IMC shezan

1INTEGRATED MARKETING COMMUNICATION FINAL PROJECT IMC Plan for Shezan All Pure Submitted to Ma’am Ayesha Pervaiz AnumGhaffar Madiha Khan Ali Jafar Asad Sidiqque Talha Abdul Rauf NUST Business School 2 Table of Contents 1. Executive Summary 2. Current Marketing Situation i) Company‟s introduction ii) Brand element and image iii) Brand equity audit iv) Consumer purchasing behavior 3. SWOT and Market Analysis i) SWOT ii) Porter Analysis iii) Promotion opportunity analysis iv) Competitors‟ analysis v) Current segmentation, target, positioning, communication strategies. vi) Current advertising campaign 4. Objectives and issues i) Objective ii) Issues 5. Marketing Communication Strategy/ Positioning i) Evaluation from questionnaire ii) Concept, theme iii) Proposed Communication strategies 6. Proposed Advertising campaign and Tactics i) Creative Brief ii) Advertising Design - Appeal, executional framework. iii) Media Selection and Schedule iv) Specific Tactics like consumer promotions etc 7. Budget 8. Evaluation 9. Recommendations 3 EXECUTIVE SUMMARY The purpose of this report is to analyze the previous marketing communication situation of Shezan All Pure juice in detail and propose a new IMC plan with respect to the issues lagging and uncovered in the previous advertising and communication strategies of All Pure. The report includes an introduction to Company Shezan, to which the All Pure juice brand belongs. This part is covered to highlight the corporate image of All Pure and the resources that can go into its new IMC. Later the entire brand story of All Pure and its present image in the perceptions of the consumers are covered for the purpose of analyzing the problems with the strategy of Shezan with regard to All Pure. The problem uncovered is the lack of a proper leverage point and appropriate marketing communications strategies. The report also covers in detail the SWOT and Porter analysis in particular with respect to Shezan. The present environment is favorable for reintroducing All Pure to the market because there are a lot of juice brands coming up and the company has already got some past parentage. An IMC plan is proposed in which all the parts from its new positioning to the advertising strategy are covered. The new leverage point introduced is the all pure element in it. The target market focus is moved towards a niche segment of the market. A detailed media plan in accordance with the target market is also covered in the report. 4 CURRENT MARKETING SITUATION 5 1. INTRODUCTION The company was incorporated on May 30, 1964 as a private limited concern. Initially, it was conceived as a joint venture with Alliance industrial development corporation of USA for processing citrus and fruits as well as bottling of juices. In 1971, the Shahnawaz group purchased all the shares of Alliance industrial development corporation with the permission of Pakistan government and with the joint venture company it became a fully Pakistan owned company. The company has shown sustained growth in both the domestic and export fields. The company has steadily expanded its production capacity over the years. In 1980, a separate unit was installed in Karachi, Sindh for the export demand. A new bottling filling plant was set up in 1983 at the Lahore unit, increasing the capacity five folds. An independent tetra brick plant was commissioned in 1987 making the unit leading manufacturer with comprehensive range of production in the fruit processing field in Pakistan. The company is engaged in the manufacture and sale of juices, beverages, pickles, preserves and flavoring based upon or derived from fresh fruits and vegetables. SHEZAN INTERNATIONAL LIMITED Pakistan is blessed with a climate ideally suitable to the farming of all kinds of fruit rich in taste, flavor, sweet, mellow and juicy. For decades, Shezan is the largest processor of fresh fruits and vegetables in the country. The processing is carried out by the qualified food technologists in Shezan ultra modern plants in Karachi, Lahore and Hattar. The ever increasing demand of Shezan fruit products testifies to consistently high quality of Shezan products. VISION It is the objective of Shezan to produce and provide products and services of highest quality. In its activities, the company will pursue goals aimed at the achievement of quality excellence and succeed as a profitable business. These results will be derived from dedicated efforts of each employee in conjunction with supportive participation from management at all levels of the company. MISSION “To provide the highest quality fruit and vegetable related juices and products to retail and food services customers. We will accomplish this by maintaining a tradition of pride in our products, growth through innovation, integrity in the management of our business and commitment to team management and quality improvement process”. 6 PRODUCT LINES Following are the Shezan‟s product offerings:              All Pure Shezan bottle Regular juices Twists Syrups Vinegar Sauces Jams Quench Squashes Mango Nectar Pickles Ispaghol SHEZAN ALL PURE Shezan has one of the largest food processing units having installed the capacity to meet the local as well as export demands. By making a deep need gap analysis in the market they realized the need of healthy energetic product with true flavors of nature thus they launched Shezan all Pure. All Pure compromises of natural fruits, it offers it consumers with specific delightful taste of fresh fruits. Shezan all pure orange, mango, pineapple, apple, grapes is a tantalizing experience squeezed from the finest sun ripe oranges handpicked from orchards of the rich fertile lands. Shezan All Pure provides a delightful and invigorating sensation that kicks off with the very first sip. PRESENT MARKET IMAGE 1. Target audience The target audience of Shezan All Pure is all those people who fall between the age bracket of (18-40) who are energetic and health conscious. It‟s capturing consumers on the basis of its purity, which is the USP of the product, good quality product full of vitamins, nutrients and energy to experience the true flavors of nature. 2. Product 7 Shezan is one of the oldest brands of juices in Pakistan. Shezan All Pure is one of the products that were launched few years back. It caters to the needs of middle class consumers, especially teenagers. Shezan has positioned itself as a healthy energetic drink full of vitamins with natural flavor. Some of the strengths of all pure are:     Attractive packaging Pure and natural product IS0 certified High quality The product has become popular in the urban areas of Pakistan, especially among the consumers belonging to middle and, to some extent the upper middle classes. Shezan All Pure‟s primary competitor is Nestle in Pakistan. 3. Product Availability The product is available in urban areas, especially in the cities where the company felt that the product would make utmost sales. Keeping in mind target market, the company made sure that it is available in all general stores, university cafes and privately owned small cash and carry etc. 4. Pricing All Pure is priced at a mid-level segment, since the market that All Pure caters to is moderately price sensitive. The price of All Pure falls between 25–30 rupees. Family packs are high in price. 5. Positioning All Pure has positioned it on the basis of its product benefits. The brand has positioned itself as pure natural juice made with natural ingredients, for young and middle aged audience. 2. Brand Elements and Image Shezan Foods has formed and maintained a trustworthy brand image by producing products that were pure and tasty in nature. The company has been entered into many product lines like jams & jellies, juices and other cold drinks, ketchup and pickle etc. With the emergence of other brands and competition, Shezan became extinct and was not an option when customers were asked about major juice brands that come in their mind (brand recall). As the aim of this project is to focus on Shezan All Pure juices, the scope of this report will be focused on one product line of Shezan i.e. Shezan All Pure juices. Shezan has always been able to ensure good quality juices to its consumers. Being one of the first local brands to introduce juices gave Shezan an initial edge over its competition. Shezan 8 juices were affordable and tasted good that is why majority of the people who could not afford foreign brand juices, relied on Shezan for juice consumption as it was the best among the local brands. With the passage of time, Shezan has improved the taste and quality of its products and soon, it became strong competitor of foreign highly known brands like Nestle etc. Shezan introduced many types of juices targeted at different target markets. The latest juice is named “Shezan All Pure” as it is extracted from fresh fruit and is 100% pure as the name suggests. FLAVORS  Orange juice One of the most required and most famous flavors of All Pure Juice is orange in which farm fresh oranges are squeezed to make refreshing juice to give best quality to the consumers. Grape nectar Grapes are picked from Shezan‟s own farms and juice is made. The major competitor of grape nectar is Nestle Red Grape Nectar. Pineapple nectar Pineapple nectar is another refreshing juice flavor that Shezan offers. The competitor is Nestle FruitaVitals‟ Pineapple Nectar. Guava juice Another unique flavor offered by Shezan is the guava nectar. The taste is unique and appeals to a smaller number of consumers (as compared to other flavors offered by Shezan). Pomegranate nectar Pomegranate is a very demanding flavor in juices due to the health benefits that it provides (like clearing blood, increasing red blood cells etc.). That is why, Shezan and Nestle has also introduced this flavor to stay in competition. Apple Juice Apple juice is in most demand due to its taste. Nestle FruitaVitals Apple Nectar is in direct competition with Shezan Apple Juice. Mango Nectar Mango is another juice flavor offered by Shezan. This juice is famous mostly in summer season. Nestle FruitaVitals Chaunsa Nectar is in direct competition with this juice flavor.       LOGO The red and yellow color of the logo shows energy and freshness of products offered by Shezan. The red color of the logo signifies strength and energy (drawn by consuming Shezan products) whereas yellow is an uplifting color that brightens the brand logo and signifies happiness and cheerfulness. 