11/2/2011

BRAND MANAGEMENT

5 FAMOUS BRANDS IN PAKISTAN

Reg. No: 527 | Sahar Amjad

5 Famous Brands in Pakistan

Brand 1
Sunsilk
Lively Clean and Fresh - Shampoo for Covered Hair

TAGLINE: Hijaab se Dhakay Baloun k Liay TARGET AGE GROUP: y y Sunsilk gets ahead of the game by catering to the niche of women who cover their head Sunsilk smartly targets their specific audience and all women who covered their hair through Abaya, scarf, Hijab our Dupatta will definitely prefer this newly launch product.

THEME: The idea behind the commercial, as shown, is that when your hairs are covered with hijab all day, they become prone to sweat and sebum build-up that damages your scalp and creates itchiness and dandruff. Dr. Francesca Fusco, a New York based dermatologist and scalp care expert has collaborated with Sunsilk to formulate Sunsilk Lively Clean & Fresh Shampoo. Its lime enriched extract deeply removes sweat and sebum and restores a clean and healthy scalp, giving you beautiful hair. Sunsilk introduced this product with very unique approach. Its first time that any shampoo company is using this type of tactics. TV commercial and sign boards of Sunsilk Lively Clean & Fresh Shampoo is so 2|P a ge

5 Famous Brands in Pakistan

unique, That commercial is not showing hair of female model while product is for hair users. It s very creative and attractive idea from Sunsilk and AD agency Team. DESCRIPTION: A common rule in the advertising world is that, to be successful, an advertisement must capture its target audience s attention immediately. For this reason, advertising agencies use new and creative methods to promote their products in previously untapped markets. Recently, Pakistani firms have started catering to the more conservative segments of society. The first product implying this evolving market trend is Sunsilk s shampoo for covered hair . Though such products have existed in other Muslim countries such as Malaysia, Indonesia and Egypt (introduced as Safe Hair-shampoo designed for veiled women), the Pakistani market is comparatively new but highly accepting of this new trend, according to Fareshteh Aslam, Brands and External Communications Manager Unilever Pakistan Sunsilk launched its Lively Clean and Fresh shampoo for covered hair in Pakistan around two months ago and the product has been highly successful. The launch of this shampoo in Ramadan proved fruitful for the brand s image as well as the product, it was being planned for many months. Though this shampoo had been in the global Sunsilk market for a quite some time and was in high demand in countries such as Indonesia. Therefore, the team thought that it was high time that Pakistani women, who cover their head, also get a fair chance to have lively and fresh hair. Marketing strategy Co-Creation collaboration y CO-CREATED BY 7 OF THE BEST HAIR EXPERTS IN THE WORLD TO CHANGE SUNSILK FOREVER

Type of Appeal Value Appeal Type of Ad Informative Advertising Advertising Objective To inform customers

Brand 2
Ufone
Voice Quality Commercial- Love Story

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5 Famous Brands in Pakistan

TAGLINE: Ufone Saaf Awaaz THEME: This was one of hilarious ad among all commercials of Ufone. The ad focuses on the concept Saaf Awaz , which I must say brilliantly convey the message as the female mode punches the opponent guy by uttering simple two words, TERI MEHRBANI in hideous voice. Smartly conceived and written By Faisal Quresh. This ad has won best Telco Ad Award in Pakistan Advertising Association (PAS). DESCRIPTION: Ufone has given humor as a platform a whole new meaning, the unique yet highly amusing advertising with concepts never before seen have taken over the hearts of the nation. It is due to the element of excitement and humor that today Ufone ads are loved by all no matter where they reside around the country. Most importantly a number of these adverts are true to life hence viewers can relate to instances in their own lives. The teams of actors/comedians in their advertising have each become household names which have played an important role in the likeability towards the brand itself. Type of Appeal Humor Appeal Type of Ad Persuasive Advertising Advertising Objective To persuade customers

