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  • Good morning ! And welcome to our presentation. Pierre-René and I want to begin by thanking ECR Europe for inviting us to share our experience in „ Growing the Cake“. The scope of the project may seem quite wide but in fact it is the result of a simple business process and an innovative implementation in store. NATHALIE
  • Shield Imc presentation

    1. 1. IMC PLAN TOOTHBRUSH Giggles PRESENTED BY: Mehwish Basit - 4729 Saima Wasim - 4672 Nissa Razzak- 4635 Kiran Sheikh-3921
    2. 2. AGENDA <ul><li>Executive Summary </li></ul><ul><li>Current Market Situation </li></ul><ul><li>SWOT & Market Analysis </li></ul><ul><li>Issues Faced by The Brand </li></ul><ul><li>Positioning Strategy </li></ul><ul><li>Objectives of The Campaign </li></ul><ul><li>Agency Brief </li></ul><ul><li>Brand Communication Idea </li></ul><ul><li>Campaign Idea </li></ul><ul><li>Campaign Execution Details </li></ul><ul><li>Marketing Communication Strategy </li></ul><ul><li>Budgets </li></ul>
    3. 3. EXECUTIVE SUMMARY <ul><li>Our focus : GIGGLES, which is an unattractive toothbrush, we propose a plan to revitalize the brushing experience for kids. </li></ul><ul><li>Target market : Aimed at children from age 5 to 10 </li></ul><ul><li>Colgate, Oral B and SHIELD are the three major players advertising their messages. </li></ul><ul><li>SHIELD is one of the local companies of Pakistan, which is manufacturing & distributing toothbrushes for kids. </li></ul><ul><li>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 </li></ul><ul><li>MMO : To generate trial, achieve 40% purchase rate and become most preferred local brand in kids segment. </li></ul><ul><li>MCO: To build an image of GIGGLES as adventurous and exciting, create awareness about our presence and inform about the features and benefits of GIGGLES. </li></ul><ul><li>Single idea : “ Tooth brushing is not a compulsion, it’s an adventure”. </li></ul><ul><li>Proposed Essence : changing the way you brush. Forever! </li></ul>
    4. 4. EXECUTIVE SUMMARY <ul><li>Brand vision : To be the catalyst of change for younger generation and to create a brand inspiring innovation and to see Giggles in the hands of 70% of our target market after 5 years. </li></ul><ul><li>BIG IDEA: “Brighten Up The Tooth Brushing Experience” </li></ul><ul><li>Campaign Idea 1 : It’s not a Compulsion. It’s an Adventure!! </li></ul><ul><li>Campaign Idea 2 : Watch Your Mouth. </li></ul><ul><li>Campaign Idea 3 : Good Brushing Now Means More Teeth later. </li></ul><ul><li>Campaign Idea 4: Rediscovering Fun! </li></ul><ul><li>Communication & Channel Strategy: </li></ul><ul><ul><li>Trigger PR, Buzz or street marketing </li></ul></ul><ul><ul><li>Awake TV, Print </li></ul></ul><ul><ul><li>Captivate BTL activities, Brand Activation, Interactive website </li></ul></ul><ul><ul><li>Prompt Point-of-sale activities, Sales promotion . </li></ul></ul><ul><li>Proposed Budget : Rs.6 million </li></ul><ul><li>ATL/BTL split : 70%:30% </li></ul>
    5. 5. CURRENT MARKET SITUATION <ul><li>INDUSTRY: </li></ul><ul><li>Pakistan is the world’s 9 th largest market with an estimated 180 million consumers. </li></ul><ul><li>Oral Hygiene market increased between 2001-2006, growing at an average annual rate of 3.4%. </li></ul><ul><li>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. </li></ul><ul><li>Brand loyalty is extremely low for toothbrushes but quite high for toothpastes. </li></ul><ul><li>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. </li></ul><ul><li>Due to increased level of awareness, people now deeply care about their health and their family’s health as well. </li></ul><ul><li>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. </li></ul><ul><li>PLAYERS: </li></ul><ul><li>Shield’s Market Share is estimated to be around 20-25%. </li></ul><ul><li>Shield is the only local company advertising at the moment. </li></ul><ul><li>Colgate is one of the strongest competitors bearing the market share of 48% currently. </li></ul><ul><li>In terms of sales volume, EZI grip holds the 1 st position and 2 nd is held by shield. </li></ul>
    6. 6. 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”.
