m6









Crisp & bussiness pvt.ltd 4/21/2011
Designation Name of the person
Chief Creating Officer Rajni kant Shukla
Chief Planning Officer Anil kasana
Business Development Manager Nishant Gupta
Media Planner Kumar Vivek
Buyer Javed Akhtar
Coordinator Akbar Kamal
Research Guy Saurabh Saraswat

Crisp & bussiness pvt.ltd 4/21/2011

’ An advertising agency dedicated to creating, planning and
handling advertising (and sometimes other forms
of promotion) for its clients.
’ Provides an outside point of view to the effort of selling the
client's products or services.
’ Also handle overall marketing and branding strategies
and sales promotions for its clients.

Crisp & bussiness pvt.ltd 4/21/2011

Crisp & bussiness pvt.ltd 4/21/2011
½acet
A pen by Parker«
’ The ½acet is based on the new
fine writing strategy.
’ Rotring fine writing lines such as
the 600 Series are integrated into
Parker brand.
’ Made for people who go their
own way.
’ ½acet will match your
expectations and your lifestyle.
’ The sleek individual look blends
innovation with a pure, geometric
style and high-performance
quality to make this a modern pen
for the modern world.
’ The collection is available in
fountain, rollerball, ballpoint or
multifunctional modes.

Crisp & bussiness pvt.ltd 4/21/2011

 ½acet Pen targets premium segment
customers, it is priced at Rs. 2999.50 .

Crisp & bussiness pvt.ltd 4/21/2011

 Print ads will be placed in Business
magazines like Business travelers Asia
Pacific, Business India, Business world and
technological magazines like Digit India,
Electronics for you, etc.
 It will also be placed in leading Business
news papers like ET, ½inancial Express
and Business Standard, etc.

Crisp & bussiness pvt.ltd 4/21/2011

 Pen will be launched in four metros of
India namely, New Delhi, Kolkata,
Mumbai and Chennai
 In addition it will also be launched in
technological and manufacturing hub
cities like Bangalore and Pune
respectively

Crisp & bussiness pvt.ltd 4/21/2011

Crisp & bussiness pvt.ltd 4/21/2011
G Inspired by natural, crystal formations, Parker ½ACET is
a refreshingly unique approach that incorporates
multiple elements into a pure, geometric form.
G A brand new creation from Parker that blends
modern art with elegant design, ½acet is daring,
contemporary and expressive, perfectly suited for
your multi-faceted lifestyle. ½ace the moment ²
Parker ½ACET .
G ½OUNTAIN PEN ² ½P ‡ Cap on/cap off. ‡ Twist
mechanism for cartridge filling. ‡ ½itted with a
stainless steel nib. ‡ Standard nib grades available in
fine and medium. ‡ ½or use with Parker mini ink
cartridges only.

Crisp & bussiness pvt.ltd 4/21/2011

Crisp & bussiness pvt.ltd 4/21/2011
 Target Market Segmentation: The target market
audience for Parker ½acet Pen is premium segment
customers like business executives and techno
savvy affluent class.

1. Geographic:
Metro cities, Technological & Manufacturing hub like
Bangalore and Pune

Crisp & bussiness pvt.ltd 4/21/2011

2. Demographic:
o Age- Above 20 Years
o Gender ²Unisex
o Income Group ² Upper Class
o Occupation- Industrialist, Businessmen,
Senior Executives, Celebrities and ½requent
½liers.
3. Psychographic:
o Personality- Ambitious and Status Oriented
o Life style- Techno savvy.
Crisp & bussiness pvt.ltd 4/21/2011
Crisp & bussiness pvt.ltd 4/21/2011
BTL
o Corporate Presentation
o Direct Mails
ATL
o Promoting the Product through Print Ads
o Magazines (Business travelers Asia
Pacific, Business India, Business world).
o News papers, Television.
Crisp & bussiness pvt.ltd 4/21/2011
·
 


Crisp & bussiness pvt.ltd 4/21/2011

Crisp & bussiness pvt.ltd 4/21/2011
åith new 
from Parker.
It¶s not only a pen, it¶s a

Symbol of Perfection.
·


So write with Pride«. 

 




Crisp & bussiness pvt.ltd 4/21/2011

 åe select celebrity Aamir Khan for this
and the cost for that is 3 cr.

Crisp & bussiness pvt.ltd 4/21/2011

 total spend

newspaper media
magzine
Tv ad
celebrity

Crisp & bussiness pvt.ltd 4/21/2011

 Total cost for magazines= Rs.5705000
 Total cost for news paper=Rs.4550000
 Total cost for TV ad = Rs.12592500
 Cost for Celebrities = Rs.3 cr.
^otal cost of advertisement = Rs.52847500

Crisp & bussiness pvt.ltd 4/21/2011

Total cost= 52847500
Total circulation= 20000000
Cost per thousand piece=
Rs. 52847500/20000000*1000=
Rs.2643

Hence per piece cost is = Rs.2643

Crisp & bussiness pvt.ltd 4/21/2011

^


Crisp & bussiness pvt.ltd 4/21/2011