\ ADVERTISING BUDGET:

TVC & Radio Media Plan

Station Timings Launch Cost per Diem Duration Total Cost

PTV

Home 7am – 10 am

5pm – 7pm

10pm – 12am

Octobe 1st Rs.195,000 15 days

(every other day) Rs. 2,925,000

ARY

Digital 1am – 8 am

6pm – 7pm

9pm – 11pm October 1st Rs.155,500 15 days

(every other day) Rs. 2,332,500

Geo Ent 8am – 10 am

8pm – 9pm

10pm – 12am October 1st Rs.170,500 15 days

(every other day) Rs. 2,557,500

Aaj Ent

7am – 10 am

5pm – 7pm

10pm – 12am

October 1st Rs.75000 15days

(every other day) Rs. 1,200,000

Total Rs 9,015,000

FM 101 KHI, ISD, FSD, PES, LHR 7am – 10am

9pm – 10pm

October 1st Rs.10,000 15days

(every other day) Rs. 150,000

FM

89 KHI, LHR, FSD 8am – 9am

10pm– 11pm

October 1st Rs.4200 15days

(every other day) Rs.63,000

Total Rs 213,000

Newspaper & Magazine Media Plan

Periodical Launch Cost \ week Duration Total Cost

Jang October 1st Rs.16,045 6 months Rs.385,080

The News October 1st Rs.8,930 6 months Rs.214,320

Dawn October 1st Rs.17,500 6 months Rs.420,000

Jang Mag October 1st Rs.4,745 6 months Rs.113,880

Akhbare jahan October 1st Rs.6000 6 months Rs.144,000

Aurora October 1st Rs.20,000(per 14 days) 6 months Rs.240,000

Dawn magazine October 1st Rs. 6000 6 months Rs.144,000

Total Rs 1,661,280

Billboard Media Plan

Type Location Launch Cost per Month Duration Total Cost

Hoardings Kalma Chowk October 1st Rs.39600 12 months Rs.457200

Hoardings Ferozepur Road October 1st Rs.39600 12 months Rs.457200

Hoardings Blue area

islamabad October 1st Rs 45000 12 months Rs.540000

Hoardings f-10 sector

islamabad October 1st Rs.45000 12 months Rs.540000

Hoardings Tariq road

Karachi October 1st Rs.60000 12 months Rs.720000

Hoardings Sadar

karachi October 1st Rs.60000 12 months Rs.720000

Hoardings D – ground October 1st Rs. 32000 12 months Rs.384000

Hoardings Peshawar cantonment october 1st Rs.35000 12 months Rs.420000

Total cost Rs.528000 12 months Rs.4,238,400

Personal Selling: This scheme will be applied in the introductory phase. Theintroductory phase. The product will be available on doorstep for making more andmore people customary of this new product and people would test the product withoutgoing to the shops. This technique would also influence those who did not catch freesamples due to some reason.

Public Relations: Public relations undoubtedly play a vital role in the acceptability ofany product by the general public. Its all about setting a perception necessarilypositive, in the minds of people whether they are presently our customers or the otherway round. Colgate junior has decided to trail for a certain amount of revenue inspecified time period and has decided to donate 9% of the total revenue to charityorganizations earned per annum by the team.

Sales Promotion: Sales promotion is made in order to intensify the boost of sales. Itcan be done in a variety of ways. We can offer short term incentives in order to breakthrough the market and making the sales even bigger in size. We can also offercomplementary products like tooth brush with the sale of a 50g pack after achievingthe desired sales. Another way can be giving discounts or providing more of theproduct in the same price. Sales can also be promoted by giving free samples of the30g pack to specific locations like schools etc.

Direct Marketing: Direct marketing can be considered very important in a waybecause it helps in maintaining good relations with the customers. Advertisements onthe other hand, undoubtedly play a vital role in creating the awareness or interest ofthe product but they only convey what a product actually is in a short span of time.Customers normally want to know more about the specifications and characteristics ofthe product and this could be done through providing the customer with the proper

channel that they can use to interact with the company. The medium used for this canbe either through billboards or directly mailing the cutomers.

Hoardings Tariq road

Karachi October 1st Rs.60000 12 months Rs.720000

Hoardings Sadar

karachi October 1st Rs.60000 12 months Rs.720000

Hoardings D – ground October 1st Rs. 32000 12 months Rs.384000

Hoardings Peshawar cantonment october 1st Rs.35000 12 months Rs.420000

Total cost Rs.528000 12 months Rs.4,238,400

Personal Selling: This scheme will be applied in the introductory phase. Theintroductory phase. The product will be available on doorstep for making more andmore people customary of this new product and people would test the product withoutgoing to the shops. This technique would also influence those who did not catch freesamples due to some reason.

Public Relations: Public relations undoubtedly play a vital role in the acceptability ofany product by the general public. Its all about setting a perception necessarilypositive, in the minds of people whether they are presently our customers or the otherway round. Colgate junior has decided to trail for a certain amount of revenue inspecified time period and has decided to donate 9% of the total revenue to charityorganizations earned per annum by the team.

Sales Promotion: Sales promotion is made in order to intensify the boost of sales. Itcan be done in a variety of ways. We can offer short term incentives in order to breakthrough the market and making the sales even bigger in size. We can also offercomplementary products like tooth brush with the sale of a 50g pack after achievingthe desired sales. Another way can be giving discounts or providing more of theproduct in the same price. Sales can also be promoted by giving free samples of the30g pack to specific locations like schools etc.

