IMC: Stage 2

Captial foods: Smith & Jones- Gravy Mix

Submitted by Submitted to
Section 1: Group 4 Dr. Gurpreet Kour
Chirag Sardana 2020PGP011
Kritika Goenka 2020PGP022
Palak Bhargava 2020PGP030
Devesh Pradeep Shah 2020PGP042
Yalamanchili Pavan 2020PGP061
SMITH & JONES
Gravy Mix
Karde Khana jhatpat fix
" 9 Baj Gye , and
meeting khtam hi nhi
horhi , Khana kaise
bnaoongi"

Due to the covid hit lockdown, working couples are required to work from home but food to washing has to be share
by the wife. Wife is working late and the meeting got elongated till 9 in the evening. She is continuously becoming
restless with each passing minute as it's reaching dinner time.
" Beta meri
Dawayyii
laadena "

" Bahu !!!!! 9 Baj Gye ,

Khana Ban gya ,
Kya???
" Tum aur
" Tum Apni meeting
Khana , Kabhi
par Dhyan do ,
bnaya hai ?? "
Khana main
Samhaalonga "

looking at wife, her husband recalls the previous day of grocery shopping where he brought some gravy mixes.
" Smith & Jones
Gravy mix .....
Khana ho jaye
Jhatpat fix "
Gravy Masale k Sath
Toh
Main bhi Chef hoo "
Hahahhaha
" Itne se time
mein , itna
Lajawab Khana
"

"Beta Tu kab
chef bngaya "
The survey conducted among working women
in Covid results shows

65% says their responsibilities have

increased due to household chores

7 /10
Feels tensed and sick but is hesitant to
share

Let's join their hands .....

In the Kitchen
Signature Creative Piece

Idea for the advertisement: To be broadcasted on television and social media platforms.
The Script:
Advertisement Title: Smith &Jones is gravy mix and ab khana hai chutkiyon mein fix.
Scenario/ setup/ setting: Due to the covid hit lockdown, working couples are required to
work from home but as in typical Indian households most of the work from cooking food to
washing has to done by the wife.
Scene 1: Wife is working late and the meeting got elongated till 8 in the evening. She is
continuously becoming restless with each passing minute as it's reaching dinner time.
Scene 2: Suddenly her children start screaming (in joy) for food.
Scene 3: Mother-in-law (from another room): “Bahu Khana Bana Kya?”
Wife: “Ha Maaji , 10 min dijiye meeting chalrhi hai”
(She is restless looking at the watch and meeting is no way near to end soon).
(Looking at wife, her husband recalls the previous day of grocery shopping where he brought
some gravy mixes).
(He soon reaches to his wife puts her hand on shoulder), and speaks
Husband (Bowing and greeting): "Tum meeting pr dhyan do, aaj khana main samhaloonga.”
“Chef Sanjay (name of husband) at your service”
Wife (in awe and with rolling eyes): "Chef? But tum kaise kroge , tumhe khanae kabhi bhi
nhi banaya Khanna"
Husband (assuring her): "Main samhaal loonga "
(He cooks food and serves, for the first time she feels elated as he joins her hand in kitchen).
She asks him (astonished): " kaise Kiya itni jaldi ,itna lajwaab"
Husband (Showing Smith and Jones gravy mix): " Mein bhi chef"
Narration: Smith and Jones gravy mix hai na. Add oil, pour the gravy mix, add vegetables
and cook for 5 min. Tasty Khanna jhatpat ready. 'With Smith and Jones gravy mix,
khanna kare chutkiyon mein fix'.

MARCOM functions for maximizing effectiveness-

Consumers are educated, aware, urged, and informed about companies' products,
solutions, and branding, either directly or indirectly.
Marcom is a term that refers to a company's and its brands' ability to communicate with and
establish relationships with customers. Thus, capturing customers in every stage of
customer lifecycle.
It’s also important to have a perfect mix of communication channels which not only targets
our audience but also creates a mass appeal aiming at brand recognition and brand
building.
Using advertisement for mass appeal and awareness, digital platforms for moment marketing
and creating a buzz around the target audience (the working professionals and youth who
spend much time online), using sales promotion techniques like providing free measurement
spoon with a pack of 5 paste pouches, collaborating with chefs and cooking shows as PR
strategy and making the presence count.
Approaching the cognitive, conative as well as the behavioural aspect, we shall use the
functional value proposition of convenience and taste and would appeal towards the
emotional connect with ‘Mein bhi chef’ and ‘khayal rakhne walo ka khayal rakhe’, ‘With
Smith and Jones gravy mix, khanna kare chutkiyon mein fix’ slogans.

