You are on page 1of 26

------------------------------------------------------------------------------------------------------------

May 15, 2008

NEW PRODUCT DEVELOPMENT

“New Packaging of DOVE Cream”

MBA II-A

HASSAN RAZA FA07-MBA-035


HASEEB AHMED FA07-MBA-034
GHIAS AHMED FA07-MBA-028
CH. SABAHAT ALI FA07-MBA-023
ADEEL-UR-REHMAN FA07-MBA-004

Instructor
Madam Aziza Munir

------------------------------------------------------------------------------------------------------------
1
COMSATS Institute of Information Technology
------------------------------------------------------------------------------------------------------------

ACKNOWLEDGEMENT
He gave us a world full of challenges,
And gave us ambition to try
A World that holds marvelous secrets,
And mind that would ask why.
He gave us a world bright with beauty,
And gave us awareness to see
A world where we all could be different,
And hearts that would seek harmony.
He gave us His guidance; He gave us his strength,
He gave us His infinite love
To help us in making our wonderful world
More and more like His world up above.

We are very thankful to Allah Almighty who has given us the abilities to do sheer
hard work and enthusiasm to perform well. We owe a special debt of gratitude
to my generous teacher MADAM AZIZA MUNIR.

------------------------------------------------------------------------------------------------------------
2
COMSATS Institute of Information Technology
------------------------------------------------------------------------------------------------------------

Table of Contents
Chapter # 1 ---------------------------- 4
Introduction of Company ----------------------------- 5
I. History ----------------------------- 6
II. Unilever Brands ----------------------------- 8

Chapter # 2 ----------------------------- 11

Selected Brand ----------------------------- 12


Introduction & History ----------------------------- 12
Dove product range ----------------------------- 14
New packaging ----------------------------- 18
Background of Idea ----------------------------- 18
Concept Development & Testing ----------------------------- 18
Concept Statement ----------------------------- 18
Consumer Response ----------------------------- 19
Concept Evaluation ----------------------------- 19
Purpose of this new packaging ----------------------------- 19
Conclusion ----------------------------- 20
Chapter # 3 ----------------------------- 21
Marketing Mix Strategies ----------------------------- 22
Product ----------------------------- 22
Price ----------------------------- 22
Promotion ----------------------------- 23
Placement ----------------------------- 24

------------------------------------------------------------------------------------------------------------
3
COMSATS Institute of Information Technology
------------------------------------------------------------------------------------------------------------

------------------------------------------------------------------------------------------------------------
4
COMSATS Institute of Information Technology
------------------------------------------------------------------------------------------------------------

CHAPTER. 1

"We are continually faced by great


opportunities brilliantly disguised
as insoluble problems."
- Lee Iacocca

------------------------------------------------------------------------------------------------------------
5
COMSATS Institute of Information Technology
------------------------------------------------------------------------------------------------------------

Our Vitality Mission


We have built our business by focusing on our brands, streamlining how we work and
improving our insight into the evolving needs of consumers. Now we are taking the next
step in simplification by aligning ourselves around a clear mission

About

No matter who you are, or where in the world you are, the chances are that our products
are a familiar part of your daily routine. Every day, around the world, people reach for
Unilever products.

Unilever is a multi-national corporation, formed of Anglo-Dutch parentage, that owns


many of the world's consumer product brands in foods, beverages, cleaning agents, and
personal care products. Unilever employs nearly 180,000 people and had a worldwide
revenue of almost €40 billion, or just over US$50 billion, in 2005 (58.5 billion as of
2008).

Unilever is a dual-listed company consisting of Unilever NV in Rotterdam and


Unilever PLC in London. This arrangement is similar to that of Reed Elsevier, and that
of Royal Dutch Shell prior to their unified structure. Both Unilever companies have the
same directors and effectively operate as a single business. The current non-executive
Chairman of Unilever N.V. and PLC is Michael Treschow while Patrick Cescau is Group
Chief Executive. The company is widely listed on the world's stock exchanges[3] [4].

