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Advertising (MKT504) Shafaq Khan Final Report
Advertising (MKT504) Shafaq Khan Final Report
Advertising Campaign
Presented To:
Mr. Omer Khan Lecturer, Principles of Advertising, Institute of Business Management, Korangi Creek, Karachi.
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Executive Summary
The result from this analysis, presented in this report is to provide complete information for one the most recognized brands in Pakistan, Pakola, in particular, Pakola Tea Milk. And also to analyse the importance of having a pre-planned advertising objectives to successfully accomplish the targets of sales and brand share competitive to the market. The report in detail explains the results of the advertisement using broadcast and print media along with comparative studies with the other players of the market. This report also includes a proposed advertising campaign designed by us to implement a successful and goal-congruent plan. Our advertisement is based over the same target audience and a clear perspective over the creative brief discussed with more preciseness further in the report. The report contains a detailed analysis on the above mentioned aspects as well as a brief overview of the company itself. Throughout the analysis, relevance and simplicity and vocabulary are the objective.
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Market Share
2% 3% 10% Tarang 23% 62% Tea Max Everyday Liquid Pakola Others
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Amongst the aforementioned brands, Tarang is the only direct competitor of Pakola Te Milk because of the fact that they both share the same product, that is liquid tea whitener, whereas Everyday remains the market leader of the industry, Nido powdered milk is also widely used as a tea whitener, and hence is Pakola Te Milks indirect competitor because of the nature of the product being powder tea whitener. The shares and quality of the competition are far superior than that of Pakola Te Milk, subject to the factors of being in the market for a long time now. Comparatively, Pakola Te Milk is in its infancy. Despite these factors, there lies a very thin line between the two competing brands of Tarang and Pakola Te Milk since they have used very similar campaign ideas for their awareness-generating campaigns, because of which consumers may face difficulties in forming a strong association with the brand.
Macro-Economic Factors
Recessionary Economy The financial meltdown that brought down many flourishing economies leaves the line of profitability and survival to be very thin. This is primarily because each business is concerned about earning its means of survival, sales revenue and hence profits. However the continually increasing competition keeps that aspect quite autonomous. Now the companies seek to adopt the concept of less for more so that the consumers tend to believe that they are getting more value for what they actually pay. Just so that the brand becomes more competitive than the other brands in the category. Pakola Te Milk not only faces local competition from brands like Everyday and Tarang, but also on the international front with brands like Millac Maid, Coffee Mate and others. Globalisation Each aspect has its pros and cons, therefore where at one side competition proves fatal for a brand, on the other hand globalization expands the target market for the company to extend its product to the international market and broaden its market base. The growing globalization has lead Pakola Te Milk into many countries, contrary to other national brands which still are geographically bound. It is also fruitful in the perspective that it ensures that the product maintains high quality standards because of which it is considered at par with the international brands.
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Pakola was the brain child of Mehran Bottlers and Gul Bottlers. The brand was introduced into Pakistan in 1950 by Haji Ali Muhammad. The company remains the first bottling plant in South Asia, certified quality manufacturers as per the standards of ISO 9001:2000, ISO 14001:1996 and RVA HACCP. The name was coined Pakola in the perspective that it would be associated with The Cola of Pakistan symbolizing patriotic emotional bonds with the target market. With an aggregate man power of 300 people at the Karachi office, the operations of the company are not only limited to Pakistan but other countries as well it is the only national drink easily available in America, Africa, Australia, Aghanistan, Canada, Middle East, New Zealand and The United Kingdom. Karachi alone is the primary responsibility of Mehran Bottlers, whereas the rest of Pakistan is taken care of by, Gul Bottlers. The company does not restrict themselves to the beverage sector only, but now also the dairy industry. Primarily they were the owners of Pakola, Bubble up, Fresh Lime, Pakola Orange Apple Sidra, and brands like Vital Water, other than these, recent members of the clan are Fruiter and Juicina. And, now also Pakola Milk, Pakola Flavoured Milk and Pakola Te Milk.
MISSION STATEMENT
The company mission is to provide its consumer all over the globe with premium quality beverages with a vast variety that guarantees consumer satisfaction an also provide opportunities for growth to its employees and the communities in which they operate.
VISION STATEMENT
Pakola has and will fulfill its promise to provide international quality beverages made with the finest ingredients to its consumers and come up to their expectations at all costs.
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Pakola Te Milk is a sub-brand of the brand Pakola well-known for decades for its revolutionary ice-cream soda as their introductory product was a green fizzy drink. Pakola, the brand was created on 14th August 1950 with their slogan, Dil Bola..Pakola for the primary focus over the spirit of nationalism and patriotism. Although the brand is home to many other sub-brands, however the association with the parent brand is still very strong. Pakola still remains as the top-of-the-mind for ice-cream soda drinks. Pakola Te Milk is a new addition to the dairy line of products, recently launched into the metro cities of Pakistan where their distribution is more dense. It is a liquid tea whitener, a category in its development stage.