9 BRAND PACKAGING The packaging done by Shezan for its All Pure juice product is very appealing as it is a white package that shows the purity of the juice (as white colour shows purity, clarity etc.) with fresh fruit (according to flavor) drawn on the package. The package comes in two sizes; one is family pack and other is regular pack. Size 250ml 1 ltr Rates Rs. Rs. 3. Brand Equity Audit Brand equity basically explains that power of a brand resides in the minds of customers. For measuring current brand equity of Shezan All pure in the marketplace, we focused on two perspectives:   Customer Perspective (Questionnaire) Retailers‟ Perspective (Interviews) CUSTOMERS‟ PERSPECTIVE To know about brand equity of Shezan All Pure, a questionnaire was made directed towards customers. Sample size taken is 135 and questionnaire was placed on Google Docs. Respondents included target market characterized as age bracket of below 15 years to 40 years of age. They were mostly students and on professional jobs. Among gender, 62% were male and 38% were females. Results of the survey shows the following brand equity for the Shezan All Pure as compare to its competitors ANALYSIS OF SURVEY  About juice consumption, we found out that high percentage, 31%, drink juices on regular basis as everyday product. A large percentage also consumes juices once or twice in a week. 10 In Flavors, consumers selected different flavors on the basis of their own taste preferences. Apple, Guava and Orange were most prominent categories.  Results about preferred brand shows that large chunk of market is choosing Nestle Fruita Vitals as most preferred brand in juice category (61%). Rest of the percentages is: Nestle Fruita Vitals Minute Maid Fresher Shezan Slice 61% 17% 10% 9% 3%       On the basis of degree of liking, consumers rated Nestle as being excellent, Shezan as average to poor, Fresher and minute maid as average to good, while slice as average to poor. Taste of Shezan All pure was satisfactory to consumers. 59% of the consumers rated Shezan All pure taste as Good. Then we asked about availability of Shezan juices at retailers‟ shops and super stores and most of the consumers responded that it is not always available. Rather it is somehow available (48%) so one of the problems lies in management of proper distribution channels. While on promotional side, consumers rated Shezan All Pure as average to poor. 39% respondents think that Shezan All Pure is doing an ordinary advertising. So the focus should be to improve promotional campaign in mass market. After identifying these two broader issues, we specifically asked respondents about ads of Shezan All Pure. 81% respondents do not find Shezan ads interesting and stimulating. An encouraging factor found was that 59% of the respondents said that they would be likely to change their preference if Shezan comes up with exciting promotional campaign. Overall, our analysis of consumer perception identifies that undoubtedly Nestle is the first choice of most of the consumers in the juice category while Shezan All Pure comes at fourth number. Consumers found taste of the All Pure good and the main issues to focus were recognized in distribution and promotional channels. Customers did not find branding of Shezan All Pure impressive and exciting. Rather they bench marked Nestle as leader in this area. So we can conclude that Shezan All Pure brand equity turn out to be an average brand in the minds of 11 customers. They don‟t actively search for Shezan despite of its nostalgic association in juice category. RETAILER‟S PERSPECTIVE To get retailers point of view about sales and distribution of Shezan All Pure, we conducted some thorough interviews and asked about their perspective. Most of the retail shops and super stores we chose were located in Islamabad and Rawalpindi. Retailers in Bahria Town, Sector F6, F7, F10, Blue area were targeted. ANALYSIS OF SURVEY Results and analysis of data collected by interviews is summarized below: 1. Almost all the retailers identified Nestle juices as most sold in the juice category. They ranked Shezan on second or third place according to sales and demand level. 2. Some of the reasons for top ranked sales of Nestle as pointed out by most of the retailers includes good image, sales and trade promotions, exciting advertising, attractive packaging and labeling, proper forecasting about demand and supply etc. 3. Retailers provided a detailed overview about profit margin given to them by different companies. Not only they ranked Nestle and Fresher as highest margin providers but also pointed out that both of these companies always try to maintain good relationship with them. 4. Chunk of the people who usually demand Shezan All Pure can be characterized as youthful, have moderate to high income level and aged between 20 to 40 years. Another interesting thing to know is that Shezan All Pure‟s major target market consists of children aged below 15 years because they love the taste of Shezan Juices and bottles the most. 5. An important issue spotted during interview is the distribution problem. Lack of supply creates demand and supply gap which is the reason that Shezan is not often seen on shelf space. 6. A major complaint by retailers is that they don‟t get enou gh profit margins on Shezan as compare to Nestle and other companies. 7. Retailers also helped to classify package sizes according to target market. Households and women mostly purchase large sized juice while children and students prefer to buy regular package. 8. Retailers were hopeful that effective advertisement and in store displays can improve brand recall and increased sales. Moreover, enough profit margins and improved relationship with retailers are major ways to increase market share for Shezan. 12 4. Consumer Purchasing Behavior Picking up a juice for daily consumption is not a high-involvement rather juice is an FMCG that is why it does not require a detailed study of evaluating alternatives and gaining data about the product brands. Most of the juices are purchased on impulse in grocery stores and does not require a detailed search plan before buying. 1. CULTURAL FACTORS In Pakistan, the concept of serving juices to guests and taking juices in breakfast has become a common trend as people have become more health-conscious and are switching to natural products from fizzy drinks. 2. SOCIAL FACTORS Social factors affect buying behavior as Pakistan has a high context culture therefore family members, friends and peers have an observable effect on buying behavior e.g. children influence their parents to buy certain type of product after seeing colorful packaging. People buy products not only for consumption but to maintain a certain social image in the society where they are living. In such environment, people will buy large packs of juices to show others that they can afford it and that they have maintained a lifestyle in which juice is consumed in everyday breakfast. 3. PERSONAL FACTORS Personal factors play an important role in selecting and buying a product. For example, children are more interested in juices than fizzy drinks, youngsters are more interested in fizzy drinks and with the passage of time, youngsters has become health conscious and will be interested in buying juices and other natural harmless products. Shezan All Pure is for people who are healthconscious and want to maintain a healthy life style. COGNITIVE MAPPING 13 Attractive packaging Good for the whole family Provides value Shezan All Pure Good flavor Affordable Natural and pure 14 SWOT and Market Analysis 15 1. SWOT Analysis 1.   STRENGTHS Brand Name: The biggest strength of Shezan is its brand name. Shezan has been in this business for decades and possess a unique reputation in the market. Shezan owns its Fruit Farms: Owing of fruit farms gives a substantial amount of advantage to Shezan. Shezan could ensure production of high quality products instead of relying of the suppliers for these inputs. First Mover Advantage: Shezan International was the first entity to enter the processed juice industry. It has better understanding of the industry/market as compared to any of its competitors. Best Quality Products: Shezan is known for producing the best quality products in the consumer‟s perspective. The strategy of related diversification followed by Shezan has contributed to this strength. The inputs for all their products are being produced by Shezan itself which gives them control over the quality of their products. Positioning in Consumer‟s Minds: Consumers have a positive perception about the product range that Shezan offers. This perception has been developed over many years and this perception is holding strong.    2.  WEAKNESSES Low Brand Recall: Although the general perception about the products of Shezan is good but the brand recall remains low. When surveyed the consumers couldn‟t recall when was the last time that they saw a Shezan TVC or a print advertisement in a magazine/retail outlet. Inadequate Human Resources: The sales teams of Shezan are weak as they do not have the numbers to cater to such a comprehensive market, the sales teams are overburdened with work resulting in poor performance. Production Halts: The unscheduled halts in the production have rendered unimaginable damage to the image of the company. There have been times when the product suddenly vanishes from the shelves and do not return for long periods of time. Lack of Promotion and Advertising: The major weakness the Shezan encounters is the lack of promotional activities it undertakes. There are very few promotional activities carried out by Shezan and the ones carried out are highly ineffective. Sometimes they run a TVC on various channels which usually disappear after 3-4 viewings. Thus even if the product is present the consumer will have no knowledge about it.    16  Lack of Shelf Space at Retail outlets: Due to production halts which occur regularly in the case of Shezan the retailers hold a very little quantity of its products. The retailers believe that if they display Shezan‟s product on the front shelves and a production halt occurs it damages the image of his business. 3.  