    7. 7. DRIVING FORCES OF THE INDUSTRY <ul><li>Growing Middle Class </li></ul><ul><li>Technology </li></ul><ul><li>Economy </li></ul><ul><li>Industry Growth </li></ul><ul><li>Product Innovation </li></ul><ul><li>Use of E-commerce and Internet </li></ul><ul><li>Social Factors </li></ul>
    8. 8. SWOT ANALYSIS <ul><li>STRENGTHS </li></ul><ul><li>SHIELD is a known company, mostly people are aware of SHIELD toothbrushes and it is the first company marketing toothbrushes in Pakistan. </li></ul><ul><li>Leader in oral and baby care segment </li></ul><ul><li>Diversification </li></ul><ul><li>Strong distribution network </li></ul><ul><li>Wide range of toothbrushes, each targeting different age groups. </li></ul><ul><li>Price Range (ranging from 10rs to 55rs. – affordable as well as expensive ) </li></ul><ul><li>WEAKNESSES </li></ul><ul><li>Weak Positioning and Image. </li></ul><ul><li>Low budgets. </li></ul><ul><li>Lower quality as compared to MNC competitors. </li></ul><ul><li>People mostly prefer Oral B and Colgate over Shield. </li></ul>
    9. 9. SWOT ANALYSIS <ul><li>OPPORTUNITIES </li></ul><ul><li>Consumers are preferring functionally effective premium products with professional quality to meet their personal care needs. </li></ul><ul><li>People are now more conscious about their image and appearance and prefer to use branded products. </li></ul><ul><li>Increase in awareness of dental hygiene and its importance. </li></ul><ul><li>Increase in population </li></ul><ul><li>Exploring new categories like kids market </li></ul><ul><li>Migration of people from rural to urban areas and Rural population switching from miswak, toothpowder to toothpaste. </li></ul><ul><li>Automated supply chain </li></ul><ul><li>Lifestyle of people is changing and they are becoming more </li></ul><ul><ul><li>Aware and Educated </li></ul></ul><ul><ul><li>Hygiene conscious </li></ul></ul><ul><ul><li>Variety seekers </li></ul></ul><ul><li>THREATS </li></ul><ul><li>Local companies producing low priced products. </li></ul><ul><li>Threat from Chinese products that are cheaper and more attractive </li></ul><ul><li>Threat from substitutes </li></ul><ul><li>Low brand loyalty and weak image </li></ul><ul><li>Increase in raw material price. </li></ul><ul><li>Inflation in the country </li></ul><ul><li>Competitors re-launching their products </li></ul><ul><li>Competitors increasing their marketing budgets </li></ul><ul><li>Unstable economic conditions </li></ul><ul><li>Islamic groups encouraging people to use miswak. </li></ul><ul><li>The WTO free trade implementation is a threat for the industry; Imported products will flood the market. </li></ul><ul><li>High rivalry among existing firms </li></ul>
    10. 10. SHIELD’S CURRENT APPROACH <ul><li>Shield’s Objective : To become No.1 category toothbrush and they plan to pursue it by increasing awareness level. </li></ul><ul><li>Their core communication message is based solely on smile, its their positioning & USP as well. </li></ul><ul><li>Big idea is based on the fact that people should replace their toothbrush after every 3 months, otherwise it looses its effectively. </li></ul><ul><li>They follow continuous advertising pattern, the advertising mediums used are Tv, radio, out-doors and BTL activities. </li></ul><ul><li>Strength : product range, portfolio </li></ul><ul><li>Tagline : “haso zara aur khil khila k” </li></ul><ul><li>Marketing strategy : soft-sell </li></ul><ul><li>Same ads for radio and television. </li></ul><ul><li>They also use several sales promotion tactics. </li></ul><ul><li>Competitors: </li></ul><ul><li>EZI GRIP ( LOCAL BRAND) </li></ul><ul><li>Chinese products </li></ul><ul><li>Colgate </li></ul><ul><li>Oral-b: Indicator </li></ul><ul><li>Johnson & Johnson: Reach </li></ul><ul><li>P&G: Crest Complete </li></ul><ul><li>Smithkline Beecham: Aqua fresh Flex </li></ul>
    11. 11. GIGGLES SITUATION ANALYSIS <ul><li>CURRENT PRODUCT ANALYSIS: </li></ul><ul><li>Product Attribute: A toothbrush with a small head and soft bristles having rubber feet at the bottom enabling it to stand. </li></ul><ul><li>Pricing: Rs.40 </li></ul><ul><li>Distribution : Distributed in 262 towns in Pakistan through wholesalers and retailers. </li></ul><ul><li>Promotion: They offer trade incentives/ promotions in the form of gifts and discounts but on occasional basis. </li></ul>
