Marketing Plan Hair Oil
DABUR AMLA OIL
KARISHMA KAPOOR ADVERTISING CAMPAIGN
HANDLED BY OGILVY AND MATHER (O & M)
A) OVERALL
1) How did the agency get the account?
« Ogilvy and Mather (O & M) have been handling the Dabur account for the past many years and for various Dabur products. Thus, they got the account for this ad campaign as a matter of practice. Also, the clients were more than satisfied with O& M¡¦s reputation and their work standards.
2) How long has been the relationship with the client?
« The relationship with Dabur has been for the past 5 years.
3) How long will this campaign last / did last?
« The Karishma Kapoor Dabur Amla campaign started in June 2001 and ended in March 2003.
4) Agency (personnel) level at which the campaign was handled?
« All the levels were equally involved in the campaign. The creative department, media department, production department, client-servicing department - all worked in co-ordination with each other.
5) Is the agency responsible for activities in addition to advertising?
« In addition to advertising, the agency also does various other activities like production, media planning, updating the client with latest information on changing trends; all of which are essential for advertising.
6) Did you get a written / oral brief?
« An oral brief was given but generally, everything was discussed and decided in co- ordination with the agency members. No written brief was given.
B) FACTS ABOUT THE PRODUCT
1) Does the customer consider it high / low involvement?
« For heavy users, for women, especially those who are concerned about the health and beauty of their hair (as most women are) ¡V it is a high involvement product.
2) Does he feel about it / think about it, or both?
« For those, it is high involvement - they obviously feel / think about the product before going for purchase decision as they would not like to buy something which harms their hair.
3) Is the product of high /
KARISHMA KAPOOR ADVERTISING CAMPAIGN
HANDLED BY OGILVY AND MATHER (O & M)
A) OVERALL
1) How did the agency get the account?
« Ogilvy and Mather (O & M) have been handling the Dabur account for the past many years and for various Dabur products. Thus, they got the account for this ad campaign as a matter of practice. Also, the clients were more than satisfied with O& M¡¦s reputation and their work standards.
2) How long has been the relationship with the client?
« The relationship with Dabur has been for the past 5 years.
3) How long will this campaign last / did last?
« The Karishma Kapoor Dabur Amla campaign started in June 2001 and ended in March 2003.
4) Agency (personnel) level at which the campaign was handled?
« All the levels were equally involved in the campaign. The creative department, media department, production department, client-servicing department - all worked in co-ordination with each other.
5) Is the agency responsible for activities in addition to advertising?
« In addition to advertising, the agency also does various other activities like production, media planning, updating the client with latest information on changing trends; all of which are essential for advertising.
6) Did you get a written / oral brief?
« An oral brief was given but generally, everything was discussed and decided in co- ordination with the agency members. No written brief was given.
B) FACTS ABOUT THE PRODUCT
1) Does the customer consider it high / low involvement?
« For heavy users, for women, especially those who are concerned about the health and beauty of their hair (as most women are) ¡V it is a high involvement product.
2) Does he feel about it / think about it, or both?
« For those, it is high involvement - they obviously feel / think about the product before going for purchase decision as they would not like to buy something which harms their hair.
3) Is the product of high /