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Marvel - Herbal Anti Danadruff Shampo


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Marvel - Herbal Anti Danadruff Shampo

  1. 1. Advertising Plan of New Product Launch By M. Asad Jilani Madiha Nasir Taha Mehmood
  2. 2. Agenda <ul><li>Introduction </li></ul><ul><li>Situation Analysis </li></ul><ul><li>Key Strategy Decision </li></ul><ul><li>Brand Personality </li></ul><ul><li>Creative Plan </li></ul><ul><li>Media Strategy & Plan </li></ul><ul><li>Communication Plan </li></ul><ul><li>Budget </li></ul>
  3. 3. Introduction <ul><li>We are about to launch new Herbal Anti-Dandruff shampoo that does not harm or damages the hair. </li></ul><ul><li>Our objective is to emerge in the market with our distinctive quality of a shampoo which is extracted from natural herbs to remove dandruff from hair. </li></ul>
  4. 5. Situation Analysis <ul><li>Pakistani are still using home made remedies to remove dandruff, betterment of hair health & its beauty. </li></ul><ul><li>Strength </li></ul><ul><li>Weakness </li></ul><ul><li>Opportunity </li></ul><ul><li>Threat </li></ul>
  5. 6. Key Strategy Decision <ul><li>Advertising Objectives </li></ul><ul><ul><li>Create awareness among 80% of target audience </li></ul></ul><ul><ul><li>Create interest in the brand among 75% of the target audience </li></ul></ul><ul><ul><li>Create preference and positive feeling about brand among 50% of target audience </li></ul></ul><ul><ul><li>Obtain trail among 30% of the target audience </li></ul></ul><ul><ul><li>Develop and maintain regular use of shampoo among 15% of target audience </li></ul></ul>
  6. 7. Key Strategy Decision (cont.) <ul><li>Target Audience </li></ul><ul><ul><li>Men & Women </li></ul></ul><ul><ul><li>Age </li></ul></ul><ul><ul><ul><li>16 – 40 </li></ul></ul></ul><ul><li>Competitive Product Advantage </li></ul><ul><ul><li>Herbal formulized anti-dandruff shampoo </li></ul></ul><ul><ul><li>Highly effective in removing dandruff </li></ul></ul><ul><ul><li>A premium quality at nominal price </li></ul></ul><ul><ul><li>No harmful effect on hairs </li></ul></ul><ul><ul><li>Elegant fragrance </li></ul></ul><ul><ul><li>Convenient bottle design </li></ul></ul>
  7. 8. Brand Personality <ul><li>The image that Marvel will develop is “Protector” which will revive as a strong feeling of getting protected. </li></ul><ul><li>The personality image portrays our brands as a </li></ul><ul><ul><li>Problem solver </li></ul></ul><ul><ul><li>Socialite, who is young, full of energy & enthusiasm. </li></ul></ul>
  8. 9. Creative Plan <ul><li>Soft sell strategy </li></ul><ul><li>Hard sell strategy </li></ul>
  9. 10. Teasers
  10. 11. Teasers (cont.)
  11. 14. Print Ads <ul><li>Press </li></ul><ul><li>Magazine Cover </li></ul><ul><li>Equity Banner </li></ul><ul><li>Vertical Banner </li></ul><ul><li>Product Stand </li></ul><ul><li>Shelf Talker </li></ul>
  12. 15. Print Ads (Cont.)
  13. 16. Print Ads (cont.)
  14. 17. Hoardings
  15. 20. Media Strategy & Plan <ul><li>Media Objectives </li></ul><ul><ul><li>Generate top of line brand awareness </li></ul></ul><ul><ul><li>80% of the target market will be exposed by the message </li></ul></ul><ul><ul><li>Influence Brand perception </li></ul></ul><ul><ul><li>Build sympathy / image </li></ul></ul><ul><ul><li>Target audience will be exposed with high frequency because, we are new brand </li></ul></ul><ul><ul><li>Obtain trail amongst the target audience </li></ul></ul>
  16. 21. Media Strategy & Plan (cont.) <ul><li>Media List </li></ul><ul><ul><li>Newspapers </li></ul></ul><ul><ul><ul><li>Jang, Dawn, Khabrian, The News </li></ul></ul></ul><ul><ul><li>Magazines </li></ul></ul><ul><ul><ul><li>Mr., She, Akhbaar-e-Jahan </li></ul></ul></ul><ul><ul><li>TV media </li></ul></ul><ul><ul><ul><li>Morning Shows – Hum, ARY, Geo, and Aaj </li></ul></ul></ul><ul><ul><ul><li>News Channels – Before entertainment news </li></ul></ul></ul><ul><ul><ul><li>Music channels – Aag, Play, and the muzik </li></ul></ul></ul><ul><ul><li>Outdoors </li></ul></ul><ul><ul><ul><li>Billboards, Banners, Posters, Mobile Vans </li></ul></ul></ul><ul><ul><li>Radio </li></ul></ul><ul><ul><ul><li>Radio1 FM91, Hot FM105, Hum FM106.2, ApnaKarachi FM107 </li></ul></ul></ul>
  17. 22. Communication Plan <ul><li>Sales Promotion </li></ul><ul><ul><li>Free sampling in the malls, colleges, & universities. </li></ul></ul><ul><ul><li>Introductory Price will be Rs. 100 </li></ul></ul><ul><li>Public Relations </li></ul><ul><ul><li>Free hair check by dermatologists </li></ul></ul><ul><ul><li>Open house sessions, to talk about dandruff & its remedies </li></ul></ul><ul><ul><li>Donating to different noble causes </li></ul></ul><ul><li>Direct Marketing </li></ul><ul><ul><li>Flyers through Credit Card Bill – Mainly to Female Card Holders </li></ul></ul><ul><ul><li>Customer Data Base – Already exists in Credit Card Companies </li></ul></ul>
  18. 23. Communication Plan <ul><li>Sponsorship </li></ul><ul><ul><li>Branding Beauty salons </li></ul></ul><ul><ul><li>Sponsoring events like fashion shows and hair stylist training sessions </li></ul></ul><ul><li>Packaging </li></ul><ul><ul><li>Objective for End User </li></ul></ul><ul><ul><ul><li>Foil seal inside the cap to ensure that the product is original </li></ul></ul></ul><ul><ul><ul><li>Easy to use in Slippery conditions </li></ul></ul></ul><ul><ul><li>Point Of Purchase </li></ul></ul><ul><ul><ul><li>Promotion Poster </li></ul></ul></ul><ul><ul><ul><li>Base Stand to Display range of shampoo </li></ul></ul></ul><ul><ul><ul><li>In Shop Buntings </li></ul></ul></ul><ul><ul><ul><li>Shelf Talkers </li></ul></ul></ul>
  19. 24. Budget 24,050,000 Total 5,000,000 <ul><li>Other communicational tools – including </li></ul><ul><li>POS </li></ul><ul><li>PR </li></ul>7. 9,500,000 Airing cost of TVC 6. 5,000,000 Production cost of two TVC 5. 500,000 Placement of radio ads 4. 50,000 Creation of Radio Ads 3. 4,000,000 Placement cost of Print ads. 2. 50,000 Design & Graphic work 1. Amount (Rs.) Description S. No.
  20. 25. <ul><li>We appreciate your Attention… </li></ul>Thank you…