Unilever's major competitors include Procter & Gamble, Nestlé, Kraft Foods, Mars
Incorporated, Reckitt Benckiser and Henkel.

------------------------------------------------------------------------------------------------------------
6
COMSATS Institute of Information Technology
------------------------------------------------------------------------------------------------------------

History

Unilever was created in 1930 by the merger of British soap maker Lever Brothers and
Dutch margarine producer Margarine Unie, a logical merger as palm oil was a major raw
material for both margarines and soaps and could be imported more efficiently in larger
quantities.

In the 1930s the business of Unilever grew and new ventures were launched in Latin
America. In 1972, Unilever purchased A&W Restaurants' Canadian division but sold its
shares through a management buyout to former A&W Food Services of Canada CEO
Jeffrey Mooney in July 1995. By 1980 soap and edible fats contributed just 40% of
profits, compared with an original 90%. In 1984 the company bought the brands Brooke
Bond (maker of PG Tips tea). ,

In 1987 Unilever strengthened its position in the world skin care market by acquiring
Chesebrough-Ponds, the maker of Ragú, Pond's, Aqua-Net, Cutex Nail Polish, Pepsodent
toothpaste, and Vaseline. In 1989 Unilever bought Calvin Klein Cosmetics, Faberge, and
Elizabeth Arden, but the latter was later sold (in 2000) to FFI Fragrances.

In 2000 the company absorbed the American business Best Foods, strengthening its
presence in North America and extending its portfolio of foods brands. In a single day in
April 2000, it bought, ironically, both Ben & Jerry's, known for its calorie-rich ice
creams, and Slim Fast.

In 1996, Unilever purchased Helene Curtis Industries, giving the company "a powerful
new presence in the United States shampoo and deodorant market". The purchase brought
Unilever the Suave and Finesse hair-care product brands and Degree deodorant brand.

------------------------------------------------------------------------------------------------------------
7
COMSATS Institute of Information Technology
------------------------------------------------------------------------------------------------------------
Today the company is fully multinational with operating companies and factories on
every continent and research laboratories at Colworth and Port Sunlight in England;
Vlaardingen in the Netherlands; Trumbull, Connecticut, Englewood Cliffs, New Jersey in
the United States; Bangalore in India (see also Hindustan Unilever Limited); Pakistan;
and Shanghai in China. Its European IT infrastructure headquarters is based in Unity
House, Ewloe in Flintshire, Wales.

The US division continued to carry the Lever Brothers name until the 1990s, when it
adopted the parent company's moniker. The American unit is now headquartered in New
Jersey, and no longer maintains a presence at Lever House, the iconic skyscraper on Park
Avenue in New York City.

Unilever has recently started a five year vitality company initiative in which it began to
converge the marketing of disparate arms of their business, including personal care,
dieting, and consumables into an umbrella function displaying the breadth of their
contributions to personal vitality. This plan has been implemented because of the lack of
brand recognition that Unilever wields, even despite its ubiquitous presence. In 2006, it
concluded with the sell off of the global frozen foods division, excluding the ice cream
business and the Italian frozen vegetables businesses.

The company publicly professes to take a strong stance on sustainability, as stated by its
CEO, Patrick Cescau[8]. The company started a sustainable agriculture programme in
1998. In May 2007, it became the first tea company to commit to sourcing all its tea in a
sustainable manner, asking the Rainforest Alliance, an international environmental NGO,
to start certifying tea estates in East Africa. It declared its aim to have all Lipton Yellow
Label and PG Tips tea bags sold in Western Europe certified by 2010, followed by all
Lipton tea bags globally by 2015. Covalence, an ethical reputation ranking agency, placed
Unilever at the top of its ranking based on positive versus negative news coverage for
2007.

------------------------------------------------------------------------------------------------------------
8
COMSATS Institute of Information Technology
------------------------------------------------------------------------------------------------------------

Unilever Brands

After some recent purges, Unilever now owns about 400 brands, many of them local that
can only be found in certain countries. The brands fall almost entirely into two categories:
1)
Food and Beverages 2)
Home and Personal Care.

