AMUL FLAAVYO

GROUP MEMBERS
Dominic Aloysius Bindal Thakkar Ritika Chitnis Harpreet Singh Ankita Vohra Ruchi Sharma Sandeep Sharma 44 58 53 32 35 52 28

AMUL FLAAVYO
The product launched as combination of Ice cream and probiotic yogurt base. This product majorly tries to capitalise on the fact that it is a much healthier substitute to its popular artificial flavour based Ice cream Frozen Yogurt is an established product outside of India but is introduced for the first time in India by AMUL Launched in February 2012, Flaavyo aims to be a market success by creating space within the traditional Indian ice-cream market

TARGET AUDIENCE
Family

Working class
Health conscious Kids and Youth

POSITIONING
Healthy dessert offering

Substitute for the regular ice-cream

Good value for money Curd is traditional part of Indian meals

 Through the communication we try and make the consumers aware of the new type of product which has been introduced through this established brand We try and spread more knowledge regarding the features, advantages and benefits of consuming this product as against the regularly available ice-cream

COMMUNICATION OBJECTIVE

As an Indian household can easily relate to the homemade curd; we try and convey the transition which can be made from the traditionally preferred curd to the new modified flavored version - Flaavyo

COMMUNICATION DESIGN
Through the communication, we try to portray the product as a very home grown entity which is developed on lines of the Indian tradition The mascot which is aimed to be associated with the product is a very popular figure to which a majority of the Indian population can relate Highlighting added advantage of being a healthy dessert

CREATIVE STRATEGY
Brand theme and tagline

Informative advertisements
Emotional appeal Extension of topicals to yogurt(Wit and humor)

COMMUNICATION CHANNEL
Print media Television Online Embedded marketing

Hoardings and posters

PRINT ADVERTISEMENTS

PRINT ADVERTISEMENT COSTS

NEWSPAPER

As it is a family product , advertisement has to be primarily on family newspapers.

The reach of the newspapers chosen should be in urban as well as rural areas. We choose three English newspapers and three Hindi newspapers so that the reach could be the maximum.

Readership of chosen newspapers

English1. TIMES OF INDIA 2. HINDUSTAN TIMES 3. THE HINDU Hindi1. DAINIK JAGRAN 2. DAINIK BHASKAR 3. AMAR UJALA READERSHIP* 1,34,47,000 62,54,000 51,40,000

5,42,54,000 3,34,32,000 2,87,20,000

These are the newspapers having highest readership.

* All India

RATES OF ADDS (PER SQUARE CENTIMETER) TIMES OF INDIA HINDUSTAN TIMES THE HINDU3100/- TO 50/2500/- TO 50/1900/- TO 50/-

DAINIK JAGRAN DAINIK BHASKAR AMAR UJALA-

2500/- TO 30/2100/- TO 30/1400/- TO 25/-

TELEVISION ADVERTISEMENTS
The positioning will be done in a way that the housewives can be made aware of the product. The Television channels like STAR PLUS (market leader) and other general entertainment channels to be the medium of communication. TV ad to be aired at least twice on STAR PLUS, COLORS between 7:00 pm to 9:30 pm, and on SONY, SAB between 1:30 pm to 3:30 pm and at least once on other general entertainment channels. The approximate cost of reach to be Rs. 8 10 crores per month for 9 crore households for all channels. (The approximate cost for 10 second ad for 6 times is Rs. 2 lacs per channel)

TELEVISION ADVERTISEMENT COSTS

7.00pm- 9.00pm 11.00pm- 2.00pm Rates 2lakh for 10 second ad(6 times) 1.25 lakh for 10 second ad(5 times) Reason: Has highest TVR between 7:30 to 9

ONLINE
Creating a product page on social networking sites

Increased user interactivity on social networking sites with contests to brand the product
Developing related games on popular mobile platforms

OTHER CHANNELS
Sponsoring of refrigerators for rural markets

Partnering with popular movies using embedded marketing

Amul sponsoring a lot of sporting events(Olympics) Placing Amul standees advertising FLAYYO in popular malls near cold storage like Food bazaar, Big bazaar etc.