Integrated Marketing Campaign Of

Savailo – Extra Virgin Olive Oil

Submitted by-

Vibhor Srivastava

2012D26

ContentsCompany Profile...................................................................................................................2

Cargill In India...........................................................................................................................................2

Background..........................................................................................................................2

Olive Oil....................................................................................................................................................3

Long term Communications Objective.................................................................................4Competitors:...............................................................................................................................................5

Competitive analysis of major players:.................................................................................................5Segmentation:............................................................................................................................................6Targeting audience:...................................................................................................................................6Positioning:................................................................................................................................................6

Brand Personality.................................................................................................................7

5 personality factors of brand Savailo:......................................................................................................7

Brand Identity......................................................................................................................7

Strategic plan for Marketing Communications Mix.............................................................8

Designing Message content:......................................................................................................................8The communication channel:...................................................................................................................10

Personal.........................................................................................................................................10 Non-Personal.................................................................................................................................10

Establishing total promotion budget:.......................................................................................................10The communication mix:.........................................................................................................................10Communication Mix Hierarchy:..............................................................................................................11

Sales Promotion............................................................................................................................11 Events and Experience..................................................................................................................12 Advertising....................................................................................................................................12 Personal selling.............................................................................................................................13 Public relation and publicity.........................................................................................................13 Direct marketing............................................................................................................................14

Ensuring the Communication Model.................................................................................14

Conduct Test:.......................................................................................................................................14

Touch points of communication........................................................................................15

Partners in this communication plan.................................................................................16

Evaluation of results..........................................................................................................16

Integrated Marketing Campaign Of An FMCG Brand

Company: Cargill India Pvt. Ltd.

Brand : Nature Fresh – “Savailo”

Product category: Olive Oil

Company Profile

Founded in 1865, Cargill is an international provider of Food, Agricultural and Risk Management products and services with 149,000 employees in 64 countries. It is headquartered in Minneapolis, Minnesota (USA) and has revenue of close to 120 Billion USD. It has 7 Business Platforms and 79 Business Units worldwide.

Cargill reports results by five segments:

1. Agriculture Services 2. Origination and Processing 3. Food Ingredients and Applications 4. Risk Management and Financial 5. Industrial

Cargill In India

In India, the company operates in Refined Oils, Cotton, Sugar, Grains & Oilseeds (GOSC), Animal Nutrition (CAN) ,Flavors and Financial Services businesses. Today it is the largest grain handling company in the private sector, amongst the largest soyameal exporting company and the single largest grain exporting company in the country. It is the 2nd largest exporter of iron ore from India. It is the number two player in the field in the country in the refined oils market.

Cargill brands in edible oil category:

Nature Fresho Savailo

Gemini Purita

Background

The edible oil market in India involves a consumption of nearly 13.3 Million Metric tons annually or 12 Kgs Per capita per year. Out of this around 42% imported and 58% is sourced from domestic crops. Wide range of domestic oils like SoyaBean Oil, Sunflower Oil, Groundnut Oil, Cottonseed Oil and Rice Bran Oil are available. However, the contribution to the company from these oils is low and profitability is sustained on volumes.

Olive Oil

The last few years has seen the emergence of a Super Premium segment in Edible Olive Oil. The category has grown primarily in the backdrop of growing health concerns about urban lifestyle and spread of lifestyle diseases of the heart, cancer, diabetes etc. With the growth of affluent households in the India who can afford to spend on Olive Oil, Edible Olive Oil has emerged as a niche category. There has also been an increase in awareness among the population on health issues. Olive Oil is high in MUFA (Mono-Unsaturated Fatty Acids) and is considered good for the body and heart, specifically against Cholesterol, Diabetes, Cancer, Coronary Heart Disease etc. Olive Oil has traditionally been used only for personal care and body usage. It is only now that people are starting to know about other benefits of this Oil and adopting the same in their diet. It is in this backdrop that Cargill has newly launched an Olive Oil brand “Savailo” in India. It is the sub-brand of Nature Fresh hence Nature Fresh – Savailo. The category is also attractive because of the high premium in this product and handsome contributions, even though volumes are small. Currently, edible Olive Oil market is growing at a rate of 90% and is projected to grow at 150% by 2010

