logging in or signing up Advertising Strategy of Dhara refined sudhanshukhatri Download Post to : URL : Related Presentations : Let's Connect Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Copy embed code: Embed: Flash iPad Dynamic Copy Does not support media & animations Automatically changes to Flash or non-Flash embed WordPress Embed Customize Embed URL: Copy Thumbnail: Copy The presentation is successfully added In Your Favorites. Views: 1198 Category: Education License: All Rights Reserved Like it (0) Dislike it (0) Added: February 14, 2010 This Presentation is Public Favorites: 3 Presentation Description No description available. Comments Posting comment... By: jenusmart (30 month(s) ago) how do i copy it Saving..... Post Reply Close Saving..... Edit Comment Close Premium member Presentation Transcript Slide 1: ''DHARA DHARA SHUDH DHARA'' Presented By-: Arun Sharma Dilip Nibouriya Neeraj Tanwar Shubham Vishi 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” You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.