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Different ways of advertising is discussed under this phase.
Television:
Unilever is using the television for the purpose of communication. Unilever infact place all types of advertisement mostly on the television.
Radio:
The second type of the telecommunication media is the radio. But Unilever use this medium very less as compare to TV but they use this media to communicate with their customers.
Magazines:
Magazine is the another telecommunication media and Unilever also used the magazine for the promotion of its products and for the communication with the customer
Newspapers:
Another type of media is the newspaper and Unilever also use this type of media for the communication purpose.
Billboards:
Unilever also use the billboards for the communication purpose with their customer.
Clear divides its market on the bases of groups such as:
AGE: 18-30 YEARS
GENDER: BOTH MALE & FEMALE.
GENERATION: Target people from the Y generation because they are the ones that suffer more from hair loss & dandruff.
By behavioral segmentation Unilever divides the buyers into groups based on their knowledge, attitudes, uses or response to a product.
a) Occasion segmentation:
Clear generally produce those products which are used in our daily life. Sometimes in some occasion it puts its concentration in some selected products. In different types of occasion it often provides offers like “Buy one & get one” or “buy it & get 20% extra”.
b) Benefit Segmentation:
Benefit segmentation means dividing the market into groups according to the different bents that consumer seek from the product. Clear has already found that people wants to get several benefits from a product class and Clear has identified several different hair shampoo segments.
Knowing the media-consumption habits of a target audience can help a business owner create an effective marketing campaign.
The media habits of our target audience are:
• TV
• Social media
• Magazines and newspaper
• Radio
• Cinema ( Though national audience numbers are down, this may be the most effective medium for reaching younger age groups, since the core audience is age 15 to 35.)
By psychographic segmentation Clear shampoo divides its consumers and buyers into different individual groups based on social class, life style, life cycle and personality characters.
Being a multinational company operating worldwide with a wide variety of products. Unilever divides its market into different geographical units such as nations, states, regions, countries, climate & density of population.
Keeping in mind our marketing strategies, the main media objective for us at the moment is to create awareness of the brand. Through the use of different media vehicles, we will be able to create awareness about the brand and in turn, try to position our brand in such a way, that the brand recall is increased.
Thus, through the use of different media vehicles, we will be able to create brand awareness, which is exactly what is needed at this stage for the brand.
Clear is Made for the people of Pakistan, it brings out the confidence in you. It not only kills your dandruff problems but also shows confidence in you to make a more appealing personality. Clear puts the accent on an identity that is distinctive, appealing and pleasing. The young generation of Pakistan of the present day desires to be let-off the hooks of shyness and to chase quality in life. Since 2007, Clear has been ensuring that it does not let dandruff break this confidence.
CONTINOUS MEDIA PATTERN
The advertising messages are scheduled continuously throughout the time period covered by the media plan.
Advantages:
• Works as a reminder.
• Covers the entire purchase cycle.
• Cost efficiencies in the form of large media discounts.
• Positioning advantages within media.
• Specifies insertion or broadcast dates, positions, and duration of the messages.
“Nothing To Hide, lots to show."
Head & Shoulders is a brand of anti-dandruff shampoo produced by Procter & Gamble. Procter & Gamble researchers started making an anti-dandruff shampoo in 1950.
There are now nine different Head & Shoulders varieties for varying hair types, and the formula has since changed color to white. Its a Worlds No 1 anti dandruff Shampoo. It is Debut in Pakistan in 1991. H&S is Available in every corner of Pakistan.
Create awareness about the brand:
1. Repetitive ads
2. Customers must be made aware of the fact that clear shampoo is different from other anti-dandruff shampoos which doesn't give soft silky touch.
Total brand experience:
1. Clear must turn its advertising into total brand experience.
2. Detailed demos.
3. Clear must highlight usage techniques.
Increase market share:
Increasing the market share is another objective and keeping that in mind, the marketing plan is designed to help increase market share of the brand and establish itself as a market leader in Anti-dandruff category.
Consists of approx 80 million people Middle Class and Upper Middle Class
Age 18-30
Gender Male Female
SEC A, B & C