2/27/2012ANHAAR ASSIGNMENT # 1 BRAND MANAGEMENT | Mehreen Ahmed MBA 2K10 A ..................................................................................................................................................................................................................................................... 5 Jingle ........................................................................................................................................................................................................................ 3 Colors ....................................................................................................................... 4 Logo ............................ 5 Brand Positioning ........................................................................... 11 Conclusion ........................................................................................................................................................................................................... 5 Brand Personality ................................................................................................................................................................................................................ 11 References .............................................................................. 7 Milkpak..................................... 10 Typefaces ... distinctive name ................................................ 10 The name ............................................................................................................................................................................................................................................................................................................................................................. 12 2|Page ................................................................. 10 Verbal Identity of Anhaar...................................................................... 11 The use of Stories........................................................................ 9 Symbols ...................................................................................................................................... 6 Brand Awareness ........................................................................................................ 4 Slogan .................................................................................................................................................................................................................................................................... 3 Simple and easy to pronounce or spell ..................................................................................................................................................................................................................... 10 Tone of voice principles ..................................................................................Assignment # 1 Table of Contents Anhaar Milk ............ 4 Different........................................................................................................................................ 9 Colors ..................................................... 3 Name .................................................................................. 3 Brand Elements ............................................................................................................................................................................................................................................................................... 4 Character..................................................................................... 9 Logotypes ................................................................................... 6 Competitors ................................................................................ 5 Packaging ....................................................... 7 Visual Identity of Anhaar ........................................................................................................................................................................................................................................................................... 4 Fictitious ............... 7 Olpers ..................................................................................................................................................................................... Brand Elements Brand elements are such devices which differentiate and identify a brand form its competitors. By using such a unique name the parent company is giving the image 3|Page . The main brand elements are colors. SD farms has kept in mind the consumers of Pakistani market and therefore they came up with such a bottlepacked milk which is pasteurized in the state of the art processing plants and even in their TVC they have shown that they produce anhaar at highest standards from cows that live in one of Pakistan’s most beautiful countryside. the exact image that packaged milk brand would want to depict to it consumers and SD Farms has made sure that they portray this right image in the mind of the customer. jingles and packaging. symbols. name. slogans. Colors The brand colors for anhaar are green and white and hence present a very pure and patriotic personality. logo. characters. In addition the green color being used by anhaar shows that the brand is a patriotic and purely Pakistani product so that the consumers can relate to it. health and wellness and as well as peace. Name SD farms have introduced new pasteurized cow milk and named it anhaar which is an Arabic word meaning the rivers. As white color is associated with purity.Assignment # 1 Anhaar Milk Anhaar Milk is hygienic liquid milk which is pasteurized and homogenized milk. Fictitious The name is anhaar is not fictitious as it is real word which means river hence giving a message that the product is as pure and clean as water of river. So heaven is something they consider as pure and best thing they can imagine to have. Slogan The tagline of anhaar is “A taste of heaven”. meaningful but it is different and distinctive than other milk brands available in market. Different. The font is bold and thus shows that anhaar is a strong and a forceful but pure brand.Assignment # 1 that milk anhaar is pure and clean as water of rivers. distinctive name Anhaar is the name of pasteurized milk. Therefore the tagline of a product anhaar makes the consumer to buy and try the product just to taste it at least. Simple and easy to pronounce or spell The brand name anhaar is unique but simple and catchy. Hence it increases the brand recognition and awareness which results in better brand equity. It is not difficult in pronunciation and spellings are easy and memorable as the logo is the brand name as well. 4|Page . Logo The logo comprises of one color i. The tagline goes very well with the Pakistani market as they are Muslims and according to the religion doing good deeds in world will take us to heaven after this. Anhaar is written with white color. The logo is memorable and meaningful and clear and the logo is not difficult to recall as it is simple yet stylish. The selection of the brand name anhaar is very effective as it is unique and its Arabic word. although the name is simple.e white. She is stylish and trendy yet close to her culture.Assignment # 1 Character As discussed before the green and white colors of the brand indicate its purity and also that the brand has its roots in Pakistan and represents the colors of Pakistan. Apart from her social life she is a loving and caring wife and mother. No scissor is required for opening the bottle as it is not tetra pak rather it is in bottle of 1litre which has a cap on the top for opening it. making it convenient to use and easily pourable. She belongs to an upper middle class family which is highly respected in the society. She has a very impressive personality and is very outgoing and very much liked by the people. honest and patriotic personality. She is very much patriotic and likes to visit countryside of Pakistan” Packaging Packaging of anhaar is unique and bottle like packaging with a handle and a cap. Jingle The jingle used in the ad of anhaar is a soft music that is mostly played in countryside of Pakistan. Brand Personality The personality statement for anhaar would be: “anhaar is a married female of about 30-35 years of age. It shows that the brand is so much attached to the true culture of Pakistan and in the end of TVC the sound of river is heard hence showing that anhaar is river of milk. The brand shows a pure. She is highly conscious about her own and her family’s health and does all she can to take care of their health. She is really very close to her family but carries out all her motherly and social duties simultaneously without showing any negligence towards any of her duties. 