THE TELESCOPIC CONTACT LENS

IMC Plan

Nikhita GuptaKumar Deepak ChandraDeeptanshu UppalIshan JindalSouvik Ghosh

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PRODUCT DESCRIPTION

One of a handful of advances in futuristic eyewear Zoom in and Zoom out with the wink of an eye Lot of promise for low vision and age related macular degeneration

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TARGET MARKET

Eye SpecialistsCare-Takers, Relatives (Decision Makers)

OpticiansPotential Users

B2C Segment B2B Segment

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COMMUNICATION OBJECTIVES

•Create awareness about the brand, its features & uses•Establish direct contact to resolve queries•Inform about channels of purchaseDecision

Makers•Create awareness about the brand, its features & uses•Convince them to recommend the product Eye Specialists

•Create awareness about the brand, its features & uses•Convince them to stock the product•Highlight the benefits for them: Innovative product, Huge

sales potential, Slotting allowances & training

Opticians

•Create awareness about the brand, its features & uses •Make them into decision influencersPotential Users

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SCALE UP PLANS

Tier-1,2 Cities Tier-3,4 CitiesRural/Remote

Areas (possibly with Govt. tie up)

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IMC TOOLS

•Outdoor ads- optic shops, hospitals•Radio, Print, Newspaper Ads

Advertising

•Association with medical conferences•Online mention through medical blogs, social media

Public Relations•Direct selling to opticians•One to one meetings with doctors to explain about the

product•Emails

Direct Marketing

•Direct Selling to opticians•One to one meetings with doctors to explain the product

Personal Selling

•Slotting Allowance (for initial few sales)•Detailed Manual/Training/Creative Pamphlets•POP displays Sales Promotion

(Trade Promotion)

•Video Demos•Emails•Online Feedback System

Internet/Interactive Marketing

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BREAKUP OF PROBABLE USE OF IMC TOOLSB2B Segment B2C Segment

S. No. IMC Tool Weightage IMC Tool Weightage

1 Advertising 5 Advertising 30

2 Public Relations 20 Public Relations 5

3 Direct Marketing 15 Direct Marketing 20

4 Personal Selling 25 Personal Selling 5

5 Trade Promotions 30 Sales Promotions 20

6 Internet/Interactive Marketing

5 Internet/Interactive Marketing

20

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ROLL OUT PLAN

Trade Promotions

Public Relations

Personal Selling

Direct Marketing, Advertising, Internet/Interactive Marketing

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MEDIA PLANMedium Media Vehicle Coverage ExpectedReach FrequencyADVERTISINGPrint Media(Newspaper)

TOI, HT, Dainik Bhaskar, Some Regional Dailies

80% over 1 year 65% over 1 year 8 times a year

Print Media(Magazine)

Health related magazines

35% over 1 year 20% over 1 year 12 times a year

Outdoor Ads Banners , billboards outside optic shops, hospitals

75% over 1 year 65% over 1 year Cover max. possible hospitals, shops

PR

Medical Conference Association 30% over 1 year 25% over 1 year Twice a year

Online Community Blog, Fb, Twitter, Youtube

65% over 1 year 45% over 1 year Very Frequent

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MEDIA PLAN(CONTINUED…)Media Vehicle Coverage Expected Reach Frequency

DIRECT MARKETINGDirect Selling Door to door visits 70%

hospitals/optic shop over 1 year

60% over 1 year 12 times a year per hospital/optic shop

SALES PROMOTIONTrade Promotion Slotting Allowance 80% over 1 year 75% over 1 year For the first few

months only

Training Video manual, one to one training for opticians, POP displays

90% over 1 year 65% over 1 year Very frequent

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SCHEDULING

• FlightingAdvertising

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Thank You