LIVE DEO Dual Effect

Institute of Business Management.

Presented To:

Ms Nida Shaukat

Presented By:

Abdullah

Junaid Ansari

S M Sufyan

Wajeeh Fatima

Zahid Khan

LIVE

LIVE DEODual Effect – Antiperspirant Deo + Perfume fragrance

Ander Laga , Deo hy yaar

LIVE

Product

• LIVE Deo• Dual Effect

• Differentiation• Antiperspirant & Perfume Fragrance

• Price• 180 /= PKR

• Variants:• 3 variants

Product Life Cycle

• Introductory Stage

• Product Category Awareness

• Brand Awareness

• Emotional + Rational Appeals

Competitors

• Fa • Charlie• Victoria • Gillette• Nike• Adidas• AXE• Denim• Nivea• Rexona• Others imported brands

SWOT Analysis

• Strengths• 2 purposes• Product Differentiating: Perfume fragrance with

24hr protection

• Weaknesses• Awareness about Product category is weak, people

are confused about the product & its usage.• We are new entrance in the market

SWOT Analysis• Opportunities

• Less competitive advertising environment• Greater chance to register brand name in the minds of

consumers.• People are more concerned about hygiene and they

want protection and fragrance both• There is still a room for our brand “LIVE” to come up

with innovations and better ideas to grow into the market

• Threats• Myth against deo spray: anti presperant causes cancer• Alternatives like perfumes and body sprays are growing

up• Rexona is a bigger competitor ( Uniliver can come up

with the bigger advertising campaign to lift their brand image up )

Target Market

• Primary• SEC B+,B and B-• Males and females• Urban areas• Youngsters Age: 15 – 22 (which includes college and universities students)• People who are independent enough to take their purchase decisions• People who bigger social group and who are conscious about their image• People who can be Influencer and Follower• Sportsmen

• People who want to get rid of bad body odor

• Secondary• Age: More than 22• SEC C+ and C

• Purchase Behavior:• buy deo spray once or twice in a month from supermarket.• Two people from the same family buy different variants of different or similar

brands• It’s a low involvement product

Advertising Objective

• Primary Aim• Brand and Product category awareness while

focusing on the 2 benefits that we are providing.

• Secondary Objective• To get a good market share

Advertising Strategy

• Big Idea• Spray more LIVE more

• Campaign Idea• Dual Effect: Andar Laga, Deo hey yaar

• Brand Personality• Young, Teen Ager, Fun Loving, Fresh, Cool and

Confident, happy go lucky, solution provider, Full of life

TVC -Scene 1

• A group of friends is sitting in a cafe having fun.

Scene 2

• A girl and a guy entering into the café and coming towards the group at the same time the group is feeling an aroma of fragrance developing around them ( which will be depicted on their facial and body expression.

• Voice Over: A girl from the group says: New Perfume?

Scene 3

• The girl and a boy look at the group focusing on the girl who asked the question.

• Voice Over: No that’s a new Deodorant

Scene 4

• The group look at both of them with the little shocking expression.

• Voice Over: Which one?

Scene 5

• The camera now focuses on the girl and a boy while they are pointing on the mirror besides them.

Scene 6

• The group looks at the mirror where they see the girl holding a bottle of the perfume (The group get shocked because she just said that its her new deodorant and not perfume.

Scene 7

• The group look back at the girl with the same shocking look and they see her holding a bottle of a deo spray.

• Voice Over: Is it a deo or a perfume?

Scene 8

• The camera focuses on the girl and the boy and they smartly reply

• Voice Over: That’s a new deo spray with dual effect.

Scene 9

• We will have a product window where we will describe our product that it’s a deo spray but it gives a long lasting fragrance like a perfume with ultimate 24 hr protection due to antiperspirant.

Scene 10

• The camera will get back to the group where a guy asked for the LIVE deo spray bottle to try it on.

• Voice Over: let me try it on.

Scene 11

• The guy will grab the Live Deo spray bottle from the girl’s hand and he will be about to spray on his shirt.

