Post on 16-Jul-2015
Your Partners in Brand Building
BRAND STRATEGY –
EZIFIBRE & KIDZVITS
Presented by Synergy Advertising
INTRODUCTION
Synergy Advertising
Synergy - The Group
Established in 1999
Pakistan’s fastest growing integrated communications group
Workforce of 150+ employees
Offices in Karachi, Lahore & Islamabad
Annual Billings over PKR. 3.3 Billion
Consistently ranked in the top 10 Pakistani ad agencies since 2001
We have won following awards in advertising business:
17 PAS Excellence Awards,
13 APNS Awards,
2 iCom Awards, and
1 ABBY Award
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National Bank of Pakistan
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Stora Enso
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Mausummery
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Fabrizio
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Premier Group (Milan)
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Excel Group
Seasons Canola Oil Educators
ISLAMABAD Zong [CMPAK]
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company
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Synergyzer - Bi-Monthly Trade Magazine
Synchronize Digital - Digital Media & Interactive Media (in
partnership with Symmetry Group)
BRIEF
Ezifiber & KidzVits
Brief
Propose a communications strategy for Ezifibre & kidzVits – a direct to consumer product of CCL Pharma
along with 360 degree campaign idea and execution for its hard launch
OBJECTIVES
Ezifiber & KidzVits
Objectives
To attract and convert dietary conscious customers to Ezifibre & KidzVits through effective communication and visual strategy for the hard launch
Product awareness
What separates a commodity or a generic product from a brand?
A commodity competes on THREE factors:
• Price• Convenience / availability• Some level of quality
But, a BRAND lives in our heads.
They are intangible.
They mean everything.
And
We feel them.
We dream of them.
We
them.
The more we see them,
the more we want them.
We covet what we see.
How do they get inside our heads?
By TWO ways.
Experience
Exposure
And who affects our brand experience?
Everyone in the organization. They all define what the product is and how it turns into a
“brand” for us. They are all “Brand Owners”.
How do the Brand Owners generate or enhance our experience?
By creating experiential zones or Contact Points. There are lots of them. Each one of us
has very different ones. That is where exposure to a brand comes from.
THE PROCESS
REFLECT RESONATE ENGAGEBECOME
THE VOICE
1. REFLECT the emotions of the people and what they know.
2. Let your voice RESONATE with their feelings.
3. ENGAGE! with the right platforms at the right place.
4. BECOME THE VOICE of the people.
And, now, what can we do with Ezifibre and KidsVitz?
We can turn them into BRANDS.
EZIFIBER
Target Market
Male/Female of age between
30-60 years
SEC A & B+Educated/
under privileged
Health/diet Conscious
people
OUR UNDERSTANDING
• History
• Product
• Competitors
• Competitor’s Analysis
History
• CCL has a vision to be a leading consumer health care company by offering superior products to help consumers manage their own health, feel enriched and get more out of life. While aiming so, the focus remains embedded in science and high tech R&D.
• The product portfolio focuses on everyday health solutions, enriching consumer lives to make it easier, happier and worthwhile.
• Ezifiber & KidzVits are the consumer health products that are in focus.
Product
• 300 gm Bottle• 10 Sachet pack
Our main competitors
• Hashmi• Qarshi• Marhaba
Hashmi Ispaghol
Competition
Communication Analysis
• Present in print and electronic media• TVC are based on human elements and
the functional benefits of the product• Urdu has been the preferred mode of
communication
Marhaba Ispaghol
Communication Analysis
• Positioning line is “Dhak Dhak Dil Say Bol”• Present in print and electronic media• TVC has famous models to endorse the
product
Qarshi Ispaghol
Communication Analysis
• Strong presence in print and electronic media• TVC has the human element along with the
functional benefits of the product• Urdu is the preferred mode of communication
- Imported product
- One of its kind in Pakistan (refined husk)
- Product packaging stands out from competition
- The only flavored ispaghol available in market
- Is only available at select pharmacy outlets
- Has not been advertised yet
- Not available over the counters of super stores, department stores, modern trade
centers
- Growing health awareness
- The flavored refined husk can take the lead over its competitors
- Modern trade is a huge opportunity to increase customer attention and increase
sales
- Established competitor brands in the market
- Loss of market share due to smaller reach to customers
SWOT
ANALYSIS
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
THE COMMUNICATION STRATEGY
What is EziFibre?