Types of Olive Oil:

Based on the stages in the extraction process, Olive Oil is typically of 3 types

Extra-Virgin Olive oil, with a 0.8 % maximum acidity. (Highest quality)

Olive Oil (Pure): with a 1.5% maximum acidity. (Medium Quality)

Pomace Olive Oil, with a 1.5% maximum acidity. (Low Quality)

Benefits of Olive Oil

A tablespoon of olive oil contains 120 calories, 14 grams of fat, and no cholesterol. Seventy seven percent (77%) of the fat in olive oil is monounsaturated, and nine percent (9%) is polyunsaturated fat; fourteen percent (14%) is vegetable-derived saturated fat. Virgin olive oils also contain the antioxidants beta-carotene and Vitamin E, as well as the phenolic compounds tyrosol and hydroxytyrosol.

Olive oil is a healthy oil because of its high content of Mono Unsaturated Fat (mainly oleic acid) and polyphenols. But while all types of olive oil are sources of monounsaturated fat, EXTRA VIRGIN olive oil, from the first pressing of the olives, contains higher levels of antioxidants, particularly Vitamin E and phenols, because it is less processed.

10 important benefits of Extra Virgin Olive Oil:

Reduces cholesterol levels Reduces alzheimer’s disease risk by 40% Has no trans fats Keeps diabetes under control Relieves pain and inflammation Helps lower heart disease risk Prevent breast cancer Enhances skin, hair and nails. Helps maintain mobility.

Usage of Different Olive Oils:

EXTRA VIRGIN OLIVE OIL VIRGIN OLIVE OIL PURE OLIVE OIL

Drizzling Drizzling Grilling Marinades Marinades Frying Salad Dressings Salad Dressings Sautéing Sauces Grilling* Salad Dressings** Stews Sautéing Baking Soups Some Pastries Some Pastries Stews Grilling* Soups

Source Of Olive Oil For Cargill

Cargill nurtures more than 200 million olive trees in Spain. With four processing locations in Spain, Cargill produces more than hundred thousand tons of olive oil every year, which makes Cargill the largest producer in the world. In fact, it is 5 times bigger than the closest second.

The process that begins at Antequera in Spain, with nurturing of olive trees and ends with the final stage of packaging the olive oil, is owned and managed by Cargill. So you get the highest levels of quality standards, unlike any other product that at best controls just a part of the process.

Long term Communications Objective

Typical response to be derived out of the marketing communication could be:

Cognitive:o Awarenesso Knowledge

Affective:o Likingo Preferenceo Conviction

Behavioral:o Purchase

Cargill prices its brands at a price higher than or equal to competition. It is perceived as a premium brand by Consumers. Gemini refined oil is the market leader in the Western region. It has been able to do so because of its consistence in quality and strong distribution network.

The olive oil market in India is growing very rapidly. Olive oil plantations have started in India in Rajasthan and the local product is likely to hit the market in 3 years time. Savailo is a new brand of Cargill in the product category Olive Oil in Indian market. It was launched in Northern region one year back and has launched in the western region only recently.

Pricing: Extra Virgin Olive Oil is priced at Rs.700 per liter.

Competitors:

Colavita Olitalia FigaroFilippo Berio Leonardo FarrellYbarra Monini FragataBasso Elagra Daroliva

Competitive analysis of major players:

Attributes

Brands

Quality Pricing (1 L) Availability Servicing Nutrition

Colavita V. High 850 Low High V HighOlitalia High 630 Low V.High HighBertolli High 725 Medium High HighFigaro Medium 590 V. High V.High HighLeonardo Medium 700 High Low MediumSavailo High 700 Low V.High HighFilippo Berio Medium 725 Medium Medium High

(Prices for 1 L is for Extra Virgin Olive Oil)

Indian consumers use olive oil for food and for applying on skin and hair. However majority of Indian consumers use it for skin and oil.