Food and beverages


• Ades or Adez - soya- • Du Darfst (Germany) • McCollins - tea (Peru)
based drinks • Elmlea - Pourable cream • Mrs. Filbert's - margarine
• Alsa - desserts and available in different (USA)
syrups varieties (UK) • Paddle pop - Icecream
• Amora - French • Findus - frozen foods (Australia)
mayonnaise and (Italy, UK, • Pfanni - Bavarian potato
dressings Scandinavia) mixes
• Annapurna - salt and • Flora- margarine, light • Peperami
wheat flour (India) butter, jams • PG Tips - tea (UK)
• Becel - also known as • Fruco- ketchup, • Phase - cooking oil
Flora/Promise; health- mayonaise and • Planta - margarine
aware: margarine, condiments • Popsicle - Frozen treats
spreads, cooking oil, • Fudgsicle • Pot Noodle - cup noodles
milk, fermented milk • Gallo- olive oil • Promise - see
• Ben and Jerry's - ice cream • Heartbrand - ice cream Becel/Flora
• Best Foods - mayonnaise, (umbrella logo) • Ragú - pasta sauces
sandwich spreads, • Hellmann's - mayonnaise • Rama - margarine
peanut butter and salad • -
I Can't Believe It's Not Butter • Royal - pastas
dressings margarine spread (Philippines)
• Bertolli - pasta sauces and • Imperial Margarine - • Red Rose Tea - tea
olive oil margarine (Canada)
(ambient/chilled & • Jif Lemon & Lime Juice • Sana - Margarine
frozen) • Karo - syrups (Turkey)
• Bifi - a mini salami • Kissan - Ketchups • Saga - tea (Poland)
• Blue Band - Family- Squashes and Jams • Scottish Blend - tea
aware: margarine, (India and Pakistan) • Skippy - peanut butter
bread, cream • Klondike - Ice cream • Slim·Fast - diet products
alternatives sandwiches • Sunlight Soap (Africa)

------------------------------------------------------------------------------------------------------------
9
COMSATS Institute of Information Technology
------------------------------------------------------------------------------------------------------------
• Bovril - beef extract • Knorr (Knorr-Suiza in • Stork margarine
• Breyers - ice cream Argentina) - sauces, • Streets (ice cream)
• Brooke Bond - tea stock cubes, ready- (Australia/New
• Bru - instant coffee (India) meals, meal kits, ready- Zealand)
• Brummel & Brown - soups, frozen food • Turun sinappi - mustard
margarine range (Finland/Sweden)
• Bushells - tea (Australia, • Lady's Choice - • Unilever Foodsolutions -
New Zealand) mayonnaise, peanut professional markets
• Calvé - sauces, ketchup, butter and sandwich (food service)
mustard, mayonnaise, spreads (Philippines) • Unox - soups, smoked
peanut butter • Lan-Choo - tea sausages
• Capitan Findus - children's (Australia/New • Vaqueiro - cooking
frozen food Zealand) margarine, cooking oil
• Conimex - Asian spices • Lao Cai Seasoning
(Netherlands) • Lawry's and Adolph's • Wish-Bone salad dressing
• Colman's - mustard • Lipton - tea
• Continental - side dishes • Lipton Ice Tea - ready-to-
drink tea (partnership
• Country Crock - margarine with PepsiCo)
• Maille - French mustard
• Maizena - corn starch
• Mazola - edible oils

• Marmite- yeast extract


spread (except in
Australia and New
Zealand)

------------------------------------------------------------------------------------------------------------
10
COMSATS Institute of Information Technology
------------------------------------------------------------------------------------------------------------

