Promotional Strategy A write up on Multimedia Campaign for Nicorette

Submitted to Prof Neelam Kinra on 23/08/2011

Sec C Group 7 Ashwin Gurunathan PGP26082 Gokul GS PGP26209 Karthikeyan C PGP26150 Madhan KR PGP26286 Rayagonda Birajdar PGP26332

Contents
Product : Nicorette Anti smoking chewing gum. .................................................................................... 3 The TVC ................................................................................................................................................... 3 Outdoor Billboard Ad ............................................................................................................................... 4 Webpage digital ad .................................................................................................................................. 4 Print Ad ................................................................................................................................................... 5 Media Mix ............................................................................................................................................... 6 Consumer promotion .............................................................................................................................. 6

Product : Nicorette Anti smoking chewing gum.

Target segment - All cigarette smokers from young adults to middle-aged men/women. The product being a new category the primary Marketing objective: Increase the market penetration Communication objective: Increase the brand awareness

The TVC
The theme of the TVC for Nicorette the anti smoking chewing gum being an effective alternative to cigarettes and helps a person quit smoking. In the copy we show an addict who has a craving for cigarettes. When he finds that he has run out of cigarettes, he is guided to a Nicorette centre where he finds a person who is in a much better mental state showing him the ill effects of cigarettes as well as the benefits of using Nicorette. Throughout the copy we show the negative characteristics of a regular smoker like frustration and anxiety. The harmful effects such as respiratory problems, bad breath are also shown in the ad. The copy also stresses on the benefits of using Nicorette like gaining back your self esteem and confidence through the final act of the protagonist where he takes a Nicorette gum instead of cigarette and relishes the freshness at the same time consuming the nicotine in the gum. Ad Appeal: Emotional Appeal  While the visual elements(showing the negatives of cigarette) lay emphasis on the intangible negative emotions that affect the right cerebrum of the consumer s brain,  the text in the ad copies (the product feature appeal) show the benefits of the chewing gum would affect the left cerebrum by inducing rational thinking. The background music is from a movie an addict so that the viewers can relate to the ad. The idea is to have a background score with a melancholy tune in the beginning and an energetic tune in the end to show the aversion away from the cigarette towards the gum. The product is a high involvement product with emotional appeal and hence it is essential that the benefits are clearly stressed in the TVC Ad which in our case is highlighted at the nicorette center. Problem Solving Drama: In the TV copy we have used the Dramatization approach where the product is shown as the Hero at the end. We have also created a Teaser ad using a celebrity (Rajinikant) as part of the Ad campaign.

Outdoor Billboard Ad

Once the tease has been created with the print as, the Billboards are used to create more awareness and more recall. The Billboard we have a picture of a family (hired actors posing) in which the face of the family head would be burnt and covered by the ash from a cigarette. The chewing gum and the Nicorette pack would be placed on the side of the ad with the message cigarette butts you out of your family The message has a negative emotional appeals such as fear, anxiety and worry. The product is shown in the normal packaging for easier brand recall and recognition.

Webpage digital ad
It consists of 3 images that keep playing on a loop. The first image is full of used cigarettes with the question Can t stop the craving? . The second image show the product with the message An easy way to quit . The final image shows the product in the usual packaging that would be used in the market for easy recognition and brand recall. The very first image of too many cigarettes is sure to capture the attention of all the smokers and the run time of the entire copy is just a few seconds so that viewers do not get distracted. The ad placed in social networking sites and in websites related to health, happiness, family or even travel to put forth the idea that people can keep 2-3 packs of Nicorette with them while travelling. Use of digital ad on Facebook page which would target the captive youth audience The USP of the product being able to stop the craving for cigarettes would be used in the creative mix containing the verbal elements and the non-verbal elements.

The print copy and the outdoor ads would contain the theme as the headline. A cigarette and the gum would form the visual component. The benefits of the product and reasons why they should choose the product would form the subheads and also a logo of the product and a closing idea such as Life is too precious to be burnt or Follow the easiest way to quit smoking The product is in the Introductory stage in the Indian market and therefore would need aggressive advertisements to increase awareness levels and turn that into sales.

Print Ad

Quit Smoking Life!

Get a

NICORETTE Anti smoking chew ing gum - Life is too precious to be burnt!
QUIT SMOKING GET A LIFE! would be the central theme around which the campaign would be based on. The ad- campaign would focus on the benefits of Nicorette gums at the same time stressing on the gains that the withdrawal from smoking brings in. The ads would also use the negative emotional appeals to lay emphasis on the ill effects of smoking and the zero withdrawal effects.  Headline: The ads would contain the theme QUIT SMOKING GET A LIFE!  Body: A cigarette and the gum would form the visual component.  Subhead: The benefits of the product and reasons why they should choose the product would form the subheads as the headline.

 Logo: Nicorrete brand logo positioned on a prominent position in the ad.  Closing idea/Slogan: such as Life is too precious to be burnt

Media Mix
Print ads, TVCs, Outdoors & Newspapers would aid in implementing the media strategy to push the product to the Do-Learn-Feel communication hierarchy, trying to bring about the habitual purchase of the product which is necessary for the complete withdrawal from smoking. Since most of the smokers find it really hard to quit smoking and are constantly looking for ways to beat the habit Nicorette might be a viable option and the ads throughout the campaign would show people trying to quit smoking, people suffering due to smoking, and how a method as simple as chewing a gum can make them quit. Since the process of quitting and completely overcoming the withdrawal symptoms takes about a year, the outdoor Billboards would be put in the certain places. The TVCs and print copies would re-iterate the campaign message through different channels for a period of 2-3 months. The digital copies would be placed in several websites mentioned already to reinforce the message and improve brand a and we could also make use of PR articles on the newspapers to reinforce the campaign. We can also make use of events like professional exams, screening of movies where we can put the message Quit smoking with the help of nicorette since maximum number of smokers gather in some of these places. All the copies help in the creation of a brand image as a product that helps people quit smoking by reducing the craving/urge for cigarettes . The reinforced messages aid in the creation of preference for the brand, the ad copies can induce the potential customers to try the product and realize the benefits. All these in turn help in creating a positive brand attitude and should lead to the purchase behavior. The main idea behind the IMC is to improve product awareness levels and aid in brand recognition and recall and finally induce product trial.

Consumer promotion
Techniques like free I quit t-shirts may be given to customers buying bigger packs (100 gums that cost around Rs 5000). Online bulk purchases may be given a special discount to improve the product sales in the initial period of the PLC.