Scene 12

• There will be a long shot of the whole group including the guy and the girl who introduced the Deo spray. They all will shout as the boy is about to spray the deo on his shirt.

• Voice Over: Aby ruk….! Deo hy, Ander laga yaar.

Mendatories

• We make sure the get up of the whole talent will reflect our target market.

• The whole look and feel will be as similar to our brand personality.

• We will make sure the branding would be strong in terms of color theme, brand logo and packaging etc.

• Our communication will be bilingual i.e. English & Urdu.

OOH

• Board is having cutouts of girl and a boy.• They have LIVE DEO in their hands and they are

spraying the LIVE DEO• And in the center of the board there will be

written that

LIVE Deo

Dual Effect

ander laga, DEO hy yaaar…!!

ATL Activities

• TV• Geo, Play Tv, TV One, HBO, ARY, The Musik, AXN,

Aag, Ten Sports, MTV, Style 360

• Radio• RadioActive 96, City FM 89, Apna Khi FM 107, Radio

One FM 91, FM 106.2

• Print• Dawn Images, Daily Times Sunday Magazine, The

News, She, GT, Tribune Sunday Magazine, Tribune Paper, Dawn, Cricketer, Smash, Fashion Magazines

• OOH• Outdoor Hoardings, Transit Media, Streamers,

Bridge Panels, Live Size Standees, Round-Abouts ( all the main round abouts that are connecting the main streets of karachi)

Media Vehicle Placement Timings

TV HBO

AXN

Movies

Fear Factor (Horror) NightARY Good Morning Pakistan, Early evening till

night4pm - 10pm

GEO Drama: Ye zindagi hy, , Sharif Show, Sahir Show, utho jago pakistan

Shows

MTV, AAG TV, PLAY TV Shows, Songs, Coke Studio 8 – 9 PM

Style 360 11 no Road Show, Runway, AK 101 Week end showsMagazine Mag First and Last Page Every Week

Express Tribune Mid 2nd page SundayCricketer, Back page Every week

Home Express Back Inside Every EditionRadio FM 91 Drive Time Shows ,Beenish Show, Desi

Bhangra, Dino Show12PM, 2Pm, 5PM, Night

FM 96 RJ Urooj Evening 6pm-8pmFM107 Morning drive time 7am-10am

Newspaper Jung Front page SundaysDawn Newspaper Front page, back page, sports page Daily

The News Front and back page Weekdays and Sundays

Express Front and back page Every alternate dayBillboard Shahrah-e-Faisal On Shaheed-e-Millat bridge For 1 month

Johar Johar Mor For 2 month3 Talwar on top of For 1 monthPECHS Allah Wali Chorangi For 1 month

Axact round about On nearby building For 1 month5 star chowrangi Abbasi shaheed Hosp road For 1 Month

PIDC Shaheen complex For 1 monthNazimabad Near Mc Donalds For 2 months

BTL Activity Concept

• We will have a Kiosks with our brand ambassadors in different cinemas , malls, super markets and Arts Councils.

• They will be giving spray bottles to the potential target market so that they can spray and experience the fragrance and protection of our brand.

• They will specifically mention “ Ander Laa DEO hy yaar” (like it is mentioned in our TVC)

• Kiosks outside the Universities & Colleges• Free sampling in the sports grounds (Hockey,

Cricket etc.)• Stalls at different concerts and shows.

Factoids (apply on both ATL & BTL)

• We can have a 5-10 second screen on TV ( on all potential channels that we have mentioned before and this screen will have all the facts/benefits related to using a deo spray.

• Our branding will be very strong on this screen in terms of color themes, design layouts, Font and Music and it will say “ Brought to you by: LIVE – Dual Effect, Deo hy , Ander Laga Yaar.”

• We can also have a single leaf-let which will have again all the factoids written on it with our proper branding and our brand ambassadors can give them to the target market during BTL activities.

Thank You

• Spray More … LIVE More