Pakistan is the world’s 9 th largest market with an estimated 180 million consumers.
Oral Hygiene market increased between 2001-2006, growing at an average annual rate of 3.4%.
Toothbrush market size is estimated to be 70-75 million, it has increased about 20% since 1990’s and it’s expected to grow by 40% in the next 5 years.
Brand loyalty is extremely low for toothbrushes but quite high for toothpastes.
Experts believe that the health care market in Pakistan is at the peak of landmark changes, with an increase in the number of dentist and doctors for health management.
Due to increased level of awareness, people now deeply care about their health and their family’s health as well.
Toothbrush market has a lot of potential; the least amount spent on oral care is about 5%. People still don’t use tooth brushes on regular basis.
Shield’s Market Share is estimated to be around 20-25%.
Shield is the only local company advertising at the moment.
Colgate is one of the strongest competitors bearing the market share of 48% currently.
In terms of sales volume, EZI grip holds the 1 st position and 2 nd is held by shield.
RESEARCH Research has revealed that 90% of the population clean their teeth irrespective of the method used. The people of Pakistan employ a variety of ways to ensure oral hygiene; such as toothbrush and toothpaste, toothpowder, local mixtures of salt, bark of various trees (dandassa) and chewing stick or “miswak”.
Product positioning: The product gives a better SMILE
Attitudes: Mostly people are not aware of the fact that SHIELD’S toothbrush range also has toothbrushes for children and those who do know don’t find it appealing enough as compared to imported brands.
Due to increased level of awareness, parents care more about their children’s teeth.
Previously consumer didn't have much knowledge about toothbrush functions and benefits. Consumers used to purchase toothbrushes without much information about the product.
They don’t have good quality perception of local products.
Family Size: Families even with one child are enough for our target but if the family size is big, it’s even better because more family members means more children if not currently then may be in future.
Family life cycle: The main focus is on full nest which means families having children at home .
Education: Children studying in kindergarten to Primary school.
Personality: Marketers endow their products with a “brand personality” that corresponds to a target consumer personality.
If we look at the range of toothbrushes by SHIELD, we’ll see that none of them has a distinct personality that could make it prominent amongst the other brands available in the market.
GIGGLES too has no personality and kids don’t see anything extraordinary in it to which they can associate with. Hence, this area needs to be focused.
We have come up with a personality for GIGGLES which is included in the positioning part.
b) Lifestyle: Activities , Interests , and Opinions (AIO)
Included in the AGENCY BRIEF
Benefit sought: Look of the product
Usage rate: Heavy user
Brand Loyalty: It varies from kid to kid. Half of the kids are stubborn in nature, and they stick to one product and want it at any cost, whereas half of them go for EXTRINSIC CUES, so they keep on switching to whatever attracts them the most.
Readiness to buy: Replace it as soon as it gets worn out (we want them to replace their toothbrush after every 3 months)
ANALYSIS OF KIDS TOOTHRBRUSH MARKET TOOTHBRUSHES DEMOGRAPHICS PURCHASING POWER GIGGLES Aimed at children from age 5 to 10 containing a very small head with soft bristles, particularly for children whose set of milk or baby teeth are still breaking. Is a high priced product. Our customers have a high purchasing power and are ready to spend money on purchasing an expensive toothbrush. FUNTOO Made for children from age 4 to 10 containing a very small head with soft bristles. The toothbrush has candy shaped figures at its end with two different colors. Low priced as compared to Giggles to maintain a certain difference between both the brushes and their target markets. LITTLE STAR Made for children from age 5 to 10 containing a very small head with comparatively hard bristles. Little Star does not contain costly raw materials and does not have an extraordinary design therefore, it is also low priced. BIO JUNIOR Cater to the children from age 6 to 11 and the design of the toothbrush is very plain aimed at parents who don’t want to spend much on toothbrushes. Regular toothbrush for children with an ordinary design and specially targeted to people with a low purchasing power. PERFECT JUNIOR Same as bio junior Same as bio junior FLEX JUNIOR Aimed at children from age 10 to 12 as its head is a little big as compared to other toothbrushes and is made for those children whose baby teeth have been replaced by adult (permanent) teeth. Low priced according to the pricing of competitors because flexible toothbrushes are provided by all competitors.
