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Group membersALI ZAFAR

SARAH SHAHIDANAM ALAM

ASRA FAKHRI

HerbalEssencesThe Business LaunchPlan

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Herbal

EssencesObjectives:

Create brand awarenessGain market share

Positioning is acquring the right place in the minds of the consumers for your brand

the brands personality?

u In projective psychodrawings...

female, 16 to 39, median age 25 young single or young mother contemporary name (Jennifer, Melissa) nature-oriented name (Flora, Marigold) contemporary sports clothes flowing cotton skirt and sandals

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Herbal

EssencesDemands

Long shiny hairs with strengthPleasurable showering experiencePremium image shampooEmotional aspect

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Herbal

Essences

POSITIONING

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Herbal

EssencesHerbal Essence is a hair care

shampoo giving a pleasurable

showering experience

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HerbalEssences

BEFORE LAUNCH

Create hype using mediums like billboards,Television.

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MEGA LAUNCH

Event hosted by Sidra IqbalTop beauticians, stylist,

hair experts, dermatologists will be invited Coverage through TV and Print media.

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Essences

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Medium ofadvertisement1. TV

Two pronged

strategyAdvertisement

Content integration

2. PRINTNewspaperLifestyle

magazines

3. RADIO

4. OUTDOOR

High traffic pointsin 12 cities

5. DIGITALInternetMobile phones

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Essences

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Vehicle SelectionTV Channels Magazines/ Print

GEO Dawn

Indus Vision The News

Hum TV SHE

ARY News Womens Own

ARY digital Fashion MAGDawn News Libas

HBO Brides and You

MTVAag

Women Magazine

Play TV

The MusicGeo during nadia khan showIndus vision during morning show 'sola singhar'

Mtv aag and and play to communicate with young girls

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Radio channels City Fm 89

Apna Karachi 107'

HUM FM 106.2

Mast FM103

Radioactive 96

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Essences

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Television

Herbal

Essences

AdvertisementTarget GRPs 800 through ad in launch month

Content integration morning shows Drama integration Hair care shows

Gross Rating Point (GRP) is a term used in advertising to measure threached by a specific media vehicle or schedule

Content integration

Morning (UTHO JAGO PAKISTAN BY SHAISTA WAHIDI,GOOPAKISTAN BY NIDA YASIR)Showing ladies purchasing or talking about herbal essence in dramas

Drama Zerooos On Hum Tv etcHair care shows

Recommendations by khurram mushir

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Out Of Home

Billboards Transit Vans

Advertisement indermatologist clinic

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Essences

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SAMPLING EVENTS

Stores (Aghas , Naheed, Metro, Makro , Al FatehMalls (THE FORUM,PARK TOWERS, DOLMEN MALL,MILLENNIUM MALL , CITY CENTRE

Colleges/ universitiesBeauty parlorsInserts in

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Essences

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Sponsorships

Pakistan fashion week Bridal week in differentmorning shows

Different events inuniversities

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Essences

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Digital Through social networking websites

Interactive website(hessence.com.pk)

Mobile appsHair makeover appsSubscribe to HE tips

Chat with hair stylist ofyour choice.

er a

Essences

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Buy Herbal Essence and get a chance to winshampoo for month Herbal Essences showering comb.

Incentives

Herbal

Essences

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WOM

.Top beauty parlor/ hairexperts

Dermatologist

Alle`noraAther ShehzadBablooDepilexANGIE'S SALON & ACADEMYASAD BAIGBINA KHANENSEMBLE SALONTONI & GUYNABILATARIQ AMIN

Prof. Iqbal Ahmed ChaudhryProf. Tahir Saeed HaroonDr. Ghazala AzizDr. Abdul Hafiz BhattiDr. Raza Mohammed KhanProf. Hamid Zeb KhanProf. Syed Mohammed AzamBukhariDr. Javed AnwarDr. Jalil Ahmed SiddiquiDr. Daulat Pinjani

Dr. Syed Mohsin Raza

er a

Essences

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ACTIVATIONS

Demonstrations

Informational Kiosks

Setting a record for most hair washed simultaneously

across the country.

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Essences

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Herbal Crown Search

All natural- all herbal

ACTIVATIONS

Herbal

Essences

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Crown makes U Queen

Herbal essence camp

ACTIVATIONS

Herbal

Essences

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SalesTrade Channels :Top end retail : Metro, Makro , Aghas , Al Fateh e.t.cWalk in stores : Utility Stores, General Stores

Cosmetics Stores : Color collections, Gulf cosmeticsstores.

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Essences

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Key benefit For customer to keep yourproduct on shelves.. ???

Its P&G product Brand

Profitable

Herbal

EssencesSales

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EndHerbal

Essences

Thank You