Rationale supporting the proposed creative development

The storyboard clearly shows the value proposition we want to communicate – convenience
along with taste and quality.
Instead of powder form of the masala, we shall be providing ready to cook paste which shall
reduce the time taken to cook the masala. The recipes shall be printed on the product which
would give an accurate measure of the paste required.
You can just add the paste and follow the recipe and prepare food with least amount of
effort with the taste assurance.
In the storyboard and the advertisement story, we try to demonstrate that generally the female
counterpart has to be in charge of the household work. Though not generally expressed, they
want some support and help while juggling between professional life and personal life. It’s not
that the family members or their husbands doesn’t want to help but living in Indian society
majority of men are not allowed/ unable to cook.
With the gravy mix, the husband is not only able to help her wife out but also get satisfaction
and sense of achievement.
With the message such as ‘Mein bhi Chef’ and ‘with Smith and Jones gravy mix abb khana
hojae jhatpat fix’, we are planning to motivate people to take on the venture of cooking
without any second thoughts. With our ready to cook paste, we are propagating a message that
anybody can cook. No more worrying about the efforts and time that is required to be invested
in cooking a main course dish. Hassle free, easy to cook and less time investment can be
considered as a time reinvested in other tasks which we are unable to do. Proper time and
energy management without compromising on taste, hygiene and health shall be blessing in
disguise for many.
Media Plan

Campaign timeline 3 months

1. First Month – As the product awareness has to be created using Multichannel
strategy
• 5 days a week TV commercial advertisement featuring famous personality during
favorite TV shows of family on various channels
• 5 sec non skippable YouTube advertisements targeting cooking channels with more
than 100k subscribers – Max 500k ad views to be achieved
• Radio Jingle to be aired in Rural areas during meals and in Urban areas during
commute hours i.e 8 AM to 9.30 AM and 5 PM to 6.30 PM with a frequency of 4
Jingles per hour during weekdays
• Free Sampling in the Modern Trade stores during weekends
2. Second Month – After creating basic awareness, the campaign should analyse and
evaluate the sales in the modern trade as well as the general trade outlets both in urban
and rural areas
• 2 days a week TV commercial advertisement featuring famous personality during
favorite TV shows of family on various channels
• 5 sec skippable YouTube advertisements targeting cooking channels with more than
100k subscribers – Max 100k ad views to be achieved
• Radio Jingle to be aired in Rural areas during meals and in Urban areas during
commute hours i.e 8 AM to 9.30 AM and 5 PM to 6.30 PM with a frequency of 2
Jingles per hour during weekdays
• Free Sampling in the Modern Trade stores during weekends
• Branding inside Modern Trade Stores with flexes and shopping basket/cart branding
3. Third Month - Now that significant awareness and visibility is created, sufficient
product availability(stock) and proper product placement of the products in the
Modern Trade stores should be ensured and
• 2 days a week TV commercial advertisement featuring famous personality during
favorite TV shows of family on various channels
• Radio Jingle to be aired in Rural areas during meals and in Urban areas during
commute hours i.e 8 AM to 9.30 AM and 5 PM to 6.30 PM with a frequency of 2
Jingles per hour
• Free Sampling in the Modern Trade stores during weekends
• Branding inside Modern Trade Stores with flexes and shopping basket/cart branding
• Organising online Contests giving missed call to enter a particular entry number given
on the packaging where the winner gets to meet with the brand ambassadors of the
Smith and Jones to ensure brand recall and repeat sales
Budget allocation among the selected MARCOM functions

We have planned the following budget allocation structure for the marketing communication
channels where we have mentioned the budget as a percentage of our overall budget for the
marketing and promotion campaign.

Rationale: -
• Since we first need to increase awareness of our gravy mix products among targeted
people, we have allocated major share of our budget (around 45%) towards brand
awareness tools like Television ads, Print media & Public relations.
• Television ads has been allocated higher budget since it is relatively more costly but
has a larger reach.
• Apart from these we have invested in performance marketing tools like social media
platforms and YouTube, Influencer marketing etc. where we can have measurable
results in terms of no. of likes, views, clicks etc. and can pay accordingly
Anticipated Results and means for evaluating the proposed
campaign-

Measurement of the campaign is extremely important to find which aspect of the campaign is
working and which isn’t so that we can improvise and achieve better results.
For the Gravy mix, the primary media channel is digital media (YouTube, Facebook,
Instagram). So, our analysis for measurement and evaluation of campaign is done in this
regard.
We would like to divide the measurement aspects into two categories: Reach and
Engagement, Impact

Reach and Engagement

Views, Likes on YouTube: 2 Million views in one month and 20k likes
One of the key measures of our campaign would be views, likes on YouTube. This to some
extent would also represent the brand awareness. This metric primarily indicates the reach.
The growth in likes and follows on Facebook and Instagram are also measures of interest.

