Kala Kola is a cosmetics company which wasfirst established by the United TradingCompany in the 1950s. The brand launched it’sKala Kola-Fashion Collection in the 1990swhich was a line of hair dyes for women. Our team decided to focus on coming upwith an extensive marketing strategy for theFashion Collection which would make theproduct more accessible to its target market.
Target Audience Age Group We were able to conduct a survey to determine our targetaudience within the time that we had been given. Firstly, in order to determine whether young girls also usehair dye, we asked twenty girls, aged eighteen to twenty-five, whether they would consider colouring their hair. Theresults, shown in Figure 1.1, show that even young girlstoday use hair colour. From this we concluded that our target audience shouldnot be limited to older women and should include youngergirls, thus, we decided to focus on women aged 20 to 50.
Girls willing to colour their hair 18-25 years old Yes Figure 1.1 No
SEC Group Our team went to several shops in Neelam Colony as wellas Defence. We found that, while more upmarket brandssuch as Garnier and Loreal, price their hair colour productsbetween Rs. 300 and Rs. 900, Kala Kola is priced at Rs. 95.This shows that Kala Kola products are meant to cater tolower SECs. Moreover, Kala Kola products were placed at the back ofshelves in shops in Defence, the pricier products dominatedthe shop fronts. Conversely, shops in Neelam Colonydisplayed a wide variety of Kala Kola products. Thisstrengthened our initial supposition that Kala Kola productscater to lower SEC markets.
Mediums• Television priority of medium Television Print media Out of home• Print media Radio Digital Media• Out of home 5% 10%• Radio 45% 15%• Digital Media 25% Figure 1.2
Television• Urdu Channels Since our target market belongs to the lower SEC groups which is mainly C and also D and consist entirely of females we will focus on Tv channels which are largely entertainment based such as ATV, Indus Vision, Star Plus, Geo Entertainment and Ary Digital and PTV. We will also air advertisements on cooking channels such as Zouk.• Regional Channels Given the popularity of regional channels in Pakistan, we will also air advertisements on channels such as Sindh T.V. and KTN.
• Timings to air the adsWeekdays: The advertisements will be aired from 4 p.m. onwards because women who manage their households, usually get done with their chores around this time in the afternoon and then sit down to watch television. Advertisements will go on air most frequently during prime time i.e. From 6 p.m. To 8 p.m.Weekends: On weekends, we will air advertisements most frequently during the afternoons i.e. From 4 p.m. to 6 p.m. Because families go out in the evenings and television is most frequently watched during the afternoons especially on Sundays.
Print media Our team decided that advertisements wouldbe printed in weekly Urdu magazines such asAkhbaar-e-Jahaan as well as monthly magazinessuch as Urdu Digest. Seeing as how our target audience is femalewe decided to focus on entertainment digests.Females, particularly from SEC C and D, do notread newspapers thus, we decided it would bemore efficient, to forgo printing advertisementsin these newspapers.
Out of home Our Out of Home campaign will not involve extensive andinteractive marketing campaigns, keeping in mind thelimited budget available to companies such as Kala Kola. Our main focus will be on billboards and bus standsbecause the majority of our target market travels throughpublic transport. Our billboards and banners will be placed nearSaddar, University Road and Nazimabad because theseroutes are used most frequently by our target audience.
Radio Radios are more popular than the internet in classifications Cand D. Other than television and magazines, the only othermode of at-home entertainment is provided by radios as thefemales do not have access to the internet. Therefore we will also place our ads on Fm stations FM101 and FM 107 as these stations are being listened to by ourtarget audience. The reason why we’ve chosen to focus a small proportionof our marketing on the radio is in order to build frequency forthe brands name and ensure that it remains the top off mindfor our target market.
Digital Media While looking for data on the internet, we came across websitescatering to foreign markets. Retailers order Kala Kolaa products inbulk and sell them online to user living abroad. Thus, we decidedthat advertising on social networking sites such as Facebookwould be necessary for such retailers and foreign consumers. We feel that advertising through digital media is importantbecause in order to stay in the race, the company must adapt tonew media and it is necessary to have at least a minimal presenceonline in today’s day and age. As shown in Figure 1.2, we apportioned a limitedproportion of our budget to advertising through digital media asour target market has minimal access to such media.
Our strategy is focused on using a limitedbudget that the company has, for optimumeffectiveness. This is why we’ve restrictedourselves to reaching the already existingmarket for Kala Kola hair products in order toremain the top off mind for this particularsegment of society.