glory natural hair beautyl || by abdelrhman tantawy
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TRANSCRIPT
Glory 2010 Campaign
•Introducing Glory by new image and Style.
•Attract new customers, Segments, and channels.
Objective
IMC Channels
Clubs and malls Miss University Governmental
University Bus tour
PR campaign Radio Online Pharmacy & Hair
dressers
Clubs and malls
أحلىجمالك من الطبيعة ... جلوري
Booth road show in clubs and malls in both Cairo and ALX
Direction:
1st : Booklet includes the most common questions about hair problems and also giving tips to protect hair & keep it healthy. 2nd: A stylist A stylist will attend to instruct ladies about hair protection, styling & answer their questions. 3rd: Real Life Experience: What will push women to use the samples is to use real pictures of real women “not just models in ads” who used Glory, with titles indicate the specific color. In the above case; the ushers can do this job.
Clubs and malls
Malls Clubs 1. City Star 2. City Center 3. Hyperone 4. Carrfour ALX 5. Carfour alma’ad
1. Elzohour Club 2. Ahly Club (Nasr City) 3. El Shams Club 4. Maadi Club 5. El-Sayed Club 6. 6 October ( 6 Oct City ) 7. Sporting Club (Alex)
Booklet
Booth Design
Miss University
Strategy- Idea Generation
Direct activities hitting the target.
COMPETITION
Interactive …. Innovative … word of mouth
Settled in private Universities, Takes few days in each University . “+Informative Radio campaign”
Miss University
Universities
1. AUC 2. GUC 3. MIU 4. MSA 5. CIC 6. 6 of October
The MU Booth
The MU Booth
The MU Booth
The MU Booth
Governmental University
Strategy- Idea Generation
Special campaign for ladies “Only ladies allowed – FREE”
Concept: Tent for Ladies gathered to : 1. Take a fun time 2. Educate about hair health with Glory. 3. Giveaways and competition.
Direction: 1. Ladies games 2. Natural beauty and your hair health.
Governmental University
Universities
1. ASU 2. Cairo 3. Helwan U. 4. Asyout U
Bus Tour
Concept
Bus travel between cities of upper Egypt.
We will use mother day as motivation to buy from this booth
Objective: 1. Introduction of new packing. 2. Motivate consumer to buy. 3. Distribute Giveaways. 4. Education about the advantage of Glory for healthy hair.
Direction: •Mobile booth. •Buy Glory and take gift + serial number On the pack. Gives you extra reword. •Two days in each city in different locations .
Bus Tour
locations
1. Asyout 2. Tanta
PR
Press Release:
“Have high credibility between the
market”
Write About the Advantage of Glory Henna Over Chemical methods
in a Comparatives way.
PR
channels
1. Press 2. TV
TV coverage
TV ads airing + PR in the talk show
about natural beauty and advantage of Glory Henna .
N.B: easy applying of henna is an advantage use this point in PR
market will love it.
PR
channels
1. Press 2. TV
Press Release:
Competition coverage in universities by Magazines especially the
nomination day .
Miss university Magazine interview and coverage is a good material for
writers and photographers.
TV coverage
TV coverage for Miss University will attract the publicity toward this
competition.
Channels: •Egyptian channels 1,2 •Nile life. N.B: In the end of competition, interview with the miss university should be arranged in talk shows : •Elbyt bytak. – Ch2 •90 Dea’a – El-Mhwar. “Airing of the nomination day is optional”
Radio
Radio campaign have two phases :
Radio
Radio
1. Miss University 2. Glory new pack 3. Mother’s Day
Phase One : The New
pack campaign.
Phase Two : Miss
University Campaign
Phase three Mother’s
Day
Online
Online
Why Online ?
Targeted Cheap Informative Interactive
Face book sky bar ad
•Upload
•TV ads versions, Radio Ads Versions, Hair style
making
Web page + Face book Group
Funny and creative
Online campaign Comments
Share
Word of mouth
Built brand awareness
and recognition
Social Media
© Market Compass Consultancy 2009
CONCEPT
Hair Moves by mouse to show
Pharmacy A Decision Makers.
Pharmacy is one of the decision maker in Cosmetic indication.
Pharmacy
•High Pharmacists Turn over.
•Low education level about Cosmetics.
BUT
• Flyers and Instruction Booklet with fancy stands.
• Pharmacy Dangler.
• Offers Buy Glory Pack and take coloring tools free (Branded with Glory).
Solution
Flyers
Stand
Dangler
Giveaways
Stickers
Hair dressers
They Need to Know why to recommend Glory as hair dying method instead of other chemical methods.
Hair dressers
Bo
okl
et
How to use – Professionally
Advantage of Glory over other method
Comparisons between Glory and Chemicals.
Colors of Glory
Effect of Glory on different hair colors.
Off
ers
Free Sampling
Free Branded tools with Glory brand
MOTIVATE to use glory
henna
