Advertisement Advertisement SelectedSelected

Group MembersGroup Members

Amir ShaukatAmir Shaukat

Col M. UsmanCol M. Usman

Shereen NawabShereen Nawab

Saadia MalikSaadia Malik

Zulfiqar AhmadZulfiqar Ahmad

Introduction -Tapal TeaIntroduction -Tapal Tea

Started in 1947Started in 1947

Largest selling brand Largest selling brand

Philosophy: traditional valuesPhilosophy: traditional values

Tea brands to suit every taste Tea brands to suit every taste and pocketand pocket

Promote Strong Tea CulturePromote Strong Tea Culture

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Brand ArchitecturesBrand Architectures

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TelenorTelenor

Norwegian, Mobile Operator

Entered into Pakistani Market in

March 2005

Coverage

In more than 500 destinations

Djuice, a pre-paid package by

Telenor

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Brand ArchitectureBrand Architecture

Postpaid Packages

Package A

Package C

Package B

Prepaid Packages

Package D

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DjuiceDjuiceDjuice, a young and energetic package from the ‘factory’ of TelenorDjuice! Offer to its customer No boredom, no weariness and no more

mundane routine

Djuice is for those who like: More SMS, MMS Enjoy

▬downloading pictures

▬Ring tones ▬Games

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Advertisement Advertisement AnalysisAnalysis

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Story BoardingStory Boarding

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Contt..Contt..

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Aesthetic Analysis of Aesthetic Analysis of TAPAL TAPAL

Advertising AppealAdvertising Appeal Love and Family OrientedLove and Family Oriented

Execution Style:Execution Style: Musical and slice-of-lifeMusical and slice-of-life

Color AnalysisColor Analysis Predominantly red colorPredominantly red color White Color White Color

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Djuice – Story BoardingDjuice – Story Boarding

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Aesthetic Analysis of Aesthetic Analysis of DjuiceDjuice

Execution Style: lifestyle

Advertising Appeal Fun & Pleasure with suspense:

Color Analysis Bright Color Blue walls

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FCB Grid Analysis of FCB Grid Analysis of TAPALTAPAL

ThinkingThinking FeelingFeeling

High High InvolvemenInvolvemen

tt

InformativeInformative AffectiveAffective

Low Low InvolvemenInvolvemen

tt

Habit Habit FormationFormation

Self Self SatisfactionSatisfaction

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ThinkingThinking FeelingFeeling

High High InvolvemenInvolvemen

tt

InformativeInformative AffectiveAffective

Low Low InvolvemenInvolvemen

tt

Habit Habit FormationFormation

Self Self SatisfactionSatisfaction

FCB Grid Analysis of FCB Grid Analysis of TAPALTAPAL

Competition AnalysisCompetition Analysis

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BCG Matrix of TAPALBCG Matrix of TAPAL

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BCG Matrix of DjuiceBCG Matrix of Djuice

* At time of Launch

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PerceptionPerception

The best and most beautiful things The best and most beautiful things in the world cannot be seen, nor in the world cannot be seen, nor

touched ... but are felt in the heart touched ... but are felt in the heart

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Perception ModelPerception Model

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Advertisement AttentionAdvertisement Attention

Butterfly CurveButterfly Curve

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How Tapal Transforms our How Tapal Transforms our PerceptionPerception

Style

Packaging

Colors in Advert

Aroma

Symbol

Slogan

MusicLogo

Perception

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Perceptual InterpretationPerceptual Interpretation

ClosureClosure It is an evening time. It is an evening time. Husband is returning from office. Husband is returning from office. He is tired from all the days’ activity and He is tired from all the days’ activity and

needs refreshmentneeds refreshment

InterpretationInterpretation Family OrientedFamily Oriented Caring BrandCaring Brand Provide RefreshmentProvide Refreshment

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Tapal’s Perceptual Maps Tapal’s Perceptual Maps

AttributesAttributes SmellSmell ColorColor Strong FlavorStrong Flavor PackagingPackaging Availability in the marketAvailability in the market NutritionNutrition

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Perceptual Map AnalysisPerceptual Map Analysis• TAPAL is Good in both Smell

& color

• TAPAL positioned itself as a

strongest flavor tea brand

in Pakistani market & is

available in all big stores.

