1

Table of Contents

Acknowledgement........................................................................................................................ 2

Executive Summery ...................................................................................................................... 3

1.0 INTRODUCTION AND BACKGROUND ........................................................................................ 4

1.1 Introduction ........................................................................................................................ 4

1.2 Marketing Mix Components................................................................................................. 5

1.3Public Relations/Publicity Effects .......................................................................................... 6

1.4 New Faces of the Consumer................................................................................................. 6

1.5 Tactics and Skepticism ......................................................................................................... 7

1.6 The Research Objective ....................................................................................................... 7

1.7 Purpose of the Study ........................................................................................................... 8

2.0 LITERATURE REVIEW ............................................................................................................... 9

2.1 Literature Review ................................................................................................................ 9

3.0 RESEARCH METHODOLOGY.................................................................................................... 12

3.1 Research Methodology...................................................................................................... 12

3.2 Sample Technique ............................................................................................................. 12

3.3 Sample Size ....................................................................................................................... 12

3.4 Data Collection.................................................................................................................. 12

3.5 Hypothesis. ....................................................................................................................... 13

3.6 Model............................................................................................................................... 13

3.6.1 GRAPHICAL INTERPRETATION ...................................................................................... 13

4.0 RESULTS AND DISCUSSION..................................................................................................... 28

4.1 Results and Discussion ....................................................................................................... 28

4.2 Recommendations ............................................................................................................ 29

5.0 CONCLUSION AND LIMITATIONS ............................................................................................ 30

5.1 Conclusions....................................................................................................................... 30

5.2 Limitations ........................................................................................................................ 30

6.0 References................................................................................. Error! Bookmark not defined.

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Acknowledgement

We really grateful to Almighty Allah for granting us understanding & wisdom to add the

value through learning process.

Writing this dissertation has been an extraordinary journey that ended one chapter in our

life, only to begin another. This journey could never have been completed without the

love and support of the special people that surround our life.

First and foremost, we would like to thanks all of those who had supporting us. Specially

my thanks goes to our Honourable Sir Mr Muhammad Naeem Sheikh. Sir due to your

efforts, struggling, guid ing, motivat ing to conduct the research. Sir it wouldn’t be

possible for us without your teaching, loving & coordinating. Aga in sir we are

grateful to you for giving an opportunity. We have come to owe you so much, that all

we can offer you is our unconditional love and gratitude.

Secondly Many colleagues for having contributed ideas and suggestions in form of

questionnaires feedback. These ideas & suggestions help us to make more effective our

research.

Finally we may thanks to all those people having contributed their ideas, suggestions, time

and energy for improving our research. Their all contributions has great value for us. You

will always have a special place in our heart.

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Executive Summary

Marketing communication play essential role in business, for last two decades the

Integrated Marketing Communications (IMC) has rapidly grown its importance. Different

promotional activities help to turn up the public awareness & to increase the sales; ultimately

it leads to profitable organization. Well-known brand awareness through advertise & other

mode of communication will cause the people’s intend to buy clear shampoo. In this way to

build customer long term relationship & company reputation. The advertise must be smart

and innovative. In today era so many organization realize the importance of Integrated

Marketing Communication & its tactics are sign to change the industry structure.

Our research cause for investigation is to find out the, Impact of integrated marketing

communication on consumer demand/preferences (clear shampoo case study). The research

question/Research objective regarding our research problem are, How to find analyze the

behaviour of people towards clear shampoo, Identify the most significant variable that effect

the preferences level. Analyse the ways to encourage the people towards clear shampoo. How

Integrated Marketing communication (IMC) make betterment sales promotion for clear

shampoo. Describe the IMC method that could be used for clear shampoo. It was all done

through questionnaire survey. The population sector of our study from two universities

business students (IBA & SZABIST), the sample size was 60, these respondent were

randomly selected from both universities. 30 respondents from IBA and 30 from SZABIST.

The questionnaire used as a research instrument, which represent quantitative research.

Majority of respondent views that advertising, TV advertising, promotional activities,

brand recall, brand promise, uniqueness activities. These are major ways to communicate &

influence the consumer buying power towards clear shampoo. Through this way to create

awareness for clear shampoo. The result shows that the strategies and add: tactics for the

clear shampoo will enhance the sales and increasing consumer demand/preferences towards

clear shampoo.

