PROJECT ON

ADVERTISING CAMPAIGN OF GSK COMPANY FOR CROCIN MEDICINE

Bachelor of Management Studies

Semester v

Submitted

In Partial Fulfillment of the requirements

For the Award of Degree of

Bachelor of Management Studies

By

APARNA PRADEEP DAS

ROLL NO. 181

SATHAYE COLLEGE

Dixit road, vile parle (E),

Mumbai 400 057

 DECLARATION

I, APARNA PRADEEP DAS the student of T.B.M.S. Semester v (2017-2018) hereby declare that I
have completed the project on ADVERTISING CAMPAIGN OF GSK COMPANY FOR CROCIN
MEDICINE. The information submitted is true and original to the best of my knowledge.

__________________________________

Signature of student

(APARNA PRADEEP DAS)

(ROLL NO. 181)

PTVAS

SATHAYE COLLEGE OF COMMERCE

DIXIT ROAD

VILLE PARLE (E)

MUMBAI 400 057

 CERTIFICATE

This is to certify that Ms. Aparna Pradeep Das, Roll no: 181 of Third Year B.M.S., Semester v
(2017-2018) has successfully completed the project on ADVERTISING CAMPAIGN OF GSK
COMPANY FOR CROCIN MEDICINE under the guidance of PROF. CHITRA

Course co-ordinator Principal

Project guide/ Internal examiner

External Examiner
 ACKNOWLEDGEMENT

To list who have helped me is difficult because they are so numerous and the depth is so
enormous.

I would like to acknowledge the following as being ideastic channels and fresh dimensions in
the completion of this project.

I take this opportunity to thank the University of Mumbai for giving me chance to do this
project.

I would like to thank my Principle, Dr.KavitaRege for providing the necessary facilities required
for completion to this project.

I take this opportunity to thank our coordinator Prof. ShashankPai for his moral support and
guidance.

I would also like to express my sincere gratitude towards my project guide Prof. Chitra whose
guidance and care made the project successful.

I would like to thank my College Library, for having provided various references books and
magazines related to my project.

Lastly, I would like to thank each and every person who directly or indirectly helped me in the
completion of the project especially my Parents and Peers who supported me throughout my
project.
 Executive Summary

Pain commonly experienced by many people is acute pain resulting from injury, illness, and necessary
medical procedures, while the other types include chronic pain, recurring pain, and pain associated with
terminal illness.

A paracetamol is one of the worlds most widely used, over-the-counter (OTC) medicines and can be
administered with complete safety, in therapeutic dosage, without side-effectives normally associated with
non-steroidal anti-inflammatory drugs (NSAID).
 Introduction

The pharmaceutical market is considered to be one of the emerging markets with a huge potential in
terms of opportunities & growth. This is one of the sectors which is least affected by recession. The
industry is related with severity of various ailments and medicines being produced. As the life is
becoming busier as well as more stressful, the ailments and diseases are increasing day by day whether
acute orchronic and hence is the Pharmaceutical industry. The pharmaceutical industry in india is
growing at around 16% per annum. Currently, india ranks 3rd in terms of volume of the global
pharmaceutical market. India accounts for 15% of the total global pharmaceutical production by value.
The Indian Pharmaceutical industry is on the threshold of becoming a major global market by 2020. The
Industry has the potential to grow at an accelerated 15 to 20% CAGR for the next 10 years to reach
between US$49 billion to US$74 billion in 2020.

Paracetamol is an important antipyretic and analgesic agent with weak anti-inflammatory effects.
Paracetamol has been around as a drug for more than thirty years. Paracetamol, being a safe and low
priced analgesic, is quite popular world-wide.

Promotion advertising life-saving drugs in all parts of the world contravenes the code of ethical
practices. However, OTC drugs are aggressively advertised with each brand seeking its share-of-pockets.
After its acquisition of Crocin in 1996, GSK developed a new communication strategy. In those days
several aspirin-based analgesics and paracetamols were readily available. However, research had shown
that extended usage of these drugs tended to cause severe side-effects such as liver toxicity,
gastrointestinal bleeding, gastritis, liver-related problems and dizziness, amongst others. Crocin at
recommended dosage was a safe drug with virtually no reported side-effects. GSK used this knowledge
by positioning Crocin on the safety and easy-on-the-stomach planks but steering clear of its other
benefits: the drugs analgesic property. Further, fever claim could not be advertised as it featured in the
list of diseases and conditions in the Drugs and Magic Remedies Act. All mass media activities for Crocin
were put into low key by the end of 1999. However, by then a number of new formulations had been
introduced. This had the expected result of further fragmenting the market and taking away shares from
Crocin. The new drugs were perceived to be very effective and offered consumers a kind of safe remedy
since they all came with the recommendations of doctors.
Review Of Literature
 Objective of study

To understand the advertisement campaign of Crocin

The research project includes the advertising campaigns used by the GSK
company
This research project helps in getting better idea of how GSK company promote
Crocin medicine
To review the present advertising campaign of GSK company
To analyse the present advertising campaign of GSK company
 Research methodology

Type of research

The type of research undertaken is descriptive

The research is descriptive because it describes, interprets, and clarifies what is the current
scenario of GSK company
The research focuses particularly on advertising campaign, what are ad agencies, steps involved
in advertising campaign.