5|Page . It has positioned itself as brand which is strong. healthy and reasonably priced product. The product is positioned as a high quality. tasteful. which is produce in the state of the art processing plants and even in their TVC they have shown that they produce anhaar at highest standards from cows that live in one of Pakistan’s most beautiful countryside. pure and healthy and has good quality and cares a lot about its customers and hence giving them a product which is produced by pure and clean plants. 6|Page . The brand has shown how the milk is processed and the brand elements are truly patriotic hence consumer do give attention to the ad and hence become aware of this new brand anhaar. It is a new brand in the market but still now people know about this brand as it has been on air on television and as well as on radio during the times when the target audience watch and listen these mediums of communication. Brand Awareness Anhaar has achieved good mindshare as it has used the right brand elements which helped the consumer in recalling and recognizing the brand.Assignment # 1 Brand Positioning Anhaar has positioned itself as pasteurized and homogenized cow milk. Other than this the brand Milkapk has the first mover advantage in the packaged milk industry in Pakistan. Thus we can easily say that Milkpak is leading the packaged milk industry with the highest share and will continue to do so through its commitment to quality. The brand has the first mover advantage as well as the brand has built a strong equity and a very good image in the minds of the consumers over the 27 years that it had been operating in Pakistan. But we cannot ignore Milkpak and Olpers because they have strong brand names and brand image in mind of Pakistani consumer. 7|Page . olpers . Milkpak is the market leader with the highest share of 42%.Assignment # 1 Competitors The competitors of anhaar are Milkpak. closely followed by Olpers for the second position.goodmilk. Milkpak Nestle Milkpak has the strongest position in the market as compared to other milk brands available in Pakistan. The product positioning is done through packaging of Olpers milk in red color which is different and distinctive from the typical green and white packing used by other competitors. innovations and by reaching out to the target market with public relations activities. The brand is consumer focused and gains competitive advantage through its efficient promotions. Olpers Olpers is positioned as a premium brand. Goodmilk and prema will be direct competitors as they are cow packaged milk brands. Milkpak has been able to position itself strongly in the market because of its parent company Nestle. prema. Assignment # 1 Olpers is promoted with the viewpoint that the milk is meant for all purposes. 8|Page . Olpers provides its customers with functional and experiential benefits. This obviously shows the usage imagery of the brand. When it comes to the benefits that customers look for in milk are clean processed milk that is good for health and can be used for all purposes. which helps the consumer in recalling the name and recognizing it. It is the part that is being seen by the target audience hence it is important that the right elements should be highlighted as the visual parts are more likely to influence the perception about the brand in the minds of the target audience. Symbols The logo of the brand is logotype i. fresh and clear. The basic elements of visual identity of anhaar are being discussed below Logotypes The logo of anhaar is unique and memorable. clouds as well showing it is pure. It shows it is fresh and clear and pure. Visual identity comprises the overall look of the brand. innocent.e it uses its brand name as a logo but it has also used symbols as its visual identity such has the brand name anhaar means river hence throughout its TVC they have used milk as river of milk n it is flowing and it is pure and fresh. 9|Page .Assignment # 1 Visual Identity of Anhaar Visual identity is an important part of branding. The brand anhaar consistently reproduces its name in its logotype. the components that join together to provide a system for identifying and representing the brand. With milk they have made dove bird which is symbol of peace and in few print ads they have made flower. Verbal Identity of Anhaar Verbal identity means the elements that aim to make a brand’s language distinctive. 10 | P a g e . Typefaces The typefaces mean that an element which is created exclusively for certain country as the Pakistan’s Flag on the bottles of anhaar shows that the product is for Pakistani people who love their homeland and wants peace and happiness. The following components of verbal identity make the brand anhaar distinctive form its competitors The name The brand name anhaar is an Arabic word which means the river. The green and white colors are the most prominent components of the visual identities of anhaar. Hence the name is different.Assignment # 1 Colors The brand colors are green and white which are highlighting that the brand is Pakistani brand which is true to its roots and is patriotic and down to earth. unique and simple which makes is distinctive from other brands such as Milkpak. Good milk and Prema. Olpers. The brand has associated itself with the country Pakistan.Assignment # 1 Tone of voice principles The tone of voice principles means that the brand has followed the principles such as in the TVC the voice over explains whole process that how milk is processed using highly standard plants and the principles of hygiene and cleanliness are kept in mind by anhaar. The TVC has shown the whole process and have highlighted that it is cow milk and it is as pure as river and it tastes like heaven. The use of Stories The TVC starts with saying that Pakistan is “the 4rth largest milk producing country” and other than this it also says that anhaar is produce with same love and care as you do to your family. 11 | P a g e . The brand is not distributing it all over Pakistan hence the quality will be good as they are not going after money rather the company wants to give pure product of high quality. The voice is of a man who speaks and conveys the message in the form of story in Urdu hence giving very patriotic image and consumer can easily relate to it. In other word this is the upcoming brand in milk industry which will give tough time to current market leaders and as cow milk is being liked by many Pakistani hence they do will give a try and will like it as it is pure and good quality product. Conclusion In my opinion the brand anhaar can achieve good market share as currently it has gained respectable mind share and hence mind share results into market share. The brand has shown that it is a brand for Pakistan and it is down to earth and pure no fakeness and preservatives added. its culture and the religion. com/watch?v=grMLgfr5OGw&feature=player_embedded http://anhaar.com.scribd. References http://www.youtube.Assignment # 1 The brand elements.pk/?cat=11 http://www.com/doc/15456176/Nestle 12 | P a g e . the visual and verbal identity of anhaar are according to the Pakistani market hence it will achieve good market share in near future.