Integrated Marketing Communication

Group project

Comprehensive IMC plan

Name of Client: Portico India

Time period of Campaign: 3 Months

Date: 20/08/2018

Submitted to: Submitted by:

Prof. Meeta Munshi Group No. 8 (IMC-C)

Abhishek Punwani (171202)

Srishti Bhuwania (171251)

Sumeet Khabiya (171252)

Yesha Jain (171264)

Zeel Shah (171265)

Contents
Industry Analysis: ........................................................................................................................................ 5
Company Snapshot: .................................................................................................................................... 7
Competitive Review .................................................................................................................................. 11
1. BOMBAY DYEING .............................................................................................................................. 11
2. D’décor.............................................................................................................................................. 12
3. Raymond ........................................................................................................................................... 12
Buyer Analysis ........................................................................................................................................... 12
Buyer Decision Process ............................................................................................................................. 14
STP of Portico: ....................................................................................................................................... 15
Key Benefits .............................................................................................................................................. 17
Brand Image .............................................................................................................................................. 18
Positioning ................................................................................................................................................ 18
Marketing Goals ........................................................................................................................................ 18
Promotional Program Situation Analysis .................................................................................................. 18
Product Background ............................................................................................................................. 18
Theme: “Furnishing Dreams” ................................................................................................................ 18
Message: One stop home furnishing solution for all life stages and dreams. ....................................... 18
Communication Mix .............................................................................................................................. 18
Target Market and Positioning Strategy ................................................................................................... 19
Rationale ................................................................................................................................................... 20
IMC Objectives .......................................................................................................................................... 21
Rationale ................................................................................................................................................... 21
Creative Brief (Story Board) ...................................................................................................................... 22
CAMPAIGN: ............................................................................................................................................... 22
Promotional Plan for Portico .................................................................................................................... 23
Communication Objective: ................................................................................................................... 23
Communication Mix .............................................................................................................................. 23
Media Recommendation: ..................................................................................................................... 23
Other IMC Tools ........................................................................................................................................ 26

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Campaign Flowchart: ................................................................................................................................ 27
Scheduled Plan for the campaign: ........................................................................................................ 27
Evaluating media: ..................................................................................................................................... 28

3
Executive Summary
This project is for designing the marketing campaign for Portico. The context of the same is that
company is at no.3 and aims to be no.1 ad by product extension.
The campaign said:
Portico: Furnishing Dreams
The campaign is to promote the new launched products of Portico.
The probable reason behind failing of this campaign was the improper use of IMC tools and
excessive competition

The STP has been decided first. Our target consumers are GEN X Upper middle and upper class
individuals in Tier 1 and Tier 2 cities. The positioning strategy of the brand is to make High quality
home furnishing solutions that keep pace with the changing trends of global fashion.

The rationale behind the choice of this target market and the positioning strategy has been
further explained in the report.
Moving on to the objectives of this campaign which have been crucially decided and are as
follows:
a. To increase the market Share by 20%.
b. To change the customer perception about low quality post-purchase services.
c. To highlight the brand’s POD that is the low price that it is providing in comparison of its
competitors.
d. To Increase the consumer awareness about the products. (So, that Portico can come at the
customer top priority).
e. To influence the purchase intention for a brand and to establish, build, reinforce and
Intensify brand loyalty which is the most important aspects of managing brand equity.

Above objectives have been decided after multiple sessions of brainstorming and the whole
Campaign shall move around to achieve these objectives in parts or wholly.

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Chapter 1: Situation Analysis
Industry Analysis:
The industry’s 3 segments – furnishings, furniture and décor, have been growing. The furniture
segment contributes highest in the overall market with small furniture like chair, table, stools,
cabinets, desks etc. Collection of such items generates volume business for the category. The
large furniture items such as beds, sofa set, dining furniture set, large wardrobes, cup-boards are
high ticket items which require higher investments. The market share of small furniture is 75 per
cent and that of large is 25 per cent.

Home furnishings segment, on the other hand, contributes the lowest share of 26 per cent. The
segment is further broken into sub-segments of bed linen, towels and robes, kitchen linen,
curtains, upholstery, blankets, rugs and carpets. Among these sub-segments bed linen has the
largest share close to half of total market. But the faster growing sub-segments are curtains,
upholstery, blankets, rugs and carpets.