A commodity with a name or a Brand?
What is so special about EziFibre?
EziFibre
Natural
Helps improve digestion
Reduces Cholesterol
Packed for
Conveni-ence
Helps in Weight
loss
Refined Ispagholfor easy
consumption
Orange flavor with
Vitamin C
DE-CLUTTERING – KEEPING THE VALUE AND FILTERING OUT WHAT IS
“LESS” IMPORTANT.
EziFibre
Natural
Helps improve
digestion
Reduces Cholester
ol
Packed for
Convenience
Refined Ispagholfor easy
consumption
Helps in Weight
loss
Orange flavour
with Vitamin C
These are the three main areas we need to focus on in our communication.
HOW DO WE POSITION OURSELVES?
EziFibre is a convenient, natural and healthy product which helps improve digestion.
WHY SHOULD THE CONSUMERS BELIEVE US?
EziFibre
Natural
Helps improve
digestion
Reduces Cholesterol
Packed for Convenience
Helps in Weight
loss
Refined Ispaghol for
easy consumption
Orange flavor with Vitamin C
WHY IS IT SIGNIFICANT FOR OUR COMMUNICATION?
Defining the priority of key product attributes in terms of importance will help us streamline
our communication and make it easily understandable and MEMORABLE for our
consumers.
PRIMARY MESSAGE
“EziFibre is a quick and convenient solution to your digestive problems.”
COMMUNICATION PLATFORM
Leveraging on the above tagline, we use relevant media to convince our target
market that;“EziFibre is THE quick and convenient solution to your digestive problems.”
TONE AND EXECUTION OF COMMUNICATION
Humor is the way to go!
Partly because it helps convey solutions to inconvenient problems in a easily digestible way, and, also, because it helps in boosting
message and brand recall.
In design, product will be given heavy visual weight age, while maintaining aesthetics.
The overall impact of our communication will be very friendly and an energetic.
DIRECTION - I
PROPOSED TAGLINE
It’s yummy and very good for tummy!
TRANSLATION OF THE STRATEGY INTO DESIGN
Option - 1
Press Ad
The TVC A/V Board
Audio Video
Female V/O: Finding a way to add fiber to your diet keep your tummy regular can be a big challenge.
But, now there’s new EziFibre with naturally soluble refined Ispaghol Husk which forms a gel which gently massages your tummy from the inside to keep them working as they should.
And with its refreshing Vitamin C enriched orange flavor, it is easy-peasyto consume. Keep your cholesterol low and your waist slim with EziFibre.
It’s yummy and very good for tummy.
Animation: A goofy animated man is chasing after vegetables and cereals.
He bumps into a giant bottle of EziFibre.We show his X-Ray as he drinks it from a glass and we show it going down through his digestive tract.
He puts the glass down with relief and a smile on his goofy face.
The man is leaning against the giant bottle of EziFibre, and he rubs his hand on his belly.
And we freeze frame
Design Executions
Flyer
Bunting
Standee
Streamer
Hoarding
TRANSLATION OF THE STRATEGY INTO DESIGN
Option - 2
Press Ad
Flyer
Bunting
Standee
Streamer
Hoarding
DIRECTION - II
PROPOSED TAGLINE
The easy way to stay Healthy
TRANSLATION OF THE STRATEGY INTO DESIGN
Press Ad
Press Ad
Press AdDisplay
Magazine Insert
Flyer
Standee
Hoarding
Hoarding Execution
Hoarding Execution
Dangler
Gandola
KidsVits
Target Market
Kids between the ages of 2-7
years
SEC A & B+Educated/
under privileged
Health/diet Conscious
parents
KEY DECISION MAKER
Father
KEY INFLUENCERS
• Peers• Mothers• Pediatricians (Doctors)•The Pesterer
DECISION MAKING PROCESS With key influencers.
