TASK A & Social Media Campaign

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Hey participant!

Thanking you for registering for The Brandolution 2011!

This competition will test and hopefully, enhance your branding skills.
Please go through the following document carefully.

About Your Firm:

You work in a firm that aims to establish itself as a major player in the market; its initial plan is to
dominate the local market and then proceed to make its impact internationally. Although
your company has a very deep pocket; you can’t just proceed to indulge yourself using your
firm’s money. You will need to justify all your expenditures to the executives in your
organization.

About You:
You’re currently the Assistant Brand Manager of ‘YouFirst’, a highly successful toothpaste that is
priced at the same level as of Colgate. Seeing the role that you played in ensuring its success,
you have now been provided with a great opportunity to design and develop a brand in the
HairCare Market. If your proposal gets acceptance, you will be made the Brand Manager of
that brand.
This is a great opportunity to prove your worth in the cut-throat world of brands.

Your product: Shampoo

Details about your product: Your shampoo has no competitive advantages in terms of
innovation/new formulae. It can be available in the SKUs produced by your competition. The
only advantage you have is that the overall cost of your product is less than that of your
competitors. Will this fact help you in aiming your objectives?

PLEASE NOTE THAT THE INFORMATION PROVIDED ABOVE WILL BE USED THROUGHOUT THE COURSE OF THIS COMPETITION

Important:

 Name your file as: teamnumber-taskletter.pdf. For example, if you’re part of team
number 87 and you’ve just completed task A, save that file with the name ‘87-A.pdf’
(without the quotation marks, obviously)
 The word limit will be 4000 words. Any task submission that exceeds 4000 words (using
Microsoft Office – Word’s word count) will be disqualified immediately. There is no
restriction for the lower word limit.
 You’ve been given total creative freedom when it comes to choosing the font details
(size and color) as well as any images that you would like to insert in your document.
 The written format of your task submission is open and you can have headings and
subheadings of your choice.
 You need to submit this task by Tuesday May 17, 2011 - 11:59 am. Late submissions will not
be entertained.
 You also need to copy paste your brand’s fan page link in the body of your email.

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 TASK A
Your submission should contain the following information

This part carries 20% weightage of the overall competition.

 Brand Name
 URLS
 Logos and Symbols
 Character
 Slogan
 Jingles
 Brand Mantra
 Offered SKUs
 Pricing Policy – with absolute price of each SKU in PKR
 Variants
 Target Market
 Market Segmentation Basis
 Channel Strategy
 Sales Promotion Strategy (Consumer and Trade)
 A minimum of two campaign designs with the following information:
o Objective
 Brand Equity building blocks: awareness, image etc.
o Methodology
 The medium of communication used.
o Message
 The core message of the campaign.
o Timeline
 Within the span of one year, starting with January, specify in which
month the communication plan will be implemented and till when.
o Priority in relevance with other communication campaigns desired.
 If you go short on funds, which strategy would you not want to
sacrifice? The priority scale is from top to bottom with the highest
importance given to the top one.
o Target Audience
 The segment of the target market you wish to hit?

Note: In case any of the above listed requirements is not relevant or applicable to your brand, you can
skip it.

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Social Media Campaign

It is said the Digital Media is now more powerful than conventional media. Let’s see how you
build your brand’s presence on the social media by creating a Facebook Fan page for it.

 The name of the fan page should be only on your brand and should not contain any
other word. In the event that the name has already been taken, you will be allowed to
add one word to your fan page name.
 You need to create an album on your fan page by titled ‘’Wall Photos’. This album
should contain three images in this order: IMC’s logo, The Brandolution’s logo and OGIL’s
logo. These logos are attached in the email.
 The fan page should be relevant to your brand.
 When putting up content on your page, keep your brand’s vision and mission in mind;
only put stuff that you feel should be there on the brand’s official page.
 You can share content from any source you want.
 The objective of this campaign should be to maximize the equity of your brand with the
help of a social media website.
 You need to keep the page updated while doing other assignments on time throughout
The Brandolution.
 You need to submit the link of your fanpage along with the first task-submission email i.e.
May 17, 11:59 PM.
 Your page will be evaluated on Sunday, May 22 at 11:59 pm.
 Evaluation criteria will be both quantitative and qualitative.
o Quantitative analysis: Total number of likes generated on the page latest by
Sunday midnight. This carries 5% weightage of the overall competition.
o Qualitative analysis: Content relevance, quality, attractiveness and the assistant
content provided in enhancing the brand experience. This carries 15% weightage
of the overall competition.

Note: Getting a huge number of likes on your fanpage is just not enough! You need to engage
your fans in a way that they like interacting with you, your product and other fans on the page.

That’s it for now. Your next task will be emailed to you by Tuesday, May 17. 11:59 PM.

Goodluck! 

Team Brandolution