This is d ppt which is useful for d management students(specially for the students who r doing fashion management)

1. BRAND EXTENTION
SUDIPTA
DIVYA
ARPITA
NEHA
SWATI SINGH
KUMARI SWATI
FREYA-ESSENCE
CONSULTANCY AND SKIN CARE SOLUTION

2. MISSION
Our aim is to become a globally
recognised fashion brand by
offering our customers a
complete beauty solution and
make them look their best and
give them the highest standard
of service, quality products and
cutting edge style at competitive
prices.

3. VISION
Our corporate vision for
our brand to be the
number one brand in the
women’s world and create
a permanent place in the
heart of the women
within 2 years and
capture a market share of
30 % within this time
period and within 10
years become the giant in
the market with 60 to 70
% market share .

4. Why FREYA is extending its brand?
• Change in the lifestyle of consumer ,making people
more beauty conscious.
• To increase awareness of the Brand name “Freya”(a
complete beauty solution)
• To increase profitability (to catch new customers
also)
• Counter competition in the Industry.

5. Objective & task method of budget setting using
a build up approach consisting three approaches:
Establish objectives
(create awareness of new product among
% of target market )
Determine specific media mix
(advertise on newspapers ,
magazines & tv )
Estimate costs associated with media mix
(newspaper add cost
Magazine add cost-
Tv add cost-

7. Objective of media-mix
• BRAND RECOGNITION-
we are introducing our product into a totally different
category ,therefore reach is more important for us .
• REACH :
1. To achieve 15,00,000 target market through newspaper.
2. To achieve 15,00,000 target market through magazine.
3. To achieve 20,00,000 target market through tv.
4.To achieve 30,00,000 target market through hoarding

8. Objective of media:
• To maximize Reach
• Through Frequency
• To maximize Ots
• Continuity

10. (Continuity)
A pulsating schedule :
100%
90%
80%
70%
60%
50%
40% % of level
30% of add
20%
10%
0%
jan feb mar apr may june july aug sept oct nov dec

11. Media mix using
•
•
•
•

12. CHOOSING AMONG MAJOR MEDIA TYPES
Target –audience media habits:
Television-Magazines
• Housewives watch more of
television, whereas, working women go for
magazines.
• Television programmes have different
viewers, teenagers and young adults.
• Television is the most effective media for reaching
teenagers.

13. Hoardings-Newspaper:
Hoardings is an promotional tool
to reach the mass audience.
People travelling in
car, pedestrian who walk by
everyone come across hoardings.
Newspapers also act as an
important promotional tools
as almost every house of India
keeps one newspaper daily.

14. Advertisement media selection
Newspaper Magazines Tv Hoardings
The times of Femina Star plus
india kolkata
Hindustan times Woman’s era colours delhi
The hindu society Mumbai
Anandabazar
Patrika

15. Magazine
Women’s Magazines (National Readership Survey , - All India)

16. Share of Femina amongst women's magazines

17. Top ten newspaper of india
1. The Times of India - English
2. Dainik Bhaskar – Hindi
3. Dainik Jagran - Hindi
4. Malayala Manorama – Malayalam
5. The Hindu – English
6. Eenadu – Telugu
7. Deccan Chronicle – English
8. Ananda Bazar Patrika – Bengali
9. Amar Ujala – Hindi
10.Hindustan Times – English

18. Advertisement budget allocation
• Total revenue-INR 2000cr
• Add budget –INR 300cr (15% of revenue )
• Apparel:INR 135cr & Essence :INR 165 cr
Budget division
Freya Freya-
Apparel Essence
9% 11%

20. Tv (star plus )
Name of Cost of Cost to Show No of Avg .Trp Cprp Ots Grp
program add for co./day per day audienc
me (5 10 sec es (ots*rati
days) ng)
Is pyaar 5,39,000 5,39,000 2 3739500 2.77 194584. 5*4*2= 55.4
ko kya *2*2=21 8 40
naam du 56,000
Ek 6,67,000 6,67,000 1 4090500 3.03 220,132. 5*4*1= 60.6
hzaaro 01 20
me mari
behna
hai
Diya aur 6,67,000 667000* 1 5292000 3.92 340306. 5*4*1= 78.4
baati 2=1334, 12 20
hum 000

