Integrated Marketing Communication

Plan
 Integrated
Marketing
Communication
Plan

Submitted To: Ms. Kiran Kohati

Submitted by: Amir Almas

Junaid Naseer Farooqi

Muhammad Ashraf

Syed Nadeem Ali

Zahid Hussain

1
Page
 Introduction

Launching a product is an exciting adventure since it gives us the complete responsibility and
freedom to come up with a product which is unique, fresh and also workable i.e. practical.

We have made a sincere effort in coming up with a product which we think is interesting and
suitable for the Pakistan market of today. Hair care & styling industry is a cash cow since people of
both sexes and of all ages are very much conscious about the way their hair looks. Even in remote
places people spend good money to buy shampoos and hair colors and what not.

This has prompted us to come up with the idea of launching a Hair Styling Gel. This project will
help in understanding the details about the product in grave depth. So here is a brave attempt on
part of us to bring out something new and which we think is interesting and fun!!!

We would like to thank our teacher Ms. Kiran Kohati, who has provided us an opportunity to work
on this project and to enhance our skills as marketers.

2
Page
 Table of Content

1. Situation Analysis
1.1 Why Hair Care & Hair Style Products? 4
1.2 Why Hair Styling Gel? 4
1.3 Consumer Insight 5
1.4 Why the brand name Vital Edge? 5
1.5 U.S.P. of Vital Edge Hair Styling Gel 5
1.6 Competitive Analysis
1.6.1 Evaluating Vital Edge 6
1.6.2 Competitors Analysis 7
1.6.3 Market Data 8
1.6.4 Market Share Data 9
1.7 Target Market 11
1.8 Positioning 12

2. Four P’s of Marketing Mix

2.1 Product
2.1.1 Product Features 14
2.1.2 Product Design 14
2.2 Price 15
2.3 Place 15
2.4 Promotion
2.4.1 Communication Objectives 16
2.4.2 Target Audience 16
2.4.3 Product Image and Personality 16
2.4.4 Promotional Budget 17
2.4.5 Creative Strategy 17
2.4.6 Media Strategy 17 3
Page
 Situation Analysis

Why Hair Care & Hair Style Products?

The hair care & hair style industry today in Pakistan is a multimillion dollar industry; this is because
hair is one the most important part of our personality. People are ready to spend big money to
have that perfect combing look throughout the day. The hair care & styling industry is not only
flourishing but also hugely profitable.

Why Hair Styling Gel?

The only local brand available in the category is JORDAN Hair Gel, which was launched years ago.
Due to discontinuation or short supply of JORDAN Hair Gel, market has been taken over by
Imported Brands. All imported brands are easily available on all high profile departmental stores
and retail stores all over Pakistan.

The category had not seen any major change in terms of product development or innovation and no
brand launches either.

The media presence of any local brand is not seen in last decade. Due to popularization of satellite
TV channels in Pakistan, imported brands were able to get their brands recognized in this market
but media reach is seasonal and non aggressive.

As per these findings, we can see that there are opportunities available in the big Pakistani market
in the category.

The category of hair styling has already been obtained good recognition in terms of brand
knowledge and huge customer base is available to address.

4
Page
Consumer Insight:

The launch of new hair styling gel is based on two key issues:

 Consumer, using Hair styling gels for different hair looks, are facing
increased hair loss

 Consumers also have to use other hair creams and oils to solve their
hair problems

Why the brand name Vital Edge?

Vital is defined as “Urgently needed, absolutely necessary” and Edge is described as “A

competitive advantage”. Catering to young men who always want to be dynamic, edgy and
competitive, Vital Edge pronounces the mantra of being confident and attractive through a simple
yet pulsating technique i-e looking good. Apart from vibrant and energetic men using hair styling gel
our product will also be calling all those hibernating men who think they aren’t really confident and
good looking, Vital Edge will mould them into uncompromising good looking gentlemen which will
bring confidence and self balance in all aspects. In short VITAL EDGE will define the
aggressiveness and dynamic appeal in its very own manner in its every user.

U.S.P. of Vital Edge Hair Styling Gel:

The U.S.P of this product is that it gives shiny hair look to even the longest and curliest of hair
throughout the day. Not only that it is extremely easy for a person to use.

