Slide 1: ''DHARA DHARA SHUDH DHARA'' Presented By-:
Sudhanshu khatri THE ALL NEW DHARA : THE ALL NEW DHARA Strategy Planning : Strategy Planning IDEA: Taste of Natural Oil which is the essence of Indian Cooking
Protection against cardiovascular diseases.
Source of Omega 3 (Acid) Communication Strategy : Communication Strategy The strategy was to communicate a compelling health proposition through an emotional promise
Keeping in view the Communication strategy DHARA HEALTH was launched . MEDIA STRATEGY : MEDIA STRATEGY The launch was announced across all leading national dailies & TV channels so as to maximize target reach.
To ensure outdoor visibility, POPs, Shop boards and Hoardings were taken in key centers.
With an aim to make it the flagship brand, and ensure high trial rates there were some special initiatives like Father’s Day Promotion, Medal Scheme & Small Town Press reviews. MEDIA : MEDIA Print Media will show the other uses of Dhara:
a newly-wedded couple or a son or daughter when returning after a long absence, or succeeding in exams or an election.
Traditional jaggo pot fuel in Punjabi weddings.
As a part of home-made cosmetics during mayian.
As fuel for lighting earthen lamps (diyas) on festive occasions such as Diwali.
Used in hair. Known to be extremely beneficial to the hair. Segmentation, Targeting & Positioning : Segmentation, Targeting & Positioning Target Audience: Every Household In India (SEC A, SEC B, SEC C)
Target Customer: Housewives, Working Women, Bachelors, Purchase officers of Restaurants, Doctors, Fast food chain vendors
Ad Campaign: product benefit is packaged with the Emotional appeal BRANDING ATRATEGY : BRANDING ATRATEGY BRANDING STRATEGY - Cont… : BRANDING STRATEGY - Cont… The emotional core for the campaign is ‘Pride in Dad’.
The communication was built around how Dads can feel more energetic even after a complete days work and still have the energy to play with the kids. It was articulated in the phrase – ‘‘My Daddy Strongest’’ THE CURRENT MINDSET : THE CURRENT MINDSET THE NEW APPROACH : THE NEW APPROACH WHY ? NEW ADVERTISING APPROACH : WHY ? NEW ADVERTISING APPROACH To cater to needs of
Health conscious people.
Price Sensitive market
Urban Class : “Har Indian ke dil ki Dhara,
Mera Dhara, Tumhara Dhara,
Dhara Dhara Shudh Dhara”