• TAPAL also provides good

nutrition for mental

alertness

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Positioning StatementPositioning Statement

Tapal’s Positioning StatementTapal’s Positioning Statement

An ultimate drink with good smell, lively An ultimate drink with good smell, lively colors and rich nutrition qualitycolors and rich nutrition quality

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Positioning StatementPositioning StatementLipton’s Positioning Lipton’s Positioning StatementStatement

Lipton provides you a high quality tea Lipton provides you a high quality tea with rich nutrition in colorful with rich nutrition in colorful

packagingpackaging

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Positioning StatementPositioning Statement

Supreme’s Positioning Supreme’s Positioning StatementStatement

Brooke Bond Supreme brings Brooke Bond Supreme brings families closer together with its rich families closer together with its rich taste and traditions. And its strong, taste and traditions. And its strong, rich taste & color is ideally suited to rich taste & color is ideally suited to the Pakistani palatethe Pakistani palate

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How Djuice Shaped our How Djuice Shaped our PerceptionPerception

Style

Colors in Advert

Slogan

MusicLogo

Perception

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Interpretation GapInterpretation Gap

Leading Misperception Energy drink or the like

Cognitive Dissonance Shock on revelation

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Djuice’s Perceptual Maps Djuice’s Perceptual Maps

Attributes Network coverage Value Added services Subscription Base Affordability Brand Awareness User Growth Rate Connectivity Vs Technology

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Positioning StatementPositioning Statement

DjuiceDjuice

Get your life started with the moment of delight and fun by having most affordable mobile service with

exiting value added services and state of art technology.

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Positioning StatementPositioning Statement

Ufone Ufone

A A caring connection for you by u that fulfill your expectation of wide

coverage, price affordability with excellent connectivity.

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Positioning StatementPositioning StatementJazz OctaneJazz Octane

Coming from the largest cellular company in Pakistan , octane

combines fun with value, specially targeted towards the young at heart people, offering lower rates to three

favorite numbers and lower SMS rates, now you can easily be part of

the largest network in Pakistan offering the widest coverage.

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Positioning StatementPositioning Statement

WaridWarid

A fastest growing mobile service with crystal clear voice and round the

clock efficient connectivity

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Positioning StatementPositioning Statement

PaktelPaktel

We are back with new looks to serve the price conscious

consumers by assisting them with our rich past experience.

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ACTIVITYACTIVITY

o This is not a testThis is not a testo There are no right or There are no right or

wrong wrong answersanswers

o Answer what you Answer what you FEEL!FEEL!o Good LuckGood Luck

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How brand build their How brand build their perceptionperception

Just follow these instructions, and answer the Just follow these instructions, and answer the questions one at a time and as quickly as you can! questions one at a time and as quickly as you can! STEP 1.STEP 1. Think of a number from 1 to 10Think of a number from 1 to 10STEP 2.STEP 2. Multiply that number by 9 Multiply that number by 9 STEP 3.STEP 3. If the number is a 2-digit number, add If the number is a 2-digit number, add the digits together the digits together STEP 4.STEP 4. Now subtract 5 from the answerNow subtract 5 from the answerSTEP 5. STEP 5. Determine which letter in the alphabet Determine which letter in the alphabet corresponds to the number you ended up with corresponds to the number you ended up with (example: 1=a, 2=b, 3=c, etc.) (example: 1=a, 2=b, 3=c, etc.)

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Contt..Contt..STEP 6.STEP 6. Think of a country that starts Think of a country that starts with that letter with that letter STEP 7.STEP 7. Remember the last letter of the Remember the last letter of the name of that country name of that country STEP 8.STEP 8. Think of the name of an animal Think of the name of an animal that starts with that letter that starts with that letter STEP 9.STEP 9. Remember the last letter in the Remember the last letter in the name of that animal name of that animal STEP 10.STEP 10. Think of the name of a fruit that Think of the name of a fruit that starts with that letter starts with that letter

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Are you thinking of a Kangaroo in Denmark eating an Orange?

