GOING TO MARKETS

IMC ASSIGNMENT

11/17/2014

ABHISHEK LAL MEHRA

TABLE OF CONTENTS
1. INTRODUCTION---------------------------------------------------- 3
2. Campaign Background----------------------------------------------------4
3. Insight And Strategy-------------------------------------------------------4
4. Implementation-------------------------------------------------------------5
5. Performance VS Objective-----------------------------------------------5
6. Innovations And Learnings ----------------------------------------------6
7. Bibliography------------------------------------------------------------------6

I. Introduction
Campaign Details

• Brand owner: Godrej Security Solutions
• Agency: JWT Mumbai
• Brand: Godrej Security Solutions
• Campaign duration: 1-3 years
• Country: India
• Media budget (USD): $5m-$10million
• Channels used: Direct marketing, Magazines - business, trade, Magazines - consumer, Newspapers, Print - general,unspecified, Television

II. Campaign background

Godrej Security Solutions targeted those home owners who expressed concern over security issues but did little more than worry. While most admitted that a home security solution was important, very few had invested in one.

Security as a category seemed to suffer from inertia and complacency about security needs. While some felt that existing measures such as peep holes, safety doors, security guards and the like were adequate, others had not got round to actively thinking