ASSIGNMENT

 Topic : Television Campaign of

Social Awareness
 Subject : Integrated Marketing
Communication
 Submitted to : Prof. Richa
 Submitted by : Monil
Dilip
 Roll No. : GBS-08-16-002
 Program : PGDM
 Date : Jan 3, 2017
Description/Details of Social Cause agenda & the Product
The social Cause of this TV campaign is with respect to todays generation as now-a-days we see
people start smoking at a very early age which is very harmful all the smokers know that but the
problem is their think that it will help them to get relief of the problems tension but instead of that
there are just prolong it for future so as to quit smoking is the agenda of this Social Cause TV campaign.

Product
Kwik Mint is the product which will help the smoker to quit smoking it is different as it is not
chew gum as it is available in strips which are in count of 3 it is strong which will help the smoker to
quit smoking for a day because of its strong flavor

Segmentation of Customer
Geographic
Geographic segmentation is a common strategy when you serve customers in a particular area,
or when your broad target audience has different preferences based on where they are located. This
marketing approach is common for small businesses that serve a wide demographic customer base in
a local or regional territory.
In geographic segmentation it is better to start with the metro cities as it will help the company
to recognize the demand and the usefulness of the product following with other urban cities
Demographic
Age: while segmenting the market it is important that the marketer must know to target which bracket
of people thus it is good if the marketer starts targeting the people who are around 16 and above
Sex: Earlier smoking was normally done by men but that has changed with the passing of generation
now women are also smoking so the marketer must keep in mind regarding the sex
Education: The marketer must know that the product will be easily be consumed by an educated
person than an illiterate as it is easy to convince them due to their education
Behavioral
Knowledge: the marketer must bring in knowledge problem faced by the smokers so as to help them
quit smoking with the help of the product
Awareness: the marketer must bring in the knowledge of consumer that there is a product which can
help the smoker to quit smoking

Target Customer
Corporate & Business it is very important to target this people as due to work pressure, frustration and
tension their smoke a lot
Youth age :(15-25) : this people are normally the students which smoke as to look smart or swag so as
to impress other people

Communication Objective
Creating Awareness
It is very important to create awareness of the product as people are unaware of the product so
there are some people which are ready to quit but due to some or the other reason they cant quit so if
awareness is made regarding the product
Communication Strategy
Problem faced by the Person
The strategy is used that normally when a smoker is asked why he/she is smoking they
normally reply as I am smoking due to tension, frustration or work pressure but that smoking will not
help to solve the problem of the person which them don’t realize

Big Idea
Smoking it is not the solution
The big idea behind the ad is what ever the problem is the person must face it now or in mere
but smoke will make you forget about the problem for some time but in mere future the person has to
face it

Competitor Analysis
The major competitor of Kwik Mint is Nicotex which is a chew gum but the UPS of the product
is that the Kwik Mint is not a Chew gum it is a strip which kept is mouth its start melting no chewing
for a long time

Script of TV Commercial
There are 3 friends how are working
Akshay
Arul
Monil

(Akshay is waiting for the 2 of his friends soon Arul meets Akshay)
Akshay: hii, kasa ha bhaut din baad
Arul: hu, busy thoda busy tha
Akshay: bhai kasa ha tu
Arul: thik hu tu bata tu kasa ha,
Akshay: chalra bus, arra Monil kaha ha
Arul: bus arra hoga
(Arul suddenly gets a Call)
Arul: Sir, I got a mail that 1st is holiday, yes sir I agree that there is work but after sending a mail how
could you say an employee to attend again sorry sir I am not going to attend
Akshay: Boss tha kya
Arul: ha ra salla bolra ke office attend karna aa kal he mail dala ke chuti ha aur ab bolra office aa
Akshay: chill mar, Cigarette pita
Arul: laka aa na please bro
Akshay: sure
(Akshay leaves and after sometimes Monil enters and meet Arul)
Arul: hey bro kasa ha
Monil: thik hu tu bata
Arul: ma bhi thik hu, Akshay aa gaya, Monil tub hi cigarette laka aaja
Monil: Nai mama, ma chod diya
Akshay: kitna din ka liya choda
Monil: abba salla Cigarette Cigarette Cigarette ha kya ya Cigarette pandra rupa ma atta dus minute ka
enjoyment data fir kya tum log sochta ho ke smoking karna sa tension aur kam hota pa tu log ko ya
patha ha ke tension problem sa atta ha fir Cigarette sa problem solve huva kya
Arul: Nai Bhai
Monil: fir thoda to smajo tum log Cigarette peta kabi apna wife aur bachha ka bara ma socha bhai
please acha aadat nai ha chod do please
Akshay: bhai tu sahi bola pa ya aadat chuti nai
Monil: guys koi baat nai ya lo Kwik Mint dus rupa ka 3 strips 1 strip per day aur somking ke adat sa
pura din ka chutkara

Conclusion
Preparing a TV ads is not easy as the marketer has to do much analysis regarding the product
and the market like in which way through promote so that the consumer don’t get any wrong message
and the next is with the competitors so that the ads help the company to get advantages over
competitors