Home and personal care brands

• Ala - laundry • Dove - skin, hair, • Pond's • - shampoo


Sunsilk
detergent and deodorant • Q-Tips and conditioner
(Argentina-Brazil) • Finesse - shampoo • Rexona deodorant • Sure
• All - laundry and conditioner • Rinso • Omo - laundry
detergent (sold in 2006 to • Robijn softener detergent
• Andrelon Lornamead • -
Salon Selectives • Surf - laundry
• Aviance Brands, Inc.) shampoo and detergent
• Axe - deodorant • Gessy (Brazil) conditioner • Swan (defunct)
(Lynx in the UK, • Glorix (Sold in 2007 to • Thermasilk -
Ireland and • Good Morning River West shampoo and
Australia) (Soap Egypt) Brands, Inc.) conditioner
• Ayush (India) • Impulse - deodorant • Sedal (known in • Timotei
• Baba (East • Lever 2000 Brazil as Seda) • Vaselinebody
Europe) • Lifebuoy (Vietma, shampoo and lotion, shower
• Brilhante - Bangladesh, India, conditioner gel, deodorant
laundry detergent Pakistan, • Signal (dental (Vasenol in
(Brazil) Indonesia) care) Portugal, Brazil,
• Brut - cologne • Linic - dandruff • SR -Dental Italy and Spain)
• Caress - soap shampoo • Skip - laundry • Vibrance -
• Cif - cleaning • Lynx - deodorant, detergent shampoo and
• Clear - anti- mens • Snuggle - fabric conditioner
dandruff shampoo • Lyso Form - home softner • Vim
(Philippines, care (Italy) • Suave (Bangladesh,
Vietnam, • Lux - women's • Sun - India, Pakistan)
Indonesia, soap, shower gel, dishwasher • Vinólia - soap
Pakistan) and lotions • Sunil (Brazil)
• Close-Up - (Caress in the US) • Wisk
Toothpaste • Minerva - laundry • Sunlight • Xedex
• Comfort and dishwasher
• Cream Silk - detergents (Brazil) • Zhonghua
conditioner • Mist (Soap Egypt) Toothpaste
(Philippines) • Pepsodent - dental

------------------------------------------------------------------------------------------------------------
11
COMSATS Institute of Information Technology
------------------------------------------------------------------------------------------------------------
• Degree
• Persil
• Domestos (IE/UK/FR/NZ)

CHAPTER. 2

"All successful people have a goal. No one


can get
Anywhere unless he knows where he wants
to go"

- Norman Vincent Peale

------------------------------------------------------------------------------------------------------------
12
COMSATS Institute of Information Technology
------------------------------------------------------------------------------------------------------------

Mission
“In a world of hype and stereotypes, Dove provides a refreshingly real alternative
for women who recognise that beauty comes in all shapes and sizes.”

Intoduction

Dove is a soap bar and personal care brand (including hair care products) owned by Unilever.
Dove is primarily made from synthetic surfactants, as well as some vegetable oil based
soap ingredients, such as sodium palm kernelate. These synthetic surfactants are what
give Dove the leading mildness among cleansing bars. Dove is formulated to be pH

neutral, with a pH that is usually between 6.5 and 7.5.

Dove products are manufactured in Hammond, Indiana, USA; Germany; and Brazil. The Dove
trademark and brand name is currently owned by Unilever. Dove's logo is a silhouette
profile of a dove, the color of which often varies.

Dove's products include: antiperspirants/deodorants, body washes, beauty bars,


lotions/moisturizers, hair care and facial care products.

------------------------------------------------------------------------------------------------------------
13
COMSATS Institute of Information Technology
------------------------------------------------------------------------------------------------------------
The bar forms of Dove are currently produced in the cool moisture, exfoliating, sensitive
skin unscented, nutrium nourishing, white, pink, calming night, pro-age, and energy glow
versions.

History of Dove Soap

In 1955, Dove soap was launched in US. Dove contained a patented, mild cleansing
ingredient, into the soap category. It was positioned - then and now - as a "beauty bar"
with one-fourth cleansing cream that moisturizes skin while washing as opposed to the
drying effect of regular soap. Advertisements reinforced the message by showing the
cream being poured into the beauty bar. In 1979, the phrase "cleansing cream" was
replaced with "moisturizer cream". In 1979, a Pennsylvania dermatologist showed that Dove
dried and irritated skin significantly less than ordinary soaps, based on which Unilever
started aggressive marketing and won more than 24% of the market by 2003.