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PersonalityPersonality

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Freudian’s TheoryFreudian’s Theory Id - Id - djuicedjuice Superego - Superego - TapalTapal

Major Motives for consumptionMajor Motives for consumption Djuice – Djuice – DisallenationDisallenation Tapal - Tapal - Femininity Femininity

Idiocentrics versus AllocentricsIdiocentrics versus Allocentrics Tapal Tapal – Allocentrics– Allocentrics Djuice – Djuice – IdiocentricsIdiocentrics

PersonalityPersonality

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Personality Statement of Personality Statement of TAPALTAPAL

Affectionate, dependable and charismatic, that’s Affectionate, dependable and charismatic, that’s how we know her. Tapal is a how we know her. Tapal is a young house wifeyoung house wife somewhere between somewhere between late 20’s and early 30’slate 20’s and early 30’s. She . She enjoys a enjoys a rich culturerich culture and strongly affiliates with and strongly affiliates with her traditions and customs. She respects her her traditions and customs. She respects her relationshipsrelationships and can go an extra mile to protect and can go an extra mile to protect them. A type of person whom you can rely on. She them. A type of person whom you can rely on. She will be there for you in all hard times and will help will be there for you in all hard times and will help you out with things. Moreover she is charming and you out with things. Moreover she is charming and pleasant, you tend to pleasant, you tend to enjoy every momentenjoy every moment when when she is around. she is around.

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Cont..Cont..

Although she seems to be a typical Although she seems to be a typical eastern eastern womanwoman yet she is practical and composed. yet she is practical and composed. She is a determined individual who believes She is a determined individual who believes in her self and is confidant about her views. in her self and is confidant about her views. She has the She has the ability to adaptability to adapt to changing to changing environments. She has been through environments. She has been through turbulent times but has turbulent times but has successfully successfully managedmanaged to overcome them and, in the to overcome them and, in the process, has learnt and groomed herself to process, has learnt and groomed herself to become an even become an even better individual.better individual.

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Personality Statement of Personality Statement of DjuiceDjuice

Contemporary, energetic and social, that’s Djuice. He is a young guy in his late teens or early 20s. He is a ‘party animal’. He loves to enjoy life without much concern to other things, a little carefree person. Although he seems to be somewhat eccentric but actually he likes making new friends and helps them out with everything. He likes to stay in his friends company and enjoys dining out with them. He enjoys rock music and fast foods.

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MotivationMotivation

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Motivation process Motivation process (needs)(needs)TapalTapal

Combined familyCombined family

Love for younger Love for younger

Respect for elders Respect for elders

A strong tea A strong tea

CulturesCultures

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Motivational strengthMotivational strengthAccording to Drive According to Drive theorytheory Strong tasteStrong taste Catering for headacheCatering for headache

According to According to Expectancy theoryExpectancy theory Good smellGood smell FreshnessFreshness EnergyEnergy Strong family bondStrong family bond Good family lifeGood family life

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Motivation process Motivation process (needs)(needs)DjuiceDjuice

Save your eyesSave your breathSave your thumbTarget market culture

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Motivational strengthMotivational strengthDjuiceDjuice

According to drive theory Save of eyes Save your breath Save your thumb

According to Expectancy theory Save of eyes for see something good Save your breath to have some fun Save your thumb for the future

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Motivational conflictsMotivational conflictsTapal / DjuiceTapal / Djuice

Approach – approach conflict

Approach - avoidance conflict

Avoidance – avoidance conflict

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Classifying consumer Classifying consumer needsneeds

Tapal / DjuiceTapal / Djuice

Need for affiliation

Need for power

Need for uniqueness

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Reference Group MatrixReference Group Matrix

Necessity Luxury

Private Private necessity

private luxury

Public

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LearningLearning

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LearningLearning

Tapal Family MixtureTapal Family Mixture

‘The Consumer as a Black Box’

Strong Taste

Love and Affection

Tea for the Family

Favorable responseFavorable response

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Contt.Contt.

