Hashmi surma - Advertising
-
Upload
lalain-shah -
Category
Marketing
-
view
147 -
download
6
Transcript of Hashmi surma - Advertising
HASHMI SURMAPresented by:Shiza Nasim (14466)Emman Humayun (14269)Lalain Shah (15584)Babar Khan (16577)Abbas Khozema (13210)
COMPANY BACKGROUND
• Established by Hakim Mohammad Hashim in 1794 at Bareilly, India
• Deals in products related to eye care, health care and personal care
• A national organization with more than 200 years of heritage in the field of eye care therapies and expertise
• Strives to take an active part in communicating a global environmental and social health concerns through rational activities and in mutual cooperation with the International Community engaged in Herbal Medicine business
• The history of Hashmi is about daring and dedicated people who find themselves satisfied by serving humanity with love made visible by effective action
• Cosmetics industry size exceeds Rs. 150 billion• Industry growing at an average rate of 15% annually• Global brands take the lead in new product developments• Local brands are focused on lower-class consumers • High level of competition from international brands (MAC, Maybelline,
Loreal, Revlon)• No support to the industry by government
INDUSTRY ANALYSIS
Hashmi Surma is available in two variants:
1. Gel like kohl form: Available for a smooth application and a mess free environment
2. Conventional powder form: Although it requires a sleek application , the powder variant is more closer to natural product offering as claimed by the company
PRODUCT REVIEW
CHANNEL AND LOGISTICS
Super markets Retail shops Beauty stores Medical stores General stores
PRODUCT REVIEW
Product Attributes Product Quality Product Style and Design Branding Packaging
Gel like tube
A hard stick form
Powder form
PRODUCT REVIEW
REUSABILITY
The packaging would be easy to handle and would allow a higher degree of reuse and maintenance of the product from the customer’s aspect
• Features:– Clear and Sparkling eyes – UVR Protection– Healthy eyes– Relaxation from Stress
PRODUCT REVIEW
• Surmas were once an important part of every consumer’s life regardless of class but now the surma industry is facing competition from international brands
• The market offers a variety of Surma, each brand claiming optimal performance at unbeatable prices. Local competitors include Hashmi, Saeed Ghani, Asmad Surma, Hamdard and Kiran Surma
• Surmas are widely used in the Pakistan market but only in lower class and lower middle class mainly
• For the last two years, Pakistani Kohl industry has assumed a better pace and many consumers have begun switching from eyeliners and different eye care products. In terms of percentage, the increase ratio is about to 3-7% per annum
HASHMI SURMA IN THE INDUSTRY
The consumer wants to look beautiful and hence is seeking for a product that provides them with the best quality in affordable prices. The target market is such that they tend to opt products that are acceptable in the society keeping in view their budget constraints.
SHAPING THE CONSUMER
Demographics
Age 15 – 50
Gender Female
Education All
Income 10,000 onwards
Marital Status Any
Socio-Economic Class SEC C, D
Users Rural and Urban
Uses Beauty, Affordability, Vision
Psychographics
Personality Simple, not brand loyal
Values Striver
Opinion Believers
Attitude Good quality at affordable price
Interest Value for money
• CLEOPATRA SURMA
COMPETITION
• Saeed Ghani
COMPETITION
• Hashmi Surma is considered as the brand leader because of the brand equity that it enjoys. Moreover, they offer best quality in affordable prices.
• One of its strength is that its widely available which places the consumers at ease. However, Cleopatra and Saeed Ghani are not well known brands in the category of Surma.
• Cleopatra does not offer the best quality in the prices that it offers, giving an edge to Hashmi Surma. Whereas, Saeed Ghani prices its products higher than that in the market rationing out many of the target consumers in the category hence making Hashmi Surma more popular.
COMPETITIVE EDGE
BRAND AVERAGE PRICE
Hashmi Surma 30rs
Cleopatra Surma 55rs
Saeed Ghani Surma 100rs
Advertising Objectives:• Sustain Hashmi Surma’s preference over competing brands and increase
sales by 4% in two months• Induce trial and derive 12% of the sales from new customers• Create a positive brand image for 35% of the target market
Strategy:• Push• Endorsements (Celebrity power)
ADVERTISING STRATEGY
Number of Days 2 Cost for 2 daysLocation A house on rent in Nazimabad 60,000
Format Digi-BetaDirector Waqas Ahmed (WAM Films) 300,000Producer Asif Khan (WAM Films) 130,000Camera Rental 75,000Cast Sajal Ali, Javeria Saud and Shehroz
Sabzwari with extras (8 junior artists)1,200,000 - Top actors60,000 - Junior artists
Equipment LightsGenerator
60,00050,000
Transportation Two rented Hiace with fuel 50,000Set and Propping Kitchen, food, flowers 150,000Wardrobe Nishat and Outfitters
Hydri Market – Junior Actors40,00045,000
Makeup Artist Rose Beauty Parlor 60,000Editing WAM Films 300,000Jingle/Audio AD Studios 100,000Food Usmania Restaurant 35,000Still Photographer 45,000TOTAL Rs. 2,730,000
TVC
COST
ING
Television 16,565,000Radio 5,825,880Print 23,129,500
Out of Home 4,594,410Total Rs. 50,114,790
Summary
MEDIA PLAN
TELEVISION
RADIO
OUT OF HOME
• Provide display boxes of complete range of Hashmi Surma to 30 beauty salons in Karachi
• Rickshaw branding: Placing Hashmi Surma symbolic eyes with logo and quote in Urdu
• Sponsor a segment on Javeria Saud’s morning show (Express TV)
• 5 Backlit Vans around the city
BRANDING