Since Pakola Te Milk is in its inception stage, its placement over the product life cycle remains in the introductory phase where the growth pace of the product is at its peak, but the profits are minimal. This is basically because at this point in time, the company is primarily focused over inducing customer trials of the product by generating awareness through a rigorous advertising campaign.
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Product
Pakola Te Milk is a liquid tea whitener; however it is not the pioneer brand. The product category in itself is at its growing stage. Such a product addresses a new need all together. Previously milk was a general category till companies discovered the power of branding, and sub-branding. Today within the dairy category, there are three sub-categories, all-purpose milk, skimmed milk and now tea milk. Pakola Te Milk is a convenience product since it is used multiple times in a day, for a variety of reasons, easily available at the metro cities markets.
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Pakola Te Milk is in its introductory phase, because of which it has kept its SKU to the minimum, which is the 250ml pack for PKR 15. This particular pricing strategy has been used for the purpose of penetrating into the market and also so that the masses are able to acquaint themselves to the new brand. Particularly, the early adopters, who are addressed through lower prices.
Placement
Mehran Bottlers (Pvt) Limited are the sole distributors for the city of Karachi, whereas, Gul Bottlers (Pvt) Limited ensure that the product is readily available at other cities of Pakistan. The two companies, however look after the rest of the countries collectively, in order to penetrate through the market. The channel used is as follows:
Distributors
Retailers
Consumer
Promotion
At the product inception stage, Pakola Te Milk has spent little on publicity and other sale promotional tools. However has concentrated immensely over advertising. This was basically due to the fact that the company wished to create awareness of the new brand and generate quick sales. The company aired a TVC of 45 seconds with clear demonstrations of the target market as well as how to use the brand.
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THREATS
Competition Resistance to change
STRENGTHS
Umbrella Branding Large promotional budget Low priced product
Pakola Te Milk
OPPORTUNITIES
Product category is in infancy, has great potential to expand. High quality product and could become larger with a clearer positioning.
WEAKNESSES
SKU flaws Distribution Flaws (lack of availability) Weak awareness of the brand and its purpose Confused advertisement lead to distortion of the positioning.
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The above-mentioned classes of society are mainly concerned with the promises offered by the product available in the market. People belonging to this segment are normally on a tight budget; they keep a track of the finances that are made in terms of household expenses and generally indulge in savings from time to time. As a result, they do not have the desire or the resources to consider an expensive option when it comes to choosing tea whitener. Moreover, milk for tea is generally considered to be a convenience good; a product which is meant to be consumed on a regular basis. Therefore, they are mainly concerned with the functional benefits provided by the product, that is, whether it will provide them with better tasting tea or not. As is common in our society and culture, tea is considered to be the most important beverage of the day. Apart from being used at certain occasions throughout the day, it is mainly used as a pick-me-up in the morning. People feel refreshed and ready to tackle the days challenges that come their way. Thus, in this case, consumers give more importance to the functionality of the milk or tea whitener.
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Others 15%
Tarang 17%
Everyday 27%
Open milk
TEA MAX HALEEB MILK
Everyday
Tarang
Others
The following is the promotion statement for Haleeb Milks new product and new entrant into the tea whitener market, Tea Max: Consumers everywhere know that only Haleeb Milk makes the best tea ever because of its thickness. Haleeb is pasteurized, homogenized, and standardized pure UHT milk of the highest standard In tune with the Haleeb Foods tradition of providing consumers high quality and value added products, Haleeb Tea Max is the ideal choice for all tea and coffee lovers. Tea Max is special milk that provides a rich taste in your beverage. It is also available in the unique and delicious cardamom flavor.
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Nestle came up with their brand of Everyday, which by far, gained a lot of popularity and provided its customers the satisfaction that they needed. With their classy approach to attract consumers, Nestle everyday never really did have to worry about their marketing/promotional budgets and the product was doing well in the market. Made from pure fresh milk, Nestle Everyday a dairy tea whitener, is a perfect partner for tea. It is not only the ideal ingredient for separate tea but now also gives the same unmatched delightful creamy flavour in your mixed tea. NESTL EVERYDAY creates moments which give you the opportunity to strengthen your relations The first time when it came into the market, it created sort of confusion between the people as to what this product is about. The normal milk that we get from milk stores or from our very own extremely hygienic milkmen, were and is still used in everything. From normal teas to its extreme form of doodh patti, from making mouthwatering kheers (a typical desi dessert) to the making of exotic home-made kulfis and what not, we have been using the ordinary milk in almost everything we make at home. This trend has been going on for centuries now and has created a solid impact on us. But trends do change, and so it did.
