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Qarshi Toot Siah

Integrated Marketing Communication
by

Awwab Ahmed

on 8 October 2012

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Transcript of Qarshi Toot Siah

Qarshi Toot Siah Integrated Marketing Communication Industry Industry Company - Qarshi Consumer Decision Making Process-Roles Company Collaborators The market for OTC healthcare in Pakistan increased at a compound annual growth rate of 7.2% between 2003 & 2008

The analgesics category led the OTC healthcare market in Pakistan, accounting for a share of 22.2%

Leading players in Pakistani OTC healthcare market include Johnson & Johnson, Novartis AG and Reckitt Benckiser PLC

Leading players in the herbal health care market include Qarshi, Hamdard, Life style etc The traditional/herbal medicines category was valued at PKR2,307.1m ($32.8m) in 2009, representing a CAGR of 3.5% since 2004

By the end of 2014, the herbal medicines category will be worth PKR2,687.3m ($38.2m), with an expected CAGR of 3.1% between 2009 & 2014

Hamdard (Wakf) Laboratories is the market leader with a 35.4% share of the market followed by Qarshi Pakistan One of the largest natural products companies in Pakistan

Markets leading brands that have become household names

Engaged in promoting healthy living for over seven decades

Maintaining a high quality in its products, superior resource skills and acquiring the latest in advanced technology Vision
Distinctive Leadership in Quality, Human Resource, Research & Development, Corporate Social Responsibility Initiator: Effected person
Information provider: Patient and Family
Influencer: Herbal practitioner and Retailer
Decision maker and purchasing agent: Patient and Family
Consumer: Patient Group Members:
Ali Altaf
Ali Syed
Areej Ahmed
Awwab Ahmed
Moeez Qadari
Saad Masood Khan
Umair Ali Khan Mission Statement
To be Premier source of knowledge and Leadership for the achievement of Economically, Environmentally and Socially Sustainable Development Urban & Rural both

Age: 12 onwards

Socioeconomic class - B & C

VALS - Herbal efficacy believers Consumer Decision Making Process Information search
Personal: WOM/Influencer
Market controlled: Advertising and retail branding Post Purchase Evaluation:
Qarshi Toot Siah efficacy compared with the competitors Alternative Evaluation:
Allopathic, Homeopathic and Herbal Purchase decision
Determinants:
Corporate brand and Price Problem Recognition
Need: Cough/ Throat inflammation Distributor ( City-wise)

Retailers

Qarshi Health Shops

Herbal practitioners Competitors- Direct Indirect Allopathic and Homeopathic Toot Siah has become a generic name for herbal cough syrup

To ensure high positive consumer feeling extensive leveraging of Qarshi
Ensure high customer loyalty as disease prevalence and frequency
Positive VOM endorsement through retailers and herbal practitioners Qarshi as Corporate Brand For cough patients, Qarshi Toot Siah is scientifically proven,
the most effective cough syrup that delivers instant relieve. Positioning Statement Real life situation not depicted

Dependent on Rahat Fateh Ali Khan 's image- Money laundering scandal

Tag line is not addressing the functionality of the product

SEC B & C cannot relate to the ambiance shown in the ad Current IMC - Issues Above the Line Below the line Lack of retail merchandising

Existing trade promotion
Trade allowance - Overall purchase of Qarshi brands
Trade incentives - Bi annual month long gift schemes (to push stock before peak season)

No consumer promotions Objectives:
Effectively leveraging all consumer based relevant touch points to communicate product efficacy/ instant relive attribute.

Market:
SEC B and C

Message:
Integrate rational / emotional appeal to portray desired state

Media mix: Proposed IMC Strategy Measurement: Usage and attitude study , EQ study and Trade promotion ROI study Message and Affective (Resonance advantage) strategy
Means end theory used to portray product attributes and consumer benefits

Appeal: Humor - to break clutter, capture attention and enhance recall

Execution framework: Amalgamation of Slice of life, dramatization and demonstration
Story board (wedding setting): Problem encountered, interaction with product, solution (instant relieve)

Music: traditional wedding music Creative approach Adaptation - Print Adaptation - Print Adaptation - Outdoor Adaptation: Out door Adaptation -Facebook page TV: PTV network, Geo network, Ary network, Express network, Hum network, Cable networks etc

Print: Jung, Nawa -e- Waqt, Khabarain, Roznama Express , Din etc

OOH: Hoodings in Metro cities (KLIMGF), Transit branding, retailer's shop board branding

Radio: Adaptation from TVC

PR: Endorsement through famous herbal experts in Pakistan

Consumer promotion:
Free Johar joshanda with one 120 ml SKU or two 60 ml SKU
Kiosk activities at medical stores (Free ENT examination)

Trade promotion:
Two bottles (120 ml) free on purchase of 12 bottles
Three bottles (60 ml) free on purchase of 15 bottles
Annual foreign trade schemes ( Free trips to Dubai or Thailand against annual volume target)
Training sessions for retailers
Special product placement racks for cash counters Consumer touch points - Details Consistent positioning with repeated tag line (instant relief) Campaign extendability Batsman gets out & bowlers appeal to umpire Humor aspect- Umpire gives signal to third umpire...
Tagline and product shot Umpire starts coughing & players are waiting Spark Bowler gives Qarshi Toot Siah to umpire and the umpire gets instant relief Cricket ground setting (cc) image by nuonsolarteam on Flickr Question and Answers
Full transcript