imcplan report

Integrated Marketing CommunicationPlan

Submitted To: Ms. Kiran Kohati

Submitted by: Amir Almas

Junaid Naseer Farooqi

Muhammad Ashraf

Syed Nadeem Ali

Zahid Hussain

Integrated Marketing

CommunicationPlan

Introduction

Launching a product is an exciting adventure since it gives us the complete responsibility and freedom to come up with a product which is unique, fresh and also workable i.e. practical.

We have made a sincere effort in coming up with a product which we think is interesting and suitable for the Pakistan market of today. Hair care & styling industry is a cash cow since people of both sexes and of all ages are very much conscious about the way their hair looks. Even in remote places people spend good money to buy shampoos and hair colors and what not.

This has prompted us to come up with the idea of launching a Hair Styling Gel. This project will help in understanding the details about the product in grave depth. So here is a brave attempt on part of us to bring out something new and which we think is interesting and fun!!!

We would like to thank our teacher Ms. Kiran Kohati, who has provided us an opportunity to work on this project and to enhance our skills as marketers.

Table of Content

1. Situation Analysis1.1 Why Hair Care & Hair Style Products? 41.2 Why Hair Styling Gel? 41.3 Consumer Insight 51.4 Why the brand name Vital Edge? 51.5 U.S.P. of Vital Edge Hair Styling Gel 51.6 Competitive Analysis

1.6.1 Evaluating Vital Edge 61.6.2 Competitors Analysis 71.6.3 Market Data 81.6.4 Market Share Data 9

1.7 Target Market 111.8 Positioning 12

2. Four Ps of Marketing Mix2.1 Product

2.1.1 Product Features 142.1.2 Product Design 14

2.2 Price 152.3 Place 152.4 Promotion

2.4.1 Communication Objectives 162.4.2 Target Audience 162.4.3 Product Image and Personality 162.4.4 Promotional Budget 172.4.5 Creative Strategy 172.4.6 Media Strategy 17

Situation Analysis

Why Hair Care & Hair Style Products?

The hair care & hair style industry today in Pakistan is a multimillion dollar industry; this is because hair is one the most important part of our personality. People are ready to spend big money to have that perfect combing look throughout the day. The hair care & styling industry is not only flourishing but also hugely profitable.

Why Hair Styling Gel?

The only local brand available in the category is JORDAN Hair Gel, which was launched years ago. Due to discontinuation or short supply of JORDAN Hair Gel, market has been taken over by Imported Brands. All imported brands are easily available on all high profile departmental stores and retail stores all over Pakistan.

The category had not seen any major change in terms of product development or innovation and no brand launches either.

The media presence of any local brand is not seen in last decade. Due to popularization of satellite TV channels in Pakistan, imported brands were able to get their brands recognized in this market but media reach is seasonal and non aggressive.

As per these findings, we can see that there are opportunities available in the big Pakistani market in the category.

The category of hair styling has already been obtained good recognition in terms of brand knowledge and huge customer base is available to address.

Consumer Insight:

Why the brand name Vital Edge?

Vital is defined as Urgently needed, absolutely necessary and Edge is described as A competitive advantage. Catering to young men who always want to be dynamic, edgy and competitive, Vital Edge pronounces the mantra of being confident and attractive through a simple yet pulsating technique i-e looking good. Apart from vibrant and energetic men using hair styling gel our product will also be calling all those hibernating men who think they arent really confident and good looking, Vital Edge will mould them into uncompromising good looking gentlemen which will

bring confidence and self balance in all aspects. In short VITAL EDGE will define the aggressiveness and dynamic appeal in its very own manner in its every user.

U.S.P. of Vital Edge Hair Styling Gel:

The U.S.P of this product is that it gives shiny hair look to even the longest and curliest of hair throughout the day. Not only that it is extremely easy for a person to use.

The most important benefit the consumer will get by using Vital Edge hair styling gel is that it comes with ALOE VERA which is good way to treat hair loss. Aloe Vera includes the enzyme which is beneficial in stimulating the new hair production.

Vital Edge hair styling gel will one of its kinds to solve the problem of hair loss by using hair styling gel in Pakistan.