Challenges faced by the sector

• It is unorganized sector

• This sector is not very open to innovation

• People prefer online purchases these days and hence sales in the brick and mortar stores
have gone down

• Furniture and Furnishing Quality has reduced overtime

How to overcome these Challenges

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 • Current government policies are favourable

• India has skilled manpower

• Technology as an aid in improving performance

• New concept market

• Refurbishment market

The factors which are propelling the growth of Home Decor and Furnishing sector

1. People see their home as reflection of themselves

2. Disposable income has increased

3. Exposure to Global Lifestyle is higher

4. The Millennials – The crucial customer

• Millennials are tech savvy

• Millennials are aware of the global trends

5. Customers need for value for money products

6. Aggressive advertising leading to boost in sales

Way Forward

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The main drivers of this market segment are increased use of the Internet, expanded coverage
of shopping sites, and the impulse to access various regional tastes and preferences through
virtualmedia.
Modern participants in this segment are focusing on marketing and consumer promotions. The
idea behind this type of promotion is to provide customers with the opportunity to experience
new product lines, categories and brands introduced in the store. These are based on emotional
plans for Diwali, New Year, Valentine's Day, etc., or are category-centric to draw attention to
certain categories. In this type of promotion, this category includes a complete and detailed
product range with various discounts and offers. Retailers are aware of the importance of their
employees and are investing in training their products, soft skills, customer service and other
commodity technical knowledge. There are programs that can develop skills and talent at every
key level of the organization. Driven by tremendous growth opportunities, furniture retailers are
investing in augmented reality and handheld customers to design topic-based homes.

Company Snapshot:

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CreativeGroup
With over 3.5 decades of experience in the home styling industry, The Creative Group has earned
a reputation for creativity and innovation. Equipped with world-class, ISO 9002 certified
manufacturing infrastructure, we create bed, bath and top of bed solutions that keep pace with
the changing trends of global fashion. Innovation is our prime focus and it is at the heart of
everything we do across all verticals of our business. We are one of the fastest growing home
styling solutions company in the Indian market today.

PorticoNewYork
Launched in 2004, Creative Portico Pvt Ltd, a wholly owned subsidiary of Creative Portico Pvt.
Ltd., is the company’s flagship home styling solutions brand. In less than a decade of its existence,
Portico New York has carved a niche for itself with trend setting bed, bath and top of bed
solutions. It has captured a leadership position in the market with an impressive 30%+ growth
year-over-year for last 4 years. Portico New York retails through an ever-expanding network of
shop-in-shops at leading lifestyle and exclusive home furnishing stores across India.
The company’s strength hinges on a 3-pillar foundation: consumer insight, innovation and quality
- leading to complete home linen solutions that are fresh and appealing.
Products&Collections
Portico New York markets a wide array of products including those from Portico New York, the
Therapeia range of health soft furnishings, Happiness & MTV range of bed and bath linen for the
youth. Designer Range for fashion conscious. The Wedding Range for unforgettable moment of
your life. The everyday classic range to give your bedroom a style makeover. The range of
merchandise includes bed sheets, bed spreads, duvets, duvet covers, towels, towel gift sets,
curtains, soya bean fibre quilts, anti-mite & anti-bacterial pillows, eco-pillows, bath mats, and
more.

Portico New York’s products are extremely design-centric, created out of the highest quality
materials and exude luxury and glamour. The company is a pioneer in developing cutting edge

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merchandise in new categories that has earned if a monopoly status. Portico New York is also a
leader in eco-friendly and ‘green’ practices. The company won the DuPont Award for Packaging
Innovation in 2009 for its eco-friendly packaging. Its products are as follows:

BED LINEN

• BATH LINEN

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• TOP OF BED

• ACCESSORIES

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 Competitive Review
Top brands:

• Bombay Dyeing. Bombay Dyeing

• D'Decor
• Portico
• FabIndia
• Aapno Rajasthan
• Weaves
• Swayam
• Bianca
• Raymond

1. BOMBAY DYEING
Bombay dyeing is the oldest and most trusted brand it is owned by Wadia group, which is the
parent company of the brand. Wadia Group has been dealing with textiles since 1879. Bombay
Dyeing is the largest textile manufacturer; it offers a wide variety of designs and other products
and accessories. They have a showroom count of more than 2000 exclusive stores, across 350

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Indian cities. Apart from their offline presence, they have also established their name as an e
commerce website, which is giving more push to the popularity of the brand in the global market.
They offer products on different budget ranges, from nominal to hefty; this has helped in making
the product popular amongst all sections of society.

