Glaxose D

Only available on StudyMode
  • Download(s) : 389
  • Published : November 7, 2012
Open Document
Text Preview
This report covers the analytical snapshot of famous local jewel brand “Glaxose D”. The brand has remained in the heartland of Pakistani FMCG’s industry since early 1970’s and has passed through many different stages from growth to slump. Currently this brand is facing immense problem of weak and irrelevant brand image, due to fading brand health, Glaxose D needs to get aggressive attention in order to pop up as a running brand.

We have conducted a detailed scrutiny on this brand and the reader will take an expedition from competitive environment, historical background, product specification, positioning statements, brand image, target audience, selection of specific campaign, relevant objectives, execution details and post analysis of campaign results.

The crux of this report is the overview of a new advertising campaign to reposition Glaxose-D as a multi-purpose drink for each member of the family, with refreshing new flavors. The report fathoms the advertising message and its media placement as per communication and brand health objectives.

Acknowledgements

This report leads to the in-depth knowledge we actually gained and for this we are heartedly thankful to our respected instructor Mr. Iqbal who has provided us an opportunity not only to understand academic concepts but getting into pragmatic world and take an overall feeler of brand strategies behind a simple advertising campaign.

With this we extend our thanks to Brand Manager Glaxose D; Mr. Asher Shami, who is resuming his responsibilities as Senior Brand Manager: Dextrose category (Energile & Glaxose D). He did not only open horizon to the brand aspects but also gave us pertinent confidence in crafting our analysis on his campaign.

At the end the credit goes to team building and efforts which every one really extended, Team composition is as follows:

Team leader: Syed Ali Hasnain Zaidi
Team members: Waqas Imtiaz, Taimoor Shabbir, Farrukh Abbas

Contents

Executive Summary1
Acknowledgements2
Contents3
SITUATIONAL ANALYSIS6
Industry Information6
Historical Background9
About Company10
Introduction10
A Brief History10
Unilever Today11
UNILEVER PAKISTAN13
Unilever’s Current Marketing Situation14
Pricing Strategy14
Previous Promotion14
Distribution pattern15
Strengths & Weaknesses16
Strengths16
Weaknesses16
External Factors17
Consumer Analysis17
Competitive Analysis17
Opportunity Analysis19
ADVERTISING OBJECTIVES21
Purpose of the Campaign21
Advertising Objectives21
Measurement Criteria21
TARGET AUDIENCE22
Demographics22
Psycho-graphics22
Behavioral Characteristics22
Geo-graphics23
CREATIVE STRATEGY24
Product Concept24
Message Communication25
Advertising Message26
The Message26
Advertising Appeals26
Key Consumer Benefits27
MEDIA PLANNING28
Developing Media Mix28
Television28
Newspapers29
BTL29
Target Market Coverage30
Budget Consideration30
EVALUATION OF AD EFFECTIVENESS31
Pre-Testing31
Post Testing31

SITUATIONAL ANALYSIS

Industry Information

The main players of the refreshing drink segment are red syrup, powder drinks and squashes. Let’s first discuss red syrup which is a unique category in our part of the world. The tradition of hospitality of the people living in the East is well-known. The hot weather conditions in our region make cold drinks a natural choice for the people to offer their visitors. People here have long been depending on natural drinks like lemon extracts etc. to make “sherbet” a sweet drink. In order to cash in on this trend red syrups came in the market. These red syrups were said to be the extracts of natural fruits and herbs and were initially launched as drink for medicinal purposes. Later on this drink acquired a cult status particularly in the middle segment of the society. RoohAfza...
tracking img