In 2006, Dove started the Dove Self-Esteem Fund. The goal of the fund is to be "an agent
of change to educate and inspire girls on a wider definition of beauty and to make them
feel more confident about themselves." To this end, Dove have created a number of
largely online-only short films, including Daughters (which also aired in a 75-second spot
during the Super Bowl XL), Evolution, Onslaught, and Amy.

Over the last few years, Dove has focused on delivering products that inspire women to
enjoy their own beauty and individuality. As part of our Campaign for Real Beauty, the
Dove Self Esteem Fund (DSEF) was launched in 2004 to demonstrate our commitment to
the brand's mission 'to make more women feel beautiful everyday, by widening today's
view of beauty and by inspiring women to take great care of themselves.' The DSEF aims
to educate and inspire young girls through a series of tools and workshops which
ultimately protects and nurtures their body-related self-esteem and enables them to
become fully realized adults. Through the Fund we aim to reach the lives of 5 million
young people by the end of 2010, with at least one hour of participation in one of our self-
esteem programmes.

------------------------------------------------------------------------------------------------------------
14
COMSATS Institute of Information Technology
------------------------------------------------------------------------------------------------------------

Key Facts

• The world's number 1 cleansing brand


• Sales of over € 2.5 billion a year in over 80 countries
• Outsells all other skin care bars combined in the US

Over 1 billion showers taken with Dove products in the US each year

DOVE Product Range

Unilever Australasia is dedicated to developing products that genuinely improve the


condition and feel of women's skin and hair.

Dove Pro.age

Dove believes that beauty has not age limit and that every woman should feel
comfortable in their own skin, no matter what her age. That’s why Dove created the
Pro.age range of products. Dove Pro.age doesn’t promise to turn back the age clock, but
its natural ingredients meet the specific hair and skin needs of more mature women.

------------------------------------------------------------------------------------------------------------
15
COMSATS Institute of Information Technology
------------------------------------------------------------------------------------------------------------

Dove Deodorants

Only Dove deodorant contains the most effective anti-perspirant ingredients balanced
with ¼ moisturizing cream to care for your skin.

Dove Hair Care

Dove is a premium hair care range with revolutionary active clean formulations, for
beautiful hair you’ll love!

Dove Face Care

Dove face care is all about nutrients and effectiveness so you can be sure your face has
the care it deserves.

------------------------------------------------------------------------------------------------------------
16
COMSATS Institute of Information Technology
------------------------------------------------------------------------------------------------------------
Dove Body Firm

The Dove Firming Body range has been specifically developed to firm skin and diminish
the look of cellulite and dimpled skin.

Dove Fresh Touch

The Dove Fresh Touch range combines the benefit of a ¼ hydrating lotion with refreshing
cucumber extract and calming green tea.

Dove Beauty Cream Bar

The story all began with Dove Beauty Cream Bar in 1957 when the bar was clinically
proven to be milder for dry, sensitive skin than soap. Since then the Dove Beauty
Cream Bar range has expanded but the gentleness has not changed.

Dove Body Wash

------------------------------------------------------------------------------------------------------------
17
COMSATS Institute of Information Technology
------------------------------------------------------------------------------------------------------------
Dove Body Wash significantly improves your skin's moisture levels so skin is left not
only clean but hydrated and feeling soft and smooth.

Dove hand & body

Unilever Australasia is dedicated to developing products that genuinely improve the


condition and feel of women's skin.

New Product Development by Changing Packaging of an


Existing Brand

Packaging is the science, art and technology of enclosing or protecting products for
distribution, storage, sale, and use.
Packaging is heavily integrated into our daily lives; we see it all around us, on everyday
items change. Packaging also provides us with a recognizable logo, or packaging, we
instantly know what the goods are inside.

Selected Brand:

DOVE FACE CREAM by Unilever

------------------------------------------------------------------------------------------------------------
18
COMSATS Institute of Information Technology
------------------------------------------------------------------------------------------------------------
We select the DOVE face cream to change the packaging. The DOVE face cream is

in jar pack and available in different sizes. Following is the existing DOVE face cream
jar that available in the market.