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1.0 INTRODUCTION AND BACKGROUND

1.1 Introduction

The evidence of marketing in the 20th century and prior to that is not much a difficult topic

which is fully explored. The idea of integrated marketing is definite on the configuration of

worth, arguing that the union needs to be compound in the configuration of unique value in

order achieve productive synergy. Similarly, Peter Drucker argued that, "Each organization,

whether business or not, has a theory of the business. Certainly, a valid theory that is obvious,

reliable and focused is extremely powerful." According to Drucker, the Theory of the

Business consists of assumptions about the surroundings of the organization, the detailed

task of the organization and assumptions about the core competencies required to achieve the

organization's operation. A sculpt of amalgamation also arises as a result of acknowledgment

of disintegration, particularly in the field of communication.

Integrated marketing communication is described as a customer centric and a data driven

method of communicating with the consumers of a specific product. IMC is cohesive &

integrate of available marketing tools, functions, and potential source to the company to a

flawless program that is created to increases the maximum impact on its consumers and other

end users at the minimal cost possible. The concept of “IMC is to communicate advertising,

sales promotion, public relations and direct marketing, digital marketing, social marketing

that all work together as a team to communicate the customer” rather than permitting each

one of these aspects to work on their own. IMC is also a “defined as a process of managing

customer relationships that drive the brand value primarily through communication efforts ”.

It includes cross functional processes that develop and nurture profitable relationships with

end use (customers) and other stakeholder by control or influencing the deliver message to

these groups and enhance data driven, determined negotiation with them. Working in such a

way affects all firms’ business-to-business (B2B), marketing channel, internally directed

communications and customer focused. Integrated marketing communication ensures that all

forms of communication are carefully and blending with each other.

Plentiful shifts in the advertising and media business have caused IMC to expand into a

primary tactic for all the marketers:

1. Starting media advertising to multiple types of communication.

2. Beginning mass media to additional specialized (niche) media.

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3. Starting a manufacturer-dominated market to a retailer-dominated, consumer- forced

market.

4. Commencing general-focus advertising and marketing to data-based marketing.

5. Starting low agency answerability to greater agency answerability, predominantly in

advertising.

6. Starting conventional compensation to performance-based compensation (increased sales

or benefits to the company).

7. Since narrow Internet access to 24/7 Internet accessibility and access to goods and

services. It can create competitive advantage; enhance sales and profits, at the same time

saving money, time and pressure.

1.2 Marketing Mix Components

Internet has altered everything in the current world. Previously business was done differently.

The fluctuations in the segmentation, targeting and positioning are addressed in a different

way. The main objective of the business has always been the same to bring economic and

social values unaffected but in the current days the marketing of the products and services are

done in a different ways. Undeniably the core purpose of increasing the profit and revenue

are still the same. Marketing has evolved to more of connectedness, due to the new kind

brought in by the Internet. Prior marketing was one way process but now it’s the relationship

build between marketers and customers. “Marketing mix” is an effort put together by

marketing. It comprises of promotional activities and personal selling. They both are sub

divided into advertising, sales promotion, public relations, direct marketing, internet

marketing and many more. These components help in getting an edge over their competitors.

The preliminary point of the IMC process is the marketing mix that includes different types

of marketing, advertising and sales efforts. Without a complete IMC plan there is no

integration or harmony between client and customers. The goal of an organization is to create

and maintain communication throughout its own employees and throughout its customers.

Integrated marketing is based on a master marketing plan.

This plan should organize efforts in all components of the marketing mix. A marketing plan

consists of the following six steps:

1. Situation analysis

2. Marketing objectives

3. Marketing budget

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4. Marketing strategies

5. Marketing tactics

6. Evaluation

1.3Public Relations/Publicity Effects Tracking studies are more suitable for assessing the results of endorsements as they operate

and consume outcome method engendered by endorsements for instance familiarity,

preferences, awareness and brand image. Many studies have explained that the results and

effects of endorsements on several outcome measures such as recall, awareness, brand image,

attitude and behaviour towards the endorser and their products. Conversely, the finding show

that only restricted communicated effects for endorsements and there is no clear and precise

pattern or way has emerged in means of their impact on measures. Sports stars live their lives

in the limelight, however in recent years they have become the focus of media and public

opinion, which can be seen in Forbes magazine as well. The American business magazine

lists celebrities based on their income and media appearances in the press, television and on

the Internet. In 2009, 18 sport stars made it to “The Celebrity 100” list among Hollywood

stars and musicians. The list also reveals which sport is most likely to produce these stars (at

least in America): five tennis players (Roger Federer, Serena Williams, Maria Sarapova,