Data sources

Primary data sources: information collected from online survey through questionnaire

Secondary data sources: collection of data through books and websites

 What is Advertisement?

Advertising is an audio or visual form of marketing communication that employs an openly sponsored,
non personal message to promote or sell a product, service or idea. Sponsors of advertising are often
businesses who wish to promote their products or services. Advertising is differentiated from public
relations in that an advertiser usually pays for and has control over the message. It is differentiated from
personal selling in that the message is non personal, i.e., not directed to a particular individual.
Advertising is communicated through various mass media, including old media such as newspapers,
magazines, Television, Radio, outdoor advertising or direct mail; or new media such as search results,
blogs, websites or text messages. The actual presentation of the message in a medium is referred to as
an advertisement or "ad".Commercial ads often seek to generate increased consumption of their
products or services through "branding," which associates a product name or image with certain
qualities in the minds of consumers. On the other hand, ads that intend to elicit an immediate sale are
known as direct response advertising. Non-commercial advertisers who spend money to advertise items
other than a consumer product or service include political parties, interest groups, religious
organizations and governmental agencies. Non-profit organizations may use free modes of persuasion,
such as a public service announcement. Advertising may also be used to reassure employees or
shareholders that a company is viable or successful.
Types of advertisements

1. Online advertisements: If you see an advertisement via the Internet (World Wide Web), then it
is classified as online advertising. In fact, there are ads on this very page, and most other
websites you visit, as they are the primary revenue driver for the Internet. Another avenue of
online advertising is "Native Advertising," which is the digital variation of the old print
advertorials. And, sponsored content is growing by leaps and bounds. From ads on Facebook
and SnapChat, to partnerships with Buzzfeed and Reddit, the fastest, easiest way to reach
millions of potential customers is online.

2. Cell phone and mobile advertising: A relatively new form of advertising compared to the others,
but one that's dominating the media mix, uses cell phones, iPads, Kindles, Nooks, and other
portable electronic devices with Internet connectivity. Current trends in mobile advertising
involve major use of social media such as Twitter, Instagram, Snapchat, and Facebook.Right
now, this is the toughest nut to crack. This kind of advertising is not only disruptive, but can
leave the customers with a lot of ill will. If you do it, do it right. For a while, native
advertising was a good way to get into the feed, but even that has come under scrutiny for
being deceptive.

3. Print advertising: Once a huge driver of sales, print is taking a back seat to the many digital
forms of advertising now available to marketers. However, if there is one thing that's certain
about advertising, it's that being different is good. And when consumers tire of digital ads, a
return to printed pieces, and the tactile feeling and permanence they provide, is definitely on
the cards. Typically, print can be split into three sub-categories:

Periodical Advertising
If it's in a magazine, a newspaper, or anything else that comes out at regular intervals,
then it's periodical advertising (aka a print ad). For decades, print ads were the gold
standard for advertisers and their clients. To grab the center spread of a big magazine,
or the back cover of a newspaper, meant millions of people were seeing the message.

Brochures, Leaflets, Flyers, Handouts and Point of Sale Advertising

Although some of these can be placed within the pages of newspapers and magazines,
they are treated as a separate entity (usually because they have less chance of being
seen). From something that sits on a counter or customer service desk, to a glossy car
brochure, this is a more intimate, and long-form, way of engaging the consumer. Use
this when you have more information than you can cram into a print ad.
 Direct Mail Advertising
Either of the techniques mentioned above can be incorporated into direct mail. It simply
means that your printed pieces are mailed direct to the consumer. This is a technique
that has been, and continues to be, abused by inferior marketing agencies that have
turned the craft into "junk mail." Done right, direct mail can be a fantastic way to
engage the customer, if it is creative and intelligently conceived and executed. Do not
count it out.

4. Guerilla advertising: Also known as ambient media, guerrilla advertising (or marketing)
has become prominent over the last 20 years. It is a broadly used term for anything
unconventional, and usually invites the consumer to participate or interact with the piece
in some way. Location is important, as is timing. The driving forces behind guerrilla
advertising or marketing are creative ideas and innovation, not a large budget.Quite often,
you will ask for forgiveness rather than permission with these campaigns, and they will
spread via word of mouth and social media

5. Broadcast advertising: A mass-market form of communication including television and

radio, broadcast advertising has, until recently, been the most dominant way to reach a
large number of consumers. Broadcast advertising has really taken a beating over the last
few years, especially with the rise of DVRs and "ad skipping" technology. However, it is
still a popular way to reach millions of people, especially when the Super Bowl comes
around.

