Do Clean, Get Green Presentation

IMC
An Integrated Marketing Communications Presentation
Presented By:
BHARAT MAHESHWARI
NIRMAL GAJJAR
NIKITA SANGHVI

IMC
Situation Analysis
Batch 2009-2011 STEVENS BUSINESS SCHOOL
• With over 5 Million populations, Ahmedabad a Mega City
• Still lacks many basic infrastructure
• Ranked 19th among 25 major cities on cleanliness, in the
country.
• Also scored poorly in universal access to toilets for all and
in proper wastewater treatment, recycles & reuse of
municipal solid waste, and in treatment and safely disposal
of total solid waste generation in the city.
Source: city rating under the National Urban Sanitation Policy (NUSP) conducted by Union
ministry of urban development
REPORT CARD
RANK CITY MARKS SCORED
1 Chandigarh 73.48
2 Mysore 70.65
3 Surat 69.08
9 Rajkot 56.11
19 Ahmedabad 50.28

IMC
Competition Analysis
• Clean Ahmedabad Abhiyan by AMC, Kya Clean hai Hum by
Ahmedabad Mirror, CEPT Clean City, Paryavaran Bachao & many
more…
• Common characteristics of all the cleanliness campaigns:
– Focus on large area cleanliness but not on individual level.
– Stress on conative behavior.
– Short term planning i.e. till the life of the campaign; the impact of the campaign
gradually loses its sheen.
– Needs a strong brand identity for campaigns.
– Lack of expertise in educating people about how to inculcate cleanliness as a
daily life activity.
– Absence of action plan for control & measure for a long term planning.

IMC
NEW MARKETING STRATEGY
• The new cleanliness program “SWACHCHHATA”
initiated by Ahmedabad Municipal Corporation will
have a ward level sanitation action plan to improve
the situation on ground and also regular monitoring
of municipal waste disposal system.

IMC
NEW MARKETING STRATEGY
Issues addressed:
• Solid waste management; recycling; public health; public awareness
and participation
Main Objectives set up by AMC through SWACHCHHATA program:
• "Zero Garbage on Road"
• Minimum landfill - Maximum recycling by Segregation of waste on the
basis of bio-degradable & non bio-degradable
• Creation of economical benefits for poor through self-employment
• Redesign of municipal waste collection system

IMC
INTEGRATED MARKETING
COMMUNICATIONS CAMPAIGN

IMC
Target Market Profile
Geographic
• City: Ahmedabad
• Gender Ratio: 892 females:1000 males
• Zone:
– East
– West
– North
– South
– Central
– New-west
• No. of Wards: 64
• Density: Urban
• Total Population: 5,252,197 (2010
census)
– Slum Population: 8% (Mostly migrants) *
• Climate: Hot & Humid
Source:http://www.trueknowledge.com/q/population_of_ahmedabad_in_2010
*http://www.gujaratvibrant.com/219-ahmedabad-mega-city.html

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Demographic
• Age: 14 - 45 years
• Gender Ratio (f:m): 892:1000
• Nationality: Indian
• Occupation:
– Students
– Corporates
– Housewives
– Professionals
– Labours
– Job
– Service

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Behavioral
• Readiness stage:
– Aware
• Attitude towards Campaign
– Enthusiastic
– Positive

IMC
Positioning Statement
• “For sincere, responsible citizens of Ahmedabad
to create civic sense, to show consciousness and
care towards continuously degrading
environment & making our city a better place to
be in this world.”
Tag Line:
DO CLEAN, GET GREEN

IMC
COMMUNICATIONS OBJECTIVE
BREAK THROUGH THE CLUTTER
• Emphasizing on the word ‘Swachchhata’ & Distinctive Logo
• Mass coverage : Urban as well as rural
• Different approaches for the different market
• High Visibility at public places
• Focal point: Stimulate inner-self to take action i.e. “I care
for my city & environment”

IMC
INFORMATIVE
• Telling the market about the new initiative taken by AMC
• Building a distinctive identity of Swachchhata in the market
• Building Swachchhata as a brand
• Constructing AMC’s image
• Encourage the action-oriented behaviour (self behaviour)

IMC
MESSAGE STRATEGY
• Simple message: Do Clean, Get Green
• Affective Strategy – Affective..…Conative Behaviour……Cognitive…
• Distinctive Logo with Quotations
• Believable in the terms that the service will deliver the promised
benefits

