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BTL for Energile
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BTL for Energile






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  • Dear sir,
    Please contact for BTL activities as we are introducing 3 new products in Pakistani markets. please contact jafri.0300-3140683 Benz Pharmaceuticals karachi
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BTL for Energile BTL for Energile Presentation Transcript

  • BTL ACTIVITY FOR ENERGILE PRESENTED BY: Shiraz Abdullah Shafiq Abdullah PRESENTED TO: Mr. Khurram Malik DATE: 26 th April, 2008
  • Energile - Introduction
    • First launched in 1977
      • Positioned as the Flavored glucose of those times
    • Re-launched in mid 80’s and mid 90’s
      • Main objective was to keep glucose benefits in mind but also to penetrate into the red syrup market i.e. Rooh Afza
      • Competition included Tang as well
    • Recently re-launched again in 2006 with new flavors, a complete brand over haul and a completely different look.
      • Working on the position of ‘Active Energy’
  • Energile - Introduction
    • In 2007, a major innovation in the form of Energile BUZZ in order to penetrate into the Ready to Drink market from the Make to Drink powder form.
    • Energile BUZZ didn’t take off too well in the first year with a few hiccups in the over all brand proposition and few disconnects within the marketing specifics of the brand like the positioning versus the packaging versus the pricing etc.
  • SKU’s of Energile and BUZZ
    • Energile MTD
      • Energile Mix Fruit (25 , 100 and 400 Gm)
      • Energile Trendy
        • Orange
        • Mango
        • Peach
        • Pineapple
        • Lemon
      • The 25 Gm packets are the sachets, an SKU which is very popular in the rural markets and lower strata.
    • Energile BUZZ i.e. the RTD has the 250 ml pack, and has the following flavors.
      • Apple
      • Mango
      • Orange
  • Energile - Introduction
    • This year the Brand has again attempted a re-launch working on the same platform of ‘Active Energy’.
    • For furthering their brand strength and after correcting the disconnects the Brand recently successfully carried out a ‘Youth Football Tournament’ in Karachi between various schools and Football Academies in Karachi. Their partners in carrying out the execution of the tournament were Karachi United Football Club
    • In order to better get in touch with their target market Energile also launched it’s website for football enthusiasts. www.energilefootball.com
  • Youth Football Championship
  • Youth Football Championship
  • The new Energile
  • Target Market – Consumer Profile
      • Socio Economic Class A, B
      • Males, Females Aged Between 12 – 16
      • Classified best as Teenagers and Tweenagers
      • Urban and mostly KLI
      • Sports lovers
      • Ambitious
      • Constantly Active in high energy Sports and Games
      • They are pure sports enthusiasts who love staying in touch with their loved game, and love supporting clubs and watching their heroes and icons in action
      • This is the segment who would love to follow the steps of their idols and be constantly involved in physical sports and activities
      • They can be termed as ‘Sports Jockeys’
  • Actual Communication
    • Quick Recap:
      • “ Energile” is not a new brand
      • The positioning and target market has been drastically changed
      • Target market for Energile is now composed of young kids who are sports enthusiasts
      • They love to play sports, whether at school or off school.
  • Actual Communication
    • PROBLEM?
      • Brand in recent past has been going through some tough times
    • REASON?
      • According to the brand management team of Energile, is that brand has not been able to build strong foundations in terms of brand equity and customer loyalty.
  • What they did?
    • Energile held a football tournament actvity in Karachi
    • Problem? It was covering only one city and few
    • schools!
    • Activity was focused on a small part of the entire target market.
  • Our proposition DO IT BIG ….. DO IT BETTER!!! Our campaign: “ENERGILE SPORTS TOUR”
  • PLAN
    • Our plan is:
    • Energile selects certain schools in KLI (Karachi, Lahore, Islamabad)
    • Proposes those schools management that Energile will hold “Energile Sports Day” in their schools
    • Hold the “Energile Sports Day” in the selected schools, where cricket and football tournaments will take place, and winners will be given Prizes and Gifts
    • Energile RTD will be sold in the schools on the event day
    • Energile Sports Tour 5 month campaign
    • The tour will rollout from Islamabad, then to Lahore and will end in Karachi
    • Schools contacted in June/July to confirm event dates
    • Promotion starts in August
    • Registration in tour through online registration
    • Awareness of tournament through Pamphlets and Banners placed in selected schools
  • Promotion of Campaign
    • The “Energile Sports Tour” will be heavily promoted
    • on the following mediums:
    • Internet
    • Print
    • Radio
    • TV
  • Promotion of Campaign
    • Banner Ads will be placed on the following websites:
    • Facebook
    • MSN Messenger
    • Music downloading websites like www.apniisp.com, www.pakmusic.net, www.pakimp3.org
    • Games websites, such as miniclip.com, flashgames.net
    • Schools official websites
  • Promotion of Campaign
    • PRINT
    • Print Ads will be given in:
    • Kids magazines like Young World, Smash, and Young Times
    • In cartoon or kids section of major English and Urdu newspapers
  • Promotion of Campaign
    • Billboards, Posters & Mobile billboards are common
    • We plan to do some thing different
    • TV Screens at Traffic Signals
    • Common in Lahore
    • Now in Karachi as well
    • TV screen will show ads as well as update of the sports matches
    • Advantage?
  • Promotion of Campaign
    • TV
    • A TVC will be especially made for this activity
    • Special focus will be on creating hype regarding the “Energile Sports Tour” amongst the target market
    • Which marketing communication tools used?
    • Direct Marketing
    • Advertising
    • Event Management
    • Public Relations
    • Which communication vehicles used?
    • TV
    • Print
    • Outdoor Media
    • Internet
  • Evaluation
    • Evaluation will be done through the following platforms:
      • The Website : www.energilefootball.com
      • Retail Audit
      • Consumer Panel
      • Survey of Target Market
  • Website
    • Number of hits
    • Number of new members signing up
  • Retail Audit
    • Retail perspective on consumer patterns
    • Check Brand Name awareness and demand
    • Retail Audit to be carried out along the same lines of a Post Launch Evaluation
    • Shops with Coolers are the ones that will be targeted
    • Check on the Brand’s performance on the front lines due to push or due to pull
  • Consumer Panel
    • Panel data which consists of data collected through focus groups of the relevant target market of the brand
    • Unilever Pakistan’s own set of Consumer Panel
  • Survey
    • Survey carried out amongst the target market to get a more in depth feed back on the success of the carried out campaigns
    • Survey will also help indicate the relative standings of various KPI’s (Key Performance Indicators) such as brand awareness, brand choice and level of brand equity
  • Thank You!