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Creative Brief Primary Aim: Product Launch of Pakola Te Milk Communication Objectives: To generate awareness of the brand (Pakola Milk and flavored milk has greater recall, in comparison) Differentiated positioning from functional benefit to emotional benefit To create a strong association with the brand, so that it becomes a part of the target audiences lifestyle. To create functional pull through trial and testimonials
Secondary Objectives: I. II. To increase sales by 40% (By multiple ATL and BTL activities) To increase the brands market share and become a direct competitor of huge brands like Everyday and Tarang. To become the top-of-the-mind brand of the consumers.
III.
Target Audience Physical: Pakola Te Milks Re-positioning Target Market Core target market: 18 30 years Gender: Male/Female Social Class: A, B+, and B
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Secondary Target Audience: Tweens, Consumers of fizzy drinks, ice tea and fruit juices. Unique Selling Proposition: Slogan Dil say Desi Communication Message
Witty and Likable brand that is a part of the TGs daily life indirectly promoting a sense of ownership among the patriotic youth. Communication Strategy:
Create Resonance & Connectivity with the TG Physical Elements: Pakola brand name, Product SKU, Product package, demonstration of usage. Emotional Elements: Brand colours, tagline You know you are Desi when. Above the Line Vehicles BROADCAST MEDIA Terrestial: PTV Satellite: GEO TV, HUM TV, ARY DIGITAL, INDUS VISION Cable Tv: Worldcall, MPC
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Television Commercial:
TVC will showcase a group of friends sitting together where one of the friend drinks tea like srrrrr.. so he looks up embarrassed thinking he would look weird but everyone laughs in approval and every one starts drinking tea with a loud surrr Then come the TAGLINE (engligh urdu mix)
You know you are DESI when you drink tea with a heart pleasing surrr.
RADIO
We will get RJ Khalid on board in Radio 89 Ask him to conduct a music show with desi music and ask people to tell him What Makes Them Desi This would be integtated with social media and mobile; people will be able to answer his question Weekly Desi prizes will be given each episode
Out Door/Universities:
RJ Khalid will visit universities with his team of Dhaba chai makers. There will be music, give aways like dhotis and pagris. Unlimited Trial and chai making classes Desi Dhaba style! Videos will be made and shared on Social media and covered on TV
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Desi Tips We will make a facebook page named as Desi tips where we will be uploading desi tips everyday having tips like you are desi when you add pakola te milk to give desi touch to your tea. You are desi when you drink tea with surrrrrrrr. Application that link Radio show There will be an application through which the radio show will be aired live on social media websites. Content from on Ground Activities All the on ground activities will be shared on facebook through the page. TVC The television commercial will be uploaded on youtube so that people who do not watch TV can also see the advertisements. The witty and desi type adds will be popular among youth and they can share it on their facebook page as well. Desi of the week People will be able to participate online on Desi of the week award that will be given through the radio channel to the person who gives the most appropriate answers. People will get a chance to answer the question through the facebook page.
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As per our analysis, the following is the share of spend recommended for our campaign.
Justification: Broadcast media is the only platform where the target audience is completely engaged with the brand. And if we intend to jump start a content-integration program, chances are huge that the brand will gain its share of voice. Outdoor advertising is given more weightage than print and Radio for the fact that they have greater visibility, and larger than life visuals that are cardinal to create awareness of the brand. Print and Radio have been assigned a similar weightage as competition is equally high, because of which consumers usually do not stay at one point of contact for long.
MEDIA
T.V
Media Vehicle
PTV
Placement
Drama hours
Timings
Prime time (08:00 p.m 11:00 p.m) Prime time (08:00 p.m 10:00 p.m) Prime time (08:00 p.m 10:00 p.m) Prime time (08:00 p.m 10:00 p.m) Prime Time (06:00 p.m 12:00 midnight) Prime Time (06:00 p.m 12:00 midnight)
GEO TV
Morning Shows, Drama hours Morning Shows, Drama hours Morning Shows, Drama Hours News hour, Talk Shows
HUM TV
INDUS VISION
SAMAA
GEO News
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News papers
Jang
Front page (2nd half) Front page (2nd half) Front page (2nd half) Morning drive time
Awam
Weekdays & Sundays Sundays 07:00 a.m 09:00 a.m, 12:00 midnight 05:00 a.m 07:00 a.m 09:00 a.m, 12:00 midnight 05:00 a.m 07:00 a.m 09:00 a.m, 12:00 midnight 05:00 a.m Weekends
F.M 101
F. M 107
Magazines
Akhbar-e-jehan
Back cover
Sunday Magazine Billboards Hassan Square, Karsaz, Saddar, Korangi, Tariq Road.
Alternate Sundays
6 months
Justifcations: The choice of channels have been based on the times and channels with the highest ratings and reach in order to ensure greater visibility of the brand to enjoy the benefits of becoming the top-of-the-mind brand
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