    12. 12. GIGGLES SITUATION ANALYSIS <ul><li>2. CURRENT TARGET MARKET: </li></ul><ul><li>Target market approach: Kids 5-10 years </li></ul><ul><li>Product positioning: The product gives a better SMILE </li></ul><ul><li>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. </li></ul><ul><li>3. CUSTOMERS: </li></ul><ul><li>Due to increased level of awareness, parents care more about their children’s teeth. </li></ul><ul><li>Previously consumer didn't have much knowledge about toothbrush functions and benefits. Consumers used to purchase toothbrushes without much information about the product. </li></ul><ul><li>They don’t have good quality perception of local products. </li></ul>
    13. 13. MARKET SEGMENTATION <ul><li>GEOGRAPHIC: 3 Metropolitan cities Karachi, Lahore & Islamabad. </li></ul><ul><li>DEMOGRAPHICS: </li></ul><ul><li>Gender: Both male and female. </li></ul><ul><li>SEC: A & B </li></ul><ul><li>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. </li></ul><ul><li>Family life cycle: The main focus is on full nest which means families having children at home . </li></ul><ul><li>Education: Children studying in kindergarten to Primary school. </li></ul><ul><li>PSYCHOGRAPHICS: </li></ul><ul><li>Personality: Marketers endow their products with a “brand personality” that corresponds to a target consumer personality. </li></ul><ul><li>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. </li></ul>
    14. 14. MARKET SEGMENTATION <ul><li>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. </li></ul><ul><li>We have come up with a personality for GIGGLES which is included in the positioning part. </li></ul><ul><li>b) Lifestyle: Activities , Interests , and Opinions (AIO) </li></ul><ul><li>Included in the AGENCY BRIEF </li></ul><ul><li>  </li></ul><ul><li>BEHAVIORAL: </li></ul><ul><li>  </li></ul><ul><li>Benefit sought: Look of the product   </li></ul><ul><li>Usage rate: Heavy user   </li></ul><ul><li>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.  </li></ul><ul><li>Readiness to buy: Replace it as soon as it gets worn out (we want them to replace their toothbrush after every 3 months) </li></ul>
    15. 15. 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.
    16. 16. COMMUNICATION SWOT <ul><li>COMPETITORS REVIEW </li></ul><ul><li>Colgate, Oral B and SHIELD are the three major players advertising their messages. </li></ul><ul><li>Colgate’s major focus is on advertising their toothpaste rather than marketing toothbrushes. </li></ul><ul><li>Oral B focus on the functionality of the toothbrush in their advertisements, about its grip, soft bristles and the way it cleans your teeth. </li></ul><ul><li>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. </li></ul><ul><li>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”. </li></ul>
    17. 18. COMMUNICATION SWOT <ul><li>COMMUNICATION OPPORTUNITUES </li></ul><ul><li>SHIELD is one of the local companies of Pakistan, which is manufacturing & distributing toothbrushes for kids. </li></ul><ul><li>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. </li></ul><ul><li>Children constitute an important target segment and merit attention from a marketing perspective. </li></ul>
    18. 19. ISSUES FACED BY THE BRAND (GIGGLES) <ul><li>Main purpose of the toothbrush is not being fulfilled (does not stand and falls down) </li></ul><ul><li>Over Priced & Low Quality </li></ul><ul><li>Major focus is on the range and not on promoting children's toothbrushes separately </li></ul><ul><li>Unattractive Colors </li></ul><ul><li>Low Budget </li></ul><ul><li>Major competition from low priced products (Chinese) in the market </li></ul>
    19. 20. BRAND VISION <ul><li>To be the catalyst of change for younger generation and to create a brand inspiring innovation. </li></ul><ul><li>To see Giggles in the hands of 70% of our target market after 5 years. </li></ul><ul><li>OBJECTIVE: </li></ul><ul><li>To spread awareness about the importance of oral health and improve the quality of teeth of Pakistan’s Children so that they are able to live a better, happy and healthy life. </li></ul>