The Child
Doctors
MotherPeers
The Child
(Pesterer)
WHO IS THE MOST IMPORTANT ONE?
THE CHILD.
He or she will accept or reject the product based on one simple main factor
Taste.
The other factor would be what his or her peers eat.
THE COMMUNICATION STRATEGY
What is KidsVitz?
Chewable Multivitamin for children.
VitaminB6
Folic Acid
VitaminB12
VitaminH
Biotin
VitaminA
VitaminC
VitaminD
VitaminE
VitaminB
Pontothenic
Acid
Iodine Zinc Inositol
Inositol
What is so special about KidsVitz?
KidsVitz
Helps Growth (Mental &
Physical Development)
Imported from
Canada
Kids love the taste
Kids love to chew it
Convenient solution for
mothers
Peace of mind for
the Mothers
DE-CLUTTERING – KEEPING THE VALUE AND FILTERING OUT WHAT IS “LESS”
IMPORTANT.
KidsVitz
Helps Growth (Mental &
Physical Development)
Imported from
Canada
Kids love the taste
Kids love to chew it
Convenient solution for
mothers
Peace of mind for
the Mothers
These are the two main areas we need to focus on in our communication.
HOW DO WE POSITION OURSELVES?
KidsVitz is a delicious vitamin supplement for children.
WHY SHOULD THE CONSUMERS BELIEVE US?
KidsVitz
Helps Growth (Mental &
Physical Development)
Imported from
Canada
Kids love the taste
Kids love to chew it
Convenient solution for
mothers
Peace of mind for
the Mothers
WHY IS IT SIGNIFICANT FOR OUR COMMUNICATION?
Defining the priority of key product attributes in terms of importance will help us streamline our
communication and make it easily understandable and MEMORABLE for our
consumers.
PRIMARY MESSAGE
“KidsVitz is the perfect formulation for your child’s daily vitamin and mineral needs, and helps their
mental and physical growth.”
COMMUNICATION PLATFORM
Leveraging on the above tagline, we use relevant media to convince our target market that “KidsVitz is THE perfect formulation for your child’s daily vitamin and mineral needs, and helps their mental and physical growth.”
TONE AND EXECUTION OF COMMUNICATION
Keep it attractive to kids!
Partly because it will attract our CONSUMER to it and, also, because parents must find the
communication attractive and easy to differentiate from competitors. This will result in boosting
message and brand recall.
In design, product will be given heavy visual weightage, while maintaining aesthetics.
The overall impact of our communication will be very colourful, friendly and an energetic.
DIRECTION - I
PROPOSED TAGLINE
For a healthy young mind and body.
TRANSLATION OF THE STRATEGY INTO DESIGN
Press Ad
The TVC A/V Board
Audio Video
V/O:Weak lethargic children, they are all around you.
To keep your child from becoming one of them, you need KidsVitz! KidsVitz fights nutritional deficiencies and invigorates your child!
KidsVitz For a healthy young mind and body.
Animation:Skinny, sleepy and fatigued boys and girls are standing around in a playground.
KidsVitz gummies are show flying to the park and all of a sudden the kids start getting their powers. The kids are now invigorated and start playing around.
KidsVitz’s SKU appear on white background along with each of the gummies along with the tag-line: “For a healthy young mind and body.”
Design Executions
Flyer
Standee
Bunting
Hoarding
Streamer
DIRECTION - II
PROPOSED TAGLINE
A taste of healthy life.
TRANSLATION OF THE STRATEGY INTO DESIGN
Press Ad
Press AdDisplay
Magazine Ad
Magazine Insert
Flyer
Standee
Streamer 1
Streamer 2
Streamer 3
Streamer 4
Hoarding
Hoarding Execution
Hoarding Execution
Dangler
Gandola
BE COOL.