The most important benefit the consumer will get by using Vital Edge hair styling gel is that it
comes with ALOE VERA which is good way to treat hair loss. Aloe Vera includes the enzyme
which is beneficial in stimulating the new hair production.

Vital Edge hair styling gel will one of its kinds to solve the problem of hair loss by using hair
styling gel in Pakistan.
5
Page
Competitive Analysis:

Evaluating Vital Edge:

To launch & rapidly gain market share & profit

SWOT

Strengths Opportunities

No Local Competitor Growing class of men who

are aware and desire of
Immediate Results lifestyle product

Affordable Rates

Weakness Threat

New Product After our launch there is a

threat of other reputed
Targeted only for men companies in launching
similar product which
Start from Zero market could affect the sales of
share our
6
Page
 Competitors Analysis

Marketing a product is all about waging war against competitive forces to win market share. For
this purpose marketers create worriers to win perceptual battle. These worriers are BRANDS. We
have the same challenge to create a worrier in hair styling category which would win market share
for us.

When it comes to hair styling gel market in Pakistan only one brand was available by the name of
JORDAN. Due to discontinuation or short supply of Jordan hair styling gel market has been taken
over by imported brands. Main imported brand worriers which are in brand war of hair styling gel
are:

Set Wet:

A product from an Indian based Cosmetics Company Paras Pharma, Set Wet got a lot of advantage
due to attraction of huge masses towards Indian TV channels which showed heavy ad campaigns
designed to launch the product. Attractive packaging and good results made set wet a popular
brand in a small nick of time.

Grainer:

An expensive product catering to elite class which remained unnoticed due to less compatible ad
campaigns as compared to our ever evolving market. It is still available in market but the company
which mostly produces facial creams, moisturizers, shampoos for females it dint got much of the
market share while having other major brands.

Nova Gold:

Due to its economical prices and good results Nova Gold gained good popularity throughout the
masses that were not able to afford costly hair gels. With prices as low as Rs. 35 Nova Gold got a
good market share quickly after jumping into the evolving hair gel market. According to reliable
resources Nova Gold got the second highest market share after Set Wet.

La Fresh:

Lying in the same category as Nova Gold, La Fresh got nothing new to get hold of a big market
chunk. Its market shelf age got average due to strong worriers like Set Wet and Nova Gold still
present at all leading stores.

Gatsby:

A strong brand like Nova Gold, Gatsby has a big chunk of market share due to it’s under pocket
prices for everyone. Also the user gets various choices to choose from. Gatsby has a good market
penetration which is the biggest reason it became a big share leader in a few years.
7
Page
 Market Data

Pakistan’s estimated population was 164,879,500 in July 2008.. During 1950-2008,

1950
Pakistan's urban population expanded over sevenfold.

Dramatic social changes have led to rapid urbanization and the emergence of megacities.
During 1990-2003,
2003, Pakistan sustained its historical lead as the most urbanized nation in
South Asia with city residents making up 32.50% of its population.

Our product will target the segment on bases of age group of urban male from
f 10 years to
35 years of age. The Urban
rban male population,
population age group 10 – 35 years,, is 10% approx of
total urban population.

Population Data

18000000
16000000
14000000
12000000
10000000
164879500
80000000 Population Data
60000000
40000000 53585838
20000000
5358584
0
Total Population Urban Population Urban Male (age 10-
35)

Sources:
http://www.statpak.gov.pk/depts/pco/index.html
8

http://www.statpak.gov.pk/depts/pco/statistics/other_tables/pop_by_age_group.pdf
Page

http://en.wikipedia.org/wiki/Pakistani_people#Pakistan.27s_Yearly_Poplulation
 Market Share Data

It is very difficult to calculate market share of competition

competition where market is dominated by
b imported
brands. So we conducted small survey by choosing random sample
sa of 100 students and working
men.

SURVEY REPORT

Survey: Use of Hair Gels by men of age group 15 to 35 Years

A sample of 100 students and working men was taken and asked a few question regarding their use
of hair styling products.

All of the respondents were from the age groups 15 to 35 Years.

Following were the findings from the survey.