    20. 21. POSITIONING <ul><li>Competitive environment & target market are discussed earlier, and insights are included in AGENCY BRIEF </li></ul><ul><li>ROOT STRENGTHS: </li></ul><ul><li>Wide range of toothbrushes </li></ul><ul><li>Local Brand </li></ul><ul><li>The ‘Care’ is the core message, which has made Shield® a recognized household name in Pakistan. </li></ul><ul><li>BENEFITS: </li></ul><ul><li>FUNCTIONAL </li></ul><ul><li>Giggles toothbrush is for children with a complex mixture of different sized permanent and baby teeth. </li></ul><ul><li>It features a combination of bristles for cleaning sensitive gaps and to effectively reach and clean teeth. </li></ul><ul><li>The handle is cartoon shaped sized to fit optimally into a child’s hand for maximum comfort and control. </li></ul><ul><li>EMOTIONAL </li></ul><ul><li>Pride, care, joy, optimism </li></ul>
    21. 22. POSITIONING <ul><li>BELIEFS, VALUES & PERSONALITY:   The brand believes in: excitement, health and is full of life </li></ul><ul><li>  Personality would look like: </li></ul><ul><li>Cheerful </li></ul><ul><li>Bright </li></ul><ul><li>Confident </li></ul><ul><li>Impressive </li></ul><ul><li>Lively, Amusing </li></ul><ul><li>Smart </li></ul><ul><li>Adventurous (courageous, Brave) </li></ul><ul><li>Energetic </li></ul><ul><li>Friendly </li></ul><ul><li>Upbeat </li></ul><ul><li>REASON TO BELIEVE: </li></ul><ul><li>Heritage </li></ul><ul><li>Recommended by the dentists </li></ul><ul><li>Soft bristles </li></ul><ul><li>Standing position </li></ul>
    22. 23. POSITIONING <ul><li>DISCRIMINATIOR: </li></ul><ul><li>Only Shield is the first one in the local market of Pakistan to emphasize on KIDS Tooth </li></ul><ul><li>Brushes. </li></ul><ul><li>ESSENCE: </li></ul><ul><li>Changing the way you brush. Forever! </li></ul><ul><li>STRATEGY: </li></ul><ul><li>Niche strategy </li></ul><ul><li>By targeting the segment of consumers aged between 5-10 and charge a premium price. </li></ul><ul><li>To be able to differentiate from other tooth brushes in the KIDS segment. </li></ul>
    23. 24. AGENCY BRIEF <ul><li>1. A. What is the JOB TO BE DONE and resulting Marketing Objective? </li></ul><ul><li>JTD: To get kids and their parents to understand the importance of having healthy teeth, brushing at young age and to create an association between fun, excitement and tooth brushing. </li></ul><ul><li>MARKETING MEASURABLE OBJECTIVES: </li></ul><ul><li>To generate trial amongst non-users by 30 % till January 2010. </li></ul><ul><li>To achieve a 40% purchase rate amongst the target market by the end of 2009. </li></ul><ul><li>To be the most preferred local brand in the kids market segment by the end of 2010. </li></ul><ul><li>MARKETING COMMUNICATION OBJECTIVES: </li></ul><ul><li>To build an image of GIGGLES as adventurous and exciting among 25% of our target market. </li></ul><ul><li>Create awareness about our presence in the kids’ market segment. </li></ul><ul><li>To inform 40% of the target audience about the features and benefits of GIGGLES by the end of 09. </li></ul>
    24. 25. AGENCY BRIEF <ul><li>2. What insight drives this brief? </li></ul><ul><li>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 . </li></ul><ul><li>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. </li></ul><ul><li>Kids take tooth brushing as a compulsion and are always forced to do it by their guardians. </li></ul><ul><li>Children find their toothbrushes boring and prefer their favorite cartoon characters on their tooth brushes. </li></ul><ul><li>KIDS like bright, colorful and funky toothbrushes. </li></ul>
    25. 26. AGENCY BRIEF <ul><li>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. &quot;Pester power&quot; refers to children's ability to nag their parents into purchasing items they may not otherwise buy. </li></ul><ul><li>Increasing participation of women in the workforce has prompted a shift in this role as children are increasingly the &quot;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. </li></ul>