Colgate, Oral B and SHIELD are the three major players advertising their messages.
Colgate’s major focus is on advertising their toothpaste rather than marketing toothbrushes.
Oral B focus on the functionality of the toothbrush in their advertisements, about its grip, soft bristles and the way it cleans your teeth.
SHIELD came up with three different campaigns focusing on three toothbrushes about two, three years back. One campaign highlighted the functionality of the toothbrush, the other campaign depicted humor appeal and the third one showed a jingle based advertisement.
Afterwards, SHIELD started illustrating their messages using public service advertisements that stressed to “Change the toothbrush every 3 months as recommended by Dentists worldwide” and also highlighted to “Brush twice for 3 minutes”.
SHIELD is one of the local companies of Pakistan, which is manufacturing & distributing toothbrushes for kids.
They are not at all considering the kids market segment as distinct and have not come up with a separate communication campaign for kids yet. We have analyzed the gap and have tried to come up with a campaign for GIGGLES toothbrush, which is a premium brand in the segment of kids’ toothbrushes.
Children constitute an important target segment and merit attention from a marketing perspective.
Oral health has a major impact on children physically and psychologically. It can have an impact on growth, enjoying life, appearance, how children speak, chew, taste food and socialize, as well as their feelings of social well-being .
Dental health problems affect children, which impact their performance as students, lowers self-esteem, and slows down their personal development. Failure to prevent dental diseases has a large effect on school attendance.
Kids take tooth brushing as a compulsion and are always forced to do it by their guardians.
Children find their toothbrushes boring and prefer their favorite cartoon characters on their tooth brushes.
KIDS like bright, colorful and funky toothbrushes.
Today's kids have more autonomy and decision-making power within the family than in previous generations, so it follows that kids are vocal about what they want their parents to buy. "Pester power" refers to children's ability to nag their parents into purchasing items they may not otherwise buy.
Increasing participation of women in the workforce has prompted a shift in this role as children are increasingly the "buyers“ for the entire family. Even in families where women do not work, children are observed to share this role with their mothers. Children enjoy greater discretion not only in making routine consumption decisions for the family but also in pestering their parents to buy other products desired by them.
ATTITUDES: Have social interaction with peers of the same age group. They are not concerned about brushing their teeth and are quite careless. They love to eat lots of sweets and chocolates.
LIFESTYLE: Kids that go to school, and are in the process of continuous learning.
INFLUENCERS: Encouragement from parents, caregivers, teachers, adults, brothers, sisters and children themselves has a great influence on oral health. If everyone starts to encourage kids to take care of their teeth and also encourage big white smiles, children of all ages will benefit.
6. What is the single most important point to communicate?
“ Tooth brushing is not a compulsion, it’s an adventure”.
7. Why should they believe it?
Because SHIELD is the first one to communicate about KIDS toothbrush in PAKISTAN.
Because SHIELD is the first one to introduce colorful cartoon oriented toothbrushes for kids in Pakistan.
Campaign Execution 2 Watch Your Mouth. SALES PROMOTION Brand Communication Idea “ Brighten Up The Tooth Brushing Experience” Campaign Execution 1 It’s not a Compulsion. It’s an Adventure!! Campaign Execution 3 Good Brushing Now Means More Teeth later. (Brush for 3 minutes) Campaign Execution 4 Rediscovering Fun! TV ADS Morning Shows PR Word-of-mouth OOH MOBILE PRINT BTL ACTIVITIES SPONSORSHIP WEBSITE POINT OF SALE
MESSAGE: Widen your imagination and make tooth brushing an activity full of excitement, fun and adventure that takes the kids into a fantasy world full of Disney characters dancing, playing and enjoying.
TAGLINE: It’s not a compulsion, it’s an Adventure…….!!!