6. Outdoor advertising: Also known as out-of-home (OOH) advertising, this is a broad term
that describes any type of advertising that reaches the consumer when he or she is outside
of the home. You will know it as billboards, bus shelter posters, fly posters, and even
those big digital boards in Times Square.

7. Public service advertising: Unlike traditional commercials, Public Service

Advertisements (PSA) are primarily designed to inform and educate rather than sell a
product or service. PSAs traditionally appear on TV and radio, but are also being heavily
promoted online these days.
8. Public placement advertising: In a nutshell, product placement is the promotion of
branded goods and services within the context of a show or movie, rather than as an
explicit advertisement. If you have ever seen a movie and wondered "wow, they sure are
driving a lot of Ford cars in this scene," or "does everyone in this TV show drink Pepsi?"
then you are noticing product placement. It's a way that these films and shows get
funding, and is a great way for advertisers to reach a targeted demographic.
 What is advertising campaign?

Meaning

Advertising campaigns are the groups of advertising messages which are similar in nature. They share same
messages and themes placed in different types of medias at some fixed times. The time frames of advertising
campaigns are fixed and specifically defined.

Advertising campaign is a series of advertisements having the same theme and published within a specific period.
When the ads are displayed repeatedly in a well-planned manner in order to sell the new product in the market or to
increase the demand for the existing product, it is called advertising campaign.

Definition

An advertising campaign is typically broadcast through several media channels. It may focus on a
common theme and one or few brands or products, or be directed at a particular segment of the
population. Successful advertising campaigns achieve far more than the sporadic advertising, and
may last from a few weeks and months to years.
Need for advertising campaign

Consumers are forgetful

Consumers get confused with advertising messages
Consumers sometimes overlook advertisements
New prospects emerges over a period of time
A part of advertising efforts goes waste because some buyers are not real prospects when
advertisement appears
Continuity in message serves as a reminder

Objectives of advertising campaign

Preparing campaign theme

Enlisting supportive information
Determining time frame
Considering contemporary issues
Working out creative strategy
Finalizing target audience
Developing brand loyalty
Developing positive attitude
Using persuasion and education
Ensuring effective implementation
 Process of planning of advertising campaign

1. Market research: Before you even start thinking about where you might want to place an ad or
even what it could look like, its important to do at least some basic research. Even if you arent in
a position to bring in an expensive research firm, you can ask your current customers questions
about why they come back to you, as well as taking a close look at your target demographics
needs and interests.

2. Budgeting: Your business probably has a set advertising budget for the year but how do you
divvy it up between your various advertising projects? For each project youre planning, you need
to be clear on just how much money youre willing to spend. Youll almost certainly change exactly
how you divide it between costs like copy writing and design, but you can treat the overall amount
as set in stone. Write it down and put it in your project folder.

3. Setting goals: The aims you have in mind for a particular advertising project need to be written
down ahead of time. While its good to be ambitious, its also important to decide what constitutes
a successful advertising campaign for your business. Sales can be the simplest metric: if youre
advertising a particular product, how many units will you need to sell to pay for that campaign?

4. Advertising venue: The website, tv station, newspaper, radio station, magazine or other
advertising venue you place your ad with is a crucial decision. Youll need to look at not only the
cost of your preferred venues but also whether they reach your target demographic. Ad buys can
make up a significant portion of your budget. Deciding on where you will place your ads first tells
you how much money youll have left over for actually creating your ad.

5. Choosing creatives: Unless youre planning to write, shoot and design every part of your ad,
youll probaably need to bring in some help. Finding the right freelancers for each aspect requires
checking through portfolios and rates if you can find a business or freelancer who can handle all
aspects of creating your ad, even if that means subcontracting, it can save you a lot of time. Youll
also want to make sure that you find any talent youll need for your ad (voice actors for radio,
models for photography and so on).

6. Design and wording: While you may not have a lot of actual writing and designing to do for your
ad, during the creation process you will need to review and sign off on different stages of the
project. When starting with a new designer or other creative, make sure that you both know any
expectations for timelines and progress checks.
7. Placing the ad: Once you have a finished ad in hand, its time to actually place it with your
preferred advertising venue. You may have a few contracts to sign and a check to hand over.
Youll also want to make sure you actually see your ad once its run from a newspaper, for
instance, youll want to see the tear sheets of pages containing your ad.

8. Evaluation: Depending on your ad, how you evaluate it can vary. If it included a coupon, for
instance, you can simply count how many customers brought in the coupon. For other ads, you
may be simply comparing sales before, during and after your advertising campaign. Spend as
much time on analyzing how your advertising campaign worked as you can. That information can
point you to more effective uses of advertising in the future.