    26. 27. AGENCY BRIEF <ul><li>CONSUMER INSIGHTS FROM OUR QUESTIONNAIRE: </li></ul><ul><li>KIDS like bright, colorful and funky toothbrushes. </li></ul><ul><li>Kids take tooth brushing as a compulsion and are always forced to do it by their guardians. </li></ul><ul><li>Children find their toothbrushes boring and prefer their favorite cartoon characters on their tooth brushes. </li></ul><ul><li>Favorite cartoons are Tom & Jerry and Barbie. </li></ul><ul><li>Majority of the mothers prefer Oral-B and Colgate. </li></ul><ul><li>Majority of the mothers prefer Imported brands of toothbrush over SHIELD, some of them do not know that SHIELD also has tooth brushes for Kids. </li></ul><ul><li>Quality is the most important factor in purchasing a toothbrush </li></ul><ul><li>Dentists recommendation influence a lot when it comes to purchasing tooth brushes for kids. </li></ul><ul><li>Parents are ready to buy a good quality tooth brush at any price </li></ul><ul><li>Kids spend less than 3 minutes while brushing their teeth </li></ul><ul><li>Candies are consumed a lot </li></ul><ul><li>Majority of the kids eat sweets 1-2 times a day </li></ul><ul><li>Kids’ tooth brushes are replaced within 3-4 months </li></ul>
    27. 28. AGENCY BRIEF <ul><li>3 . Who is our Target Audience? </li></ul><ul><li>PRIMARY TARGET AUDIENCE: </li></ul><ul><li>AGE: KIDS aged between 5-10 years </li></ul><ul><li>GEOGRAPHIC: Urban (Metropolitan cities Karachi, Lahore, Islamabad) </li></ul><ul><li>SEC: A & B </li></ul><ul><li>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. </li></ul><ul><li>LIFESTYLE: Kids that go to school, and are in the process of continuous learning. </li></ul><ul><li>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. </li></ul><ul><li>SECONDARY TARGET AUDIENCE: </li></ul><ul><li>Parents of the KIDS </li></ul>
    28. 29. AGENCY BRIEF <ul><li>Television and Print: For Brand Recognition, demonstration and awareness. </li></ul><ul><li>Buzz or street marketing: To cut through the intense advertising clutter in young people's lives and generate talkability. </li></ul><ul><li>Commercialization in education, to create a relationship and strong bond </li></ul><ul><li>School used to be a place where children were protected from the advertising and consumer messages that permeated their world. </li></ul><ul><li>Below-the-line activities: so that the consumers can experience our brand </li></ul>B. Initial recommendation on required channels to reach our target and why?
    29. 30. AGENCY BRIEF <ul><li>4. What do they think & do now? </li></ul><ul><li>KIDS have comparatively less knowledge on how to keep their teeth neat and clean. Some of the children take tooth brushing as a very boring exercise and also create problems for their parents. </li></ul><ul><li>Kids get attracted towards cartoon oriented tooth brushes. </li></ul><ul><li>The bristles of toothbrushes do not clean the plaque properly. </li></ul><ul><li>5. What would we like them to think and do in response to the communication? </li></ul><ul><li>We would like them to think of tooth brushing as a fun experience, an experience full of adventure. In response to this, we want them to start tooth brushing twice a day for 3 minutes. </li></ul><ul><li>We want KIDS to be the chooser of GIGGLES. </li></ul><ul><li>We want parents to realize the importance of kid’s brushing their teeth at an early age. </li></ul>
    30. 31. AGENCY BRIEF <ul><li>6. What is the single most important point to communicate? </li></ul><ul><li>“ Tooth brushing is not a compulsion, it’s an adventure”. </li></ul><ul><li>7. Why should they believe it?  </li></ul><ul><li>Because SHIELD is the first one to communicate about KIDS toothbrush in PAKISTAN. </li></ul><ul><li>Because SHIELD is the first one to introduce colorful cartoon oriented toothbrushes for kids in Pakistan. </li></ul>
    31. 32. 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
