DOLCE VITA

HAROON JILANI
CURRENT PERFORMANCE

Market Share (percentage)

10

25 Master Foam
65 Diamond Foam
Others
COMPETITIVE ADVANTAGE

• Variety
• Varied price range
• Superior quality
AVERAGE MEDIA SPEND

• Only 10% (including electronic and print media)*

• *Awaiting accurate figures from the client

OBJECTIVE(S)

• “Convince consumers that a good night’s sleep contributes significantly to health”

• Target health because:

• Many interesting ideas can be used to generate interaction and sales
• Active Lifestyle is already taken (Master Foam)
OBJECTIVE(S)….
• Marketing Objectives - Business Development?
• To open company operated outlets in major cities nationwide and to expand the business in high-potential zones.

• Proposed outlet locations:

• Karachi
• Faisalabad
• Gujranwala
• Gujrat

• Marketing Communication Objectives?

• To increase the sales and awareness by 30% till the second quarter of 2015.
CONSUMER INVOLVEMENT LEVEL W.R.T PRICE
Price
400000

350000 350000

300000

250000

200000

150000

100000

50000

0 0
Consumer Involvement
DECISION MAKERS & INFLUENCERS

Parents of
newly wed
couples
Husband & Doctors
Wife (middle (influencers
aged couples) w.r.t. health)

Mattress
Buying
 TARGETING & SEGMENTATION
• Segmentation to be done on the following two basis:

Psychographic Behavioral
Segmentation Segmentation

Lifestyle Social class Personality Benefit Occasion Usage

POSITIONING VS. CREDIBILITY

New markets New Brand

Relevance
Market Demand
What do customers want?

Credibility
Footprint
Competition Product
What unoccupied What does DV do best?
markets exist? What can DV do best?

New
capabilities
5 STEP PROCESS
Customer
identification from
behavioral data

Budgeting, Allocation,
Valuation of
Evaluation &
customers/prospects
Recycling

Estimating ROCI Creating and

(Return On Customer delivering message
Investment) and incentives
PROPOSED CAMPAIGN MODEL
• After the data collection, the following campaign model can be adopted
MESSAGE TO BE CONVEYED

• We cater to all the segments

• We offer the best value for money
EMOTIONAL VS. RATIONAL APPEAL

• Emotional vs. Rational appeal

• Emotive campaigns, such as those based on big ideals, outsell informative campaigns on every business
metric: 17% more profit, 30% greater market share, 19% higher sales.(The Ogilvy Mather Guide To
Effectiveness)
EMOTIONAL VS. RATIONAL APPEAL
PROPOSED ACTION PLAN
Objective (What) Actions (How) Responsible (Who) Timescale (When) Progress (Review)
Database collection Questionnaires Research agency Research to be done Bi-monthly meetings
Consumer research On shop activities Or over a period of 2.5 with the client,
Outlet sales trends Surveys Brand management months (Sept – Nov brand agency and
Focus groups agency 2014) – incase of a research agency to
Or RA discuss progress
Client
Develop a campaign Use research data to Brand management 1 month Meeting at the start
get information agency of the concept
about consumers development phase
Use IMC tools to and before the
develop targeted finalization of the
messages, campaign
incentives and
communications
Execution Launch campaign All respective Mid November WOM, Brand audit,
simultaneously over agencies health tracking
all mediums parameters, general
feedback etc
COMMUNICATION LAUNCH PLAN
CHANNEL DECISIONS

• Multichannel campaigns sell twice as much as single-channel campaigns per unit of media weight:
market share increases by 1.2% for single-channel campaigns but by 2.4% for multichannel.

• An Ogilvy & Mather study suggested that, while social media reached roughly one-third as many people
as TV, it significantly increased purchasing among those who were exposed. And in four out of five tests,
social media together with another medium sold best. However, something odd happens when too
many channels are used per campaign. Effectiveness decreases.
CHANNEL SELECTION FACTS
DEMOGRAPHICS/COVERAGE

Major Metros
Lahore
Islamabad
MEDIA MIX
ATL BTL Social Media

TV Consumer/Brand Website design,

Activation Copywriting and Content
Creation

Radio OOH SEO basic through to

advanced

Print (Newspapers & Online marketing

Magazines) campaigns, design and
development

Social Media - Design and

Campaign Development
ATL: TV
Entertainment Fashion/Lifestyle
Soaps Channels
GEO Ent. Style 360
Hum TV FTV Pakistan
Urdu 1 Health TV
ARY Digital
ATL: RADIO

• City FM 89, Radio 1 FM 91, FM 94.6, FM 106.2

ATL: PRINT

Newspapers Fashion/Lifestyle
(Sunday Magazines based magazines
English)
Dawn Niche
The News Lounge
Express She English
Daily Times Libaas
Herald Tribune
BTL: ACTIVATION

• In-store activities to be held at the outlets

• Activities/ideas to be designed for the consumer activation aimed at creating awareness and trial
generation
• Jump-on game – to show the shock absorbing qualities of a pocket spring mattress, a glass can be
placed on one end of a spring mattress and kids can be asked to jump on the other end and the glass
wont fall. This is also the ideal time to distribute brochures/flyers to parents.
BTL: OOH

• Outdoor: billboards to be placed in high traffic volume areas especially near the schools and the top
grocery/departmental stores in all major metros

• Streamer activity
COMMUNICATION OBJECTIVES

• To develop a communication which primarily focuses the brand’s TG and achieve the following:
• Loudly announces the arrival of brand with uniqueness
• Create awareness
• Connects with the consumers through smart touch points

• To deliver cost-effective communication that builds preference, excites viewers and keeps the brand
moving forward in innovative ways
STRATEGY

• The following objectives will be accomplished:

• Strengthen brand preference for XYZ brand

• Build and maximize the customer base
• Implement targeted initiatives
INTEGRATED STRATEGIES
• Online:
• Unique destination site that features videos, photos, content and an online store

• Social media:
• Use of popular social media platforms such as Facebook, Twitter, LinkedIn, Pinterest etc. to promote the brand

• Radio:
• Use of commercial radio programming to spread the word. Include show brandings, talk shows and promos

• Tvc:
• Branded shows, sponsorship, tvc ad etc

• PR:
• Use of PR to further enhance the visibility of in-store market activities

• Event marketing:
• Create a unique event experience that will fuel online traffic, build brand awareness and strengthen the brand’s viral connect with the
consumers
BENEFITS OF RESEARCH
• General benefit:
• Help in developing a targeted, precise and result oriented campaign
• Give us valuable insights about our customers
• Help in future campaigns

• With regards to ATL:

• Help us in gauging the TOM and aided awareness level
• The current conversion rate vs. potential conversion rate

• With regards to BTL:

• Help us with determining whether to “innovate” or “follow” (w.r.t activity planning)
BRAND HEALTH TRACKING
PROMOTIONAL IDEAS

• Introduce a wedding package

• Introduce special discount and sales
THANK YOU