Beauty Soap

8/6/2019 Beauty Soap

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Group Members

Hamid JavedDaniyal Malik

Meher Ali

Murtaza WaheedNowsherwan Tariq


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Product : EPICURE

Target Market : Upper and Upper MiddleClass i.e. Cat A and B. Women primarily

those who are beauty conscious.Local or International : LOCALNew or Existing Product : NEW

Price:

Rs. 90/-Target Cities : All major cities of Pakistan.


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Advertising Objective : To be able to induce

brand recognition through effectiveadvertising by using the most effectivemedium/media. And eventually increase sales

and long term brand retention/recall.


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introduction

IMC PLANS ITUATION ANALYS IS

KEYSTRATEGIC DECIS IONSMEDIASTRATEGYMESS AGESTRATEGY

OTHER TOOLS


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SWOT analysis:Strengths:

-no budget constraints- has a very strong financial position.

W eaknesses:

-first time with only one brand in the marketOppo rtunities:

-to challenge the other market competitorsPears and Dove , based on competitive advantage

T hreats:-Tough competition-Legal/political :


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B rand Position:

Product features:size,

colo r odo r o ther features

Competitive Advantage: feature vitamin E in c onnecti on t o

bo th whitening an d mo isturizing effect


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Brand positioning:


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M ESSAGE STRATEGY:(message that drives perception)

Big idea :

feel rejuvenated

Attention and Awareness: achii a d atain jitni ja ld i aazma lo gae utne hi fai d e mai rah o ge

here the word~ a pna lo ge ~ is intentionallychanged by the word~ aazma lo gae ~


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I nterest:

interest of target audience :

What is the answer !

a d starts with a questi on in a h op e t o pull theviewer t o see the a d thr ough t o the en d t o find the answer.

is y our skin d ehy d rate d , d ull , f l ake d or irritate d?

M ESSAGE STRATEGY:

(message that drives perception)


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M emory: Jing l es: Tender, caring and gentle, withacoustic guitars, piano and pads

Slogan : Listen to your own skin (in Urdulanguage)

T ag l ine : there are no secrets to achieving goodskin

M ESSAGE STRATEGY:(message that drives perception)


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M EDIA STRATEGY

The media to be used will beTVC

magazinesnewspaperoutdoor advertising


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Reasons for choosing each type ;

TVC.to reach wider mass of target audience

needs both sight and soundbuilding relationships with trades~ need halo effect~


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Magazine

well defined and receptive audience

long life spanbetter visual qualitysale promotions activities.


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Newspaperextensive market coverage

launching first timeOutdoor advertising

high impact

also serve as a brand reminderT ransit A d vertising : for targetingworking women


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Scheduling:

Television scheduling:Prime time : Mond ay t o Satur d ay (8 pm t o 11 pm)

an d Sund ay (7 pm t o 11 pm)

ReasonWeekend afternoon : Satur d ay an d Sund ay (1 pm

an d 7 pm)Reason

Early morning & daytime : Mond ay t o Fri d ay (7amt o 9 am ) & (9am t o 4:30 pm)Reason


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M AGAZ IN E: the a d vertisement wi ll be sh own in f ormat o f fu ll bl ee d page. In the execute d magazine a d we have use s logan as hea dl ine an d have use d un d er l ines an d tag l ines t o further attract the au d ience.


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Newspaper :

in a form of national display as a S tandard printad for the very first time then regularly on themiddle pages of S unday magazines


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O THER TOOL S:

Sales promotion:Store Premiums: Dairy mi l k (w orth five

ru pees- free) ch ocol ates with the pr od uct Why?

Price Deals: Ban d ed packs in a set o f 3soa p bars f or 195 Rs/-(a ll incl usive).

Why?


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Sponsorship and event marketing:

the TV show Price is Right .

any u pcoming awar d s l ike fi l m awar d ssym po sium o f Doct ors particu l ar l y d ermat olo gist

Pu b lic relations:

do nating its me d ium size d soa ps in SOSChi ld ren s V i ll age o f Pakistan

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