Venus Williams, Ana Ivanovic), four basketball players (Kobe Bryant, Michael Jordan,

LeBron James, Kevin Garnett), three racing car drivers (Kimi Raikonnen, Jeff Gordon,

Danica Patrick) two golf players (Tiger Woods and Phil Mickelson), two football players

(David Beckham and Ronaldinho), one boxer (Manny Pacquiao) and one baseball player

(Derek Jeter) are on the list. Out of all these players Michae l Jordan is the only non-active

sportsman. This indicates how hard it may be to keep incomes and media attention at a

constant level, after “retirement”.

1.4 New Faces of the Consumer

As time has changed, so has the consumer and they cannot be treated as they were in the

past. Consumers have become more diversified. According to Christopher Vollmer and

Geoffrey Precourt consumers of the 21st century are more selective, skeptical and

demanding. In the increasing era of customization a famous quote by Henry Ford “You can

have it in any colour as long as it’s black” is obsolete. Paul Hyde, Edward Landry and

Andrew Tipping transform Ford’s sentence into: “I want it in this colour, this configuration,

at this price and if it cannot be delivered by this time I’ll have someone else deliver it”. That

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is how demanding consumers have become today and marketers should be ready for the

sudden change in the mind of their consumers. Vollmer and Precourt show a clear relevance

of the consumers in this new media ecology. Consumers have a greater access to information

and greater command over media consumption than ever before. Technologies like portable

media and other on demand devices allow the consumers to take control. As we have

witnessed, the concept of IMC has a radical shift in its strategies after 20 years of its

existence. The concept of IMC resonates within the industry and reveals its power. In today’s

world where consumers are taking control , where brand messages are everywhere firms need

to rethink of their marketing strategies and need them to continuously evolve as the media

ecology changes to survive. The senior vice president of global sales and development at

Google says that “the power of the consumer affects how you market, how you develop

products, how you change your launch time frames and how you price the products.” Brands

are evolving in an immense dissonance and only the relevant messages will come through the

consumers mind.

1.5 Tactics and Scepticism

The influence will be realized when the consumers who are the target of advertisement

messages, do not only watch the messages but also believe them. Scepticism is a disbelief

preference towards advertisement beliefs and plays an important role in evaluation of

advertisement messages. When the consumer approaches the advertisement with certain

scepticism; she/he may not see the reality of the messages. Because of this, the latest

researches about the consumer attitudes towards advertisement focused on the scepticism of

the audience.

1.6 The Research Objective Boundless amount of research has been done on the effect of integrated marketing

communication on consumer demand/preference but limited time has been given to the

FMCG’s. The study will lead towards better understanding of the market standings of the

clear shampoo in the mind of consumers about their brand preference.

How to analyse the consumer behaviour/preferences with respect to clear shampoo.

How to encourage the people towards clear shampoo.

IMC can make betterment for promotion in sales to clear shampoo.

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To describe that IMC method that could be used for clear shampoo.

1.7 Purpose of the Study The level of this study is to identify the consumer psyche in Pakistan with perspective to

brand choice & preferences, and their behavioural change example exhibition to across the

particular product categories which will help us easily understand the decrease or increase in

the demand of clear shampoo. The paper is also deals to analysis which will then direct the

marketers to the aim of attaining the solid grounds on which an accurate conclusion can be

made concerning the dissimilarity of views and assumptions of consumers.

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2.0 LITERATURE REVIEW

2.1 Literature Review

Keller (1993) says that brand recognition and brand recall are two levels of brand awareness.

Brand recognition relates to consumers’ capability to verify former contact to the brand

whenever its name is mentioned, as a sign. Since brand recognition requires a prior

encounter with the brand, it is measured as the least point of brand awareness which is also

referred to as aided recall.

Nandan (2005) stated that brand image has long been a subject of interest for marketing

researchers, with a variety of interpretations. However, most definitions share the view that

brand image relates to consumer perception of a brand Keller (1993) to set up a optimistic

brand image marketers require to expand study, constructive and sole associations in

customer recall.