OPPORTUNITIES Consumers associate Shezan with quality products: Even though the advertising campaigns of Shezan are limited, the consumers still hold the Shezan products in high regard. A little effort on part of Shezan to attract customers through promotional campaigns could lead to positive results. Forward Integration can solve these distribution problems: Recently Shezan has considered undertaking forward integration to address their distribution related problems. They are considering the idea of establishing of exclusive outlets. Increased need for Healthy products: Consumers are moving away from the use of soft drinks in order to maintain a healthy diet. Shezan has all these qualities and can cater this health conscious segment. Market Growth: Currently in Pakistan, there are 24 fruit juice/pulp processing units and a number of small units in the informal sector are working. The present installed capacity is estimated around 400,000 metric tons per annum with a demand for juices growing at a combined annual growth rate of 27 %. The fruit juice industry reported sales of 8.52 billion Rupees in year 2008. Pakistani people drink approximately 2,500,000 liters juices per month and per day it becomes 83330 liters. The juices market is growing as because the consumption of juices is growing every year and expected to increase continually due to people‟s changing lifestyle.    4.  THREATS Government Regulations: Heavy Taxation in this industry is affecting the earning capacity of Shezan. Due to taxation, they have to increase price of juices to end consumer. Level of Competition in the Industry: Shezan operates in a highly competitive industry. Level of competition increases, more the risk that business would be snatched away from Shezan. Strength of Competing Brands: It is a fact that the industry is very competitive but the players in the industry are making it competitive. Shezan is finding it hard to compete with the likes of Nestle and Pepsi Co.   17 2. Market Analysis PORTER‟S FIVE FORCES ANALYSIS 1. THREAT OF NEW ENTRANTS Threat of new entrants in this industry is quiet low. Already there are quite a few very well established brands that are currently vying for share is the juice industry. A new entrant won‟t be able to survive against the giants like Shezan All Pure, Nestle Fruita Vitals and Slice. If a new entrant arrives he would have to deal with the following barriers:      No Economies of Scale Capital Requirements Switching Costs Access to Distribution Channels Government Policy 2. BARGAINING POWER OF SUPPLIERS In case of Shezan the bargaining power of suppliers is quite low for a simple reason that the Industry giants such as Shezan and Nestle have conducted backward integration which means that they own their own supplies. Due to this low bargaining power the suppliers might be forced to offer discounts to these large companies. 3. BARGAINING POWER OF CUSTOMER Bargaining power of customer is one of the important forces in the porter five forces. In the case of this industry the bargaining power of customers is high. Since a variety of juices are available in the market and the switching costs for customers is low. So in order to maintain its clientele even the giants such as Nestle and Shezan cannot over charge a price which could end up in the client leaving. 4. THREAT OF SUBSTITUTES In this case the substitutes of juices would be soft drinks, energy drinks or water. Sales of soft drinks have constantly been raising but this scenario can change pretty quickly as the culture is moving towards a healthy lifestyle. So the trend of soft drinks might die down in a short time period and the time for juice might return to its peak. 18 5. COMPETITIVE RIVALRY Shezan juices also face lot of competitor rivalry. Some carbonated company introduces juices in market, it also create threat for Shezan juices. The main competitors of Shezan juices in the market are Nestle, Slice and Fresher, Minute Maid. The competition is intense and all these giants are trying improving their market positions. ANSOFF MATRIX Ansoff matrix suggests that a business attempts to grow depend on whether it markets new or existing products in new or existing markets. It entails four possible product/market combinations: market penetration, product development, market development and diversification. The four strategies entailed in the matrix are elaborated below: Shezan is employing the strategy of market penetration for its premium brand Shezan All Pure. The first and foremost thing that Shezan is trying to do is that try to capture the market in which it currently operates. The markets that All Pure has entered have not been fully captured. So this situation needs to be rectified. For future growth we would suggest Shezan to go for market development. There are a lot of markets that are still untapped and can be capitalized on. We would suggest them to dedicate an R&D budget to investigate the possible markets that could be of great potential and profitable. BCG MATRIX OF SHEZAN BCG matrix shows different products of Shezan placed in different quadrants with respect to the market share and the business growth rate they have. These products include All Pure, Twist, regular juice and Shezan syrup. 19 1. STAR All Pure lies in this star quadrant because it has both the high market share and business growth as compared to rest of the products of Shezan juices. All Pure is the best shining product of Shezan which can enhance the profitability of the company. 2. QUESTION MARK The second quadrant is known as the question mark. Shezan twist and sauces lies in this category as they both have very low market share but they have high business growth rate. To bring these two categories in the star portion the company needs a lot of effort to better position these products as compared to the competitors. 3. CASH COWS The third quadrant is of Cash cow. Shezan regular juice lies in this quadrant and is categorized as cash cow because of high market share and low business growth rate. Shezan regular juice can be milked and its profits can be reinvested in other products. Shezan regular juice is a source of stability for the company as its profits can help the company to maintain its operations and high market share. 20 4. DOG The Fourth quadrant is called as Dog. Shezan syrups and Jams lie in this category as they have very low market share and a low business growth rate. The best strategy for Shezan juice syrups is to liquidate them so that other Shezan brands don‟t suffer from these syrups and for the Shezan jams the company needs a lot of effort to lift this category so that these jams can be compared with the quality of national and salman‟s jam. 3. Promotion opportunity analysis OPPORTUNITIES By the assessment of the promotional campaign of Shezan which has been run for the past couple of years we can easily conclude that Shezan All Pure has a lot of opportunities to improve and capture a larger segment of the market. When Shezan All Pure was introduced into the market it was followed up with an ineffective promotional campaign. People do know about Shezan but not about its variant Shezan All Pure. The major opportunity for Shezan All Pure would be through improving brand awareness. Secondly an opportunity is to communicate the benefit of the product of the product to the consumer. So far it has been highlighted that the product is pure but what benefit can be drawn for being pure is not highlighted. CUSTOMERS The existing customer base of Shezan All Pure is very limited as the product has not reached to the masses. Shezan All Pure caters to every aspect of a family lifestyle. Although the current customer base is thin but the cadre of potential customers is very promising. Youth is the primary part of the potential customers. The right promotional campaign needs to be designed so that these potential clients can be converted in loyal customers. Youth, Athletes, working class and family are the classes that make the current and potential customers‟ pool. TARGET MARKET The target market of Shezan All Pure consists of the elderly citizens of the family, the children, the youth, the mothers and the breadwinners. A family in today‟s world needs a product which has minimum additives, provides energy and freshness. So the target market of Shezan entails all the lifestyles there are within the family. The product simply doesn‟t target the family needs but also the needs of an individual. PRODUCT POSITIONING Shezan All pure is primarily being positioned as the premium brand of Shezan juices. The aim of Shezan is to position All Pure in the minds of the customers in such a manner that they perceive 21 the product as of similar quality to Nestle Fruita Vitals. Once the product has been correctly positioned and the customers have been able to relate to the campaign then this could be of massive importance to the image of the brand. 4. Competitor Analysis NESTLE FRUITA VITALS Nestle Fruita Vitals is a range of premium Juices and Nectars from Nestle. With a large variety of delicious flavors, Apple, Red Grapes, Orange, Pine Apple, Mango Chaunsa, Guava and Peach, consumers get a range that delights different taste palates. No wonder, Nestle Fruita Vitals is currently the market leader of the juices and nectars category in Pakistan. In keeping with its tradition of constant innovation to delight consumers, Nestle is re-launching Nestle Fruita Vitals in premium Prism packaging format. This is the first time that this new attractive packaging is being launched in Pakistan. Marketing campaigns of Nestle have always been able to attract a lot of eyeballs. There are a variety of reasons that contribute to the success such as the celebrities that Nestle have been able to rope in for their marketing campaign the most recent being Varun Dhawan and Alia Bhatt. Nestle Fruita Vitals focuses on the youth which is obvious by the selection of Varun and Alia for their campaign. Nestle uses various mediums to communicate its campaign to the masses and dedicate sufficient budgets to make the campaigns efficient. The Promotion Mix of Nestle Fruita Vitals consists of the following:    Social Media Television & Radio Commercials Bill Boards, Flyers, Magazine Print Ads SOCIAL MEDIA Nestle Fruita Vitals campaign is an interesting online campaign that has caught the attention of a Large portion of the Pakistani online community. The keyword here is „Large‟ because although the campaign is geared towards getting viral, it has done exactly that. 22 There are a number of reasons for that. One, it is being conducted by Nestle, the largest MNC (Revenue-wise, surpassing even Unilever) operating in Pakistan. Secondly it is being simultaneously conducted on the viral networks of today, viz. Facebook, Twitter, and YouTube. Thirdly, and more importantly, there are an estimated 31 million online users in Pakistan, more than 10 million of which are on Facebook. Nestle Fruita Vitals is one of the most followed Facebook pages in Pakistan. It has a tendency of staying in the news, because of their creative ideas, apt executions of engaging campaigns, wellintegrated approach of digital branding with on-ground mediums. With around 917K fans and growing on its Facebook Page with an average talking about Percentage of 9%, the community of Fruita Vitals has reached wider than ever. Recently they started with a campaign with a simple, yet effective tagline for youth (the brand‟s primary target audience): „Get Real‟. For their campaign Get Real the brand has used the fame star of Varun Dhawan and Alia Bhatt of „Student of the Year‟ movie. The content unfold with and through these two and as both are young/hip, teens, young adults and students on the page can well relate to them. The content is particularly well-connected to the campaign idea and supported with sound and competent designs to portray the knick knacks of a young brain in a playful manner. TELEVISION COMMERCIALS Recently Nestle Fruita Vitals has totally revamped its advertising/marketing campaign. They have been able to do so by roping in celebrity endorsements from the famous „Student of the Year‟. There are two television commercials which are being currently aired on various local and satellite television networks. 