IMC
FACTORS TO SELECT ADVERTISING MEDIA
• Reach - Mass Market : Entire Ahmedabad
• Frequency - high / intense
• Continuity: Continuous Campaign
BASIS FOR MEDIA SELECTION
• Target-audience media habits
• Service characteristics
• Message characteristics
• Cost

IMC
ADVERTISING DESIGN
• The Creative Brief
– Objective: Building Brand Image
– Target Market: 14 - 45 yrs
– Message Theme: Self – help
– Support: Government Authorized
– Design: Visual Image

IMC
ADVERTISING DESIGN
• Type Of Appeal
– Fear: Highlights negative consequences
– Rational: Knowledge stage will transmit basic
service information
– Emotions: Affection, Trust, Security
– Music: Captures listener’s attention

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ADVERTISING DESIGN
• Executional Framework
– Animation:
– Dramatisation:
• Encounter
• Problem
• Interaction
• Solution
– Authoritative: Survey Evidence

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Promotion Tools
Advertising
• Print Media
• Broadcasting media
• Display Media
• E-media
• Sponsorship
• Street Play
• Other High Visibility Tools
Public Relations

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Promotion Tool: Advertisement
– Print media: Newspaper -
• Times of India, Economic Times, Business Standard
• Gujarat Samachar, Divya Bhaskar, Sandesh

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Headline
Sub-headline

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– Broadcast media:
1. Radio –
• 30 seconds Audio
• FM Channels: Radio Mirchi, Red FM, Radio One
• Dialogue:
Aap no saath, Amdavad ne swachchhta taraf
vadharva ma madad roop thase…..
nazeek ni dust bin ma kachro nakho,
ane ahmdavad saaf banavo…….
“Do clean and get green”

IMC
Broadcast media:
2. Cinema Screens -
• 20 single screens theatres
• 4 multi-screen theatres
Link of Video:

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– Display media - Empirical sized Posters at :
• Railway Station,
• Bus -Stands,
• BRTS bus stands
• Crowded places such as Vastrapur Lake, Kankaria Lake

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AnInitiativebyAMC

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– E-media
• Facebook – Community Page
• Website - www.docleangetgreen.com
Features:
– Details about the program, Activities about to come or already
happened
– Name of the members/ volunteers, Corporate branding
– Actions taken to take care of Environment, Competitive activities
– Registration Form, Toll free no. : 1800 11 6666
– Invitation to Ideas/Suggestions
– Library of Articles related to Cleanliness activities & campaign done at
world level
– E-mail ID: bharat.swachchhata@gmail.com

IMC
Eg.:
• I use cloth bag when buying vegetable & fruits.
• I throw scrap or waste in dustbin only. For this, I have kept a dustbin in my room
only.
• I recycle all paper, paperboard, cardboard, glass, aluminum, and plastic that I use.
This includes junk mail and food packaging materials, which those two make up the
bulk of my recyclables.
• I grow plants in and around my living space. Not only do these convert carbon
dioxide into oxygen they have "grown on me " become part of my daily routine and
bring a smile to my face.
• I drive a LEV, "Low Emission vehicle" and try to drive as smart as possible. This
does not always happen because I have a bit of the lead foot syndrome but I try.

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• Street meetings, street plays and door-to-door
visits
– Chalo Aaj Ek Bhalai Ka Kaam Karein!
– Competition for ‘Most Swachchh Society’, exclusively for Old
Ahmedabad areas.
• Sponsorship of:
– World Environment Day Celebration – 5th June
– Inter-school events
– Road Show
– Kite Festival

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• Other Tools to Create High Visibility
– Put logo on dustbins which will be located at a distance of every 2
km on the sides of roads & at highly crowded places
– Rag Pickers & Volunteers would be given T-shirts that will consist
of logo & campaign name
– Appreciation Award to Volunteers/Participants

IMC

IMC
Promotion Tool: PR
• The campaigns & initiatives taken by the volunteer
will itself give media coverage to the program.
• The schools & colleges will be given Govt.
Authorized Certificate of Appreciation annually on
the basis of the steps taken to take care of
cleanliness & participation in the program. This will
also create a basis for PR.

IMC
Promotion Tool: PR

IMC
Calling Corporate Sponsor
• Inviting corporate to be leading sponsor on
“Swachchhata”
• A unique Public-Private-Civil Society Partnership
under Swachchhata Progam.
• Helping build & cement the same with over 1000
volunteers from colleges, schools & concerned
citizens.

