Herbal Essences

The Business Launch Group members Plan ZAFAR ALI

SARAH SHAHID ANAM ALAM ASRA FAKHRI

Positioning is acquring the right place in the minds of the consumers for your brand the brands personality?

Herbal Essences

In projective psychodrawings... Objectives: 25 female, 16 to 39, median age

young single or young mother contemporary name (Jennifer, Melissa) Create brand awareness nature-oriented name (Flora, Marigold) Gain market share contemporary sports clothes flowing cotton skirt and sandals

Herbal Essences
Demands
Long shiny hairs with strength Pleasurable showering experience Premium image shampoo Emotional aspect

Herbal Essences
POSITIONING

Herbal Essences
Herbal Essence is a hair care shampoo giving a pleasurable showering experience

Herbal Essences BEFORE LAUNCH

Create hype using mediums like billboards, Television.

Herbal Essences
MEGA LAUNCH

Event hosted by Sidra Iqbal Top beauticians, stylist, hair experts, dermatologists will be invited Coverage through TV and Print media.

Herbal Essences Medium of

TV advertisement
1.

Two pronged strategy Advertisement Content integration

4. OUTDOOR
High traffic points in 12 cities

2. PRINT
Newspaper Lifestyle magazines

5. DIGITAL
Internet Mobile phones

3. RADIO

Vehicle Selection
TV Channels
GEO Indus Vision Hum TV ARY News ARY digital Dawn News HBO MTV Aag Play TV The Music Geo during nadia khan show Indus vision during morning show 'sola singhar' Mtv aag and and play to communicate with young girls

Magazines/ Print
Dawn The News SHE Womens Own Fashion MAG Libas Brides and You Women Magazine

Radio channels

Herbal Essences

City Fm 89 Apna Karachi 107' HUM FM 106.2 Mast FM103 Radioactive 96

Gross Rating Point (GRP) is a term Televisionby a specific media vehicle used in advertising to measure the reached or schedule

Herbal Essences
PAKISTAN BY NIDA YASIR)

Advertisement

Content integration Morning (UTHO JAGO PAKISTAN BY SHAISTA WAHIDI,GOOD

Target GRPs 800 through ad in launch month Showing ladies purchasing or talking about herbal essence in dramas

Drama Zerooos On Hum Tv etc Hair care shows Content integration Recommendations by khurram mushir morning shows

Drama integration Hair care shows

Herbal Essences
Out Of Home
Billboards Transit Vans Advertisement in dermatologist clinic

Herbal Essences SAMPLING EVENTS

Stores (Aghas , Naheed, Metro, Makro , Al Fateh Malls (THE FORUM,PARK TOWERS, DOLMEN MALL,

MILLENNIUM MALL , CITY CENTRE

Colleges/ universities Beauty parlors Inserts in

Herbal Essences
Sponsorships
Pakistan fashion week Bridal week in different morning shows Different events in universities

Herbal Essences Digital

Through social networking websites Interactive website (hessence.com.pk) Mobile apps Hair makeover apps Subscribe to HE tips Chat with hair stylist of your choice.

Herbal Essences
Incentives

Buy Herbal Essence and get a chance to win shampoo for month Herbal Essences showering comb.

Herbal Essences Point of sales

Sales representative giving hair wash in stores Large banner ad placement inside store to increase visibility of brand Own branded aisle when introducing new variants.

Herbal Essences WOM

.
Top beauty parlor/ hair experts Alle`nora Ather Shehzad Babloo Depilex ANGIE'S SALON & ACADEMY ASAD BAIG BINA KHAN ENSEMBLE SALON TONI & GUY NABILA TARIQ AMIN Dermatologist Prof. Iqbal Ahmed Chaudhry Prof. Tahir Saeed Haroon Dr. Ghazala Aziz Dr. Abdul Hafiz Bhatti Dr. Raza Mohammed Khan Prof. Hamid Zeb Khan Prof. Syed Mohammed Azam Bukhari Dr. Javed Anwar Dr. Jalil Ahmed Siddiqui Dr. Daulat Pinjani Dr. Syed Mohsin Raza

Herbal Essences ACTIVATIONS

Demonstrations Informational Kiosks

Setting a record for most hair washed simultaneously across the country.

ACTIVATIONS
Herbal Crown Search

Herbal Essences

All natural- all herbal

ACTIVATIONS
Crown makes U Queen

Herbal Essences

Herbal essence camp

Herbal Essences Sales

Trade Channels : Top end retail : Metro, Makro , Aghas , Al Fateh e.t.c Walk in stores : Utility Stores, General Stores Cosmetics Stores : Color collections, Gulf cosmetics stores.

Sales

Herbal Essences

Key benefit For customer to keep your product on shelves.. ??? Its P&G product Brand Profitable

Herbal End Essences Thank You