A classic cleanser, this rich cream is


highly effective in removing all
traces of dirt and make-up. Enriched
with essential ingredients, this
cleanser is pH balanced to protect the natural moisture levels of
your skin, leaving you with delightfully soft, smooth and
supple skin. Recommended for normal or dry skin.

TUBE Pack of DOVE Cream:


We change the packaging of DOVE cream in TUBE pack.

Through the following process we develop the new product of DOVE face cream by
changing its packaging.

Background of Idea:
First it is the trend of creams in TUBE packs; most of the popular creams are available in
TUBE packs and the customers prefer to buy TUBE instead of jar. So we decided to

bring DOVE cream into TUBE pack which is in jar pack to compete in the market.

Source:
Here Need of the customer and Competitors were the source of this idea.

------------------------------------------------------------------------------------------------------------
19
COMSATS Institute of Information Technology
------------------------------------------------------------------------------------------------------------
Concept Development and Testing:
We develop the concept of this idea of packaging through consumer survey, resources
and taking the suggestions from marketing people and also observing the market and the
products of the competitors. We also see that which extra benefits this new packaging
will provide the customers.

Concept Statement:
The TUBE packaging of DOVE cream is more convenient, expedient, handy, easy to
use, uncomplicated, secure, suitable and you can take it anywhere easily without any
intricacy.

Now after concept development we test this concept in market through some questions
(interview) and we found that majority of consumers prefer to buy TUBE pack

DOVE cream.

Question: How often do you think you would buy DOVE


cream it in TUBE PACK?

A) Definitely would buy B) Probably would buy C) Definitely would not buy

65 30 05

Consumer Response

Definitely would
5% buy
30% Probably would
buy
65%
Definitly would
not buy

------------------------------------------------------------------------------------------------------------
20
COMSATS Institute of Information Technology
------------------------------------------------------------------------------------------------------------

Concept Evaluation:
We evaluate the concept through the consumer survey and we found that majority of
consumers prefer to buy TUBE PACK which was in favor of the idea and the idea was
excellent. After that we evaluate the cost and we found that per unit cost of TUBE is less
than the jar packs. Cost of TUBE pack is 4 to5 percent less than the jar pack.

Purpose of This New Packaging:

Marketing:
The packaging can be used by marketers to encourage potential buyers to purchase the
product. Package design has been an important and constantly evolving phenomenon.

Therefore we thought that DOVE cream which is in jar pack if bring in TUBE pack
the more customers will attract towards it.

Convenience:
The TUBE packages have features which add convenience in distribution, handling,
display, sale, opening, reclosing, use, and reuse. So this TUBE pack is more convenient
and expedient to use.

Compete in the market:


Most of the creams in the market are in TUBE pack and people like to buy TUBE pack

creams, so there was an opportunity to bring well known DOVE cream in TUBE pack
so that it compete effectively against its competitors.

To increase market growth and share:

------------------------------------------------------------------------------------------------------------
21
COMSATS Institute of Information Technology
------------------------------------------------------------------------------------------------------------
Majority of the consumers buy TUBE pack creams, if DOVE come from jar to the
TUBE pack then definitely the consumers who like TUBE pack will switch on to this

new pack of DOVE. Ultimately the market share and growth will increase.

Conclusion:
The change in packaging of an existing well known brand can increase market share,
attraction, customer base, loyalty but it should be done after doing consumer survey
otherwise it can be negative. Modifying the packaging of established brand can cause
negative consequences but for this there is a need of proper research. If there is a chance
or favorable opportunity for alteration then avail that opportunity carefully as in case of

DOVE cream.

CHAPTER. 3

------------------------------------------------------------------------------------------------------------
22
COMSATS Institute of Information Technology
------------------------------------------------------------------------------------------------------------

Marketing Mix Strategies for New


Product Development

Marketing Strategies for the New Product Development


• Product
• Price
• Promotion
• Placement

Product
We are going to introduce Dove Fairness Cream in new Tube Packaging with some extra
Ingredients and benefits which makes the faces soft and more beautiful.
Before that idea the Dove Cream is only available in jar packaging instead of Tube
Packaging. The cream with jar packaging is not easy to hold in hand and in purse
especially for those girls who are very conscious about their skins.
For securing the market of Dove Cream we are introducing new Tube Packaging.

