Advertising and Brand Management

Submitted To:Sir Noman AshrafBy:Mehwish Aqeel – 8403

New brand development and its advertising campaign.

2

Topic:

“Launch a new brand”

Name of Brand:

Dude’rantZ

Logo:

Positionig statement:

Slogan:

STP:Segment: Middle – onwardsTarget: Male Positioning: 16 – 30+USP:“Best long lasting perfumes at feasible cost”

2

Brand feature:

(1) Clinical Strength odor and wetness protection as advertised by TV doctors;

(2) Contains odor-fighting microcapsules, like in that movie where people go into someone's body;

(3) Skin conditioners to help prevent irritation.

Marketing plan:

Product development strategies

The overall penetration of Perfumes as a category within Male Grooming products is low, since nearly 70% of the population uses little or no body fragrance. Perfumes form only $11Million (27.5%) of the current male grooming category. This provides a great opportunity to launch the product Dude’rantZ Perfume in Pakistan.

Consumer behavior

Over the past two decades, Pakistan’s economy has shifted from an agricultural base to being service-based. With increasing urbanization (currently36%), the availability of new jobs is heavily skewed towards careers in Marketing, Sales and PR (all of which are image-related industries).Thus, the trend is going from men in the work force, who may have worked outside mostly during the week, to ones that are now indoors, at a computer, taking meetings and attending social functions for lunch and dinner. Thus, their grooming demands have increased.

Positioning strategies

We would be basically targeting our brand in the youngster’s mind so that when it comes to odor smell and freshness, the youth would simply say

“Dudes’ Dude’rantZ” We would influence our target market’s perception about our products by Clear, concise, meaningful information through relentless advertising and marketing so that they heard and accepted.

Promotional techniques

We would differentiate our product from our competitor’s by clear advertising.

Pricing strategies

We would address important customer buying criteria by our pricing strategies.

2

Levels of product:

Core: Perfume Augmented: packaging, clinical features, skin conditioner, prevent from

irritation. Actual: free trial (at pre-introductory stage)

Market research:

We are using questionnaire, trial at different public places like colleges, universities and shopping malls etc.

Ethical values:

We would articulate our key product and our company’s characteristics. Follow ethics in terms of publicity like brand ambassador, theme of advertisement, content of advertisement etc.

The New Brand Launching Process:

To create successful new products, a company must understand its customers, market and competitors and develop products that deliver superior value to the customer. It must carry out strong new product lining and setup a systematic new product development process for finding and growing new products.

For introducing Dude’rantZ brand in Pakistan, we must try to understand certain key points before launching the brand Dude’rantZ”.

These steps must be carried out before the introduction.

• Determine “Who is your target customer?

“Everybody” is not an acceptable answer.

• Determine, “How do we want to go to market?”

Options include:

Produce the product yourself,

Sell the idea or License the product to someone else to produce and market.

2

Market Research Phase:

a. Research Market size and potential.

b. Interview End users, Retailers, Wholesalers and Sales Representatives as necessary for the specific product.

c. Analysis and Development of the Marketing Plan:

Competitive Analysis – Review the 4 Ps currently offered by the existing players utilizing a product matrix to find a unique position from which to create a competitive advantage for the product.

Review SWOT with client.

Utilize SMART technique to develop the written, working plan.

Execute the Plan and launch the brand:

Develop collateral materials

Begin placement dialogue with the first step in the preferred channel.

Have enough dialogue with enough different entities to uncover any previously undiscovered real objections.

Review and Revise Plan as necessary with the new information.

Repeat until Sold.

Explore relationship extensions with new partner.

Positioning, sales channels and distribution, advertising and public relations all need to be addressed and should be given as much time and energy as the development and design stage.

Marketing Strategy Development:

Designing the initial marketing strategy (for introducing new brand)

The Target Market

In Pakistan, the Male Grooming market is a $40 Million per annum business. The overall penetration of perfumes as a category within Male Grooming products is low, since nearly 70% of the population uses little or no body fragrance. Perfumes form only $11Million (27.5%) of the current male grooming category. This provides a great opportunity to launch the product Dude’rantZ in Pakistan.

2

Market Segmentation

Over the past two decades, Pakistan’s economy has shifted from an agricultural base to being service-based. With increasing urbanization (currently36%), the availability of new jobs is heavily skewed towards careers in Marketing, Sales and PR(all of which are image-related industries).Thus, the trend is going from men in the work force, who may have worked outside mostly during the week, to ones that are now indoors, at a computer, taking meetings and attending social functions for lunch and dinner. Thus, their grooming demands have increased.

The size and scale of male grooming market in Pakistan is summarized below:

Market Overview

The age demographic split of the Perfumes consumers in Pakistan is as follows:

Forecasting Assumption for Deodorant:

Age Group (Years) Split

Under 20 20 %

21-35 65%

36 & above 15%

Market Targeting

Target marketing contrasts with mass marketing, which offers a single product to the entire market. Basically we would be targeting the youth population in Pakistan as it offers great opportunities for the brand “Dude’rantZ”

Two important factors to consider for selecting the youth target market segment for Dude’rantZ brand are the attractiveness of the segment and the fit between the segment and the firm's objectives, resources, and capabilities.

