Promotion

Integrated marketing communications(IMC)
IMC is an approach to brand communications where the different modes work together to create a seamless experience for the customer and the communication is presented in such a way that the brand's core message is reinforced.
All aspects of marketing communications advertising, PR, digital, sales promotions work as a unified force towards the goal of a stronger brand and better sales.

Relispray uses IMC which majorly integrates different elements from ATL and BTL to communicate the core message of Relispray and project it as a Trusted brand which keeps pain miles away from you

Above The Line (ATL) 
Above The Line promotions are impersonal communications using conventional mediums such as TV, radio, OOH, print and cinema to communicate to the masses. 

Relispray carries out ATL promotions through Television commercials(TVCs)

Relispray Ad

The message that Relispray wants to convey through its commercial is that Relispray keeps the pain miles away from you. Also wants to inform consumers about the DEEP DAMAGE REPAIR TECHNOLOGY, how it works i.e. how it penetrates through the muscles and gives relief.

Below The Line(BTL)
BTL uses unconventional methods to target individual and specific group and thus is a personal communication method. It is aimed at driving an immediate or a little delayed incentive to purchase.
Sales promotions, direct mails, point of purchase, road shows, telemarketing, in-store promotions and activations for the various activities in BTL.

Product Placements : In show placements have been done various shows like Big Boss on Colors, Dil Dosti Dance on Channel V, Roadies on MTV, etc.Point Of Purchase : In store advertising like putting up standees,  branding the medicals board, placements of the product in the shelves. Events : Relispray has been associate sponsorer for various events like Standard Chartered Marathon, Kingfisher Corporate Football League, Toon Cricket Of Kids. Sales Promotion and Trade promotions are few techniques that are used.

The Five M's Of Advertising

MISSION

An advertising objective is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.

The advertising objective of the latest ad of Relispray was to inform consumers of its Deep Damage Repair Technology

Relispray Ad

MONEY

FACTORS AFFECTING BUDGET DECISIONS :

1.Stage in the product life cycle : As discussed earlier Relispray is in its Maturity stage, it is an          established brand and so the advertisement budget is low.

2.Market share and consumer base : Relispray has the 2nd highest market share in the Pain reliever Sprays category and hence has less advertising budget.

3.Competition and Clutter : There are only three players in the spray category. Not much competition and so advertising expenditure is less.

4.Advertising frequency : It has an obvious impact on the advertising budget. There's enough awareness and hence not much frequency is required.

5.Product substitutability : Relispray being the 1st pain reliever spray has already established its unique place in the consumers mind and so at this moment it is ok to spend less on advertising.

Approx media spend of Relispray in 2013 was 4 Cr.

MESSAGE

MESSAGE GENERATION AND EVALUATION  : The message that Relispray wants to convey through its commercial is that Relispray keeps the pain miles away from you. Also wants to inform consumers about the DEEP DAMAGE REPAIR TECHNOLOGY, how it works i.e. how it penetrates through the muscles and gives relief.

CREATIVE DEVELOPMENT AND EXECUTION : Relispray TV commercial

SOCIAL RESPONSIBILITY REVIEW : The ad is ASCI approved and does not overstep social or legal norms.

MEDIA

CHOOSING AMONG MAJOR MEDIA TYPES : The selection of the media depends on the the target audience media habits, product characteristics, message requirements and cost.

Taking the above mentioned factors into consideration Relispray out of the major media types only advertises on Television. As the cost per exposure of television is low as compared to the other traditional media.

REACH, FREQUENCY & IMPACT : The reach and the frequency of the 2013 campaign of Relispray is mentioned below :

REACH : 68%

FREQUENCY : 5.7

ALTERNATE MEDIA OPTIONS :

1. Product Placements : In show placements have been done various shows like Big Boss on Colors, Dil Dosti Dance on Channel V, Roadies on MTV, etc.

2. Point Of Purchase : In store advertising like putting up standees,  branding the medicals board, placements of the product in the shelves.

3. Events : Relispray has been associate sponsorer for various events like Standard Chartered Marathon, Kingfisher Corporate Football League, Toon Cricket Of Kids

DECIDING ON MEDIA TIMINGS AND ALLOCATION : Relispray uses the Flighting type of advertising. Flighting means using a seasonal pattern. Relispray advertises only from November to January

MEASUREMENT

As Relispray is promoted majorly on Television ,the effectiveness of the campaign is measured through TAM.