IMC tools used: print ad, TVC, YouTube videos, event marketing, OOH, sales promotion

2. D’décor
One of the most renowned and popular brands in the market D’Decor was established in 1999.
They offer luxurious and artsy contemporary fabric for home furnishing. Bollywood actor
Shahrukh Khan and his wife Gauri Khan, are their brand ambassadors. The brand is often
associated with hefty price and has become a brand symbol in the country. They have set up their
textile plant in Tarapur, which creates over 44 million meters of fabrics for their home textile
products. They have also introduced water and flame repellent fabrics.

IMC tools used: print ads, TVC, YouTube videos, event marketing, social media marketing, OOH

3. Raymond
It is one of the most popular textile brands, which has become a symbol of quality and class in
the country. Raymond was founded in 1982, and offers multiple textile and fabric variants from
clothing to bed sheets. They offer more than 500 embellished designs, including contemporary
as well as classic. They have impeccable designs and high-quality fabric standards, which
guarantee the softest bed sheets. They hold a great goodwill in the market, with a consumer
experience and production experience of over 3 decades.

Buyer Analysis
The segment which we have selected is the Generation ‘X’, i.e. those who are born 1967 to 1984.
We found that various qualities which our product possess is the need of this segment. The
various values, qualities and nature of the product has been mentioned below.

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Site terms Site term values

Age 30-55, majorly the age comes under GEN X i.e. born between years
1967-1984.; also kids

Occupation Executives and senior level managerial positions.

Marital Status Married; Single

Gender Male; Female

Income Above 15 lacs per Annum.

(Annually)

Education High School; College Graduate; Master’s Degree; Doctorate Degree;

Professional Degree

Children 0; 1; 2; 3; 4;

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 Family Role Torch Bearer; Wife; etc.

Residence Type Self-occupied or rented

Consumer Hardworking, Pragmatic focus more on independence

Values
Knowledge seeking behavior
(GEN X)
Positive outlook towards life

Economically optimistic

Healthy Spenders

Status symbol

Buyer Decision Process

i) Need Recognition

• The first phase of making a buying decision is to recognize the need of the product (in this
case home furnishing), also the person should be able to recognize that what all he wants.
For example, parents with young children who are still excited by themed rooms and
fairytales.

ii) Information Search

The second step of information search for product is about finding and accumulating relevant
knowledge and information about various products available in the market. The person gathers

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 knowledge and information through various media communications like internet, social media,
TV campaigns, catalogues, Marketplace, etc.

iii) Evaluating of Alternatives

In this stage the buyer will analyze the various products available in the market and will select
few brand and categories of product based on requirements and configurations. Now, the person
tries to recognize the desired brand.

iv) Purchase Decision

After deciding the brand of choice, that is the brand which fulfills the customer requirements,
the person takes a buying decision (in this case we want them to buy Portico furnishing).

v) Post purchase behavior

After buying the product the customer looks for the services. In our case the product is electronic
and can face any technical problems hence the post purchase services are very important for a
customer.

STP of Portico:

Portico

Parent Company Portico New York

Category Home furnishing and decor

Sector Lifestyle

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Tagline/ Slogan Design your Dreams

Portico New York’s products are extremely design-centric, created out

USP of the highest quality materials and exude luxury and glamour.

STP

Segment Electronics Semiconductors and Home appliances

Target Group Upper middle and upper-class individuals

High quality bed, bath and top of bed solutions that keep pace with the
changing trends of global fashion.

Positioning Luxury, Marriage, health

SWOT Analysis

1. Large and diverse cotton textiles industry and edge in home

textiles.

Strength 2. Availability of skilled labor at a low cost, required for handwork and
embroidery.

3. Excellent design capabilities of Indian workers and designers.

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 4. Support of the Government to diversify and produce in India.

1. Fluctuations in the cost of raw cotton can

2. Importing of textiles from countries like China.

Weakness 3. Lack of standardization and quality control.

4. There are many infrastructural bottlenecks and high production

costs involved.

1. Change in lifestyle of consumer’s leads to a shift in the buying

pattern.

2. The consumers are gradually shifting to branded products.

Opportunity 3. India is much ahead than competitor countries such as China and
Pakistan in terms of design and technology.

4. The economy of the country is growing rapidly and is attracting a

lot of foreign investments.

1. Rupee fluctuation in terms of US $ and Euro.

2. Not much standardization and quality control.

Threats
3. Ever increasing global competition.

