Safedi Mein Samjhauta Kyun

7/31/2019 Safedi Mein Samjhauta Kyun

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Safedi mein samjhautakyun!


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What is Kleen Sweep?

A company dedicated to quality over price.

A company who believes in innovation.

A company who believes in accepting socialresponsibility.

A company who has the consumers interests atheart.


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Corporate Identity


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Launch

Booths set up in all Big Bazaar outlets. Samplesachets distributed.

Mini banners hung from the supermarket ceilings.

Sample sachets stuck on print ads.

Campaigns.


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Campaign

Dhobi Ghat Campaign for 3 days.

Play area (at malls) campaign for 7 days.


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USP : Meant for white clothes

Whites require intense action.

Deep pore cleansing technology.

Intensity not meant for coloured garments.

Superior shine.

Dull? Never again!


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Target Group

Objective:

To increase market share of the brand and establishbrand loyalty.

Target group:

a) Housewives.

b) Individuals under the age of 25 years who areliving separately.

c) Dhobis.

d) House maids.


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Detergent Powder.

Compartment for gloves and measuring cup.

Quantity: 250 gm., 500 gm., 1 kg, 2 kg and 5 kg.

Cheaper than other detergents.

Save Rs. 9 per kg.


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Detergent Sog bar.

Detergent bars available.

With brush-casing.

Fill sog bar compartment with water.

Sizes: 250 gm.


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Roll-On detergent.

A revolution in itself.

Low price.

Benefits:

1) Air-tight packaging.

2) Longer life.

3) Travel size packs.

4) Easy to use.

5) No need to even touch the soap.


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Price

Quantity Competitor Kleen sweep

250 gm 20 18

500 gm 37 32.50

1 kg 80 71

2 kg 160 142

5 kg 380 340250 gm (sog bar) 14 12


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Ad Strategy

Primary ad strategy focuses on TVC and print ads.

Secondary strategy focusses on hoardings.

Tertiary strategy uses social media websites.

.


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Print Ads (English)


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Print Ads (English)


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Print Ads (English)


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Print Ads (Hindi)


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Print Ads (Marathi)


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Placement of the Ads.

Print ads on page 4 or 5 of newspapers.

Ads put on the day of the launch.

Target newspapers:

1) English:

Mumbai Mirror, Pune Mirror, Hindustan Times.

2) Marathi:

Loksatta, Maharashtra Times.

3) Hindi:


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Hoardings (English)


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Hoardings (Hindi)


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Hoardings (Marathi)


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Placement of the Hoardings.

Maximum hoardings on railway stations.

Focus on prime railway stations Dadar, Kurla,

Vashi, CST, Churchgate, Andheri, Bandra, Thane,Mulund, Ghatkopar, Kalyan, Borivali, Virar, WadalaRoad, Panvel, Belapur.

Hoardings on main roads in the cities Mumbai,Pune, Aurangabad, Nasik, Kolhapur.


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TVC


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Placement of the TVC

Aired on the channels 1) Colors

2) Life Ok

3)

Sony4) Star Plus

5) Zee TV

6)

Hungama7) Disney

)

Aired 8 times between the time slot of 8 p.m. to 11p.m. (Once every half hour).


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Company Website


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Objective of company website

In order to provide detailed information to curiousconsumers.

To introduce special product offers, discount rates

and subscriptions.

Online shopping (in instalments).

Distribution to retailers and distributors.


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Merchandising

Handkerchiefs T-shirts

MeasuringCups

Cloth BagsGloves

Brush

orpora e oc a


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orpora e oc aResponsibility

The no. of pollutants that the company is releasingin the river and the ground water, as acompensation the company is planting trees byalliancing with Oxygen.


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Our message:

Safedi main samjhauta kyun!

Some compromises are necessary. This is definitely

not one of them.

Documents

Safedi Mein Samjhauta Kyun