------------------------------------------------------------------------------------------------------------
23
COMSATS Institute of Information Technology
------------------------------------------------------------------------------------------------------------
The new Tube packing has many value added features like

• Convenience in distribution
• Easy to hold and carry with
• Easy to use
• Afforable for all segments

Price
Price is only one P among 4P’s that generate some revenue for the company rest all
incurred some cost of the company.
As you know that there are several price based approaches are available that company
should follow.
Here we use Competition based price approach for the Dove Cream with new Tube
Packaging
• Firstly we analyze competitor price.
• We charge average of competitor price.
After complete analysis of all the cost which is incurred we set the standard price of the
product which is easily affordable for all segments like low class, middle class and high
class people easily purchase that product.

Promotion
For the purpose of promoting the Dove Cream with new Tube Packaging we use different
sources like Print Media, Electronic Media, and Internet etc
Add is given on
• Geo TV, AAJ TV, PTV etc
• Radio
• Dawn Magazine
• Jung Newspaper
Promote through Banners, Brochures, Charts, Play cards etc

Rates that Print and Electronic Media Charge against Promoting your product
through ADD.
------------------------------------------------------------------------------------------------------------
24
COMSATS Institute of Information Technology
------------------------------------------------------------------------------------------------------------
Advertising Tariff
GEO Entertainment
Effective July 01, 2007
Rate per 30 seconds
Time band (PST)
(PKR)
0000-0859 3,750
0900-1059 10,000
1100-1759 5,000
1800-1859 20,000
1900-1959 37,500
2000-2059 62,500
2100-2159 37,500
2200-2359 25,000
SLOT TIME BAND BASE RATE (per MULTIPLIER
minute)

Aaj Raat 00.00 - 06.00 1

Aaj Subah 06.00 - 12.00 2


Rs. 20,000 + GST
Aaj Dopehar 12.00 - 17.00 2.5

Aaj Shaam 17.00 - 19.30 3.5

Aaj Prime 19.30 - 23.00 5

Aaj Night 23.00 - 00.00 2.5

• All prices are subject to General Sales Tax and inclusive of agency commission
• Tickers/Scrolls & DLS/logos are charged 35% premium over Time Band Rates
• Fixed positions are charged as per premium schedule

Above rates do not apply on special events/special presentations/special place

------------------------------------------------------------------------------------------------------------
25
COMSATS Institute of Information Technology
------------------------------------------------------------------------------------------------------------
Instructions
1. Kindly mention the time slot and multiplier on Release Order.
2. Please allow a credit period of 15 days after the invoice is received.
3. 5 % Special AAJ TV discount on advance payment received 48 hours before the
schedule starts.
4. All Release Orders should be sent to AAJ TV a week prior to the airing schedule.
5. Branding charges for Back Drops Side Displays and other Display material and / or
special positions shall be given separately.

Material Handling
1. As per AAJ TV's requirement, material will be accepted on Beta / DV formats only, on
International Broadcast audio/video quality.
2. The material should be submitted to AAJ TV 72 hours prior to the date of transmission.

* The above –mentioned rate is not applicable to sponsorship of New

The rates for placing ads on Radio are


3000 to 5000 Rs for 1 min
The rates for placing ads on Newspapers are
10,000 to 25,000 Rs for Placing on first pages

Actual Cost that is incurred as Promotional Cost

Placement
The product which we are going to introduce is Dove Cream with new Tube Packaging
after deciding rest all three Marketing P’s now we are in a position to decide where the
product is placed. The product should be placed everywhere in the market. Now company
also targets those markets which are already not captured by the Dove Cream due to its
high prices. The product is place on retail shops through different Distributors.
The product is available in the market at fair price.

------------------------------------------------------------------------------------------------------------
26
COMSATS Institute of Information Technology

Related Interests