do the promotion of our product so that it gives a clear and perfect
answer for us.
There are totally 3 ways we are promoting out product
Lets see in these ways why should we need to promote our product

Need to use electronic media:

1. lady audience watch the television maximum of the day. They watch many
serials so if we show the ads of our products in middle of the serials, it will
give more impact and many people will buy our biscuits because all age
groups have liking towards chocolate
2. And the other thing is that they can select the biscuits o their own for their
children.
Need to use print media:
1. Advertisements on print media helps a lot for the promotion of our product
because it contains pictures so, children while playing can observe it
2. And elders can read and have a clear detail about it
Need to use new media:
1. Many people started using the internet so we will give ads in the internet.
Students and maximum of the internet user will come to know about our product.
2. Advertising in social network sites is the present major trend to attract more
customers.
A study on consumer buying behaviour of PAIN BALMand the impact of
promotion activities on purchase decision. OBJECTIVES OF STUDY To understand the
effect of promotion tools on consumer buying behaviour To analyse the important factors
which have an influence on consumer buying behaviour To understand the most
preferred promotional tool among the customers To analyse various sources of
information which creates brand awareness among consumers.

16

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CHAPTER-5

18

MEDIA CHOICES
PRINT MEDIA, ELECTRONIC MEDIA
CAMPAIGN FOR 20 DAYS
CAMPAIGN SCHEDULE

DATE

16th oct,2014

MEDIUM

Print media (paper

advertisement, pomplates,
bill boards etc)

PLACE

10,000

17th oct,2014

Electronic media
advertisements ( tv ads)

15,000

18th oct,2014

New Media Advertising

(Facebook,Youtube, Twitter)

20,000

19th oct,2014

Transport Charges

20th oct,2014

21st oct,2014

22nd oct,2014

Printing (product
brouchers,fliers)

Conducting Programmes
Sample Pieces

10,000

20,000

40,000

20,000

19

CHAPTER-6

20

TENTATIVE BUDGET OF OUR CAMPAIGN

PRODUCT LAUNCH

NEWSPAPER ADVERTISING

20,000

10,000

BILL BOARDS

15,000

AD IN COMIC BOOKS

30,000

DRAWING
COMPETITIONS

50,000

FLYERS

5,000

ADVERTISING IN
MAGAZINES

15,000

TELEVISION

25,000

21

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