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

  1. 1. BTL ACTIVITY FOR ENERGILE PRESENTED BY: Shiraz Abdullah Shafiq Abdullah PRESENTED TO: Mr. Khurram Malik DATE: 26 th April, 2008
  2. 2. Energile - Introduction <ul><li>First launched in 1977 </li></ul><ul><ul><li>Positioned as the Flavored glucose of those times </li></ul></ul><ul><li>Re-launched in mid 80’s and mid 90’s </li></ul><ul><ul><li>Main objective was to keep glucose benefits in mind but also to penetrate into the red syrup market i.e. Rooh Afza </li></ul></ul><ul><ul><li>Competition included Tang as well </li></ul></ul><ul><li>Recently re-launched again in 2006 with new flavors, a complete brand over haul and a completely different look. </li></ul><ul><ul><li>Working on the position of ‘Active Energy’ </li></ul></ul>
  3. 3. Energile - Introduction <ul><li>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. </li></ul><ul><li>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. </li></ul>
  4. 4. SKU’s of Energile and BUZZ <ul><li>Energile MTD </li></ul><ul><ul><li>Energile Mix Fruit (25 , 100 and 400 Gm) </li></ul></ul><ul><ul><li>Energile Trendy </li></ul></ul><ul><ul><ul><li>Orange </li></ul></ul></ul><ul><ul><ul><li>Mango </li></ul></ul></ul><ul><ul><ul><li>Peach </li></ul></ul></ul><ul><ul><ul><li>Pineapple </li></ul></ul></ul><ul><ul><ul><li>Lemon </li></ul></ul></ul><ul><ul><li>The 25 Gm packets are the sachets, an SKU which is very popular in the rural markets and lower strata. </li></ul></ul><ul><li>Energile BUZZ i.e. the RTD has the 250 ml pack, and has the following flavors. </li></ul><ul><ul><li>Apple </li></ul></ul><ul><ul><li>Mango </li></ul></ul><ul><ul><li>Orange </li></ul></ul>
  5. 5. Energile - Introduction <ul><li>This year the Brand has again attempted a re-launch working on the same platform of ‘Active Energy’. </li></ul><ul><li>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 </li></ul><ul><li>In order to better get in touch with their target market Energile also launched it’s website for football enthusiasts. </li></ul>
  6. 6. Youth Football Championship
  7. 7. Youth Football Championship
  8. 8. The new Energile
  9. 9. Target Market – Consumer Profile <ul><li>DEMOGRAPHICS </li></ul><ul><ul><li>Socio Economic Class A, B </li></ul></ul><ul><ul><li>Males, Females Aged Between 12 – 16 </li></ul></ul><ul><ul><li>Classified best as Teenagers and Tweenagers </li></ul></ul><ul><li>GEOGRAPHICS </li></ul><ul><ul><li>Urban and mostly KLI </li></ul></ul><ul><li>PSYCHOGRAPHICS </li></ul><ul><ul><li>Sports lovers </li></ul></ul><ul><ul><li>Ambitious </li></ul></ul><ul><ul><li>Constantly Active in high energy Sports and Games </li></ul></ul><ul><ul><li>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 </li></ul></ul><ul><ul><li>This is the segment who would love to follow the steps of their idols and be constantly involved in physical sports and activities </li></ul></ul><ul><ul><li>They can be termed as ‘Sports Jockeys’ </li></ul></ul>
  10. 10. Actual Communication <ul><li>Quick Recap: </li></ul><ul><ul><li>“ Energile” is not a new brand </li></ul></ul><ul><ul><li>The positioning and target market has been drastically changed </li></ul></ul><ul><ul><li>Target market for Energile is now composed of young kids who are sports enthusiasts </li></ul></ul><ul><ul><li>They love to play sports, whether at school or off school. </li></ul></ul>
  11. 11. Actual Communication <ul><li>PROBLEM? </li></ul><ul><ul><li>Brand in recent past has been going through some tough times </li></ul></ul><ul><li>REASON? </li></ul><ul><ul><li>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. </li></ul></ul>
  12. 12. What they did? <ul><li>Energile held a football tournament actvity in Karachi </li></ul><ul><li>Problem? It was covering only one city and few </li></ul><ul><li>schools! </li></ul><ul><li>Activity was focused on a small part of the entire target market. </li></ul>
  13. 13. Our proposition DO IT BIG ….. DO IT BETTER!!! Our campaign: “ENERGILE SPORTS TOUR”