    32. 33. CREATIVE PLAN <ul><li>Our re-launch of Giggles tooth brush with the cartoon character design will make the brushes appealing, colorful and more exciting for the kids. </li></ul><ul><li>Kids will happily enjoy the brushing experience and will be encouraged to do it themselves without being forced by their parents. </li></ul><ul><li>The soft and effective bristles of the new Giggles Tooth brush will help children brush their teeth smoothly and they would not complain about the bristles being too hard or their teeth hurting. </li></ul><ul><li>To communicate that Giggles adventure of brushing will wave off the boring image of tooth brushing from the minds of the kids. </li></ul><ul><li>To communicate that Kids should brush their teeth for 3 minutes and it is an effective way to keep their teeth healthy and clean. </li></ul><ul><li>To communicate that Kids should take care of their teeth by keeping an eye on the intake of their food and cut down on candies, chocolates etc. </li></ul><ul><li>To communicate that SHIELD’S range of toothbrushes include tooth brushes for kids as well. </li></ul>
    33. 34. CAMPAIGN IDEA 1 <ul><li>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. </li></ul><ul><li>  </li></ul><ul><li>TAGLINE: It’s not a compulsion, it’s an Adventure…….!!! </li></ul><ul><li>  </li></ul><ul><li>APPEAL: Music appeal (Rhyme) </li></ul><ul><li>JINGLE : Brush your teeth, </li></ul><ul><li>Give your teeth a treat. </li></ul><ul><li>Brush up and down and all around, </li></ul><ul><li>To keep them clean and neat! </li></ul><ul><li>EXECUTIONAL FRAMEWORK: Fantasy based Ad, Visual demonstration of the product with cartoon characters. </li></ul>
    34. 35. CAMPAIGN EXECUTION <ul><li>Image/ Story boarding </li></ul><ul><li>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….. </li></ul><ul><li>OR </li></ul><ul><li>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. </li></ul><ul><li>OR </li></ul><ul><li>Creating a cartoon world, where all the cartoon characters are brushing their teeth and enjoying with GIGGLES. </li></ul>
    35. 36. CAMPAIGN IDEA 2 <ul><li>MESSAGE: WATCH YOUR MOUTH </li></ul><ul><li>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. </li></ul><ul><li>TAGLINE: &quot;Giggles Brush bets that you will FEEL clean and simply LOVE your teeth…so watch your mouth! </li></ul><ul><li>  </li></ul><ul><li>EXECUTION : Print ads </li></ul>
    36. 37. CAMPAIGN IDEA 3 <ul><li>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. </li></ul><ul><li>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 </li></ul><ul><li>TAGLINE : Good brushing now means more teeth later! </li></ul><ul><li>RHYME (POEM) on posters: Starting early and starting right will ensure that your teeth stay healthy and bright! </li></ul><ul><li>EXECUTION : Demonstration by a dentist </li></ul>
    37. 38. CAMPAIGN IDEA 4 <ul><li>MESSAGE: REDISCOVERING FUN </li></ul><ul><li>Fun based activities so that our consumers can interact with our brand. </li></ul><ul><li>EXECUTION : Below-the-line activities like Sponsorship, Point-of-sale, sales promotion, and in Above-the-line, we will go for internet (interactive website) </li></ul>
    38. 39. 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
    39. 40. 1. TRIGGER <ul><li>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. </li></ul><ul><li>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. </li></ul>
    40. 41. 2. AWAKE <ul><li>TV Ads will be used to build high awareness </li></ul><ul><li>Demonstration </li></ul><ul><li>Good reach and Proven impact </li></ul><ul><li>The most common persuasive strategy employed in advertising to children is to associate the product with fun and happiness, rather than to provide any factual product-related information. </li></ul><ul><li>Children in the age category 5-10 years have a positive attitude towards advertisements. </li></ul><ul><li>Cartoon characters will be used to gain attention and to attract children. </li></ul>
    41. 42. 2. AWAKE <ul><li>PRINT: </li></ul><ul><li>In Print we will go for Young World, Young Times and Naunehal, with articles highlighting important facts and information such as </li></ul><ul><li>Good oral health is important to your overall well-being. </li></ul><ul><li>Healthy teeth not only enable you to look & feel good, they make it possible to eat & speak properly. </li></ul><ul><li>Steps that should be taken to prevent dental problems and how to keep your smile healthy and bright. </li></ul><ul><li>What you eat……affects your teeth. </li></ul><ul><li>Proper tooth brushing techniques. </li></ul>