4. If labor or energy costs go up, it would be detrimental.

Key Benefits
• One-stop home styling solution
• High quality products

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• Trendy and designer products

Brand Image
High quality bed, bath and top of bed solutions that keep pace with the changing trends of global
fashion.

Positioning
One-stop home styling solution with wide range of products like carpets & rugs, curtains &
accessories, diwan sets, fabric, bean bags, wall decor etc.

Marketing Goals
• Educate customers about the new products.
• Make Portico has top of the mind brand (no.1) in home furnishing category.
• Increase brand awareness and store traffic.
• Increase sales of Portico India by at least 70%.

Promotional Program Situation Analysis

Product Background
Designer home furnishing products which keep up with changing trends of the industry, created
out of the highest quality materials and exude luxury and glamour. Portico New York products
are in eco-friendly and manufactured through ‘green’ practices.

Theme: “Furnishing Dreams”

Message: One stop home furnishing solution for all life stages and dreams.
Communication Mix
• Television
• Newspaper
• Magazine
• Catalogues

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• Website
• YouTube
• Billboards
• Sales promotion

CHAPTER 2: IMC PLAN

Target Market and Positioning Strategy
STP

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 On the basis of city category (Tier 1, Tier 2, Tier 3 etc.) and segmenting
Segment it into income groups.

GEN X Upper middle and upper-class individuals in Tier cities.

•Couples or successful professionals who have recently made the big

step of buying their first home

•People looking to bring some freshness or life back into their homes

•New Parents or parents with young children who are still excited by
Target Group themed rooms and fairytales.

The most desirable one stop home furnishing solutions in the market
due to their high quality and trendy products for all life stages and
Positioning dreams

The target market for our campaign is upper middle and upper-class individuals in Tier 1 cities.
The positioning strategy is to build the brand for a good quality and trendy one-stop home styling
solution with wide range of products like bed and bath linen, carpets & rugs, curtains &
accessories, diwan sets, fabric, bean bags, wall decor etc.

The reason behind the same was that when we as the IMC planners of the company found that
the company only uses print media for its marketing leading to the non-popularity of the brand.
The main purpose of this campaign is to make Portico as top of the mind brand for home
furnishing using product extension.

Rationale
The above two point become the base for the rationale of our Segmentation, Target Market and
Positioning Strategy.

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Portico being a premium brand would be ideal for upper middle class and upper-class people
who prefer quality, latest trends and want to maintain a status symbol.

The reason behind choosing GEN X as our target among these upper middle and upper-class
people is that the GEN X is the segment who would want to spend on home furnishing products.

The Positioning strategy is to meet the three objectives broadly:

1. High Quality
2. Trendy and Designer
3. Innovative products
4. Eco friendly

IMC Objectives
1. To Increase the consumer awareness about the Portico’s products. (So, that Portico can
come at the customer top priority).
2. To influence the purchase intention for a brand and to establish, build, reinforce and
Intensify brand loyalty which is the most important aspects of managing brand equity.
3. To increase the market Share by 20%.
4. To highlight the brand’s POD that it is providing in comparison of its competitors.

Rationale
The rationale behind raising the market share by 20% is to take a bit of sales portion from each
of the competitors by standing out from all of them. The brand is providing designer and trendy
products. Therefore, the same becomes its POD and one of the objectives is to make consumer
aware of this POD. Also, the brand is extending its product which would help serve more
customers. One general objective is to increase the overall objective of the brand to make sure
that the brand recall increases among the customers. The final objective is to be able to influence
the purchase intention of the consumer.

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Creative Brief (Story Board)
We will take Ritesh and Genelia Deshmukh as the lead cast in our advertisement. Our
advertisement will flow in 3 stages as follows –

• Ritesh Deshmukh celebrates the success of his film

by gifting a new house to his parents decorated with
Scene 1 home decor products of Portico. Depicting the
emotional appael in the advertisement.

• Genelia and Ritesh are newly married and they

Scene 2 begin their new life in their new house with
beautiful home decor products of Portico.

• The couple redecorate their house to welcome their

Scene 3 newly born baby, with the furnishing products of
Portico.

The overall advertisement depicts “emotional appeal” as owning and decorating it holds
sentimental values in Indian families and a happy ad showing the “slice-of-life” factor. The reason
behind taking Ritesh and Genelia is that they are considered as one of the happy couples in the
Bollywood and now even a happy family.