Time on site
The analytics of time spent on the website is a metric for the engagement of target customers.
More the time spent on site, more is the level of engagement

Website Traffic, Mobile Traffic

The number of people visiting the website is an indicator for engagement. In this data, the
number of people visiting the websites through mobile phones would help us look at
advertising in a specific way.

Volume of mentions and Sentiment analysis

The no of times the hashtags #MeinBhiChef, and #KhayalRakhneWaloKaKhayalRakhe are
mentioned, and doing the sentiment analysis on Facebook would gives us the penetration and
reach of the message in the digital audience.

Brand Awareness
Brand awareness is the percentage of no of people who are aware of Smith&Jones brand compared
to the total market size. For brand awareness, we would conduct a survey pre and post campaign.

Brand Penetration
Brand penetration is the percentage of no of people who made purchases of Smith&Jones compared
to the total market size. For brand awareness, we would conduct a survey pre and post campaign.

No of ad impressions and their impact on sales: Experimental research

Till now all the data has been descriptive. Here we would divide the customers into control and
experimental groups and expose them to varied level of impressions and look at the impact of no of
impressions on the purchase.
Brand Recall
Brand Recall is the percentage of no of people who are identify Smith&Jones brand
compared to the total people surveyed. For Brand Recall, we would conduct a survey pre and
post campaign.

Engagement rate
Engagement rate is the ratio of total engaged users to the total reach. This is a key metric and
it’s stronger than just the reach. New advancements in data analytics, particularly in
Facebook would help us give the emotional aspect of engagement rate.

Consideration Score
Consideration score is the ratio of no of people who considered to make purchase to the total
number of leads made. This metric is an intermediate metric and would be helpful in trying to
engage more customers.

New vs Returning visitors

This metric tells us about the importance of frequency. The analysis on purchases made with
respect to new and returning customers would let us know how many impressions are needed
to make a purchase and that would help us improve the campaign.

Open Rate
In direct marketing, open rate is percentage of no of mails opened as compared to the no of
mails sent. Since we are also looking at direct market digitally, the open rate would be a good
metric to analyze the direct marketing effectiveness.

Impact
Click through rate
Click through rate is the percentage of no of clicks made as compared to the no of
impressions of the ad. This is a very important metric in assessing impact as it shows if there
is any clear problem in attracting the customer’s interest.

Click conversion
Click conversion is the percentage of clicks that are leading to purchase. This is also another
key metric as it tells us if there is any improvement required in the content of the
advertisement.

Before visit and after visit 2m lift, 20 min lift (TV)

Since we are also looking at TV ads, one of the most important metrics would be 2 min and
20 min lift. Lift is nothing but the percentage increase of Website visits. Based on this metric,
we can optimize the channel, time and the position of the advertisement.

Fall off after 5 seconds: YouTube

One of the key metrics in YouTube ads is the fall off rate after 5 seconds as most of the ads
can be skipped after 5 seconds. Fall off rate is the percentage of no of customers dropping
after 5 seconds as compared to the total advertisement viewers.
Revenue pre and post-tests
This would be the most important metric of all. The pre-campaign value of quarterly revenue
is compared with the post-campaign quarterly revenue. The percentage increase would be the
most critical parameter of all.

Revenue per Millie (RPM):

This is another parameter for checking the revenue and comparing it with digital impressions.
RPM is nothing but the ratio of revenue to the no of thousand impressions.

Cost Per Acquisition (CPA)

CPA is the ratio of Total amount spent to Total Conversions. This metric leans us towards the
cost aspect of the advertising.

Return on Ads spent

Return on Ads spent is similar to that of Return On Investment. This metric is a key indicator.
In fact, it is more robust than ROI. It tells us how much the company gained from the spend
on advertisements.

Value for money (vfm)

Value for money is the ratio of Click through rate (CTR) to the Cost Per Acquisition (CPA).
CTR gives us value, and CPA gives a measure of the cost. Overall, this metric gives us value
for money.

Anticipated Results
The key metrics we would like to consider as the targets for the advertisement campaign are
listed as follows. All the metrics are for a period of one quarter post campaign.
✓ Views, Likes on YouTube: 5 Million views and 50k likes
✓ Brand Awareness: 60%
✓ Brand Penetration: 20%
✓ Engagement rate: 3%
✓ Click through rate: 5%
✓ Before visit and after visit 2m lift, 20 min lift (TV): 30%
✓ Revenue pre and post-tests: 10% Increase
✓ Return on Ads spent: 10 times
Aforementioned outcomes are the anticipated results. If the campaign achieves the results, we
are in the right direction. If not, there would be improvements in the media and
communication plan to achieve the desired targets.
Posters & Funny Concepts

Poster 1

Poster 2: Convenience and Taste. Don’t have to trade off with

Smith and Jones Masala Paste
Poster 3

Poster 4
Poster 5: Seeing new range of ready to cook Smith and Jones
Masala Mix in paste

Poster 6