    42. 43. 3. CAPTIVATE <ul><li>BTL ACTIVITIES </li></ul><ul><li>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. </li></ul><ul><li>CELEBRATING NATIONAL SMILE MONTH OR ORAL HEALTH WEEK: Following are the activities: </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>Apartment activities- dental hygiene. </li></ul>
    43. 44. 3. CAPTIVATE <ul><li>Super Lunch Box Event: </li></ul><ul><li>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. </li></ul><ul><li>Advertising posted in classrooms, school buses, computer labs in exchange of funds. </li></ul><ul><li>FUN BASED ACTIVITIES IN BTL </li></ul><ul><li>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. </li></ul><ul><li>Writing stories on THE TOOTH FAIRY would be held in various schools, and distributing prizes to winners. </li></ul><ul><li>Distribute ice creams among children, and the ice cream stick should be shaped like a toothbrush having the brand name GIGGLES on it. </li></ul><ul><li>Tooth brush drawing competition among children in different schools. </li></ul><ul><li>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!!! </li></ul>
    44. 45. 3. CAPTIVATE <ul><li>SPONSORSHIP: </li></ul><ul><li>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. </li></ul><ul><li>Sponsor KIDS Game shows on TV. </li></ul><ul><li>INTERACTIVE WEBSITE: </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>Also, the website would allow the kids to select different colors, designs and a variety of different cartoon characters for their toothbrushes. </li></ul><ul><li>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. </li></ul>
    45. 46. 3. CAPTIVATE <ul><li>BRAND ACTIVATION: </li></ul><ul><li>Dental Expert Talk: </li></ul><ul><li>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.” </li></ul><ul><li>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. </li></ul>
    46. 47. 4. PROMPT <ul><li>Consumers Perceive the Brand through these 5 senses… </li></ul><ul><li>Sight, Touch, Sound, Smell and Taste. </li></ul><ul><li>Marketers can use Sight and Sound for GIGGLES. </li></ul><ul><li>Logos </li></ul><ul><li>Contrast </li></ul><ul><li>Style </li></ul><ul><li>Size </li></ul><ul><li>Cartoon characters </li></ul><ul><li>Slogan </li></ul><ul><li>Music </li></ul><ul><li>Bright and happy color combinations can be used to give a certain brand recognition in the minds of the customer. </li></ul><ul><li>Instead of holding a toothbrush, make the whole thing a Cartoon character to make </li></ul><ul><li>GIGGLES recognizable in the market. </li></ul><ul><li>A unique rhyme in the ad (mentioned above) with a different tune which whenever </li></ul><ul><li>heard can make children recognize GIGGLES. </li></ul><ul><li>These senses will always help in breaking through the clutter and make GIGGLES prominent amongst the different competitor products. </li></ul><ul><li>This SENSORY BRANDING will stimulate the person to buy the product. </li></ul>
    47. 48. 4. PROMPT <ul><li>POINT- OF -SALE (HIGH PRODUCT VISIBILITY): </li></ul><ul><li>Audio Visual Display: A display in which audiovisual technology is used to stimulate purchases </li></ul><ul><li>Big visual display of GIGGLES TOOTHBRUSH </li></ul><ul><li>Special racks, banners, signs </li></ul><ul><li>Distribution of pamphlets, posters, puzzles, and stories to dentists </li></ul><ul><li>Retail boards </li></ul><ul><li>WHERE? </li></ul><ul><li>Dentist & Professionals </li></ul><ul><li>Modern Trade </li></ul><ul><li>Super Stores </li></ul>
    48. 49. 4. PROMPT <ul><li>SALES PROMOTION: </li></ul><ul><li>Placement of drawings of GIGGLES TOOTHBRUSH in newspapers ( kids section), requesting them to color the drawing and send it to the company to get a FREE GIGGLES tooth brush. ( for trial generation) </li></ul><ul><li>Free GIGGLES tooth brush with SHIELD TOOTHPASTE. </li></ul><ul><li>Sampling : Organize samplings to pharmacies and dentists to generate trial. </li></ul><ul><li>Coupons for discounted dental check up for 6 months on purchasing GIGGLES TOOTH BRUSH. </li></ul><ul><li>Coupons for getting free bags, lunch boxes, water bottles for schools (Speciality advertising) </li></ul>