Brand Figaro has very high brand recognition. It is the market leader in olive oil product category in India. It has strong distribution network and operates mainly through medical retail outlets. It is positioned as mass product and priced lower. However it is not seen as a prime competitor to Savailo as Savailo is brought into the market for consumption as food only.

Colavita and Olitalia are regarded as very good quality olive oil and people mainly consume it as food. Colavita is a Spainish product and Olitalia is an Italian product. Consumers who consume olive oil as food are very quality conscious and even product source specific i.e. some consumers prefer only Italian olive oil.

Cargill holds valued brands as Gemini, Nature Fresh and wants Savailo to get a position in the Indian consumers mind and penetrate into the market and acquire a sizeable market share. Since it’s a new brand the company wants a faster brand recognition and sustained business from the Indian market.

Segmentation:

Olive oil is very expensive in India and is imported mostly from Italy and Spain. It is normally not used in Indian food. People use it in continental foods like pasta, salads and for dressings. However due to its medicinal value and health benefits that it provides and the awareness being created more Indians are seen to use this oil in their food.

Cargill has brought in the oil “Savailo” in the Indian market mainly to be used for consumption as food. Hence it caters to the people who fall in the segment who look for oil which is nutritious and good for heart and health and consume as food. Hence it does not have 100 ml SKUs which is normally used by consumers for applying on skin and hair.

From research done by the company it is found that there exist mainly three segments in the category of people who consume olive oil as food. They are Heavy Users and New Users and very Conservative Users.

Heavy users are people who are very quality and health conscious and look for nutritional value provided by the oil and are brand loyal and price does not matter to them.

New users are people who use this oil because it is good for heart and for its medicinal value and is price sensitive and not loyal to a brand.

Conservative users ones who use the oil because of low fat content and not influenced by others and are price sensitive and very skeptic.

Targeting audience: Heavy users, New users, Conservative users.

The company targets that segment of the people who can afford to buy the oil for consumption as food and hence priced higher or equal to the best product available. It targets mainly the heavy users through its product quality and pricing policy. Since the oil is priced high and is targeted for affluent section of the people the profit margin is also kept very high.

Disposable income of Indian consumers is increasing with the economy being strengthened. Consumers now are more health conscious and select products and services which are beneficial to their health. They are more selective in buying food products which are nutritious and healthy. Hence this segment is promising in terms of growth to business and the company has the capability to serve this section of the people. It has the highest plantation in olives and produces the best quality of the oil.

Positioning:

The oil is being positioned as “The Healthiest and most exotic olive oil”. The oil comes from the largest producer in Spain and nurtured so well that it is made truly exotic.

Purchase behavior is end result of a process of consumer decision making. Task of communication is to move the target audience into higher states/levels of readiness to buy.

Communications objective: Brand recognition and sales.

Brand Personality

The marketing campaign will be to create brand recognition and sales. To achieve this, the first thing we need to do is to develop a personality of the brand so that people associate with the brand very fast.

The consumer interacts with a brand as if with a person. Consumers are very specific about food products and when buying edible oil they become very conscious about the health benefits it provides. They keep themselves aware of the health benefits provided by the product. They want to use and buy edible oil which keep themselves fit and healthy.

By the Maslow’s hierarchy of needs Olive oil is an esteem need of an Indian consumer. Indian consumers want to be identified with the oil they use. The product here itself is very rich in itself. Hence brand personality has to be carefully build so that the recognition and the benefits it provide to the consumer will what drive the consumer towards its purchase.

5 personality factors of brand Savailo:

1. SincerityCargill as a corporate brand is a very sincere brand as in consistently delivering quality food products to consumers. The brand Nature Fresh delivers quality product to Indian consumers. Savailo as a sub-brand of Nature Fresh needs to be honest, wholesome and cheerful. The company itself is promising the brand as healthiest and most exotic and the oil is well nurtured. The brand is quite sincere enough.