The launch of new hair styling gel is based on two key issues:

Consumer, using Hair styling gels for different hair looks, are facingincreased hair loss

Consumers also have to use other hair creams and oils to solve their hair problems

Competitive Analysis:

Evaluating Vital Edge:

To launch & rapidly gain market share & profit

SWOT

Strengths Opportunities

Weakness Threat

No Local Competitor

Immediate Results

Affordable Rates

Growing class of men who are aware and desire of lifestyle product

New Product

Targeted only for men

Start from Zero market share

After our launch there is a threat of other reputed companies in launching similar product which could affect the sales of our

Competitors Analysis

Marketing a product is all about waging war against competitive forces to win market share. For this purpose marketers create worriers to win perceptual battle. These worriers are BRANDS. We have the same challenge to create a worrier in hair styling category which would win market share for us.

When it comes to hair styling gel market in Pakistan only one brand was available by the name of JORDAN. Due to discontinuation or short supply of Jordan hair styling gel market has been taken over by imported brands. Main imported brand worriers which are in brand war of hair styling gel are:

Set Wet:

A product from an Indian based Cosmetics Company Paras Pharma, Set Wet got a lot of advantage due to attraction of huge masses towards Indian TV channels which showed heavy ad campaigns designed to launch the product. Attractive packaging and good results made set wet a popular brand in a small nick of time.

Grainer:

An expensive product catering to elite class which remained unnoticed due to less compatible ad campaigns as compared to our ever evolving market. It is still available in market but the company which mostly produces facial creams, moisturizers, shampoos for females it dint got much of the market share while having other major brands.

Nova Gold:

Due to its economical prices and good results Nova Gold gained good popularity throughout the masses that were not able to afford costly hair gels. With prices as low as Rs. 35 Nova Gold got a good market share quickly after jumping into the evolving hair gel market. According to reliable resources Nova Gold got the second highest market share after Set Wet.

La Fresh:

Lying in the same category as Nova Gold, La Fresh got nothing new to get hold of a big market chunk. Its market shelf age got average due to strong worriers like Set Wet and Nova Gold still present at all leading stores.

Gatsby:

A strong brand like Nova Gold, Gatsby has a big chunk of market share due to its under pocket prices for everyone. Also the user gets various choices to choose from. Gatsby has a good market penetration which is the biggest reason it became a big share leader in a few years.

Pakistans estimated population was Pakistan's urban population expanded over sevenfold.

Dramatic social changes have led to rapid urbanization and the emergence of megacities. During 1990-2003, Pakistan sustained its historical lead as the most urbanized nation in South Asia with city residents making up 32.50% of its population.

Our product will target the segment on bases of age group of urban male f35 years of age. The Urban male populationtotal urban population.

Sources:http://www.statpak.gov.pk/depts/pco/index.htmlhttp://www.statpak.gov.pk/depts/pco/statistics/other_tables/pop_by_age_group.pdfhttp://en.wikipedia.org/wiki/Pakistani_people#Pakistan.27s_Yearly_Poplulation

0

20000000

40000000

60000000

80000000

10000000

12000000

14000000

16000000

18000000

Total Population

164879500

Market Data

Pakistans estimated population was 164,879,500 in July 2008. During 1950Pakistan's urban population expanded over sevenfold.

Dramatic social changes have led to rapid urbanization and the emergence of megacities. 2003, Pakistan sustained its historical lead as the most urbanized nation in

South Asia with city residents making up 32.50% of its population.

Our product will target the segment on bases of age group of urban male frban male population, age group 10 35 years, is

http://www.statpak.gov.pk/depts/pco/index.htmlhttp://www.statpak.gov.pk/depts/pco/statistics/other_tables/pop_by_age_group.pdfhttp://en.wikipedia.org/wiki/Pakistani_people#Pakistan.27s_Yearly_Poplulation

Urban Population Urban Male (age 10-35)

53585838

5358584

Population Data

Page

8

. During 1950-2008,

Dramatic social changes have led to rapid urbanization and the emergence of megacities. 2003, Pakistan sustained its historical lead as the most urbanized nation in

Our product will target the segment on bases of age group of urban male from 10 years to , is 10% approx of

Population Data

It is very difficult to calculate market share of competi

brands. So we conducted small survey by choosing random sa

men.

Survey: Use of Hair Gels by men of age group 15 to 35 Years

A sample of 100 students and working men was taken and asked a few question regarding their use of hair styling products.