Celebrity endorsement also help in developing a premium image for the brand.

Also, through this ad Portico can convey for one’s dreams at different life stages, it can provide
one stop home styling solutions hence justifying “Furnishing Dreams”.

CAMPAIGN:
Furnishing Dreams

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Promotional Plan for Portico
Communication Objective:
1. To increase the market Share by 20%.
2. To highlight the brand’s POD that it is providing in comparison of its competitors.
3. To Increase the consumer awareness about the Portico’s products. (So, that Portico can
come at the customer top priority).
4. To influence the purchase intention for a brand and to establish, build, reinforce and
Intensify brand loyalty which is the most important aspects of managing brand equity.

Communication Mix
• Television
• Newspaper
• Magazine
• Catalogues
• Website
• YouTube
• Billboards
• Sales promotion

Media Recommendation:

TV ad cost: We are considering for a 10 sec advertisement for TV. We have considered 5 channels
which include Zoom, Sony Entertainment India, Star Plus, Colors and Discovery Travel & Living.

Average cost for a single ad = Rs. 18,790

Approximately Rs. 20,000 (which includes all other costs such as creative, communication, etc.)

We would be airing the ads during the prime time which is between 8-11 PM.

Reach: 300 million people

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Radio ad cost:

We are focusing on 2 radio channels which have the country wide reach, (Radio Michi, Big FM).
The average cost would be around 50,000 for a 30 second ad on a single radio channel. That
makes it Rs1, 00000 for 2 radio channels. The ad would be aired at prime time which would be
between 8-11 PM.

Reach: 15 million

Newspaper ad cost: We are targeting Regional newspaper of every city and Times of India’s
Sunday special Times Life for nationwide reach.

The average cost for a half page nationwide advertisement = Rs. 721875

The average constitutes the cost for the ad in metro cities as well as in tier 1.

Reach: TOI: 10 million

Regional Newspaper: 3 million

Calculations as per the actual rates:

NEWSPAPER ALL INDIA AD RATE SIZE OF AD (sq cm) TOTAL

(rs/scm) (as per
package)

TOI (Metro+Non- 2000 412.5 825000

metro package)

Regional Newspaper 1500 412.5 618750

(Metro + non-metro
package)

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Magazines :

• Better Interiors.
• Femina
• Cosmopolitan
• Lifestyle lounge.

Geographic Scope:

The ultimate Idea is to reach the prospective customers belonging from tier 1 and cities, which
the multi-channel penetration using various media vehicles can lead to get the desired result.

Schedule Plan and Budget Breakdown

Medium January February March Total Budget
Television 100 100 100 300 Rs.300,00,000
Radio 50 50 50 150 Rs. 15,000,000
Newspaper 2+2 2+2 2+2 12 Rs. 8662500

Monthly Budget Rs. 17887500 Rs. 17887500 Rs. 17887500 Rs. 53662500

Medium Reach Total Cost CPM

Television 300 million 300,00,000 100

Radio 15 million 15,000,000 100

Newspaper&
Magazine 13 million 8662500 666.35

The rationale behind Spending in more in TV is that the major target market is been covered by
it. TV is having around 300 million reaches.

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Other IMC Tools
Using various IMC tools Portico gives message to their Target group that they provide designer
home furnishing of high quality and latest trends.

Print Media: Print media like newspaper and magazines should be used by Portico as IMC tool
because it is low cost and advertising can be placed on very short notice. Newspaper can be
distributed daily, weekly or in advertising sections. It has a high level of credibility and readers
rely on them for factual information. It mainly advertises in general newspaper and magazines
which are read by mass and low in cost like TOI etc.
Outdoor Advertising: In outdoor advertising Portico can use billboard, tradeshows as it is
effective in product launch and specific promotional events. It offers simplicity, repetitiveness,
retention and selective exposures. Creativity is to put to use to achieve an objective or a desired
response. Creativity is defined as the ability to produce useful ideas, originality, imagination, or
the capacity of joining two or more elements to form a new unity or purpose.
Television: It is most important tool as far as Portico is concern. In electronic media it should give
advertise on TV channels. Through this mode it can target the potential customers because if
target group is watching that ad, through this ad they can be influence to switch existing brand
or if they are customer of Portico than it will increase brand loyalty. But message that through
should be reach to target group.

YouTube: It is powerful tool which can target youth and other frequent internet users in the
target group. It can increase visibility of Portico.

