Promotion plays an important role in the marketing of a product. The overall objective of promotion is to affect behavior of the customers in the favour of the product.
The Bhaskar Group Promoters, the Agarwal family are seasoned business people and have built up strong bases in Madhya Pradesh, Chandigarh, Rajasthan, Punjab, Himachal Pradesh, and Gujarat and are now trying to make their presence in Mumbai’s Market.
Promotional Elements used for launching DNA are –
Personal Selling –
It involves face – to – face communication between the Company’s representative ant the prospect.
DNA Marketing Executives (MRE’s) have personally communicated to the respondents both during survey as well as while booking orders.
Personal Selling helps in converting prospects into customers. It helps to clarify any information regarding the product if required and also help in maintaining good relations with the customers.
Direct Marketing –
It is similar to Personal Selling. Direct Marketing involves use of techniques such as direct mail through internet, use of brochures and pamphlets etc.DNA offers subscription facility to book the orders through mailing on internet.
Direct Marketing helps in changing or modifying the message depending on the response of the respondent.
DNA – The rising
Publicity –
Putting Canopies at public places help in generating publicity.
DNA had put canopy at railway stations, bus depots, shopping malls, near theatres
For example – Centreone (Vashi), D Mart (Kopar Khairne)
Advertising –
The pre-launch advertising budget of DNA is approximately 60 crore rupees. DNA advertising messages have been communicated through various media such as newspapers, FM radio stations, Internet and hoardings and billboards on large scale.
In the run –up to launch DNA, Zee – Bhaskar had been running a hoarding campaign in Mumbai, which essentially included teasers.
In the original Zee – Bhaskar campaign the faces were sealed with grey strips. These billboards (without copy and logo) had dotted the Mumbai landscape for 10 days in the second half of March.
The second phase of the campaign was launched on March 27 with a tag line accompanying the original image – ‘Speak up. It’s in your DNA’.
The message to be conveyed was – Here comes a newspaper, which will stand for your free speech, and speak on your behalf.
DNA – The rising
Bookings for the paper began on June 5, 2005, marking the new phase of marketing campaign, wherein Mumbaikars are being encouraged to book DNA. The campaign began with a ‘will book’ and ‘wont book’ choice that tried to communicate the target that DNA is looking at. While the ‘Will book’ shows trendy, upscale readers, the ‘Won’t book’ shows a different kind of reader.
Mumbai has been plastered with nearly 1500 ads featuring all manner of ordinary citizens – young, old, hip, conservative ….. speaking out on everything from global politics to local corruption to sex.
The present stage of campaign is a tactical one. It enumerates various choices like “Follow the rules – Make the rules”, says one. “George Bush should go back to school”, says another. “There should be an official rate card for bribes”, opines another. They all bear the tag line, ‘Speak Up, It’s in your DNA’. The objective is to support the booking and to keep the brand saliency.
The Bhaskar Group Promoters, the Agarwal family are seasoned business people and have built up strong bases in Madhya Pradesh, Chandigarh, Rajasthan, Punjab, Himachal Pradesh, and Gujarat and are now trying to make their presence in Mumbai’s Market.
Promotional Elements used for launching DNA are –
Personal Selling –
It involves face – to – face communication between the Company’s representative ant the prospect.
DNA Marketing Executives (MRE’s) have personally communicated to the respondents both during survey as well as while booking orders.
Personal Selling helps in converting prospects into customers. It helps to clarify any information regarding the product if required and also help in maintaining good relations with the customers.
Direct Marketing –
It is similar to Personal Selling. Direct Marketing involves use of techniques such as direct mail through internet, use of brochures and pamphlets etc.DNA offers subscription facility to book the orders through mailing on internet.
Direct Marketing helps in changing or modifying the message depending on the response of the respondent.
DNA – The rising
Publicity –
Putting Canopies at public places help in generating publicity.
DNA had put canopy at railway stations, bus depots, shopping malls, near theatres
For example – Centreone (Vashi), D Mart (Kopar Khairne)
Advertising –
The pre-launch advertising budget of DNA is approximately 60 crore rupees. DNA advertising messages have been communicated through various media such as newspapers, FM radio stations, Internet and hoardings and billboards on large scale.
In the run –up to launch DNA, Zee – Bhaskar had been running a hoarding campaign in Mumbai, which essentially included teasers.
In the original Zee – Bhaskar campaign the faces were sealed with grey strips. These billboards (without copy and logo) had dotted the Mumbai landscape for 10 days in the second half of March.
The second phase of the campaign was launched on March 27 with a tag line accompanying the original image – ‘Speak up. It’s in your DNA’.
The message to be conveyed was – Here comes a newspaper, which will stand for your free speech, and speak on your behalf.
DNA – The rising
Bookings for the paper began on June 5, 2005, marking the new phase of marketing campaign, wherein Mumbaikars are being encouraged to book DNA. The campaign began with a ‘will book’ and ‘wont book’ choice that tried to communicate the target that DNA is looking at. While the ‘Will book’ shows trendy, upscale readers, the ‘Won’t book’ shows a different kind of reader.
Mumbai has been plastered with nearly 1500 ads featuring all manner of ordinary citizens – young, old, hip, conservative ….. speaking out on everything from global politics to local corruption to sex.
The present stage of campaign is a tactical one. It enumerates various choices like “Follow the rules – Make the rules”, says one. “George Bush should go back to school”, says another. “There should be an official rate card for bribes”, opines another. They all bear the tag line, ‘Speak Up, It’s in your DNA’. The objective is to support the booking and to keep the brand saliency.