21. Colors
Name of Cost of Cost to Frequen No of Avg .Trp Cprp Ots Grp
program add for co./day cy/day audienc
me (5 10 sec es (cost/rat (days*fr (ots*rati
days & ing) q*week) ng)
for 20
sec)
Balika 150000 300000* 2 3483000 2.58 232558. 40 103.2
badhu 2=6,00,0 1
00
Sasural 145,000 290000* 2 3361500 2.49 232931. 40 99.6
simar ka 2=58000 7
0
parichay 160000 320000* 2 3564000 2.64 242424. 40 105.6
2=64000 2
0

22. Total annual tv budget
channel Total annual budget
Star plus 4157,000*20*12=99,76,80,000
Colours 18,20,000*20*12=43,68,00,000
1,42,44,80,000
Budget allocated -,Rs1,50,00,00,000

24. Budget (magazine)
Name of Cost for Cost for Total Cpm Rating cprp
magazine color full color full readershi total
page page p (avg)
(front/m (inside/m
onth) onth)
Femina 4,00,000 10,41,00 384.24 15
0
Society 3,00,000 1,90,000 1578.9
Woman’s 3,50,000 7,02,000 498.57 12
era

25. Total annual budget for magazines
Name of magazine Total budget
femina 4,00,000*12=48,00,000
society 3,00,000*12=36,00,000
Woman’s era 3,50,000*12=42,00,000
Total 1,26,00,000
Budget allocated -,Rs 1,30,00,000

27. Budget ( newspaper Times of india
City Edition Type of Readershi Ad per Frequency expenditu
add p/day sq /month re in
(edition cm(color)/ RS .
wise) day
Delhi Display 10,47,984 3355(3*5) 4 201300
mumbai Display 7,36,430 3855(3*5) 4 304545
Kolkata Display 3,93,587 2195(3*5) 4 131700
Total 637545
budget in
Rs

28. The hindu
City Cost for Cost for Type of Readers Ad per frequenc expendit
color full color full add hip/day sq cm y ure in
page page (edition RS .
(front) (back)sq wise)
rs)sq cm cm
New Display 1,11,091 525(3*5) 4 31500
delhi 525
kolkata 100 Display 22,270 100(3*5) 4 6000
Total 37500
budget
in Rs

29. AnandaBazar Patrika
City Cost for Cost for Type Readersh Ad per frequenc expendit
full page full page of add ip/day sq cm y ure in
(middle) (middle) (edition RS .
Weekdays Weekend wise)
Kolkata 2635 3030 Display 1,65,000 2635(3*5) 4 158100
3030(3*5) 4 181800
Total 339900
budget
in Rs

30. Total annual budget for newspaper
Newspaper name Total budget
The times of india 637545*12=201312
The hindu 37500*12=450000
Anandabazar patrika 339900*12=4078800
Total add budget 47,30,112
Budget allocated -,Rs 50,00,000

32. Total annual budget for HOARDINGS
CITIES PLACES COST TOTAL BUDGET
DELHI CANNOUGHT PLACE 1,00,000/month 1,75,000*12=21,00,
BLIND SCHOOL(OBEROI 75,000/month 000
FLYOVER)
MUMBAI MARINE LINES 1,00,000/month 1,25,000*12=15000
HIGHWAY 25,000/month 00
KOLKATA NEWALIPORE CROSSING 50,000/month 1,70,000*12=20,40,
BULLYGUNJ CROSSING 70,000/month 000
TOLLYGUNJ CROSSING 50,000/month
Total add 56,40,000
budget
Budget allocated -,Rs 60,00,000

33. Total advertisement budget
Media Total annual advertisement budget
MAGAZINES 1,26,00,000
Newspapers 47,30,112
TV 1,42,44,80,000
HOARDING 56,40,000
TOTAL AD COSTING 1,44,78,50,112
Extra ad budget (for occassions) 20,21,49,888
TOTAL BUDGET 165,00,00,000

34. PROMOTIONS

35. DISCOUNT COUPONS
DISCOUNT COUPON IS
OFFERED ON EVERY
PURCHASE ALONG WITH THE
BILL
This is another kind of
promotional strategy , to
promote our new launch of
skin care line and consultancy
service

37. BILLBOARD ADVERTISEMENT

38. TV ADVERTISEMENT

39. Bibliography
• http://www.bhavesads.com/times-of-
india.html
• http://www.scribd.com/doc/11632807/Wome
ns-Era-Jan09Second-

40. THANK YOU