 62% of the respondents use hair gels from different brands and 38% said they don’t use hair gel.

Market Share

Non Users
38%

Gel Users
62%
9
Page
The market share for different brands for the above survey is given below:

1. Gatsby 36%
2. Nova Gold 27%
3. Set Wet 24%
4. Other Brands 13%

 Almost 60% of the respondents who use hair gels were from the age group 15-25 Years.
 Average purchasing cost for a months’ use hair gel is Rs120/=
 67% of the respondents said that if they will get a hair gel with Aloe Vera they will use it.
 Mostly office going men and students use hair gel, some of them use it 2/3 times a week due to
the fact that frequent use of hair gels will damage their hair.
 Almost 40% of the respondents who do not use hair gels wish to use it if it comes with hair loss
treatment.

Competitors Share

Other
Brands
13%
Gatsby
36%
Set Wet
24%

Nova Gold
27%

10
Page
Target Market
Market Segmentation based on 2 groups:

 School, College & University going boys within the age group of 10 - 22

 Office going young men age group 23 – 30 & Managers related to industries or fields where
physical presentation is very essential age group 30 +

Bases for Segmentation:

Demographic Segmentation

 Gender:

Our target is mostly urban working men and young students’ age group 10 – 35

 Income:

Our product is targeted towards people belonging to the middle and above income classes.
Since our product is essentially a lifestyle and cosmetic product.

11
Page
Positioning

Personality and life style:

o Our product is essentially a cosmetic and luxury product. Therefore people aspiring
for enhanced lifestyle will go for it... Vital Edge hair styling gel will project
themselves as a statement of style and desire inducing.

o Men, who are student & / or working & are in a position where there is high social
interaction will find an appeal to our products.

o Persons who wanted to look stylish but were afraid to use hair gels due to hair loss
will now be able to use hair gel with ease and comfort so the whole chunk of young
men who were not using hair gels due to hair loss problems will be catered. This
will expand the current consumer base which will definitely increase the
opportunities for the market capturing.

12
Page
Four P’s of Marketing Mix pertaining to Vital Edge

Product

13
Page
Product Features:

 Vital Edge hair styling gel is a unique product specifically targeted towards men. Our
research has showed us that 80% of consumers using other gels are facing problem of hair
loss. Our product contains Aloe Vera which is good way to treat hair loss

 Our product contains 99.99% pure stabilized Aloe Vera gel extracts which hydrates,
nourishes and controls dandruff effectively. It also contains sunscreen to protect hair from
the harsh sunrays.

 Vital edge hair styling can be used on all hair types as it is water based, & its special
hydroxyl serum will keep consumer’s hair hydrated up to 24 hours.

 Our products do not contain any comedogenic substances or lanolin and results have shown
that even people with hypo allergic and sensitive skins can use our hair gel range.

Product Design:

 Vital Edge Hair styling gel has been packaged in simple slick transparent plastic tubes,
which are ultra light since polymer silicon fiber has been mixed with it to add strength.

 The gel tube will be packed in square shape box keeping in mind that it appeals
aesthetically. The cap is colored and shaped as rounded cut cylinder, and is made of
environment friendly plastic. In order to maintain the clutter free sensual look only the
brand name appears on the tube with the manufacturing date and other essentials printed
on back side.

Punch Line:

The Look, YOU will be looked for

14
Page
 Price

100 ml Vital Edge hair styling gel — Rs. 100

After evaluating imported brands and pricing strategy, we intend to keep our price constant to Rs.
100 until we achieve the Break Even

Place

We have considered 3 tier distribution channel system.

Channels of distribution:

Vital Edge Distributors stockiest Retailers

Consumers

Distributors: We will be considering 4 regional distributors for the north, east, south and west
zone. Each regional distributor will be assigned the responsibilities of handling the key urban and
sub- urban areas in their respective zones while covering the vital cities and towns in particular.

Stockiest: The distributors will be assigned the task to select appropriate whole stockiest in key
areas and cities so as to achieve deep and extensive penetration in the market. Since our product
is of mass nature it becomes imperative for us to have wide coverage and be easily available.

