Advertiser: ITCBrand: SavlonAgency: Ogilvy & Mather MumbaiCountry: India
Objectives
Commercial objectives:
- Overall Value and Volume growth (Grow faster than competition)
- Value growth – Tier 2 and 3 towns (Grow 20% faster than category. Category growing at 16% )
- Increase Market Share by 2%
Marketing objectives:
- Increase in spontaneous awareness
- Growth in usage (last six months and last one year)
- Increase in brand equity
- Increased brand penetration (sachet sales)
Communications objectives:
- Change in attitude towards hand-washing
- Change in behaviour among kids towards hand-washing
- Positive impact on health of kids
- Improved attendance of kids in...