Forehand et al. (2000) claims that scepticism is a multi-dimensional concept by calling

attention to the situational variables of scepticism that influence the consumer. According to

Forehand and Grier (2002), this multi-dimensional feature of scepticism can be explained

under two main headings; scepticism that appears due to the persuasion factors and the

general sceptical attitude of the customer.

Boyd (1985) explains that regular and normal brands normally use numbers to make complex

Abs that provides character to the product. Even though ABs tends to be sub brands, they are

more openly than some guardian brand names in defining its products & symbolize.

Richardson et al. (1994) find that outer features that do not influence a product’s substantial

characteristics, such these brands name, tend to have a superior impact on consumer choice

than inherent these attribute that steadily impact on product, like shape and colour.

Yorkston et al. (2004) demonstration that phonetic features of unidentified brand impact on

customer buying decision or judgement. Customers use brand name as a quality cue, a

phenomenon known as the brand name heuristic. Consequently, a significant query is how

consumers make use of ABs during their purchases and what individual features may affect

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their use of these brand names. We compete that cognition- linked character variables play a

part.

Podnar(2007) argues that consumers have precise prospect concerning particular industries

and the companies belonging to it. As a effect of these universal expectations companies are

strained to extend similar competencies, processes or products and become thus more alike.

This argumentation is already reflected in his understanding of the construct of ‘branch

identity’ which he defines as ‘those properties or features demanded by consumers and other

stakeholders which are universal to all companies within a particular division and which an

exacting company has to have in order to function within the particular division or business.

S ü ß (1996) assume a comparable process by asking his interviewees to measure individual

business images. In addition, he develops a replica for job selection, which is divided into

three phases (development of corporate brand images, creation of employer preferences and

application to an employer). In each of these phases industry image is of importance. S ü ß

concludes that industry images appear to conceal the volume of individual corporate situation

and considers industry images to be significant determinants of corporate brand image.

Teufer(2003) conceptualises industry image using the two features of ecological actions and

industry expansion projection. Whereas the ecological actions of an industry are of

comparatively low significance, the expansion projection of an industry influences the option

of employer significantly and consequently the attractiveness of a commercial brand.

Boyle et al. (1996) says that the probable persuasion of business figure on business brand

image, but then fail to hypothetically work out this plan or to empirically test it. Moreover

these, there are a number of investigations that empirically decide the figure of individual

industries, for example that by Marten and Schm ö ller.

Moore et al. (1995) details differences between low- and high-affect- intensity subjects

uncovered to a negative-affect- inducing ad. Actually individuals aggressively widen

meanings for ads, rather than being unreceptive reactors who either get or do not obtain the

ad's wished-for point.

Holbrook et al. (1987) demonstrates the principal components analysis to three general

arousing magnitude: pleasure (duty, faith, pride, affection, innocence, competence, desire, joy

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and gratitude) arousal (hypo-activation, activation, déjà vu, involvement, contempt, surprise,

distraction and urgency) and domination (conflict, guilt, sadness, fear, anger, disgust and

scepticism).

Britt et al. (1972), established that customers were, on standard, uncovered to between 300

and 600 advertisements per day, which made it unfeasible for them to focus to all those ads.

As rivalry for the narrow concentration of customers is still more a significant concern in

today’s busy markets and media, it’s significant to comprehend how and when customers

dedicate concentration to commercial stimuli and what determines their concentration

seeking strategies.

Leigh et al. (1987) testimony differences in ad responses among conventional and

contemporary women uncovered to ads that diverse in verbal statements implying either

conventional or contemporary task depictions. Ad responses were optimistic when role

portrayals coordinated audience role orientation; they were pessimistic otherwise, especially

when contemporary women evaluated a conventional role depiction.

Vaughn (1980) suggested an advertising strategy for the FMCG products. It is a long

informative copy format with key points of user’s attention. In quadrant two (high

involvement/feeling) the significance of specific information is less than that of an attitude or

holistic feeling toward a product. For this type the suitable plan is a theatrical print coverage

or image-focused broadcast advertising. In quadrant three (low involvement/thinking)

customers have least consideration about the product and, for convenience; they have a

tendency to form buying habits. This quadrant requires Ads that arouse a reminder for the

product. Quadrant four (low involvement/feeling) is for those products that can be likened

with "life’s little pleasures".

Tellis (2004) said about the endorser, it should be determined that whether there is an

endorser in the Ad and, if there is, what the type of endorser is, expert, lay, or celebrity

endorser.