Retailers: Vital Edge is a lifestyle product. We want to make sure that people have easy
accessibility to our product. All the major chemists and drug stores, cosmetic stores, beauty salons
and parlors and departmental and Grocery (parchoon) stores will be stocking our products.
15
Page
 Promotion

Communication Objectives:

On initial stages we have 6 objectives:

1- Generate Awareness
2- Drive Trail
3- Positive Association
4- Change Opinion
5- Drive Action
6- Influence the influencers

Target Audience:

Our target audiences are urban male age group 10 – 35. We will target mainly urban male of age
group of 18 – 22 and 23 – 35 who are college and university students and working men respectively
and who desires to be prominent through their personality.

Product Image and Brand Personality:

Since our target market is urban males with the age group of 10 to 35 years but we primarily
intend to focus on two age groups i.e. from 18 to 22 (Which are students from high school to
university) and from 23 to 30+ (Which are the jobs doing males).

The brand personality we wish our potential target market to associate with ‘Vital Edge’ is a
young, robust, energetic and vibrant male who is prominent in his social circle and always willing
and ready to take initiatives and the one who prefers thinking out of the box.

Associating this personality we aim to educate our potential target market to have a certain
product imagery that conveys the complete brand personality and this would help us converting all
prospects to the customers.
16
Page
Promotional Budget:

Our budget for promotion will be 22.5 crores

Media used will be Television, newspapers, magazines & hoardings cum billboards.

Budget Allocation:

ATL (Above the Line) 70%

BTL (Below the Line) 30%

Creative strategy:

In our ad we will be focusing on both students and working males and will have them perceive the
‘4 Cs of personality’ which are ‘Cute’, ‘Cool’, ‘Confident’ & ‘Competent’. We will append the
first two Cs with students and the latter with the working men.

Hence, we are shooting our ad in two different scenarios each for two Cs and this is how we aim to
register our message in consumers’ mind. In every scenario we will highlight the phrase ‘Defining
Cs of your personality’ and will have our tag line as ‘The look you will be looked for…’

Media strategy:

Promotion is a paid form of mass communication using a media. The media which we will be using
to launch and propagate the awareness of our product are as follows:

Electronic media:

We will be using television and radio to a large extent so as to get maximum exposure and create
rapid awareness. The channels which we will be considering to air our advertisement are Geo
News, Hum TV, ARY Digital, MTV Pakistan, Indus Music, The Music and FM89, FM 101, FM 107 etc,
the time slot will be usually at 8 to11 and on holidays and Sunday 10 to 2:30 in the afternoon and in
the evening after 7:30 pm.

For the 1st month daily repetitions during the selected prime times will be done.

Print: Newspapers, Magazines, Hoardings and Billboards

Newspapers:

During the first 3 months major dailies across Pakistan such as DAWN Images, The Nation, The
News, Jung, Express etc. will carry prominent eye catching visual advertisement to create
awareness and arouse interest in Vital Edge hair styling gel.

Magazines:
17

Concurrently we will also plan to display our products advertisement in 3 major magazines such as
Page

Visage, Spider & Aurora during the 1st and 2nd month after launch of Vital Edge hair styling gel.
Hoardings:

Most of the major cities will carry a display of Vital Edge on hoardings at key points during the
initial 3 months. Key areas such as near shopping malls, railway stations, cinema halls, highways
with heavy vehicular traffics will be covered.

In Karachi places such as Shahrah-e-Faisal, Teen Talwar, Zamzama, Nazimabad etc. where it could
be prominently seen, will be used for hoardings and billboards.

We will also display our hoardings in other major cities of Pakistan like Lahore, Islamabad,
Rawalpindi, etc

Public relations:

For a new lifestyle product it is very important to have positive response from the media or the
concerned people whose view is considered important. Therefore we will give great stress on
creating a sublime relationship.

Brand Activation:

In order to achieve our objectives we will hold some brand activation activities in popular colleges
and universities to attract and generate brand awareness and trail in students by bringing them in
contact with our product.

We will design some activities for students to relate our brand image and positioning with their life
experiences.

Punch Line:

Our activities will based on following punch line

Do you have the dare !!!!!!!!!!!

To create the look you will be looked for 18

Page