2. ExcitementSavailo needs to be Up-to-date by being independent, contemporary, and innovative and at the same time aggressive in approach which should reflect its passion for being associated with consumers. Extra Virgin Olive Oil is what consumers prefer. Savailo is consistent in providing the best EVOO to the consumers in India as it produces the finest oil in Spain.

3. CompetenceCargill’s Gemini and Nature Fresh has been very reliable brand and consumers are very brand loyal. The company will be able to provide the same reliability to Savailo by way of providing best quality consistently.

4. SophisticationSavailo has sophistication induced into the product. Cargill is the largest producer of Olive oil in the world and it has one of the best plantation fields. It nurtures the plants very well and produces one of the exotic oil in the world.

5. RuggednessSavailo will be very active and western in terms of reaching to the customer.

Brand Identity

Brand identity for Savailo will be to:• Give out its recognition signs - “This is how you know me”• Indicate its long-term goals and ambitions - “This is what I want to be - in your life”• Signals its values - “This is what I stand for”

The distinguishable features it will have in order to be instantly recognised.

The brand identity prism will define its Brand Identity:

PhysiqueOlive Oil, Rich

Personality Confident, Exotic

Reflection Autonomous,

Health Conscious

RelationshipEsteemed,Reassurance.

CultureSincerity, Trustworthy

Self ImageSelf-Enhancement, Self-Esteem

Savailo

Strategic plan for Marketing Communications Mix

We first design the message content to be carried out through the communications mix so that our intent is very clear and direct to the target group.

All our efforts is directed towards creating effects: Awareness Purchase

Awareness: Knowledge: Liking: Preference: Conviction: Purchase:

Designing Message content:

This will be done as per AIDA model. Message should:

Gain Attention Hold interest Arouse desire Elicit action

To achieve this we design the message as follows:

Message content:

It should have an appeal, theme, idea and the USP. Hence the message:

“Add a spoonful of romance in your life with NatureFresh “Savailo”, the most healthiest, the most exotic, olive oil from Spain.”

Message structure:

The message we want to convey to our consumer is that, Savailo delivers you the healthiest and the most exotic olive oil from Spain, where the best of Olive oil is produced, which comes from the house of Cargill, the most trusted company in food products. The word romance creates excitement in the minds of the consumer and has a sensual effect which leaves behind an impression in the consumers mind that may be this oil, this brand, can bring in a difference in their life.

Message format

The format of the message will be through print ad and product/Packaging. Print ads will be in magazines and newspapers. The visual/illustration and the color will be very natural and vibrant. The color of olive is mostly dark musky green and sometimes yellowish while the olive oil color is yellowish with a slight greenish tinge. These colors should be visible to the consumers so that they get a feeling when they see or buy they are in possession of something pure natural and exotic. Savailo will be written in a very stylish manner and just below it the positioning message

in concise format will be printed. The full message will be printed in bigger size than the above message size before we write other facts about the oil.

It will be printed somewhat like this:

SavailoThe most exotic oil from Spain

“Add a spoonful of romance in your life with NatureFresh “Savailo”, the most healthiest, the most exotic, olive oil from Spain.”

The packaging will be done in a very stylish transparent bottle. This will allow the consumer to see the oil in natural form and at the same time the way it is presented to the consumer will give the exotic feeling. The contents of other information on the package will be kept very concise and crisp and will provide the nutritional facts, price, manufacturer the oil variant whether it is “Extra Virgin”, “Pure” or “Pomace” only.

Most competitors keep lots of facts and information on the package. This confuses the consumer as the olive oil itself is very latin and greek to Indian consumers.

Message source

Edible oil is bought mostly by Indian women. Cargill have celebrities Sharmila Tagore and Soha Ali Khan for promoting Nature Fresh. They can continue to do so for Nature Fresh -Savailo Olive Oil. The company will need to pitch in one of the most trusted Indian cook Sanjeev Kapoor to promote the oil. These sources will reinforce the trust and the worthiness the brand will create in the consumers mind.

