Group Members

Hamid Javed
Daniyal Malik
Meher Ali
Murtaza Waheed
Nowsherwan Tariq
 Product : EPICURE

Target Market: Upper and Upper Middle

Class i.e. Cat A and B. Women primarily
those who are beauty conscious.
Local or International: LOCAL
New or Existing Product: NEW
Price: Rs. 90/-
Target Cities: All major cities of Pakistan.
• Advertising Objective: To be able to induce
brand recognition through effective
advertising by using the most effective
medium/media. And eventually increase sales
and long term brand retention/recall. 
 introduction
• IMC PLAN
 SITUATION ANALYSIS
 KEY STRATEGIC DECISIONS
 MEDIA STRATEGY
 MESSAGE STRATEGY
 OTHER TOOLS
 SITUATION ANALYSIS
• Background Research
 Primary research:
 Survey
 Focus group
 Secondary research:

Content analysis
Secondary sources
 SWOT analysis:
• Strengths:
-no budget constraints
- has a very strong financial position.
• Weaknesses:
-first time with only one brand in the market
• Opportunities:
-to challenge the other market competitors “Pears and
Dove”, based on competitive advantage
• Threats:
-Tough competition
-Legal/political:
 Brand Position:

• Product features:
size,
color
odor
other features
• Competitive Advantage:
feature “vitamin E” in connection to both
whitening and moisturizing effect
Brand positioning:
 MESSAGE STRATEGY:
(message that drives perception)
• Big idea:
“ feel rejuvenated”
• Attention and Awareness:
“achii adatain jitni jaldi aazma lo gae utne hi
faide mai raho ge”

here the word~ “apna lo ge”~ is intentionally

changed by the word~ “aazma lo gae”~
 MESSAGE STRATEGY:
(message that drives perception)
• Interest:
interest of target audience:

What is the answer !

ad starts with a question in a hope to pull the
viewer to see the ad through to the end to find
the answer.
“ is your skin dehydrated, dull, flaked or irritated?”
 MESSAGE STRATEGY:
(message that drives perception)
• Memory:
 Jingles: Tender, caring and gentle, with acoustic
guitars, piano and pads

 Slogan: Listen to your own skin (in Urdu

language)

 Tagline: there are no secrets to achieving good

skin
 MESSAGE STRATEGY:
(message that drives perception)
• Appeal: emotional appeal
sensory pleasure
self esteem

• Tone of Voice
 Selling Premise:
“USP”for this product
contains “vitamin E” as an essential content
which improves skin tone and works as an anti
aging formula for skin that makes you feel
rejuvenated.
 MEDIA STRATEGY

• The media to be used will be

TVC
magazines
newspaper
outdoor advertising
 Reasons for choosing each type ;

• TVC.
to reach wider mass of target audience
needs both sight and sound
building relationships with trades
~ need halo effect~
• Magazine

well defined and receptive audience

long life span
better visual quality
sale promotions activities.
• Newspaper
extensive market coverage
launching first time
• Outdoor advertising
high impact
also serve as a brand reminder
Transit Advertising: for targeting
working women
 Scheduling:

• Television scheduling:
Prime time: Monday to Saturday (8pm to 11pm) and
Sunday (7pm to 11pm)
Reason
Weekend afternoon: Saturday and Sunday (1pm and 7pm)
Reason
Early morning & daytime: Monday to Friday (7am to 9
am ) & (9am to 4:30pm)
Reason
• Channels:
GEO ENTERTAINMENT

ARY DIGITAL

GEONews: prime news bulletin

Masala TV
• MAGAZINE: the advertisement will be shown in
format of full bleed page. In the executed magazine ad
we have use slogan as headline and have used under
lines and tag lines to further attract the audience.
• Newspaper:
in a form of national display as a Standard print
ad for the very first time then regularly on the
middle pages of Sunday magazines
 OTHER TOOLS:
• Sales promotion:
Store Premiums: Dairy milk (worth five
rupees- free) chocolates with the product
Why?

Price Deals: Banded packs in a set of 3

soap bars for 195 Rs/-(all inclusive).
Why?
• Trade promotions:
Shelf talkers in almost every big store like Hyper star,
Metro and Macro and the like…

cartons
Ad tags on walls
buying allowance : Push strategy can further be enhanced by
offering whole sellers in retail shops
 Sponsorship and event marketing:
the TV show “Price is Right”.
any upcoming awards like film awards
symposium of Doctors particularly dermatologist

Public relations:
donating its medium sized soaps in SOS Children’s
Village of Pakistan