Attractiveness of a Market Segment

The following are the important aspects of selecting the youth target market:

Segments Share

Male –Urban 90%

Male –Rural 10%

2

Size of the segment (number of customers and/or number of units)

Growth rate of the segment

Competition in the segment

Brand loyalty of existing customers in the segment

Attainable market share given promotional budget and competitors' expenditures

Sales potential for the firm in the segment

Expected profit margins in the segment

Market research analysis suggested that youth target market provides a great opportunity for the product of “Dude’rantZ”.

For example, buyer intentions, sales force estimates, test marketing, and statistical demand analysis proves that the youth target market useful would increase the sales potential for the brand itself.

Note that larger segments are not necessarily the most profitable to target since they likely will have more competition. It may be more profitable to serve one or more smaller segments that have little competition. On the other hand, if the firm can develop a competitive advantage, for example, via patent protection, it may find it profitable to pursue a larger market segment.

The Brand & Market Positioning

Brand positioning is what comes to mind when your target market thinks about your brand compared to your competitor’s products.

So we would try to position our brand “Dude’rantZ” in such a manner that when our consumers hear the name Dude’rantZ, they would think “Dudes’ Dude’rantZ” as this would be our tag line also printed on our product line.

They would also try to associate our Dude’rantZ perfume with great fragrance smell. That would be our punch line exclusively.

There’s no confusing the positioning of Dude’rantZ.

Brand positioning is a crucial ingredient in the buying process and should never be left to chance as it would be an opportunity for Dude’rantZ to define its brand to its consumers on important attributes.

It would be also important to influence the market’s perception of the brand of Dude’rantZ.

Clear, concise, meaningful product positioning would help us to create a place in the customer’s mind.

2

Brand positioning gives your messages some context so they can be better heard and accepted.

Distribution Structure

We would distribute our product within the major areas of Karachi. It would initially introduce our brand to test it at a smaller level to see its variability and sustainability.

Provided with that, we would establish a network with the distributors and suppliers so that they could provide the logistics to move our brand from stores so that our brand could easily reach to the consumers.

Our brand would be easily available at famous shopping malls like forum, Park Towers and Millennium mall.

Areas like Defence, Clifton, KDA, Sharah-e-Faisal and Zamzama would provide a nice opportunity to launch our brand “Deodorant”.

Marketing Mix Strategy:

4 P’s:

Product: Dude’rantZ Perfume (for males)

Price: for middle class and onwards

Place: All super stores and shopping malls

Promotion: Bill boards, print media (fashion magazines and newspapers) and electronic media

The Four P's of Your Launch:

o Product – Our product “Dude’rantZ” would offer a different variety of man’s products which would include the entire perfume.

o Price - This is also quite an important factor. Seeing that we will be competing against other competitors, we will have to make sure that we offer a price that will make customers want to come and buy our product against our competitors.

o Place - This is one of the most important factors when it comes to the actual launch of the product. We would be launching our product in famous areas of Karachi.

o Promotion – Our promotion campaign would play a key role in advertising and the launch of our product. We need to carefully decide on the approach to promote our product “Dude’rantZ” in comparison to your other competitors.

2

Test Marketing

In order to introduce our brand in Karachi and to the consumers, we could launch it in a media based event where we would highlight our product and its fragrance.

We could also use BTL (Below the line) activities in shopping malls and stores where we would give small quantities of our perfumes to market our product and spread awareness about our brand.

This test marketing would provide us the information about how much our product is being liked by our consumers.

Simulated test market

We can shows ads and promotions for our Dude’rantZ Perfume including our entire new product being tested, to a sample of consumers. We would give consumers a small amount of money and invites them to a real store where they would use it to buy our brand.

The researchers would note how many consumers buy the product with our completing brands.

Commercializing

After test marketing and simulated test market, our consumers would sure love our brand. Our next step would be to make sure that our Dude’rantZ Perfumes are enough to sell.

We would manufacture a large amount to send out to the stores that will stock the items and enough inventories on hand for the public to buy.

We would then launch a massive promotional campaign to spread awareness about our brand and product by ATL (Above the line) activities.

Advertising:

We would influence our target market’s perception about our Brand by Clear, concise, meaningful information through relentless advertising and marketing so that they heard and accepted.

We would differentiate our product from our competitor’s by clear advertising strategies.

We would advertise about our perfume through media mediums such as

Electronic media /Digital media

Print media

Out of home media (Billboards , flyers and free sampling)

Radio

2

Setting Advertising objectives

Our advertising objectives about Dude’rantZ would be to spread awareness and information about our perfumes by specifically portraying clear and concise message that is about great fragrance. We would inform and persuade our target audience against our competitors.

Developing advertising strategy

One of the most effective ways in advertising is creating a message that can easily influence people’s perception. The message should be portray in such a manner to give a brief understanding about the brand and what does it offer.

It can be portrayed by using creative graphics to be more effective so that the advertisement can easily penetrate into people’s mind.

Our target market would be the youth so we would be using electronic and digital media so that they could easily view our advertisement about our products.

Creating the advertising message

Creating a advertisement message is very important. Another important element about advertising message to break through the advertisement clutter.

The appealing advertisement is important for our brand to introduce such type of advertising strategies and creative messages that can be influential for the younger generation.

The message should be concise and attractive to be enjoyed as well as convey its primary message that is the great smell of fragrance.

Selecting advertising media

The most effective marketing strategies typically integrate multiple mediums or promotional strategies to reach the market. The following are some promotional options to consider

TV

Radio

Print

Web

2