The communication channel:

Savailo

The most exotic oil from Spain

“Add a spoonful of romance in your life

with NatureFresh “Savailo”, the most healthiest, the most exotic, olive oil from

Spain.”

We will use the communication channel as follows

Personal

o Face to face: for individual consumers: B2C business.o Over telephone: for institutional customers: B2B business. o Through mail: for institutional customers: B2B business.

Non-Personal

o Media Broadcast media: TV/Radio Print media: Newspapers/Magazines/Direct Mail. Electronic media: Audio/Video tapes/CDs Display media: Hoardings/Banners/Kioks/Posters

o Atmosphere GTOs, MTO’s.

o Events Events like Food Fest sponsorships.

Establishing total promotion budget:

Affordability method Percentage of Sales method Comparative method Objective and task method.

We adopt objective and task method for establishing the promotion budget. We adopt this method as the brand is new to the market and we uncertain of the sales. The campaign have to take place irrespective of immediate sales. Steps involved are:

Isolate objectives Determine tasks required Estimate required expenditures Monitor Revaluate objectives

The communication mix:

Six modes of communication mix are:1. Advertising2. Sales Promotion3. Events and Experience4. Public relation and publicity5. Direct marketing6. Personal selling

We adopt the communication mix as per the following factors:

Types of product mix: Our products will be of Extra Virgin Olive Oil, Pure Olive Oil and Pomace Olive Oil. We have to carry out our campaign in order to create awareness about the product mix available to consumers.

Push/pull strategy: It will be a push strategy because brand loyalty is low as the brand is new to the market. Hence sales have to be induced through strong trade promotions which will in turn result to recognition and recall.

Buyer’s readiness stage: Buyer readiness stage is very low in case of the brand as it is new to the market. We have carry out an aggressive campaign to create awareness, knowledge, liking, preference, conviction about the brand which will finally lead to purchase.

Products stage in PLC: The product is in the growth stage of its life cycle and has huge growth prospect in Indian market. The export of Olive Oil has grown to 3050 tonnes in 2012-13 and is expected to reach 4500 tonnes in 2009-10 and 42000 tonnes in next three years.

Company’s market rank: Cargill as a corporate brand has low recall in the consumer’s mind. However its product brand Gemini and Nature Fresh has very high recognition and recall. In India the company comes 5th. The market leader is Adani Wilmar which carry the brand Fortune in the edible refined oil product category. However Adani Wilmar does not have Olive Oil product category.

Again, companies which carry brands Figaro, Colavita and Olitalia, the three big brands in India in the olive oil category are hardly known. The market leader Figaro as a brand has high recognition and recall to the Indian consumers.

Cargill has huge advantage in this product category. The company is known and has good ranking in the Indian market.

Hence effective communication mix can really push the product easily into the Indian market.

Communication Mix Hierarchy:

For a consumer market the above factors results into communication mix hierarchy as follows:

1. Sales Promotion2. Events and Experience3. Advertising4. Personal selling5. Public relation and publicity6. Direct marketing

The communication mix to be implemented to carry out the message for the brand is as follows:

Sales Promotion

The brand Savailo is new to the Indian market. Sales promotion will help in

Creating a stronger and bigger customer response in a short period of time Inducing trial for the product.

However the effects of sales promotion last for a short run. Hence it is important to understand the effectiveness of sales promotion. Sales promotion can be:

Trade oriented sales promotion Customer oriented sales promotion

Trade oriented sales promotion will be carried out in those retail outlets which are in affluent areas and cater to the affluent section of the people. It will be intensively carried out with those MTOs

which are present in the affluent areas and in hypermarts where the footfall is very high and you can give exclusive area to the brand. As in, Nature Fresh and Gemini has very high conversion ratio hence tie-ups should be made with such MTO’s where sale is high. This will be done in two ways:

For GTOs: Incentive of extra 10% for Extra Virgin Olive Oil 8% for Pure Olive Oil and 6% for Pomace Olive Oil of Savailo will be given for pushing the product for sales. The measurement will be based on sales. 2% extra will be given for providing exclusive space for the brand. A tie-up will be made with these retail outlets by making Gemini and Nature Fresh as tying product and Savailo as tied product to push in the product.

