1. IMC PLAN TOOTHBRUSH Giggles PRESENTED BY: Mehwish Basit - 4729 Saima Wasim - 4672 Nissa Razzak- 4635 Kiran Sheikh-3921

6. RESEARCH Research has revealed that 90% of the population clean their teeth irrespective of the method used. The people of Pakistan employ a variety of ways to ensure oral hygiene; such as toothbrush and toothpaste, toothpowder, local mixtures of salt, bark of various trees (dandassa) and chewing stick or “miswak”.

15. ANALYSIS OF KIDS TOOTHRBRUSH MARKET TOOTHBRUSHES DEMOGRAPHICS PURCHASING POWER GIGGLES Aimed at children from age 5 to 10 containing a very small head with soft bristles, particularly for children whose set of milk or baby teeth are still breaking. Is a high priced product. Our customers have a high purchasing power and are ready to spend money on purchasing an expensive toothbrush. FUNTOO Made for children from age 4 to 10 containing a very small head with soft bristles. The toothbrush has candy shaped figures at its end with two different colors. Low priced as compared to Giggles to maintain a certain difference between both the brushes and their target markets. LITTLE STAR Made for children from age 5 to 10 containing a very small head with comparatively hard bristles. Little Star does not contain costly raw materials and does not have an extraordinary design therefore, it is also low priced. BIO JUNIOR Cater to the children from age 6 to 11 and the design of the toothbrush is very plain aimed at parents who don’t want to spend much on toothbrushes. Regular toothbrush for children with an ordinary design and specially targeted to people with a low purchasing power. PERFECT JUNIOR Same as bio junior Same as bio junior FLEX JUNIOR Aimed at children from age 10 to 12 as its head is a little big as compared to other toothbrushes and is made for those children whose baby teeth have been replaced by adult (permanent) teeth. Low priced according to the pricing of competitors because flexible toothbrushes are provided by all competitors.

32. Campaign Execution 2 Watch Your Mouth. SALES PROMOTION Brand Communication Idea “ Brighten Up The Tooth Brushing Experience” Campaign Execution 1 It’s not a Compulsion. It’s an Adventure!! Campaign Execution 3 Good Brushing Now Means More Teeth later. (Brush for 3 minutes) Campaign Execution 4 Rediscovering Fun! TV ADS Morning Shows PR Word-of-mouth OOH MOBILE PRINT BTL ACTIVITIES SPONSORSHIP WEBSITE POINT OF SALE

39. COMMUNICATION STRATEGY & MEDIA SELECTION RATIONALE COMMUNICATION STRATEGY Trigger the target to talk about the Brand, create maximum exposure and create buzz around the new innovation. Awake the target, build high awareness, change consumer’s Perception. Captivate the target to make a purchase, engage, interact with the consumers and strengthen associations. Prompt/induce the target and get the product in consumer’s hands. CHANNEL STRATEGY PR, Buzz or street marketing TV, Print BTL activities, Brand Activation, Interactive website Point-of-sale activities, Sales promotion

55. BRAND CALENDER 2009 BUDGET SPLIT JAN FEB MARCH APRIL MAY JUN JULY AUG SEPT OCT NOV DEC Million (Rs.) Actual Amount 1.925 1,925,000 TV 1,925,000 0.79 790,000 PRINT 600,000 30,000 30,000 30,000 1,00,000 1 1,000,000 OOH 1,000,000 0.008 8,000 DIGITAL 8,000 0.74 740,000 BTL 500,000 1,20,000 1,20,000 0.8 800,000 IN-STORE 250,000 2,75,000 2,75,000 0.15 150,000 SALES PROMOTION 37,500 37,500 37,500 37,500 Note: All Spends in Millions

56. TV SCHEDULE Time Band Cartoon Network WIKKID INDUS VISION 13:00 - 13:29 5,000 13:30 - 13:59 5,000 14:00 - 14:29 5,000 14:30 - 14:59 15:00 - 15:29 4,000 2,500 15:30 - 15:59 4,000 2,500 16:00 - 16:29 4,000 2,500 16:30 - 16:59 4,000 2,500 17:00 - 17:29 7,500 4,000 17:30 - 17:59 7,500 19:30 - 19:59 7,500 20:00 - 20:29 7,500 20:30 - 20:50 7,500 21:00 - 21:29 5,000 Rs.1,925,000 30 seconds Commercial

57. TV SCHEDULE TV Sponsorship Program DURATION Total Amount ARY Morning show (Dr. Shaista Wahidi) For 3 days Rs. 3,00,000 HUM TV Morning show For 3 days Rs. 3,00,000

58. PRINT SCHEDULE Publication Name Size Rate # of Ads Total Amount Young World 24*7 Rs.1800 per column 2 Rs. 6,00,000 Naunehal 24*7 3 Rs. 100,000 Young World L shape 2 Rs. 100,000

59. BTL SCHEDULE ACTIVITIES INVESTMENT (RS.) National Smile Day Rs.500,000 Fun Activities Rs.1,20,000 Sponsorship Rs.1,20,000 Point-of sale Rs.8,00,000 Sales promotion Rs.1,50,000 TOTAL Rs.1,690,000

60. ALL Activities Budgeted Amount TV ADS Rs. 1,925,000 Brand Activation Rs. 600,000 Print Rs. 8,00,000 OOH & Mobile Rs. 1,000,000 Website Rs. 8,000 National Smile Day Rs. 5,00,000 Fun Activities Rs. 1,20,000 Sponsorship Rs. 1,20,000 Point-of sale Rs. 8,00,000 Sales Promotion Rs. 1,50,000 TOTAL Approx. 6,000,000