|



 
|

 @
|



The Fairness Cream Market is
usually targeted to females who are
conscious about their skin and want
to keep it glowing and fresh. The
Market comprises of particularly
Fair & Lovely and Ponds variants.
Fair & Lovely has captured the
The main objective is to revitalize
the brand and provide it a new
brand image that is more relevant
and lively to this generation͛s
consumer. The present packaging
and existence is considered old and
͞V
 
V 
Product will meet consumers͛ needs
of their dark complexion enhanced
to a fairer skin.
The positioning will be done in such
a way that the consumers feel their



G. dark skin is not their natural beauty.
largest while Ponds is the follower.
Tibet Snow Cream is practically non-
existent in capturing the market
share; because even though it is
available in the market it is not
distributed as aggressively like Fair
& Lovely and Ponds.
It is very necessary that Tibet Snow If one uses Tibet Snow Cream they
Cream makes its presence not only will become fair and their natural
through an aggressive marketing beauty will be enhanced.
campaign but also through a strong
distribution network that is
widespread throughout Karachi,
Islamabad and Lahore. Both
Modern Trade and General Trade
stores, covering all high foot-fall
locations.

 


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.

 |


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.
  |



 o 
It is the most effective
mass-market advertising
format, ensuring that the
target market views the
television commercial.
The TVC will be specifically
targeting a university-going
female who has a long day
of exposure in the sun.
The TVC will be thematic,
ensuring that consumers͛
emotions are being
aroused and consequently
building a personal
association with the brand.
The TVC will be relevant
towards the defined target
market.
  Twice on Geo
Entertainment, Indus
Vision, Hum TV but the
maximum amount of
frequency on All Music
Channels and Style 360
  Between 3pm & 4pm;
Between 7pm & 9pm
  Every day from February
1st 2011 till June 30th 2011
° 

A radio version of the
television commercial,
ensuring that no visual is
necessary. All the story-
telling is understandable
through the radio.
  FM 91, 96, 94.6, 103, 107
  Between 12pm & 5pm
(sun exposure is at its͛
maximum, thus when
females listen to the ad,
while outside in the sun it
will draw more attention
and have a more powerful
effect in influencing their
judgment)
  Every day from February
1st 2011 till June 30th 2011
D 

Since the target audience is
young and females, the
newspapers would be
pointless to utilize. The key
visual (image) of the print
ad would be a still shot
from the TVC.
 However the insert sub
magazines of each
newspapers will be covered
like Images from Dawn.
  Pakistani Fashion
Magazines like SHE, Libas,
Women Magazine, Home
Express.
  Ensure advertisement
placement in marketing
magazines like Synergizer
and Aurora.
  Creating a website for the
product. The website
would have detailed
information on advantages
of using Tibet Snow Cream,
how to have better skin
and how harmful UV Sun
rays are. ʹ This would
ensure consumers feel that
Tibet cares about their skin.
  Promotion on Facebook ʹ
Fan Page having and
Interactive Q&A forum plus
D of Tibet͛s
all highlights
website.
  Web banners on various
sites like msn messenger
ticker, Facebook, Youtube,
windows live mail,
Pakistani web forums and
blogs that are visited by the
target market.
 After 5pm when
female teenagers sit
online.
 Thrice a week in
February 1st 2011 till
June 30th 2011
@




 |



 ^|

  Œ

V
   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
  ŒV
 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