Conditioned StimulusConditioned Stimulus Tapal tea to be strong, nicely flavoured Tapal tea to be strong, nicely flavoured

with a good colour with a good colour These attributes and cues are These attributes and cues are

consistently paired with Tapal Family consistently paired with Tapal Family Mixture Mixture

Consumers learn to feel thirsty when Consumers learn to feel thirsty when later exposed to these brand cueslater exposed to these brand cues

RepetitionRepetition

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Cognitive LearningCognitive Learning

Observational learning

Attention Production Process

Retention

Observational Learning

Motivation

Components of Observational Learning

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Cognitive LearningCognitive Learning

Memory and learning

Personal Relevance

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LearningLearning

DJuice Save your eyes for djuice Save you breath for djuice Save your thumb for Djuice

lacks appeal and learning portray such actions that the consumer is tempted to repeatNo learning about the product

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LearningLearning

Survey Results Advertisement did not appeal to them Advert did not arouse any particular

interest Aortrayed something that was

destructive and gave an ill feeling Did not want to retain any behaviors

that were displayed in the advert

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CultureCulture

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Concept of CultureConcept of Culture

Comprehensive ConceptComprehensive Concept

Culture is acquired not inheritedCulture is acquired not inherited

Nature of cultural influencesNature of cultural influences

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Tapal’s cultureTapal’s culture

Demographic – middle urban class Demographic – middle urban class with sizable incomewith sizable income

ValesVales CollectivismCollectivism Romantic, love and affection orientationRomantic, love and affection orientation Traditional living lifestyleTraditional living lifestyle Fulfillment of needs of all alikeFulfillment of needs of all alike

Non verbal communicationNon verbal communication

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Tapal’s cultureTapal’s culture

Self concept attachmentSelf concept attachment

Execution styleExecution style Slow traditional music style in slice Slow traditional music style in slice

of life environments.of life environments.

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Djuice’s CultureDjuice’s Culture

Demographic –urban middle class particularly the youthVales Individualism Needs of adult/child No romantic orientation Non materialism

Non verbal communication

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Djuice’s CultureDjuice’s Culture

Self concept Execution style Simple slice of life with fun appeal

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RecommendationsRecommendations

Alternative Djuice Story Alternative Djuice Story BoardingBoardingFirst scene:First scene:

Friends Getting together in a room for a party .In the Friends Getting together in a room for a party .In the background there is hard rock music, many colorful flashy lights background there is hard rock music, many colorful flashy lights and the children of upper class family. Every body is very busy and the children of upper class family. Every body is very busy in the party, Light goes off & suddenly a huge ball explodes the in the party, Light goes off & suddenly a huge ball explodes the wall and the room start glowing & Djuice is written on that Ballwall and the room start glowing & Djuice is written on that Ball

Second scene:Second scene: Instead the person when coming out of the floor should be Instead the person when coming out of the floor should be

having a small fan in his hand which is on .The air which is having a small fan in his hand which is on .The air which is coming out from the fan will be shown like the color and the logo coming out from the fan will be shown like the color and the logo of Djuice of Djuice

Third scene:Third scene: College boy sitting in his room decently dressed up and studying College boy sitting in his room decently dressed up and studying

very seriously. Because of long hours of study the boy is tired, very seriously. Because of long hours of study the boy is tired, feeling sleepy, wants to have rest. At this time the ceiling is feeling sleepy, wants to have rest. At this time the ceiling is getting opened and a space shuttle entering the room .the getting opened and a space shuttle entering the room .the shuttle is throwing multicolor rays on the boy and the boy is now shuttle is throwing multicolor rays on the boy and the boy is now fresh, energetic and ready for the work again. Word Djuice is fresh, energetic and ready for the work again. Word Djuice is writtenwritten on the space shuttle.on the space shuttle.