Sales Promotion: Portico can use sales promotion to attract new customers and it can have
loyalty programs for existing customers. It can be used in some time before festive or special
occasions like Diwali.
Social media and Digital marketing: Portico’s target group is Upper middle and upper-class
individuals in Tier 1 cities who would have good internet access and would be using social media.
For the campaign of Portico, Digital marketing is an effective umbrella in terms of the targeted,
measurable, and interactive marketing for its high quality and trendy products.

26
 Using digital technologies, the message can reach to potential customers in short time and
convert them into customers. Here key objective is to promote brands, build preference and
increase sales through various digital marketing techniques.
Catalogue marketing: Since the product is high involvement, catalogue marketing would be an
effective tool. Portico can group many items together in a printed piece which gives the
customers to buy online through its website or other e commerce partners.
Event marketing: they can organize fashion shows as the products are designed by well known
designers to showcase latest prints and fabrics.

Campaign Flowchart:Scheduled Plan for the campaign

Medium October November December January February

Television Finalization of the Advertisement The The The advertisement

TV released on the TV advertisement advertisement is no more shown

Advertisement Continues to be Continues to be

aired aired
(Direction,
Compilation)

Radio The content to be The The The The advertisement

aired is finalized advertisement is advertisement is advertisement is is withdrawn
aired aired aired

Newspaper The spaces for The The The The advertisement

advertisement in advertisement advertisement advertisement is no longer done
dailies are booked gets featured continues to be gets featured
featured

Promotional The stocks are Additional - - -

offers dispatched the services for first
distributors 100 customers

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CHAPTER 3: MEASUREMENT AND
EVALUATION
Evaluating media:
The major objectives behind evaluating media are:

• to look at the effects on outcomes in place of just the outcome

• to evaluate the media plan both qualitatively as well as quantitatively

Priority Media (*4) The Key target Important media channels Other media (*1)
media (*3) (*2)
ZOOM TV Times of India Business Standard Magazine Local newspapers
SONY TV FM Radio Regional
STAR PLUS newspaper
COLORS website

The penetration of each of these channels varies with the other. Some media featuring in priority
media has the highest penetration and the lowest is that of the other media.

To quantitatively evaluate we will multiply the following factors for each media.

Every time any advertisement or news or media coverage by the media gets noted and scored
according to the penetration of the media. If an advertisement in Sony is featured, it will be
multiplied by a factor of 4 and so on. Further, the weightage for good or bad or positive or
negative coverage will range from +2 to -2, where ‘+2’ shows positive coverage. The factors given
to each media will then be multiplied by this score.

Web Analytics: This will be used to monitor the visits per day on site. Similarly, the other pages
featured on the site which was opened, time spent on website, etc. will get recorded. Regular
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monitoring will show patterns and surfing behavior. Another factor that will be considered is rise
in sales online.

Google Analytics: This will enable the company to know the most viewed pages on the website.
The time spent on the website, the number of pages viewed on an average, etc., can be recorded
to know and make use of the consumer behavior. The key terms which the customers use to
search for the site.

Social Media: The discussions on the sites like Facebook, twitter can be evaluated on the basis of
the tone of the posts, the reviews being given and the overall outlook of the debate, whether it
is positive for the brand or negative. Also, if the number of brand related posts increase in
number, the campaign can be thought effective. Keeping track of this will help check on
effectiveness.

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Chapter 4: Conclusion
Portico has 3rd position in Industry; the need of time is to create a campaign which can help in
creating the awareness about its product extension. The campaign will help Portico to increase
the visibility in market and hence, can compete with D’Decor and Bombay Dying for market
leader position. The designed IMC plan is of 3 months, in which we have used multiple media
channels to penetrate the target audience, so that it can give results in short period and hence
Portico will be able to increase its sales and change customer perception for low post sales
services. Finally, the campaign will increase the customer awareness about the Portico’s product.

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References
• http://italiaindia.com/images/uploads/pdf/home-textile-furnishing.pdf
• http://www.porticoindia.com/about-us.aspx
• http://www.porticoindia.com/press-ads.aspx
• http://www.quora.com/What-is-the-average-cost-for-a-30-second-radio-ad
• http://adrates.timesofindia.com/Indexpage.html
• http://www.bhaskar.com/db/rate_card_new.pdf

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Past print ad campaigns
Portico has used only print ads as its IMC tool.

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33
34
Print Ad for “Furnishing Dreams” Campaign

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