    49. 50. MEDIA EFFECTS ON CHILDREN <ul><li>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. </li></ul><ul><li>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. </li></ul>
    50. 51. MEDIA PLANNING <ul><li>Original Budget that the Company has: Rs.1,000,000 </li></ul><ul><li>Proposed Budget for GIGGLES Toothbrush: Rs.6,000,000 </li></ul><ul><li>Objective and Task Budgeting </li></ul><ul><li>Splitting of Budget: </li></ul>
    51. 52. MEDIA STRATEGY <ul><li>Brand awareness and image are necessary to succeed. </li></ul><ul><li>Campaign must connect with the target audience to encourage trial, purchase and eventually brand loyalty. </li></ul><ul><li>Frequency to ensure the consumer recognizes the new product. </li></ul>
    52. 53. MEDIA OBJECTIVES <ul><li>WHEN? </li></ul><ul><li>JUNE 2009 to October 2009. </li></ul><ul><li>PR Campaign to create buzz in the 3 rd & 4 th week of June. </li></ul><ul><li>TV ADVERTISEMENTS from the 1 st week of July till the end of it. </li></ul><ul><li>Print information in the month of July and August </li></ul><ul><li>BTL activities in schools to be started in the month of August. </li></ul><ul><li>Interactive website to be launched in September. </li></ul><ul><li>Sales Promotion & point-of sale activities to be done in October. </li></ul><ul><li>WHERE? </li></ul><ul><li>Focus on Metropolitan cities Karachi, Lahore, & Islamabad. </li></ul><ul><li>WHO? </li></ul><ul><li>Kids 5-10 </li></ul><ul><li>Mothers </li></ul><ul><li>WHAT? </li></ul><ul><li>Same as creative strategy. </li></ul>
    53. 54. MEDIA OBJECTIVES <ul><li>HOW? </li></ul><ul><li>TELEVISION </li></ul><ul><li>Cartoon Network </li></ul><ul><li>Wikkid Plus </li></ul><ul><li>Nickelodeon </li></ul><ul><li>Indus Chotu program </li></ul><ul><li>Morning shows at HUM TV & ARY </li></ul><ul><li>DIGITAL </li></ul><ul><li>Website </li></ul><ul><li>PRINT </li></ul><ul><li>Young World, 2 informative ads </li></ul><ul><li>Naunehal (monthly) for 3 months </li></ul><ul><li>OOH </li></ul><ul><li>1 Billboard at Boat Basin </li></ul><ul><li>2-3 Mobile buses </li></ul><ul><li>BTL ACTIVITIES </li></ul><ul><li>School Visit </li></ul><ul><li>National Smile Day </li></ul><ul><li>Fun Activities </li></ul><ul><li>Point-of-sale </li></ul>
    54. 55. 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
    55. 56. TV SCHEDULE Time Band Cartoon Network WIKKID INDUS VISION 13:00 - 13:29 5,000     13:30 - 13:59 5,000     14:00 - 14:29 5,000     14:30 - 14:59       15:00 - 15:29   4,000 2,500 15:30 - 15:59   4,000 2,500 16:00 - 16:29   4,000 2,500 16:30 - 16:59   4,000 2,500 17:00 - 17:29 7,500 4,000   17:30 - 17:59 7,500     19:30 - 19:59 7,500     20:00 - 20:29 7,500     20:30 - 20:50 7,500     21:00 - 21:29 5,000     Rs.1,925,000 30 seconds Commercial
    56. 57. TV SCHEDULE TV Sponsorship Program DURATION Total Amount ARY Morning show (Dr. Shaista Wahidi) For 3 days Rs. 3,00,000 HUM TV Morning show For 3 days Rs. 3,00,000
    57. 58. PRINT SCHEDULE Publication Name Size Rate # of Ads Total Amount Young World 24*7 Rs.1800 per column 2 Rs. 6,00,000 Naunehal 24*7 3 Rs. 100,000 Young World L shape 2 Rs. 100,000
    58. 59. BTL SCHEDULE ACTIVITIES INVESTMENT (RS.) National Smile Day Rs.500,000 Fun Activities Rs.1,20,000 Sponsorship Rs.1,20,000 Point-of sale Rs.8,00,000 Sales promotion Rs.1,50,000 TOTAL Rs.1,690,000
    59. 60. ALL Activities Budgeted Amount TV ADS Rs. 1,925,000 Brand Activation Rs. 600,000 Print Rs. 8,00,000 OOH & Mobile Rs. 1,000,000 Website Rs. 8,000 National Smile Day Rs. 5,00,000 Fun Activities Rs. 1,20,000 Sponsorship Rs. 1,20,000 Point-of sale Rs. 8,00,000 Sales Promotion Rs. 1,50,000 TOTAL Approx. 6,000,000
    60. 61. EVALUATION PROCESS <ul><li>Message Evaluation (storyboard) </li></ul><ul><li>Recognition tests </li></ul><ul><li>Emotional reaction tests </li></ul><ul><li>Opinion tests </li></ul>
    61. 62. OTHER RECOMMENDATIONS <ul><li>Can sponsor DAWN spelling BEE contest. </li></ul><ul><li>“ Lift the Lip” campaign encourages parents and all health providers to check children’s teeth as a normal and important part of health care. </li></ul><ul><li>Should concentrate on the quality of the product </li></ul><ul><li>Should use cartoon characters on toothbrushes </li></ul>
    62. 63. APPENDIX <ul><li>Questionnaire </li></ul>