23 Nestle is counting on the chemistry between them to create an association with the target audience. The TVC is all about relationships, friends, family and student life in contrast to describing what really goes on in a young head. As a result, the content produced under the banner of this campaign is shareable and likeable, which is resulting in a better reach and virility of the ads, and thus providing an additional mileage to the brand. BILLBOARDS/FLYERS Various prints ads and billboards have been placed in all the major cities of Pakistan. The billboards are not being placed at selected areas but are present at every major area or highway. A sample of these displays is as follows: 24 SLICE Slice was launched in India in 1993 as a refreshing mango drink and quickly went on to become a leading player in the category. In 2008, Slice was re-launched with a winning product formulation that made consumers fall in love with its taste. While other players have portrayed the mango as a simple and innocent fruit, Slice celebrates the sheer indulgence and sensuality involved in consuming a mango. Slice was the first brand ever in the Juice and Juice Drinks category to sign on Bollywood diva Katrina Kaif as the brand ambassador for Slice. It was a smooth ride for Slice till its frequency of consumption started declining. In the 22 per cent mango drink category Slice had only 5 per cent share left. It became active about increasing the consumption. PepsiCo India has launched its new ad campaign for Slice, the popular mango drink. The campaign is marking the launch of the new PET bottle in different sizes and featuring the India film actress Katrina Kaif in the story of a love triangle. TELEVISION COMMERCIALS Slice always has been able to bring in a unique element which surrounds their brand ambassador Katrina Kaif in the television commercial. The plot of the commercial shows Katrina Kaif, young man and another woman strolling in a beautiful meadow of flowers with picnic baskets. The idea behind the campaign is the „Slice Taste Challenge‟ that in the end shows the man choosing slice even though he is blindfolded and it‟s the deliciousness of the drink that make him choose. The new tag line for this campaign declares Slice as a drink „jiskesamne sab pheekapadhjayega‟. Not only is the campaign going to be aired on television but also will include communication on social media and on-ground activation including consumer tasting as well. 25 Now these advertisements are televised on all the major televisions in Pakistan. PepsiCo has bought out advertisement slots during all the prime time shows on major channels of Pakistan. The shows during which Slice advertises are listed below: CHANNEL DUNYA NEWS CARTOON NETWORK GEO ENTERTAINMENT PROGRAM Hasb-E-Haal, Mazaqaraat Dore Mon UthaoJago Pakistan, Hum Sab Umeed Say Hain, Banana News Network Capital Talk,Aaj Kamran Khan K Sath, Hum Sab Umeed Se Hain GEO NEWS GEO SUPER DLF IPL RADIO ADVERTISEMENTS Slice also utilizes Radio as a medium to communicate its promotional messages to the mass audiences. It sponsors various shows on the different channels on the FM Radio. Some of the shows that Slice sponsors include Desi Man Show, Morning Fix, Drive On, Evening Drive time on FM 91 and FM 106.2. BILL BOARDS & PRINT ADS Slice has developed various prints ads and billboards all featuring Katrina Kaif and all of them have been placed in all the major cities of Pakistan. The billboards are not being placed at selected areas but are present at every major area or highway. A sample of these displays is as follows: 26 Besides displaying billboards at many important consumers touch points Slice also display Print Ads in newspapers and magazines. They place print ads in both general as well as cooking magazine. Following are the newspapers and magazines in which Slice advertises: Newspaper JANG NEWS NAWAIWAQT FRONTIER POST DAILY ASAS General Magazine Cooking Magazine KITCHEN MASALAMAG BAWARCHI KHANA GOURMET KHAWATEEN MAG SUNDAY MAG TIMES MAGAZINE MINUTE MAID Minute Maid is a product line of beverages, usually associated with lemonade or orange juice, but now extends to soft drinks of many kinds, including Hi-C. Minute Maid is sold under Cappy brand in Central Europe and under Fruitopia in Germany. The Minute Maid Company is now owned by The Coca-Cola Company, and is the world's largest marketer of fruit juices and drinks. Minute Maid Pulpy Orange has been one of the most successful product innovations by the Coca-Cola Company. It is available in the flavors like Pulpy Orange flavor and Minute maid splash. It was introduced in Pakistan in 2008 and is available in Sialkot, Lahore, Islamabad, Karachi, Multan, Rahim Yar Khan, Hyderabad, Islamabad, Gujranwala, Faisalabad and many other but main cities of Pakistan. MESSAGE COMMUNICATION Real Pulps and its good taste are shown in the ads. Company claims Minute maid‟s purity and quality by using tagline “Refreshingly Oranges surprisingly Pulp”, ENRICHED with real orange pulpMinute Maid Pulpy Orange, a new juice drink launched by CocaCola. COMMUNICATION MIX 27 For the selection of communication Mix, communication objectives are considered. Advertisement through TVC, websites and print ads are used to create brand knowledge, awareness and to persuade sale for increasing sales.     TVC Magazines Bill Boards Websites PROMINENT BRAND THEMES Yellow and orange colors are used in the ads to show Pulpy orange. These colors show healthy and enriched life. Fun and entertainment has been created by empty Oranges without Pulp and slogan “Where is the Pulp” is used EVENTS SPONSORED BY THE BRAND Seminars, Parties and Sports days are sponsored. 5. MARKET SEGMENTATION, TARGETING, POSITIONING SEGMENTATION The customer profile of Shezan ALL PURE includes children, families and people engaged in practical life activities. Currently Shezan include all the peoples of every age in its customer profile. Following segmentation basis are used: GEOGRAPHIC SEGMENTATION Shezan has segmented geographically by making different zones. The zones include north zone, south zone and central zone. Currently the focus of Shezan‟s All Pure ure is in the north and central zone because these zones have more potential as compared to the south zone. Further it divides the city in several divisions according to its existing potential customers. DEMOGRAPHIC SEGMENTATION 28 Shezan serves and targets all age groups particularly the young people who are more practical and they requires energy to carry their activities. It caters the income classes specifically middle and upper class. PSYCHOGRAPHIC SEGMENTATION Shezan All-pure specially focuses the people of middle and upper social classes and it tries to capture the share of those people who wants healthy life. TARGET MARKET Shezan evaluated the various target segments on the basis of segment size, structural attractiveness and company recourses .Currently Shezan‟s All-pure‟s target markets are divided into 3 different zones and they are focusing more in north and central zones where they can generate more profits. They are targeting mainly the urban areas of the country especially the major cities like Lahore, Islamabad, Faisalabad and Multan. COMMUNICATION STRATEGIES Today having the right product at the right time still may not be enough unless an effective communication strategy is designed to make customer aware of the offerings of a business. Shezan is not involved in any aggressive promotional campaign and do not have a well designed communication strategy. Shezan communication goals are not well defined in a sense that the goals of Shezan are not aligned with the product performance as a result they have devised poor communication strategy. Another reason for their poor communication strategy is that their communication framework is not backed by enough budgets which are due to the management ignorance of the importance of communication influence. As we can see in the case of Shezan all pure they have not communicated the new change in the product packaging and also in the quality of the juices on website. Due to these reason Shezan is not able to capture the huge market share. As you can see from their website that it was updated back in 2012 and this thing shows their lack of interest in communicating the right image of the product with up to date knowledge of target segments. The content that is present in their website is very old and outdated. Shezan does not advertise much through electronic media or print media and also they do not take active part in customer relationship management. 29 POSITIONING Shezan‟s All-pure has positioned Shezan as a good quality affordable juice drink. The perception has been created in the minds of consumers that Shezan is an affordable juice with good taste. The target market for Shezan is the middle income group and upper middle people. Shezan is targeting are mostly young adults and teenagers. They have tried to position Shezan as the premium product but the placement of the product has contributed to its low quality positioning. Mostly Shezan juices can be seen at small retail stores, school cafe and canteens. The presence of Shezan in superstores and big markets is almost obsolete. This may be due to their poor placement strategy or due to the shelf space in stores. Another factor contributing to the positioning of the product is the taste of all pure as they have improved the taste so that the product can be seen as distinct among the competitors. Their changed and improved packaging has also tried to position the product as of better and improved quality. 