Ad Strategy Assignment

1. LIVE DEO Dual Effect Presented To: Ms NidaShaukat Presented By: Abdullah JunaidAnsari S M Sufyan Wajeeh Fatima Zahid Khan LIVE Institute of Business Management.

2. LIVE DEODual Effect – Antiperspirant Deo + Perfume fragrance LIVE Ander Laga , Deohyyaar

3. Product LIVE Deo Dual Effect Differentiation Antiperspirant & Perfume Fragrance Price 180 /= PKR Variants: 3 variants

4. Product Life Cycle Introductory Stage Product Category Awareness Brand Awareness Emotional + Rational Appeals

5. Competitors Fa Charlie Victoria Gillette Nike Adidas AXE Denim Nivea Rexona Others imported brands

6. SWOT Analysis Strengths 2 purposes Product Differentiating: Perfume fragrance with 24hr protection Weaknesses Awareness about Product category is weak, people are confused about the product & its usage. We are new entrance in the market

7. SWOT Analysis Opportunities Less competitive advertising environment Greater chance to register brand name in the minds of consumers. People are more concerned about hygiene and they want protection and fragrance both There is still a room for our brand “LIVE” to come up with innovations and better ideas to grow into the market Threats Myth against deo spray: anti presperant causes cancer Alternatives like perfumes and body sprays are growing up Rexona is a bigger competitor ( Uniliver can come up with the bigger advertising campaign to lift their brand image up )

8. Target Market Primary SEC B+,B and B- Males and females Urban areas Youngsters Age: 15 – 22 (which includes college and universities students) People who are independent enough to take their purchase decisions People who bigger social group and who are conscious about their image People who can be Influencer and Follower Sportsmen People who want to get rid of bad body odor Secondary Age: More than 22 SEC C+ and C Purchase Behavior: buy deo spray once or twice in a month from supermarket. Two people from the same family buy different variants of different or similar brands It’s a low involvement product

9. Advertising Objective Primary Aim Brand and Product category awareness while focusing on the 2 benefits that we are providing. Secondary Objective To get a good market share

10. Advertising Strategy Big Idea Spray more LIVE more Campaign Idea Dual Effect: AndarLaga, Deo hey yaar Brand Personality Young, Teen Ager, Fun Loving, Fresh, Cool and Confident, happy go lucky, solution provider, Full of life

11. TVC -Scene 1 A group of friends is sitting in a cafe having fun.

12. Scene 2 A girl and a guy entering into the café and coming towards the group at the same time the group is feeling an aroma of fragrance developing around them ( which will be depicted on their facial and body expression. Voice Over: A girl from the group says: New Perfume?

13. Scene 3 The girl and a boy look at the group focusing on the girl who asked the question. Voice Over: No that’s a new Deodorant

14. Scene 4 The group look at both of them with the little shocking expression. Voice Over: Which one?

15. Scene 5 The camera now focuses on the girl and a boy while they are pointing on the mirror besides them.

16. Scene 6 The group looks at the mirror where they see the girl holding a bottle of the perfume (The group get shocked because she just said that its her new deodorant and not perfume.

17. Scene 7 The group look back at the girl with the same shocking look and they see her holding a bottle of a deo spray. Voice Over: Is it a deo or a perfume?

18. Scene 8 The camera focuses on the girl and the boy and they smartly reply Voice Over: That’s a new deo spray with dual effect.

19. Scene 9 We will have a product window where we will describe our product that it’s a deo spray but it gives a long lasting fragrance like a perfume with ultimate 24 hr protection due to antiperspirant.

20. Scene 10 The camera will get back to the group where a guy asked for the LIVE deo spray bottle to try it on. Voice Over: let me try it on.

21. Scene 11 The guy will grab the Live Deo spray bottle from the girl’s hand and he will be about to spray on his shirt.

22. Scene 12 There will be a long shot of the whole group including the guy and the girl who introduced the Deo spray. They all will shout as the boy is about to spray the deo on his shirt. Voice Over: Abyruk….! Deohy, Ander lagayaar.

23. Mendatories We make sure the get up of the whole talent will reflect our target market. The whole look and feel will be as similar to our brand personality. We will make sure the branding would be strong in terms of color theme, brand logo and packaging etc. Our communication will be bilingual i.e. English & Urdu.

24. OOH Board is having cutouts of girl and a boy. They have LIVE DEO in their hands and they are spraying the LIVE DEO And in the center of the board there will be written that LIVE Deo Dual Effect anderlaga, DEO hyyaaar…!!

25. ATL Activities TV Geo, Play Tv, TV One, HBO, ARY, The Musik, AXN, Aag, Ten Sports, MTV, Style 360 Radio RadioActive 96, City FM 89, ApnaKhi FM 107, Radio One FM 91, FM 106.2 Print Dawn Images, Daily Times Sunday Magazine, The News, She, GT, Tribune Sunday Magazine, Tribune Paper, Dawn, Cricketer, Smash, Fashion Magazines OOH Outdoor Hoardings, Transit Media, Streamers, Bridge Panels, Live Size Standees, Round-Abouts ( all the main round abouts that are connecting the main streets of karachi)

27. BTL Activity Concept We will have a Kiosks with our brand ambassadors in different cinemas , malls, super markets and Arts Councils. They will be giving spray bottles to the potential target market so that they can spray and experience the fragrance and protection of our brand. They will specifically mention “ Ander Laa DEO hyyaar” (like it is mentioned in our TVC) Kiosks outside the Universities & Colleges Free sampling in the sports grounds (Hockey, Cricket etc.) Stalls at different concerts and shows.

28. Factoids (apply on both ATL & BTL) We can have a 5-10 second screen on TV ( on all potential channels that we have mentioned before and this screen will have all the facts/benefits related to using a deo spray. Our branding will be very strong on this screen in terms of color themes, design layouts, Font and Music and it will say “ Brought to you by: LIVE – Dual Effect, Deohy , Ander LagaYaar.” We can also have a single leaf-let which will have again all the factoids written on it with our proper branding and our brand ambassadors can give them to the target market during BTL activities.

29. Thank You Spray More … LIVE More