For MTOs: Margins will remain same but a merchandising allowance will be given to the MTOs. Cargill will ensure certain number of off take from the shelves. The MTOs will allow exclusive self space for Savailo and the company will get the self space exclusively designed for storing the oil and thus ensuring enhanced visibility. A half liter of Gemini/Nature Fresh sunflower oil will be bundled with the product as free.

Customer oriented sales promotion will be carried out:

In these MTOs through in-store sampling wherein Cargill will hire temporary demonstrators who will set up a table or booth with the company logo and brand name on it, prepare samples of the product and pass the information about the product and the above offer with the product to the shoppers. Catalogues with information on the product will be distributed along with it.

In the GTOs special discount offer of 10% will be provided to the consumer.

Events and Experience

Food festivals are events in which the company will invest. Sometimes in these events renowned chefs are called and they endorse products and brands. Cargill will tie-up with Sanjeev Kapoor for Savailo and there will an exclusive showroom from house of Cargill. He will be asked to prepare dishes and design menu on Indian food where Olive Oil can be used. These are the places where the brand will speak from and communicate with the consumer. Such experience is always long lasting and fruitful and creates loyalty to the brand.

Advertising

Advertising will be done to:

Build long term image:

The advertisement will be done through

Non-Personal Media

Broadcast media: TV Print media: Newspapers/Magazines. Display media: Hoardings/Banners/Kioks/Posters

Consumers who buy Olive oil are very health conscious and they use it because it has low cholesterol content and hence good for heart and nutritional. Advertisement will be carried out in TV channels which are affiliated to home and family. A healthy family is always a concern for a mother; hence the ad will be designed in a family environment which will show concern for the health of the family. It will be created to provide a moral and emotional appeal to the consumer. This in turn will help the brand to connect to the target group more easily. This will be designed for women who are homemaker.

For men who go to office we will place ad in popular news channels, entertainment channels and in those channels which people follow for morning exercises.

The same message will be carried out though the newspapers and hoardings, banners, kiosks and posters. However in culinary magazines a write-up for the company, the value it will provide to the consumers and the menu of some dishes designed by celebrity like will be provided. A few hoardings will be placed at prime location of the cities.

Trigger quick sales to advertise a sales promo.

The customer oriented promotional activity will be advertised in TV. Good quality printed leaflets with the address of the MTOs and mentioning the places of GTOs will be distributed through inserts in newspapers.

Build customer traffic at outlets by arousing curiosity.

The above activities will ensure traffic at outlets.

Personal selling

The company will ensure long term commitment through personal selling.

Institutional business B2B demands personal attention and commitment to maintain ordering and re-ordering. HORECA (Hotels Restaurants Cafeteria) will be approached with brochure and sampling will be done for usage and feedback. However action and follow-ups will be done to close the deal fast.

For B2C business this will be taken care of through retailers who will be given higher trade margins than competitors. This will be carried out through suggestion selling. Personal selling will be done also through customer oriented trade promotion as mentioned above.

Personal selling will help in building up buyer’s preference, conviction and action.

Public relation and publicity

On world Heart Day Cargill under its brand name Nature Fresh - Savailo will carry out the campaign “Heart On Wheels” by tying up with hospital chain “Apollo Hospital” where in it will carry out a free heart check – up in emergency mobile vans in all the Apollo Hospitals. This will ensure publicity of the hospital as well.

