Branding Sunsilk- Ad maker Bangladesh 2012

SUNSILK

TG Gender: Female Age: 16-25 Economic Status: All Sectors and

Majority of Consumers are from BOP

TG INSIGHT Like to feel Beautiful Love to win Challenge Peer Pressure Watch Indian Channels Rural consumers like Bengali Movies Facebook availability for Urban

Consumers Imitation and Jealousy Love to gain Attention Obsessed with self Exposure.

CAMPAIGN OBJECTIVE To make the people understand the

importance of daily shampooing and conditioning.

To clearly distinguish a conditioner from a shampoo to all those who are not aware.

To increase the market share of Sunsilk conditioners.

To create dominant branding of Sunsilk through the campaign.

To increase the sales of Sunsilk.

CAMPAIGN SEGMENT 1 Target Group: Age Range: 15-25 Gender: Female Target locality: Rural regions

BIG IDEA

RUPER ALONGKAR CHUL……CHULER ALONGKAR SUNSILK…….

COMMUNICATION DEVELOPMENT

Influencing the influencersBRAND AMBASSADOR:

PURNIMA

EVENT DAY Fun games Magic Room

Consultation Free shampooing and conditioning

Vaggyo chorki Motivation by PURNIMA QUIZ contest GiveAways and Gifts

Hair comb Mirror Hair Accessories Shampoo and conditioners

BIG CONFUSION !!

CONDITIONER ? SHAMPOO ?

SOLUTION

CHANGE THE PRODUCT PACKAGING

SUSTAINED EFFECTSponsoring address plate

SUSTAINED EFFECT Pasting Posters in the retailer store

RADIO COMMERCIAL

SUSTAINED EFFECT Gifts given Mental progression (Husband) CSR

CAMPAIGN SEGMENT 2 Target group:

URBAN Region Income level: Lower and Middle classCollege and University going girls

BIG IDEA“RAJKUMARIR KHOJE”

IN SEARCH OF PRINCESS

ACTIVITY Setting up a booth in selected big

Universities.RegistrationConsultationQueries and commentsSunsilk hair product give awayPhoto shoot

ACTIVITY AFTER EFFECT – visit after 7 days.

Impromptu speech Photo shootRecommendation

COMMUNICATION DEVELOPMENT Pasting Poster in the college and

university3 days prior of the campaign

Radio advertisement Viral marketing

MOTIVATION Monthly publication in the facebook fan

Page. Billboard Exposure Registering for the product itself. Vibe

FUTURE POSSIBILITY

Countrywide reality showSUNSILK- RAJKUMARIR KHOJE

7 winners representing fable characters

CAMPAIGN SEGMENT-3 Country wide program Scratch sMsthe Highest Users get the chance Communication medium

Sms based

MOTIVATION

Ultimate Reinforcement

BUSINESS PROSPECT

Sales Increment

MEDIA PLAN TVC

Ekushey TV: “Rupchorca”-1min ATN: “Recipe Contest -1min BTV: “Ittadi” -1min Desh TV: o;’l;’l;’: Mon | Wed – 30 secs

Billboard University and Coaching Areas Bonani,Farmgate

Print Ad Prothom Alo: Noksha Bangladesh Pratidin: weekly 1time Local Newspaper

Mirror

MARKETING SCHEDULE

Media Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec

TVC ● ● ● ● ● ● ●RDC ● ● ● ● ● ● ● ● ● ● ● ●

University Campaign ● ● ● ● ● ● ● ●Billboard ● ● ● ● ● ● ● ● ● ● ● ●Print Ad ● ● ● ● ● ●

TVC making 50,000TVC Air time 2,800,000RDC Making 35,000RDC Airtime 700,000Print Ad 12,000Mirror Placing 147,000Posters print 150,000Free Distribution and Gifts 1,070,000Outdoor 20,00,000Misc 1,000,000TOTAL 7964000

BUDGET

THANK YOU