IMC
• Branding opportunities through the various media.
• Logo of the corporate sponsor will be carried out in all
collaterals created by Swachchhata under the program as
part of Third Party Audit.
Such as around all posters & dustbins to be put up at strategic
& high visibility places,

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• Branding opportunities on website www.
docleangetgreen.org
• Acknowledgements in press releases & reports
• Branding on Swachchhata Membership ID cards for
volunteers

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Corporate Logo

IMC
MEDIA BUDGET
The Objective & Task Method

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Newspaper Ad Time Line
5. TOI 12. TOI 19. TOI
6. 13. 20
7. ET 14. DB 21. BS
1. TOI 8. 15. 22.
2. 9. SD 16. ET 23. SD
3. GS 10. 17. 24.
4. 11. BS 18. GS 25. GS/TOI

IMC
Newspaper Budget
News paper Base price in
rupees / Sq.
Centimeter
Max. Printing
area in cm
Area require for
advertisement
Price in rupees
English 280 52 x 36 26 x 36 2,62,080
Gujarati 240 52 x 36 26 x 36 2,24,640
Total 4,86,720*
•Price per day, if advertisement is given 8 times a month.
•Thus advt. would be printed in newspapers 16 times a month (in total)
Source: Mr. Ketan, Advertisement agent, Times of India
Total newspaper media budget = 4,86,720 x 8 = Rs.38,93,760

IMC
Theatre Screen Advertisement Budget
Place Format Number of
screens
Price * Duration in
sec
Total ( In Rs.)
Multiplex Digital 4 11,000 60 44,000
Single screen Digital 1 5,200 60 5,200
Total 49,200
* Price in Rs./week, 60 sec duration before the movie starts
Place Format Number of
theater
Price * Total ( in Rs.)
On screen ad Digital 4 44,000 1,60,000
Single screen Digital 20 5,200 1,04,000
Total 2,64,000
1 month = 4 weeks Rs. 2,64,000 x 4 weeks = Rs. 10,56,000
Source: Cinemax official website

IMC
Radio Budget
Hours
Frequency
in min
Total duration / day Rate/ 10 sec
Total price/
day
Total price/
month*
(in Rs.)
6 30 mins 30sec*4times=120 sec 200 2400 72,000
* Per radio station
3 radio stations x Rs. 72,000 = Rs. 2,16,000
Source: RedFM, Ahmedabad Official Website

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Posters
Rate per poster* Total number of
posters
Total (in Rs.)
50 5000 2,50,000
* Including sheet cost & printing charges

IMC
Total Media Budget
Media Budget in rupees (in Rs.)
Newspaper 38,93,760
Theater 10,56,000
Radio 2,16,000
Poster 2,50,000
Other Expense 90,000
Total 54,99,760
•Hence, the first month media expense would be approx. Rs. 55 lac.
•This would remain almost same for the second month also.
•As the Program would gain some recognition the media budget would
start decreasing.

IMC
Media Time Line

IMC
CONCLUSION
• The new campaign of AMC – Swachchhata is about a responsibility of every citizen
belonging to any class, to keep his/her environment clean & green, to lead a
healthy & friendly life and make the world to place to exist.
• The aim of Swachchhata is to recognize and appreciate even the smallest
contribution to save the environment
• The steps taken for evaluation and control are to ensure the success of not only the
campaign but the spirit of Amdavadis.
Certainly this is a duty, not a sin.
"Cleanliness is indeed next to godliness."
By: John Wesley

IMC
REFERENCE
• http://timesofindia.indiatimes.com/india/Small-cities-put-metros-to-shame-in-
cleanliness-ratings-/articleshow/5914236.cms
• http://epaper.timesofindia.com/Default/Layout/Includes/TOINEW/ArtWin.asp?From
=Archive&Source=Page&Skin=TOINEW&BaseHref=TOIA%2F2010%2F05%2F13&
ViewMode=HTML&GZ=T&PageLabel=5&EntityId=Ar00501&AppName=1
• http://www.gujaratvibrant.com/219-ahmedabad-mega-city.html
• http://www.newworldencyclopedia.org/entry/Ahmedabad
• http://www.trueknowledge.com/q/population_of_ahmedabad_in_2010
• http://www.gujaratvibrant.com/219-ahmedabad-mega-city.html
• http://www.karmayog.org/library/html/libraryofarticles_348.htm
• http://www.wiserearth.org/organization/view/3090303dd985adfb242d43d098c6d4af
• Integrated Advertising Promotion & Marketing Communications (3rd Edition) by
Kenneth E. Clow and Donald E. Baach, Dorling Kindersley (India) Pvt. Ltd.(2007)

IMC

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