This document provides marketing communication and campaign strategy ideas for several brands: 1) Surf Excel could focus on celebrating the colors of holidays with a tagline about stains not ruining the start. 2) Phanka could highlight letting children achieve dreams with a focus on special Olympics and painters. 3) A campaign for Surf Excel could link the brand to long-lasting relationships with no stains. 4) OYO Rooms could focus on traveling across India's diverse places and cultures with a tagline about belonging. 5) McDonald's could go vegetarian and focus on a social cause of saving love and life. The strategies suggest targeting different consumer personality types.

1. MARKETING
COMMUNICATION
/CAMPAIGNS STRATEGIES
Presented by – sweta LeenaPanda , Shivani Arora

2. 2
MARKETING COMMUNICATION IDEAS
Advertis
ing
Integrati
ve
Marketi
ng
Word of mouth
marketing
Sales
and
promoti
on

3. 3
MARKET PENTETRATION
S
U
R
F
E
X
C
E
L
DAG ACCHE HAI, Kuch nei suruwad dag se – celebrate first with colour
 Revamped campaign with
the tag line: Daag Acche
Hain , Kuch nei suruwad
Dag se
 Linking to a social cause, viz.
touch the Five emotion
campaign
 Specific ads during festive
season especially Holi,
marriage time etc.
1st - Feel the Colours of Holi -newly couples
2nd – Lets play in rain *spot light -first
rainfall*
3rd -A fate man enjoying food during a
marriage party *spot light – marriage*
4th – last day in School –Spotlight- dye your
friend’s dress with your palm impression*
Kuch Daag acche hain ….!!!

4. 4
MARKET PENETRATION
S
U
R
F
E
X
C
E
L
Phanka – “Hame udne do” (Your special kids can make you feel special.)
Offline Campaign
No biasness – all gender
group of children and all
kinds of children blinds to
autism kids can take
participate.
 Revamped campaign with
the tag line: Phanka –
Hame udne do
 Linking to a social cause,
viz. let the children make
their dream true, special
focus to Special Olympics,
sports and painters.
 Specific ads during
Olympics time that also
special

5. 5
MARKET DEVELOPMENT
S
U
R
F
E
X
C
E
L
OUR RELATIONSHIP IS STAINLESS like surf excel bachpan ka saathi, NO DAG
IN RELATIONSHIP.
 Surf Excel Campaign:
Proposed by Sweta Leena
Panda
 Revamped campaign with
the tag line: “Surf excel
bachpan ka saathi , No Dag
in Relationship”
 Linking to a social cause, viz.
no gender bias when it
comes to love, true love.
 Specific ads during
Marriage or Valentine day
time.

6. 6
MARKET DEVELOPMENT & PENETRATION
O
Y
O
R
O
O
M
S
• Revamped campaign with
the tag line: “We belong to
you”
• Linking to a social cause,
viz. travel India and explore
different place and culture.
• Specific ads during any
festival time
We belong to you
OFFLINE –
1. Coupons/discount
2. Share your travel story with
OYO rooms

7. 7
MARKET DEVELOPMENT & PENETRATIONV
E
G
M
C
D
O
N
A
L
D
• Revamped campaign with
the tag line: “save love ,
save life”
• Linking to a social cause,
viz. go Vegetarian.
• Specific ads during any
festival time.
We belong to you
OFFLINE –
1. Coupons/discount
2. Share your story why you turn
into vegetarian

8. 8
Surf excel OYO Rooms Veg McDonald
High Dogmatic person
(Celebrities like – winner
of special Olympics or kid
celebrities)
Low dogmatic Inner directness
Other Directness (They
influence by others)
High need for recognition
(these group of people
love to think and collect
information)
High OSL (Optimum
stimulus level)
Classical Conditioning Need for uniqueness
(when a purely non veg
eater choose a veg
McDonlad)
Extremal influence

9. 9
THANK YOU