Brand Advertising Brief-Golden Sun

• Presented to:
– Akhter Mehmood
• Presented by:
– Asif Shajer
– Ghalib Ayub Hassan
– Imran Ali
– Usman Ashraf
 ADBRIEF
• A simple document specifing why to
advertise,what to advertise,for whom to
advertise,when to advertise on a single
piece of paper.
 Products
• Golden Sun - Banaspati
• Golden Sun - Cooking Oil
Product Presentation
Product is available in following SKUs:
BP: 1 Kg pouches; 2.5 and 5 Kg metal
cans; 16 Kg bulk pack.
Oil: 1 litre poches;3 litre bottles;2.5 and 5 litre
metal cans; 16 Kg bulk packs.
Market Characteristics and Trends
• Life Cycle Stage:
-Mature Category
-5% Growth rate
• Market Segmentation:
-Vertical Segments
Banaspati
Oil
-Horizontal Segments
Different SKUs
• Competing Brands in Market:
In BP: Dalda,Habib,Tullo,Sufi, and Kissan
In Oil:Dalda, Habib, Soya Supreme, Season

Pricing Strategy
-Value addition to sustain and build the branded
segments.
-Competitive pricing Strategy should be
maintained.
 Branding Strategy
• Key Strategic Hypothesis:
-Opportunitues in Pakistani Environment.
• Brand Mission and Vision:
-Three Stakeholders:
-Children
-Bread Winner
-Home Maker
• Target Consumer:
– Geographic:
Both larger and smaller urban areas of the country.
– Demographic
Younger Home maker
• Brand Positioning Intended:
– To fulfill the desire of tasty meal that her family
enjoys.
– Tasty Meal.
– Energy and vitality of family
• Brand Propositioning:
– The brand is especially proportioned to fulfill
the younger home maker’s desire to provide
tasty meals that her family enjoys and therefore
helps ensure the energy and vitality her family
needs.
• Reason to Believe:
– A Distinctive aroma
– Flavour of ‘real’ Desi Ghee.
 BRAND VALUES
• Use Values:
Family enjoyment of meals
prepared at home.
• Emotional Values:
The joy of observing her healthy ,
energetic children
 BRAND VALUES
• Esteem Values:
The home maker’s demonstrated care
enhances her family’s love in return.
• Psychological Values:
The home maker’s own self-satisfaction.
THANK YOU

QUESTIONS?