Ezifibre & KidzVits Pitch Presentation

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

Our Clients – Brands that ClickKARACHI Summit Bank

National Bank of Pakistan

PIA

ABL Asset Mgmt.

SSGC Del Monte Langnese Monsalwa

Toshiba

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Searle

Meiji

Al Meezan Investments

BIZTEK

IBA

LAHORE Diamond Paints

Stora Enso

Sabiha Foods

Mausummery

Insignia

Fabrizio

ICI

SNGPL

Anhaar Milk

Premier Group (Milan)

DGPR Punjab

Leisure Club & Sefam

Excel Group

Seasons Canola Oil Educators

ISLAMABAD Zong [CMPAK]

Emaar Pakistan

Wi-Tribe Pakistan

Dell

Murree Brewery Co. Ltd

TOPS food & Beverages

Air Blue

GTZ

European Union

National Highway Authority

ANF

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Our Subsidiaries & Partners

Synergy Advertising - Advertising & Communications

Syntax Communications - PR & Strategic Communications

Synergy Marketing Corp - Events / Activations & Brand

Launches

Synchronize Media ( CARAT ) - Media Buying & Research

company

Brandsynario.com - Marketing and Advertising Portal

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.

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


• Positioning line is “Dhak Dhak Dil Say Bol”• Present in print and electronic media• TVC has famous models to endorse the

product

Qarshi Ispaghol


• 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

Bunting

Standee

Streamer

Hoarding


Option - 2

Press Ad

Bunting

Standee

Streamer

Hoarding

DIRECTION - II

PROPOSED TAGLINE

The easy way to stay Healthy

Press Ad

Press AdDisplay

Magazine Insert

Standee

Hoarding

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



Imported from

Canada

Kids love the taste



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



Imported from

Canada

Kids love the taste



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.

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

Standee

Bunting

Hoarding

Streamer

DIRECTION - II

PROPOSED TAGLINE

A taste of healthy life.

Press Ad

Press AdDisplay

Magazine Ad

Magazine Insert

Standee

Streamer 1

Streamer 2

Streamer 3

Streamer 4

Hoarding

Hoarding Execution

Dangler

Gandola

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Ezifibre & KidzVits Pitch Presentation

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Transcript of Ezifibre & KidzVits Pitch Presentation