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Lemon Max Advertising Strategy Pakistan

Lemon Max Advertising Strategy Pakistan

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Published by Zaka Ul Hassan

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Published by: Zaka Ul Hassan on Sep 25, 2011
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12/25/2012

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Lemon Max Bar
Product History:
Lemon Max Bar is a quality is washing bar with leadership in dish wash segment in Pakistan.Lemon Max Bar is product of Colgate Palmolive, which was launched in 1982 with scourerembedded. Primary shoppers of Max Bar are women/housewives that use brand for cleaningtheir household dishes. The consumers have approved high quality standards and benefits offeredby Max Bar. Max Bar with strong, lemon-like, grease cleansing action and name that gaveimpression of foreign brand.In 1985 the brand manager learnt that consumer perceive that scourer damaged the dishes thenthey launched max liquid unilever launched their Rin in this dishwashing segment. Thecompetition become heat up but according to survey consumer used brand for their quality dishesutensils. Heavy promotion started between these two brands. Rin got positioning problems andproduct color confusion among the consumer taking advantage from that opportunity max takethe game by heavy promotion and positioning of lemon power. In 2001, Rin was change to vimand gave a challenge to the max bar and again competition starts. At the end of 2004 Rin vanishfrom the market and max become the leader in the market.
 
 
Advertising Strategy:
An advertising strategy is a campaign developed to communicate ideas about products andservices to potential consumers in the hopes of convincing them to buy those products andservices.
Execution:
The overall creativity of the dishwasher bar is good and is highly acceptable in the Pakistan’s
existing market people having different income level can purchase it and it is available in everydepartmental store with a reasonable price. The packaging is in green and yellow color withlargely written MAX in the middle of the bar. The bar is not just limited to clean the utensils italso gives the fragrance of lemon.
Creative idea:
The company board made these question within them and find the solutions for right promotionand media the task is to choosing the media through which the customers and viewers perceivewhat the company to make them aware about the product and they have a brand loyalty about itafter watching and using it.1.
 
Who is our audience?2.
 
Where are we now in the minds of our target audience?3.
 
Where are our competitors in the minds of our target audience?4.
 
Where do we want to be in the minds of our target audience?5.
 
What is the consumer promise or the big idea?6.
 
What is the supporting evidence?7.
 
What is the tone of voice of the ad?
Strategy:
Max's marketing strategy is a notable example of successful frontal attack. The brand was able tofind a credible and sustainable differentiator against Vim. Max took the position of an Anti-bacterial dish wash bar to fight Vim. Max was Pakistan's first Anti-bacterial dish wash bar. As

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