30 6. Current Advertising Campaign Shezan boarded M&C Satchi UK to give All Pure a makeover in an effort to rejuvenate image of the brand. Shezan wants to make its juice brand All Pure premium among competitors by distinctive packaging, new outlook and attractive advertising. ANALYSIS OF CAMPAIGN All Pure campaign review by Zohaib Feroz Khan in International Media Services (IMS) Press Display, suggests that as Shezan has revamped its campaign and packaging, it is clear that their new simple white packaging has the potential to stand out in clutter. Packaging communicates the essences of purity and natural element very well and hence achieves objectives behind the whole campaign. In this campaign, advertising specially TVC and print ads are the elements that need attention. In an age where customers are bombarded with loads of advertising and marketing, it becomes more important to make an ad that should be appealing to target market. Unfortunately, Shezan All Pure campaign failed to understand this most important aspect. MAJOR FLAWS There are two major flaws found out in the advertising campaign of All Pure by our analysis and some secondary sources: 1. NO DISTINCTIVE APPROACH You can‟t help noticing similarity of All Pure ads with that of other players in the category. Although the target market for juice category is almost similar but a different approach that can be executed well could have been chosen to grab the attention. It almost seems that the TVC was made to follow the approach of competitors to avoid the risk of being too different. 2. FAILED TO RELATE WITH CUSTOMERS PURCHASING DECISION Primary key message delivered in the ad is that All Pure comprises of pure fruits and it‟s natural. No doubt it is product‟s USP which is communicated well in the TVC and print ads. But the problem is, it is not enough to just inform about product‟s attributes. Real success would be when customer is made to go out and actually buy the product. Ad doesn‟t tell customers why they should purchase the product i.e. All Pure. Attributes of Shezan All Pure fail to compel its target market to make a purchase. It is particularly important aspect because purity is the product‟s attribute and elaboration of it with different customers 31 benefits like health and comfortable life is essential. We can also relate “ MECCAS” model here along with Means End theory as given below: MECCAS Model and Means End theory: If we analyze advertising campaign of Shezan All Pure in the context of MECCAS model (Means End Conceptualization of Components for Advertising Strategy), it can be inferred that products attributes are communicated well but it does not spot out any leverage point that connects a product‟s benefit with the potential buyer‟s value system. Means end theory recommends that ads should make customers move through five elements which are given below along with analysis of Shezan All Pure ads. Product‟s attribute Consumer benefit Leverage points Personal values Executional framework Communicated well No targeting No construction No linkage Inappropriate ADS ANALYSIS With consideration of all above points, Shezan All Pure current advertising campaign is analyzed below: PRINT AND BILLBOARD ADS 1. Orange Juice 32 COMPONENTS HEADLINE: Just All Pure SUBHEADLINE/PROMISE OF BENEFIT: Just Nature‟s Ingredients AMPLIFICATION: NONE PROOF OF CLAIM: NONE ACTION TO TAKE: NONE • • • • • • • • ANIMATION SLICE OF LIFE DRAMATIZATION TESTIMONIAL AUTHORITATIVE DEMONSTRATION FANTASY INFORMATIVE EXECUTIONAL FRAMEWORK 33 • • • • • • • FEAR EMOTIONAL RATIONAL HUMOR MUSIC SOCIAL SCARCITY APPEALS FLAWS Major flaws in the above ad are pointed below:   It cannot be categorized as a distinctive ad among all of the competitors. This ad would be viewed as just ordinary by the customers. It states that Shezan All Pure contains “Just Nature‟s ingredients” which is no doubt a unique selling proposition but it is the same message communicated by almost all of the players in the market. Execution doesnot include any of the concrete element and executional framework used is Fantasy. It is necessary for the recall to ad concrete element in the ad which lead to more favorable results. Moreover, there is no connection of print ad with those of TVCs or billborad ads. Whole of the campaign can be regarded as just randomly picked with no thoughful work on back end.   2. Apple Juice 34 35 COMPONENTS HEADLINE: Just All Pure SUBHEADLINE/PROMISE OF BENEFIT: Nature, Simply secured in a box AMPLIFICATION: NONE PROOF OF CLAIM: NONE ACTION TO TAKE: NONE • • • • • • • • ANIMATION SLICE OF LIFE DRAMATIZATION TESTIMONIAL AUTHORITATIVE DEMONSTRATION FANTASY INFORMATIVE EXECUTIONAL FRAMEWORK • • • • • • • FEAR EMOTIONAL RATIONAL HUMOR MUSIC SOCIAL SCARCITY APPEALS FLAWS  Although the statement “Nature simply secured in a box” is a good proposition to portray but the basic problem is the same. Attribute of purity and use of natural ingredients are not linked with the consumer benefit. 36   There is no proper leverage point established in the ad. It does not compel customers to keep All Pure in their set of preferred juice brand (evoked set approach). Appeal and executional framework used is again the same i.e. fantasy and emotional plus rational. These types of appeal are used by all competitors so they does not make brand unique. TELEVISION AD 37 • • • • • • • • ANIMATION SLICE OF LIFE DRAMATIZATION TESTIMONIAL AUTHORITATIVE DEMONSTRATION FANTASY INFORMATIVE EXECUTIONAL FRAMEWORK 38 • • • • • • • FEAR EMOTIONAL RATIONAL HUMOR MUSIC SOCIAL SCARCITY Flaws: APPEALS FLAWS TVC of Shezan All Pure is even full of flaws as compare to print ads. Some of the major flaws are pointed out as:  TVC of Shezan All Pure is actually not a Pakistan made ad. It is an Italian ad which is dubbed in Urdu by the company. The lack of interest in advertising campaign by the company is the basic reason that Shezan is not been able to even keep its market share stable. Secondly, actors that are showed up in the ad are not local. Setting is not a localized one that is why people feel it difficult to connect with this ad. For TV ad, they have employed Slice of Life appeal which is actually a good way to target right customers especially in FMCG‟s but the main flaw is in the idea and lack of thought process. Ad starts with the college girl who is confused that which juice is best. Her friend gives the solution to try all the juices and figure out which one is best. This idea just highlights the comparison between all juices and specifically doesn‟t make the customers to think rationally for Shezan. Even the comparison spotted in the ad is not executed well. Actors pin point and criticize a line used by Nestle in a try to catch attention but fail to do so as people are already has brand loyalty with nestle and this strategy of criticizing can be considered as ethically wrong by the customers. Same approach by the company can be observed in this TVC that is lacks the element to relate with customers final decisions making. It doesn‟t make customer to go out and actually buy All Pure.      39 Objectives and Issues 40 1. Objectives, Issues and Problems COMMUNICATION OBJECTIVES Objectives defined for IMC plan of Shezan All Pure are: 1. Develop brand awareness 2. Enhance brand image 3. Increase sales and market share First of all let‟s discuss the objective of developing brand awareness. The brand awareness for Shezan as a brand exists but the there is almost no brand awareness for Shezan All Pure. The product is in its 3rd year of introduction and still majority of the market is not aware of this offering so we intend to rectify this situation by developing a proper advertising campaign with which the client can resonate. Secondly the enhancement of brand image, Shezan as a brand holds a neutral image and people consider it to be a brand of middle and lower class. With All Pure Shezan wants to position it as a premium brand which could be compared to Nestle Fruita Vitals and Slice. Thirdly Shezan intends to use the first two objectives which are increasing brand awareness and enhancing brand image to increase sales and market share. The major purpose of every firm is to earn profits. And in order to earn profits there is a need for sales and market share. Since the sales of All Pure are low we intend to rectify this situation and increase the brands sales. ISSUES AND PROBLEM IDENTIFICATION In order to highlight the problems with the current promotional Activities of Shezan All Pure we have conducted a consumer survey with entailed 135 respondents and a handful of retailers. Through our consumer and retailer survey we were able to pinpoint the following issues: 1. The first issue which we can identify from the survey is that Shezan All Pure ranks pretty low amongst the consumer preference of Juice brands. These results clearly indicate Nestle Fruita Vitals, market leader and Shezan All Pure on lower place among competitors. Only 9 % of the sample size would prefer to be involved with the purchasing of the Shezan All Pure. 2. The problem also lies in the distribution channels of Shezan All Pure. Shezan has a tendency to witness of sudden production halt and then there is no supply of months. In our survey we asked about availability of Shezan juices at retailers‟ shops and super stores and most of the consumers responded that it is not always available. Rather it is 41 somehow available (48%) so one of the problems lies in management of proper distribution channels. 3. While on promotional side, consumers rated Shezan All Pure as average to poor. 39% respondents think that Shezan All Pure is doing an ordinary advertising. So the focus should be to improve promotional campaign in mass market. Most of the target audiences don‟t even remember the last time that they even saw a TVC or print ad of Shezan. Even those who have witnessed the promotional campaign render it as ineffective. 4. Finally the consumers were of the view that they could not associate with the ad campaign. It is a fact that Shezan is communicating that its products are made from 100% natural ingredients but the how this benefits the customers is not highlighted. The message is not addressing the benefits of the products to the customers. 