8/14/2019 Advertising Support Plan for Porcelain Cermaics Tableware

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OBJECTIVES:

1. Launch Cera-e- Noor as a premium porcelain tableware brand and subsequentlyestablish a truly aesthetic brand image revolving around exceptional quality and

elegant designs.

2. Establish strong market awareness regarding the premium aspect of Cera-e-Noorand position it in line with international premium brands prevalent in Pakistani

markets, i.e. Mikasa, Royal Albert, Noritake, and Arcopal. TOM awareness should

position Cera-e-Noor in line with these international brands in consumers minds.

3. Cash on lack of mass branding in the premium table ware market and establish abrand persona that is young, elegant, glamorous & audacious.

BRANDPOSITIONING:

1. Advertising Positioning StatementCera-e-Noor is the best quality premium table ware brand available in Pakistan. It is

not only durable and long lasting but stylish & elegant enough to reflect your

affluence and eminence. Its various variants address what females look for in table

wear brands. It is trusted by brides for their future homes where stature and

prestige matters; it is trusted by housewives for their current homes where styled

durability matters.

2. Target MarketPrimary target market is females aged 20-35 years (this encompasses prospective

brides and existing housewives, although sizeable consumption is influenced by

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mothers in their fifties) in LSM 8-13 income groups (for a lifestyle brand like Cera-e-

Noor LSM is an appropriate measure) living in strata 1-2 towns or top five towns of

the country, educated, and have the propensity to buy an expensive brand.

STRATEGY:

1. Branding PotentialConsumer insights reveal that premium consumers look for design, style and quality

as essential attributes of a premium tableware brands. International brands have

very little brand equity established which can easily be captured as there is a lot of

white space. Research shows consumers are not strictly loyal to any local or

international brand which gives Cera-e-Noor potential to built strong brand equity.

2. MessageThe gist of the communication message would revolve around elegance, style, luxury

and class. All campaigns would appeal consumers first functionally and thenemotionally. Functionality would revolve around housewives whilst emotions would

revolve around prospective brides. Brides would be presented with mughal-era

touch to establish a highly luxurious context.

3. Channel of Communication1. Television

A. Advertise the brands TVC on top six channels of Pakistan.B. Main concentration of advertising during end of summer & start of winter (end

of Q3) as marriages are concentrated in winter season (advertising in Ramadan

(Q2) would also be decent as marriages are also planned after Eid).

C. To sponsor tableware of all leading cooking shows telecasted.D. To sponsor table ware of all morning shows telecasted.E. To give a sneak peak of the wide variety of finesse designs of Cera-e-Noor.

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2. RadioA. A high involvement product like tableware might not be effectively marketed

though radio advertisements. Thus special emphasis should be placed on PR

activities on top radio networks; hosts of popular shows can be asked to discuss

about Cera-e-Noor and its products.

3. Press

A. Advertising in all leading SEC A & B English/Urdu newspapers on monthly/ weeklybasis depending on budget. Special emphasis should be placed on magazines like

Ad-mail Connection, Home-Plus etc as they cover our bulls-eye target market.

B. Prepare leaflets focusing on specific variants of Cera-e-Noor and attach themwith English/ Urdu Sunday Newspapers of SEC A & B towns of top five cities.

4. Activities1. P.O.S

A. Produce 5000 product catalogues and distribute them in all distributionchannels. It is to make sure that maximum numbers of potential customers have

easy excess to Cera-e-Noor product catalogue.

B. Cera-e-Noor will also cash on the distinct advantage of having its own sales outlets, thuspartially converting them into display centres. Special emphasis would be placed on

display, lighting, context & ambiance of table ware used to attract customers.

2. Direct marketingC. Vans will go to venues of social gatherings & door to door of SEC A & B areas to

give the potential consumer a chance to see the product physically at its

doorstep.

3. Sales PromotionsA. BTLS would be conducted in Q3 at malls of SEC A & B localities across Pakistan.

4. Viral Marketing

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A. Exceptional viral marketing campaign should be launched in Q4 to reinforce theadvertising round the year. Also, by then enough content, awareness and

interest would be developed to energize the online and social media.