INTEGRATED MARKTING COMMUNICATION ABHINAV SINHA KISHOR GOPALE MD. WASIM KHAN NISHANT KUMAR NISHANT TIWARI RAJAN ANTONY RAJAT MALAKAR RAJEEV NAYAN VIGNESH BHADRI PREPARED BY :

Female Condom Contraceptive Instruments Prevent Unwanted Pregnancy Prevent STD

TG- young female, Age group 25 to 45 years Communication focused on woman’s desire and sexuality Functional Approach

 Category : Woman hygiene & Personal care  Target Group : Alpha Woman Age Group : 20 to 45 years who are sexually active  Positioning : Live your own life  Competition : All women and hygiene products which make woman confidant and give sense of achiev ement

Life : Live your life own way Future : You are the decision maker of your life Joy : You have right of joy and full spirit of life

 Towards higher end of Maslow need theory ASPIRATION FUTURE ORIENTED FREEDOM CONFIDENCE

MAKES ME MORE CONFIDENT FULFILL MY ASPIRATION FUTURE IN MY HAND USE CONDOM

 Social dynamics is changing fast  Women is no more the only part of kitchen  Presence in boardrooms  Aspire big and strive for growth  Challenge male chauvinism  Make own decision

 Perception about women is changing  Their percentage in higher education is growing fast  They not only manage home but they are also bread & butter earner  Women liberalization is no more a new concept  Globalization is also here to stimulate the dynamics

ConfidencePositivity Equal Opportunity OUR CORE BELIEFS

 We envisioned to make woman to live their life own way and make them feel more confident

Entertain ment Routine PassionBurden - Female Condom --

 Modesty and personal intimacy of a woman is sacrosanct for the brand  The brand portrays indulgence, self confidence and self expression  Aggressive in showing woman’s empowerment in terms of her individuality and her opinions  The brand is not only about protection and sensual pleasure, but also about self confidence, empowerment and a sense of modesty for a woman  Current ads show awareness about the product from a medicinal and hygienic point of view  Challenge is to indulge more and more women to take up the responsibility of being responsible about themselves than being prudish  Road shows, TV shows, celebrities endorsing the brand and portraying a revolutionary outlook  To communicate about the respect and dignity womanhood commands and to delve deep into removing the stigma related to buying a condom

Inspiration Option Envisioning Research & comparisons Pre-purchase prep Need to focus on women inspirati on We will not focus much on function but on higher motivation Our approach. We will make our differentiat e our brand Woman will share about her experience about individuali ty and freedom Post- purchase experience sharing It’s most importan t stage for our brand Online as well as brick and mortar store Purchases PURCHASE FUNNEL

 Our communication will focus on women aspiration, confidence and beliefs  Viral video on social media platform  Association with different NGO to spread awareness about our product category  Engage in cause marketing to increase brand awareness

ATL  Digital and Print Media  Ad on Google, Facebook and YouTube BTL  Inbound Marketing  Customized mail

Inspiration Option Envisioning Research & comparisons Pre-purchase prep CONVERGENCE Purchases 1.Viral video, focusing our core beliefs and positioning, on YouTube, face book and other social media platform 2. Personal blog 3. Inbound marketing 4. Cause Marketing 5. Associate with different NGOs for awareness 1.Ads on FB 2.Ad on YouTube 3.Print ads - women magazine, health, business and lifestyle magazines and English news daily 4.Television Ad- Ad between English women oriented soaps 1.Road shows 2.Women Marathon 1.Advertisement 2.Sponsorship 1.Retailer speak 2.visual merchandisin g at POS Post-purchase experience sharing 1.Engage on social media platform, 2. Motivate to express woman their idea of spirit of life

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