  14. 14. PLAN <ul><li>Our plan is: </li></ul><ul><li>Energile selects certain schools in KLI (Karachi, Lahore, Islamabad) </li></ul><ul><li>Proposes those schools management that Energile will hold “Energile Sports Day” in their schools </li></ul><ul><li>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 </li></ul><ul><li>Energile RTD will be sold in the schools on the event day </li></ul>
  15. 15. MECHANISM <ul><li>Energile Sports Tour 5 month campaign </li></ul><ul><li>The tour will rollout from Islamabad, then to Lahore and will end in Karachi </li></ul><ul><li>Schools contacted in June/July to confirm event dates </li></ul><ul><li>Promotion starts in August </li></ul><ul><li>Registration in tour through online registration </li></ul><ul><li>Awareness of tournament through Pamphlets and Banners placed in selected schools </li></ul>
  16. 16. Promotion of Campaign <ul><li>The “Energile Sports Tour” will be heavily promoted </li></ul><ul><li>on the following mediums: </li></ul><ul><li>Internet </li></ul><ul><li>Print </li></ul><ul><li>Radio </li></ul><ul><li>TV </li></ul>
  17. 17. Promotion of Campaign <ul><li>INTERNET </li></ul><ul><li>Banner Ads will be placed on the following websites: </li></ul><ul><li>Facebook </li></ul><ul><li>MSN Messenger </li></ul><ul><li>Music downloading websites like,, </li></ul><ul><li>Games websites, such as, </li></ul><ul><li>Schools official websites </li></ul>
  18. 18. Promotion of Campaign <ul><li>PRINT </li></ul><ul><li>Print Ads will be given in: </li></ul><ul><li>Kids magazines like Young World, Smash, and Young Times </li></ul><ul><li>In cartoon or kids section of major English and Urdu newspapers </li></ul>
  19. 19. Promotion of Campaign <ul><li>OUTDOOR MEDIA </li></ul><ul><li>Billboards, Posters & Mobile billboards are common </li></ul><ul><li>We plan to do some thing different </li></ul><ul><li>TV Screens at Traffic Signals </li></ul><ul><li>Common in Lahore </li></ul><ul><li>Now in Karachi as well </li></ul><ul><li>TV screen will show ads as well as update of the sports matches </li></ul><ul><li>Advantage? </li></ul>
  20. 20. Promotion of Campaign <ul><li>TV </li></ul><ul><li>A TVC will be especially made for this activity </li></ul><ul><li>Special focus will be on creating hype regarding the “Energile Sports Tour” amongst the target market </li></ul>
  21. 21. RECAP <ul><li>Which marketing communication tools used? </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Advertising </li></ul><ul><li>Event Management </li></ul><ul><li>Public Relations </li></ul>
  22. 22. RECAP <ul><li>Which communication vehicles used? </li></ul><ul><li>TV </li></ul><ul><li>Print </li></ul><ul><li>Outdoor Media </li></ul><ul><li>Internet </li></ul>
  23. 23. Evaluation <ul><li>Evaluation will be done through the following platforms: </li></ul><ul><ul><li>The Website : </li></ul></ul><ul><ul><li>Retail Audit </li></ul></ul><ul><ul><li>Consumer Panel </li></ul></ul><ul><ul><li>Survey of Target Market </li></ul></ul>
  24. 24. Website <ul><li>Number of hits </li></ul><ul><li>Number of new members signing up </li></ul>
  25. 25. Retail Audit <ul><li>Retail perspective on consumer patterns </li></ul><ul><li>Check Brand Name awareness and demand </li></ul><ul><li>Retail Audit to be carried out along the same lines of a Post Launch Evaluation </li></ul><ul><li>Shops with Coolers are the ones that will be targeted </li></ul><ul><li>Check on the Brand’s performance on the front lines due to push or due to pull </li></ul>
  26. 26. Consumer Panel <ul><li>Panel data which consists of data collected through focus groups of the relevant target market of the brand </li></ul><ul><li>Unilever Pakistan’s own set of Consumer Panel </li></ul>
  27. 27. Survey <ul><li>Survey carried out amongst the target market to get a more in depth feed back on the success of the carried out campaigns </li></ul><ul><li>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 </li></ul>
  28. 28. Thank You!