Okazaki et al. (2007) have studied the researches accomplished on assessment and

classification of cultural dimensions. According to their work, there are two major groups of

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dimensions that were used in marketing and advertising, Hofstede's and Globe cultural

dimensions

3.0 RESEARCH METHODOLOGY

3.1 Research Methodology

The fundamental want of this paper was to scrutinize the result of IMC on the consumer

demand regarding clear shampoo brand among young urban consumers in Karachi which

comprises of students of two universities because this age-group is actively participating in

maintaining their lifestyle and making choices for various brands.

3.2 Sample Technique

Students have to take the classes, they also may or may not be concerned in the persona lity

grooming; however, despite the possibility of indifference, students will still have to consider

the issue of personality grooming as moving in the social circle of the society. This study is

based on a non-probability sampling method, i.e.: convenient sampling. To gather the data,

questionnaires were distributed to the Business students at the beginning of classes in two

universities. I will be incorporating one model which is mathematical. The test that I applied

is Modal Frequencies: Descriptive Statistics model

3.3 Sample Size

Population of this study are young urban consumers, ranging in age from 17 to 30, in

Karachi, Pakistan. The reason for choosing this age group is because they are more active in

social activities and consider the hygienic grooming and issue of personality development.

Due to their abilities to select products that contributes to their personality and they may be

more interested in taking them. Even among disinterested consumers, the people will have to

consider the value of these products in one way or the other. The total sample size of this

study is 60 individuals, enrolled in different programs in two of the most important

universities of Karachi.

3.4 Data Collection

Information was collected from the segment of respondents via a questionnaire. The phase

of the study is the collection of the websites, journal reviews and other publications, relating

to business, marketing, advertising and branding. Truthful data and ideas were incorporated

into the review of literature. Researchers who conducted their research in the past times that

relate to branding were also reviewed so that the researcher has some idea of the results that

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future research may yield. This segment of the research enabled the researcher to understand

how strategies and theories are located into practice. On the whole, the literature review was

successful in drawing parallels and contrasts connecting the knowledge of experts and that of

corporate professionals.

3.5 Hypothesis.

Once when we have identified the important variable in a situation and established the

relationship among them through logical reasoning. In this position we test the relationship

that has been theorized do, infect hold true. By testing these relationship through statistics

analysis. In our study we identified two variable relationship & to test the statement,

Dependent Variable = Consumer preferences/Demand

Independent Variable = Integrated Marketing Communication (IMC)

The Integrated Marketing Communication (IMC) more useful to consumer

preferences/demand for clear shampoo.

3.6 Model

Modal Frequencies: Descriptive Statistics model

Using a Descriptive statistical model with simple graphical arrangement of data can give an

analysis about almost any quantitative study. It deals with the methods of association,

lessening, summarization and arrangement of figures in order to make them amenable to

logical analysis and interpretations. The higher value of the feedback is picked to analyse the

results. As seen below all those answers are highlighted which are higher as compared to the

others.

3.6.1 GRAPHICAL INTERPRETATION

Q. 2 Why do you use this particular shampoo?

Essence (%) Results (%) Advertising

(%)

Other (%)

15 40 45 0

TABLE: 3

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CHART: 2

The main driver in attracting the consumer is advertising of the product with nearly 45% of

the people surveyed citing it as the main criterion for choosing the product followed by past

experience of the consumer. Results are a second criterion with a percentage of 40% of the

people surveyed gave importance during buying.

Q. 3 Have you seen any promotional activity or campaign of this

particular shampoo?

Yes (%) No (%)

55 45

TABLE: 4

15%

40%

45%

0%

WHY YOU USE THAT SHAMPOO

Essence

Results

Advertising

Other

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CHART: 3

55% of the respondents have seen the promotional activity and campaigns of the clear

shampoo whereas 45% might know the brands through friends and family or by any other

mean.

Q. 4 How often do you use this particular shampoo?

Once a day (%) Alternate day

(%)

Once a week

(%)

Other (%)

10 70 18 2

TABLE: 5

0%

10%

20%

30%

40%

50%

60%

Yes No

55%

45%

PROMOTIONAL ACTIVITY

Yes

No

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CHART: 4

70% claims that they use the shampoo on alternate days whereas 18% said once a week. This

is because the experts say that these shampoos contain chemical and shampooing their hairs

everyday will damage them so it’s better to use it on alternate days.