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5 Famous Brands in Pakistan

Brand 3
Tarang
Shabbo commercial

TAGLINE: Chaye ka sahee jor! THEME: The ad depicts Pakistani culture and values that how Shabbo (Humaima Malik) is trying to convince their in laws in a traditional way by offering them a cup of tea , being a chaye loving nation Tarang offers milkTea whitener which it claims is Chaye ka sahe jor , making people shift from open milk to tea whitener TARGET GROUP: In Pakistan tea is considered to be a routine beverage mostly in morning and people drink it more than once a day as powdered milk the primary target market of Tarang are people who want convenience and portability. Secondary target audience is EVERY TEA DRINKER. DESCRIPTION: Tarang uses Aggressive advertising approach, and it is available in different sizes.Tarang ads have the big film stars of lollywood which attracts its target market. It is observed that Tarang advertisement are confusing in a sense as it does not clearly show the functionality of the product, Initially Tarang advertisement was unable to target the right audience, Many people still thinks it a tea rather than a tea whitener. Tarang also lacks a Unique Selling Point. It needs to improve its appeal to the consumers and visibility. It should be on shelves that are on the eye level of the consumers when they enter a

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5 Famous Brands in Pakistan

supermarket. Tarang ads can attract people in the semi urban areas. Using a more exaggerated cultural/fun loving marketing approach for introducing brand: y y y y Heavy reliance on celebrity endorsement Used almost all lollywood actor/actress Promoting an energetic up beat brand image Negative image many people associate with song and dance

Type of Appeal Rational & Emotional Type of Ad Hard Sell & informational only Advertising Advertising Objective To persuade customers

Brand 4
Surf Excel
Surf Excel Pride Pakistan

TAGLINE:

Dirt is good
TARGET AUDIENCE: y y It has adopted the strategy of market aggregation. Target market includes Middle Class, Upper Middle Class and Upper Classes of the population of Pakistan. Surf Excel target the SOCIAL ECONOMIC CLASS OF A, B+ AND B 6|P a ge

5 Famous Brands in Pakistan

THEME: The theme of the ad revolves around the concept, doing good deeds and in the process if your clothes get dirty, then dirt has to be good. Everyone in this ad gets their clothes dirty by helping others and in result surf excel is ensuring them by saying dirt is good DESCRIPTION: Surf Excel is considered to be a trusted and premium brand because of its unique association. Unilever is positioning their product in the best of their customer satisfaction which also differentiate from their competitors. They are creating environment for people to have a life easy chance. As regarding the image there is message for the peoples to avoid on the occasions to restrict when you are in situation of doing something extra ordinary . They are also positioning as considering the fact of Strong s competition .So they are also focusing different type of facilities. Type of Appeal Rational & Emotional Type of Ad Reason- Why ads Advertising Objective To persuade customers

Brand 5
HBL
HBLs Campaign Mr. Bean Look-a-like

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5 Famous Brands in Pakistan

TAGLINE: HBL phone banking har aik kay liye asaan TARGET AUDIENCE: y y Individual customers: HBL caters to all market segments, offering products that are as diverse as the people Business customers: HBL provide tailored banking solutions to business customers of all sizes in a wide range of industries.

THEME: In this commercial HBL uses the Mr. Bean look alike to portray the simplicity of using HBL s various services such as phone banking and to create some humor around the brand. As always, Mr. Bean, his out of order phone compelled him to cut through the neighbor s wall to use their phone, but this time he carried out a phone banking transaction effortlessly! DESCRIPTION:

Characteristic Mr. Bean-styled comic acts woven into HBL s alternate delivery channel (ADC) commercials that were on the airwaves for 6 weeks throughout the ICC World Cup Tournament 2011, and a little after that. ADC services offer banking customers the benefit of operating and managing their account in a convenient way, and include ATM services, debit cards, phone banking, internet, mobile and online banking. HBL s commercials for these were based on the insight that a dominant perception about technology is that it s difficult to use and a person has to be smart to be able to get the hang of it. In a bid to clear this perception, the bank decided to go with a campaign that illustrates the use of ADCs through the hands of a simplistic user, positioning them as convenient services that simplify banking. Hence, a revolutionary concept in financial institution advertising in Pakistan was born, and the Mr. Bean lookalike was considered perfect for this task, explains HBL s marketing team. These ads generated a lot of buzz for the bank, as well as the character who has shot into prominence as Pakistani Mr. Bean . Type of Appeal Humor Type of Ad demonstrate ad Advertising Objective To persuade customers --------------------------------------------------------------------------------------------------------------------------------------

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