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Group membersALI ZAFAR
SARAH SHAHIDANAM ALAM
ASRA FAKHRI
HerbalEssencesThe Business LaunchPlan
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Herbal
EssencesObjectives:
Create brand awarenessGain market share
Positioning is acquring the right place in the minds of the consumers for your brand
the brands personality?
u In projective psychodrawings...
female, 16 to 39, median age 25 young single or young mother contemporary name (Jennifer, Melissa) nature-oriented name (Flora, Marigold) contemporary sports clothes flowing cotton skirt and sandals
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Herbal
EssencesDemands
Long shiny hairs with strengthPleasurable showering experiencePremium image shampooEmotional aspect
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Herbal
Essences
POSITIONING
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Herbal
EssencesHerbal Essence is a hair care
shampoo giving a pleasurable
showering experience
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HerbalEssences
BEFORE LAUNCH
Create hype using mediums like billboards,Television.
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MEGA LAUNCH
Event hosted by Sidra IqbalTop beauticians, stylist,
hair experts, dermatologists will be invited Coverage through TV and Print media.
Herbal
Essences
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Medium ofadvertisement1. TV
Two pronged
strategyAdvertisement
Content integration
2. PRINTNewspaperLifestyle
magazines
3. RADIO
4. OUTDOOR
High traffic pointsin 12 cities
5. DIGITALInternetMobile phones
Herbal
Essences
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Vehicle SelectionTV Channels Magazines/ Print
GEO Dawn
Indus Vision The News
Hum TV SHE
ARY News Womens Own
ARY digital Fashion MAGDawn News Libas
HBO Brides and You
MTVAag
Women Magazine
Play TV
The MusicGeo during nadia khan showIndus vision during morning show 'sola singhar'
Mtv aag and and play to communicate with young girls
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Radio channels City Fm 89
Apna Karachi 107'
HUM FM 106.2
Mast FM103
Radioactive 96
Herbal
Essences
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Television
Herbal
Essences
AdvertisementTarget GRPs 800 through ad in launch month
Content integration morning shows Drama integration Hair care shows
Gross Rating Point (GRP) is a term used in advertising to measure threached by a specific media vehicle or schedule
Content integration
Morning (UTHO JAGO PAKISTAN BY SHAISTA WAHIDI,GOOPAKISTAN BY NIDA YASIR)Showing ladies purchasing or talking about herbal essence in dramas
Drama Zerooos On Hum Tv etcHair care shows
Recommendations by khurram mushir
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Out Of Home
Billboards Transit Vans
Advertisement indermatologist clinic
Herbal
Essences
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SAMPLING EVENTS
Stores (Aghas , Naheed, Metro, Makro , Al FatehMalls (THE FORUM,PARK TOWERS, DOLMEN MALL,MILLENNIUM MALL , CITY CENTRE
Colleges/ universitiesBeauty parlorsInserts in
Herbal
Essences
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Sponsorships
Pakistan fashion week Bridal week in differentmorning shows
Different events inuniversities
Herbal
Essences
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Digital Through social networking websites
Interactive website(hessence.com.pk)
Mobile appsHair makeover appsSubscribe to HE tips
Chat with hair stylist ofyour choice.
er a
Essences
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Buy Herbal Essence and get a chance to winshampoo for month Herbal Essences showering comb.
Incentives
Herbal
Essences
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WOM
.Top beauty parlor/ hairexperts
Dermatologist
Alle`noraAther ShehzadBablooDepilexANGIE'S SALON & ACADEMYASAD BAIGBINA KHANENSEMBLE SALONTONI & GUYNABILATARIQ AMIN
Prof. Iqbal Ahmed ChaudhryProf. Tahir Saeed HaroonDr. Ghazala AzizDr. Abdul Hafiz BhattiDr. Raza Mohammed KhanProf. Hamid Zeb KhanProf. Syed Mohammed AzamBukhariDr. Javed AnwarDr. Jalil Ahmed SiddiquiDr. Daulat Pinjani
Dr. Syed Mohsin Raza
er a
Essences
H b l
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ACTIVATIONS
Demonstrations
Informational Kiosks
Setting a record for most hair washed simultaneously
across the country.
Herbal
Essences
H b l
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Herbal Crown Search
All natural- all herbal
ACTIVATIONS
Herbal
Essences
H b l
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Crown makes U Queen
Herbal essence camp
ACTIVATIONS
Herbal
Essences
H b l
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SalesTrade Channels :Top end retail : Metro, Makro , Aghas , Al Fateh e.t.cWalk in stores : Utility Stores, General Stores
Cosmetics Stores : Color collections, Gulf cosmeticsstores.
Herbal
Essences
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Key benefit For customer to keep yourproduct on shelves.. ???
Its P&G product Brand
Profitable
Herbal
EssencesSales
H b l
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EndHerbal
Essences
Thank You