42 Proposed Marketing Communication Strategy 43 1. Proposed Marketing Communication Strategy EVALUATION FROM SURVEY Some of the useful evaluations from customer survey that lead to some helpful insights in designing marketing communication strategy are:  Consumers are satisfied with taste and packaging of Shezan All Pure. Overall, they categorized Shezan All Pure below Nestle Fruita Vitals, Fresher and Minute Maid. Possible reason for it may be weak branding and advertising on part of the company. Consumers highlighted Shezan All Pure ads as less interesting and most of them even were unable to recall any of the ads they have last seen about Shezan All Pure. This problem can be addressed in two ways: o By developing stimulating advertising design o By increasing frequency of ads in all type of mediums  Another important thing to mention here is that there exists a nostalgic attachment with the brand name of Shezan. In focus group discussion and retailers‟ interview, we found out that consumers still remember Yellow colored bottle of Shezan even in most of the urban settings. Although that bottle has not been marketed aggressively yet it has a better recall than Shezan All Pure Juice due to nostalgic attachment. A major problem figured out by analysis is that consumers are unable to relate with the brand Shezan especially with All Pure. Not only they found ads as boring and routine but also there is not a connection developed between targeted customers and the product. Major reason for it may be that TVC does not show local faces. It can be improved by relating ads with the daily life of people. An encouraging factor was that most of the people said that they would like to see Shezan new attractive branding and advertising which means that stimulating advertising would directly affect consumer‟s purchasing decision.    CONCEPT OF PROPOSED COMMUNICATION STRATEGY On the basis of objectives that are defined earlier we have linked communication strategy with objectives. Objectives defined are: 1. Develop brand awareness 2. Enhance brand image 44 3. Increase sales and market share These objectives will set direction of proposed marketing communication strategy. Concept for the new marketing and advertising campaign can be described as: “Idea for the proposed strategy is to make Shezan All Pure an everyday product in premium juice category. We would do this by properly relating ads with localized customer who wants to have pure and healthy juice in his day to day life. Not only new ads will depict product attributes but it will communicate leverage point which will hit customer’s personal values. Special focus would be on a niche segment i.e. Work life environment and office professionals to give the brand exclusive look which will be its distinction from competitors”. This concept can be further explained in terms of objectives that we defined above. BRAND AWARENESS Brand awareness can be created by making Shezan All Pure an everyday product. Customers will be able to relate with the product when they are frequently exposed to the right ad. By Means end theory we have taken the point that Shezan All Pure ads will not only spot the purity and natural fruits in the ad but it will create a leverage point that directly targets customer‟s personal values. ENHANCE BRAND IMAGE Enhancing brand image objective would be achieved targeting a market niche i.e. business professionals and job holders. It would depict the image of the brand as exclusive which will lead it to distinctive than that of competitors. INCREASE SALES AND MARKET SHARE Sales and market share would be improved by enticing customers to make a purchase. Ads will be shown in such a manner that customers will get help in adding Shezan All Pure among his evoked set. Consumer promotion will further enhance this area. THEME OF PROPOSED STRATEGY Basically the theme of our proposed strategy will target customers from almost every age. For this purpose, the tagline used says “Because it‟s All Pure time” which clearly points out Shezan All Pure as a best option during everyday life. Practical life scenarios featuring people from different settings are showed in ads to bring the personal values of pleasure and healthy lifestyle. Office environment especially is focused as it 45 precisely spots practical life activity. Other ads also targets children segment, sports individuals and also family members in a routine life situation. This type of strategy will make Shezan All Pure close to the everyday practical life of the individuals who are in target market. Moreover, the current campaign focuses on attributes like natural and pure. These attributes will be carried to proposed communication strategy in the same manner but with addition of hitting personal values of the target market with these product attributes. PROPOSED POSITIONING/COMMUNICATION Positioning in the minds of customers will be made to change by new advertising campaign. The idea is to make Shezan as an innovative and practical brand that can be used as a regular product in everyday life instead of current positioning as traditional and outdated juice. New image of the brand will be practical brand catering to the health needs of almost all types of customers especially professional job holders. The new positioning will be kept consistent so that customers start on relating themselves with the advertising campaign of Shezan All Pure. Advertising design would revolve around basic advertising theme selected which is to relate brand with routine life of potential and existing customers. Practical life of individuals aged between brackets of 20 to 45 is targeted. Moreover some of ads will also reflect another important segment that is children. This type of advertising campaign will help to make Shezan All Pure as an everyday product in routine life of its target market. It will be perceived as more close to customers and their best choice to have during their office hours. Consumer promotions like coupons, discounts, contests etc will reinforce the purchase actions of customers and ultimately lead to brand loyalty. Trade promotions will help to create good relationship with retailers. Also they will help to gain favors from retailers in terms of shelf space, in store displays and promotions etc. 2. Creative Brief 1. BRAND IDEA Brand idea shows what the company works for. As Shezan provides healthy juices to its consumers, hence, its brand idea will be “healthy juices” around which the company mission is formed and its goals are set. 2. PROBLEM Shezan has disappeared from the market and it is a forgotten brand now. Shezan experienced a decrease in its sales (due to emergence of strong competitors and because of its low distribution strategy), that is why consumers had forgotten about the brand and had switched to another brand. Because of this, Shezan was not able to realize profits in the way it expected to. 46 3. AUDIENCE They are 30-50 years of age. They like to opt for healthy choices in life. They take juice in breakfast, in offices during meetings and prefer healthy choices rather than fizzy drinks and junk food. 4. TASK To remind consumers that Shezan exists. To state the importance that pure juices are healthy and important. The tasks are directed towards solving the problem and achieving desired results. 5. STIMULUS Health is improved by consuming pure products. Stimulus is the statement that triggers (desired) response from consumers. As shezan focuses on “health” factor, health-sensitive consumers will respond to the above mentioned stimulus as they will rationalize the fact that health is improved by consuming pure products. 6. RESPONSE People think Shezan as the healthiest juice available and health-conscious people will buy Shezan All Pure. The desired responses are mentioned above. They will result because of the choice of health conscious people will be Shezan as the company has rationalized its stance to offer pure juices. 7. CHANNEL THINKING The best way to reach to the corporate people is through business magazines (Times, Businessweek) and on television because businessmen/corporate people will relate to the brand when they will see the advertisements in their media of interest. 8. DISCOVERIES People are health-conscious as they grow in age. A refreshing drink can change mood of people. 9. REQUIRED MATERIALS  TV advertising scripts  Print ad specifications and professionals 10. WHERE IN THE WORLD Pakistan 11. CREATIVE MANDATORIES Must use white packaging to show purity 47 12. APPROVALS Creative Department, Planning Department, Accounts Department 3. Proposed Advertising Design Proposed advertising design has been based on number of elements. Theoretical base, advertising appeal, message strategies and executional framework are explained below along with TVC, print and billboard ads: THEORETICAL BASE First of all, it has been supported by theoretical framework i.e. attitude theory suggests that consumer passes through three stages while making attitude towards a particular brand. For Shezan All Pure, following sequence of attitude theory has been chosen: Affective Co native Cognitive Means End theory has also been selected in clarifying objectives of advertising campaign. Shezan All Pure is currently using its product attribute in all of his ads. In our proposed advertising campaign, product attributes like purity has been complemented with consumer benefits which hits personal values. Leverage point is “It‟s all pure time” which clearly shows two aspects: 1. Purity is what customers expect from Shezan All Pure that leads to healthy lifestyle 2. It‟s an everyday product which can be used in routine life ADVERTISING APPEAL Advertising appeals that we are using are mainly combination of both rational and emotional. Emotional appeal would help in making brand to be noticed among clutter while rational has been used to create knowledge and awareness. MESSAGE STRATEGY Message strategy used is combo of “Affective plus Cognitive” strategy which invokes feelings as well as cognitive processing in the minds of the customers. Affective strategy is a common approach for developing a strong brand name as in case our advertising will help to make as Shezan All Pure on top of the mind when comes to choosing juice brand. While cognitive strategy will help to deliver the product attribute i.e. purity. Moreover, in affective strategies, Resonance advertising is used that connects our brand with that of consumer‟s experience.. EXECUTIONAL FRAMEWORK 48 Mainly for the TVC, print ads and billboard ads, “Slice of Life” is used as executional framework in which a problem is presented first and then solution is offered in the form of Shezan All Pure. While for some other print ads, fantasy approach is also used. Visuals are mostly focused in print ads with some emotional element as it assists for the recall of the particular ad. PRINT AD 1: 49 PRINT AD 2: 3. 