Professional Documents
Culture Documents
First and most important objective is to eradicate any past association with the old brand image and revitalize it to a new and
fresh one.
Second objective: since presently it doesn͛t resonate with the young females who are school/university going, the objective of
the commercials and promotion are to attract this target audience particularly. Finally the most important step would be for the
commercials to be reached everywhere in Pakistan , where the target audience exists.
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Tibet Snow Cream should cover a 360 Degree Marketing Campaign where advertising through all mediums should be done
including both Below the Line and Above the Line.
Also aggressive airing of the television commercial should be done, in such a way that the coverage should be everywhere and as
many timeslots that can be reached.
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It is the most effective A radio version of the Since the target audience is Creating a website for the
mass-market advertising television commercial, young and females, the product. The website
format, ensuring that the ensuring that no visual is newspapers would be would have detailed
target market views the necessary. All the story- pointless to utilize. The key information on advantages
television commercial. telling is understandable visual (image) of the print of using Tibet Snow Cream,
The TVC will be specifically through the radio. ad would be a still shot how to have better skin
targeting a university-going from the TVC. and how harmful UV Sun
female who has a long day FM 91, 96, 94.6, 103, 107 rays are. ʹ This would
of exposure in the sun. Between 12pm & 5pm However the insert sub ensure consumers feel that
The TVC will be thematic, (sun exposure is at its͛ magazines of each Tibet cares about their skin.
ensuring that consumers͛ maximum, thus when newspapers will be covered Promotion on Facebook ʹ
emotions are being females listen to the ad, like Images from Dawn. Fan Page having and
aroused and consequently while outside in the sun it Pakistani Fashion Interactive Q&A forum plus
building a personal will draw more attention Magazines like SHE, Libas, D of Tibet͛s
all highlights
association with the brand. and have a more powerful Women Magazine, Home website.
The TVC will be relevant effect in influencing their Express. Web banners on various
towards the defined target judgment) Ensure advertisement sites like msn messenger
market. Every day from February placement in marketing ticker, Facebook, Youtube,
Twice on Geo 1st 2011 till June 30th 2011 magazines like Synergizer windows live mail,
Entertainment, Indus and Aurora. Pakistani web forums and
Vision, Hum TV but the blogs that are visited by the
maximum amount of target market.
frequency on All Music After 5pm when
Channels and Style 360 female teenagers sit
Between 3pm & 4pm; online.
Between 7pm & 9pm Thrice a week in
February 1st 2011 till
Every day from February June 30th 2011
1st 2011 till June 30th 2011
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Product-placement in the
Main shahr-e-faisal, in store is in instant visibility
front of regent plaza or range, as soon as the
FTC;
Rashid Minhas Road;
consumer enters the store.
Gulshan Chowrangi; Posters, Buntings & Shelf
Continously from February Cards should be visible in
February 1st 2011 till June the store
30th 2011 Point of Purchase
V V Materials
Mostly in front of school, Everyday February 1st
colleges and universities 2011 till June 30th 2011;
Also in locations where Ensured by the
there is high foot-fall: Territory manager that all
Do Talwar; the Point of Purchase items
Millenium Mall, are not torn and in visible
Dolmen Mall, condition.
Hyderi Shopping
Center
A total of 40 backlit vans
will cover the city and
won͛t be in one stable
position, in fact will be
rotating in different
locations. Every van will be
ordered to visit 3
destinations regularly.
Between 12pm & 5pm
February 1st, 2011 till June
30th ,2011