Direct Marketing: Direct marketing can be considered very important in a waybecause it helps in maintaining good relations with the customers. Advertisements onthe other hand, undoubtedly play a vital role in creating the awareness or interest ofthe product but they only convey what a product actually is in a short span of time.Customers normally want to know more about the specifications and characteristics ofthe product and this could be done through providing the customer with the properchannel that they can use to interact with the company. The medium used for this canbe either through billboards or directly mailing the cutomers.

Actions:

After making the strategies and managing the tactics. We will put them into action and tryimplementing them efficiently to carry out the maximum result. We will put our all strategies andtactics into action by using the following

• Project Management • Schedules and Deadlines • Budget Allocation • Project Management Organizational Chart

There is a hierarchy of our organization in which CEO of the organization will lead the four directorsof the company from different departments. As the marketing is our concern so we will describe themarketing department and we will put our stated strategies into action. Miss Novera Ilyas is a directorof the marketing department and is supervising the marketing department. She will give the instructionsto her subordinates that how to achieve the goal and implement the strategies and tactics. Mr. MubeenLiaquat is a General Manger of the marketing department. He will Monitor the proceeding that is thedepartment achieving its desired goals or not? If not then GM will have to change his plan byconsultation with the higher authorities. Miss Shoa Khan and Messieurs Ali and Sohaib are themarketing managers assisting Mubeen Liaquat in managing the marketing activities of the organizationto get the objectives set by the higher authorities. The company has a very strict quality controldepartment which seeks complete customer satisfaction .The quality control department principal job isto ensure that our customers receive prompt, courteous, professional service with the highest qualityworkmanship. Colgate Junior service network will check the performance of the organization that is thecompany getting its desired customer response? Is it getting the loyal customers?

Schedules and Deadlines:

Colgate Junior project management team is very concerned with the timely completion of the tasks andgoals which they have set for themselves. For creating brand awareness, company will start itscampaign on TV by 20th of January for seven days a week at least one month. Billboards will beplaced on Liberty and Feroz Pur road by the 25th of January for one month till 25th of February. Thedistribution of the pamphlets at traffic signals will start on 27th of January. Colgate Junior will arrangea puppet show at different schools to attract kids. The first show will be at Lahore Grammar School

(Model town) on 27th of February. Colgate Junior will announce its annual report on 31st of Decemberto attract the customers by showing our increase sales.

Budget Allocation:

Our budget for Lahore branch is 2000000 per month and for Faisalabad, Islamabad, Rawalpindi andMultan branch is 1500000 each. This budget includes expenses like building rent, salaries of ourartisans, utility bills, office supplies, vehicles maintenance and fuel, promotion or advertisement andetc. Our total budget per month is Rs.6500000 with the annual budget of Rs.78000000 (PKR

78million). 50% of this budget goes to Marketing.

Further Allocation of Marketing Budget:

• 50% of the marketing budget is allocated for Promotion, which is affordable for us.

• 20% for distribution along with vehicle fuel expenses.

• 15% for office supplies.

• 15% for Research and Development

Distribution of promotional Budget:

Distribution is as follows:

• 45% for advertisement

• 25% for Sales Promotion

• 10% for Public Relations

• 10% for Direct Marketing

CONTROL: To keep an eye on our tasks and procedures, controls are used. They make us sure whether we aredoing things in a right way or not. It involves measuring, monitoring, reviewing, updating andmodifications in our performed schemes and procedures. To see things in accordance with what was planned, we will take the following control procedures.

Monitoring

Marketing department will manage a monitoring team which will check the performance periodically. We will arrange a general

body meeting by inviting different departments like Marketing, Finance, R n D managers in which we will see that have they

achieved their desired target. And we will also try to figure out our mistakes. The monitoring team will also check that is the plan

working or not if not then what should be done. There could be two possibilities, first one that the firm may switch to plan B or

may they update their plan.

Media Plan

As we know that advertisement is a best way to get the attention of the customers. As customers are a

big asset of a firm so if a firm will not get loyal customers then firm will be in a great loss. So to get the

awareness of our product among the customers We have made a media plan including TV ads,

Newspaper ads Billboards, Pamphlets and we will review that are those planned activities getting the

required costumer response or not. Our plan includes that, are our ads suitable to target market or not?

We will control all the plan and try to get the best response from our customers.

Updating Plan

The company will keep a regular check on the market and record any change in the market trends. Firm

will create a committee who will check the market trends periodically and will update its plan

according to the market trends and changing behavior of its customers. The marketing department will

specially update its advertisement plan, because advertisement is a basic tool to get customers

awareness as mentioned earlier.

Measuring Objectives

From business point of view objectives are the one of the most important things. So if a business has to

survive in the market they have to measure their objectives by time. Suppose if a company does not

measure its objectives for a long time then, how it can be determined that business is going in a right

direction or no? That’s why our board of directors will review the goals and objectives of the company

periodically. If the company is not achieving its objectives then board of directors will figure out the

problems and they will try to sort out the solution. If the company is achieving its objectives then board

of director will set new goals for the coming years. Measuring objectives is much more important for

us than some other company because our product is new and we have to get customer satisfaction and

to create awareness among the customers which is an essential part of our objectives to achieve.