50 BILLBOARD AD 51 4. Media Selection and Schedule Media planning for Shezan All Pure shows that target market use famous media i.e. TV channels, Radio, Internet, magazine, newspapers etc. Moreover, Outdoor advertising is also essential part as these are viewed by existing and potential customers. We based media selection strategy on the principles of Recency Theory. It suggests that consumer give most attention to the messages that might meet their recent needs and for that Shezan All Pure ads will be played on continuous basis for carry over effect. On the basis of media use of target market, specific media chosen for Shezan All Pure advertising campaign are given below: 1. 2. 3. 4. 5. Television Radio Outdoor advertising Newspapers and magazines Internet TELEVISION Television is a most effective medium in terms of reach, frequency potential and low cost per contact. Currently in Pakistan, 90% of urban population in Punjab and 93% in Sindh are viewers (given in appendix) of TV so it will be our prime medium to broadcast our ads. After selecting TV as a primary medium, we have chosen which type of channels we should be using for launching Shezan All Pure advertisement campaign. For that, we used a recent survey (in appendix) which shows the percent share of population using media for different purposes. News and entertainment are on top in media industry so we will be focusing more on News, Entertainment channels along with Health and sports (as All Pure is a healthy and sports related drink as well), Music and kids channel. After selecting channel type, focus is on channel selection. For that we have used channels rating and viewership by Gallup Survey. According to that, viewership for Geo News is on top with PTV home and then followed by Geo entertainment. Survey results are given in appendix. List of channels we have chosen for Shezan All Pure advertising campaign is given below: 52 Channel Name Geo News PTV Home Geo Entertainment ARY digital Hum TV PTV News Urdu one Ten Sports Masala TV Cartoon Network Average Reach % 11.434 10.544 7.376 5.078 5.012 4.825 4.233 2.861 2.761 8.543 Among these channels, focal point in timing would be prime time slot i.e. 19:00 to 22:59. Others time slots are chosen based upon survey results (in appendix) for maximum viewership in particular timings. Survey results are given below: Time slots for TVCs to be run on chosen TV channels: Prime Time (19:00- 22:59) After noon (12:00 - 16:59) Morning time (8:00 - 11:59) RADIO Another medium that will be used for the promotion of Shezan All Pure is Radio. We would be using FM 100 and FM106.2 for creating awareness. In order to reach the maximum audience, we will advertise in the most famous shows like “Colors of Life” and “Footloose” on FM 100 and FM 106.2. Also, peak advertising will be done in the prime times or rush hour times. 53 Channel FM 100 Program Colors of Life Time:1000-1300 Monday Spot position : 1st three/ last three FM 106.2 Footloose (Sunday-Wednesday) Between 1900-2200 Opening Announcement: “Footloose” on 106.2 HUM FM is brought to you by Shezan All Pure along with sponsor commercial tail (5 to 7 Sec). NEWSPAPER AND MAGAZINES Although newspaper readership is gradually decreasing in Pakistan but still it is one of the famous medium for advertising especially for our target niche i.e. Business, professional job holders, who usually read newspapers during their job hours. Print ads will cover full pager or half pager space in these newspapers and magazines depending upon the rates and packages offered. For that, we will be buying spaces in top news papers and magazines as given below: Newspapers Dawn The News The Nation Daily Express Daily Jang Daily Nawa-i-Waqt Magazines Mag Herald Newsline Smash Akhbar e Jahan The Cricketer OUTDOOR ADVERTISING For outdoor advertising, Shezan All Pure will utilize two ways: 54 1. Billboards 2. Streamers Ads for outdoor advertising have more visual part as compare to written part. High traffic highways, signals stops and roundabouts in metropolitan cities are targeted for billboards. Cities initially targeted for billboards are Islamabad, Rawalpindi, Lahore, Karachi, Multan, Faisalabad etc. Some of the areas chosen for billboards in three big cities are:    Islamabad, Rawalpindi: Express Highway, Kashmir highway, Bahria Town, DHA, Rawalpindi Saddar, Blue area, popular roads in F6, F7, F10 etc. Lahore: MM Alam Road, DHA, Liberty, Gulberg, Johar Town etc. Karachi: Tariq Road, Clifton, Nazimabad, Burns Road, M.A Jinnah road, Shara.e.Faisal etc. INTERNET Internet is an emerging media and there is strong need to make an active website and social media fan pages. Social media is a trend of today and Shezan All Pure needs to be activated on facebook and twitter through fan pages. Currently Pakistani youth and middle aged market can be easily targeted on social media. Some statistics prove this as under: Almost 11.2 million active users are on Facebook among which 71% are male and 29% are females. Age distribution shows that largest chunk falls between limit of 18 to 34 years which is an ideal age for our target market as well. So there is strong need for an active social media page and website. 55 Through Facebook page, updates about recent events held by Shezan and promotional posts are regularly being updated. Feedback of customers will also be monitored carefully. Moreover, banner ads on different websites and Facebook are also another source of internet advertising. 5. SALES PROMOTIONS CONSUMER PROMOTIONS Consumer promotions are directed towards those clients who actually use or are the end-users of the products. First of lets highlight the categories of customers that these consumer promotions are targeted towards Shezan All Pure. The categories of customers are the following:  Households  Businesses The consumer promotions targeted towards these two categories of customers are very different from each other. Here comes the application of the Pareto Principle also known as the 80-20 Rule. "80% of your sales come from 20% of your clients.” This concept can ideally describe the importance of each customer category to Shezan All Pure. Shezan All Pure believes that 80% of their sales are generated by the business segment of their customers which constitutes 20% of their total client base. Consumer Promotions are targeted towards both the categories. Now let‟s discuss the various types of consumer promotions the Shezan All Pure can offer. 1. BONUS PACKS Shezan All Pure can create its own bonus packs in which it couples products of its own to create a package. Shezan All Pure for starters would be designing a bonus pack like offering a 250 ml Shezan Twist packs with the purchase of a 1 Liter pack of Shezan. This may not be the example of a 100%bonus since the second juice pack is smaller than the original pack. But never the less substantial benefit has been delivered to the client. This will be one of the bonus packages that will be designed by All Pure. Shezan will also encourage the retailers to come up with their own bonus packs utilizing Shezan All Pure. Benefits of Bonus Packs  All Pure will develop most of its bonus packs around its juices the reason being that some juices are seasonal and certain flavors such as orange lose focus during the winters. So in order to avoid loses from having stocks of flavors that are not in demand Shezan will prefer to get rid of the stock at a lower price. Customers would immediately grab an opportunity to acquire a bonus pack even if it couples flavors which are not in demand. People see that they are receiving a financial benefit they are satisfied.  56 2. CONTESTS The prizes on offer should be deemed desirable by the target market in order to entice them into participating. Shezan All Pure will regularize features of contests of various natures from time to time. The purpose of these contests will be to create an experience for the customer so that they could increase their frequency of their purchases. Shezan would be organizing contests of two sorts. Firstly contests would be based on Lucky Draws. In order to gain an entry of the Lucky draw the customer will have to Purchase Shezan All Pure Juices of worth Rs.1000, more the purchases the more the entries. These sorts of contest would be tied with prizes such as motor bikes, LCD‟s and Fridge.The Second type of contests could be the use of certain skills to try and win the prizes. Certain games could be developed to determine the winner of these prices. Benefits of Contests  Due to participation in contests the consumers win prizes. If the consumers deem the prizes as noteworthy they are going to have a feeling of satisfaction. So participation in these contests may lead to prizes that might be of value to some people. Secondly, the hedonic needs of the consumer might be met i.e. the entertainment value. Some contestants might just apply for the thrill encompassed in the contest. With the lure of a prize, many people are prepared to share information with you as part of the entry process. In addition to collecting data as part of the entry process, you can also learn a great deal from the interaction and conversation that takes place around your contest, so be sure to listen in. It is important to have a promotional plan that encompasses multiple marketing channels, but thanks to sharing via social media, contests today enable an amplification of your marketing message that was not previously possible.    3. SAMPLING All Pure will sample its products in every leading store and cash and carry in Pakistan such as the All Pure. The booths will be set up with prior approval of the management and will have representatives who will try to convince the consumers to try their offering. This activity will take place periodically in order to try and widen their client base. 4. COUPONS Another consumer promotion which Shezan All Pure would undertake would be to the issuing of coupons. The coupons would be handed out to the customers through the leading newspapers and magazines throughout Pakistan. We would be utilizing Dawn, The News and Nawa-E-Waqt. 57 These coupons would allow customers the opportunity to avail certain discounts and may get a free juice pack through these coupons. The coupons would be of Instant Redemption. TRADE PROMOTIONS 1. TRADE ALLOWANCES Shezan would be willing to offer its distributors trade allowances. Trade Allowances will help Shezan rope in the distributors for Shezan All Pure. The major problem that Shezan All Pure faces is that no retailer is ready to buy its products to sudden and long production halts. Shezan hopes that to attract retailers and wholesalers financial discounts on each order in the form of Off Invoice Allowance. Similarly Shezan is willing to pay a massive slotting fee in order to get its products nearer and nearer to the Nestle Juices. 