As a Brand Manager, you are tasked with launching a new product or service brand with a unique name that does not already exist. While the core product cannot be altered, you may modify the packaging and augment the offering if needed. You have a total budget of ₹20 crore to develop a comprehensive marketing promotion campaign. This includes allocating funds for the creation of promotional materials such as TV commercials and print ads, as well as media spending. Additionally, you must present a detailed media plan that outlines the campaign objectives, message strategy, chosen media vehicles, broadcast schedule, and criteria for measuring effectiveness.
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About the Project
Dream Ezee is an emerging brand in the midrange pillow market, designed to offer high-quality comfort at an affordable price. The brand aims to establish a strong presence among working professionals and urban consumers who seek a balance of quality, affordability, and convenience in their sleep essentials.
To achieve this, a comprehensive marketing promotion campaign will be implemented, utilizing both digital and traditional media channels. The strategy will focus on enhancing brand awareness, engaging potential customers, and driving sales through well-structured promotional activities. A combination of content marketing, influencer collaborations, and targeted advertising will be deployed to create a lasting impact. The campaign will ensure that the brand’s messaging remains consistent, engaging, and aligned with consumer preferences while maintaining a professional and strategic approach.