All of the respondents were from the age groups 15 to 35 Years.

Following were the findings from the survey.

62% of the respondents use hair gels from different brands and 38% said they dont use hair gel.

Market Share Data

It is very difficult to calculate market share of competition where market is dominated b

So we conducted small survey by choosing random sample of 100 students and working

SURVEY REPORT


A sample of 100 students and working men was taken and asked a few question regarding their use

respondents were from the age groups 15 to 35 Years.

Following were the findings from the survey.


Gel Users62%

Non Users 38%

Market Share

Page

9

tion where market is dominated by imported

students and working


A sample of 100 students and working men was taken and asked a few question regarding their use


The market share for different brands for the above survey is given below:

1. Gatsby 36%2. Nova Gold 27%3. Set Wet 24%4. Other Brands 13%

Almost 60% of the respondents who use hair gels were from the age group 15-25 Years. Average purchasing cost for a months use hair gel is Rs120/= 67% of the respondents said that if they will get a hair gel with Aloe Vera they will use it. Mostly office going men and students use hair gel, some of them use it 2/3 times a week due to the fact that frequent use of hair gels will damage their hair. Almost 40% of the respondents who do not use hair gels wish to use it if it comes with hair loss treatment.

Gatsby36%

Nova Gold 27%

Set Wet 24%

Other Brands

13%

Competitors Share

Target Market

Market Segmentation based on 2 groups:

School, College & University going boys within the age group of 10 - 22

Office going young men age group 23 30 & Managers related to industries or fields where physical presentation is very essential age group 30 +

Bases for Segmentation:

Demographic Segmentation

Gender:

Our target is mostly urban working men and young students age group 10 35

Income:

Our product is targeted towards people belonging to the middle and above income classes. Since our product is essentially a lifestyle and cosmetic product.

Positioning

Personality and life style:

o Our product is essentially a cosmetic and luxury product. Therefore people aspiring for enhanced lifestyle will go for it... Vital Edge hair styling gel will project themselves as a statement of style and desire inducing.

o Men, who are student & / or working & are in a position where there is high social interaction will find an appeal to our products.

o Persons who wanted to look stylish but were afraid to use hair gels due to hair loss will now be able to use hair gel with ease and comfort so the whole chunk of young men who were not using hair gels due to hair loss problems will be catered. This will expand the current consumer base which will definitely increase the opportunities for the market capturing.

Four Ps of Marketing Mix pertaining to Vital Edge

Product

Product Features:

Vital Edge hair styling gel is a unique product specifically targeted towards men. Our research has showed us that 80% of consumers using other gels are facing problem of hair loss. Our product contains Aloe Vera which is good way to treat hair loss

Our product contains 99.99% pure stabilized Aloe Vera gel extracts which hydrates, nourishes and controls dandruff effectively. It also contains sunscreen to protect hair from the harsh sunrays.

Vital edge hair styling can be used on all hair types as it is water based, & its special hydroxyl serum will keep consumers hair hydrated up to 24 hours.

Our products do not contain any comedogenic substances or lanolin and results have shown that even people with hypo allergic and sensitive skins can use our hair gel range.

Product Design:

Vital Edge Hair styling gel has been packaged in simple slick transparent plastic tubes, which are ultra light since polymer silicon fiber has been mixed with it to add strength.

The gel tube will be packed in square shape box keeping in mind that it appeals aesthetically. The cap is colored and shaped as rounded cut cylinder, and is made of environment friendly plastic. In order to maintain the clutter free sensual look only the brand name appears on the tube with the manufacturing date and other essentials printed on back side.

Punch Line:

The Look, YOU will be looked for

Price

100 ml Vital Edge hair styling gel Rs. 100

After evaluating imported brands and pricing strategy, we intend to keep our price constant to Rs. 100 until we achieve the Break Even

Place

We have considered 3 tier distribution channel system.

Channels of distribution:

Vital Edge Distributors stockiest Retailers Consumers

Distributors: We will be considering 4 regional distributors for the north, east, south and west zone. Each regional distributor will be assigned the responsibilities of handling the key urban and

sub- urban areas in their respective zones while covering the vital cities and towns in particular.