2. TRADE INCENTIVES Shezan would be offering to give incentives to those retailers or wholesalers who would be willing to purchase the whole truckload or half thetruck load of Shezan All Pure. 3. TRAINING PROGRAMS Shezan will offer special training programs to the salespersons of retailers who would be willing to display All Pure in its shelves. The purpose of these training programs would be to prepare the salespersons for any questions or queries with regard to Shezan All Pure. 4. TRADE SHOWS Shezan would be taking All Pure to various trade shows throughout the country in order to promote their product. Participating in these trade shows is essential for Shezan as many potential clients would be there in form of Buying teams or solution seekers. This could be the most opportune moment to impress them with a quality product like Shezan All Pure so that they could take the product to their senior management. These are the events in which business relations are developed and used in future times. 5. POINT OF PURCHASE Shezan would be willing to pay its distributors and retailers to set a display which is very attractive to the consumer. An attractive display can attract a lot of eyeballs which is a key for a product which is being reintroduced into the market. Point of Display is mostly ineffective but this should not be the case with Shezan as the success depends on the eye contact the consumer makes with the product. 58 59 Budgeting 60 1. Budget TV BUDGET (PER DAY) Channel PTV Home/News GEO ARY Hum Total Timing 07:30 21:15 22:00 20:00 21:00 No of Ads per hour 4 6 4 3 17 Price/Minute 50,000 75,000 50,000 60,000 40,000 Rs.275,000 NEWSPAPER BUDGET Newspaper Dawn Nawa-e-Waqt Size 27x4 27x4 Day Sunday Sunday Price 430,920 780,000 BILL BOARD BUDGET Shezan has a policy that they cover each region with 500 sq. ft. in small city the useless billboards. The coast of billboard in different cities has different. There are three rates 70000, 110000, and 320,000(Rs).total cost on billboards 3,200,000(Rs). Total Monthly Budget Advertising Source TV Channels Newspaper Bill Boards Total Cost Cost (Rs.) 6,600,000 4,843,680 3,200,000 14,643,680 61 Evaluation and Recommendations 62 1. Evaluation PRE CAMPAIGN AND AFTER CAMPAIGN SURVEY AND ANALYSIS To check the after affects of the campaign the whole campaign was introduced to the focus groups which were limited number of respondent‟s as we have seen that what Shezan was doing an in effective campaign and their communication strategies were not in the right direction. Due to which the image of the all pure was seen as the outdated brand in the mind of the majority of the customers. MESSAGE EVALUATIONS In their previous adds that were totally out of the way and their cognitive components‟ were not associated with the add as a result consumers were not able to recall and recognize the adds. When we showed the new tvc add to the focus group there has been a massive gap between the previous evaluation of the customer and the present evaluations .the focus groups were shown the new add of Shezan 3 times a day .on the second day the focus groups were asked about the add they had much better recall rate as compared to the previous add and they had positive response towards the new campaign of Shezan all pure. RESPONDENT BEHAVIOR EVALUATIONS The respondent‟s behaviors‟ were observed before and after the campaign. Much of the respondents were not aware of the new Shezan all pure. But once they were exposed to the new campaign they all were showing their keen interest towards the product. Comprehension tests were conducted on the focus group to see that they have interpreted the right message from our campaign. It was observed that majority of the respondents predicted the right message of our campaign. Before the implementation of our campaign none of the respondents were able to tell the right message of the previous campaign. PORTFOLIO TEST The portfolio test was also conducted. The new print ads were shown to the respondents to check the quality and the attention they gathered of the respondents‟. The ads were combination of both the left and right brain ads. Previously the print adds that were created by Shezan were impact less and they did not created any affiliation with the brand and all pure. When the new ads were shown to the respondents they were amused to see that the new ads were off good qualities as well as they were able to grab their attention. ATTITUDE AND OPINION TESTS The ADD +impact test was conducted on the focus groups so that the consumer reactions to the advertisements were known to ass in order to bring some changes in the add prior to launching it 63 at the national level. The respondents help us in order to make a better add. But majority of the respondents were happy with the new add. One of the respondent replied to open ended question that the brand name was almost diminished in the mind of that respondent and after seeing the add he had the curiosity to buy the Shezan all pure so that at least he can try the juice. The respondents negative image about the brand and its product but after seeing the whole new add they were quite amazed and they had a sense of changing feeling towards the brand. Another respondent replied that the previous add of Shezan was the copied version .he said that what one can imagine about the product which is not even having its own add. 2. RECOMMENDATIONS   Shezan should create awareness among the target market about “ALL PURE” and the range of flavors provided by it. The message should be clear, concise, informative and trendy that shezan is targeting adults and it is reaching to its target market through print, radio and TV. The message should be clear and concise so that the target market will understands it. It should remind customers to take action and it would be done by mentioning the price of the „ALL PURE‟ juice in ads. It should create positive image in the minds of customers through attractive yet appealing marketing so that the brand becomes the part of customers evoked set. The current image of shezan is a bit stained, as many people prefer to purchase Nestle and Pepsico juices as these brands have a strong presence in market so, shezan should come up with some differentiation strategy by focusing its juice on purity and nutritional value so that people can relate their preference and health with it thus, establishing a leverage point for its juices. Since many people are not aware of the brand so it should use a continuous advertising schedule for the first 3 months and then it should go for a pulsating media schedule so that people are able to identify the brand. It should make its distribution available all across the country, in every super market and on every retail outlet. Therefore it should enhance its distribution circle. The lack of interest in advertising campaign by the company is the basic reason that Shezan is not been able to even keep its market share stable so therefore, it should do work on its marketing in order to get noticed. Attribute of purity and use of natural ingredients should be linked with the consumer benefits.        64 References    Clow, K. E. (2007). Integrated Advertising Promotion, And Marketing Communication, 3/E. Pearson Education India. Pickton, D., & Broderick, A. (2005). Integrated marketing communications. Peltier, J. W., Schibrowsky, J. A., & Schultz, D. E. (2003). Interactive integrated marketing communication: combining the power of IMC, the new media and database marketing. International Journal of Advertising, 22(1), 93-116.    Lu, B., Richa, K., & Chee, S. Point-of-Purchase Sustainability Communication. http://www.markencom.com/docs/03mar13.htm Bergen, M., & Peteraf, M. A. (2002). Competitor identification and competitor analysis: a broad‐based managerial approach. Managerial and decision Economics, 157-169.  Khan, O. J., & Amine, L. S. (2004). New International Business Perspectives on Pakistan. Thunderbird International Business Review. 65 APPENDIX Source: BBC Pakistan: Survey of adults (15+) n = 4020 66 67 Questionnaire We are carrying out a survey as a part of our academic project to know customer perception about Shezan Juices. You are requested to kindly fill out the following questionnaire. All the data collected will be kept completely confidential, so it'll be very generous of you to take out time and respond to the questions below. Gender: Age: Profession: Q1. Male 15 to 20 years Student Female 20 to 30 years Professional job 30 to 40 years Housewife 40+ Others How often do you drink juices?      Twice a day Once a day Once in a week Twice in a week Occasionally Which brand do you prefer?       Nestle Fruita Vitals Shezan All pure Fresher Juices Minute Maid Slice Others Which flavors do you like the most?       Apple Pineapple Orange Guava Mixed Others Q2. Q3. 68 Q4. Indicate your degree of liking. Excellent Good Average Poor Very Poor Nestle Fruita Vitals Shezan All Pure Minute Maid Fresher Juice Slice Q5.      Q6.     Q7.      Q8.   What do you think about the taste of Shezan All Pure juice? Excellent Good Average Poor Very Poor Do you find Shezan All Pure available at all retailers‟ shops and super stores? Always available Often available Somehow available Never available How do you see promotional campaign of Shezan All Pure? Excellent Good Average Poor Very Poor Can you recall the Shezan All Pure ad last seen? Yes No 69 Q9.   Do you find Shezan All pure ads interesting and stimulating? Yes No Q10. Would you change your preference in juice category if Shezan comes up with exciting ads and branding as that of Nestle?   Yes No Interview Questions for Retailers Q1. How long have you been in retail business? Q2. In your opinion, which is the most sold juice among all? Give ranking according to their sales level? Q3. What do you think what are the causes of increased sales for the juice selected in above question? Q4. Identify some characteristics and behavior patterns of customers for Nestle and Shezan juices? Q5. Q6. Q7. Q12. Q8. Q9. Q10. Q11. Which company provides you with highest profit margins? Do you get regular supplies of Shezan All Pure? Are you satisfied with the profit margin paid to you by Shezan? Which shelf space do you allot Shezan All Pure in your store? Do you get in store displays, advertisements and chillers by Shezan? What do you think how Shezan All Pure sales can be improved? Do you think exciting advertisement can affect Shezan All Pure sales? How many package sizes Shezan All Pure currently have? Identify most sold package?