Direct marketing

It is carried out to directly interact with the target group. We will introduce a loyalty programme. We will attach a coupon with every pack where in it will mention the offer “Redeem the coupons and remain healthy”. The consumer needs to go through an online registration and accumulate points. Every time the consumer log into the site with the number provided in the coupon and fill in the registration they will be given some points and will be directed to another page where in information on the oil and continental dishes and menus will be posted and updated regularly. It will be a very interactive portal where in the consumer can post his/her menu and also seek suggestion on such dishes. Savailo can remain exotic through this process. The points he/she collects can be redeemed on purchase on another bottle in discount or can be donated to the cause of a health campaign which the company will post on the site. The donor’s name will be flashed on the site.

Ensuring the Communication Model

To ensure that the communication model works to our advantage we have to ensure that:

There has to be high level of co-ordination in the team internally and the externally as well as an external team will be working with the company during the campaign

The plan that is chalked out is properly implemented

How widely it has been able to reach the target group

Monitor and take update of the campaign from time to time and its effectiveness.

Conduct Test: We will specifically conduct test to ensure that the model is working properly.

What to test:

o Source Factors: Whether the spokesperson we have used are effective and target market will respond to him or her. We have used Sharmila Tagore, Soha Ali Khan and Sanjeev Kapoor as spokespersons.

o Message Variables: We need to know whether the message we have designed to create noise in the system about our brand and reach to the target group is effective.

o Media Strategies: We need to evaluate the media mix we have employed.

o Budgeting Decisions: We need to evaluate the effectiveness of budget size and various expenditures on sales.

When to test:

o Pre-testing: Will be done before the campaign.

o Post-testing: Will be done after the campaign. Where to test:

o Field Test: A field test will be done to evaluate the campaign impacts.

Testing will ensure whether our campaign is working to our advantage or not.

Touch points of communication

A consumer can be intersected at various points of his pathways as shown above. We plan to intersect the consumer just in the early morning when he wakes up and switch on his TV and in the evening/night when he watches TV before he goes to bed. There would be three basic things on which he will be interested into: News, cool music / videos for entertainment and health tips for fitness in the morning. Normally in the early morning either he goes for news channel or a channel which broadcasts morning exercises. In the evening he normally goes for entertainment channel. As we have already mentioned earlier we will place ad in such viewer’s popular news channels, entertainment channels and in those channels which people follow for morning exercises. We will place signage in gyms because these are the places where people who are health conscious visit. For women who do not go to office and a homemaker we are already placing ads in the channels which broadcast family serials.

For Edible OilSignage

Signage

Partners in this communication plan

The advertiser will be Cargill which have the brand Savailo and will provide fund for the campaigns. The advertising agencies will work on the placement of the communications message that has been created so that it reaches the target group. Media organizations will provide an environment for the Cargill’s marketing communications message for Savailo. We are using TV, Magazines, Newspapers, Hoardings, Banners, Kiosks and Posters as media for communication of the message to TG. Specialized marketing communications services such as Direct Response Agencies and Interactive Agencies will go hand in hand for our direct marketing campaign for Loyalty Programme for the Savailo. Sales promotion agencies will be employed for the sales promotion programme; Trade Oriented Programme and Customer Oriented Programme we designed for the brand. PR firms will work for the publicity of the PR activity “Heart On Wheels” we planned to carry out for the brand

Evaluation of results

We need to evaluate the results we get from time to time from the Marketing communications Mix. So as to:

o Avoid costly mistakeso Evaluate alternative strategieso Increase the efficiency of advertising in general

However it involves:

o Timeo Costo Research problemso Disagreement on what to test

We will measure the effectiveness of our campaign through Market Research Techniques. Respondents will be asked on:

Brand recognition and message recall Number of times the message was seen What points they would recall How they feel about the message Previous and current attitude towards company and product Behavioral response

o Product purchaseo Product likingo Advocating product

Based on research findings, effectiveness of promotion tools is analyzed. Corrective action will be taken as per requirement and long term objective and outlook.

Sources: www.cargill.co.in www.colavita.com www.indolive.org www.internationaloliveoil.org www.indianoliveoil.com www.olives101.com www.commodityonline.com IMC by Belch & Belch Marketing by Kotler