PRESENTED BY

• Rida Hussain
• Hasan Baloch
• Khalid Raza
• Husnain
• Ali Ahmed
• Atta ur Rahman
• Zeeshan
 The domestic market of cosmetics and beauty care products
consists of huge informal segment that spans over Rs150bn.

However, experts believe that formal production and imports add

up to 20% of the total business, with the rest being informal.

Cosmetics and this sector does not surface in the government’s monitoring and
accounting exercises.
Beauty Care
Industry Overview size of the market is derived on the basis of commissioned reports
by marketing research companies and Unilever Pakistan’s market
for branded personal care products in the country.
Of Pakistan:
the size of the market will shoot up to an Rs400bn i.e. Rs80bn
(formal) and Rs320bn (informal).
 COMPANY OVERVIEW:

United Trading & Manufacturing

UTM has always aimed to satisfy,
(Pvt.) Ltd. (UTM), formerly known UTM have been triumphant in
and have successfully satisfied,
as United Trading Society, is a delivering their promise of high-
the needs of consumers in this
company with more than six quality, natural and economical
ever-changing and developing
decades of experience in the field range of beauty products.
modern world, since 1952.
of Cosmetic Industry.

UTM's mission is to care for UTM, being a cosmetics company,

people, from all walks of life, and manufactures and markets Hair
make them look and feel Care, Hair Dye and Skin Care
beautiful, naturally. products.
KALA
KOLA
HAIR
TONIC

Gives 100% grey
coverage
It has LA-1 moisturizer, which
moisturizes your scalp.
Best remedy for
falling hair
It has ingredients that are
essential for natural health of
hair.
Kala Kola Hair Tonic is an
advanced hair tonic which
gradually restores grey Kala Kola Hair Tonic is For all
hair to a natural-looking ages. Equally good for men and
women
color. It makes your hair
healthy, strong, shiny and
Cools and refreshes
beautiful, and gives 100%
the head
grey coverage.
 REASONS WHY KALA KOLA
FAILED IN MARKET:
Initially kala kola was the market leader who brings the solution for removing grey hair through organic hair tonic. But as the time
passes and due to globalization competition has increased in market and many other brands come up with different hair serums,
oils and creams.

As the time passes kala kola loses their market share and their sales were dropping gradually due to high competition.

kala kola did not create enough brand awareness throughout the time in the mind of their customers.

Being a market leader of a hair tonic, kala does not accurately research and identified their targeted audience and aligned their
marketing campaigns accordingly.

Kala kola also lacking in their product packaging, with the time kala kola hair tonic should improve their product packaging and
make it more appealing towards their customers.
 Kala Kola is re-launching its hair tonic brand in Pakistan by targeting
major cities such as Karachi, Lahore and Islamabad. Even though Kala
Kola still existing the market but the overall sales, market share and
brand equity are in declining stage. The trends are now changing due
to globalization, technological advancements and information
technology. Consumer is now more aware, conscious about its needs,
REVITALIZATION wants, behavior and purchasing patterns .

OF KALA KOLA
HAIR TONIC: Kala Kola is re-launching its product based on consumer’s behaviors
and their current perceptions. Accordingly, effective marketing
strategy for Kala Kola based on its life cycle consists of innovative
product attributes such as range of hair tonic variants using organic
and natural ingredients, hair care gives 100% grey coverage, silky,
smooth and strengthened formulations and innovative packaging to
preserve the intended benefits.
 Kala Kola firstly creates brand awareness about the different problems
that can plague consumer’s hair. Once they are aware of this, then kala
kola will provide them solutions for their specific needs by giving them
an entire ‘system’ for their hair i.e. hair tonic which covers grey hair,
make them silky, smooth and healthy.

REVITALIZATION It will also create new customers in terms of men who currently uses or
borrow the hair tonic from the lady in the house, by providing them a
OF KALA KOLA kala kola men hair tonic made for them.