APPEAL: Music appeal (Rhyme)
JINGLE : Brush your teeth,
Give your teeth a treat.
Brush up and down and all around,
To keep them clean and neat!
EXECUTIONAL FRAMEWORK: Fantasy based Ad, Visual demonstration of the product with cartoon characters.
A girl is sleeping at night and sees a nightmare that one of her tooth is broken and she gets hurt by using her old hard tooth brush…suddenly she sees that a new tooth brush (GIGGLES comes in) and kicks the old tooth brush that caused the little girl pain, and tells her that GIGGLES is her new gentle best friend and won’t hurt her while brushing…..
A boy wakes up in the morning and goes straight to the breakfast table without brushing his teeth. His mom asks him to clean his teeth first. After an argument and getting screamed at by his mom, he forces himself and goes to the wash room. He gets annoyed while holding his old, boring, colorless and irritating tooth brush and then suddenly GIGGLES TOOTH BRUSH appears and takes him to the world of fantasy where the little boy finds lots of his favorite cartoon characters playing with him. Music is being played in the background and he is cleaning his teeth with the new GIGGLES tooth brush which is full of excitement, colors and fun.
Creating a cartoon world, where all the cartoon characters are brushing their teeth and enjoying with GIGGLES.
The toughest part of the body is not your bones but your teeth. Each tooth is covered with a substance called enamel which is so strong that it can cut or crush the toughest kinds of food. There is a price to pay for this toughness: unlike bones, teeth cannot repair themselves and it pays to take care of them. Keep track of what you are eating.
TAGLINE: "Giggles Brush bets that you will FEEL clean and simply LOVE your teeth…so watch your mouth!
MESSAGE: When feeding is done at naptime: The child falls asleep and the liquid becomes pooled around the teeth. This liquid provides excellent medium for the bacteria to grow and cause CARIES which is defined as Tooth Decay causing cavity through bacteria.
SHIELD’S GIGGLES is an Evolution of comfort with a unique head that fits into the mouth and removes bacteria by covering every single corner, hence use your brushing techniques properly
TAGLINE : Good brushing now means more teeth later!
RHYME (POEM) on posters: Starting early and starting right will ensure that your teeth stay healthy and bright!
Fun based activities so that our consumers can interact with our brand.
EXECUTION : Below-the-line activities like Sponsorship, Point-of-sale, sales promotion, and in Above-the-line, we will go for internet (interactive website)
COMMUNICATION STRATEGY & MEDIA SELECTION RATIONALE COMMUNICATION STRATEGY Trigger the target to talk about the Brand, create maximum exposure and create buzz around the new innovation. Awake the target, build high awareness, change consumer’s Perception. Captivate the target to make a purchase, engage, interact with the consumers and strengthen associations. Prompt/induce the target and get the product in consumer’s hands. CHANNEL STRATEGY PR, Buzz or street marketing TV, Print BTL activities, Brand Activation, Interactive website Point-of-sale activities, Sales promotion
To create BUZZ and to generate talkability, we will place an Out-of-home hoarding at BOAT BASIN. The hoarding would consist of a giant sized toothbrush with the cartoon character Jerry and the brand name GIGGLES on it.
Another way to gain maximum exposure and create buzz around the new innovation will be to use a MOBILE BUS, decorating it with bright bulb lights, and a picture of Giggles toothbrush along with some of the favorite cartoon icons of children. The mobile bus will roam near parks in the evening.
In welcoming the school holiday and the start of new school activities, we will launch a colorful package of GIGGLES toothbrush along with a small tube of toothpaste for milk teeth with famous characters of TOM & JERRY, BARBIE etc.
CELEBRATING NATIONAL SMILE MONTH OR ORAL HEALTH WEEK: Following are the activities:
Dental Expert Talk Oral health educators and dental professionals who want to help the community and for schools, colleges or workplaces who want to educate their pupil or staff. Both children and adults can learn something from an expert talk and different subjects can arise ranging from the importance of fluoride in toothpaste to the systemic links between the health of the mouth and body.