Q. 5 Have you ever tried CLEAR shampoo?

Yes (%) No (%)

80 20

TABLE: 6

10%

70%

18%2%

USAGE

Once a day

Alternate day

Once a week

Other

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CHART: 5

80% of the respondents have tried clear shampoo whereas 20% uses other brands.

Q. 6 How did you become familiar with CLEAR shampoo?

Through a friend

(%)

Through promotional activities

(%)

Advertising

(%)

30 25 45

TABLE: 7

0%

10%

20%

30%

40%

50%

60%

70%

80%

Yes No

80%

20%

TRIED CLEAR SHAMPOO

Yes

No

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CHART: 6

45% of the respondents know the product through the advertising tactics of clear shampoo.

25% have the knowledge of the product through its promotional activity and the remaining

30% is from word of mouth.

Q. 7 How do you find the advertising of CLEAR shampoo?

Attractive

(%)

Average

(%)

Not good

(%)

Below standard

(%)

60 30 10 -

TABLE: 8

30%

25%

45%

BECOME FAMILIAR WITH CLEAR SHAMPOO

Through a friend

Promotional activity

Advertising

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CHART: 7

60% of the sample finds the advertising of CLEAR shampoo attractive whereas 30% say that

its average and 10% dislike the advertisements.

Q. 8 How do you find the promotional activities of CLEAR

shampoo?

Beneficial (%) Average

(%)

Below standard

(%)

Other (%)

60 40 - -

0%

10%

20%

30%

40%

50%

60%

70%

Attractive Average Noot good Below

standard

60%

30%

10%

0%

HOW DID YOU FIND THE ADVERTISING?

Attractive

Average

Noot good

Below standard

20

TABLE: 9

CHART: 8

40% of the sample claims that the promotional activities are average whereas 60% find the

activities beneficial.

Q. 9 How many times are you reminded of CLEAR shampoo on a daily

basis?

At least thrice (%) At least twice (%) At least once (%) Other (%)

20 70 10 -

TABLE: 10

0%

10%

20%

30%

40%

50%

60%

70%

Beneficial Average Below

standard

Other

60%

40%

0% 0 %

PROMOTIONAL ACTIVITIES

Beneficial

Average

Below standard

Other

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CHART: 9

70% of the sample is reminded of CLEAR shampoo on a daily basis at least twice whereas

20% says that they are reminded at least thrice.

Q. 10 What do you think is the major element in creating awareness for CLEAR

shampoo?

TV advertisement

(%)

Billboards (%) Sampling (%) Personal selling

(%)

20%

70%

10% 0%

REMINDER

At least thrice

At least twice

At least once

Other

22

78 4 15 3

TABLE: 11

CHART: 10

78% of the respondents say that TV advertisement is the major element in creating awareness

whereas 15% claim that it’s through sampling, 3% through personal selling.

Q. 11 Did any advertising or sales promotional tool influence your

buying decision?

Yes (%) No (%)

75 25

TABLE: 12

0%10%20%30%40%50%60%70%80%

78%

4%

15%

3%

AWARENESS

TV advertisement

Billboards

Sampling

Personal selling

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CHART: 11

75% says that Yes the advertising or sales promotional tool influenced their buying decision

whereas 25% is against it.

Q. 12 Have you switched from your shampoo to CLEAR shampoo?

Yes (%) No (%)

65 35

75%

25%

BUYING DECISION

Yes

No

24

TABLE: 13

CHART: 12

65% of the respondents have switched from their shampoo to CLEAR shampoo whereas 35%

is stick to their brands.

Q. 13 Do you intend using CLEAR shampoo in the future?

Yes (%) No (%)

80 20

TABLE: 14

0%

10%

20%

30%

40%

50%

60%

70%

Yes No

65%

35%

SWITCHING

Yes

No

25

CHART: 13

80% claim that they intend to use the clear shampoo in the future and don’t want to switch to

the other brand as the existing brand satisfies them.

Q. 14 Does CLEAR shampoo actually does what it says?

Yes (%) No (%)

76 24

TABLE: 15

80%

20%

USING IN FUTURE

Yes

No

26

CHART: 14

76% say that they are satisfied with the clear shampoo and its results where as 24% disagree

with it.

Q. 15 Did you find anything different and unique about the channels and

methods used for promoting CLEAR shampoo?