Stockiest: The distributors will be assigned the task to select appropriate whole stockiest in key areas and cities so as to achieve deep and extensive penetration in the market. Since our product is of mass nature it becomes imperative for us to have wide coverage and be easily available.

Retailers: Vital Edge is a lifestyle product. We want to make sure that people have easy accessibility to our product. All the major chemists and drug stores, cosmetic stores, beauty salons and parlors and departmental and Grocery (parchoon) stores will be stocking our products.

Promotion

Communication Objectives:

On initial stages we have 6 objectives:

1- Generate Awareness2- Drive Trail 3- Positive Association 4- Change Opinion5- Drive Action 6- Influence the influencers

Target Audience:

Our target audiences are urban male age group 10 35. We will target mainly urban male of age group of 18 22 and 23 35 who are college and university students and working men respectivelyand who desires to be prominent through their personality.

Product Image and Brand Personality:

Since our target market is urban males with the age group of 10 to 35 years but we primarily

intend to focus on two age groups i.e. from 18 to 22 (Which are students from high school to

university) and from 23 to 30+ (Which are the jobs doing males).

The brand personality we wish our potential target market to associate with Vital Edge is a

young, robust, energetic and vibrant male who is prominent in his social circle and always willing

and ready to take initiatives and the one who prefers thinking out of the box.

Associating this personality we aim to educate our potential target market to have a certain

product imagery that conveys the complete brand personality and this would help us converting all

prospects to the customers.

Promotional Budget:

Our budget for promotion will be 22.5 crores

Media used will be Television, newspapers, magazines & hoardings cum billboards.

Budget Allocation:

ATL (Above the Line) 70%

BTL (Below the Line) 30%

Creative strategy:

In our ad we will be focusing on both students and working males and will have them perceive the4 Cs of personality which are Cute, Cool, Confident & Competent. We will append the first two Cs with students and the latter with the working men.

Hence, we are shooting our ad in two different scenarios each for two Cs and this is how we aim to register our message in consumers mind. In every scenario we will highlight the phrase Defining Cs of your personality and will have our tag line as The look you will be looked for

Media strategy:

Promotion is a paid form of mass communication using a media. The media which we will be using to launch and propagate the awareness of our product are as follows:

Electronic media:

We will be using television and radio to a large extent so as to get maximum exposure and create rapid awareness. The channels which we will be considering to air our advertisement are Geo News, Hum TV, ARY Digital, MTV Pakistan, Indus Music, The Music and FM89, FM 101, FM 107 etc, the time slot will be usually at 8 to11 and on holidays and Sunday 10 to 2:30 in the afternoon and in the evening after 7:30 pm.

For the 1st month daily repetitions during the selected prime times will be done.

Print: Newspapers, Magazines, Hoardings and Billboards

Newspapers:

During the first 3 months major dailies across Pakistan such as DAWN Images, The Nation, The News, Jung, Express etc. will carry prominent eye catching visual advertisement to create

awareness and arouse interest in Vital Edge hair styling gel.

Magazines:

Concurrently we will also plan to display our products advertisement in 3 major magazines such as

Visage, Spider & Aurora during the 1st and 2nd month after launch of Vital Edge hair styling gel.

Hoardings:

Most of the major cities will carry a display of Vital Edge on hoardings at key points during the initial 3 months. Key areas such as near shopping malls, railway stations, cinema halls, highways with heavy vehicular traffics will be covered.

In Karachi places such as Shahrah-e-Faisal, Teen Talwar, Zamzama, Nazimabad etc. where it could be prominently seen, will be used for hoardings and billboards.

We will also display our hoardings in other major cities of Pakistan like Lahore, Islamabad, Rawalpindi, etc

Public relations:

For a new lifestyle product it is very important to have positive response from the media or the concerned people whose view is considered important. Therefore we will give great stress on creating a sublime relationship.

Brand Activation:

In order to achieve our objectives we will hold some brand activation activities in popular colleges and universities to attract and generate brand awareness and trail in students by bringing them in contact with our product.

We will design some activities for students to relate our brand image and positioning with their life experiences.

Punch Line:

Our activities will based on following punch line

Do you have the dare !!!!!!!!!!!

To create the look you will be looked for

imcplan report

Documents

category of hair styling

hair care hair style

hair colors

hair care styling industry

vital edge hair styling

pakistan market

product image

product design