Class Visit to the Dentist Seeing the dental practice up close and meeting friendly staff can help encourage regular dental visits. Local newspapers will be happy to take a photograph of the event that can benefit both school and dentists.
Creating characters and playing a small skit in schools. Characters such as winnie the tooth brush, exhibiting decayed tooth and a neat and clean tooth that uses GIGGLES TOOTHBRUSH.
Going to be run for 4 days, targeted at parents and children who will be invited to the food court for an interactive educational session focusing on oral care and hygiene of kids as well as free dental check-ups.
Advertising posted in classrooms, school buses, computer labs in exchange of funds.
FUN BASED ACTIVITIES IN BTL
Organizing Special Fun days , an ideal way to grab the attention and interest of children as well as general public and can work well in schools, dental practices, retail outlets, colleges and the community. A fun day can be a great way to create a buzz in your local area as well as to engage your target audience. People are far more likely to learn when they are having fun, – so make sure you also hand out information.
Writing stories on THE TOOTH FAIRY would be held in various schools, and distributing prizes to winners.
Distribute ice creams among children, and the ice cream stick should be shaped like a toothbrush having the brand name GIGGLES on it.
Tooth brush drawing competition among children in different schools.
Take a close-up of each students mouth (smile). Have each student cut out their mouth from the picture and glue it onto a cutout of a tooth. Have them write a sentence under their smile and on the tooth that describes something they do to keep their teeth healthy. (I brush my teeth after every meal. I drink milk. I use GIGGLES. I eat a healthy diet...) After these are completed staple them to a Bulletin Board entitled; LOOK WHO IS SMILING!!!
Arrange games and other activity programs and sponsor them, connected with sales promotion. On the purchase of two toothbrushes, young consumers will get an entry coupon that would qualify them to participate in different exciting activities.
Sponsor KIDS Game shows on TV.
A website www.shieldkidsworld would be launched, where interactive games would be placed to attract children, cross word & puzzle games, videos demonstrating on how to clean teeth.
The website would enable children to make drawings of their favorite cartoon characters and then placing them on the toothbrush, adding musical tunes and other accessories etc.
Also, the website would allow the kids to select different colors, designs and a variety of different cartoon characters for their toothbrushes.
A Survey would also be placed on the website to get to know their opinions, complaints and also to get them involved with the brand.
This would be specially designed for the mothers of our primary target audience, to involve them in discussion about a child’s ability to effectively reach and clean different areas of his or her mouth. Dental expert talk would be placed in the morning shows at various TV channels. The programs would be sponsored by “SHIELD GIGGLES TOOTHBRUSH.”
Activation can also be done by targeting children on “INDUS CHOTU” Program and different programs on WIKID, where demonstration lessons would be given to children on how to brush their teeth and important facts on cleanliness and oral hygiene, some tips through humor.
Kids have a lot of information due to exposure to television, other media and friends. This reflects that parents sought their opinion even when purchasing products not directly related to the children, such as cars, because of their higher knowledge of brands, models, and the latest trends. Also, children state that parents buy products that make them happy.
There is great concern about children as viewers of advertisements primarily because young children are exposed to thousands of commercials. Marketers use television as a medium of communication since it allows access to children at much earlier ages than print media can accomplish, largely because textual literacy does not develop until many years after children have become regular television viewers.
BRAND CALENDER 2009 BUDGET SPLIT JAN FEB MARCH APRIL MAY JUN JULY AUG SEPT OCT NOV DEC Million (Rs.) Actual Amount 1.925 1,925,000 TV 1,925,000 0.79 790,000 PRINT 600,000 30,000 30,000 30,000 1,00,000 1 1,000,000 OOH 1,000,000 0.008 8,000 DIGITAL 8,000 0.74 740,000 BTL 500,000 1,20,000 1,20,000 0.8 800,000 IN-STORE 250,000 2,75,000 2,75,000 0.15 150,000 SALES PROMOTION 37,500 37,500 37,500 37,500 Note: All Spends in Millions