HAIR TONIC:
The potential consumers are targeted using creative promotional
campaigns such as TVC, Billboards, celebrity endorsements, social
media, e-marketing and PR events along with CSR initiates.
 TARGET MARKET OF KALA KOLA
HAIR TONIC:
Kala kola provides its products nationally
including urban, suburban, rural and
deep rural areas.

The hair care category at this moment

is providing generic solutions for hair
care and the company needs to move
towards providing more specialized
solutions for all the different hair
types and needs. The consumer is
evolving and wants more hi-tech
ingredients and technologies rather
than just natural ingredients.
Demographically kala kola hair tonic
targeted audience will be both men and
women of 30+
Targeted social class of hair tonic is
middle and upper class who wants to get
rid of grey hair.

Users can be further divided into heavy,

medium and light users.
COMPETITION:
The competition for kala kola hair tonic
includes direct and indirect
competitors i.e. anyone who provides
hair tonic and care solutions.

Our direct competition includes

Uniliver Vaseline hair tonic, forhan’s
tonic, Bio Amla and Kishmish hair
tonic.
In direct competitors are Dabur Amla,
Vatika and Hemani hair oil.
 PR Activities To Form Good Image

• Media • Research • Publicity

relation
We use print or We adopt the two-
broadcasting media to We use different
way communication
spread information publicity tools such
models of public
about the product and as press release and
relations to facilitate
its features. We use fact sheets to
various media sources
a free flow of
encourage
such as TV, radio, information
prospective
newspapers, between the
customers to make
magazines and organization and its
purchases
internet etc. public.
 Big Idea

•Big Idea:
Kala Kola hair tonic is now positioning itself for both
genders; males and females. The core center of this
campaign is to position Kala Kola for both males and
females. Kala Kola's new campaigns slogan is "who said
a man cannot use it".
Client Name:
UTM(United Trading &
Manufacturing)
Project Name: Kala Kola Hair
Tonic Re-Launch
Background
United Trading &
Manufacturing (Pvt.) Ltd.
(UTM), formerly known
as United Trading Society,
is a company with more
than six decades of
experience in the field of
Cosmetic Industry.
Kala Kola Hair Tonic’
Creative Brief
Project Objectives
Overview
• Kala Kola firstly creates
Kala Kola is re-launching brand awareness
its hair tonic brand in • It will also create new
Pakistan by targeting customers in terms of
major cities such as men
Karachi, Lahore and • Kala Kola Hair Tonic
Islamabad. wants to increase its
sales, revenues and other
key performing
indicators.
Date:31-Dec-2020
Contact:
+922134311703-06
customercare@utm.c
om.pk
Target Audience
Kala Kola Hair Tonic
targeted audience will be
both men and women of
30+ the ones wants to
provide solutions to grey
hair.
Targeted social class of
hair tonic is middle and
upper class
 Competition:
Message of Budget:
Product:

Our direct competition Who Said A Man Can't

Kala Kola includes Uniliver Vaseline
Hair Tonic, Forhan’s Tonic,
Bio Amla and Kishmish
Hair Hair Tonic.
In direct competitors are
Tonic’ Dabur Amla, Vatika and
Hemani Hair oil.
Kala Kola has a total
Use It?
Kala Kola wants you to
"Stay Young"(Jawaan
budget for this campaign
is 5million Pkr.
Raho). Kala Kola
provides solutions to
their consumer to stay
young and attractive.

Creative STEP FROM(2021 TILL(202

) 01)
MEDIA CHANNEL OBJECTIVE

Brief 1. January Nov Television, Radio, OOH,

Print advertisement
Impact &
Reach

Cont.. TIMELINE: 2.
3.
Feb
January
Sept
August
Activities, Sampling
SEO Advertising, Social
Reach
Reach
Media
Key Visual
of Kala
KOLA
PRINT AD
OF KALA
KOLA
HAIR
TONIC
IMC FOR
IMC FOR
IMC FOR
 TVC
https://drive.google.com/file/d/1tfcMtPJU8rlAAnAk3n6Z0rkQLl
ZlYDW3/view?usp=drivesdk

Radio ad

kala kola audio.m4a

THANK YOU