7/24/2019 Unilever Talent Hunt Task - NUST H-12 - IDOHCAB - Hamza Ali Hussain

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Unilever Talent Hunt 2015

Task Submission

Team Name: IDOHCAB

Team embers: Ham!a Ali Hussain" o#amma$ S#aa! an$%ma$ Aamer

Universit&: National Universit& o' S(ien(es an$ Te(#nolo)&

H*12" Islamaba$

T#e I$ea:

The DiG social mission, assigned as a challenge to us, is a BTL campaign of

supporting 1 million children gain access to quality education by the name

Preparing Children for Tomorro!" Considering that it had to be a BTL campaignfocusing on modern moms, the best possible medium, to con#ey our message and

raise aareness for out$of$school children, is itself schools"

%ur prime ob&ecti#e is to gather moms of children attending playschool,

'ontessori!s and primary school" Therefore, places here moms ould usually

gather ere considered such as shopping malls, par(s, festi#als and schools"

)chools came as the inner amongst the options due to #arious reasons" *e can

easily target our audience in school, hich is modern moms ith children aged +$1

years" -lso, the educational en#ironment found in schools ill assist in raising

aareness of the out$of$school children in the moms, using slogans such as ./ ant

to study too 0 the underpri#ileged child"

2irstly, e ill choose 13$3 children from the thousands of children ebbed in the

child labor netor( throughout Pa(istan and pro#ide them a one day!s e4perience of

a school going children" 5a#ing them e4perience a life of school going children,

inter#ie them to discuss the di6erence they felt and prospects they see if they can

get access to quality education daily" 7ecord a #ideo to be used to inspire mothers

during our BTL campaign"

%+e(ution:

8#ents ill be organi9ed in schools in hich there ill be seminar con#eying the DiG

:)LP mission to the moms" 'oms ill be ensured that a portion of the pro;t )urf

84cel gains from their sales ill donated for the cause of pro#iding access to out ofschool children"

Three basic acti#ities can be arranged to increase aareness and inspire mothers

and children toards our social missionarachi"

Bran$ A,liation:

)urf 84cel ill donate a portion of the pro;t generated from the sales in

helping underpri#ileged students gain access to education?

Brand image should be presented in such manner that ill empoer the bond

ith the consumers?

Brand Lo#e >ey of )urf 84cel hich is freedom from dirt ill be lin(ed ith

freedom for children resulting in less mental tension on children resulting in

more opportunities" Belie#er!s tool is to be used to in#o(e a sense of belief in consumers" - sense

that they are not &ust buying a detergent but rather are helping the society"

This ill help maintaining brand equity and brand lo#e"

-ll the abo#e points ill gi#e brand a purpose and a sustainable strategy"

7/24/2019 Unilever Talent Hunt Task - NUST H-12 - IDOHCAB - Hamza Ali Hussain

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S-OT Ana&sis:

Stren)t#s

Sur' %+(el #as a stron)

bran$ ima)e Constant resear(# an$

.ro/e(ts #el.s maintain t#e

stake#ol$ers in t#e (urrent

market

Unilever #as a ver& stron)

marketin) $e.artment to

broa$(ast an& mission

orl$i$e

ea(# o' .ro$u(ts is

e+ten$e$ to over 3

(ountries

-eaknesses

So(ial ission a(tivation

oul$ nee$ relativeli)#er .ri(e$ .ro$u(ts

4aun$r& in$ustr& #as a vast

variet& o' .ro$u(ts

resultin) in (on'usion

amon)st bu&ers

T#e .ro$u(t bein) sol$ is

easil& imitable" #en(e

uni6ueness in .ro$u(t is to

be ensure$ to maintain

bran$ e6uit& s(ores

O..ortunities

In(reasin) $eman$ 'or

.remium .ro$u(ts ill allo

t#e US47 (am.ai)n to

8ouris# un$er sur' e+(el

Our aim it# t#is mission

oul$ be (#an)in) t#e

li'est&les o' un$er.rivile)e$

(#il$ren an$ 'amilies

9roin) .o.ulation nee$

su(# a .lat'orm to )aina((ess to e6ual

o..ortunities

T#reats

In(rease in (osts (oul$

$e(rease .ro$u(t .o.ularit&

79 is t#e (om.etitor to

take over t#e market in

(ase o' 'ailure

%ver e+.an$in) lo(al

$eter)ent .ro$u(tion it#in

7akistan