Yes (%) No (%)

90 10

TABLE: 16

0%

10%

20%

30%

40%

50%

60%

70%

80%

Yes No

76%

24%

DOES WHAT IT SAYS

Yes

No

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CHART: 15

90% agrees that there is something different and unique about the channels and methods

used for promoting CLEAR shampoo e.g. the endorsement strategy is unique when

compared to other brands like Pantene or sunsilk etc

0%

50%

100%

Yes

No

90%

10%

UNIQUENESS IN PROMOTING CLEAR

Yes

No

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4.0 RESULTS AND DISCUSSION

4.1 Results and Discussion

Clear shampoo predicts assurance for the young Pakistanis at present. It provides unisex and

male range, and with that it solves the dandruff problems but assures the looks and eye-

catching. It spells the magic of charm and competitiveness in the personality of a person.

Clear is known for its dandruff solving attribute and since 2007 its making sure that

consumers using clear should get rid of the dandruff issues because clear doesn’t wants its

consumers to shatter their confidence because of dandruff. Clear shampoo has a gender-based

twin style because it understands that male scalp has a distinctive set of desires and needs

focused concern in order to get rid of dandruff and other scalp related issues. With its unisex

range, it adds distinct range of shampoos especially for men. Its campaigns have directed on

enlightening the consumer regarding its practical advantages, even as sensitively capturing its

consumers through famous brand ambassadors like Fawwad, Aminah sheik, Amina Haq, Atif

Aslam, Cristiano Ronaldo and Shahid Kapoor. This has led clear to mature over past three

years regardless of the rivalry from deep-rooted anti dandruff brands available in the market.

After the campaigns of the endorsers or in other words C lear shampoo has changed its

advertisement strategy to market the product and because of that the sales of the shampoo are

increasing per month. If we analyse the results of the respondents then 90% of the sample

size finds something different and unique about the channels and methods used for promoting

Clear shampoo. 80% will use the shampoo in future without stopping it because they think

that the shampoo does what it claims in its advertisement. 75% switched from their brand to

clear shampoo because of the trustworthiness of the advertising by the endorsers.75% of the

sample claimed that advertising or sales promotional tool influenced their buying decision.

60% says that the promotional activities are beneficial whereas 40% says they are average.

40% of the sample prefer and buy clear whereas other buys Pantene and sunsilk. 45% become

familiar with clear shampoo by advertising whereas 30% by friend and 25% by promotional

activities.

29

4.2 Recommendations 1) They should enter into web marketing.

2) They should increase the buying of raw material from local markets so that it does not

have to suffer excessively from devaluation and continuous increase in tariff rates.

3) Cricket stars can also be used to endorse as Pakistani consumers love cricket.

4) They should introduce 2 in 1 components like shampoo plus conditioner which is the

demand of huge potential market.

5) They should provide the consumer with the hot line number where they can call in to

complain about the product or to ask specific questions about it.

6) The customer care centres can also advice consumers about their hair type and other

hair related queries. Such a strategy would highlight concerns for the public as well as

helping it to gain market share.

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5.0 CONCLUSION AND LIMITATIONS

5.1 Conclusions

This paper explored clear shampoo advertisement strategy and its effect on the consumers

and evaluated them on the realism and uniformity with the descriptive statistic model

presented in my paper. The model can easily identify the categories of the product available

or involve at diverse phases of consumer action and for that reason, require diverse

advertising strategies to achieve the required objectives. Advertising strategies and tactics

influences the order in which we suggest or observe the alternatives we deem. It is not nearby

any persuasion tactic. It is nonetheless effectual. As a substitute of persuasion and other key

effects we should look for ‘feathers’, or slight effects. These slight e ffects can lean the

equilibrium when alternative brands are otherwise equivalent through repetition, can rise

unnoticeably by small increments eventually. The results show that slowly and gradually as

the strategies and advertising tactics of the clear shampoo are enhancing the sales are

increasing and consumers are demanding the product.

5.2 Limitations Following are some of the limitations I came across:

1. As it is not possible to examine all ideas, there may be certain other issues which are of

significance to the subject but which were not be focused upon.

2. The time restriction also confines the amount of research that could be conducted and

included in the literature analysis.

3. A further control was the limited access to certain sources of information. E.g. Websites

that needed a subscription to be paid before access was approved.

31

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http://www.daniels.du.edu/digitalmedia/docs/cv/hartley_cv.pdf

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