AMNA SOHAIL QURAT-UL-AIN KHALID MANIKA

UMER YOUSAF PIRACHASHAHEER RAFIQ

UNIVERSITY OF CENTRAL PUNJAB

Topic:Select any category of

FMCG products and analyze their

advertisement and promotional strategies.

(hair care industry)

Brands available in market

Baby shampoos

1. Kids (J&J)

2. Blessings (shield)

3. Baby shampoo (golden

girl)

4. Baby shampoo (mother

care)

1. Pantene pro-v2. Head & shoulders3. Sunsilk4. Life buoy shampoo5. Clear6. Dove7. Nivea8. Himalaya herbals9. Flex10.Samsol11.Medicam shampoo12.Praima13.BIO(amla)14.Garnier fructis15.Badur Vatika16.Herbal essence

• Thick and Long • Hair Fall Solution • Anti-Dandruff • Soft and Smooth • Black Shine

Life cant waitWear your hairFor expert touched hair

Teens, young ladies, college girls and high school going girls.Females who are fashion conscious and belong to the upper income classes.

Sunsilk

Gang of girls Fan page on facebook Co-creations, 7 hair

experts TV commercials on

duniya tv, geo news & entertainment, hum tv, ary digital

Advertisements on POPs i-e hyperstar, macro, metro, al-fateh

Competitive ads

Has captured all the attention points at big malls

Sales representatives on the malls

On spot Hair examination Sponsor fashion shows Radio ad on FM 103,100 Iman Ali as brand

ambassador

by Unilever

Style freedom:• Lively & silky• Silky black Care freedom:• Hairfall

defense• Soothing care

Clean freedom:• Classic clean Experience

freedom:• Refreshing

The freedom to get close

Upto 100% dandruff free

Everything, but the worry of dandruff

Females and males belonging to the upper income classes, who are achievers. Major emphasis on the males. Those who are more careful about hair and cleanliness.But in their promotional activities, they cover the whole market irrespective of these classes.

• Youth icons, Karina Kapoor and Shahid Afridi are endorsing the brand

• Billboard (DHA entrance)• Tv commercials, out of 3

shampoo ads, 2 are of H&S

•Ads on the escalators

•Competitive ads

•Advertisements on POPs i-e

hyperstar, macro, metro

•Sponsor sports news

•Highly advertised on duniya

tv, ARY digital, PTV, ATV

by P&G

• Anti-Hair Fall • Clarifying• Smooth & Strong• Milky Extra Treatment• Deep Black• Anti - Dandruff

Females from the age group of 13 onwards belonging to the upper income class and have achievers lifestyle. Fashion conscious segment

• Pantene leaves your hair upto 2X stronger* in just 10 days!• *against styling and combing

damage• Feel extraordinary, even on an

ordinary day!

• get 99% stronger hair in one week*

• Stronger*hair in 10 days!• ‘Get 100% more Shine!‘ • Baal mazboot, ham Karen SHINE.

• Fan page on facebook• 10 day challenge• Competitive ads• Katrina Kaif as brand ambassador

for both India and Pakistan.• logo and slogan are printed on the

Shelves.• Sponsor fashion shows• Shehzad Raza from Pakistan as hair

expert.• TV commercials• Training workshops with PHABA

by UnileverMarket challenger

Focus on male and female from 16-25With the lifestyle of Achievers

Sports loversHigh income class

•Now a days they are doing cross promotion with fair & lovely•Shahid Kapoor and Atif Aslam as brand ambassadors.• In different sports event like football world cup their brand ambassador was Chirstrino Ranold

Clean & itch controlComplete soft careHair fall defenseHair fall decreaseCool black

The Clear confidence...Up to 4X softer hair

Zero dandruffDefeat heat and dandruff

by Unilever

Teens and onwards both Females and males belonging to the middle and lower income

segments of the market. Focus on the people of rural areas.

•Lifebuoy Anti Dandruff shampoo

•Lifebuoy Herbal shampoo

•Lifebuoy Clean and Thick shampoo/

daily care

“Lamby ghany chamakdar baal”

Chulbuli on PTV, ATV, FM 103,100

Competitive Advertising

Market follower

Medicam by marriana international

Market followerFemales belonging to the middle and lower

income segments of the market.

Advertise through print media in different newspapers and digests e.g nawa-e-waqt, khawateen didgest, pakeeza, kiran, shuuaa

BIO(amla) by forvil cosmetics

• Naturally beautiful• Enjoy Dandruff–Free Hair full or

Vitality, Health & Shine! Say Goodbye to Dandruff! Dandruff? No More!

• Bio Egg Shampoo… For Lustrous & Beautiful Hair, Full of Life

• Bio amla shampoo• Bio anti-lice shampoo• Bio egg shampoo• Bio anti-dandruff shampoo

• Veena Malik for anti-dandruff shampoo• Has introduced New bottle

Those who want natural herbal products.Lower income segment

For females from 12 onwards

Market follower

Black shine woDekhi na jaey

Other follower brands

1. Himalaya herbals2. Flex

3. Samsol4. Praima

Other imported brands but they are not advertised on local media.

1. Garnier fructis2. Nivea3. Dove4. Badur Vatika5. Herbal essence

KIDS by jhonson & jhonson

Market leader

No more tears

For babies.upper income classesTargeting parents.

Follower baby brands

•Blessings (shield)•Baby shampoo (golden girl)

•Baby shampoo (mother care)